Marketing

Internship Experiences
Name Company Student Prep Int exp. deliverables feedback
Sarthak Rekkit Corporate Under Durex -> Marketing Really good
Saxena Competition: - marketing strategies across learning
(9/8/8) best 5 New Product launch platforms -> ATL experience
submissions in Durex & BTL modes sometimes
from campus Formulating hectic
gets Recommendation
presentation based on primary
chance -> then and secondary
interview list research
comes -> Creating a POSM
research about design
company
Ganesh Perfetti Interview Sales Role Increasing the Good culture
Kumar S Van Mille experience: - reach of perfetti and amazing
(9/8/7) Gamified Step Went to 700 shops products in delhi work place
Interview with and did market
national sales research, consumer List of areas
head behaviour, sales where the sale can
HR Round pattern be pushed by 10%
-> CV
highlights
-> take care
during GLs
-> do you
have any
questions for
us?
Ashu VI Repository = V I Comes for Fixed line data - Industry
(9/9/8) for all Enterprise, Digital Churn in the exposure,
organisation and Marketing revenue Relaxed
Industry Company
analysis Screening Analyse the data culture
About Video Interview (1 to help increase
company -> round only) the revenue (B-2-
Current fact, B)
CEO etc.
Trend analysis,
next 2 year’s
strategy
Amanshree Coca Content CV Selection 5 cities Helpful
(9/8/7) Cola Sessions Consumer people,
Primer PPT/1 min Video – sentiments Rigorous
 Websites of Why Devise strategies
Brands Coca Cola Boost volume
CV share
Interview -> ~30 min
-> CV, projects, HR, Data analysis and
situational, business PPTs
model
Fanai InCred According to GD Round -> Sales:- Good,
(7/8/8) SIGs informal session -> Prospective approachable
evaluative clients + people
Marketing Upcoming clients
Finance Interview -> CV + + pitching Timing not
GenMan Extra cirricular + products + too strict
about Securing sales
role/industry/company meetings Great
learning ->
Product:- financial
allocation -> knowledge +
financial portfolio Soft skills of
for 5 risk profiles sales
Preet Vala Internship Prepared in all Round 1 GD: Topic - deliverables It was a
8| 8 |7 in Dabur the content eCommerce vs They wanted to great
Mechanical in sessions, General Trade improve learning
engineering Sales and special Round 2: 12-15 min themselves in the experience
(Baroda, Marketing preference interview, stress based efficiency and I
Gujarat) role was given to interview parameter. enjoyed it . It
Prior work Marketing as Asked about FSC Work involved was a
ex in Altas SIG. project working with constant
copco(9 Brand Equity Was asked, do you sales man and hustle
months) in Articles have any questions for sales office. involving
B2B Prepared for us.\ Working under multiple
marketing GD and HR area sales things.
questions too manager.

Sales report for

every day, region
wise data,
preparing reports
Nandini ITC GD Round Digital eco
Bhala 1st Interview (Sales system of ITC
(9/8/7) manager) Mangaldeep
2nd Interview (VP)
141 deliveribles
in a questionaire
with the current
 progress and
goals deifned

4 specific things
were asked to be
worked upon
Nikhil Mahindra CRAP Tasks 4 round Worked in Good
Muraka MarkSoc Screen Shortlist Quicklyz Culture,
(9/9/8) Sessions 1st round -> video great
GTM submission -> why Enhance the working
Strategies mahindra & future portal hours,
P2P aspirations Increase the everyone is
interviews 2nd round -> case engagement of the approachable
Read about the 3rd round -> HR portal and great
company question, why Increase adoption learining
marketing etc. of the portal experience
4th round -> CV, each
and every point Competetive
benchmarking
Marketing
Strategy for the
portal
Client/customer
interaction,
reviews
Raj Thakur VI SIG - Communication
(9/8/7) consulting and placement
marketing strategy for the
Cases - firends retail stores
and peers 20 visits to
multiple stores in
mumbai added
sensory marketing

Brand History
1. Nestlé

Nestlé's story starts in the 1860s with two separate Swiss companies: The Anglo-Swiss
Condensed Milk Company (1866) and Henri Nestlé's Farine Lactée (1867). Henri Nestlé, a
pharmacist, created his infant formula to address high infant mortality rates.
By 1905, both companies merged to form the Nestlé we know today. Their early success came
from condensed milk and infant formula, but they soon expanded their offerings. World Wars
presented challenges and opportunities, with military demand for milk boosting sales during
World War I.

Following the wars, Nestlé diversified further, acquiring companies like Crosse & Blackwell
(1960) and Findus (1963). This period also saw the introduction of instant coffee, a major
innovation. Nestlé continued to grow throughout the 20th century, becoming a global giant in the
food and beverage industry.

Today, Nestlé offers a vast product range including chocolate, coffee, bottled water, pet food,
and more. They face criticism for marketing practices and environmental impact, but remain a
major force in the industry.

2. Unilever

Unilever's story starts with two European companies: Lever Brothers (UK) and Margarine Unie
(Netherlands). Lever Brothers, founded in the 1880s, revolutionized soap with their affordable
Sunlight brand. Margarine Unie, established in the 1870s, capitalized on margarine, a butter
alternative for growing urban populations.

In a strategic move, these FMCG giants merged in 1929 to form Unilever. This powerhouse
continued to expand throughout the 20th century, acquiring brands like Lipton tea and Dove soap
while driving innovation with Persil detergent and fish fingers. They diversified into new
categories like ice cream and personal care.

Today, Unilever is a global brand in over 190 countries. Their commitment to sustainability and
social responsibility sets them apart. From personal care products to food and beverages, they
continue to shape consumer habits, all while emphasizing a positive social impact.

3. Coca Cola

The product that has given the world its best-known taste was born in Atlanta, Georgia, on May
8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola, and
carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled,
pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink.
Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious
and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed.

Thinking that "the two Cs would look good in advertising," Dr. Pemberton's partner and
bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark
"Coca-Cola" in his unique script. The first newspaper ad for Coca-Cola soon appeared in The
Atlanta Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-
painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion
"Drink" added to inform passersby that the new beverage was for soda fountain refreshment.
During the first year, sales averaged a modest nine drinks per day.
Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions
of his business to various partners and, just prior to his death in 1888, sold his remaining interest
in Coca-Cola to Asa G. Candler. An Atlantan with great business acumen, Mr. Candler
proceeded to buy additional rights and acquire complete control.

4. Pepsi Co.

The story of PepsiCo begins in 1893, not with a corporate titan, but with a curious pharmacist
named Caleb Bradham. In his New Bern, North Carolina drugstore, Bradham concocted a sweet,
carbonated cola beverage he called "Brad's Drink." Hoping to replicate the success of Coca-Cola,
Bradham renamed his creation "Pepsi-Cola" in 1898, supposedly due to the drink's digestive
benefits (pepsin) and the kola nut flavor.

The early years were marked by both growth and struggle. Pepsi-Cola gained popularity, and
Bradham incorporated the Pepsi-Cola Company in 1902. However, financial difficulties and
World War I setbacks led to several company reorganizations throughout the 1920s. A turning
point came in 1931 when Charles Guth, a businessman, acquired Pepsi-Cola's assets. Guth
revamped the formula, introduced a new 12-ounce bottle for just five cents, and established a
strong bottling network. These strategic moves helped Pepsi-Cola gain ground on its dominant
competitor, Coca-Cola.

The decades that followed were marked by steady growth and iconic marketing campaigns.
PepsiCo was officially formed in 1965 through the merger of Pepsi-Cola and Frito-Lay, a
leading snack food company. This merger signified PepsiCo's shift from a single-product
company to a

diversified food and beverage giant. The "Cola Wars" of the late 20th century saw PepsiCo
engage in aggressive marketing campaigns, often targeting a younger demographic than Coca-
Cola. The introduction of the "Pepsi Challenge" blind taste test in the 1970s is a prime example
of this strategy.

PepsiCo continued to expand its reach throughout the latter half of the 20th century, acquiring
iconic brands like Gatorade (1988) and Tropicana (1998). Today, PepsiCo is a global leader in
the food and beverage industry, offering a vast product portfolio ranging from soft drinks and
snacks to healthier options like bottled water and yogurt.

5. Procter and Gamble

The company was formed in 1837 when William Procter, a British candlemaker, and James
Gamble, an Irish soapmaker, merged their businesses in Cincinnati. The chief ingredient for both
products was animal fat, which was readily available in the hog-butchering center of Cincinnati.
The company supplied soap and candles to the Union Army during the American Civil War and
sold even more of these products to the public when the war was over. Among its early products
were Ivory soap, introduced in 1879, Crisco shortening (1911), Tide, the first synthetic laundry
detergent (1946), and Joy, the first liquid synthetic detergent (1949). In 1932 Procter & Gamble
introduced the radio audience to “The Puddle Family,” the first “soap opera,” so called because
of the sponsor.

Over succeeding years the company extended its product lines to include toothpaste, coffee, tea,
and baking mixes. By the early 21st century Procter & Gamble marketed products in several
major areas: health and wellness (prescription medications, digestive aids, mouthwashes,
toothbrushes, and toothpastes); house and home (cleaning products, detergents, paper towels,
coffee, and snack foods); personal and beauty (fragrances, deodorants, cosmetics, shaving
supplies, and hair color); baby and family (diapers and tissue, cleansing products, and
moisturizers); and pet care, including pet foods.

6. Perfetti Van Melle

In 1876, the Perfetti brothers in Lainate, Italy, began crafting delectable candies and bonbons, a
venture that blossomed into Perfetti by 1970. Across Europe, the Van Melle family was
whipping up their own confectionery magic in the Netherlands, establishing their company in the
1840s. However, World War II threw a curveball, forcing them to relocate their factory to
Rotterdam after the Breskens facility suffered destruction.

In 2001, these sweet destinies intertwined in a delicious merger. Perfetti SpA acquired Van
Melle, creating a global confectionery giant – Perfetti Van Melle – the world's third-largest

player in the industry at that time. This strategic move combined the strengths of both families,
creating a company with a diverse and mouthwatering product portfolio.

Perfetti Van Melle's ambition for global dominance didn't stop there. In 2006, they further
expanded their reach with the iconic acquisition of Chupa Chups, the playful lollipop maker.
This move solidified their position as a major force in the global market, bringing beloved treats
like Chupa Chups under their umbrella.

6. Mondelez International

Mondelez International's roots can be traced back to 1903, when James L. Kraft, a cheese
wholesaler in Chicago, took a bold step. He opened a wholesale cheese business, laying the
foundation for a future empire. A decade later, Kraft took a crucial leap, opening his first cheese
plant and solidifying his presence in the cheese industry. The company's name evolved along the
way, becoming the Kraft Cheese Company in 1914 and even venturing into European markets
with a sales office in London. Mondelez's growth wasn't limited to organic expansion. In 1928,
they acquired the Phoenix Cheese Company, gaining the rights to the iconic Philadelphia brand
cream cheese, a product that continues to be a household favorite today. However, Kraft's
journey wasn't without its challenges. Just two years after acquiring Philadelphia, National Dairy
Products Corporation acquired Kraft Cheese Company.

Undeterred, the decades that followed witnessed a period of strategic acquisitions and product
diversification for what would become Mondelez. They incorporated brands like Jacobs Suchard
(known for chocolate), Freia Marabou (another chocolate company), and Terry's of York
(famous for their chocolate oranges) into their portfolio. By 1995, a name change marked a new
chapter – Kraft General Foods was officially christened Kraft Foods Inc., reflecting their
evolving identity.

Finally, in 2012, Mondelez International was formed through the separation of Kraft Foods'
grocery business. This move allowed Mondelez to focus solely on its core strength: snacks.
Today, Mondelez International remains a global leader in the snacking industry, offering a vast
array of products like chocolate, biscuits, gum, and candy. Their commitment to innovation and a
focus on global markets continue to shape their success in the ever-evolving world of snacking.

7. ITC

Established in 1910 as the Imperial Tobacco Company of India Limited, the company initially
focused on sourcing and manufacturing cigarettes. Recognizing the importance of domestic
resources, they partnered with farmers in southern India to secure a steady supply of tobacco
leaf. Their first cigarette factory was established in Bangalore in 1913, laying the foundation for
their future growth. As India gained independence, the company's name evolved to reflect the
changing landscape. In 1970, it became the India Tobacco Company Limited, and later shortened
to I.T.C. Limited in 1974. Finally, in 2001, "ITC" shed its acronym status to become the brand
name we know today.

However, ITC wasn't content to remain solely in tobacco. Recognizing the potential for
diversification, the company embarked on a strategic journey in the 1970s. Their first foray
beyond tobacco was in the hospitality sector with the launch of their hotel chain in 1972. This
marked a turning point, showcasing their ambition to become a multi-business conglomerate.
The following decades saw a rapid expansion into new sectors. ITC entered the paperboards and
packaging industry, a natural fit given their agricultural base. They also ventured into fast-
moving consumer goods (FMCG) in the early 2000s, launching iconic brands like Aashirvaad
atta (wheat flour) and Sunfeast biscuits. Today, ITC's FMCG portfolio spans a vast array of
products, from confectionery and instant noodles to personal care and education supplies.

8. Diageo

The roots of Diageo stretch back to 1759, when Arthur Guinness, a visionary entrepreneur,
signed a 9,000-year lease on a Dublin property and established the St. James's Gate Brewery.
Meanwhile, across the Irish Sea, John Walker, a grocer in Kilmarnock, Scotland, began
experimenting with blending whiskies in the 1820s.

Fast forward to 1986, when Guinness became a public company, Guinness PLC. Their reach
extended beyond Ireland, with their beers already captivating palates across continents.
Similarly, Johnnie Walker, under the ownership of Distillers Company Limited, had become a
household name for Scotch whisky. The stage was set for a historic merger in 1997. Diageo was
born from the strategic union of Guinness PLC and Grand Metropolitan plc, the latter boasting a
diverse portfolio of alcoholic beverages including Smirnoff vodka and Baileys Irish Cream.
This merger wasn't just about combining giants; it was about creating a powerhouse in the global
drinks industry. Diageo didn't stop there. Throughout the 2000s, they continued to expand their
reach through strategic acquisitions, welcoming iconic brands like Captain Morgan rum and
Tanqueray gin into the Diageo family.

9. Pernod Ricard

Pernod Ricard's journey began in 1805 with Pernod Absinthe, an anise-flavored spirit born in
France. Nearly a century later, another aniseed apéritif, Ricard, emerged in 1932. Though
competitors initially, these two French titans merged in 1975, creating a global beverage
powerhouse.

Pernod Ricard recognized the potential for their products beyond French borders and rapidly
expanded internationally. They didn't rely solely on organic growth, strategically acquiring
iconic brands like Jameson Irish whiskey (1988) and Chivas Regal scotch whisky (2001) to
broaden their portfolio.

Today, Pernod Ricard stands as a global leader in wines and spirits. Their diverse offerings cater
to a wide range of tastes, encompassing not just anise-based drinks but also whiskies, vodkas,
gins, and wines. Their commitment to innovation ensures they stay ahead of trends, constantly
developing new products and marketing campaigns. From its French aniseed roots, Pernod
Ricard has blossomed into a global beverage giant, forever changing how people enjoy spirits
and wines worldwide.

10. L'Oréal

L'Oréal's story starts in 1909 with a young, ambitious chemist – Eugène Schueller. Recognizing
the growing desire for blonde hair, Schueller formulated a safe hair dye he called Oréale. This
marked the birth of L'Oréal, and hair color remained a company focus for decades to come. The
early years saw steady growth, with Schueller employing just three chemists by 1920. This
number continued to climb, reflecting L'Oréal's expanding reach.

Beyond hair color, L'Oréal embraced innovation. The 1930s saw the launch of groundbreaking
sunscreens, a testament to their evolving product line. International expansion followed under the
leadership of François Dalle. Strategic acquisitions like Lancôme (1964) and Maybelline (1997)
solidified L'Oréal's position as a global beauty powerhouse.

Marketing also played a crucial role in L'Oréal's success. Campaigns like the iconic "Because I'm
worth it" tagline, launched in the 1970s with the introduction of their Préférence hair color brand,
empowered women and cemented L'Oréal's association with self-confidence.

11. Asian Paints

Born in a Mumbai garage in 1942, Asian Paints is a story of four friends and their
entrepreneurial spirit. Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind
Vakil, all from Jain families, saw an opportunity when World War II caused a paint import ban.
They started the Asian Oil and Paint Company, offering an alternative to expensive foreign
brands and limited local options. Their early success, with "washable distemper" and the iconic
"Gattu" mascot, propelled them to become India's leading paint manufacturer by 1967.

Innovation and a consumer focus remained core values. They were among the first to embrace
television advertising and understand the importance of brand building. Growth wasn't limited
toIndia. AcquisitionslikeBergerInternationalSingaporeandScibPaintsEgyptin2001marked their
international expansion. Today, Asian Paints is a global leader in decorative and industrial
paints, offering waterproofing solutions, adhesives, and a diverse product portfolio. Their
commitment to sustainability and social responsibility sets them apart. From a small garage
operation to a global leader, Asian Paints' journey exemplifies the power of innovation, a focus
on the customer, and a constant drive to leave their mark on the world

12. Reckitt Benckiser

Reckitt's story unfolds over 180 years, beginning with a businessman named Isaac Reckitt. In
1840, he rented a starch mill in Hull, England, and soon diversified into household products.
After his death in 1862, the business passed to his sons who further expanded it. A pivotal
moment came in 1886 with the opening of their first overseas operation in Australia, showcasing
their early ambitions. They achieved a stock market listing on the London Stock Exchange in
1888, a testament to their growing success.

Reckitt continued to innovate and acquire strategic brands. Harpic, a leading lavatory cleaner,
was acquired in 1932, the same year they launched Dettol, a now-iconic antiseptic disinfectant.
Another significant step came in 1938 when Reckitt merged with J. & J. Colman, a company
known for mustard and flour. This merger formed Reckitt & Colman Ltd., a powerhouse in the
household goods industry.

Global expansion remained a priority. They ventured into new markets and diversified their
product range throughout the 20th century. Today, Reckitt, known simply as Reckitt Benckiser
after another merger in 1999, is a global leader in hygiene, health, and nutrition.

13. Pidilite

Pidilite's journey began in 1959 with a Mumbai-based chemist and his ambition. Balvant Parekh,
armed with a law degree and an entrepreneurial spirit, started manufacturing a single product –
synthetic glue – in Jacob Circle. Recognizing the limited awareness of such adhesives in India,
Parekh saw a gap in the market. The company, initially named Parekh Dyechem Industries, soon
evolved into Pidilite Industries Limited.

Innovation and a customer-centric approach fueled Pidilite's growth. Parekh wasn't content with
just glue; he expanded their offerings to cater to various needs. Over the years, they introduced
iconic brands like Fevicol (adhesives), FeviKwik (instant adhesives), and Dr. Fixit (construction
chemicals). Their focus on building strong relationships with customers, from small businesses
to multinational corporations, solidified their position as a leader in the adhesives and specialty
chemicals market. Pidilite actively pursued acquisitions, like the 2020 acquisition of Huntsman
Corporation's Indian subsidiary, to strengthen their retail adhesives and sealants portfolio. Today,
Pidilite is a diversified leader, offering a vast array of products beyond adhesives.

14. Dabur

Dabur's story began in 1884 with Dr. S.K. Burman, an Ayurvedic practitioner in Kolkata. He
formulated treatments for common ailments and, lacking mass-produced options, began selling
his medicines directly to patients. The name "Dabur" arose from a combination of "Daktar"
(doctor) and Burman's surname. Success led to the establishment of a manufacturing plant in
1896, and by the early 1900s, Dabur was a leading name in Ayurvedic medicines.

They continued to innovate, establishing research labs in 1919 and expanding their product line
beyond just medicines. Ownership transitioned from family-run to professionally managed in
1998, paving the way for further growth. A key move came in 2005 with the acquisition of
Balsara group companies, bringing iconic brands like Babool and Odonil under the Dabur
umbrella. Today, Dabur stands as a leading consumer goods company in India, offering a diverse
range of Ayurvedic products, juices, hair care items, and even some confectionery. Their
commitment to tradition and innovation ensures they remain a household name in India and
beyond.

15. Johnson & Johnson

Johnson & Johnson's story began in 1886 as a New Jersey startup. Three brothers, the Johnsons,
saw a market for sterile surgical supplies to prevent infections. They started with ready-to-use
dressings, a groundbreaking product at the time. Their commitment to quality and hygiene fueled
their early success. The company soon expanded beyond surgical supplies, offering household
products and even medical guides. They weren't afraid to embrace innovation, and their focus on
research and development has remained constant. Over the decades, Johnson & Johnson grew
into a global healthcare giant. Acquisitions like Listerine (1967) and Depuy (1978) bolstered
their product portfolio. Today, they're a leader in pharmaceuticals, medical devices, and
consumer health products. Despite recent challenges, Johnson & Johnson remains dedicated to
their credo: "caring for people for life" through innovation and social responsibility

CSR Initiatives
1. Nestle

Nestle healthy kids programme: Project Jagriti

This programme aimed at hitting the root cause of stunting in children, i.e., Malnutrition. It
targets malnutrition amongst children, adolescents, pregnant women and lactating mothers. For
this, it has partnered with MAMTA Health Institute for Mother and Child.

Project Serve Safe Food

Nestle has partnered with the National Association of Street Vendors of India (NASVI) and
national and local food authorities to launch Project ‘Serve Safe Food’. The project has been
launched to train street food vendors on maintaining general and food hygiene, clean and
sustainable food storing techniques, food handling tips, waste disposal management and
entrepreneurial skills.

Project HILLDAARI (Plastic Waste Management Awareness Campaign)

The HILLDAARI movement is an initiative of Nestle India to promote cleaner and sustainable
hill towns especially the ones which receive high tourist footfall like Mussoorie, Nainital etc.
Nestle realized that one of its bestsellers is also a major pollutant in the hill stations i.e., empty
Maggi packets and took it upon themselves to clean it up. So, it motivated the citizens of the
town to collect waste and inhabit a culture of waste segregation, so that it can be recycled and
reused. As per this initiative, the tourists are encouraged to adopt responsible tourism and not
litter around the place and if possible, carry their waste back home.

2. Unilever

Sustainable Living Plan

Unilever's Sustainable Living Plan is their overarching CSR framework. It encompasses various
initiatives aimed at reducing environmental impact, improving health and well-being, and
enhancing livelihoods across their value chain. The plan includes targets such as sourcing all
agricultural raw materials sustainably and halving the environmental footprint of their products.

Water, Sanitation, and Hygiene (WASH) Program

Unilever partners with organizations like UNICEF and the World Health Organization (WHO) to
implement WASH programs globally. These programs focus on providing access to clean water,
sanitation facilities, and promoting hygiene practices in communities where these are lacking.

BrightFuture Program

This initiative by Unilever focuses on empowering communities and enhancing livelihoods

through various projects. It includes efforts to support smallholder farmers, promote education
and skills training, and improve access to healthcare and sanitation facilities in underserved
regions.

3. Procter and Gamble

Children's Safe Drinking Water Program (CSDW)

This initiative focuses on providing clean drinking water to communities in need by distributing
water purification packets. P&G has partnered with organizations to distribute these packets in
disaster-stricken areas and regions with limited access to clean water.

Gender Equality and Women Empowerment Initiatives

P&G has several projects aimed at promoting gender equality and empowering women. These
include initiatives to support women-owned businesses through training and access to markets,
as well as programs that focus on education and economic opportunities for women and girls.

Ambition 2030

This project outlines P&G's sustainability goals for 2030, aiming to have a positive impact on the
environment and society. Ambition 2030 includes commitments to reduce greenhouse gas
emissions, conserve water, and achieve zero manufacturing waste to landfill across all P&G
manufacturing sites.

4. Coca Cola

EKO Works

Coca-Cola's EKO Works initiative focuses on promoting environmental sustainability through

packaging and recycling efforts. It includes goals to collect and recycle a bottle or can for every
one they sell by 2030, and to ensure all packaging is 100% recyclable

5by20

Coca-Cola's 5by20 initiative is dedicated to economically empowering 5 million women

entrepreneurs across their value chain by the year 2020. Through this initiative, Coca-Cola
provides women with access to business skills training, financial services, and mentoring
support. By supporting women entrepreneurs, Coca-Cola aims to create sustainable economic
opportunities and improve livelihoods within communities worldwide.

Project Last Mile

Project Last Mile is a unique partnership initiative by Coca-Cola that leverages their expertise in
supply chain management and logistics to strengthen health systems in Africa. The initiative
focuses on improving access to medicines, medical supplies, and health services in remote and
underserved communities. By collaborating with governments, NGOs, and local stakeholders,
Coca-Cola contributes to enhancing healthcare delivery and making a positive impact on public
health outcomes in the region.

5. Pepsi Co.

Recycle Rally
PepsiCo's Recycle Rally is a program designed to increase recycling rates in schools across the
United States. It provides tools, resources, and incentives to encourage students, teachers, and
administrators to collect and recycle beverage containers and other recyclable materials. The
program aims to educate students about the importance of recycling while promoting
environmental stewardship within school communities.

Performance with Purpose

PepsiCo's overarching CSR strategy, focusing on delivering sustainable growth by investing in

healthier products, sustainable practices, and empowering people and communities. This
initiative aims to reduce environmental impact, promote health and wellness, and support
communities globally.

Water Stewardship

PepsiCo's commitment to responsible water management includes initiatives to conserve water in

their operations, replenish water in communities, and improve water-use efficiency across their
supply chain. They aim to achieve a positive water impact through partnerships and sustainable
practices.

6. Perfetti Van Melle

Melle Big Smile Project

This community engagement initiative aims to bring smiles to communities by supporting local
education and healthcare programs. It includes partnerships with schools and healthcare
providers to promote education, provide resources for children, and support health initiatives in
underserved communities.

Poshahaar

Perfetti Van Melle's "Poshahaar" project aims to provide nutritional support to underprivileged
children. The initiative includes distributing nutritious meals and snacks to improve the dietary
intake and health of children in communities where Perfetti Van Melle operates.

Parishram

Perfetti Van Melle's "Parishram" project supports government schools in India through
educational initiatives. The project focuses on enhancing the quality of education by providing
infrastructure upgrades, educational resources, and teacher training. By collaborating with local
communities and educational authorities, Perfetti Van Melle aims to empower students and
improve educational outcomes in underserved areas.

7. Mondelez International

Shubh Aarambh – CSR in India

Shubh Aarambh was launched in November 2014 as Mondelez India Foods Pvt. Ltd’s umbrella
CSR and community programme in the country. The program focuses on the integrated
development of children to foster nutrition/health education, promote education and address

social issues impacting young people, gender equality and support young people to become
better citizens.

WoW Boards Project

In collaboration with Hasiru Dala and TrashCon in 2021, Mondelez embarked on an innovative
project aimed at transforming multi-layer plastic waste into ‘WoW Boards’ – a sustainable
alternative to traditional plywood. These revolutionary WoW Boards have proven to be versatile
and environmentally friendly, offering numerous applications that contribute to sustainable
practices.

Cocoa Life

Cocoa Life is Mondelez's global sustainability program focused on creating a thriving cocoa
supply chain while improving the livelihoods of cocoa farmers and promoting sustainable
farming practices. The program aims to empower cocoa-growing communities by addressing key
challenges such as deforestation, child labor, and poverty. Cocoa Life works directly with
farmers to enhance productivity, improve access to education and healthcare, and promote
gender equality. It also includes efforts to conserve biodiversity and promote sustainable
agricultural practices to ensure the long-term viability of cocoa farming.

8. ITC

e-Choupal

e-Choupal is one of ITC's pioneering initiatives aimed at empowering rural farmers through
digital technology. It provides farmers with real-time agricultural information, facilitates direct
sourcing of agricultural produce, and enables fair pricing. This project enhances farmer incomes,
promotes sustainable agricultural practices, and strengthens rural communities.

Mission Sunehra Kal

This project focuses on rural development by empowering women and youth through skill
development and entrepreneurship training. Mission Sunehra Kal aims to create sustainable
livelihoods, reduce poverty, and foster inclusive growth in rural areas. It includes initiatives such
as vocational training, financial literacy programs, and support for small-scale enterprises.

ITC-WOW (Well-being Out of Waste)

The ITC-WOW program addresses environmental sustainability by promoting waste

management and recycling practices. It engages communities and stakeholders to collect,
segregate, and recycle waste effectively. Through this project, ITC contributes to environmental
conservation, reduces landfill waste, and supports the circular economy.

9. L'Oréal

Sharing Beauty With All

L'Oréal's "Sharing Beauty With All" program is a comprehensive sustainability initiative

focusing on three main areas: sustainable innovation, production, and consumption; sustainable
development of products; and inclusivity and community engagement. The program aims to
reduce environmental impact, improve social and economic well-being, and promote sustainable
consumption practices across L'Oréal's value chain.

L'Oréal For the Future

Launched in response to global environmental challenges, "L'Oréal For the Future" is a

sustainability program with ambitious targets for 2030. It includes goals such as achieving
carbon neutrality across all L'Oréal sites, using 100% renewable energy, and ensuring that all
plastic packaging is recyclable or compostable.

Beauty For a Better Life

This initiative focuses on empowering disadvantaged communities and promoting social

inclusion through education and training in beauty and cosmetics. "Beauty For a Better Life"
supports projects that provide vocational training, entrepreneurship opportunities, and access to
beauty services for underprivileged individuals, aiming to enhance their employability and self-
confidence.

10. Pernod Ricard

Responsible Party

Pernod Ricard's "Responsible Party" initiative focuses on promoting responsible drinking and
reducing alcohol-related harm. It includes campaigns, partnerships, and educational programs
aimed at encouraging moderation and responsible behavior among consumers.

Wise Drinking

The "Wise Drinking" program educates consumers about responsible alcohol consumption
through partnerships with NGOs, educational institutions, and campaigns that advocate for
moderation and informed decision-making.

Project Gutenberg

Pernod Ricard's "Project Gutenberg" is an innovative initiative that focuses on reducing their
environmental footprint through sustainable packaging solutions. The project explores ways to
minimize packaging waste, increase recyclability, and innovate in packaging design to promote a
circular economy.

10. Diageo

Water of Life

Diageo's "Water of Life" initiative focuses on providing access to clean water and sanitation to
communities in need. The program aims to improve water security, hygiene, and sanitation
through partnerships with local organizations and communities where Diageo operates. It
includes projects such as building water infrastructure, implementing water purification systems,
and promoting water conservation practices.

Plan W

Diageo's "Plan W" initiative is dedicated to promoting gender equality and empowering women
in their business operations and communities. It includes programs that support women's
leadership development, entrepreneurship, and economic empowerment, aiming to create
inclusive workplaces and societies.

Stop.Drink.Support

Diageo's "Stop.Drink.Support" initiative focuses on tackling alcohol-related harm and supporting

individuals affected by alcohol misuse. It includes initiatives such as partnerships with NGOs
and community organizations to provide education, counseling, and support services for those
impacted by alcohol addiction and their families.

11. Asian Paints

Project Saksham

Asian Paints' "Project Saksham" focuses on skill development and livelihood enhancement for
painters and allied professionals in the construction sector. The project provides training in
modern painting techniques, safety practices, and business management skills to improve their
earning potential and overall well-being.

Ujjwal

The "Ujjwal" project by Asian Paints aims to promote education and enhance learning outcomes
in rural and underserved communities. It includes initiatives such as infrastructure development
for schools, providing educational materials, and supporting teacher training programs to
improve educational quality and access.

Naya Savera
Academic failure and unavailability of resources are some of the principal reasons for students
dropping out of schools in India. The six-month-long programme is aimed at transforming the
lives of school dropouts by educating them and creating job ready candidates. There is also an
assurance of job placements. The students are provided with context-based learning, life skills
training, career guidance, counseling and hands-on training. The programme is conducted in
locations such as Kasna (Uttar Pradesh), Rohtak (Haryana), Visakhapatnam (Andhra Pradesh),
Patancheru (Telangana), Ankleshwar (Gujarat), Cuddalore (Tamil Nadu), Khandala
(Maharashtra), Mysuru (Karnataka), Mumbai, Delhi, Kolkata, among others.

12. Pidilite

Women Empowerment

We supported the establishment of around 60 self-help women’s groups in collaboration with the
Self Employed Women’s Association (SEWA).

We organized training and awareness sessions for these women to encourage savings, manage
finances effectively, and invest in appropriate income-generating initiatives.

Healthcare

Enrolled around 34,000 people for OPD registration valid for one year at Hanumant Hospital,
Bhavnagar, Gujarat.

Installed new and advanced equipment in the pathology laboratory, orthopedic department, and
urology department.

Collaborated with the PNR Society of Bhavnagar to organize 140 free audiometry tests and
around 40 free surgeries.

Collaborated with the Government of Gujarat’s Mukhya Mantra Amrutam Yojana to provide
free dialysis facility to economically backward patients at the hospital.

Education

Launched an initiative for digitization of the curriculum in around 25 Government primary

schools in Gujarat.

Continued supporting the Mobile Van Education scheme in remote Bhavnagar villages.

Supported the Shri. N. N. Mehta Memorial Education Trust in Mahuva in providing scholarships
and prizes to students.

Collaborated with FOX Broadcasting to screen nature and science-related documentaries from
National Geographic in the Gujarati language for village children and adults.
13. Dabur

Swasthya Aur Suraksha

An integrated project aimed at promoting Health, Nutrition and Well-Being amongst the
underprivileged sections of the society, with a focus on overall development of the girl child.
Under this project, Dabur runs a series of awareness and capacity building programmes in rural
schools and villages. The programmes have been specially crafted to give the girl child the right
chances to nurture her talent and skills, and help them excel in different areas of life.

Football Training Camps

Under a special initiative rolled out for the youth (both boys and girls) in Assam, we have been
working towards identifying sporting talent in the field of football from the grassroot and giving
them an opportunity to enter the mainstream world of sports. Our Football Training Camp in
Tezpur offers boys and girls training in football, a sport of choice in the region. A national level
trainer has been hired to conduct the programme.We are now planning to expand the scope of
this programme by setting up a Boxing Training Centre in the region in the new fiscal.

Helping underprivileged children, women gain literacy

Our volunteers and development professionals work towards sensitizing people living in urban
and semi-urban slums on the need for education and encouraging them to enroll their children to
formal schools. Our non-formal education centres, called Gyan Deep Kendras, provide basic
education to out-of-school underprivileged kids between 6 and 14 years of age. On completing
the basic education at our centres, these kids are linked to formal schools. We also operate
Remedial Education Centres, called Gyan Arjan Kendras, to address many of the unique
challenges weaker students face, besides running Adult Literacy Centres to provide basic literacy
to unlettered rural women.

14. Reckitt Benckiser

Dettol school hygiene models

Dettol School Hygiene module aims to create hygiene and sanitation awareness amongst
children, who in turn, educate their families and communities at large. A curriculum that
comprises student workbooks, a teacher’s manual and innovative teaching aids has been made in
local languages. Till now this curriculum has reached 7,000 schools directly and plans to reach
10,000 schools by the end of 2019, and reach over 5 million school children.

Stubble burning in Punjab

RB in collaboration with AFCSR (ASSOCHAM Foundation for Corporate Social

Responsibility), has initiated a project on behavior change communication program on air
pollution in Punjab to reduce stubble burning. They do this by conducting awareness programs at
community and village levels for the farmers on the ill effects of crop burning. The program will
reach out to 2,11,000 beneficiaries. They focus on educating farmers about alternative practices
and the benefits of adopting the same.

Harpic Mission Paani

Harpic Mission Paani through its new campaign, ‘Swachhta aur Paani’ (Hygiene and Water)
aims to reinstate the importance of water in maintaining hygienic practices and emphasizing
increased urgency for efficient usage and conservation. Through Mission Paani, they encourage
all our citizens to drive optimum utilization of this crucial resource for improved hygiene and
sanitation that will help save lives.

15. Colgate Palmolive

Bright Smiles, Bright Futures

This flagship initiative by the Company was created with an aim to spread awareness among
children about the correct oral health habits, basic hygiene and diet, through use of engaging aids
to ensure that the children retain their learning about oral care. Since the inception of the
program in 1976, the Company has been delivering oral health education to children, in
partnership with the Indian Dental Association (IDA) through their network of committed dental
professionals, by reaching out to influencers – like school teachers and the Anganwadi workers
in the community to promote preventive oral care education.

A Positive Step

The program in collaboration with 'Network In Thane Of People Living With HIV',(NTP+), a
Non-Governmental Organization addresses inequalities and promotes education for HIV infected
and affected children. This is a payroll sponsorship program, where the Company matches the
amount of sponsorship given by its employees towards the cause. The Company also supports
other grooming initiatives for the HIV/AIDS affected children and contributes towards the
administrative costs of running the program. Besides, every year, Colgate also encourages its
employees to participate in a Marathon to support the cause. The proceeds from the Marathon go
to the NGO, NTP + to strengthen the Positive Step program.

Seva Mandir Education Scholarship Program

Seva Mandir is a non-profit organization, working in, and around Udaipur in Rajasthan in the
field of education, health, empowerment of women and youth, village institutions and natural
resource development. With an aim to create sustainable livelihoods and bring in a positive
change in the lives of individuals and communities, Colgate partnered with Seva Mandir in 2013,
to support its unique programs through an annual grant. Colgate is also facilitating Seva Mandir
and Vidya Mandir, to help build better infrastructure and facilities for the children which include
well-lit, ventilated classrooms, uniforms, providing safe drinking water, availability of computers
and learning facilities, and the renovation of toilets and washing facilities in hostel campuses
Advertising Campaigns
1. Nestle

Nescafe Gold-Those Few People

The new pan-european campaign of Nescafe Gold takes place in the Plovdiv Roman theatre in
Bulgaria. It deals with this point of view in a 90-second spot which was first launched in the UK
and was displayed on TV, cinemas and online on the 9th of October 2017. This ad has an
emotional feeling as it focuses on how important it is to spend time with those we care about.

Miss-you Maggi

After ban of Maggi by the Food Safety and Standards Authority of India (FSSAI), Nestle India
released ads pertaining to the brand. The under-one-minute films titled 'Menu Cards, Mom and
Neighbours' speak of how much Maggi is missed and how it acted as a crucial snack at any time
of the day or night. These short films reflect the spontaneity and affection between consumers
and Maggi.

KitKat breaks for good

KitKat India has launched their First ever recyclable packs where the recycle sign replaced the
KitKat logo to bring maximum attention to the new packaging and has set 2025 as the date that
they will change all their packaging into recyclable. KitKat has also installed benches made from
recycled plastic packaging across popular youth hangouts and colleges in various cities pan-
India.

2. Unilever

Surf Excel's "Daag Achhe Hain"

This heartwarming campaign celebrates stains (daag) as signs of meaningful actions and
goodness. It features children going the extra mile to help others, promoting the message that
every stain tells a story of kindness and compassion.

Lifebuoy's "Help a Child Reach 5"

This impactful campaign promotes handwashing habits to prevent child mortality from diseases
like diarrhea. It educates through emotional ads and partnerships with healthcare organizations,
aiming to save lives by making handwashing with soap a regular habit.

Dove's "Real Beauty"

Dove's empowering campaign challenges beauty standards, celebrating diversity and self-
confidence. Featuring real women of different backgrounds, it encourages women to embrace
their natural beauty and promotes body positivity globally.
3. Proctor and Gamble

Like a Girl Campaign by Always

This campaign challenged stereotypes and promoted confidence among young girls. It aimed to
redefine the phrase "like a girl" from an insult to a source of strength and empowerment,
encouraging girls to embrace their abilities and strive for their dreams.

Thank You, Mom Campaign by P&G

Launched during the Olympics, this emotional campaign celebrated the unwavering support of
mothers in the lives of athletes. It highlighted the sacrifices and encouragement mothers provide,
showcasing how their love and dedication help athletes achieve their dreams.

Share the Load Campaign by Ariel

This campaign addressed gender stereotypes by promoting gender equality within households. It
urged men to share domestic responsibilities like laundry, challenging traditional roles and
encouraging more equitable relationships at home.

4. Coca Cola

Ummeedon Wali Dhoop (1993)

This emotional ad campaign portrayed Coca-Cola as a symbol of hope and optimism, capturing
the spirit of India and resonating deeply with viewers. It featured a young girl spreading
positivity and resilience in her community, highlighting Coca-Cola's role in moments of
celebration and unity.

Thanda Matlab Coca-Cola (2003)

This popular campaign emphasized the refreshing and cooling qualities of Coca-Cola. The
phrase "Thanda Matlab Coca-Cola" became synonymous with the brand's association with
relaxation and refreshment, reinforcing its appeal as a refreshing drink during hot weather.

Open Happiness (2009)

This global campaign focused on spreading happiness and positivity through Coca-Cola. It
showcased moments of joy and connection among diverse groups of people, highlighting Coca-
Cola's ability to create uplifting experiences and bring people together.

5. Mondelez International

Cadbury Dairy Milk - Kuch Khaas Hai

This iconic ad was part of Cadbury's campaign during cricket seasons in India and Pakistan. It
featured a bustling cricket stadium where fans of all ages were enjoying the game, and suddenly
the entire stadium breaks into synchronized actions and chants, illustrating the magical and
unifying power of cricket and Cadbury Dairy Milk in bringing people together in moments of joy
and celebration. This ad became immensely popular for its catchy jingle and its portrayal of
cricket as a unifying force in the region.

Cadbury 5 Star - Do Nothing

This campaign focused on the indulgent experience of eating Cadbury 5 Star chocolate,
portraying it as a unique and irresistible treat. The catchy tagline "Do Nothing" emphasized the
rich and creamy texture of the chocolate bar, suggesting that its taste was so satisfying that it
encouraged people to momentarily forget their worries and simply enjoy the moment of
indulgence.

Cadbury Bournvita - Tayyari Jeet Ki

This campaign positioned Cadbury Bournvita as a trusted health drink that helps children prepare
for success. It featured inspiring stories of children overcoming challenges and achieving their
dreams, highlighting Bournvita's role in supporting their growth and development.

6. Pepsi Co.

Pepsi - Change the Game

This campaign featured a heartwarming story of a young boy who transforms a simple game of
cricket into an inclusive and joyous experience for his neighborhood. He uses Pepsi as a catalyst
to bring people together, breaking down barriers and fostering unity through the spirit of play
and shared enjoyment.

Yeh Dil Maange More

This iconic campaign from the early 2000s featured Bollywood actor Shah Rukh Khan and
emphasized Pepsi as the choice of the younger generation. The catchy tagline "Yeh Dil Maange
More" became immensely popular and was associated with Pepsi's brand of youthful exuberance
and desire for more excitement and enjoyment in life.

Mirinda - Pagalpanti Bhi Zaroori Hai

Mirinda's campaign focused on celebrating spontaneity and fun. It featured humorous and
lighthearted situations where individuals embraced their quirky side and enjoyed moments of
craziness with Mirinda, emphasizing the brand's tagline "Pagalpanti Bhi Zaroori Hai"

7. Perfetti Van Melle

Center Fresh - Zubaan Pe Rakhe Lagaam

Center Fresh's iconic ad campaign revolved around the theme of confidence and fresh breath. It
featured situations where people confidently dealt with unexpected and humorous challenges
after chewing Center Fresh gum, emphasizing the tagline "Zubaan Pe Rakhe Lagaam ''

Mentos - Dimag Ki Batti Jala De

Mentos' memorable campaign portrayed the candy as a solution for quick thinking and problem-
solving. It featured clever and resourceful individuals who used Mentos to come up with
innovative solutions in challenging situations, sparking the tagline "Dimag Ki Batti Jala De"
(Light up your mind).

Alpenliebe - Ghul jaye zubaan par

Alpenliebe's ad campaign highlighted the melting, creamy texture of the candy that delights taste
buds and warms hearts. It featured heartwarming moments where Alpenliebe played a role in
creating sweet memories and connections between people.

8. ITC

“First Me” Campaign by Classmate (2003)

This campaign targeted a young audience, empowering them to express their individuality. The
notebooks featured trendy designs and quirky characters, resonating with students who wanted to
stand out.

Bingo! Tedhe Medhe"

This campaign for Bingo! snacks showcased quirky and humorous situations where people
embraced their unique personalities and enjoyed Bingo! snacks. It celebrated individuality and
the joy of being different, resonating with consumers through its fun and light-hearted approach.

ITC Classmate - Mother's Day Campaign"

This touching campaign by ITC Classmate celebrated the bond between mothers and children. It
portrayed emotional moments where children express gratitude and love for their mothers,
emphasizing how Classmate products play a role in nurturing relationships and memories.

9. Asian Paints

“Har Ghar Kuch Kehta Hai"

This iconic campaign by Asian Paints emphasized the emotional connection people have with
their homes. It portrayed homes as a reflection of one's personality and aspirations, showcasing
how Asian Paints helps homeowners express themselves through vibrant and personalized color
choices.
“Mera Wala Mood”

The campaign celebrates the idea that our homes are more than just structures; they are living
extensions of our moods and emotions and support the person through all the various moods that
they experience during the festive season.

“Budget Mein Fit. Shauq Ki No Limit”

Conceptualized by Ogilvy India, in the campaign, the paints are shown to be an ideal solution for
homeowners seeking good quality paint within their budget. The campaign tells a humorous
story of a colleague who can fulfill his wishes in his newly painted house, thanks to Tractor
Sparc & Ace Sparc Emulsion.

10. Parle Products

Parle-G - G mane Genius

Parle-G's iconic campaign has featured the tagline "G mane Genius," emphasizing the biscuits'
nutritional value and affordability. The ads typically depict children and families enjoying Parle-
G biscuits, highlighting its status as a trusted and beloved snack.

Parle Kaccha Mango Bite - Xerox Ad

This humorous campaign for Kaccha Mango Bite showcased its unique mango flavor in a
creative way. It famously depicted how even a Xerox copy of the candy tasted as delicious as the
original, capturing the imagination of consumers with its playful concept.

Parle Melody - “Melody Itni Chocolaty Kyun Hai”

This iconic Parle Melody ad campaign focused on the irresistible and rich chocolaty taste of
Parle Melody toffee. The tagline "Melody Itni Chocolaty Kyun Hai" became widely recognized
and associated with the brand.

11. Colgate Palmolive

Colgate Max Fresh

In a playful take on morning drowsiness, Colgate MaxFresh highlights the notion that when
we're feeling sleepy, we tend to deviate from our usual selves and commit amusing bloopers. The
light-hearted ad unfolds with a groggy doctor walking in with a bed attached to his back to
represent how he has still not fully woken up. Due to his grogginess , he makes a lot of funny
goof-ups which surprises everyone around.

Colgate Dental Cream - “Kya Aapke Toothpaste Mein Namak Hai?”

This iconic campaign is one of the longest-running advertising campaigns in India. It popularized
the concept of salt in toothpaste as a key ingredient for dental health. The tagline "Kya Aapke
Toothpaste Mein Namak Hai?" (Does your toothpaste have salt?) became synonymous with
Colgate toothpaste and highlighted its unique selling proposition.

12. Diageo

McDowell’s #YaaronWaaliBaat

Kartik Aaryan in the latest campaign film for House of McDowell’s Glassware showcases his
‘Yaaron Waali Baat’ and the journey of traversing through a special gesture for his Yaar by re-
enacting an iconic scene from his movies, but this time in sign language to ensure that his friend,
who hearing impaired, feels special and included in the celebration.

Johnnie Walker - Keep Walking

One of Diageo's most iconic and enduring ad campaigns is for Johnnie Walker whiskey. The
"Keep Walking" campaign has been running since the late 1990s and has evolved globally. It
emphasizes progress, perseverance, and personal achievement, using powerful storytelling and
inspirational messages to resonate with consumers worldwide.

Guinness - Surfer

Diageo's Guinness brand is famous for its innovative and visually striking ads. The "Surfer" ad is
particularly iconic, featuring a group of surfers waiting for the perfect wave in slow-motion. The
ad's tagline "Good things come to those who wait" emphasizes the patience required to enjoy a
perfect pint of Guinness, aligning with the brand's reputation for quality and craftsmanship.

13. Johnson and Johnson

Johnson's Baby - No More Tears

This iconic campaign for Johnson's Baby products introduced the concept of "No More Tears"
shampoo in the 1970s. It reassured parents about its gentle and tear-free formula, becoming a
household staple for generations.

Listerine - Kills Germs that Cause Bad Breath

Johnson & Johnson's Listerine ad campaign focused on oral health, emphasizing its ability to kill
germs that cause bad breath. The campaign highlighted the importance of fresh breath and dental
hygiene, positioning Listerine as a trusted mouthwash brand.

Clean & Clear - See the Real Me

The Clean & Clear ad campaign targeted teenage skincare, encouraging self-confidence and
acceptance. It featured real stories and experiences of young individuals, promoting Clean &
Clear products as solutions for clear and healthy skin

14. Pernod Ricard

Absolut Vodka - The Absolut Campaign

Absolut Vodka's advertising campaign is one of the most iconic in the spirits industry. Launched
in the 1980s, it featured a series of print ads showcasing the distinctive Absolut bottle shape
creatively integrated into various scenes and objects. The campaign emphasized creativity,
cultural relevance, and the premium positioning of Absolut Vodka.

Chivas Regal - Live with Chivalry

Chivas Regal's "Live with Chivalry" campaign aimed to redefine modern masculinity by
promoting values such as honor, generosity, and integrity. The campaign featured inspirational
stories of individuals who embodied these values, aligning Chivas Regal with a lifestyle of
sophistication and ethical behavior.

Royal Stag - Generation Large

Royal Stag's "Generation Large" campaign is aimed at celebrating the aspirations and
achievements of today's youth. It portrays individuals who dare to dream big and pursue their
passions with determination. The campaign resonates with the younger generation by promoting
a spirit of ambition, resilience, and self-belief. Through inspirational stories and motivational
messaging, Royal Stag positions itself as a whisky that embodies the bold and confident attitude
of modern youth.

15. Reckitt Benckiser

#VanishTheDifference

This campaign for the fabric whitener, Vanish Crystal White was launched with the mission to
‘Make Uniforms, Uniform Again’. The campaign aims to showcase that variations in uniform
brightness should not become the reason for children to lose out on any opportunity.

Dettol - Dettol Dettol Ho

This iconic campaign for Dettol, one of RB's flagship brands, emphasizes hygiene and
cleanliness. The catchy jingle "Dettol Dettol Ho" became synonymous with the brand's
commitment to germ protection. It featured visuals of families using Dettol products to maintain
a clean and healthy home environment.
Summary of Brand Equity Articles
1. Q-commerce is the sachet-isation of shopping

Q-commerce, or quick commerce, is rapidly growing in India, outpacing traditional e-commerce

due to cultural and infrastructural factors. Indians' impatience for quick delivery, with
expectations as short as 2 hours, drives demand. They also have a high return rate and a strong
preference for discounts. Factors such as weather conditions, urban density, and unreliable public
transport further fuel Q-commerce growth, allowing people to shop conveniently from home.

The market benefits from cultural trends like preference for fresh food and productivity among
working women, who value efficiency in shopping. Despite its scale, Q-commerce faces
profitability challenges, including high delivery agent turnover and costly logistics. Nevertheless,
it represents a shift towards smaller, more frequent purchases, akin to sachet-isation in consumer
goods.

https://brandequity.economictimes.indiatimes.com/news/marketing/q-commerce-is-the-sachet-
isa tion-of-shopping/111245040

2. Amazon may have a new ‘way’ to show more ads to Fire TV users

Amazon has launched full-screen video ads on Fire TV screensavers, activated after periods of
user inactivity and lasting up to a minute. This initiative aims to enhance ad revenue while
ensuring a smooth user experience, building upon adjustments made in response to user feedback
for less intrusive ads. Recent ads feature promotions from AT&T and Easy Spirit. Users have the
option to bypass these ads easily, highlighting Amazon's approach to integrating advertising
while prioritizing user-friendly interactions. This move reflects Amazon's ongoing effort to strike
a balance between monetization and maintaining a positive user experience on Fire TV devices.

https://brandequity.economictimes.indiatimes.com/news/advertising/amazon-may-have-a-new-w
ay-to-show-more-ads-to-fire-tv-users/111532553

3. Central Government working on a scheme for Indian electronics brands

The Union Ministry of Electronics and Information Technology (MeitY) is developing a new
scheme aimed at supporting Indian electronics brands. MeitY Secretary S Krishnan announced
this at an event in Chennai, highlighting the scheme's focus on fostering globally
recognizedelectronic brands and enhancing the domestic electronics ecosystem. This initiative
replaces the previous SPECS scheme, which concluded in March 2023. Krishnan emphasized the
importance of brand value over assembly, stressing the need for a comprehensive electronics
ecosystem in India, including semiconductor fabrication and associated components. He noted
government efforts such as Production Linked Incentives (PLI) to bolster semiconductor
manufacturing and design capabilities, fostering both large facilities and startup growth in chip
design within the country.
https://brandequity.economictimes.indiatimes.com/news/marketing/centre-working-on-a-scheme
-for-indian-electronics-brands/111565903

4. Sony Sports Network acquires television rights for Major League Cricket

Culver Max Entertainment, owner of Sony Sports Network in India, has secured exclusive
television rights for Major League Cricket (MLC) T20 tournament for one year. The
announcement includes details of the league's upcoming season, featuring Indian franchise
participation and star cricketers like Quinton de Kock and Nicholas Pooran. MLC's second
season will be broadcasted live in India, starting with the opener on July 6, 2024, and concluding
with the final on July 29, 2024, at Grand Prairie Stadium in Texas. Sony's acquisition of MLC
rights strengthens its position in cricket broadcasting, complementing its existing portfolio that
includes rights for various international cricket events.

https://brandequity.economictimes.indiatimes.com/news/marketing/sony-sports-network-acquire
s-television-rights-for-major-league-cricket/111517965

5. YouTube now allows creators to remove copyrighted music from their videos

YouTube has introduced an updated Erase Song tool for creators, allowing them to remove
copyrighted music from videos while preserving other audio, aiding monetization without
needing to delete content. Neal Mohan, YouTube's chief, announced the tool's capabilities,
highlighting its use of AI to precisely identify and eliminate copyrighted songs. The tool offers
options like muting, trimming, or replacing the song to resolve Content ID claims, which can
restrict video viewability and monetization. Despite potential limitations, YouTube aims to
enhance creator flexibility and content management with this new feature.

https://brandequity.economictimes.indiatimes.com/news/digital/youtube-now-allows-creators-to-
remove-copyrighted-music-from-their-videos/111569450

6. Can Ola Electric become the Maruti Suzuki of electric two-wheelers?

Ola Electric, led by Bhavish Aggarwal, has emerged as the top player in India's electric two-
wheeler (e2W) market, capturing a 48% share in Q1 FY25 with sales of 74,068 units. Despite
challenges such as policy shifts reducing subsidies under the EMPS framework, Ola Electric has
maintained its position through strategic partnerships, competitive pricing, and a diverse product
range.

The company, poised to file for an IPO, faces competition from established players like TVS and
Bajaj Auto but continues to innovate and expand its market presence. However, issues with
product quality, including fires and software glitches, have surfaced, requiring ongoing
management. Looking ahead, Ola Electric is preparing to enter the e-motorcycle segment,
anticipating further growth opportunities in India's evolving electric vehicle landscape.
https://brandequity.economictimes.indiatimes.com/news/marketing/can-ola-electric-become-the-
maruti-suzuki-of-electric-two-
wheelers/111600788?utm_source=top_news&utm_medium=sectio nListing

7. Price cuts fail to speed up FMCG sales as urban India takes it slow

FMCG sales growth has decelerated across both urban and rural areas despite price reductions,
according to industry reports from NielsenIQ. While the overall FMCG market expanded at a
slower rate of 4% in April and May, urban areas experienced a more significant slowdown
compared to rural regions, where volume growth slightly surpassed last year's figures. Factors
contributing to the sluggish demand include heat waves affecting working hours, election-related
disruptions impacting last-mile sales servicing, and reduced cash transactions due to elections.

Analysts anticipate a potential recovery in rural consumption in the second half of FY25, driven
by expectations of normal monsoons and government economic policies, though urban
consumption may lag behind.

https://brandequity.economictimes.indiatimes.com/news/marketing/price-cuts-fail-to-speed-up-f
mcg-sales-as-urban-india-takes-it-slow/111598108?utm_source=top_news&utm_medium=sectio
nListing

8. Label-playing field welcome in F&B

The country's food regulator is pushing for enhanced labeling on packaged foods, emphasizing
sugar, salt, and fat content, though falling short of earlier proposals for more explicit visual
indicators. Critics express concern over the potential manipulation of Recommended Dietary
Allowances (RDA). Despite this, food companies are voluntarily reducing harmful ingredients,
leading to improved financial performance.

As poverty rates decline, more consumers are turning to unprocessed foods, prompting processed
food firms to align with international standards and use labelling to raise disease awareness. This
trend towards healthier practices incentivizes self-regulation within the industry, reducing the
need for stringent government intervention despite calls for stricter regulations from critics.

https://brandequity.economictimes.indiatimes.com/news/marketing/label-playing-field-welcome-
in-fb/111593290?utm_source=category_listing&utm_medium=sectionListing

9. Small business see sharp surge in online orders

A survey by the statistics office reveals significant digital adoption in India's informal sector,
with internet use for business activities increasing sharply. In 2022-23, rural internet usage rose
to 13.5% from 7.7%, while urban usage increased to 30.2% from 21.6%, marking a 7.2
percentage point overall rise.

The survey also highlights a notable presence of female workers, comprising 25.6% of the
workforce, with women leading 54% of proprietary establishments in manufacturing. Despite
setbacks from the second COVID-19 wave, the sector rebounded post-July 2021, with total
establishments increasing by 5.9% to 6.5 crore in 2022-23.

https://brandequity.economictimes.indiatimes.com/news/marketing/small-business-see-sharp-sur
ge-in-online-orders/111567856?utm_source=category_listing&utm_medium=sectionListing

10. Realme collaborates with Sony, says on-device AI to enhance photography

Realme has introduced Hyprimage+, a sophisticated AI photography architecture featuring

flagship optics, on-device AI imaging algorithms, and cloud-based AI image editing. Partnering
with Sony, Realme plans to equip its smartphones, starting with the Realme 13 Pro 5G series,
with Sony's imaging sensors. This collaboration aims to enhance photo quality by integrating AI
capabilities for understanding complex shooting scenarios and optimizing lighting effects.and AI
Ultra Clarity, leveraging AI to enhance image processing in RAW with the HyperRAW
algorithm for improved clarity and dynamic range.

https://brandequity.economictimes.indiatimes.com/news/marketing/realme-collaborates-with-son
y-says-on-device-ai-to-enhance-photography/111599339?utm_source=top_news&utm_medium=
sectionListing

11. Seamless omnichannel experiences to build a truly ‘Phygital Bharat’

The rise of 'phygital' transformation in retail, blending online and offline experiences, is crucial
as Indian consumers increasingly integrate both channels. Despite online shopping's growth, in-
person shopping remains favored for premium and luxury brands. Retailers must leverage
omnichannel strategies to deliver seamless, speedy, and personalized experiences across digital
and physical platforms.

With India poised to become a major consumer market by 2030, retailers need robust internet
infrastructure and innovative approaches like ONDC to integrate online marketplaces with
physical stores effectively. Overcoming infrastructure challenges and enhancing human resource
capabilities will be vital for retail growth amidst evolving consumer behaviors and technological
advancements.

https://brandequity.economictimes.indiatimes.com/news/marketing/seamless-omnichannel-exper
iences-to-build-a-truly-phygital-bharat/111600621?utm_source=top_news&utm_medium=sectio
nListing

12. Deja-vu? In Olympics push, France ramps up war on fakes

Ahead of the Paris Olympics, authorities conducted a sweeping operation at Saint-Ouen flea
market, known for counterfeit goods, seizing 63,000 fake items including luxury brands like
Louis Vuitton and Nike. This crackdown aims to combat the estimated 1.7 billion euros in
annual lost sales due to counterfeit trade in France. However, it has drawn criticism for
potentially exacerbating economic hardships in vulnerable communities.
Paris 2024 organizers and the International Olympic Committee have partnered with a French
intellectual property protection association to raise awareness about counterfeit risks. Concerns
persist over potential declines in tourism revenue, as perceptions of safety and authenticity may
deter visitors.

Luxury conglomerates like LVMH, a major Paris 2024 sponsor, are actively combating
counterfeiting by collaborating closely with authorities and customs. The broader impact of these
measures on local economies and Paris's reputation as a shopping hub during the Olympics
remains a significant topic of debate and concern.

https://brandequity.economictimes.indiatimes.com/news/marketing/deja-vu-in-olympics-push-fra
nce-ramps-up-war-on-fakes/111610685?utm_source=top_news&utm_medium=sectionListing

13. VLF forays Indian market in partnership with KAW Veloce Motors

Italian electric two-wheeler brand VLF is entering India's electric vehicle market through a
collaboration with KAW Veloce Motors. They plan to launch their e-scooter, Tennis, by this
year's festive season and will establish a manufacturing facility in Kolhapur. VLF aims to create
a robust dealer network across major Indian cities, targeting 15 operational dealerships by the
end of 2024 and expanding to 50 by March 2025. KAW Veloce Motors will handle
manufacturing and distribution. VLF emphasizes stylish, personality-driven products and aims to
offer aspirational branding and premium riding experiences at affordable prices.

https://brandequity.economictimes.indiatimes.com/news/marketing/vlf-forays-indian-market-in-
p artnership-with-kaw-veloce-
motors/111609658?utm_source=top_news&utm_medium=sectionLi sting

14. White goods PLI reopens: More time for companies to crack open AC & LED
production

The Indian government has reopened the application window for the Production-Linked
Incentive (PLI) scheme aimed at white goods manufacturers, including air conditioners and LED
lights. The scheme, with an outlay of ₹6,238 crore, spans seven years until FY29 and seeks to
boost local manufacturing and investment in key components. Companies like Voltas, Blue Star,
and Dixon Technologies, beneficiaries in the first phase, are evaluating new applications.

The revised scheme allows quarterly processing of PLI claims and permits existing beneficiaries
to upgrade their investment targets. The application window will be open from July 15 to
October 12, accommodating both new and existing applicants looking to expand their
manufacturing capabilities under the PLI for White Goods initiative.

https://brandequity.economictimes.indiatimes.com/news/marketing/white-goods-pli-reopens-mor
e-time-for-companies-to-crack-open-ac-led-production/111599712?utm_source=top_news&utm
_medium=sectionListing

15. Mobile phone retailers call out rampant fraud

Mobile phone retailers are advocating for the discontinuation of financing schemes due to a
reported 10-12% fraudulent purchase rate, leading to financial losses and increased grey market
activity. They propose implementing open-box deliveries and biometric verification to prevent
misuse. Specifically, they are concerned about long-term installment plans, especially a 24-
month zero downpayment scheme for Apple iPhones, which they claim is exploited for cash
funding through fraudulent means.

Retailers have highlighted issues of fraudsters reselling financed products at lower prices and
subsequently claiming non-receipt, tarnishing retailer reputations. Despite awareness from
Apple, little action has been taken to address these concerns. Retail associations are urging non-
banking financial companies (NBFCs) to enforce stricter documentation and security measures
to mitigate fraud risks associated with mobile phone financing.

https://brandequity.economictimes.indiatimes.com/news/marketing/mobile-phone-retailers-call-o
ut-rampant-fraud/111594935?utm_source=top_news&utm_medium=sectionListing

Kotler Summary
Chapter6

Summary of Business Buying Behavior

Business Buying Behavior refers to the process organizations use to purchase goods and
services for production or resale. This process involves determining needs, evaluating options,
and selecting suppliers. Business markets are typically larger than consumer markets but consist
of fewer, larger buyers.

Key Characteristics:

1. Derived Demand: Business demand is based on consumer demand for final goods.
2. Inelastic Demand: Business markets are less affected by short-term price changes,
although demand can fluctuate quickly.
3. Complex Buying Units: The decision-making process involves multiple participants and
is more formalized, often focusing on long-term supplier relationships.

Types of Buying Situations:

1. Straight Rebuy: Routine reorders without modifications.

2. Modified Rebuy: Changes in specifications, prices, terms, or suppliers.
3. New Task: First-time purchase of a product or service.

Buying Center Participants:

• Users: Individuals who will use the product.

• Influencers: Those who affect the decision-making process and help define
specifications.
 • Buyers: Individuals who make the actual purchase.
• Deciders: People with the authority to select or approve suppliers.
• Gatekeepers: Individuals who control the flow of information.

Influencing Factors:

1. Environmental Factors: Economic conditions, material supply, cultural customs.

2. Organizational Factors: Company objectives, systems, policies.
3. Interpersonal Factors: Authority, status, persuasion abilities.
4. Individual Factors: Age, income, education, and risk attitudes.

The Business Buying Process (8 Stages):

1. Problem Recognition: Identification of a need.

2. General Need Description: Describing characteristics and quantity of the needed item.
3. Product Specification: Defining technical product characteristics.
4. Supplier Search: Identifying potential vendors.
5. Proposal Solicitation: Inviting suppliers to submit proposals.
6. Supplier Selection: Reviewing proposals and choosing suppliers.
7. Order-Routine Specification: Finalizing the order with details like specifications and
delivery terms.
8. Performance Review: Assessing supplier performance to decide on future arrangements.

E-Procurement:

E-procurement involves electronic purchasing methods, which can lower transaction costs and
enhance efficiency. It includes tools like reverse auctions and online trading exchanges.

Market Types:

• Institutional Market: Comprised of entities like schools and hospitals with low budgets
that provide services to their communities.
• Government Market: Involves government units purchasing goods and services to

Chapter8

A product is anything offered to a market to satisfy needs or wants, while a service is an

intangible activity or benefit that does not result in ownership. Products are central to market
offerings, which can range from pure goods to pure services. When planning products, marketers
consider three levels:

1. Core Customer Value: The fundamental benefit sought.

2. Actual Product: The tangible product that fulfills the core benefit.
3. Augmented Product: Additional services and features surrounding the actual product.

Product Categories
Products are divided into two main classes:

• Consumer Products: Purchased for personal consumption, including:

o Convenience Products: Frequently bought with minimal effort.
o Shopping Products: Compared on attributes like quality and price.
o Specialty Products: Unique characteristics that prompt special purchase effort.
o Unsought Products: Not actively considered or known by consumers.
• Industrial Products: Purchased for further processing or business use, including raw
materials and manufactured parts.

Marketing Activities

Organizational marketing aims to shape attitudes towards organizations, while personal

marketing targets specific individuals. Place Marketing focuses on promoting locations,
and Social Marketing uses commercial techniques to enhance societal well-being.

Product and Service Decisions

Decisions are made at three levels:

1. Individual Product Decisions: Involve defining benefits, ensuring product quality

(consistent and meets customer needs), and making decisions on features, design,
branding, packaging, and labeling.
2. Product Line Decisions: Involves managing a group of related products, including
product line length and adjustments through filling or stretching.
3. Product Mix Decisions: Refers to the overall set of product lines offered, encompassing
mix width, length, and depth.

Service Marketing Characteristics

Firms must consider four key characteristics of services:

• Intangibility: Services cannot be physically assessed before purchase.

• Inseparability: Services are produced and consumed simultaneously.
• Variability: Service quality can vary based on who provides it.
• Perishability: Services cannot be stored for later use.

The Service Profit Chain connects employee satisfaction and customer satisfaction to overall
profitability.

Branding

Brand equity refers to the impact of brand recognition on consumer response, making it a
valuable asset. Branding strategies include:

• Brand Positioning: Defining the brand's place in consumers' minds.

 • Brand Name Selection: Choosing a name that is meaningful, memorable, and legally
protectable.
• Brand Sponsorship: Options include national brands, private brands, licensed brands,
and co-branding.

Brand Development Options:

1. Line Extensions: New variations of an existing product.

2. Brand Extensions: Applying the brand to a new product category.
3. Multibrands: Offering multiple brands in the same category.
4. New Brands: Creating new brands if existing ones are losing strength.

Chapter9

New product development (NPD) involves creating original products, improving existing ones,
modifying products, and launching new brands. This process is vital for a company's growth and
sustainability and consists of eight key steps:

1. Idea Generation: Systematically gathering new product ideas from internal and external
sources, including crowdsourcing from consumers and researchers.
2. Idea Screening: Evaluating ideas to identify promising concepts while eliminating weak
ones early in the process.
3. Concept Development and Testing: Creating detailed product concepts and testing them
with target consumers to assess appeal.
4. Marketing Strategy Development: Formulating an initial marketing strategy that
includes the target market, value proposition, budget, and marketing mix.
5. Business Analysis: Reviewing sales, costs, and profit projections to ensure the new
product aligns with company objectives.
6. Product Development: Turning the product concept into a physical offering that can be
marketed.
7. Test Marketing: Testing the product and marketing strategy in realistic settings to gauge
effectiveness.
8. Commercialization: Launching the new product into the market.

Approaches to NPD

• Customer-Centered Development: Focusing on solving customer problems and

enhancing satisfaction.
• Team-Based Development: Involving various departments in overlapping processes to
increase efficiency.
• Systematic Development: Preferring structured methods over random approaches to
manage innovation effectively.

Product Life Cycle (PLC)

The PLC outlines the stages a product goes through in terms of sales and profits:
 1. Product Development: No sales occur; focus is on idea development.
2. Introduction: Slow sales growth; low profits; positioning is crucial.
3. Growth: Rapid sales increase; rising profits; balancing market share and profit is key.
4. Maturity: Sales growth slows; efforts focus on finding new consumers or modifying the
product.
5. Decline: Sales and profits decrease; management decides whether to maintain, reposition,
or discontinue the product.

The PLC can also apply to styles, fashions, and fads, with styles being long-lasting trends,
fashions being currently popular styles, and fads representing short-lived spikes in popularity.

International Market Considerations

When entering international markets, companies must determine which products to offer and
how to adapt them, including addressing packaging and cultural nuances.

Chapter11

Pricing strategies can be complex, primarily divided into two broad categories:

1. Market-Skimming Pricing: Setting a high initial price to maximize revenue from

segments willing to pay more, resulting in fewer but more profitable sales.
2. Market-Penetration Pricing: Setting a low price to attract a large number of buyers and
gain market share.

Product Mix Pricing Situations

1. Product Line Pricing: Establishing price differences between products in a line based on
costs, customer evaluations, and competitor prices.
2. Optional Product Pricing: Pricing optional accessories alongside the main product.
3. Captive Product Pricing: Pricing for products that must be used with a main product.
4. By-Product Pricing: Setting prices for by-products to make the main product's price
more competitive.
5. Product Bundle Pricing: Offering several products together at a reduced price.

Price Adjustment Strategies

1. Discounts: Reductions in price for a limited time or larger quantities; allowances paid to
retailers for promoting products.
2. Segmented Pricing: Charging different prices based on customer segments, product
forms, locations, or times.
3. Psychological Pricing: Setting prices based on customer perceptions, including reference
prices.
4. Promotional Pricing: Temporarily lowering prices to boost short-term sales.
 5. Geographical Pricing: Adjusting prices based on customer location, including FOB-
origin, uniform-delivered, zone pricing, base-point pricing, and freight-absorption
strategies.
6. Dynamic Pricing: Continuously adjusting prices to meet individual customer needs and
situations.
7. International Pricing: Charging different prices in different countries.

Price Changes and Competitive Response

Companies may need to adjust prices due to demand changes or competitive actions. Possible
responses to competitor price changes include:

• Reducing prices.
• Maintaining prices while enhancing perceived value.
• Improving quality and increasing prices.
• Launching a low-price fighter brand.

Legal Considerations

Legislation addresses illegal practices such as price fixing (colluding with competitors) and
predatory pricing (selling below cost to harm competitors). Many countries also regulate against
unfair price discrimination and deceptive pricing.

Chapter12

Supply Chain and Demand Chain:

Producing a product requires strong relationships within the supply chain, often referred to as a
"demand chain" to emphasize responsiveness to market needs. A value delivery
network includes the company, suppliers, distributors, and customers working together to
enhance overall performance and deliver customer value.

Marketing Channels:
A marketing channel (or distribution channel) consists of interdependent organizations that
make a product available for consumption. Channel members add value through various
functions, such as information gathering, promotion, and physical distribution.

Channel Levels:

• Direct Marketing Channel: No intermediaries involved.

• Indirect Marketing Channel: Includes one or more intermediaries.

Channel Conflict:
Conflicts can arise within channels:

• Horizontal Conflict: Among firms at the same level.

• Vertical Conflict: Between different levels of the channel.
Distribution Channel Types

1. Conventional Distribution Channel: Independent entities focused on maximizing

individual profits.
2. Vertical Marketing System (VMS): Unified channel where producers, wholesalers, and
retailers cooperate. Types include:
o Corporate VMS: Single ownership across stages.
o Contractual VMS: Independent firms join through contracts (e.g., franchises).
o Administered VMS: Coordination through the power of one party.
3. Horizontal Marketing System: Two or more companies at the same level collaborate
for marketing opportunities.
4. Multi-Channel Distribution System: A firm uses multiple channels to reach different
customer segments.

Channel Organization Changes:

• Disintermediation: Cutting out intermediaries or replacing traditional resellers with new

types.

Channel Design and Management

Marketing Channel Design:

This involves:

1. Analyzing customer needs.

2. Setting channel objectives.
3. Identifying and evaluating major channel alternatives, including:
o Types of intermediaries.
o Number of marketing intermediaries (intensive, exclusive, selective).
o Responsibilities of intermediaries.

Marketing Channel Management:

Selecting, managing, and motivating channel members, emphasizing long-term partnerships.

Marketing Logistics

Marketing Logistics:
Involves the planning and control of the physical flow of goods and information to meet
customer needs profitably. It includes:

• Outbound Distribution: From the company to customers.

• Inbound Distribution: Within the channel.
• Reverse Distribution: Handling returns.

Key Functions of Logistics

 1. Warehousing: Automated centers for efficient order fulfillment and delivery.
2. Stock Management: Balancing inventory levels, often using just-in-time systems.
3. Transportation: Influences pricing, delivery times, and product condition; may use
multiple transportation modes.

Integrated Logistics Management:

Emphasizes teamwork within the company and across all marketing channel organizations to
enhance distribution performance. Third-party logistics (3PL) providers offer independent
logistics services, often more cost-effectively, allowing companies to focus on core business
functions.

Chapter14

The promotion mix (or marketing communication mix) is the combination of tools a company
uses to communicate customer value and foster relationships. It includes five key components:

1. Advertising: Paid, non-personal promotion of ideas, goods, or services by an identified

sponsor.
2. Sales Promotion: Short-term incentives aimed at encouraging product purchases.
3. Personal Selling: Direct interaction by a sales force to drive sales and build customer
relationships.
4. Public Relations (PR): Efforts to build a positive corporate image and manage public
perception.
5. Direct Marketing: Direct engagement with targeted consumers to elicit immediate
responses and build lasting relationships.

Changing Landscape of Marketing Communication

Recent trends include:

• Consumer Empowerment: Consumers are more informed and influential.

• Shift from Mass Marketing: A movement towards more targeted strategies.
• Advancements in Communication Technology: Transforming interactions between
companies and customers.

These trends necessitate Integrated Marketing Communications (IMC), which coordinates all
communication channels to deliver a consistent message across all customer touchpoints.

Steps in Developing Effective Marketing Communication

1. Identify the Target Audience.

2. Set Communication Objectives: Understand the buyer-readiness stages (awareness,
knowledge, liking, preference, conviction, purchase).
3. Design the Message: Use the AIDA model (Attention, Interest, Desire, Action) and
choose between rational or emotional appeals.
 4. Choose Communication Channels: Differentiate between personal (direct) and non-
personal (media) channels.
5. Select the Message Source: Credible sources enhance persuasion.
6. Collect Feedback: Research the impact on the target audience.

Setting the Promotion Budget

Common methods for setting the promotion budget include:

1. Affordable Method: Budget based on what the company can afford.

2. Percentage-of-Sales Method: Budget as a percentage of current or forecasted sales.
3. Competitive-Parity Method: Match competitors' promotional spending.
4. Objective-and-Task Method: Define objectives, identify tasks to achieve them, and
estimate costs.

Promotion Mix Strategies

There are two main strategies:

• Push Strategy: Utilizes the sales force and trade promotions to push products through
distribution channels.
• Pull Strategy: Focuses on consumer advertising to create demand that "pulls" products
through the channel.

Legal and Ethical Considerations

Marketers must navigate legal and ethical issues, ensuring they avoid false advertising and
comply with fair competition standards when executing their promotion strategies.