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A RESEARCH REPORT ON

ROLE OF ADVERTISING IN FMCG SECTOR


Submitted For the Ful illme!t to"#rd$ the A"#rd the De%ree I!

Submitted in partial fulfillment of the requirements of for the award of the degree of PGDM (2012-14

S!"M#$$%D $& Pro( Pra)ash Ghose #$S -#M G+( ,&#D-

S!"M#$$%D "' &m Pra*ash Pal %nrollment ,o(1402.

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I (&M P+-1-S2 P-0 Here by declared that this research report entitle 3+&0% &4 -D5%+$#S#,G #, 4M/G S%/$&+6 has been completed based on actual study carried out by me. I am presenting an authentic record of my. Our work carried out under the guidance of 3Pro(Pra)esh Ghose67 I.T.S.INSTITUT O! "#N#$ " NT $% #T % NOI&#' which is re(uired in the partial fulfillment for the degree of 3PGDM6 This report is original and the information in this research report for the award of any other degree or diploma in the best of my knowledge.

(&M P+-1-S2 P-0


+oll( ,o( 1402.

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#n spite of the theoretical gained through classroom study' a person is incomplete if not sub)ected to practical e*posure of real corporate world and may ha+e to face hurdles' which will be difficult to o+ercome without any first,hand e*perience of business. In the conte*t' research program has been designed to make the person aware of the happenings of the real business world. The research entitled- +&0% &4 -D5%+$#S#,G #, 4M/G S%/$&+6 of has been done at as a completion part of ".# programme.

I whole heatedly appreciated the harmonic atmosphere pro+ided to me by the staff of marketing. The data has collected at primary source through inter+iews with the customer / discussions with the retailer of different ,different sections. The data which used in this pro)ect report are secondary data. These secondary data so obtained were mostly collected from the management. It would not ha+e been possible to complete my research report in a manner. I reckoned / within such a limited time. !or this nice obliged to them.

-/1,&80%DG%M%,$

# truly independent pro)ect is a contradiction in terms. pleasure to acknowledge all of them.

+ery pro)ect in+ol+es

contribution of many people. This pro)ect also ears the imprints of many people and it is a

I take this opportunity to con+ey my heart filled thanks to my pro)ect guide 0Sarita 1haudhary6 who has been a source of guidance and has rendered constant encouragement to complete this pro)ect.

I e*tend my gratitude to #$S-#,S$#$!$% &4 M-,-G%M%,$ G+%-$%+ ,&#Dauthorities' classmates and friend who were helpful at e+ery step. 2ast but not the least would be falling short of duties if I don3t mention. "y sincere thanks to all the staff members for pro+iding me with great help.

&OM PRA'ASH PAL(

/&,$%,$S

Sub $opi9s
1( #ntrodu9tion 2( %;e9uti)e Summar< >( &b?e9ti)e 4( +esear9h methodolog< @( S9ope .( !se and importan9e of stud< A( D%S/+#P$#5% 8&+1 &4 S!"$&P#/ &, S$!D' a 9 Profile &f 2!0 Produ9t &f 2!0 b Profile &f PBG d Produ9t &f PBG :( Different -d)ertising Strategies a 200C -d)ertising Strategies b PBGC -d)ertising Strategies =( Data -nal<sis B #nterpretation 10( 5ision 11( 4inding 12( /on9lusions 1>( Suggestion 14( 0imitation 1@( "ibliograph<

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#&4 %TISIN$ is any paid form of no personal presentation and promotion of ideas' goods or ser+ices by an identified sponsor. Organi5ations handle their ad+ertising in different ways. In small companies ad+ertising is handled by someone in the sales or marketing department' who works with an ad+ertising agency. # large company will often set up its own ad+ertising department' whose manager reports to the +ice president of marketing. The ad+ertising department3s )ob is to propose a budget6 de+elop ad+ertising strategy6 appro+e ads and campaigns and handle direct mail ad+ertising' dealer displays' and other forms of ad+ertising. "ost companies use an outside agency to help create ad+ertising campaign and to select and purchase media. #d+ertising and promotions is bringing a ser+ice to the attention of potential and current customers. #d+ertising and promotions are best carried out by implementing ad+ertising and promotions plan. The goals of the plan should depend +ery much on the o+erall goals and strategies of the organi5ation' 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 con+ey to them' how you will con+ey it to them (this is often called your ad+ertising campaign7' who is responsible to carry the +arious acti+ities in the plan and how much money is budgeted for this effort. Successful ad+ertising depends +ery much on knowing the preferred methods and styles of communications of the target markets that you want to reach with your ads. # media plan and calendar can be +ery useful' which specifies what ad+ertising methods are used and when. !or each ser+ice' carefully consider8 9hat target markets are you trying to reach with your ads: 9hat would you like them to think and percei+e about your products (this should be in terms of benefits to them' not you7: 9hat communications media do they see or prefer the most: 1onsider T4' radio' newsletters' classifieds' displays;signs' posters' word of mouth' press releases' direct mail' special e+ents' brochures' neighborhood newsletters' etc.

9hat media is most practical for you to use in terms of access and affordability (the amount spent on ad+ertising is often based on the re+enue e*pected from the product or ser+ice' that is' the sales forecast7: <ou can often find out a lot about your customers preferences )ust by conducting some basic market research methods. The following closely related links might be useful in preparation for your planning.

- word of warning =#d+ertising= is not easily defined' though many people ha+e tried. Narrowly' it means clearly identifiable' paid for communications in the media' which aim to persuade' inform or sell. .ut the word is also used to co+er a much broader range of acti+ities from design to public relations , by what are often the same organi5ations' using similar skills.

$he main pla<ers #d+ertising is not a single industry' but spreads untidily across at least three separate kinds of employer organi5ation those who are use it (the ad+ertisers76 ma*e it (the ad+ertising agencies76 and displa< it (the media7. # number of other' more speciali5ed organi5ations e.g. market research companies are also in+ol+ed.

Different sorts of ad)ertising Using its narrower definition' ad+ertising takes two main forms =&isplay=' and =classified=. Displa< ad+ertising embraces T4 and radio commercials' posters' and large display spaces in the press' newspapers and maga5ines. (The press media also carry a huge +olume of 9lassified ad+ertising small space commercial' recruitment and personal ads.7 Then there are dire9t mail and 9ir9ulars ad+ertisements using the letterbo* as a medium. Dire9t response ad+ertising (also called =direct marketing=' i.e. using the ad in place of a retail outlet7 cuts across these di+isions. It +ariously employs direct mail' send away coupons in the press' and phone numbers on radio and T4 as the customer=s means of contact. #t the broadest' a

whole gamut of other acti+ities e.g. sales promotion7 e;hibitions7 design and pa9*aging7 and e+en marketing itself are seen as =ad+ertising= too. The aggregation of such tools' along with media ad+ertising' price and distribution' are often called the mar*eting mi;. .ecause all these acti+ities re(uire more or less the same skills (often using the same people7' and ser+e similar ob)ecti+es' this booklet aims to pro+ide some information about all of them. Howe+er the word =ad+ertising= from here on means displa< ad)ertising unless otherwise stated.

-d)ertising audien9es !inally' we also categories ad+ertising in terms of those to whom it is directed its audience. Two most ob+iously contrasted audiences are 9onsumers (the general public7 and businesses. 9ithin these two big audience categories' ad+ertisers use much more e*act definitions of their desired audience (or =target group=7. These describe a 9onsumer target in terms of' for instance' age' class' se*' region' beha+ior' and lifestyle. # business target can be defined by his or her company si5e' its type of acti+ity' and the buyers= or decision takers= own particulars.

$he -d)ertising "usinessC Stru9tural Diagram -d)ertising ob?e9ti)es If ad+ertising takes +aried forms' the ob?e9ti)es of indi+idual ad+ertisers are e+en more di+erse. 4ery often they are commercial marketing ob)ecti+es for instance to enlarge the profitable sales of someone=s goods or ser+ices. .ut to say such ads simply aim to =sell the product= is an o+ersimplification. 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 organi5ation' or )ust to pro+ide information. "oreo+er noncommercial ad+ertiser3s go+ernment departments' charities' political parties and trade unions will ha+e entirely different ob)ecti+es from' say' a cat food or computer manufacturer. #d+ertising ob)ecti+es do not lend themsel+es to generali5ation. The best general way to look at ad+ertising systematically is as a useful but e*pensi+e means (and not the only one a+ailable7 to achie+e +arious ends. Incidentally' unless you know the actual ob)ecti+es and results of a particular ad+ertisement you=+e seen' it=s unwise to )udge it as =good= or =bad=. The only criterion is whether the +alue of its effect was worth' or more than worth' its cost.

.riefly' once an ad+ertiser (the client7 identifies needs for which ad+ertising is the best solution' he briefs independent specialists (typically an ad+ertising agency7 to plan the details and create the ad+ertising. 9hen appro+ed' this is displayed in the agreed medium (for instance tele+ision7 at an agreed cost. %esearch specialists commonly test the ad+ertising beforehand and;or try to measure its effects afterwards. #n ad+ertising programme of this kind is generally called a 9ampaign' and usually includes a series of ad+ertisements' 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 (penetration7 how many times on a+erage (fre(uency7. Other +ariables are how skillfully the media ha+e been bought' the si5e of the commission or fees paid to the ad+ertising agency' and the cost of producing the ads themsel+es. #t first reading this will sound rather imprecise and complicated. .ut with e*perience' it is possible to say fairly accurately what a particular campaign is likely to cost or' con+ersely.

2ow mu9h ad)ertising a gi)en budget and brief will bu<( 1osts are usually reckoned on the basis of =1>T= the a+erage 1ost >er Thousand people %eached in the target group. This of course +aries according to the si5e of the ad' the rates 1harged by the indi+idual media' and whether a printed ad is black and white' or full color' etc. Nowadays +irtually e+ery organi5ation in the U? uses ad+ertising in one way or another' because they find it a practical and cost effecti+e way of achie+ing some of their aims. The operati+e words are =cost effecti+e=. If the ob)ecti+es are commercial' one test would be whether' in the long run' the company gets a better profit result o+erall from a particular weight of ad+ertising than from' say' a hea+ier or lighter weight' or none. If the ob)ecti+es aren=t commercial but' for instance' to communicate information' the (uestions are (a7 9hether the effects of ad+ertising are worth the cost' and (b7 9hether ad+ertising is the most ine*pensi+e way of creating these effects.

It is difficult to measure or demonstrate e*act cost benefits from ad+ertising and certainly to forecast these in ad+ance. #part from sales statistics' the most common tools are +arious specialised forms of market research' and econometric modeling. The reason ad+ertising so irritatingly eludes logical or scientific analysis is that three +ariables are in+ol+ed in its effects two of them not easily measurable. These are the weight of ad+ertising' the effecti+eness of the creati+e idea and e*ecution' and the latent potential of the situation to be changed by ad+ertising or anything else anyway. 2ike it or hate it' ad+ertising is generally recogni5ed to ha+e se+eral practical benefits for society at large.

More media One of these is that it largely finances the media. 9ithout ad+ertising re+enue' the U? would ha+e no commercial T4 or radio' far fewer and much more e*pensi+e newspapers and maga5ines' and of course no posters. 1inema tickets would be more e*pensi+e. In this regard' ad+ertising=s effect is +astly to enrich the +ariety and numbers of media a+ailable' and it is an authentic engine of freedom of speech. It also claims this freedom itself' within the law. (In the U? the principle of =editorial independence= means that ad+ertisers pay for the media' but cannot much influence the media=s editorial content' whether e*cellent or deplorable. .roadcasters and editors say what they want to say8 the ad+ertisers are simply allowed to buy a proportion of discrete spaces to say what they want to say.7 /hoi9e #d+ertising' because it is =competiti+e=' is an agent to impro+e the range of products a+ailable' the speed with which new ones can be introduced' and e+en the ways in which we shop.

Pri9es !inally' despite its cost ((uite often as much as @ per cent of total product costs7 it has the Tendency to reduce prices' because of the efficiency it creates through economies of scale' and the nature of competition. #d+ertising is often critici5ed' the three most common criticisms being8 That it is wasteful and increases prices (ie without its e*pense' the goods ad+ertised would otherwise be cheaper76 That it is +ulgar and tasteless6 and That it e*ploits consumers and creates unnecessary needs. Its defenders point out that ad+ertising seems to reduce rather than inflate prices' especially in competiti+e markets6 taste is an indi+idual matter' and ad+ertisements are often more attracti+e' tasteful and entertaining than the programmes or printed te*t that ad)oin them6 and ads reflect public needs rather than creating them. "oreo+er consumers are not mugs. !or its part' the general public tend increasingly to like and appro+e of ad+ertising' seeing it as at worst harmless and' at best' entertaining and helpful. <ou will ha+e to make up your own mind about this (uestion' and if you strongly share the criticisms' it may be as well not to work in a business of which you disappro+e. Howe+er as a final thought' most people who work in ad+ertising come to ac(uire a healthy respect for the public=s good )udgment. -d)ertising standards (for instance' to pre+ent misleading campaigns7 are generally policed in the U? by +igorously enforced +oluntary codes of practice. These are underpinned where necessary by laws and statute. &espite its glit5y reputation' by no means all ad+ertising work is glamorous or highly paid. On the other hand' it offers an e*traordinary wide range of interesting different )obs and career paths. #nd it=s one of the recogni5ed )umping off points for posts in top management later on.

It=s also (uite a small business in terms of numbers. .ecause of the small numbers it employs' only a few of the many people who want to work in ad+ertising succeed in finding )obs in it. #lso' the =wastage rate= afterwards is rather high in some areas. !or gifted and determined people' on the other hand' it can be a particularly satisfying career which also offers constant opportunities for ad+ancement' or a change of direction. Aust about all ad+ertising )obs demand an interest in people. This is more or less the only 1ommon denominator. If you don=t like people +ery much' ad+ertising won=t be your cup of tea. The other (ualifications depend on the specific )ob' which can call for +ery different interests' aptitudes and temperaments. This section outlines the main kinds of work in which ad+ertising are in+ol+ed in one way or another. They may be considered both horiDontall<' in terms of the wide spread of different skills and aptitudes which are re(uired' and )erti9all<' in terms of upward career paths. #n important point to notice is that in many )obs' ad+ertising work is onl< part of other +esponsibilities. Sometimes it=s only a small part' albeit an interesting and rewarding one. This is worth bearing in mind in career planning8 there are many options for mo+ing sideways as well as upwards eg between an ad agency and a client' or perhaps in' out of' or between the media. This is partly because similar skills and knowledge are in demand in all three sectors' partly because hands,on e*perience in one field is often thought +aluable by an employer in another one. Here are the main categories of work a+ailable8 1reati+e >lanning Statistics' %esearch and #nalysis =.uying and Selling= Sales >romotion "anagement #dministration !"1$ is one of the most mature markets and' as younger' more dynamic sectors such as leisure' entertainment and tra+el come to the fore' it has begun to lose share of pri+ate

e*penditure. !"1$ manufacturers and retailers therefore need to generate enthusiasm for their offerings so that they can compete on an e+en playing field for =share of wallet=. 0!"1$ are losing Bshare of wallet3. 1% has helped to impro+e profitability' but aggressi+e re+enue initiati+es are now also needed. If !"1$ companies can make 1onsumers more enthusiastic about their products' the sector could be re+olutioni5ed-

%E%/!$#5% S!MM-+'

The report in+ol+ed analy5ing and e+aluating ad+ertising strategies for +arious companies8 Advertising: DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING AT A GIRL IN THE DARK; YOU KNOW WHAT YOU ARE DOING, BUT NOBODY ARE DOES #ccording to the #merican "arketing #ssociation' 1hicago ad+erting is 3an< paid form of non personal presentation of ideas7 goods and ser)i9es b< an identified sponsor6( #d+ertising is a form of persuasi+e communication with the public.The ob)ect #d+ertising is8, (C7 Inform customers of the goods and ser+ices. (D7 .rings out the product use >3s (E7 1alls for or in+ites people to buy the product (F7 "ass communication (@7 #ttract attention (G7 2ousing interest (H7 .uilding desire (I7 Obtaining action.

2ow mu9h ad)ertising a gi)en budget and brief will bu<( 1osts are usually reckoned on the basis of =1>T= the a+erage 1ost >er Thousand people reached in the target group. This of course +aries according to the si5e of the ad' the rates charged by the indi+idual media' and whether a printed ad is black and white' or full color' etc. Nowadays +irtually e+ery organi5ation in the U? uses ad+ertising in one way or another' because they find it a practical and cost effecti+e way of achie+ing some of their aims. The operati+e words are =cost effecti+e=. If the ob)ecti+es are commercial' one test would be whether' in the long run' the company gets a better profit result o+erall from a particular weight of ad+ertising than from' say' a hea+ier or lighter weight' or none. If the ob)ecti+es aren=t commercial but' for instance' to communicate information' the (uestions are (a7 9hether the effects of ad+ertising are worth the cost' and (b7 9hether ad+ertising is the most ine*pensi+e way of creating these effects. It is difficult to measure or demonstrate e*act cost benefits from ad+ertising and certainly to forecast these in ad+ance. #part from sales statistics' the most common tools are +arious specialised forms of market research' and econometric modeling. The reason ad+ertising so irritatingly eludes logical or scientific analysis is that three +ariables are in+ol+ed in its effects two of them not easily measurable. These are the weight of ad+ertising' the effecti+eness of the creati+e idea and e*ecution' and the latent potential of the situation to be changed by ad+ertising or anything else anyway. 2ike it or hate it' ad+ertising is generally recogni5ed to ha+e se+eral practical benefits for society at large.

More media One of these is that it largely finances the media. 9ithout ad+ertising re+enue' the U? would ha+e no commercial T4 or radio' far fewer and much more e*pensi+e newspapers and maga5ines' and of course no posters. 1inema tickets would be more e*pensi+e. In this regard' ad+ertising=s effect is +astly to enrich the +ariety and numbers of media a+ailable' and it is an authentic engine of freedom of speech. It also claims this freedom itself' within the law. (In the U? the principle of =editorial independence= means that ad+ertisers pay for the media' but cannot much influence the media=s editorial content' whether e*cellent or deplorable. .roadcasters and editors say what they want to say8 the ad+ertisers are simply allowed to buy a proportion of discrete spaces to say what they want to say.7

/hoi9e #d+ertising' because it is =competiti+e=' is an agent to impro+e the range of products a+ailable' the speed with which new ones can be introduced' and e+en the ways in which we shop.

Pri9es !inally' despite its cost ((uite often as much as @ per cent of total product costs7 it has the Tendency to reduce prices' because of the efficiency it creates through economies of scale' and the nature of competition. #d+ertising is often critici5ed' the three most common criticisms being8 That it is wasteful and increases prices (i.e. without its e*pense' the goods ad+ertised would otherwise be cheaper76 That it is +ulgar and tasteless6 and That it e*ploits consumers and creates unnecessary needs.

OBJECTIVES of RESEARCH:
# study of media strategy and fact as they related to an ad+ertising campaign e*plore media analysis selection and ad+ertising campaign. To show the benefits of an ad+ertising. To identify the problem in national ad+ertising. To describe the step in+ol+ed in designing ad+ertising. To creation of awareness and interest of the new product by ad+ertising.

RESEARCH METHODOLOGY: %esearch methodology is simple framework or plan for the study that is as guide in collection and analy5ing the data. It is the blue print that is followed in completes the study. Thus' good research methodology ensures the completion of pro)ect efficiency and affecti+ity. Since there are many aspect of research methodology' the line of action has to be chosen from the +ariety of alternati+es' to choose the suitable method through the assessment from +arious alternati+es. %esearch methodology gi+es the researcher an opportunity to put forward his argument for ha+ing opted for certain alternati+es and also at the same time he can )ustify his ruling out some other possibility likes. 9hy research study has been undertaken' how the research problem has been formulated what data has been collected' what particular techni(ue if analy5ing the data has been used and lot of similar type (uestion are usually answered when we talk of research problem in study. ?eeping in +iew the abo+e stated ob)ecti+es the following methodology was adoptedC

The Marketing Research Process Define the problem and +esear9h &b?e9ti)es8 , The first and main step of any research is to define the rele+ant problems or ob)ecti+e for which the researcher wants to do research. De)elop the resear9h planC - To makes the plan for o+erall research as how' when' where and from whom researcher will collect the data. /olle9t the informationC - The information can be collected by primary data or secondary data' or by the combination of both methods.

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-nal<De the informationC - #fter collecting the data the ne*t step is to analy5e the information.

Present the findingsC - To make a summary on the basis of analy5ing the collect data and find out the situation .

Ma*e the de9isionC - The last step is to take a decision on the basis of finding that what action should be regarding the findings.

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SCOPE

01onsumer enthusiasm can best be generated if companies go beyond simply creating products for specific groups of potential customers and start engineering consumer trends and fashions.whole

0!"1$ are losing Bshare of wallet3.

1% has helped to impro+e profitability' but

aggressi+e re+enue initiati+es are now also needed. If !"1$ companies can make consumers more enthusiastic about their products' the sector could be re+olutioni5ed-.

KThe people of #sia are reali5ing that a brand is not )ust putting a name on a product' but that they=+e got to in+est in it. They=+e got to look at ad+ertising and promotion as an in+estment rather than as e*penditure. That awareness is increasing. #nd for us in the consulting business' there lies tremendous opportunity.-

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N1% EL days C #d+ertising "anager' %etailers

)SE AND IMPORTANCE OF ST)D*

It gi+es the company immediate access to strong brands' manufacturing facilities and logistics and also an established customer base of retailers. The ac(uisition will also enhance its skills in marketing and management of modern trade channels' which is rele+ant in a changing Indian retail en+ironment. # re+iew of the methodologies being used by !"1$ operati+es to sustain consumer enthusiasm about their products and ser+ices and to create sustainable' high re+enue positioning. Opportunity to reach a large audience. <ou will ha+e up,to,the minute statistics reports and an ad+ertising management. <ou can choose your campaign duration' from one week to one year. #d+ertise to a moti+ated audience of new parents' +oyeurs and teens.

DESCRIPTIVE +OR' OF S),TOPIC ON ST)D*


-D5%+$#S#,G =#d+ertising= is not easily defined' though many people ha+e tried. Narrowly' it means clearly identifiable' paid for communications in the media' which aim to persuade' inform or sell. .ut the word is also used to co+er a much broader range of acti+ities from design to public relations , by what are often the same organi5ations' using similar skills.

$he main pla<ers #d+ertising is not a single industry' but spreads untidily across at least three separate kinds of employer organi5ation those who are use it (the ad+ertisers76 ma*e it (the ad+ertising agencies76 and displa< it (the media7. # number of other' more speciali5ed organi5ations eg market research companies are also in+ol+ed. Different sorts of ad)ertising Using its narrower definition' ad+ertising takes two main forms =display=' and =classified=. Displa< ad+ertising embraces T4 and radio commercials' posters' and large display spaces in the press ' newspapers and maga5ines. (The press media also carry a huge +olume of 9lassified ad+ertising small space commercial' recruitment and personal ads.7 Then there are dire9t mail and 9ir9ulars ad+ertisements using the letterbo* as a medium. Dire9t response ad+ertising (also called =direct marketing=' ie using the ad in place of a retail outlet7 cuts across these di+isions. It +ariously employs direct mail' send away coupons in the press' and phone numbers on radio and T4 as the customer=s means of contact. #t the broadest' a whole gamut of other acti+ities eg sales promotion7 e;hibitions7 design and pa9*aging7 and e+en marketing itself are seen as =ad+ertising= too. The aggregation of such tools' along with media ad+ertising' price and distribution' are often called the mar*eting mi;. .ecause all these acti+ities re(uire more or less the same skills (often using the same people7' and ser+e similar ob)ecti+es' this booklet aims to pro+ide some information about all of them.

Howe+er the word =ad+ertising= from here on means displa< ad)ertising unless otherwise stated.

-d)ertising audien9es !inally' we also categories ad+ertising in terms of those to whom it is directed its audience. Two most ob+iously contrasted audiences are 9onsumers (the general public7 and businesses. 9ithin these two big audience categories' ad+ertisers use much more e*act definitions of their desired audience (or =target group=7. These describe a 9onsumer target in terms of' for instance' age' class' se*' region' beha+ior' and lifestyle. # business target can be defined by his or her company si5e' its type of acti+ity' and the buyers= or decision takers= own particulars. $he -d)ertising "usinessC Stru9tural Diagram

-d)ertising ob?e9ti)es If ad+ertising takes +aried forms' the ob?e9ti)es of indi+idual ad+ertisers are e+en more di+erse. 4ery often they are commercial marketing ob)ecti+es for instance to enlarge the profitable sales of someone=s goods or ser+ices. .ut to say such ads simply aim to =sell the product= is an o+ersimplification. 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 organi5ation' or )ust to pro+ide information. "oreo+er noncommercial ad+ertiser3s go+ernment departments' charities' political parties and trade unions will ha+e entirely different ob)ecti+es from' say' a cat food or computer manufacturer. #d+ertising ob)ecti+es do not lend themsel+es to generali5ation. The best general way to look at ad+ertising systematically is as a useful but e*pensi+e means (and not the only one a+ailable7 to achie+e +arious ends. Incidentally' unless you know the actual ob)ecti+es and results of a particular ad+ertisement you=+e seen' it=s unwise to )udge it as =good= or =bad=. The only criterion is whether the +alue of its effect was worth' or more than worth' its cost. .riefly' once an ad+ertiser (the client7 identifies needs for which ad+ertising is the best solution' he briefs independent specialists (typically an ad+ertising agency7 to plan the details and create the ad+ertising.

9hen appro+ed' this is displayed in the agreed medium (for instance tele+ision7 at an agreed cost. %esearch specialists commonly test the ad+ertising beforehand and;or try to measure its effects afterwards. #n ad+ertising programme of this kind is generally called a 9ampaign' and usually includes a series of ad+ertisements' 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 (penetration7 how many times on a+erage (fre(uency7. Other +ariables are how skillfully the media ha+e been bought' the si5e of the commission or fees paid to the ad+ertising agency' and the cost of producing the ads themsel+es. #t first reading this will sound rather imprecise and complicated. .ut with e*perience' it is possible to say fairly accurately what a particular campaign is likely to cost or' con+ersely.

2ow mu9h ad)ertising a gi)en budget and brief will bu<( 1osts are usually reckoned on the basis of =1>T= the a+erage 1ost >er Thousand people %eached in the target group. This of course +aries according to the si5e of the ad' the rates 1harged by the indi+idual media' and whether a printed ad is black and white' or full color' etc. Nowadays +irtually e+ery organi5ation in the U? uses ad+ertising in one way or another' because they find it a practical and cost effecti+e way of achie+ing some of their aims. The operati+e words are =cost effecti+e=. If the ob)ecti+es are commercial' one test would be whether' in the long run' the company gets a better profit result o+erall from a particular weight of ad+ertising than from' say' a hea+ier or lighter weight' or none. If the ob)ecti+es aren=t commercial but' for instance' to communicate information' the (uestions are (a7 9hether the effects of ad+ertising are worth the cost' and (b7 9hether ad+ertising is the most ine*pensi+e way of creating these effects. It is difficult to measure or demonstrate e*act cost benefits from ad+ertising and certainly to forecast these in ad+ance. #part from sales statistics' the most common tools are +arious specialised forms of market research' and econometric modeling. The reason ad+ertising so irritatingly eludes logical or scientific analysis is that three +ariables are in+ol+ed in its effects two of them not easily measurable. These are the weight of ad+ertising' the effecti+eness of the creati+e idea and e*ecution' and the latent potential of the situation to be changed by ad+ertising or anything else anyway. 2ike it or hate it' ad+ertising is generally recogni5ed to ha+e se+eral practical benefits for society at large.

More media One of these is that it largely finances the media. 9ithout ad+ertising re+enue' the U? would ha+e no commercial T4 or radio' far fewer and much more e*pensi+e newspapers and maga5ines' and of course no posters. 1inema tickets would be more e*pensi+e. In this regard' ad+ertising=s effect is +astly to enrich the +ariety and numbers of media a+ailable' and it is an authentic engine of freedom of speech. It also claims this freedom itself' within the law. (In the U? the principle of =editorial independence= means that ad+ertisers pay for the media' but cannot much influence the media=s editorial content' whether e*cellent or deplorable. .roadcasters and editors say what they want to say8 the ad+ertisers are simply allowed to buy a proportion of discrete spaces to say what they want to say.7

/hoi9e #d+ertising' because it is =competiti+e=' is an agent to impro+e the range of products a+ailable' the speed with which new ones can be introduced' and e+en the ways in which we shop.

Pri9es !inally' despite its cost ((uite often as much as @ per cent of total product costs7 it has the Tendency to reduce prices' because of the efficiency it creates through economies of scale' and the nature of competition. #d+ertising is often critici5ed' the three most common criticisms being8 That it is wasteful and increases prices (ie without its e*pense' the goods ad+ertised would otherwise be cheaper76 That it is +ulgar and tasteless6 and That it e*ploits consumers and creates unnecessary needs.

Its defenders point out that ad+ertising seems to reduce rather than inflate prices' especially in competiti+e markets6 taste is an indi+idual matter' and ad+ertisements are often more attracti+e' tasteful and entertaining than the programmes or printed te*t that ad)oin them6 and ads reflect public needs rather than creating them. "oreo+er consumers are not mugs. !or its part' the general public tends increasingly to like and appro+e of ad+ertising' seeing it as at worst harmless and' at best' entertaining and helpful. <ou will ha+e to make up your own mind about this (uestion' and if you strongly share the criticisms' it may be as well not to work in a business of which you disappro+e.

Howe+er as a final thought' most people who work in ad+ertising come to ac(uire a healthy respect for the public=s good )udgment.

-d)ertising standards (for instance' to pre+ent misleading campaigns7 are generally policed in the U? by +igorously enforced +oluntary codes of practice. These are underpinned where necessary by laws and statute. &espite its glit5y reputation' by no means all ad+ertising work is glamorous or highly paid. On the other hand' it offers an e*traordinary wide range of interesting different )obs and career paths. #nd it=s one of the recogni5ed )umping off points for posts in top management later on. It=s also (uite a small business in terms of numbers. .ecause of the small numbers it employs' only a few of the many people who want to work in ad+ertising succeed in finding )obs in it. #lso' the =wastage rate= afterwards is rather high in some areas. !or gifted and determined people' on the other hand' it can be a particularly satisfying career which also offers constant opportunities for ad+ancement' or a change of direction. Aust about all ad+ertising )obs demand an interest in people. This is more or less the only 1ommon denominator. If you don=t like people +ery much' ad+ertising won=t be your cup of tea. The other (ualifications depend on the specific )ob' which can call for +ery different interests' aptitudes and temperaments. This section outlines the main kinds of work in which ad+ertising are in+ol+ed in one way or another. They may be considered both horiDontall<' in terms of the wide spread of different skills and aptitudes which are re(uired' and )erti9all<' in terms of upward career paths. #n important point to notice is that in many )obs' ad+ertising work is onl< part of other +esponsibilities. Sometimes it=s only a small part' albeit an interesting and rewarding one. This is worth bearing in mind in career planning8 there are many options for mo+ing sideways as well as upwards eg between an ad agency and a client' or perhaps in' out of' or between the media. This is partly because similar skills and knowledge are in demand in all three sectors' partly because hands,on e*perience in one field is often thought +aluable by an employer in another one. Here are the main categories of work a+ailable8 1reati+e >lanning Statistics' %esearch and #nalysis =.uying and Selling= Sales >romotion "anagement #dministration

ADVERTISING PROCESS:
The !ro5en >roducts &i+ision of HU2 follows the ad+ertising procedures laid down by the company. The ad+ertising agency also adheres to the company norms. # clear se(uence of acti+ities is followed. This has been outlined below8

C. Usage and Attit de St d! M .efore a new product or ad+ertising idea is in+ol+ed' a complete (uantitati+e research study is carried out in order to fully understand the needs' wants' preferences' purchases and consumption habits of the target segment. The results of the study typically point out any opportunities that can be e*ploited in terms of unsatisfied consumer needs. On the basis of the abo+e results' a new product or ad+ertising concept is e+ol+ed.

D. "#n$e%t Testing MOnce the new concept has been thought of' it goes into (ualitati+e research. This (ualitati+e research primarily focuses on testing the acceptance of the concept by the target segment as well as the e+ol+ing of an appropriate positioning plank. The positioning could be attribute' cost or benefit based. .ased on consumer feedback' an appropriate positioning platform is determined.

E. Agen$! B&ie' MOnce the concept testing is successfully complete' the .rand "anager prepares a brand positioning statement. This is a description of the brand and includes the product description' likely brand name' category' name' +ariants (if any7 and key brand benefits (sensory' functional and emotional7. #n agency brief is then prepared for the #gency' which includes the .>S as well as answers to the following (uestions8

9hy do we want new ad+ertising: 9hom are we talking to: 9hat is the benefit to be percei+ed by the consumer:

F. Ani(ating Testing 8 The storyboard is de+eloped by the agency. #fter this has been appro+ed by the client' the anima tics go into testing. These are ad+ertisements made from frame,by,frame shots of the storyboard with appropriate music;dialogue;+oice o+er. This is more economical when compared to shooting the actual ad+ertisement. The anima tics are shown to the sample audience for feedback and frame,by,frame analysis. The name' product design' ambience' music and o+erall purchase intention after +iewing the ad+ertisement are measured. .rand personification may be included. If the results are positi+e' the ad+ertising concept is fro5en.

)* +edia B&ie' M This is gi+en to the media planner and is similar to the agency brief. Howe+er' it includes media +ehicles desired re(uired awareness' fre(uency (number of e*posures7 and reach (N target segment who should +iew it7.

,* -#st La n$. Di%sti$/ M#fter the ad+ertisement is released' a post,launch study may be conducted in order to gauge ad+ertising effecti+eness. This is typically conducted among users as well as non,users. It measures ad+ertising recall'

awareness of the ad+ertisement and the brand' intention to try after +iewing the ad+ertisement o+erall purchase intention' etc.

In my e*perience companies ad+ertise because it has been the traditional thing to do. 1ertainly it has deli+ered the most compelling results' but maybe it=s because that has been the primary medium of communication of ad+ertising agencies. I truly belie+e that companies would be well ser+ed by looking at all of the media communications a+ailable to them and then make the decisions that will gi+e the best %OI for the long and short term. Ouestion e+erythingP Is the media able to reach your specific target audience and get a transfer of trust that mo+es them to become your customers: O+er the years I ha+e used K.alloon gramsK through traditional ad+ertising and e+erything in between to reach consumers of client=s products. In conclusion you must look at the long term growth but at the same time get traffic to the store this week' so it is a balance of effecti+e communications across a +ariety of media that will enable you to do )ust that. The big key is Integrated "arketing 1ommunications and a consistent message deli+ered across all media.

There are se+eral possible ob)ecti+es for ad+ertising' and different companies ha+e different reasons for ad+ertising the way they do. 9hen you ha+e an awareness problem' ad+ertising is a way to increase awareness. 9hen you ha+e an alternate use that people may not know about' ad+ertising is a way to tell them about it. 9hen you ha+e a product impro+ement' ad+ertising is a way to get trier,re)ectors to think again about their decision. #nd' of course' ad+ertising is a classic way to create' e*plain' and reinforce a brand=s positioning.

The ob)ecti+es are all different' and the metrics you=ll use need to recogni5e your particular ob)ecti+es. Some companies see ad+ertising as a long,term in+estment. They e*pect ad+ertising to sustain a brand o+er a long period of time. They=ll want to track consumer attitudes' brand image' and (perhaps7 unaided want to track ad+ertising awareness and brand awareness (aided and unaided7. Still other companies ha+en=t e+en thought about their ob)ecti+es. They )ust like to see their name all o+er the place. They don=t need to spend any money measuring effecti+eness. They=re ad+ertising to the board room anyway' not the consuming public. Net' like so many other things' it depends. There=s no one,answer fits all. "aga5ines and newspapers are an important part of our li+es. !or many consumers' newspapers are their primary source of product information. They would not think of going shopping without checking to see who is ha+ing a sale or clipping coupons from the weekly food section or Sunday inserts. "any people read a number of different maga5ines each week or month to become better informed or simply entertained. Indi+iduals employed in +arious occupations rely on business maga5ines to keep them current about trends and de+elopments in their industries as well as in business in general. 9hile most of us are +ery in+ol+ed with the print media' it is important to keep in mind that few newspapers or maga5ines could sur+i+e without the support of ad+ertising re+enue. 1onsumer maga5ines generate an a+erage of FH percent of their re+enues from ad+ertising6 business publications recei+e nearly HE percent. Newspapers generate HL percent of their total re+enue from ad+ertising. In many cities' the number of daily newspapers has declined because they awareness. Other companies want to create (uick awareness of a new brand or a product change. They=ll

could not attract enough ad+ertising re+enue to support their operations. The print media must be able to attract large numbers of readers or a +ery speciali5ed audience to be of interest to ad+ertisers. The role of maga5ines and newspapers in the ad+ertiser=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 intrusi+e like radio and T4' and they generally re(uire some effort on the part of the reader for the ad+ertising message to ha+e an impact. !or this reason' newspapers and maga5ines are often referred to as high,in+ol+ement media3s O+er IL percent of U.S. households subscribe to or purchase maga5ines' while the a+erage household buys si* different maga5ines each year. Newspapers are recei+ed in nearly two,thirds of #merican households daily. "ost maga5ines' howe+er' reach a +ery selecti+e audience. 2ike radio' they can be +aluable in reaching specific types of consumers and market segments. 9hile both maga5ines and newspapers are print media' the ad+antages and disad+antages of the two are (uite different' as are the types of ad+ertising each attracts. This chapter focuses on these two ma)or forms of print media. It e*amines the specific ad+antages and limitations of each' along with factors that are important in determining when and how to use newspapers and maga5ines in the media plan. "aga5ines are the most speciali5ed of all ad+ertising media. 9hile some maga5ines,such as %eader=s &igest' Time' and T4 $uide,are general mass,appeal publications' most are targeted to a +ery specific audience. There is a maga5ine designed to appeal to nearly e+ery type of consumer in terms of demographics' lifestyle' acti+ities' interests' or fascination. Numerous maga5ines are targeted toward specific businesses and industries as well as toward indi+iduals engaged in +arious professions ( *hibit CD,C7.

O+er

the

past

se+eral

decades'

maga5ines

ha+e

grown

rapidly

to

ser+e

the wide +ariety makes maga5ines an appealing medium to a +ast number of ad+ertisers. #lthough T4 accounts for the largest dollar amount of ad+ertising e*penditures among national ad+ertisers' more companies ad+ertise in maga5ines than in any other medium. Users of maga5ines range from large consumer products companies such as >rocter / $amble and $eneral "otors' which spend o+er QFLL million a year on maga5ine ad+ertising' to a small company ad+ertising scuba e(uipment in Skin &i+er maga5ine.

"aga5ines and newspapers ha+e been ad+ertising media for more than two centuries6 for many years' they were the only ma)or media a+ailable to ad+ertisers. 9ith the growth of the broadcast media' particularly tele+ision' reading habits declined. "ore consumers turned to T4 +iewing not only as their primary source of entertainment but also for news and information. .ut despite the competition from the broadcast media' newspapers and maga5ines ha+e remained important media +ehicles to both consumers and ad+ertisers.

Thousands of maga5ines are published in the United States and throughout the world. They appeal to nearly e+ery specific consumer interest and lifestyle' as well as to thousands of businesses and occupations. .y becoming a highly speciali5ed medium that reaches specific target audiences' the maga5ine industry has prospered. Newspapers are still the primary ad+ertising medium in terms of both ad re+enue and number of ad+ertisers. Newspapers are particularly important as a local ad+ertising medium for hundreds of thousands of retail businesses and are often used by large national ad+ertisers as well. 1ompanies ad+ertise to get new customers' keep e*isting ones' and to confirm to recent customers they did the right thing. They ad+ertise to tell shareholders they are doing something acti+e to keep the company growing.

/ompetiti)e ad)antage #d+ertising during a sluggish economy clearly creates a competiti+e ad+antage' according to the study' with a ma)ority of e*ecuti+es agreeing that seeing a company ad+ertise during slower times makes them feel more positi+e about the company3s commitment to its products and ser+ices. .ut perhaps most important is staying at the top of buyers3 minds when purchase decisions are made.

0!or ad+ertisers interested in ma*imum profit from their in+estment in b,to,b media' these research results indicate that ad+ertising fre(uently and capitali5ing on the synergistic effect of

print' 9eb sites and trade shows is a sure path to increasing awareness' interest and purchase'said the study authors. #dd to that the fact that there ha+e been dramatic increases in the time e*ecuti+es spend +isiting b,to,b 9eb sites o+er the past three years and online ad+ertising is a winning strategy. "oreo+er' the study findings are consistent across industry sectors' making results rele+ant regardless of business category.

0ong-term in)esting 9hile the <ankelo+ich;Harris study offers compelling data to support the benefit of ad+ertising especially in slower times' other business gurus also support the theory. 0#d+ertising in a down economy is e+en more important than ad+ertising during the good times'- says Aoyce $oya' president of the Herman $roup' a firm of strategic business futurists in $reensboro' N.1. 0That3s when you can build market share. That3s when you ha+e less competition for share of mind. 9hile others are in a cocoon' hibernating until things blow o+er' it3s a great time to in+est in your business.$oya says sign industry suppliers need to establish themsel+es as the brand of choice and halting ad+ertising during tough times is counteracti+e to that goal. The bottom line is clear8 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. 9hile many companies readily understand the +alue of short,term ad+ertising generating new sales' generating repeat business from e*isting customers and generating new leads that turn into future sales it can be more difficult to comprehend the long,term +alue. Think of a snowball rolling down a mountain consistent ad+ertising has a cumulati+e effect. The more familiar buyers are with your brand' the more likely they are to purchase the brand.

/ross media approa9h # cross media approach is the best approach' according to e*perts' because it allows your company to stay in front of customers consistently. The <ankelo+ich;Harris study shows e*ecuti+es +alue maga5ines' 9eb sites and trade shows for different reasons. .,to,b maga5ines are fa+orably e+aluated with respect to being 0highly credible sources- and 0pro+iding information you can trust.- .,to,b 9eb sites rate high for being 0primary sources of research- and pro+iding 0access to the latest information.- #nd b,to,b trade shows are highly regarded for enabling 0interaction with industry peers.0To stay on top of de+elopments in your field' it3s important to seek information from multiple media sources' like business,to,business maga5ines' 9eb sites and trade shows'- said the study authors. &ouble,1lick' leading pro+ider of marketing tools for ad+ertisers' direct marketers and 9eb publishers' recently conducted a cross media study that compared the relati+e audience reach of Internet sites' network T4 programs and consumer maga5ines. K arlier this year we talked to o+er DLL marketers who told us their top reason for not spending more online was that their customer was not online'K says Susan Sachatello' chief marketing officer' &ouble,1lick. KIn comparing these mediums side,by,side using industry standard metrics' this study demonstrates that both in aggregate and in key target groups' the Internet is in fact a mainstream mass,market medium and that marketers should be going online to reach their customers.K So what works best on the 9eb: *perts say banner ads are the most effecti+e tool because they build the brand and generate leads. #nd since online ad+ertising is less e*pensi+e than traditional print media' T4 and direct mail' the online channel makes more sense in a down economy.

+i9h media rules

&ouble 1lick3s #d Ser+ing Trend %eport gi+es deeper insights about what works on the 9eb. &ouble 1lick3s ad ser+ing data re+eals a ma)or +ariance in the click,through rates of rich media ads (D.F percent7' which is si* times higher than non,rich media ads (L.F percent7. %ich media uses a combination of +oice' interacti+e +ideo' streaming +ideo and data sharing. The ads' then' are more interacti+e than static banners. &ouble,1licks also found that !lash increased branding metrics by HC percent for three different, si5ed ads measured' demonstrating the branding power of richer media. K9hile click,through rate is only one method of assessing online ad+ertising effecti+eness' its stability o+er the past se+eral months reflects the mainstream adoption of online ad+ertising at le+els consistent with traditional direct response rates'K says &oug 1opper' +ice president and general manager of ad+ertiser solutions at &ouble,1licks. K9e are +ery encouraged by the growth of rich media usage and the significantly higher click,through rates that these formats ha+e been generating' which together reflect the increasing sophistication and performance of the online ad+ertising medium.K

8hen is the best time to ad)ertiseF %egardless of the medium' the <ankelo+ich;Harris concludes that ad+ertising during all economic times is critical to the future success of companies. Ninety,nine percent of those sur+eyed said it is important to keep abreast of new products and ser+ices during tough times and RH percent said it is important to continue to in+est in these products and ser+ices to remain competiti+e in the future. The study stresses that e*ecuti+es are not going to let their guards down e+en during slower economic times they must stay current on what is new in the industry and must position their organi5ations for the future. #d+ertisers' then' must not let their guards down' either' say e*perts.

P+&4#0% &4 2!0(2#,D!S$-, !,#0%5%+ CThe company was incorporated on CHth October' CREE under the name of 2e+er .rothers (India7 >+t. 2td. (2.I27. It set up its manufacturing units in .ombay and 1alcutta an associated company +i5.' Hindustan 4anaspati "fg. 1o. >+t. 2td. (H4"7' was earlier incorporated on DHth No+ember CREC which set up a +anaspati factory in .ombay. .oth 2.I2? and H4" were wholly owned subsidiaries of Unile+er 2td.' 2ondon' U.?. H4" later ac(uired three more +anaspati factories at Shamnagar (9est .engal7' Trichanapalli (TamilNadu7 and $ha5iabad (U.>7 In order to market the toilet preparations manufactured by 2.I2 or imported from Unile+er companies' a marketing company under the name United Traders >+t. 2td. (UT27 was incorporated on CCth may' CRE@ as a wholly owned subsidiary of 2.I2. In CRFF' the management of 2.I2 and H4" was integrated. In No+ember CR@G' H4" and two small associated companies3 +i5. 9illiam $oss age / Sons (India7 >+t. 2td and Aoseph 1ross field / Sons (India7 >+t. 2td.' which were wholly owned subsidiaries of Unile+er 2td.' were amalgamated with 2.I2 and the name was changed to Hindustan 2e+er 2td. !rom DErd October' CR@G acti+ities of UT2 were taken o+er by its holding. 1ompany 2.I2. 9ith the amalgamation of business under one company' Indian capital was introduced in this integrated business in CR@G. HU2 has been growing +ery rapidly' especially in CRRG the growth was II.GN HU2 became the second pri+ate company in India after %eliance Industries to cross the %s CLLLL core mark in CRRI. #t present it3s +alued at %s. CCHGF.EC crore.C its rapid growth has gi+en HU2 place in the top @companies regularly in annual .T,@LL sur+ey. This huge success has come due to8, "erger with >onds India 2imited 2aunch of FL new products &oubling of rural distribution network from @L'LLL to one lakh +illages 2aunch of a marketing scheme' Operation .harat' across DD states.

It can be said beyond any doubt that HU2 is an undisputed leader in !"1$ products in urban as well as rural area. HU2 caters to I@L million people in India which becomes I@N appro*. of the total population. Hence the study of HU2 can gi+e us a

wide knowledge in the fields like successful implementations of marketing strategy in urban and rural India cutting across so many cultural' social' regional' religious' linguistic barriers.

PBG (-&#$te& 0 Ga(12e C Profile


Three billion times a day' >/$ brands touch the li+es of people around the world. Our corporate tradition is rooted in the principles of personal integrity' respect for the indi+idual' and doing what=s right for the long,term.

Our core +alues and principles guide us in e+erything we do. 2earn more about what dri+es our purpose of pro+iding products and ser+ices of superior (uality and +alue to the world3s consumers.

The >/$ community consists of o+er CE@'LLL employees working in o+er IL countries worldwide. 9hat began as a small' family,operated soap and 1andle 1ompany now pro+ides products and ser+ices of superior (uality and +alue to consumers in CFL countries.

Spotlight &nC Our New Orleans' 2ouisiana' !olgersS mployees 8hat $he<G)e DoneC In the aftermath of Hurricane ?atrina=s de+astation' these
employees T many of them suffering great losses of their own T banded together to help their city get back on its feet. 9atch this inspirational +ideo and disco+er how >/$ employees ha+e risen abo+e this tragedy and are now reaching out to help others do the same.

If Aames $amble and 9illiam >rocter hadn=t married the Norris sisters' >/$ might not e*ist.

In the CRHLs' >/$ was one of the first companies to put its safety testing data in a computer database' helping to a+oid duplicati+e testing.

Produ9ts &4 2!0(2#,D!S$-, !,#0%5%+ C


"ru (9offee C "ru' launched in CRGR' created history in the first year of launch by growing to a record market share of DCN. +er since' it has grown from strength to strength.

"ru has been instrumental in +irtually creating the entire Instant 1offee category as it e*ists today. It has been at the forefront of most inno+ations in the Instant 1offee category , whether in coffee,chicory blends' refill packaging' +ending operations' or more recently the 2ow,unit,price packs. The "ru franchise also includes the "ru %oast / $round' India=s most popular %oast / $round 1offee brand' and "ru "alabar %oast / $round which is a+ailable in select geographies.

/lini9 Plus(shampoo /lini9 Plus Health shampoo was launched in India in the year CRIH. It is India=s largest selling shampoo' offering the fi+e most important hair health benefits8 strengthens weak hair' pre+ents hair breakage' softens rough dry hair' shine for thick and healthy hair' and contains anti,dandruff ingredient. The franchise also includes 1linic #ll 1lear Total' first introduced in CRRG. It is a dual shampoo M it not only fights the last dandruff flake' but also adds back lost nutrients to make hair healthy and beautiful. 1linic #ll 1lear Total is a dandruff solution for e+eryday use.

/lose-up(tooth paste /loseup 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 rele+ant till date. +er since its launch in CRH@' 1lose,up has broken e+ery rule in the book on how toothpastes should beha+eP /loseup was the first gel toothpaste to be launched in India and has led the gel toothpaste segment e+er since. In DLLF' /loseup was re,launched with a bang. #nd this time it was packed with the power of 4itamin !luoride System M a powerful mi* of 4itamins' !luoride' "outhwash and "icro whiteners' the perfect combination of ingredients for fresher breath and stronger' whiter teeth. /loseup became the first $el toothpaste with !luoride in the Indian "arket. The brand umbrella also includes 1loseup 2emon "int' gel toothpaste with the whitening benefits of lemon. The latest entry in the 1loseup stable is 1loseup "ilk 1alcium M re+olutionary 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.

4air B 0o)el<(fairness 9ream # woman=s passion for beauty is uni+ersal and catering to this strong need is 4air B 0o)el<( .ased on a re+olutionary breakthrough in skin lightening technology' !air / 2o+ely was launched in CRHI. The Hindustan 2e+er %esearch 1entre (it is among the largest research establishments in India=s pri+ate sector' including pharmaceutical companies' with facilities in "umbai and .angalore7 deployed technology' based on pioneering research in the science of skin lightening to de+elop 4air B 0o)el<. The formulation is patented. Its formulation acts safely and gently with the natural renewal process of the skin' making comple*ion fairer o+er a period of si* weeks. 4air B 0o)el< is formulated with optimum le+els of U4 sunscreens and Niacinamide that is known to control dispersion of melanin in the skin. It is a patented and proprietary formulation'

which has been in the market for D@ years. Niacinamide (4itamin .E7 is a water,soluble +itamin and is widely distributed in cereals' fruits and +egetables , and its use in cosmetic formulations has been known for +arious end benefits. The U4 components of the formulation are scientifically chosen and used at optimum le+els to pro+ide wide spectrum protection against U4 rays of the sun. Specifically' this patented formulation offers a high U4# protection' which is more rele+ant to #sian skin than plain S>! protection creams sold in the 9est. #ll the acti+e ingredients in the !air / 2o+ely formulation function synergistically to lighten skin color through a process that is natural' re+ersible and totally safe. The brand today offers a substanti+e range of products' including #yur+edic !air / 2o+ely !airness cream' !air / 2o+ely #nti,"arks cream' !air / 2o+ely Oil control !airness $el' !air / 2o+ely for &eep Skin and !air / 2o+ely !airness Soap. The latest has been the >erfect %adiance' a complete range of CD premium skincare solutions from !air / 2o+ely.

2amam("athing soap 2aunched in CREF in India. 2amam has always been a reliable option for consumers o+er years. The brand has withstood the test of time and has gi+en the consumers the confidence and assurance of being a soap that is safe on skin. Hamam is manufactured in the most modern soap plants world,class (uality control system. Hamam contains polyols' which are known to be good moisturi5ers. Hamam also contains #loe 4era' Tulsi and Neem e*tracts. Hamam soap is made from a blend of +egetable oils. The optimum grade of >alm oil and coconut oil is mi*ed in the right proportion to gi+e a soap that is lasting' gi+es lather which is stable and can effecti+ely remo+e oil' dirt from the surface of the skin.

1issan(?am #c(uired by Hindustan 2e+er 2imited in CRRF' the 1issan category consists of deliciously wholesome products for kids to grow up. The ?issan range consists of ketchup and other sauces' )ams' s(uashes and ready,to,drink products. !or mothers and children' ?issan is today one of the most trusted brands in the country. ?issan continues to be a pioneer in the categories that it operates in.

-nnapurna Salt -nnapurna Salt' first introduced in CRRH' was relaunched in DLLC with a breakthrough technology' patented in India and se+eral other countries. This technology helps encapsulate iodine with salt. It thereby pre+ents the loss of iodine from salt' either during its storage and transportation or cooking. Iodine deficiency is a serious health issue in India. #bout DHI million people are at risk of iodine deficiency disorders. Iodine deficiency not only leads to goiter' but also has an impact on the mental de+elopment of growing children. The International 1ouncil for 1ontrol of Iodine &eficiency &isorders (I11I&&7 has endorsed #nnapurna Salt. #nnapurna has also taken initiati+es to educate consumers about the benefits of iodine and its effect on the mental de+elopment of growing children. 2aunched nationally in CRRI' #nnapurna #tta is made with patented technology. It absorbs more water than ordinary atta when kneaded' resulting in softer chapatis. In DLLC' it was fortified with iron and +itamins. The benefit is +ery rele+ant because o+er GLN of women and children are iron deficient.

1walit< 8all(i9e 9ream 1walit< 8allGs' launched in CRR@' is the company=s master brand for ice cream. ?wality 9all=s has combined state,of,the art technical know,how of Unile+er , the global leader in ice cream , with a deep insight of the Indian market' to deli+er a range of superior (uality products under its international brands. ?ey launches include 1ornetto' !east' 4iennetta' and a range of Sundaes' and also e*citing eats for children specifically' like 2ime >unch or Sunshine Jing 1one. ?wality 9all=s ensures that while each of its offerings is uni(ue in taste and fla+our' they are also accessible to more consumers through breakthrough cost reengineering and +alue deli+ery.

0ifebuo<("athing soap "aking a billion Indians feel safe and secure by meeting their health and hygiene needs is the mission of 0ifebuo<( The world=s largest selling soap offers a compelling health benefit to the entire family. 2aunched in CIR@' 2ifebuoy' for o+er a CLL years' has been synonymous with health and +alue. The brick red soap' with its perfume and popular 2ifebuoy )ingle' has carried the 2ifebuoy message of health across the length and breadth of the country. The DLLD and DLLF relaunches ha+e been turning points in its history. The new mi* includes a new formulation and a repositioning to make it more rele+ant to both new and e*isting consumers. 2ifebuoy is now a milled toilet soap with a new health fragrance and a contemporary shape. The new milled formulation offers a significantly superior bathing e*perience and skin feel. This new mi* has registered conclusi+e and clear preference among e*isting and new users. The new 2ifebuoy is targeted at today=s discerning housewife with a more inclusi+e Kfamily health protection for my family and meK positioning. 2ifebuoy has made a deliberate shift from the male' +ictorious concept of health to a warmer' more +ersatile' more responsible benefit of health for the entire family. #t the upper end of the market' 2ifebuoy offers specific health benefits through 2ifebuoy $old and >lus. 2ifebuoy $old (also called 1are7 helps protect against germs which cause skin blemishes' while 2ifebuoy >lus offers protection against germs which cause body pouder.

Surf %;9el(Detergent powder # pioneers in the Indian detergent powder market' Surf %;9el has constantly upgraded itself o+er the years' to answer the constantly changing washing needs of the Indian homemaker. Today Surf *cel offers outstanding stain remo+al ability on a wide range of stains. This means that mothers now ha+e the freedom to let their kids e*perience life without worrying about stains. Surf *cel (uick wash is powered with a path,breaking technology, it reduces water consumption and time taken for rinsing by @LN. It is a significant benefit' gi+en the acute water scarcity in most of India. Surf *cel is a+ailable in E +ariants8 Surf *cel .lue' Surf *cel Ouick 9ash and Surf *cel #utomatic. So whate+er be the need' Surf *cel hai na.

Sunsil*(Shampoo 2aunched in CRGF' Sunsil* is the largest beauty shampoo brand in the country. >ositioned as the G2air %;pertG' Sunsilk has identified different hair needs and offers the consumer a shampoo that gi+es her the desired results. The benefits are more compelling and rele+ant since the +ariants are harmoni5ed in terms of the product mi* , fragrance' colour and ingredients are all well linked to cue the o+erall synergy. The range comes in premium packaging and design. The accent is on KIt knows you' and hence knows e*actly what your hair needsK.

Produ9ts &4 PBG(P+&/$&+BG-M"0%

He#d - Shoulder$ Sh#m.oo


Head / Shoulders shampoo is specially formulated to gi+e you beautiful' healthy and dandruff,free hair. #+ailable in 1lassic 1lean Shampoo and D in C' Ocean 2ift Shampoo and D in C' 1itrus .ree5e Shampoo and D in C' %efresh Shampoo and D in C' %estoring Shine Shampoo and D in C' *tra 4olume Shampoo' Smooth / Silky Shampoo and D in C' &ry Scalp 1are Shampoo and D in C' Sensiti+e 1are Shampoo and D in C and Intensi+e Treatment.

He#d - Shoulder$ Co!ditio!er$


Head / Shoulders conditioners are designed to gi+e your hair a radiant shine and help reduce flakes.

#+ailable in 1lassic 1lean and &ry Scalp 1are.

NE+/ He#d - Shoulder$ I!te!$i0e Solutio!$


1ontains DN >yrithione Jinc for ma*imum strength without a prescription 1linically designed to help pre+ent seborrheic dermatitis' se+ere dandruff and other dandruff related problems !eatures a clean' refreshing fragrance 2ea+es hair shiny and manageable

Tide1 Li2uid
EU the stain remo+al power for about D@ cents a loadV. Tide 2i(uid combines all the great stain fighting (ualities you=+e come to e*pect in Tide >owder with the pretreating ease of a li(uid detergent. #+ailable in Tide 1lean .ree5e 2i(uid' Tide "ountain Spring 2i(uid' Tide Tropical 1lean 2i(uid' Tide Original Scent and Tide 2i(uid !ree

Tide Po"der
Tide >owder detergents get to the bottom of dirt and stains to help keep your whites white and your colors bright. !or great stain remo+al in any temperature' Ouick &issol+ingW Tide is formulated to immediately start dissol+ing T e+en in cold water. #+ailable in Tide 1lean .ree5e >owder' Tide "ountain Spring >owder' Tide Tropical 1lean >owder' Tide Original Scent and Tide >owder !ree.

Tide "ith Febre3e4 Fre$h!e$$


Helps clean away stains and odors with ease

Tide with !ebre5e !reshness gi+es you the great cleaning you e*pect from Tide' now with the !ebre5e freshness you lo+e. Specially formulated to help target and remo+e common odors that get trapped in fabrics' and then deposit Kfreshness acti+esK #+ailable in Tide with !ebre5e !reshness 2i(uid Spring / %enewal' Tide with !ebre5e !reshness >owder Spring / %enewal' Tide with !ebre5e !reshness 2i(uid "eadows / %ain and Tide with !ebre5e !reshness 2i(uid 1itrus / 2ight

Tide Cold"#ter
Deep /lean( Sa)e Green( Tide 1oldwater pro+ides a deep clean in the care of cold water' making it the coolest way to clean. %emo+es e+en stubborn stains better than the leading competiti+e li(uid detergent in warm water Sa+es energy and money by lowering your heating bills Helps colors stay brighter and whites stay whiter >ro+ides a cool new scent e*perience #+ailable in Tide 1oldwater !resh Scent 2i(uid' Tide 1oldwater $lacier 2i(uid' Tide 1oldwater !resh Scent >owder and Tide 1oldwater $lacier >owder.

Tide "ith # Tou5h o Do"!61


Tide with a touch of &owny presents outstanding Tide clean with a touch of &owny softness and freshness. #+ailable in 1lean .ree5e 2i(uid' #pril !resh 2i(uid' Soft Ocean "ist 2i(uid' 1lean .ree5e >owder' #pril !resh >owder and Soft Ocean "ist >owder

Tide "ith ,le#5h


1lean e+en what=s unseen. Tide with .leach will clean your clothes and help keep your colors bright and your whites white. #+ailable in Original' "ountain Spring and 1lean .ree5e scents

Tide Li2uid "ith ,le#5h Alter!#ti0e


The smart alternati+e to chlorine bleach. Tide 2i(uid with .leach #lternati+e uses acti+e en5ymes to break down and remo+e stains while whitening whites. .ecause it is not chlorine based like li(uid bleach' it also is safe to use on colors too. In fact' the Tide .right2ockW formula actually reduces chlorine in the wash to help keep bright colors from fading. #+ailable in Tide with .leach #lternati+e 2i(uid Original' Tide with .leach #lternati+e 2i(uid 1lean .ree5e and Tide with .leach #lternati+e 2i(uid "ountain Spring

Tide HE
$et the most out of your high,efficiency washer. Tide H is specially formulated to unlock the cleaning potential of high, efficiency washers. Standard detergents can cause o+er,sudsing when less water is used' and using less detergent sacrifices cleaning power. Tide H pro+ides e*cellent cleaning with the right le+el of sudsing. #+ailable in Tide H >owder Original' Tide H 2i(uid Original' Tide H 2i(uid 1lean .ree5e and Tide H 2i(uid !ree

!or more than @L years' Oral,.S has produced the highest,(uality dental hygiene products for you' your family and dental professionals worldwide. Trust the brand more dentists use themsel+es worldwide.

Po"er Toothbru$he$
Oral,. power toothbrushes offer e*ceptional features and performance benefits. In fact' an independent landmark study has concluded that only the oscillating,rotating power toothbrush technology' pioneered by Oral,.' offers superior cleaning compared to manual toothbrushes.

Po"er ,ru$h He#d$


Oral,. offers CD ad+anced power brush heads designed for different

needs. 1hoose the perfect one based on your desired brushing e*perience8 deep clean' e*tra soft' whitening' floss,like clean' traditional brushing and cleaning around braces or other dental work.

M#!u#l Toothbru$he$
#t Oral,. we de+elop products that are used and trusted by dental professionals worldwide. !rom infants to adults' Oral,. makes a manual toothbrush to meet your family=s needs.

'id$7 Produ5t$
?ids change a lot during the de+elopmental years. Oral,. StagesS kids= products are designed to meet their special oral care needs at e+ery stage.

2!0C -D5%+$#S#,G S$+-$%G'


"!#0D#,G /&+P&+-$% #M-G% 1orporate communications and public relations for building image can truly be looked upon in the conte*t of global business and marketing as a sub)ect about which many professionals hold firm +iews' but know surprisingly little about. Some see it as a menace' as an e*pensi+e flag wa+ing e*ercise which their company can easily do without. Others regard it as a myth' arguing that publicity by of +irtue its ob+ious nature' cannot hope to change percei+ed images in people3s minds. #t the other e*treme are those who +iew corporate communications (particularly ad+ertising as a magic formula and an instant panacea for e+ery corporate ill. In reality it is none of these things. it is in fact' a management tool to influence the outside world,the target group. So' the real significance of building corporate image lies in preparing and consolidating a sound global consumer base. +ery company wants to ha+e a fa+orable image in the global market. In case of H22 also' image,building plays the most important part in determining its marketing strategy. .uilding corporate image is concerned with building confidence and credibility by helping your target group understand you better. !amiliarity in this case normally impro+es acceptability of who you are and what you are doing. Ignorance' on the other hand' can lead to mistrust' or e+en contempt in some situations. 1orporate image is built through more than one strategic means' and often a combination of acti+ities. !or instance, C. D. E. F. @. #d+ertising Tcorporate and e+en product >ublic %elationsTe*ternal and internal "edia %elations Tespecially the >ress 1ustomer and Supplier %elations 1ommunity %elations T good corporate citi5enship

#s India transits from a shod age,dri+en economy to a one propelled by competition the reputation and image of a company like H22 will make difference between whether it rules the market or merely rues it. 1orporate image is what enables H22 to hold its own against ri+als like I>12 and Haldia $ood corporate image can be built if you treat it like one of the >s3 of marketingT the fifth B>3 stands for >erformance3 Tprofessional corporate performance' doing it the right way the first time. It3s in this regard that creati+ity in >% comes to ha+e a lion3s share in the entire process of corporate image building.

1reati+ity in >% means more than )ust pretty pictures and good copy. It is building image with acti+ities' which generate all,round impact and +isibility for the company. B9hat3 and BHow3 is the task here. 1reati+e corporate ad+ertising is one route. 9ith respect to positioning similarly' the image communication and image building acti+ity must to able to find a right niche in the minds of the target group. The B(uality of the message' and acti+ity' is +ital for this. 1ompanies which benefit most from corporate image are those who take a long,term +iew and commitment towards communication and the image of their organi5ation through it. H22 can be presented as a striking instance of it.

#mage and #dentit< There may be nothing new in saying that the corporate image is in the eye and the mind of the recei+er. <et it is worth saying again and again. #n organi5ation transmits' on a sustained basis' messages to publics. It is the reception of the message' which goes to create the intended image. In other words' corporate communication is the process that translates an identity into an image. #gain' in brief' corporate image primarily refers to the image that a company has ac(uired with the public whereas corporate identity refers to the image a company stri+es to achie+e' in order to build to build a reputation with its publics. In this conte*t' decidedly' e+ery company like H22 needs a mission. The mission is' in fact' a framework for business and all its acti+ities' the +alue that dri+e the company to achie+e the corporate goals. No less important is the belief the company has in it. The mission is the glue that holds the company together. Here' the >% and its communication strategies come into distinct focus. If the mission and the ob)ecti+es of the organi5ation ha+e to succeed' the corporate body must communicate short,term goals' long,range ob)ecti+es and e+en the total mission of the organi5ation. Inade(uate 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 organi5ation. Dare $o $hin* "e<ond -d)ertisingH( In present situation to address the KThe soprano problemK' ad+ertisers resort to shadow ad+ertisement where the products become endemic to the setting of the show. 9here the products are shown being consumed or brand name is e*hibited in the background. In India' the first shadow ad+ertisement was used in mo+ie K.obbyK where motorcycle K%a)dootK was ad+ertised. %ecently' there was shadow ad+ertisement of 1oca,1ola in Hindi blockbuster K?aho Na pyar haiK. .ut the problem with shadow ad+ertisement is that positioning message of the product can=t be con+eyed to consumers. Hence' the concept of shadow ad+ertisement can be e*tended further so that the theme of the ad+ertising would become endemic to entertaining show. This would be no more e*clusi+e ad+ertising. %ather' ad+ertising will be a part of the entertainment. .ut this

has to be done in a delicate manner so that the information about the product is passed on to the +iewers without disturbing the entertaining element of the show. If this succeeds' that would be a great break,through for ad+ertisement. +en this should not be called ad+ertising anymore' as that has become an irritating word in the mind of the audience. +en though advertainment seems (uite close to it' but it would be more e+ol+ed. Since in ad+ertainment we try to ad+ertise and entertainment comes with it. .ut in the recommended solution we want to entertain the audience only and ad+ertisement is an integral part of the show. The ma)or (uestion would be' whether the audience would be able to comprehend the hidden positioning message: Here are few e*amples on how to make the positioning message integral part of the show. 9e ha+e programmes like K -nta*shari K in which participants take part in groups. The groups can be named after some brands and the participants would be pro)ected as such that they would be personification of brands. Suppose one group is named 0u; ' the participants are e*pected to be beautiful women who stand for 0u; . So this can be done for many programmes' which has format like this. Suppose H22 produced a soap opera and the dialogue of the characters at some point would be focused on the products of H22. Of course the conte*t has to be right and should be +ery much along the script not that it would destroy the element of entertainment. Hence the ma)or challenge would lie before scriptwriter and director. +en a particular character of an opera becomes +ery popular as the opera becomes +ery popular. Hence building such character' which would personify the brand and both the character as well as the brand would grow in due course of time. Howe+er e+en if time constraint is remo+ed' course content constraint comes in. .ut the scope of story telling is far greater. #ttention grabbing will be replaced with attract attention and no 5ipping;5apping problem. #udience will be more recepti+e and comprehension of course would be dependent upon how it is e*ecuted. >racticability 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. 2et=s take the e*ample of 1oca,1ola' the scriptwriter would be creating situation in each episode of a family soap where there would be opportunity to celebrate and drink cokeP To gi+e another e*ample' a multi utility +ehicle with safe dri+ing positioning plank could ha+e e*ploited the plot of the recent mo+ie K +oad K. If this concept clicks' there would be nothing like it for ad+ertisers. If it happens' in future big ad+ertisers like H22 would be di+ersifying to entertainment businessP Of course the ad budget of H22 is far bigger than the total budget of many entertainment houses. Irrespecti+e of whate+er positi+e points or negati+e points it has' this concept can be tried for programmes aired in pay channels simply because there is no other alternati+e to ad+ertise during the programme. .esides it is e*pected to sol+e the other problems those are discussed abo+e. #d+ertisement 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.

PU !IC RE!ATION

0 >ublic relations practice is the deliberate planned and sustained effort to establish and maintain mutual understanding between the organi5ation and its publics -.
.y8 , Institute of >ublic %elation (.ritish7 CRFI. To understand the definition better it in important to know as to who does the word publics refer to. >ublic are , 8 Shareholder 8 1ustomers 8 mployees 8 Trade Unions

P!"0#/ +%0-$#&,S Here we try to identity the distinguishing factors between #d+ertising and public relations8 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. #s refined by the .ritish Institution / >ractitioners of #d+ertising8, ADVERTI I!" presents the most persuasive possi#le selling message to the light prospects $or the product or service at the lowest possi#le cost on the other hand 0. >ublic %elations demand more time and effort than ad+ertising because ad+ertising is limited to special selling and buying tasks. !or ad+ertising the basis )obs of conceptuali5ing' producing' space buying etc. 1an be delegated folly to agencies whereas such total hiring of agencies for absolute >ublic %elation functions cannot be conser+ed. >ublic relations are a long,term policy measure and are not built o+ernight. It is also not free of cost' it is built o+er a period of time. 9ith public opinion against it nothing can succeed-. 09ith public opinion on its side nothing can fail- A"raha# !inco$n >ublic relations' taken as a component of management discipline' are of comparati+ely recent origin. #s a concept' it was critically e+ol+ed in business and industry and subse(uently spread to other areas of human acti+ity. #pplicability of this profession in go+ernment and public institutions like corporations' municipalities' uni+ersities' hospitals' social ser+ice organi5ation and professional institutions it truly immense. #dmittedly' e+en before the emergence of industry' business and go+ernment' a public relation was in practice in people3s daily life. In effect' a public relations is the result of the action inherent in an indi+idual' an institution or an organi5ation. >ublic relations are ne+er a pri+ate monopoly of >% practitioners. In fact' members of an organi5ation' and especially those in leadership' management and super+isory positions ha+e a >% role to play and often e+en singularly. >eople adept in the art of public relations stand better chances of success and sur+i+al since they can always find areas of mutual interest. They also use modern methods of communication and persuasion which go a long way in establishing mutual understanding based on truth' knowledge and complete information.

$2% S#G,#4#/-,/% &4 P+ #, 2!0 It may be useful to begin by first getting out of the way certain popular notions which' as with many popular beliefs are either without any basis in reality or at best e*press only half truths. !or instance' >% men are regarded by some to be fi*ers' a breed of people who will wangle things for you by the most (uestionable methods. There is also a popular idea that >% men spend most of their time winning and dining' using for the purpose fabulous e*pense accounts they are supposed to ha+e access to. 9hile no one can pre+ent a charlatan from posing as a >% man or styling himself as a >% consultant he is no more a tine practitioner of >% than a (uack selling magic remedies by the wayside is a physician. How deep,seated such popular misconceptions about >% can be reflected by the fact the e+en now one comes across articles published in well,known papers and )ournals airing such nai+e ideas about >%. #gain' >% is sometimes confused with publicity. >ublicity is certainly one of the instruments of >% but is would be as wrong to e(uate publicity with >% )ust as it would be to e(uate the stethoscope with the practice of modern medicine. To continue the analogy' >% seeks to diagnose the ills of an organi5ation in its relations with the public or any segment of the public' it prescribes remedies and proceeds to administer them. It then keeps a watch on the patient to see whether the remedies prescribed are producing the desired effect so that the medicine can be changed if necessary after e+aluating the results. #gain' as in medicine pre+ention is considered more important than the cure' >% belie+es in maintaining the good health of the corporate body ,so that drastic remedies and bitter pills may not ha+e to be swallowed later. #nalogies may be useful in gi+ing a general idea but can ne+er be as precise as a definition. >% 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 >%. It is Bthe attempt by information' persuasion and ad)ustment to engineer public support for an acti+ity' cause mo+ement or institution. B>ublic relations as and applied social and beha+ioral science is that function which , measures' e+aluates and interprets the attitudes ob)ecti+es for increasing public understanding and acceptance of the organi5ation3s products' plans' policies and personnel6 e(uates these ob)ecti+es with the interests' needs and goals of the +arious rele+ant publics6 and de+elops' e*ecutes and e+aluates a programmed to earn public understanding and acceptance.

G&5%+,M%,$ +%0-$#&,S $o+ernment relations ha+e two facets to it. !irst the >% for the go+ernment (as an organi5ation7 and second' >% with the go+ernments as the target group. .oth are important and +ery needed by corporations. >ublic relations for the go+ernment in+ol+es mobili5ing public support for go+ernment3s acti+ity' for instance' family planning' control' en+ironmental protection' beautification of cites' etc. the company generally sponsors some of these acti+ities by pro+iding monetary help or other resources. The basic ob)ecti+e of the company is to build relations with the go+ernments' and also help for the good of the community of society. >ublic relations with the go+ernment in+ol+es keeping the go+ernmentTpoliticians and bureaucratsTon your side. It en+isages maintaining good links with the go+ernment which will be of benefit to the company in its o+erall business plans and operations. >ublic relations with the go+ernment in some ways are (uite difficult and demanding. It re(uires special planning and efforts for the organi5ation to be successful. # go+ernment' local or national' comprises many ministries' departments' indi+iduals and personalities. >ublic relations people ha+e to ac(uaint themsel+es with the working of the go+ernment' and the intricacies and people in+ol+ed at +arious le+els' and then handle things accordingly to be able to achie+e what they ha+e set out to achie+e. The go+ernment should not be looked at as an ad+ersary. In fact' you should make all efforts to help the go+ernment and support its acti+ities and policies as far as possible. $o+ernment leaders must be kept informed from your side about the organi5ation3s acti+ities and policiesT especially those which are contributing to the welfare and de+elopment of the state or the nation. Such relations will be mutually beneficial in the short,term and the long,term. 1orporations should' howe+er a+oid getting in+ol+ed with politics and political issues.

M%D#- +%0-$#&,S "edia relations Is a +ital tool in >%. # large amount of communications and >% are conducted through the mediaTespecially the >ress. 9hen a company gets media co+erage' it is not always flattering. .usiness is always +ulnerable to attacks by the media. "edia can often aggra+ate problemsTespecially crises. #s in the case of Union 1arbide and H22 a few years ago. Hence' media' particularly the >ress has to be handled +ery carefully. The media must be kept on your side. #ll efforts must be made to ensure this strategically. It takes years to build a good image' but to destroy it you need )ust a few bad reports in the media. It is important to build a working Brapport3 with the media. <ou cannot afford unnecessary reactions and distortions. If you do go to the media then always go with a strategyTbe selecti+e in the choice of media' use only influential media (especially publications in the >ress7' do not spread your communication too thin' go for (uality rather than (uantity. Selecti+e and in,depth

co+erage is what you must aim at' as it is more effecti+e and produces the desired results. let your communication be complete honest' and backed with hard facts. The organi5ation must be able to li+e up to its claims and promises in media' otherwise you can be in for further problems. The efforts made by H22 in this respect ha+e been orchestrated well to build image as well as to counter negati+e publicity.

4#,-,/#-0 +%0-$#&,S 9ith the growth of the Indian economy and the business sector' management of financial promotions and >% ha+e taken on a new dimension. H22 is making special efforts to ensure the goodwill of their shareholders' in+estors' financial institutions' and the rest of the financial community. This is being done in the mass media and speciali5ed media ranging from annual reports to special brochures to audio,+isuals' +ideo films' and e+en corporate ad+ertising in the >ress and tele+ision. The main target group of a company in financial >% is its shareholders and potential in+estors. They ha+e to be gi+en information they are entitled to ha+e' and they ha+e to be kept interested in the company. >ublic relations must establish' maintain' and impro+e the company3s image and reputation so that it can obtain funds from the public and the financial institutions on the most fa+orable terms when it desires so The financial and business >ress' today' is +ery important in achie+ing this ob)ecti+e' The importance of financial >% and the need for it is seen from the number and growth of >% agencies speciali5ing in financial promotion' ad+ertising and >% management in India. These include well,known names like >ressman' 1lear' and Sobhagya' now a host of others. They pro+ide their clients a wide range of ser+ices and e*pertise in >% and ad+ertising.

/!S$&M%+ +%0-$#&,S In the past >% and marketing were considered separate and unconnected acti+ities of business Bin a company. Today' >% has a role to play in marketing not only to build image' but to also help sol+e problems concerning a company3s products or ser+ices among consumers or other special groups' and generally protecting the company3s reputation at the marketplace. >ublic relations with customers' and with suppliers' in industrial products;ser+ices marketing at the institutional le+el are gaining more and more importance today. In today3s competiti+e market customers opt for products that are known and ha+e an image' and are backed by (uality and good after sales ser+ice. >ublic opinion on such aspects cannot be

ignored by marketing people. In the long run' unfa+orable opinions certainly affect sales. >ublic relations can help in controlling and setting right some of these opinions6 it is therefore essential for companies to assign some of their attention and resources to de+elop >% in marketing.

/&MM!,#$' +%0-$#&,S Today' the relationship between corporations and the community is a +ital issue in management of business organi5ations. It is acknowledged that business is no longer done for the sake of profits alone. .ecause a company functions within a community' its responsibility e*tends to gi+ing back to the community something for what it makes from it. This has been the philosophy of the Tatas in India for years6 today it is accepted and is being followed by a number of other companies. This belief is now also considered important and crucial by the go+ernment' consumerists and opinion leaders. 1ompany relations at an organi5ation can +ary from local 1ommunity welfare acti+ities' to large scale sustainable de+elopment programmers for the betterment of li+es of people. 1ompanies ha+e to consider the community as one of its prime target groups. The ob)ecti+e of >% is to help build image of the company8 as a good corporate 1iti5en' a good company to do business with' and a good company to work for.

%MP0&'%% +%0-$#&,S In employee relations' communicators are +ital at e+ery le+el. !rom top to bottom' also from lower le+el to the top management le+el' and e+en the hori5ontal communications among colleagues at the same le+el and between functions. The basic function of communications and >% in the organi5ation is not )ust better functioning' but a fostering of goodwill' trust' and togetherness among employees.

#,D!S$+#-0 +%0-$#&,S This is another important area of work for >% e*ecuti+es. Its importance is growing' with staff and workers getting to be united' more enlightened and demanding. 9hether they are unioni5ed or not does not make a difference in the >% work6 in either case' good relations ha+e to be maintained. In the case of unions' it Is important to reali5e that unions ha+e their own goals. This makes it more difficult to deal with them in many respects. Understanding these goals' and how they will affect Industrial relations and >% efforts' is the first priority in dealing with unions.

P&G: ADVERTISING STRATEGY

9e take pride in de+eloping strong ties to the communities in which we li+e and work and are focused on helping children in need around the world li+e' learn and thri+e.

>/$ 1hemicals is committed to pro+iding your business with consistently high,(uality oleo chemicals.

>/$ 1ommercial >roducts supplies a +ariety of businesses with >/$ cleaning' laundry' and coffee' tea and snack products.

>/$ &I pro+ides easy access to electronic data that is of +alue to prospecti+e and current >/$ retail customers' transportation carriers and financial institutions.

>/$ !ood Ingredients help formulators create great tasting' better,for,you products by de+eloping functional ingredients that reduce fat and calorie profiles' lower cholesterol effects and impro+e heart health.

The >/$ 2egislation / %egulatory group deli+ers accurate and timely information to representati+es of industry trade groups' legislators and go+ernment agencies. The %etail 1ustomers group assists the 1ompany=s trade partners and representati+es of retailers.

!or current and prospecti+e suppliers' >/$ pro+ides a Supplier >ortal 9eb site that offers easy access to a +ariety of information.

>/$ is acti+ely searching for the ne*t game,changing products' packaging' technologies' processes and commercial connections that can impro+e the li+es of the world=s consumers. >/$=s Tremor di+ision designs and implements customi5ed word,of,mouth marketing programs for both internal brands and e*ternal clients. Tremor programs le+erage national panels of D@L'LLL teens and F@L'LLL moms to deli+er outstanding business. >/$ >harmaceuticals sources all of its new drug de+elopment and commerciali5ation initiati+es +ia a network of academic' biotech and pharmaceutical company collaborations.

D#t# #!#l6$i$ - I!ter.ret#tio!


*e#r "i$e !et $#le$ o FMCG Com.#!ie$ b6 #d0erti$i!%8
*EAR 2002-03 2003-04 2004-05 2005-06 2006-07

S#le$ i! Cr
10667 9954 10139 8828 11060

Gr#.hi5#l Re.re$e!t#tio!8

*EAR 2002-03 2003-04 2004-05 2005-06 2006-07 10667 9954 10139 8828 11060

12000 10000 8000 6000 RS IN Cr 4000 2000 0 2003-04 2004-05 2005-06 YEAR 2006-07 2007-08

I! 9::; the $#le$ o FMCG "#$ R$ ;:<==> Cr #!d it "#$ R$ ;:<;?@ Cr i! 9::? "here #$ it "#$ R$ ;;<:=: Cr i! 9::=A:> re#$o! bei!% i! 9::=A:> the eB.e!diture o! #d0erti$eme!t #!d .romotio! #5ti0itie$ "#$ more th#! R$ ;::: CrC

*e#r "i$e eB.e!diture o! #d0erti$eme!t 8

Tot#l Re0e!ue i! R$

*EAR 2003-04 2004-05 2005-06 2006-07 2007-08

EB.e!diture i! R$ &Cr(
824 842 760 836 1008

Gr#.hi5#l Re.re$e!t#tio!8

1200 1000 800 600 R IN Cr 400 200 0 2003-04 2004-05 2005-06 YEAR 2006-07 2007-08

The eB.e!diture b6 FMCG o! #d0erti$eme!t h#$ bee! i!5re#$ed rom 6e#r 9::DA :E to 6e#r 9::EA:=C

*EAR *EAR 2003-04 2004-05 2005-06 2006-07 2007-08

Pro it i! R$ &Cr( Pro it i! R$ &Cr(


1641 1641 1755 1755 1771 1771 2197 2197 2400 2400

*e#r "i$e Net .ro it o FMCG8

Gr#.hi5#l Re.re$e!t#tio!

3000 2500 2000 1500 !rof"# "$ Cr 1000 500 0 2001-02 2002-03 2003-04 YEAR 2004-05 2005-06

*EAR 2001-02 2002-03 2003-04 2004-05 2005-06 10721 10038 10245 10135 11193

*e#r "i$e Tot#l Re0e!ue o FMCG8


A5ti0itie$ h#0e $ho"! dire5t im.#5t o! Net .ro it o FMCGC

Gr#.hi5#l Re.re$e!t#tio!8

11400 11200 11000 10800 10600 10400 10200 10000 9800 9600 9400 2001-02 2002-03 2003-04 2004-05 2005-06

R%&%$'% "$ Cr

YEAR

/ontinues e;penditure on ad)ertisement has in9reased the re)enue thereb< profit( -s the graph shows 9ontinues in9rease in re)enue(

Re$.e5ti0e $h#re o re0e!ue o 0#riou$ $e%me!t o FMCG i! 9::; Produ5t$


S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

Re0e!ue &F( i! 9::?


35 15 10 15 25

Gr#.hi5#l Re.re$e!t#tio!8
S(-r% "$ r%&%$'% 123

S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

I! 9::; the hi%he$t $h#re i! tot#l re0e!ue "#$ b6 $ho. #!d deter%e!t $e5tio! o HLL ollo"ed b6 eB.ort #!d be0er#%eC

Re$.e5ti0e $h#re o re0e!ue o 0#riou$ $e%me!t o FMCG i! 9::9 Produ5t$


S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

Re0e!ue &F( i! 9::D


37 12 08 16 27

Gr#.hi5#l Re.re$e!t#tio!8

S(-r% "$ r%&%$'% 123

S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

#n 2002 the highest share in total re)enue was again b< shop and detergent se9tion of 4M/G followed b< e;port and be)erage(

Re$.e5ti0e $h#re o re0e!ue o 0#riou$ $e%me!t o FMCG i! 9::? Produ5t$


S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

Re0e!ue &F( i! 9::E


37 11 06 18 28

Gr#.hi5#l Re.re$e!t#tio!8
S(-r% "$ r%&%$'% 123

S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

In DLLE the highest share in total re+enue was by shop and detergent section of H22 followed by e*port and be+erage. "inimum share was from food Section.

+espe9ti)e share of re)enue of )arious segment of 2!0 in 200.(

Produ5t$
S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

Re0e!ue &F( i! 9::=


37 10 03 18 32

Gr#.hi5#l Re.re$e!t#tio!8

S(-r% "$ r%&%$'% 123

S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

In DLLF the highest share in total re+enue was by shop and detergent section of H22 followed by e*port and be+erage. "inimum share was from food Section.

+espe9ti)e share of re)enue of )arious segment of 4M/G in 200A Produ5t$


S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

Re0e!ue &F( i! 9::>


32 10 07 16 34

Gr#.hi5#l Re.re$e!t#tio!8

S(-r% "$ r%&%$'% 123

S(o) * +%#%r,%$# B%&%r-,% .oo/ O#(%r E0)or#

In DLL@ the highest share in total re+enue was by *port section of H22 followed by %etailers / #d+ertising manager.

5#S#&,
The firm must recogni5e that it cannot make this )ourney alone. 1ompanies that want to be industry leaders reali5e they must rein+ent the total network in which they are merely one player. To achie+e such leadership' a firm must cooperati+e in creating the +alue chain constellation that will dominate an industry. This network consists of a linked set of agile companies that not only react to market challenges but in fact dynamically anticipate and e*ploit new opportunities that can sustain profitable re+enue growth and e*ceptional shareholder +alue well into the ne*t decade. 1onsidering the importance of targeting markets and consumers' a company must also choose its +alue chain partners +ery carefully because they are the key to future profits and competiti+e ad+antage. In short' alliances must be built with organi5ations that are (ualified to assist in the process.. 9ith the road map laid out and the destination defined' +alue chain partners can pursue a )ointly determined set of process impro+ement initiati+es based on what works networks or constellation. for other on new and inno+ati+e designs created by the members of the +alue chain

FINDINGS
Follo"i!% Are the Fi!di!%$ o M6 Stud6 o! thi$ To.i5 I ha+e conducted sur+ey in which I ha+e found that FLN respondent said that ad+ertising is necessary for awareness of customers. FLN of the respondent said that ad+ertising makes influence on customers to buy the particulars product. 9hile the DLN of the respondent said that ad+ertising is a totally wastes of money and it will increase the cost of production. >roblem sol+ing and strategic planning e*perience ha+ing worked closely with sales teams to generate insights to retain and grow customers. 1lient side and agency e*perience across a range of ser+ice and !"1$ companies. &egree educated with the 1I" diploma in marketing. 1reation of B2ess gassy3 campaign , positi+e response rate of @@N in mainstream consumer tests. The aim of the study was to (uantify the a+erage impact that uropean ad campaigns ha+e on traditional branding metrics' and create benchmarks for categories such as !"1$ which has traditionally not embraced the Internet as a key ad+ertising medium. The largest rise will be in the automoti+e sector with those (uestioned within estimating that online will represent I.HN of total ad spend by DLLH' a CDEN increase. !"1$ ad+ertisers predict a @RN increase in the share of online ad spend while entertainment brand ad+ertisers predict a DIN increase. ICN belie+e the internet is a +ital component of their company3s ad+ertising strategy. IIN say that rising broadband penetration is making online ad+ertising more attracti+e. The online share of total ad spend will rise substantially o+er the ne*t two years. >ercei+ed lack of research / measurement remains key barrier for ad+ertisers.

/&,/0!S#&,S
# look at the contemporary profit of the global industrial segment of household goods brings it into clear focus that the situation pre+ailing in ma)or markets is +ery much in fla+or of HU2. The fact that should be acknowledged on the basis of current trends betrayed by this segment tells us that HU2 +eritably stand out as on indisputable market leader in this field and is sure to surge way ahead of other players in future. The competiti+e strength' strategic acumen and ability to reach out for a considerably larger consumer base that the company has been able to attain through the years since its inception also point to this fact categorically. #n e*tremely pertinent +iews that emerges out of it amply suggests that it is the dominance of HU2 operating under the banner of Unilea+er in most of the countries that contribute in a large measure to the creation of a market situation in which consumers are nearly forced to purchase their Bchoice3 at prices that might not be in congruence with their speculations and calculati+e consideration of affordability M something that largely determines the phenomenon called consumer beha+iors. It is absolutely doubtless to assume are incomparable in term of their (ualitati+e e*cellence. It is a bit surprising to obser+e that HU2 is the market leader e+en though it3s capable of manufacturing and marketing a +ast range of products with an international consumer base. "oreo+er' the tie,up of >rima India with HU2 reflects that the latter is not unwilling to share its technological e*pertise and infrastructural contri+ances with others. So' in spite of the near monopoly situation caused by HU23s presence in the global market' it points to a healthy fle*ibility in the company3s fundamental approach. #nother +ery striking aspect of HU23s global marketing strategy and operations' as it has been pointed out and dwelt upon in the present study' is its enormous ability to capitali5e on the resources a+ailable to it.

S!GG%S$#&,S
.ased on findings and conclusions the following suggestions ha+e been recommended. D%$%+G%,$S (S!+4 %E/%0 C. US S#1H TS "O% !% OU NT2< Since the rural income has been increasing and consumers are becoming (uality consumers of middle and lower segments so that they at least try the product . $&&$2 P-S$% (/0&S%-!P C( !O1US ON "#2 S8 &uring a recent sur+ey of O%$,"#%$ it was found that young girls were more loyal to 1lose,up than males and house wi+es target youths but housewi+es and much earners in the family. D. #$$% SSI4 "#%? TIN$ IN NO%TH #N& #ST %N % $IONS8,

These are the regions where 1lose,up is way behind 1olgate. Hence to impro+e its performance these markets should be attached aggressi+ely. S2-MP&& (/0#,#/ P0!S SHOU2& $I4 #TT NTION TO HI$H IN1O" $%OU> 1ONSU" % This is one place where 1linic,>lus is not being used e*tensi+ely. So these consumers should be attacked. Higher income group consumers ha+e purchasing power hence it can boost HU23s sales much higher. #TT NTION TO NO%TH / 9 ST "#%? TS The brand performance is nearly half of that in South and immense de+elopment potential is North and 9est. !O1US ON $I%2S8, .oys seem to be using 1linic >lus more than the girls. It3s +ery surprising. It3s the girls who use Shampoo more fre(uently than boys hence there is de+elopment potential. ast. Hence there is

#/%- /+%-M 4 N&IN$ MOuality 9alls can e*pand its reach to the consumers by setting up counters at departmental stores (like Nilgiris7' shopping malls etc. where the product is not a+ailable as of date. The ob)ecti+e behind making the product a+ailable in these places would be to cash in on the impulse purchase. The ice cream counters should be installed at the entry;e*it points and suitably loaded with the appropriate point of purchase material to induce purchase. This could also offer con+enience to the consumer which at present soft drinks are doing. #d+ertising in Theatres MThis can help induce an impulse purchase since ice cream is usually associated with outings and mo+ies. The theatre food stalls ha+e ice cream counters and hence not only >O> material but also on,screen commercials are necessary. Sampling is 2ow MOne of the reasons why the purchase of no+el brands like 1ornetto 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 B%each3 is more important than B!re(uency3. 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 Ouality 9alls family of ice cream.

0#M#$-$#&,S
Though HU2 seems to be ruling the roost in +arious segments of household goods industry' findings suggest that its marketing strategies are not without loopholes. 2et us ha+e a look at these loopholes or limitations in brief. One +ery striking limitations is the fact that e+en though these products with all,per+asi+e marketing and distribution channels' flourishing increasingly in different parts of the world there appears to be a +isible lack of channels pro+iding them substantial access to semi, urban and rural areas. In other words' the products of HU2 ha+e a weaker grassroots bases. The a+ailability of these products to common people does not only depend on marketing network' but also on the ad+ertising strategies adopted by HU2. On this count culinary products &on3t seem to offer much to create any stir and betray manifest upward trends in terms of widening consumer base. The pricing strategy adopted by HU2 shows considerable fluctuation which has led the consumer base to remain almost stagnant in many segments. Usually' the prices of these products are too high to make these affordable to the common masses and particularly those belonging to low income groups. This phenomenon seems to be most e+ident in culinary goods segment' which constitutes the backbone of HU23s industrial base. #gricultural pursuits ha+e not yet attained the status of industrial acti+ities to a considerable degree. So' the supply mechanism adopted by HU2 for the raw materials tends more often to suffer from a kind of unpredictability syndrome in terms of communication and planning. On certain occasions' the readily a+ailable agricultural input is too low to cater to the needs of manufacturers because Bculti+ation for industrial. >roduction3 or Bindustry,oriented farming3 is not popular concepts e+en today in many countries of the world including India.

Though' the facilities of transportation and logistics for the supply of raw material don3t lack substantiality as much in case of HU2 as most other players in the industry e+en HU2 is not totally luinune to the problems posed by it. On many occasions' transportation costs are too high' which affect the o+erall pricing strategy adopted by HU2. HU2 manufactures a large range of products along with those we call culinary products. This di+ersification in products. .ut culinary products are usually bracketed with other (ma)or7 products in case of these companies. So' no serious or special attention is paid to de+ising separate or e*clusi+e strategies for these products. It makes their brand name rather than considerations of their (ualitati+e e*cellence.

"#"0#&G+-P2'
"&&1S Edition -3rd, Title: Briggs. (1998). "The Big Payoff". Advertising Age, Spring 1998, Edition 6th, Author: Rae, N. & Brennan, M. (1997). "The relative effectiveness of sound and animation in web banner advertisements". Massey University Marketing Bulletin. .usiness Today .usiness 9orld. www.indiainfoline.com www.unile+er.com

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