ROLE OF ADVERTISING IN FMCG SECTOR New Research Report

A
RESEARCH REPORT
ON
ROLE OF ADVERTISING IN FMCG SECTOR
FOR THE PARTIAL FULFILLMENT OF
THE REQUIREMENT FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO: SUBMITTED BY

Mrs. NIDHI SINGHAL ATUL KUMAR
MBA, FACULTY MBA !!"#!$$
R%&& NO.: !"$'(!!$)
[1]
DECLARATION
I Atul Kumar Here by declared that this research report entitle ROLE OF
ADVERTISING IN FMCG SECTOR has been completed based on actual
study carried out by me. I am presenting an authentic record of Our work carried
out under the guidance of Mrs. Nidhi Singhal research report guide! which is
re"uired in the partial fulfillment for the degree of MASTER OF BUSINESS
ADMINISTRATION affiliated to #.$. %echnical #ni&ersity' (ucknow.
%his declaration is original and the information data in this research report
for the award of any other degree or diploma in the best of my knowledge.
(ATUL UMAR!
[)]
"REFACE
In spite of the theoretical gained through classroom study' a person is
incomplete if not sub*ected to practical e+posure of real corporate world and may
ha&e to face hurdles' which will be difficult to o&ercome without any first,hand
e+perience of business.
In the conte+t' research program has been designed to make the person
aware of the happenings of the real business world. %he research entitled ROLE
OF ADVERTISING IN FMCG SECTOR of has been done at as a completion
part of -.A programme.
[/]
ACNO#LEDGEMENT
A truly independent pro*ect is a contradiction in terms. 0&ery pro*ect
in&ol&es contribution of many people. %his pro*ect also ears the imprints of many
people and it is a pleasure to acknowledge all of them.
I take this opportunity to con&ey my leart filled thanks to my pro*ect guide
1-rs. 2idhi 3inghal who has been a source of guidance and has rendered
constant encouragement to complete this pro*ect.
I e+tend my gratitude to 34I%' 4ha5iabad' authorities' classmates and
friends who were helpful at e&ery step.
(ast but not the least would be falling short of duties if I don6t mention. -y
sincere thanks to all the staff members for pro&iding me with great help.
*ATUL KUMAR+
[7]
CONTENTS
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[8]
9HA$%0: , 1
OB,ECTIVES OF RESEARCH
[;]
OB,ECTIVES %- RESEARCH :
A study of media strategy and fact as they related to an ad&ertising campaign
e+plore media analysis selection and ad&ertising campaign.
%o show the benefits of an ad&ertising.
%o identify the problem in national ad&ertising.
%o describe the step in&ol&ed in designing an ad&ertising.
%o creation of awareness and interest of the new product by ad&ertising.
[<]
CHAPTER #
SCOPE
[=]
SCOPE
19onsumer enthusiasm can best be generated if companies go beyond
simply creating products for specific groups of potential customers and
start engineering whole consumer trends and fashions.>
1?-94 are losing @share of wallet6. 09: has helped to impro&e
profitability' but aggresi&e re&enue initiati&es are now also needed. If
?-94 companies can make consumers more enthusiastic about their
products' the sector could be re&olutionised>.
A%he people of Asia are realising that a brand is not *ust putting a name on
a product' but that theyB&e got to in&est in it. %heyB&e got to look at
ad&ertising and promotion as an in&estment rather than as e+penditure. %hat
awareness is increasing. And for us in the consulting business' there lies
tremendous opportunity.>
[C]
USE AND IMPORTANCE OF STUDY
It gi&es the company immediate access to strong brands' manufacturing
facilities and logistics and also an established customer base of retailers.
%he ac"uisition will also enhance its skills in marketing and management of
modern trade channels' which is rele&ant in a changing Indian retail
en&ironment.
A re&iew of the methodologies being used by ?-94 operati&es to sustain
consumer enthusiasm about their products and ser&ices and to create
sustainable' high re&enue positionings.
Opportunity to reach a large audience.
Dou will ha&e up,to,the minute statistics reports and an ad&ertising
management.
Dou can choose your campaign duration' from one week to one year.
Ad&ertise to a moti&ated audience of new parents' &oyeurs and teens.
[1E]
C@A"TER (9
INTRODUCTION
[11]
INTRODUCTION
AFG0:%I3I24 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. A large company will often set up its own
ad&ertising department' whose manager reports to the &ice president of marketing.
%he ad&ertising department6s *ob is to propose a budgetH de&elop ad&ertising
strategyH 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.
Ad&ertising and promotions is bringing a ser&ice to the attention of potential and
current customers. Ad&ertising and promotions are best carried out by
implementing an ad&ertising and promotions plan. %he 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.
%he 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 campaign!' who is responsible to carry the &arious
acti&ities in the plan and how much money is budgeted for this effort. 3uccessful
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. A
media plan and calendar can be &ery useful' which specifies what ad&ertising
methods are used and when.?or each ser&ice' carefully considerI Jhat target
markets are you trying to reach with your adsK
Jhat would you like them to think and percei&e about your products this should
be in terms of benefits to them' not you!K Jhat communications media do they see
or prefer the mostK 9onsider %G' radio' newsletters' classifieds' displaysLsigns'
[1)]
posters' word of mouth' press releases' direct mail' special e&ents' brochures'
neighborhood newsletters' etc.
Jhat media is most practical for you to use in terms of access and affordability
the amount spent on ad&ertising is often based on the re&enue e+pected from the
product or ser&ice' that is' the sales forecast!K
Dou can often find out a lot about your customers preferences *ust by conducting
some basic market research methods. %he following closely related links might be
useful in preparation for your planning.
A A%rd %6 Aarning
BAd&ertisingB is not easily defined' though many people ha&e tried. 2arrowly' it
means clearly identifiable' paidfor communications in the media' which aim to
persuade' inform or sell. .ut theword is also used to co&er a much broader range of
acti&ities from design to public relations by what are often the same organisations'
using similar skills.
Th$ 5ain &la8$rs
Ad&ertising is not a single industry' but spreads untidily across at least three
separate kinds of employer organisation those who are
7s$ i' the ad&ertisers!H
5a>$ i' the ad&ertising agencies!H and
dis&la8 i' the media!.
A number of other' more specialised organisations eg market research companies
are also in&ol&ed.
Di66$r$n' s%r's %6 ad-$r'ising
#sing its narrower definition' ad&ertising takes two main forms
BdisplayB' and BclassifiedB.
Dis&la8 ad&ertising embraces %G and radio commercials' posters' and large
display spaces in the press ' newspapers and maga5ines. %he press media also
carry a huge &olume of ,lassi6i$d ad&ertising small space commercial' recruitment
and personal ads.!
%hen there are dir$,' 5ail and ,ir,7lars ad&ertisements using the letterbo+ as a
medium.
Dir$,' r$s&%ns$ ad&ertising also called Bdirect marketingB' ie using the ad in place
of a retail outlet! cuts across these di&isions. It &ariously employs direct mail'
sendaway coupons in the press' and phone numbers on radio and %G as the
customerBs means of contact. At the broadest' a whole gamut of other acti&ities eg
[1/]
sal$s &r%5%'i%nB $;hi*i'i%nsB d$sign and &a,>agingB and e&en marketing itself
are seen as Bad&ertisingB too.
%he aggregation of such tools' along with media ad&ertising' price and
distribution' are often called the 5ar>$'ing 5i;.
.ecause all these acti&ities re"uire more or less the same skills often using the
same people!' and ser&e similar ob*ecti&es' this booklet aims to pro&ide some
information about all of them.
Howe&er the word Bad&ertisingB from here on means dis&la8 ad-$r'ising unless
otherwise stated.
Ad-$r'ising a7di$n,$s
?inally' we also categorise ad&ertising in terms of those to whom it is directed its
audience. %wo most ob&iously contrasted audiences are ,%ns75$rs the general
public! and *7sin$ss$s.
Jithin these two big audience categories' ad&ertisers use much more e+act
definitions of their desired audience or Btarget groupB!. %hese describe a ,%ns75$r
'arg$' in terms of' for instance' age' class' se+' region' beha&iour' and lifestyle. A
*7sin$ss 'arg$' can be defined by his or her company si5e' its type of acti&ity' and
the buyersB or decision takersB own particulars.
Th$ Ad-$r'ising B7sin$ssC S'r7,'7ral Diagra5
Ad-$r'ising %*+$,'i-$s
If ad&ertising takes &aried forms' the %*+$,'i-$s of indi&idual ad&ertisers are e&en
more di&erse.
Gery often they are commercial marketing ob*ecti&es for instance
to enlarge the profitable sales of someoneBs goods or ser&ices. .ut to say such ads
simply aim to Bsell the productB is an o&ersimplification. %hey may be to slow down
a brandBs gradual decline' or simply to get the public to reappraise its opinion of a
particular company or organisation' or *ust to pro&ide information.
-oreo&er noncommercial ad&ertisers go&ernment departments' charities' political
parties and trade unions will ha&e entirely different ob*ecti&es from' say' a catfood
or computer manufacturer. Ad&ertising ob*ecti&es do not lend themsel&es to
generalisation.
%he best generalway to look at ad&ertising systematically is as a useful but
e+pensi&e means and not the only one a&ailable! to achie&e &arious ends.
Incidentally' unless you know the actual ob*ecti&es and results of a particular
ad&ertisement youB&e seen' itBs unwise to *udge it as BgoodB or BbadB. %he only
criterion is whether the &alue of its effect was worth' or more than worth' its cost.
[17]
.riefly' once an ad&ertiser the client! identifies needs for which ad&ertising is the
best solution' he briefs independent specialists typically an ad&ertising agency! to
plan the details and create the ad&ertising.
Jhen appro&ed' this is displayed in the agreed medium for instance tele&ision! at
an agreed cost. :esearch specialists commonly test the ad&ertising beforehand
andLor try to measure its effects afterwards.
An ad&ertising programme of this kind is generally called a ,a5&aign' and usually
includes a series of ad&ertisements' in a number of broadcast channels or printed
media. %he campaign is usally based on statistical calculations of what percentage
of the target group will see it penetration! how many times on a&erage
fre"uency!. Other &ariables are how skillfully the media ha&e been bought' the
si5e of the commission or fees paid to the ad&ertising agency' and the cost of
producing the ads themsel&es.At 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.
@%A 57,h ad-$r'ising a gi-$n *7dg$' and *ri$6 Aill *78.
9osts are usually reckoned on the basis of B9$%B the a&erage 9ost $er %housand
people reached in the target group. %his of course &aries according to the si5e of
the ad' the rates charged by the indi&idual media' and whether a printed ad is black
and white' or full colour' etc.
2owadays &irtually e&ery organisation in the #K uses ad&ertising in one way or
another' because they find it a practical and cost effecti&e way of achie&ing some
of their aims. %he operati&e words are Bcost effecti&eB. If the ob*ecti&es are
commercial' one test would be whether' in the long run' the company gets a better
profit result o&erall from a particular weight of ad&ertising than from' say' a
hea&ier or lighter weight' or none.
If the ob*ecti&es arenBt commercial but' for instance' to communicate information'
the "uestions are
a! whether the effects of ad&ertising are worth the cost' and
b! whether ad&ertising is the most ine+pensi&e way of creating these effects.
[18]
It is difficult to measure or demonstrate e+act cost benefits from ad&ertising and
certainly to forecast these in ad&ance. Apart from sales statistics' the most common
tools are &arious specialised forms of market research' and econometric modelling.
%he reason ad&ertising so irritatingly eludes logical or scientific analysis is that
three &ariables are in&ol&ed in its effects two of them not easily measurable. %hese
are the weight of ad&ertising' the effecti&eness of the creati&e idea and e+ecution'
and the latent potential of the situation to be changed by ad&ertising or anything
else anyway.
(ike it or hate it' ad&ertising is generally recogni5ed to ha&e se&eral practical
benefits for society at large.
M%r$ 5$dia
One of these is that it largely finances the media. Jithout ad&ertising re&enue' the
#K would ha&e no commercial %G or radio' far fewer and much more e+pensi&e
newspapers and maga5ines' and of course no posters. 9inema tickets would be
more e+pensi&e.
In this regard' ad&ertisingBs effect is &astly to enrich the &ariety and numbers of
media a&ailable' and it is an authentic engine of freedom of speech. It also claims
this freedom itself' within the law. In the #K the principle of Beditorial
independenceB means that ad&ertisers pay for the media' but cannot much influence
the mediaBs editorial content' whether e+cellent or deplorable. .roadcasters and
editors say what they want to sayI the ad&ertisers are simply allowed to buy a
proportion of discrete spaces to say what they want to say.!
Ch%i,$
Ad&ertising' because it is Bcompetiti&eB' 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.
[1;]
"ri,$s
?inally' despite its cost "uite often as much as 8 per cent of total product costs! it
has the tendency to reduce prices' because of the efficiency it creates through
economies of scale' and the nature of competition.
Ad&ertising is often criticised' the three most common criticisms beingI
%hat it is wasteful and increases prices ie without its e+pense' the goods
ad&ertised would otherwise be cheaper!H
%hat it is &ulgar and tastelessH and
%hat it e+ploits consumers and creates unnecessary needs.
Its defenders point out that ad&ertising seems to reduce rather than inflate prices'
especially in competiti&e marketsH taste is an indi&idual matter' and ad&ertisements
are often more attracti&e' tasteful and entertaining than the programmes or printed
te+t that ad*oin themH and ads reflect public needs rather than creating them.
-oreo&er consumers are not mugs.
?or its part' the general public trend increasingly to like and appro&e of
ad&ertising' seeing it as at worst harmless and' at best' entertaining and helpful.
Dou will ha&e to make up your own mind about this "uestion' and if you strongly
share the criticisms' it may be as well not to work in a business of which you
disappro&e.
Howe&er as a final thought' most people who work in ad&ertising come to ac"uire
a healthy respect for the publicBs good *udgement.
Ad-$r'ising s'andards for instance' to pre&ent misleading campaigns! are
generally policed in the #K by &igorously enforced &oluntary codes of practice.
%hese are underpinned where necessary by laws and statute.
Fespite 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.
[1<]
And itBs one of the recognised *umpingoff points for posts in top management later
on.
ItBs also "uite a s5all 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. Also' the Bwastage rateB 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.
Must about all ad&ertising *obs demand an interest in people. %his is more or less
the only common denominator. If you donBt like people &ery much' ad&ertising
wonBt be your cup of tea.
%he other "ualifications depend on the specific *ob' which can call for &ery
different interests' aptitudes and temperaments.
An important point to notice is that in many *obs' ad&ertising work is %nl8 &ar' %6
%'h$r r$s&%nsi*ili'i$s. 3ometimes itBs only a small part' albeit an interesting and
rewarding one.
%his is worth bearing in mind in career planningI there are many options for
mo&ing sideways as well as upwards eg between an ad agency and a client' or
perhaps in' out of' or between the media. %his is partly because similar skills and
knowledge are in demand in all three sectors' partly because handson e+perience in
one field is often thought &aluable by an employer in another one.
Here are the main categories of work a&ailableI
1! 9reati&e
)! $lanning
/! 3tatistics' :esearch and Analysis
7! B.uying and 3ellingB
8! 3ales $romotion
;! -anagement
<! Administration

[1=]
C@A"TER ( :
EDECUTIVE
SUMMARE
[1C]
EDECUTIVE SUMMARE
%he report in&ol&ed analysing and e&aluating ad&ertising strategies for &arious
companiesI
Ad-$r'isingC
DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING
AT A GIRL IN THE DARK; YOU KNOW WHAT YOU ARE DOING,
BUT NOBODY ARE DOES
According to the American -arketing Association' 9hicago ad&erting is
an8 &aid 6%r5 %6 n%n &$rs%nal &r$s$n'a'i%n %6 id$asB g%%ds and
s$r-i,$s *8 an id$n'i6i$d s&%ns%r.
Ad&ertising is a form of persuasi&e communication with the public.
%he ob*ect Ad&ertising isI,
1! Inform customers of the goods and ser&ices.
)! .rings out the product use $6s
/! 9alls for or in&ites people to buy the product
7! -ass communication
8! Attract attention
;! (ousing interest
[)E]
<! .uilding desire
=! Obtaining action.
people
reached in the target group. %his of course &aries according to the si5e of the ad'
the rates
charged by the indi&idual media' and whether a printed ad is black and white' or
full colour' etc.
the "uestions are
certainly to forecast these in ad&ance.
[)1]
CHAPTER . '
RESEARCH
METHODOLOG
Y
[))]
RESEARCH METHODOLOGY: #
:esearch methodology is simple framework or plan for the study
that is as guide in collection and analy5ing the data. It is the blue print that is
followed in completes the study. %hus' good research methodology ensures the
completion of pro*ect efficiency and affecti&ity. 3ince there are many aspect of
research methodology' the line of action has to be chosen from the &ariety of
alternati&es' to choose the suitable method through the assessment from &arious
alternati&es.
:esearch methodology gi&es the researcher an opportunity to put
forward his argument for ha&ing opted for certain alternati&es and also at the same
time he can *ustify his ruling out some other possibility likes. Jhy research study
has been undertaken' how the research problem has been formulated what data has
been collected' what particular techni"ue if analy5ing the data has been used and
lot of similar type "uestion are usually answered when we talk of research problem
in study.
Keeping in &iew the abo&e stated ob*ecti&es the following methodology was
adoptedC
Th$ Mar>$'ing R$s$ar,h "r%,$ss
D$6in$ 'h$ &r%*l$5 and R$s$ar,h O*+$,'i-$sI , %he first and main step of any
research is to define the rele&ant problems or ob*ecti&e for which the researcher
wants to do research.
D$-$l%& 'h$ r$s$ar,h &lanC ( %o makes the plan for o&erall research as how'
when' where and from whom researcher will collect the data.
C%ll$,' 'h$ in6%r5a'i%nC ( %he information can be collected by secondary data.

SECONDARE DATA
[)/]
-aga5ines
Internet
.usiness Mournal
Anal8F$ 'h$ in6%r5a'i%nC ( After collecting the data the ne+t step is to analy5e the
information.
"r$s$n' 'h$ 6indingsC ( %o make a summary on the basis of analy5ing the collect
data and find out the situation .
Ma>$ 'h$ d$,isi%nC ( %he last step is to take a decision on the basis of finding that
what action should be regarding the findings.
INSTRUMENT TO BE USEDC
I2%0:20%
-A4ANI203
MO#:2A(3
20J3 $A$0:3
[)7]

CHAPTER # /
DESCRIPTIVE WORK
OF SUBTOPIC ON
STUDY
[)8]
DESCRIPTIVE WORK OF SUBTOPIC ON STUDY
Ad-$r'ising a7di$n,$s
?inally' we also categorise ad&ertising in terms of those to whom it is directed its
audience. %wo most ob&iously contrasted audiences are ,%ns75$rs the general
public! and *7sin$ss$s.
Jithin these two big audience categories' ad&ertisers use much more e+act
definitions of their desired audience or Btarget groupB!. %hese describe a ,%ns75$r
'arg$' in terms of' for instance' age' class' se+' region' beha&iour' and lifestyle. A
*7sin$ss 'arg$' can be defined by his or her company si5e' its type of acti&ity' and
the buyersB or decision takersB own particulars.
Th$ Ad-$r'ising B7sin$ssC S'r7,'7ral Diagra5
Ad-$r'ising %*+$,'i-$s
If ad&ertising takes &aried forms' the %*+$,'i-$s of indi&idual ad&ertisers are e&en
more di&erse.
Gery often they are commercial marketing ob*ecti&es for instance
to enlarge the profitable sales of someoneBs goods or ser&ices. .ut to say such ads
simply aim to Bsell the productB is an o&ersimplification. %hey may be to slow down
a brandBs gradual decline' or simply to get the public to reappraise its opinion of a
particular company or organisation' or *ust to pro&ide information.
-oreo&er noncommercial ad&ertisers go&ernment departments' charities' political
parties and trade unions will ha&e entirely different ob*ecti&es from' say' a catfood
or computer manufacturer. Ad&ertising ob*ecti&es do not lend themsel&es to
generalisation.
%he best generalway to look at ad&ertising systematically is as a useful but
e+pensi&e means and not the only one a&ailable! to achie&e &arious ends.
Incidentally' unless you know the actual ob*ecti&es and results of a particular
ad&ertisement youB&e seen' itBs unwise to *udge it as BgoodB or BbadB. %he only
criterion is whether the &alue of its effect was worth' or more than worth' its cost.
.riefly' once an ad&ertiser the client! identifies needs for which ad&ertising is the
best solution' he briefs independent specialists typically an ad&ertising agency! to
plan the details and create the ad&ertising.
Jhen appro&ed' this is displayed in the agreed medium for instance tele&ision! at
an agreed cost. :esearch specialists commonly test the ad&ertising beforehand
andLor try to measure its effects afterwards.
An ad&ertising programme of this kind is generally called a ,a5&aign' and usually
includes a series of ad&ertisements' in a number of broadcast channels or printed
[);]
media. %he campaign is usally based on statistical calculations of what percentage
of the target group will see it penetration! how many times on a&erage
fre"uency!. Other &ariables are how skillfully the media ha&e been bought' the
si5e of the commission or fees paid to the ad&ertising agency' and the cost of
producing the ads themsel&es.At 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.
people
reached in the target group. %his 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 colour' etc.
the "uestions are
certainly to forecast these in ad&ance. Apart from sales statistics' the most common
tools are &arious specialised forms of market research' and econometric modelling.
%he reason ad&ertising so irritatingly eludes logical or scientific analysis is that
three &ariables are in&ol&ed in its effects two of them not easily measurable. %hese
are the weight of ad&ertising' the effecti&eness of the creati&e idea and e+ecution'
and the latent potential of the situation to be changed by ad&ertising or anything
else anyway.
(ike it or hate it' ad&ertising is generally recognised to ha&e se&eral practical
benefits for society at large.
In this regard' ad&ertisingBs 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 #K the principle of Beditorial independenceB means that ad&ertisers pay for
the media' but cannot much influence the mediaBs editorial content' whether are
[)<]
ADVERTISING "ROCESSC
%he ?ro5en $roducts Fi&ision of H#( follows the ad&ertIsing procedures
laid down by the company. %he ad&ertising agency also adheres to the
company norms. A clear se"uence of acti&ities is followed. %his has been
outlined belowI
1. Usage and Attitde Std! O .efore a new product or ad&ertising
idea is in&ol&ed' a complete "uantitati&e research study is carried
out in order to fully understand the needs' wants' preferences'
purchases and consumption habits of the target segment. %he
results of the study typically point out any opportunities that can
be e+ploited in terms of unsatisfied consumer needs. On the basis
of the abo&e results' a new product or ad&ertising concept is
e&ol&ed.
). "#n$e%t Testing OOnce the new concept has been thought of' it
goes into "ualitati&e research. %his "ualitati&e research primarily
focuses on testing the acceptance of the concept by the target
segment as well as the e&ol&ing of an appropriate positioning
plank. %he positioning could be attribute' cost or benefit based.
.ased on consumer feedback' an appropriate positioning platform
is determined.
/. Agen$! B&ie' OOnce the concept testing is successfully complete'
the .rand -anager prepares a brand positioning statement. %his is
a description of the brand and includes the product description'
likely brand name' category' name' &ariants if any! and key brand
benefits sensory' functional and emotional!. An agency brief is
then prepared for the Agency' which includes the .$3 as well as
answers to the following "uestionsI
Jhy do we want new ad&ertisingK
[)=]
Jhom are we talking toK
Jhat is the benefit to be percei&ed by the consumerK
7. Ani(ating TestingI %he storyboard is de&eloped by the agency.
After this has been appro&ed by the client' the anima tics go into
testing. %hese are ad&ertisements made from frame,by,frame shots
of the storyboard with appropriate musicLdialogueL&oice o&er. %his
is more economical when compared to shooting the actual
ad&ertisement. %he anima tics are shown to the sample audience
for feedback and frame,by,frame analysis. %he name' product
design' ambience' music and o&erall purchase intention after
&iewing the ad&ertisement are measured. .rand personification
may be included. If the results are positi&e' the ad&ertising
concept is fro5en.
)* +edia B&ie' O %his is gi&en to the media planner and is similar to the
agency brief. Howe&er' it includes media &ehicles desired re"uired
awareness' fre"uency number of e+posures! and reach P target segment
who should &iew it!.
,* -#st Lan$. Di%sti$/ OAfter the ad&ertisement is released' a post,
launch study may be conducted in order to gauge ad&ertising
effecti&eness. %his 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.
[)C]
In my e+perience companies ad&ertise because it has been the traditional thing to
do. 9ertainly it has deli&ered the most compelling results' but maybe itBs 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. Question e&erythingR Is the media able to
reach your specific target audience and get a transfer of trust that mo&es them to
become your customersK O&er the years I ha&e used A.alloon gramsA through
traditional ad&ertising and e&erything in between to reach consumers of clientBs
products. In conclusion you must look at the long term growth but at the same time
get traffic to the store this week' so it is a balance of effecti&e communications
across a &ariety of media that will enable you to do *ust that. %he big key is
Integrated -arketing 9ommunications and a consistent message deli&ered across
all media.
%here are se&eral possible ob*ecti&es for ad&ertising' and different companies ha&e
different reasons for ad&ertising the way they do.
Jhen you ha&e an awareness problem' ad&ertising is a way to increase
awareness.
Jhen you ha&e an alternate use that people may not know about'
ad&ertising is a way to tell them about it.
Jhen you ha&e a product impro&ement' ad&ertising is a way to get trier,
re*ectors to think again about their decision. And' of course' ad&ertising is a
classic way to create' e+plain' and reinforce a brandBs positioning.
%he ob*ecti&es are all different' and the metrics youBll use need to recogni5e your
particular ob*ecti&es. 3ome companies see ad&ertising as a long,term in&estment.
%hey e+pect ad&ertising to sustain a brand o&er a long period of time.
%heyBll want to track consumer attitudes' brand image' and perhaps! unaided
awareness.
Other companies want to create "uick awareness of a new brand or a product
change. %heyBll want to track ad&ertising awareness and brand awareness aided
and unaided!.
[/E]
3till other companies ha&enBt e&en thought about their ob*ecti&es. %hey *ust like to
see their name all o&er the place. %hey donBt need to spend any money measuring
effecti&eness. %heyBre ad&ertising to the board room anyway' not the consuming
public.
2et' like so many other things' it depends. %hereBs 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. %hey
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 3unday 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.
Jhile 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. 9onsumer maga5ines generate an a&erage of 7< percent of
their re&enues from ad&ertisingH business publications recei&e nearly </ percent.
2ewspapers generate <E percent of their total re&enue from ad&ertising. In many
cities' the number of daily newspapers has declined because they could not attract
enough ad&ertising re&enue to support their operations.%he print media must be
able to attract large numbers of readers or a &ery speciali5ed audience to be of
interest to ad&ertisers.%he role of maga5ines and newspapers in the ad&ertiserBs
media plan differs from that of the broadcast media because they allow the
presentation of detailed information that can be processed at the readerBs own pace.
%he print media are not intrusi&e like radio and %G' 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 media6s O&er =E percent of #.3. households
subscribe to or purchase maga5ines' while the a&erage household buys si+ different
maga5ines each year.
[/1]
2ewspapers are recei&ed in nearly two,thirds of American households daily. -ost
maga5ines' howe&er' reach a &ery selecti&e audience. (ike radio' they can be
&aluable in reaching specific types of consumers and market segments. Jhile 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. %his
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. Jhile some
maga5ines,such as :eaderBs Figest' %ime' and %G 4uide,are general mass,appeal
publications' most are targeted to a &ery specific audience. %here is a maga5ine
designed to appeal to nearly e&ery type of consumer in terms of demographics'
lifestyle' acti&ities' interests' or fascination. 2umerous maga5ines are targeted
toward specific businesses and industries as well as toward indi&iduals engaged in
&arious professions 0+hibit 1),1!.
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. Although %G 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. #sers of maga5ines range from large consumer products
companies such as $rocter S 4amble and 4eneral -otors' which spend o&er T7EE
million a year on maga5ine ad&ertising' to a small company ad&ertising scuba
e"uipment in 3kin Fi&er maga5ine.
-aga5ines and newspapers ha&e been ad&ertising media for more than two
centuriesH for many years' they were the only ma*or media a&ailable to ad&ertisers.
Jith the growth of the broadcast media' particularly tele&ision' reading habits
declined.-ore consumers turned to %G &iewing not only as their primary source of
entertainment but also for news and information. .ut despite the competition from
the broadcast media' newspapers and maga5ines ha&e remained important media
&ehicles to both consumers and ad&ertisers.
[/)]
%housands of maga5ines are published in the #nited 3tates and throughout the
world. %hey appeal to nearly e&ery specific consumer interest and lifestyle' as well
as to thousands of businesses and occupations. .y becoming a highly speciali5ed
medium that reaches specific target audiences' the maga5ine industry has
prospered. 2ewspapers are still the primary ad&ertising medium in terms of both
ad re&enue and number of ad&ertisers. 2ewspapers are particularly important as a
local ad&ertising medium for hundreds of thousands of retail businesses and are
often used by large national ad&ertisers as well.
9ompanies ad&ertise to get new customers' keep e+isting ones' and to confirm to
recent customers they did the right thing.
%hey ad&ertise to tell shareholders they are doing something acti&e to keep the
company growing.
C%5&$'i'i-$ ad-an'ag$
Ad&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
company6s commitment to its products and ser&ices. .ut perhaps most important is
staying at the top of buyers6 minds when purchase decisions are made.
1?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' Jeb sites and trade shows is a sure path to
increasing awareness' interest and purchase'> said the study authors.
Add to that the fact that there ha&e been dramatic increases in the time e+ecuti&es
spend &isiting b,to,b Jeb 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.
[//]
L%ng('$r5 in-$s'ing
Jhile the Dankelo&ichLHarris study offers compelling data to support the benefit
of ad&ertising especially in slower times' other business gurus also support the
theory.
1Ad&ertising in a down economy is e&en more important than ad&ertising during
the good times'> says Moyce 4ioia' president of the Herman 4roup' a firm of
strategic business futurists in 4reensboro' 2.9. 1%hat6s when you can build market
share. %hat6s when you ha&e less competition for share of mind. Jhile others are
in a cocoon' hibernating until things blow o&er' it6s a great time to in&est in your
business.>
4ioia says sign industry suppliers need to establish themsel&es as the brand of
choice and halting ad&ertising during tough times is counteracti&e to that goal.
%he bottom line is clearI If a company is not communicating with customers when
they enter the market' then that company will not be considered in the buying
decision. %hat fundamental truth does not change' regardless of the economy.
Jhile many companies readily understand the &alue of short,term ad&ertising
generating new sales' generating repeat business from e+isting customers and
generating new leads that turn into future sales it can be more difficult to
comprehend the long,term &alue. %hink of a snowball rolling down a mountain
consistent ad&ertising has a cumulati&e effect. %he more familiar buyers are with
your brand' the more likely they are to purchase the brand.
Cr%ss 5$dia a&&r%a,h
A cross media approach is the best approach' according to e+perts' because it
allows your company to stay in front of customers consistently.
%he Dankelo&ichLHarris study shows e+ecuti&es &alue maga5ines' Jeb sites and
trade shows for different reasons. .,to,b maga5ines are fa&orably e&aluated with
respect to being 1highly credible sources> and 1pro&iding information you can
trust.> .,to,b Jeb sites rate high for being 1primary sources of research> and
[/7]
pro&iding 1access to the latest information.> And b,to,b trade shows are highly
regarded for enabling 1interaction with industry peers.>
1%o stay on top of de&elopments in your field' it6s important to seek information
from multiple media sources' like business,to,business maga5ines' Jeb sites and
trade shows'> said the study authors.
Fouble9lick' leading pro&ider of marketing tools for ad&ertisers' direct marketers
and Jeb publishers' recently conducted a cross media study that compared the
relati&e audience reach of Internet sites' network %G programs and consumer
maga5ines.
A0arlier this year we talked to o&er )EE marketers who told us their top reason for
not spending more online was that their customer was not online'A says 3usan
3achatello' chief marketing officer' Fouble9lick. AIn comparing these mediums
side,by,side using industry standard metrics' this study demonstrates that both in
aggregate and in key target groups' the Internet is in fact a mainstream mass,
market medium and that marketers should be going online to reach their
customers.A 3o what works best on the JebK 0+perts say banner ads are the most
effecti&e tool because they build the brand and generate leads. And since online
ad&ertising is less e+pensi&e than traditional print media' %G and direct mail' the
online channel makes more sense in a down economy.
Ri,h 5$dia r7l$s
Fouble 9lick6s Ad 3er&ing %rend :eport gi&es deeper insights about what works
on the Jeb. Fouble 9lick6s ad ser&ing data re&eals a ma*or &ariance in the click,
through rates of rich media ads ).7 percent!' which is si+ times higher than non,
rich media ads E.7 percent!.
:ich media uses a combination of &oice' interacti&e &ideo' streaming &ideo and
data sharing. %he ads' then' are more interacti&e than static banners.
[/8]
Fouble,9licks also found that ?lash increased branding metrics by <1 percent for
three different,si5ed ads measured' demonstrating the branding power of richer
media.
AJhile click,through rate is only one method of assessing online ad&ertising
effecti&eness' its stability o&er the past se&eral months reflects the mainstream
adoption of online ad&ertising at le&els consistent with traditional direct response
rates'A says Foug Knopper' &ice president and general manager of ad&ertiser
solutions at Fouble,9licks. AJe are &ery encouraged by the growth of rich media
usage and the significantly higher click,through rates that these formats ha&e been
generating' which together reflect the increasing sophistication and performance of
the online ad&ertising medium.A
#h$n is 'h$ *$s' 'i5$ '% ad-$r'is$G
:egardless of the medium' the Dankelo&ichLHarris concludes that ad&ertising
during all economic times is critical to the future success of companies.
2inety,nine percent of those sur&eyed said it is important to keep abreast of new
products and ser&ices during tough times and C< percent said it is important to
continue to in&est in these products and ser&ices to remain competiti&e in the
future.
%he 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. Ad&ertisers' then'
must not let their guards down' either' say e+perts.
[/;]
"ROFILE OF @ULC(
%he company was incorporated on 1<th October' 1C// under the name of (e&er
.rothers India! $&t. (td. (.I(!. It set up its manufacturing units in .ombay and
9alcutta an associated company &i5.' Hindustan Ganaspati -fg. 9o. $&t. (td.
HG-!' was earlier incorporated on )<th 2o&ember 1C/1 which set up a &anaspati
factory in .ombay. .oth (.I(K and HG- were wholly owned subsidiaries of
#nile&er (td.' (ondon' #.K. HG- later ac"uired three more &anaspati factories at
3hamnagar Jest .engal!' %richanapalli %amil2adu! and 4ha5iabad #.$! In
order to market the toilet preparations manufactured by (.I( or imported from
#nile&er companies' a marketing company under the name #nited %raders $&t.
(td. #%(! was incorporated on 11th may' 1C/8 as a wholly owned subsidiary of
(.I(. In 1C77' the management of (.I( and HG- was integrated. In 2o&ember
1C8;' HG- and two small associated companies6 &i5. Jilliam 4ossage S 3ons
India! $&t. (td and Moseph 9ross field S 3ons India! $&t. (td.' which were
wholly owned subsidiaries of #nile&er (td.' were amalgamated with (.I( and the
name was changed to Hindustan (e&er (td. ?rom )/rd October' 1C8; acti&ities of
#%( were taken o&er by its holding.9ompany (.I(. Jith the amalgamation of
business under one company' Indian capital was introduced in this integrated
business in 1C8;. H#( has been growing &ery rapidly' especially in 1CC; the
growth was ==.;P H#( became the second pri&ate company in India after
:eliance Industries to cross the :s 1EEEE core mark in 1CC=. At present it6s &alued
at :s. 11<;7./1 crore.
1
its rapid growth has gi&en H#( place in the top
8companies regularly in annual .%,8EE sur&ey. %his huge success has come due
toI,
-erger with $onds India (imited
(aunch of 7E new products
Foubling of rural distribution network from 8E'EEE to one lakh
&illages
(aunch of a marketing scheme' Operation .harat' across )) states.
[/<]
It can be said beyond any doubt that H#( is an undisputed leader in
?-94 products in urban as well as rural area. H#( caters to =8E million
people in India which becomes =8P appro+. of the total population.
Hence the study of H#( can gi&e us a wide knowledge in the fields like
successful implementations of marketing strategy in urban and rural India
cutting across so many cultural' social' regional' religious' linguistic
barriers.
"4G ( -&#$te& 0 Ga(12e !C "r%6il$
%hree billion times a day' $S4 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 whatBs right for the long,term.
Our core &alues and principles guide us in e&erything we do. (earn more about
what dri&es our purpose of pro&iding products and ser&ices of superior "uality and
&alue to the worldBsconsumers.
%he $S4 community consists of o&er 1/8'EEE employees working in o&er =E
countries worldwide. Jhat began as a small' family,operated soap and 9andle
9ompany now pro&ides products and ser&ices of superior "uality and &alue to
consumers in 17E countries.
S&%'ligh' OnC Our 2ew Orleans' (ouisiana' ?olgersU 0mployees
#ha' Th$8H-$ D%n$C In the aftermath of Hurricane KatrinaBs de&astation' these
employees V many of them suffering great losses of their own V banded together to
help their city get back on its feet. Jatch this inspirational &ideo and disco&er how
$S4 employees ha&e risen abo&e this tragedy and are now reaching out to help others
do the same.
If Mames 4amble and Jilliam
$rocter hadnBt married the 2orris
sisters' $S4 might not e+ist.
In the 1C<Es' $S4 was one of
the first companies to put its
safety testing data in a computer
database.
"r%d7,'s OF @ULC
[/=]
Br7' launched in 1C;C' created history in the first year of launch by growing to a
record market share of )1P. 0&er since' it has grown from strength to strength.
Br7 has been instrumental in &irtually creating the entire Instant 9offee category as it
e+ists today. It has been at the forefront of most inno&ations in the Instant 9offee
category , whether in coffee,chicory blends' refill packaging' &ending operations' or
more recently the (ow,unit,price packs.
%he Br7 franchise also includes the Br7 :oast S 4round' IndiaBs most popular :oast
S 4round 9offee brand' and Br7 -alabar :oast S 4round which is a&ailable in
select geographies.
Clini, "l7s
Clini, "l7s Health shampoo was launched in India in the year 1C=<. It is IndiaBs
largest selling shampoo' offering the fi&e most important hair health benefitsI
strengthens weak hair' pre&ents hair breakage' softens rough dry hair' shine for
thick and healthy hair' and contains anti,dandruff ingredient.
%he franchise also includes 9linic All 9lear %otal' first introduced in 1CC;. It is a
dual shampoo O it not only fights the last dandruff flake' but also adds back lost
nutrients to make hair healthy and beautiful. 9linic All 9lear %otal is a dandruff
solution for e&eryday use.
Cl%s$(7&
Cl%s$(7& is the original youth brand of India. %he first brand targeting youth in the
oral care market' with an edgy and youthful image which stays rele&ant till date.
0&er since its launch in 1C<8' 9loseup has broken e&ery rule in the book on how
toothpastes should beha&eR
Cl%s$7& was the first gel toothpaste to be launched in India and has led the gel
toothpaste segment e&er since. In )EE7' Cl%s$7& was re,launched with a bang. And
this time it was packed with the power of Gitamin ?luoride 3ystem O a powerful
mi+ of Gitamins' ?luoride' -outhwash and -icro whiteners' the perfect
combination of ingredients for fresher breath and stronger' whiter teeth.
Cl%s$7& became the first 4el toothpaste with ?luoride in the Indian -arket. %he
brand umbrella also includes 9loseup (emon -int' gel toothpaste with the
whitening benefits of lemon.
%he latest entry in the 9loseup stable is 9loseup -ilk 9alcium O re&olutionary new
toothpaste with the goodness of milk calcium in an industry,first core,in,sheath
format' with white milk calcium nutrient on the inside and a refreshing blue gel on
the outside.
Fair 4 L%-$l8
[/C]
A womanBs passion for *$a7'y is uni&ersal and catering to this strong need is Fair
4 L%-$l8. .ased on a re&olutionary breakthrough in skin lightening technology'
?air S (o&ely was launched in 1C<=.
%he Hindustan (e&er :esearch 9entre it is among the largest research
establishments in IndiaBs pri&ate sector' including pharmaceutical companies' with
facilities in -umbai and .angalore! deployed technology' based on pioneering
research in the science of skin lightening to de&elop Fair 4 L%-$l8. %he
formulation is patented. Its formulation acts safely and gently with the natural
renewal process of the skin' making comple+ion fairer o&er a period of si+ weeks.
Fair 4 L%-$l8 is formulated with optimum le&els of #G sunscreens and
2iacinamide 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 )8 years.
2iacinamide Gitamin ./! 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. %he #G components of the formulation are
scientifically chosen and used at optimum le&els to pro&ide wide spectrum
protection against #G rays of the sun. 3pecifically' this patented formulation offers
a high #GA protection' which is more rele&ant to Asian skin than plain 3$?
protection creams sold in the Jest. All the acti&e ingredients in the ?air S (o&ely
formulation function synergistically to lighten skin colour through a process that is
natural' re&ersible and totally safe.
%he brand today offers a substanti&e range of products' including Ayur&edic ?air
S (o&ely ?airness cream' ?air S (o&ely Anti,-arks cream' ?air S (o&ely Oil
control ?airness 4el' ?air S (o&ely for Feep 3kin and ?air S (o&ely ?airness
3oap. %he latest has been the $erfect :adiance' a complete range of 1) premium
skincare solutions from ?air S (o&ely.
@a5a5
(aunched in 1C/7 in India.
@a5a5 has always been a reliable option for consumers o&er years. %he 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 Aloe Gera' %ulsi
and 2eem e+tracts.
Hamam soap is made from a blend of &egetable oils. %he 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.
issan
[7E]
Ac"uired by Hindustan (e&er (imited in 1CC7' the issan category consists of
deliciously wholesome products for kids to grow up.
%he Kissan range consists of ketchup and other sauces' *ams' s"uashes and ready,
to,drink products. ?or mothers and children' Kissan is today one of the most
trusted brands in the country. Kissan continues to be a pioneer in the categories
that it operates in.
Anna&7rna Sal'
Anna&7rna Sal'' first introduced in 1CC<' was relaunched in )EE1 with a
breakthrough technology' patented in India and se&eral other countries. %his
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. About )<= 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.
%he International 9ouncil for 9ontrol of Iodine Feficiency Fisorders I99IFF!
has endorsed Annapurna 3alt. Annapurna has also taken initiati&es to educate
consumers about the benefits of iodine and its effect on the mental de&elopment
of growing children.
(aunched nationally in 1CC=' Annapurna Atta is made with patented technology.
It absorbs more water than ordinary atta when kneaded' resulting in softer
chapatis.
In )EE1' it was fortified with iron and &itamins. %he benefit is &ery rele&ant
because o&er ;EP of women and children are iron deficient.
Aali'8 #all
Aali'8 #allHs' launched in 1CC8' is the companyBs master brand for ice cream.
Kwality JallBs has combined state,of,the art technical know,how of #nile&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.
Key launches include 9ornetto' ?east' Giennetta' and a range of 3undaes' and also
e+citing eats for children specifically' like (ime $unch or 3unshine Ning 9one.
Kwality JallBs 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.

[71]
Li6$*%8C
-aking a billion Indians feel safe and secure by meeting their health and hygiene
needs is the mission %6 Li6$*7%8.
%he worldBs largest selling soap offers a compelling health benefit to the entire
family. (aunched in 1=C8' (ifebuoy' for o&er a 1EE years' has been synonymous
with health and &alue. %he brick red soap' with its perfume and popular (ifebuoy
*ingle' has carried the (ifebuoy message of health across the length and breadth of
the country.
%he )EE) and )EE7 relaunches ha&e been turning points in its history. %he new mi+
includes a new formulation and a repositioning to make it more rele&ant to both
new and e+isting consumers.
(ifebuoy is now a milled toilet soap with a new health fragrance and a
contemporary shape. %he new milled formulation offers a significantly superior
bathing e+perience and skin feel. %his new mi+ has registered conclusi&e and clear
preference among e+isting and new users.
%he new (ifebuoy is targeted at todayBs discerning housewife with a more inclusi&e
Afamily health protection for my family and meA positioning. (ifebuoy 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.
At the upper end of the market' (ifebuoy offers specific health benefits through
(ifebuoy 4old and $lus. (ifebuoy 4old also called 9are! helps protect against
germs which cause skin blemishes' while (ifebuoy $lus offers protection against
germs which cause body pouder.

S7r6 E;,$l
A pioneaer in the Indian detergent powder market' S7r6 E;,$l has constantly upgraded
itself o&er the years' to answer the constantly changing washing needs of the Indian
homemaker. %oday 3urf 0+cel offers outstanding stain remo&al ability on a wide range
of stains. %his means that mothers now ha&e the freedom to let their kids e+perience
life without worrying about stains.
3urf 0+cel "uick wash is powered with a path,breaking technology, it reduces water
consumption and time taken for rinsing by 8EP. It is a significant benefit' gi&en the
acute water scarcity in most of India.
3urf 0+cel is a&ailable in / &ariantsI 3urf 0+cel .lue' 3urf 0+cel Quick Jash and 3urf
0+cel Automatic. 3o whate&er be the need' 3urf 0+cel hai na.

[7)]
S7nsil>
(aunched in 1C;7' S7nsil> is the largest beauty shampoo brand in the country.
$ositioned as the H@air E;&$r'H' 3unsilk has identified different hair needs and
offers the consumer a shampoo that gi&es her the desired results.
%he benefits are more compelling and rele&ant since the &ariants are harmonised in
terms of the product mi+ , fragrance' colour and ingredients are all well linked to
cue the o&erall synergy. %he range comes in premium packaging and design. %he
accent is on AIt knows you' and hence knows e+actly what your hair needsA.
"r%d7,'s OF "4G
H012 3 S4%5&20rs S4167%%
Head S 3houlders shampoo is specially formulated to gi&e you beautiful' healthy
and dandruff,free hair.
A&ailable in 9lassic 9lean 3hampoo and ) in 1' Ocean (ift 3hampoo and ) in 1'
9itrus .ree5e 3hampoo and ) in 1' :efresh 3hampoo and ) in 1' :estoring 3hine
3hampoo and ) in 1' 0+tra Golume 3hampoo' 3mooth S 3ilky 3hampoo and ) in 1'
Fry 3calp 9are 3hampoo and ) in 1' 3ensiti&e 9are 3hampoo and ) in 1 and
Intensi&e %reatment.
H012 3 S4%5&20rs C%829:9%80rs
Head S 3houlders conditioners are designed to gi&e your hair a radiant shine and
help reduce flakes.
A&ailable in 9lassic 9lean and Fry 3calp 9are.
NEW; H012 3 S4%5&20rs I8:08s9<0 S%&5:9%8s
9ontains )P $yrithione Ninc for ma+imum strength without a prescription
9linically designed to help pre&ent seborrheic dermatitis' se&ere dandruff and
other dandruff related problems
?eatures a clean' refreshing fragrance
(ea&es hair shiny and manageable
[7/]
Tid$I LiJ7id
/W the stain remo&al power for about )8 cents a loadX. %ide (i"uid
combines all the great stain fighting "ualities youB&e come to e+pect
in %ide $owder with the pretreating ease of a li"uid detergent.
A&ailable in %ide 9lean .ree5e (i"uid' %ide -ountain 3pring
(i"uid' %ide %ropical 9lean (i"uid' %ide Original 3cent and %ide
(i"uid ?ree

Tid$ "%Ad$r
%ide $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' Quick Fissol&ingY %ide
is formulated to immediately start dissol&ing V e&en in cold water.
A&ailable in %ide 9lean .ree5e $owder' %ide -ountain 3pring
$owder' %ide %ropical 9lean $owder' %ide Original 3cent and %ide
$owder ?ree.
Tid$ Ai'h F$*r$F$K Fr$shn$ss
Tid$ C%ldAa'$r
D$$& Cl$an. Sa-$ Gr$$n. %ide 9oldwater 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
3a&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
A&ailable in %ide 9oldwater ?resh 3cent (i"uid' %ide 9oldwater
4lacier (i"uid' %ide 9oldwater ?resh 3cent $owder and %ide
9oldwater 4lacier $owder.
Tid$ Ai'h a T%7,h %6 D%An8I
%ide with a touch of Fowny presents outstanding %ide clean with a
touch of Fowny softness and freshness.
A&ailable in 9lean .ree5e (i"uid' April ?resh (i"uid' 3oft Ocean
-ist (i"uid' 9lean .ree5e $owder' April ?resh $owder and 3oft
Ocean -ist $owder
[77]
Tid$ Ai'h Bl$a,h
9lean e&en whatBs unseen. %ide with .leach will clean your clothes
and help keep your colors bright and your whites white.
A&ailable in Original' -ountain 3pring and 9lean .ree5e scents
Tid$ LiJ7id Ai'h Bl$a,h Al'$rna'i-$
%he smart alternati&e to chlorine bleach. %ide (i"uid with .leach
Alternati&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 %ide .right(ockY formula actually
reduces chlorine in the wash to help keep bright colors from fading.
A&ailable in %ide with .leach Alternati&e (i"uid Original' %ide with
.leach Alternati&e (i"uid 9lean .ree5e and %ide with .leach
Alternati&e (i"uid -ountain 3pring
Tid$ @E
4et the most out of your high,efficiency washer. %ide H0 is
specially formulated to unlock the cleaning potential of high,
efficiency washers.
3tandard detergents can cause o&er,sudsing when less water is used'
and using less detergent sacrifices cleaning power. %ide H0 pro&ides
e+cellent cleaning with the right le&el of sudsing.
A&ailable in %ide H0 $owder Original' %ide H0 (i"uid Original'
%ide H0 (i"uid 9lean .ree5e and %ide H0 (i"uid ?ree
?or more than 8E years' Oral,.U has produced the highest,"uality dental
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[78]
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Oral,. offers 1) ad&anced power brush heads designed for different
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At Oral,. we de&elop products that are used and trusted by dental
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[7;]
CHAPTER #(
DIFFERENT
ADVERTISING
STRATEGIES
[7<]
@ULC ADVERTISING STRATEGE
BUILDING COR"ORATE IMAGE
9orporate 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. 3ome 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 people6s minds. At 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. 3o' the real significance of
building corporate image lies in preparing and consolidating a sound
global consumer base.
0&ery company wants to ha&e a fa&orable image in the global market. In
case of H#( 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.
9orporate image is built through more than one strategic means' and often
a combination of acti&ities. ?or instance,
1. Ad&ertising Vcorporate and e&en product
). $ublic :elationsVe+ternal and internal
/. -edia :elations Vespecially the $ress
7. 9ustomer and 3upplier :elations
8. 9ommunity :elations V good corporate citi5enship
As India transits from a shod age,dri&en economy to a one propelled by
competition the reputation and image of a company like H#( will make
difference between whether it rules the market or merely rues it.
9orporate image is what enables H#( to hold its own against ri&als like
I$9( and Haldia
4ood corporate image can be built if you treat it like one of the $s6 of
marketingV the fifth @$6 stands for $erformance6 Vprofessional
[7=]
corporate performance' doing it the right way the first time. It6s in this
regard that creati&ity in $: comes to ha&e a lion6s share in the entire
process of corporate image building.
9reati&ity in $: means more than *ust pretty pictures and good copy. It is
building image with acti&ities' which generate all,round impact and
&isibility for the company. @Jhat6 and @How6 is the task here. 9reati&e
corporate ad&ertising is one route.
Jith respect to positioning similarly' the image communication and
image building acti&ity must to able to find a right niche in the minds of
the target group. %he @"uality of the message' and acti&ity' is &ital for
this.
9ompanies which benefit most from corporate image are those who take a
long,term &iew and commitment towards communication and the image of
their organi5ation through it. H#( can be presented as a striking instance
of it.
I5ag$ and Id$n'i'8
%here may be nothing new in saying that the corporate image is in the eye
and the mind of the recei&er. Det it is worth saying again and again. An
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. Again' 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 H#( needs a mission. %he
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. 2o less
important is the belief the company has in it. %he mission is the glue that
holds the company together. Here' the $: and its communication
strategies come into distinct focus. If the mission and the ob*ecti&es of
the organi5ation ha&e to succeed' the corporate body must communicate
short,term goals' long,range ob*ecti&es and e&en the total mission of the
organi5ation. Inade"uate communications result in an ambiguous
corporate image within as well as outside and lead to breakdown in the
co,ordination of all contributing elements in an organi5ation.
Dar$ T% Thin> B$8%nd Ad-$r'isingL.
In present situation to address the A%he soprano problemA' ad&ertisers
resort to shadow ad&ertisement where the products become endemic to the
setting of the show. Jhere the products are shown being consumed or
brand name is e+hibited in the background.
[7C]
In India' the first shadow ad&ertisement was used in mo&ie A.obbyA
where motorcycle A:a*dootA was ad&ertised. :ecently' there was shadow
ad&ertisement of 9oca,9ola in Hindi blockbuster AKaho 2a pyar haiA. .ut
the problem with shadow ad&ertisement is that positioning message of the
product canBt 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. %his 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. 0&en this should not be
called ad&ertising anymore' as that has become an irritating word in the
mind of the audience. 0&en though advertainment seems "uite close to it'
but it would be more e&ol&ed. 3ince 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. %he ma*or "uestion would be' whether the audience would be
able to comprehend the hidden positioning messageK Here are few
e+amples on how to make the positioning message integral part of the
show. Je ha&e programmes like AAn'a>shariA in which participants take
part in groups. %he groups can be named after some brands and the
participants would be pro*ected as such that they would be personification
of brands. 3uppose one group is named L7;' the participants are e+pected
to be beautiful women who stand for L7;. 3o this can be done for many
programmes' which has format like this. 3uppose H#( produced a soap
opera and the dialogue of the characters at some point would be focussed
on the products of H#(. Of course the conte+t has to be right and should
be &ery much along the script not that it would destroy the element of
entertainment. Hence the ma*or challenge would lie before scriptwriter
and director. 0&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. Attention grabbing will be replaced with
attract attention and no 5ippingL5apping problem. Audience will be more
recepti&e and comprehension of course would be dependent upon how it is
e+ecuted. $racticability of the idea would be tested when it will be
implemented. Hence unless it is tried and tested it can be concluded that
whether it will click or not. (etBs take the e+ample of 9oca,9ola' the
scriptwriter would be creating situation in each episode of a family soap
where there would be opportunity to celebrate and drink cokeR %o gi&e
another e+ample' a multi utility &ehicle with safe dri&ing positioning
plank could ha&e e+ploited the plot of the recent mo&ie AR%adA.
If this concept clicks' there would be nothing like it for ad&ertisers. If it
happens' in future big ad&ertisers like H#( would be di&ersifying to
[8E]
entertainment businessR Of course the ad budget of H#( is far bigger than
the total budget of many entertainment houses.
Irrespecti&e of whate&er positi&e points or negati&e points it has' this
concept can be tried for programmes aired in pay channels simply because
there is no other alternati&e to ad&ertise during the programme. .esides it
is e+pected to sol&e the other problems those are discussed abo&e.
Ad&ertisement would be no more the troublemaker and irritating. Hence
catching attention would be much easier. Only testing of this idea could
help us to conclude whether to roll out from the concept from
programmes of pay channels to programmes of free channels.
"UBLIC RELATION
1$ublic relations practice is the deliberate planned and sustained effort to
establish and maintain mutual understanding between the organi5ation
and its publics>.
.yI , Institute of $ublic :elation .ritish! 1C7=.
%o understand the definition better it in important to know as to who does
the word publics refer to.
$ublic are ,
I 3hareholder
I 9ustomers
I 0mployees
I %rade #nions
"UBLIC RELATIONS
Here we try to identity the distinguishing factors between Ad&ertising and
public relationsI
Advertising is a commercial persuasive activity aimed at promoting a
particular idea or a viewpoint product, or service, institution and so on
through the mass media.
As refined by the .ritish Institution S $ractitioners of Ad&ertisingI,
ADVERTII!" 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 1.
[81]
$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. 9an 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.
Jith public opinion against it nothing can succeed>.
1Jith public opinion on its side nothing can fail>
, A*raha5 Lin,%ln
$ublic relations' taken as a component of management discipline' are of
comparati&ely recent origin. As a concept' it was critically e&ol&ed in
business and industry and subse"uently spread to other areas of human
acti&ity. Applicability 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.
Admittedly' e&en before the emergence of industry' business and
go&ernment' a public relation was in practice in people6s 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. %hey also use modern methods of communication and
persuasion which go a long way in establishing mutual understanding
based on truth' knowledge and complete information.
T@E SIGNIFICANCE OF "R IN @UL
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. %here 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.
Jhile 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,
[8)]
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 $:.
Again' $: 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. %o 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. Again' 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.
Analogies 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 $:. It is @the attempt by information'
persuasion and ad*ustment to engineer public support for an acti&ity'
cause mo&ement or institution. @$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 organi5ation6s products' plans' policies and personnelH
e"uates these ob*ecti&es with the interests' needs and goals of the &arious
rele&ant publicsH and de&elops' e+ecutes and e&aluates a programmed to
earn public understanding and acceptance.
GOVERNMENT RELATIONS
4o&ernment relations ha&e two facets to it. ?irst the $: for the go&ernment as an
organi5ation! 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&ernment6s 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. %he 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&ernmentV
politicians and bureaucratsVon 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
[8/]
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. A 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.
%he 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. 4o&ernment leaders must be kept informed from your side about the
organi5ation6s acti&ities and policiesVespecially those which are contributing to
the welfare and de&elopment of the state or the nation. 3uch relations will be
mutually beneficial in the short,term and the long,term. 9orporations should'
howe&er a&oid getting in&ol&ed with politics and political issues.
MEDIA RELATIONS
-edia relations Is a &ital tool in $:. A large amount of communications and $:
are conducted through the mediaVespecially the $ress. Jhen 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 problemsVespecially crises. As
in the case of #nion 9arbide and H#( a few years ago.
Hence' media' particularly the $ress has to be handled &ery carefully. %he media
must be kept on your side. All efforts must be made to ensure this strategically. It
takes years to build a good image' but to destroy it you need *ust a few bad reports
in the media.
It is important to build a working @rapport6 with the media. Dou cannot afford
unnecessary reactions and distortions. If you do go to the media then always go
with a strategyVbe selecti&e in the choice of media' use only influential media
especially publications in the $ress!' do not spread your communication too thin'
go for "uality rather than "uantity. 3electi&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. %he organi5ation
must be able to li&e up to its claims and promises in media' otherwise you can be
in for further problems. %he efforts made by H#( in this respect ha&e been
orchestrated well to build image as well as to counter negati&e publicity.
FINANCIAL RELATIONS
Jith the growth of the Indian economy and the business sector' management of
financial promotions and $: ha&e taken on a new dimension. H#( is making
special efforts to ensure the goodwill of their shareholders' in&estors' financial
institutions' and the rest of the financial community. %his 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.
[87]
%he main target group of a company in financial $: is its shareholders and
potential in&estors. %hey ha&e to be gi&en information they are entitled to ha&e'
and they ha&e to be kept interested in the company. $ublic relations must
establish' maintain' and impro&e the company6s image and reputation so that it can
obtain funds from the public and the financial institutions on the most fa&ourable
terms when it desires so %he financial and business $ress' today' is &ery important
in achie&ing this ob*ecti&e'
%he 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. %hese include well,known names like $ressman' 9lea' and
3obhagya' now a host of others. %hey pro&ide their clients a wide range of
ser&ices and e+pertise in $: and ad&ertising.
CUSTOMER RELATIONS
In the past $: and marketing were considered separate and unconnected acti&ities
of business @in a company. %oday' $: has a role to play in marketing not only to
build image' but to also help sol&e problems concerning a company6s products
or ser&ices among consumers or other special groups' and generally protecting the
company6s reputation at the marketplace. $ublic relations with customers' and
with suppliers' in industrial productsLser&ices marketing at the institutional le&el
are gaining more and more importance today.
In today6s 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 opinionsH it is therefore essential for companies to
assign some of their attention and resources to de&elop $: in marketing.
COMMUNITE RELATIONS
%oday' 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. %his has been the philosophy of the %atas in India for
yearsH today it is accepted and is being followed by a number of other companies.
%his belief is now also considered important and crucial by the go&ernment'
consumerists and opinion leaders. 9ompany relations at an organi5ation can &ary
from local
9ommunity welfare acti&ities' to large scale sustainable de&elopment programmers
for the betterment of li&es of people. 9ompanies ha&e to consider the community
as one of its prime target groups. %he ob*ecti&e of $: is to help build image of the
companyI as a good corporate 9iti5en' a good company to do business with' and a
good company to work for.
[88]
EM"LOEEE RELATIONS
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. %he
basic function of communications and $: in the organisation is not *ust better
functioning' but a fostering of goodwill' trust' and togetherness among employees.
INDUSTRIAL RELATIONS
%his 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. Jhether they are unionised or not does not make a difference in the
$: workH in either case' good relations ha&e to be maintained. In the case of
unions' it Is important to realise that unions ha&e their own goals. %his makes it
more difficult to deal with them in many respects. #nderstanding these goals' and
how they will affect Industrial relations and $: efforts' is the first priority in
dealing with unions.
[8;]
"4GC ADVERTISING STRATEGE
Je 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.

$S4 9hemicals is committed to pro&iding your business with consistently high,
"uality oleochemicals.

$S4 9ommercial $roducts supplies a &ariety of businesses with $S4 cleaning'
laundry' and coffee' tea and snack products.

$S4 0FI pro&ides easy access to electronic data that is of &alue to prospecti&e and
current $S4 retail customers' transportation carriers and financial institutions.
$S4 ?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.
%he $S4 (egislation S :egulatory group deli&ers accurate and timely
information to representati&es of industry trade groups' legislators and go&ernment
agencies.
%he :etail 9ustomers group assists the 9ompanyBs trade partners and
representati&es of retailers.
[8<]
?or current and prospecti&e suppliers' $S4 pro&ides a 3upplier $ortal Jeb site
that offers easy access to a &ariety of information.
$S4 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 worldBs consumers.
$S4Bs %remor di&ision designs and implements customi5ed word,of,mouth
marketing programs for both internal brands and e+ternal clients. %remor programs
le&erage national panels of )8E'EEE teens and 78E'EEE moms to deli&er outstanding
business.
$S4 $harmaceuticals sources all of its new drug de&elopment and
commerciali5ation initiati&es &ia a network of academic' biotech and
pharmaceutical company collaborations.
[8=]
CHAPTER # =
FINDINGS
[8C]
FINDINGS
3#22#4ing A&e t.e 3indings #' +! Std! #n t.is T#%i$%
$roblem sol&ing and strategic planning e+perience ha&ing worked closely
with sales teams to generate insights to retain and grow customers. 9lient
side and agency e+perience across a range of ser&ice and ?-94
companies. Fegree educated with the 9I- diploma in marketing.
9reation of @(ess gassy6 campaign , positi&e response rate of 88P in
mainstream consumer tests.
%he aim of the study was to "uantify the a&erage impact that 0uropean ad
campaigns ha&e on traditional branding metrics' and create benchmarks for
categories such as ?-94 which has traditionally not embraced the Internet
as a key ad&ertising medium.
%he largest rise will be in the automoti&e sector with those "uestioned
within estimating that online will represent =.<P of total ad spend by )EE<'
a 1)/P increase. ?-94 ad&ertisers predict a 8CP increase in the share of
online ad spend while entertainment brand ad&ertisers predict a )=P
increase.

=1P belie&e the internet is a &ital component of their company6s
ad&ertising strategy.
==P say that rising broadband penetration is making online ad&ertising
more attracti&e.
%he online share of total ad spend will rise substantially o&er the ne+t two
years.
$ercei&ed lack of research S measurement remains key barrier for
ad&ertisers.

[;E]
C@A"TER (<
CONCLUSIONS
[;1]
CONCLUSIONS
A look at the contemporary profit of the global industrial segment of
household goods brings it into clear focus that the situation pre&ailing in ma*or
markets is &ery much in fla&or of H#(. %he fact that should be acknowledged on
the basis of current trends betrayed by this segment tells us that H#( &eritably
stand out as on indisputable market leader in this field and is sure to surge way
ahead of other players in future. %he competiti&e strength' strategic acumen and
ability to reach out for a considerably larger consumer base that the company has
been able to attain through the years since its inception also point to this fact
categorically.
An e+tremely pertinent &iews that emerges out of it amply suggests that it is
the dominance of H#( operating under the banner of #nilea&er in most of the
countries that contribute in a large measure to the creation of a market situation in
which consumers are nearly forced to purchase their @choice6 at prices that might
not be in congruence with their speculations and calculati&e consideration of
affordability O something that largely determines the phenomenon called
consumer beha&iors. It is absolutely doubtless to assume are incomparable in term
of their "ualitati&e e+cellence.
It is a bit surprising to obser&e that H#( is the market leader e&en though it6s
capable of manufacturing and marketing a &ast range of products with an
international consumer base. -oreo&er' the tie,up of $rima India with H#(
reflects that the latter is not unwilling to share its technological e+pertise and
infrastructural contri&ances with others. 3o' in spite of the near monopoly
situation caused by H#(6s presence in the global market' it points to a healthy
fle+ibility in the company6s fundamental approach.
Another &ery striking aspect of H#(6s 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.
[;)]
C@A"TER ()3
LIMITATIONS
[;/]
LIMITATIONS
%hough H#( seems to be ruling the roost in &arious segments of household goods
industry' findings suggest that its marketing strategies are not without loopholes.
(et us ha&e a look at these loopholes or limitations in brief.
One &ery striking limitations is the fact that e&en though these products with
all,per&asi&e marketing and distribution channels' flourishing increasingly in
different parts of the world there appears to be a &isible lack of channels
pro&iding them substantial access to semi,urban and rural areas. In other
words' the products of H#( ha&e a weaker grassroots bases.
%he a&ailability of these products to common people does not only depend on
marketing network' but also on the ad&ertising strategies adopted by H#(. On
this count culinary products
Fon6t seem to offer much to create any stir and betray manifest upward trends
in terms of widening consumer base.
%he pricing strategy adopted by H#( shows considerable fluctuation which
has led the consumer base to remain almost stagnant in many segments.
#sually' the prices of these products are too high to make these affordable to
the common masses and particularly those belonging to low income groups.
%his phenomenon seems to be most e&ident in culinary goods segment' which
constitutes the backbone of H#(6s industrial base.
Agricultural pursuits ha&e not yet attained the status of industrial acti&ities to a
considerable degree. 3o' the supply mechanism adopted by H#( for the raw
materials tends more often to suffer from a kind of unpredictability syndrome
in terms of communication and planning. On certain occasions' the readily
a&ailable agricultural input is too low to cater to the needs of manufacturers
because @culti&ation for industrial.
$roduction6 or @industry,oriented farming6 is not popular concepts e&en today
in many countries of the world including India.
[;7]
%hough' the facilities of transportation and logistics for the supply of raw
material don6t lack substantiality as much in case of H#( as most other players
in the industry e&en H#( is not totally luinune to the problems posed by it. On
many occasions' transportation costs are too high' which affect the o&erall
pricing strategy adopted by H#(.
H#( manufactures a large range of products along with those we call culinary
products. %his di&ersification in products. .ut culinary products are usually
bracketed with other ma*or! products in case of these companies. 3o' no
serious or special attention is paid to de&ising separate or e+clusi&e strategies
for these products. It makes their brand name rather than considerations of their
"ualitati&e e+cellence.
[;8]
C@A"TER ())
SUGGESTIONS
[;;]
SUGGESTIONS
.ased on findings and conclusions the following suggestions ha&e been
recommended.
DETERGENTS (SURF EDCEL!
1. #30 3A9H0%3 -O:0 ?:0Q#02%(D
3ince the rural income has been increasing and consumers are becoming
"uality consumers of middle and lower segments so that they at least try
the product.
TOOT@ "ASTE (CLOSE(U"!
1. ?O9#3 O2 -A(03I Furing a recent sur&ey of O:4,-A:4 it was found that
young girls were more loyal to 9lose,up than males and house wi&es target youths
but housewi&es and much earners in the family.
). A44:033IG0 -A:K0%I24 I2 2O:%H A2F 0A3%0:2
:04IO23I,
%hese are the regions where 9lose,up is way behind 9olgate. Hence to
impro&e its performance these markets should be attached aggressi&ely.
S@AM"OO (CLINIC "LUS!
3HO#(F 4IG0 A%%02%IO2 %O HI4H I29O-0 4:O#$
9O23#-0:
%his is one place where 9linic,$lus is not being used e+tensi&ely. 3o
these consumers should be attacked. Higher income group consumers
ha&e purchasing power hence it can boost H#(6s sales much higher.
A%%02%IO2 %O 2O:%H S J03% -A:K0%3
%he brand performance is nearly half of that in 3outh and 0ast.
Hence there is immense de&elopment potential is 2orth and Jest.
[;<]
?O9#3 O2 4I:(3I,
.oys seem to be using 9linic $lus more than the girls. It6s &ery
surprising. It6s the girls who use 3hampoo more fre"uently than boys
hence there is de&elopment potential.
ICE( CREAM
G02FI24 OKwality Jalls can e+pand its reach to the consumers by
setting up counters at departmental stores like 2ilgiris!' shopping malls
etc. where the product is not a&ailable as of date. %he ob*ecti&e behind
making the product a&ailable in these places would be to cash in on the
impulse purchase. %he ice cream counters should be installed at the
entryLe+it points and suitably loaded with the appropriate point of
purchase material to induce purchase. %his could also offer con&enience
to the consumer which at present soft drinks are doing.
Ad&ertising in %heatres O%his can help induce an impulse purchase since
ice cream is usually associated with outings and mo&ies. %he theatre food
stalls ha&e ice cream counters and hence not only $O$ material but also
on,screen commercials are necessary.
3ampling is (ow OOne of the reasons why the purchase of no&el brands
like 9ornetto takes time to pick up' is the low rate of sampling. %he
recommendation to generate new product trial is to create media hype
along with offering promotions to induce trail purchase of the new
product. 3ince' this is a fairly new product' to induce trials @:each6 is
more important than @?re"uency6. %he promotions should be designed in a
way so as not to discount the premium image of the brand. %hus they
could be in the form of discount coupons offered along with another
premium brand of Kwality Jalls family of ice cream.
[;=]
C@A"TER ( )1
?UESTIONNAIRE
[;C]
?UESTIONNAIRE
2ameI ZZZZZZZZZZZZZZZZZZZZZ
Age years!I ZZZZZ
3e+I -aleL?emale
:espondentI Ad&ertising -anagerL :etailers
1! Fo you like ad&ertisementsK DesL2o
)! 9an you buy a product which is not much ad&ertisedK DesL2o
/! How ad&ertising benefits you as a customerK
:ank them!
9reate awareness
0ducate about new product S its uses.
3upports your purchase decision
Illustrates 9ompany6s brand image
9onforms product "uality
)! Fo different media play role in changing customer6s perception regarding
the productK
Gery muchL to such e+tentL 2ot at allL can6t say.
/! In your opinion which is the best media to communicate ad&ertisementK
Outdoor postersLbill boardsL&ehicle!
$rint
%G
?ilm
:adio
Firect mail
Jindow display in shops
3pecialtydairiesLcalendars!
[<E]
7! Fo you think celebrity ad&ertisement is working or usefulK
Gery muchL %o such e+tentL 2ot at allL 9an6t say.
8! Fo you think ad&ertising is a social wasteK DesL2o
;! Jhat is the disad&antage of ad&ertising in your lifeK
:ank them!
It multiplies your need
Amount spend on ad&ertising increases your product
It create brand monopoly
-ost of them undermines ethical or esthetic &alues
9orrupts the mind of youngsters.
[<1]
C@A"TER ( )9
BIBLIOGRA"@E
[<)]
BIBLIOGRA"@E
BOOS
Briggs,R. (1998). "The Big Payoff". Advertising Age, Spring 1998,
Rae,N. & Brennan, M. (1997). "The relative effectiveness of sound
and animation in web banner advertisments". Massey University
Marketing Bulletin, .
MAGAMINES
AS-
.usiness .arons
.usiness %oday
.usiness Jorld.
INTERNET #EBSITE
www.google.com
www.indiainfoline.com
www.H#(.com
www.unile&er.com
[</]

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