A PROJECT REPORT ON ROLE OF ADVERTISING IN FMCG SECTOR

Submitted For the Fulfillment towards the Award the Degree In

POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED TOProf. Pravas G os

SUBMITTED BY-

Gov!"#a $%&' a$ar

PGDM ()*+)-+,Ro... No. / +,*01

ITS I"s2!2%3 of Ma"a43&3"2

5NO6LEDGE PAR5-III7 GR. NOIDA -)*+8*1 (U.P.-

CERTIFICATE BY INTERNAL GUIDE

This is to certify that GOVINDA KUMBHAKAR a st!"e#t of o!r IT$ IN$TITUTE OF MANAGEMENT Greater Noi"a has co%&'ete" his fi#a' &ro(ect "!ri#) *+,-. The &ro(ect re&ort tit'e"

ROLE OF ADVERTISING IN FMCG

SECTOR

&re&are" /y hi%0her has /ee# !#"er e1ter#a' )!i"e has /ee#

chec2e" /y %e. The re3!ire" correctio#s ha4e /ee# i#cor&orate".

$i)#at!re 5ra4ash Ghosh Fac!'ty )!i"e

DECLARATION

I (Gov!"#a 5%&' a$ar- Here by declared that this research report entitle ROLE OF ADVERTISING IN FMCG SECTOR has been completed based on actual study carried out by me. I am presenting an authentic record of my. Our work carried out under the guidance of PRAVAS9 G9OS97 I S I!S I " # OF $A!A%#$#! & %'#A #' !OIDA& which is re(uired in the partial fulfillment for the degree of POST GRADUATE DIPLOMA IN MANAGEMENT his report is original and the information in this research report for the award of any other degree or diploma in the best of my knowledge.

(GOVINDA 5UMB9A5ARRo... No. +,*01

PREFACE

I" 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.

I whole heatedly appreciated the harmonic atmosphere pro+ided to me by the staff of marketing. he data has collected at primary source through inter+iews with the customer /

discussions with the retailer of different ,different sections. he data which used in this pro)ect report are secondary data. hese secondary data so obtained were mostly collected from the

management. It would not ha+e been possible to complete my research report in a manner. I reckoned / within such a limited time. For this nice obliged to them.

AC5NO6LEDGEMENT

A truly independent pro)ect is a contradiction in terms. #+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 heart filled thanks to my pro)ect guide 0#kta singh who has been a source of guidance and has rendered constant encouragement to complete this pro)ect.

I e*tend my gratitude to ITS I"s2!2%23 of Ma"a43&3"2 Gr. No!#a Authorities& classmates and friend who were helpful at e+ery step.

6GOVINDA KUMBHAKAR7

CONTENTS
S%' To:!;s
+. I"2ro#%;2!o" ). E<3;%2!v3 S%&&ar= 8. O'?3;2!v3 ,. R3s3ar; &32 o#o.o4= 0. S;o:3 @. Us3 a"# !&:or2a";3 of s2%#= A. DESCRIPTIVE 6OR5 OF SUBTOPIC ON STUDY a- Prof!.3 Of 9UL '- Prof!.3 Of PBG ;- Pro#%;2 Of 9UL #- Pro#%;2 Of PBG 1. D!ff3r3"2 A#v3r2!s!"4 S2ra234!3s a- 9LLC A#v3r2!s!"4 S2ra234!3s '- PBGC A#v3r2!s!"4 S2ra234!3s >. Da2a A"a.=s!s B I"23r:r32a2!o" +*. V!s!o" ++. F!"#!"4 +). Co";.%s!o"s +8. S%443s2!o" +,. L!&!2a2!o" +0. B!'.!o4ra: = 0+-@* @+ @) @8 @,-@0 @@-@A @1 ,*-0*

Pa43 No.
+-1 >-++ +) +8-+, +0 +@ +A-8>

INTRODUCTION

AD1#' ISI!% is any paid form of no personal presentation and promotion of ideas& goods or ser+ices by an identified sponsor. Organi2ations 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 department3s )ob is to propose a budget4 de+elop ad+ertising strategy4 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 ad+ertising and promotions plan. 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 campaign5& who is responsible to carry the +arious acti+ities in the plan and how much money is budgeted for this effort. Successful ad+ertising depends +ery much on knowing the preferred methods and styles of communications of the target markets that you want to reach with your ads. A media plan and calendar can be +ery useful& which specifies what ad+ertising methods are used and when. For each ser+ice& carefully consider6 7hat target markets are you trying to reach with your ads8 7hat would you like them to think and percei+e about your products (this should be in terms of benefits to them& not you58 7hat communications media do they see or prefer the most8 9onsider 1& radio& newsletters& classifieds& displays:signs& posters& word of mouth& press releases& direct mail& special e+ents& brochures& neighborhood newsletters& etc. he goals of the plan should depend +ery much on the o+erall goals and strategies of the organi2ation& and the results of the marketing analysis& including the positioning

7hat 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 forecast58 ;ou 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 Dor# of Dar"!"4 <Ad+ertising< is not easily defined& though many people ha+e tried. !arrowly& it means clearly identifiable& paid for communications in the media& which aim to persuade& inform or sell. .ut the word is also used to co+er a much broader range of acti+ities from design to public relations , by what are often the same organi2ations& using similar skills.

T 3 &a!" :.a=3rs Ad+ertising is not a single industry& but spreads untidily across at least three separate kinds of employer organi2ation those who are %s3 !2 (the ad+ertisers54 &a$3 !2 (the ad+ertising agencies54 and #!s:.a= !2 (the media5. A number of other& more speciali2ed organi2ations e.g. market research companies are also in+ol+ed.

D!ff3r3"2 sor2s of a#v3r2!s!"4 "sing its narrower definition& ad+ertising takes two main forms <Display<& and <classified<. D!s:.a= ad+ertising embraces 1 and radio commercials& posters& and large display spaces in the press& newspapers and maga2ines. ( he press media also carry a huge +olume of ;.ass!f!3# ad+ertising small space commercial& recruitment and personal ads.5 hen there are #!r3;2 &a!. and ;!r;%.ars ad+ertisements using the letterbo* as a medium. D!r3;2 r3s:o"s3 ad+ertising (also called <direct marketing<& i.e. using the ad in place of a retail outlet5 cuts across these di+isions. It +ariously employs direct mail& send away coupons in the press& and phone numbers on radio and 1 as the customer<s means of contact. At the broadest& a

whole gamut of other acti+ities e.g. sa.3s :ro&o2!o"7 3< !'!2!o"s7 #3s!4" a"# :a;$a4!"47 and e+en marketing itself are seen as <ad+ertising< too. he aggregation of such tools& along with media ad+ertising& price and distribution& are often called the &ar$32!"4 &!<. .ecause all these acti+ities re(uire more or less the same skills (often using the same people5& and ser+e similar ob)ecti+es& this booklet aims to pro+ide some information about all of them. Howe+er the word <ad+ertising< from here on means #!s:.a= a#v3r2!s!"4 unless otherwise stated.

A#v3r2!s!"4 a%#!3";3s Finally& we also categories ad+ertising in terms of those to whom it is directed its audience. wo most ob+iously contrasted audiences are ;o"s%&3rs (the general public5 and '%s!"3ss3s. 7ithin these two big audience categories& ad+ertisers use much more e*act definitions of their desired audience (or <target group<5. hese describe a ;o"s%&3r 2ar432 in terms of& for instance& age& class& se*& region& beha+ior& and lifestyle. A '%s!"3ss 2ar432 can be defined by his or her company si2e& its type of acti+ity& and the buyers< or decision takers< own particulars.

T 3 A#v3r2!s!"4 B%s!"3ssC S2r%;2%ra. D!a4ra& A#v3r2!s!"4 o'?3;2!v3s If ad+ertising takes +aried forms& the o'?3;2!v3s of indi+idual ad+ertisers are e+en more di+erse. 1ery often they are commercial marketing ob)ecti+es for instance to enlarge the profitable sales of someone<s goods or ser+ices. .ut to say such ads simply aim to <sell the product< is an o+ersimplification. hey may be to slow down a brand<s gradual decline& or simply to get the public to reappraise its opinion of a particular company or organi2ation& or )ust to pro+ide information. $oreo+er noncommercial ad+ertiser3s go+ernment departments& charities& political parties and trade unions will ha+e entirely different ob)ecti+es from& say& a cat food or computer manufacturer. Ad+ertising ob)ecti+es do not lend themsel+es to generali2ation. he best general way to look at ad+ertising systematically is as a useful but e*pensi+e means (and not the only one a+ailable5 to achie+e +arious ends. Incidentally& unless you know the actual ob)ecti+es and results of a particular ad+ertisement you<+e seen& it<s unwise to )udge it as <good< or <bad<. he only criterion is whether the +alue of its effect was worth& or more than worth& its cost.

.riefly& once an ad+ertiser (the client5 identifies needs for which ad+ertising is the best solution& he briefs independent specialists (typically an ad+ertising agency5 to plan the details and create the ad+ertising. 7hen appro+ed& this is displayed in the agreed medium (for instance tele+ision5 at an agreed cost. 'esearch specialists commonly test the ad+ertising beforehand and:or try to measure its effects afterwards. An ad+ertising programme of this kind is generally called a ;a&:a!4"& and usually includes a series of ad+ertisements& in a number of broadcast channels or printed media. he campaign is usually based on statistical calculations of what percentage of the target group will see it (penetration5 how many times on a+erage (fre(uency5. Other +ariables are how skillfully the media ha+e been bought& the si2e 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.

9oD &%; a#v3r2!s!"4 a 4!v3" '%#432 a"# 'r!3f D!.. '%=. 9osts are usually reckoned on the basis of <9= < the a+erage 9ost =er housand people 'eached in the target group. his of course +aries according to the si2e of the ad& the rates 9harged by the indi+idual media& and whether a printed ad is black and white& or full color& etc. !owadays +irtually e+ery organi2ation in the "> 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 <cost effecti+e<. If the ob)ecti+es are commercial& one test would be whether& in the long run& the company gets a better profit result o+erall from a particular weight of ad+ertising than from& say& a hea+ier or lighter weight& or none. If the ob)ecti+es aren<t commercial but& for instance& to communicate information& the (uestions are (a5 7hether the effects of ad+ertising are worth the cost& and (b5 7hether ad+ertising is the most ine*pensi+e way of creating these effects.

It is difficult to measure or demonstrate e*act cost benefits from ad+ertising and certainly to forecast these in ad+ance. Apart from sales statistics& the most common tools are +arious specialised forms of market research& and econometric modeling. 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 recogni2ed to ha+e se+eral practical benefits for society at large.

Mor3 &3#!a One of these is that it largely finances the media. 7ithout ad+ertising re+enue& the "> would ha+e no commercial 1 or radio& far fewer and much more e*pensi+e newspapers and maga2ines& and of course no posters. 9inema tickets would be more e*pensi+e. In this regard& ad+ertising<s effect is +astly to enrich the +ariety and numbers of media a+ailable& and it is an authentic engine of freedom of speech. It also claims this freedom itself& within the law. (In the "> the principle of <editorial independence< means that ad+ertisers pay for the media& but cannot much influence the media<s editorial content& whether e*cellent or deplorable. .roadcasters and editors say what they want to say6 the ad+ertisers are simply allowed to buy a proportion of discrete spaces to say what they want to say.5 C o!;3 Ad+ertising& because it is <competiti+e<& is an agent to impro+e the range of products a+ailable& the speed with which new ones can be introduced& and e+en the ways in which we shop.

Pr!;3s Finally& despite its cost ((uite often as much as @ per cent of total product costs5 it has the

endency to reduce prices& because of the efficiency it creates through economies of scale& and the nature of competition. Ad+ertising is often critici2ed& the three most common criticisms being6 hat it is wasteful and increases prices (ie without its e*pense& the goods ad+ertised would otherwise be cheaper54 hat it is +ulgar and tasteless4 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 markets4 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 them4 and ads reflect public needs rather than creating them. $oreo+er consumers are not mugs. For its part& the general public tend increasingly to like and appro+e of ad+ertising& seeing it as at worst harmless and& at best& entertaining and helpful. ;ou will ha+e to make up your own mind about this (uestion& and if you strongly share the criticisms& it may be as well not to work in a business of which you disappro+e. Howe+er as a final thought& most people who work in ad+ertising come to ac(uire a healthy respect for the public<s good )udgment. A#v3r2!s!"4 s2a"#ar#s (for instance& to pre+ent misleading campaigns5 are generally policed in the "> by +igorously enforced +oluntary codes of practice. necessary by laws and statute. Despite its glit2y 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. And it<s one of the recogni2ed )umping off points for posts in top management later on. hese are underpinned where

It<s also (uite a s&a.. business in terms of numbers. .ecause of the small numbers it employs& only a few of the many people who want to work in ad+ertising succeed in finding )obs in it. Also& the <wastage rate< afterwards is rather high in some areas. For gifted and determined people& on the other hand& it can be a particularly satisfying career which also offers constant opportunities for ad+ancement& or a change of direction. Aust about all ad+ertising )obs demand an interest in people. his is more or less the only 9ommon denominator. If you don<t like people +ery much& ad+ertising won<t be your cup of tea. he other (ualifications depend on the specific )ob& which can call for +ery different interests& aptitudes and temperaments. his section outlines the main kinds of work in which ad+ertising are in+ol+ed in one way or another. hey may be considered both or!Eo"2a..=& in terms of the wide spread of different skills and aptitudes which are re(uired& and v3r2!;a..=& in terms of upward career paths. An important point to notice is that in many )obs& ad+ertising work is o".= :ar2 of o2 3r R3s:o"s!'!.!2!3s. Sometimes it<s only a small part& albeit an interesting and rewarding one. his is worth bearing in mind in career planning6 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 hands,on e*perience in one field is often thought +aluable by an employer in another one. Here are the main categories of work a+ailable6 9reati+e =lanning Statistics& 'esearch and Analysis <.uying and Selling< Sales =romotion $anagement Administration F$9% is one of the most mature markets and& as younger& more dynamic sectors such as leisure& entertainment and tra+el come to the fore& it has begun to lose share of pri+ate

e*penditure. F$9% manufacturers and retailers therefore need to generate enthusiasm for their offerings so that they can compete on an e+en playing field for <share of wallet<. 0F$9% are losing Bshare of wallet3. #9' has helped to impro+e profitability& but aggressi+e re+enue initiati+es are now also needed. If F$9% companies can make 9onsumers more enthusiastic about their products& the sector could be re+olutioni2ed-

EFECUTIVE SUMMARY

he report in+ol+ed analy2ing and e+aluating ad+ertising strategies for +arious companies6 Advertising: 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 a"= :a!# for& of "o" :3rso"a. :r3s3"2a2!o" of !#3as7 4oo#s a"# s3rv!;3s '= a" !#3"2!f!3# s:o"sor. Ad+ertising is a form of persuasi+e communication with the public. (C5 Inform customers of the goods and ser+ices. (D5 .rings out the product use =3s (E5 9alls for or in+ites people to buy the product (F5 $ass communication (@5 Attract attention (G5 ?ousing interest (H5 .uilding desire (I5 Obtaining action.
he ob)ect Ad+ertising is6,

9oD &%; a#v3r2!s!"4 a 4!v3" '%#432 a"# 'r!3f D!.. '%=.

9osts are usually reckoned on the basis of <9= < the a+erage 9ost =er housand people reached in the target group. his of course +aries according to the si2e of the ad& the rates charged by the indi+idual media& and whether a printed ad is black and white& or full color& etc. !owadays +irtually e+ery organi2ation in the "> 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 <cost effecti+e<. If the ob)ecti+es are commercial& one test would be whether& in the long run& the company gets a better profit result o+erall from a particular weight of ad+ertising than from& say& a hea+ier or lighter weight& or none. If the ob)ecti+es aren<t commercial but& for instance& to communicate information& the (uestions are (a5 7hether the effects of ad+ertising are worth the cost& and (b5 7hether ad+ertising is the most ine*pensi+e way of creating these effects. It is difficult to measure or demonstrate e*act cost benefits from ad+ertising and certainly to forecast these in ad+ance. Apart from sales statistics& the most common tools are +arious specialised forms of market research& and econometric modeling. 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 recogni2ed to ha+e se+eral practical benefits for society at large.

Mor3 &3#!a One of these is that it largely finances the media. 7ithout ad+ertising re+enue& the "> would ha+e no commercial 1 or radio& far fewer and much more e*pensi+e newspapers and maga2ines& and of course no posters. 9inema tickets would be more e*pensi+e.

In this regard& ad+ertising<s effect is +astly to enrich the +ariety and numbers of media a+ailable& and it is an authentic engine of freedom of speech. It also claims this freedom itself& within the law. (In the "> the principle of <editorial independence< means that ad+ertisers pay for the media& but cannot much influence the media<s editorial content& whether e*cellent or deplorable. .roadcasters and editors say what they want to say6 the ad+ertisers are simply allowed to buy a proportion of discrete spaces to say what they want to say.5

C o!;3 Ad+ertising& because it is <competiti+e<& is an agent to impro+e the range of products a+ailable& the speed with which new ones can be introduced& and e+en the ways in which we shop.

Pr!;3s Finally& despite its cost ((uite often as much as @ per cent of total product costs5 it has the endency to reduce prices& because of the efficiency it creates through economies of scale& and the nature of competition. Ad+ertising is often critici2ed& the three most common criticisms being6 hat it is wasteful and increases prices (i.e. without its e*pense& the goods ad+ertised would otherwise be cheaper54 hat it is +ulgar and tasteless4 and hat it e*ploits consumers and creates unnecessary needs.

OBJECTIVES of 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 ad+ertising. o creation of awareness and interest of the new product by ad+ertising.

RESEARCH METHODOLOGY: 'esearch methodology is simple framework or plan for the study that is as guide in collection and analy2ing 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. Since there are many aspect of research methodology& the line of action has to be chosen from the +ariety of alternati+es& to choose the suitable method through the assessment from +arious alternati+es. 'esearch methodology gi+es the researcher an opportunity to put forward his argument for ha+ing opted for certain alternati+es and also at the same time he can )ustify his ruling out some other possibility likes. 7hy research study has been undertaken& how the research problem has been formulated what data has been collected& what particular techni(ue if analy2ing the data has been used and lot of similar type (uestion are usually answered when we talk of research problem in study. >eeping in +iew the abo+e stated ob)ecti+es the following methodology was adoptedC

The Marketing Research Process D3f!"3 2 3 :ro'.3& a"# R3s3ar; O'?3;2!v3s6 , 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. D3v3.o: 2 3 r3s3ar; :.a"C - o makes the plan for o+erall research as how& when& where and from whom researcher will collect the data. Co..3;2 2 3 !"for&a2!o"C - he information can be collected by primary data or secondary data& or by the combination of both methods.

MET9ODS OF DATA COLLECTIONC PRIMARY DATA $arket Sur+ey =ersonal Inter+iew

SECONDARY DATA $aga2ines Internet .usiness Aournal

A"a.=E3 2 3 !"for&a2!o"C - After collecting the data the ne*t step is to analy2e the information.

Pr3s3"2 2 3 f!"#!"4sC - o make a summary on the basis of analy2ing the collect data and find out the situation .

Ma$3 2 3 #3;!s!o"C - 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 I! #'!# $A%AJI!#S AO"'!A?S !#7S =A=#'S

$CO5E

09onsumer enthusiasm can best be generated if companies go beyond simply creating products for specific groups of potential customers and start engineering consumer trends and fashions.whole

0F$9% are losing Bshare of wallet3. #9' has helped to impro+e profitability& but aggressi+e re+enue initiati+es are now also needed. If F$9% companies can make consumers more enthusiastic about their products& the sector could be re+olutioni2ed-.

K he people of Asia are reali2ing that a brand is not )ust putting a name on a product& but that they<+e got to in+est in it. hey<+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.-

GEOGRAP9ICAL AREA TIME DURATION CORRESPONDENT C

!9' EL days C Ad+ertising $anager& 'etailers

U$E AND IM5ORTANCE OF $TUDY

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 F$9% operati+es to sustain consumer enthusiasm about their products and ser+ices and to create sustainable& high re+enue positioning. Opportunity to reach a large audience. ;ou will ha+e up,to,the minute statistics reports and an ad+ertising management. ;ou can choose your campaign duration& from one week to one year. Ad+ertise to a moti+ated audience of new parents& +oyeurs and teens.

DE$CRI5TIVE 8ORK OF $UBTO5IC ON $TUDY

ADVERTISING <Ad+ertising< is not easily defined& though many people ha+e tried. !arrowly& it means clearly identifiable& paid for communications in the media& which aim to persuade& inform or sell. .ut the word is also used to co+er a much broader range of acti+ities from design to public relations , by what are often the same organi2ations& using similar skills.

T 3 &a!" :.a=3rs Ad+ertising is not a single industry& but spreads untidily across at least three separate kinds of employer organi2ation those who are %s3 !2 (the ad+ertisers54 &a$3 !2 (the ad+ertising agencies54 and #!s:.a= !2 (the media5. A number of other& more speciali2ed organi2ations eg market research companies are also in+ol+ed. D!ff3r3"2 sor2s of a#v3r2!s!"4 "sing its narrower definition& ad+ertising takes two main forms <display<& and <classified<. D!s:.a= ad+ertising embraces 1 and radio commercials& posters& and large display spaces in the press & newspapers and maga2ines. ( he press media also carry a huge +olume of ;.ass!f!3# ad+ertising small space commercial& recruitment and personal ads.5 hen there are #!r3;2 &a!. and ;!r;%.ars ad+ertisements using the letterbo* as a medium. D!r3;2 r3s:o"s3 ad+ertising (also called <direct marketing<& ie using the ad in place of a retail outlet5 cuts across these di+isions. It +ariously employs direct mail& send away coupons in the press& and phone numbers on radio and 1 as the customer<s means of contact. At the broadest& a whole gamut of other acti+ities eg sa.3s :ro&o2!o"7 3< !'!2!o"s7 #3s!4" a"# :a;$a4!"47 and e+en marketing itself are seen as <ad+ertising< too. he aggregation of such tools& along with media ad+ertising& price and distribution& are often called the &ar$32!"4 &!<. .ecause all these acti+ities re(uire more or less the same skills (often using the same people5& and ser+e similar ob)ecti+es& this booklet aims to pro+ide some information about all of them.

Howe+er the word <ad+ertising< from here on means #!s:.a= a#v3r2!s!"4 unless otherwise stated.

A#v3r2!s!"4 a%#!3";3s Finally& we also categories ad+ertising in terms of those to whom it is directed its audience. wo most ob+iously contrasted audiences are ;o"s%&3rs (the general public5 and '%s!"3ss3s. 7ithin these two big audience categories& ad+ertisers use much more e*act definitions of their desired audience (or <target group<5. hese describe a ;o"s%&3r 2ar432 in terms of& for instance& age& class& se*& region& beha+ior& and lifestyle. A '%s!"3ss 2ar432 can be defined by his or her company si2e& its type of acti+ity& and the buyers< or decision takers< own particulars. T 3 A#v3r2!s!"4 B%s!"3ssC S2r%;2%ra. D!a4ra&

A#v3r2!s!"4 o'?3;2!v3s If ad+ertising takes +aried forms& the o'?3;2!v3s of indi+idual ad+ertisers are e+en more di+erse. 1ery often they are commercial marketing ob)ecti+es for instance to enlarge the profitable sales of someone<s goods or ser+ices. .ut to say such ads simply aim to <sell the product< is an o+ersimplification. hey may be to slow down a brand<s gradual decline& or simply to get the public to reappraise its opinion of a particular company or organi2ation& or )ust to pro+ide information. $oreo+er noncommercial ad+ertiser3s go+ernment departments& charities& political parties and trade unions will ha+e entirely different ob)ecti+es from& say& a cat food or computer manufacturer. Ad+ertising ob)ecti+es do not lend themsel+es to generali2ation. he best general way to look at ad+ertising systematically is as a useful but e*pensi+e means (and not the only one a+ailable5 to achie+e +arious ends. Incidentally& unless you know the actual ob)ecti+es and results of a particular ad+ertisement you<+e seen& it<s unwise to )udge it as <good< or <bad<. he only criterion is whether the +alue of its effect was worth& or more than worth& its cost. .riefly& once an ad+ertiser (the client5 identifies needs for which ad+ertising is the best solution& he briefs independent specialists (typically an ad+ertising agency5 to plan the details and create the ad+ertising.

7hen appro+ed& this is displayed in the agreed medium (for instance tele+ision5 at an agreed cost. 'esearch specialists commonly test the ad+ertising beforehand and:or try to measure its effects afterwards. An ad+ertising programme of this kind is generally called a ;a&:a!4"& and usually includes a series of ad+ertisements& in a number of broadcast channels or printed media. he campaign is usually based on statistical calculations of what percentage of the target group will see it (penetration5 how many times on a+erage (fre(uency5. Other +ariables are how skillfully the media ha+e been bought& the si2e 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.

9oD &%; a#v3r2!s!"4 a 4!v3" '%#432 a"# 'r!3f D!.. '%=. 9osts are usually reckoned on the basis of <9= < the a+erage 9ost =er housand people 'eached in the target group. his of course +aries according to the si2e of the ad& the rates 9harged by the indi+idual media& and whether a printed ad is black and white& or full color& etc. !owadays +irtually e+ery organi2ation in the "> 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 <cost effecti+e<. If the ob)ecti+es are commercial& one test would be whether& in the long run& the company gets a better profit result o+erall from a particular weight of ad+ertising than from& say& a hea+ier or lighter weight& or none. If the ob)ecti+es aren<t commercial but& for instance& to communicate information& the (uestions are (a5 7hether the effects of ad+ertising are worth the cost& and (b5 7hether ad+ertising is the most ine*pensi+e way of creating these effects. It is difficult to measure or demonstrate e*act cost benefits from ad+ertising and certainly to forecast these in ad+ance. Apart from sales statistics& the most common tools are +arious specialised forms of market research& and econometric modeling. 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 recogni2ed to ha+e se+eral practical benefits for society at large.

Mor3 &3#!a One of these is that it largely finances the media. 7ithout ad+ertising re+enue& the "> would ha+e no commercial 1 or radio& far fewer and much more e*pensi+e newspapers and maga2ines& and of course no posters. 9inema tickets would be more e*pensi+e. In this regard& ad+ertising<s effect is +astly to enrich the +ariety and numbers of media a+ailable& and it is an authentic engine of freedom of speech. It also claims this freedom itself& within the law. (In the "> the principle of <editorial independence< means that ad+ertisers pay for the media& but cannot much influence the media<s editorial content& whether e*cellent or deplorable. .roadcasters and editors say what they want to say6 the ad+ertisers are simply allowed to buy a proportion of discrete spaces to say what they want to say.5

C o!;3 Ad+ertising& because it is <competiti+e<& is an agent to impro+e the range of products a+ailable& the speed with which new ones can be introduced& and e+en the ways in which we shop.

Pr!;3s Finally& despite its cost ((uite often as much as @ per cent of total product costs5 it has the endency to reduce prices& because of the efficiency it creates through economies of scale& and the nature of competition. Ad+ertising is often critici2ed& the three most common criticisms being6 hat it is wasteful and increases prices (ie without its e*pense& the goods ad+ertised would otherwise be cheaper54 hat it is +ulgar and tasteless4 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 markets4 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 them4 and ads reflect public needs rather than creating them. $oreo+er consumers are not mugs. For its part& the general public tends increasingly to like and appro+e of ad+ertising& seeing it as at worst harmless and& at best& entertaining and helpful. ;ou will ha+e to make up your own mind about this (uestion& and if you strongly share the criticisms& it may be as well not to work in a business of which you disappro+e.

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

A#v3r2!s!"4 s2a"#ar#s (for instance& to pre+ent misleading campaigns5 are generally policed in the "> by +igorously enforced +oluntary codes of practice. hese are underpinned where necessary by laws and statute. Despite its glit2y 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. And it<s one of the recogni2ed )umping off points for posts in top management later on. It<s also (uite a s&a.. business in terms of numbers. .ecause of the small numbers it employs& only a few of the many people who want to work in ad+ertising succeed in finding )obs in it. Also& the <wastage rate< afterwards is rather high in some areas. For gifted and determined people& on the other hand& it can be a particularly satisfying career which also offers constant opportunities for ad+ancement& or a change of direction. Aust about all ad+ertising )obs demand an interest in people. his is more or less the only 9ommon denominator. If you don<t like people +ery much& ad+ertising won<t be your cup of tea. he other (ualifications depend on the specific )ob& which can call for +ery different interests& aptitudes and temperaments. his section outlines the main kinds of work in which ad+ertising are in+ol+ed in one way or another. hey may be considered both or!Eo"2a..=& in terms of the wide spread of different skills and aptitudes which are re(uired& and v3r2!;a..=& in terms of upward career paths. An important point to notice is that in many )obs& ad+ertising work is o".= :ar2 of o2 3r R3s:o"s!'!.!2!3s. Sometimes it<s only a small part& albeit an interesting and rewarding one. his is worth bearing in mind in career planning6 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 hands,on e*perience in one field is often thought +aluable by an employer in another one. Here are the main categories of work a+ailable6 9reati+e =lanning Statistics& 'esearch and Analysis <.uying and Selling< Sales =romotion $anagement Administration

ADVERTISING PROCESS:
he Fro2en =roducts Di+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 his has been outlined below6 se(uence of acti+ities is followed.

C. Usage and A ! "de S "d# M .efore a new product or ad+ertising idea is in+ol+ed& a complete (uantitati+e research study is carried out in order to fully understand the needs& wants& preferences& purchases and consumption habits of the target segment. 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.

D. $%n&e' Tes !ng MOnce the new concept has been thought of& it goes into (ualitati+e research. his (ualitati+e research primarily focuses on testing the he positioning could be attribute& cost or acceptance of the concept by the target segment as well as the e+ol+ing of an appropriate positioning plank. platform is determined. benefit based. .ased on consumer feedback& an appropriate positioning

E. Agen&# B(!e) MOnce 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 any5 and key brand benefits (sensory& functional and emotional5.

An agency brief is then prepared for the Agency& which includes the .=S as well as answers to the following (uestions6 7hy do we want new ad+ertising8 7hom are we talking to8 7hat is the benefit to be percei+ed by the consumer8 he storyboard is de+eloped by the agency. After this has hese are

F. An!*a !ng Tes !ng 6

been appro+ed by the client& the anima tics go into testing.

ad+ertisements made from frame,by,frame shots of the storyboard with appropriate music:dialogue:+oice o+er. his is more economical when he anima tics are shown to he name&

compared to shooting the actual ad+ertisement.

the sample audience for feedback and frame,by,frame analysis.

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 fro2en.

+, Med!a B(!e) M

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*posures5 and reach (N target segment who should +iew it5.

-, P%s La"n&. D!'s !&/ MAfter 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.

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 it<s because that has been the primary medium of communication of ad+ertising agencies. I truly belie+e that companies would be well ser+ed by looking at all of the media communications a+ailable to them and then make the decisions that will gi+e the best 'OI for the long and short term. Ouestion e+erythingP Is the media able to reach your specific target audience and get a transfer of trust that mo+es them to become your customers8 O+er the years I ha+e used K.alloon gramsK through traditional ad+ertising and e+erything in between to reach consumers of client<s products. In conclusion you must look at the long term growth but at the same time get traffic to the store this week& so it is a balance of effecti+e communications across a +ariety of media that will enable you to do )ust that. 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. 7hen you ha+e an awareness problem& ad+ertising is a way to increase awareness. 7hen you ha+e an alternate use that people may not know about& ad+ertising is a way to tell them about it. 7hen 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 brand<s positioning.

he ob)ecti+es are all different& and the metrics you<ll use need to recogni2e your particular ob)ecti+es. Some 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. hey<ll want to track consumer attitudes& brand image& and (perhaps5 unaided want to track ad+ertising awareness and brand awareness (aided and unaided5. Still other companies ha+en<t e+en thought about their ob)ecti+es. ad+ertising to the board room anyway& not the consuming public. !et& like so many other things& it depends. here<s no one,answer fits all. $aga2ines and newspapers are an important part of our li+es. For 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 Sunday inserts. $any people read a number of different maga2ines each week or month to become better informed or simply entertained. Indi+iduals employed in +arious occupations rely on business maga2ines to keep them current about trends and de+elopments in their industries as well as in business in general. 7hile most of us are +ery in+ol+ed with the print media& it is important to keep in mind that few newspapers or maga2ines could sur+i+e without the support of ad+ertising re+enue. 9onsumer maga2ines generate an a+erage of FH percent of their re+enues from ad+ertising4 business publications recei+e nearly HE percent. !ewspapers generate HL percent of their total re+enue from ad+ertising. In many cities& the number of daily newspapers has declined because they hey )ust like to see their name all o+er the place. hey don<t need to spend any money measuring effecti+eness. hey<re awareness. Other companies want to create (uick awareness of a new brand or a product change. hey<ll

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 speciali2ed audience to be of interest to ad+ertisers. he role of maga2ines and newspapers in the ad+ertiser<s media plan differs from that of the broadcast media because they allow the presentation of detailed information that can be processed at the reader<s own pace. he print media are not intrusi+e like radio and 1& and they generally re(uire some effort on the part of the reader for the ad+ertising message to ha+e an impact. For this reason& newspapers and maga2ines are often referred to as high,in+ol+ement media3s O+er IL percent of ".S. households subscribe to or purchase maga2ines& while the a+erage household buys si* different maga2ines each year. !ewspapers are recei+ed in nearly two,thirds of American households daily. $ost maga2ines& howe+er& reach a +ery selecti+e audience. ?ike radio& they can be +aluable in reaching specific types of consumers and market segments. 7hile both maga2ines 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 maga2ines in the media plan. $aga2ines are the most speciali2ed of all ad+ertising media. 7hile some maga2ines,such as 'eader<s Digest& ime& and 1 %uide,are general mass,appeal publications& most are targeted to a +ery specific audience. here is a maga2ine designed to appeal to nearly e+ery type of consumer in terms of demographics& lifestyle& acti+ities& interests& or fascination. !umerous maga2ines are targeted toward specific businesses and industries as well as toward indi+iduals engaged in +arious professions (#*hibit CD,C5.

O+er

the

past

se+eral

decades&

maga2ines

ha+e

grown

rapidly

to

ser+e

the wide +ariety makes maga2ines an appealing medium to a +ast number of ad+ertisers. Although 1 accounts for the largest dollar amount of ad+ertising e*penditures among national ad+ertisers& more companies ad+ertise in maga2ines than in any other medium. "sers of maga2ines range from large consumer products companies such as =rocter / %amble and %eneral $otors& which spend o+er QFLL million a year on maga2ine ad+ertising& to a small company ad+ertising scuba e(uipment in Skin Di+er maga2ine.

$aga2ines and newspapers ha+e been ad+ertising media for more than two centuries4 for many years& they were the only ma)or media a+ailable to ad+ertisers. 7ith the growth of the broadcast media& particularly tele+ision& reading habits declined. $ore consumers turned to 1 +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 maga2ines ha+e remained important media +ehicles to both consumers and ad+ertisers.

housands of maga2ines are published in the "nited States 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 speciali2ed medium that reaches specific target audiences& the maga2ine industry has prospered. !ewspapers are still the primary ad+ertising medium in terms of both ad re+enue and number of ad+ertisers. !ewspapers 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.

Co&:32!2!v3 a#va"2a43 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 company3s commitment to its products and ser+ices. .ut perhaps most important is staying at the top of buyers3 minds when purchase decisions are made.

0For 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 capitali2ing on the synergistic effect of

print& 7eb 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 7eb 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.

Lo"4-23r& !"v3s2!"4 7hile the ;ankelo+ich:Harris study offers compelling data to support the benefit of ad+ertising especially in slower times& other business gurus also support the theory. 0Ad+ertising in a down economy is e+en more important than ad+ertising during the good times&- says Aoyce %oya& president of the Herman %roup& a firm of strategic business futurists in %reensboro& !.9. 0 hat3s when you can build market share. it3s a great time to in+est in your business.%oya says sign industry suppliers need to establish themsel+es as the brand of choice and halting ad+ertising during tough times is counteracti+e to that goal. he bottom line is clear6 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. 7hile 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. buyers are with your brand& the more likely they are to purchase the brand. he more familiar hat3s when you ha+e less competition for share of mind. 7hile others are in a cocoon& hibernating until things blow o+er&

Cross &3#!a a::roa; 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 ;ankelo+ich:Harris study shows e*ecuti+es +alue maga2ines& 7eb sites and trade shows for different reasons. .,to,b maga2ines are fa+orably e+aluated with respect to being 0highly credible sources- and 0pro+iding information you can trust.- .,to,b 7eb sites rate high for being 0primary sources of research- and pro+iding 0access to the latest information.- And b,to,b trade shows are highly regarded for enabling 0interaction with industry peers.0 o stay on top of de+elopments in your field& it3s important to seek information from multiple media sources& like business,to,business maga2ines& 7eb sites and trade shows&- said the study authors. Double,9lick& leading pro+ider of marketing tools for ad+ertisers& direct marketers and 7eb publishers& recently conducted a cross media study that compared the relati+e audience reach of Internet sites& network 1 programs and consumer maga2ines. K#arlier this year we talked to o+er DLL marketers who told us their top reason for not spending more online was that their customer was not online&K says Susan Sachatello& chief marketing officer& Double,9lick. KIn comparing these mediums side,by,side using industry standard metrics& this study demonstrates that both in aggregate and in key target groups& the Internet is in fact a mainstream mass,market medium and that marketers should be going online to reach their customers.K So what works best on the 7eb8 #*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& 1 and direct mail& the online channel makes more sense in a down economy.

R!; &3#!a r%.3s

Double 9lick3s Ad Ser+ing rend 'eport gi+es deeper insights about what works on the 7eb. Double 9lick3s ad ser+ing data re+eals a ma)or +ariance in the click,through rates of rich media ads (D.F percent5& which is si* times higher than non,rich media ads (L.F percent5. '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. Double,9licks also found that Flash increased branding metrics by HC percent for three different, si2ed ads measured& demonstrating the branding power of richer media. K7hile click,through rate is only one method of assessing online ad+ertising effecti+eness& its stability o+er the past se+eral months reflects the mainstream adoption of online ad+ertising at le+els consistent with traditional direct response rates&K says Doug 9opper& +ice president and general manager of ad+ertiser solutions at Double,9licks. K7e are +ery encouraged by the growth of rich media usage and the significantly higher click,through rates that these formats ha+e been generating& which together reflect the increasing sophistication and performance of the online ad+ertising medium.K

6 3" !s 2 3 '3s2 2!&3 2o a#v3r2!s3G 'egardless of the medium& the ;ankelo+ich:Harris concludes that ad+ertising during all economic times is critical to the future success of companies. !inety,nine percent of those sur+eyed said it is important to keep abreast of new products and ser+ices during tough times and RH percent said it is important to continue to in+est in these products and ser+ices to remain competiti+e in the future. 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 organi2ations for the future. Ad+ertisers& then& must not let their guards down& either& say e*perts.

PROFILE OF 9UL(9INDUSTAN UNILEVER-Che company was incorporated on CHth October& CREE under the name of ?e+er .rothers (India5 =+t. ?td. (?.I?5. It set up its manufacturing units in .ombay and 9alcutta an associated company +i2.& Hindustan 1anaspati $fg. 9o. =+t. ?td. (H1$5& was earlier incorporated on DHth !o+ember CREC which set up a +anaspati factory in .ombay. .oth ?.I?> and H1$ were wholly owned subsidiaries of "nile+er ?td.& ?ondon& ".>. H1$ later ac(uired three more +anaspati factories at Shamnagar (7est .engal5& richanapalli ( amil!adu5 and %ha2iabad (".=5 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. (" ?5 was incorporated on CCth may& CRE@ as a wholly owned subsidiary of ?.I?. In CRFF& the management of ?.I? and H1$ was integrated. In !o+ember CR@G& H1$ and two small associated companies3 +i2. 7illiam %oss age / Sons (India5 =+t. ?td and Aoseph 9ross field / Sons (India5 =+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. From DErd October& CR@G acti+ities of " ? were taken o+er by its holding. 9ompany ?.I?. 7ith the amalgamation of business under one company& Indian capital was introduced in this integrated business in CR@G. H"? has been growing +ery rapidly& especially in CRRG the growth was II.GN H"? became the second pri+ate company in India after 'eliance Industries to cross the 's CLLLL core mark in CRRI. At present it3s +alued at 's. CCHGF.EC crore.C its rapid growth has gi+en H"? place in the top @companies regularly in annual . ,@LL sur+ey. his huge success has come due to6, $erger with =onds India ?imited ?aunch of FL new products Doubling of rural distribution network from @L&LLL to one lakh +illages ?aunch of a marketing scheme& Operation .harat& across DD states.

It can be said beyond any doubt that H"? is an undisputed leader in F$9% products in urban as well as rural area. H"? caters to I@L million people in India which becomes I@N 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.

PBG (P(%& e( 0 Ga*12e-C Prof!.3

hree billion times a day& =/% brands touch the li+es of people around the world. Our corporate tradition is rooted in the principles of personal integrity& respect for the indi+idual& and doing what<s 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 world3s consumers.

he =/% community consists of o+er CE@&LLL employees working in o+er IL countries worldwide. 7hat 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 CFL countries.

S:o2.!4 2 O"C Our !ew Orleans& ?ouisiana& FolgersS #mployees 6 a2 T 3=Hv3 Do"3C In the aftermath of Hurricane >atrina<s de+astation& these
employees T many of them suffering great losses of their own T banded together to help their city get back on its feet. 7atch this inspirational +ideo and disco+er how =/% employees ha+e risen abo+e this tragedy and are now reaching out to help others do the same.

If Aames %amble and 7illiam =rocter hadn<t married the !orris sisters& =/% might not e*ist.

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

Pro#%;2s OF 9UL(9INDUSTAN UNILEVER-C

Br% (;off33-C Br%& launched in CRGR& created history in the first year of launch by growing to a record market share of DCN. #+er since& it has grown from strength to strength.

Br% 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 Br% franchise also includes the Br% 'oast / %round& India<s most popular 'oast / %round 9offee brand& and Br% $alabar 'oast / %round which is a+ailable in select geographies.

C.!"!; P.%s(s a&:ooC.!"!; P.%s Health shampoo was launched in India in the year CRIH. It is India<s largest selling shampoo& offering the fi+e most important hair health benefits6 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 CRRG. It is a dual shampoo M it not only fights the last dandruff flake& but also adds back lost nutrients to make hair healthy and beautiful. 9linic All 9lear otal is a dandruff solution for e+eryday use. C.os3-%:(2oo2 :as23-

C.os3%: !s the original youth brand of India. he first brand targeting youth in the oral care market& with an edgy and youthful image which stays rele+ant till date. #+er since its launch in CRH@& 9lose,up has broken e+ery rule in the book on how toothpastes should beha+eP C.os3%: was the first gel toothpaste to be launched in India and has led the gel toothpaste segment e+er since. In DLLF& C.os3%: was re,launched with a bang. And this time it was packed with the power of 1itamin Fluoride System M a powerful mi* of 1itamins& Fluoride& $outhwash and $icro whiteners& the perfect combination of ingredients for fresher breath and stronger& whiter teeth. C.os3%: became the first %el toothpaste with Fluoride 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 M re+olutionary new toothpaste with the goodness of milk calcium in an industry,first core,in,sheath format& with white milk calcium nutrient on the inside and a refreshing blue gel on the outside.

Fa!r B Lov3.=(fa!r"3ss ;r3a&A woman<s passion for '3a%2y is uni+ersal and catering to this strong need is Fa!r B Lov3.=. .ased on a re+olutionary breakthrough in skin lightening technology& Fair / ?o+ely was launched in CRHI. he Hindustan ?e+er 'esearch 9entre (it is among the largest research establishments in India<s pri+ate sector& including pharmaceutical companies& with facilities in $umbai and .angalore5 deployed technology& based on pioneering research in the science of skin lightening to de+elop Fa!r B Lov3.=. he formulation is patented. Its formulation acts safely and gently with the natural renewal process of the skin& making comple*ion fairer o+er a period of si* weeks. Fa!r B Lov3.= is formulated with optimum le+els of "1 sunscreens and !iacinamide that is known to control dispersion of melanin in the skin. It is a patented and proprietary formulation& which has been in the market for D@ years. !iacinamide (1itamin .E5 is a water,soluble +itamin and is widely distributed in cereals& fruits and +egetables , and its use in cosmetic formulations has been known for +arious end benefits. he "1 components of the formulation are scientifically chosen and used at optimum le+els to pro+ide wide spectrum protection against "1 rays of the sun. Specifically& this patented formulation offers a high "1A protection& which is more rele+ant to Asian skin than plain S=F protection creams sold in the 7est. All the acti+e ingredients in the Fair / ?o+ely formulation function synergistically to lighten skin color through a process that is natural& re+ersible and totally safe. he brand today offers a substanti+e range of products& including Ayur+edic Fair / ?o+ely Fairness cream& Fair / ?o+ely Anti,$arks cream& Fair / ?o+ely Oil control Fairness %el& Fair / ?o+ely for Deep Skin and Fair / ?o+ely Fairness Soap. he latest has been the =erfect 'adiance& a complete range of CD premium skincare solutions from Fair / ?o+ely.

9a&a&(Ba2 !"4 soa:-

?aunched in CREF in India. 9a&a& 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 moisturi2ers. Hamam also contains Aloe 1era& ulsi and !eem 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. 5!ssa"(?a&Ac(uired by Hindustan ?e+er ?imited in CRRF& the 5!ssa" category consists of deliciously wholesome products for kids to grow up. he >issan range consists of ketchup and other sauces& )ams& s(uashes and ready,to,drink products. For mothers and children& >issan is today one of the most trusted brands in the country. >issan continues to be a pioneer in the categories that it operates in. A""a:%r"a Sa.2 A""a:%r"a Sa.2& first introduced in CRRH& was relaunched in DLLC 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 DHI million people are at risk of iodine deficiency disorders. Iodine deficiency not only leads to goiter& but also has an impact on the mental de+elopment of growing children. he International 9ouncil for 9ontrol of Iodine Deficiency Disorders (I99IDD5 has endorsed Annapurna Salt. 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 CRRI& Annapurna Atta is made with patented technology. It absorbs more water than ordinary atta when kneaded& resulting in softer chapatis. In DLLC& it was fortified with iron and +itamins. he benefit is +ery rele+ant because o+er GLN of women and children are iron deficient.

5Da.!2= 6a..(!;3 ;r3a&5Da.!2= 6a..Hs& launched in CRR@& is the company<s master brand for ice cream. >wality 7all<s 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. >ey launches include 9ornetto& Feast& 1iennetta& and a range of Sundaes& and also e*citing eats for children specifically& like ?ime =unch or Sunshine Jing 9one. >wality 7all<s ensures that while each of its offerings is uni(ue in taste and fla+our& they are also accessible to more consumers through breakthrough cost reengineering and +alue deli+ery.

L!f3'%o=(Ba2 !"4 soa:$aking a billion Indians feel safe and secure by meeting their health and hygiene needs is the mission of L!f3'%o=. he world<s largest selling soap offers a compelling health benefit to the entire family. ?aunched in CIR@& ?ifebuoy& for o+er a CLL 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 DLLD and DLLF 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 today<s discerning housewife with a more inclusi+e Kfamily health protection for my family and meK 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 %old and =lus. ?ifebuoy %old (also called 9are5 helps protect against germs which cause skin blemishes& while ?ifebuoy =lus offers protection against germs which cause body pouder.

S%rf E<;3.(D323r43"2 :oD#3rA pioneers in the Indian detergent powder market& S%rf E<;3. has constantly upgraded itself o+er the years& to answer the constantly changing washing needs of the Indian homemaker. oday Surf #*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. Surf #*cel (uick wash is powered with a path,breaking technology, it reduces water consumption and time taken for rinsing by @LN. It is a significant benefit& gi+en the acute water scarcity in most of India. Surf #*cel is a+ailable in E +ariants6 Surf #*cel .lue& Surf #*cel Ouick 7ash and Surf #*cel Automatic. So whate+er be the need& Surf #*cel hai na.

S%"s!.$(S a&:oo?aunched in CRGF& S%"s!.$ is the largest beauty shampoo brand in the country. =ositioned as the H9a!r E<:3r2H& Sunsilk 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 harmoni2ed 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 KIt knows you& and hence knows e*actly what your hair needsK.

Pro#%;2s OF PBG(PROCTORBGAMBLE-

Hea" 9 $ho!'"ers $ha%&oo

Head / Shoulders shampoo is specially formulated to gi+e you beautiful& healthy and dandruff,free hair. A+ailable in 9lassic 9lean Shampoo and D in C& Ocean ?ift Shampoo and D in C& 9itrus .ree2e Shampoo and D in C& 'efresh Shampoo and D in C& 'estoring Shine Shampoo and D in C& #*tra 1olume Shampoo& Smooth / Silky Shampoo and D in C& Dry Scalp 9are Shampoo and D in C& Sensiti+e 9are Shampoo and D in C and Intensi+e reatment.

Hea" 9 $ho!'"ers Co#"itio#ers

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

A+ailable in 9lassic 9lean and Dry Scalp 9are.

NE8: Hea" 9 $ho!'"ers I#te#si4e $o'!tio#s

9ontains DN =yrithione Jinc for ma*imum strength without a prescription 9linically designed to help pre+ent seborrheic dermatitis& se+ere dandruff and other dandruff related problems Features a clean& refreshing fragrance ?ea+es hair shiny and manageable

Ti"e; Li3!i"
EU the stain remo+al power for about D@ cents a loadV. ide ?i(uid combines all the great stain fighting (ualities you<+e come to e*pect in ide =owder with the pretreating ease of a li(uid detergent. A+ailable in ide 9lean .ree2e ?i(uid& ide $ountain Spring ?i(uid& ide ropical 9lean ?i(uid& ide Original Scent and ide ?i(uid Free

Ti"e 5o<"er
ide =owder detergents get to the bottom of dirt and stains to help keep your whites white and your colors bright. For great stain remo+al in any temperature& Ouick Dissol+ingW ide is formulated to immediately start dissol+ing T e+en in cold water. A+ailable in ide 9lean .ree2e =owder& ide $ountain Spring

=owder& ide ropical 9lean =owder& ide Original Scent and ide =owder Free.

Ti"e <ith Fe/re=e> Fresh#ess

Helps clean away stains and odors with ease ide with Febre2e Freshness gi+es you the great cleaning you e*pect from ide& now with the Febre2e freshness you lo+e. Specially formulated to help target and remo+e common odors that get trapped in fabrics& and then deposit Kfreshness acti+esK A+ailable in ide with Febre2e Freshness ?i(uid Spring / 'enewal& ide with Febre2e Freshness =owder Spring / 'enewal& ide with Febre2e Freshness ?i(uid $eadows / 'ain and ide with Febre2e Freshness ?i(uid 9itrus / ?ight

Ti"e Co'"<ater
D33: C.3a". Sav3 Gr33". 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 Sa+es energy and money by lowering your heating bills Helps colors stay brighter and whites stay whiter =ro+ides a cool new scent e*perience A+ailable in ide 9oldwater Fresh Scent ?i(uid& ide 9oldwater %lacier ?i(uid& ide 9oldwater Fresh Scent =owder and ide 9oldwater %lacier =owder.

Ti"e <ith a To!ch of Do<#y;

ide with a touch of Downy presents outstanding ide clean with a touch of Downy softness and freshness. A+ailable in 9lean .ree2e ?i(uid& April Fresh ?i(uid& Soft Ocean $ist ?i(uid& 9lean .ree2e =owder& April Fresh =owder and Soft Ocean $ist =owder

Ti"e <ith B'each

9lean e+en what<s unseen. ide with .leach will clean your clothes and help keep your colors bright and your whites white. A+ailable in Original& $ountain Spring and 9lean .ree2e scents

Ti"e Li3!i" <ith B'each A'ter#ati4e

he smart alternati+e to chlorine bleach. ide ?i(uid with .leach Alternati+e uses acti+e en2ymes 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?ockW 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 .ree2e and ide with .leach Alternati+e ?i(uid $ountain Spring

Ti"e HE
%et the most out of your high,efficiency washer. ide H# is specially formulated to unlock the cleaning potential of high, efficiency washers. Standard detergents can cause o+er,sudsing when less water is used& and using less detergent sacrifices cleaning power. ide H# pro+ides e*cellent cleaning with the right le+el of sudsing. A+ailable in ide H# =owder Original& ide H# ?i(uid Original& ide H# ?i(uid 9lean .ree2e and ide H# ?i(uid Free

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

5o<er Tooth/r!shes
Oral,. power toothbrushes offer e*ceptional features and performance benefits. In fact& an independent landmark study has concluded that

only the oscillating,rotating power toothbrush technology& pioneered by Oral,.& offers superior cleaning compared to manual toothbrushes.

5o<er Br!sh Hea"s

Oral,. offers CD ad+anced power brush heads designed for different needs. 9hoose the perfect one based on your desired brushing e*perience6 deep clean& e*tra soft& whitening& floss,like clean& traditional brushing and cleaning around braces or other dental work.

Ma#!a' Tooth/r!shes
At Oral,. we de+elop products that are used and trusted by dental professionals worldwide. From infants to adults& Oral,. makes a manual toothbrush to meet your family<s needs.

Ki"s? 5ro"!cts
>ids change a lot during the de+elopmental years. Oral,. StagesS kids< products are designed to meet their special oral care needs at e+ery stage.

9ULC ADVERTISING STRATEGY

BUILDING CORPORATE 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. Some see it as a menace& as an e*pensi+e flag wa+ing e*ercise which their company can easily do without. Others regard it as a myth& arguing that publicity by of +irtue its ob+ious nature& cannot hope to change percei+ed images in people3s minds. 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. So& the real significance of building corporate image lies in preparing and consolidating a sound global consumer base. #+ery company wants to ha+e a fa+orable image in the global market. In case of 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. Familiarity 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. For instance, C. D. E. F. @. Ad+ertising Tcorporate and e+en product =ublic 'elationsTe*ternal and internal $edia 'elations Tespecially the =ress 9ustomer and Supplier 'elations 9ommunity 'elations T good corporate citi2enship

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 %ood corporate image can be built if you treat it like one of the =s3 of marketingT the fifth B=3 stands for =erformance3 Tprofessional corporate performance& doing it the right way the first time. It3s in this regard that creati+ity in =' comes to ha+e a lion3s share in the entire process of corporate image building.

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. B7hat3 and BHow3 is the task here. 9reati+e corporate ad+ertising is one route. 7ith 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 B(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 organi2ation through it. H?? can be presented as a striking instance of it.

I&a43 a"# I#3"2!2= here may be nothing new in saying that the corporate image is in the eye and the mind of the recei+er. ;et it is worth saying again and again. An organi2ation 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. !o 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 organi2ation 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 organi2ation. 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 organi2ation.

Dar3 To T !"$ B3=o"# A#v3r2!s!"4I. In present situation to address the K he soprano problemK& ad+ertisers resort to shadow ad+ertisement where the products become endemic to the setting of the show. 7here the products are shown being consumed or brand name is e*hibited in the background. In India& the first shadow ad+ertisement was used in mo+ie K.obbyK where motorcycle K'a)dootK was ad+ertised. 'ecently& there was shadow ad+ertisement of 9oca,9ola in

Hindi blockbuster K>aho !a pyar haiK. .ut the problem with shadow ad+ertisement is that positioning message of the product can<t be con+eyed to consumers. Hence& the concept of shadow ad+ertisement can be e*tended further so that the theme of the ad+ertising would become endemic to entertaining show. 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. #+en this should not be called ad+ertising anymore& as that has become an irritating word in the mind of the audience. #+en though advertainment seems (uite close to it& but it would be more e+ol+ed. Since in ad+ertainment we try to ad+ertise and entertainment comes with it. .ut in the recommended solution we want to entertain the audience only and ad+ertisement is an integral part of the show. he ma)or (uestion would be& whether the audience would be able to comprehend the hidden positioning message8 Here are few e*amples on how to make the positioning message integral part of the show. 7e ha+e programmes like K A"2a$s ar! K 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. Suppose one group is named L%< & the participants are e*pected to be beautiful women who stand for L%< . So this can be done for many programmes& which has format like this. Suppose H?? produced a soap opera and the dialogue of the characters at some point would be focused 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. #+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 2ipping:2apping 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. ?et<s 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 cokeP 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 K Roa# K. 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 entertainment businessP 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.

PU !IC RE!ATION

0 =ublic relations practice is the deliberate planned and sustained effort to

establish and maintain mutual understanding between the organi2ation and its publics -. .y6 , Institute of =ublic 'elation (.ritish5 CRFI. o understand the definition better it in important to know as to who does the word publics refer to. =ublic are , 6 Shareholder 6 9ustomers 6 #mployees 6 rade "nions

PUBLIC RELATIONS Here we try to identity the distinguishing factors between Ad+ertising and public relations6 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 / =ractitioners of Ad+ertising6, ADVERTI I!" presents the most persuasive possi#le selling message to the light prospects $or the product or service at the lowest possi#le cost on the other hand 0. =ublic 'elations demand more time and effort than ad+ertising because ad+ertising is limited to special selling and buying tasks. For ad+ertising the basis )obs of conceptuali2ing& 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. 7ith public opinion against it nothing can succeed-. 07ith public opinion on its side nothing can fail- A"raha# !inco$n =ublic relations& taken as a component of management discipline& are of comparati+ely recent origin. 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 organi2ation 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 people3s daily life. In effect& a public relations is the result of the action inherent in an indi+idual& an institution or an organi2ation. =ublic relations are ne+er a pri+ate monopoly of =' practitioners. In fact& members of an organi2ation& 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.

T9E SIGNIFICANCE OF PR IN 9UL 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. For 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. 7hile no one can pre+ent a charlatan from posing as a =' man or styling himself as a =' consultant he is no more a tine practitioner of =' than a (uack selling magic remedies by the wayside is a physician. How deep,seated such popular misconceptions about =' can be reflected by the fact the e+en now one comes across articles published in well,known papers and )ournals airing such nai+e ideas about ='. 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 organi2ation 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 Bthe attempt by information& persuasion and ad)ustment to engineer public support for an acti+ity& cause mo+ement or institution. B=ublic relations as and applied social and beha+ioral science is that function which , measures& e+aluates and interprets the attitudes ob)ecti+es for increasing public understanding and acceptance of the organi2ation3s products& plans& policies and personnel4 e(uates these ob)ecti+es with the interests& needs and goals of the +arious rele+ant publics4 and de+elops& e*ecutes and e+aluates a programmed to earn public understanding and acceptance.

GOVERNMENT RELATIONS %o+ernment relations ha+e two facets to it. First the =' for the go+ernment (as an organi2ation5 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 mobili2ing public support for go+ernment3s acti+ity& for instance& family planning& control& en+ironmental protection& beautification of cites& etc. the company generally sponsors some of these acti+ities by pro+iding monetary help or other resources. 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+ernmentTpoliticians and bureaucratsTon your side. It en+isages maintaining good links with the go+ernment which will be of benefit to the company in its o+erall business plans and operations. =ublic relations with the go+ernment in some ways are (uite difficult and demanding. It re(uires special planning and efforts for the organi2ation 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. %o+ernment leaders must be kept informed from your side about the organi2ation3s acti+ities and policiesT especially those which are contributing to the welfare and de+elopment of the state or the nation. Such relations will be mutually beneficial in the short,term and the long,term. 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 mediaTespecially the =ress. 7hen a company gets media co+erage& it is not always flattering. .usiness is always +ulnerable to attacks by the media. $edia can often aggra+ate problemsTespecially crises. 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 Brapport3 with the media. ;ou cannot afford unnecessary reactions and distortions. If you do go to the media then always go with a strategyTbe selecti+e in the choice of media& use only influential media (especially publications in the =ress5& do not spread your communication too thin& go for (uality rather than (uantity. Selecti+e and in,depth co+erage is what you must aim at& as it is more effecti+e and produces the desired results. let your communication be complete honest& and backed with hard facts. he organi2ation 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 7ith 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 speciali2ed 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.

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 company3s image and reputation so that it can obtain funds from the public and the financial institutions on the most fa+orable terms when it desires so 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 speciali2ing in financial promotion& ad+ertising and =' management in India. hese include well,known names like =ressman& 9lear& and Sobhagya& 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 Bin a company. oday& =' has a role to play in marketing not only to build image& but to also help sol+e problems concerning a company3s products or ser+ices among consumers or other special groups& and generally protecting the company3s reputation at the marketplace. =ublic relations with customers& and with suppliers& in industrial products:ser+ices marketing at the institutional le+el are gaining more and more importance today. In today3s competiti+e market customers opt for products that are known and ha+e an image& and are backed by (uality and good after sales ser+ice. =ublic opinion on such aspects cannot be ignored by marketing people. In the long run& unfa+orable opinions certainly affect sales. =ublic relations can help in controlling and setting right some of these opinions4 it is therefore essential for companies to assign some of their attention and resources to de+elop =' in marketing.

COMMUNITY RELATIONS oday& the relationship between corporations and the community is a +ital issue in management of business organi2ations. 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 years4 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 organi2ation 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 company6 as a good corporate 9iti2en& a good company to do business with& and a good company to work for.

EMPLOYEE RELATIONS In employee relations& communicators are +ital at e+ery le+el. From top to bottom& also from lower le+el to the top management le+el& and e+en the hori2ontal communications among colleagues at the same le+el and between functions. he basic function of communications and =' in the organi2ation 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. 7hether they are unioni2ed or not does not make a difference in the =' work4 in either case& good relations ha+e to be maintained. In the case of unions& it Is important to reali2e 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.

P&G: ADVERTISING STRATEGY

7e 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.

=/% 9hemicals is committed to pro+iding your business with consistently high,(uality oleo chemicals.

=/% 9ommercial =roducts supplies a +ariety of businesses with =/% cleaning& laundry& and coffee& tea and snack products.

=/% #DI pro+ides easy access to electronic data that is of +alue to prospecti+e and current =/% retail customers& transportation carriers and financial institutions.

=/% Food Ingredients help formulators create great tasting& better,for,you products by de+eloping functional ingredients that reduce fat and calorie profiles& lower cholesterol effects and impro+e heart health.

he =/% ?egislation / '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 9ompany<s trade partners and representati+es of retailers.

For current and prospecti+e suppliers& =/% pro+ides a Supplier =ortal 7eb site that offers easy access to a +ariety of information.

=/% is acti+ely searching for the ne*t game,changing products& packaging& technologies& processes and commercial connections that can impro+e the li+es of the world<s consumers. =/%<s remor di+ision designs and implements customi2ed word,of,mouth marketing programs for both internal brands and e*ternal clients. remor programs le+erage national panels of D@L&LLL teens and F@L&LLL moms to deli+er outstanding business. =/% =harmaceuticals sources all of its new drug de+elopment and commerciali2ation initiati+es +ia a network of academic& biotech and pharmaceutical company collaborations.

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

Data a#a'ysis 9 I#ter&retatio#

Year <ise #et sa'es of FMCG Co%&a#ies /y a"4ertisi#)@

Gra&hica' Re&rese#tatio#@
YEAR YEAR 2002-03 2002-03 2003-04 2003-04 2004-05 2004-05 2005-06 2005-06 2006-07 2006-07

$a'es i# Cr
10667 10667 54 54 1013 1013 8828 8828 11060 11060

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

Tota' Re4e#!e i# Rs I# *++, the sa'es of FMCG <as Rs ,+ AAB Cr a#" it <as Rs ,+ ,CD Cr i# *++C YEAR 5rofit i# Rs 6Cr7 E1&e#"it!re i# Rs 6Cr7 YEAR 2003-04 1641 2003-04 824 2004-05 1755 2004-05 842 2005-06 1771 2005-06 760 2006-07 21 7 2006-07 836 2007-08 2400 2007-08 1008 <here as it <as Rs ,, +A+ Cr i# *++AE+B reaso# /ei#) i# *++AE+B the e1&e#"it!re o# a"4ertise%e#t a#" &ro%otio# acti4ities <as %ore tha# Rs ,+++ Cr.

Year <ise e1&e#"it!re o# a"4ertise%e#t @

Gra&hica' Re&rese#tatio#@

The e1&e#"it!re /y FMCG o# a"4ertise%e#t has /ee# i#crease" fro% year *++-E +F to year *++FE+A.

Year <ise Net &rofit of FMCG@

Gra&hica' Re&rese#tatio#

YEAR 2001-02

1
3000 2500 2000 1500 !rof"# "$ Cr 1000 500 0 2001-02 2002-03 2003-04 YEAR 2004-05 2005-06

2002-03 2003-04 2004-05 2005-06

Year <ise Tota' Re4e#!e of FMCG@

Acti4ities ha4e sho<# "irect i%&act o# Net &rofit of FMCG.

Gra&hica' Re&rese#tatio#@

11400 11200 11000 10800 10600 10400 10200 10000 800 600 400 2001-02 2002-03 2003-04 2004-05 2005-06

R%&%$'% "$ Cr

YEAR

Co"2!"%3s 3<:3"#!2%r3 o" a#v3r2!s3&3"2 as !";r3as3# 2 3 r3v3"%3 2 3r3'= :rof!2. As 2 3 4ra: s oDs ;o"2!"%3s !";r3as3 !" r3v3"%3.

Res&ecti4e share of re4e#!e of 4ario!s se)%e#t of FMCG i# *++, 5ro"!cts

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

Re4e#!e 6G7 i# *++C

35 15 10 15 25

Gra&hica' Re&rese#tatio#@
S(-r% "$ r%&%$'% 123

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

I# *++, the hi)hest share i# tota' re4e#!e <as /y sho& a#" "eter)e#t sectio# of HLL fo''o<e" /y e1&ort a#" /e4era)e.

Res&ecti4e share of re4e#!e of 4ario!s se)%e#t of FMCG i# *++* 5ro"!cts

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

Re4e#!e 6G7 i# *++37 12 08 16 27

Gra&hica' Re&rese#tatio#@

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

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

I" )**) 2 3 !4 3s2 s ar3 !" 2o2a. r3v3"%3 Das a4a!" '= s o: a"# #323r43"2 s3;2!o" of FMCG fo..oD3# '= 3<:or2 a"# '3v3ra43.

Res&ecti4e share of re4e#!e of 4ario!s se)%e#t of FMCG i# *++C 5ro"!cts

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

Re4e#!e 6G7 i# *++F

37 11 06 18 28

Gra&hica' Re&rese#tatio#@
S(-r% "$ r%&%$'% 123

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

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

R3s:3;2!v3 s ar3 of r3v3"%3 of var!o%s s34&3"2 of 9UL !" )**@.

5ro"!cts
S(o) * +%#%r,%$# B%&%r-,% .oo/s O#(%rs E0)or#s

Re4e#!e 6G7 i# *++A

37 10 03 18 32

Gra&hica' Re&rese#tatio#@

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

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

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

R3s:3;2!v3 s ar3 of r3v3"%3 of var!o%s s34&3"2 of FMCG !" )**A 5ro"!cts

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

Re4e#!e 6G7 i# *++B

32 10 07 16 34

Gra&hica' Re&rese#tatio#@

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

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

In DLL@ the highest share in total re+enue was by #*port section of H?? followed by 'etailers / Ad+ertising manager.

VISION
he firm must recogni2e that it cannot make this )ourney alone. 9ompanies that want to be industry leaders reali2e they must rein+ent the total network in which they are merely one player. o achie+e such leadership& a firm must cooperati+e in creating the +alue chain constellation that will dominate an industry. his network consists of a linked set of agile companies that not only react to market challenges but in fact dynamically anticipate and e*ploit new opportunities that can sustain profitable re+enue growth and e*ceptional shareholder +alue well into the ne*t decade. 9onsidering the importance of targeting markets and consumers& a company must also choose its +alue chain partners +ery carefully because they are the key to future profits and competiti+e ad+antage. In short& alliances must be built with organi2ations that are (ualified to assist in the process.. 7ith the road map laid out and the destination defined& +alue chain partners can pursue a )ointly determined set of process impro+ement initiati+es based on what works networks or constellation. for other on new and inno+ati+e designs created by the members of the +alue chain

FINDING$
Fo''o<i#) Are the Fi#"i#)s of My $t!"y o# this To&ic I ha+e conducted sur+ey in which I ha+e found that FLN respondent said that ad+ertising is necessary for awareness of customers. FLN of the respondent said that ad+ertising makes influence on customers to buy the particulars product. 7hile the DLN of the respondent said that ad+ertising is a totally wastes of money and it will increase the cost of production. =roblem sol+ing and strategic planning e*perience ha+ing worked closely with sales teams to generate insights to retain and grow customers. 9lient side and agency e*perience across a range of ser+ice and F$9% companies. Degree educated with the 9I$ diploma in marketing. 9reation of B?ess gassy3 campaign , positi+e response rate of @@N in mainstream consumer tests. he aim of the study was to (uantify the a+erage impact that #uropean ad campaigns ha+e on traditional branding metrics& and create benchmarks for categories such as F$9% 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 I.HN of total ad spend by DLLH& a CDEN increase. F$9% ad+ertisers predict a @RN increase in the share of online ad spend while entertainment brand ad+ertisers predict a DIN increase.

ICN belie+e the internet is a +ital component of their company3s ad+ertising strategy. IIN say that rising broadband penetration is making online ad+ertising more attracti+e. he online share of total ad spend will rise substantially o+er the ne*t two years.

=ercei+ed lack of research / measurement remains key barrier for ad+ertisers.

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 Bchoice3 at prices that might not be in congruence with their speculations and calculati+e consideration of affordability M something that largely determines the phenomenon called consumer beha+iors. It is absolutely doubtless to assume are incomparable in term of their (ualitati+e e*cellence.

It is a bit surprising to obser+e that H"? is the market leader e+en though it3s capable of manufacturing and marketing a +ast range of products with an international consumer base. $oreo+er& the tie,up of =rima India with H"? reflects that the latter is not unwilling to share its technological e*pertise and infrastructural contri+ances with others. So& in spite of the near monopoly situation caused by H"?3s presence in the global market& it points to a healthy fle*ibility in the company3s fundamental approach. Another +ery striking aspect of H"?3s global marketing strategy and operations& as it has been pointed out and dwelt upon in the present study& is its enormous ability to capitali2e on the resources a+ailable to it.

SUGGESTIONS
.ased on findings and conclusions the following suggestions ha+e been recommended. DETERGENTS (SURF EFCELC. "S# SA9H# S $O'# F'#O"#! ?; Since the rural income has been increasing and consumers are becoming (uality consumers of middle and lower segments so that they at least try the product . TOOT9 PASTE (CLOSE-UPC. FO9"S O! $A?#S6 During a recent sur+ey of O'%,$A'% 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. D. A%%'#SSI1# $A'># I!% I! !O' H A!D #AS #'! '#%IO!S6, hese are the regions where 9lose,up is way behind 9olgate. Hence to impro+e its performance these markets should be attached aggressi+ely. S9AMPOO (CLINIC PLUS-

 SHO"?D %I1# A

#! IO!

O HI%H I!9O$# %'O"= 9O!S"$#'

his is one place where 9linic,=lus is not being used e*tensi+ely. So these consumers should be attacked. Higher income group consumers ha+e purchasing power hence it can boost H"?3s sales much higher. A #! IO! O !O' H / 7#S $A'># S he brand performance is nearly half of that in South and #ast. Hence there is immense de+elopment potential is !orth and 7est.

FO9"S O! %I'?S6, .oys seem to be using 9linic =lus more than the girls. It3s +ery surprising. It3s the girls who use Shampoo more fre(uently than boys hence there is de+elopment potential. ICE- CREAM 1#!DI!% MOuality 7alls can e*pand its reach to the consumers by setting up counters at departmental stores (like !ilgiris5& 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 he ice cream counters should be places would be to cash in on the impulse purchase. purchase material to induce purchase.

installed at the entry:e*it points and suitably loaded with the appropriate point of his could also offer con+enience to the consumer which at present soft drinks are doing. Ad+ertising in heatres M his can help induce an impulse purchase since ice cream is he theatre food stalls ha+e ice cream

usually associated with outings and mo+ies. necessary.

counters and hence not only =O= material but also on,screen commercials are

Sampling is ?ow MOne 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. Since& this is a fairly new product& to induce trials B'each3 is more important than BFre(uency3. he promotions should be designed in a hus they could be in the way so as not to discount the premium image of the brand. family of ice cream.

form of discount coupons offered along with another premium brand of Ouality 7alls

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 Don3t 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"?3s industrial base. Agricultural pursuits ha+e not yet attained the status of industrial acti+ities to a considerable degree. So& 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 Bculti+ation for industrial. =roduction3 or Bindustry,oriented farming3 is not popular concepts e+en today in many countries of the world including India.

hough& the facilities of transportation and logistics for the supply of raw material don3t lack substantiality as much in case of H"? as most other players in the industry e+en H"? is not totally luinune to the problems posed by it. On many occasions& transportation costs are too high& which affect the o+erall pricing strategy adopted by H"?.

H"? manufactures a large range of products along with those we call culinary products. his di+ersification in products. .ut culinary products are usually bracketed with other (ma)or5 products in case of these companies. So& no serious or special attention is paid to de+ising separate or e*clusi+e strategies for these products. It makes their brand name rather than considerations of their (ualitati+e e*cellence.

BIBLIOGRAP9Y
BOO5S Edition -3rd, Title: Briggs. (1998). "The Big Payoff". Advertising Age, Spring 1998, Edition 6th, Author: Rae, N. & Brennan, M. (1997). "The relative effectiveness of sound and animation in web banner advertisements". Massey University Marketing Bulletin. .usiness oday .usiness 7orld. www.indiainfoline.com www.unile+er.com

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