Sagar Project Report

ACKNOWLEDGEMENT
A truly independent project is a contradiction in terms. Every project involves contribution of
many people. This project also ears the imprints of many people and it is a pleasure to
acknowledge all of them.
I take this opportunity to convey my Heart filled thanks to my project guide who has
been a source of guidance and has rendered constant encouragement to complete this
project.
Last but not the least would be falling short of duties if I don’t mention. My sincere thanks to all
the staff members for providing me with great help.
(SAGAR SADHWANI )
INSTITUTE OF MANAGEMENT AND RESEARCH
Approved by A.I.C.T.E. & Affiliated to Dr. APJ Abdul Kalam Technical
University, Lucknow
Plot No. 2, Knowledge Park III, Greater Noida Uttar Pradesh-201301
Research Report
On
“ROLE OF ADVERTISEMENT IN FMCG SECTOR
”
Submitted for
partial fulfillment of the award of degree of Master of Business
Administration (MBA)
From
DR. APJ ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW
UNDER THE GUIDANCE OF :- SUBMITTED BY-:
MR .NISHANT KUMA R SAGAR SADHWANI

Assistant Professor 1619270045
CANDIDATE DECLARATION/CERTIFICATE
I hereby declare that the work which is being presented in this report entitled
“ROLE OF ADVERTISEMENT IN FMCG SECTOR” is an authentic record of my own
work carried out under the supervision of Ms. Pallavi Arora.
The matter embodied in this report has not been submitted by me for the award
of any other degree.
Dated: ( SAGAR SADHWANI)
MBA 4TH SEMESTER

CANDIDATE DECLARATION
I hereby declare that the work which is being presented in this report entitled
“ROLE OF ADVERTISEMENT IN FMCG SECTOR” is an authentic record of my own
work carried out under the supervision of Ms. Pallavi Arora.
The matter embodied in this report has not been submitted by me for the award
of any other degree.
Dated: ( SAGAR SADHWANI)
MBA 4TH SEMESTER

BRIEF ABOUT FAST MOVING CONSUMER GOODS (FMCG PRODUCTS )
FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot
of thought, time and financial investment to purchase. The margin of profit on every individual
FMCG product is less. However, the huge number of goods sold is what makes the difference.
Hence profit in FMCG goods always translates to number of goods sold. Fast Moving Consumer
Goods is a classification that refers to a wide range of frequently purchased consumer products
including: toiletries, soaps, cosmetics, teeth cleaning products, shaving products, detergents,
other non-durables such as glassware, bulbs, batteries, paper products and plastic goods, such
pharmaceuticals, consumer electronics and packaged food products and drinks, although these
are often categorized separately. The term Consumer Packaged Goods (CPG) is used
interchangeably with Fast Moving Consumer Goods (FMCG). Three of the largest and best-
known examples of Fast Moving Consumer Goods companies are Nestlé, Unilever and Procter
& Gamble. Examples of FMCGs are soft drinks, tissue paper, and chocolate bars. Examples of
FMCG brands are Coca-Cola, Kleenex, Pepsi and Believe. The FMCG sector represents
consumer goods required for daily or frequent use. The main segments of this sector are personal
care (oral care, haircare, soaps, cosmetics, toiletries), household care (fabric wash and household
cleaners), branded and packaged food, beverages (health beverages, soft drinks, staples, cereals,
dairy products, chocolates, bakery products) and tobacco. The Indian FMCG sector is an
important contributor to the country's GDP. It is the fourth largest sector in the economy and is
responsible for 5% of the total factory employment in India. The industry also creates
employment for 3m people in downstream activities, much of which is disbursed in small towns
and rural India. This industry has witnessed strong growth in the past decade. This has been due
to liberalization, urbanization, increase in the disposable incomes and altered lifestyle.
Furthermore, the boom has also been fuel led by the reduction in excise duties, de-reservation
from the small-scale sector and the concerted efforts of personal care companies to attract the
burgeoning affluent segment in the middle-class through product and packaging innovations.
Unlike the perception that the FMCG sector is a producer of luxury items targeted at the elite, in
reality, the sector meets the everyday needs of them asses. The lower-middle income group
accounts for over 60% of the sector's sales.
Rural markets account for 56% of the total domestic FMCG demand. Many of the global FMCG
majors have been present in the country for many decades. But in the last ten years, many of the
smaller rung Indian FMCG companies have gained in scale. As a result, the unorganized and
regional players have witnessed erosion in market share.
History of FMCG in India
In India, companies like ITC, HLL, Colgate, Cadbury and Nestle have been a dominant force in
the FMCG sector well supported by relatively less competition and high entry barriers (import
duty was high). These companies were, therefore, able to charge a premium for their products. In
this context, them margins were also on the higher side. With the gradual opening up of the
economy over the last decade, FMCG companies have been forced to fight for a market share
CURRENT SCENARIO
The growth potential for FMCG companies looks promising over the long term horizon, as the
per-capita consumption of almost all products in the country is amongst the lowest in the world.
As per the Consumer Survey by KSAT each no pack, of the total consumption expenditure,
almost 40% and 8% was accounted by groceries and personal care products respectively. Rapid
urbanization, increased literacy and rising per capita income are the key growth drivers for the
sector. Around 45% of the population in India is below20 years of age and the proportion of the
young population is expected to increase in the next five years. Aspiration levels in this age
group have been fueled by greater media exposure, unleashing a latent demand with more money
and a new mindset. In this backdrop, industry estimates suggest that the industry could
triple in value by 2015 (by some estimates, the industry could double in size by2010).In our
view, testing times for the FMCG sector are over and driving rural penetration will be the key
going forward. Due to infrastructure constraints (this influences the cost-effectiveness of the
supply chain), companies were unable to grow faster. Although companies like HLL and ITC
have dedicated initiative targeted at the rural market, these are still at a relatively nascent stage.
The bottlenecks of the conventional distribution system are likely to be removed once organized
retailing gains in scale. Currently, organized retailing accounts for just 3% of total retail sales
and is likely to touch 10% over the next 3-5years. In our view, organized retailing results in
discounted prices, forced-buying by offering many choices and also opens up new avenues for
growth for the FMCG sector. Given the aggressive expansion plans of players like Pantaloon,
Trent, Shopper’s Stop and Shoprite, we are confident that the FMCG sector has a bright future.
Budget Measures to Promote FMCG Sector
2% education corporation tax, excise duties and custom duties Concessional rate of 5% custom
duty on tea and coffee plantation machinery
Budget Impact
The education will add marginally to the tax burden of all FMCG companies The dividend
distribution tax on debt funds is likely to adversely affect the other income components of
companies like Britannia, Nestle and HLL The measure to abolish excise duty on dairy
machinery is a positive for companies like Nestle Concessional rate for tea and coffee plantation
machinery is a positive for Tata Tea, HLL, Tata Coffee and other such companies Duty
reduction in food grade hexane will have a marginally positive impact .
INTRODUCTION
ADVERTISING is any paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor. Organizations handle their advertising in different
ways. In small companies advertising is handled by someone in the sales or marketing department,
who works with an advertising agency. A large company will often set up its own advertising
department, whose manager reports to the vice president of marketing. The advertising
department’s job is to propose a budget; develop advertising strategy; approve ads and campaigns
and handle direct mail advertising, dealer displays, and other forms of advertising. Most companies
use an outside agency to help create advertising campaign and to select and purchase
media. Advertising and promotions is bringing a service to the attention of potential and current
customers. Advertising and promotions are best carried out by implementing advertising and
promotions plan. The goals of the plan should depend very much on the overall goals and strategies
of the organization, and the results of the marketing analysis, including the positioning statement.
The plan usually includes what target markets you want to reach, what features and benefits you
want to convey to them, how you will convey it to them (this is often called your advertising
campaign), who is responsible to carry the various activities in the plan and how much money is
budgeted for this effort. Successful advertising depends very much on knowing the preferred
methods and styles of communications of the target markets that you want to reach with your ads.
A media plan and calendar can be very useful, which specifies what advertising methods are used
and when. For each service, carefully consider: What target markets are you trying to reach with
your ads?
What would you like them to think and perceive about your products (this should be in terms of
benefits to them, not you) what communications media do they see or prefer the most? Consider
TV, radio, newsletters, classifieds, displays/signs, posters, word of mouth, press releases, direct
mail, special events, brochures, neighborhood newsletters, etc.
What media is most practical for you to use in terms of access and affordability (the amount spent
on advertising is often based on the revenue expected from the product or service, that is, the sales
forecast)
You can often find out a lot about your customers preferences just by conducting some basic
market research methods. The following closely related links might be useful in preparation for
your planning.
A word of warning
'Advertising' is not easily defined, though many people have tried. Narrowly, it means clearly
identifiable, paid for communications in the media, which aim to persuade, inform or sell. But the
word is also used to cover a much broader range of activities from design to public relations by
what are often the same organizations, using similar skills.
The main players

Advertising is not a single industry, but spreads untidily across at least three separate kinds of
employer organization those who are
Use it (the advertisers);

Make it (the advertising agencies); and
Display it (the media).
A number of other, more specialized organizations e.g. market research companies are also
involved.
Different sorts of advertising

Using its narrower definition, advertising takes two main forms
'Display', and 'classified'.
Display advertising embraces TV and radio commercials, posters, and large display spaces in the
press, newspapers and magazines. (The press media also carry a huge volume of classifieds
advertising small space commercial, recruitment and personal ads.)
Then there are direct mail and circulars advertisements using the letterbox as a medium.
Direct response advertising (also called 'direct marketing', i.e. using the ad in place of a retail
outlet) cuts across these divisions. It variously employs direct mail, send away coupons in the
press, and phone numbers on radio and TV as the customer's means of contact. At the broadest, a
whole gamut of other activities e.g. sales promotion, exhibitions, design and packaging, and
even marketing itself are seen as 'advertising' too.
The aggregation of such tools, along with media advertising, price and distribution, are often
called the marketing mix.
Because all these activities require more or less the same skills (often using the same people), and
serve similar objectives, this booklet aims to provide some information about all of them.
However, the word 'advertising' from here on means display advertising unless otherwise stated.
Advertising audiences
Finally, we also categories advertising in terms of those to whom it is directed its audience. Two
most obviously contrasted audiences are consumers (the general public) and businesses.
Within these two big audience categories, advertisers use much more exact definitions of their
desired audience (or 'target group'). These describe a consumer target in terms of, for instance,
age, class, sex, region, behavior, and lifestyle. A business target can be defined by his or her
company size, its type of activity, and the buyers' or decision takers' own particulars.
The Advertising Business: Structural Diagram
Advertising objectives
If advertising takes varied forms, the objectives of individual advertisers are even more diverse.
Very often they are commercial marketing objectives for instance to enlarge the profitable sales
of someone's goods or services. But to say such ads simply aim to 'sell the product' is an
oversimplification. They may be to slow down a brand's gradual decline, or simply to get the public
to reappraise its opinion of a particular company or organization, or just to provide information.
Moreover noncommercial advertisers government departments, charities, political parties and

trade unions will have entirely different objectives from, say, a cat food or computer manufacturer.
Advertising objectives do not lend themselves to generalization.
The best general way to look at advertising systematically is as a useful but expensive means (and
not the only one available) to achieve various ends. Incidentally, unless you know the actual
objectives and results of a particular advertisement you've seen, it's unwise to judge it as 'good' or
'bad'. The only criterion is whether the value of its effect was worth, or more than worth, its cost.
Briefly, once an advertiser (the client) identifies needs for which advertising is the best solution,
he briefs independent specialists (typically an advertising agency) to plan the details and create the
advertising.
When approved, this is displayed in the agreed medium (for instance television) at an agreed cost.
Research specialists commonly test the advertising beforehand and/or try to measure its effects
afterwards.
An advertising program of this kind is generally called a campaign, and usually includes a series
of advertisements, in a number of broadcast channels or printed media. The campaign is usually
based on statistical calculations of what percentage of the target group will see it (penetration) how
many times on average (frequency). Other variables are how skillfully the media have been bought,
the size of the commission or fees paid to the advertising agency, and the cost of producing the
ads themselves. At first reading this will sound rather imprecise and complicated. But with
experience, it is possible to say fairly accurately what a particular campaign is likely to cost or,
conversely.
How much advertising a given budget and brief will buy.
Costs are usually reckoned on the basis of 'CPT' the average Cost per Thousand people
Reached in the target group. This of course varies according to the size of the ad, the rates
Charged by the individual media, and whether a printed ad is black and white, or full colour, etc.
Nowadays virtually every organization in the UK uses advertising in one way or another, because
they find it a practical and cost effective way of achieving some of their aims. The operative words
are 'cost effective'. If the objectives are commercial, one test would be whether, in the long run,
the company gets a better profit result overall from a particular weight of advertising than from,
say, a heavier or lighter weight, or none.
If the objectives aren't commercial but, for instance, to communicate information, the questions
are
(a) Whether the effects of advertising are worth the cost, and
(b) Whether advertising is the most inexpensive way of creating these effects.
It is difficult to measure or demonstrate exact cost benefits from advertising and certainly to
forecast these in advance. Apart from sales statistics, the most common tools are various
specialized forms of market research, and econometric modeling.
The reason advertising so irritatingly eludes logical or scientific analysis is that three variables are
involved in its effects two of them not easily measurable. These are the weight of advertising, the
effectiveness of the creative idea and execution, and the latent potential of the situation to be
changed by advertising or anything else anyway.
Like it or hate it, advertising is generally recognized to have several practical benefits for society
at large.
More media
One of these is that it largely finances the media. Without advertising revenue, the UK would have
no commercial TV or radio, far fewer and much more expensive newspapers and magazines, and
of course no posters. Cinema tickets would be more expensive.
In this regard, advertising's effect is vastly to enrich the variety and numbers of media available,
and it is an authentic engine of freedom of speech. It also claims this freedom itself, within the
law. (In the UK the principle of 'editorial independence' means that advertisers pay for the media,
but cannot much influence the media's editorial content, whether excellent or deplorable.
Broadcasters and editors say what they want to say: the advertisers are simply allowed to buy a
proportion of discrete spaces to say what they want to say.)
Choice
Advertising, because it is 'competitive', is an agent to improve the range of products available, the
speed with which new ones can be introduced, and even the ways in which we shop.
Prices
Finally, despite its cost (quite often as much as 5 per cent of total product costs) it has the
Tendency to reduce prices, because of the efficiency it creates through economies of scale, and the
nature of competition.
Advertising is often criticized, the three most common criticisms being:
 That it is wasteful and increases prices (i.e. without its expense, the goods advertised would
otherwise be cheaper);
 That it is vulgar and tasteless; and
 That it exploits consumers and creates unnecessary needs.
Its defenders point out that advertising seems to reduce rather than inflate prices, especially in
competitive markets; taste is an individual matter, and advertisements are often more attractive,
tasteful and entertaining than the programmes or printed text that adjoin them; and ads reflect
public needs rather than creating them. Moreover consumers are not mugs.
For its part, the general publics tend increasingly to like and approve of advertising, seeing it as at
worst harmless and, at best, entertaining and helpful.
You will have to make up your own mind about this question, and if you strongly share the
criticisms, it may be as well not to work in a business of which you disapprove.
However as a final thought, most people who work in advertising come to acquire a healthy respect
for the public's good judgment.
Advertising standards (for instance, to prevent misleading campaigns) are generally policed in
the UK by vigorously enforced voluntary codes of practice. These are underpinned where
necessary by laws and statute.
Despite its glitzy reputation, by no means all advertising work is glamorous or highly paid. On the
other hand, it offers an extraordinary wide range of interesting different jobs and career paths.
And it's one of the recognized jumping off points for posts in top management later on.
It's also quite a small business in terms of numbers. Because of the small numbers it employs, only
a few of the many people who want to work in advertising succeed in finding jobs in it. Also, the
'wastage rate' afterwards is rather high in some areas.
For gifted and determined people, on the other hand, it can be a particularly satisfying career which
also offers constant opportunities for advancement, or a change of direction.
Just about all advertising jobs demand an interest in people. This is more or less the only
Common denominator. If you don't like people very much, advertising won't be your cup of tea.
The other qualifications depend on the specific job, which can call for very different interests,
aptitudes and temperaments.
This section outlines the main kinds of work in which advertising are involved in one way or
another. They may be considered both horizontally, in terms of the wide spread of different skills
and aptitudes which are required, and vertically, in terms of upward career paths.
An important point to notice is that in many jobs, advertising work is only part of other
responsibilities. Sometimes it's only a small part, albeit an interesting and rewarding one.
This is worth bearing in mind in career planning: there are many options for moving sideways as
well as upwards eg between an ad agency and a client, or perhaps in, out of, or between the media.
This is partly because similar skills and knowledge are in demand in all three sectors, partly
because hand son experience in one field is often thought valuable by an employer in another one.
Here are the main categories of work available:
 Creative
 Planning
 Statistics, Research and Analysis
 'Buying and Selling'
 Sales Promotion
 Management
Administration
FMCG is one of the most mature markets and, as younger, more dynamic sectors such as leisure,
entertainment and travel come to the fore, it has begun to lose share of private expenditure. FMCG
manufacturers and retailers therefore need to generate enthusiasm for their offerings so that they
can compete on an even playing field for 'share of wallet'.
“FMCG are losing ‘share of wallet’. ECR has helped to improve profitability, but aggressive
revenue initiatives are now also needed. If FMCG companies can make
Consumers more enthusiastic about their products, the sector could be revolutionized”
CREATING DIFFERENTIATION THROUGH
ADVERTISING
Advertisements convey brand differentiation, and this may be important in several categories,
which consist of several brands. In FMCG products like tea, coffee and detergents, “differentiation
awareness” can be created by television advertising, but in certain categories there may be a need
to demonstrate the effectiveness of brands. Differentiation with which consumers cannot
“connect” may have a negative implication and if a brand “connects” consumers with its
differentiation, it is likely to also differentiate itself in terms of getting identified with the
consumer. A detergent or a washing machine, which claims “low water consumption”, has to
demonstrate this claim at a retail outlet especially given the fact that the quality of water varies
across areas even in a specific geographical region.
It is also essential that a good “differentiation proposition” results in a positive word-of-mouth.
In a certain situation, the company may have two offerings in a product-line and there is a need to
differentiate them clearly depending on the target segments involved. This is a complex situation
where differentiation decides the growth of the brand and the perceived difference between the
offerings. An added layer to the complexity is the same brand name being used for the offerings.
Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like
Fair and Lovely built over the years still has a strong association with the category but under
tremendous pressure from competitive brands and the most important criteria which these brands
is the herbal touch associated with them. Herbal ingredients are becoming popular with consumers
in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely
had to launch its herbal variant (it used the same brand probably because of the brand equity built
up over the years). The interesting fact is the differentiation being conveyed by advertising. The
original version uses an aspiration route in which the brand’s ultimate benefit is success through
confidence.
Estimates based on China's current per capita Consumption, the Indian FMCG market is set to
treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The dominance of Indian
markets by unbranded products, change in eating habits and the increased affordability of the
growing Indian population presents an opportunity to makers of branded products, who can
convert consumers to branded products.
Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India
is low. The contrast is particularly striking between the rural and urban segments - the average
consumption by rural households is much lower than their urban counterparts. Low penetration
indicates the existence of unsaturated markets, which are likely to expand as the income levels
rise. This provides an excellent opportunity for the industry players in the form of a vastly untapped
market. Moreover, per capita consumption in most of the FMCG categories
(Including the high penetration categories) in India is low as compared to both the developed
markets and other emerging economies. A rise in per capita consumption, with improvement in
incomes and affordability and change in tastes and preferences, is further expected to boost FMCG
demand. Growth is also likely to come from consumer "upgrading", especially in the matured
product categories.
Now before elaborating on differentiation and its various dimensions let us first look into India’s
FMCG market.
We find that even in this time of recession in the global economy our country is maintaining a fair
rate of growth thanks to the boom in retail sector.
If we look at the pie chart drawn on the next page we find that our citizens are the largest consumer
goods spender thanks to a survey done long time back.
EVOLUTION OF ADVERTISING INDUSTRY IN INDIA

The 1900s
1905
- B Dattaram & Co claims to be the oldest existing Indian agency in

Girgaum in Bombay
1912
- ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake
1920s
- Enter the first foreign owned ad agencies
- Gujarat Advertising and Indian Advertising set up
- Expatriate agencies emerge: Alliance Advertising, Tata Publicity
- LA Stronach's merges into today's Norvicson Advertising
- D J Keymer gives rise to Ogilvy & Mather and Clarion
1925
- LR Swami & Co, Madras
1926
- LA Stronach & Co (India) Pr. Ltd, Bombay starts

- Agency called National set up for American rather than British
Advertisers
- American importers hire Jagan Nath Jaini, then advertising manager

of Civil and Military Gazette, Lahore. National today is still run by
Jaini's family
- Beginning of multinational agencies
- J Walter Thompson (JWT) opened to service General Motors business
1928
- BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up
1929
- J Walter Thompson Co Pr. Ltd formed
Indian agencies, foreign advertising in the thirties
1931
- National Advertising Service Pr. Ltd. Bombay set up
- Universal Publicity Co, Calcutta formed
1934
- Venkatrao Sista opens Sista Advertising and Publicity Services as first

full service Indian agency
1935
- Indian Publicity Bureau Pr Ltd, Calcutta established
1936
- Krishna Publicity Co Pr. Ltd, Kanpur begins operations

- Studio Ratan Batra Pr. Ltd, Bombay established
- Indian Broadcasting Company becomes All India Radio (AIR)
1938
- Jayendra Publicity, Kolhapur started
1939
- Lever's advertising department launches Dalda - the first major

example of a brand and a marketing campaign specifically developed
for India
- The Press Syndicate Ltd, Bombay set up
Indianising advertisements in the forties
1940
- Navanitlal & Co., Ahmedabad set up
1941
- Lux signs Leela Chitnis as the first Indian film actress to endorse the
product
- Hindustan Thompson Associates (HTA), the current incarnation of

JWT, coins the Balanced Nourishment concept to make Horlicks
more relevant to India
- Green's Advertising Service Agents, Bombay formed
1943
- Advertising & Sales Promotion Co (ASP), Calcutta established
1944
- Dazzal, Bombay comes into existence
- Ranjit Sales & Publicity Pr. Ltd, Bombay started
1945
- Efficient Publicities Pr. Ltd, Madras set up
- Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India
1946
- Eastern Psychograph Pr. Ltd., Bombay set up
- Everest Advertising Pr. Ltd, Bombay established
1947
- Grant Advertising Inc, Bombay formed
- Swami Advertising Bureau, Sholapur started
1948
- RC Advertising Co, Bombay set up
- Phoenix Advertising Pr. Ltd, Calcutta formed
Corporate advertising in the fifties
1950s
- Radio Ceylon and Radio Goa become the media option
1951
- Vicks VapoRub: a rub for colds, causes ripples with its entry
in the balm market
g55
1952
- Shantilal G Shah & Co, Bombay
1954
- Advertising Club, Mumbai set up
- Express Advertising Agency, Bombay
- India Publicity Co. Pr. Ltd., Calcutta
1956
- Aiyars Advertising & Marketing, Bombay
- Clarion Advertising Services Pr. Ltd, Calcutta
1957
- Vividh Bharati kicks off
1958
- Shree Advertising Agency, Bombay
1959
- Associated Publicity, Cuttack
Creative revolution in the sixties
1960
- Advertising Accessories, Trichur started

- Marketing Advertising Associates, Bombay set up
1961
- Industrial Advertising Agency, Bombay comes into existence
- Bal Mundkur quits BOMAS to set up Ulka the same year
1962
- India's television's first soap opera - Teesra Rasta enthralls

viewers
1963
- BOMAS changes names to SH Benson's
- Stronach's absorbed into Norvicson
- Lintas heading for uncertainty
- Levers toying with giving its brands to other agencies
- Nargis Wadia sets up Interpub
- Wills Filter Tipped cigarettes launched and positioned as made for

each other, filter and tobacco match
1965
- Kersey Katrak sets up Mass Communication and Marketing (MCM)
1966
- Government persuaded to open up the broadcast media
- Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA)
1967
- First commercial appears on Vividh Bharati
1968
- Nari Hira sets up Creative Unit

- India wins the bid for the Asian Advertising Congress
1969
- Sylvester daCunha left Stronach's to run ASP; later sets up

daCunha Associates
1970
- Frank Simoes sets up Frank Simoes Associates
The problematic seventies
1970-1978
- National Readership Studies provided relevant data on

consumers' reading habits
1970
- Concept of commercial programming accepted by All India Radio
- Hasan Rezavi gives the very first spot on Radio Ceylon
1971
- Benson's undergo change in name to Ogilvy, Benson & Mather
1972
- Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first

closed circuit TV (CCT) in the country at the race course in
Mumbai
1973
- RK Swamy/BBDO established
1974
- MCM goes out of business
- Arun Nanda & Ajit Balakrishnan set up Rediffusion
1975
- Ravi Gupta sets up Trikaya Grey
1976
- Commercial Television initiated
1978
- First television commercial seen
1979
- Ogilvy, Benson & Mather's name changes to Ogilvy & Mather
Glued to the television in the eighties
1980
- Mudra Communications Ltd set up
- King-sized Virginia filter cigarette enters market with brand name

of 'Charms'
1981
- Network, associate of UTV, pioneers cable television in India
1982
- The biggest milestone in television was the Asiad '82 when

television turned to colour transmission
- Bombay Dyeing becomes the first colour TV ad
- 13th Asian Advertising Congress in New Delhi
- Media planning gets a boost
1983
- Maggi Noodles launched to become an overnight success
- Canco Advertising Pvt. Ltd. founded
- Manohar Shyam Joshi's Hum Log makes commercial television

come alive
- Mudra sponsors first commercial telecast of a major sporting event

with the India-West Indies series
1984
- Hum Log, Doordarshan's first soap opera in the colour era is

born
- Viewers still remember the sponsor (Vicco) of Yeh Jo Hai

Zindagi!
1985
- Mudra makes India's first telefilm, Janam
1985-86
- 915 new brands of products and services appearing on the Indian

Market
1986
- Sananda is born on July 31. The Bengali magazine stupefies India

by selling 75,000 copies within three hours of appearing on the
newsstands.
- Mudra Communications creates India's first folk-history TV

serial Buniyaad. Shown on DD, it becomes the first of the
mega soaps
- Price quality positioning of Nirma detergent cakes boost sales

1988
- AAAI's Premnarayan Award instituted
1989
- Advertising Club Bombay begins a biennial seminar called

'Advertising that Works'
- Advertising & Marketing (A&M) magazine launched
Tech savvy in the nineties
1990
- Marks the beginning of new medium Internet
- Agencies open new media shops; go virtual with websites and

Internet advertising
- Brand Equity (magazine) of The Economic Times is born
1991
- First India-targetted satellite channel, Zee TV starts broadcast
- Close on the throes of the Gulf War enters STAR (Satellite

Transmission for Asia Region)
1992
- Spectrum, publisher of A&M, constitutes its own award known as

'A&M Awards'
- Scribes and media planners credit The Bold And The Beautiful
serial on STAR Plus channel as a soap that started the cultural
invasion
1993
- India's only advertising school, MICA (Mudra Institute of

Communications Ahmedabad), is born
- Tara on Zee TV becomes India's first female-centric soap
1995
- Advertising Club of Bombay calls its awards as Abby
- Country's first brand consulting firm, SABRE (Strategic Advantage for

Brand Equity) begins operations
1996
- The ad fraternity hits big time for the first time by bagging three
awards at the 43rd International Advertising Festival, Cannes
- Sun TV becomes the first regional TV channel to go live 24 hours

a day on all days of the week
1997
- Media boom with the growth of cable and satellite; print medium
sees an increase in titles, especially in specialised areas
- Government turns towards professional advertising in the private

sector for its VDIS campaigns
- Army resorts to the services of private sector agencies
- Advertising on the Internet gains popularity
- Equitor Consulting becomes the only independent brand consultancy

company in the country
- Several exercises in changing corporate identity
- For the first time ever, Indians stand the chance of winning the $ 1-
million booty being offered by Gillette as part of its Football World
Cup promo 1998
- Events assume important role in marketing mix

- Rise of software TV producers banking on ad industry talent
- Reinventing of cinema -advertising through cinema begins
1998
- Lintas becomes Ammirati Puri Lintas (APL)
1999
- B2B site agencyfaqs.com launched on September 28, 1999
- The Advertising Club Bombay announces the AdWorks Trophy
In the new millennium
2000
- Mudra launches magindia.com - India's first advertising and marketing

Gallery
- Lintas merges with Lowe Group to become Lowe Lintas and Partners
(LLP)
- bigideasunlimited.com - a portal offering free and fee ideas for money

launched by Alyque Padamsee and Sam Mathews
- Game shows like Kaun Banega Crorepati become a rage; media buying
industry is bullish on KBC
- Kyunki Saas Bhi Kabhi Bahu Thi marks the return of family-
oriented soap on TV
- French advertising major Publicis acquires Maadhyam
2001
- Trikaya Grey becomes Grey Worldwide
- Bharti's Rs 2.75-crore corporate TV commercial, where a baby

girl is born in a football stadium, becomes the most expensive
campaign of the year
2002
- Lowe Lintas & Partners rechristened Lowe Worldwide
- For the first time in the history of HTA, a new post of president is
created. Kamal Oberoi is appointed as the first president of HTA
2003
- Ogilvy & Mathe
- O&M came up with the killer line ‘Wherever you go, the network follows you’ in a spot featuring a pug
following a young boy through the day. Although Vodafone bought out Hutchison later, the pug stayed
in its future ad campaigns.
CHERRY BLOSSOM
Agency: Euro RSCG (now Havas Worldwide)
2004
The shoe polish brand revived its decade-old advertising campaign featuring a Charlie Chaplin look-alike
which worked wonders for the brand.
HDFC STANDARD LIFE INSURANCE
Agency: Dentsu Communications
2005
A simple thought of linking financial independence with self-respect made this life insurance campaign
memorable. ‘Sar utha ke jiyo’ (Live your life with your head held high) was an apt tagline to convey the
thought.
MENTOS
Agency: Ogilvy & Mather
2005
The wacky ad with the popular ‘Dimag ki batti jala de’ (Switches on the light in your brain) tagline
featured a young college student fooling his professor by back-walking into the class.
SURF EXCEL
Agency: Lowe Lintas
2005
The detergent ad boldly propagated ‘Daag acche hain’ (Dirt is good) through the charming story of a
young brother who gets his white uniform muddied to make his sister smile.
HAPPYDENT
Agency: McCann Erickson
2006
The outlandish campaign set in a dystopian bygone India showed men lighting up an entire palace with
their shiny teeth after chewing Happydent gum. The ad broke new grounds in terms of its larger-than-
life execution.
NIKE
Agency: J. Walter Thompson
2007
An international sports brand articulated its brand essence through street cricket in an ad that
resonated with every Indian.
TATA TEA
Agency: Mullen Lintas
2007
A decade-long ‘Jaago Re’ (Wake up) campaign stirred the collective conscience of the country by taking a
strong anti-corruption stance, telling consumers to be aware of their rights.
IDEA CELLULAR
Agency: Lowe Lintas
2007
Unlike its competitors, Idea Cellular chose to stick to socially conscious advertising with brand
ambassador Abhishek Bachchan using the power of telephony to resolve issues like literacy and marital
discord, among others. ‘What an Idea sirji’ became a hugely popular tagline.
VODAFONE
2009
Ogilvy gave India the adorable alien-like, egg-headed creatures called Zoozoos which went on to become
Vodafone’s most memorable mascots in a series of Indian Premier League (IPL) campaigns.
MARUTI SUZUKI
Agency: Publicis Capital

2010
The ‘Kitna deti hai’ (How much does it give) series was a set of hilarious television ads which highlighted
the obsession Indians have for mileage when it comes to making purchase decisions on automobiles.
AIRTEL
Agency: Taproot
2011
The campaign, aimed at portraying Airtel as a youthful brand, featured a foot-tapping jingle, ‘Har ek
friend zaroori hota hai’ (Each friend is important), to say that every young Indian needs a whole variety
of friends.
TANISHQ
Agency: Lowe Lintas
2013
The campaign broke several stereotypes attached to marriage and women in India. The spot featured a
dusky bride, who has a young daughter, getting married for the second time, surrounded by friends and
family, with traditional Hindu rituals.
GOOGLE
2013
The ad that went viral narrated the story of the reunion of two aged friends separated by the
geographical boundaries of India and Pakistan. It promoted the Internet search giant in an emotional
way.
AMAZON
Agency: Orchard Advertising
2015
The e-commerce giant hit the jackpot playing on Indian consumers’ love for variety through a series of
campaigns titled ‘Aur Dikhao’ (Show me more) with the underlying thought ‘Barqarar rakho chunnein ka
maza’ (Keep enjoying the option of choosing).
WHISPER
Agency: BBDO India
2015
The ‘Touch the pickle’ ad urged women to defy menstrual taboos through the simple act of touching a
bottle of pickle, which, according to superstition, will rot if is touched by a menstruating woman. BBDO
India ended up winning the Grand Prix at Cannes 2015.
PAPERBOAT
Agency: Karishma Lintas
2016
Penned and narrated by lyricist Gulzar, with the theme centered around ‘Malgudi Days’, the brand’s first
television ad took nostalgic viewers back to their childhood memories of paper boats and kites to plug
the beverage brand.
At 70, India has come a long way from the country the British exited in 1947, and which they believed
(and hoped) would not survive in its then form. India has since evolved into a vibrant constitutional
democracy and made rapid strides in several domains (although there is a lot of work still to be done).
To
-
PROFILE OF SOME POPULAR FMCG
COMPANIES
The company was incorporated on 17th October, 1933 under the name of Lever Brothers (India) Pvt. Ltd.
(LBIL). It set up its manufacturing units in Bombay and Calcutta an associated company viz., Hindustan
Vanaspati Mfg. Co. Pvt. Ltd. (HVM), was earlier incorporated on 27th November 1931 which set up a
Vanaspati factory in Bombay. Both LBILK and HVM were wholly owned subsidiaries of Unilever Ltd.,
London, U.K. HVM later acquired three more Vanaspati factories at Shamnagar (West Bengal),
Trichanapalli (TamilNadu) and Ghaziabad (U.P) In order to market the toilet preparations manufactured by
LBIL or imported from Unilever companies, a marketing company under the name United Traders Pvt.
Ltd. (UTL) was incorporated on 11th may, 1935 as a wholly owned subsidiary of LBIL. In 1944, the
management of LBIL and HVM was integrated. In November 1956, HVM and two small associated
companies’ viz. William Gossage & Sons (India) Pvt. Ltd and Joseph Cross field & Sons (India) Pvt. Ltd.,
which were wholly owned subsidiaries of Unilever Ltd., were amalgamated with LBIL and the name was
changed to Hindustan UniLever Ltd. From 23rd October, 1956 activities of UTL were taken over by its
holding. Company LBIL. With the amalgamation of business under one company, Indian capital was
introduced in this integrated business in 1956. HUL has been growing very rapidly, especially in 1996 the
growth was 88.6% HUL became the second private company in India after Reliance Industries to cross the
Rs 10000 core mark in 1998. At present it’s valued at Rs. 11764.31 crore.1 its rapid growth has given HUL
place in the top 5companies regularly in annual BT-500 survey. This huge success has come due to:-
 Merger with Ponds India Limited
 Launch of 40 new products
 Doubling of rural distribution networ k from 50,000 to one lakh villages
 Launch of a marketing scheme, Operation Bharat, across 22 states.
It can be said beyond any doubt that HUL is an undisputed leader in FMCG products in urban
as well as rural area. HUL caters to 850 million people in India which becomes 85% approx.
of the total population. Hence the study of HUL can give uswide knowledge in the fields like
successful implementations of urban and rural India cutting across so many cultural, social,
regional, religious, linguistic barriers.
P&G (Procter & Gamble): Profile
Three billion times a day, P&G brands touch the lives of people around the world. Our corporate tradition
is rooted in the principles of personal integrity, respect for the individual, and doing what's right for the
long-term.
Our core values and principles guide us in everything we do. Learn more about what drives our purpose
of providing products and services of superior quality and value to the world’s consumers.
The P&G community consists of over 135,000 employees working in over 80 countries worldwide. What
began as a small, family-operated soap and Candle Company now provides products and services of
superior quality and value to consumers in 140 countries.
Spotlight On: Our New Orleans, Louisiana, Folgers® Employees
What They've Done: In the aftermath of Hurricane Katrina's devastation, these

employees — many of them suffering great losses of their own — banded together to help their
city get back on its feet. Watch this inspirational video and discover how P&G employees have
risen above this tragedy and are now reaching out to help others do the same.
In the 1970s, P&G was one of the
If James Gamble and William Procter
first companies to put its safety
hadn't married the Norris sisters, P&G
testing data in a computer database,
might not exist.
helping to avoid duplicative
testing.
Some popular Products OF HUL:
Bru:
Bru, launched in 1969, created history in the first year of launch by growing to a record
market share of 21%. Ever since, it has grown from strength to strength.
Bru has been instrumental in virtually creating the entire Instant Coffee category as it exists
today. It has been at the forefront of most innovations in the Instant Coffee category -
whether in coffee-chicory blends, refill packaging, vending operations, or more recently the
Low-unit-price packs.
The Bru franchise also includes the Bru Roast & Ground, India's most popular Roast &
Ground Coffee brand, and Bru Malabar Roast & Ground which is available in select
geographies.
Clinic Plus
Clinic Plus Health shampoo was launched in India in the year 1987. It is India's largest selling shampoo,
offering the five most important hair health benefits: strengthens weak hair, prevents hair breakage,
softens rough dry hair, shine for thick and healthy hair, and contains anti-dandruff ingredient.
The franchise also includes Clinic All Clear Total, first introduced in 1996. It is a dual shampoo it not
only fights the last dandruff flake, but also adds back lost nutrients to make hair healthy and beautiful.
Clinic All Clear Total is a dandruff solution for everyday use.
Media used for advertising: Television, Newspaper, Radio, Postures and Hoardings.
Close-up
Close-up is the original youth brand of India. The first brand targeting youth in the oral care market, with
an edgy and youthful image which stays relevant till date. Ever since its launch in 1975, Closeup has broken
every rule in the book on how toothpastes should behave!
Closeup was the first gel toothpaste to be launched in India and has led the gel toothpaste segment ever
since. In 2004, Closeup was re-launched with a bang. And this time it was packed with the power of
Vitamin Fluoride System – a powerful mix of Vitamins, Fluoride, Mouthwash and Micro whiteners, the
perfect combination of ingredients for fresher breath and stronger, whiter teeth.
Closeup became the first Gel toothpaste with Fluoride in the Indian Market. The brand umbrella also
includes Closeup Lemon Mint, gel toothpaste with the whitening benefits of lemon.
The latest entry in the Closeup stable is Closeup Milk Calcium – revolutionary new toothpaste with the
goodness of milk calcium in an industry-first core-in-sheath format, with white milk calcium nutrient on
the inside and a refreshing blue gel on the outside.
Fair & Lovely
A woman's passion for beauty is universal and catering to this strong need is Fair & Lovely. Based on a
revolutionary breakthrough in skin lightening technology, Fair & Lovely was launched in 1978.
The Hindustan unilever Research Centre (it is among the largest research establishments in India's private
sector, including pharmaceutical companies, with facilities in Mumbai and Bangalore) deployed
technology, based on pioneering research in the science of skin lightening to develop Fair & Lovely. The
formulation is patented. Its formulation acts safely and gently with the natural renewal process of the skin,
making complexion fairer over a period of six weeks.
Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacin amide 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 25 years. Niacin amide (Vitamin B3) is a water-soluble vitamin and is widely distributed in
cereals, fruits and vegetables - and its use in cosmetic formulations has been known for various end benefits.
The UV components of the formulation are scientifically chosen and used at optimum levels to provide
wide spectrum protection against UV rays of the sun. Specifically, this patented formulation offers a high
UVA protection, which is more relevant to Asian skin than plain SPF protection creams sold in the West.
All the active ingredients in the Fair & Lovely formulation function synergistically to lighten skin colour
through a process that is natural, reversible and totally safe.
The brand today offers a substantive range of products, including Ayurvedic Fair & Lovely Fairness cream,
Fair & Lovely Anti-Marks cream, Fair & Lovely Oil control Fairness Gel, Fair & Lovely for Deep Skin
and Fair & Lovely Fairness Soap. The latest has been the Perfect Radiance, a complete range of 12 premium
skincare solutions from Fair & Lovely.
Hamam
Launched in 1934 in India.
Hamam has always been a reliable option for consumers over years. The brand has withstood the test of
time and has given 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 quality control system. Hamam contains
polyols, which are known to be good moisturizers. Hamam also contains Aloe Vera, Tulsi and Neem
extracts.
Hamam soap is made from a blend of vegetable oils. The optimum grade of Palm oil and coconut oil is
mixed in the right proportion to give a soap that is lasting, gives lather which is stable and can effectively
remove oil, dirt from the surface of the skin.
Kissan
Acquired by Hindustan UNILever Limited in 1994, the Kissan category consists of deliciously wholesome
products for kids to grow up.
The Kissan range consists of ketchup and other sauces, jams, squashes and ready-to-drink products. For
mothers and children, Kissan is today one of the most trusted brands in the country. Kissan continues to be
a pioneer in the categories that it operates in.
Annapurna Salt
Annapurna Salt, first introduced in 1997, was relaunched in 2001 with a breakthrough
technology, patented in India and several other countries. This technology helps
encapsulate iodine with salt. It thereby prevents the loss of iodine from salt, either during
its storage and transportation or cooking.
Iodine deficiency is a serious health issue in India. About 278 million people are at risk of
iodine deficiency disorders. Iodine deficiency not only leads to goiter, but also has an
impact on the mental development of growing children.
The International Council for Control of Iodine Deficiency Disorders (ICCIDD) has
endorsed Annapurna Salt. Annapurna has also taken initiatives to educate consumers about
the benefits of iodine and its effect on the mental development of growing children.
Launched nationally in 1998, Annapurna Atta is made with patented technology. It absorbs
more water than ordinary atta when kneaded, resulting in softer chapatis.
In 2001, it was fortified with iron and vitamins. The benefit is very relevant because over
60% of women and children are iron deficient.
Kwality Wall
Kwality Wall's, launched in 1995, is the company's master brand for ice cream. Kwality
Wall's has combined state-of-the art technical know-how of Unilever - the global leader in
ice cream - with a deep insight of the Indian market, to deliver a range of superior quality
products under its international brands.
Key launches include Cornetto, Feast, Viennetta, and a range of Sundaes, and also exciting
eats for children specifically, like Lime Punch or Sunshine Zing Cone. Kwality Wall's
ensures that while each of its offerings is unique in taste and flavour, they are also accessible
to more consumers through breakthrough cost reengineering and value delivery.
Lifebuoy
Making a billion Indians feel safe and secure by meeting their health and hygiene needs is
the mission of Lifebuoy.
The world's largest selling soap offers a compelling health benefit to the entire family.
Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with health and value.
The brick red soap, with its perfume and popular Lifebuoy jingle, has carried the Lifebuoy
message of health across the length and breadth of the country.
The 2002 and 2004 relaunches have been turning points in its history. The new mix includes
a new formulation and a repositioning to make it more relevant to both new and existing
consumers.
Lifebuoy is now a milled toilet soap with a new health fragrance and a contemporary shape.
The new milled formulation offers a significantly superior bathing experience and skin feel.
This new mix has registered conclusive and clear preference among existing and new users.
The new Lifebuoy is targeted at today's discerning housewife with a more inclusive "family
health protection for my family and me" positioning. Lifebuoy has made a deliberate shift
from the male, victorious concept of health to a warmer, more versatile, more responsible
benefit of health for the entire family.
At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy
Gold and Plus. Lifebuoy Gold (also called Care) helps protect against germs which cause
skin blemishes, while Lifebuoy Plus offers protection against germs which cause body
pouder.
Surf Excel
A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself over
the years, to answer the constantly changing washing needs of the Indian homemaker. Today
Surf Excel offers outstanding stain removal ability on a wide range of stains. This means that
mothers now have the freedom to let their kids experience life without worrying about stains.
Surf Excel quick wash is powered with a path-breaking technology- it reduces water
consumption and time taken for rinsing by 50%. It is a significant benefit, given the acute water
scarcity in most of India.
Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel
Automatic. So whatever be the need, Surf Excel hai na.
Sunsilk
Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as the 'Hair
Expert', Sunsilk has identified different hair needs and offers the consumer a shampoo that gives her the
desired results.
The benefits are more compelling and relevant since the variants are harmonised in terms of the product
mix - fragrance, colour and ingredients are all well linked to cue the overall synergy. The range comes in
premium packaging and design. The accent is on "It knows you, and hence knows exactly what your hair
needs".
Some popular Products OF P&G
Head & Shoulders Shampoo
Head & Shoulders shampoo is specially formulated to give you beautiful, healthy and
dandruff-free hair.
Available in Classic Clean Shampoo and 2 in 1, Ocean Lift Shampoo and 2 in 1, Citrus Breeze
Shampoo and 2 in 1, Refresh Shampoo and 2 in 1, Restoring Shine Shampoo and 2 in 1, Extra
Volume Shampoo, Smooth & Silky Shampoo and 2 in 1, Dry Scalp Care Shampoo and 2 in
1, Sensitive Care Shampoo and 2 in 1 and Intensive Treatment.
Head & Shoulders Conditioners

Head & Shoulders shampoo is specially formulated to give you beautiful, healthy and
dandruff-free hair.
Available in Classic Clean Shampoo and 2 in 1, Ocean Lift Shampoo and 2 in 1, Citrus Breeze
Shampoo and 2 in 1, Refresh Shampoo and 2 in 1, Restoring Shine Shampoo and 2 in 1, Extra
Volume Shampoo, Smooth & Silky Shampoo and 2 in 1, Dry Scalp Care Shampoo and 2 in
1, Sensitive Care Shampoo and 2 in 1 and Intensive Treatment.
Head & Shoulders Conditioners
Head & Shoulders conditioners are designed to give your hair a radiant shine and help
reduce flakes. Available in Classic Clean and Dry Scalp Care
NEW! Head & Shoulders Intensive Solutions

. Contains 2% Pyrithione Zinc for maximum strength without a prescription
Clinically designed to help prevent seborrheic dermatitis, severe dandruff and other
dandruff related problems
Features a clean, refreshing fragrance
Leaves hair shiny and manageable
Tide® Liquid
3X the stain removal power for about 25 cents a load*. Tide Liquid
combines all the great stain fighting qualities you've come to expect in Tide
Powder with the pretreating ease of a liquid detergent.
Available in Tide Clean Breeze Liquid, Tide Mountain Spring Liquid, Tide
Tropical Clean Liquid, Tide Original Scent and Tide Liquid Free
Tide Powder
Tide Powder detergents get to the bottom of dirt and stains to help keep
your whites white and your colors bright.
For great stain removal in any temperature, Quick Dissolving™ Tide is

formulated to immediately start dissolving — even in cold water.
Available in Tide Clean Breeze Powder, Tide Mountain Spring Powder,

Tide Tropical Clean Powder, Tide Original Scent and Tide Powder Free.
Tide with Febreze™ Freshness
Helps clean away stains and odors with ease
Tide with Febreze Freshness gives you the great cleaning you expect from
Tide, now with the Febreze freshness you love.
Specially formulated to help target and remove common odors that get
trapped in fabrics, and then deposit "freshness actives"
Available in Tide with Febreze Freshness Liquid Spring & Renewal, Tide
with Febreze Freshness Powder Spring & Renewal, Tide with Febreze
Freshness Liquid Meadows & Rain and Tide with Febreze Freshness
Liquid Citrus & Light
Tide Coldwater
Deep Clean. Save Green. Tide Coldwater provides a deep clean in the
care of cold water, making it the coolest way to clean.
Removes even stubborn stains better than the leading competitive liquid
detergent in warm water
Saves energy and money by lowering your heating bills
Helps colors stay brighter and whites stay whiter
Provides a cool new scent experience
Available in Tide Coldwater Fresh Scent Liquid, Tide Coldwater Glacier

Liquid, Tide Coldwater Fresh Scent Powder and Tide Coldwater Glacier
Powder.
Tide with a Touch of Downy®
Tide with a touch of Downy presents outstanding Tide clean with a touch
of Downy softness and freshness.
Available in Clean Breeze Liquid, April Fresh Liquid, Soft Ocean Mist
Liquid, Clean Breeze Powder, April Fresh Powder and Soft Ocean Mist
Powder
Tide with Bleach
Clean even what's unseen. Tide with Bleach will clean your clothes and
help keep your colors bright and your whites white.
Available in Original, Mountain Spring and Clean Breeze scents
Tide Liquid with Bleach Alternative
The smart alternative to chlorine bleach. Tide Liquid with Bleach

Alternative uses active enzymes to break down and remove stains while
whitening whites.
Because it is not chlorine based like liquid bleach, it also is safe to use on
colors too. In fact, the Tide BrightLock™ formula actually reduces
chlorine in the wash to help keep bright colors from fading.
Available in Tide with Bleach Alternative Liquid Original, Tide with

Bleach Alternative Liquid Clean Breeze and Tide with Bleach Alternative
Liquid Mountain Spring
Tide HE
Get the most out of your high-efficiency washer. Tide HE is specially formulated to unlock the
cleaning potential of high-efficiency washers.
Standard detergents can cause over-sudsing when less water is used, and using less detergent sacrifices
cleaning power. Tide HE provides excellent cleaning with the right level of sudsing.
Available in Tide HE Powder Original, Tide HE Liquid Original, Tide HE Liquid Clean Breeze and
Tide HE Liquid Free
For more than 50 years, Oral-B® has produced the highest-quality dental
hygiene products for you, your family and dental professionals worldwide.
Trust the brand more dentists use themselves worldwide.
Power Toothbrushes
Oral-B power toothbrushes offer exceptional features and performance
benefits. In fact, an independent landmark study has concluded that only the
oscillating-rotating power toothbrush technology, pioneered by Oral-B,
offers superior cleaning compared to manual toothbrushes.
Power Brush Heads
Oral-B offers 12 advanced power brush heads designed for different needs.
Choose the perfect one based on your desired brushing experience: deep clean,
extra soft, whitening, floss-like clean, traditional brushing and cleaning
around braces or other dental work.
Manual Toothbrushes
At Oral-B we develop products that are used and trusted by dental

professionals worldwide. From infants to adults, Oral-B makes a manual
toothbrush to meet your family's needs.
Kids' Products
Kids change a lot during the developmental years. Oral-B Stages® kids'
products are designed to meet their special oral care needs at.
HUL: ADVERTISING STRATEGY

BUILDING CORPORATE IMAGE
Corporate communications and public relations for building image can truly be looked upon in
the context of global business and marketing as a subject about which many professionals hold
firm views, but know surprisingly little about. S ome see it as a menace, as an expensive flag
waving exercise which their company can easily do without. Others regard it as a myth,
arguing that publicity by of virtue its obvious nature, cannot hope to change perceived images
in people’s minds. At the other extreme are those who view corporate communications
(particularly advertising as a magic formula and an instant panacea for every 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.
Every company wants to have a favorable image in the global market. In case of HLL also,
image-building plays the most important part in determining its marketing strategy. Building
corporate image is concerned with building confidence and credibility by helping your target
group understand you better. Familiarity in this case normally improves acceptability of who
you are and what you are doing. Ignorance, on the other hand, can lead to mistrust, or even
contempt in some situations. Corporate image is built through more than one strategic means,
and often a combination of activities. For instance -
1. Advertising —corporate and even product
2. Public Relations—external and internal
3. Media Relations —especially the Press

4. Customer and Supplier Relations
5. Community Relations — good corporate citizenship
As India transits from a shod age-driven economy to a one propelled by competition the
reputation and image of a company like HUL will make difference between whether it rules
the market or merely rues it. Corporate image is what enables HLL to hold its own against
rivals like IPCL and Haldia
Good corporate image can be built if you treat it like one of the Ps’ of marketing — the fifth
‘P’ stands for Performance’ —professional corporate performance, doing it the right way the
first time. It’s in this regard that creativity in PR comes to have a lion’s share in the en tire
process of corporate image building.
Creativity in PR means more than just pretty pictures and good copy. It is building image with
activities, which generate all-round impact and visibility for the company. ‘What’ and ‘How’
is the task here. Creative corporate advertising is one route.
With respect to positioning similarly, the image communication and image building activity
must to able to find a right niche in the minds of the target group. The ‘quality of the message,
and activity, is vital for this.
Companies which benefit most from corporate image are those who take a long -term view and
commitment towards communication and the image of their organization through it. HLL can
be presented as a striking instance of it.
Image and Identity
There may be nothing new in saying that the corporate image is in the eye and the mind of the
receiver. Yet it is worth saying again and again. An organization transmits, on a sustained
basis, messages to publics. It is the reception of the message, which goes t o 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
acquired with the public whereas corporate identity refers to the image a company strives to
achieve, in order to build to build a reputation with its publics.
In this context, decidedly, every company like HUL needs a mission. The mission is, in fact, a
framework for business and all its activities, t he value that drive the company to achieve the
corporate goals. No less important is the belief the company has in it. The mission is the glue
that holds the company together. Here, the PR and its communication strategies come into
distinct focus. If the mission and the objectives of the organization have to succeed, the
corporate body must communicate short -term goals, long-range objectives and even the total
mission of the organization. Inadequate communications result in an ambiguous corporate
image within as well as outside and lead to breakdown in the co -ordination of all contributing
elements in an organization.
Dare To Think Beyond Advertising….
In present situation to address the "The soprano problem", advertisers resort to shadow
advertisement where the products become endemic to the setting of the show. Where the
products are shown being consumed or brand name is exhibited in the background.
In India, the first shadow advertisement was used in movie "Bobby" where motorcycle
"Rajdoot" was advertised. Recently, there was shadow advertisement of Coca -Cola in Hindi
blockbuster "Kaho Na pyar hai". But the problem with shadow advertisement is that positioning
message of the product can't be conveyed to consumers. Hence, the concept of shadow
advertisement can be extended further so that the theme of the advertising would become
endemic to entertaining show. This would be no more exclusive advertising. Rather,
advertising will be a part of the entertainment. But this has to be done in a delicate manner so
that the information about the product is passed on to the viewers without disturbing the
entertaining element of the show. If this succeeds, that would be a great break -through for
advertisement. Even this should not be called advertising anymore, as that has become an
irritating word in the mind of the audience. Even though advertainment seems quite close to
it, but it would be more evolved. Since in advertainment we try to advertise and entertainment
comes with it. But in the recommended solution we want to entertain the audience only and
advertisement is an integral part of the show. Th e major question would be, whether the
audience would be able to comprehend the hidden positioning message? Here are few examples
on how to make the positioning message integral part of the show. We have programmes like
"Antakshari" in which participants take part in groups. The groups can be named after some
brands and the participants would be projected as such that they would be personification of
brands. Suppose one group is named Lux, the participants are expected to be beautiful women
who stand for Lux. So this can be done for many programmes, which has format like this.
Suppose HLL produced a soap opera and the dialogue of the characters at some point would
be focussed on the products of HLL. Of course the context has to be right and should be very
much along the script not that it would destroy the element of entertainment. Hence the major
challenge would lie before scriptwriter and director. Even a particular character of an opera
becomes very popular as the opera becomes very popular. Hence building such character, which
would personify the brand and both the character as well as the brand would grow in due course
of time. However even if time constraint is removed, course content constraint comes in. But
the scope of story telling is far greater. At tention grabbing will be replaced with attract
attention and no zipping/zapping problem. Audience will be more receptive and comprehension
of course would be dependent upon how it is executed. Practicability of the idea would be
tested when it will be implemented. Hence unless it is tried and tested it can be concluded that
whether it will click or not. Let's take the example of Coca -Cola, the scriptwriter would be
creating situation in each episode of a family soap where there would be opportunity to
celebrate and drink coke! To give another example, a multi utility vehicle with safe driving
positioning plank could have exploited the plot of the recent movie " Road".
If this concept clicks, there would be nothing like it for advertisers. If it happens, in fu ture big
advertisers like HLL would be diversifying to entertainment business! Of course the ad budget
of HLL is far bigger than the total budget of many entertainment houses.
Irrespective of whatever positive points or negative points it has, this concept can be tried for
programmes aired in pay channels simply because there is no other alternative to advertise
during the programme. Besides it is expected to solve the other problems those are discussed
above. Advertisement would be no more the troublemaker and irritating. Hence catching
attention would be much easier. Only testing of this idea could help us to conclude whether to
roll out from the concept from programmes of pay channels to programmes of free channels.
PUBLIC RELATION
“Public relations practice is the deliberate planned and sustained effort to establish
and maintain mutual understanding between the organization and its publics”.
By: - Institute of Public Relation (British) 1948.
To understand the definition better it in important to know as to who does the word publics
refer to.
Public are -
: Shareholder
: Customers
: Employees
: Trade Unions
PUBLIC RELATIONS
Here we try to identity the distinguishing factors between Advertising and public relations:
“Advertising is a commercial persuasive activity aimed at promoting a particular idea or a

viewpoint product, or service, institution and so on through the mass media.”
As refined by the British Institution & Practitioners of Advertising: -
“ADVERTISING presents the most persuasive possible selling message to the light prospects
for the product or service at the lowest possible cost on the other hand “.
Public Relations demand more time and effort than advertising because advertising is limited
to special selling and buying tasks. For advertising the basis jobs of conceptualizing,
producing, space buying etc. Can be delegated folly to agencies whereas such total hiring of
agencies for absolute Public Relation functions cannot be conserved.
Public relations are a long-term policy measure and are not built overnight. It is also not free
of cost, it is built over a period of time.
“With public opinion against it nothing can succeed”.
“With public opinion on its side nothing can fail”
- Abraham Lincoln
Public relations, taken as a component of management discipline, are of comparatively recent

origin. As a concept, it was critically evolved in business and industry and subsequently spread
to other areas of human activity. Applicability of this professi on in government and public
institutions like corporations, municipalities, universities, hospitals, social service
organization and professional institutions it truly immense. Admittedly, even before the
emergence of industry, business and government, a public relation was in practice in people’s
daily life. In effect, a public relations is the result of the action inherent in an individual, an
institution or an organization.
Public relations are never a private monopoly of PR practitioners. In fact, me mbers of an

organization, and especially those in leadership, management and supervisory positions have
a PR role to play and often even singularly. People adept in the art of public relations stand
better chances of success and survival since they can al ways find areas of mutual interest.
They also use modern methods of communication and persuasion which go a long way in
establishing mutual understanding based on truth, knowledge and complete information.
THE SIGNIFICANCE OF PR IN HUL
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 express only half truths.
For instance, PR men are regarded by some to be fixers, a breed of people who w ill wangle
things for you by the most questionable methods. There is also a popular idea that PR men
spend most of their time winning and dining, using for the purpose fabulous expense accounts
they are supposed to have access to. While no one can preven t a charlatan from posing as a
PR man or styling himself as a PR consultant he is no more a tine practitioner of PR than a
quack selling magic remedies by the wayside is a physician. How deep -seated such popular
misconceptions about PR can be reflected by the fact the even now one comes across articles
published in well-known papers and journals airing such naive ideas about PR.
Again, PR is sometimes confused with publicity. Publicity is certainly one of the instruments
of PR but is would be as wrong to equate publicity with PR just as it would be to equate the
stethoscope with the practice of modern medicine. To continue the analogy, PR seeks to
diagnose the ills of an organization 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 evaluating the results. Again, as in medici ne prevention is
considered more important than the cure, PR believes in maintaining the good health of the
corporate body -so that drastic remedies and bitter pills may not have to be swallowed later.
Analogies may be useful in giving a general idea but c an never be as precise as a definition.
PR which is now a well-established discipline therefore needs to be defined so that we may
be clear about what we are discussing when we talk about PR. It is ‘the attempt by
information, persuasion and adjustment to engineer public support for an activity, cause
movement or institution. ‘Public relations as and applied social and behavioral science is
that function which - measures, evaluates and interprets the attitudes objectives for
increasing public understanding and acceptance of the organization’s products, plans,
policies and personnel; equates these objectives with the interests, needs and goals of the
various relevant publics; and develops, executes and evaluates a programmed to earn public
understanding and acceptance.
GOVERNMENT RELATIONS
Government relations have two facets to it. First the PR for the government (as an organization) and second,
PR with the governments as the target group. Both are important and very needed by corporations.
Public relations for the government involves mobilizing public support for government’s activity, for
instance, family planning, control, environmental protection, beautification of cites, etc. the company
generally sponsors some of these activities by providing monetary help or other resources. The basic
objective of the company is to build relations with the governments, and also help for the good of the
community of society.
Public relations with the government involves keeping the government—politicians and bureaucrats—on
your side. It envisages maintaining good links with the government which will be of benefit to the company
in its overall business plans and operations. Public relations with the government in some ways are quite
difficult and demanding. It requires special planning and efforts for the organization to be successful. A
government, local or national, comprises many ministries, departments, individuals and personalities.
Public relations people have to acquaint themselves with the working of the government, and the intricacies
and people involved at various levels, and then handle things accordingly to be able to achieve what they
have set out to achieve.
The government should not be looked at as an adversary. In fact, you should make all efforts to help the
government and support its activities and policies as far as possible. Government leaders must be kept
informed from your side about the organization’s activities and policies—especially those which are
contributing to the welfare and development of the state or the nation. Such relations will be mutually
beneficial in the short-term and the long-term. Corporations should, however avoid getting involved with
politics and political issues.
MEDIA RELATIONS
Media relations Is a vital tool in PR. A large amount of communications and PR are conducted through the
media—especially the Press. When a company gets media coverage, it is not always flattering. Business
is always vulnerable to attacks by the media. Media can often aggravate problems—especially crises. As
in the case of Union Carbide and HLL a few years ago.
Hence, media, particularly the Press has to be handled very carefully. The media must be kept on your
side. All efforts must be made to ensure this strategically. It takes years to build a good image, but to
destroy it you need just a few bad reports in the media.
It is important to build a working ‘rapport’ with the media. You cannot afford unnecessary reactions and
distortions. If you do go to the media then always go with a strategy—be selective in the choice of media,
use only influential media (especially publications in the Press), do not spread your communication too
thin, go for quality rather than quantity. Selective and in-depth coverage is what you must aim at, as it is
more effective and produces the desired results. let your communication be complete honest, and backed
with hard facts. The organization must be able to live up to its claims and promises in media, otherwise
you can be in for further problems. The efforts made by HLL in this respect have been orchestrated well
to build image as well as to counter negative publicity.
FINANCIAL RELATIONS
With the growth of the Indian economy and the business sector, management of financial promotions and
PR have taken on a new dimension. HLL is making special efforts to ensure the goodwill of their
shareholders, investors, financial institutions, and the rest of the financial community. This is being done
in the mass media and specialized media ranging from annual reports to special brochures to audio-visuals,
video films, and even corporate advertising in the Press and television.
The main target group of a company in financial PR is its shareholders and potential investors. They have
to be given information they are entitled to have, and they have to be kept interested in the company. Public
relations must establish, maintain, and improve the company’s image and reputation so that it can obtain
funds from the public and the financial institutions on the most favourable terms when it desires so The
financial and business Press, today, is very important in achieving this objective,
The importance of financial PR and the need for it is seen from the number and growth of PR agencies
specializing in financial promotion, advertising and PR management in India. These include well-known
names like Pressman, Clea, and Sobhagya, now a host of others. They provide their clients a wide range
of services and expertise in PR and advertising.
CUSTOMER RELATIONS
In the past PR and marketing were considered separate and unconnected activities of business ‘in a
company. Today, PR has a role to play in marketing not only to build image, but to also help solve problems
concerning a company’s products
or services among consumers or other special groups, and generally protecting the company’s reputation at
the marketplace. Public relations with customers, and with suppliers, in industrial products/services
marketing at the institutional level are gaining more and more importance today.
In today’s competitive market customers opt for products that are known and have an image, and are backed
by quality and good after sales service. Public opinion on such aspects cannot be ignored by marketing
people. In the long run, unfavorable opinions certainly affect sales. Public relations can help in controlling
and setting right some of these opinions; it is therefore essential for companies to assign some of their
attention and resources to develop PR in marketing.
COMMUNITY RELATIONS
Today, the relationship between corporations and the community is a vital issue in management of business
organizations. It is acknowledged that business is no longer done for the sake of profits alone. Because a
company functions within a community, its responsibility extends to giving back to the community
something for what it makes from it. This has been the philosophy of the Tatas in India for years; today it
is accepted and is being followed by a number of other companies. This belief is now also considered
important and crucial by the government, consumerists and opinion leaders. Company relations at an
organization can vary from local
Community welfare activities, to large scale sustainable development programmers for the betterment of
lives of people. Companies have to consider the community as one of its prime target groups. The objective
of PR is to help build image of the company: as a good corporate Citizen, a good company to do business
with, and a good company to work for.
EMPLOYEE RELATIONS
In employee relations, communicators are vital at every level. From top to bottom, also from lower level
to the top management level, and even the horizontal communications among colleagues at the same level
and between functions. The basic function of communications and PR in the organisation is not just better
functioning, but a fostering of goodwill, trust, and togetherness among employees.
INDUSTRIAL RELATIONS
This is another important area of work for PR executives. Its importance is growing, with staff and workers
getting to be united, more enlightened and demanding. Whether they are unionised or not does not make a
difference in the PR work; in either case, good relations have to be maintained. In the case of unions, it Is
important to realise that unions have their own goals. This makes it more difficult to deal with them in
many respects. Understanding these goals, and how they will affect Industrial relations and PR efforts, is
the first priority in dealing with unions.
P&G: ADVERTISING STRATEGY
We take pride in developing strong ties to the communities in which we live and work and are focused on
helping children in need around the world live, learn and thrive.
P&G Chemicals is committed to providing your business with consistently high-quality oleochemicals.
P&G Commercial Products supplies a variety of businesses with P&G cleaning, laundry, and coffee, tea
and snack products.
P&G EDI provides easy access to electronic data that is of value to prospective and current P&G retail
customers, transportation carriers and financial institutions.
P&G Food Ingredients help formulators create great tasting, better-for-you products by developing
functional ingredients that reduce fat and calorie profiles, lower cholesterol effects and improve heart
health.
The P&G Legislation & Regulatory group delivers accurate and timely information to representatives of
industry trade groups, legislators and government agencies.
The Retail Customers group assists the Company's trade partners and representatives of retailers.
For current and prospective suppliers, P&G provides a Supplier Portal Web site that offers easy access to
a variety of information.
P&G is actively searching for the next game-changing products, packaging, technologies, processes and
commercial connections that can improve the lives of the world's consumers.
P&G's Tremor division designs and implements customized word-of-mouth marketing programs for both
internal brands and external clients. Tremor programs leverage national panels of 250,000 teens and
450,000 moms to deliver outstanding business.
Public service advertising
The same advertising techniques used to promote commercial goods and services can be used to inform,
educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology,
energy conservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and
motivating large audiences. "Advertising justifies its existence when used in the public interest—it is
much too powerful a tool to use solely for commercial purposes."
Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and
social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing
communications techniques (generally associated with commercial enterprise) on behalf of non-
commercial, public interest issues and initiatives.
In the United States, the granting of television and radio licenses by the FCC is contingent upon the
station broadcasting a certain amount of public service advertising. To meet these requirements, many
broadcast stations in America air the bulk of their required public service announcements during the late
night or early morning when the smallest percentage of viewers are watching, leaving more day and
prime time commercial slots available for high-paying advertisers.
Public service advertising reached its height during World Wars I and II under the direction of several
governments.
Types of advertising
Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional
pictured above
A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for
advertisers.
A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Virtually any medium can be used for advertising. Commercial advertising media can include wall
paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and
television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus
stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to
or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage
bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and
trains, elastic bands on disposable diapers,doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the
backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their
message through a medium is advertising.
Television
Main articles: Television advertisement and Music in advertising
The TV commercial is generally considered the most effective mass-market advertising format, as is
reflected by the high prices TV networks charge for commercial airtime during popular TV events. The
annual Super Bowl football game in the United States is known as the most prominent advertising event
on television. The average cost of a single thirty-second TV spot during this game has reached US$3
million (as of 2009).
The majorities of television commercials feature a song or jingle that listeners soon relate to the product.
Virtual advertisements may be inserted into regular television programming through computer graphics. It
is typically inserted into otherwise blank backdropsor used to replace local billboards that are not relevant
to the remote broadcast audience. More controversially, virtual billboards may be inserted into the
background where none exist in real-life. This technique is especially used in televised sporting events
Virtual product placement is also possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes or longer. The word
"infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an
infomercial is to create an impulse purchase, so that the consumer sees the presentation and then
immediately buys the product through the advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features, and commonly have testimonials
from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus
to a receiving device. Airtime is purchased from a station or network in exchange for airing the
commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio
advertising often cite this as an advantage.
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade
journal. This encompasses everything from media with a very broad readership base, such as a major
national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade
journals on very specialized topics. A form of press advertising is classified advertising, which allows
private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a
product or service.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed
purpose of delivering marketing messages to attract customers. Examples of online advertising include
contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social
network advertising, online classified advertising, advertising networks and e-mail marketing, including
e-mail spam.
Billboard advertising
Billboards are large structures located in public places which display advertisements to passing
pedestrians and motorists. Most often, they are located on main roads with a large amount of passing
motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers,
such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
Mobile billboard advertising
The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on
Lake Michigan.
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated
vehicles built solely for carrying advertisements along routes preselected by clients, they can also be
specially-equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are
often lighted; some being backlit, and others employing spotlights. Some billboard displays are static,
while others change; for example, continuously or periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the world, including:
 Target advertising
 One-day, and long-term campaigns
 Conventions
 Sporting events
 Store openings and similar promotional events
 Big advertisements from smaller companies
 Others
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in
visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-
catching displays promoting a specific product, and advertisements in such places as shopping carts and
in-store video displays.
Covert advertising
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in
entertainment and media. For example, in a film, the main character can use an item or other of a definite
brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with
the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another
example of advertising in film is in I, Robot, where main character played by Will Smith mentions his
Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot
and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on
the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega
Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most
notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a
large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the
whole film stops to show a Coca-Cola billboard.
Celebrities
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition
for their products and promote specific stores or products. Advertisers often advertise their products, for
example, when celebrities share their favorite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as television or print adverts to advertise
specific or general products.
The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can
be detrimental to the public relations of a brand. For example, following his performance of eight gold
medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's
was terminated, as Kellogg's did not want to associate with him after he was photographed smoking
marijuana.
RESEARCH METHODOLOGY
Research in common t er ms means a search f or knowledge. It can be said a j ourney of

discover y i.e. from something known facts to find an unknown fact. According to D.
Slesinger and M. Stephenson in the Encyclopaedia of Social Sciences “ Research is the
manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in constr uction of theor y or
in the practice of an ar t.”
Identification of research design

Descriptive research is the research t hat is carried mainly :
 To describe the characteristics or functions of relevant gr oups such as

organi zations, consumers, mar ket areas.
 To determine the perceptions of product characteristics.
 To make specific prediction.
In Descripti ve rese arch it is assumed that the researcher has prior i nfor mation about the
problem situation. In it prior for mulation of specific hypothesis is there so the
infor mation needed is clearly defined. It is pre planned and structured and invol ves the
detailed infor mation need and the data is quantified in it.
The research used in t his study is Descripti ve Research as:
 The topic is Understanding the attitude towards customer satisfaction

(after)ADVERT ISEMENT..
(Descriptive research is used to describe a characteristic of any group.)
 In this research satisfaction of customers is r eviewed based on the Price, Qualit y,

Deliver y ti me, & response ti me by the FMCG companies.
 The study is descriptive on the groun d as in descriptive study one studies
something based on any existing fact and the information is collect ed on the basis
of the problem, that has to be studied, regar ding which prior infor mation is there.
 In this study customer satisfaction is reviewed on the main parameters of product
i.e. customer satisfaction. Thus a particular perception of customers is studied on
a particular parameter which is i mportant in product for its perfor mance in mar ket.
Thus in this study the research is done on t he existing fact on overall Advertisement
quality of FMCG companies and to find how much the customers are satisfied from the
different companies in ter ms of their overall Advertisement quality.
The population in this study:
 The population is of al l Fmcg Product users of different FMCG companies.
The Sample in this study is:
 Customers who So ever Used any Fmcg product of any known f mcg company.
The sample desi gn that is used in this study is Non probability sampling.
 Non probability sampling is used as the cu stomers were selected and questions
were asked from them as they have used any product of different FMCG companies.
As there are so many Products varients of different FMCG companies, there was
equal chance of ever y f mcg company to be selected for survey .
(Non pr obability sampling is a technique which necessarily does not make any
criteria that each item will have the same probability to be included in the sample
as it is in probability sampling.)
Collection of data
The task of data collection is done af ter research problem has been identified and the
research design has been chal ked out.
There are two types of data which is to be kept in mind while deciding the method of
data collection for the study. The two t ypes of data are Pri mar y Data and Secondar y
Data.
 Pri mar y data: Pri mar y data is the data which is collected for the first time and is
fresh and is ori ginal i n character.
 Secondar y data: Secondary data is the data which is already available and has been
collected by someone else and has passed throug h statistical process.
TYPE OF RESEARCH- Descriptive Research.
The data used for this purpose would be both primary and secondary data.
METHOD OF DATA COLLECTION-

---Questionnaire surveys
SAMPLING PROCEDURE-:I have taken simple random sampling procedure during my

research.
Sample size- 150
Sample area- GREATER NOIDA

Question-1- What is the age of the respondents?
PARTICULARS NUMBERS
15-20 36
20-25 43
25-30 31
ABOVE 30 40
TOTAL 150
40 36
15-20
20-25
25-30
32 43
ABOVE 30
INTERPRETATION
*In above figure we see that 43 respondents are in the age of 20-25, 36
between the age of 15-20, 32 between the age of 25-30, 40 respondents
are above 30 age.
QUESTION -2 –Gender of the Respondents.
A- MALE [64] B- FEMALE [ 86]
Gender Numbers
Male 64
Female 86
Total 150
64
MALE
FEMALE
86
INTERPRETATION
*In above figure we can see that 86 (57%) respondents are female and
64 (43%) are male respondents
QUESTION 3- WHAT OCCUPATION YOU BELONG To ?

Answer-
A- PROFESSIONAL[40] B- STUDENT [65]

C- BUSINESSMAN[15] D- OTHERS[30]
Occupation Response
Professional 40
Student 65
Businessman 15
Others 30
30
40
15 PROFESSIONAL
STUDENT
BUSINESSMAN
OTHERS
65
INTERPRETATION
*In above Figure there is maximum number is of students i.e. 65
(43%),after that 40 (27%)are professionals , after that 30 are from other
groups ,and 15 respondents are from business field.
Question-4- Have you ever bought a FMCG product due to Satisfaction
by the Advertisements?
Answer-
Response NUMBER
YES 90
NO 60
TOTAL 150
Graphical Representation-
60
90 Yes
No
INTERPRETATION
*In above figure we can see that 90 (60%) people says that yes they
purchase product because they are satisfied with advertisement and 60
(40%) people says no they don’t buy any product due to satisfaction by
ads.
Q. 5- Do you like FMCG product advertisement during the programs
you watch?
Answer-
Options Response
Yes 40
No 60
Sometime 50
Total 150
Given in below Graph
60
60
50
50
40
40
30
20
10
0
YES NO SOMETIME
Response
INTERPRETATION
*In above figure we can see that 60 people says that they don’t like
advertisements during they watch any programs, 40 people likes the ads
during programs , and rest says sometimes.
Question 6- What type of advertising do you like ?
Answer-
Advertisement Type Response
Emotional 50
Motivational 60
Others 40
Total 150
Graphical Representation:-
60
60
50
50
40
40
30
20
10
0
Emotional Motivational Others
Responses
INTERPRETATION
*In above figure we can see that maximum people likes motivational
advertisement i.e. 60 people , 50 people says they like emotional ads and
40 people says the like every type of ads.
Question 7- From which source of advertising you most likely get the
information about FMCG Products ?
Answer-
Source Response
Television 55
Newspaper 35
Radio 10
Others 50
Total 150
60
50 55
50
40
30 35
20
10
10
0
T.V. News Paper Radio Others
Responses
INTERPRETATION
*In above figure we see that 55 people says that they mainly watch
advertisement on televisions, 35 people says news paper , 10 says radio
,and rest says from other sources.
Question 8- Which FMCG product you mainly buy due to advertisement.
Answer-
Product Response
Beverages 60
Soap & Detergent 20
Toothpaste 10
Food 50
Others 10
Total 150
Graphical Representation:
50
Beverages (60)
Soap&Detergent
60 (20)
Toothpaste(10)
10 Others (10)
Food (50)
10 20
INTERPRETATIO*in above figure we can see that 60 people says that

they buy beverages due to advertisement.
Question 9- From where you Normally buy FMCG products
Answer- Given In table below.
Place Response
Local Market 37
Spencer 12
Vishal Mart 08
Reliance Fresh 16
Others 27
TOTAL 150
27 37 Local Market
Spencer
16 08 12
Vishal Mart
Reliance Fresh
Others
INTERPRETATION
*In above figure we can see that maximum number i.e. 37 peoples buy
product from local market, 12 from spencer , 08 from vishal mart, 16
from reliance fresh , 27 from other shops.
Question 10- Have you ever Switch the product due to advertisement?
Answer-
Options Response
Yes 95
No 55
Total 150
55
YES
95
INTERPRETATION
*In above figure we can see that 95 people says yes they switch products
due to advertisement, and rest 55 people says that they never switch
product due to advertisement.
Question 11- Which FMCG Company product you prefer more?
Answer-
COMPANY PERCENTAGE
HUL 52
P&G 39
Patanjali 42
Others 17
Total 150
Company
17
52
42
HUL
P&G
Ptanjali
39
INTERPRETATION
*In above figure we can see that 52 people says they mainly prefer
HUL product, after that 39 peoples prefer p&g , after that 42people says
that they prefer patanjali , and rest says others.
Q. 12- Which FMCG Product’s advertising do you like the most?

Answer-
Product Response
Cold Drinks 30
Detergent 20
Toothpaste 30
Cosmetics 40
Toilet Soap 30
Total 150
150
120
90
60
30 40
30 30 30
20
0
Cold drink Detergent Toothpaste Cosmetics Toilet soap
Products
INTERPRETATION
*In above figure we see that 40 people likes cosmetic advertisement,30
people like coldrinks ads , 20 likes detergent ads, 30 likes toothpaste ads,
and 30 likes toilet soap ads.
QUESTION-13- Do you think companies have to do more about their

advertisement of product?
Answer-
Options Response
YES 80
NO 50
DON’T KNOW 20
TOTAL 150
Graphical Representation-
20
80 YES
50
NO
DON’T KNOW
INTERPRETATION
*In above figure we see that 80 people says that yes companies has to do
more about there advertisement of the product, 50 people says no
companies has not to do more advertisement and rest of them says they
don’t know.
QUESTION-14- How FMCG products advertisements are beneficial for you
as a customer ?
ANSWER-
Options RANKS
Create Awareness 58
30
Information about the new product
Create brand image 40
Support purchase decision 22
TOTAL 150
GRAPHICAL PRESENTATION
22
CREATE AWARENESS
58 INFORMATION ABOUT NEW

PRODUCT
CREATE BRAND IMAGE
40
SUPPORT PURCHASE
DECISION
30
INTERPRETATION
*In above figure we can see that 58 peoples says that advertisement
creates awareness , 30 people says they get information,40 people says it
creates brand image and rest says it support purchase decision.
QUESTION-15- Do you think as a customer that celebrity endorsement is

necessary for FMCG product advertisement ?
ANSWER-
OPTIONS RESPONSE
YES 81
NO 42
CAN’T SAY 27
TOTAL 150
Sales
0
27
YES
NO
81 CAN'T SAY
42
INTERPRETATION
In above figure we can see that 81 peoples says that yes celebrity
endorsement is necessary for FMCG product advertisement ,42 people
says NO and 27 people says can’t say.
FINDINGS
Following Are the Findings of My Study on this Topic:

 Problem solving and strategic planning experience having worked closely with sales teams to
generate insights to retain and grow customers. Client side and agency experience across a
range of service and FMCG companies.
 Creation of ‘Less gassy’ campaign - positive response rate of 55% in mainstream consumer
tests.
 The aim of the study was to quantify the average impact that European ad campaigns have
on traditional branding metrics, and create benchmarks for categories such as FMCG which
has traditionally not embraced the Internet as a key advertising medium.
 The largest rise will be in the automotive sector with those questioned within estimating that
online will represent 8.7% of total ad spend by 2011, a 123% increase. FMCG advertisers
predict a 59% increase in the share of online ad spend while entertainment brand advertisers
predict a 28% increase.
 People believe that internet is a vital component of their company’s advertising strategy.
 People say that rising broadband penetration is making online advertising more attractive.
 The online share of total ad spend will rise substantially over the next two years.
Perceived lack of research & measurement remains key barrier for advertisers.
CONCLUSION
Followings are the conclusions drawn out by this research report
o A significant no. of people go for brands while purchasing a FMCG PRODUCT.
o People advocated to the fact that advertising educates a customer.
o People definitely go for impulse purchases while purchasing a FMCG PRODUCT.
o MAJORITY of people get affected by celebrities and want to use the products which
their favorites use.
o MANY retailers agreed to the fact that advertising boosts the sale of slow moving items.
o They also advocated the fact that frequently changing advertisements is an effective way
to boost sales.
o They straight forwardly negated the fact that customers have right impact of
advertisement. They lay stress more on purchase advertising
RECOMMENDATIONS
While going through this research I found out various inputs of advertising and learnt a lot about the topic
which I would implement in practice during the course of my job. I want to add some suggestions which
are –
Firms should also look to trade promotion in combination with sales promotion as a fitting alternative
to boost their sales.
1. Firms should avoid using celebrities for endorsing their products which involves a high cost.
Instead they should use common people so that the masses get attached instantly.
2. Firms should not extrapolate the features of their products during advertisements.
3. The consumers should use their rational thinking instead of believing on advertisements while
going to purchase any FMCG product.
LIMITATIONS
Though fmcg companies seems to be ruling the roost in various segments of household goods industry,
findings suggest that its marketing strategies are not without loopholes. Let us have a look at these loopholes
or limitations in brief.
One very striking limitations is the fact that even though these products with all-pervasive marketing and
distribution channels, flourishing increasingly in different parts of the world there appears to be a visible
lack of channels providing them substantial access to semi-urban and rural areas. In other words, the products
of fmcg companies have a weaker grassroots bases.
The availability of these products to common people does not only depend on marketing network, but also
on the advertising strategies adopted . On this count culinary products
Don’t seem to offer much to create any stir and betray manifest upward trends in terms of widening
consumer base.
The pricing strategy adopted by fmcg companies shows considerable fluctuation which has led the
consumer base to remain almost stagnant in many segments. Usually, the prices of these products are too
high to make these affordable to the common masses and particularly those belonging to low income groups.
This phenomenon seems to be most evident in culinary goods segment, which constitutes the backbone of
FMCG’s industrial base.
Agricultural pursuits have not yet attained the status of industrial activities to a considerable degree. So,
the supply mechanism adopted by FMCG products 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
available agricultural input is too low to cater to the needs of manufacturers because ‘cultivation for industrial.
BIBLIOGRAPHY
BOOKS
 Briggs. (1998). "The Big Payoff". Advertising Age, Spring 1998,
 Rein. & Brennan, M. (1997). "The relative effectiveness of sound and animation in web
banner advertisements". Massey University Marketing Bulletin, .
MAGAZINES
 4 Ps
 Business Today
 Business World
NEWSPAPERS
 The Times Of India
 The Economic Times
INTERNET WEBSITE
 www.google.com
 www.hll.com
 www.unilever.com
QUESTIONNAIRE
You are invited to part icipate in a sur vey. It will take approxi mately 10 -15 minutes to
fill the questionnaire.
Your participation in t his study is voluntar y. There is no foreseeable risk associated

with this proj ect. However, if you feel uncomfortable answering any questions, you
may withdraw from the survey at any point of ti me. It is ver y i mportant for us to learn
your opinion. Your survey responses will be coded, remain strictly co nfidential and be
reported onl y in the aggregate.
Thank You!
Personal Details: -
Name:
Occupation
Question-1- What is the age of the respondents?
PARTICULARS
15-20
20-25
25-30
ABOVE 30
TOTAL
QUESTION -2 - GENDER OF THE RESPONDENTS.
A- MALE [ ] B- FEMALE [ ]
QUESTION 3- WHAT OCCUPATION YOU BELONGS ?

Answer-
A- PROFESSIONAL [ ]
B- STUDENT [ ]
C- BUSINESSMAN [ ]
D- OTHERS [ ]
Question-4- Have you ever bought a FMCG product due to Satisfaction
by the Advertisements?
A- YES [ ]
B- NO [ ]
Q. 5- Do you like FMCG PRODUCTS advertisement during the

programs you watch.
A- YES [ ]
B- NO [ ]
C- SOMETIMES [ ]
Question 6- What type of advertising do you like ?
A- EMOTIONAL [ ]
B- MOTIVATIONAL [ ]
C- OTHERS [ ]
Question 7- From which source of advertising you most likely get the
information about FMCG Products ?
A- TELEVISION [ ]
B- NEWSPAPERS [ ]
C- RADIO [ ]
D- OTHERS [ ]
Question 8- Which FMCG product you mainly buy due to advertisement.
A- Beverages [ ]
B- Soap & Detergent [ ]
C- Toothpaste [ ]
D- Food [ ]
E- Others [ ]
Question 9- From where you Normally buy FMCG products?
Local Market [ ]
Spencer [ ]
Vishal Mart [ ]
Reliance Fresh [ ]
Others [ ]
Question 10- Do you ever Switch the product due to advertisement?
A- Yes [ ]
B- No [ ]
Question 11- Which FMCG Company product you prefer more?
A- HUL [ ]
B- P&G [ ]
C- OTHERS [ ]
Q. 12- Which FMCG Product’s advertising do you like the most?
A- Cold Drinks [ ]
B- Detergent [ ]
C- Toothpaste [ ]
D- Cosmetics [ ]
E- Toilet Soap [ ]
QUESTION-13- Do you think companies have to think more about their

advertisement?
A- YES [ ]
B- NO [ ]
C- DON’T KNOW [ ]
QUESTION-14- HOW FMCG PRODUCT ADVERTISEMENT IS
BENEFICIAL FOR YOU AS CUSTOMER ?
A- Create Awareness [ ]
B- Information about the new product [ ]

C- Create brand image [ ]
D- Support purchase decision [ ]
QUESTION-15- DO YOU THINK AS A CUSTOMER THAT

CELEBRITY ENDORSEMENT IS NECESSARY FOR FMCG
PRODUCT ADVERTISEMENT?
A- YES [ ]
B- NO [ ]
C- CAN’T SAY [ ]

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ACKNOWLEDGEMENT

A truly independent project is a contradiction in terms. Every project involves contribution of

acknowledge all of them.

the staff members for providing me with great help.

UNDER THE GUIDANCE OF :- SUBMITTED BY-:

MR .NISHANT KUMA R SAGAR SADHWANI

“ROLE OF ADVERTISEMENT IN FMCG SECTOR” is an authentic record of my own

work carried out under the supervision of Ms. Pallavi Arora.

of any other degree.

Dated: ( SAGAR SADHWANI)

MBA 4TH SEMESTER

“ROLE OF ADVERTISEMENT IN FMCG SECTOR” is an authentic record of my own

work carried out under the supervision of Ms. Pallavi Arora.

of any other degree.

Dated: ( SAGAR SADHWANI)

MBA 4TH SEMESTER

The main players

Use it (the advertisers);

Different sorts of advertising

'Display', and 'classified'.

The Advertising Business: Structural Diagram

Moreover noncommercial advertisers government departments, charities, political parties and

How much advertising a given budget and brief will buy.

 That it is vulgar and tasteless; and

 That it exploits consumers and creates unnecessary needs.

Here are the main categories of work available:

EVOLUTION OF ADVERTISING INDUSTRY IN INDIA

- B Dattaram & Co claims to be the oldest existing Indian agency in

- ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake

- Enter the first foreign owned ad agencies

- Gujarat Advertising and Indian Advertising set up

- Expatriate agencies emerge: Alliance Advertising, Tata Publicity

- LA Stronach's merges into today's Norvicson Advertising

- D J Keymer gives rise to Ogilvy & Mather and Clarion

- LR Swami & Co, Madras

- LA Stronach & Co (India) Pr. Ltd, Bombay starts

- American importers hire Jagan Nath Jaini, then advertising manager

- Beginning of multinational agencies

- J Walter Thompson (JWT) opened to service General Motors business

- BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up

- J Walter Thompson Co Pr. Ltd formed

Indian agencies, foreign advertising in the thirties

- National Advertising Service Pr. Ltd. Bombay set up

- Universal Publicity Co, Calcutta formed

- Venkatrao Sista opens Sista Advertising and Publicity Services as first

- Indian Publicity Bureau Pr Ltd, Calcutta established

- Krishna Publicity Co Pr. Ltd, Kanpur begins operations

- Indian Broadcasting Company becomes All India Radio (AIR)

- Jayendra Publicity, Kolhapur started

- Lever's advertising department launches Dalda - the first major

- The Press Syndicate Ltd, Bombay set up

Indianising advertisements in the forties

- Navanitlal & Co., Ahmedabad set up

- Hindustan Thompson Associates (HTA), the current incarnation of

- Green's Advertising Service Agents, Bombay formed

- Advertising & Sales Promotion Co (ASP), Calcutta established

- Ranjit Sales & Publicity Pr. Ltd, Bombay started

- Efficient Publicities Pr. Ltd, Madras set up

- Eastern Psychograph Pr. Ltd., Bombay set up

- Everest Advertising Pr. Ltd, Bombay established

- Grant Advertising Inc, Bombay formed

- Swami Advertising Bureau, Sholapur started

- RC Advertising Co, Bombay set up