Farhad HUL

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INTRODUCTION

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INTRODUCTION

DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means to turn to.

The dictionary meaning of the term is to give public notice or to announce publicly.

Advertising may be defined as the process of buying sponsor-identified media space

or time in order to promote a product or an idea.

The American ar!eting Association, "hicago, has defined advertising as any form

of non-personal presentation or promotion of ideas, goods or services, by an identified

sponsor.

What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers

to by products with a view to ma#imi$ing a company%s profits.

The elements of advertising are&

'i( )t is a mass communication reaching a large group of consumers.

'ii( )t ma!es mass production possible.

'iii( )t is non-personal communication, for it is not delivered by an actual person, nor is it

addressed to a specific person.

'iv( )t is a commercial communication because it is used to help assure the advertiser of a

long business life with profitable sales.

'v( Advertising can be economical, for it reaches large groups of people. This !eeps the cost

per message low.

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'vi( The communication is speedy, permitting an advertiser to spea! to millions of buyers in

a matter of a few hours.

'vii( Advertising is identified communication. The advertiser signs his name to his

advertisement for the purpose of publici$ing his identity.

What is Included in Advertisin?

'i( The information in an advertisement should benefit the buyers. )t should give them a

more satisfactory e#penditure of their rupees.

'ii( )t should suggest better solutions to their problems.

'iii( The content of the advertisement is within the control of the advertiser, not the medium.

'iv( Advertising without persuasion is ineffective. The advertisement that fails to influence

anyone, either immediately or in the future, is a waste of money.

'v( The function of advertising is to increase the profitable sales volume. That is, advertising

e#penses should not increase disproportionately.

Advertisin includes the !"ll"#in !"rms "! messaes& The messages carried in-

+ewspapers and maga$ines

n radio and television broadcasts

"ircular of all !inds, 'whether distributed by mail, by person, thorough tradesmen, or by

inserts in pac!ages(

ealer help materials,

/indow display and counter 0 display materials and efforts

tore signs, motion pictures used for advertising,

+ovelties bearing advertising messages and ignature of the advertiser,

Label stags and other literature accompanying the merchandise.

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What is e$cluded !r"m Advertisin?

Advertising is not an e#act science. An advertiser%s circumstances are never identical with

those of another he cannot predict with accuracy what results his future advertising efforts

will produce.

'i( Advertising is not a game, because if advertising is done properly, both the buyer and the

seller benefit from it.

'ii( Advertising is not a toy. Advertiser cannot afford to play with advertising. Advertising

funds come from sales revenue and must be used to increase sales revenue.

'iii( Advertisements are not designed to deceive. The desire and hope for repeat sales insures

a high degree of honesty in advertising.

The activities e$cluded !r"m advertisin are%

The offering of premiums to stimulate the sale of products

The use of e#hibitions and demonstrations at fairs, show and conventions

The use of samples and activities, involving news releases and the activities of personal

selling forces The payment of advertising allowances which are not used for advertising

The entertainment of customers

Advertisin O&'ectives

3ach advertisement is a specific communication that must be effective, not 4ust for

one customer, but for many target buyers. This means that specific ob4ectives should be set

for each particular advertisement campaign. Advertising is a form of promotion and li!e a

promotion the ob4ectives of advertising should be specific. This re5uires that the target

consumers should be specifically identified and that the effect which advertising is intended

to have upon the consumer should be clearly indicated. The ob4ectives of advertising were

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traditionally stated in terms of direct sales. +ow, it is to view advertising as having

communication ob4ectives that see! to inform persuade and remind potential customers of

the worth of the product. Advertising see!s to condition the consumer so that he7she may

have a favourable reaction to the promotional message. Advertising ob4ectives serve as

guidelines for the planning and implementation of the entire advertising programme.

The &asic "&'ectives "! an advertisin (r"ramme ma) &e listed as &el"#%

'i( To stimulate sales amongst present, former and future consumers. )t involves a decision

regarding the media, e.g., T8 rather than print

'ii( To communicate with consumers. This involves decision regarding copy

'iii( To retain the loyalty of present and former consumers. Advertising may be used to

reassure buyers that they have made the best purchase, thus building loyalty to the brand

name or the firm.

'iv( To increase support. Advertising impliedly bolsters the morale of the sales force and of

distributors, wholesalers, and retailers, it thus contributes to enthusiasts and confidence

attitude in the organi$ational. &

'v( To pro4ect an image. Advertising is used to promote an overall image of respect and trust

for an organi$ation. This message is aimed not only at consumers, but also at the

government, shareholders, and the general public.

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Im("rtance "! Advertisin

:enerally, advertising is a relatively low-cost method of conveying selling messages

to numerous prospective customers. )t can secure leads for salesmen and middlemen by

convincing readers to re5uest more information and by identifying outlets handling the

product. )t can force middlemen to stoc! the product by building consumer interest. )t can

help train dealers salesmen in product uses and applications. )t can build dealer and

consumer confidence in the company and its products by building familiarity. Advertisin

is t" stimulate mar*et demand. /hile sometimes advertising alone may succeed in

achieving buyer acceptance, preference, or even demand for the product, it is seldom solely

relied upon. Advertising is efficiently used with at least one other sales method, such as

personal selling or point-of-purchase display, to directly move customers to buying action.

Advertising has become increasingly important to business enterprises 0both large

and small. utlay on advertising certainly is the voucher. +on-business enterprises have also

recogni$ed the importance of advertising. The attempt by army recruitment is bases on a

substantial advertising campaign, stressing the advantages of a military career. The health

department populari$es family planning through advertising Labour organi$ations have also

used advertising to ma!e their viewpoints !nown to the public at large. Advertising assumes

real economic importance too. Advertising strategies that increase the number of units sold

stimulate economies in the production process. The production cost per unit of output is

lowered. )t in turn leads to lower prices. Lower consumer prices then allow these products to

become available to more people. imilarly, the price of newspapers, professional sports,

radio and T8 programmes, and the li!e might be prohibitive without advertising. )n short,

advertising pays for many of the en4oyable entertainment and educational aspects of

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contemporary life. Advertising has become an important factor in the campaigns to achieve

such societal-oriented ob4ectives such as the discontinuance of smo!ing, family planning,

physical fitness, and the elimination of drug abuse. Though in )ndia, advertising was

accepted as a potent and recogni$ed means of promotion only *9 years ago, its growing

productive capacity and output necessitates the finding of consumers and advertising plays

an important role in this process. Advertising helps to increase mass mar!eting while

helping the consumer to choose from amongst the variety of products offered for his

selection. )n )ndia, advertising as a profession is in its infancy.


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That%s the power of sales promotions in building a brandB

uper aver ffer for ?All

Around ecay =rotection?.


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of small brands, which have limited mar!ets. The popular and premium brands include

Lifebuoy, Lu#, "inthol, Liril, Ee#ona, and +irma. oaps form the largest pie of the @":

ar!et with bathing H toilet soaps accounting for around 2DI of the soap mar!et, by value.

"urrently, the soap industry is divided into three segments namely =remium, =opular and

3conomy7 ub popular To fight competition, ma4or players industan Jnilever Ltd 'JL(,

:odre4 "onsumer =roducts Ltd ':"=L( and /ipro "onsumer "are H Lighting are now

drawing up fresh game plans. And the accent is clearly on innovation to gain mind share as

well as mar!et share in this overcrowded category.

Eemember the K)s it love> +o it%s ove% ads> )n the 1GGDs, when everything had to be low

priced, consumer goods ma4or industan Jnilever launched a brand of soap that was

considered e#pensive, frightfully e#pensive , for the times we lived in. @or about Es 2D for a

bar, it was nearly twice as e#pensive as any toilet soap brand that was then sold in )ndia. This

was a time when hanging out for coffee was at the neighbourhood Jdupi restaurant that

charged Es ; for a serving and not the


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claim that ove has grown by 1DDI in shampoos and *2 by 6*I in soaps. ove is the

largest premium brand in the industan Jnilever portfolio, says Ea4aram +arayanan, vice

president, hair care and La!me, JL. +ow the ove portfolio delivers Es 9DD crore in

sales. Real W"men Face Test The faces that represent the Es 9DD crore premium brand are

of ordinary women. The faces that represent industan Jnilever%s 'JL( biggest premium

soap brand are not familiar. @or, they represent 11 ordinary women who won ove%s Eeal

/omen @ace Test 0 a campaign that received over 6,9DD entries. Eecently the fast moving

consumer goods ma4or

put all of them on billboards, newspapers and on television to endorse the Es 9DD crore

brand in a high voltage advertisement campaign. That%s ove%s way of going off the beaten

trac! in its communication strategy. Jnli!e other soap advertisements, the premium brand

did not use the usual models or movie stars. )nstead, it got real women who use the product

to give testimonials of their e#perience with the brand. )n ay *DDC, JL launched ove

shampoo from Jnilever%s portfolio. @or ove%s hair wash variant too, JL initiated huge

sampling in malls by setting up counters where consumers could get their hair washed and

then photographed. These pictures were showcased in the ove :allery. As a result,

testimonials were not 4ust on T8, but also online through consumer-generated content and in

print. The same year, the company also launched shampoo sachets priced at 9D paise each in

an effort to increase penetration and usage of the product in rural and poor households Jntil

these launches JL%s presence in shampoos has largely been restricted to so-called

midpriced shampoos with its "linic and unsil! brands and their variants. The changes seem

to have wor!ed for the company. According to research firm A" +ielsen, JL%s share in

the haircare business went up by one percentage point from 6CI in the first 5uarter of *DDC

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to 6FI in the ecember 5uarter. )n comparison, its nearest rival =rocter and :amble%s

'=H:( share fell from *9I to *2.2I. ove is a classic case of consistency especially in a

country li!e )ndia where people have come of age in terms of affluence. The soap%s

advertisements are very timely. ales of the soap have been growing at over 6D per cent

annually and the recently launched shampoo variant at 1DD per cent. ove is now almost a

Es 9DD crore brand, with soaps accounting for around half of that figure. The rest comes

from hair care, a category launched two years ago.

antoor, )ndia?s third-highest selling soap brand, and outh )ndia?s second biggest soap brand

has been built assiduously with advertising that has presented the antoor /oman in a

?mista!en identity? situation. The campaign, which is in its *Dth year, !eeps getting refreshed

every two years. /omen want their s!in to lie about their age. The image managers of

antoor, which has become the largest selling soap brand in outh )ndia, has made that the

main selling point of their promotion campaign over the years. =reviously in tune with the

mood of the country antoor came out with a film that shows the antoor woman entering a

voting booth, to cast her vote,

only to be stopped for ?age proof?. Again a new interpretation of the mista!en identity theme.

Aeless s*in cam(ain ver the years pricing obviously played a crucial part. antoor was

originally launched in 1GF9 as an ordinary soap with sandalwood and turmeric being its

main ingredients. Though oti and ysore andal soap were the other brands which had

sandal as main ingredient, they were available for a premium. /ipro tried to position the

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soap in the s!incare segment at a popular pricing. owever, when the company realised that

by ban!ing on ingredients may not bring good results for long, it decided to reposition the

brand from being ingredient-oriented to benefit-oriented on a platform of Kyounger loo!ing

s!in%.

The theme of Kageless s!in%, captured first in a T8 advertisement *D years bac!, has

remained constant over the years. And the company intends to !eep it that way as long as

it%s bringing the right results./hile the theme has remained constant, the antoor woman

has evolved. )n the first two years, the antoor woman was at a wedding ceremony she was

buying bangles she was buying a boo! etc. After that she began going to aerobics classes,

and then after four-five years we too! her to do dress designing. )nterestingly antoor had

come out with a cric!et film in time for the /orld "up. As a result of the campaign women

see themselves in every single antoor soap ad. That may not be an e#aggeration as women

are surely buying the soap in large numbers. )n the first 5uarter of the last fiscal, antoor

became the largest brand in its category in outh )ndia in value mar!et share, though the

company has 4ust C.9 per cent share in the )ndian personal care soap mar!et worth around Es

F,DDD crore. )n other mar!ets, antoor has gradually begun to garner mar!et share. )n

aharashtra, it is number three in terms of value though the brand is almost nec!-and-nec!

with Lifebuoy in rural aharashtra, with a mar!et share of **.C per cent 'Lifebuoy is at **.G

per cent(.

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Fair and lovely scholarship The @air H Lovely scholarships are awarded

annually to deserving young girls who intend to pursue higher education in )ndia leading to

:raduation, =ost-:raduation and =h. Awarded by the @air H Lovely @oundation, the Es

1DD,DDD (J *9DD( scholarship is meant for women Kwith an aptitude and ambition to

achieve their goals%. To provide visibility and synergy to the @air H Lovely "ampaign -

Eeliance "ommunications% E /orld platform was thought to be the best medium for

advertising the cholarship programme for women as it gives a high reach in the desired

target group The @oundation specifically targets women who are from the low-income

groups in the rural and urban )ndia. This being a "E activity the ob4ective was to enable

lead generation of potential women candidates with a cost effective campaign as industan

Jnilever Ltd did not include the traditional media 0 T8 H =rint in its plan. To brea! free

from the clutter of the traditional medium and be the first brand under the industan Jnliver

Limited umbrella to e#plore the mobile platform which has never been used by the company

in )ndia before. )nduce call for action by enticing the user to fill in personal important

details after sharing the cholarship and @air H Lovely @oundation information which then

could be followed upon to shortlist the

applications received.


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Im(act "! Advertisin%

The identity of brand, from the perspective of consumers, is the foundation of a good

brand-building program. 3ffective brand management encompassing brand personality is of

paramount importance in reaching the overall company goals of satisfaction, loyalty, and

profitability.

Advertising effectiveness can be measured by brand and advertising evaluations. The

purpose of this paper is to analyse the strategies of effective brand building and managing

the same with reference to ac5uiring optimum customer value for long-run competitive

gains.

The tudy which ) had done in this was about to analy$e the advertising

effectiveness of industan Jnilever Limited and its effect on consumer buying behavior.

@irst of all ) had to go with some past studies which are called Literature review to !now the

way of completing the pro4ect or some valuable ideas regarding my studies.

After literature review, ) came to !now that what variable ) should include in my study,

considering those variables ) prepared the 5uestionnaire to !now the desired results and

chec!ed it with one small sample i.e. 1D people.

uring testing the 5uestionnaire, ) came to !now some points which i had to change in the

5uestionnaire to put off the confusion of the respondents.

Then ) collected the data of 9D people using convenient sampling. )nformation was collected

related to the effect of advertising on consumer buying behavior with the help of a

5uestionnaire.

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I23ACT OF ADVERTISE2ENT

Advertising has an important effect on a country%s economy, society, culture, and

political system. This is especially true in the Jnited tates where the advertising industry

plays such a prominent role.

-, Ec"n"mic Im(act

ost economists believe that advertising has a positive impact on the

economy because it stimulates demand for products and services, strengthening the

economy by promoting the sale of goods and services. anufacturers !now that

advertising can help sell a new product 5uic!ly, enabling them to recoup the costs of

developing new products.


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ther economists, however, believe that advertising is wasteful. They argue

that the cost of advertising adds to the cost of goods and that most advertising simply

encourages consumers to buy one brand rather than another. According to this view,

advertising simply moves sales from one company to another, rather than increasing

sales overall and thereby benefiting the economy as a whole.

0, S"cial Im(act

Advertising can have wide-ranging repercussions on a society. ome critics

suggest that advertising promotes a materialistic way of life by leading people to

believe that happiness is achieved by purchasing products. They argue that

advertising creates a consumer culture in which buying e#citing new products

becomes the foundation of the society?s values, pleasures, and goals.

ther critics e#press concern over the way advertising has affected women

and racial minority groups. Ads in the 1G9Ds depicted women primarily as decoration

or se# ob4ects. Although millions of women wor!ed outside the home in the 1G;Ds,

ads continued to focus on their role as homema!ers. /hether owing to the feminist

movement or to women?s increasing economic power, after the 1G;Ds it became more

common to see women depicted in professional roles. owever, many ads today still

emphasi$e a woman%s se#uality.

The way advertising has depicted racial minorities has also been harmful.

=rior to 1G;D, African Americans were usually shown in a subordinate position. ue

to the influence of the civil rights movement, however, advertisers by the 1GFDs had

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begun to depict African Americans as students, professionals, or business people.

owever, many African American organi$ations and community activists continue

to ob4ect to the way that alcohol and tobacco companies have seemingly targeted

low-income minority communities with a heavy preponderance of outdoor

advertising for their products.

As ads have begun to more fully reflect the lives of women and African

Americans in the Jnited tates, increasing attention has been paid to the way in

which advertising shows other ethnic groups, including ispanics, Asians, +ative

Americans, and 3astern 3uropeans. There is still considerable debate over how

advertising influences public perception of gender and of particular ethnic groups.

Advertising has a ma4or social impact by helping sustain mass

communications media and ma!ing them relatively ine#pensive, if not free, to the

public. +ewspapers, maga$ines, radio, and broadcast television all receive their

primary income from advertising. /ithout advertising, many of these forms of mass

communication might not e#ist to the e#tent that they do today, or they might be

considerably more e#pensive, offer less variety, or even be sub4ect to government

control through subsidies. )n-depth news programs, a diversity of maga$ines, and

free entertainment might no longer be widely available.

At the same time, however, some critics warn that because advertising plays

such a ma4or economic role, it may e#ercise undue influence on the news media and

thereby curtail the free flow of information in a free society. Eeporters and editors,

for e#ample, may be hesitant to develop a news story that critici$es a ma4or

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advertiser. As a result, society might not be alerted to harmful or potentially harmful

conduct by the advertiser. ost members of the news media deny that pressure from

an advertiser prevents them from pursuing news stories involving that advertiser, but

some members of the media ac!nowledge that they might not be inclined to

investigate an issue aggressively if it threatened to offend a ma4or advertiser.

Advertisers may affect media programming in other ways, too, critics charge.

@or e#ample, companies that sponsor T8 programs prefer relatively wholesome,

noncontroversial programming to avoid offending a mass audience. This preference

causes T8 networ!s to emphasi$e this type of programming. The result is that

society may be denied the benefits of being able to view challenging or highly

original entertainment programs or news programs on controversial issues.


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that many adolescent girls are unduly influenced by this standard of beauty, become

dissatisfied with their own bodies, and may develop eating disorders in pursuit of a

thin figure. +ew research suggests that adolescent boys are also being influenced by

advertising images of bul!ed-up, buffed bodies. As a result, many become

dissatisfied with their own body image, devote large amounts of time to

weightlifting, and may even ta!e drugs that have harmful side effects in order to

develop more muscle. Those over the age of ;D are thought to be less influenced by

advertising, but some elderly people no longer process messages as easily as younger

people, ma!ing them more susceptible to 5uestionable advertising claims.

4, 3"litical Im(act

Advertising is now a ma4or component of political campaigns and therefore

has a big influence on the democratic process itself. )n 1GGF more than 6;C million

was spent on election campaigns in the Jnited tates. That amount of spending

placed political advertising in the ran!s of the country%s 2D leading advertisers that

year. =olitical advertising is a relatively new development in J.. history.

Advertising professionals did not become involved in electoral campaigns until the

1G9Ds.


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statewide office because it can reach so many people at once. "andidates can also

use advertising to respond effectively to the charges of their opponents.

8arious campaign finance reform proposals, however, have tried to address

the impact of television advertising on political campaigning.


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advertising to sell to consumers around the world. ome critics argue that advertising

messages are thus helping to brea! down distinct cultural differences and traditional

values, causing the world to become increasingly homogeneous.

any advertising campaigns, however, have universal appeal, overriding

cultural differences, or they contribute to culture in a positive way. umor in

advertising has made many ad campaigns widely popular, in some cases achieving

the status of fol!lore or ta!ing on new life in another arena. @or e#ample, a popular

ad campaign for a fast-food chain with the slogan /here%s the beef> became part

of the 1GFD emocratic presidential primary campaign between :ary art and

/alter ondale. The ad ridiculed a competitor by depicting a small hamburger patty

dwarfed by a huge bun. uring a primary debate one of the candidates used the ad

slogan to suggest that his opponent%s campaign lac!ed substance.

Im("rtance "! measurin the E!!ectiveness "! Advertisin

6-7 It acts as a Sa!et) measure

Testing effectiveness of advertising helps in finding out ineffective advertisement

and advertising campaigns. )t facilitates timely ad4ustments in advertising to ma!e

advertising consumer oriented and result oriented. Thus waste of money in faulty advertising

can be avoided.

607 3r"vides !eed&ac* !"r remedial measures

Testing effectiveness of advertising provides useful information to the advertisers to

ta!e remedial steps against ineffective advertisements.

647 Av"ids ("ssi&le !ailure

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Advertisers are not sure of results of advertising from a particular advertising

campaign. 3valuating advertising effectives helps in estimating the results in order to avoid

complete loss.

657 T" 'usti!) the Investment in Advertisin

The e#penditure on advertisement is considered to be an investment. The investment

in advertising is a mar!eting investment and its ob4ectives should be spelt out clearly

indicating the results e#pected from the campaign. The rate and si$e of return should be

determined in advance. )f the e#pected rate of return is achieved in terms of additional

profits, the advertisement can be considered as effective one.

687 T" *n"# the c"mmunicati"n E!!ect

The effectiveness of the advertisement can be measured in terms of their

communication effects on the target consumers or audience. The main purpose of

advertising is communicated the general public, and e#isting and prospective consumers,

various information about the product and the company. )t is therefore desirable to see! post

measurements of advertising in order to determine whether advertisement have been seen or

heard or in other words whether they have communicated the theme, message or appeal of

the advertising.

697 C"m(are t#" mar*ets

Jnder this procedure, advertising is published in test mar!ets and results are

contrasted with other. ar!ets 0 so called control mar!ets 0 which have had the regular

advertising program. The measurements made to determine results may be measurements of

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change in sales, change in consumer attitudes, changes in dealer display and so on

depending upon the ob4ectives sought by the advertiser.

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O:;ECTIVES OF T


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O:;ECTIVES OF T


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CO23AN= 3ROFI>E

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CO23AN= 3ROFI>E

industan Jnilever Limited has traditionally been a company, which incorporates latest

technology in all its operations. The industan Jnilever Eesearch "entre 'JE"( was set

up in 1G9F, and now has facilities in umbai and


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spread across *D distinct consumer categories, touch the lives of two out of three )ndians.

They endow the company with a scale of combined volumes of about 6 million tonnes and

sales of Es.1D,DDD crores.

The leading business maga$ine, Forbes Global, has rated industan Lever as the best

consumer household products company. Far Eastern Economic Review has rated LL as

)ndia%s most respected company.

The vision that inspires LL?s 2*,6DD employees '6D,DDD including :roup "ompanies(,

including about 1,6*9 managers, is to meet everyday needs of people everywhere - to

anticipate the aspirations of our consumers and customers and to respond creatively and

competitively with branded products and services which raise the 5uality of life. This

ob4ective is achieved through the brands that the company mar!ets.

)t is an ethos LL shares with its parent company, Jnilever, which holds 91.99I of the

e5uity. A @ortune 9DD transnational, Jnilever sells @oods and ome and =ersonal "are

brands through 2DD subsidiary companies in about 1DD countries worldwide with products

on sale in a further 9D.

:usiness nature

LL is )ndia?s largest mar!eter of oaps, etergents and ome "are products. )t has the

country%s largest =ersonal =roducts business, leading in hampoos, !in "are =roducts,

"olour "osmetics, and eodorants. LL is also the mar!et leader in Tea, =rocessed "offee,

branded /heat @lour, Tomato =roducts, )ce cream, oups, Pams and 5uashes.

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LL is also one of the country?s biggest e#porters and has been recognised as a :olden

uper tar Trading ouse by the :overnment of )ndia it is a net foreign e#change earner.

LL is )ndia?s largest e#porter of branded fast moving consumer goods =roducts,


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"olour "osmetics, LL mar!ets the La!me and 3lle-1F ranges. )n eodorants, the !ey

brands are Ee#ona, A#e, enim and =ond?s, while the

Talc brands are =ond?s, Liril, @air H Lovely, 8aseline and Lifebuoy. A#e and enim are

LL%s franchises for en%s toiletries. LL has recently launched Lever Ayush Ayurvedic

ealth H =ersonal "are =roducts.

LL has started franchised La!me


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benchmar!ing competition, dropping prices is all about triggering growth and this has

always been an integral part of their

strategy. traddling almost every price segment with its MJs, LL has also been trying to

upgrade its consumers, even at the cost of cannibali$ing its own brands.


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many competitors, he relied upon his own personal magnetism to attract attention to his

merchandise. ften it became necessary for him to resort to persuasion to pinpoint the

advantages of his products. Thus, the seller was doing the complete promotion 4ob himself.

evelopment of retail stores, made the traders to be more concerned about attracting

business. )nforming customers of the availability of supplies was highly important. ome

types of outside promotion were necessary. igns on stores and in prominent places around

the city and notices in printed matters were sometimes used.

/hen customers were finally attracted to the store and satisfied with the service at

least once, they were still sub4ected to competitive influences therefore, the merchant%s

signs and advertisements reminded customers of the continuing availability of his services.

ometimes traders would tal! to present and former customers in the streets, or 4oin social

organi$ations in order to have continuing contacts with present and potential customers.

As the mar!ets grew larger and the number of customers increased, the importance

of attracting them also grew. )ncreasing reliance was placed on advertising methods of

informing about the availability of the products. These advertising methods were more

economical in reaching large numbers of consumers. /hile these advertising methods were

useful for informing and reminding and reminding, they could not do the whole promotional

4ob. They were used only to reach each consumer personally. The merchant still used

personal persuasion once the customers were attracted to his store.

The invention of hand press increased the potentialities of advertising.


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pamphlet as an advertising medium. The early e#amples of these pamphlets disclose their

sponsorship by companies want to generate goodwill for their activities. The low cost of

posters and handbills encouraged a number of publishers to e#periment with other methods.

HLL (Hindustan Lever Limited) now HUL (Hindustan Unilever Limited)

industan Lever Limited 'LL( is )ndia?s largest fast moving consumer goods company.

)t is a leading player in home and personal care products, foods and beverages, and

speciality chemicals.

The product portfolio with its wide range of products sets LL apartB )t has achieved mar!et

leadership in soaps and detergents 'urf( as well as hair and s!in care products 'un il!,

ove, amam(. )t is the second largest manufacturer of dental care products '"lose-up,

=epsodent(. LL is also mar!et leader in tea 'Ta4(, processed coffee ' used sales

(r"m"ti"n (r"rammes t" &uild its &rands,

1. "onsider this& /hen ove was launched in the mar!et, people had a certain reservation

against the product. /hy>

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There were two reasons&

a. =rice factor. ost housewives found ove to be pretty steep and thus consumption was

restrained.

b. econdly, the rumours of one of its ingredients being animal fat.

LL began a sales promotion campaign& :et ove soap free with a !ilo of urf 3#cel.

/ith this promotion tactic, LL got the opportunity of converting non-users of ove

to users. At the same time changing attitudes of other detergent users by converting them

to urf users.

*. n the other hand, LL sought to increase usage of "lose-Jp amongst the target

audience by introducing the travel tube, initially giving it free with every *DDgm pac! of

toothpaste bought.

2. /hen attac!ed by "avincare of @airever fame, LL adopted a defensive strategy by

giving awayone more @air and Lovely free with every purchase of it'


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3O3U>AR :RANDS%

Cl"se+u(

"loseup is synonymous with K@reshness% that gives you the confidence to be close to

someone.

"loseup, since its launch, has been synonymous with K@reshness% that gives you the

confidence to have close physical pro#imity with someone.

The brand has always had a youthful communication, one that has always been uni5ue and

fun using music, song and dance to get its message across.)t is aimed at every person who is

young at heart.

e) !acts

@irst JL offering in the oral care category

@irst gel toothpaste in )ndia 0 launched in 1GFD

ar!et leader in the gel-segment for almost 2 decades

a!ing stars out of models

Fr"m "ur rane

"loseup Eed "loseup Lemon int "loseup enthol

Clinic All Clear

2;


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+ew "lear. Qero dandruff, Pust fabulous hair

The "linic All "lear brand was launched in 1GFD in )ndia. )t was !nown as "linic pecial

then and its name was later changed to "linic All "lear in 1GG;.The brand is also present as

Clearin 16 other countries worldwide. To align itself to the international 5uality standards

this year "linic All "lear has been relaunched this year as "lear.

e) !acts

=resence in countries li!e )ndonesia, thailand, phillipines, vietnam, arabia, russia, tur!ey

etc "linic is "lear is the only brand that offers specially formulated Anti dandruff shampoo

for men "linic All "lear also has Anti andruff air il that

Fr"m "ur rane

"lear Active "are "lear air falldefense

"lear Eadiant


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=ears launched in )ndia in 1GD*, e#uberates a long heritage of purity. )t is so pure that you

can actually see through itB

=ears launched in )ndia in 1GD*, e#uberates a long heritage of purity and has a pristine

5uality.

/ith the goodness of glycerine H natural oils, =ears is gentle enough, even for a baby%s s!in

and hence recommended by doctors and pediatricians worldwide. )t is so pure that you can

actually see through itB

e) !acts

The story of this popular soap was first created in 1CFG by a young man called

Andrew =ears. This is from whom it derived its nameB

The most famous =ears ?face? is ?


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AR3 is a cool, iconic, youth brand available in more than ;D countries. )n )ndia, A#e, which

has been launched in 1GGG, is the largest selling ale eodorant.

AR3 is a cool, iconic, youth brand available in more than ;D countries around the world. )t

was launched in )ndia in 1GGG and has already become the largest selling ale eodorant in

)ndia. Apart from the deos,

e) !acts +umber 1 male deodorant brand in )ndia.

Available in over ;D countries.irst

Fr"m "ur rane

A#e )nstinct -eodorant H Aftershaving lotion

A#e ar!Temptation- eodorant H Aftershaving lotion

A#e =ulse -eodorant H Aftershaving lotion

A#e enim 0eodorant H Aftershaving lotion

A#e "lic! -

eodorant

A#e Touch -

eodorant

A#e imension 0

eodorant Limited3dition

A#e ummer 0

eodorant Limited3dition

#alit) Wall@s

2G


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Mwality /all%s, the brand with a big heart, offers a range of delightful fro$en desserts that

bring smiles to the faces of millions of )ndians 0 !ids, teens and adults. /e do so with our

very popular brands - "ornetto, @east, =addle =op, election H our award winning parlour

concept, wirl%s.

e) !acts

Jnilever is the world?s largest ice cream manufacturer with an annual turnover of

more than S9 billion.

eartbrand products are sold in more than 6D countries worldwide

Fr"m "ur rane

"ornetto @east =addle =op election

Ta' 2ahal

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A taste for the finer things in life.

"rafted from carefully selected tender leaves from )ndia%s finest tea gardens, the lingering

aroma of Ta4 ahal always has an impact. /hen a cup of Ta4 is served, compliments

follow.

Ta4 ahal is not 4ust a cup of tea, it is a sensory e#perience.

e) !acts

Ta4 ahal was launched in 1G;; by


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Research

2eth"d"l")

RESEARC< 2ETOG=

6*


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RESEARC< DESIGN

The research design is the conceptual structure with in which research is conducted

it consist the blue print of the collection measurement and analysis of data.

)n that pro4ect the research design was adopted for the escriptive research study

the e#ploratory research studies are also termed as formulative research studies. The main

purpose of such studies is that of formulating a problem for more precise investigation or of

developing the wor!ing hypothesis from an operational point of view

The main purpose of the study was to tell the consumer perception in KA . The ma4or

emphasis was on the discovery of the ideas and opinions of the consumers at different levels

in the e#isting environment.

Two methods that are used for the study are&

1. The survey of concerning literature.

*. The e#perience study.

SA23>E DESIGN

A sample design is a definite plan for obtaining a sample from a given population. )t refers

to the techni5ue or the procedure the researcher would adopt in selecting items for the

sample. The sample design is determined before data are collected.

The sampling used for the study is "onvenience ampling. Jnder this sampling

design every item or the universe has e5ual chance or inclusion in the sample because this is

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"onsumers% =erception survey, so we give each person at any place an e5ual probability of

getting into the sample.

The JL random sampling are&

1. )t gives each element in the population an e5ual probability of getting into the

sample and all choices are independent of one another.

*. )t gives each possible sample combination an e5ual probability of being chosen.

ATA "LL3"T)+

TN=3 @ ATA

)n the survey two types of data are collected&

1. =rimary data& These data%s are those which are collected for the first time and

therefore original in nature.

*. econdary data& ata, which have already been collected by someone else and hence

=assed through the statistical process.

ATA JE"3

=E)AEN ATA "LL3"T)+

@or the collection of the primary data following methods were used&

1. )nterview method& =ersonal interviews of the customers are ta!en at different levels

to get their opinions and suggestions. And the interview was structured in nature.

*. uestionnaire method& tructured 5uestionnaire on the basis of information collected

from different sources. The 5uestionnaire contains both open and ended 5uestions.

3"+AEN ATA "LL3"T)+

econdary data were collected from the following sources&

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ANA>=SIS

INTER3REATIONS

6;


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ANA>=SIS INTER3REATIONS

-, Fr"m #here d" )"u et in!"rmati"n a&"ut the ne# (r"duct?

Ans#ers N", "! res("ndentsTelevisi"n 6*Ne#s(a(ers *;2aaBines 11Internet ;3eers 6Famil) / Friends7 19

Inter(retati"n%

A large si$e of population is influenced by Television and +ewspapers.

6C


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0, Which !"rm "! advertisement d" )"u li*e m"re?

Ans#ers N", "! res("ndents

Still imae *F

2"vin imae C*

Inter(retati"n%

=eople are more affected by advertisement with moving image.

6F


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4, F"r )"u advertisement is a s"urce "! %


)nformation ;*

3ntertainment 2F

Inter(retati"n%

ore number of people consider advertisement as a source of information ratherthan a source of entertainment.

6G


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5, D"es entertainin advertisement a!!ect )"ur "(ini"n a&"ut the(r"duct?


Nes *;

+o C6

Inter(retati"n%

3ntertaining advertisement does not affect the opinion of customer about the product

9D


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8, D"es in!"rmati"n (r"vided in advertisement a!!ects )"ur "(ini"na&"ut the (r"duct?


=es FC

N" 12

Inter(retati"n%

)nformation provided in the advertisement affect very much on the opinion ofconsumers about the product.

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, D"es (resence "! an) cele&rit) in the advertisement a!!ects )"ur

"(ini"n a&"ut the (r"duct?

Ans#ers N", "! res("ndents=es ;GN" 21

Inter(retati"n%

=resence of any celebrity affects on the opinion of consumers about the product.

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., D"es intensit) "! the advertisement a!!ects )"ur "(ini"n a&"ut the

(r"duct?

Ans#ers N", "! res("ndents=es 9*N" 6F

Inter(retati"n%

The effect of intensity is very powerful on the opinion of consumers about theproduct.

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, D"es (resence "! s"cial issues in the advertisement a!!ects )"ur

"(ini"n a&"ut the (r"duct?

Ans#ers N", "! res("ndents=es 9GN" 61

Inter(retati"n%

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=resence of social issues in advertisements affects very much on the opinion ofconsumers about the product.

-1,D" )"u thin* advertisement hel(s in increasin sales "! an)(r"duct?


=es FCN" 12

9;


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Inter(retati"n%

Advertisement helps very much in increasing the sales of any product.

--,D" )"u #ilin t" (urchase (r"duct "! #ith the in!luence "! the

advertisement ?


=es FCN" 12

9C


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Inter(retati"n%

FCI respondent are inspire

-0,Which t)(e "! advertisement in!luences )"u m"re?

Ans#ers N", "! res("ndentsNati"nal advertisement C;>"cal advertisement *6

9F


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Inter(retati"n%

+ational advertisements affect people%s opinion more than the local advertisements.

FINDINGS

9G


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FINDINGS

Advertisements with moving image are more effective than advertisement with still

image.

)nformation provided in the advertisement has more influence on consumer%s

perception about the product.

Language used in the advertisement also plays important role in increasing

effectiveness of an advertisement.

)ntensity of advertisement affects the perception of consumers towards the product

and leads them for its purchase.

ocial issues included in advertisement affects the perception of high age group

people.

+ational advertisement has more influence on consumer%s perception about the

product instead of local advertisement.

;D


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Advertisement increases the sales of any product.

>I2ITATIONS

;1


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>I2ITATIONS

The mar!eting researcher has to face certain difficulties while he

carries out the research wor!. e !nows the limitation beforehand, uncontrollable and others

are controllable. ome important limitations, which are faced by researchers as follows& -

ample si$e restricted to 1DD only which was very less according totalpopulation.

The responses given by respondents were not always accurate because therespondents gave the response according to their understanding.

urvey is a time consuming process but the time to collect the data forresearch was very less.

;*


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SUGGESTIONS

Advertisement should be made with !eeping the determinants of effectiveness in

mind.

Advertisement should be according to the product and its suitability with different

age groups.

To ma!e advertisement more effective all the determinants of effectiveness should

be ta!en care of.

)nvestment in advertisement should be made with great care of media of

advertisement and type of advertisement.

Advertisers should develop new and more effective ways of advertisement.

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CONC>USION

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CONC>USION

JL reveals that all the determinants are not internally e5ual they are significantly

different from one another. imilarly, all the parameters are not internally e5ual they are

significantly different from one another.

)n order to measure the effectiveness of advertising, which approach 'communication

effectiveness or sales effectiveness(, is more suitable> Two factors are to be considered in

deciding the approach. They are

-, Relevance "! advertisin "&'ectives "n the "verall (er!"rmance "&'ectives%

:enerally advertising managers would li!e to !now the role of advertisements on the

overall performance of the business firm i.e., return on investment and on profitability. A

sale is a determining factor of company performance.

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0, Di!!icult) and c"st "! "&tainin data needed t" evaluate e!!ectiveness%

:enerally communication measures are easy to follow than sales effectiveness

measures. )f the measures of advertising are more relevant they will be difficult and costly.

)f it is less difficult and cheap the measures will not be more relevant. Therefore, the

advertising manager has to ma!e a balance between these two approaches.

:I:>IOGRA3


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:I:>IOGRA3


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Internet We&site

www.JL.co.in

www.=Hg.com

;G


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UESTIONNAIRE

UESTIONNAIRE

1. @rom where do you get information about the new product>

a. Television U V

b. +ewspapers U V

c. aga$ines U V

d. )nternet U V

e. =eers 'friends7family( U V

CD


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*. /hich form of advertisement do you li!e more>

a. till image 'aga$ines 7 +ewspapers( U V

b. oving image 'Television 7 )nternet( U V

2. @or you advertisement is a source of

a. )nformation U V

b. 3ntertainment U V

6. oes an entertaining advertisement influences your opinion about the product>

a. Nes U V

b. +o U V

9. oes information provided in advertisement affects your opinion about the product>

a. Nes U V

b. +o U V

;. oes language used in advertisement affects your opinion about the product>

a. Nes U V

b. +o U V

C1


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C. oes presence of any celebrity in the advertisement affects your opinion about theproduct>

a. Nes U V

b. +o U V

F. oes intensity of the advertisement affects your opinion about the product>

a. Nes U V

b. +o U V

G. oes presence of social issues in the advertisement affects your opinion about the

product>

a. Nes U V

b. +o U V

1D. o you thin! advertisement helps in increasing sales of any product>

a. Nes U V

b. +o U V

C*


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11. o you wiling to purchase product of JL with the influence of the advertisement>a. Nes U V

b. +o U V

1*. /hich type of advertisement influences you more>

a. +ational advertisement U V

b. Local advertisement U V

C2


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T

Farhad HUL

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