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Background
Three Unilever companies were merged in 1956 to form HLL. These companies were Hindustan
Vanaspati Manufacturing Company -edible oil (established in 1931), Lever Brothers India Limited- soaps
(1933) and United Traders-personal products (1935). About 10% of the equity was offered to the public
by way of an IPO in 1956. To comply with FERA, Unilever’s stake was further diluted to 51% in the late
70’s. To retain 51% foreign holding, HLL complied with stringent export and other stipulations imposed
by the government, and diversified into businesses such as chemicals, fertilizers and exports. Ponds joined
the Uniliver fold through a global acquisition in 1986. In the last decade, HLL has expanded its operations
by the merger and takeover route. It acquired TOMCO - an ailing Tata group company (1993), merged
Unilever group companies Brooke Bond Limited (1996) and Ponds' India (1998), and has acquired
1
HISTORY OF HLL
1933
- Incorporated on 17th October, under the name of a Lever Brothers (India) Pvt., Ltd.
(LBIL) was the wholly owned subsidiary of Unilever Ltd. London, UK.
- 1933 Lever Brothers India Limited (LBIL) incorporated in India to manufacture Soaps.
1935
- On 11th May a subsidiary Co. was incorporated under the name United Traders Pvt.
Ltd. for marketing the products of the Co. or imported from the parent Co.
1956 –
- On 27th October, the Co. was converted into a Public Ltd. Co.
- On 1st November, Hindustan Vanaspati Mfg. Co. Pvt. Ltd., William Gossage & Sons
(India) Pvt. Ltd. and Joseph Crosfield & Sons Unilever Ltd. were amalgamated with
Lever Ltd. From 23rd October onwards activities of subsidiary Co. were taken over by its
holding Co.
2
INDUSTRY PROFILES OF FMCG
As in our day to day life we needs several things to fulfills our daily needs &
In the same way there are many things which come, in our life from morning to
evening consuming. The goods we are using for a limited period, we called it as Fast
Moving Consumer Good. The life of these goods is very short and once they get finish
FMCG is very vast industries since morning when we get up we need tea and till
night when we go for sleep we needs milk which comes in FMCG sector. Hence we can
analysis that in a day for morning to evening, we go such type of several things which
3
PRODUCT PROFILE
Hindustan Lever Limited (HLL) is the largest fast moving consumer good (FMCG)
company in India , with a turnover of $2.35 billion. The company’s wide-ranging product
portfolio reaches from personal and household care products to foods, beverages and
specialty chemicals.
HLL core business comprises of soaps, detergents, personal products, and tea; these four
The company personal products business recorded revenues of $511 million (Rs 24.66
billion) in fiscal 2001, a growth rate of 14% over the 2000 figure. The personal products
business was HLL largest in 2001, contributing to over 21% of the company’s turnover
this growth should continue as some of HLL leading products within this sector have
Toilet soap sales were HLL is the second largest revenue earner in 2001, recording
sales of $435 million (Rs. 20.98 billion), giving HLL 52% of the Indian market, and
accounting for 18.2% of the company’s 2001 turnover. This represents a decrease of
1% compared to fiscal 2000, continuing the trend of slightly decreasing sales that this
sector has experienced since the end of fiscal 1999. However, the company’s power
4
brands. Recorded a growth rate of 5.3% during fiscal 2001, against the backdrop of a
From its portfolio of over 110 products, HLL has identified 30 brands, covering key
product segments, which contributed to over 75% of the company’s profits during 2001.
Power brands registered a 6.5% growth in revenue during 2001, although due to the
company concentrating on these products, its other products recorded a 1.1% decrease in
growth.
However, concentrating upon these power brands seems logical due to their high revenue
contributions and higher growth in operating profit: power brands recorded a 9.7%
The company’s synthetic detergent sales grew by 7% during fiscal 2001, recording
revenues of $411.8 million (Rs. 19.9 billion) and contributing 17% to the company’s
turnover. HLL sold over 891,900 tons of detergent, an increase of 6.7% compared to a
2000 figure of 835,583, whilst sales of the company’s power brand detergent, such as
Surf, Rin, and Wheel, increased by 9.2% in a market that decreased by 2% during the
year.
HLL tea business contributed 14% the company’s turnover in 2001 with revenues of
$338.2 million (Rs. 16.3 billion), although the division recorded a 10% decrease in
growth during the same fiscal year. Leading brands in the tea category include Lipton
Taaza, A1, Red Label, Taj Mahal and 3 Roses. Coffee volumes registered a strong 23%
growth in 2001, although coffee revenues demonstrated a slightly lower growth rate of
7%.
Of the company’s other divisions, the largest contribution came from oils/fats/dairy
products with registered sales of $140.8 million (Rs 6.8 billion), a decrease of 7%
5
Sales breakup
Sales volume(unit)
6
Unit realisation (Rs/unit)
Animal feeding stuff (Ton) 7,064 7,478 7,856 -
Branded staple foods (Ton) 7,937 7,357 6,829 6,494
Coffee (Ton) 153,698 137,988 127,744 110,903
Frozen desserts & ice creams
62,164,360 71,359,042 68,295,042 65,164,333
(Million litre)
Milk products (Ton) 110,427 113,206 - -
Personal products (000 Nos) 5,395 5,068 4,512 4,695
Soaps (Ton) 52,605 55,404 54,087 54,453
Specialty chemicals (Ton) 104,929 112,871 126,131 81,482
Synthetic detergents (Ton) 21,062 21,969 22,260 2,186
Tea (Ton) 10,586,380 7,826,881 126,441 129,903
Vanaspati (Ton) 44,274 41,149 40,748 39,332
7
Managerial usefulness of the study
This study gives us an insight into advertisement, which is rapidly becoming popular all
among all the people. This study will make the concept of HLL products clear by
advertisements of its products. Moreover, the study focuses on various aspects associated
with advertisement that makes one understand about the products of HLL better along
with its Benefits. Besides, an analysis has been done based on the real data available
8
CONCEPTS USED IN THE STUDY
ADVERTISINING
Introduction
Any paid form of non-personal presentation and promotion of goods, services or ideas by
an identified sponsor.
Consumer is the central point of every business. Now a days, attracting and satisfying
customers is more difficult than producing the goods. For every product many brands are
available in the market. Every effort to attar and to persuade the persons to purchase his
increasingly rely on advertising to sell their products and services. Moreover, customers
have also started giving due importance to advertising while making purchase decisions.
brand image and help the organization in increasing its market share. Advertising is to
invest resources in purchasing time or space in mass media such as T.V., Radio, and
9
BENEFITS OF ADVERTISING
Benefits to organizations
Benefits To Consumers
Benefits to organizations
of cheaper and quality raw material, arranging suitable machinery and technology
at lower rates.
achieve brand-popularity, build brand image, and to promote brand equity. Brand-
popularity further promotes the goodwill of advertiser. Ads have created famous
10
Permanent Demand: Advertising helps to maintain demand of goods throughout
the year. Through advertising information about various incentives like discount
watch advertisement of their institution, they feel pride and think that they are
morale.
unit production cost, increase morale of work-force etc. All this insures increased
profits.
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Benefits To Consumers
products available in the market. All this information is available to the buyer ,
sitting at home only, through ads on T.V., newspaper, magazines, radio etc.
between manufacturer and consumers. This direct link between consumers and
Better quality products: Advertised products can be sold in the long run only if
their quality is good because chances of repeat purchase, brand loyality, brand
preferences etc. are possible only if advertiser is providing better quality products
to the costumers.
Selling New Products: Advertising creates primary and selective demand for a
new product. Without advertising ,it is very difficult for the distributors,
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Benefits to Distributors and salesmen
manufacturer.
more sales, less chance of obsolete stock , hence more profits for retailers,
Ensures Regular Sales: Well advertised products sold throughout the year. In
well advertised products. They get easy entry while making sales calls, can
cheaper rates ; it introduces new products it create demand for convenient and
luxury goods.
13
Benefits to the Society
finds markets for new products, increase propensity to consume among public,
All this leads to increase in economic growth of the country and increase in
national income.
about each other’s culture, within the country and outside the country..
improve quality of product, reduce the price of product. For this , continuous
14
Features of Advertisement
rational approach by emphasizing main stress on the quality aspect of the paint
Humorous Appeal: At the end part of the advertisement, advertiser has tried to
use the humorous appeal as well when the little girl gives punishment to Amitabh
the advertisement more effective, company has chosen Mr. Amitabh Bachchan
because today he is hot favourite as well as his personality speaks a lot to the
viewers.
15
Company’s viewpoint
As far as company’s viewpoint is concerned than the company has tried to focus its
approach basically on the quality of the product because for exterior walls which are
mostly exposed to external damaging factors like rain, sunlight, etc. paint quality should
be very high to protect the walls from such factors. So company wants to convey a very
simple message through this advertisement that to protect the exterior walls one should
Viewer’s viewpoint
For a consumer, quality of the product plays a very important factor in buying behavior.
So as far as viewer viewpoint is concerned than they are getting a very clear message
from this advertisement that the protection of exterior walls is very important, which
company has successfully proved by emphasizing stress on the relationship among the
exterior walls and the quality of the paint by passing a message through Amitabh
Description of Advertisement
The basic theme of this particular advertisement is based on the relationship among the
colors and the emotions of the life. To air this particular message, company has chosen a
very renowned personality of Indian cinema i.e. Mr. Amitabh Bachchan, whose
This particular advertisement is basically divided into two themes. The first part of the
emotions of the life as Amitabh Bachchan says that it is the color which touches one’s
16
Then the second theme is totally focused on the products and the personality of Mr.
Amitabh Bachchan because in this part of the advertisement various products of the
company are shown and the personality of Amitabh Bachchan is used as a symbol of trust
by passing a message through him that,” Sirf Nerolac, Hum Kaha Rahain Hain.”
17
Features of Advertisement
the colors and the emotions of the life like dreams, hopes, and aspirations, etc.
is that it focuses on the spectrum of the colors which include those colors which
are directly related to the emotions of our life like red, yellow, purple, green, et
assurance by passing a message through him that,” Hum Kaha Rahain Hai.”
18
Company’s Viewpoint
As far as company viewpoint is concerned than company has tried to focus its approach
emotions and those colors which are directly related to such emotions like red, yellow,
green, etc.
Viewer’s Viewpoint
For a consumer, emotions play a very significant role in buying decisions. So as far as
viewer’s viewpoint is concerned than by seeing this particular advertisement they are
getting a very clear message that they should choose those colors which are related to
their emotions and which Nerolac can provide to them and also regarding to this trust and
Advertising Strategies
1. Scheduling
Scheduling is related to the time promotional efforts that will provide the highest
Scheduling Methods:
every day, week or month. The key is that a regular pattern is developed without
advertising and non advertising. At some time periods there are heavier
19
• Pulsing: It is actually a combination of the first two methods. In a pulsing
stepped up.
2. Time Spots
Time spots strategy refers to the airing of advertisements during particular days and
timings.
20
FOCUS OF THE PROBLEM
The study focuses in how advertisement influences the decisions of the buyers.
advertisements.
21
OBJECTIVES OF THE STUDY
(1) To know about the significance of the Advertising Strategies of different products
colgate etc.
(3) To know about the brannd awareness of the people through ads.
(4) To know about the cost factor, which is the most important factor for every
company (like companies bear cost expenses in making and analyzing the ads)which
is beneficial or not .
22
SCOPE OF THEWORK
1. It provides the information about the various brands of the cosmetics to the
consumer.
3. With the help of this, we can know the factor influencing the purchase
4. The studies generate awareness in the minds of consumer about the preference
5. It generates the information from the retailers, doctors, medical stores, and
beauticians.
23
RESEARCH METHODOLOGY
Research is an academic activity and as such the term should be used in a technical
and reaching conclusions and at last carefully testing the conclusions to determine
For Example, an architect, who designs a building, has to consciously evaluate the
basis of his decisions i.e; he has to evaluate why and what basis he selects particular
size, number and location of doors, windows and ventilators, uses particular material
Similarly, in research the scientist has to expose the research decisions to evaluations
before they are implemented. He has to specify very clearly and precisely what
decisions he selects and why he selects them so that they can be evaluated by others
also.
TYPES OF RESEARCH
1. Descriptive vs. Analytical: Descriptive research includes survey and fact finding
24
description of the state of affairs, as it exists at present. In social science and
affairs as it exists at present. In social and business research studies. The main
characteristic of the method is that the research has no control over the variable:
he can only report what has happened or what is happening. Most exposit factor
research projects are used for descriptive studies in which the researcher seeks to
to develop new concepts or to reinterpret existing ones. One the other hand,
4. Some other Types of Research: Such research follows case study methods or
in-depth approaches to reach the basic causal relations. Such studies usually go
deep into the cause of things or events that interest us, using very small samples
and very deep probing data gathering devices. The research may be exploratory
rather than their testing, whereas formalized research studies and those with
25
Research Design
A research design is the arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure.
data.
According to the nature of my research the present study is the Descriptive Research
because of the secondary data and their analysis is done is an important part of the
research.
26
SIGNIFICANCE OF RESEARCH
“All progress is born of inquiry. Doubt is often better than over confidence for it
leads to inquiry, and inquiry leads to invention.” Increased scientific and inductive
thinking and it promotes the development of logical habits of thinking and organization.
Research has its special significance in solving various operational and planning
problems of business and industry. Research, along with motivational research, are
business decisions, Market research is the investigation of the structure and development
of the market for the purpose of formulating efficient policies for purchasing, production
and sales.
27
COLLECTION OF DATA
Data can be colleted in two ways primary and secondary the data is used in this research
is secondary data. Secondary data is that data which is already available i.e the data
which have already been collected and analysed by someone else. This data may either be
connected with business and industry, banks etc., unpublished biographies and published
• Magazines, Newspapers,
28
DATA ANALYSIS AND MAJOR
PRODUCTS OF HLL
29
DATA ANALYSIS
Description of advertisement
The basic theme of this particular advertisement is related to the protection of exterior
walls as the name of the product itself describes this theme as Nerolac Suraksha Exterior
paint.
To air this particular message, company has chosen a very renowned personality of
Indian cinema i.e. Mr. Amitabh Bachchan, whose personality possess a very strong
This particular advertisement is basically divided into two themes. In the first part of the
advertisement Amitabh Bachchan stepped on a house portrait made by a child girl due to
In the second theme of the advertisement Amitabh Bachchan try to clear his footstep
from the portrait due to which the lower part gets spoiled but the hut does not get spoiled.
Then he thought that why the color of the hut does not get spoiled and then he followed
the paint spots and he finds that the hut is painted by Nerolac Suraksha Exterior paint.
Features of Advertisement
rational approach by emphasizing main stress on the quality aspect of the paint
30
Humorous Appeal: At the end part of the advertisement, advertiser has tried to
use the humorous appeal as well when the little girl gives punishment to Amitabh
the advertisement more effective, company has chosen Mr. Amitabh Bachchan
because today he is hot favourite as well as his personality speaks a lot to the
viewers.
Company’s viewpoint
As far as company’s viewpoint is concerned than the company has tried to focus its
approach basically on the quality of the product because for exterior walls which are
mostly exposed to external damaging factors like rain, sunlight, etc. paint quality should
be very high to protect the walls from such factors. So company wants to convey a very
simple message through this advertisement that to protect the exterior walls one should
Viewer’s viewpoint
For a consumer, quality of the product plays a very important factor in buying behavior.
So as far as viewer viewpoint is concerned than they are getting a very clear message
from this advertisement that the protection of exterior walls is very important, which
company has successfully proved by emphasizing stress on the relationship among the
exterior walls and the quality of the paint by passing a message through Amitabh
Description of Advertisement
The basic theme of this particular advertisement is based on the relationship among the
colors and the emotions of the life. To air this particular message, company has chosen a
31
very renowned personality of Indian cinema i.e. Mr. Amitabh Bachchan, whose
This particular advertisement is basically divided into two themes. The first part of the
emotions of the life as Amitabh Bachchan says that it is the color which touches one’s
Then the second theme is totally focused on the products and the personality of Mr.
Amitabh Bachchan because in this part of the advertisement various products of the
company are shown and the personality of Amitabh Bachchan is used as a symbol of trust
by passing a message through him that,” Sirf Nerolac, Hum Kaha Rahain Hain.”
Features of Advertisement
the colors and the emotions of the life like dreams, hopes, and aspirations, etc.
is that it focuses on the spectrum of the colors which include those colors which
are directly related to the emotions of our life like red, yellow, purple, green, etc.
assurance by passing a message through him that,” Hum Kaha Rahain Hai.”
32
Company’s Viewpoint
As far as company viewpoint is concerned than company has tried to focus its
their emotions and those colors which are directly related to such emotions like red,
Viewer’s Viewpoint
For a consumer, emotions play a very significant role in buying decisions. So as far as
viewer’s viewpoint is concerned than by seeing this particular advertisement they are
getting a very clear message that they should choose those colors which are related to
their emotions and which Nerolac can provide to them and also regarding to this trust and
Advertising Strategies
1. Scheduling
Scheduling is related to the time promotional efforts that will provide the highest
Scheduling Methods:
every day, week or month. The key is that a regular pattern is developed without
advertising and non advertising. At some time periods there are heavier
33
• Pulsing: It is actually a combination of the first two methods. In a pulsing
stepped up.
2. Time Spots
Time spots strategy refers to the airing of advertisements during particular days and
timings.
basically aired particularly during the festive seasons like Diwali , etc.
34
Nerolac’s time spot Strategy
Nerolac’s time spot strategy which is divided into days and timings spots as follows:
To 12-4 Noon 25
8-11 Night 55
To 12-4 Noon 25
8-11 Night 45
35
Pie Chart showing time spot strategy of Monday-Friday
% of Ad shown
5%
25% 9 to 12
12 to 4
4 to 8
55%
8 to 11
15%
% of Ad shown
20%
9 to 12
45%
12 to 4
4 to 8
25% 8 to 11
10%
36
Berger Rangoli Easy Clean
DESCRIPTION OF ADVERTISEMENT
The basic focus of this particular advertisement of Berger Paint is on the quality of the
product as the product name itself describes this theme as,” Berger Rangoli Easy Clean.”
To air this particular message, company has chosen comparative analysis approach. In this
advertisement screen is divided into two parts. On the one side of the screen a flower is
drawn on a wall which is painted by some other paint and on the other side same flower is
Now when a person rub the flower drawing from both the walls, then flower drawing gets
rub successfully from both the walls, but the paint of that wall which is painted by some
other paint also gets spoiled due to the rubbing of the flower. Then a particular background
voice passed a message regarding Berger Rangoli Easy clean paint that,” Daag Asani Se
Features of Advertisement
on the comparative analysis approach which compares the quality of Berger paint with some
other paint.
that it focuses on the quality of the product, as after being rubbed paint color remains the
37
Company’s Viewpoint
As far as company’s viewpoint is concerned, then the company has tried to focus its
approach basically on the quality of the product as well as tried to influence the parents to
use this particular product, because normally when people try to rub something written on
the walls then due to rubbing paint gets damaged. So company wants to communicate a very
simple message that to clean the walls without affecting the paint one should go for Berger
Viewer’s Viewpoint
As far as viewer’s viewpoint is concerned then viewers as parent are the most influential
generally walls are being spoiled by the small children and when parents try to clean the
So, here company is mainly targeting this particular segment by emphasizing on the specific
quality of the product by passing a message that,” Daag Asani Se Jata Hai Rang Naya Sa
Rehta Hai.”
38
Berger’s Scheduling Strategy
Berger’s strategy falls under Flighting method of scheduling as its advertisement aired
Berger’s time spot strategy which is divided into days and timings spots as follows:
To 12-4 Noon 30
8-11 Night 35
To 12-4 Noon 30
8-11 Night 25
39
Pie Chart showing time spot strategy of Monday-Friday
% of ad. Shown
10%
9 to 12
35%
12 to 4
30% 4 to 8
8 to 11
25%
% of ad. Shown
25% 20% 9 to 12
12 to 4
4 to 8
25% 30% 8 to 11
40
ASIAN PAINTS TRACTOR EMULSION
Description of Advertisement
The basic theme of this particular advertisement is related to the price and quality aspect of
This particular advertisement is divided into three themes. In the first part of the
advertisement, courier man approached to meet the owner of the house and when owner
meets him then he refused to accept him as the owner of the house, because his personality
does not match with the paint of the interior walls and he makes a mockery of the owner.
In the second theme a message is conveyed by the advertisement which describes the
features of the product by saying that,” yeh rang dikhta mehanga hai, aam paint se ded
Now in the third theme when a postman approached the owner to deliver a letter, than the
owner initially does not open the door fully but in the anticipation that the postman has
recognized him as owner of the house he opened the door fully, due to which postman gives
41
Features of Advertisement
Rational Appeal: The basic feature of this advertisement is that it is based on the
rational approach, which emphasizes main stress on the price and quality aspect of the paint.
message that in less price consumers can get a superior quality of the product.
Company’s viewpoint
By airing this particular advertisement, the company has tried to knock the doors of those
consumers who are highly conscious of price as well as quality of the product. Here
company wants to reduce a notion from the minds of the consumer that only highly priced
So, to convey the message to a particular segment, company has successfully highlighted
these two aspects in the message theme by saying,” yeh rang dikhta mehanga hai, aam
paint se ded guna jyada phaile, kum dam main de plastic paint ki Shan.”
Viewer’s viewpoint
For middle class viewer segment, getting a quality product at cheaper price is always a
consideration in buying behavior. So, as far as viewer’s viewpoint is concerned than they get
a clear message from this particular advertisement that by using tractor emulsion they can get
better quality product at cheaper rates which company has successfully highlighted by
saying,” yeh rang dikhta mehanga hai, aam paint se ded guna jyada phaile, kum dam
42
Description of Advertisement
The advertisement has shown the mood, the feeling, and the emotions that a particular color
reflects.
In the red color advertisement, relationship of a husband and a wife is shown i.e. the
relationship of love. The entire advertisement is enveloped in the red color i.e. from the walls
of the house to the saree the lady is wearing and the bindi she puts on her forehead. The song
that plays at the back reflects the importance of red color and how it is effective in changing
the mood of the people, as the punch line also stressed on this effect by quoting,” Lal Hai
Similarly the other advertisement of yellow color has highlighted the feeling of happiness. A
family is shown with parents having two children, a girl and a boy. The basic idea that is
reflected in this advertisement is that each member of the family is in a happy mood. The girl
is trying to wear a yellow saree of her mother and the father and the boy child are looking at
her and smiling while the mother is busy in serving the meal. So, everyone in the family is in
very jolly mood and enjoying their life, as the punch line also stressing the effect by
43
Features of Advertisement
approach as these are focusing on the emotional aspect of one’s life. The appeal is basically
relationship between colors and the feelings of one’s life, such as red color has been related
with the feeling of love where as yellow has been related with the feeling of happiness.
Use of song to create pleasant mood: Both the advertisements have used song
oriented approach to have a more favorable impact and to create a pleasant mood among the
viewers.
Company’s Viewpoint
As far as company’s viewpoint is concerned, then the company has tried to touch people’s
life on the emotional aspect and wants to convey a message that how a particular color on the
walls of our house reflects our innermost feelings and emotions, and the message has been
conveyed through the punch line as “Lal hai Rang Pyar Kaa” and “Pila hai Rang Khushi
Ka”
Viewer’s Viewpoint
As far as viewer’s viewpoint is concerned that it is very true that emotions and feelings
greatly influenced the buyers and both the advertisements have touched this part to a great
extent. As a viewer, I personally feel that the advertisements have proved to be more than
successful in creating positive mood and feeling about the product and the company on the
viewer’s mind.
44
Asian Paints strategy falls under Flighting method of scheduling as its advertisement aired
Asian Paints time spot strategy which is divided into days and timings spots as follows:
To 12-4 Noon 20
8-11 Night 70
To 12-4 Noon 25
8-11 Night 40
45
Pie Chart showing time spot strategy of Monday-Friday
% of Ad. Shown
5%
20% 9 to 12
12 to 4
5% 4 to 8
70% 8 to 11
46
% of Ad. Shown
15% 9 to 12
40%
12 to 4
25% 4 to 8
8 to 11
20%
Pepsodent Germicheck
Description of Advertisement
The basic theme of this particular advertisement is to make the viewers aware that before
This advertisement of pepsodent is basically divided into three themes. In the first theme, a
man enters his house and asked his wife by using hand expressions that where his child is,
then his wife replies that he has already gone to bed then he asks that whether he brush his
chillayega’. Then advertisement passes a message regarding the feature of the product that
Then in the third theme when child’s parent quarrel with each other then the child says that
‘raat ko dishum-dishum to pepsodent ka kam hai’ which clearly emphasizes on the germ
Features of Advertisement
Rational Appeal: The basic feature of this particular advertisement is that it is very
much based on the rational approach which focuses on the germ fighting feature of the
creates awareness among the people by emphasizing on the brushing of teeth before going to
the bed at night so that they can take good care of their precious teeth.
48
Company’s Viewpoint
As far as company’s viewpoint is concerned than company has tried to focus on the
following aspects:
• Special feature of the product: The Company has basically highlighted the specific
• Focus on capturing target market by showing real life situation: The Company
has tried to capture the target market by showing a real life situation, which depicts that
generally small children go to bed at night without brushing their teeth, which is very
harmful for them. So, here company basically wants to capture the market by making aware
Viewer’s Viewpoint
It is very important for us to brush our teeth at night to take good care of them. So, as far as
viewer’s viewpoint is concerned they are getting a very clear message that they should brush
their teeth as well as make their children to do the same before going to the bed at night and
Pepsodent Whitening
Description of Advertisement
The basic theme of this particular advertisement is related to the whitening of teeth as the
This particular advertisement is basically divided into three parts. In the very first part of the
advertisement, a mother scolds her daughter for eating ice creams and candies, because due
Then in the second part of the advertisement, information is given to the viewers regarding
the product and its perlite formula to get rid of yellowness of teeth.
49
In the last part of the advertisement, advertiser has shown the smiling faces of the mother
and her daughter with white teeth, which gives the message that pepsodent whitening
50
Features of the advertisement
News Appeal: The main feature of this advertisement is that it is based on news
appeal, which provides information regarding the launch of a new variant of pepsodent to the
viewers.
focuses on the perlite formula of the product due to which yellow teeth becomes white as the
creating awareness among its viewers that due to the eating of such things like ice creams,
candies, etc. which children often eat, their teeth becomes yellowish which looks very bad.
Company’s viewpoint
As far as company’s viewpoint is concerned than the company has tried to focus its approach
wants to inform the viewers about the launching of a new variant of pepsodent.
• Focus on the target market which comprises parents and their wards: Through
this particular advertisement company wants to capture its target market which comprises
parents and their wards as whole of the advertisement is based on this theme.
Viewer’s Viewpoint
viewers get information about the launching of a new variant of pepsodent and also this
advertisement creates awareness among them that they should deny their wards to eat that
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Pepsodent strategy falls under Continuity method of scheduling as its advertisement aired on
Pepsodent time spot strategy which is divided into days and timings spots as follows:
To 12-4 Noon 30
8-11 Night 45
To 12-4 Noon 25
8-11 Night 30
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Pie Chart showing time spot strategy of Monday-Friday
% of Ad. Shown
5%
9 to 12
45% 30%
12 to 4
4 to 8
20% 8 to 11
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% of Ad. Shown
20% 9 to 12
30%
12 to 4
4 to 8
25%
25% 8 to 11
Description of Advertisement
The basic theme of this advertisement is basically related to the strong ness and shining
This particular advertisement is stretched in one long part in which one cartoon character in
shape of close-up tube and a model is used by the advertiser. In the advertisement, cartoon
character gives the information regarding the product and its features in a different singing
tone and the application of the effect of the features of the product is shown on the model’s
teeth.
Description of Advertisement
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The basic theme of this particular advertisement is totally based on the smiling factor that
As in this advertisement, the person who is used as a model named pyare gets disturbed
because he is not able to attract the others, but he gets amazed to see that a girl named
Shannon is attracting everybody towards her. By seeing this, he comes to know that it is all
due to close-up vitamin fluoride smile and then he also shown in the advertisement with the
same close-up smile due to which he is also able to influence the others.
News Appeal: The main feature of these advertisements is that these are based on
news appeal, which provides information regarding the launch of a new variant of close-up
to the viewers.
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Humorous Appeal: The another feature of these advertisements is that these are
based on the humorous appeal because the cartoon character in the shape of close-up tube in
one advertisement tube and the pyare and Shannon character in the other look very humorous
in nature. Also the singing tone of these advertisements is very much on the humorous side.
Relationship between Vitamin Fluoride and Strong ness and Shining of teeth:
relationship between vitamin fluoride and the strong ness and shining factor of teeth as
company says that this particular ingredient of the product is very much effective for teeth.
Company’s Viewpoint
As far as company’s viewpoint is concerned than the company has tried to focus its approach
Vitamin Fluoride as this particular ingredient is very much effective for strong ness and
Viewer’s Viewpoint
really enjoyed themselves because of the rhyming tone and the usage of the humorous
characters. Viewers also get a message that this particular variant of close-up containing
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Close-Up strategy falls under Continuity method of scheduling as its advertisement aired on
Close-Up time spot strategy which is divided into days and timings spots as follows:
To 12-4 Noon 25
8-11 Night 40
To 12-4 Noon 25
8-11 Night 30
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% of Ad. Shown
15% 9 to 12
40%
12 to 4
25% 4 to 8
8 to 11
20%
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% of Ad. Shown
30% 25% 9 to 12
12 to 4
4 to 8
20% 25% 8 to 11
Colgate Advertisement
Description of Advertisement
The theme of this advertisement is basically focusing on the fact that how people can get rid
This advertisement is divided into three parts. In the first part of the advertisement, a girl is
shown who does not laugh in spite of the best efforts of the people around her. But her father
Then in the second part, her father make her understand that now she can get rid of her
problem of her teeth by using Colgate and by listening this she smiles.
In the last part, an additional information is provided to the viewers that they can now get
Features of Advertisement
feature of the product i.e. one get rid of the mouth odour by using Colgate toothpaste
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Provide Information about Colgate’s Association with IDA: Another feature of
this advertisement is that , in the last part advertisement is providing information about the
Company’s Viewpoint
As far as company’s viewpoint is concerned, than the company has tried to focus on the
basic features of the product i.e. how people can get rid of their mouth odour and for the
same company has portrayed the entire advertisement in the form of a story to make it a bit
Viewer’s Viewpoint
As far as viewer’s viewpoint is concerned, then by seeing this particular advertisement the
viewers specifically children and parents come to know that how they can get rid of their
teeth problems even without visiting the dentist i.e. by using the Colgate.
Colgate strategy falls under Continuity method of scheduling as its advertisement aired on a
Close-Up time spot strategy which is divided into days and timings spots as follows:
To 12-4 Noon 30
8-11 Night 40
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To 12-4 Noon 30
8-11 Night 30
% of Ad. Shown
10% 9 to 12
40%
12 to 4
30% 4 to 8
8 to 11
20%
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% of Ad. Shown
20% 9 to 12
30%
12 to 4
4 to 8
30% 8 to 11
20%
FINDINGS
emotions of the life. Then the second theme is totally focused on the
rubbed .paint color remains the same as It was rubbing Because generally
walls are being spoiled by the small children to clean the walls paint on the
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3) Asian Paints focuses on the price and the quality factor.
to make the viewers aware that before going to the bed at night they should
This particular advertisement is stretched in one long part in which one cartoon character in
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RECOMMENDATIONS
On the basis of my study of the market I would suggest the following policies which can do
1. When company change policy or implement new policy dealers must be taken into
consideration.
2. Small gifts should be given to dealers festivals and make them to buy more of the
company product.
3. In off seasons cutting down the advertisement expense the company should focus to
5. The Scheme should be carried out with proper channel and retailer should be aware
of it.
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LIMITATIONS OF STUDY
• Lack of time: The availability of time was very short to survey all the brands of
HLL.
• Due to insufficient time Primary data cannot be collected therefore most of the
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CONCLUSIONS
(1) COLGATE uses strategies like, colgate is available in small tubes,this ype of
information is provided to the viewers that they can now get new 20gm Colgate pack in just
Rs.5
(2) CLOSE-UP uses strategy falls under Continuity method of scheduling as its
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BIBLIOGRAPHY
BOOKS
Kotler Philip, Marketing Management, New Delhi, Prentice Hall of India Pvt.
Ltd.1998.
www.hll.co.in
www.asian .co.in
www.berger paints.com
www.nerolac paints.com
www.colgate.co.in
www.pepsodent.com
www.close-up.co.in.
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