RESEARCH PROJECT REPORT

Submitted in partial fulfillment of Master of Business Administration

Session- 2012-2013

THE ROLE OF ADVERTISING IN FMCG SECTOR

SUBMITTED TO: SULABH AGARWAL SINGH Asst. Professor SUBMITTED BY: AKHAND PRATAP 1134870001

PSIT COLLEGE OF ENGINEERING

Affiliated to GBTU

DECLARATION

I hereby declare that this submission is my own work. It contains no material previously published or written by another person, nor has this material to a substantial extent been accepted for the award of any other degree or diploma of the university or other institute of higher learning.

AKHAND PRATAP SINGH 1134870001

ACKNOWLEDGMENT Research Project Report is the one of the important part of MBA program, which has helped me to gain a lot of experience, which will be beneficial in my succeeding career. For this with an ineffable sense of gratitude I take this opportunity to express my deep sense of indebtedness and gratitude to Dr. N.K. SINGH, Director PSIT Coe along with Dr. ATUL KUMAR AGARWAL, Professor and Head of Business Administration Department, for their encouragement, support and guidance in carrying out the project. I am very much thankful to, my Project Guide SULABH AGARWAL, [Asst.Professor] for their interest, constructive criticism, persistent encouragement and untiring Guidance throughout the development of the project. It has been my great privilege to work under his/her inspiring guidance. I am also thankful to my Parents and my friends for their indelible Co-operation for achieving the Goal of this study.

PREFACE
The revolution in the business marketing caused by the media and its related technologies demonstrate that media technologies are essential for the success of todays business enterprises. Therefore as tomorrows managers, entrepreneurs, business professionals and business students must learn how to use and manage a variety of media technologies to revitalize marketing process and gain competitive advantage. The business function of marketing is concerned with the planning, promotion and sale of existing products in the markets, and development of new products and new markets to better serve present and potential customer, thus marketing function performs a vital function in the operation of a business enterprise. Media plays a vital role in the success of marketing efforts. Under this project we have to determine the role of media in marketing communication in FMCG sector. FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2009 to Rs 92,100 crores in 2012. It can be done by effectively utilizing the media resources. So it is essential to manage the variety of media technology for fast moving towards the goal.

TABLE OF CONTENTS

SR.NO. Executive summary

TOPIC

PAGE NO.

Introduction of media

3 4 5

FMCG sector (overview)

Objective of study Research methodology

Analysis & interpretation

Conclusion

Findings

Recommendation

10

Limitation of research

11

Bibliography

EXECUTIVE SUMMERY
The topic has been chosen to analyze the role of media in marketing communication of FMCG sector. This project has been a great learning experience for us; at the same time it gave us enough scope to implement our analytical ability. Full project gives an insight about the FMCG companies growth by using media technologies. The entire project gives us the knowledge about by which way media enables the companies to grow faster in this competitive environment. Which kind of media enables to sales your products in efficient manner? Media increases the efficiency of marketing communication. Due to technology advancements every thing planed before time. Creative ideas enhance the marketing activities. Media technologies are essential for the success of todays business enterprises. Therefore everybody must learn how to manage media technologies so far gain competitive advantage. Under this project we have analyzed that which type of marketing strategies are adopted by the various FMCG companies to get competitive advantage through media for the survival in this competitive environment.

INTRODUCTION

INTRODUCTION

What media is?

Media:
1. The different means of communicating information to reach large audiences is

known as media. 2. In the arts, media (plural of medium) are the materials and techniques used by an

artist to produce a work.

Origin of Media:Creation of the various forms of media Newspapers & Magazines ~ 1880 Movies ~ 1910

Television ~ 1945

Cable Television ~ 1980's

Satellite Television, Internet, and Digital Communication ~ End of the 20th

century. In 1920, radio was first developed, primarily for use by the military, strictly for sending History of the Media - Old Radios messages from one location to another.

David Stern off, the then-president of RCA, first had the idea to sell radio sets to consumers, or what were then called radio receivers. However, consumers needed a reason to buy radios, so RCA was the first to set up radio stations all over the country. Between 1920 and 1922, 400 radio stations were set up, starting with KBKA in Pittsburgh. Stations were also set up by universities, newspapers, police departments, hotels, and labor unions. By 1923, there were 600 radio stations across the United States, and $83 million worth of sets had been sold. The biggest difference in radio before and after 1923 was that the first advertising was not heard on the radio until 1923. RCA at the time was made up of four companies:

Types of media
Basically media have only two types Electronic media Print media

But both of them comprise more categories, which is given below.

Electronic media:
Electronic media is very broader term. It means any media which performs its function electrically that is called electronic media .But my perspective related with marketing activities, so that why which media use for promote marketing activities are called electronic media. Those are T.V, Computers, Mobile technology, Digital displays, and web banners etc.

Television

Television is a widely used telecommunication medium for sending (broadcasting) and receiving moving images, either monochromatic ("black and white") or color, usually accompanied by sound. "Television" may also refer specifically to a television set, television programming or television transmission. The word is derived from mixed Latin and Greek roots, meaning "far sight": Greek tele far, and Latin visio, sight (from video, vis- to see, or to view in the first person).

Digital displays

Display device is an output device for presentation of information for visual or tactile reception, acquired, stored, or transmitted in various forms. When the input information is supplied as an electrical signal, the display is called electronic display. Electronic displays are available for presentation of visual and tactile information. Tactile electronic displays (aka refreshable Braille display) are usually intended for the blind or visually impaired, they use electro-mechanical parts to dynamically update a tactile image (usually of text) so that the image may be felt by the fingers. Common applications for electronic visual displays are television sets or computer monitors

Web banner

A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Silverlight, Java, Shockwave or Flash, often employing animation or sound to maximize presence. Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece.

The web banner is displayed when a web page that references the banner is loaded into a web browser. This event is known as an "impression". When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a "click through". In many cases, banners are delivered by a central ad server.

When the advertiser scans their logfiles and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests.

Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth. (Of course, the purpose of the banner ad is to attract attention and many advertisers try to get attention to the advert by making them annoying. Without attracting attention it would provide no revenue for the advertiser or for the content provider.) Newer web browsers often include options to disable pop-ups or block images from selected websites. Another way of avoiding banners is to use a proxy server that blocks them, such as Privoxy

Print media
Written advertising that may be included in everything from newspapers and magazines to direct mail, signs, and billboards. Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing.

Bill boards Billboards have become an important part of business marketing. It has turned out to be an effective means of advertising a companys products and services. It has also been widely used by television networks and movie producers in the promotion of new events in the entertainment industry. It has also been gradually adapted by politicians in

political campaigns. Truly, billboards have a lot to offer us and here are some of these great offerings that Ill be discussing in this article.

Just like any marketing paraphernalia, when billboards convey the right message that suits your business, they actually have a forceful street level presence that is easily being noticed by motorists. They have this surprising element to grasp interest and get people talking about what they speak about. They have the ability to catch peoples attention at any time of the day especially when youre traveling, shopping or having a cup of coffee or a meal with your family and friends. Upon seeing these ads, these people who are potential clients easily absorb the messages. When you consider billboards as your marketing tools, you can reduce the advertising costs. They are indeed economical because there is no need for continuous production of these billboards. Only a few copies which will be situated in places that are easily accessed by many people are necessary. The fact that these billboard advertisements will show off daily is a must for advertisers because they can communicate effectively to a large extent. Billboards may just seem to be a small thing but they are actually the ones that help companies in making and keeping many clients. Indeed, billboards are powerful visual graphics because the images and messages that they contain speak a thousand words. They are a visually dominant, stimulating advertising media. Compared to traditional media that add any number of pages or spots

to hold many advertisers when necessary, billboards have certainly made advertising so easy. These things only manifest the good things that billboards bring to their viewers.

what social media is ?

Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers. Social media have been modernized to reach consumers in a new way: through the internet! Social media have become appealing to big and small businesses. Credible brands are utilizing social media to reach customers and to build or maintain reputation. As social media continue to grow, the ability to reach more consumers globally has also

increased. Twitter, for example has expanded its global reach to Japan, Indonesia, and Mexico, among others. This means that brands are now able advertise in multiple languages and therefore reach a broader range of consumers. Social media have become the new "tool" for effective business marketing and sales. Popular networking sites including Myspace, Facebook and Twitter are social media most commonly used for socialization and connecting friends, relatives, and employees. The main advantages of media applications are:

they are user-created, developed or enhanced there is a community of interest built around them they do not require advanced technical knowledge multi-way communication is enabled they are participatory and interactive they are free or low cost to the end user they are infectious and fast-growing they are global

Examples Social media can take many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms like Mybloglog and Plaxo.

Media in India
Media in india initiated since the late 1700s with print media started in 1780. Radio broadcasting initiated in 1927, and the screening of Auguste and Louis Lumire moving pictures in Bombay initiated during the July of 1895 is among the oldest and largest media of the world. The period of emergency (19751977), declared by Prime Minister Indira Gandhi, was the brief period when India's media was faced with potential government retribution. In 2009, India had a total of 81,000,000 Internet userscomprising 7.0% of the country's population. 7,570,000 people in India also had access to broadband Internet as of 2009 making it the 12th largest country in the world in terms of broadband Internet users. India also ranks 8th in the list of countries by number of television broadcast stations by 1997 statistics.

What marketing is?

Marketing:
1. Marketing is an ongoing process of planning and executing of the marketing mix

(Product, Price, Place, and Promotion) of products, services or ideas to create exchange between individuals and organizations. 2. 3. 4. The techniques used to attract and persuade consumers The way in which a product or media text is sold to a target audience. Marketing is the management process, which identifies, anticipates and supplies

customer requirements efficiently and profitably. Marketing is a societal process which discerns consumers' wants, focusing on a product or service to fulfill those wants, attempting to move the consumers toward the products or services offered. Marketing is fundamental to any businesses growth. The marketing teams (marketers) are tasked to create consumer awareness of the products or services through marketing techniques. Unless it pays due attention to its products and services and consumers' demographics and desires, a business will not usually prosper over time. Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.

Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy. Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services.

Its specialist areas include:

advertising and branding communication database marketing direct marketing event organization global marketing international marketing internet marketing industrial marketing market research

public relations retailing search engine marketing marketing strategy marketing plan strategic management
For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants

and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage.

Scope of media in marketing communication

With the advent of media technologies grabbing marketing spaces, many brands can be seen embracing media for adding value to themselves. In India we can see P&G, HINDUSTAN UNILEVER are the best example of companies of FMCG industry having a majority of their marketing efforts directed towards media. It would be interesting to see how different companies are performing in media specifically in the Indian Ecosystem and document it in form of a report. The revolution in the business marketing caused by the media and its related technologies demonstrate that media technologies are essential for the success of todays business enterprises. Because of its ability to influence the thoughts and behaviors of consumers, Media is considered as a very powerful tool for marketing efforts. India is becoming the leading destination of global investment in media so that to attract and remain costumer. Various studies and figures reveal that Indian Media industry has significant potential of growth stored in it. Media plays a vital role in the success of marketing efforts.

OBJECTIVE OF THE STUDY

OBJECTIVE OF THE STUDY

To study different advertising mediums used by FMCG companies. To analyze the investment patterns of FMCG companies in advertising. To know about the awareness of FMCG product used by various households To identify the attributes those compel the customers to select the product. To check the impact of advertising on the customers of FMCG products.

INDUSTRY PROFILE

FMCG Sector (overview)

What is FMCG?
FMCG is an acronym for
Fast Moving Consumer Goods,

which refer to things

that we buy

from local supermarkets on daily basis, the things that have high turnover and are relatively cheaper. The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the Organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the food-processing industry.

FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India

FMCG sector in India

India is one of the largest emerging markets, with a population of over one billion. India is one of the largest economies in the world in terms of purchasing power and has a strong middle class base of 300 million. Around 70 percent of the total households in India (188 million) reside in the rural areas. The total number of rural households is expected to rise from 135 million in 2001-02 to 153 million in 2009-10. This presents the largest potential market in the world. The annual size of the rural FMCG market was estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both the rural and the urban level, the market potential is expected to expand further. The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2012. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2009 to Rs 92,100 crores in 2012.

Primary players:The structure

The Indian FMCG sector is the fourth largest sector in the economy and creates employment for three million people in downstream activities. Within the FMCG sector, the Indian food processing industry represented 6.3 per cent of GDP and accounted for 13 percent of the country's exports in 2003-04. A distinct feature of the FMCG industry is the presence of most global players through their subsidiaries (HUL, P&G, Nestle), which ensures new product launches in the Indian market from the parent's portfolio.

S. NO. 1. 2. 3. 4. 5. 6. 7. 8

Companies Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries

9. 10.

Procter & Gamble Hygiene and Health Care Marico Industries

Hindustan Unilever ltd (HUL)

Year of establishment: -- 1933 Chairman MD Corporate office : -- HARISH MANWANI : -- NITIN PARANJPE : -- MUMBAI (MAHARASTRA)

Hindustan Unilever Ltd is a 51 per cent owned subsidiary of the Anglo-Dutch giant Unilever, which has been expanding the scope of its operations in India since 1888. It is the country's biggest consumer goods company with net sales of US$ 2.4 billion in 2003.

HUL is amongst the top five exporters of the country and also the biggest exporter of tea and castor oil. The product portfolio of the company includes household and personal care products like soaps, detergents, shampoos, skin care products, colour cosmetics,

deodorants and fragrances. It is also the market leader in tea, processed coffee, branded wheat flour, tomato products, ice cream, jams and squashes.

HUL enjoys a formidable distribution network covering over 3,400 distributors and 16 million outlets. In the future, the company plans to concentrate on its herbal health care portfolio (Ayush) and confectionary business (Max). Its strategy to grow includes focusing on the power brands' growth through consumer relevant information, cross category extensions, leveraging channel opportunities and increased focus on rural growth.

Hindustan Lever Ltd (HUL), the largest spender on advertising, plans to increasingly broad base its media strategy to meet the target of reaching out to a billion people. In broad basing its media strategy, HUL plans to increasingly exploit the local media. We dont wish to be present on one television channel or in one newspaper, we want a broad based reach. We are now using a lot of channels. We are using the local press, the radio, the outdoor, the rural media, and lots of other options.

Indian Tobacco Corporation Ltd (ITCL)

Year of establishment: - 1910

CHAIRPERSON MD Corporate office :YOGESH CHANDRA DEVESHWAR

: - K. K. KAURA : - KOLKATA (WEST BENGAL)

ITC is one of India's foremost private sector companies with a market capitalization of over US $ 22 billion and a turnover of over US $ 5 billion.* ITC is rated among the World's Best Big Companies, Asia's 'Fib 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.

While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery. As one of India's most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C DEVESHWAR calls this source of inspiration "a commitment beyond the market". In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part." ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India.

Nestle India Ltd (NIL)

Year of establishment: -- 1959 Chair person

MD Corporate address

: -- ANTONIO HELIO WASZYK

: -- ANTONIO HELIO WAZSYK : -- NEW DELHI

Nestls relationship with India dates back to 1912, when it began trading as The Nestl Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market.

After Indias independence in 1947, the economic policies of the Indian Government emphasized the need for local production. Nestl responded to Indias aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestl to develop the milk economy. Progress in Moga required the introduction of Nestls Agricultural Services to educate advice and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and helping

with the procurement of bank loans. Nestl set up milk collection centers that would not only ensure prompt collection and pay fair prices, but also instill amongst the community, a confidence in the dairy business.

Nestl has been a partner in India's growth for over nine decades now and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct and indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods.

The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. The culture of innovation and renovation within the Company and access to the Nestl Group's proprietary technology/Brands expertise and the extensive centralized Research and Development facilities gives it a distinct advantage in these efforts. It helps the Company to create value that can be sustained over the long term by offering consumers a wide variety of high quality, safe food products at affordable prices.

Gujarat Cooperative Milk Marketing Federation (AMUL)

Year of establishment: -- 1953 Chairperson Corporate address : -- ANAND KRIPALU : -- ANAND (GUJARAT)

Gujarat Cooperative Milk Marketing Federation (GCMMF) is the largest food product marketing organization of India. It aims to provide good returns to the farmers and also to fulfill the requirements of consumers by giving them quality products. Amul was formed in 1946 by an apex co-operative organization, Gujarat Cooperative Milk Marketing Federation. AMUL means "priceless" in Sanskrit. Amul products are used by millions of people. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk, and Amulya has made Amul one of the leading. GCMMF is the largest exporter of Dairy Products in India. It has been given a "Trading House" status. The Government of India has awarded the APEDA (Agriculture and Processed Food Products Exports Development Authority) to GCMMF for excellence in Dairy Product Exports.

Dabur India Ltd

Year of establishment: -- 1975 Chairperson Corporate address : -- ANAND BURMAN : -- NEW DELHI

Established in 1884 Dabur India Limited is the fourth largest FMCG Company in India with Revenues of US$600 Million (Rs 2834 crore) & Market Capitalisation of over US$2.2 Billion (Rs 10,000 Crore). Building on a legacy of quality and experience for 125 years, Dabur operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care & Foods. Leading consumer goods company in India with a turnover of Rs. 2834.11 Crore (FY09) 3 major strategic business units (SBU) - Consumer Care Division (CCD), Consumer Health Division (CHD) and International Business Division (IBD)

3 Subsidiary Group companies - Dabur International, Fem Care Pharma and new and 8 step down subsidiaries: Dabur Nepal Pvt Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian Consumer Care (Bangladesh), Asian Consumer Care (Pakistan), African Consumer Care (Nigeria), Naturelle LLC (Ras Al Khaimah-UAE), Weikfield International (UAE) and Jaquline Inc. (USA).

17 ultra-modern manufacturing units spread around the globe. Products marketed in over 60 countries
Wide and deep market penetration with 50 C&F agents, more than 5000 distributors and over 2.8 million retail outlets all over India. Strategic Intent We intend to significantly accelerate profitable growth. To do this, we will:

Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology.

Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science

Provide our consumers with innovative products within easy reach Build a platform to enable Dabur to become a global ayurvedic leader Be a professionally managed employer of choice, attracting, developing and retaining quality personnel

Be responsible citizens with a commitment to environmental protection Provide superior returns, relative to our peer group, to our shareholders

Cadbury India Ltd (CIL)

Date of establishment: -- 1947 MD Corporate address : -- IRENE ROSENFIELD : -- MUMBAI (MAHARASTRA)

Cadbury Indian Ltd is a 93.5 per cent subsidiary of Cadbury Schweppes Plc, UK, a global major in the chocolate and sugar confectionery industry. CIL was set up as a trading concern in 1947 and subsequently began its operations with the small scale processing of imported chocolates and food drinks. CIL is currently the largest player in the chocolate industry in India with a 70 percent market share. The company is also a key player in the malted foods, cocoa powder, drinking chocolate, malt extract food and sugar confectionery segment. The company had also entered the soft drinks market with brands like 'Canada Dry' and 'Crush', which were subsequently sold to Coca Cola in 1999.

Established brands include Dairy Milk, Perk, Crackle, 5 Star, clairs, Gems, Fructose, Bourn vita etc. The company reported net sales of US$ 160 million in2003. The company plans to increase the number of retail outlets for future growth and market expansion.

Britannia India Ltd (BIL)

Date of establishment: -- 1918 Chairperson MD Corporate office : -- NUSLIN WADIA : -- VINITA BALI :-- KOLKATA (WEST BENGAL)

Britannia India Ltd was incorporated in 1918 as Britannia Biscuit Co Ltd and currently the Groupe Danone (GD) of France (a global major in the food processing business) and the Nusli Wadia Group hold a 45.3 per cent equity stake in BIL through AIBH Ltd (a 50:50 joint venture). BIL is a dominant player in the Indian biscuit industry, with major brands such as Tiger glucose, Marigold, Fifty-Fifty, Good Day, Pure Magic, Bourbon etc. The company holds a 40 per cent market share in the overall organized biscuit market and has a capacity of 300,000 tone perineum. Currently, the bakery product business

accounts for 99.1 per cent of BIL's turnover. The company reported net sales of US$ 280 million in 2002-03. Britannia Industries Ltd (BIL) plans to increase its manufacturing capacity through outsourced contract manufacturing and a Greenfield plant in Uttaranchal to expand its share in the domestic biscuit and confectionery market.

Procter & Gamble Hygiene and Health Care Limited

Year of establishment :-- 1964 Chairperson MD Corporate address : -- R. A. SHAH : -- S. KHOSLA : -- MUMBAI (MAHARASTRA)

Richardson Hindustan Limited (RHL), manufacturer of the Vicks range of products, was rechristened 'Procter & Gamble India' in October 1985, following its affiliation to the 'Procter & Gamble Company', USA. Procter & Gamble Hygiene and Health Care Limited (PGHHCL) acquired its current name in 1998, reflecting the two key segments of its business. P&G, USA has a 65 per cent stake in PGHHCL. The parent also has a 100 per cent subsidiary, Procter& Gamble Home Products (PGHP).

The overall portfolio of the company includes healthcare; feminine-care; hair care and fabric care businesses. PGHH operates in just two business segments Vicks range of cough & cold remedies and Whisper range of feminine hygiene. The detergent and shampoo business has been relocated globally to Vietnam. The company imports and markets most of the products from South East Asian countries and China, while manufacturing, marketing and export of Vicks and sanitary napkins has been retained in India. The company reported sales of US$ 91 million in 2002-03. The parent company has announced its plan to explore further external collaborations in India to meet its global innovation and knowledge needs.

Marico industries.
Year of establishment: -- 1988 MD Corporate address : -- HARSH MARIWALA : -- MUMBAI (MAHARASTRA)

Marico is a leading Indian Group incorporated in 1990 and operating in consumer products, aesthetics services and global ayurvedic businesses. The company also markets food products and distributes third party products. Marico owns well-known brands such as Parachute, Saffola, Sweekar, Shanti Amla, Hair & Care, Revive, and Medicare oil of dbar and the Sil range of processed foods.

It has six factories, and sub-contract facilities for production. In 2003-04, the company reported a turnover of US$ 200 million. The overseas Sales franchise of Marico's branded FMCG products is one of the largest amongst Indian companies.

It is also the largest Indian FMCG company in Bangladesh.

PepsiCo India
Year of establishment: -- 1980 MD Corporate address : -- INDRA NOOYI : -- GURGAON (HARYANA)

PepsiCo is a world leader in convenient foods and beverages, it revenues of about US$ 27 billion. PepsiCo brands are available in early 200 markets across the world. The company has an extremely positive outlook or India. "Outside North America two

of our largest and fastest growing businesses are in India and China, which include more than a third of the world's population" PepsiCos annual report PepsiCo entered India in 1989 and is concentrating three focus areas - soft drink concentrate, snack foods and vegetable and food processing. PepsiCo's success is the result of superior products, high standards of performance and distinctive competitive strategies.

SECONDARY PLAYERS

1-- Colgate-Palmolive (India) Ltd.

2-- Godrej Consumers Product Ltd.

3-- Nirma Ltd.

4-- Tata Tea Ltd.

5-- Parle Agro

6--H. J. Heinz

-ROLE OF MEDIA IN FMCG SECTOR

Role of media in FMCG sector

It seems to me that when it comes to bringing media together with fast moving consumer goods (FMCG), companys campaigns have to do three things: (1) Drive brick & mortar sales. (2) Offer a way to track and measure those sales. (3) Keep consumers socializing with your media long enough that their increased expenditures cover the cost of your media campaign. In a word, FMCG marketers should be choosing media campaigns based on how they can meet the objectives of what a FMCG is: Increased sales (planning costs + fulfillment costs) = ROI

Today, the Media has a very big role to play in all FMCG business and marketing circles. media refers to bringing together of various activities which help in integrating technology, interaction, and the construction of words, pictures, videos and audio into a seamless entity. Todays media is fundamentally different from traditional media like newspapers, books, and radio. The major success of all media depends on interactions between people as the discussion and integration of words builds shared-meaning, using technology as a conduit. It caters to a wide spectrum of topics. With reference to Internet marketing, Media means a collective group of web properties that are driven by users. Examples in such case are blogs, discussion boards, flogs, and video sharing sites. Similarly, Media Optimization (SMO) is the process of trying to get a persons content more widely distributed across multiple Media networks. Media marketing refers to the process of promoting a site or FMCG business through media channels and is seen as a powerful strategy that will get you links, attention and massive amounts of traffic. This is the low-cost promotional method which will easily provide you with large numbers of visitors, some of whom may come back to a website again and again. Most FMCG business owners and managers today are recognizing the benefits and huge potential that a media marketing and FMCG business blogging strategy can offer and are always on the lookout for implementing the same.

As long as objectives are kept in mind, social media can be an effective marketing channel even for FMCG. Whats important, though, is that marketers choose a medium both based on those objectives and on their need for measurement.

ADVERTISING INVESTMENT PATTERN OF FMCG COMPANY

ADVERTISING BUDGET OF HUL

Hindustan Unilever Ltds (HULs) June quarter results show a company that has

regained form, with its domestic consumer business growing at a healthy 9% in volume terms. But one concern stands out: is the increase in its advertising and promotion (A&P) levels a one-time event or is it a cyclical upturn? A hit in margins in its personal products business is another worry.

On the ground, HUL is steadily whipping up profitability at its warhorse businesses of soaps and detergents. These categorieswhich together contribute nearly half of revenuereturned a profit margin of 12.2% in the June quarter, 89 basis points (bps) higher than the March quarter and 3 percentage points higher year-on-year (y-o-y). They are way below their 2003 levels of 24.8%, however. A basis point is 0.01%. That level may be good only for nostalgia, but the important thing for HUL is that this segment has definitively emerged from the doghouse. A combination of product price hikes and favorable raw material price trends helped performance. But its personal products category is once again under strain, as margins slipped by 2 percentage points sequentially. This could either be attributed to competition limiting price hikes, relative to input cost increases, or the effect of higher A&P. A&P has seen a significant uptick, rising 29% y-o-y. As a percentage of sales, it rose 117 bps sequentially to 13.7%. Higher spends may have played some role in healthy volume growth, keeping at bay concerns that domestic consumer markets are seeing a slowdown.

Price and product mix were an equal partner to HULs volume growth as domestic consumer revenue rose 18.7% to Rs5,995.6 crore.

Total net sales rose 13.7% y-o-y (overall sales growth was affected by demerger of exports business), but material costs rose just 9.4%. HUL ploughed back a significant portion of this cost savings into higher advertising. But its operating profit margins rose 70 bps sequentially, partly due to scale benefits, but also partly due to the demerger of its low-margin exports business. Quarterly Performance If A&P as a percentage of sales remains steady or goes higher, but sales growth remains at current levels, HUL may be hiking spends just to maintain growth. The story so far has been good. Sales growth is healthy, and margins in soaps and packaged foods have improved sequentially, though that in personal products and beverages have declined.

A&P is what investors should keep an eye on, and also whether the personal products category recovers. Either of these factors could turn into a concern, with higher A&P spends being the bigger worry. HULs share has fallen about 5% in a month, while the broad market is down 0.6%. Some of this could be concerns that consumer demand is getting affected by the economic scenario. Its premium valuationsthe share trades at 32 times its 2012-13 estimated earnings per share as per Reuters estimatesmake it more vulnerable to any risks to sales or profitability growth.

MUMBAI: Fast moving consumer goods (FMCG) major Hindustan Unilever (HUL) has reduced its spend on advertising and promotions by 3.58 per cent in the fiscal ended 31 March 2012 compared to the year-ago period. The company spent Rs 26.97 billion on promotions, down from Rs 27.97 billion. Despite the fall in marketing spends, the company has reported a 16.99 per cent increase in its net sales year on year which stood at Rs 229.88 billion for the fiscal as against Rs 196.48 billion in the prior year. HULs consolidated net profit was up 21.54 per cent to Rs 27.91 billion compared to Rs 22.96 billion in 2010-11. Meanwhile, for the quarter ended 31 March 2012 (standalone), the ad and promotional expenses of HUL spurted 8.67 per cent. The company spent Rs 6.77 billion in the final quarter, up from Rs 6.23 billion a year ago. The companys net sales grew 20.6 per cent to Rs 56.60 billion, in comparison to Rs 46.94 billion. Correspondingly the net profit for the quarter under review also saw an increase of 20.63 per cent to Rs 6.87 billion. HUL chairman Harish Manwani said, Our performance through the year has been consistent, with broad based growth ahead of the market, driven by a relentless focus on innovation and in-market execution. In a year of competitive intensity and high volatility, a sharp focus on cost management helped the business to continue to invest

behind our brands and capabilities while delivering an improvement in margins. During the quarter domestic consumer business grew at 20 per cent with strong underlying volume growth of 10 per cent. Soaps and detergents grew 28 per cent as momentum was sustained in both bars and powders with Rin benefiting from the bars being relaunched in the third quarter of 2011. The focus on driving upgradation stepped up growth rates in Surf. During the quarter, Rin made a foray into the fabric blues segment with the launch of Rin Perfect Shine. Household Care delivered robust doubledigit growth led by Vim and Domex. The personal care category grew at 17 per cent and was strongly volume led in the process. Skin cleansing registered double-digit growth across all price segments. Lux accelerated its momentum, delivering the third successive quarter of double-digit growth post its relaunch. Lifebuoy Clini-care 10 was launched with the breakthrough Activ Naturol Shield technology to further strengthen its germ protection superiority in the hygiene segment. In skin care Fair & Lovely (FAL), Ponds and Vaseline continued to grow in double digits. FAL growth was broad-based with the FAL Menz variant more than doubling during the quarter. Vaseline grew on the back of a robust performance in lotions and Ponds performed well at the premium end. Innovations in the quarter were led by the relaunch of Ponds Age Miracle, FAL anti-Marks, FAL Under Eye Serum and Vaseline Menz. In Hair Care, Dove, Sunsilk and Clear delivered double-digit growth. Dove sustained

its growth momentum and volumes doubled in the quarter. Conditioners continued to lead market development with growth in high double digits. Oral Care registered modest growth in a competitive environment. Pepsodent GumCare performed well gaining from stepped up investments and distribution expansion. Packaged Foods grew 10 per cent, buoyed by Kissan and Kwality Walls Kissan. The Knorr franchise was expanded with the introduction of a new Chicken variant and multi-packs in Soupy Noodles. Kwality Walls continued its strong growth momentum, led by innovations and distribution expansion.

ADVERTISING BUDGET OF ITC: In fact, that team has enough reason to celebrate

even today, what with ITC lowering its FMCG losses quarter-on-quarter despite high

investments in new launches. This is possible thanks to smart sourcing by the agri-biz division's e-Choupal network. ITC's agri-business division flagged off e-Choupal more than a decade ago as an ITdriven marketing channel to align farm output with market demand. The agri-business arm, which runs the e-Choupal network, serves as the back-end source of raw materials that go into ITC's personal care products and packaged foods. The web-based e-Choupal network has now become a key driver for the FMCG business that comprises brands like Sunfeast, Aashirvaad, Vivel and Fiama Di Wills. The non-cigarette FMCG business pared down losses from Rs 349 crore in 2009-10 to Rs 297 crore in 2010-11 to Rs 195 crore in the last fiscal. During this period, ITC invested on its basket of brands, with Rs 2,000 crore being pumped into the personal products and packaged foods business in fiscal 2012 alone. Today, ITC internally evaluates its e-Choupal capabilities before foraying into any new category with a differentiated offering. For example, Aashirvaad multi-grain atta was launched after such an assessment. Of ITC's agri-business division revenues of Rs 5,695 crore in 2011-12, internal sales for supplying commodities to the FMCG business stood at Rs 2,282 crore as per the latest annual report. ITC says the non-cigarette FMCG business is growing at a compounded annual rate of 40% since 2005-06. While chief executive (agri-businesses) S Sivakumar, says it will be difficult to quantify the profit implication e-Choupal has on the FMCG business, he reckons it will be significant.

What's more, ITC has started to monetise its e-Choupal network, which has 20 million rural consumers according to ITC estimates (the market-led model reaches 4 million farmers, each of whom on an average is part of a five-member household). The company is leveraging this captive base - few marketers can boast of such a sizeable one - by offering the platform to 160 companies who want to tap rural markets; it is also offering newer services like private healthcare and rural headhunting. The network has also become a big rural sales and distribution channel for ITC. The company has started to sell its FMCG products in rural India through e-Choupal. "e-Choupal is helping ITC build a strong relationship with the rural populace, which is one of the biggest growth drivers for the FMCG industry," says Anand Mour, senior FMCG analyst at Ambit Capital. e-Choupal enables ITC to source commodities at a much lower cost than competitors. This is because it buys directly from farmers, which eliminates intermediates and

multiple handling, thereby reducing transaction costs. Direct sourcing from farmers has enabled ITC to preserve the identity of the commodity. This, Sivakumar says, has allowed ITC to create differentiated premium products like Aashirvaad multi-grain atta. Says Kurush Grant, ITC's executive director who is responsible for the FMCG business: "The ability of the e-Choupal network to preserve product identity from farm to factory is invaluable for all of ITC's agri-based FMCG businesses. These identity-preserved products enable us to give differentiated offerings based on varying consumer preferences across the country." ITC officials point out that such benefits give the company room to manage product pricing; and this has enabled it to gain market share. A case in point: while almost all FMCG companies increased prices more than five times in the last 15 months, ITC increased prices just twice. The e-Choupal network comprises 24 Choupal Saagars (rural hyper marts), which are owned by ITC, and 70 warehousing hubs outsourced through service providers. Choupal Pradarshan Khets act as demonstration and selling points for agriculture companies; and companies sell their products and service through Choupal Haats. ITC typically organizes 60,000 Pradharhan Khets and 6,000 Choupal Haats in a year. Today, more than 160 companies ride on the e-Choupal network including Bayer, BASF, State Bank of India, Bharat Petroleum, Nokia, TVS Motors, Maruti Suzuki India, Tata Motors and Monster.com. Although ITC is investing in its FMCG portfolio, analysts tracking the company say it is going slow on creating physical infrastructure for e-Choupal. "Firstly, ITC is already

present in key states for raw material procurement; and, secondly, the e-Choupal model is a high-cost structure," said an analyst with a top brokerage firm requesting anonymity. ITC set up its last Choupal Sagaar in 2008. The company, however, attributes the slowdown in expansion to poor agri-reforms. "Rural infrastructure costs money, but that is factored into the e-Choupal business model and the return expectations. Slowing down in expansion is primarily due to the slowing down in agri-reforms after 2007," says Sivakumar. He adds that a few clauses in the APMC Act, Essential Commodities Act and Forward

The

comparison analysis of 4 major players of FMCG sector on the basis of advertising investment

Company year ITC DABUR HUL P&G

2009-10

2010-11

2011-12

45000066 57700451 65432510 38004156

48045641 59456254 69800456 49041382

54698051 67018456 79640365 53016854

The graphical representation of these data are:

Source: www.hulindia.in,www.adddabur.in www.p&gadd.in www.itcadvertisment.in

RESEARCH METHODOLOGY
Research methodology

The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management .Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of your data. Formulating of research questions along with sampling weather probable or non probable is followed by measurement that includes surveys and scaling. This is followed by research design, which may be either experimental or quasi-experimental. The last two stages are data analysis and finally writing the research paper, which is organised carefully into graphs and tables so that only important relevant data is shown.

Types of research :-There are basically 6 types of researches: 1. Theoretical 2. Applied 3. Analytical 4. Descriptive 5. Empirical 6. Conceptual Here we used descriptive research methodology. Descriptive research methodology:-Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic for example, a frozen ready meals company learns that there is a growing demand for fresh ready meals but doesnt know much about the area of fresh food and so has to carry out research in order to gain a better understanding. It is quantitative and uses surveys and panels and also the use of probability sampling.

Descriptive research is the exploration of the existing certain phenomena. The details of the facts wont be known. The existing phenomenas facts are not known to the persons. Type of sampling design:-There are two major types of sampling designs: probability and nonprobability sampling. In probability sampling, the elements in the population have some known chance or probability of being selected as sample subjects. In nonprobability sampling, the elements do not have a known or predetermined chance of being selected as subjects. Here we have used probability sampling design. Sampling frame:It is the Complete list of all people in the target population. Business men Students Customers / General Public

Size of sample:- There are 100 people are selected which are consider under this research.

Sr. 1 2 3

Population Business men Students Customers / General Public

%age 50 25 25

Data collection:Data is collected through these sources:1:- primary sources 2:- secondary sources

Primary sources:-

The document used to achieve the primary data is a questionnaire to be filled by the sample population.

Questionnaire :-

In the preliminary study, more than hundred criteria were being calculated about the problem. After consulting with supervisor, the questionnaire was short listed and ---------25------ were selected.

The questionnaire comprises two types of questions: 1-Open ended questions 2-Close ended questions

Secondary sources:-

Secondary data is finding by the use of internet, newspaper, magazine, management books.

DATA ANALYSIS & INTERPRETATION

]

DATA ANALYSIS & INTERPRETATION

According to Business men

Q-1:- Do you feel advertisement plays important role in marketing communication for FMCG products?

Decision Criteria Strongly agree Agree Neutral Disagree Strongly Disagree

No. of Respondent 90 4 0 5 1

INTERPRETION: After observing the response of various business mens we can say that advertisement plays very important role in marketing communication of FMCG products.

Q:-2:- Do you think by using media in marketing a FMCG company can get competitive advantage? Decision Criteria Strongly Agree Agree Neutral Disagree Strongly Disagree No. of Respondent 80 10 0 6 4

INTERPRETION: In the above answer we see that 80% business mens are strongly agree and 10% business mens are agree with using of media for marketing communication in FMCG product thus we can say that media can widely use for promotion of FMCG products.

Q-3:- Do you think that by using media a company can enhance its business?

Decision Criteria Strongly agree Agree Neutral Disagree Strongly disagree

No. of Respondent 86 12 0 1 1

INTERPRETION: on the basis of above observation we can say that media plays very important role in enhancement of the business opportunities in FMCG sector.

Q-4:- Do you feel media can create better awareness among people?

Decision Criteria Strongly Agree Agree Neutral Disagree Strongly Disagree

No. of Respondent 78 12 0 4 6

INTERPRETION: In the above answer 78% of business mens are strongly agree and 12% business mens are agree with that media creating awareness of FMCG product in the mind of customers so we can say that media is also used for mass marketing of FMCG products.

Q-5:- Do you feel that through media a company can convoy its Massage to everyone? Decision Criteria Strongly satisfied Satisfied Neutral Dissatisfied Strongly Dissatisfied No. of Respondent 89 2 0 5 4

INTERPRETION: In the above answer we find that 78% of business mens are satisfied with the answer that is advertisement are widely used for creating awareness of FMCG product in mind of customer and only 9% business mens are not agree with question so we can say that media are used for creating awareness among people.

Q-6:- Do you think due to media, marketing activities become more effective?

Decision Criteria Strongly agree Agree Neutral Disagree Strongly Disagree

No. of Respondent 98 1 0 0 1

INTERPRETION: On the basis of above data we find that 98% of business mens are agreed with that due to media, marketing activities become more effective.

Q-7:- Do you agree that media can pursue better to customer than any other means?

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 88% 12% YES NO

INTERPRETION: After analysis we find that 88% of business mens are well known that advertisement are widely used to persuade their customers about the product & services but 12% of business mens think that some time advertisement become the cause of negative impact of product like publicity of products.

Q-8:- According to you which kind of media is presently suitable for advertising?

80% 70% 60% 50% 40% 30% 20% 10% 0% 80% 20% ELECTRONIC MEDIA PRINT MEDIA

INTERPRETION: In the above answer we find that 80% of business mens are supporting the electronic media because of their availability and cost .they says that in present time electronic media are become more effective for advertising the product and in another aspect the 20% of business mens are supporting the print media.

Q-9:- Which are best tools for attracting the customers?

40% 35% 30% 25% 20% 15% 10% 5% 0% 10% 20% 15% 15% 40% television BROUCHERS & MAGAZINES BILL BOARDS & HOARDINGS DIGITAL DISPLAY WEB BANNERS

INTERPRETION: In this we find the 40% of business mens are agreed that television is the best tool for advertisement, 20% of business mens are agreed with bill boards and hording for advertising of any FMCG products the 10%of business mens are thinking that magazine are effective tool for advertisement of product and digital display and web banners are also supported by business mens 15% & 15% respectively.

Q-10:- which advertising tool is most effective to promote a product in the mind of consumers?

80% 70% 60% 50% 40% 30% 20% 10% 0% 0% 20% 80% sample products are suitable for marketing advertising is suitable for marketing Both of them

INTERPRETION: in this we find that 10% of respondent are agreed that sample product are suitable for marketing of any product and 30% of business mens are satisfied with advertising but 60% of business mens are says that both are equally important for advertisement. So on the basis of above data we can easily say that the combination of both techniques is most effective tool for advertisement.

Q-11:- Which one is most popular media for advertisement on the basis of availability?

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

TV COMPUTER RADIO MOBILE TECHNOLOGY newspaper magazine 50% 12% 24% 10% 4%

INTERPRETION: On the basis of above observation we can see that 50% business mens are agree with television advertising, 24% of business ens says that mobile technology is also a best tool 12% agreed with radio and 10 % are agreed with computer technology and only 4% of business mens are agreed with magazine .thus on the basis of above data we can easily says that in now days television is the most popular tool for advertisement.

Q-12:- While promoting a business through TV media, which time will be suitable for promoting your business?

40% 35% 30% 25% 20% 15% 10% 5% 0% 25% 40% 25% 10% DURING POLITICAL PROGRAMES DURING SPORTS DURING DRAMAS & MOVIES DURING NEWS

INTERPRETION: On the basis of above data we find that the most effective time of advertising is news time because in this time the people are mostly serious when listen the news and the another time like during drama movies or another programs when advertisement is come they easily change the channel.

Table: shows the responses of Students Student category = Graduation & Masters S no# 1 Questions Do you feel media plays important role in SA A NN D SD

marketing communication for FMCG products? 2 Do you think by using media in marketing a FMCG company can get competitive advantage? 3 Do you think that by using media a company can enhance its business?

Do you feel media can create better awareness among people?

Do you feel that through media a company can convoy its Massage to

everyone?

Do you think due to media, marketing

activities become more effective?

Do you agree that media can pursue better to

customer Than any other means?

Open Ended Questions Q=8 What should be the points a company should add while marketing through media? Answer:-According to students advertise must be specific, measurable, attainable, relevant, time bound.

Q=9 A company want to promote its business which media it should and why? Answer:- Mostly students want to go for electronic media. Because they thought Emedia very attractive & change the believes of people. Visuals & audio Effects create positive perception.

Q = 10 How media is directly affecting the marketing communication? Answer:-Media affects the marketing activities very efficiently. People rush out quickly. Media act as trend setter. Due to technology advancement Medias activities More effective.

Q= 11

Question

Electronic Media

Print Media

According to you which kind of media is presently suitable for advertising?

80%

20%

Q =12

Question

Broachers & Bill Magazine

Board Digital

Web Banners 4%

Television

& Hoardings Display 20% 8%

Which are best tools attracting customer? for the

8%

60%

Q = 13

Question

Sample product suitable market

Advertising is Both of them is suitable in market in

Which media is best to promote a product in mind of consumer?

8%

20%

72%

Q = 14 Question television Computer Radio Mobile NewsTechnologies Which one is most 50% 5% 30% 5% paper 5% 5% magazine

popular element in media?

Q = 15

Question

During News

During Dramas Movies &

During Sports During Political Programs 12% 8%

While promoting a business through TV media, which time will be suitable for promoting business? your

20%

60%

According to students

Q-1:- Do you feel media plays important role in marketing communication for FMCG products?

Decision Criteria % of Respondent

SA 84

A 6

NN 3

D 4

SD 3

INTERPRETION: After observing the response of various students and on the basis of above data we can say that advertisement plays very important role in marketing communication of FMCG.

Q:-2:- Do you think by using media in marketing a FMCG company can get competitive advantage? Decision Criteria % of Respondent SA 82 A 10 NN 2 D 6 SD 0

INTERPRETION: On the basis of above observation we see that 92% students are agree with that using media the company can get competitive advantage, and 6% of student are not agree with that and only 2 % student are not in position to give the answer of question .so we can easily say that media also used to get competitive advantage. .

Q-3:- Do you think that by using media a company can enhance its business image in customer minds?

Decision Criteria % of Respondent

SA 90

A 2

NN 0

D 5

SD 3

INTERPRETION: on the basis of above observation we can say that media plays very important role in enhancement of the business opportunities in FMCG sector.

Q-4:- Do you feel media can create better awareness among FMCG customers?

Decision Criteria % of Respondent

SA 90

A 6

NN 1

D 2

SD 1

INTERPRETION: In the above answer 90% of students are strongly agree and 6% students are agree with that media creating awareness of FMCG product in the mind of customers so we can say that media is also used for mass marketing of FMCG products

Q-5:- Do you feel due to media a company can convoy its Massage to everyone? Decision Criteria % of Respondent SA 90 A 2 NN 0 D 5 SD 3

INTERPRETION: In the above answer we find that 92% of students are satisfied with the answer that is advertisement are widely used for creating awareness of FMCG product in mind of customer and only 8% students are not agree with question so we can say that media are used for creating awareness among people.

Q-6:- Do you think due to media, marketing activities become more effective?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

92%

8%

INTERPRETION: On the basis of above data we find that 92% of students are agreed with that due to media, marketing activities become more effective.

Q-7:- Do you agree that media can pursue better to customer than any other means?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 96% 4% YES NO

INTERPRETION: After analysis we find that 96% of students are well known that advertisement are widely used to persuade their customers about the product & services but 4% of students think that some time advertisement become the cause of negative impact of product like publicity of products.

Q-8:- According to you which kind of media is presently suitable for advertising?

80% 70% 60% 50% 40% 30% 20% 10% 0% 80% 20% ELECTRONIC MEDIA PRINT MEDIA

INTERPRETION: In the above answer we find that 80% of students are supporting the electronic media because of their availability and cost .they says that in present time electronic media are become more effective for advertising the product and in another aspect the 20% of students are supporting the print media.

Q-9:- Which are best tools for attracting the customers?

60% 50% 40% 30% 20% 10% 0% BROUCHERS & MAGAZINES BILL BOARDS & HOARDINGS DIGITAL DISPLAY WEB BANNERS television

8% 20% 8%

4% 60%

INTERPRETION: In this we find the 60% of students are agreed that television is the best tool for advertisement, 20% of students are agreed with bill boards and hording for advertising of any FMCG products the 4%of students are thinking that web banners are effective tool for advertisement of product and digital display and magazines are also supported by8% & 8% students respectively.

Q-10:- To promote products which one are best techniques?

80% 70% 60% 50% 40% 30% 20% 10% 0% 8% 20% 72% sample products are suitable for marketing advertising is suitable for marketing Both of them

TERPRETION: in this we find that 8% of respondent are agreed that sample product are suitable for marketing of any product and 20% of students are satisfied with advertising but 72% of students are says that both are equally important for advertisement. So on the basis of above data we can easily say that the combination of both techniques is most effective tool for promoting FMCG products.

Q-11:- Which one is most popular element in media?

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

TV RADIO MOBILE TECHNOLOGY newspaper magazine 50% 15% 25% 5% 5%

INTERPRETION: On the basis of above observation we can see that 50% student are agree with television advertising, 25% of student says that mobile technology is also a best tool 15% agreed with radio and 5 % are agreed with news paper and only 5% of students are agreed with magazine .thus on the basis of above data we can easily says that in now days television is the most popular tool for advertisement.

Q-12:- While promoting a business through TV media, which time will be suitable for promoting your business?

60% 50% 40% 30% 20% 10% 0% 20% 60% 12% 8%

DURING DRAMAS & MOVIES DURING NEWS

DURING SPORTS DURING POLITICAL PROGRAMES

INTERPRETION: On the basis of above data we find that the most effective time of advertising is news time because in this time the people are mostly serious when listen the news and the another time like during drama movies or another programs when advertisement is come they easily change the channel.

RECOMMENDATIONS

Recommendations
Above all information shows advertisement really play a vital role in marketing of FMCG products. Due to media enhancements, it increases the GDP. In future business survive only when its advertisement strong. Now this era new war started which is war of advertisement. We strongly recommend that Indian FMCG leaders must develop strong media advertisement to develop their own business. Media is very broader term, so which media require for advertising it depends on market. All kind of advertisement (media) like E-media, Print Media, Multi Media, Satellite Media, Internet Media, Tele-Communication Media, etc. need to updated, than automatically business progressive. Our neighbor countries are best in International media marketing. They will increase the efficiency of business day by day if we take steps now for development in media, then our coming generation will take benefits & position of survival easily. In the end we come to know that advertisement is one of most powerful tool for Indian business system. So its necessary to keep strong media background for leverage the benefits provided by media in improving marketing

communication in FMCG sector.

CONCLUSION

CONCLUSION
The conclusion of research project ROLE OF ADVERTISEMENT IN MARKETING COMMUNICATION OF FMCG PRODUCTS every one effect & include in media activity. In simple our every work on the basis of media related, if we talk any person outside city than used mobile media, if we want to read out something than used print media, if we want to see outside country than used electronic media. Each & everything based on media. Now this era business will not survive without usage of media. It is mixed just like blood in our body & circulates. Business progressiveness is based with the help of media & advertisement. If the advertisement of any business strong, it mean they are strong. Now each & every marketing activities perform under the help of media & advertisement. Media play big role to boost marketing communication. Now media is just like a core on the globe, without anything will possible.

Media 100% linked with marketing communication of FMCG

LIMITATION OF THE RESEARCH

LIMITATION OF THE RESEARCH

The following limitation can be point out from the research that I conducted in relation to the problems The sample size chosen from the questionnaire was only 100 and that may not represent the true picture of the customer perception. The research got confined to the city of Kanpur. The respondent belonged only to the Kanpur not other who was out of Kanpur. The selection of people of the questionnaire was done on the basis of convenient random sampling so there was certain cases in which the people selected could not give any positive response. The product offered by different companies had different options and names in them, so at the time of comparison it becomes very difficult. Secondary data resources may be incomplete. Information may be outdated.

QUESTIONNAIRE

QUESTIONNAIRE
Personal details
Youre Name_____________________________________________________________ Age_______________________________________________________________ Gender___________________________________________________________ Address___________________________________________________________ Institute / College /Organization Name____________________________________________________________ Qualification_____________________________________________________ Designation __________________________________________________________________ Contact no_______________________________________________________ E-mail address_____________________________________________________

Kindly provide the authentic information by filling the below questionnaire. Student category = Graduation & Masters

S no# 1

Questions Do you feel media plays important role in

SA

NN

SD

marketing communication for FMCG products? 2 Do you think by using media in marketing a FMCG company can get competitive advantage? 3 Do you think that by using media a company can enhance its business?

Do you feel media can create better awareness among people?

Do you feel that through media a company can convoy its Massage to everyone?

Do you think due to media, marketing

activities become more efficient?

Do you agree that media can pursue better to

customer Than any other means?

Open Ended Questions

Q=8 What should be the points a company should add while marketing through media? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ Q=9 A company want to promote its business which media it should use and why? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

Q = 10 How media is directly affecting the marketing communication? ____________________________________________________________________ ___________________________________________________________________ ____________________________________________________________________ ______________________________________________________________________ __________________________________________________________________ Q = 11 According to you which kind of media is presently suitable for advertising? a) Electronic Media b) Print Media

Q = 12 Which are best tools for attracting the customer? Broachers & Magazines Bill Boards/Hoarding Digital Display Web Banners

 Q = 13

Television etc

To promote products, which one is best technique? Sample products is suitable for market Advertising is suitable for market Both of them

Q = 14 Which one is most popular element in media? T.V Computers Radios Mobile technology Digital displays Newspaper Magazine Bill boards

Q = 15 While promoting a business through TV media, which time will be suitable for promoting your business? During News During Dramas & Movies During Sports During political Programs

Suggestions____________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ _____________________________________________________________

BIBLIOGRAPHY

BIBLIOGRAPHY
Primary data collected from: Questionnaire (filled by customer of FMCG product ) at Kanpur. Personal interview (Employee & Student of PSAT )

Secondary data collected from:Text books: Management information system tenth edition by o. v. Elvin(2006). Philip kotler (2001) marketing management prentice hall pvt. Ltd., new Delhi millennium edition. Web sites:- www.pg-india.com www.hul.co.in www.pepsiindia.co.in www.google.co.in

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