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1. EXECUTIVE SUMMARY

My project includes a study on the .
Effectiveness of the Emotional Advertisement of Saffola OIL
Marico Industries has its focus on sustainable profitable growth is manifest through
its consistent financial performance a CAGR of 19% in Turnover and 19% in
Profits over the past 5 years- while setting a record of several consecutive quarters of
year on year growth- 30 for Profits and 26 for Sales, and distributing dividends for 25
consecutive quarters. Marico is a listed company its shares are listed in BSE and NSE
(Code MARICO).

Marico commit itself to improving the quality of people's lives in several parts
of the world, through branded fast moving consumer products and services in
Personal and Health Care sectors. The Overseas Sales franchise of Maricos
Consumer Products (whether as exports from India or as local operations in a foreign
country) is one of the largest amongst Indian Companies and is entirely in branded
products and services.

In the Edible Oil segment Marico have four products which are

Saffola Gold
Saffola Kardi Oil
Saffola Tasty Blend
Sweekar

Edible oils, as an important item of consumption, have rightly acquired
considerable importance all these days. Being an essential food item for general

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populace, its importance can be gauged from the fact that it is used all over the world,
as a major source of Nutrition for the human beings. Oils are used in the form of raw
oils, refined and vanaspathi constituting 15 to 20 per cent of the consumers monthly
budget. In this context the productivity of edible oil has assumed vital relevance to
the economy of the world in general and the countrys economy like India in
particular. Besides, oil industry has become a major organized sector with over 100
units in operation all over the country providing direct or indirect employment to
over a million people.
Customer behavior study is based on consumer buying behavior, with the
customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behavior analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalization,
customization and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
The advanced learners dictionary of current English lays down the meaning or
research as a careful investigation or inquiry especially through search for new facts
in any branch of knowledge.

Research methodology refers to the procedure used for report. In
recommendation section, we give suggestion to the company.


2. ADVERTISEMENT

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2.1 What is Advertising?

Advertising is a form of communication intended to persuade its viewers,
readers or listeners to take some action. It usually includes the name of a product or
service and how that product or service could benefit the consumer, to persuade
potential customers to purchase or to consume that particular brand. Modern
advertising developed with the rise of mass production in the late 19th and early 20th
centuries.
Commercial advertisers often seek to generate increased consumption of their
products or services through branding, which involves the repetition of an image or
product name in an effort to associate related qualities with the brand in the minds of
consumers. Different types of media can be used to deliver these messages, including
traditional media such as newspapers, magazines, television, radio, outdoor or direct
mail. Advertising may be placed by an advertising agency on behalf of a company or
other organization.
Organizations that spend money on advertising promoting items other than a
consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Nonprofit organizations may rely on free
modes of persuasion, such as a public service announcement.



2.2 History

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As education became an apparent need and reading, as well as printing,
developed advertising expanded to include handbills. In the 17th century
advertisements started to appear in weekly newspapers in England. These early print
advertisements were used mainly to promote books and newspapers, which became
increasingly affordable with advances in the printing press; and medicines, which
were increasingly sought after as disease ravaged Europe. However, false advertising
and so-called "quack"(fake) advertisements became a problem, which ushered in the
regulation of advertising content.
As the economy was expanding during the 19th century, advertising grew
alongside. In the United States, classified ads became even more popular, filling
pages of newspapers with small print messages promoting all kinds of goods. In
1843, the first advertising agency was established by Volney Palmer in Philadelphia.
At first, agencies were brokers for ad space in newspapers. N.W. Ayer & Son was the
first full-service agency to assume responsibility for advertising content. It was also
the first agency to charge a commission on ads.
In June 1836, French newspaper La Presse was the first to include paid
advertising in its pages, allowing it to lower its price, extend its readership and
increase its profitability and the formula was soon copied by all titles.
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up
their own radio stations, and included: schools, clubs and civic groups. When the
practice of sponsoring programs was popularized, each individual radio program was
usually sponsored by a single business in exchange for a brief mention of the

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business' name at the beginning and end of the sponsored shows. However, radio
station owners soon realized they could earn more money by selling sponsorship
rights in small time allocations to multiple businesses throughout their radio station's
broadcasts, rather than selling the sponsorship rights to single businesses per show.
The radio station owners soon realized they could earn more money by selling
sponsorship rights to other businesses. In those days, each show was usually
sponsored by a single business, in exchange for a brief mention of the sponsor at the
beginning and end of the show. This practice was carried over to television in the late
1940s and early 1950s.
However, a fierce battle was fought between those seeking to commercialize
this new medium and the people who argued that the radio spectrum should be
considered the commons, to be used only non-commercially and for the public good.
In Canada, advocates like Graham Spry were able to convince the government to
adopt a socialist funding model. England followed suit with the development of the
BBC. However in the United States, the capitalist model prevailed with the passage
of the 1934 Communications Act which created the Federal Communications
Commission. To placate the socialists, the U.S. Congress did require that commercial
broadcasters operate in the "public interest, convenience, and necessity". However
public radio certainly exists in the United States.
In the early 1950s, the Dumont television network began the modern trend of
selling advertisement time to multiple sponsors. Dumont had trouble finding sponsors
for many of their programs and compensated by selling smaller blocks of advertising
time to several businesses. This eventually became the norm for the commercial
television industry in the United States. However, it was still a common practice to
have single sponsor shows, such as the U.S. Steel Hour. In some instances the
sponsors exercised great control over the content of the show - up to and including

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having one's advertising agency actually writing the show. The single sponsor model
is much less prevalent now, a notable exception being the Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern approach in which
creativity was allowed to shine, producing unexpected messages that made
advertisements more tempting to consumers' eyes. The Volkswagen ad campaign
featuring such headlines as "Think Small" and "Lemon" ushered in the era of modern
advertising by promoting a "position" or "unique selling proposition" designed to
associate each brand with a specific idea in the reader or viewer's mind. This period
of American advertising is called the Creative Revolution and its archetype was
William Bernbach who helped create the revolutionary Volkswagen ads among
others. Some of the most creative and long-standing American advertising dates to
this period.
The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a new
type of advertising. As cable and satellite television became increasingly prevalent,
specialty channels emerged, including channels entirely devoted to advertising, such
as QVC, Home Shopping Network, and ShopTV Canada.
Marketing through the Internet opened new frontiers for advertisers and
contributed to the "dot-com"(.com) boom of the 1990s. Entire corporations operated
solely on advertising revenue, offering everything from coupons to free Internet
access. At the turn of the 21st century, a number of websites including the search
engine Google, started a change in online advertising by emphasizing contextually
relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to
a plethora of similar efforts and an increasing trend of interactive advertising.

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The share of advertising spending relative to GDP has changed little across
large changes in media. For example, in the U.S. in 1925, the main advertising media
were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising
spending as a share of GDP was about 2.9 percent. By 1998, television and radio had
become major advertising media. Nonetheless, advertising spending as a share of
GDP was slightly lowerabout 2.4 percent.
A recent advertising innovation is "guerrilla marketing", which involve
unusual approaches such as staged encounters in public places, giveaways of
products such as cars that are covered with brand messages, and interactive
advertising where the viewer can respond to become part of the advertising message.
Guerrilla advertising is becoming increasing more popular with a lot of companies.
This type of advertising is unpredictable and innovative, which causes consumers to
buy the product or idea. This reflects an increasing trend of interactive and
"embedded" ads, such as via product placement, having consumers vote through text
messages, and various innovations utilizing social network services such as MySpace

.







2.3 Changing scenario of advertising



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Marketing through advertising is considered an important variable in the global
business. Advertising is second only to films as far as its influence on the society is
concerned. History bears testimony to the fact that the great Romans practiced
advertising. Their surnames indicated their occupation. The potentialities of
advertising multiplied when manual press was invented in the 15th century. After that
the demand has been increasing.

Advertising is, in fact, the most influential and powerful medium in the present
commercial society. It creates an entire worldview, shaping our attitude and beliefs.
Advertisements pervade every aspect of our life and most of us are hardly aware of it.
In the movement for equal status and fair treatment to women, an important part is
attributed to the mass media, particularly to electronic media.

The central position of media in daily life ensures its role in advertising
business. The meanings that are created by media are not fixed, but they vary
according to cultural, historical and social context of the people concerned. The
common man judges the products on the basis of the understanding his society and
culture has inculcated into them.

Symbolism is one of the major aspects of advertisement and it is to be noted
that a change has occurred in this context. Use of women to promote a concept or
product is increasing day by day. In the advertisement world, advertisers have picked
up women for advertising of consumer commodities. Women are used in TV
commercials as weapon of persuasion. Women in many cultures make the majority of
consumption decisions; hence they are important target of these advertisers. So the
advertisers find it easier to sell the product by using the same gender. But most of
these ads hardly need women as models. For example, there is no need to ask females
to do an ad for a mens shaving cream. The list is uncountable. Most of the
companies want to attract the consumers by using the physical look of the
models. They have created a world of fantasy. And we are drawn towards that world
without realizing much about the realities of life. We try to imitate whatever is shown
on the Television. The media must play the role of a watchdog in such a situation.
2.4 Types of advertising


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Virtually any medium can be used for advertising. Commercial advertising
media can include a wall paintings, billboards, street furniture components, printed
flyers and rack cards, radio, cinema and television adverts, web banners, mobile
telephone screens, shopping carts, web popup, skywriting, bus stop benches, human
billboards, magazines, newspapers, sides of buses, banners attached to or sides of
airplanes ("logo jets"), in-flight advertisements on seatback tray tables or overhead
storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows,
subway platforms and trains, doors of bathroom stalls, stickers on apples in
supermarkets, shopping cart handles (grabertising), the opening section of streaming
audio and video, posters, and the backs of event tickets and supermarket receipts.
Any place an "identified" sponsor pays to deliver their message through a medium is
advertising.
Television
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl football game
in the United States is known as the most prominent advertising event on television.
The average cost of a single thirty-second TV spot during this game has reached
US$3 million (as of 2009).
The majorities of television commercials feature a song or jingle that listeners
soon relate to the product.
Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank backdrops or
used to replace local billboards that are not relevant to the remote broadcast audience.

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More controversially, virtual billboards may be inserted into the background where
none exist in real-life. Virtual product placement is also possible.
Infomercials
An infomercial is a long-format television commercial, typically five minutes or
longer. The word "infomercial" is a portmanteau of the words "information" &
"commercial". The main objective in an infomercial is to create an impulse purchase,
so that the consumer sees the presentation and then immediately buys the product
through the advertised toll-free telephone number or website. Infomercials describe,
display, and often demonstrate products and their features, and commonly have
testimonials from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a
transmitter to an antenna and a thus to a receiving device. Airtime is purchased from
a station or network in exchange for airing the commercials. While radio has the
obvious limitation of being restricted to sound, this becomes its major disadvantage.
Press advertising
Press advertising describes advertising in a printed medium such as a
newspaper, magazine, or trade journal. This encompasses everything from media
with a very broad readership base, such as a major national newspaper or magazine,
to more narrowly targeted media such as local newspapers and trade journals on very
specialized topics. A form of press advertising is classified advertising, which allows
private individuals or companies to purchase a small, narrowly targeted ad for a low
fee advertising a product or service.

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Online advertising
Online advertising is a form of promotion that uses the Internet and World
Wide Web for the expressed purpose of delivering marketing messages to attract
customers. Examples of online advertising include contextual ads that appear on
search engine results pages, banner ads, in text ads, Rich Media Ads, Social network
advertising, online classified advertising, advertising networks and e-mail marketing,
including e-mail spam.
Billboard advertising
Billboards are large structures located in public places which display
advertisements to passing pedestrians and motorists. Most often, they are located on
main roads with a large amount of passing motor and pedestrian traffic; however,
they can be placed in any location with large amounts of viewers, such as on mass
transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
Mobile billboard advertising
The RedEye newspaper advertised to its target market at North Avenue Beach
with a sailboat billboard on Lake Michigan.

Mobile billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying advertisements along
routes preselected by clients, they can also be specially-equipped cargo trucks or, in
some cases, large banners strewn from planes. The billboards are often lighted; some
being backlit, and others employing spotlights. Some billboard displays are static,
while others change; for example, continuously or periodically rotating among a set
of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout
the world, including:

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Target advertising
One-day, and long-term campaigns
Conventions
Sporting events
Store openings and similar promotional events
Big advertisements from smaller companies
Others
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at the ends
of aisles and near checkout counters, eye-catching displays promoting a specific
product, and advertisements in such places as shopping carts and in-store video
displays.
Covert advertising
Covert advertising, also known as guerrilla advertising, is when a product or
brand is embedded in entertainment and media. For example, in a film, the main
character can use an item or other of a definite brand, as in the movie Minority
Report, where Tom Cruise's character John Anderton owns a phone with the Nokia
logo clearly written in the top corner, or his watch engraved with the Bulgaria logo.
Another example of advertising in film is in I, Robot, where main character played by
Will Smith mentions his Converse shoes several times, calling them "classics,"
because the film is set far in the future. I, Robot and Space balls also showcase
futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front
of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which
as a result contained many scenes in which Cadillac cars were used. Similarly,
product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars

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are featured in recent James Bond films, most notably Casino Royale. In "Fantastic
Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo
on the front. Blade Runner includes some of the most obvious product placement; the
whole film stops to show a Coca-Cola billboard
Celebrities
This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or
products. Advertisers often advertise their products, for example, when celebrities
share their favorite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as television or print
adverts to advertise specific or general products.
The use of celebrities to endorse a brand can have its downsides, however. One
mistake by a celebrity can be detrimental to the public relations of a brand. For
example, following his performance of eight gold medals at the 2008 Olympic
Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was
terminated, as Kellogg's did not want to associate with him after he was
photographed smoking marijuana


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2.5 Recent Trends in Advertising

I nternet Advertising
Internet Marketing is the online advertisement and selling of products, services
or businesses through the Internet. Online advertising is possible only if one has its
own website. Having a website for a particular business is worthless until and unless
people know about your business and put their trust and likings on services that you
provide. So, having a website is just like having a shop, if people find you, they
obviously visit it, and visit it again if they find it really interesting.

Internet Advertising is the latest and most effective method of business
promotion. It is necessary to help people find you more easily, know your presence,
know more about the services and products that you offer and assure people what real
difference you can bring about in comparison to other similar service providers. To
make your website worth interesting, different Website advertising strategies are
available today, such as, pay per click advertising, banner advertising, email
marketing, search engine marketing through search engine optimization, affiliate,
article, blog and interactive marketing services. If these strategies are dealt
attentively, then you can experience the difference that online business can bring on
your business.

There are 26 million Internet users in India, largely in the age group of 20 to 40
- a target-base for India's rapid growth advertising industry is increasingly looking at.
It's reboot time for Indian advertising with predictions that the online segment is
likely to cross the 100 million dollar mark by 2010, according to a study by MSN.
India's advertising industry generates about 2.2 billion dollars annually, according to
industry sources. Currently, online advertising comprises less than one per cent of the
pie. The total spending for 2004-2005 was about 18 million dollars, but the Indian
Online Association (IOA), predicts this will touch 57 million in 2006-2007.

Internet is increasingly a part of the media mix for advertisers as they realize
its high potential in reach and penetration. Print and television still hog a major share
of Indian advertising at 700 to 920 million dollars annually. But digital advertising
industry players point out that television too saw a sluggish beginning and then
exploded as cable TV entered the arena. So what's holding back the online

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advertising boom? Its the unfamiliarity with the new medium, a lack of
understanding of its reach and potential, a fear of venturing into a new area. The
limited reach of Internet - it has only 26 million users in a country of one billion - is
another reason. The mobile industry has far overtaken Internet with a user base of 50
million in India and is growing by the day.

Unlike print and TV, the consumer can decide when and how he wants to be
exposed to a campaign, and the advertiser too can filter targets in terms of groups and
locales. The Internet has great cost advantage as well. The cost per 1,000 reach is
very effective when compared to other media. Finance is the main sector going for
Internet advertising in India. Most in the advertising industry agree that today even a
brilliant campaign has a vital element missing if there is no Internet presence.

Leading portals in India like Rediff, Yahoo and MSN are also seeing a revival.
Rediff saw an increase of over 70 per cent in online revenue on its India operations in
2004. It largely comprised advertising and fee-based services like online
subscriptions, mobile downloads and online shopping. And there were more than two
dozen first time advertisers the same year. Yahoo! India saw a 100 per cent growth in
advertising in 2004. Indiatimes.com, the online operations of one of India's leading
media groups estimated total advertising on its site to be around 3.5-4.6 million U.S.
dollars in 2004. All top advertising agencies in India from JWT, Lowe Lints, O&M
and Mudra have interactive arms or links with the same.

Mobile Advertising
Mobile advertising in India is at a very nascent stage compared to markets like
Japan, Korea and West, but many are reported to be preparing to get into the act.
The future for mobile advertising is already here, despite not being on many
marketers radars yet. Hundreds of millions of ads are already being run, click-
through rates are much higher than online. The growth of 3G networks, IPTV and
high end gaming on mobile phones will open new avenues for advertising on mobile.

The size of mobile advertising in India is miniscule, it has potential to grow at
200% a year, giving operators a new revenue source. With the average revenue per

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user (ARPU) constantly falling, it could be a saving grace for operators. From Rs 356
in March last year, the ARPU in December 2006 has declined by 115 to touch Rs
316. The worldwide mobile advertising market is pegged at $1 billion currently. IDC
believes with more than two billion mobile users in the world, it prevails as the first
medium through which advertisers can reach such a large audience on an individual
basis.

In India, it is currently a Rs 5-6 crore market, set to grow to Rs 20-25 crore by
March 2008. It is clearly a medium that needs to be evangelised to brands as how
Internet advertising was done to brands in early 2000 - 2001. Mobile advertising can
take many forms like SMS broadcast, MMS broadcast, sponsored content, WAP ads
and product placement in games. Currently, it is restricted to SMS based activities in
the country. Some FMCG, beverage and entertainment companies have tested MMS
too and few operators have also tried to get sponsorship revenue from value added
services.

Seeing the huge potential of mobile advertising in future, operators like Bharti
Airtel, MTNL, Reliance and Tata Teleservices are exploring the option, but feel it
will take some time for the format to take off in the country in a big way.

Targeted mobile advertising is 50% more acceptable to mobile internet users
than untargeted ads, according to the consumer mobile advertising report conducted
with more than 1,200 mobile internet users across the US, Europe and India. As 70%
of the SMSes have less than 40 characters, value added services provider Cellebrum
has come up with a solution where micro advertisements are inserted into the text
messages of subscribers who opt-in to the programme in exchange for incentives
such as free SMS or reduced tariffs.

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In the not too distant future, we will have the freedom to choose whether we
wish to pay for our mobile calls or have it free. Soon enough we will be given a free
mobile phone and be allowed to make and receive calls for free provided we are
willing to pay with our attention to short advertising messages while using these
phone. For instance, when we answer or make a call, before we get connected, we
will hear the advertising message. This message will more than likely be of some
interest to us because the advertiser would have information about who we are based
on what content we subscribe to from the ocean of published content.
Freelance advertising
In freelance advertising, companies hold public competitions to create ads for
their product, the best one of which is chosen for widespread distribution with a prize
given to the winner(s). During the 2007 Super Bowl, Pepsico held such a contest for
the creation of a 30-second television ad for the Doritos brand of chips, offering a
cash prize to the winner. Chevrolet held a similar competition for their Tahoe line of
SUVs. This type of advertising, however, is still in its infancy. It may ultimately
decrease the importance of advertising agencies by creating a niche for independent
freelancers
Embedded advertising
Embedded advertising or in-film ad placements are happening on a larger scale now
than ever before. Films like Krish had over a dozen placements including Lays,
Bournvita, Saffola, Samsung, Faber Castell and Hero Honda.


Shift in Message from Product Features to Consumer Benefits

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A common rule in the advertising industry is the one message strategy. In short, it
is based on the premise that one unique selling proposition (USP) is effective. This
reflects concerns over how communicating a multitude of messages in a single
advertisement may easily distract consumers and cause difficulties in understanding
the underlying message, thus weakening the advertisements effects. So, a common
and frequently made mistake made in current commercials is that they often end up
communicating product features while obscuring their message and emphasizing
technological prowess. In particular, this trend was noticeable in industries where
technological capability was a differentiating point and complex functions were the
competitive edge.
Recent successful commercials have instead adopted a strategy of soft appeal
focused on consumer benefits, rather than one of hard appeal, communicating
product characteristics. The keys to success for these advertisements have been the
use of consumer language and attractive images when communicating features and
technologies. Selecting a simple and clear message as well as delivering messages
focusing on consumers' benefits is helpful to raise message appeal, brand awareness
and brand power.






2.6 The Role of Advertising

Advertising is the means by which goods or services are promoted to the
public. The advertisers goal is to increase sales of these goods or services by

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drawing peoples attention to them and showing them in a favorable light. The
mission of advertiser is to reach prospective customers and influence their awareness,
attitudes and buying behavior. They spend a lot of money to keep individuals
(markets) interested in their products. To succeed, they need to understand what
makes potential customers behave the way they do.

For advertising to exist, a number of factors have to be in place
The goods and services to be advertised
Competition between different providers of the same kinds of goods and
services, for which there needs to be a significant potential market
The means of advertising cheaply to large numbers of people
A population with sufficient education to be able to understand advertising
messages

Advertising is a marketing function, and Kotler claims that advertising can
have a number of different, possible objectives. One objective can be to inform
customers about new product or a price change. The main objective here is to build
primary demand. Another objective can be to persuade the customer to purchase the
product. The use advertising as a way to build preference and to encourage customers
to change brand. The fundamental purpose of advertising is to influence people to
purchase various goods and products. In this sense advertising is a phenomenon that
aims to persuade or influence people.

What is the role of advertising in the demand function? One response of this
question is that a company can sell more of its product by informing consumers about
the product. The information may include its existence, price, promotion, quality, etc.
Therefore advertising is seen as providing information to consumers. The other

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response is that advertising searches the way of persuading consumers to purchase
the advertised products by appeals to snobbery, associations of the product with
favored people or situations, repetition of the same message and so on. Advertising
shows the last style and the new popular products in the market. It displays ideal
individuals wearing the new clothes and looking good. Customers are jealous of this
perfection. So that, they go out and purchase in hopes of reaching perfection.

There is a time dimension at advertising. Advertisements influence on sales is
immediate (i.e. it is mostly felt within seven days of an advertisements exposure). A
repetition of such effects, measured at the end of a year, amounts to a medium-term
influence. The immediate influence of advertising on sales plays a gatekeeper role to
all further effects. Without it there will not be medium term effect (i.e. a repetition of
short-term effects); and long-term effect. Advertisements full effect can be only
valued if its long-term influence is taken into account as well as its short and
medium-term effects on sales. These terms make it possible to evaluate the
productivity of an advertising campaign; to measure if the campaign shows a
financial return on the investment and is thus accountable

According to Doole & Lowe (2004), advertising is the most important part of
the whole marketing strategy. There are many channels of media to use for
advertising, for example television, printed media, radio, cinema, outdoor and
transport poster. Marketers use television as the most powerful medium of
communication.
3 EMOTIONAL ADVERTISEMENT

Abstract


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I am laughing, I am crying, I am enjoying, I am sad, I am upset, I am interesting, I am
looking, I am hearing, I am speaking, I am showing, I am, I am, I am..,,,,,

Feeling. Emotions. Sentiment. Affection.

All are being weapons of advertising firms to kill viewer's intention to buy any other
product than a product for which an advertisement is made.

That's why Fred Allen said," Advertising is 85% confusion and 15% commission."

3.1 What is Emotion?

Emotion is another word for feelings. Some common emotions are anger, fear, love,
sadness, grief, jealousy, hurt, disappointment and joy.

We may have these feelings or emotions in response to things that are going on at the
moment or when we remember something that happened in the past.

Frequently, we also experience physiological changes, such as feeling hot; faster
heartbeats, changes in our breathing, knotting in our stomachs, etc. when we feel an
emotion.

3.2 Emotions & Advertising

Emotions are arguably defined as bodily changes, together with mental change,
influencing one's decisions, sometimes out of the normal pattern for the individual,
used particularly in reference to buying behavior.

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Advertisement is full of appeals. I believe there is hardly any advertisement, which
has not appeals to make.

General appeals include featuring product, drives & instincts (needs), motives,
emotions, roles, personality traits, values, traditions, attitudes, beliefs and knowledge.
An emotion is one of the best appeals in advertising.

3.3 Emotional Appeal

It means product advertising appealing to emotional desires rather than logic,
economy or utility.

Here are some examples of emotions that are catered to viewers in different
advertisements.
Fear, hope, anxiety, love, distress, surprise, guilt, shame, interest, excitement, joy,
anger, disgust, contempt or loathing, sadness, happiness, amusement, peacefulness,
grief, sorrow, trust, anticipation, depression, envy, frustration, sympathy, loneliness,
embarrassment, horror, dread, awe.

The emotional advertisement improves brand's impression, personality and value
with feelings. Here are some dashing examples in Indian scenario. The 'Josh' machine
campaign gave a young-at-heart image for high brand recall to Ford Icon.

While 'Youthful Individuality' is the soul of Levi's brand which defined universal
values, Originality, self-confidence, integrity.


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23


Such emotions helps advertiser to create brands. Brands are built in the minds and
hearts of customers and it is important to understand that consumers like and
consume brands rationally as well as emotionally.

In countries like India, emotions are definitely a critical factor in consumers,
accepting and loving brands. Promotions like small offers & reduction in prices or
buy & win leaves short term impact on customer's mind whereas emotional appeal
helps an advertiser to put long-lasting impact.

3.4 Emotional branding Concept

The concept of emotional branding is widely practiced by the insurance sector,
FMCG in India. It is delived that in India people are very emotional and know the
importance of their life and they also care about the life of the people they love. So it
becomes easy for the insurance companies to track their customers emotionally in
India. In the above ad they have tried to show a very sensitive and emotional tag line
for an Indian family. It is a very strong feeling for a family. Similarly the tagline of
advertising is shown in an very strong and emotional way. In India parents a said to
be the second face of god and in this ad they have captured this idea in a very
intelligent way. The family here wishes for a long life for their family. This ad has
made a huge impact on everyones mind. This is how the companies cash upon
emotions now-a-days. This is called emotional branding.
3.5 Emotional Advertisement

Emotional advertisements have a substantial impact on consumer attitudes, as well as
upon purchase intentions. However, research on the influence of emotional appeals
on memory has been somewhat mixed, with some researchers asserting that they

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result in poor consumer memory, while others argue that if tested properly, they have
a substantial impact. The current research addresses these mixed results by relying on
an accessibility/diagnosticity framework to explore the effect of emotions on
consumer implicit and explicit memory. Explicit memory performance is
characterized as relying upon both the accessibility of memory
traces and their relative diagnosticity in contrast with other inputs. In contrast,
implicit memory performance is primarily driven by accessibility alone.
Results from two experiments are supportive of this perspective. The first experiment
demonstrates that overall emotional advertising appeals have a bigger impact on
implicit versus explicit memory performance, though explicit memory performance is
enhanced after exposure to an intense emotional appeal. The second experiment
demonstrates that the diagnosticity of emotional appeals can be enhanced, and that
such enhancement leads to better explicit memory performance under conditions of
high involvement. In contrast, emotional diagnosticity is shown to have no effect on
consumer implicit memory.

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25


4 ABOUT MARICO






PROFILE























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26


4.1 INTRODUCTION


Marico commit itself to improving the quality of people's lives in several parts of the
world, through branded fast moving consumer products and services in Personal and
Health Care sectors.

Company shall offer brands that enhance the appeal and nourishment of hair and skin
through distinctive products and services based on the goodness of coconut, other
natural substances and the underlying science of hair care and skin care. We shall
make available brands that contribute to healthy living, through, both products drawn
from agriculture offered in natural or processed forms, and services.

Company shall develop, in parts of the world beyond the Indian Subcontinent, a
franchise for our branded products and services.
Marico shall aim to be a leader in each of its businesses segment through heightened
sensitivity to consumer needs, setting up of new standards in the delivery and quality
of products and services and processes of continuous learning and improvement.

We shall share our prosperity amongst members, shareholders and associates, who
contribute in improving our equity and market value. Company shall acquire the
stature of a friendly corporate citizen, contributing to the betterment of neighborhood
communities, where we are significantly present. Marico India is very old Company;
it has great presence in hair oil and edible oil segment. Company change itself a lot
from its past. Companies improve its revenue and increase its profitability.

To understand how far Marico has come, all one need to do is take a look at what
they have inherited.

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27


MARICO YESTERDAY (1991)
MARICO TODAY (2011)
A sales turnover of Rs. 1059 million A sales turnover of Rs. 17500 million
Profit after tax of Rs. 24 million Profit after tax of Rs. 701 million
Net worth of Rs.33 million Net worth of Rs.2169 million(in 2005)
Two products with brand names -
Parachute and Saffola
12 Brands, 3 of which are Market
Leaders
Two factories - a coconut oil plant at
Sewree, Bombay and a safflower refining
plant (which has been shut down since) at
Mazgaon, Bombay.
7 Factories and sub - contract facilities
Around 400 employees representing the
blue collared work force, staff and
managers.
A total strength of around 1000
members

Growing Consumer Franchise

Leveraging core sources of Competitive Advantage, Branding, Distribution, Cost
Management and Innovation. Marico has set up a fast growing franchise of new
products and businesses. An enviable record of 5 consecutive new product success
stories. Parachute Jasmine, Shanti Amla, Mediker Anti Lice Oil, Saffola Gold and
Saffola Tasty Blend. This has helped in reducing Marico's dependence on Parachute
from a share of about 75% in early 90's to about 44%.

Brands Category 1992 (%) 2008(%)
Parachute & Oil of
Malabar
Coconut Oil 48-49 59-60
Saffola & Sweekar High Margin Refined Oils in
consumer packs
5-6 13-14
Parachute Jasmine,
Shanti,
Hair & Care

Hair oils 17 19

Marico's Parachute and Saffola are among India's Top 100 Most Trusted
Brands (Brand Equity survey). Among Indian brands Parachute ranks 46
th
and

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28


Saffola ranks 92
nd
. Parachute is probably the worlds largest packaged Coconut Oil
Brand that makes use of one out of every twenty coconuts produced in India and 3
nuts of every coconut tree in India.

COMPOSITION AND CATEGORY OF DIRECTORS OF MARICO
LIMITED


NAME CATEGORY
Mr. Harsh Mariwala Chairman & Managing Director (Promoter)
Mr. Rajeev Bakshi Non-Executive and Independent
Mr. Atul Choksey Non-Executive and Independent
Mr. Nikhil Khattau Non-Executive and Independent
Mr. Jacob Kurian Non-Executive and Independent
Mr. Rajen Mariwala NonExecutive (Promoter)
Ms. Hema Ravichandar Non-Executive and Independent
Mr. Bipin Shah Non-Executive and Independent
Mr. Anand Kripalu Non-Executive and Independent





















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4.2 History of Company

1988

- The Company was incorporated on 13
th
October, under the name of Marico Foods
Ltd. It obtained the Certificate of commencement of business on the 22
nd
November

- The Company is engaged in the business of manufacture and marketing of branded
personal care products, edible oils, fabric care products and processed foods. The
Companys products are sold under the brand names Parachute, Saffola, Sweekar,
Maricos Hair & Care, Revive and Sil.

1989

- The name of the Company was changed to Marico Industries Limited w.e.f. 31
st

October.
- In December, the Company entered into an agreement with M/s. Rasoi Industries Ltd.
For purchase of its unit located at M.I.D.C. Industrial Estate, Jalgaon

1990

- The company entered into a Registered Users Agreement dated 26
th
September, with
BOIL for the use of the brands Parachute and Saffola for an initial period of 3
years commencing from 1
st
August.

1993

- The Company established a new plant at Kanjikode, Palghat District, Kerala to
manufacture Parachute Coconut Oil. This plant with capacity of 24000 tons of
coconut oil per annum began commercial operation in May.

- The products Parachute Coconut Oil, Saffola and Sweekar are manufactured at the
Companys factories. The products Maricos Hair & Care, Revive Instant Starch,
Parachute Amla and Parachute Herbal are manufactured on job work basis as per
the Companys quality specifications and under the brand names of the Company.


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30


- The Company has two SSI Units namely M/s. Amardeo Plastic Industries having its
factory at Mumbai.

- The SIL range of jams and food products are manufactured by Kanmoor Foods Ltd.
(KFL) and market by the Company.

- Saffola won the most outstanding Brand of the Year Award instituted by the
Advertising Club of Mumbai.

1994

- Agreements dated 21
st
February 1994 and 16
th
November 1995 between the
Company and The Bombay Oil Industries Ltd. For using the Trademark Parachute
and Saffola.

1995

- The Company has acquired the brand SIL from KFL in March for an aggregate
consideration of the Rupees Three crores.

1996

- Memorandum of Understanding dated 2
nd
January, between the Company and
Karvy Consultants Ltd. Agreeing to act as Registrars to the Issue.

- In March, the Company made a fresh issue of 10,00,000 equity shares of Rs. 10/-
each, at a premium of Rs. 165/- per share, simultaneously with an offer for sale by
the promoters of 26,25,000 equity shareds of Rs. 10/- each, at a premium of Rs.
165/- per share.

- The company decided to leverage on the strong equity of the Parachute brand
through appropriate extensions. Accordingly, Parachute Herbal was launched.



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31


- The Total Quality Movement within the Company has gathered speed and now
embraces virtually all locations.

- The Company has made major investments in information technology, a process
which began four years ago. Presently, all the establishments are covered by
information technology and networked with the Corporate Office.

- The Company has acquired a formidable reputation for its HR practices and has
been recognised by the National HRD Network in the recent past.


1997

- Marico Industries has extended the Sweekar oil brand to introduce two new refined
oils-Sweekar cotton seed oil and Sweekar mustard oil.

- The company has set up a factory near Jalgaon to process the cotton seeds and
another factory near Jaipur for the mustard oil.

- The company has launched branded refined mustard oil and cotton seed oil refined
under its brand name Sweekar Orange.

- Marico Industries has been one of the few success stories in the fast-moving
consumer goods segment.

- The company has announced the extension of the Parachute brand name to other
products in the hair care segment, thus making it an umbrella brand.

- Marico Industries has launched three new variants of coconut oil - light oil, nutra
sheen liquid and nutra sheen creme-under the brand name Parachute.

- Marico Industries Limited, the Rs. 400 crore consumer goods company has been
selected as a Top Performing Global Growth Company from India by the World
Economic Forum, New Delhi.


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32



1998

- The company was originally a join venture between a Lever group company and
Nissin of Japan, and its products were distributed through HLL's channels.

- Marico Industries Ltd has taken the lead in launching a refined oil in the soya
segment with a new variant called Sweekar Refined Soya Oil.

- The company has recently launched a new variant in Postman called Sona, which is
a sunflower oil.

- MIL launched an innovative fabric care product named Revive ColourFix which
helps to fix the colour on cotton fabrics.

- The company has recently extended the brand equity of Parachute to coconut-based
hair grooming products like Parachute Lite and Parachute Nutra-Sheen. The company
is also considering testing Parachute branded products in international markets like
Europe and America.

1999

- Marico Industries Ltd is focussing on relaunching its SIL brands in its `healthcare'
business, after a successful repositioning of its Saffola and Sweekar brand.

- The company is planning to introduce a range of vegetable soups.

- The company is planning to set up a wholly-owned subsidiary in Bangladesh
shortly.

- Marico Industries (Marico) and The Bombay Oil Industries (BOIL) have reached an
understanding in terms of which the brands, Parachute and Saffola are being assigned
to Marico.

- ICRA has retained the `A1+' rating for the Rs. 7.5-crore commercial paper
programme of the company.

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33



- The company is planning to set up a local manufacturing unit is several other
SAARC countries.

2000

- The Company launched Parachute Dandruff Solution Coconut Hair Oil in Calcutta,
the first oil to combine coconut oil with antidandruff properties in a single hair oil.

- The Company has launched the branded coconut oil in a tamper proof seal pack
with a flip top cap.

- Marico Industries Ltd. has a tied up with the International Association of
Trichologists (IAT), a non-profit organisation based in Australia.

2001

- Marico Industries has launched the Revive Anti-Bacteria starch.

2002

-Marico Industries Ltd has informed BSE that the Board approved the Issue of bonus
redeemable preference shares of aggregate face value of Rs 290 million. Ratio -- 1:1
on equity enhanced after bonus issue of equity shares made by the Board on April 18,
2002 and approved by shareholders on July 18, 2002. The rate of dividend is 8%
p.a.Increase in authorised share capital of the Company from Rs 300 million to Rs
600 million.

2003

-Marico Industries Ltd have appointed Erehwon consultancy firm for initiatives of
innovation in marketing and management.

-Marico Industries have acquired a controlling equity interest in Sundari LLC.



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34


2004

-Marico Industries' popular edible oil brand 'Saffola' launches a fresh advertising
campaign. The campaign by Grey Worldwide has a new tagline, Aaj se jeene ka
andaaz sudhariye (Improve your lifestyle today), urges every Indian to take up
healthy lifestyle. Earlier Saffola campaign used the tag line - Saffola Swasth
ParivaarKe Dil Ki Dhadkan

-High Court of Judicature at Bombay approves the Scheme of Amalgamation of
Anandita Arnav Trading & Investment Private Ltd, Madhav Nandini Trading &
Investment Private Ltd, Rajvi Rishabh Trading & Investment Private Ltd and
Rishabh Harsh Trading & Investment Private Ltd with Marico Industries Ltd on
February 12, 2004

-Announces 1:1 bonus issue

- Marico Industries launches 'Saffola Gold, a blend of Ricebran and Kardi oils in a
70:30 ratio, which has dual benefits of lowering cholesterol and enabling food
cooked in it to absorb lesser oil

-Marico industries has announced its foray into the beauty products segment with the
launch of Silk-n-Shine, a post-wash haircare product

2005

-Marico - MBL acquires soap brand Aromatic

-Marico introduces new Mediker Plus in southern market

-Marico arm buys toilet soap brand in Bangladesh

2006

-Marico Ltd has informed that the Company has reached an agreement to acquire the
brand 'Nihar' from Hindustan Lever Ltd (HLL). Nihar gas a current annualized
turnover of about Rs 1200 million spread over two segments - coconut oil and

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35


perfumed hair oils.

-Marico Ltd has informed that the Company has acquired the Herbal Bath Soap brand
"Manjal" from Oriental Extractions Pvt Ltd (Oriental) for an undisclosed
consideration.

-Marico enters Egypt, acquires haircare brand Fiancee

2007

-Marico Ltd has appointed Mr. Anand Kripalu as an Additional Non-Executive
Director on the Board of Directors of the Company.

- The Company has splits its face value from Rs.10/- to Rs.1/-.

-Marico "Uncommon Sense" Campaign won Gold EFFIE in Corporate Advertising
Category Nihar Naturals and Saffola won Bronze each under Consumer Products
Category

2008

-Marico Limited has appointed Ms. Rachana Lodaya- Legal Manager, as Company
Secretary and Compliance officer of the Company, with effect from August 01, 2008.
-Marico Jalgaon was awarded the CII National Water Management Award -Marico
was ranked 2nd in Sourcing Platform Benchmarking Program 2009 -Asia Pacific
Quality Organization (APQO) - Marico won the 'Best in Class' Award (Second
highest) for the Large Manufacturing category -Marico won the Greentech
Environment Excellence Award 2009 in the Silver Category in FMC

2010

-Harsh Mariwala was awarded the Ernst & Young Entrepreneur of the Year Award
2009 in the Manufacturing category.




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36



4.3 Company Profile


Marico is a leading Indian Group in Consumer Products and Services in the
Global Beauty and Wellness space. Maricos Products and Services in Hair care, Skin
Care and Healthy Foods generated during 2006-07 a Turnover of about Rs.15.6
billion (USD 380 Million). Marico markets well-known brands such as Parachute,
Saffola, Sweekar, Hair & Care, Nihar, Shanti, Mediker, Revive, Kaya, Sundari,
Aromatic, Fiancee and HairCode. Maricos brands and their extensions occupy
leadership positions with significant market shares in most categories. Marico is
present in the Skin Care Services segment through Kaya Skin Clinics (48 in India and
the Middle East), the Sundari range of Spa skin care products (in the USA & other
countries) and also through a recently acquired nascent soap franchise (in India and
Bangladesh) Marios own manufacturing facilities are located at Goa, Kanjikode,
Jalgaon, Saswad, Pondicherry, Dehradun and Daman Supported by subcontracting
units.

Marico has presence in Bangladesh, other SAARC countries, the Middle East
and Egypt. In Bangladesh, Marico operates through Marico Bangladesh Limited, a
wholly owned subsidiary with manufacturing facility at Mouchak, near Gazipur.
The Overseas Sales franchise of Maricos Consumer Products (whether as exports
from India or as local operations in a foreign country) is one of the largest amongst
Indian Companies and is entirely in branded products and services.

Every month, over 70 Million consumer packs from Marico reach
approximately 130 Million consumers in about 23 Million households, through a
widespread distribution network of more than 2.5 Million outlets in India and
overseas.

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37



Marico Industries has its focus on sustainable profitable growth is manifest
through its consistent financial performance a CAGR of 19% in Turnover and 19%
in Profits over the past 5 years- while setting a record of several consecutive quarters
of year on year growth- 30 for Profits and 26 for Sales, and distributing dividends for
25 consecutive quarters. Marico is an Listed company its shares are listed in BSE and
NSE (Code MARICO).

Companys Values
Marico has a set of articulated values that were created at the inception of the
organization, revisited and modified once in the year 1997 and lately in 2005,
through the collective wisdom of Mariconians. The values since then have been an
integral part of the working of all Mariconians.

OPPORTUNITY SEEKING

Opportunities lie all around us in the form of unstated needs of consumers,
changes trends, attitudes & habits of people. Very often they are first visible, as weak
signals and those who read them early on will gain an advantage over the rest. These
signals need to be identified and converted to possibilities for business growth.
Higher the number of opportunities converted, higher will be the growth options for
our people.







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38


BIAS FOR ACTION

Bias for action is a preference for action over deep analysis. When action is the
identity, much more is likely to get done in an organisation. In times where change
happens at a rapid pace, an agility of mind is extremely important to keep winning. It
is about the ability to move ahead inspite of doubt, of moving ahead even when 100%
data is not available by using gut. It is however, not about rash actions without
investing any time to think through or doing reasonable inquiry.

CONSUMER CENTRIC

The wealth of the company is created by the trust of its consumers. In the final
analysis it is this trust that compensates us materially and intellectually. The
consumer must therefore be the primary focus of all the efforts. Members and
associates must design their output in ways that add value to the consumer.

EXCELLENCE

Only organizations that set world-class standards, will survive in the future.
We will focus on practices that encourage and sustain rising standards of
performance and builds on the pool of our talented members. Members will be
encouraged to continuously benchmark against the best and continuously strive to be
better than the best.

INNOVATION

The future of the organization rests on the willingness to experiment, push in
new and untested directions, and think in uncommon ways to take calculated risks.
We innovate when we do something in ways that are distinctive/ pioneering and give
dramatic results. Fear of failure should not be the reason to avoid trying something
different or new. More often than not, we fear change because of the unpredictability

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39


of the outcome. Experimentation helps build predictability of results. It helps us
stimulate an idea on a small scale, and learn about possible pitfalls before going the
whole way.

OPENNESS & TRANSPARENCY

Openness is a value that helps build a culture of trust and synergy. It is only
when there is trust that the culture can be apolitical, ideas can be exchanged freely
without any fear and experimentation can flourish. It is also in this environment that
people will feel free to build on each other and collectively we will achieve more
than individual effort.

GLOBAL OUTLOOK

Becoming a global player requires a deep understanding of the global markets,
ability to deal with people of diverse cultures and ability to compete effectively in
those markets.

BOUNDARYLESSNESS

Boundary lessens, like openness helps build a culture where we can leverage
the collective wisdom to get synergies. This is assuming higher degree of criticality
in the world where it is difficult for one person to know all and the interdependency
amongst functions is increasing.






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40




4.4 PRODUCTS / BRANDS OF MARICO LTD.


The various brands of Marico limited and the respective categories is as follows












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41



Maricos brands enjoy leadership in many categories













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42



OUR PRODUCTS




In the Edible Oil segment Marico have four products which are

Saffola Gold
Saffola Kardi Oil
Saffola Tasty Blend
Sweekar


Dil Ko Rakhiye Jawan

Saffola Gold has the internationally proven formula of
70% Rice Bran Oil (RBO) and 30% of Safflower Oil (Kardi
oil). This has also been proven effective in Indian research.

Saffola Gold is fortified with natural vitamin E (d - alpha tocopherol). Other
oils are not fortified and therefore the Vitamin E content in them remains variable
and depends on processing. Vitamin E helps to preserve the stability of oil, thereby
increases its shelf-life. Vitamin E is known to play a role in immunity. Vitamin E is
also amongst the established breed of antioxidants that helps retard aging and
prevents heart disease.

Low Absorb Technology:

Saffola Gold is made through an exclusive protection technology called
LoSorb that makes the oil more stable during deep-frying. No other oil or blend of oil
in the country has this technology. When food is fried in Saffola Gold, there is lesser

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43


of the unhealthy degraded compounds formed. So if you're looking for a cooking oil
to fry foods ,choose Saffola Gold.

Saffola Gold-heart-health

Major concern today is the occurrence of heart disease with every fourth Indian
being under the threat. Common sense will always be an important part of a healthful
diet - choosing a simple nutrient-dense, high-fibre diet that is low in saturated fat and
salt with increased physical activity and better lifestyle will significantly reduce the
incidence of this disease. And of course, adopting Saffola Gold as your family's
cooking medium is one big step that you can take towards safeguarding your family's
precious hearts.Saffola Gold has a unique Double action benefit.Helps reduce
Cholesterol when accompanied witha healthylifestyle.Absorbs less into your food


More about Saffolas ingredients

Rice Bran Oil (RBO):
Heart healthy nutrients in RBO such as tocotrienols and oryzanol are known
for their cholesterol lowering ability. Besides, RBO also has a high percentage of
monosaturated fatty acids, which have been proven to not only reduce the bad LDL
cholesterol levels but also increase the levels of good HDL cholesterol in blood.
Safflower (Kardi) Oil:
Linoleic acid, an omega-6-polyunsaturated fatty acid, is present in a high percentage
in safflower oil and helps reduce cholesterol levels.






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44




Nature:
Saffola is made from the finest quality natural Kardi seeds.
Heart:
Kardi oil has the highest amount of Polyunsaturated Fatty Acid amongst all vegetable
oils. Saffola when taken as a part of a low saturated fat diet may help reduce
cholesterol levels. Lowering of cholesterol is known to reduce the risk of heart
disease.
Family:

It is recommended that a low saturated fat diet be followed from an early age. Saffola
provides good health for the entire family including children.

Taste:

Saffola is healthy and also helps to bring out the natural taste of your food.



Saffola Tasty Blend is the first edible oil blend in the country. Saffola Tasty
Blend was launched in the year 1998-99. Since then the Blend has been performing
really well. Along with Saffola Nutri Blend, it has ensured continued availability of
Saffola for its consumers at a time when Marico faced acute shortage of safflower,
the main raw material for Saffola Brand. Both these blends have captured a market
share of above 4% in the ROCP (Refined Oils in Consumer Packs) market and have
helped Saffola hold on to its overall consumer franchise.

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45



Saffolas ingredients

This oil blend provides the benefits of two oils, thereby giving added value to
the consumer. It provides the do-good properties of Kardi and the taste of Corn.
Saffola Tasty Blend's success:

The key to Saffola's growth has been its impactful advertising and the
innovative marketing techniques, helping consumers experience a full health care
service, not just a product. The 'Saffola Healthy Heart Foundation' was set up to
provide a whole lot of additional services to enable consumers to take the required
steps to improve their lives.
Saffola Tasty Blend is a step in the evolution of the Saffola brand into value-added
products and services in the area of health.




Aapke haath mumkin har baat

Sweekar is a national brand comprising of Refined Sunflower Oil. Sweekar has
become synonymous with good quality light edible oil. It is positioned as a light and
healthy cooking medium.


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46


The Sunflower category emerged in 1988 - 89 and Sweekar quickly became
one of the leading brands in this category. The positioning of Sweekar has evolved
over time- from the initial stand of lightness and 88% saturated, fat-free - to that of
"Achcha Khana, hansi khushi ka Khazana" - to that of "Aapke haath mumkin har
baat". It continues to be one of the leading brands among refined oils in the consumer
packs market.

Sweekar Low Absorb Oil:

In its quest to provide higher value to its consumers, Marico launched Sweekar
Low Absorb Oil - India 's first low absorb oil, during the third quarter of 2001-02.
Food cooked in this absorbs less oil providing the consumers the twin benefits of
health and economy. University Department of Chemical Technology (UDCT), an
institute of international repute has verified the claim.
The positioning of Sweekar as 88% saturated, fat-free oil with Low Absorb
properties and the new look pista colors packs contributed to improved perception of
the brand.

Consumers:

Sweekar's primary target has been housewives (age 25 +). The brand has caught on as
a product that the best in the market.












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47


4.5 MEDIA MARKETING FOR SAFFOLA BRAND


















Page
48











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49




5 Research Methodology


Title Of Research:
Effectiveness of Emotional Based Advertising Of Saffola Brand (OI L)

Methodology:

Research methodology is a way to systematically do the job. It may be
understood as a science of studying how research is done scientifically. The most
desirable approach with regards to the selection of the research methodology depends
on the nature of particular work, time and resources available along with the desire
level of accuracy

The methodology used to achieve the objective is Exploratory Research with
structured respondents will be interviewed. The sample will be 100 and the location
of the survey is restricted to the city of Mumbai

Statement of the Problem

Through this report we want to find out how customers are influenced by the
advertisements especially of Saffola Brand products. So the statement of this project
would be Impact and Effectiveness of Emotional Based Advertising in India with
specific study on Saffola Brand (OIL)





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50




The research process goes within the following confectionary products:
Saffola Brand
Saffola Oil

The methodology used to achieve the objective is Exploratory Research with
structured respondents will be interviewed.

Objective of the Study:

1. To measure the awareness level of consumers towards emotional
advertising

2. To understand the consumer perception and attitude towards emotional
advertising


3. To study the Impact and Effectiveness of emotional advertising in the
minds of the consumer

4. To find the satisfaction level of the consumer regarding Saffola products


5. To measure the likeability of consumer towards the product





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51



6. EDIBLE OIL CONSUMPTION IN INDIA

India is a leading player in edible oils, being the worlds largest importer
(ahead of the EU and China) and the worlds third-largest consumer (after China and
the EU). Each year, India consumes over 10 million tonnes of edible oils. Edible oils
have a high penetration of 90% in India. However, per capita consumption of edible
oils is around 11 kg per year. This is considerably lower than in most developed
countries.

Palm oil (mainly imported) and soya bean oil account for almost half of total
edible oil consumption in India, followed by mustard and groundnut oil. In India,
most vegetable oil is purchased by household or industrial buyers (food processors,
restaurants and hotels) for frying or baking needs and is sold as loose oil or vanaspati
(partially hydrogenated vegetable oil). Only a small percentage of edible oils are sold
in branded form at the retail level.

Types of oils commonly in use in India in India consumer oil preferences vary
from region to region because preference is based on local cultivations. portant
amongst the plantation crops. Among the non-conventional oils, rice bran oil and
cottonseed oil are the most important. Demand for edible oils Vegetable oil
consumption in the country is continuously rising and has sharply increased in the
last couple of years to roughly 11.2 kg/ head/year. This is still lower than the world
average consumption level of 17.8 kg and that in neighboring countries like Pakistan
(16.1 kg).

The developed western world has a per capita consumption of 44 to 48
kg/year. According to projections from the National Council of Applied Economic

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52


Research (NCAER), per capita consumption of edible oils is likely to reach 13.95,
14.83 and 16.17 kg by 2009-2010 if per capita income grows by 4%, 5% and 6%
respectively.

Consumption factors:
1. Per capita consumption of edible oil is low (11 kg) but rising gradually;
2. Extreme variation in consumption. The countrys top 10% of the population
consumes 20 kg per capita and the bottom 30%, less than 5 kg per capita;
3. Strong regional preference for first press oils with natural flavour mustard,
groundnut, coconut oils;
4. Inadequate quality control and quality assurance mechanisms lead to adulteration;
5. Antiquated food laws and poor implementation;
6. Low depth liquidity in futures markets;
7. Erosion of self-reliance in edible oils and rising dependence on imports. Imports
currently constitute 45% of aggregate consumption.

Demand drivers for edible oil consumption:

GDP growth and rising Income India is the fourth-largest economy in the
world and the fastest-growing significant economy with an average GDP of 6%. It
has a population of 1.06 billion, which is growing at a rate of 1.65% per annum.
According to the NCAER, there are five classes of consumer households, ranging
from the destitute to highly affluent, which differ considerably in their consumption
behaviour and ownership patterns across various categories of goods. These classes

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53


exist in urban as well as rural households and consumption trends may differ
significantly between similar income house holds in urban and rural areas.

Movement to cheaper oils / Pricing power

Edible oil prices are a sensitive issue for Indian households. Edible oil being an
essential ingre-North Mustard, rape East Mustard, rape West Groundnut South
Groundnut, coconut India is cortunate in having a wide range of oilseed crops grown
in its different agro-climatic zones. Groundnut, mustard/rapeseed, sesame,safflower,
linseed, Niger seed/castor are the major traditionally cultivated oilseeds. Soya bean
and sunflower oils have also assumed importance in recent years. Coconut is the most
important structure of the Indian consumer market.
Consumer classes (annual income in Rs) 1996 2001 2007

Consumer Behaviour and Awareness with special reference to Edible Oil users


Edible oils, as an important item of consumption, have rightly acquired
considerable importance all these days. Being an essential food item for general
populace, its importance can be gauged from the fact that it is used all over the world,
as a major source of Nutrition for the human beings. Oils are used in the form of raw
oils, refined and vanaspathi constituting 15 to 20 per cent of the consumers monthly
budget. In this context the productivity of edible oil has assumed vital relevance to
the economy of the world in general and the countrys economy like India in
particular. Besides, oil industry has become a major organized sector with over 100
units in operation all over the country providing direct or indirect employment to
over a million people.


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54



Edible oil industry in India

Climatic conditions in India favor growing a variety of oilseeds. On the
demand side, a growing population and vastly varied dietary habits have ensured a
thriving market for edible oil in the country. In fact, there is a substantial demand
overhang, which is expected to continue for some years. At present, this is offset by
imports that cater to almost half of the total domestic consumption. With cheap
imports threatening to cripple the domestic industry, the government is walking a
tightrope between filling the demand supply gap and the political need to keep the
domestic industry in good health.
Unorganized, medium and small players dominate the industry. Hence, quality
remains a concern. There is need for better regulatory control to protect consumers.

An average Indian's yearly edible oil requirement has gone up from 7.0 kg in
1996-97 to 11.8 kg in 2000-01. Despite the variety of oilseeds grown in India, the
country imports a substantial quantity of edible oil, which also works out cheaper.
Allied factors contributing to imports are the higher cost of cultivation in India and
uneconomic oil extraction systems.

Oilseeds in India account for around 5.0 percent of the Gross National Product
(GNP) and 14.0 percent of the country's area under cultivation of crops. Castor,
Groundnut, Linseed, Niger, Rapeseed, Mustard, Safflower, Sesame and Sunflower
are some of the major oilseeds grown. India produces 10 percent of the world's
oilseeds, but has a low productivity of around 850-900 kg per hectare (compared to a
world average of around 1,100-1,350 kg per hectare).

The amount of oil extracted from the seed varies with the type and quality of seed. In

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55


many cases, the oil recovery rate is upwards of 30.0 percent with Sesame accounting
for a high 45.0 percent. Domestic consumption of edible oils has been growing at
4.0-5.0 percent a year. The consumption in 2001-02 was around 25.75 million tons.
Non-packaged oils account for nearly 50.0 percent of consumption in both urban and
rural markets. In the remaining 50.0 percent contributed by packaged oils, branded
oils constitute a small portion of approximately 10.0-15.0 percent.




















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56



7. EDIBLE OIL USES
Vegetable fats and oil
Vegetable fats and oils are lipid materials derived from plants. Physically, oils are
liquid at room temperature, and fats are solid. Chemically, both fats and oils are
composed of triglycerides, as contrasted with waxes which lack glycerin in their
structure. Although many different parts of plants may yield oil, in commercial
practice, oil is extracted primarily from seeds.

The melting temperature distinction between oils and fats is imprecise, since
definitions of room temperature vary, and typically natural oils have a melting range
instead of a single melting point since natural oils are not chemically homogenous.
Although thought of as esters of glycerin and a varying blend of fatty acids, fats and
oils also typically contain free fatty acids, mono- and di- glycerides, and
unsaponifiable lipids.

Vegetable fats and oils may be edible or inedible. Examples of inedible vegetable fats
and oils include processed linseed oil, tung oil, and castor oil used in lubricants,
paints, cosmetics, pharmaceuticals, and other industrial purposes.


Uses of triglyceride vegetable oil

Oils extracted from plants have been used in many cultures, since ancient time. As an
example, in a 4,000-year-old "kitchen" unearthed in Indiana's Charlestown State
Park, archaeologist Bob McCullough of IPFW found evidence that natives used large
slabs of rock to crush hickory nuts, then boiled them in water to extract the oil

Culinary uses
o Shortening - to give pastry a crumbly texture .
o Texture - oils can serve to make other ingredients stick together less.

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57


o Flavor - while less-flavorful oils command premium prices, oils such as olive
oil or almond oil may be chosen specifically for the flavor they impart.
o Flavor base - oils can also "carry" flavors of other ingredients, since many
flavors are present in chemicals that are soluble in oil.
Secondly, oils can be heated, and used to cook other foods. Oils that are
suitable for this purpose must have a high flash point. Such oils include the major
cooking oils - canola, sunflower, safflower, peanut etc. Tropical oils, like palm oil,
coconut oil and rice bran oil, are particularly valued in Asian cultures for high
temperature cooking, because of their unusually high flash point.
Hydrogenated oils
Unsaturated vegetable fats and oils can be transformed through partial or
complete hydrogenation into fats and oils of higher melting point. The hydrogenation
process involves "sparging" the oil at high temperature and pressure with hydrogen
in the presence of a catalyst, typically a powdered nickel compound. As each double-
bond is broken, two hydrogen atoms each form single bonds with the two carbon
atoms. The elimination of double-bonds by adding hydrogen atoms is called
saturation; as the degree of saturation increases, the oil progresses towards being
fully hydrogenated. An oil may be hydrogenated to increase resistance to rancidity
(oxidation) or to change its physical characteristics. As the degree of saturation
increases, the oil's viscosity and melting point increase.
The use of hydrogenated oils in foods has never been completely satisfactory.
Because the center arm of the triglyceride is shielded somewhat by the end fatty
acids, most of the hydrogenation occurs on the end fatty acids. This makes the
resulting fat more brittle. A margarine made from naturally more saturated oils will
be more plastic (more "spreadable") than a margarine made from, say, hydrogenated

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58


soy oil. In addition, partial hydrogenation results in the formation of large amounts of
trans fats in the oil mixture, which, since the 1970s, have increasingly been viewed as
unhealthy.
Industrial uses
Vegetable oils are used as an ingredient or component in many manufactured
products.
Many vegetable oils are used to make soaps, skin products, candles, perfumes
and other personal care and cosmetic products.

Some oils are particularly suitable as drying agents, and are used in making
paints and other wood treatment products. Dammar oil (a mixture of linseed oil and
dammar resin), for example, is used almost exclusively in treating the hulls of
wooden boats.


Vegetable oils are increasingly being used in the electrical industry as
insulators as vegetable oils are non-toxic to the environment, biodegradable if spilled
and have high flash and fire points. However, vegetable oils are less chemically-
stable, so they are generally used in systems where they are not exposed to oxygen,
and they are more expensive than crude oil distillate. Two examples are FR3 by
Cooper Power and Biotemp by ABB. Midel 7131 by M & I materials is a synthetic
tetraester, like a vegetable oil but with four fatty acid chains compared to the normal
three found in a natural ester, and is manufactured by an alcohol plus acid reaction.

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Tetraesters generally have high stability to oxidation and have found use as engine
lubricants.

Vegetable oil is being used to produce bio-degradable hydraulic fluid and
lubricant.
Common vegetable oil has also been used experimentally as a cooling agent in
PCs.
One limiting factor in industrial uses of vegetable oils is that all such oils
eventually chemically decompose turning rancid. Oils that are more stable, such as
Ben oil or mineral oil, are preferred for some industrial uses.
Vegetable-based oils, like castor oil, have been used as medicine and as
lubricants for a long time. Castor oil has numerous industrial uses, primarily due to
the presence of hydroxyl groups on the fatty acid chains. Castor oil, and other
vegetable oils which have been chemically modified to contain hydroxyl groups, are
becoming increasingly important in the production of polyurethane plastic for many
applications. These modified vegetable oils are known as natural oil polyols.

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60


Pet food additive
Vegetable oil is used in production of some pet foods. AAFCO defines vegetable
oil, in this context, as the product of vegetable origin obtained by extracting the
oil from seeds or fruits which are processed for edible purposes. In some poorer
grade pet foods, the oil is listed only as "vegetable oil", without specifying the
particular oil.
Fuel
Vegetable oils are also used to make biodiesel, which can be used like
conventional diesel. Some vegetable oil blends are used in unmodified vehicles
but straight vegetable oil, also known as pure plant oil, needs specially prepared
vehicles which have a method of heating the oil to reduce its viscosity. The
vegetable oil economy is growing and the availability of biodiesel around the
world is increasing






















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61


8. DATA ANALYSIS AND INTERPRETATION

[A] Data Profile

(i) Age Group - a) less than 30 Yr.
b) 30-45 Yr.
c) Above 45 yr.


a) Less than 30 years 13
b) 30-45 years 52
c) above 45 years 35




(ii)Occupation - a) Profession (private)
b) Business
c) Govt.-Services



a) Profession( private) 58
b) Business 17
c) Govt. Service 25



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62





(iii)Family Members a) less than and equal 4
b) 5-7
c) Greater than 7
a) Less than equal 4 55
b) 5-7 members 38
c) greater than 7 7

(iv) Family Income

a) below 10 thousand 10
b) 10-20 thousand 23
c) 20-40 thousand 47
d) Above 40 thousand 20


















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63


[B] Objective based Analysis

Q.1 What is use for cooking in your house?
a) Desi Ghee
b) Vegetable Oil / Vanaspati Oil
c) Refined Oil
d) Others
e) Cannt say








Interpretation:
3% persons said that they are using desi ghee for cooking in their houses and
75% persons said that they use refined oil and remaining 20% couldnt
specifically mentioned cooking medium.


3%
0%
75%
20%
2%
desi ghee
vegitableoil
Refined oil
others
cann't say

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64


Q.2 Which brand do you use? (Multi Choice)
a) Fortune
b) Chambal
c) Saffola
d) Nature lite
e) Sundrop
f) Others
g) Cannt say




Interpretation:
23% persons said that they are using fortune brand, 10% persons said that they
are using chamble brand, 25% persons said that they are using saffola brand,
15% persons said that they are using nature lite, 17% persons said that they
are using Sundrop remaining 7% Persons using other types of brand.

Q.3 Why do you purchase this brand only? (Rank out any three option in any
order of preference)
a) Price
23%
10%
25%
15%
17%
7%
3%
Fortune Chambal Saffola Naturelite Sundrop Others Can't say

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65


b) Taste
c) Easy to digest
d) Health Reason
e) Recommendation by Doctor
f) Brand Loyalty
g) Availability




Interpretation:
27% persons said that they are using this brand because of price, 28% persons said
that they are using this brand because of taste, 2% said that it is easy to digest, 5%
persons said that they are using this brand because of health reasons, 6 % persons
said that they are using this brand because of brand loyalty and remaining 31%
persons are using this brand because its availability. 1% said because recommended
by doctor.

Q.4 Are you aware about Saffola Brand?

Price
27%
Taste
28%
Easy to Digest
2%
Health
Reason
5%
Recommendatio
n by Doctor
1%
Brand Loyalty
6%
Availability
31%

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66


a) Yes
b) No









Interpretation:
100% persons aware about Saffola brand there is no person who does not aware
about Saffola brand.




Q.5 Is there any member in your house having heart related disease?
(Blood-Pressure, Cholesterol, Problem included)

a) Yes
0
20
40
60
80
100
120

Yes
No

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67


b) No








Interpretation:
68% persons said that there is any members having a heart related disease
while 32% said that there is no member in their family having heart related
disease.



Q.6 Do you watch advertisements?

Yes No

68%
32%
Yes
No

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68







Q7. Which type of advertisement you like the most?

Rational Emotional





Q8. Are you aware of the advertisements done by Saffola Brand?

Yes No

Yes
80%
No
20%
85%
15%
Emotional Rational
e

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69






Q9. Have you seen the Saffola brand advertisement ?

Yes No






Q10. Do you use Saffola Brand?

Yes No


90%
10%
Chart Title
Yes No
90%
10%
Chart Title
Yes No
e
e

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70









Q.10(i) If no, why are you not
using Saffola Oil?
Q.10(ii) If Yes, why are you
using Saffola Oil?
a) Taste
b) Smell
c) Expensive
d) Only for heart patient
e) Unavailability
a) Taste
b) Recommended by doctor
c) Health Friendly
d) No fix oil brand









(i) If No,
17%
83%
Yes
No

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71




Interpretation: 93% persons said that they are not using saffola brand because it is
expensive and 7% persons said that it is only for heart patients.

(ii) If Yes

Interpretation: 12% person said that they are using this brand because of
recommended by doctor and 88% persons said that they are using this brand because
of health friendly.


Q11. What is your opinion on the emotional based advertisement done by Saffola?

Taste Smell
Expensive Only for Heart Pateints
Unavailability
0%
11.77%
88.23%
0%
Taste
Recommendation by
doctor
Health friendly
No fix brand oil

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72



Disagree Neutral Agree Strongly Agree


________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________






Interpretation:
About 60% say neutral, 25% agree on that Saffola advertisements are emotional.
12% strongly agree and only 3% strongly disagree.






9. CONCLUSION

3%
60%
25%
12%
Disagree Neutral Agree Strongly Agree

e


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73


The emotional appeal advertisements are having high impact on consumers
cognitive message processing style which influences their purchase intension.


Saffola advertisement to the responses of the respondents is quiet positive.
Respondents strongly agreed to the statement s. For the Saffola advertisements none
of the respondents are having disagreements towards any statements. This shows that
the appeal in Saffola advertisement was very effective to the respondents.

The word Healthy instead of Heart friendliness is what comes to the mind of
the people when they think about Saffola. People remember the word Healthy
because of the famous Sundrop ad and some have even confused Saffola with Sundrop.

People feel that Saffola is oil that can be consumed by anyone and not just the
sick. Saffola has a personality of a person who is very health conscious, serious about
things he does i.e no nonsense attitude, caring, reliable and someone who could be
trusted upon.

As mentioned above the word Heart friendly did not click with most of the
respondents. But by giving them an option viz. Heart friendly, tasty and prevention
from obesity, most of them associated Heart friendliness with Saffola.

It is apparent that the word Heart Friendly is hidden somewhere in the minds
of the respondents but they could not recollect it until they have been provided with a
clue.


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74


Heart Friendliness association of Saffola needs to be stressed more often in the
advertisements so that the word gets registered in the minds of the people and they
think of Heart Friendliness every time they come across Saffola.

The housewives are the ones who decide which brand of cooking oil has to be
bought. The advertisers should target their communication messages on the
housewives. They are very concerned about the health of the family hence the
advertisements should have an emotional appeal that exploits this concern of the
housewives.

But if the results for individual advertisements are taken into consideration
then it reveals that Saffola ad is having the clear positive effect on house wives
cognitive process than the other advertisements. Again in attitude formation stage it
is not possible to draw any collective conclusion. But if the individual advertisements
are taken into consideration then it reveals that Saffola advertisement build up the
positive attitude











10 SUGGESTIONS


Marico limited company can take following action to increase its market share in
Mumbai City:


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75


1. People do not know much know about all product of Saffola, so company should
show all variants of Saffola at the end of all Saffolas advertisement.

2. Company should give a health tips booklet with every pack of 5 litres of Saffola,
which contain yoga and exercise tips which helps to keep them fit and fine and also
explain the importance of saffola oils.

3. Company should give a recipe booklet or CD of Yoga with every pack of 15 Liters of
Saffola. In that booklet give some recipe which can cook in fewer amounts of oil and
Yoga CD for helps to keep fit and fine.

4. Company should organize small health camps at important public places so that
maximum people can take advantage of these health camps and from that way
company can also increase its visibility in front of people.

5. On World health Day Company should organize a small marathon in Kota city and
organize blood pressure and diabetes check up camps.

6. Company should launch small size pack of saffola so that new customer can try
without spending more, this strategy will helps to increase the total number of
Saffolas users.

7. Company should work upon to change taste and smell of the product without
affecting to its quality because some of the users of Saffola oil left dont use it due to
its taste and smell.


11 BIBLIOGRAPHY


BOOKS:
Robbins, Stephen P., 2003. Organizational Behavior. New Delhi: Prentice Hall of
India.

Page
76


Aswathappa, K.. Human Resource Management. New Delhi: Tata McGraw-Hill
Publishing Company, Ltd ED fourth ..2006
Tripathi P.K. Personnel management and industrial relation by Human resource
development.
Tripathi P.K Organization Development and Human Resource Development
French&Bell OD published by pearson education ED sixth 2007
George Belch and George Michel, Advertising and Sales Promotion
Management, 6
th
Edition
Ogilvy David Ogilvy on Advertising by, Prion Books, London, 1997

WEBSITE:
www.google.com
www.citeHR.com
www.stressmed.com
www.indianmba.com
www.wikipidia
http://www.media-awareness.ca/.../advertising.../kids_advertising_rules


OTHERS:
Human Resource Management. Hyderabad: ICFAI Center for Management
Research.
Daily Notes obtained while working with DSCL
Human capital vol.13 no.5 oct 2009

12 ANNEXURES


Getting emotional on brands

It should come as no surprise that humans are emotional creatures. Even a casual
glimpse into the nations driveways, liquor cabinets, and cosmetics shelves reveals

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77


that consumers make buying decisions based in part on their feelings and emotions
about particular brands. And marketers have long recognized the fact that emotions
play a key role when consumers are talking aboutor purchasingproducts in
categories as disparate as those represented by brands like Mercedes, Kodak, and
Louis Vuitton.

Emotional connections: links that last

Why all the interest? In part, its because of the intensified focus on customer
retention. To reap the enhanced financial benefits that can result from customer
loyalty, marketers have enthusiastically pursued strategies intended to keep
customers coming back. In fact, marketers want to move beyond customer
retention, which is merely a behavior, to generating customer commitment,
delight, and even evangelismall of which represent enduring psychological
bonds that link a customer to a company.
Working with UK advertising body IPA, BrainJuicer post-tested 18 TV ads from
various categories, with different levels of marketplace effectiveness. We looked at
data reported to the IPA by the advertisers on very large business effects from the
ads including gains in market share, reduction of price sensitivity, customer
acquisition and increases in profit.


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78



The ads that performed well on the traditional system two measures (persuasion, cut-
through, brand linkage, message delivery) were actually less effective in market than
the nine ads performing poorly on these measures. In fact, designing the advertising
to perform well on such measures may work against effectiveness. Meanwhile, the
nine most emotional ads delivered greater business effects than the nine least
emotional ads.
Emotional marketing
Emotional marketing is a highly successful method that is used by marketers to both
attract and retain customers. The main aim of emotional marketing is to connect to
customers hearts. It is seen that emotional thoughts stimulate peoples minds faster
than rational thoughts. Emotional marketing is all about considering the feelings and
needs of customers and finding ways to take advantage of the same to achieve higher
volumes of sales. Most marketers are now adopting emotional marketing technique
because of the realization that the emotional route can be effectively used to change
consumers attitude towards their products. Now-a-days companies are using
emotional advertisements to evoke favorable reaction from consumers. Emotion
based marketing offers competitive advantages to marketers in developing strong
relationship with consumers.

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79


Many of the advertisements these days have a strong element of emotion touch to
them, which draws consumers to connect with the brands being advertised. For
example, the advertisement for Johnson & Johnson baby care products and those for
various insurance products most often attempt to influence consumers through
emotions. Brands which are not able to make an emotional connect gradually lose out
to competing brands which are able to use emotional marketing effectively. The
success of emotional marketing is established when customer experiences the
product. Once companies are able to deliver their promise, they can establish a long-
time their presence in the consumers heart.

Finally, emotional marketing is a powerful tool for marketers to attract customers
towards their products, services and brands. It helps marketers to improve customer
loyalty and achieve their sales targets. It has a great impact on customers mind. In
todays scenario where there is intense competition, the companies, that adopt
emotional marketing, have an edge over the others who do not. It yields the desired
results and is gaining increasing popularity with marketers.

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80


Madison Media creates silent innovation for Saffola

On the occasion of World Heart Day, Madison Media recently created an innovative
radio roadblock for its client Saffola, where six radio stations were brought on board
to raise awareness on stress related heart risks among young professionals in
Mumbai. Saffola has been associated with World Heart Day for the last three years.


The roadblock consisted of 30 minutes of no sound, no jingles or RJs, just the sound
of peoples heartbeat on-air. The six radio stations that were a part of the roadblock
included Red FM, Big FM, Radio City, Radio One, Fever FM and Meow. The idea
was to set people thinking about their risk levels. Most young people think they have
nothing to worry about. In Mumbai, which is the financial capital of the country,
stress related heart risks are far higher than in other cities. Why radio? There was
immediacy about the initiative that radio fulfilled. It also made the activity
geographically isolatable, explained Gerald Roche, buying director, Madison Media.
The radio innovation is part of a larger initiative by Saffola that looks at raising
awareness about stress related heart risks among young professionals today. The
company is extending free cholesterol checks across 90 cities in the country.
Participants have to sms HEART to 57827, which will direct them to a centre close
tothem.



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81


Questionnaire

Name -
Address- ...

Age Gender Occupation
18-30 years Male Student
30-55 years
Female Working Professional
More than 55 years
Non-working


Q.1 What is use for cooking at home?
Desi Ghee
Vegetable Oil / Vanaspati Oil
Refined Oil
Others
Cannt say


Q.2 Which brand do you use? (Multi Choice)
Fortune
Chambal
Saffola
Nature lite
Sundrop
Others
Cannt say
v v
v
v
v
v
v
v
v
v
v
v
v
v

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82



Q.3 Why do you purchase this brand only?
Price
Taste
Easy to digest
Health Reason
Emotional advertisement
Recommendation of Retailer
Recommendation of Doctor
Brand Loyalty
Availability
Cannt say

Q 4. Are you aware about Saffola Brand?
Yes
No

Q.5 Is there any member in your house having heart related disease? (Blood-
Pressure, Cholesterol, Problem included)
Yes
No

Q 6. Do you watch Advertisement
Yes
No



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83


Q7. Which type of Advertisement you like to watch?
Emotional
Rational

Q8. Are you aware about the product oil of Saffola Brand?
Yes
No

Q9. Have you seen the Saffola Brand Advertisement?
Yes
No

Q 10. Do you use Saffola Oil?
Yes
No

(i) If no, why are you not using
Saffola Oil?
(ii) If Yes, why are you using Saffola
Oil?
12 Taste
13 Smell
14 Expensive
15 Only for heart patient
16 Unavailability
e) Taste
f) Recommended by doctor
g) Health and quality conscious
h) No fix oil brand




Q11. Rate the effect of advertisement done by Saffola that influence your purchase
decisions? (1-lowest and 5- highest)

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84




Parameters 1 2 3 4 5
Recognition
Recall
Awareness
Interest
Desire
Positive impression
Information
Message Appeal
Credibility
Quality
Identity
Image
Customer Attention


Q12. What is your opinion on the emotional advertisement done by Saffola?

Disagree
Neutral
Agree
Strongly Agree

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________



THANKYOU.