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INTRODUCTION

ABOUT HINDUSTAN LEVER LIMITED

Background
Three Unilever companies were merged in 1956 to form HLL. These companies were Hindustan

Vanaspati Manufacturing Company -edible oil (established in 1931), Lever Brothers India Limited- soaps

(1933) and United Traders-personal products (1935). About 10% of the equity was offered to the public

by way of an IPO in 1956. To comply with FERA, Unilever’s stake was further diluted to 51% in the late

70’s. To retain 51% foreign holding, HLL complied with stringent export and other stipulations imposed

by the government, and diversified into businesses such as chemicals, fertilizers and exports. Ponds joined

the Uniliver fold through a global acquisition in 1986. In the last decade, HLL has expanded its operations

by the merger and takeover route. It acquired TOMCO - an ailing Tata group company (1993), merged

Unilever group companies Brooke Bond Limited (1996) and Ponds' India (1998), and has acquired

cosmetic business of another Tata group company Lakme (1998).

1
HISTORY OF HLL

1933

- Incorporated on 17th October, under the name of a Lever Brothers (India) Pvt., Ltd.

(LBIL) was the wholly owned subsidiary of Unilever Ltd. London, UK.

- 1933 Lever Brothers India Limited (LBIL) incorporated in India to manufacture Soaps.

1935

- On 11th May a subsidiary Co. was incorporated under the name United Traders Pvt.

Ltd. for marketing the products of the Co. or imported from the parent Co.

1956 –

- On 27th October, the Co. was converted into a Public Ltd. Co.

- On 1st November, Hindustan Vanaspati Mfg. Co. Pvt. Ltd., William Gossage & Sons

(India) Pvt. Ltd. and Joseph Crosfield & Sons Unilever Ltd. were amalgamated with

LBIL and the name was changed to Hindustan

Lever Ltd. From 23rd October onwards activities of subsidiary Co. were taken over by its

holding Co.

2
INDUSTRY PROFILES OF FMCG

As in our day to day life we needs several things to fulfills our daily needs &

wants which gives as internal satisfaction % fulfill our daily requirement.

In the same way there are many things which come, in our life from morning to

evening consuming. The goods we are using for a limited period, we called it as Fast

Moving Consumer Good. The life of these goods is very short and once they get finish

we need same goods for our daily needs.

FMCG is very vast industries since morning when we get up we need tea and till

night when we go for sleep we needs milk which comes in FMCG sector. Hence we can

analysis that in a day for morning to evening, we go such type of several things which

fulfill our demands & needs.

3
PRODUCT PROFILE

MAJOR PRODUCTS & SERVICES

Hindustan Lever Limited (HLL) is the largest fast moving consumer good (FMCG)

company in India , with a turnover of $2.35 billion. The company’s wide-ranging product

portfolio reaches from personal and household care products to foods, beverages and

specialty chemicals.

HLL core business comprises of soaps, detergents, personal products, and tea; these four

product areas account for 70% of the company’s turnover.

The company personal products business recorded revenues of $511 million (Rs 24.66

billion) in fiscal 2001, a growth rate of 14% over the 2000 figure. The personal products

business was HLL largest in 2001, contributing to over 21% of the company’s turnover

this growth should continue as some of HLL leading products within this sector have

demonstrated a growth rate four times that of the market.

Toilet soap sales were HLL is the second largest revenue earner in 2001, recording

sales of $435 million (Rs. 20.98 billion), giving HLL 52% of the Indian market, and

accounting for 18.2% of the company’s 2001 turnover. This represents a decrease of

1% compared to fiscal 2000, continuing the trend of slightly decreasing sales that this

sector has experienced since the end of fiscal 1999. However, the company’s power
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brands. Recorded a growth rate of 5.3% during fiscal 2001, against the backdrop of a

market whose growth slumped by 9% during the same period.

From its portfolio of over 110 products, HLL has identified 30 brands, covering key

product segments, which contributed to over 75% of the company’s profits during 2001.

Power brands registered a 6.5% growth in revenue during 2001, although due to the

company concentrating on these products, its other products recorded a 1.1% decrease in

growth.

However, concentrating upon these power brands seems logical due to their high revenue

contributions and higher growth in operating profit: power brands recorded a 9.7%

growth, compared to the 8.1% growth registered by non-power brand products.

The company’s synthetic detergent sales grew by 7% during fiscal 2001, recording

revenues of $411.8 million (Rs. 19.9 billion) and contributing 17% to the company’s

turnover. HLL sold over 891,900 tons of detergent, an increase of 6.7% compared to a

2000 figure of 835,583, whilst sales of the company’s power brand detergent, such as

Surf, Rin, and Wheel, increased by 9.2% in a market that decreased by 2% during the

year.

HLL tea business contributed 14% the company’s turnover in 2001 with revenues of

$338.2 million (Rs. 16.3 billion), although the division recorded a 10% decrease in

growth during the same fiscal year. Leading brands in the tea category include Lipton

Taaza, A1, Red Label, Taj Mahal and 3 Roses. Coffee volumes registered a strong 23%

growth in 2001, although coffee revenues demonstrated a slightly lower growth rate of

7%.

Of the company’s other divisions, the largest contribution came from oils/fats/dairy

products with registered sales of $140.8 million (Rs 6.8 billion), a decrease of 7%

compared to fiscal 2000.

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Sales breakup

Period ended 12/04 12/05 12/06 12/07


No. of months 12 12 12 12
Sales value(Rs mn)
Animal feeding stuff 2,781.6 3,321.7 714.1 -
Branded staple foods 1,602.0 2,179.3 2,694.8 2,431.4
Canned fruit & vegetable
1,189.2 1,227.9 1,355.4 1,457.2
products
Coffee 2,212.9 2,542.3 2,774.1 2,969.1
Frozen desserts & ice creams 1,554.1 1,712.6 1,639.1 1,563.9
Milk products 785.0 517.7 - -
Personal products 15,262.8 17,646.7 18,326.3 22,591.5
Soaps 20,062.0 21,480.4 21,061.5 20,890.9
Specialty chemicals 2,266.1 2,332.3 2,168.8 1,403.8
Synthetic detergents 15,585.9 17,508.2 18,600.4 1,950.1
Tea 15,773.7 13,211.8 17,092.5 16,242.5
Vanaspati 6,526.7 6,134.4 6,072.0 5,775.1
Others 9,216.3 11,609.5 13,539.0 32,443.5

Sales volume(unit)

Animal feeding stuff (Ton) 393,744.0 444,224.0 90,889.0 -


Branded staple foods (Ton) 201,828.0 296,214.0 394,597.0 374,409.0
Canned fruit & vegetable
28,453.0 27,774.0 34,358.0 29,750.0
products (Ton)
Coffee (Ton) 14,398.0 18,424.0 21,716.0 26,772.0
Frozen desserts & ice creams
25.0 24.0 24.0 24.0
(Million litre)
Milk products (Ton) 7,109.0 4,573.0 - -
Personal products (000 Nos) 2,829,215.0 3,482,206.0 4,062,136.0 4,811,764.0
Soaps (Ton) 381,370.0 387,707.0 389,398.0 383,647.0
Specialty chemicals (Ton) 21,597.0 20,663.0 17,195.0 17,228.0
Synthetic detergents (Ton) 739,991.0 796,956.0 835,583.0 891,901.0
Tea (Ton) 1,490.0 1,688.0 135,182.0 125,036.0
Vanaspati (Ton) 147,417.0 149,079.0 149,011.0 146,830.0

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Unit realisation (Rs/unit)
Animal feeding stuff (Ton) 7,064 7,478 7,856 -
Branded staple foods (Ton) 7,937 7,357 6,829 6,494
Coffee (Ton) 153,698 137,988 127,744 110,903
Frozen desserts & ice creams
62,164,360 71,359,042 68,295,042 65,164,333
(Million litre)
Milk products (Ton) 110,427 113,206 - -
Personal products (000 Nos) 5,395 5,068 4,512 4,695
Soaps (Ton) 52,605 55,404 54,087 54,453
Specialty chemicals (Ton) 104,929 112,871 126,131 81,482
Synthetic detergents (Ton) 21,062 21,969 22,260 2,186
Tea (Ton) 10,586,380 7,826,881 126,441 129,903
Vanaspati (Ton) 44,274 41,149 40,748 39,332

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Managerial usefulness of the study

This study gives us an insight into advertisement, which is rapidly becoming popular all

among all the people. This study will make the concept of HLL products clear by

explaining it through advertisement analysis. HLL is coming up with lots of attractive

advertisements of its products. Moreover, the study focuses on various aspects associated

with advertisement that makes one understand about the products of HLL better along

with its Benefits. Besides, an analysis has been done based on the real data available

through some resources, which makes the study more reliable.

8
CONCEPTS USED IN THE STUDY

ADVERTISINING

Introduction

Any paid form of non-personal presentation and promotion of goods, services or ideas by

an identified sponsor.

Consumer is the central point of every business. Now a days, attracting and satisfying

customers is more difficult than producing the goods. For every product many brands are

available in the market. Every effort to attar and to persuade the persons to purchase his

products and services. Advertising is an important means to influence the potential

customers. Companies ranging from large multinationals corporations to small retailers

increasingly rely on advertising to sell their products and services. Moreover, customers

have also started giving due importance to advertising while making purchase decisions.

Evidence of increasing importance of advertising is clearly reflected from the increase in

advertising expenditure of almost all business units. Advertising influences consumer

attitudes and purchase behavior. Advertisements increase brand-familiarity, develop

brand image and help the organization in increasing its market share. Advertising is to

invest resources in purchasing time or space in mass media such as T.V., Radio, and

newspaper, magazines that helps to promote the company’s products or services.

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BENEFITS OF ADVERTISING

 Benefits to organizations

 Benefits To Consumers

 Benefits to Distributors and salesmen

 Benefits to the Society

Benefits to organizations

 Lower production-cost: Advertising helps the manufacturer in increasing the

sales. This helps to achieve economies of large-scale production, viz. procurement

of cheaper and quality raw material, arranging suitable machinery and technology

at lower rates.

 Promotes brand image/Builds goodwill: Advertising helps the manufacturer to

achieve brand-popularity, build brand image, and to promote brand equity. Brand-

popularity further promotes the goodwill of advertiser. Ads have created famous

brands like Cologate , Tata, Lux, Britania etc.

 Helps in facing competition:. Every manufacturer wants to attract new customers,

maintain existing customer, increase market share of his product. By improving

brand-image, reducing production cost, reducing per unit distribution cost,effective

mass-communication, advertising helps to face competition.

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 Permanent Demand: Advertising helps to maintain demand of goods throughout

the year. Through advertising information about various incentives like discount

,free gifts etc. In off-season period is passed on to target audience.

 Easy Availability of Reputed Distributors: It is easy to attract reputed distributors,

qualified and experienced salesman for well advertised products.

 Increase in Morale of Work-Force: When the employees of an organizations

watch advertisement of their institution, they feel pride and think that they are

working in a reputed business house. It helps to promote their job-satisfaction and

morale.

 Helps in Direct Marketing: If a manufacturer wants to eliminate channels of

distribution and is interested in direct marketing .Then advertising is very effective

in informing , attaracting and persuading the target customers.

 Higher-Profits: Advertising helps to create demand, increase sales, reduce per

unit production cost, increase morale of work-force etc. All this insures increased

profits.

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Benefits To Consumers

 Convenience in Purchase of Product: Advertising helps to select most suitable

products available in the market. All this information is available to the buyer ,

sitting at home only, through ads on T.V., newspaper, magazines, radio etc.

 Advertising adds to the knowledge of consumers: Advertising increase the

knowledge of consumers on various aspects like availability of new products,

method of using products, benefit of using products/services.

 Products Available at Lower-prices: Advertising makes mass production

possible, which reduces per unit production cost.

 Benefit of Direct Marketing: In some case Advertising establishes direct link

between manufacturer and consumers. This direct link between consumers and

manufacturers helps in promoting direct marketing. For example: e-shopping.

 Better quality products: Advertised products can be sold in the long run only if

their quality is good because chances of repeat purchase, brand loyality, brand

preferences etc. are possible only if advertiser is providing better quality products

to the costumers.

 Selling New Products: Advertising creates primary and selective demand for a

new product. Without advertising ,it is very difficult for the distributors,

salesmen to sell a new product.

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Benefits to Distributors and salesmen

 Easy Selling: By Advertising, prospective buyers become already aware of the

product, its price, method of using, benefit from the product.

 No need of Advertising by distributors: The whole sellers and retailers need

not to spend much on advertising a product which is already well advertised by

manufacturer.

 Increase in Sales and Profits: Advertising ensures quick turnover of stock,

more sales, less chance of obsolete stock , hence more profits for retailers,

wholesalers and distributors.

 Ensures Regular Sales: Well advertised products sold throughout the year. In

off-season periods, various sales promotion schemes are communicated to target

audience through advertising. So advertising helps to reduce seasonals

slumps/fluctuations and maintain steady demand throughout the year.

 Increase in the Morale of Sales-Force: Sales force feel confident in selling

well advertised products. They get easy entry while making sales calls, can

easily achieve sales target.

 Less price bargaining: In some ads , price of products is depicted in the

advertisement. So price bargaining is avoided

 Increase in standard of living: Advertising provides better quality products at

cheaper rates ; it introduces new products it create demand for convenient and

luxury goods.

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Benefits to the Society

 Increase in national income/Economic growth: advertising creates demand

finds markets for new products, increase propensity to consume among public,

All this leads to increase in economic growth of the country and increase in

national income.

 Increase in Exports: Advertising helps the manufacturer to sell their products

in the international markets. When goods are sold in international markets,

export increase resulting in more inflow of foreign exchange in the country.

 Cultural Advancement: Through advertising different sections of society learn

about each other’s culture, within the country and outside the country..

 Encouragement to Research and Development: Every advertisers tries to

improve quality of product, reduce the price of product. For this , continuous

research and development is done.

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Features of Advertisement

 Rational Appeal: The basic feature of this advertisement is that it is based on

rational approach by emphasizing main stress on the quality aspect of the paint

particularly for the protection of the exterior walls.

 Humorous Appeal: At the end part of the advertisement, advertiser has tried to

use the humorous appeal as well when the little girl gives punishment to Amitabh

Bachchan for spoiling her painting.

 Amitabh Bachchan as influential aspect: To influence the viewers and to make

the advertisement more effective, company has chosen Mr. Amitabh Bachchan

because today he is hot favourite as well as his personality speaks a lot to the

viewers.

15
Company’s viewpoint

As far as company’s viewpoint is concerned than the company has tried to focus its

approach basically on the quality of the product because for exterior walls which are

mostly exposed to external damaging factors like rain, sunlight, etc. paint quality should

be very high to protect the walls from such factors. So company wants to convey a very

simple message through this advertisement that to protect the exterior walls one should

go for Nerolac Suraksha Exterior Paint

Viewer’s viewpoint

For a consumer, quality of the product plays a very important factor in buying behavior.

So as far as viewer viewpoint is concerned than they are getting a very clear message

from this advertisement that the protection of exterior walls is very important, which

company has successfully proved by emphasizing stress on the relationship among the

exterior walls and the quality of the paint by passing a message through Amitabh

Bachchan that,” Suraksha Ho To Aisi.”

Nerolac Spectrum of Colors

Description of Advertisement

The basic theme of this particular advertisement is based on the relationship among the

colors and the emotions of the life. To air this particular message, company has chosen a

very renowned personality of Indian cinema i.e. Mr. Amitabh Bachchan, whose

personality possess a very strong impact on consumer’s mind.

This particular advertisement is basically divided into two themes. The first part of the

advertisement is basically emphasizing on the relationship between colors and the

emotions of the life as Amitabh Bachchan says that it is the color which touches one’s

dreams, hopes and aspirations of the life in one or other form.

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Then the second theme is totally focused on the products and the personality of Mr.

Amitabh Bachchan because in this part of the advertisement various products of the

company are shown and the personality of Amitabh Bachchan is used as a symbol of trust

by passing a message through him that,” Sirf Nerolac, Hum Kaha Rahain Hain.”

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Features of Advertisement

 Emotional Appeal: The main feature of this advertisement is that it is based on

emotional aspect of life, as this advertisement establishes a relationship between

the colors and the emotions of the life like dreams, hopes, and aspirations, etc.

 Focus on Spectrum of Colors: Another important feature of this advertisement

is that it focuses on the spectrum of the colors which include those colors which

are directly related to the emotions of our life like red, yellow, purple, green, et

 Amitabh Bachchan as a Symbol of Trust and Assurance: This feature

describes the personality of Amitabh Bachchan as a symbol of trust and

assurance by passing a message through him that,” Hum Kaha Rahain Hai.”

18
Company’s Viewpoint

As far as company viewpoint is concerned than company has tried to focus its approach

on the emotional aspect of the viewers by establishing a relationship between their

emotions and those colors which are directly related to such emotions like red, yellow,

green, etc.

Viewer’s Viewpoint

For a consumer, emotions play a very significant role in buying decisions. So as far as

viewer’s viewpoint is concerned than by seeing this particular advertisement they are

getting a very clear message that they should choose those colors which are related to

their emotions and which Nerolac can provide to them and also regarding to this trust and

assurance is given by Amitabh Bachchan to them by passing a message that,” Sirf

Nerolac, Hum Kaha Rahain Hai

Advertising Strategies

1. Scheduling

Scheduling is related to the time promotional efforts that will provide the highest

potential buying times.

Scheduling Methods:

• Continuity: It refers to a continuous pattern of advertising, which may mean

every day, week or month. The key is that a regular pattern is developed without

gaps or no advertising periods.

• Flighting: It employs a less regular schedule, with intermittent periods of

advertising and non advertising. At some time periods there are heavier

promotional expenditures and at others there may be no advertising.

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• Pulsing: It is actually a combination of the first two methods. In a pulsing

strategy, continuity is maintained, but at certain times promotional efforts are

stepped up.

2. Time Spots

Time spots strategy refers to the airing of advertisements during particular days and

timings.

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FOCUS OF THE PROBLEM

 The study focuses in how advertisement influences the decisions of the buyers.

 The generation of awareness about Brands in the minds of people

 How to increase the purchasing of people by diverting their minds through

advertisements.

 How people make up their mind by diverting to advertisements.

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OBJECTIVES OF THE STUDY

(1) To know about the significance of the Advertising Strategies of different products

of HLL in the marketplace. Eg Nerolac paints ,Asian paints, close-up , Pepsodent,

colgate etc.

(2) To know how they compete each other in the marketplace.

(3) To know about the brannd awareness of the people through ads.

(4) To know about the cost factor, which is the most important factor for every

company (like companies bear cost expenses in making and analyzing the ads)which

is beneficial or not .

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SCOPE OF THEWORK

1. It provides the information about the various brands of the cosmetics to the

consumer.

2. It arranges the information about the HLL level of satisfaction of consumers,

on the different attributes.

3. With the help of this, we can know the factor influencing the purchase

decision of the consumers.

4. The studies generate awareness in the minds of consumer about the preference

of different cosmetics products HLL as well as know HLL.

5. It generates the information from the retailers, doctors, medical stores, and

beauticians.

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RESEARCH METHODOLOGY

Research means a search for knowledge. Research is an art of scientific

investigation. It is a careful investigation or inquiry especially through search for new

facts in any branch of knowledge.

Some people consider research as a movement, a movement from the known to

unknown. It is actually a voyage of discovery.

Research is an academic activity and as such the term should be used in a technical

sense. Research comprises defining and redefining problem, formulating hypothesis

or suggested solutions, collecting, organizing and evaluating data, making deductions

and reaching conclusions and at last carefully testing the conclusions to determine

whether they fit the formulated hypothesis.

Research Methodology is a way to systematically solve the research problem. It is a

science of studying how research is done scientifically.

For Example, an architect, who designs a building, has to consciously evaluate the

basis of his decisions i.e; he has to evaluate why and what basis he selects particular

size, number and location of doors, windows and ventilators, uses particular material

and not others and the like.

Similarly, in research the scientist has to expose the research decisions to evaluations

before they are implemented. He has to specify very clearly and precisely what

decisions he selects and why he selects them so that they can be evaluated by others

also.

TYPES OF RESEARCH

The basic types of research are as follows:

1. Descriptive vs. Analytical: Descriptive research includes survey and fact finding

equines of different kinds. The major purpose of descriptive research is

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description of the state of affairs, as it exists at present. In social science and

affairs as it exists at present. In social and business research studies. The main

characteristic of the method is that the research has no control over the variable:

he can only report what has happened or what is happening. Most exposit factor

research projects are used for descriptive studies in which the researcher seeks to

measure such items.

2. Applied vs. Fundamental: “Applied research aims at finding a solution for an

immediate problem facing a society of an industrial/business organization,

whereas fundamental research is mainly concerned with generalization and with

the formulation of a theory.”

3. Conceptual vs. Empirical: Conceptual research is that related to some thinkers

to develop new concepts or to reinterpret existing ones. One the other hand,

empirical research relies on experiences or observation alone, often without due

regards for system and theory.

4. Some other Types of Research: Such research follows case study methods or

in-depth approaches to reach the basic causal relations. Such studies usually go

deep into the cause of things or events that interest us, using very small samples

and very deep probing data gathering devices. The research may be exploratory

or it may be formalized. Exploratory research is the development of hypothesis

rather than their testing, whereas formalized research studies and those with

substantial structure and with specific hypothesis to be tested.

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Research Design

A research design is the arrangement of condition for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in

procedure.

Research design is divided into the following parts:

1. the sampling design- methods of selecting items to be observed

2. the observational design – relates to the condition under which the

observations are to be made

3. Statistical design – it is concerned with the observation and analysis of the

data.

4. The operational design – the techniques by which the procedures like

sampling observational designs etc. can be carried out.

According to the nature of my research the present study is the Descriptive Research

because of the secondary data and their analysis is done is an important part of the

research.

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SIGNIFICANCE OF RESEARCH

“All progress is born of inquiry. Doubt is often better than over confidence for it

leads to inquiry, and inquiry leads to invention.” Increased scientific and inductive

thinking and it promotes the development of logical habits of thinking and organization.

Research has its special significance in solving various operational and planning

problems of business and industry. Research, along with motivational research, are

business decisions, Market research is the investigation of the structure and development

of the market for the purpose of formulating efficient policies for purchasing, production

and sales.

27
COLLECTION OF DATA

Data can be colleted in two ways primary and secondary the data is used in this research

is secondary data. Secondary data is that data which is already available i.e the data

which have already been collected and analysed by someone else. This data may either be

published or unpublished such as reports and publications of various associations

connected with business and industry, banks etc., unpublished biographies and published

biographies available with research workers, scholars etc.

The Secondary sources were:

• Magazines, Newspapers,

• Internet and annual report of the company

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DATA ANALYSIS AND MAJOR

PRODUCTS OF HLL

29
DATA ANALYSIS

Nerolac Suraksha Exterior

Description of advertisement

The basic theme of this particular advertisement is related to the protection of exterior

walls as the name of the product itself describes this theme as Nerolac Suraksha Exterior

paint.

To air this particular message, company has chosen a very renowned personality of

Indian cinema i.e. Mr. Amitabh Bachchan, whose personality possess a very strong

impact on consumer’s mind.

This particular advertisement is basically divided into two themes. In the first part of the

advertisement Amitabh Bachchan stepped on a house portrait made by a child girl due to

which colors of the portrait get spoiled.

In the second theme of the advertisement Amitabh Bachchan try to clear his footstep

from the portrait due to which the lower part gets spoiled but the hut does not get spoiled.

Then he thought that why the color of the hut does not get spoiled and then he followed

the paint spots and he finds that the hut is painted by Nerolac Suraksha Exterior paint.

Then he passed a particular message by saying,” Bhai Suraksha Ho To Aisi.”

Features of Advertisement

 Rational Appeal: The basic feature of this advertisement is that it is based on

rational approach by emphasizing main stress on the quality aspect of the paint

particularly for the protection of the exterior walls.

30
 Humorous Appeal: At the end part of the advertisement, advertiser has tried to

use the humorous appeal as well when the little girl gives punishment to Amitabh

Bachchan for spoiling her painting.

 Amitabh Bachchan as influential aspect: To influence the viewers and to make

the advertisement more effective, company has chosen Mr. Amitabh Bachchan

because today he is hot favourite as well as his personality speaks a lot to the

viewers.

Company’s viewpoint

As far as company’s viewpoint is concerned than the company has tried to focus its

approach basically on the quality of the product because for exterior walls which are

mostly exposed to external damaging factors like rain, sunlight, etc. paint quality should

be very high to protect the walls from such factors. So company wants to convey a very

simple message through this advertisement that to protect the exterior walls one should

go for Nerolac Suraksha Exterior Paint

Viewer’s viewpoint

For a consumer, quality of the product plays a very important factor in buying behavior.

So as far as viewer viewpoint is concerned than they are getting a very clear message

from this advertisement that the protection of exterior walls is very important, which

company has successfully proved by emphasizing stress on the relationship among the

exterior walls and the quality of the paint by passing a message through Amitabh

Bachchan that,” Suraksha Ho To Aisi.”

Nerolac Spectrum of Colors

Description of Advertisement

The basic theme of this particular advertisement is based on the relationship among the

colors and the emotions of the life. To air this particular message, company has chosen a

31
very renowned personality of Indian cinema i.e. Mr. Amitabh Bachchan, whose

personality possess a very strong impact on consumer’s mind.

This particular advertisement is basically divided into two themes. The first part of the

advertisement is basically emphasizing on the relationship between colors and the

emotions of the life as Amitabh Bachchan says that it is the color which touches one’s

dreams, hopes and aspirations of the life in one or other form.

Then the second theme is totally focused on the products and the personality of Mr.

Amitabh Bachchan because in this part of the advertisement various products of the

company are shown and the personality of Amitabh Bachchan is used as a symbol of trust

by passing a message through him that,” Sirf Nerolac, Hum Kaha Rahain Hain.”

Features of Advertisement

 Emotional Appeal: The main feature of this advertisement is that it is based on

emotional aspect of life, as this advertisement establishes a relationship between

the colors and the emotions of the life like dreams, hopes, and aspirations, etc.

 Focus on Spectrum of Colors: Another important feature of this advertisement

is that it focuses on the spectrum of the colors which include those colors which

are directly related to the emotions of our life like red, yellow, purple, green, etc.

 Amitabh Bachchan as a Symbol of Trust and Assurance: This feature

describes the personality of Amitabh Bachchan as a symbol of trust and

assurance by passing a message through him that,” Hum Kaha Rahain Hai.”

32
Company’s Viewpoint

As far as company viewpoint is concerned than company has tried to focus its

approach on the emotional aspect of the viewers by establishing a relationship between

their emotions and those colors which are directly related to such emotions like red,

yellow, green, etc.

Viewer’s Viewpoint

For a consumer, emotions play a very significant role in buying decisions. So as far as

viewer’s viewpoint is concerned than by seeing this particular advertisement they are

getting a very clear message that they should choose those colors which are related to

their emotions and which Nerolac can provide to them and also regarding to this trust and

assurance is given by Amitabh Bachchan to them by passing a message that,” Sirf

Nerolac, Hum Kaha Rahain Hai

Advertising Strategies

1. Scheduling

Scheduling is related to the time promotional efforts that will provide the highest

potential buying times.

Scheduling Methods:

• Continuity: It refers to a continuous pattern of advertising, which may mean

every day, week or month. The key is that a regular pattern is developed without

gaps or no advertising periods.

• Flighting: It employs a less regular schedule, with intermittent periods of

advertising and non advertising. At some time periods there are heavier

promotional expenditures and at others there may be no advertising.

33
• Pulsing: It is actually a combination of the first two methods. In a pulsing

strategy, continuity is maintained, but at certain times promotional efforts are

stepped up.

2. Time Spots

Time spots strategy refers to the airing of advertisements during particular days and

timings.

Nerolac’s Scheduling Strategy

Nerolac’s strategy falls under flighting method of scheduling as its advertisement

basically aired particularly during the festive seasons like Diwali , etc.

34
Nerolac’s time spot Strategy

Nerolac’s time spot strategy which is divided into days and timings spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 05

To 12-4 Noon 25

Friday 4-8 Evening 15

8-11 Night 55

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

To 12-4 Noon 25

Sunday 4-8 Evening 10

8-11 Night 45

35
Pie Chart showing time spot strategy of Monday-Friday

% of Ad shown

5%
25% 9 to 12
12 to 4
4 to 8
55%
8 to 11
15%

Pie Chart showing time spot strategy of Saturday-Sunday

% of Ad shown

20%
9 to 12
45%
12 to 4
4 to 8
25% 8 to 11
10%

36
Berger Rangoli Easy Clean

DESCRIPTION OF ADVERTISEMENT

The basic focus of this particular advertisement of Berger Paint is on the quality of the

product as the product name itself describes this theme as,” Berger Rangoli Easy Clean.”

To air this particular message, company has chosen comparative analysis approach. In this

advertisement screen is divided into two parts. On the one side of the screen a flower is

drawn on a wall which is painted by some other paint and on the other side same flower is

drawn on that wall which is painted by Berger easy clean paint.

Now when a person rub the flower drawing from both the walls, then flower drawing gets

rub successfully from both the walls, but the paint of that wall which is painted by some

other paint also gets spoiled due to the rubbing of the flower. Then a particular background

voice passed a message regarding Berger Rangoli Easy clean paint that,” Daag Asani Se

Jata Hai Rang Naya Sa Rehta Hai.”

Features of Advertisement

 Comparative Appeal: The main feature of this advertisement is that it is based

on the comparative analysis approach which compares the quality of Berger paint with some

other paint.

 Focus on product quality: Another important feature of this advertisement is

that it focuses on the quality of the product, as after being rubbed paint color remains the

same as it was before rubbing.

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Company’s Viewpoint

As far as company’s viewpoint is concerned, then the company has tried to focus its

approach basically on the quality of the product as well as tried to influence the parents to

use this particular product, because normally when people try to rub something written on

the walls then due to rubbing paint gets damaged. So company wants to communicate a very

simple message that to clean the walls without affecting the paint one should go for Berger

Rangoli Easy Clean Paint.

Viewer’s Viewpoint

As far as viewer’s viewpoint is concerned then viewers as parent are the most influential

segment which is going to be influenced with this particular advertisement. Because

generally walls are being spoiled by the small children and when parents try to clean the

walls paint on the wall gets affected.

So, here company is mainly targeting this particular segment by emphasizing on the specific

quality of the product by passing a message that,” Daag Asani Se Jata Hai Rang Naya Sa

Rehta Hai.”

38
Berger’s Scheduling Strategy

Berger’s strategy falls under Flighting method of scheduling as its advertisement aired

particularly during the festive seasons like Diwali, etc.

Berger’s time spot Strategy

Berger’s time spot strategy which is divided into days and timings spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 10

To 12-4 Noon 30

Friday 4-8 Evening 25

8-11 Night 35

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

To 12-4 Noon 30

Sunday 4-8 Evening 25

8-11 Night 25

39
Pie Chart showing time spot strategy of Monday-Friday

% of ad. Shown

10%
9 to 12
35%
12 to 4
30% 4 to 8
8 to 11
25%

Pie Chart showing time spot strategy of Saturday-Sunday

% of ad. Shown

25% 20% 9 to 12
12 to 4
4 to 8
25% 30% 8 to 11

40
ASIAN PAINTS TRACTOR EMULSION

Description of Advertisement

The basic theme of this particular advertisement is related to the price and quality aspect of

this specific product of the Asian Paints.

This particular advertisement is divided into three themes. In the first part of the

advertisement, courier man approached to meet the owner of the house and when owner

meets him then he refused to accept him as the owner of the house, because his personality

does not match with the paint of the interior walls and he makes a mockery of the owner.

In the second theme a message is conveyed by the advertisement which describes the

features of the product by saying that,” yeh rang dikhta mehanga hai, aam paint se ded

guna jyada phaile, kum dam main de plastic paint ki Shan.”

Now in the third theme when a postman approached the owner to deliver a letter, than the

owner initially does not open the door fully but in the anticipation that the postman has

recognized him as owner of the house he opened the door fully, due to which postman gives

the same response as given by the courier man.

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Features of Advertisement

 Rational Appeal: The basic feature of this advertisement is that it is based on the

rational approach, which emphasizes main stress on the price and quality aspect of the paint.

 Relationship between price and quality: Another feature of this particular

advertisement is that it describes a relationship between price and quality by quoting a

message that in less price consumers can get a superior quality of the product.

Company’s viewpoint

By airing this particular advertisement, the company has tried to knock the doors of those

consumers who are highly conscious of price as well as quality of the product. Here

company wants to reduce a notion from the minds of the consumer that only highly priced

product can provide them the better quality products.

So, to convey the message to a particular segment, company has successfully highlighted

these two aspects in the message theme by saying,” yeh rang dikhta mehanga hai, aam

paint se ded guna jyada phaile, kum dam main de plastic paint ki Shan.”

Viewer’s viewpoint

For middle class viewer segment, getting a quality product at cheaper price is always a

consideration in buying behavior. So, as far as viewer’s viewpoint is concerned than they get

a clear message from this particular advertisement that by using tractor emulsion they can get

better quality product at cheaper rates which company has successfully highlighted by

saying,” yeh rang dikhta mehanga hai, aam paint se ded guna jyada phaile, kum dam

main de plastic paint ki Shan.”

Asian Paints Yellow & Red Color Advertisement

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Description of Advertisement

The advertisement has shown the mood, the feeling, and the emotions that a particular color

reflects.

In the red color advertisement, relationship of a husband and a wife is shown i.e. the

relationship of love. The entire advertisement is enveloped in the red color i.e. from the walls

of the house to the saree the lady is wearing and the bindi she puts on her forehead. The song

that plays at the back reflects the importance of red color and how it is effective in changing

the mood of the people, as the punch line also stressed on this effect by quoting,” Lal Hai

Rang Pyar Ka.’

Similarly the other advertisement of yellow color has highlighted the feeling of happiness. A

family is shown with parents having two children, a girl and a boy. The basic idea that is

reflected in this advertisement is that each member of the family is in a happy mood. The girl

is trying to wear a yellow saree of her mother and the father and the boy child are looking at

her and smiling while the mother is busy in serving the meal. So, everyone in the family is in

very jolly mood and enjoying their life, as the punch line also stressing the effect by

quoting,” Pila Hai rang Khushi Ka.”

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Features of Advertisement

 Emotional Appeal: These advertisements are totally based on the emotional

approach as these are focusing on the emotional aspect of one’s life. The appeal is basically

related to the customer’s psychological needs for purchasing a product.

 Relationship of color and feelings: These advertisements have highlighted the

relationship between colors and the feelings of one’s life, such as red color has been related

with the feeling of love where as yellow has been related with the feeling of happiness.

 Use of song to create pleasant mood: Both the advertisements have used song

oriented approach to have a more favorable impact and to create a pleasant mood among the

viewers.

Company’s Viewpoint

As far as company’s viewpoint is concerned, then the company has tried to touch people’s

life on the emotional aspect and wants to convey a message that how a particular color on the

walls of our house reflects our innermost feelings and emotions, and the message has been

conveyed through the punch line as “Lal hai Rang Pyar Kaa” and “Pila hai Rang Khushi

Ka”

Viewer’s Viewpoint

As far as viewer’s viewpoint is concerned that it is very true that emotions and feelings

greatly influenced the buyers and both the advertisements have touched this part to a great

extent. As a viewer, I personally feel that the advertisements have proved to be more than

successful in creating positive mood and feeling about the product and the company on the

viewer’s mind.

Asian Paints Scheduling Strategy

44
Asian Paints strategy falls under Flighting method of scheduling as its advertisement aired

particularly during the festive seasons like Diwali, etc.

Asian Paints time spot Strategy

Asian Paints time spot strategy which is divided into days and timings spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 05

To 12-4 Noon 20

Friday 4-8 Evening 05

8-11 Night 70

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 15

To 12-4 Noon 25

Sunday 4-8 Evening 20

8-11 Night 40

45
Pie Chart showing time spot strategy of Monday-Friday

% of Ad. Shown

5%
20% 9 to 12
12 to 4
5% 4 to 8
70% 8 to 11

Pie Chart showing time spot strategy of Saturday-Sunday

46
% of Ad. Shown

15% 9 to 12
40%
12 to 4
25% 4 to 8
8 to 11
20%

Pepsodent Germicheck

Description of Advertisement

The basic theme of this particular advertisement is to make the viewers aware that before

going to the bed at night they should brush their teeth.

This advertisement of pepsodent is basically divided into three themes. In the first theme, a

man enters his house and asked his wife by using hand expressions that where his child is,

then his wife replies that he has already gone to bed then he asks that whether he brush his

teeth or not, then his wife replies that he has not.


47
Then in the second theme that man shouts and pass a message that ‘kal yeh bhi aisi hi

chillayega’. Then advertisement passes a message regarding the feature of the product that

pepsodent germicheck is capable of fighting with germs at night.

Then in the third theme when child’s parent quarrel with each other then the child says that

‘raat ko dishum-dishum to pepsodent ka kam hai’ which clearly emphasizes on the germ

fighting feature of the toothpaste.

Features of Advertisement

 Rational Appeal: The basic feature of this particular advertisement is that it is very

much based on the rational approach which focuses on the germ fighting feature of the

toothpaste even at night.

 Creation of Awareness: another important feature of the advertisement is that it

creates awareness among the people by emphasizing on the brushing of teeth before going to

the bed at night so that they can take good care of their precious teeth.

48
Company’s Viewpoint

As far as company’s viewpoint is concerned than company has tried to focus on the

following aspects:

• Special feature of the product: The Company has basically highlighted the specific

germ fighting feature of the product.

• Focus on capturing target market by showing real life situation: The Company

has tried to capture the target market by showing a real life situation, which depicts that

generally small children go to bed at night without brushing their teeth, which is very

harmful for them. So, here company basically wants to capture the market by making aware

the children as well as their parents.

Viewer’s Viewpoint

It is very important for us to brush our teeth at night to take good care of them. So, as far as

viewer’s viewpoint is concerned they are getting a very clear message that they should brush

their teeth as well as make their children to do the same before going to the bed at night and

the company has successfully highlighted it by saying that,”Raat ko dishum-dishum to

pepsodent ka kam hai.”

Pepsodent Whitening

Description of Advertisement

The basic theme of this particular advertisement is related to the whitening of teeth as the

product name itself describes the theme as ‘Pepsodent Whitening’.

This particular advertisement is basically divided into three parts. In the very first part of the

advertisement, a mother scolds her daughter for eating ice creams and candies, because due

to eating of such things her teeth become yellowish.

Then in the second part of the advertisement, information is given to the viewers regarding

the product and its perlite formula to get rid of yellowness of teeth.

49
In the last part of the advertisement, advertiser has shown the smiling faces of the mother

and her daughter with white teeth, which gives the message that pepsodent whitening

removes the yellowness of the teeth.

50
Features of the advertisement

 News Appeal: The main feature of this advertisement is that it is based on news

appeal, which provides information regarding the launch of a new variant of pepsodent to the

viewers.

 Focus on Perlite Formula: The another feature of this advertisement is that it

focuses on the perlite formula of the product due to which yellow teeth becomes white as the

punch line also says that ‘Piley Pan Se Dishoom-Dishoom’

 Create Awareness: Another important feature of this advertisement is that it is

creating awareness among its viewers that due to the eating of such things like ice creams,

candies, etc. which children often eat, their teeth becomes yellowish which looks very bad.

Company’s viewpoint

As far as company’s viewpoint is concerned than the company has tried to focus its approach

basically on the following aspects:

• Introduction of the product: By airing this particular advertisement, company

wants to inform the viewers about the launching of a new variant of pepsodent.

• Focus on the target market which comprises parents and their wards: Through

this particular advertisement company wants to capture its target market which comprises

parents and their wards as whole of the advertisement is based on this theme.

Viewer’s Viewpoint

As far as viewer’s viewpoint is concerned than by seeing this particular advertisement,

viewers get information about the launching of a new variant of pepsodent and also this

advertisement creates awareness among them that they should deny their wards to eat that

kind of stuff which can decay their teeth.

Pepsodent Scheduling Strategy

51
Pepsodent strategy falls under Continuity method of scheduling as its advertisement aired on

a regular pattern without gaps.

Pepsodent time spot Strategy

Pepsodent time spot strategy which is divided into days and timings spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 05

To 12-4 Noon 30

Friday 4-8 Evening 20

8-11 Night 45

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

To 12-4 Noon 25

Sunday 4-8 Evening 25

8-11 Night 30

52
Pie Chart showing time spot strategy of Monday-Friday

% of Ad. Shown

5%
9 to 12
45% 30%
12 to 4
4 to 8

20% 8 to 11

Pie Chart showing time spot strategy of Saturday-Sunday

53
% of Ad. Shown

20% 9 to 12
30%
12 to 4
4 to 8
25%
25% 8 to 11

Close-Up Cartoon Advertisement

Description of Advertisement

The basic theme of this advertisement is basically related to the strong ness and shining

factor of the teeth.

This particular advertisement is stretched in one long part in which one cartoon character in

shape of close-up tube and a model is used by the advertiser. In the advertisement, cartoon

character gives the information regarding the product and its features in a different singing

tone and the application of the effect of the features of the product is shown on the model’s

teeth.

Close-Up New Advertisement

Description of Advertisement

54
The basic theme of this particular advertisement is totally based on the smiling factor that

one good smile can do lot of things.

As in this advertisement, the person who is used as a model named pyare gets disturbed

because he is not able to attract the others, but he gets amazed to see that a girl named

Shannon is attracting everybody towards her. By seeing this, he comes to know that it is all

due to close-up vitamin fluoride smile and then he also shown in the advertisement with the

same close-up smile due to which he is also able to influence the others.

Features of these advertisements

 News Appeal: The main feature of these advertisements is that these are based on

news appeal, which provides information regarding the launch of a new variant of close-up

to the viewers.

55
 Humorous Appeal: The another feature of these advertisements is that these are

based on the humorous appeal because the cartoon character in the shape of close-up tube in

one advertisement tube and the pyare and Shannon character in the other look very humorous

in nature. Also the singing tone of these advertisements is very much on the humorous side.

 Relationship between Vitamin Fluoride and Strong ness and Shining of teeth:

Another important feature of these advertisements is related to the description of the

relationship between vitamin fluoride and the strong ness and shining factor of teeth as

company says that this particular ingredient of the product is very much effective for teeth.

Company’s Viewpoint

As far as company’s viewpoint is concerned than the company has tried to focus its approach

on the following aspects:

• Launching of a new variant: By airing these advertisements, company wants to

inform the viewers about the launching of a new variant of close-up.

• Focus on Vitamin Fluoride: Another aspect on which company wants to focus is

Vitamin Fluoride as this particular ingredient is very much effective for strong ness and

shining of the teeth

Viewer’s Viewpoint

As far as viewer’s viewpoint is concerned, than by seeing these advertisements viewers’

really enjoyed themselves because of the rhyming tone and the usage of the humorous

characters. Viewers also get a message that this particular variant of close-up containing

vitamin fluoride is very beneficial for their teeth.

Close-Up Scheduling Strategy

56
Close-Up strategy falls under Continuity method of scheduling as its advertisement aired on

a regular pattern without gaps.

Close-up time spot Strategy

Close-Up time spot strategy which is divided into days and timings spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 15

To 12-4 Noon 25

Friday 4-8 Evening 20

8-11 Night 40

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 25

To 12-4 Noon 25

Sunday 4-8 Evening 20

8-11 Night 30

Pie Chart showing time spot strategy of Monday-Friday

57
% of Ad. Shown

15% 9 to 12
40%
12 to 4
25% 4 to 8
8 to 11
20%

Pie Chart showing time spot strategy of Saturday-Sunday

58
% of Ad. Shown

30% 25% 9 to 12
12 to 4
4 to 8
20% 25% 8 to 11

Colgate Advertisement

Description of Advertisement

The theme of this advertisement is basically focusing on the fact that how people can get rid

of their mouth odour problem.

This advertisement is divided into three parts. In the first part of the advertisement, a girl is

shown who does not laugh in spite of the best efforts of the people around her. But her father

then realized that she is scared of visiting the dentist.

Then in the second part, her father make her understand that now she can get rid of her

problem of her teeth by using Colgate and by listening this she smiles.

In the last part, an additional information is provided to the viewers that they can now get

new 20gm Colgate pack in just Rs.5

Features of Advertisement

 News Appeal: The advertisement is providing an information to the viewers about

the new 20gm pack of Colgate for just Rs.5

 Focus on Product Feature: This particular advertisement is focusing on the basic

feature of the product i.e. one get rid of the mouth odour by using Colgate toothpaste

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 Provide Information about Colgate’s Association with IDA: Another feature of

this advertisement is that , in the last part advertisement is providing information about the

Colgate’s association with IDA by saying that,” IDA Dwara Pramanit.”

Company’s Viewpoint

As far as company’s viewpoint is concerned, than the company has tried to focus on the

basic features of the product i.e. how people can get rid of their mouth odour and for the

same company has portrayed the entire advertisement in the form of a story to make it a bit

humorous and interesting.

Viewer’s Viewpoint

As far as viewer’s viewpoint is concerned, then by seeing this particular advertisement the

viewers specifically children and parents come to know that how they can get rid of their

teeth problems even without visiting the dentist i.e. by using the Colgate.

Colgate Scheduling Strategy

Colgate strategy falls under Continuity method of scheduling as its advertisement aired on a

regular pattern without gaps.

Colgate time spot Strategy

Close-Up time spot strategy which is divided into days and timings spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 10

To 12-4 Noon 30

Friday 4-8 Evening 20

8-11 Night 40

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

60
To 12-4 Noon 30

Sunday 4-8 Evening 20

8-11 Night 30

Pie Chart showing time spot strategy of Monday-Friday

% of Ad. Shown

10% 9 to 12
40%
12 to 4
30% 4 to 8
8 to 11
20%

Pie Chart showing time spot strategy of Saturday-Sunday

61
% of Ad. Shown

20% 9 to 12
30%
12 to 4
4 to 8
30% 8 to 11
20%

FINDINGS

1) Nerolac paints used two themes.The basic theme of this particular

advertisement is based on the relationship among the colors and the

emotions of the life. Then the second theme is totally focused on the

products and the personality.

2) Berger paints focuses on the quality of the product, as after being

rubbed .paint color remains the same as It was rubbing Because generally

walls are being spoiled by the small children to clean the walls paint on the

walls gets affected

62
3) Asian Paints focuses on the price and the quality factor.

4) Pepsodent Germicheck the basic theme of this particular advertisement is

to make the viewers aware that before going to the bed at night they should

brush their teeth.

5) The basic theme of the Pepsodent Whitening of this particular

advertisement is related to the whitening of teeth.

6) The basic theme of Close-Up advertisement is basically related to the

strong ness and shining factor of the teeth.

This particular advertisement is stretched in one long part in which one cartoon character in

shape of close-up tube and a model is used by the advertiser.

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RECOMMENDATIONS

On the basis of my study of the market I would suggest the following policies which can do

wonders in favours of the company.

1. When company change policy or implement new policy dealers must be taken into

consideration.

2. Small gifts should be given to dealers festivals and make them to buy more of the

company product.

3. In off seasons cutting down the advertisement expense the company should focus to

provide innovative schemes and incentive to customers and dealers.

4. Quality department should be more effective.

5. The Scheme should be carried out with proper channel and retailer should be aware

of it.

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LIMITATIONS OF STUDY

• Lack of time: The availability of time was very short to survey all the brands of

HLL.

• Biasness : The information given by the respondents can be biased.

• Time and Money is the major constraints in this project.

• Due to insufficient time Primary data cannot be collected therefore most of the

data collected was secondary.

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CONCLUSIONS

(1) COLGATE uses strategies like, colgate is available in small tubes,this ype of

information is provided to the viewers that they can now get new 20gm Colgate pack in just

Rs.5

(2) CLOSE-UP uses strategy falls under Continuity method of scheduling as its

advertisement aired on a regular pattern without gaps.

(3)NEROLAC paints focuses on the exterior protection of walls.

(4) BERGER uses advertising strategies like easy clean.

(5) HLL maketing all the products strategically

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BIBLIOGRAPHY

BOOKS

 Kothari C.R, Research Methodology, Wishwa Prakashan Pvt. Ltd.1998.

 Kotler Philip, Marketing Management, New Delhi, Prentice Hall of India Pvt.

Ltd.1998.

 Brochure of Cosmetic Industry

Different web sites

 www.hll.co.in

 www.asian .co.in

 www.berger paints.com

 www.nerolac paints.com

 www.colgate.co.in

 www.pepsodent.com

 www.close-up.co.in.

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