PROJECT REPORT

ON

A STUDY TO ANALYSE THE EFFECTIVENESS OF

ADVERTISEMENT ON BRAND EQUITY OF FMCG
BRANDS
Presented to School of Management Studies
in fulfillment for the award of
Masters of Business Administration

GUIDED BY

SUBMITTED BY

Prof. B.B.Singla

Sukhdeep Singh
Roll No.6296
MBA-II (Marketing)

PUNJABI UNIVERSITY PATIALA

DECLARATION
I Sukhdeep Singh hereby declare that the project work titled A STUDY TO
ANALYSE THE EFFECTIVENESS OF ADVERTISEMENT ON BRAND EQUITY OF
FMCG is original work done by me and submitted to the Punjabi University for the
fulfillment of requirements for the award of Master of Business Administration (MBA)
IV semester under the guidance of Prof. B.B.Singla.

Sukhdeep Singh
MBA-II year (Marketing)
Roll no. 6296

ACKNOWLEDGEMENT
I offer my gratitude to those who have spent their precious time, interest and
continued encouragement through the study and for the completion of my project.
I would like to thanks to our project guide Prof.B.B.Singla for their
encouragement and support throughout the course of our project.
Last but not the least, I express my gratitude to all those who directly & indirectly
direct me for successful completion of the project.

Sukhdeep Singh
MBA-II year (Marketing)
Roll No. 6296

CHAPTER
NO.
1.

NAME

2.

ABOUT FMCG

INDIAN FMCG INDUSTRY

4.

OBJECTIVE OF STUDY

5.

REVIEW OF LITERATURE

6.

RESEARCH METHODOLGY

7.

ANALYSIS AND DISCUSSION

8.

FINDINGS AND CONCLUSION

9.

SUMMARY

10.

BIBLOGRAPHY

11.

QUESTIONNAIRE

INTRODUCTION

TABLE OF CONTENT

INTRODUCTION

In the dictionary definitions of advertising it does not tell us too much about the
modern uses or functions of this business tool. They tell you that Advertising means
to make know, to inform, to attempt, to persuade etc. One definition, found in The
Reader Digest Great Encyclopedia Dictionary, says advertising is the act or practice
of attracting public notice so as to create interest or induce purchase, also any
system or method used for such purposes. Many people would accept this definition
as simple and compact, but it is too broad. Advertising is a non-personal, multiple
presentations to the market of goods, services or commercial ideas by an identified
sponsor who pays for the delivery.
In essence, advertising is a substitute for human salesman talking personally to an
individual prospect or customer across a store, counter, or desk or an open door.
And as a substitute for the human salesman, advertising has the same function,
abilities and attributes as the human salesman, although usually in less effective
form. It is less effective than personal selling, principally because it must be
designed to appeal to a mass audience, in contrast with the personal salesman
ability to tailor his message to each individual prospect and because again unlike the
personal salesman, it has no opportunity to talk objections. As a substitute and an
extension of personal selling, advertising also has many of the same characteristics
as the personal salesman.
It can be hardworking and efficient, or lazy and wasteful. It can be upright and
honest or slick and shady. It can tell its story calmly and quietly without hyperbole, or
it can shout in your ear. It can address you as though you were a rational, thoughtful
human being. It can be serious and thoughtful, or flip and humorous, it can reason
with you, or entertain you, flatter you. It can be all these things and do all these
things, but no more. Because in the end, its success or failure and its value to the
advertiser who pays all its costs must rest on its ability to persuade a sufficient

number of prospects to do what it says or buys what it sells without the use of any
kind of force.
The American Marketing Association (AMA) defines advertising as any paid form of
non-professional presentation and promotion of ideas, goods and service by a
identified sponsor. Advertising is a powerful means of communication, which not
only leads to corporate, and product visibility but also creates, stimulates and
sustains the demand for the product.
The past few decades have led to the emergence of vibrant consumer markets
throbbing with the excitement of consumptions. The corporate organizations of today
can hardly afford to remain faceless entities and their products merely utilitarian
objects. It becomes increasingly imperative for the business houses to assume
humanized character and the product to have an emotive association through
advertising effort. Advertising does the job of reaching out to people with a set of
associations and appeals.
Advertising as such has a vast power in sharing the popular desires, and hence it is
one of the institutions, which has a formidable influence on our society. It is also
defined as a powerful but difficult form of communication, which helps immensely in
raising production-sales, bringing more clientele to service sector, and even
persuading people to change their perception on social issues. It stimulates greater
consumption and hence contributes to social progress through industrial growth.
Advertising is a component of marketing mix and it is the marketing mix which
determines the kind and nature of advertising and its strategy. Advertising is an art
because it involves process of communication of the message across the audience.
Advertising is a science because it involves rules, generalization and principles
relating to collection of useful information and its application in the advertisement
copy.

The present day Indian Industry is witnessing all the constituents of a market
economy. There are business concerns verying for a maximum share out of the
crakes not too big to accommodate all of them. There has been a flood of consumer
goods for the buyer to choose from. There are newer products as well as multiple
brands. When it comes to consumer goods in a market situation, there are wars on
price, quality and positioning fronts. In the light of all these things, advertising
assumes a great significance. It is a key weapon in marketing warfare. Building
added values, for a brand is the prime role of advertising. The success of effective
advertising campaigns is twofold: their ability to attract consumer trial with a
compelling dramatization of the product's story, and, their ability to communicate
continuous satisfaction or even cumulative benefit as a means of reinforcing loyalty.
According to Alyque Padamsee (1995), in the emerging high media clutter
environment, both print and electronic media advertising needs more than just to be
persuasive. It needs to be noticeable. A great advertisement is no longer one that
tells you a lot about a product rationally and emotionally. A great advertisement has
to first and foremost attract your attention. The value premium that a company
realizes from a product with a recognizable name as compared to its generic
equivalent. Companies can create brand equity for their products by making them
memorable, easily recognizable and superior in quality and reliability. Mass
marketing campaigns can also help to create brand equity. If consumers are willing
to pay more for a generic product than for a branded one, however, the brand is said
to have negative brand equity. This might happen if a company had a major product
recall or caused a widely publicized environmental disaster.

Brand Equity is the value and strength of the Brand that decides its worth. It can also
be defined as the differential impact of brand knowledge on consumers response to
the Brand Marketing. Brand Equity exists as a function of consumer choice in the
market place. The concept of Brand Equity comes into existence when consumer
makes a choice of a product or a service. It occurs when the consumer is familiar
with the brand and holds some favourable positive strong and distinctive brand
associations in the memory.

Factors contributing to Brand Equity

Brand Awareness

Brand Associations

Brand Loyalty

Perceived Quality: refers to the customers perception about the total quality of the
brand. While evaluating quality the customer takes into account the brands
performance on factors that are significant to him and makes a relative analysis
about the brands quality by evaluating the competitors brands also. Thus quality is a
perceptual factor and the consumer analysis about quality varies. Higher perceived
quality might be used for brand positioning. Perceived quality affect the pricing
decisions of the organizations Superior quality products can be charged a price
premium. Perceived quality gives the customers a reason to buy the product. It also
captures the channel members interest.

ABOUT FMCG
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are
products that are sold quickly and at relatively low cost. Examples include nondurable goods such as FMCG, toiletries, and grocery items. Though the absolute
profit made on FMCG products is relatively small, they are generally sold in large
quantities, and so the cumulative profit on such products can be substantial.
Fast-moving consumer electronics are a type of FMCG and are typically low priced
generic or easily substitutable consumer electronics, including lower end mobile
phones, MP3 players, game players, and digital cameras, which have a short usage
life, typically a year or less, and as such are disposable. Cheap FMCG electronics
are often retained even after immediate failure, as the purchaser rationalizes the
decision to not return the goods on the basis that the goods were cheap to begin
with, and that the cost of return relative to the low cost of purchase is high. Thus lowquality electronic FMCG goods can be highly profitable for the vendors.
The term FMCGs refers to those retail goods that are generally replaced or fully
used up over a short period of days, weeks, or months, and within one year. This
contrasts with durable goods or major appliances such as kitchen appliances, which
are generally replaced over a period of several years.
FMCG have a short shelf life, either as a result of high consumer demand or
because the product deteriorates rapidly. Some FMCGssuch as meat, fruits and
vegetables, dairy products, and baked goodsare highly perishable. Other goods
such as alcohol, toiletries, pre-packaged foods, FMCG, and cleaning products have
high turnover rates. An excellent example is a newspaperevery day's newspaper
carries different content, making one useless just one day later, necessitating a new
purchase every day.
The following are the main characteristics of FMCGs:
From the consumers' perspective:
Frequent purchase
Low involvement (little or no effort to choose the item products with strong brand
loyalty are exceptions to this rule)
Low price
From the marketers' angle:
High volumes
Low contribution margins
Extensive distribution networks
High stock turnover

INDIAN FMCG INDUSTRY

FMCG covers the sector overview in India, sector size, competitive landscape,
environmental scanning and recent developments in the industry. It also covers the
key economic indicators for India, trends in home care segment, trends in personal
care segment and trends in food and beverage segment, plus the profile,
comparative matrix and SWOT analysis of the industry leading players: Hindustan
Unilever Limited (HUL), Godrej Consumer Products Limited (GCPL), Indian Tobacco
Company (ITC) and Colgate-Palmolive India Limited (CPIL).
The Indian economy experienced an economic slowdown with high inflation in fiscal
year 2012. However, Indias FMCG Industry was resilient in face of slowdown with
growth in both sales and profitability. The ever increasing middle class backed by
rising per capital income is driving the growth of the FMCG sector in the country.
Moreover the wide distribution network built by major players ensures the high
penetration of the FMCG products in rural India as well, which is home to more than
65% of Indian population. Hence, FMCG is one of the sectors in the country which
has successfully mitigated the rural-urban divide.

In the second half of 2012, consumer confidence remained strong in the Indian
market. India was ranked first along with Indonesia in a consumer confidence index
published by Nielsen. However, inflation was hovering around the 10% mark which
prevented the Reserve Bank of India from initiating any cuts in benchmark interest
rate. The performance of leading players in FMCG sector was above par in the
second half with almost all of them experiencing double digit growths. Their stock
prices also saw a significant appreciation during the course of the year.

The outlook for Indian FMCG is positive because of growing sales, strong financials
of leading players and ever increasing urbanization. Reforms announced in second
half of the year like opening of retail sector to foreign companies will add further to
the growth of the sector.

FMCG companies in India

1. HUL
Hindustan Unilever Limited (HUL) is India's largest consumer goods company based
in Mumbai, Maharashtra. It is owned by the British-Dutch company Unilever which
controls 52% majority stake in HUL. Its products include foods, beverages, cleaning
agents and personal care products.
HUL was formed in 1933 as Lever Brothers India Limited and came into being in
1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India
and has an employee strength of over 16,500 employees and contributes to indirect
employment of over 65,000 people. The company was renamed in June 2007 as
Hindustan Unilever Limited.
Lever Brothers started its actual operations in India in the summer of 1888, when
crates full of Sunlight soap bars, embossed with the words "Made in England by
Lever Brothers" were shipped to the Kolkata harbour and it began an era of
marketing branded Fast Moving Consumer Goods (FMCG).
Hindustan Unilever's distribution covers over 2 million retail outlets across India
directly and its products are available in over 6.4 million outlets in the country. As per
Nielsen market research data, two out of three Indians use HUL products.

Brands
HUL is the market leader in Indian consumer products with presence in over 20
consumer categories such as soaps, tea, detergents and shampoos amongst others
with over 700 million Indian consumers using its products. Eighteen of HUL's brands
featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual
Survey (2012). The company has a distribution channel of 6.3 million outlets and
owns 35 major Indian brands. Its brands include:
Food brands:

Annapurna salt and atta

Bru coffee

Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea

Kissan squashes, ketchups, juices and jams

Lipton tea

Knorr soups & meal makers and soupy noodles

Kwality Wall's frozen dessert

Modern Bread, ready to eat chapattis and other bakery items

Homecare Brands:

ActiveWheel detergent

Cif Cream Cleaner

Comfort fabric softeners

Domex disinfectant/toilet cleaner

Rin detergents and bleach

Sunlight detergent and colour care

Surf Excel detergent and gentle wash

Vim dishwash

Magic Water Saver

Personal Care Brands:

Aviance Beauty Solutions

Axe deodorant and aftershaving lotion and soap

LEVER Ayush Therapy ayurvedic health care and personal care products

Breeze beauty soap

Clear anti-dandruff hair products

Clinic Plus shampoo and oil

Close Up toothpaste

Dove skin cleansing & hair care range: bar, lotions, creams and antiperspirant deodorants

Denim shaving products

Fair & Lovely skin-lightening products

Hamam

Lakme beauty products and salons

Lifebuoy soaps and handwash range

Liril 2000 soap

Lux soap, body wash and deodorant

Pears soap

Pepsodent toothpaste

Pond's talcs and creams

Rexona soap

Sunsilk shampoo

Sure anti-perspirant

Vaseline petroleum jelly, skin care lotions

TRESemm

Awards and recognition

As per the latest Nielsen Campus Track-Business School Survey released in
February 2013, Hindustan Unilever Limited has emerged as the No.1 employer of
choice for B-School students who will graduate in 2013, across functions. HUL also
retained the 'Dream Employer' status for the 4th year running and continues to be
the top company considered for application by B-School student in India.
In 2012, HUL was recognised as one of the world's most innovative companies by
Forbes. With a ranking of number 6, it was the highest ranked FMCG company.
Hindustan Unilever Limited (HUL) won the first prize at FICCI Water Awards 2012
under the category of 'community initiatives by industry' for Gundar Basin Project, a
water conservation initiative.
Hindustan Unilever Limited won 13 awards at the Emvies 2012 Media Awards by
the Advertising Club Bombay in September 2012.

The company bagged four awards at the Spikes Asia Awards 2012, held in
September. The awards included one Grand Prix one Gold Award and two Silver
Awards.
HULs Chhindwara Unit won the National Safety Award for outstanding performance
in Industrial Safety. These awards were instituted by the Union Ministry of Labour
and Employment in 1965.
HUL was one of the eight Indian companies to be featured on the Forbes list of
World's Most Reputed companies in 2007.
In July 2012 Hindustan Unilever Limited won the Golden Peacock Occupational
Health and Safety Award for 2012 in the FMCG category for its safety and health
initiatives and continuous improvement on key metrics.
Pond's Talcum Powder's packaging innovation has bagged a Silver Award at the
prestigious 24th DuPont Global Packaging Award, in May 2012.The brand was
recognised for cost and waste reduction.
In May 2012, HUL & Star Bazaar bagged the silver award for 'Creating Consumer
Value through Joint Promotional and Event Forecasting' at the 13th ECR Efficient
Consumer Response Asia Pacific Conference.
In 2011, HUL was named the most innovative company in India by Forbes and
ranked 6th in the top 10 list of most innovative companies in the world.
Hindustan Unilever Ltd received the National Award for Excellence in Corporate
Governance 2011 of the Institute of Company Secretaries of India (ICSI) for
excellence in corporate governance
In 2012, Hindustan Unilever emerged as the No. 1 employer of choice for B-School
students who will graduate in 2012. In addition, HUL also retained the 'Dream
Employer' status for the 3rd year running
Hindustan Unilever ranked No. 2 in Fortune India's Most Admired Companies list,
which was released by Fortune India in partnership with the Hay Group. The
company received the highest scores for endurance and financial soundness
HUL was ranked 39th in The Brand Trust Report (2011) published by Trust Research
Advisory. Seven HUL brands also featured in the list: Lux, Ponds, Dove, Lakme,
Axe, Sunsilk and Pepsodent.
HUL emerged as the top 'Dream Employer' as well as the top company considered
for application in the annual B-School Survey conducted by Nielsen in November
2010. This was the second successive year that HUL has been rated as the top
'Dream Employer' in India. HUL has also emerged as the top employer of choice
among the top six Indian Institutes of Management (IIMA, B, C, L, K and I).
HUL won three awards at the 'CNBC Awaaz Storyboard Consumer Awards in 2011
Most Recommended FMCG Company of the Year; Most Consumer Conscious
Company of the Year and Digital Marketer of the Year.

The company was felicitated in April 2010 for receiving the highest number of
patents in the year 2009 at Annual Intellectual Property Awards 2010.
In 2007, Hindustan Unilever was rated as the most respected company in India for
the past 25 years by Businessworld, one of India's leading business magazines.
The rating was based on a compilation of the magazine's annual survey of India's
most reputed companies over the past 25 years.
HUL is one of the country's largest exporters; it has been recognised as a Golden
Super Star Trading House by the Government of India.

2. ITC
ITC Limited (BSE: 500875) or ITC is an Indian public conglomerate company
headquartered in Kolkata, West Bengal, India. Its diversified business includes four
segments: Fast Moving Consumer Goods (FMCG), Hotels, Paperboards, Paper &
Packaging and Agri Business. ITC's annual turnover stood at $7 billion and market
capitalization of over $34 billion. The company has its registered office in Kolkata. It
started off as the Imperial Tobacco Company of India and was rechristened to India
Tobacco Company in 1970, I.T.C. Limited in 1974 and finally ITC Limited in 2001.
The company is headed by Yogesh Chander Deveshwar. It employs over 29,000
people at more than 60 locations across India and is listed on Forbes 2000. ITC
Limited completed 100 years on 24 August 2010.
ITC has a diversified presence in FMCG (Fast Moving Consumer Goods), Hotels,
Paperboards & Specialty Papers, Packaging, Agri-Business and Information
Technology. While ITC is a market leader in its traditional businesses of Hotels,
Paperboards, Packaging, Agri-Exports and Cigarettes, it is rapidly gaining market
share even in its nascent businesses of Packaged Foods & Confectionery, Branded
Apparel, Personal Care and Stationery. Meera Shankar joined the board of ITC Ltd
as the first women director in its history. She is an additional non-executive director
of the cigarettes-FMCG-hotel major.

History
ITC was formed on August 24, 1910 under the name Imperial Tobacco Company of
India Limited. Later the name of the Company was changed from Imperial Tobacco
Company of India Limited to India Tobacco Company Limited in 1970 and then to
I.T.C. Limited in 1974. ITC contains a wide range of businesses - Cigarettes &
Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty
Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and
Personal Care . Finally the company changed its name to 'ITC Limited on
September 2001.
The earlier decades of the Company's existence were mainly depending on growth
and consolidation of the Cigarettes and Leaf Tobacco businesses, In the Seventies it
started to transform into a corporate. In 1975 the Company launched its Hotels

business with the acquisition of a hotel in Chennai which was rechristened 'ITCWelcomgroup Hotel Chola'. The objective of ITC's entry into the hotels business was
rooted in the concept of creating value for the nation In 1979, ITC entered the
Paperboard business by promoting ITC Bhadrachalam Paperboards Limited, which
today has become the market leader in India
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint
venture. Since inception, its shares have been held by ITC, British American
Tobacco and various independent shareholders in Nepal. In August 2002, Surya
Tobacco became a subsidiary of ITC Limited and its name was changed to Surya
Nepal Private Limited (Surya Nepal). Also in 1990, leveraging its tends to 10 states
covering over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar'
was inaugurated in August 2004 at Sehore. On the rural retail front, 24 'Choupal
Saagars' are now operational in the 3 states of Madhya Pradesh, Maharashtra and
Uttar Pradesh.
In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with
the launch of Expressions range of greeting cards. A line of premium range of
notebooks under brand Paperkraft was launched in 2002. To augment its offering
and to reach a wider student population, the popular range of notebooks was
launched under brand Classmate in 2003. Classmate over the years has grown
to become Indias largest notebook brand and has also increased its portfolio to
occupy a greater share of the school bag. Years 2007- 2009 saw the launch of
Children Books, Slam Books, Geometry Boxes, Pens and Pencils under the
Classmate brand. In 2008, ITC repositioned the business as the Education and
Stationery Products Business and launched India's first environment friendly
premium business paper under the Paperkraft Brand. Paperkraft offers a diverse
portfolio in the premium executive stationery and office consumables segment.
Paperkraft entered new categories in the office consumable segment with the launch
of Textliners, Permanent Ink Markers and White Board Markers in 2009
ITC also entered the Lifestyle Retailing business with the Wills Sport range of
international quality relaxed wear for men and women in 2000. The Wills Lifestyle
chain of exclusive stores later expanded its range to include Wills Classic formal
wear (2002) and Wills Clublife evening wear (2003 ).
In 2000, ITC spun off its information technology business into a wholly owned
subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging
opportunities in this area. Today ITC Infotech is one of Indias fastest growing global
IT and IT-enabled services companies and has established itself as a key player in
offshore outsourcing, providing outsourced IT solutions and services to leading
global customers across key focus verticals - Manufacturing, BFSI (Banking,
Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail),
THT (Travel, Hospitality and Transportation) and Media & Entertainment.
ITC's foray into the Foods business is an outstanding example of successfully
blending multiple internal competencies to create a new driver of business growth. It
began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian
gourmet dishes. In 2002, ITC entered the confectionery and staples segments with
the launch of the brands mint-o and Candyman confectionery and Aashirvaad atta
(wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered
the biscuits segment. ITC's entered the fast growing branded snacks category with
Bingo! in 2007. In just over a decade, the Foods business has grown to a significant

size with over 200 differentiated products under six distinctive brands, with an
enviable distribution reach, a rapidly growing market share and a solid market
standing.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the
entire value chain found yet another expression in the Safety Matches initiative. ITC
now markets popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega
and Aim Metro. ITC's foray into the marketing of Agarbattis (incense sticks) in 2003
marked the manifestation of its partnership with the cottage sector. ITC's popular
agarbattis brands include Spriha and Mangaldeep across a range of fragrances like
Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath &
body care products for men and women in July 2005. Continuing with its tradition of
bringing world class products to Indian consumers the Company launched 'Fiama Di
Wills', a premium range of Shampoos, Shower Gels and Soaps in September,
October and December 2007 respectively. The Company also launched the 'Superia'
range of Soaps and Shampoos in the mass-market segment at select markets in
October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range
of shampoos in June 2008

List of products & brands

In FMCG, ITC has a strong presence in :

Cigarettes: W.D. & H.O. Wills, Gold Flake Kings, Gold Flake Premium, Gold
Flake Super Star, Navy Cut, Insignia, India Kings, Classic (Verve, Menthol,
Menthol Rush, Regular, Citric Twist, Mild & Ultra Mild), 555, Benson &
Hedges, Silk Cut, Scissors, Capstan, Berkeley, Bristol, Lucky Strike, Players
and Flake.

Foods: (Kitchens of India; Aashirvaad, Minto, Sunfeast,Candyman,

Bingo,Yippee, Sunfeast Pasta brands in Ready to Eat, Staples, Biscuits,
Confectionery, Noodles and Snack Foods);

Apparel: (Wills Lifestyle and John Players brands);

Personal care: (Fiama di Wills; Vivel; Essenza di Wills; Superia; Vivel di Wills
brands of products in perfumes, haircare and skincare)

Stationery: (Classmate and PaperKraft brands)

Safety Matches and Agarbattis: [Ship (through ownership of WIMCO); iKno;

Mangaldeep; Aim brands]

Other businesses include:

Hotels: ITC's hotels (under brands including WelcomHotel) have evolved into
being India's second largest hotel chain with over 80 hotels throughout the
country. ITC is also the exclusive franchisee in India of two brands owned by
Sheraton International Inc.- The Luxury Collection and Sheraton which ITC
uses in association with its own brands in the luxury 5 star segment. Brands
in the hospitality sector owned and operated by its subsidiaries include
Fortune and WelcomeHeritage brands.

Paperboard, Specialty Paper, Graphic and other Paper;

Packaging and Printing for diverse international and Indian clientele.

Infotech (through its fully owned subsidiary ITC Infotech India Limited which is
a SEI CMM Level 5 company)

3. NESTLE
Nestl is a Swiss multinational nutritional, snack food, and health-related consumer
goods company headquartered in Vevey, Switzerland. It is the largest food company
in the world measured by revenues.
Nestl's products include baby food, bottled water, breakfast cereals, coffee,
confectionery, dairy products, ice cream, pet foods and snacks. 29 of Nestl's
brands have annual sales of over 1 billion Swiss francs (about $ 1.1 billion),
including Nespresso, Nescaf, KitKat, Smarties, Nesquik, Stouffer's, Vittel, and
Maggi. Nestl has around 450 factories, operates in 86 countries, and employs
around 328,000 people. It is one of the main shareholders of L'Oral, the world's
largest cosmetics company.
Nestl was formed in 1905 by the merger of the Anglo-Swiss Milk Company,
established in 1866 by brothers George Page and Charles Page, and Farine Lacte
Henri Nestl, founded in 1866 by Henri Nestl. The company grew significantly
during the First World War and again following the Second World War, expanding its
offerings beyond its early condensed milk and infant formula products. The company
has made a number of corporate acquisitions, including Crosse & Blackwell in 1950,
Findus in 1963, Libby's in 1971, Rowntree Mackintosh in 1988 and Gerber in 2007.
Nestl has a primary listing on the SIX Swiss Exchange and is a constituent of the
Swiss Market Index. It has a secondary listing on Euronext. In 2011, Nestl was
listed No. 1 in the Fortune Global 500 as the world's most profitable corporation.
With a market capitalization of $ 200 billion, Nestl ranked No. 13 in the FT Global
2011.

History
Nestl's origins date back to 1866, when two separate Swiss enterprises were
founded that would later form the core of Nestl. In the succeeding decades, the two

competing enterprises aggressively expanded their businesses throughout Europe

and the United States.
In August 1867 Charles (US consul in Switzerland) and George Page, two brothers
from Lee County, Illinois, USA, established the Anglo-Swiss Condensed Milk
Company in Cham, Switzerland. Their first British operation was opened at
Chippenham, Wiltshire, in 1873.
In September 1866 in Vevey, Henri Nestl developed a milk-based baby food, and
soon began marketing it. The following year saw Daniel Peter begin seven years of
work perfecting his invention, the milk chocolate manufacturing process. Nestl's
was the crucial cooperation that Peter needed to solve the problem of removing all
the water from the milk added to his chocolate and thus preventing the product from
developing mildew. Henri Nestl retired in 1875 but the company under new
ownership retained his name as Socit Farine Lacte Henri Nestl.
In 1877 Anglo-Swiss added milk-based baby foods to their products and in the
following year the Nestl Company added condensed milk so that the firms became
direct and fierce rivals.
In 1905 the companies merged to become the Nestl and Anglo-Swiss Condensed
Milk Company, retaining that name until 1947 when the name Nestl Alimentana SA
was taken as a result of the acquisition of Fabrique de Produits Maggi SA (founded
1884) and its holding company Alimentana SA of Kempttal, Switzerland. Maggi was
a major manufacturer of soup mixes and related foodstuffs. The companys current
name was adopted in 1977. By the early 1900s, the company was operating
factories in the United States, United Kingdom, Germany, and Spain. The First World
War created demand for dairy products in the form of government contracts, and, by
the end of the war, Nestl's production had more than doubled.
After the war, government contracts dried up, and consumers switched back to fresh
milk. However, Nestl's management responded quickly, streamlining operations
and reducing debt. The 1920s saw Nestl's first expansion into new products, with
chocolate-manufacture becoming the company's second most important activity.
Louis Dapples was CEO till 1937, when succeeded by douard Muller till his death
in 1948.

Nestl felt the effects of the Second World War immaediately. Profits dropped from
US$20 million in 1938, to US$6 million in 1939. Factories were established in
developing countries, particularly in Latin America. Ironically, the war helped with the
introduction of the company's newest product, Nescaf ("Nestl's Coffee"), which
became a staple drink of the US military. Nestl's production and sales rose in the
wartime economy.
The end of World War II was the beginning of a dynamic phase for Nestl. Growth
accelerated and numerous companies were acquired. In 1947 Nestl merged with
Maggi, a manufacturer of seasonings and soups. Crosse & Blackwell followed in
1950, as did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification

came with a shareholding in L'Oral in 1974. In 1977, Nestl made its second
venture outside the food industry, by acquiring Alcon Laboratories Inc.
In 1984, Nestl's improved bottom line allowed the company to launch a new round
of acquisitions, notably American food giant Carnation and the British confectionery
company Rowntree Mackintosh in 1988, which brought the Willy Wonka brand
among others to Nestl.
The first half of the 1990s proved to be favourable for Nestl. Trade barriers
crumbled, and world markets developed into more or less integrated trading areas.
Since 1996, there have been various acquisitions, including San Pellegrino (1997),
Spillers Petfoods (1998), and Ralston Purina (2002). There were two major
acquisitions in North America, both in 2002 in June, Nestl merged its U.S. ice
cream business into Dreyer's, and in August a US$2.6 billion acquisition was
announced of Chef America, the creator of Hot Pockets. In the same time-frame,
Nestl came close to purchasing the iconic American company Hershey's, one of its
fiercest confectionery competitors, although the deal eventually fell through. Another
recent purchase included the Jenny Craig weight-loss program, for US$600 million.
In December 2005, Nestl bought the Greek company Delta Ice Cream for
240 million. In January 2006, it took full ownership of Dreyer's, thus becoming the
world's largest ice cream maker, with a 17.5% market share.
In November 2006, Nestl purchased the Medical Nutrition division of Novartis
Pharmaceutical for $2.5B, also acquiring, in 2007, the milk-flavouring product known
as Ovaltine.
In April 2007, returning to its roots, Nestl bought US baby-food manufacturer
Gerber for $5.5 billion.
In December 2007, Nestl entered into a strategic partnership with a Belgian
chocolate maker, Pierre Marcolini
Nestl agreed to sell its controlling stake in Alcon to Novartis on 4 January 2010.
The sale was to form part of a broader US$39.3 billion offer, by Novartis, for full
acquisition of the worlds largest eye-care company.
On 1 March 2010, Nestl concluded the purchase of Kraft Foods's North American
frozen pizza business for $3.7 billion.
In July 2011, Nestl SA agreed to buy 60 percent of Hsu Fu Chi International Ltd. for
about $1.7 billion. On 23 April 2012, Nestl agreed to acquire Pfizer Inc.'s infantnutrition unit for $11.9 billion Before the acquisition, there was a 'bidding war'
between the three shareholders Nestl, Mead Johnson Nutrition and Danone. Each
of the companies held a share, with Nestl holding the biggest share (17%)
(Johnson held 15%, Danone 13%).

Products
Main article: List of Nestl brands

Nestl has some 8,000 brands, with a wide range of products across a number of
markets, including coffee, bottled water, milkshakes and other beverages, breakfast
cereals, infant foods, performance and healthcare nutrition, seasonings, soups and
sauces, frozen and refrigerated foods, and pet food. Nestl's brands include:

Coffee and tea

Coffee mate
Dolce Gusto
Nescaf
Nespresso
Nestea and Enviga (controlled by the joint venture with The Coca-Cola Company, called Bev
Ricor
Special.T

Bottled water (Nestl Waters)

Aquarel
Arrowhead Water
Contrex
Deer Park Spring Water
Nestl Pure Life
Ozarka
Perrier
Poland Spring
San Pellegrino
Vittel

Milkshakes and other beverages

Carnation (now part of Alaska Milk Corporation in the Philippines, but under a long-term licen
Caro
Juicy Juice
La Laitire (controlled by the joint venture with Lactalis)[22]
Milo
Nesquik
Ovaltine

Chocolate and confectionery

Aero
After Eight
Baby Ruth
Butterfinger
Caramac
Galak/Milky Bar
KitKat (licensed to The Hershey Company in U.S.)
Lion Bar

Nestl Crunch
PowerBar
Quality Street
Rolo (licensed to The Hershey Company in U.S.)
Rowntree products
Smarties
Toffee Crisp
Wonka products

Performance and healthcare nutrition

Boost
PowerBar

4. Godrej Group
Godrej Group is an Indian conglomerate headquartered in Mumbai, Maharashtra,
India. It was founded by Ardeshir Godrej and Pirojsha Godrej in 1897, Lalbaug,
Mumbai. It operates in diverse sectors such as real estate, consumer products,
industrial engineering, appliances, furniture, security and agricultural products,to
name a few. It's turnover is in excess of 3.3 billion dollars.

Background
Godrej Group is one of the largest conglomerates based in Mumbai, India, involved
in various industries that include appliances, precision equipment, machine tools,
furniture, healthcare, interior solutions, office equipment, food-processing, security,
materials handling and industrial storage solutions, construction and information
technology. Its products include Locks, access control systems, security systems
and safes, typewriters and word processors, rocket launchers, refrigerators and
furniture, outsourcing serble oils and chemical, mosquito repellents, car perfumes,
chicken and agri-products, material handling equipment like FORKLIFT trucks,
stackers, tyre handlers, sweeping machines, access equipment etc. The Group is
headed by Adi Godrej and Jamshyd Godrej.

Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej's

manufacturing base, but increasingly the group have moved significant production
facilities away from Mumbai. The Godrej group also owns vast land in Vikhroli,
occupying 3500 acres (14 km) of land on both sides of the Vikhroli section of the
LBS marg.
That makes the Godrej group the biggest private land owner in Mumbai by far Such
vast land can, in theory, be used to create at least 1,500 acres (6.1 km2) of
residential floor space, which, at very modest rates (Rs.10000/sq ft), can be sold for
USD 16 billion. Thus, the Godrej group is sitting on an invisible cashpile that is an
envy of other Indian conglomerates
Operations
Adi Godrej is the current Chairman of the Godrej Group. Godrej & Boyce Mfg. Co.
Ltd. is headed by Mr. Jamshyd Godrej. The Group revenue was approximately US$
1.7 billion in financial year 06/07. Godrej Locks is the flagship company of the group.
The Godrej group can be broadly divided into two major holding companies, working
independently:
1. Godrej Industries Ltd
2. Godrej & Boyce Mfg. Co. Ltd.
The Major Companies, subsidiaries and affiliates are

Chemical & Commodities

Godrej Industries

Chemicals

Veg Oils

FMCG

Godrej Consumer Products

Keyline Brands UK

Rapidol South Africa

Godrej Global Mideast FZE

Godrej SCA Hygiene Limited

Godrej Hershey Foods & Beverages Limited

Nutrine

Godrej Sara Lee

AGRI

Godrej Agrovet

Animal Feeds

Goldmohur Foods and Feeds

Golden Feed Products

Higashimaru Feed Products

Oil Palm

Agri Inputs

Godrej Aadhaar

Nature's Basket

Integrated Poultry Business

Plant Biotech

Services

Godrej HiCare (Pest Management Services)

Godrej Global Solutions (ITES)

Godrej Properties

5. Procter & Gamble

The Procter & Gamble Company, also known as P&G, is an American multinational
consumer goods company headquartered in downtown Cincinnati, Ohio, USA. Its
products include pet foods, cleaning agents and personal care products. Prior to the
sale of Pringles to Kellogg Company, its product line included foods and beverages.
In 2012, P&G recorded $83.68 billion dollars in sales. Fortune magazine awarded
P&G a top spot on its list of "Global Top Companies for Leaders", and ranked the
company at fifth place of the "World's Most Admired Companies" list. Chief

Executive Magazine named P&G the best overall company for leadership
development in its list of the "40 Best Companies for Leaders".
History
William Procter, a candlemaker, and James Gamble, a soapmaker, emigrated from
England and Ireland respectively. They settled in Cincinnati initially and met when
they married sisters, Olivia and Elizabeth Norris Alexander Norris, their father-inlaw, called a meeting in which he persuaded his new sons-in-law to become
business partners. On October 31, 1837, as a result of the suggestion, Procter &
Gamble was created.
In 18581859, sales reached $1 million. By this point, approximately 80 employees
worked for Procter & Gamble. During the American Civil War, the company won
contracts to supply the Union Army with soap and candles. In addition to the
increased profits experienced during the war, the military contracts introduced
soldiers from all over the country to Procter & Gamble's products.
In the 1880s, Procter & Gamble began to market a new product, an inexpensive
soap that floats in water. The company called the soap Ivory. William Arnett Procter,
William Procter's grandson, began a profit-sharing program for the company's
workforce in 1887. By giving the workers a stake in the company, he correctly
assumed that they would be less likely to go on strike.
The company began to build factories in other locations in the United States
because the demand for products had outgrown the capacity of the Cincinnati
facilities. The company's leaders began to diversify its products as well and, in 1911,
began producing Crisco, a shortening made of vegetable oils rather than animal fats.
As radio became more popular in the 1920s and 1930s, the company sponsored a
number of radio programs. As a result, these shows often became commonly known
as "soap operas."
The company moved into other countries, both in terms of manufacturing and
product sales, becoming an international corporation with its 1930 acquisition of the
Thomas Hedley Co., based in Newcastle upon Tyne, England. Procter & Gamble
maintained a strong link to the North East of England after this acquisition.
Numerous new products and brand names were introduced over time, and Procter &
Gamble began branching out into new areas. The company introduced Tide laundry
detergent in 1946 and Prell shampoo in 1947. In 1955, Procter & Gamble began
selling the first toothpaste to contain fluoride, known as Crest. Branching out once
again in 1957, the company purchased Charmin Paper Mills and began
manufacturing toilet paper and other paper products. Once again focusing on
laundry, Procter & Gamble began making Downy fabric softener in 1960 and Bounce
fabric softener sheets in 1972. One of the most revolutionary products to come out
on the market was the company's Pampers, first test-marketed in 1961. Prior to this
point disposable diapers were not popular, although Johnson & Johnson had
developed a product called Chux. Babies always wore cloth diapers, which were
leaky and labor intensive to wash. Pampers provided a convenient alternative, albeit
at the environmental cost of more waste requiring landfilling.
Procter & Gamble acquired a number of other companies that diversified its product
line and significantly increased profits. These acquisitions included Folgers Coffee,
Norwich Eaton Pharmaceuticals (the makers of Pepto-Bismol), Richardson-Vicks,

Noxell (Noxzema), Shulton's Old Spice, Max Factor, and the Iams Company, among
others. In 1994, the company made headlines for big losses resulting from leveraged
positions in interest rate derivatives, and subsequently sued Bankers Trust for fraud;
this placed their management in the unusual position of testifying in court that they
had entered into transactions that they were not capable of understanding. In 1996,
Procter & Gamble again made headlines when the Food and Drug Administration
approved a new product developed by the company, Olestra. Also known by its
brand name 'Olean', Olestra is a lower-calorie substitute for fat in cooking potato
chips and other snacks.
Procter & Gamble has dramatically expanded throughout its history, but its
headquarters still remains in Cincinnati.
In January 2005 P&G announced an acquisition of Gillette, forming the largest
consumer goods company and placing Unilever into second place. This added
brands such as Gillette razors, Duracell, Braun, and Oral-B to their stable. The
acquisition was approved by the European Union and the Federal Trade
Commission, with conditions to a spinoff of certain overlapping brands. P&G agreed
to sell its SpinBrush battery-operated electric toothbrush business to Church &
Dwight. It also divested Gillette's oral-care toothpaste line, Rembrandt. The
deodorant brands Right Guard, Soft & Dri, and Dry Idea were sold to Dial
Corporation.[5] The companies officially merged on October 1, 2005. Liquid Paper,
and Gillette's stationery division, Paper Mate were sold to Newell Rubbermaid. In
2008, P&G branched into the record business with its sponsorship of Tag Records,
as an endorsement for TAG Body Spray.
P&G's dominance in many categories of consumer products makes its brand
management decisions worthy of study. For example, P&G's corporate strategists
must account for the likelihood of one of their products cannibalizing the sales of
another.
On August 24, 2009, the Ireland-based pharmaceutical company Warner Chilcott
announced they had bought P&G's prescription-drug business for $3.1 billion.
P&G exited the food business in 2012 when it sold its Pringles snack food business
to Kellogg's. The company had previously sold Jif peanut butter and Folgers coffee
in separate transactions to Smucker's.
Procter and Gamble was a tier one sponsor of London's 2012 Olympic Games and
sponsored 150 Athletes.
Operations
As of July 1, 2011, the company structure is categorized into two "Global Business
Units" with each one further divided into "Business Segments" according to the
company's 2011 Annual Report. Dimitri Panayotopoulos is Vice Chairman of Global
Business Units

Beauty segment

Grooming segment

Health Care segment

Snacks & Pet Care segment

Fabric Care & Home Care segment

Baby Care & Family Home Care segment

6. Johnson & Johnson

Johnson & Johnson is an American multinational medical devices, pharmaceutical
and consumer packaged goods manufacturer founded in 1886. Its common stock is
a component of the Dow Jones Industrial Average and the company is listed among
the Fortune 500.
Johnson & Johnson ranked at the top of Harris Interactive's National Corporate
Reputation Survey for seven consecutive years up to 2005, was ranked as the
world's most respected company by Barron's Magazine in 2008, and was the first
corporation awarded the Benjamin Franklin Award for Public Diplomacy by the U.S.
State Department in 2005 for its funding of international education programs.
However, the company has been embroiled in a number of product recall and
marketing fraud scandals, culminating in multi-million dollar trial verdicts and a
proposed multi-billion dollar settlement with the United States Department of Justice
as well as a proposed settlement with a group of its own shareholders.
Johnson & Johnson is headquartered in New Brunswick, New Jersey with the
consumer division being located in Skillman, New Jersey. The corporation includes
some 250 subsidiary companies with operations in over 57 countries and products
sold in over 175 countries. Johnson & Johnson had worldwide pharmaceutical sales
of $65 billion for the calendar year of 2011.
Johnson & Johnson's brands include numerous household names of medications
and first aid supplies. Among its well-known consumer products are the Band-Aid
Brand line of bandages, Tylenol medications, Johnson's baby products, Neutrogena
skin and beauty products, Clean & Clear facial wash and Acuvue contact lenses.
In 2012, Johnson & Johnson announced that they will start to fund the therapeutic
device company Clarimedix Inc. to support "proof of concept" study.
On December 31, 2012, the Food and Drug Administration approved Sirturo, a
Johnson & Johnson tuberculosis drug that is the first new medicine to fight the
infection in more than forty years.
History
Inspired by a speech by antiseptic advocate Joseph Lister, Robert Wood Johnson,
joined brothers James Wood Johnson and Edward Mead Johnson to create a line of
ready-to-use surgical dressings in 1885. The company produced its first products in
1886 and incorporated in 1887.
Robert Wood Johnson served as the first president of the company. He worked to
improve sanitation practices in the nineteenth century, and lent his name to a

hospital in New Brunswick, New Jersey. Upon his death in 1910, he was succeeded
in the presidency by his brother James Wood Johnson until 1932, and then by his
son, Robert Wood Johnson II.
Robert Wood Johnson's granddaughter, Mary Lea Johnson Richards, was the first
baby to appear on a Johnson & Johnson baby powder label. His great-grandson,
Jamie Johnson, made a documentary called Born Rich about the experience of
growing up as the heir to one of the world's greatest fortunes.
Consumer brands
The famous Johnson's Baby Shampoo (Johnson & Johnson consumer brand)

Acuvue

Actifed

Aveeno

Bactidol

Band-Aid

Benadryl

Benecol

Bengay

Benylin

Bonamine

Calpol

Calcough

Calprofen

Calgel

Calrub

Carefree

Clean & Clear

Coach

Coach Professional

Coach Sport

Codral

Combantrin

Compeed

Conceptrol

Cortaid

Cortef

Delfen

Desitin

Dolormin

E.P.T.

Efferdent

Euthymol

First-Aid

Gynol

Healthy Woman

Inadine

Imodium

Johnson's Baby

Johnson & Johnson Red Cross

Jontex

K-Y

Lactaid

Listerine

Listermint

Lubriderm

Meds ]

Micatin

Monistat

Micralax

Migraleve

Modess

Motrin

Motrin Children

Myadec

Mylanta

Nasalcrom

Neko

Neosporin

Neutrogena

Nicoderm

Nicorette

Nizoral

Nu-Gauze

O.B.

OneTouch

Pediacare

Penaten

Pepcid

Pepcid AC

Polysporin

7. Tata Global Beverages

Tata Global Beverages Limited (formerly Tata Tea Limited) is an Indian multinational
non-alcoholic beverages company headquartered in Kolkata, West Bengal, India
and a subsidiary of the Tata Group. It is the world's second-largest manufacturer and
distributor of tea and a major producer of coffee
Tata Global Beverages markets tea under the major brands Tata Tea, Tetley, Good
Earth Teas and JEMA. Tata Tea is the biggest-selling tea brand in India, Tetley is
the biggest-selling tea brand in the United Kingdom and Canada and the second
biggest-selling in the United States and JEMA is the biggest-selling tea brand in
the Czech Republic .
Tata Global Beverages ventured into the Indian cafe market with a 50/50 joint
venture with Starbucks Coffee Company. The coffee shops branded as "Starbucks
Coffee - A Tata Alliance" will source coffee beans from Tata Coffee, a subsidiary
company of Tata Global Beverages.
History
1980 to 1990
In the early 1980s, the tea industry in India was experiencing rising input and labor
costs and dwindling margins as well as high taxes. India was facing competition on
the world market not just from China, but also from other countries entering the
business.
In 1983, Tata Tea bought the stake belonging to the James Finlay group to form the
individual entity Tata Tea. In the same year, the company decided to move from the
commodities business to consumer branding. The first brand Tata Tea was
introduced. This was followed by other brands like Kannan Devan, Agni, Gemini and
Chakra Gold. In spite of being the largest market in the world, the concept of
branded tea took time to be accepted.
In 1987, Tata Tea set up a fully owned subsidiary, Tata Tea Inc., in the USA.

1990 to 2000
In the 1990s, Tata Tea decided to take its brands into the global markets. It formed
an export joint venture with Britain's Tetley Tea in 1992. Other new enterprises
included a majority interest in Consolidated Coffee Ltd. (Tata Coffee Ltd.) and a joint
venture to manage agricultural estates in Sri Lanka. Tata Tea Inc. in the United
States processed and marketed instant tea from its facility in Florida, based on
sourcing of instant tea products out of Munnar and Kerala. In 1993, they entered into
a joint venture with Allied Lyons PLC in the UK to form Estate Tata Tetley.
In the mid-1990s, Tata Tea attempted to buy Tetley and the Lankan JVC acquired
51% shareholding in Watawala Plantations Ltd.
In 1997 the company was embroiled in a major scandal known as the "Tata Tapes
controversy" which related to funds the company provided to the outlawed United
Liberation Front of Asom (ULFA), an armed-struggle group operating in Assam.
By 1999, Tata Teas brands had a combined market share of 25% in India.The
company had 74 tea gardens and was producing 62 million kilograms of tea a year,
two-thirds of it packaged and branded. Towards the end of the year, the tea business
was hit by a drought in much of India. In addition, Russia, once the largest buyer of
Indian tea, temporarily withdrew from the market.
2000 to 2010
An important step for Tata Tea was the acquisition of the Tetley Group (based in the
United Kingdom) in 2000. It was a 271 million ($432 million) leveraged buyout. Tata
Tea reportedly outbid the American conglomerate Sara Lee in what was described
as the largest takeover of a foreign company by an Indian one to date. At the time,
Tetley was the world's second largest tea company after Unilever's Brooke BondLipton and had an annual turnover of 300 million. It was the market leader in Britain
and Canada and a popular brand in the United States, Australia and the Middle
East.
Established in 1837, Tetley was the first British tea company to introduce the tea bag
to the UK in 1953. The tea bag was followed by the first round tea bag in 1989 and
the 'no drip, no mess' drawstring bag in 1997. Tetley now contributes for around two
thirds of the total turnover of Tata Tea.
From 2005, Tata Tea began a restructuring exercise to divest direct ownership of
plantations in India, a process facilitated by subsidised loans from the World Bank's
International Finance Corporation.
In 2006, Tata Tea acquired Eight O'Clock Coffee, a US based coffee producer from
Gryphon Investors for $220m.
In 2007, Tata Tea launched the campaign Jaago Re! to awaken youth to social
issues. The campaign was extended into 2008. In 2009, their campaign revolve
around the issue of corruption with a new adline 'Ab Se Khilana Bandh, Pilana
Shuru'.
The international trade union IUF criticized the company in 2009 for not allowing
statutory maternity leave to pregnant tea pluckers, and for locking out 1,000 workers
on the Nowera Nuddy Tea Estate in West Bengal for so long that the local

government began distributing food coupons for emergency rations to workers and
their families. In May 2010, a crop sprayer died of suspected poisoning on a Tata
estate in Assam, leading to protests at which two more workers were shot dead by
riot police.
2010 to present
On 30 January 2012, Tata Global Beverages and Starbucks announced the creation
of a 50-50 joint venture called Tata Starbucks Limited, which will own and operate
Starbucks outlets branded as Starbucks Coffee "A Tata Alliance" in India. The stores
will start beginning to operate in 2012, launching initially in Delhi and Mumbai.
Operations
The company was rechristened as Tata Global Beverages to include the range of
health and nutritional beverages it wants to enter into. Via subsidiary companies,
Tata Global Beverages manufactures 70 million kilograms of tea in India, controls 54
tea estates, ten tea blending and packaging factories and employs around 59,000
people. The company owns 51 tea estates in India and Sri Lanka, especially in
Assam, West Bengal in eastern India and Kerala in the south. The company is the
largest manufacturer of Assam tea and Darjeeling tea and the second-largest
manufacturer of Ceylon tea.
Set up in 1964 as a joint venture with UK based James Finlay and Company to
develop value-added tea, Tata Global Beverages has now product and brand
presence in 50 countries. It is one of India's first multinational companies. The
operations of Tata Global Beverages and its subsidiaries focus on branded product
offerings in tea, but with a significant presence in plantation activity in India and Sri
Lanka.
The consolidated worldwide branded tea business of Tata Global Beverages
contributes to around 86 per cent of its consolidated turnover with the remaining 14
per cent coming from bulk tea, coffee and investment income. The company is
headquartered in Bangalore. With an area of approx 159 km under tea cultivation,
Tata Global Beverages produces around 30 million kg of black tea annually . Instant
tea is used for light density 100% teas, iced tea mixes and in the preparation of
ready-to-drink (RTD) beverages.
Tata Global Beverages owns five brands in India: Tata Tea, Tetley, Kanan Devan,
Chakra Gold, and Gemini. The company has a 100% export-oriented unit (KOSHER
and HACCP certified) manufacturing instant tea in Munnar, Kerala, which is the
largest such facility outside the United States. Tata Global Beverages has
subsidiaries in Australia, Great Britain, United States, Czech Republic and India.

8. The Himalaya Drug Company

The Himalaya Drug Company is a company established by M. Manal in 1930 and
based in Bangalore, India. It produces health care products under the name
Himalaya Herbal Healthcare, which include ayurvedic ingredients. It is spread across
locations in India, the United States, the Middle East, and Europe., while its
products are sold in 60 countries across the world.

The company has 70 researchers that study ayurvedic herbs and minerals. An
Hepatic drug, named Liv.52, is its flagship product, first introduced in 1955.
The Himalaya Drug Company produces, sells, and distributes pharmaceutical-grade
ayurvedic drugs and therapies for customers in India and internationally. It offers
pharmaceutical products for children, women, men, and general health; herbal and
oral care products; skincare products, including body lotions, face packs and
tonners, facial cleansers, fairness and lip care products, moisturizers, skin nutrients,
and soaps; and dental creams. The company also provides hair care products,
including anti-dandruff hair creams, oils, and shampoos; protein conditioners
shampoos and hair creams; and anti-hair loss creams, fall hair oils, and fall
shampoos. In addition, it offers capsules, acne-n-pimple.

9. Amul
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
The word Amul is derived from the Sanskrit word Amulya meaning invaluable. The
co-operative is also sometimes referred to by the unofficial backronym: Anand Milk
Union Limited.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by
3.03 million milk producers in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products. In the process Amul became the largest food
brand in India and has also ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years
(19732006), is credited with the success of Amul.
History
The Kaira District Co-operative Milk Producers' Union Ltd. was registered on 1
December 1946 as a response to the exploitation of marginal milk producers by
traders or agents of the only existing dairy, the Polson (brand) dairy, in the small
town of Anand (in Kaira District of Gujarat). Milk Producers had to travel long
distances to deliver milk, which often went sour in summer, to Polson. The prices of
buffalo and cow milk were arbitrarily determined. Moreover, the government at that
time had given monopoly rights to Polson to collect milk from Anand and supply it to
Bombay city.
Angered by the unfair and manipulative trade practices, the farmers of Kaira
approached Sardar Vallabhbhai Patel under the leadership of local farmer leader
Tribhuvandas K. Patel. He advised them to form a cooperative and supply milk
directly to the Bombay Milk Scheme instead of Polson (who did the same but gave
them low prices). He sent Morarji Desai to organise the farmers. In 1946, the milk
farmers of the area went on a strike which led to the setting up of the cooperative to
collect and process milk. Milk collection was also decentralized, as most producers
were marginal farmers who could deliver atmost 12 litres of milk per day.
Cooperatives were formed for each village too.

The Cooperative was further developed and managed by Dr.Verghese Kurien along
with H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk
for the first time anywhere in the world and a little later, along with Kurien's help,
making it on a commercial scale, led to the first modern dairy of the cooperative at
Anand, which would successfully compete against established players in the market.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon
spread to Anand's neighbourhood in Gujarat, and within a short span, five unions in
other districts Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were set
up. In order to combine forces and expand the market while saving on advertising
and avoid competing against each other, the GCMMF, an apex marketing body of
these district cooperatives was set up in 1973. The Kaira Union which had the brand
name of Amul with it since 1955, transferred it to GCMMF.
Company info
The GCMMF is the largest food products marketing organisation of India. It is the
apex organisation of the Dairy Cooperatives of Gujarat. Over the last five and a half
decades, Dairy Cooperatives in Gujarat have created an economic network that links
more than 3.1 million village milk producers with millions of consumers in India .
These cooperatives collect on an average 9.4 million litres of milk per day from their
producer members, more than 70% of whom are small, marginal farmers and
landless labourers and include a sizeable population of tribal folk and people
belonging to the scheduled castes.
The turnover of GCMMF (AMUL) during 201011 was 97.74 billion (US$1.8 billion).
It markets the products, produced by the district milk unions in 30 dairy plants. The
farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy,
Gandhinagar, Gujarat which can handle 3.0 million litres of milk per day and
process 160 MTs of milk powder daily. Amul Dairy established at Anand is the crown
glory of the district. By launching the milk business in a scientific way, the dairy
heralded White Revolution in Gujarat which is well established now. The dairy has
provided the farmers an important source of supplementary income through animal
husbandry. Today it has become a world renowned organisation.
On 18 Aug 2012, Vipul Chaudhary of Mehsana district's milk cooperative was
elected chairman of GCMMF
Products
Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi,
Yoghurt, Buttermilk, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,
flavoured milk, basundi, Amul Pro brand and others. Amul PRO is a recently
launched brown beverage just like bournvita and horlicks offering whey protein, DHA
and essential nutrients. In January 2006, Amul launched India's first sports drink
Stamina, which competes with Coca Cola's Powerade and FMCGCo's Gatorade.
Amul also offers mithaimate which successfully competes with milkmaid by nestle by
offering more fat% at lower price.
In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its
product offering in the milk products segment. Other Amul brands are Amul Kool, a
low calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee
and India's first sports drink Stamina.

Amul's Icecreams are made from milk fat and thus are icecreams in real sense of
the word, while many brands in India sell frozen desserts made from vegetable fat.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation
Marketing Award for 2007

10. Britannia Industries

Britannia Industries Limited is an Indian food-products corporation based in
Kolkata, India. It is famous for its Britannia and Tiger brands of biscuit, which are
popular throughout India. Britannia has an estimated 38% market share.
The Company's principal activity is the manufacture and sale of biscuits, bread, rusk,
cakes and dairy products.
History
The company was established in 1892, with an investment of Rs. 295. Initially,
biscuits were manufactured in a small house in central Kolkata. Later, the enterprise
was acquired by the Gupta brothers mainly Nalin Chandra Gupta, a renowned
attorney,and operated under the name of "V.S. Brothers." In 1918, C.H. Holmes, an
English businessman in Kolkata, was taken on as a partner and The Britannia
Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in
1924 and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in
big demand during World War II, which gave a boost to the companys sales. The
company name finally was changed to the current "Britannia Industries Limited" in
1979. In 1982 the American company Nabisco Brands, Inc. became a major foreign
shareholder.
Business
Dairy products
Dairy products contribute close to 10 per cent to Britannia's revenue. Britannia
trades and markets dairy products, and its dairy portfolio grew to 47% in 2000-01
and by 30% in 2001-02. Britannia holds an equity stake in Dynamix Dairy and
outsources the bulk of its dairy products from its associate. Its main competitors are
Nestl India, the National Dairy Development Board (NDDB), and Amul (GCMMF).
Joint venture with New Zealand Dairy
On 27 October 2001, Britannia announced a joint venture with Fonterra Co-operative
Group of New Zealand, an integrated dairy company from procurement of milk to
making value-added products such as cheese and buttermilk. Britannia planned to
source most of the products from New Zealand, which they would market in India.
The joint venture will allow technology transfer to Britannia. Britannia and New
Zealand Dairy each holding 49% of the JV, and the remaining 2 per cent held by a
strategic investor. Britannia has also tentatively announced that its dairy business
would be transferred and run by the joint venture.
The authorities' approval to the joint venture obliged the company to start
manufacturing facilities of its own. It would not be allowed to trade, except at the

wholesale level, thus pitching it in competition with Danone, which had recently
established its own dairy business.
Biscuits
The company's factories have an annual capacity of 433,000 tonnes. The brand
names of biscuits include VitaMarieGold, Tiger, Nutrichoice Junior,Good day, 50 50,
Treat, Pure Magic, Milk Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little
Hearts and many more.
Tiger, the mass market brand, realised $150.75 million in sales including exports to
countries including the U.S. and Australia, or 20% of Britannia revenues in 2006.
In a separate dispute from the shareholder matters, the company alleged in 2006
that Danone had violated its intellectual property rights in the Tiger brand by
registering and using Tiger in several countries without its consent. Britannia claimed
the company found out that Danone had launched the Tiger brand in Indonesia in
1998, and later in Malaysia, Singapore, Pakistan and Egypt, when it attempted to
register the Tiger trademark in some of these countries in 2004. Whilst it was initially
reported in December 2006 that agreement had been reached, it was reported in
September 2007 that a solution remained elusive. In the meantime since Danone's
biscuit business has been taken over by Kraft, the Tiger brand of biscuits in Malaysia
was renamed Kraft Tiger Biscuits in September 2008.
Britannia initiated legal action against Danone in Singapore in September 2007. The
dispute was resolved in 2009 with Britannia securing rights to the Tiger brand
worldwide, and Danone paying Rs 220 million to utilise the brand.

 Need of the Study

Study

the

impact

of

advertisements

in

term

of

consumer

preferences, recall and purchase behavior.

As we know these days FMCG Companies are advertising their
product so much on the televisions and they are spending so much money on the
advertisement of their product. In a FMCG industry the cost of advertisement is
nearly 35% of the total cost. For increasing the sale of their product they are taking
film stars, cricket-stars in the advertisement of their product which is again very
costly. They are spending so much on the sponsorship of events like cricket match
etc. So this study deals with these aspects that whether advertisement is having any
effect on the Consumers or not.
In this study data will be collected with the help of the questionnaire which will
be administrated personally to all the respondents. The questions will deal with the
aspects like recall of advertisement of FMCG, impact of advertisement on the
purchase behavior of the FMCG, factors influencing choice of brand and immediate
reaction after watching an advertisement and also to know the influence of
advertisement on preference of FMCG, brand preference and reasons for brand
preference and brand equity. In some questions the techniques like ranking method
is also used.

OBJECTIVES
1. To find the role of media efficiency in advertisement
2. To find out the factors influencing the choice of brand.
3. To know consumers preference towards the FMCG brands.
.
(a) To know the reasons for the preference of their favourite brands.
(b) To check the brand loyalty of consumers towards their favourite brand.
The main purpose of this consumer survey is to see the recall ability of the
consumers and also to see the factors affecting the choice of brand and an
impact of advertisement on the purchase of FMCG.

REVIEW OF LITERATURE
Advertising is more than tool for selling goods and services. It has one overriding
task, to position a brand in the prospect's perception or perceptual space in relation
to competitors, so as to create distinctness and preference.
To formulate the problem scientifically and to point out the importance of undertaking
this study, it is essential to present a brief review of researches undertaking in this
area. Although the review involved a large number of studies, only a few studies
which have direct and indirect bearing on the present study have been reviewed in
this chapter. Some marketing researchers have concluded that brands are one of
the most valuable assets a company has, as brand equity is one of the factors which
can increase the financial value of a brand to the brand owner, although not the only
one. The brand can add significant value when it is well recognized and has positive
associations in the mind of the consumer. Brand equity is an intangible asset that
depends on associations made by the consumer. High brand equity levels are
known to lead higher consumer preferences and purchase intentions (Cobb-Walgren
et al. 1995) as well as higher stock returns (Aaker and Jacobson, 1994). brand
equity occurs when the consumer is familiar with the brand and holds some
favorable, strong, and unique brand associations in the memory.( Kamakura
&Russell 1993
(Lassar et al.1995)) The consumers perception of the overall superiority of a product
carrying that brand name when compared to other brands. Five
perceptual dimension of brand equity includes performance, social
image, value, trustworthiness and attachment.( Lassar et al.(1995)). Brand equity is:
(1) Loyalty (brands real or potential price premium),
(2) loyalty (customer satisfaction based), (3) perceived comparative
quality, (4) perceived brand leadership, (5) perceived brand value

(brands functional benefits), (6) brand personality, (7) consumers

perception of organization (trusted, admired or credible), (8) perceived
differentiation to competing brands, (9) brand awareness (recognition
& recall), (10) market position (market share), prices and distribution
coverage.( Aaker (1996)).

Metwally (1980) tried to find a relationship between sales and

advertising found that the firm will always be able to sustain volume of sales even if
it spends nothing on advertising. These sales to 'loyal' customers can be regarded
as an independent variable of advertising. Marginal return of advertising is positive
but too heavy advertising will create ill will and skepticism among the customer and
thus, reduce the volume of sales. Thus, there is increasing return to advertising upto
a point, beyond that point diminishing return starts to take effect.
Raj (1982) presented the methodology that enables us to assess brands
current strengths and to gauge the market response to increased advertising. He
concluded that the advertising did contribute to the brands attractive and retentive
strengths throughout the duration of the campaign.

Petty (1983) stressed the role of involvement in advertisement effectiveness.

He observed that undergraduates expressed their attitudes about a product after
being exposed to a magazine advertisement under conditions of either high or low
product involvement. The advertisement contained either strong or weak arguments
for the products and featured either prominent sports celebrities or average citizens
as endorsers. The manipulation of argument quality had a greater impact on
attitudes under high than low involvement, but manipulation of endorser had greater
impact under low than high involvement. These findings were consistent with the
view that there are two relatively distinct routes to persuasion.

Part and Young (1986) in their work 'Consumer response to TV commercials:

The impact of involvement and background music on brand attitude formation',
suggest that a commercial containing music, affects brand attitude more as
compared to the one which contains no music. This difference is expected because
in addition to the visual part, the music of a commercial should act as another
persuasion. Also, the effect of music on one's brand like ability and behavioral
intentions, are expected to depend on the type and levels of involvement.
Kamins (1989) supports the fact that for the enhancement of brand appeal
through celebrity appeal works. In these ads renowned personalities are used to
encourage and reassure the prospective customers. The ads using celebrity appeal
had more brand appeal enhancing effect than the non-celebrity appeals.
Tellis (1989) in the article, 'Are advertisements a waste', remarked that
advertisement is one of the least important determinants of purchase behavior. The
TV commercial albeit being the most popular form of advertising, have little impact
on the purchase behavior of the consumers. He concluded the TV commercials were
the least effective means. for changing the preferences of consumers, as compared
to other promotional techniques such as coupons, print advertisements and price
offs.
Politz (1990) found that purpose of campaign most often is to build an
impression of product and service to generate sales, suggesting that campaign must
not only create awareness, but also should be persuasive. A creative approach
combined with persuasive message highlighting uniqueness of the advertised
product often enables the advertiser to hold a long distance with the shopper when
the advertisement is heard or seen, thereby enhancing its effect on the buyer at the
time of purchase.

Unnava and Brunkrant (1991) did a study whose main objective was to
compare the effects of varied versus same executions of advertisements on brand
name memory when the number of exposure to ads is held constant. They found out
that varied ad executions enhance memory for brand name over repeated same ad
executions. In varied ad executions learning was superior to learning when
executions remained the same.

Brown and Rothschild (1993) conducted a study whose primary objective

was to investigate the degree is which consumer memory for brands is effected by
increasing level of advertising clutter. The findings suggest that, at the current level
of advertising clutter on TV, it may be that neither recognition nor recall of brands is
affected to any great by significant increase in advertising clutter.

Padamsee (1995) in an article titled "Rising above the clutter" has written that
because of the incredible noise level in today's media, print and electronic,
advertising needs more that just to be persuasive. It needs to be noticeable. A great
ad is no longer one that tells you a lot about a product rationally and emotionally. A
great ad has to first and foremost attract your attention. Moreover advertisers have
realised that along with the information customer also wants brand personality. So
advertising should project not only the attribute and unique selling points but an
image that the customer can react to.

A new product's campaign also has deal with the six phases of marketing.
The advertising campaign is considered successful if it defines its advertising
objectives, planned better, creative, and more beneficial to consumers.

An

increasing important role in advertising new and old products is using a creative
strategy. Advertisers should evaluate appeal messages used.

Products should

mean something to the consumers, advertisers help give products their meaning by
pointing out the desirable or meaningful benefits to them.

It is necessary for

products to be distinctive by telling how the product is better than other brands,
competing with the same product.

This can be done by using messages with

believable appeals. The impact of a message depends on what is said and how it is
said (Kotler & Armstrong, 1989).

It is important for the reader (consumer) to understand that a product is

something that can be marketed for acquisition, attention, or use that could fulfill a
desire or need, when studying advertisements and their content. Services, physical
objects, people, and places also fit into this definition. A new product serves these
purposes either by replacing old products or creating products like other brands.
Sometimes a company buys a whole patent, license, or company to produce a
product that it did not develop. And other times a company is formed with the intent
to manufacture and sell a new product. IBM is an example of such a company
(Kotler & Armstrong, 1989).

In some cases a memorable advertising campaign is also another effective

way to get people to buy and remember certain brands and products. Studies were
done on the familiarity with brands and the memory of seeing advertisements, by
using familiar and unfamiliar brands. Print ads were created with the brand name,
information, and product class featured in the headlines, without using pictures.
Surveys were given to undergraduate students. The responses for remembering the
products in the experiment with familiar and unfamiliar ads were about the same, in
other words the respondents thought they remembered an ad that they really did not
see before. This study supported the theory that competitive interference has
considerable effects on the memory of consumers when seeing ads for unfamiliar
ads or new products. There seemed to be no affect on products that already have
been established in the market for a long period of time. This could be one reason
for a new product's failure; literature suggests that the failure rate can be lessened
by avoiding advertising next to a product of the same category. The results of these
studies show that it is hard for consumers to remember information about new
brands in categories that are advertised heavily. The best way to advertise new
products is to avoid the media in which there is competition for similar products of
similar brands (Kent & Allen, 1994)

Knowledge about a brand consists of brand image and brand awareness. A

brand name's desirability can be judged by its easy retrieval, or in other words its
easy access from memory, and to which extent the name makes a products strategic
positioning better. Studies have been done on foreign named brands and their
effects.

Researchers have found that stereotypes tend to influence people's

perceptions and evaluations of behaviors. Stereotypes are powerful; for example,

consider the French culture and the associations that can be made about its
elegance, refined taste, sophistication, etc. Researchers studied French brands and
the ways, in which people (consumers) perceive products, that are consistent and
inconsistent, with the information of that France evokes. The study found the effects
of brands named and spelled in a foreign language does in fact influence the
perceptions of consumers.

Marketing managers made decisions about sixteen

thousand new products were introduces to drug stores and grocery stores in 1992.
In order to find out about a product's quality it had to be used, the consumer demand
initially would rely on the expectations of the consumer, basically beliefs about the
quality of a product were purchased. It was found that consumers compared new
information with past information, and based on this they formed future expectations.
Expectations about a new product's quality are built and changed over time.
"satisfaction

is

function

of

the

difference

expectations."(Kopalle & Lehmann, 1995, p.280)

between

experiences

and

A lot of research is done on advertisement, but there is still a lack of

knowledge on how it affects our choices for buying certain products. Not enough
studies have been done on what consumers like about an advertisements products
that could motivate consumers to purchase them. Research shows there are many
factors that contribute to a products success or failure, and advertising is one of
them. Brands and memorable campaigns also seem to be a factor in the success of
advertising campaigns. Know one seems to really know how effective advertising is
for the buying behaviour.
This leads to the Research Question. So this research study Deal with these
aspects that whether advertisement is having any effect on the Consumers to create
brand equity or not, to see whether people are influencing by advertisement or not
and also to know the role of advertisement in buying behaviour. And finally the need
of this study is to check the effect of advertisement on the buying behavior of
consumers with special reference to FMCG.

Research Methodology
For this, sample of 200 people is taken. A questionnaire has been set which consists
of a number of questions printed in a definite order. The collection of data is mainly
done through schedules.

The tool for data collection

Data collection is a basic step and of vital importance. On which success or failure of
the study depends. All researchers can tap into two sources of data.
1. Primary Data
2. Secondary Data
The primary data was collected by a survey based on the questionnaire. The
questions were listed in a pre arranged order and the object of enquiry was reveled
to the respondents.
.The questionnaire was aimed at finding out the

Impact of advertisement of FMCG in terms of consumer

preference, recall and purchase behaviour.

The

questionnaire

dealt

with

aspects

like

recall-ability

of

advertisement of FMCG, impact of advertisement on purchase

behaviour of FMCG, viz. factors influencing choice of a brand
immediate reaction on seeing an advertisement influence of
advertisement on preference and purchase of a FMCG, brand
preference and reasons for brand preference etc.

Unaided recalls (What commercials or advertisements do you remember

seeing?)

Aided recall tests (The respondents are prompted by being shown a

particular advertisement and then asked to remember their previous exposure
to it. Verbal aids are also used to prompt recall) were used to study the
recall-ability of advertisement of FMCG. For aided tests various clues
were given for e.g. Slogans and name of the model and the
respondents were asked to identify the FMCG brand associated with
them.

The secondary data was collected from various sources like

--- web sites of FMCG companies.
--- Articles and books on FMCG industry etc.

Sampling plan

Universe
The universe included all the consumers of FMCG who are exposed to TV
advertisement
Population
The population included all the consumers of FMCG who are exposed to
advertisement in TV purposively selected from two cities (Bathinda & Patiala)
of PUNJAB.
Sample unit
Single individual consumer of FMCG who is exposed to advertisement in TV
Sample size was taken to be 200.
Keeping in view the time and resources constant, the total sample size was
taken to be 200. In such a way that equal number of male and female
respondents is selected. Details are given below. In the age group 15-25
years almost all the respondents were two cities of Punjab. The respondents
in the age group above 25 years consisted of house holds located in two
cities of Punjab.
Sampling technique
The selections of the respondents were done on the basis of convenient
sampling. It was decided to include in the sample the consumers
representing different sexes. Respondents have been categorized sex wise
viz, male and female.
This classification of consumer resulted in the following four strata:
(a)

Male respondents in the age group 15-25 years.

(b)

Female respondents in the age group 15-25 years.

(c)

Male respondents in the age group above 25 years.

(d)

Female respondents in the age group above 25 years

LIMITATIONS OF THE STUDY

1.

The sample size in relation to total size of population is small.

2.

The results are based on data collected in two cities (Bathinda &
Patiala) of Punjab.

3.

Being an opinion survey, the personal biases of the respondent might

have entered into their responses.

4.

Information derived especially by recall tests may not have been

processed by the respondent from TV only but also from other sources
like hoarding, word of mouth and other promotional efforts like picture
of model on the FMCG paper cups etc.

5.

The study was mainly an individual study, so all the limitations of such
study like limitation of time, finance, coverage were faced.

ANALYSIS AND DISCUSSION:

This chapter deals with the results and the discussions of the research
work. In this we will analyze the results and discussion of the survey, which
is collected with the help of questionnaire.
Recall of the FMCG Advertisements:
Two kind of recall test were carried out through questionnaire to study the
effectiveness of advertisement. In the first test the objective is to check
unaided recall of the FMCG advertisement. The respondents were asked to
name the FMCG advertisement which immediately comes to their mind. The
second test was conducted on the parameters of aided recall. The
respondents were provided with slogans and name of the models and were
asked to recall the brand name of the FMCG associated with it. The
responses were further analyzed with respect to sex also.

(1) Unaided Recall of FMCG Advertisement:

In this un-aided test, respondents were asked to recall the
advertisement of FMCG brands. In this test the respondents were not
provided any type of clues like slogans, name of models etc. This test is very
useful to know the advertising effectiveness for creating the awareness of
the product and to know whether respondents can recall the advertisement
of the product without the help of any clues. So the results that came are
discussed below.

Unaided Recall of FMCG brands Advertisement:

Advertisement/FMCG brands

Total
(N=200)

1.
2.
3.
4.
5.

HUL products adv.

ITC products adv.
Nestle products adv.
Godrej products adv.
P&G products adv.

97%
96%
91%
67%
75%

6.
7.
8.
9.

Johnson & Johnson products adv.

Tata global beverages products adv.
Himalaya herbal products adv.
other

91%
91%
63%
95%

Note: The total number of respondent is 200 so the number itself is %.

In the above table it is clear that the maximum recall is of the FMCG
advertisement which is 97% & that advertisement is of HUL
PRODUCTS,and HIMALAYA HERBAL PRODUCTS has the minimum
recall which is 63%. For deep analysis this data is also analyzed on the
basis of sex parameters.

Unaided Recall of FMCG and FMCG Advertisement: Sex wise

Advertisement/FMCG brands

1. HUL products adv.

2. ITC products adv.
3. Nestle products adv.

Sex
Male
(N=100)

Female
(N=100)

98(98%)

96(96%)

194(97%

96(96%)

)
192(96%

88(88%)

)
182(91%

96(96%)
94(94%)

Total
(N=200)

4. Godrej products adv.

70(70%)

64(64%)

)
134(67%

5. P&G products adv.

78(78%)

72(72%)

)
150(75%
)

6. Johnson & Johnson products adv.

86(86%)

96(96%)

182(91%

7. Tata global beverages products adv.

96(96%)

86(86%)

)
182(91%

62(62%)

)
126(63%

8. Himalaya herbal products adv.

64(64%)

9. other

94(94%)

96(96%)

190(95%
)

Note: The total number of respondent is 200 so the number itself is %.

The males are dominating with 98% recall of advertisements & those
advertisements of HUL PRODUCTS . And in case of females highest
recall is of JOHNSON & JOHNSON PRODUCTS & TATA GLOBAL
BEVERAGES PRODUCTS & HUL & ITC also which is 96%.

(2) Aided Recall Of FMCG brands Advertisement:

In this aided test, respondents were provided the slogans of
FMCG brands. And were asked to identify the brand of FMCGs with which
they are associated.
Aided Recall of FMCG and FMCG Advertisement:
Advertisement

Total
(N=200)

FMCG
1. Small actions, Big difference.
2. Enduring value.
3. Good food, Good life/makes the very

99%
95%
98%

best.
4. Brighter living.

96%

5. Touching lives, improving life.

97%

6. No more tears

91%

7.Good for you

97%

8.Get on with your life

80%

Note: The total number of respondent is 200 so the number itself is %.

In the above table the total aided recall is shown. And in the table it is clear
that in case of FMCG Small actions, Big difference. is having the highest
recall which is 99%. This data is also analyzed in the parameters of sex. In
that case, data is analyzed in the two sex group i.e. males & females. This
analysis is given below.
Aided Recall of FMCG and FMCG Advertisement With Respect To
Slogans: Sex wise
Advertisement/FMCG

1.Small actions,Big difference.

2.Enduring value.
3.Good food,Good life/makes the very

Sex
Male
(N=100)

Female
(N=100)

100(100%

98(98%)

198(99%

)
98(98%)

92(92%)

)
190(95%

100(100

96(96%)

)
196(98%

Total
(N=200)

best.
4.Brighter living.

%)
96(96%)

96(96%)

)
192(96%

5.Touching lives,improving life.

98(98%)

96(96%)

)
194(97%

92(92%)

90(90%)

)
182(91%

96(96%)

98(98%)

)
194(97%

74(74%)

)
160(80%

6.No more tears

7.Good for you
8.Get on with your life

86(86%)

Note: The total number of respondent is 200 so the number itself is %.

In case of FMCG the males are dominating with 100% recall of
advertisement & those advertisements are .Small actions, Big difference.
& Good food,Good life/makes the very best. . And in case of females
highest recall is of Good for you & Small actions, Big difference which
is 98%.

(3) Aided Recall Test With Respect To Models:

In this test, respondents were provided with the name of models
and were asked to identify the brand name of FMCGs with which they are
associated. In this recall test, the names of the models are provided as clues
to the respondents to check their recall ability with respect to models of
FMCG brands advertisement.

Aided Recall of Advertisement With Respect To Models:

Models

Total
(N=200)

1.Priyanka chopra
2.Shahrukh khan
3.Soha ali khan
4.Yuvraj singh

97%
100%
95%
91%
98%

5.Krisma kapoor
6.Shilpa shetty
7.M.S.Dhoni
8.Deepika padukone

99%
95%
95%

Note: The total number of respondent is 200 so the number itself is %.

In the aided recall test with respect to models the FMCG is dominating over
FMCG by having 100% recalls for Shahrukh Khan followed by Shilpa
shetty & Krisma kappor which is having recall of 99% & 98% and
Priyanka chopra is also having recall of 97% and Soha ali khan &
M.S.Dhoni & Deepika padukone are having least recall of 95%. This
data is also analyzed in the parameter of sex . In that case the data is
analyzed in the two sex group i.e. males & females.This analysis is given
below.

Aided Recall of Advertisement With Respect To Models: Sex Wise

Models

Sex
Male
(N=100)

Female
(N=100)

Total
(N=200)

1.Priyanka chopra
2.Shahrukh khan

3.Soha ali khan

4.Yuvraj singh
5.Krisma kapoor
6.Shilpa shetty
7.M.S.Dhoni
8.Deepika padukone

96(96%)
100(100%

98(98%)
100(100

194(97%)
200(100%

%)

94(94%)
88(88%)
100(100%

96(96%)
94(94%)
96(96%)

190(95%)
182(91%)
196(98%)

)
100(100%

98(98%)

198(99%)

)
98(98%)
94(94%)

92(92%)
96(96%)

190(95%)
190(95%)

Note: The total number of respondent is 200 so the number itself is %.

In case of males the most recalled models are Shahrukh Khan &
Krisma kappor & Shilpa shettywith recall of 100%, M.S.Dhoni with
recall of 98%& Priyanka chopra with recall of 48% . And

Soha ali

khan, Deepika padukone & Yuvraj singh are having maximum

recalls i.e. 94%, 94% and 88% respectively.
And in case of females most recalled model is Shahrukh khan with recall
of 100% .

(4) Factor Influencing Choice of Brand:

To see the influence of the advertisement in comparison to certain other factors
which affect the purchase decision for a FMCG brands. The respondents were given
various factors and asked to rank these factors according to their preferences.
Factor Influencing Choice of Brand:
FACTORS

TOTAL VALUE

1. Price

200

2. Easy availability

180

3. Brand name

165

4. Packaging

150

5. Advertisement

135

6.Taste

110

In the above table it is shown that the most influencing factor in case of
choice of brand is Price, followed by Easy availability & Brand name. This
data is also analyzed in the parameter of sex . In that case the data is
analyzed in the two sex group i.e. males & females. This analysis is given
below.
Factor Influencing Choice of Brand: Sex Wise
FACTORS

SEX
Male
(N=100)

Female
(N=100)

1.Price

100

100

200

2. Easy availability

100

80

180

3. Brand name

90

75

165

4. Packaging

70

80

150

5. Advertisement
6. Taste

85
50

50
60

135
110

Value

In the above table it is clear that according to male the most affecting factor
is Price and the Easy availability. And in case of females the Price and the
Packaging are affecting factors.

(5) Do You Ask The FMCGs By Brand Name?

To see the people are buying products by asking brand name of FMCGs. The
respondents were given their answer according to their preferences

FACTORS

VALUE

1.Yes

70

2.No

130

In the above table it is shown that the 70 people buy products by calling
brand names and 130 people does not buy products by calling brand name.
This data is also analyzed in the parameter of sex. In that case the data is
analyzed in the two sex group i.e. males & females. This analysis is given
below.

Factor Influencing Choice of Brand: Sex Wise

FACTORS

SEX
Male
(N=100)

Female
(N=100)

1.Yes

40

30

70

2. No

80

50

130

TOTAL

Value

200

In the above table it is clear that according to 40 male they buy FMCGs by
using brand name and 30 female respectively. And 80 male dsnt buy
FMCGs by using brand names and 50 female respectively.

(6) Which Brand is Your Popular Choice?

FMCG brands

Total
(N=200)

1.
2.
3.
4.
5.
6.
7.
8.
9.

HUL
ITC Limited
Nestle india
Godrej Group
Procter & Gamble
Johnson & Johnson
Tata Global Beverages
Himalaya Herbal Healthcare
Other

99%
95%
98%
96%
97%
91%
97%
80%
95%

Note: The total number of respondent is 200 so the number itself is %.

In the above table the most popular brand is HUL which is 99%. This data is
also analyzed in the parameter of sex. In that case, data is analyzed in the
two sex group i.e. male & females. This analysis is given below.
POPULARITY: Sex wise
FMCG brands

1. HUL
2. ITC Limited
3. Nestle india
4. Godrej Group
5. Procter & Gamble

Sex
Male
(N=100)

Female
(N=100)

100(100%

98(98%)

198(99%

)
98(98%)

92(92%)

)
190(95%

100(100%

96(96%)

)
196(98%

)
96(96%)

96(96%)

)
192(96%

96(96%)

)
194(97%

98(98%)

Total
(N=200)

6. Johnson & Johnson

92(92%)

90(90%)

182(91%

7. Tata Global Beverages

96(96%)

98(98%)

)
194(97%

8. Himalaya Herbal Healthcare

86(86%)

74(74%)

)
160(80%

96(96%)

)
190(95%

9. Other

94(94%)

Note: The total number of respondent is 200 so the number itself is %.

In case of FMCG brand popularity the males are dominating with 100%
prefrence to HUL & Nestle. And in case of females highest prefrence to
HUL & Tata global beverages which is 98%.

(7) Immediate Reaction After Watching An Advertisement:

To know the immediate reaction of consumer on watching an
advertisement certain statements were given to the respondents and they
were asked to tick the most important one that they think. The main aim of
this question is to see how a consumer behaves after watching an
advertisement.
Immediate Reaction After Watching an Advertisement:
REACTION
Total
(N=200)
1. Urge to have that FMCG
2. Urge to have any FMCG
3. Urge to have favourite FMCG

39%
16%
45%

Note: The total number of respondent is 200 so the number itself is %.

In the above table the data regarding the immediate reaction of the
consumer after watching advertisement is showing that 45% of the people
are saying that they feel urge for the favourite FMCG & 39% are saying that
they feel urge for the that FMCG.16% said that they will have any FMCG.
Further it is analyzed on the basis of sex for better insight.

Immediate Reaction after Watching an Advertisement: Sex Wise

REACTION
SEX

1. Urge to have that FMCG

2. Urge to have any FMCG
3. Urge to have favourite FMCG

Male
(N=100)

Female
(N=100)

33(33%)
18(18%)
35(35%)

45(45%)
14(14%)
55(55%)

Total
(N=200)
78(39%)
32(16%)
90(45%)

Note: The total number of respondent is 200 so the number itself is %.

In the above table the 33% of the males were saying that they will have
urge to have that FMCG. And 35% were saying that they will have urge to
have favourite FMCG.
Also in case of female 45% of the females will urge to have that FMCGs
and 55% females will urge to have favourite FMCGs. So almost there is
similarity between males & females responses. Both are saying that they feel
urge that FMCG.

(8) Influence Of The Advertisement On The Consumer Preference And

Purchase Behaviour:
To know the influence of Advertisement in terms of consumer preferences and
purchase behaviour certain statements were given to them and they were asked
to tick the important one according to their choice. For better insight these data
were analyzed on the basis of sex parameters.
Influence of the Advertisement on the Consumer Preference and Purchase
Behaviour:
STATEMENT

Total
(N=200)

1. Liking the advertisements does not

necessarily mean that I like that brand

50%

also.
2. A good advertisement can change my

11%

preference for FMCGs.

3. I buy those FMCGs whose TV

19%

advertisements are frequent.

4. Basically all the FMCG have the

20%

same taste.
Note: The total number of respondent is 200 so the number itself is %.
In the above table it is clear that maximum of the people i.e. 50% are saying
that liking advertisement does not mean we like that brand also. And very
few i.e. 11% are saying that a good advertisement can change their
preference for the FMCG. 19% of them said that they purchase those
FMCGs whose T.V. commercials are frequent. And 20% said that all FMCGs
have same taste.
Influence of the Advertisement on the Consumer Preference and Purchase
Behaviour: Sex Wise
STATEMENT

1. Liking the advertisements does not

SEX
Male
(N=100)

Female
(N=100)

56(56%)

44(44%)

necessarily mean that I like that brand

Total
(N=200)
100(50%
)

also.
2. A good advertisement can change

8(8%)

14(14%)

22(11%)

my preference for FMCGs.

3. I buy those FMCGs whose TV

16(16%)

22(22%)

38(19%)

advertisements are frequent.

4. Basically all FMCGs have the same

20(20%)

20(20%)

40(20%)

taste.
Note: The total number of respondent is 200 so the number itself is %.

The above table shows that 56% of the male and 44% female are saying
that liking advertisement does not mean that we like that brand and very few
i.e. 8% males and 14% females are saying that a good advertisement can
change their preference for FMCGs.16% of male & 22% of female are there,
who are saying that we purchase that FMCG whose advertisements are
more frequent.

(9) Consumer Preference Of FMCGs:

To know the consumer preference for the FMCGs respondents were asked
to name their most favourite FMCG brand. The variation in the preference of
FMCGs was analyzed across to sex group also.
Classification of Most Favorite FMCG:
FMCG

Total
(N=200)

1. HUL
2. ITC Limited
3. P&G
4.Nestle india
5.Godrej Group
6.Johnson & Johnson
7.Tata Global Beverages
8.Himalaya Herbal Healthcare
9.Other

50%
25%
25%
22%
22%
20%
18%
8%
10%

Note: The total number of respondent is 200 so the number itself is %.

In the above table it is clear that the FMCG is dominating as HUL a most
favorite FMCG brand with 99% & P&G is having 98%, which is second in
this. So this data is showing that HUL is more favourite brand.
Classification of Most Favorite FMCG brand: Sex Wise
FMCG

SEX
Male
(N=100)

Female
(N=100)

Total
(N=200)

1. HUL
2. ITC Limited
3. P&G
4.Nestle india
5.Godrej Group
6.Johnson & Johnson
7.Tata Global Beverages
8.Himalaya Herbal Healthcare
9.Other

25(25%)
15(15%)

25(25%)
10(10%)

50(25%)
25(12.5%

10(10%)

15(15%)

)
25(12.5%

12(12%)
10(10%)
10(10%)
10(10%)
3(3%)
5(5%)

)
22(11%)
22(11%)
20(10%)
18(9%)
8(4%)
10(5%)

10(10%)
12(12%)
10(10%)
8(8%)
5(5%)
5(5%)

Note: The total number of respondent is 200 so the number itself is %.

In the above table 25% of the male like HUL and female also like HUL by
25%. Then the most likely brand of male and female is HUL.

(10) Reasons For Preference Of FMCGs :

Preference for a particular product is always because of some reasons. In
order to know the most important factors, respondents were given a few
choices to choose. This question was asked to see how much and
advertisement affects the preference the FMCG. The results are tabulated
separately for FMCG and FMCG.

Reasons for Preference of FMCG:

REASONS

Total
(N=200)

1. Taste
2. Price
3. Advertisement
4. Easy Availability
5. Quality
6.Design

35%
55%
--60%
-----

In the above table it is clear that those persons who like FMCG, 60% out of
those like it because of its Easy availability & 55% just because of Price &
35% because of Taste .

Reasons for Preference of FMCG: Sex Wise

REASONS

1. Taste
2. Price
3. Advertisement
4. Easy Availability
5. Quality
6.Design

SEX
Male
(N=100)

Female
(N=100)

30(30%)
60(60%)
--70(70%)

40(40%)
50(50%)
--50(50%)

70(35%)
110(55%)
--120(60%

-----

)
-----

-----

Total
(N=200)

In the above table males like 70% of them because of its Easy availability
and 60% because of Price and out of female 50% like it just because of
price & Easy availability.

(11) Reaction Of Consumer On Non-Availability Of Favourite FMCG brand:

To know the brand loyalty or the degree of preference of FMCG brand, the
respondents were asked about their reaction in case their favourite FMCG is not
available. They were given choices whether they go to another outlet or they will
buy another FMCG. The responses obtained are tabulated below.

Reaction of Consumer on Non Availability of FMCG:

REACTION

Total
(N=200)

1. Will go to another outlet

2. Will buy other FMCG brand

28%
72%

Note: The total number of respondent is 200 so the number itself is %.

In the above table it is clearly shown that 28% of the persons will go to
another outlet because of the non availability of their favourite FMCG. And

72% will buy other FMCG brand, So it shows that the respondents are not
loyal towards their favourite brand of FMCG.

Reaction of Consumer on Non Availability of FMCG: Sex Wise

REACTION

SEX

1. Will go to another outlet

2. Will buy other FMCG

Male
(N=100)

Female
(N=100)

30(30%)
70(70%)

26(26%)
74(74%)

Total
(N=200)
56(28%)
144(72%
)

Note: The total number of respondent is 200 so the number itself is %.

In this 30% of the male and 26% of the females are saying that they
Will go to another outlet for FMCG. 70% of males and 74% of females will
buy other FMCG brand.

FINDINGS AND CONCLUSION:

It has been concluded that advertisement is very effective as far as recall of
the advertisement is concern and it is very effective way to create the
awareness of the product and brand equity.
Advertisement has a good impact on the consumer but their reaction is not
positive for that brand whose advertisement they are watching as maximum
of the people are saying that they feel urge to have their favourite FMCG and
not that FMCG whose advertisement they are watching.
Advertisement is not playing the effective role in changing consumer
preference for the selection of FMCG brand and is looking less effective on
purchase behaviour of the consumers.

 The most influencing factor price is followed by easy availability & brand
name. And the least value is given to taste as the factor that influences the
choice of FMCG brand.
It has been concluded that HUL is among the most favourite brand of
consumers followed by other FMCG brands. So HUL is highly preferred
brand of FMCGs for the consumers.
The consumers who like HUL maximum of them are saying that they just like
HUL because of Easy availability & remaining are saying because of price
and taste. And no one is saying advertisement is the reason for preference of
FMCG brands.
The survey shows that consumers are not showing loyalty for their favourite
FMCG brands. As maximum of the respondents are saying that they will buy
other FMCG brand because of non availability of their favourite FMCG brand.
And very few are saying that they will go to another shop to have their
favourite FMCG brand. So it shows that people are not loyal towards their
favourite brand.

from the whole study we can conclude that advertisement is very effective as
far as recall of the advertisement is concern and it is very effective way to create the
awareness of the product. And it can be very useful in selling during the initial stages
when product is new. But on the later stages there are many other factors that come
in to play for selection of FMCG brands. These factors are like price, easy
availability, taste etc. so the company must stress upon these factors because in the
initial stages when product is new at that time with the help of advertisement.
Company can convince the people to purchase their product once but if the products
are not good with respect to quality and also due to uneasy availability of their
product then company will be thrown out of the market and it will be hard for the
company to compete in the market in todays scenario.

SUMMARY:
This survey basically deals with purpose to know advertisement effectiveness
regarding FMCGs. For this consumer survey was conducted. The population
included in the survey was selected from Patiala & bathinda cities.It is further
stratified on the basis of sex. And the two categories of sexes, male and female
were taken. The sample size was restricted 200. The technique was followed in
such a way the equal number of male and female respondent were selected . The
information is collected from the respondent by the means questionnaire, which was
further analyzed to elucidate the objective of this study. The summary is given
below:For finding the effectiveness of advertisement the first parameter taken is the recall
of the FMCG advertisement which was analyzed on the basis of punch lines &
models . And also two type of test were there for recall i.e. aided & unaided recall.

In the unaided recall of the advertisement the most recall advertisement is of

the "HUL products advertisement" which is 98% in case of male & 96% in
case of female.

The next recall was with respect to the models and in this Shahrukh khan,
Shilpa shetty, krisma kapoor and Priyanka chopra were recalled by
maximum number of people in the FMCG advertisement. And recalling with
respect to sex Shahrukh khan is were recalled by maximum number by both
male and female.

This objective was concern to know that what kind of urge people feel when they
watch the advertisement. And 35% of the males and 55% percent of the females are
saying that after watching advertisement they urge to have their favourite FMCG and
not that FMCG whose advertisement they are watching.
Respondents were asked to rank the given factors that influence their choice of
FMCG brand. In case of male & female the maximum value is given to price & Easy
availability. And the least value is given to advertisement & taste as the factor that
influences the choice of FMCG brand. The consumers who like HUL brand 97% of
them are saying that they just like that brand because of easy availability & price.
The survey shows that consumers are not showing loyalty for their favourite
FMCG brands. As 72% of the respondents are saying that they will buy other FMCG
because of non availability of their favourite FMCG. And very few (28%) are saying

that they will go to another shop to have their favourite FMCG brand. So it shows
that people are not loyal towards their favourite brand.

Bibliography

A.L., Biel and Bridgwater; C.A. 1990. Attributes of a Likeable T.V. Commercial,
Journal of Advertising Research 30(3):32-38.

Brown, T.J. and Rothschild, M.L. 1993.Reassessing the Impact of T.V.

Advertising Clutter, Journal of Consumer Research, 20(6): 138-46.

Burnett, L. 1995.It does too- A Company Survey. A & M, January 15: 57-60.

Karmali, M.A. 1989.Celebrity and Non-Celebrity Advertising in Two Sided

Context, Journal of Advertising Research.29 (3):34-42.

Menon, R. 1994.The Comparative Advantage. Brand Equity, Journal of

Advertising Research.20 (5):59-64.

Padamsee, A .1995.Rising Above the Clutter. Brand Equity Annual.

Petty, R.E. Central and Peripheral Routes to Advertising Effectiveness:

Moderating Role of Involvement, Journal of Consumer Research.10 (20):135146.

Politz, A 1990.Creativeness and Imagination, Journal of Advertising4 (3):1114.

Raj, S.P. 1981Attractive and Retentive Effects of Advertising, Journal of

Advertising Research22 (2):53-60.

Raj, S.P. 1982.The Effect of Advertising on High and Low Loyalty Consumer
Segments, Journal of Consumer Research.9 (1):77-89.

Shirah, A, 1997.Tryst with Destiny, A&M, April1:36-38.

Schricber, R.J. and Appeal V.1991.Advertising Evaluation Using Surrogate

Measure for Sales, Journal of Advertising Research.30 (6):27-31.

Singh, S.N. and Cole,C.A. 1993.The Effects of Length, Content and

Repetition of T.V. Commercial Effectiveness, Journal of Marketing Research.
30:91-104.

Teffis, G. 1989 Are Advertisements Waste. Business India, July 24:89-92.

Unnava, H.R. and Brunkrant, R.E. 1989.Effects of Repeating Varied

Advertisements Executions on Brand Name Memory, Journal of Marketing
Research.28:406-416.

Zaidi, B. and Jayaram, A. 1996.The Cup of Conflict Brimmeth Over. Business

World, January 23:86-87.

www.wikipedia.com

QUESTIONNAIRE
Personal Information
Name : _________________________ Age : __________ Sex : ___________
Address : _______________________________________________________

1
List the advertisement for the following brands of the FMCG?
(a) Hindustan Unilever Ltd. ____________________________________
(b) ITC Limited______________________________________________________
(c) Nestle
India______________________________________________________
(d) Godrej Group
____________________________________________________
(e) Procter & Gamble ________________________________________________
(f) Johnson & Johnson ______________________________________________
(g) Tata Global Beverages ___________________________________________
(h) Himalaya Herbal Healthcare ______________________________________
(i) Other
__________________________________________________________
2

1.
2.
3.
4.
5.
6.
7.
8.
9.

The following slogans are associated with advertisement of different

brands of FMCGs. Identify the brands?
Slogans
Brands
Small Actions, Big Difference.
________________________
Enduring value.
________________________
Good food, Good life/Makes The Very Best ________________________
Brighter Living
________________________
Touching Lives, Improving Life
________________________
No More Tears
________________________
Good for you
________________________
Get On With Your Life
________________________
Celebrate Life
________________________

Tick the appropriate brand with respect to model of that brand?

BRAND NAME
MODEL
HUL
ITC
P&G
TATA OTHER
1. Priyanka Chopra
_____
_____
_____
____
____
2. Shahrukh Khan
_____
_____
_____
____
____
3. Soha Ali Khan
_____
_____
_____
____
____

4. Yuvraj Singh
5. Krisma Kapoor
6. Shilpa Shetty
7. M.S. Dhoni
8. Deepika Padukone

(4)
1.
2.
3.
4.

_____
_____
_____
_____
_____

_____
_____
_____
_____
_____

_____
_____
_____
_____
_____

____
____
____
____
____

____
____
____
____
____

Rank the following factors according to their importance in the selection

of the FMCG brands?
Price
_____
5.
Advertisement
_____
Easy Availability
_____
6.
Effectiveness
_____
Brand name
_____
7.
Packing
_____
Taste
_____
8.
Design
_____

(5) Do you ASK THE FMCGs BY BRAND NAME?

(a) YES _____

(b) NO

_____

(6) Which BRAND is your POPULAR CHOICE ?

(a)
(b)
(c)
(d)
(e)

Hindustan Unilever Ltd.

ITC Limited
Nestle India
Godrej Group
Procter & Gamble

_____
_____
_____
_____
_____

(f)
(g)
(h)
(i)

Johnson & Johnson

Tata Global Beverages
Himalaya Herbal Healthcare
Other

(7)
1.
2.
3.

After watching the advertisement what is your immediate reaction?

Urge to have that FMCG
Urge to have any FMCG
Urge to have favourite FMCG

(8)

Tick one statement given below with which you are agree?

1.

4.

Liking the advertisement does not necessary

mean that I like that brand of FMCG.
A good advertisement can change my preferences
for that FMCG.
I buy that FMCG Brand whose T.V. advertisements are
frequent.
Basically all the FMCGs have the same taste.

(9)

Which is your favorite FMCG Brand ?

2.
3.

HUL
ITC Limited
P&G

Nestle India
Godrej Group
Johnson & Johnson

_____
_____
_____
_____

Tata Global Beverages

Himalaya Herbal Healthcare

(10)
1.
2.
3.
4.
5.
6.

Other

Give the reason for preference of your favourite FMCG Brands ?

Taste
Price
Advertisement
Easy Availability
Quality
Design

(11) What will be your reaction on

the non-availability of your favorite
FMCG Brand ?
1.
2.

Will go to another outlet.

Will buy other FMCG Brand.