PROJECT REPORT

ON

ADVERTISEMENT ANALYSIS
OF
HINDUSTAN LIVER LIMITED

Submitted in partial fulfillment of requirements for The award of the

degree of Bachelor of Business Management

Submitted to: Submitted by:

……………………. Amit Kumar
Deptt. Of Commerce. Roll.no. 1248231

PT. N.R.S. GOVT. COLLEGE, ROHTAK

AFFILIATED TO
MAHARISHI DAYANAND UNIVERSITY, ROHTAK
 DECLARATION

I, Amit Kumar, Roll No 1248231, B.B.A-5 th Sem. Of Pt. N.R.S govt.

College, Rohtak, hereby declare that the project report entitled
“Advertisement Analysis of HLL.” is an original work and the same has not
been submitted to any other institute for award of any other degree. A
seminar presentation of the project was made on…………and the suggestion
as approved by the faculty was duly incorporated.

Sign. Of Project Incharge Sign. Of Candidate

 ACKNOWLEDGEMENT

A project gains a lot of relevance as it on time activity serving a

definite object. Practical experience in undertaking a project teaches many
things which would otherwise elude observations.

I am very indebted and obliged to have …………………..(Deptt. Of

Commerce project guide and whose scholarly guidance and sustained
interest in the progress of my project have been the major contributing factor
in preparation of this project report.

I am also placed my sincere thanks to all respondent and concerned

people to this project.

(Amit Kumar)
 PERFACE

The project report presented here is the part of the syllabus of the
M.B.A. degree provided by Maharshi DayaNand University, Rohtak.

Each student pursuing this course is required to submit a particular

project on the topic assigned to him in his course. Students have to study on
a particular problem and try to find out its results.

The main objective of such a report is to test various skills of the

students. The report has been prepared by me in keeping all he main aspects
into consideration. Efforts are made to make the text simple, so that the
reader can easily understand the concepts.

(Amit Kumar)
 ABOUT HINDUSTAN LEVER LIMITED

Background
Three Unilever companies were merged in 1956 to form HLL. These
companies were Hindustan Vanaspati Manufacturing Company -edible oil
(established in 1931), Lever Brothers India Limited- soaps (1933) and United
Traders-personal products (1935). About 10% of the equity was offered to the
public by way of an IPO in 1956. To comply with FERA, Unilever’s stake was
further diluted to 51% in the late 70’s. To retain 51% foreign holding, HLL
complied with stringent export and other stipulations imposed by the
government, and diversified into businesses such as chemicals, fertilizers and
exports. Ponds joined the Uniliver fold through a global acquisition in 1986. In
the last decade, HLL has expanded its operations by the merger and takeover
route. It acquired TOMCO - an ailing Tata group company (1993), merged
Unilever group companies Brooke Bond Limited (1996) and Ponds' India
(1998), and has acquired cosmetic business of another Tata group company
Lakme (1998).

Shareholding pattern (as on 31.12.2001)

Unilever 51.55 %
Mutual Funds and UTI 3.78 %
Banks, Financial Institutions, Insurance Companies, other institutions 10.09 %

Foreign Institutional Investors 12.83 %

Indian public 21.57 %
Others 0.18 %
History of HLL

1933

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

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

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

manufacture Soaps.

1935

- On 11th May a subsidiary Co. was incorporated under the name United
Traders Pvt. Ltd. for marketing the products of the Co. or imported from the
parent Co.

1956 –

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

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

Gossage & Sons (India) Pvt. Ltd. and Joseph Crosfield & Sons Unilever Ltd.
were amalgamated with LBIL and the name was changed to Hindustan

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

MAJOR PRODUCTS & SERVICES

Hindustan Lever Limited (HLL) is the largest fast moving consumer good
(FMCG) company in India , with a turnover of $2.35 billion. The company’s
wide-ranging product portfolio reaches from personal and household care
products to foods, beverages and specialty chemicals.

HLL core business comprises of soaps, detergents, personal products, and

tea; these four product areas account for 70% of the company?s turnover.

The company personal products business recorded revenues of $511 million

(Rs 24.66 billion) in fiscal 2001, a growth rate of 14% over the 2000 figure.
The personal products business was HLL largest in 2001, contributing to
over 21% of the compan’s turnover this growth should continue as some of
HLL leading products within this sector have demonstrated a growth rate
four times that of the market.

Toilet soap sales were HLL is the second largest revenue earner in 2001,
recording sales of $435 million (Rs. 20.98 billion), giving HLL 52% of the
Indian market, and accounting for 18.2% of the company’s 2001 turnover.
This represents a decrease of 1% compared to fiscal 2000, continuing the
trend of slightly decreasing sales that this sector has experienced since the
end of fiscal 1999. However, the company’s power brands. Recorded a
growth rate of 5.3% during fiscal 2001, against the backdrop of a market
whose growth slumped by 9% during the same period.

From its portfolio of over 110 products, HLL has identified 30 brands,
covering key product segments, which contributed to over 75% of the
company’s profits during 2001. Power brands registered a 6.5% growth in
revenue during 2001, although due to the company concentrating on these
products, its other products recorded a 1.1% decrease in growth.
However, concentrating upon these power brands seems logical due to their
high revenue contributions and higher growth in operating profit: power
brands recorded a 9.7% growth, compared to the 8.1% growth registered by
non-power brand products.
The company’s synthetic detergent sales grew by 7% during fiscal 2001,
recording revenues of $411.8 million (Rs. 19.9 billion) and contributing 17%
to the company’s turnover. HLL sold over 891,900 tons of detergent, an
increase of 6.7% compared to a 2000 figure of 835,583, whilst sales of the
company’s power brand detergent, such as Surf, Rin, and Wheel, increased
by 9.2% in a market that decreased by 2% during the year.

HLL tea business contributed 14% the company’s turnover in 2001 with
revenues of $338.2 million (Rs. 16.3 billion), although the division recorded
a 10% decrease in growth during the same fiscal year. Leading brands in the
tea category include Lipton Taaza, A1, Red Label, Taj Mahal and 3 Roses.
Coffee volumes registered a strong 23% growth in 2001, although coffee
revenues demonstrated a slightly lower growth rate of 7%.
Of the company’s other divisions, the largest contribution came from
oils/fats/dairy products with registered sales of $140.8 million (Rs 6.8
billion), a decrease of 7% compared to fiscal 2000.

The Strategy and Marketing Agenda

Who:Keki Dadiseth
What: Selling to rural consumers
Why: To tap into high-growth markets that rivals aren't prepared to enter
Keki Dadiseth, 55, rose quickly through the ranks of Hindustan Lever and
then went on to Unilever headquarters, where he is in charge of home- and
personal-care products worldwide. Here is his agenda for how strategists can
address rural consumers.
Do the math -- and then make the commitment. "Even though developing
markets use small quantities per capita, their huge population means a huge
amount of fabric-washing products, shampoo, and so on. And even if you
make modest profit levels on that, the gross profit can be much more than in
the traditional markets."
Define markets broadly. "Is your goal to get 50% of the shampoo market,
or to increase consumption so that 50% of all 'hair washes' are done with
your shampoo? In India, Lever has a 70% share of the shampoo market. But
we look at total hair washes as our market."
Look at assets, not income. "It may seem as if rural residents have little
money to spare on your products. But a farmer's food is largely free, which
means that he has more money to spare than an urban resident who might
spend 50% of his income on food."
Affordable products aren't always inexpensive to develop. "Most
companies tend to take an existing technology and apply it in a diluted
fashion as they go down the income groups. We turn that logic on its head.
For instance, when we worked with salt, we used atomic-measuring
technology to calibrate how iodine passes through the body so that we can
offer the highest level of iodine delivery in the market. About 75% of the
iodine in salt is wasted. You can either put back that 75% and double the
cost of salt, or you can find a technology that allows consumers to get the
required iodine in their salt without the costly process of adding it back."

Hindustan Lever Ltd

Sales breakup

Period ended 12/98 12/99 12/00 12/01

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

Sales volume(unit)

Animal feeding stuff

393,744.0 444,224.0 90,889.0 -
(Ton)
Branded staple foods
201,828.0 296,214.0 394,597.0 374,409.0
(Ton)
Canned fruit & vegetable
28,453.0 27,774.0 34,358.0 29,750.0
products (Ton)
Coffee (Ton) 14,398.0 18,424.0 21,716.0 26,772.0
Frozen desserts & ice
25.0 24.0 24.0 24.0
creams (Million litre)
Milk products (Ton) 7,109.0 4,573.0 - -
Personal products (000
2,829,215.0 3,482,206.0 4,062,136.0 4,811,764.0
Nos)
Soaps (Ton) 381,370.0 387,707.0 389,398.0 383,647.0
Specialty chemicals
21,597.0 20,663.0 17,195.0 17,228.0
(Ton)
Synthetic detergents
739,991.0 796,956.0 835,583.0 891,901.0
(Ton)
Tea (Ton) 1,490.0 1,688.0 135,182.0 125,036.0
Vanaspati (Ton) 147,417.0 149,079.0 149,011.0 146,830.0

Unit realisation (Rs/unit)

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

Introduction
Any paid form of non-personal presentation and promotion of goods,
services or ideas by an identified sponsor.

Consumer is the central point of every business. Now a days , attracting and
satisfying customers is more difficult than producing the goods. For every
product many brands are available in the market. Every efforts to attar and to
persuade the persons to purchase his products and services. Advertising is an
important means to influence the potential customers. Companies ranging
from large multinationals corporations to small retailers increasingly rely on
advertising to sell their products and services. Moreover, customers have
also started giving due importance to advertising while making purchase
decisions. Evidence of increasing importance of advertising is clearly
reflected from the increase in advertising expenditure of almost all business
units. Advertising influences consumer attitudes and purchase behavior.
Advertisements increase brand-familiarity, develop brand image and help the
organization in increasing its market share. Advertising is to invest resources
in purchasing time or space in mass media such as T.V., Radio
,newspaper ,magazines that helps to promote the company’s products or
services.

BENEFITS OF ADVERTISING

 Benefits to organizations
 Benefits To Consumers
 Benefits to Distributors and salesmen
 Benefits to the Society
Benefits to organizations

 Lower production-cost: Advertising helps the manufacturer in

increasing the sales. This helps to achieve economies of large scale
production, viz. procurement of cheaper and quality raw-material,
arranging suitable machinery and technology at lower rates.

 Promotes brand image/Builds goodwill: Advertising helps the

manufacturer to achieve brand-popularity, build brand image, and to
promote brand equity. Brand-popularity further promotes the goodwill
of advertiser. Ads have created famous brands like Cologate , Tata,
Lux, Britania etc.

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

customers, maintain existing customer, increase market share of his
product. By improving brand-image, reducing production cost,
reducing per unit distribution cost,effective mass-communication,
advertising helps to face competition.

 Permanent Demand: Advertising helps to maintain demand of goods

throughout the year. Through advertising information about various
incentives like discount ,free gifts etc. In off-season period is passed
on to target audience.
 Easy Availability of Reputed Distributors: It is easy to attract reputed
distributors, qualified and experienced salesman for well advertised
products.
  Increase in Morale of Work-Force: When the employees of an
organizations watch advertisement of their institution, they feel pride
and think that they are working in a reputed business house. It helps to
promote their job-satisfaction and morale.

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

channels of distribution and is interested in direct marketing .Then
advertising is very effective in informing , attaracting and persuading
the target customers.

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

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

Benefits To Consumers

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

suitable products available in the market. All this information is
available to the buyer , sitting at home only, through ads on T.V.,
newspaper, magazines, radio etc.

 Advertising adds to the knowledge of consumers: Advertising increase

the knowledge of consumers on various aspects like availability of
new products, method of using products, benefit of using
products/services.

 Products Available at Lower-prices: Advertising makes mass

production possible, which reduces per unit production cost.
  Benefit of Direct Marketing: In some case Advertising establishes
direct link between manufacturer and consumers. This direct link
between consumers and manufacturers helps in promoting direct
marketing. For example: e-shopping.

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

run only if their quality is good because chances of repeat purchase,
brand loyality, brand preferences etc. are possible only if advertiser is
providing better quality products to the costumers.

Benefits to Distributors and salesmen

 Easy Selling: By Advertising, prospective buyers become already

aware of the product, its price, method of using, benefit from the
product.
 No need of Advertising by distributors: The whole sellers and retailers
need not to spend much on advertising a product which is already well
advertised by manufacturer.

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

stock, more sales, less chance of obsolete stock , hence more profits
for retailers, wholesalers and distributors.

 Ensures Regular Sales: Well advertised products sold throughout the

year. In off-season periods, various sales promotion schemes are
communicated to target audience through advertising. So advertising
 helps to reduce seasonals slumps/fluctuations and maintain steady
demand throughout the year.

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

selling well advertised products. They get easy entry while making
sales calls, can easily achieve sales target.

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

the advertisement. So price bargaining is avoided.

 Selling New Products: Advertising creates primary and selective

demand for a new product. Without advertising ,it is very difficult for
the distributors, salesmen to sell a new product.

Benefits to the Society

 Increase in standard of living: Advertising provides better quality

products at cheaper rates ; it introduces new products it create demand
for convenient and luxury goods.

 Increase in Employment: Advertising promotes both direct and

indirect employment, it creates employment to all those persons who
are engaged in preparing and execution ads.

 Increase in national income/Economic growth: advertising creates

demand finds markets for new products, increase propensity to
consume among public, All this leads to increase in economic growth
of the country and increase in national income.
 Increase in Exports: Advertising helps the manufacturer to sell their
products in the international markets. When goods are sold in
international markets, export increase resulting in more inflow of
foreign exchange in the country.

 Cultural Advancement: Through advertising different sections of

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

 Encouragement to Research and Development: Every advertisers tries

to improve quality of product, reduce the price of product. For this ,
continuous research and development is done.

OBJECTIVES OF THE STUDY

 (1) To know about the significance of the Advertising Strategies of
different products of HLL in the marketplace.
(2) To know about the marketing strategies of Nerolac paints ,Asian
paints, close-up , Pepsodent, colgate etc.

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

(4) To know about the branb awarness of the people through ads.
(5) Last but not the least objective is to know about the cost factor, which
is the most important factor for every company(like companies bear cost
expenses in making and analyzing the ads)which is beneficial or not .

RESEARCH PROBLEM

The first step while conducting a research is to carefully define the research
problem. The present study has been undertaken to analyze the Advertising
Strategies of various brands of HLL and to know about the different
strategies of Companies and what is the reason behind this.
RESEARCH DESIGN

Research design is the blue print to study any problem. It is a plan for
collection, analysis, and interpretation of data in a manner that is relevant to
the research purpose with economy in procedure.
There are three types of research design:
 Exploratory
 Descriptive
 Causative
According to the nature of my research the present study is the Descriptive
Research because of the secondary data and their analysis is done is an
important part of the research.

DATA COLECTION
There are basically two types of data-primary and secondary data.
Primary Data: The data which are collected for the first time and happens to
be original in nature.
Secondary Data: The data which are already been collected by someone else
and which have already passed through statistical process.
In this research Secondary Data is collected through Internet, Journals,
News-paper, Magazines.
 Major Products of
HLL

Nerolac Suraksha Exterior

Description of advertisement

The basic theme of this particular advertisement is related to the

protection of exterior walls as the name of the product itself describes

this theme as Nerolac Suraksha Exterior paint.

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

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

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

This particular advertisement is basically divided into two themes. In

the first part of the advertisement Amitabh Bachchan stepped on a

house portrait made by a child girl due to which colors of the portrait

get spoiled.

In the second theme of the advertisement Amitabh Bachchan try to

clear his footstep from the portrait due to which the lower part gets

spoiled but the hut does not get spoiled. Then he thought that why the

color of the hut does not get spoiled and then he followed the paint

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

paint. Then he passed a particular message by saying,” Bhai

Suraksha Ho To Aisi.”

Features of Advertisement

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

it is based on rational approach by emphasizing main stress on

the quality aspect of the paint particularly for the protection of

the exterior walls.

 Humorous Appeal: At the end part of the advertisement,

advertiser has tried to use the humorous appeal as well when

 the little girl gives punishment to Amitabh Bachchan for spoiling

her painting.

 Amitabh Bachchan as influential aspect: To influence the

viewers and to make the advertisement more effective, company

has chosen Mr. Amitabh Bachchan because today he is hot

favourite as well as his personality speaks a lot to the viewers.

Company’s viewpoint

As far as company’s viewpoint is concerned than the company has

tried to focus its approach basically on the quality of the product

because for exterior walls which are mostly exposed to external

damaging factors like rain, sunlight, etc. paint quality should be very

high to protect the walls from such factors. So company wants to

convey a very simple message through this advertisement that to

protect the exterior walls one should go for Nerolac Suraksha Exterior

Paint

Viewer’s viewpoint

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

buying behavior. So as far as viewer viewpoint is concerned than they

are getting a very clear message from this advertisement that the

protection of exterior walls is very important, which company has

successfully proved by emphasizing stress on the relationship among

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

through Amitabh Bachchan that,” Suraksha Ho To Aisi.”

Nerolac Spectrum of Colors

Description of Advertisement

The basic theme of this particular advertisement is based on the

relationship among the colors and the emotions of the life. To air this

particular message, company has chosen a very renowned personality

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

possess a very strong impact on consumer’s mind.

This particular advertisement is basically divided into two themes. The

first part of the advertisement is basically emphasizing on the

relationship between colors and the emotions of the life as Amitabh

Bachchan says that it is the color which touches one’s dreams, hopes

and aspirations of the life in one or other form.

Then the second theme is totally focused on the products and the

personality of Mr. Amitabh Bachchan because in this part of the

advertisement various products of the company are shown and the

personality of Amitabh Bachchan is used as a symbol of trust by

passing a message through him that,” Sirf Nerolac, Hum Kaha

Rahain Hain.”

Features of Advertisement

 Emotional Appeal: The main feature of this advertisement is

that it is based on emotional aspect of life, as this advertisement

establishes a relationship between the colors and the emotions

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

 Focus on Spectrum of Colors: Another important feature of

this advertisement is that it focuses on the spectrum of the

colors which include those colors which are directly related to the

emotions of our life like red, yellow, purple, green, etc.

 Amitabh Bachchan as a Symbol of Trust and Assurance:

This feature describes the personality of Amitabh Bachchan as a

symbol of trust and assurance by passing a message through

him that,” Hum Kaha Rahain Hai.”

Company’s Viewpoint

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

focus its approach on the emotional aspect of the viewers by

establishing a relationship between their emotions and those colors

which are directly related to such emotions like red, yellow, green, etc.

Viewer’s Viewpoint

For a consumer, emotions play a very significant role in buying

decisions. So as far as viewer’s viewpoint is concerned than by seeing

this particular advertisement they are getting a very clear message

that they should choose those colors which are related to their

emotions and which Nerolac can provide to them and also regarding to

this trust and assurance is given by Amitabh Bachchan to them by

passing a message that,” Sirf Nerolac, Hum Kaha

Rahain Hai

Advertising Strategies

1. Scheduling

Scheduling is related to the time promotional efforts that will provide

the highest potential buying times.

Scheduling Methods:

 Continuity: It refers to a continuous pattern of advertising,

which may mean every day, week or month. The key is that a

regular pattern is developed without gaps or no advertising

periods.

 Flighting: It employs a less regular schedule, with intermittent

periods of advertising and non advertising. At some time periods

 there are heavier promotional expenditures and at others there

may be no advertising.

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

a pulsing strategy, continuity is maintained, but at certain times

promotional efforts are stepped up.

2. Time Spots

Time spots strategy refers to the airing of advertisements during

particular days and timings.

Nerolac’s Scheduling Strategy

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

advertisement basically aired particularly during the festive seasons

like Diwali , etc.

Nerolac’s time spot Strategy

Nerolac’s time spot strategy which is divided into days and timings

spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 05

To 12-4 Noon 25

Friday 4-8 Evening 15

8-11 Night 55
Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

To 12-4 Noon 25

Sunday 4-8 Evening 10

8-11 Night 45

Pie Chart showing time spot strategy of Monday-Friday

Pie Chart showing time spot strategy of Saturday-Sunday

Berger Rangoli Easy Clean

Description of Advertisement

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

quality of the product as the product name itself describes this theme

as,” Berger Rangoli Easy Clean.”

To air this particular message, company has chosen comparative analysis

approach. In this advertisement screen is divided into two parts. On the

one side of the screen a flower is drawn on a wall which is painted by

some other paint and on the other side same flower is drawn on that wall

which is painted by Berger easy clean paint.

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

flower drawing gets rub successfully from both the walls, but the paint of

that wall which is painted by some other paint also gets spoiled due to

the rubbing of the flower. Then a particular background voice passed a

message regarding Berger Rangoli Easy clean paint that,” Daag Asani

Se Jata Hai Rang Naya Sa Rehta Hai.”

Features of Advertisement

 Comparative Appeal: The main feature of this advertisement is

that it is based on the comparative analysis approach which

compares the quality of Berger paint with some other paint.

 Focus on product quality: Another important feature of this

advertisement is that it focuses on the quality of the product, as

after being rubbed paint color remains the same as it was before

rubbing.

Company’s Viewpoint

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

to focus its approach basically on the quality of the product as well as

tried to influence the parents to use this particular product, because

normally when people try to rub something written on the walls then due

to rubbing paint gets damaged. So company wants to communicate a

very simple message that to clean the walls without affecting the paint

one should go for Berger Rangoli Easy Clean Paint.

Viewer’s Viewpoint

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

most influential segment which is going to be influenced with this

particular advertisement. Because generally walls are being spoiled by

the small children and when parents try to clean the walls paint on the

wall gets affected.

So, here company is mainly targeting this particular segment by

emphasizing on the specific quality of the product by passing a message

that,” Daag Asani Se Jata Hai Rang Naya Sa

Rehta Hai.”

Berger’s Scheduling Strategy

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

advertisement aired particularly during the festive seasons like Diwali,

etc.

Berger’s time spot Strategy

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

as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 10

To 12-4 Noon 30

Friday 4-8 Evening 25

 8-11 Night 35

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

To 12-4 Noon 30

Sunday 4-8 Evening 25

8-11 Night 25

Pie Chart showing time spot strategy of Monday-Friday

Pie Chart showing time spot strategy of Saturday-Sunday

Asian Paints Tractor Emulsion

Description of Advertisement

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

and quality aspect of this specific product of the Asian Paints.

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

part of the advertisement, courier man approached to meet the owner of

the house and when owner meets him then he refused to accept him as

the owner of the house, because his personality does not match with the

paint of the interior walls and he makes a mockery of the owner.

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

describes the features of the product by saying that,” yeh rang dikhta

mehanga hai, aam paint se ded guna jyada phaile, kum dam main

de plastic paint ki Shan.”

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

a letter, than the owner initially does not open the door fully but in the

anticipation that the postman has recognized him as owner of the house

he opened the door fully, due to which postman gives the same response

as given by the courier man.

Features of Advertisement

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

is based on the rational approach, which emphasizes main stress on

the price and quality aspect of the paint.

 Relationship between price and quality: Another feature of this

particular advertisement is that it describes a relationship between

price and quality by quoting a message that in less price consumers

can get a superior quality of the product.

Company’s viewpoint

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

the doors of those consumers who are highly conscious of price as well as

quality of the product. Here company wants to reduce a notion from the
minds of the consumer that only highly priced product can provide them

the better quality products.

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

successfully highlighted these two aspects in the message theme by

saying,” yeh rang dikhta mehanga hai, aam paint se ded guna

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

Viewer’s viewpoint

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

price is always a consideration in buying behavior. So, as far as viewer’s

viewpoint is concerned than they get a clear message from this particular

advertisement that by using tractor emulsion they can get better quality

product at cheaper rates which company has successfully highlighted by

saying,” yeh rang dikhta mehanga hai, aam

paint se ded guna jyada phaile, kum dam

main de plastic paint ki Shan.”

Asian Paints Yellow & Red Color Advertisement

Description of Advertisement
The advertisement has shown the mood, the feeling, and the emotions

that a particular color reflects.

In the red color advertisement, relationship of a husband and a wife is

shown i.e. the relationship of love. The entire advertisement is enveloped

in the red color i.e. from the walls of the house to the saree the lady is

wearing and the bindi she puts on her forehead. The song that plays at

the back reflects the importance of red color and how it is effective in

changing the mood of the people, as the punch line also stressed on this

effect by quoting,” Lal Hai Rang Pyar Ka.’

Similarly the other advertisement of yellow color has highlighted the

feeling of happiness. A family is shown with parents having two children,

a girl and a boy. The basic idea that is reflected in this advertisement is

that each member of the family is in a happy mood. The girl is trying to

wear a yellow saree of her mother and the father and the boy child are

looking at her and smiling while the mother is busy in serving the meal.

So, everyone in the family is in very jolly mood and enjoying their life, as

the punch line also stressing the effect by quoting ,” Pila Hai rang

Khushi Ka.”

Features of Advertisement
  Emotional Appeal: These advertisements are totally based on the

emotional approach as these are focusing on the emotional aspect

of one’s life. The appeal is basically related to the customer’s

psychological needs for purchasing a product.

 Relationship of color and feelings: These advertisements have

highlighted the relationship between colors and the feelings of one’s

life, such as red color has been related with the feeling of love

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

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

have used song oriented approach to have a more favorable impact

and to create a pleasant mood among the viewers.

Company’s Viewpoint

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

to touch people’s life on the emotional aspect and wants to convey a

message that how a particular color on the walls of our house reflects our

innermost feelings and emotions, and the message has been conveyed

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

Khushi Ka”

Viewer’s Viewpoint
As far as viewer’s viewpoint is concerned that it is very true that

emotions and feelings greatly influenced the buyers and both the

advertisements have touched this part to a great extent. As a viewer, I

personally feel that the advertisements have proved to be more than

successful in creating positive mood and feeling about the product and

the company on the viewer’s mind.

Asian Paints Scheduling Strategy

Asian Paints strategy falls under Flighting method of scheduling as its

advertisement aired particularly during the festive seasons like Diwali,

etc.

Asian Paints time spot Strategy

Asian Paints time spot strategy which is divided into days and timings

spots as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 05

To 12-4 Noon 20

Friday 4-8 Evening 05

8-11 Night 70
Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 15

To 12-4 Noon 25

Sunday 4-8 Evening 20

8-11 Night 40

Pie Chart showing time spot strategy of Monday-Friday

Pie Chart showing time spot strategy of Saturday-Sunday

Pepsodent Germicheck

Description of Advertisement

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

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

This advertisement of pepsodent is basically divided into three themes. In

the first theme, a man enters his house and asked his wife by using hand

expressions that where his child is, then his wife replies that he has

already gone to bed then he asks that whether he brush his teeth or not,

then his wife replies that he has not.

Then in the second theme that man shouts and pass a message that ‘kal

yeh bhi aisi hi chillayega’. Then advertisement passes a message

regarding the feature of the product that pepsodent germicheck is

capable of fighting with germs at night.

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

the child says that ‘raat ko dishum-dishum to pepsodent ka kam

hai’ which clearly emphasizes on the germ fighting feature of the

toothpaste.

Features of Advertisement

 Rational Appeal: The basic feature of this particular

advertisement is that it is very much based on the rational

approach which focuses on the germ fighting feature of the

toothpaste even at night.

 Creation of Awareness: another important feature of the

advertisement is that it creates awareness among the people by

emphasizing on the brushing of teeth before going to the bed at

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

Company’s Viewpoint

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

focus on the following aspects:

  Special feature of the product: The Company has basically

highlighted the specific germ fighting feature of the product.

 Focus on capturing target market by showing real life

situation: The Company has tried to capture the target market by

showing a real life situation, which depicts that generally small

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

very harmful for them. So, here company basically wants to

capture the market by making aware the children as well as their

parents.

Viewer’s Viewpoint

It is very important for us to brush our teeth at night to take good care of

them. So, as far as viewer’s viewpoint is concerned they are getting a

very clear message that they should brush their teeth as well as make

their children to do the same before going to the bed at night and the

company has successfully highlighted it by saying that ,”Raat ko

dishum-dishum to pepsodent ka kam hai.”

Pepsodent Whitening

Description of Advertisement
The basic theme of this particular advertisement is related to the

whitening of teeth as the product name itself describes the theme as

‘Pepsodent Whitening’.

This particular advertisement is basically divided into three parts. In the

very first part of the advertisement, a mother scolds her daughter for

eating ice creams and candies, because due to eating of such things her

teeth become yellowish.

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

viewers regarding the product and its perlite formula to get rid of

yellowness of teeth.

In the last part of the advertisement, advertiser has shown the smiling

faces of the mother and her daughter with white teeth, which gives the

message that pepsodent whitening removes the yellowness of the teeth.

Features of the advertisement

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

based on news appeal, which provides information regarding the

launch of a new variant of pepsodent to the viewers.

 Focus on Perlite Formula: The another feature of this

advertisement is that it focuses on the perlite formula of the

product due to which yellow teeth becomes white as the punch line

also says that ‘Piley Pan Se Dishoom-Dishoom’

  Create Awareness: Another important feature of this

advertisement is that it is creating awareness among its viewers

that due to the eating of such things like ice creams, candies, etc.

which children often eat, their teeth becomes yellowish which looks

very bad.

Company’s viewpoint

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

to focus its approach basically on the following aspects:

 Introduction of the product: By airing this particular

advertisement, company wants to inform the viewers about the

launching of a new variant of pepsodent.

 Focus on the target market which comprises parents and

their wards: Through this particular advertisement company

wants to capture its target market which comprises parents and

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

Viewer’s Viewpoint

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

advertisement, viewers get information about the launching of a new

variant of pepsodent and also this advertisement creates awareness

among them that they should deny their wards to eat that kind of stuff

which can decay their teeth.

Peosodent Scheduling Strategy

Pepsodent strategy falls under Continuity method of scheduling as its

advertisement aired on a regular pattern without gaps.

Pepsodent time spot Strategy

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

as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 05

To 12-4 Noon 30

Friday 4-8 Evening 20

8-11 Night 45

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

To 12-4 Noon 25

Sunday 4-8 Evening 25

 8-11 Night 30

Pie Chart showing time spot strategy of Monday-Friday

 Pie Chart showing time spot strategy of Saturday-Sunday

Close-Up Cartoon Advertisement

Description of Advertisement

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

ness and shining factor of the teeth.

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

cartoon character in shape of close-up tube and a model is used by the

advertiser. In the advertisement, cartoon character gives the information

regarding the product and its features in a different singing tone and the

application of the effect of the features of the product is shown on the

model’s teeth.

Close-Up New Advertisement

Description of Advertisement

The basic theme of this particular advertisement is totally based on the

smiling factor that one good smile can do lot of things.

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

pyare gets disturbed because he is not able to attract the others, but he

gets amazed to see that a girl named Shannon is attracting everybody

towards her. By seeing this, he comes to know that it is all due to close-

up vitamin fluoride smile and then he also shown in the advertisement

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

others.

Features of these advertisements

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

these are based on news appeal, which provides information

regarding the launch of a new variant of close-up to the viewers.

  Humorous Appeal: The another feature of these advertisements

is that these are based on the humorous appeal because the

cartoon character in the shape of close-up tube in one

advertisement tube and the pyare and Shannon character in the

other look very humorous in nature. Also the singing tone of these

advertisements is very much on the humorous side.

 Relationship between Vitamin Fluoride and Strong ness and

Shining of teeth: Another important feature of these

advertisements is related to the description of the relationship

between vitamin fluoride and the strong ness and shining factor of

teeth as company says that this particular ingredient of the product

is very much effective for teeth.

Company’s Viewpoint

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

to focus its approach on the following aspects:

 Launching of a new variant: By airing these advertisements,

company wants to inform the viewers about the launching of a new

variant of close-up.

 Focus on Vitamin Fluoride: Another aspect on which company

wants to focus is Vitamin Fluoride as this particular ingredient is

very much effective for strong ness and shining of the teeth
Viewer’s Viewpoint

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

advertisements viewers’ really enjoyed themselves because of the

rhyming tone and the usage of the humorous characters. Viewers also

get a message that this particular variant of close-up containing vitamin

fluoride is very beneficial for their teeth.

Close-Up Scheduling Strategy

Close-Up strategy falls under Continuity method of scheduling as its

advertisement aired on a regular pattern without gaps.

Close-up time spot Strategy

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

as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 15

To 12-4 Noon 25

Friday 4-8 Evening 20

8-11 Night 40

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 25

To 12-4 Noon 25

Sunday 4-8 Evening 20

8-11 Night 30
Pie Chart showing time spot strategy of Monday-Friday
 Pie Chart showing time spot strategy of Saturday-Sunday

Colgate Advertisement

Description of Advertisement

The theme of this advertisement is basically focusing on the fact that how

people can get rid of their mouth odour problem.

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

advertisement, a girl is shown who does not laugh in spite of the best

efforts of the people around her. But her father then realized that she is

scared of visiting the dentist.

Then in the second part, her father make her understand that now she

can get rid of her problem of her teeth by using Colgate and by listening

this she smiles.

In the last part, an additional information is provided to the viewers that

they can now get new 20gm Colgate pack in just Rs.5

Features of Advertisement

 News Appeal: The advertisement is providing an information to

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

 Focus on Product Feature: This particular advertisement is

focusing on the basic feature of the product i.e. one get rid of the

mouth odour by using Colgate toothpaste.

 Provide Information about Colgate’s Association with IDA:

Another feature of this advertisement is that , in the last part

advertisement is providing information about the Colgate’s

association with IDA by saying that,” IDA Dwara Pramanit.”

Company’s Viewpoint

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

to focus on the basic features of the product i.e. how people can get rid

of their mouth odour and for the same company has portrayed the entire

advertisement in the form of a story to make it a bit humorous and

interesting.
Viewer’s Viewpoint

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

advertisement the viewers specifically children and parents come to know

that how they can get rid of their teeth problems even without visiting

the dentist i.e. by using the Colgate.

Colgate Scheduling Strategy

Colgate strategy falls under Continuity method of scheduling as its

advertisement aired on a regular pattern without gaps.

Colgate time spot Strategy

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

as follows:

Days Spot Timings Spot % of ad. Shown

Monday 9-12 A.M 10

To 12-4 Noon 30

Friday 4-8 Evening 20

8-11 Night 40

Days Spot Timings Spot % of ad. Shown

Saturday 9-12 A.M 20

To 12-4 Noon 30

Sunday 4-8 Evening 20

8-11 Night 30
Pie Chart showing time spot strategy of Monday-Friday

Pie Chart showing time spot strategy of Saturday-Sunday

Limitation
 Of
The Studies

 Time Available is very short is very short and could not be

possible to survey all the brands of HLL.

 The information given by the respondents is may be biased.

 Time and Money is he major constraints in this project.

 Due to insufficient time & place Primary Data is not collected

 Area of HLL Brands is wide , so there is no possibility of study all

the Brands.
Inspite of all the limitations the researcher has tried to the best to extract the
real, beneficial and productive information from the respondent honestly.
 FINDINGS

FINDINGS

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

particular advertisement is based on the relationship
among the colors and the emotions of the life. Then the
second theme is totally focused on the products and
the personality.
(2) Berger paints focuses on the quality of the product, as after being

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

generally walls are being spoiled by the small children to clean the

walls paint on the walls gets affected.

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

(4)Pepsodent Germicheck the basic theme of this particular

advertisement is to make the viewers aware that before going to the bed

at night they should brush their teeth.

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

advertisement is related to the whitening of teeth.

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

strong ness and shining factor of the teeth.

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

cartoon character in shape of close-up tube and a model is used by the

advertiser.
 CONCLUSIONS

CONCLUSIONS

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

ype of information is provided to the viewers that they can now get new

20gm Colgate pack in just Rs.5

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

as its advertisement aired on a regular pattern without gaps.

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

(4) BERGER uses advertising strategies like easy clean.

(5) HLL maketing all the products strategically

 ANNEXURE

BIBLIOGRAPHY

Different newspapers

Different web sites

www.hll.co.in

www.asian .co.in

www.berger paints.com

www.nerolac paints.com

www.colgate.co.in

www.pepsodent.com

www.close-up.co.in.