ADVERTISING STRATEGIES

OF
INDIAN CORPORATE WORLD

1
 Chapter 1:

INTRODUCTION

Advertisement, which is a crux of any market economy, plays a pivotal

role in the economic progress of a nation. Advertising is indeed the

only direct method, which helps to reach masses of potential buyers.

Advertising, being dynamic, changes with changing methods of

distribution and consumption. Advertisements have become the part of

life for everyone as a listener through some media or other. In the

present era of information explosion and media influence, these

advertisements play a major role in changing the settled perception or

thinking, which is otherwise called attitude, of the consumer and also

the consumption pattern of the society in general. Thus, the impact lead

to cultural and social changes to a great extent. Under this situation

efficiency of the manufacturers, marketers and advertisers is tested in

churning out advertisements, matching the expectation of the

consumers, which may gradually bring about desired attitudinal

changes in them.

Need for Advertisement

Advertisement plays a major role in every walk of life. The divergent

sections of the society may need advertisement for a variety of reason

from information sharing to consumer persuasion to decision making.

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The paramount reason which may necessitate the use of advertisements

may be:

 Advertising is a way of communicating information to the

consumer, which enables him or her to compare and choose from

the products and services available. Advertisement enables

consumer to exercise their right of free choice.

 Advertising is the most economical means by which a

manufacturer or an institutional body can communicate to an

audience whether to sell a product or promote a cause of social

welfare such as a civic drive or an immunization programme.

 Advertising, being a necessary means of communication is

an inseparable part of speech. Any restriction on the right to

recommended legitimate goods, services or ideas in public will

diminish the fundamental right of the freedom of speech.

 Advertising can help in improving the economies of developing

countries. Advertising stimulates increases in production and

consequently generates more employment.

 Advertising is an essential and integral to the marketing system.

It is sometimes maintained that the marketing system is nothing

but the consequent of a country’s social and economic growth.

The fact is that advertising is the main key tool used to a

country’s growth.

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The basic concept based on ‘Telling and Selling’. One of the ‘5 M’s of

an advertising program is Measurement. It denotes how the results

should be evaluated. Measurement can at best be done around an

audience/ customer ’s ability to recognize and recall the advertisement

and the total impact formed them by the overall image of the company

that finally influence the purchase behavior of the customer.

The present scenario of the FMCG has witnessed many a great

advertisements in its field. The major players hire top advertising

agencies to create memorable advertisements for their brands to

enhance the sale.

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 OJECTIVES OF THE PROJECT

The main objectives of conducting the project “Advertising Strategy of corporate” are

as following:

 To know impact or the effect of advertisement on consumer attitude.

 To know the perception of the consumer towards advertising.

 To know brand recall.

 To analyze the effectiveness of present advertising strategies.

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 SCOPE OF THE STUDY

The project was undertaken to study the advertising strategies of

Corporate World. The study area was centered in Chennai, to be precise.

 Advertising strategy according to the age of final users.

 To analyze the brand recall of other products in the same segment.

 To analyze the perception of consumers related to ads of durables.

Chapter 2:
6
 RESEARCH METHODOLOGY

MARKETING RESEARCH

 Marketing research is the function, which links the consumer, customer and

public to the marketer through information.

Information used to identified and define marketing opportunities and problems:

generate, refine and evaluate marketing action, monitor marketing performance, and

improve understanding of market as a process.

Marketing research specifies the information required to address these issues, design

the method for collecting information, manages and implements the data collection

process, analyses the results, and communication the finding and their implications.

The marketing research process involves a number of interrelated activities, which

overlap and do not rigidly follow a particular sequence

Define the Research Objective

RESEARCH DESIGN

SAMPLE DESIGN

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 DATA COLLECTION

DATA ANALYSIS

RESEARCH DESIGN

A research design specifies the methods and procedures for conducting a particular

study.

Research design is the plan, structure and strategy of investigation conceived so as to

obtain answers to research questions and to control variance.

TYPES OF RESEARCH DESIGN:

Research design have been classified in different ways, such as ~

 Exploratory Research Design

 Descriptive Research Design

 Casual research Design

Descriptive Research Design:

Descriptive research studies are those studies which are concerned with described the

characteristics of particular individual. In descriptive as well as in diagnostic studies,

the researcher must find be able to definite clearly, what he wants to measure and

must find adequate methods for measuring it along with a clear cut definition of

‘population’ he wants to study. Since the aim is to obtain complete and accurate

information in the said studies, the procedure to be used must be carefully planned.

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The research design must make enough provision for protection against bias and must

maximize reliability, with due concern for the economical completion of the research

study.

Descriptive research design is chosen as it is well structured. The objectives of such is

to answer the “who, what, when and how” of the subject under investigation.

Descriptive studies can be divided in to two broad categories cross sectional and

longitudinal.

So, here a cross sectional study has been opted for which is concerned with a sample

of elements from a given population. Cross sectional studies are two types-

 Field Studies

 Survey

Survey Research has been taken because a major strength of survey research is its

wide scope. Detailed information can be obtained from a sample of a large population.

Besides, it is obvious that a sample survey needs less time than a census inquiry.

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SAMPLE DESIGN

To carry out the study-

Market Area – Chennai, Tamilnadu

Sample Size – 200 Respondents

This is done so as to receive a fair response to achieve our objectives and also so that

the research could be finished on time.

Type of Sample Design

The type of sampling that was carried out was probability (convenience) sampling due

to limited resources available.

In non probability sampling, Random Sampling was chosen. This was the best

sampling method to do market survey. On the other aspect, to cover all consumers in

Chennai was a comparatively easy task.

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DATA COLLECTION

The study was conducted by the means of personal interview with respondents and

the information given by them was directly recorded on questionnaires.

For the purpose of analysis, the data is necessary to collect the vital information.

There are two types of data, these are-

 Primary Data

 Secondary data

Primary Data:-

Primary data can be collected through questionnaire. The questionnaire can be

classified in to four main types---

(A) Structured non disguised questionnaire

(B) Structured disguised questionnaire

(C) Non-structured non disguised questionnaire

(D) Non-structured disguised questionnaire

For the market study, structured non disguised questionnaire was selected as the

questionnaire is well structured, listing of questions is in a prearranged order and the

object of enquiry is revealed to the respondents.

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To making a well structured questionnaire, adoption of three types of questions has

taken place:

(a) Open ended questions

(b) Dichotomous questions

(c) Multiple choice questions

Secondary data:-

Secondary data means data that are already available i.e. they refer the data which

have already been collected and analyzed by someone else. When the researcher

utilizes secondary data, than he has to look into various sources from where he can

obtain them, in this case he is certainly not confronted with the problems that are

usually associated with the collection of original data. Secondary data may either be

published data or unpublished data. Usually published data are available in: (a)

Various publications of the central, state and local government; (b) Various

publications of foreign government or of international bodies and their subsidiary

organization; (c) Technical and trade journals; (d) books, magazines and newspapers;

(e) Reports and publications of various associations connected with business and

industry, stock exchanges, etc.; (f) Reports prepared by research scholars, universities,

economists etc.; (g) public records and statistics, historical documents and other

source of published information.

The source of unpublished data are many; they may be found in diaries, letters,

unpublished biographies and autobiographies and also may be available with scholars

and research workers, trade associations, labor bureaus and other public/private

individuals and organization.

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MEASUREMENT TECHNIQUES

In the questionnaire most of the questions asked were based on attitude rating scale,

which consisted of rating scales and composite scales.

Tools of Analysis

The role of statistics in research is to function as tool in designing research analyzing

its date and drawing conclusions there from most research studies result in a large

volume of raw data. Which must be suitable reduced so that the same can be read

easily and can be used for further analysis.

Descriptive statistics concern the development of certain indices from the raw data

where as inferential statistics concern with the process of generalization.

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 Chapter 3:

ADVERTISING STRATEGY

14
 EFFECTIVE ADVERTISEMENT AND CONSUMER

ATTITUDE

The following model exemplifies the attitude or response of a consumer

to an advertisement and a glance through the following pictorial

presentation would simplify our understanding of the advertisement’s

effects on thinking response and it also magnifies the peripheral and

associative effect of an advertisement.

A Model of the Feeling – Response to Advertisement

Decreases amount of total

thinking

Raises product Increases ratio of positive to

negative thoughts
attribute valuation

Increase positive product

Transform use experience attribute attitude

Advertising
-Evoked
Positive
Affective Increases Attitude towards the
Response Advertisement

Increase Evaluation
of Advertisement
characteristics

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A rather simple explanation of how a feeling – response advertisement
works is that people like it or dislike it is an advertisement, and this
attitude gets transformed to or associated with the product in the
advertisement. There is thus the potential for a direct casual link
between the attitude towards an advertisement and the attitude and
behaviour towards a product. As noted in the diagram, feelings
engendered by an advertisement can create or influence an attitude
towards the advertisement directly, as well as indirectly, through
assessment of the quality of the advertisement’s exceptional
characteristics. In fact, some researchers believe that attitude to the
advertisement really has two different components; an effective one,
reflecting the direct effect of the feelings evoked by the advertisement,
and a second more cognitive one, reflecting how well is the
advertisement made and how useful is the advertisement.

It is important, in understanding how an advertisement ultimately

affects consumer attitude; to see what kind of attitude people develop
toward the advertisement itself. If the feeling that the advertisement
creates are positive, and if the way the advertisement is made is
evaluated favourably, then the advertisement should elicit a favourable
attitude towards itself and vice-versa.

In respect of the viewers of the advertisement, the matter of concern is

that, how far does it influence them and how should it influence them
in the right direction. Viewers of advertisement, who are the mass, have
got their own outlook and their own way of understanding. The
customers are to depend on the advertisements, only till he gets the
product. After buying and using the product for the first time, comes
the response to the advertisement. This can be in three different levels
viz.

16
At the first level, when the consumers are fully satisfied, they will
respond favorably to use the product continuously, subject to the price
and the availability of the product. Continuous advertisement in
various media further influence the listeners to build up a positive
attitude towards the product. This leads to the change in the
consumption behaviour of the society, which leads to a great level of
social and cultural change among the people in general.

The next level is the stage of getting dis-satisfaction by the consumers

on the use of the product, on persuasion by the advertisement. This will
lead to consumer resistance to the product. The dissatisfaction at this
state means that the quality or the contents of the utility value of the
product might not have reached the height expectations created by the
advertisement. If the product or service at this stage is able to satisfy
at least a section of the people, then it can service higher and thus will
serve as forbidding factor. As far as the attitude formation is
concerned, this stage can be considered as a formative stage. But if the
product fails to reach, not even a section of the society in total, it will
lead to the product withering away from the market in course of time.

The third situation leads to a stage, when the viewers understanding

that the advertisement misguides them or giving a wrong information

deliberately. Under this situation the viewer loses confidence on the

advertiser, producer and the seller. This leads to a negative attitude on

the marketing of the products of the company in general. The defects

are to be brought to the knowledge of the producer to give a chance for

him to correct the mistakes, if it is so. When there is no proper

response for this complaint, then it leads to earning discredit from the

customers.

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 ESSENTIALS OF EFFECTIVE ADVERTISING

The measure of any advertisement is its effectiveness in reaching out to

the consumers; there are a few agreed principles, which govern the

effectiveness of an advertisement. Some of the principles, which are

the ingredients of an effective advertisement, have been dealt here:

Importance of claim:

The most important factor determining the effectiveness of an

advertisement is the importance of claim made in it. Many

advertisements make important claims. But these claims should be

important for the consumer too. If a buyer gives importance for quality,

there is no point in speaking about cheap price, similarly if cheap price

is important the advertisement should highlight only that. Nowadays

advertisement agencies concentrate on USP, i.e., unique selling

proposition. Each advertisement must make a strong factual claim to

pull the consumer into the store to buy.

Believable:

An advertisement must be believable. This can be incorporated in many

ways. One way is to quote facts and figures about tests proving your

claim. However, negatively speaking, the advertisement should not

mention anything unbelievable. Sometimes advertisement given in

prestigious magazines is believed by the readers.

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Uniqueness:

The advertisement itself must have something unique about it.

Uniqueness draws attention. According to the four-fold principle of

AIDA (Attention, Interest, Desire and Action-buying), any effective

advertisement should draw the attention of the customer. It is a mistake

to depend entirely on uniqueness. It should be followed by proper

claims, and believability. Typically advertisements whose major

objective is to gain brand recognition and acceptance rather than

gaining conviction or buying action rely on uniqueness.

Repetition:

Repetition is one of the key concept of advertising. It is better to have

a long series of small advertisement than one extremely long

advertisement. Repetition is a basic principle of memory. Naturally, the

more times an advertisement is run, the more likely it is that any

person has seen one of the most advertisements recently. Repetition and

regency are usually closely related. In fact, an advertisement is better

read upon repeating, certainly repetition lowers advertisement cost.

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 Chapter 5:

DATA ANALYSIS AND FINDINGS

Table 1 : Gender Classification of Respondents

GENDER RESPONDENTS PERCENTAGE

Male 136 68%

Female 64 32%
TOTAL 200 100%

Gender Classification

136

140

120

100

64
80
Respondents

60

40

20

0
Male Female

sex

ANALYSIS:

 Out of 200 respondents, 64 are male and 136 are female.

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Table 2 : Users /Non user Of Products

CATEGORY RESPONDENTS PERCENTAGE

User 44 22%

Non User 156 78%

TOTAL 200 100%

Users of Products

156

160

140

120

100

80 Re spo nd ents

44
60

40

20

0
Users Non-Users

Category

ANALYSIS:

 22% (44 respondents) are user of Spiro products.

 Rest 78% (156 respondents) are non-user of Spiro products.

Table 3: Source of Information

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SOURCES RESPONDENTS PERCENTAGE
Advertisement 158 79%

Family member 14 7%

Friend/relative/neighbor 28 14%

Other source 0
TOTAL 200 100%

Sources of Inform ation

158

160

140

120

100

80
Respondents

60

40 28

14
20
0

0
Advertisements Friends/Relatives/Neighbours

S ourc es

ANALYSIS:

 Most of the respondents(79%) come to know about Spiro by the

Advertisement.

 Second largest source of information are relatives/friends/ neighbors.

 Third information souce are family members.

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Table 4 : Most Influencing Features of Ads

FEATURE RESPONDENTS PERCENTAGE

Message/concept 12 6%

Logo/slogan 36 18%

Picturisation 28 14%

Overall 124 62%

TOTAL 200 100%

ANALYSIS:

 124 respondents thinks overall Ad is influencing them.

 36 respondents thinks, Logo/Slogan is the second largest influencing feature in

the Ad.

 28 respondents are influenced by Picturisation of the Ad and

 12 respondents are influenced by the message of the Ad.

Table 5 : Awareness of Ads

CATEGORY RESPONDENTS PERCENTAGE

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Aware 184 92%

Non aware 16 8%

TOTAL 200 100%

Aw areness of Ads

184
200

180

160

140

120

100 R esp ond ents

80

60

40 16

20

0
Aware Non-Aware

Category

ANALYSIS:

 184 respondents have seen the ad.

 While rest of the respondents have never seen/ not remembered at the time of

survey.

Table 6: Effective Media to Giving an Ad

SOURCE OF MEDIA RESPONDENTS PERCENTAGE

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Television 134 67%

Radio 30 15%

Newspaper 16 8%

magazine 18 9%

Banner/hoarding 2 1%
TOTAL 200 100%

ANALYSIS:

 134 respondents seek that TV is the best medium to go through Ad.

 While in against of it 30 are favoring Radio.

 Newspaper also has 16 respondents in their favor.

 Rest of the respondents favor to Magazine(18) and Banner/Hoarding(2).

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Table 7: Perception about Product

CATEGORY RESPONDENTS PERCENTAGE

Economical 0 -

Costly 64 32%

Neither economical nor costly 136 68%

TOTAL 200 100%

Percerption about Product

136
140

120

100

80
64

R esp ond ents

60

40

20
0

0
Economical Costly Neither Economical nor Costly

Category

ANALYSIS:

 64 of the respondents seek that the specific Product is Costly.

 While 136 of the respondents seek it as Mid ranged product.

 Most surprisingly, none of the respondents seek it as Economical product.

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Table 8: Reflection of Product Profile by The Ads

DEGREE OF REFLECTION RESPONDENTS PERCENTAGE

Yes 148 74%

No 52 26%

TOTAL 200 100%

Reflection of Product Profile by the ads

148

160

140

120

100

Respondents
80 52

60

40

20

0
Yes No

Degree of Refl ec tion

ANALYSIS:

 52 respondents are in favoring that the ad doesn’t reflect the true value or

information.

 Rest of the 148 respondents deny the above respondents view.

FINDINGS

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  On the basis of primary data, it can be said that 22% products are

being used in the houses.

 Logo/slogan is the main part, which makes an effective

advertisement.

 If we measure the awareness of ad, it is 92% (according to survey).

 The advertisement of products needs some modification in it.

 According to report 32% respondents think that brands are costly.

 Samsung and Videocon are the best competitors in the same

segment.

SWOT ANALYSIS

STRENGTH

 Advertisement strategies are more interested in expanding the

market than wresting share away from other players.

 And this due to the accurate presentation by effective

advertisements the Indian consumers is beginning to judge all sort

of machines by what they mean for a healthful life style.

WEAKNESS

 Less numbers of retailers.

 Less force- It has less numbers of marketing personnels.

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  It has not planned for setting up of any new plants where their

competitor has planned to set up several new plants.

 It has no extra features in the brand that differentiate its from

other competitors.

OPPORTUNITIES

 It can take the market very well with the new investment of $ 143

millions.

 A large amount of expenses on the advertisement.

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 Chapter 6 :

CONCLUSIONS

30
 With the coming in of the foreign brands the industry and the market are

likely to grow but this might be at the expense of our own Indian

companies.

 Competition is increasing day by day due to increase in new players in this

field

 Corporate World today has more than survived in the market within these

three years with its marketing strategy and technologically superior range

of products.

 Substitute products are available in the market.

 Bargaining power of buyers: The consumer enjoys little buying power.

Although the consumer is the most important entity for the organization

the bargaining power by them is looked down upon since prices etc are

fixed the companies which are not negotiable.

 Bargaining power of suppliers: At times these suppliers make profit

through delaying the consignment or by increasing the rate of goods.

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  Market shares have increase through lowering the profit & increasing the

volume.

Chapter 7 :
RECOMMENDATIONS

Advertisements are made intended to accomplish the task of communicating

effectively and properly, by communicating to the right person, by communicating the

right message; put across through appearing and persuasive language, to positively

after the purchase behavior of the target audience. The role of advertisement is to

provide the maximum economic returns to the company and fulfilling other social and

informational objectives as well.

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When seen in the light of above, the advertising campaign of the company broadly

seems to achieve the objectives.

When examined more closely, here and there some points need to be considered with

more attention.

 Focus to be shifted towards major fraction of Indian

society

As reflected from the analysis, a major population is in the impression of the

advertisements catering to the lives and needs of the richer society which themselves

from only a fraction of the entire population of the country. Now at this point of time

when the company has established itself as a major brand in the country the company

should strive to engross itself deeper into the lives of the major fraction of the Indian

society i.e. the rural and the semi-urban population.

 Use of better, catchy slogans

The successful advertisements of today have the element of effective slogans or

punchlines as well. The slogans should be such that they are 'short and sweet' to be

humble at the same time contributing cleverly to the overall objective of the

advertisements.

The recommendation of effective and catchy punchlines or slogans to be made a part

of the advertisements of the company will definitely improve the present Impact. such

33
slogans it incorporating regional sayings or slang might make them more easily

understood and quick to repeat and sing.

 Showcasing of popular Stars/Models

Another point that emerged from the analysis is regarding the showcasing of the

favorite Models and stars in the advertisements of the company.

 Launching of Nationwide promotional schemes

As the analysis reflected that it is the need of the hour to launch more attractive

schemes country wide on the major festivals, seasonal events, etc. The company can

go for some incentives schemes for its existing customers to create loyalty among

them. It can be something like - Lucky Draw prizes, sending festival wishes, etc. It

would help the company to create brand loyalty as well enhance the existing market

share.

 Number of Hoardings/Banners to be increased

The detailed probing from the dealers and the customers revealed the fact that they

have come across very few banners and hoarding of the company. The like in their

number at the public places will enhance the brand awareness.

 Colored advertisements in print

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It is found out through the analysis that there appear advertisements of the company in

print media but mostly in black and white. It is believed that the customers attach

value to any brand through these small points, so in such cases brightly colored

advertisements will enhance their attraction and will make them catchier.

 Comprehensive advertisement for the whole product

line

It would be a better idea to design more of comprehensive advertisements that

showcase the whole product line under the umbrella brand of Spiro as the customers

might not be aware of the whole range of the products and such a strategy will

enhance the brand awareness and interest. Such advertisements can be promotional

informational as well as increase the existing market share in a balanced way.

Chapter 8:
35
LIMITATIONS OF

RESEARCH

 Due to time limitation, it was not possible to cover all areas of West Delhi.

 Scope of the study is limited, so it can not be said that it is true representation

of whole nation.

 On the basis of this data analysis, we can not assume the final situation of the

market.

 Sample size of 200 respondents is not enough to collect accurate information.

 Lack of time allotted for the project

 Convincing customer to spend some time for questionnaire

36
  Lack of reliability of secondary data

 There was not enough time to share the views with the management.

 Due to limited time period and constrained working hours for most of the

respondents, the answers at times were vague enough to be ignored.

 As a lot of data was through secondary sources, chances of it being absolute

accurate are comparatively less.

QUESTIONNAIRE

Q. 1 Are you user of Spiro Product?

Yes [ ], No [ ]

Q. 2 If yes, Which Product are you Using?

Android App [ ], Billing Software [ ]

Q. 3 By which Medium you come to know about Spiro?

Advertisement [ ]
Family Member [ ]
Friends/Relative/Neighbor [ ]
Other Source [ ]

Q. 4 Which advertisement feature influenced you most in a particular Ad?

Concept/Message [ ]
Logo/Slogan [ ]

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 Picturisation [ ]

Q. 5 Have you seen any Spiro ad?

Yes [ ], No [ ]

Q. 6 What makes you recall Spiro?

Logo/Slogan [ ]
Message [ ]
Presentation of Ad [ ]
Model/Celebrity [ ]

Q. 7 What do you like of the advertisement of Spiro?

Impressive [ ], Satisfactory [ ]
Unsatisfactory [ ]

Q. 8 What do you think about the most striking media to advertise Spiro?
Television [ ], Radio [ ]
Internet [ ], Newspaper [ ]
Banner/Hoardings [ ], Magazine [ ]

Q. 9 Based on the price range what impression do you carry of Spiro product?
Economical [ ], Costly [ ]
Neither Economical nor Costly [ ]

Q. 10 Does the advertisement reflect actual product profile?

Yes [ ], No [ ]

38
39
 BIBLIOGRAPHY

BOOKS:

 Kotler, Philip

Marketing Management, Eleventh Edition

JOURNALS/ MAGAZINES:

 Indian Journal of Management – Volume xxxv (March 2008)

 Survey of Indian Industries – The Hindu (2007)

 Business Today

NEWSPAPER:

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  Economic Times

 Financial Express

 Times of India

WEB SITES:

 www.lge.com

 www.google.com

INDUSTRY REPORTS

 Investors Guide to Indian Industry 2016

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