`

Project Report

on

“IMPACT OF ADVERTISEMENT ON FMCG

PRODUCT”
Submitted as partial fulfillment for the award of

MASTER OF BUSINESS ADMINISTRATION

DEGREE

Session 2018-20

By

HIMANSHU KUSHWAHA
Roll Number -1872370035

Under the guidance of

Internal guide name:

MS. REETIKA BAJPAI

AXIS INSTITUTE OF PLANNING& MANAGEMENT

KANPUR

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AFFILIATED TO
DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

A RESEARCH PROJECT REPORT

ON
“IMPACT OF ADVERTISEMENT ON FMCG
PRODUCT”

Submitted in the partial fulfilment of the degree of

Masters of Business Administration Session (2018-20)

Submitted to - Submitted by-

Ms. Reetika Bajpai Himanshu Kushwaha
Assistant Professor MBA 4th Sem
MBA Roll.No-1872370035

Axis Colleges, Rooma, Kanpur.

Affiliated to AKTU, Lucknow.

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DECLARATION

I, Himanshu Kushwaha, a student of Axis Colleges, pursuing MBA hereby declare that the
project work of "Topic" is my own work carried out by me with the help of different secondary
sources and under the guidance of my project guide (Ms. Reetika Bajpai).

This report bears no resemblance with any other report submitted to my college during the
current academic year, earlier or to any another university for the award of any degree or
diploma. I am presenting this during the year 2018-20 in fulfilment of “Master of Business
Administration”.

"Himanshu Kushwaha"

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ACKNOWLEDGEMENT

It is my proud privilege to release the feelings of my gratitude to several people who helped me
directly or indirectly to conduct this research project work. I express my heart full indebtness and
owe a deep sense of gratitude to Dr. Ashish Malik, Director, Axis Institute of Planning &
Management for their sincere guidance and inspiration in completing this project.

I express my sincere gratitude to my faculty Guide Name Ms. Reetika Bajpai , Assistant
Professor ,Axis Colleges, for his/her valuable guidance as and when I required, for his/her
moral support, for his/her persistent encouragement during project work and of course for
giving the freedom during my project work by which I enthusiastically completed it within
stipulated time.

I am also extremely thankful to all those people who have positively helped me in completing the
research project. I will be always indebted to them.

PREFACE
In spite of the theoretical gained through classroom study, a person incomplete if not subjected

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To practical exposure of real corporate world and may have to face hurdles, which will be
Difficult to overcome without any first-hand experience of business.

In the context, research program has been designed to make the person aware of the happenings

Of the real business world. The research Report entitled “Impact of advertisement on FMCG
Product” has been done as a completion part of MBA Degree.

I whole heartedly appreciated the harmonic atmosphere provided to me the staff of marketing.
The data has collected at primary source through interviews with the customer & discussions

With the retailer of different- different sections. The data which used in this project report are
Secondary data. These secondary data so obtained were mostly collected from the management.
It would not have been possible to complete my research report in a manner. I reckoned & within
Such a limited time. For this nice obliged to them.

TABLE OF CONTENT

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S.NO TOPIC PAGE.NO

1. INTRODUCTION 7-21
2. OBJECTIVE OF STUDY 22
3. SCOPE OF STUDY 23
4. INDUSTRY PROFILE ( ITC, HUL, NESTLE) 24-48
5. REVIEW OF LITERATURE 49-53
6. PRODUCT PROFILE 54-62
7. RESEARCH METODOLOGY 63-64
8. DATA ANALYSIS AND INTERPRETATION 65-76
9. FINDINGS 77
10. CONCLUSIONS 78
11. LIMITATIONS 79
12. RECOMMENDATIONS 80-81
13. BIBLOGRAPHY 82-83

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INTRODUCTION

INTRODUCTION

Marketing is more than just distributing goods from the manufacturer to the final customer. It

comprises all the stages from creation of the product and the after- market, which follows the

eventual sales, advertising plays a very important role in this process.

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The product or service itself, its meaning, packaging, pricing and distribution, are all reflected in

advertising, which has been called the lifeblood of an Organisation. Without advertising, the

products or services cannot flow to the distributor or sellers end on to the consumer of or user.

The need for advertising developed with the expansion of population and the flow of towns with

their shops and large stores, mass production in factories, infrastructure to deliver goods &

services and increasing level education. Advertising grew with the development of Internet

Advertising, such as the coffeehouse, newspapers and the arrival of advertising agencies.

Definition: - The institution of practitioners in advertising defines "advertising presents the most

persuasive possible selling message to the right prospects for the product or service have the

lowest possible cost".

History of advertisement

In 19th century, Thomas J. Barratt from London has been called "the father of modern advertising
who worked for pears soap changed the face of advertisement. In June 1836, French newspaper
La Presse was the first to include paid advertising in its pages, allowing it to lower its price,
extend its readership and increase its profitability and the formula was soon copied by all titles.

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In 20th century company got major sources to communicate with people, television, radio, print

ads.

Introduction to advertisement

The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards

and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing".

Simply stated advertising is the art "says green." Advertising is a general term for and all forms

of publicity, from the cry of the street boy selling newspapers to the most celebrate attention

attracts device. The object always is to bring to public notice some articles or service, to create a

demand to stimulate buying and in general to bring together the man with something to sell and

the man who has means or desires to buy".

Advertising is impersonal communication of information about products, services or ideas

through the various media, and it is usually persuasive by nature and paid by identified sponsors

(Bovee, 1992).

The standard definition of advertising includes six main elements:

1. Paid form of communication.

2. The presence of an identified sponsor.

3. Distribution through the media.

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4. The presence of a specific audience for treatment.

5. Lack of personalization of distributed information.

6. Aimed action.

From this it follows that advertising is usually a non-personalized form of communication, paid

by an identified sponsor, implemented in a certain way through the media and other legal means

and aimed to familiarize with some products and its further acquisition by possibly large

audience of consumer

Functions of Advertising

For many firms advertising is the dominant element of the promotional mix – particulars for

those manufacturers who produce convenience goods such as detergent, non – prescription drugs,

cosmetics, soft drinks and grocery products. Advertising is also used extensively by maters of

automobiles, home appliances, etc, to introduce new product and new product features its uses its

attributes, pt availability etc.

Advertising can also help to convince potential buyers that a firms product or service is

superior to competitors product in make in quality, in price etc. it can create brand image and

reduce the likelihood of brand switching even when competitors lower their prices or offer some

attractive incentives.

It perform the following functions:

i) Promotion of sales

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ii) Introduction of new product awareness.

iii) Mass production facilitation

iv) Carry out research

v) Education of people.

Types of advertising

A successful advertising campaign will spread the word about your products and services, attract

customers and generate sales. Whether you are trying to encourage new customers to buy an

existing product or launching a new service, there are many options to choose from.

The most suitable advertising option for your business will depend on your target audience and

what is the most cost effective way to reach as many of them as possible, as many times as

possible.

The advertising option chosen should also reflect the right environment for your product or

service. For example, if you know that your target market reads a particular magazine, you

should advertise in that publication.

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The following list is an introduction to advertising tactics that you could use. Remember, you can

always be creative in your advertising to get noticed (within advertising regulations).

Newspaper

Newspaper advertising can promote your business to a wide range of customers. Display

advertisements are placed throughout the paper, while classified listings are under subject

headings in a specific section.

Magazine

Advertising in a specialist magazine can reach your target market quickly and easily. Readers

(your potential customers) tend to read magazines at their leisure and keep them for longer,

giving your advertisement multiple chances to attract attention. Magazines generally serve

consumers (by interest group e.g. women) and trade (industry/business type e.g. hospitality).

If your products need to be displayed in colour then glossy advertisements in a magazine can be

ideal - although they are generally more expensive than newspaper advertisements.

Magazines do not usually serve a small area such as a specific town. If your target market is only

a small percentage of the circulation, then advertising may not be cost-effective.

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Radio

Advertising on the radio is a great way to reach your target audience. If your target market listens

to a particular station, then regular advertising can attract new customers.

However, sound has its limitations. Listeners can find it difficult to remember what they have

heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to

repeat your message regularly - which increases your costs significantly. If you cannot afford to

play your advertisement regularly, you may find that radio advertising does not generate strong

results.

Television

Television has an extensive reach and advertising this way is ideal if you cater to a large market

in a large area. Television advertisements have the advantage of sight, sound, movement and

colour to persuade a customer to buy from you. They are particularly useful if you need to

demonstrate how your product or service works.

Producing a television advertisement and then buying an advertising slot is generally expensive.

Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs vary according to:

• the time slot

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• the television program

• whether it is metro or regional

• if you want to buy spots on multiple networks.

Directories

Directories list businesses by name or category (e.g. Yellow Pages phone directories). Customers

who refer to directories have often already made up their mind to buy - they just need to decide

who to buy from.

The major advantage of online directories over print directories is that if you change your

business name, address or telephone number, you can easily keep it up to date in the directory.

You can also add new services or information about your business.

If your target market uses print and online directories, it may be useful to advertise in both,

although print directories are being used less.

Outdoor and transit

There are many ways to advertise outside and on-the-go. Outdoor billboards can be signs by the

road or hoardings at sport stadiums. Transit advertising can be posters on buses, taxis and

bicycles. Large billboards can get your message across with a big impact. If the same customers

pass your billboard every day as they travel to work, you are likely to be the first business they

think of when they want to buy a product.

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Even the largest of billboards usually contain a limited amount of information; otherwise, they

can be difficult to read. Including your website address makes it easy for customers to follow up

and find out more about your business. Outdoor advertising can be very expensive especially for

prime locations and supersite billboards.

Direct mail, catalogues and leaflets

Direct mail means writing to customers directly. The more precise your mailing list or

distribution area, the more of your target market you will reach. A direct mail approach is more

personal, as you can select your audience and plan the timing to suit your business. A cost

effective form of direct mail is to send your newsletters or flyers electronically to an email

database.

Catalogues, brochures and leaflets can also be distributed to your target area. Including a

brochure with your direct mail is a great way to give an interested customer more information

about your products and services.

Online

Being on the internet can be a cost-effective way to attract new customers. You can reach a

global audience at a low cost. Many customers research businesses online before deciding whom

to buy from.

A well-designed website can entice customers to buy from you. There are a number of ways you

can promote your business online via paid advertising or to improve your search engine rankings.

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Other ways to advertise your business online include promoting your products or services on

social media sites, blogs and search engines and other websites that your target audience visits.

What is Online Advertising

On line advertising is similar to other forms of communication except for one critical difference

that is Internet. Consumer behavior follows a model radically different from traditional

advertising

Internet Advertising. This model can be explained as the progression 'Awareness - Interest -
Desire

- Action'. All these activities occur simultaneously in Internet advertising. Online advertising 10

entails, placing of electronic messages on a web site or email platform which achieves the

following purpose Generates awareness for the brand. ı Stimulates interest /preference for a

product or service.

History of Internet Advertising

Advertising has faithfully served the print industry for 200 years, and was applied to the Internet

with every expectation of success. Web advertising began with Center and Siegegl’s in famous

Green Card Lottery message on the Usenet site in April 1994 and was followed in October by

advertising placements for AT&T, MCI, Sprint, and Volvo on Hot-wired and finally the idea

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caught on. The Advertisement grew in sophistication, and today there are Static, rotating,

scrolling, animated, flash and interstitial banner ads al which are designed to generate traffic,

increase brand awareness and generate leads and sales

Internet companies were founded on advertising revenues, and for some years the companies

prospered.

Online advertising has to offer:

1. Scalability - Like television commercials, it doesn't cost very much to increase the reach

of an online ad campaign. There is no need to print additional copies of a magazine, or to create

and mail direct-mail pieces.

2. Hot demographics - The online community is more affluent, better educated, and

younger and more willing to spend than the population at large. More and more people go online

and the number is ever increasing.

3. Targeted messages - Unlike broadcast and print Internet Advertising, the Internet allows

advertisers to target exactly who will see their ads, and in what context. Web publications serve

every conceivable audience, from the massmarket obscure niche groups.

Beyond that, the technology leads target customers by their computing platform (PCs or

Macintoshes), Web browser (specific versions of Netscape Navigator or Microsoft Internet

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Explorer), domain type (. com, .edu, .gov, .mil, or .net) or individual domains (America Online,

IBM, Prodigy).

4. Broad and flexible reach - While the Net cannot yet match television's market

penetration, the size of the online audience is growing very quickly. More importantly, because

you buy online ads by the impression, you can buy as much or as little of that audience as you

desire. And that's true no matter how popular or specialized the site on which your ads run- as a

rule, advertising costs depend on how many impressions you buy, not on the size of a site's

audience.

5. Cost-effective - Partly because you pay only for exactly what you're getting, online

advertising can be extremely competitive with other forms of advertising. If you buy 1,000 ad

impressions, for example, you know that exactly 1,000 people will see your ad.

6. Detailed tracking and measurement - Compared to online advertising, traditional

Internet Advertisings like shooting in the dark. The Web allows advertisers to gather detailed

information on who saw an ad, when, in what context, how many times and so on. Better still;

you get this information instantly, not weeks later when it's too late to adjust your campaign. Of

course, not every site currently provides this level of feedback, and not every advertiser knows

what to do with it. Over a period of time, however, this is likely to become one of Web

advertising's most important competitive advantages.

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7. The ability to extend the transaction- Traditionally, advertising was a one-way

mechanism. Apart from techniques like toll-free numbers pitched in infomercials and mail-in

coupons in print publications, there was no way for customers to act on the information in the ad.

On the Web, though, interested customers can click, learn more, and actually buy on the spot.

There's simply nothing more powerful.

8. Good Creativity - Creative Design of Home page is very important for the surfer to get

hooked on to the site. Within seconds the user should get an idea about the site and where to go

within it.

If the opportunity is missed the user many never return.

Hence Content is King Content is the most important element of a site. Content rich Web pages

lure users. The value on the web is information. The beauty and challenge of the Web is that it

gives the user, the ability to personalize non-static information and choose exactly what she sees.

Unlike commercials or print ads, a Web ad banner is only the beginning of the process. While

your banner may present only your branding message, interested prospects can always click on it

to go directly to your Web site. Once there, they can access as much material on your company

and products as you care to present.

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Graphics & the visual elements also play an important role in the users decision to stay or leave.

Use of creative concepts, colors, movement & sound enhance the chances of the user staying

longer on the site.

In addition to all this the creators of web sites & on line advertising must take into consideration

the factors like

a) How fast does the site download,

b) How easily navigable the site is,

c) What is the domain name,

d) What are the other publicity & advertising activities which building traffic to the site?

If all such parameters are considered while selecting the web sites for online advertising, the

impact of such advertising will definitely be felt. Online advertising is one medium, which helps

to generate awareness about the brand being advertised, it can help in creating an image, it helps

in educating the audience and also builds interactivity & direct response. No other traditional

medium has the ability to give all of this.

We are still at the experimental stage but many clients have already started allocating a budget

towards online advertising & web is being considered not only as an advertising medium but also

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as a marketing tool. Hence online advertising, though slow to take off, will definitely be a

medium of the future.

OBJECTIVE OF THE STUDY

1. To ascertain the importance of online advertising as a promotional tool

2. To study different advertising mediums used by FMCG companies.

3. To check the impact of advertising on the customers of FMCG products.

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SCOPE OF STUDY

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the

economy. A well-established distribution network, intense competition between the organized

and unorganized segments characterize the sector. FMCG Sector is expected to grow by over

60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been

estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores

in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and

Confectionery categories are estimated to be the fastest growing segments, says an HSBC report.

Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine

recovery since then.

For example, Hindustan Levers Limited (HLL) has shown a healthy growth in the last

quarter. An estimated double-digit growth over the next few years shows that the good

times are likely to continue.

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INDUSTRY
PROFILE

INDUSTRY PROFILE

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In today`s world FMCG companies are growing at a great pace and has established a remarkable

position in this competitive market. Fast Moving Consumer Goods (FMCG) are popularly named

as Consumer Packaged Goods (CPG). Items in this category include all consumables (other than

groceries/pulses) that people buy at regular intervals. The most common in the list are toilet

soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff, and

household accessories and extends to certain electronic goods. These items are meant for daily or

frequent consumption and have a high return. A major portion of the monthly budget of each

household is reserved for FMCG products. The volume of money circulated in the economy

against FMCG products is very high, as the number of products the consumer use is very high.

Competition in the FMCG sector is very high as well resulting in high pressure on margins.

FMCG companies maintain intense distribution network. Companies spend a large portion of

their budget on maintaining distribution networks. New entrants who wish to bring their products

in the national level need to invest huge sums of money on promoting brands. Manufacturing can

be outsourced. A recent phenomenon in the sector was entry of multinationals and cheaper

imports. Also the market is more pressurized with presence of local players in rural areas and

state brands. The middle class and the rural segments of the Indian population are the most

promising market for FMCG, and give brand makers the opportunity to convert them to branded

products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India,

have low per capital consumption as well as low penetration level, but the potential for growth is

huge. The Indian economy is surging ahead by leaps and bounds, keeping pace with rapid

urbanization, increased literacy levels, and rising per capita income.

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Characteristics of FMCG Sector:

This industry is characterized by a strong focus on the four Ps – price points, promotions to push

the otherwise undifferentiated products, places to sell them, and the product, which has to be

sold. This industry is high volume, low value driven in most categories. It is also brand driven,

rather than product driven. The capital investment required in plant and machinery is not high

and any reasonably sized industrial house can enter the industry in manufacturing.

It has been one of the first to use the concept of outsourcing‘ since the core competency of a true

blue FMCG company lies not in the manufacture of its products(which in most cases is simple

and known), but in its ability to brand, differentiate and distribute widely for sale in the country.

Manufacturing is not expensive, but marketing of FMCG products is. In a vast and complex

country like India, plagued by poor infrastructure and a mass of laws, distribution networks of

dealers, wholesalers and agents are often the key source of success.

FAST MOVING CONSUMER GOODS (FMCG)

FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot

of thought, time and financial investment to purchase. The margin of profit on every individual

FMCG product is less. However the huge number of goods sold is what makes the difference.

Hence profit in FMCG goods always translates to number of goods sold. Fast Moving Consumer

Goods is a classification that refers to a wide range of frequently purchased consumer products

including: toiletries, soaps, cosmetics, teeth cleaning products, shaving products, detergents, and

other non-durables such as glassware, bulbs, batteries, paper products and plastic goods, such as

buckets.

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’ Fast Moving’ is in opposition to consumer durables such as kitchen appliances that are

generally replaced less than once a year. The category may include pharmaceuticals, consumer

electronics and packaged food products and drinks, although these are often categorized

separately. The term

Consumer Packaged Goods (CPG) is used interchangeably with Fast Moving Consumer Goods

(FMCG).Three of the largest and best known examples of Fast Moving Consumer Goods

companies are NESTLÉ, UNILEVER AND PROCTER & GAMBLE. Examples of FMCGs are

soft drinks, tissue paper, and chocolate bars. Examples of FMCG brands are Coca-Cola, Kleenex,

Pepsi and Believe. The FMCG sector represents consumer goods required for daily or frequent

use. The main segments of this sector are personal care (oral care, hair care, soaps, cosmetics,

and toiletries), household care (fabric wash and household cleaners), branded and packaged food,

beverages (health beverages, soft drinks, staples, cereals, dairy products, chocolates, bakery

products) and tobacco.

The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largest

sector in the economy and is responsible for 5% of the total factory employment in India. The

industry also creates employment for 3 m people in downstream activities, much of which is

disbursed in small towns and rural India. This industry has witnessed strong growth in the past

decade. This has been due to liberalization, urbanization, increase in the disposable incomes and

altered lifestyle. Furthermore, the boom has also been fuelled by the reduction in excise duties,

dereservation from the small-scale sector and the concerted efforts of personal care companies to

attract the burgeoning affluent segment in the middle-class through product and packaging

innovations.

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HISTORY OF FMCG IN INDIA

In India, companies like ITC, HLL, Colgate, Cadbury and Nestle have been a dominant force in

the FMCG sector well supported by relatively less competition and high entry barriers (import

duty was high). These companies were, therefore, able to charge a premium for their products. In

this context, the margins were also on the higher side. With the gradual opening up of the

economy over the last decade, FMCG companies have been forced to fight for a market share. In

the process, margins have been compromised, more so in the last six years (FMCG sector

witnessed decline in demand).

OBJECTIVES OF FMCG

❖ Critical operating rules in Indian FMCG sector

❖ Heavy launch costs on new products on launch advertisements, free samples and

product promotions.

❖ Majority of the product classes require very low investment in fixed assets

❖ Existence of contract manufacturing

❖ Marketing assumes a significant place in the brand building Process

❖ Extensive distribution networks and logistics are key to achieving a high level of

penetration in both the urban and rural markets

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❖ Factors like low entry barriers in terms of low capital investment, fiscal incentives

from government and low brand

❖ Awareness in rural areas have led to the mushrooming of the un organized sector

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OVERVIEW OF FMCG IN INDIA

✓ Products which have a quick turnover, and relatively low cost are known as Fast Moving

Consumer Goods (FMCG). FMCG products are those that get replaced within a year

✓ Products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products

and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper

products, and plastic goods.

✓ FMCG may also include pharmaceuticals, consumer electronics, packaged food products,

soft drinks, tissue paper, and chocolate bars.

✓ White goods in FMCG refer to household electronic items such as Refrigerators, TVs,

Music Systems, etc.

✓ Fourth Largest sector in the economy with total market size of $18.1bn and expects to

rise to $33.4bn by 2015

✓ Presence of many MNCs and intense competition between organized and unorganized

segment.

✓ Low operational cost, availability of Raw materials, cheap labor gives India a competitive

edge.

✓ Penetration of markets is yet to reach maturity level, as rural markets are still untapped.

✓ Growth is likely to come from matured product categories as more than 200mn people

would shift to processed foods by 2010

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✓ Automatic investment approval for FDI upto 100%

✓ Economy growing by more than 6% which would increase the buying power of the

consumers.

✓ Recent survey showing 47% of India’s 1+billion people are under age 20, among which
160mn are teenagers which has 14000crs of discretionary income and their families spend
an additional 18500crs on them every year.

✓ By 2018 Indians under age 20 are estimated to make up 55% of the population and would

have proportionately higher spending power.

✓ The FMCG sector in India is expected to grow at a compounded annual growth rate

(CAGR) of 9%.

CURRENT SCENARIO
The growth potential for FMCG companies looks promising over the long-term horizon, as the

per-capita consumption of almost all products in the country is amongst the lowest in the world.

As per the Consumer Survey by KSA-Technopak, of the total consumption expenditure, almost

40% and 8% was accounted by groceries and personal care products respectively. Rapid

urbanization, increased literacy and rising per capita income are the key growth drivers for the

sector. Around 45% of the population in India is below 20 years of age and the proportion of the

young population is expected to increase in the next five years. Aspiration levels in this age

group have been fuelled by greater media exposure, unleashing a latent demand with more

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money and a new mindset. In this backdrop, industry estimates suggest that the industry could

triple in value by 2018 (by some estimates, the industry could double in size by 2020).

In our view, testing times for the FMCG sector are over and driving rural penetration will be the

key going forward. Due to infrastructure constraints (this influences the cost-effectiveness of the

supply chain), companies were unable to grow faster. Although companies like HLL and ITC

have dedicated initiatives targeted at the rural market, these are still at a relatively nascent stage.

The bottlenecks of the conventional distribution system are likely to be removed once organized

retailing gains in scale. Currently, organized retailing accounts for just 3% of total retail sales and

is likely to touch 10% over the next 3-5 years. In our view, organized retailing results in

discounted prices, forced-buying by offering many choices and also opens up new avenues for

growth for the

FMCG sector.

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TOP 10 FMCG COMPANIES IN INDIA

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

11.Colgate-Palmolive (India)ltd

12.Gillette India ltd.

13.Godfrey Phillips

14.Henkel spic

15.Johnson & Johnson

HINDUSTAN UNILEVER LIMITED

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Hindustan Unilever Limited also called Hindustan Lever Limited (HLL) was established
in 1933 as Lever Brothers India Limited. Hindustan Lever Limited (HLL) is India's
largest Fast Moving Consumer Goods Company, with a customer base of 2 out of every 3
Indian in the category of Home & Personal Care Products and Foods & Beverages. The
company has combined volumes of about 4 million tonnes and sales of Rs.10, 000 crores.
HLL is also one of the country's largest exporters; the Government of India has
recognized HLL as a Golden Super Star Trading House.

Type PubHUL

Headquarters Mumbai , India

Key people Mr.Harish Manwani ,

Chairman Douglas Baillie, CEO

Industry FMCG

Products Tea, soap, detergents

Employees 41,000

Parent Unilever

Website www.hll.com

Some of HLL brands are:

• Kwality Walls Ice Cream

• Hamam
• Lifebuoy

• Rexona

• Lux

• Liril

• Moti Soaps

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• Breeze

• Lipton Tea

• Brooke Bond Tea

• Bru Coffee

• Pepsodent

New Ventures

Hindustan Lever Network

Ayush Ayurvedic Products & Services

Sangam

Pureit Water Purifiers

Exports
HPC

Beverages

Marine Products

Rice

ITC LIMITED

35
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ITC was set up in 1910 by the name of 'Imperial Tobacco Company of India Limited'. The

company is now known as Indian Tobacco Company Ltd.

ITC has its presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-

Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel,

Greeting Cards, Safety Matches and other FMCG products. ITC is a market leader in the

businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports. It is gaining its

market share very rapidly in the businesses of Packaged Foods & Confectionery, Branded

Apparel and Greeting Cards & Stationery.

-Turnover ¬¬- US$ 3.5 Billion

-Employee Base - Over 20,000 people

-Shareholders - 4,58,000

Hierarchy

There are three levels of leadership at ITC. The Board of Directors at the apex, as trustee of

shareholders, holds the responsibility for strategic supervision of the Company. The strategic

management of the Company is with the Corporate Management Committee comprising the

whole time Directors and members drawn from senior management.

Recruitment

Entry-level recruitment

ITC visits premier Engineering and Management campuses every year to recruit talented people.

Manufacturing . Marketing and Human Resources . Trading, Sourcing and Logistics .

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Manufacturing:

ITC Visits 5 IITs (Chennai, Delhi, Kanpur, Kharagpur, Bombay) and some of the NITs for its

technical functions from various disciplines such as Mechanical, Electrical and Electronics,

Production Engineering, Chemical and Civil.

Marketing and Human Resources

ITC recruits talent from the premier Management Institutes of the country for Marketing and HR

functions. These campuses include the IIMs, ISB, XLRI, FMS, IIFT, TISS, JBIMS and

Symbiosis.

Finance

ITC recruits entry-level talent from qualified Chartered Accountants and MBAs (Finance) for the

Finance function.

Trading, Sourcing and Logistics

ITC visits premier institutes such as IIMA, IIFT, IRMA and MANAGE to induct talent for its

Agri Business Division.

Hospitality

ITC inducts Management Trainees every year from Hotel Management Institutes, who are then

trained at the Welcome group management Institute in Gurgaon. ITC visits selected campuses for

the purpose of inducting entry-level talent for its Hotels.

37
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Research & Development

ITC inducts R&D professionals for its Group R&D Center located in Bangalore as well as for its

Agricultural Research Centers at Rajahmundry and Sarapaka. ITC recruits

MScs/B.Techs/M.Techs and PhDs in this area as Research Associates and Scientists. Individuals

could be either fresh graduates or have relevant work experience in other organizations.

Secretarial

ITC's Secretarial function offers careers to people who are qualified Company Secretaries. These

professionals are members of the Institute of Company Secretaries of India. Additional

qualifications could be in Chartered Accountancy or Law.

Summer Internships

ITC offers summer internships to students from the IITs and premier Management Institutes

every year.

Registered Office

Virginia house

37 J.L.Nehru Road, Kolkata 700 071

EPABX no.: 91-(0) 33 22889371

Corporate Affairs Office

Thapar House, 2nd Floor, 124 Janpath,

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NESTLÉ INDIA LTD

Nestlé's relationship with India started in 1912. It started its trading with India as The Nestlé

Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished

products in the Indian market. Nestlé India is amongst India's 'Most Respected Companies' and

amongst the 'Top Wealth Creators of India'.

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Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. Nestlé India is a company that

provides Indian Consumers products with global standards and is committed to constant growth

and shareholder satisfaction. Nestlé India has also provided opportunities of growth and

employment to about 1 million people including farmers, suppliers of packaging materials,

services and other goods.

Nestlé made its first investment in Moga in 1961. In 1967 Nestlé established its next factory at

Choladi (Tamil Nadu). At present, it has a number of factories in different parts of India such as:

1. Punjab

2. Uttaranchal

3. Delhi

4. Gurgaon

5. Kolkata

6. Mumbai

7. Goa

8. Karnataka

9. Chennai

10. Tamil Nadu

Careers with Nestlé Nestlé has an employee base of around 250,000. Nestlé also offers an

opportunity of working overseas. It provides career in various fields such as Marketing,

Administration, Finance or Molecular Biology.

Every year, Nestlé recruits a large number of graduates with strong academic qualifications,

essential language skills and relevant internships or professional experience.

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Nestlé India Ltd.

Nestlé House, Jacaranda Marg

M Block, DLF City Phase II

Gurgaon 122 002 - Haryana

DABUR INDIA LTD

Dabur India Ltd. is the fourth largest FMCG Company in India. Dabur deals in Health care and

Personal care products. Today, Dabur has a turnover of Rs.1899.57 crores. The market

penetration of Dabur is of about 1.5 million retail outlets all over India with 47 C& F agents and

more than 5000 distributors. Dabur India is divided into 2 major strategic business units:

Consumer Care Division

Consumer Health Division

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Dabur has 3 subsidiary group companies:

1. Dabur Foods

2. Dabur Nepal

3. Dabur International- Further divided into Asian Consumer Care in Bangladesh, African

Consumer Care in Nigeria and Dabur Egypt.

Dabur has 13 ultra-modern manufacturing units in:

Jammu & Kashmir

Uttar Pradesh

Himachal Pradesh

Madhya Pradesh

West Bengal

Silvassa

Nepal

Dabur's Brands

Vatika

Anmol

Hajmola

Dabur Amla

Dabur Chyawanprash

Dabur Lal Dant Manjan

Exports

United Kingdom

42
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Egypt

Bangladesh

Dubai

Nigeria

Nepal

Dabur has its offices and representatives in America, Europe, and Africa. It exports Active

Pharmaceutical Ingredients to Latin America, Europe, Africa, and other Asian countries. Dabur

also exports herbal products to Middle East, Far East, and several European countries. Today

Dabur is marketing its products in more than 50 countries.

Indian Competitiveness & Comparison with the world markets

The following factors make India a competitive player in FMCG sector:

Availability of raw materials - Because of the diverse agro-climatic conditions in India, there is

a large raw material base suitable for food processing industries. India is the largest producer of

livestock, milk, sugarcane, coconut, spices and cashew and is the second largest producer of

rice, wheat and fruits &vegetables. India also produces caustic soda and soda ash, which are

required for the production of soaps and detergents. The availability of these raw materials gives

India the location advantage.

Labor cost comparison - Low cost labor gives India a competitive advantage. India's labor cost

is amongst the lowest in the world, after China & Indonesia. Low labor costs give the advantage

43
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of low cost of production. Many MNC's have established their plants in India to outsource for

domestic and export markets.

Presence across value chain - Indian companies have their presence across the value chain of

FMCG sector, right from the supply of raw materials to packaged goods in the food-processing

sector. This brings India a more cost competitive advantage. For example, Amul supplies milk as

well as dairy products like cheese, butter, etc. Likewise RSPL provides Namaste India milk &

milk products.

44
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45
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Countries covered: India

The Indian FMCG sector is the fourth largest in the Indian economy and has a market size of

$13.1 billion. This industry primarily includes the production, distribution and marketing of

consumer packaged goods, that is those categories of products which are consumed at regular

intervals.The FMCG’s promising market includes middle class and the rural segments of the

Indian population, and give brand makers the opportunity to convert them to branded products. It

includes food and beverage, personal care, pharmaceuticals, plastic goods, paper and stationery

and household

products.

India, Asia’s third largest economy, saw urban consumers spend less in calendar year 2015 due

to high inflation, muted salary hikes, and slowing economic growth that affected both real wages

and sentiment. During 2012, the overall slowdown in the economy has begun to affect the FMCG

sector with companies posting deceleration in volume growth in the recent quarterly results.

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Discretionary spending has been hit severely due to the ongoing slowdown. The prevailing high

inflation level is also a cause of concern for the sector.

47
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REVIEW OF
LITRATURE

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REVIEW OF LITRATURE
Review of literature refers to identifying already existing literature in the area of consumer
behavior and marketing strategies, to find out what contribution has already been made so that it
can serve a valuable base for further expanding the literature. the researcher while choosing the
relevant literature of this study, has taken extreme care not to omit any literature pertainin g to
the effectiveness of Online advertisement The chapter revolves around the various relevant
literatures screened to formulate the subject matter of the proposed study

Chunawalla (1995) observes that poetic elements, especially lyrical quality of an

advertisement helps in memorization of messages in an ad and that a jingle with its repeat

phrases has a far higher recall value than the visuals” and asserts that the signature tunes of a

commercial immediately conjure up their products

Stern (1988): analyzed language in services advertising by using literary conventions of

imagery and figures of speech through textual analysis of sample ads using simile, metaphor,

symbol, allegory and personification. She underlines the fact that services advertising need to

tangibles the intangible offering, make a complex product clear to the consumer and create brand

identity and

‘services advertising in particular can benefit from greater understanding of poetic and literary

convention’

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Kraethe (2000) found that low the fast moving consumers goods advertising television
advertising is more important to increase the awareness and familiarity of the brand. Because the

consumer is drawing very little attention to the ad as long as they are not exceptional.

Subconsciously his or her memory is stimulated so repetition of advertising is more important for

such kind of low involvement product

Bulmer and Oliver (2004): observe that advertising is to be conceptualized as a form of

rhetoric and advertisers use effective devices to inform, remind the target market and that the

existence of rhetoric in visuals has not been fully accepted. They feel that visuals are more

complex than text/ language and strongly contribute to the meaning of advertising.

Mathur (2005): advertising communication as a chain reaction consisting of various steps in a

sequential manner that of creating awareness, comprehension, acceptance of the product, belief,

purchase action, use and repeat purchase.

Fathi All Share et al (2010) explored the effects of television advertisement on the
behavior towards caned food among consumer in small industries. The research showed that

there is a relationship between television advertisements and changing the consumer attitude

towards canned food.

Ping Zhang (2011) examined the consumer’s perception towards digital advertisements. The
study was conducted in three phases with three focus groups consisting of consumers. The study

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found that people often view digital advertisements online and also most of them used

advertisement blockers to avoid the advertisements. The study further stated that consumers

perceive the features informative, interactive and creativity among email advertisements while

privacy is highly perceived compared to sponsor linked advertisements. The researcher

24suggested that digital advertisement designers must design it in such a way to capture the

attention of consumers.

Azizul Yadi Yaakop(2012): examined the online factors that influence the perception and
attitude towards advertising in social networking sites. The factors perceived interaction, privacy

and advertisement avoidance were positively correlated with the attitude towards advertising. But

the respondents responded unfavorably towards the credibility of the advertisements on the

Internet. Informational interactivity assumed a greater role towards formation of attitudes.

Methaq Ahmed Abdulmajid Salem: (2012) studied the impact of consumer attitude
towards advertisement, brand and purchase intention. The study found that a positive and

significant association between advertisement, brand and purchase intention.

Muhammad Haroon (2012) examined the impact of cartoon and non-cartoon TV

advertisements among children in entertainment and creditability. IT is found that children

exhibit a positive attitude towards cartoon contained TV advertisements rather than more verbal

material. They feel that cartoon contained advertisements are considered to be more entertaining

and credible than non-cartoon advertisements.

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PRODUCT PROFILE
Some of the important products offered by Web Advertising are listed below:

52
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Web banner and panel ads

These are small rectangular graphic images that usually have a call to action (Like "Click here").

These banners are placed on other high traffic web sites like Yahoo, AOL etc so as to get an

opportunity To See (OTS). They can be placed at the top or bottom of a page. Or anywhere you

like them to be.

Interstitial

Another model of Web advertising - A short-lived, usually animated ad that pops up in the

browser window for about 5-10 seconds while a page is downloading and then disappears.

Inline Advertisements

Inline ads provide a way for sponsors to generate leads or deliver rich brand building messages.

Similar to print adversarial, inline ads integrate within site content, ensuring that a site visitor

will see them for sure. Example: When you search using Metacrawler and get results, you will

see such inline ad in between search results.

Pop-Up Windows

A pop-up window delivers the advertisement in a new window on top of the site content. When

you visit Homepages on Tripod.com or Geocities.com (Advertisement supported free homepage

sites), a secondary window automatically pops up continuously rotating advertisement of

sponsors.

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Website sponsorships

Here, the entire Website is sponsored by an advertiser. These sites are usually content or service

based and has a very high traffic because of their utility value.

Classifieds

Similar to classifieds in the real world, advertisers in Cyberspace can pay for their advertisements

to be listed in online classifieds. From products and services to headhunting and matrimonial,

any subject is covered.

Mailing list ads

Mailing lists are e-mails sent to group of subscribers at regular intervals focusing on a particular

topic. These e-mails can contains tips, hints or even jokes for free and are sustained by

advertisements that are interspersed throughout the body of the e-mail. Ads are usually in 6-8 line

of text instead of graphics and animations like banner ads.

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Ads on Chat

Chat is a service available on the net for two or more people to converse with one another

through their keyboards. Companies that offer these chat services for free, earn their revenue

from advertisements that are displayed to everyone using these chat services.

So, Web marketing and e-Business, both are new concept of doing the business and are inter

combined and are irreplaceable part of the cyber world.

ONLINE ADVERTISING OPERATIONAL DEFINITION

Advertising Network - A group of websites, which share a common banner server

Typically, a sales organization, which manages the commerce and reporting. An ad network has

the ability to deliver unique combinations of targeted audiences because they serve your banner

or ad across multiple sites.

Ad view - An ad view, synonymous with ad impression, is a single ad that appears (usually in

full view without scrolling) on a Web page when the page arrives at the viewer’s display. Ad

views are what most Web sites sell or prefer to sell. A Web page may offer space for a number of

ad views. In general, the term impression is more commonly used.

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Affiliate marketing - Affiliate marketing is the use by a Web site that sells products of other
Web sites, called affiliates, to help market the products. Amazon.com, the bookseller, created the

first large-scale affiliate program and hundreds of other companies have followed since.

Bandwidth - The amount of information that can be transmitted over communications lines at
one time. The higher the bandwidth, the faster the Web page loads. Limited bandwidth is the

main reason for keeping pictures small. Just as it seems we will never have fast enough

computers, it feels like we will never have enough bandwidth. The amount of research and

development money being thrown at this problem should yield surprising results before long.

Click - According to ad industry recommended guidelines from FAST, a click is 'when a visitor
interacts with an advertisement.' This does not apparently mean simple interacting with a rich

Internet Advertising ad, but actually clicking on it so that the visitor is headed toward the

advertiser’s destination. (It also does not mean that the visitor actually waits to fully arrive at the

destination, but just that the visitor started going there).

Click streams - The electronic path a user takes while navigating from site to site, and within
site, from page to page.

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Click Through - The act of clicking on a banner or other ad, which takes the use through to
the advertiser's Web site. Used as a counter point to impressions to judge the response-inducing

power of the banner.

Click Through Rate (CTR) - The response rate of an online advertisement, typically
expressed as a percentage and calculated by taking the number of click through the ad received,

dividing that number by the number of impressions and multiplying by 100 to obtain a

percentage - Example – 20 clicks / 1,000 impressions = .02 x 100 = 2% CTR CPA - Cost Per

Action. The price paid by an advertiser for each 'action' that a content site delivers. 'Action' may

be a sale, a lead, a successful form fill-out, a download of a software program or an e-commerce

sale of a product. Both the action, price and terms of a CPA purchase are mutually agreed upon

by the advertiser and content site and such a purchase typically involves a back end tracking

system provided by the advertiser that allows the content site to view clicks and actions every 24

hours if they

choose to do so.

CPC - Cost Per Click. The price paid by an advertiser to a content site. When buying on a
Cost Per Click model, the advertiser and content site have mutually agreed that the content site

will continue to display the advertiser’s ad creative until X number of clicks have been delivered

- the amount purchased. As with other forms of online advertising, s dependent on content,

audience reached and targeted delivery - Untargeted being owner priced, targeted to an affluent

audience being at the high end of the rate scale.

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CPM - Cost Per Thousand (Roman Numeral) impressions. The price paid by an advertiser for a
content site displaying their banner 1,000 times.

CPS - Cost Per Sale. The price paid by an advertiser to a content site for each sale that results
from a visitor who is referred from the content site to the advertiser’s site. This type of buying

model is typically tracked with cookies, where the cookie is offered on the content site and read

on the advertiser’s site at the success page after successful completion of one transaction/sale.

Typical rates/bounties range between 5% and 25% of the retail price of the product or service

being sold.

See also CPA above.

Cookies - Client-side text file that is used by Web servers to store information about the site
visitor and visitor behavior. Information pertaining to a site can only be ready the side that wrote

the information. Used to identify repeat visitors and track visitor behavior.

Effective Frequency - The number of times an ad should be shown to one person to realize
the highest impact of the ad without wasting impressions on that individual.

Frequency - The number of times a given person will see an ad in a given time period. Gross
Exposures/Gross Impressions - The total number of times an ad is shown, including duplicate

showings to the same person.

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Hits - Every time a file is sent by a server, be it text, graphic, video, and so on, it is recorded as a
hit. Not a reliable gauge to compare different sites, as one page with five graphic elements will

register six hits when viewed, while a page with no graphics will only register one hit.

Impression - The Opportunity To See (OTS) a banner or other ad by a surfer. When a page that
includes a banner is viewed, it is considered an impression. Inventory - The amount of available

space for banners on a Web site that can be delivered in a given time period. Also known as the

amount of gross impressions per month (or clicks if the publishers is selling on a Cost Per Click

rate model) available for sale to advertisers by a Web publisher.

Link - A hypertext connection between two documents, image maps, graphics, and the like.
Page view - When a Web page is requested by somebody through a browser. Page views are

often used to track the number of impressions a banner gets.

Run-of-network - A run-of-network ad is one that is placed to run on all sites within a given
network of sites. Ad sales firms such as Latitude90 handle run-of-network insertion orders in

such a way as to optimize results for the buyer consistent with higher priority ad commitments.

Run-of-site - A run-of-site ad is one that is placed to rotate on all non-featured ad spaces on a

site. CPM rates for run-of-site ads are usually less than for rates for specially-placed ads or

sponsorships.

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Spam - Originally posting an ad to multiple newsgroups, now used to describe unsolicited email
advertising. Named after a skit by Monty Python, spam is one marketing and advertising

technique to avoid at all costs

Unique visitor - A unique visitor is someone with a unique address who is entering a Web site
for the first time that day (or some other specified period). Thus, a visitor that returns within the
same day is not counted twice.

A unique visitors count tells you how many different people there are in your audience during the

time period, but not how much they used the site during the period.

View - A view is, depending on what’s meant, either an ad view or a page view. Usually an ad
view is what’s meant. There can be multiple ad views per page views. View counting should

consider that a small percentage of users choose to turn the graphics off (not display the images)

in their browser.

Visit - A visit is a Web user with a unique address entering a Web site at some page for the first
time that day (or for the first time in a lesser time period).

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RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY

DEFINITION OF RESEARCH DESIGN:

“It is a basic plan, which guides the data collection and analysis phases of the project. It is a

frame work, which specifies the type of information to be collected, the resources of data

collection procedure.”

- Thomas Kinnear

A research design is a market plan or model for conduction a formal investigation. It is a

specification of methods and procedures for acquiring the information needed for solving of any

problem. Research design is the strategy for a study and the plan by which the strategy is to be

carried out. It specifies the methods and procedures for the collection, measurement and analysis

of data. Unfortunately, there is no simple classification of research designs that covers the

variation found in practice. Type of Research is of Exploratory mainly as the concept is still at

the evolving stage in India

Secondary Data
The second data was collected from the following sources:

Books
Magazines
Website

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Journals

DATA ANALYSIS
&
INTERPRETATION

DATA ANALYSIS & INTERPRETATION

Year wise net sales of FMCG Companies by advertising:

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YEAR Sales in Cr

2014-15 10667

2015-16 9954

2016-17 10139

2017-18 8828

2018-19 11060

Sales in Cr
Sales in Cr

10667 11060
9954 10139
8828

2014-15 2015-16 2016-17 2017-18 2018-19

In 2014 the sales of FMCG was Rs 10,667 Cr and it was Rs 10,139 Cr in 2016 where as it was

Rs 11,060 Cr in 2017-18 reason being in 2018-19 the expenditure on advertisement and

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YEAR Profit in Rs (Cr) promotion

2014-15 activities
1641
was more
2015-16
than Rs
2016-17 1755 1000 Cr.
2017-18 Year
2018-19 1771 wise
2197
Net
profit of
2400 FMCG:

Graphical Representation

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Profit in Rs (Cr)
3000

2500

2000

1500
Profit in Rs (Cr)
1000

500

0
2013-14 2014-15 2015-16 2016-17 2017-18

The Net Profit by FMCG on advertisement has been increased from year 2013-14 to year 2017-

18.

Year wise expenditure on advertisement :

Years Expenditure in Rs (Cr)

2014-15 824

2015-16 842

2016-17 760

2017-18 836

2017-18 1008

Graphical Representation

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Expenditure in Rs (Cr)
1200

1000

800

600
Expenditure in Rs (Cr)
400

200

0
2013- 2014- 2015- 2016- 2017
14 15 16 17 18

The expenditure by FMCG on

Advertisement has been increased from year 2014-15 to year 2018-19.

YEAR Total Revenue in Rs (Cr)

Year wise
2014-15 10721

Total
2015-16 10038
Revenue of
2016-17 10245
FMCG:.
2017-18 10135

67
2018-19 11193
`

Graphical Representation:

Total Revenue in Rs (Cr)

11200
11000
10800
10600
10400
10200
Total Revenue in Rs (Cr)
10000
9800
9600
9400

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Continues expenditure on advertisement has increased the revenue thereby profit. As the graph

shows continues increase in revenue.

Q-7:- Which are best tools for attracting the customers?

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70%

60%
BROUCHERS & MAGAZINES

50%
BILL BOARDS & HOARDINGS
40%

DIGITAL DISPLAY
30%

20% WEB BANNERS

10% television

0%
8% 20% 8% 4% 60%

INTERPRETION: In this we find the 60% of students are agreed that television is the best

tool for advertisement, 20% of students are agreed with bill boards and hording for advertising

of any FMCG products the 4%of students are thinking that web banners are effective tool for

advertisement of product and digital display and magazines are also supported by8% & 8%

students respectively.

Q-8:- To promote products which one are best techniques?

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80%

70%

sample products are suitable

60% for marketing

50%

40% advertising is suitable for

marketing
30%

20%
Both of them
10%

0%
8% 20% 72%

INTERPRETION: in this we find that 8% of respondent are agreed that sample product are

suitable for marketing of any product and 20% of students are satisfied with advertising but

72% of students are say’s that both are equally important for advertisement. So on the basis of

above data we can easily say that the combination of both techniques is most effective tool for

promoting FMCG products.

Q-9:- Which one is most popular element in Internet Advertising?

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50%

45%
TV
40%

35%
RADIO
30%

25%
MOBILE TECHNOLOGY
20%

15%
newspaper
10%

5% magazine
0%
50% 15% 25% 5% 5%

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INTERPRETION: On the basis of above observation we can see that 50% student are agree

with television advertising, 25% of student says that mobile technology is also a best tool 15%

agreed with radio and 5 % are agreed with news paper and only 5% of students are agreed with

magazine .thus on the basis of above data we can easily says that in now days television is the

most popular tool for advertisement.

Q-10:- While promoting a business through TV Internet Advertising, which time will be
suitable for promoting your business?

INTERPRETION: On the basis of above observation we can see that 50% student are agree

with television advertising, 25% of student says that mobile technology is also a best tool 15%

agreed with radio and 5 % are agreed with news paper and only 5% of students are agreed with

magazine .thus on the basis of above data we can easily says that in now days television is the

most popular tool for advertisement.

70%

60% DURING DRAMAS & MOVIES

50%

DURING NEWS
40%

30%

DURING SPORTS
20%
73

10%
 0%
20% 60% 12% 8%
`

time like during drama movies or another programs when advertisement is come they easily

change the channel.

FINDINGS
• Advertisement and sales promotions methods attract more customers for purchasing the

products.

• Advertising help the FMCG companies to gain the competitive advantages.

• Nearly one third of respondents in each case agreed that the advertisement is very

important in sale of FMCG products.

• Advertising is only the way through which FMCG companies convey its right message

to their customers and consumers

• Due to Internet Advertising marketing activities become more effective.

• Through the advertising FMCG companies persuade the customers about the product, its

features, use and benefits of products.

• Advertisements shown in news timings have great impact on consumers

• .In the present era the TV advertisement is more effective and economic also.

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• Sample products are also the effective tools for advertising the FMCG products.

• In present era electronic Internet Advertising advertisement is more effective and

economic in the comparison of print Internet Advertising.

CONCLUSION

➢ The conclusion of research project “Role Of Internet Advertising In FMCG Industry”

everyone effect & include in Internet Advertising activity.

➢ In simple our every work on the basis of Internet Advertising related, if we talk any

person outside city than used mobile Internet Advertising, if we want to read out

something than used print Internet Advertising, if we want to see outside country than

used electronic Internet Advertising. Each & everything based on Internet Advertising.

➢ Now this era people will not survive without usage of Internet Advertising. It is mixed

just like blood in our body & circulates.

➢ Countries progressiveness is based with the help of Internet Advertising. If the Internet

Advertising of any country strong, it mean they are strong. Now each & every marketing

activities perform under the help of Internet Advertising.

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➢ Internet Advertising play big role to boost marketing communication. Now Internet

Advertising is just like a core on the globe, without anything will possible.

LIMITATION OF THE RESEARCH

The following limitation can be point out from the research that I conducted in relation to the

problems.

❖ Since no monetary assistance was there, we were not able to go to different cities for the

project.

❖ Companies sometimes were not willing to share their information due to confidentiality.

❖ Financial data about advertisement budgets and investments are available on the basis of

secondary data only and was not given by the company.

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RECOMMENDATIONS

❖ Above all information shows Internet Advertising really play a vital role in marketing

communication. Due to Internet Advertising enhancements, it increases the GDP.

❖ In future country survive only when its Internet Advertising strong. Now this era new

war started which is war of Internet Advertising. We strongly recommend that Indian

leaders must develop strong Internet Advertising to develop their own country.

❖ Internet Advertising is very broader term, so which Internet Advertising require for

development it depends on market.

❖ All kind of Internet Advertising like E-Internet Advertising, Print Internet Advertising,

Multi Internet Advertising, Satellite Internet Advertising, Internet Internet Advertising,

Tele-Communication Internet Advertising, etc. need to updated, than automatically

country progressive.

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❖ Our neighbor countries are best in International Internet Advertising marketing. They

will increase the efficiency day by day if we take steps now for development in Internet

Advertising, then our coming generation will take benefits & position of survival easily.

❖ In the end we come to know that Internet Advertising is one of most powerful tool for

Indian business system.

❖ Company keep strong Internet Advertising background for leverage the benefits

provided by Internet Advertising in improving marketing communication in FMCG

sector.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

Secondary data collected from:-:-

Text books:-

➢ “Management information system” tenth edition by o. v. Elvin(2006).

➢ Philip kotler (2001) “marketing management” prentice hall pvt. Ltd., new Delhi

millennium edition.

Web sites:--

• http://www.managementhelp.org/search/management_help_search.html?zoom_query=tra
ining+and+development

• http://www.inc.com/magazine/19930201/3393_pagen_7.html
• http://marketadvertis.about.com/od/trainingtrends/Future_Education_and_Training_Tren
ds.htm

• http://indiainfo.about.com/od/2013/Global_market_&_Advertisment_for_fmcg/2013.htm
• http://naukrihub.com/

• www.hulindia.com

• www.dabur.com

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THANK
YOU

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