Creating Differentiation through Advertisement and Sales Promotion in Fast

Moving Consumer Goods Category

A Thesis Presented to

The Department of Retail Management at

K J Somaiya Institute of Management Studies and Research, Mumbai

In Partial Fulfillment

of the Requirements for the PGDM Retail Management

by

Aman Sanghrajka

March-2019

Under the Supervision of

Prof. Gita Sashidharan

Student’s Declaration

I, Aman Sanghrajka, declare that the master’s thesis titled ‘Creating Differentiation through
Advertisement and Sales Promotion in the Fast Moving Consumer Goods Category’, submitted by me
in partial fulfillment of the requirements for the award of PGDM-RM at K J Somaiya Institute of
Management Studies and Research, Mumbai, is the record of the work carried out by me during the period
from July, 2018 to February, 2019, under the guidance of Prof. Gita Sashidharan.

To the best of my knowledge the thesis is a record of authentic work carried out by me during the said
period and has not been submitted to any other University or Institute for the award of any degree/diploma.

I further declare that the material obtained from other sources have been duly acknowledged in the thesis.

Signature of the Candidate

Date:

Place: Mumbai
Certificate of Faculty Guide

Certified that the work incorporated in the master’s thesis titled, ‘Creating Differentiation through
Advertisement and Sales Promotion in the Fast Moving Consumer Goods Category ’ submitted by
Aman Sanghrajka was carried out under my supervision.

This is his original work and any such materials that have been obtained from other sources have
been duly acknowledged in the thesis.

Signature of the Faculty Guide

Date:

Place: Mumbai
Table of Contents

Acknowledgement………………………………………………………………………. v

Executive Summary……………………………………………………………………… vi

Chapter 1 – Introduction

Chapter 2 – Literature Review

Chapter 3 – Research Objective & Methodology 1

Chapter 4 – Understanding Advertisements & Sales Promotion 4

Chapter 5 – Problems faced by Marketers 11

Chapter 6 – Differentiation through Advertisements 15

Chapter 7 – Different Types of Consumer Promotion 16

Chapter 8 – Recommendations 23
Chapter 9 – Analysis & Conclusion 24
Chapter 10 – Annexure – Questionnaire 25

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ACKNOWLDEGEMENT

I would like to express my gratitude towards my faculty guide for her timely support and guidance.
It was due to her encouragement and constant assistance that the complete process of making the
master thesis was effortless. I would also like to thank Program Coordinator of Retail Management
Dr. Vandana Khanna and Program Co Coordinator Prof. Abha Wankhede for their guidance
throughout my PGDM program. I would also like to thank all the people who took time out of
their busy schedule to fill up my survey questionnaire. This thesis would not have been possible
without the help of everyone irrespective of their size of help. I am sincerely grateful to each and
everyone involved in the process of making my master thesis.

Aman Sanghrajka
Post Graduation Diploma in Management in Retail Management
K.J Somaiya Institute of Management Studies and Research, Mumbai

v
Executive Summary

The FMCG market is ready to treble from US$ 11.6 billion in 2003 to US$ 52.75 billion in 2017-18.
Penetration level furthermore as per capita consumption in most product classes like jams, toothpaste, skin care,
hair wash etc. in India is low indicating the untapped market potential. Burgeoning Indian
population, notably the center category and also the rural segments, presents a chance to manufacturers of
branded merchandise to convert shoppers to branded products. Growth is additionally doubtless to
return from client 'upgrading' within the matured product classes. With two hundred million folks expected to
shift to processed and prepacked food by 2010, India desires around US$ 28 billion of investment within
the food-processing trade.

Rapid urbanization, raised accomplishment and rising per capita financial gain, have all caused ascent and
alter in demand patterns, resulting in Associate in nursing explosion of latest opportunities. Around forty
five per cent of the population in Indian is below twenty years old and also the young population is ready to
rise more. Aspiration levels during this age bracket are fueled by larger media exposure, unleashing a latent
demand with extra money and a replacement mind-set. The importance of client marketing within
the marketing mixture of the fast paced goods (FMCG) class throughout the globe has raised. Firms pay right
smart time in coming up with such activities. However, so as to boost the effectiveness of
those activities, makers ought to perceive client and distributer interpretations of their promotional activities in
order that applicable differentiation are often used.

Retailers declared that role of word of mouth and TV advertising was important in providing data inputs to
the shoppers concerning marketing activities. This perception of outlets was supported by the buyer unaided
recall of marketing schemes that were wide publicized.
The analysis concludes with the discussion of the results, social control implications limitation of the study and
future analysis directions.

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1. INTRODUCTION

Advertisements convey whole differentiation and this could be necessary in many classes
that accommodates many brands. In FMCG product like tea, low and detergents, “differentiation awareness” may
be created by TV advertising, however in sure classes there is also a necessity to demonstrate the effectiveness of
brands. Differentiation with that shoppers cannot “connect” could have a negative implication and if
a whole “connects” consumers with its differentiation, it's possible to additionally differentiate itself in terms
of obtaining known with the buyer. A detergent or a washer that claims “low water consumption” needs
to demonstrate this claim at a retail outlet particularly given the very fact that the standard of water varies across
areas even during a specific realm. It's additionally essential that a decent “differentiation proposition” end in a
positive viva-voce.

In a sure scenario, the corporate could have 2 offerings during a product-line and there's a necessity to
differentiate them clearly counting on the target segments concerned. This can be a
posh scenario wherever differentiation decides the expansion of the whole and also
the perceived distinction between the offerings. Another layer to the complexness is that the same name getting
used for the offerings. Fairness cream could be a class within which the profit is that the fairness of the
complexion. A whole like truthful and wonderful engineered over the years still encompasses
a sturdy association with the class however below tremendous pressure from competitive brands and also
the most vital criteria that these brands is that the flavourer bit related to them. Flavored ingredients are
getting popular shoppers in many classes and private care in India encompasses a sturdy tradition of herbal
care truthful and wonderful had to launch its flavored variant (it used the identical whole most likely thanks
to the brand equity engineered up over the years). The fascinating reality is that the differentiation being sent by
advertising. The first version uses associate aspiration route within which the brand’s final profit is success
through confidence.
The dominance of Indian markets by unbranded product, amendment in uptake habits and also
the increased affordability of the growing Indian population presents a chance to manufacturers of
branded product, UN agency will convert shoppers to branded product.
Penetration level in most product classes like jams, toothpaste, skin care, hair wash etc. in India is low.
The distinction is especially putting between the agricultural and concrete segments - the common consumption
by rural households is far not up to their urban counterparts. Low penetration indicates the existence of
unsaturated markets that are possible to expand because the financial gain levels rise. Moreover, per capita
consumption in most of the FMCG classes (including the high penetration categories) in Asian country is low as
compared to each the developed markets and alternative rising economies. An increase in per capita
consumption, with improvement in incomes and affordability and alter in tastes and preferences,
is additional expected to spice up FMCG demand
2. Literature Review
Impact of Effective advertising on consumer perspective Dr. F.R. Alexander Pravin Durai

By researching this text I have encountered some points that you must esteem. If you wish to scan the
article it's present within the appendix. Following are some points:-

1. Advertising is that solely direct methodology that helps to succeed in plenty of potential patrons.
Advertising, being dynamic, changes with dynamical ways of distribution and consumption.

2. Within the gift era of knowledge explosion and media influence, these advertisements play a
serious role in dynamical the settled perception or thinking, that is otherwise referred to as perspective,
of the patron and· additionally the consumption pattern of the society normally. Thus, the impact results
in cultural and social changes to an excellent extent.

3. Why is there a requirement of advertising? Advertising may be a manner of human action info to the
patron that allows him or her to match and choose between the merchandise and services out there.
Advertising is that the most economical suggests that by that a manufacturer or associate
degree Institutional body will communicate to an audience whether or not to sell a product or promote
a reason for welfare.

4. Necessities of Effective Advertisement-the author thinks that there are four necessary things for a
billboard to be effective. they're importance of claim, believable, individualism and repetition.

5. The publicist should perpetually assess true to settle on the correct atmosphere and ideal time for a
billboard to be launched. a number of the things are as follows:-

· once there's a good primary demand of explicit product.

· once there's a particular product differentiation from different competitive brands.
· once mass market is penetrated.

6. So as to make sure that the advertisements reach the target customers in an

exceedingly handiest manner and gets right response from them, it's to be guaranteeingthat such
advertisements are bestowed within the right manner. the subsequent steps on the a part of the
patron might make sure that the advertisements are on the correct track.

· obtaining attracted towards the advertisements.

· Listening and perceptive the contents of the advertisements fully.
· Continuous looking at of the identical over a amount.
· comparison the advertisements of comparable merchandise.
· creating a shot purchase as follow up activity.
· Assessing the amount of utility of the merchandise severally.
· Ascertaining the amount of utility derived with different similar customers.
7. Within the article Dr. Alexander-- Told a couple of model that exemplifies the perspective or response
of a shopper to a billboard.

8. Techniques of advertising for fast-paced goods

9. This text shows how associate degree publicist will use completely different techniques of
advertisements to indicate FMCG merchandise. The techniques are as follows:

10. Worth accessorial ads- additionally to providing info regarding the product; added advertising
transforms a product into one thing more appealing to customers than the object created within
the industrial plant. Therefore, it's a primitive person between complete attributes and also
the client perception, between product options and want fulfillment, .between edges and values.

11. Comparative ads- the publicist compares the two brands of the identical product class. The ad may
be derived because the cola and faery example within the case. they need used the
identical story however each have them had a special approach.

12. Informative ads- these ads are accustomed give info to the patron concerning completely
different merchandise and services.

13. Health and Hygiene ads- these ads show that the merchandise is taking care of the consumer's
health. it's accentuation of the physical attribute of the merchandise. What will the
merchandise do? however does it facilitate you? The ad tells you all. These are a number of the
techniques.

14. Way ads- in our own way to own an effect on the consumer's mind is depiction the life-style of
a sure-fire person.

15. Comic ads- Humor within the advertising is often unbroken so as to make a lightweight, mirthful and
sure quite an environment

16. Demographic ads- these ads are meant for various segments supported age, sex etc. Farex Cereal
Food for infants is a billboard targeted directly towards the infants, because it contains a healthy food for
them. It's additionally targeted indirectly towards the mother.

17. Packaging ads- advertising is attempting to lure the purchasers to shop for their merchandise on the
premise of the manner they're brought before of the consumer's eyes that is. Packaging. Dabur has
brought in numerous flavors within the market of potable. E.g. Mango, Pineapple, Orange, Mixed Fruit
Jete of these are in numerous packages, i.e. 50 ml, 1000 ml, etc. They claim that in contrast
to different juices, that have preservatives in them, these merchandise are while not preservatives. Hence,
the line is "Real Fruit Juice".

18. Price ads- Marketers additionally lure the purchasers by showing in a billboard that a product is out
there at a lesser price with none compromise on the quality. Cadbury India publicized the 5-Star chocolate
by giving thirtieth a lot of chocolate in its 5-Star bar for the identical worth.

19. Celebrity ads- Celebrities are principally utilized in the advertising either to lure the
agricultural folks in shopping for a selected product or in forcing the young generation to shop
for the merchandise. This can be additionally referred to as endorsement advertising. it's also utilized
in depiction that a selected product is best in--quality as a result of an individual who is
additionally alright famous in his/her field endorses it. The impact of those stars in
advertisements allows the corporate to increase its sale.
RESEARCH OBJECTIVES:

The main objectives of the study are:

1. To assess current consumer marketing schemes within the market

2. To assess however shoppers differentiate the product supported advertisements
3. To induce an insight into retailers’ views concerning the schemes being offered in face
soap category, and client perceptions
4. To review shopper perceptions concerning varied schemes during this class and
responses toward them.

5. To review the assorted strategies of differentiation.

6. To research the methodology adopted by firms to focus on end customers.

7. To handle basic business queries like:

- Do firms have the proper product/service to offer?

- How firms reach their customers?
- How the shopping for power are often created?

8. To organize new business methods

1
RESEARCH METHODOLOGY

Need Identification:
Establishing need for market scan

Defining the Problem

Establishing Research Objective

Defining Methodology

Secondary Primary
Data Collection
Data Data

 Magazines and journals Tools

 Libraries. Used
1. Retailers
 Various Associations 2. Consumers
 Internet

Checklist
FGD
Interviews

Analyzing Data

Final Report

2
Methodology:

Technique used for the survey is questionnaires, focus group discussions and interviews. So as to

handle the on top of queries a wildcat study was conducted. The thought was to probe and

acquire deeper insight into advertisement state of affairs in bath soap market and

to faucet perceptions of outlets and customers. So as to handle on top of mentioned objectives (i)

study of secondary sources was dole out, 10(ii) in-depth interview of six retailers was undertaken

and 11(iii) structured form was designed to hunt shopper responses. Convenience sampling was

used for each retailers moreover as shopper studies. Six retailers starting from tiny kirana store

to market were approached. All the retailers were set in Mumbai. The respondents for shopper study

were postgraduate students within the age bracket of 19-24 belonging to middle and higher middle

and social class. The total respondents were thirty in variety. They were residing in hostel or as

PG thus sole decision-makers for this class. Additionally this age-group being a lot

of experimental and certain to be more deal prone, thus their perceptions, preferences

would provide some insights to corporations designing classified ads targeted at them.

Scope and Limitations:

The geographical scope of the study was restricted to the Mumbai city due to time and resource

constraints. The study being explorative in nature, the sample size was restricted to thirty shoppers

(student group) and half-dozen retailers. Focus being primarily on in-depth searching, the

generalizations drawn are solely indicative and not conclusive.

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UNDERSTANDING ADVERTISEMENTS
Whether it's a serial in a very regional satellite channel or a 1 Day International match, there's a non-
stop stream of advertisements, which litter the business break. Well-established brands try to sustain
brand recall whereas new ones attempt appealing to prospective customers to urge into their
`consideration’ set. There are ads for kids, housewives and youth. With advertising expenditure
within the order of Rs. 8000 Crores once a year within the recent times and therefore the
proliferation of brands across classes, there's a powerful have to contemplate the effectiveness of
those advertisements. the concept isn't to stop advertising however to contemplate however
considering selections would need to be thought of with non-advertising alternatives. These non-
advertising alternatives can also change a complete to make and sustain consistent associations,
which can be fascinating in terms of long implications. a recent approach that makes a natural action
between varied aspects of a promotional combine (advertising included) provides a refreshing
approach towards selling communications. There could also be many objectives of advertising and a
promotional mix may be utilized in an innovative manner to deal with every of those objectives
looking on the merchandise class and target section.

Creating-brand-awareness

When a whole new brand enters a class or creates a “new to the market” giving, it has to produce
complete awareness. This could rely on whether or not the merchandise is an expendable or a
sturdy. The involvement level in a very specific class additionally matters on however a complete
would wish to make awareness. Itch Guard, a brand new branded giving for minor skin issues, used
a straightforward mirthful TV business to convey the idea. Whereas the cost of the merchandise
could also be low, the involvement level of the buyer on the answer offered by the complete may be
related to high involvement. A complete during this state of affairs is probably going to additionally
have the benefit of purpose of purchase material at pharmacy retailers, division stores and even
kirana (grocery) variety of outlets.

The “high-utility” answer has got to be sent to the target section that most likely was mistreatment
traditional substitutes. In this example, a typical complete temperament needn't be engineered a
minimum of before the profit is sold to the buyer and thence all promotional efforts ought to be
directed at transference the benefit and making a brand association with the class itself (as it's a
pioneering brand within the category). This objective would be achieved by advertising, “reminder
purchase” posters at the purpose of sale and maybe transference the prevalence of the giving
through the route of doctors (though it's an unlisted offering).

Kissan Bistix in distinction could be a distinctive giving, that is aimed toward youngsters World
Health Organization need to at first create a amendment in their habits relating to the consumption
of this giving (should be eaten up with a biscuit stick when it's unfit in chocolate/any alternative
dish flavour which could be a a part of the package). Furthermore the worth of the giving is Rs. five
and this might be related to low involvement. Moreover, there's robust presence of generic
competition and kids might obtain variety of alternatives and a few of them could have worth points
below the Rs. 5 level. Mass advertising maybe might produce trials however it should be
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troublesome to sustain the acquisition solely through advertising. Innovative contests engineered
around fashionable hobbies could change the complete not solely to make excitement however
additionally sustain the interest over an extended amount of your time. This could produce
repurchase and doubtless a crosswise of the section may create the consumption part of their
snacking habit. Acceptance of a giving like this needs an extended quantity and an innovative
approach towards promotion instead of typical publicity or mass advertising or show at the counter
of shops. Besides, given the worth purpose and the giving there's also a necessity to be selective in
market coverage for the offering.

Creating awareness in a very sturdy class (even if the customers are conversant in the category)
needs a distinct approach. A powerful “feature-back up” within the giving, resulting in a doable
spoken from users of the complete, are going to be effective when the initial advertising awareness
created by the complete. LG, Samsung, Santro and Whirlpool are brands that are victorious however
but a decade recent within the Indian context.

LG introduced many “new to market” options in its varied product categories; Samsung that
created complete awareness through its “World Series” ads, additionally introduced innovative
options in its product and Santro’s success (in terms of its market share) may be attributed to
product style, advertising and launching of variants when complete acceptance. New brands rely on
innovative options to make awareness and this happens each by advertising and positive spoken.
Promotional aspects like an occurrence involving the complete developed to strengthen the spoken
might boost the promotional impact. This approach may be compared with the advertising war of
many new brands of cars. Skoda, virtually an unknown name in India, has been ready to meet with
respectable success (in its niche) thanks to spoken for its Octovia model than through standard
advertising. The complete has additionally been selective in its market launch and this adds to the
“expectation excitement” for prospective customers in alternative markets to reinforce the impact of
spoken.

Concept-Selling

When an offering could be a sturdy and unaccustomed market, it poses a challenge to the corporate.
The merchandise could also be an honest one but the initial idea commerce plays an important role
within the diffusion of the product. Advertising has got to be utilized in conjunction with retail
demonstration where it's acceptable. TV may be used for making awareness of the class however
print advertisements are needed to deal with the differing perceptions of customers regarding the
risks and worth related to a brand new giving. The low penetration of rice-cooker could create a
motivating case study. However ought to the giving be positioned particularly once within the urban
context gas stoves have a high degree of penetration? Would the device be helpful for change of
state menu apart from rice? What's the perception of the target consumer? Or is it worthy to position
the offering effectively solely as a happening primarily based unit device? How might
demonstration be wont to amendment the negative perception of consumers? Should all shops be
used or only specific retail outlets in a region be used? How will the usage price compare with
substitutes?

There is a necessity to differentiate between primary and secondary advertising whereas commerce
product ideas. Primary advertising sells the idea whereas secondary advertising highlights the

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options of the complete. It may be troublesome to generalize however a firm should link these 2
forms of advertising. There's a necessity to contemplate the product/market state of affairs before
such discussions are taken. Once a complete encompasses a competitive advantage in terms of your
time (first entry) it might sequence the 2 forms of advertising effectively. When washing machines
were introduced in India (even currently the penetration of washing machines isn't high) fifteen
years back, Videocon used a really effective primary advertising to sell the idea and build awareness
regarding the class. “It washes, rinses and dries” was the message and slowly over an amount of
your time the complete side options that were terribly specific to the brand. Later competitive
brands were launched within the class.

The situation becomes advanced once variety of brands begin introducing their offerings at the
identical amount of your time. The class of quartz watches provides such an example. HMT created
an effort to sell the idea throughout the initial stages once the class was introduced. Titan, that
encompasses a huge chunk of the class, took a serious initiative not solely to create its complete
however additionally to sell the idea of quartz watches. Besides there have been additionally variety
of offerings from the unorganized or assembled sector that offered low-price points at the lower
finish of the market. in a very state of affairs like this, the pioneering complete or any brand, that
builds itself quickly stands to realize. this is often as a result of customers become conversant in the
class among a brief time, particularly once costs come back down speedily. Besides, such fast
diffusion is additionally increased by the actual fact that the class could be a necessity item instead
of a luxury. There's additionally the component of social visibility related to the class. thence for a
national complete, mass advertising could be a pre-requisite, provided it's supported by the opposite
parts of the selling combine.

UNDERSTANDING SALES PROMOTION

Definition:
For the aim of this study, following definitions of publicity were unbroken in mind. Kotler defines
publicity as: “Sales promotion consists of a various assortment of incent
ive tools, principally short designed to stimulate faster and/or larger purchase of specific
products/services by customers or the trade.”
Roger Strang has given a additional oversimplified definition i.e. “sales promotions are short
incentives to encourage purchase or sales of a product or service.”
Hence, any kinds of incentives (price cut or price superimposed nature) offered for brief amount
either to trade or customers are thought-about as publicity activities.

Following findings and inferences were derived:

Segment-wise Frequency of Schemes

Thirteen schemes (47%) proclaimed were found to get on common phase (Rs.8-15 for seventy five
gms.) of bathroom soap brands. This was closely followed by eleven schemes (40%) in premium
phase (> Rs.15 for seventy five g.). so it may well be inferred that firms were making an attempt to
upgrade customers of economy/popular brands to popular/premium soap brands severally

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Nature of Schemes

With relevance the character of the schemes, premium (free gifts) were found to be the foremost oft
used schemes in each premium and common phase of bathroom soap business. No such theme was
offered by any whole within the economy phase. It may well be inferred that because the value of
soap during this phase was but Rs.8, it would not be potential for the businesses to supply this kind
of premium promotion. Secondly, the customers during this phase were probably to be price
sensitive and such a promotion won't be useful to them compared to cost offs.

Premium (Free Gift) Offers

Six out of thirteen premium offers were a component of the businesses own portfolio e.g. on
shopping for a pair of Dettol soaps, a Dettol Talc, eighteen grams value Rs.25 was given free.
1.5 Underlying Objectives supported Table-3, a collection of underlying objectives behind the
assorted publicity schemes were inferred:
1.5.1 Bonus Packs:

• To reward existing loyal customers

• To off-load inventory at works and distribution level (to attain push)
• Bonus pack schemes (Buy one get one free/more for the identical price) were accustomed load the
customers in order that they might not obtain competitive whole a minimum of for brief amount.

Premium (Free Gifts):

• To reward and retain existing loyal customers and to boost whole image through
interactions/associations.
• To act as a continuing reminder of the whole.
• To encourage whole shift amongst deal prone customers through innovative gifts.
• To induce trial of recent product of the corporate by investing on the present whole and its equity
e.g. giving (new) Mysore shoe Talc free with the acquisition of two Mysore shoe soaps.

Price-offs:

• Contrary to belief, premium soap brands were giving value offs (3 price off out of eleven theme
announcements during this class – Table-3). The underlying objective may well be to dump
inventory by actuation customers from common soap phase, because the size of the premium phase
particularly the upper finish of the premium segment can be terribly tiny e.g. Dove (priced at Rs.45
for one hundred gm) Rs.10 off. It may well be inferred that frequent use of publicity activities in
premium phase may dilute the brand’s exclusivity that may lead to discontent and disillusion among
the regular users.

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Incentive value (outlay) quantitative relation

The incentive price quantitative relation was calculated by taking the price of the motivation
supplied to the patron and dividing it by the quantity of cash he/she must pay so as to avail the offer.
The quantitative relation varied from zero.15 to 1.00 among varied brands (Table-4). The ratios in
premium brands varied from .15 to .71. for instance, just in case of Mysore shoe and Palmolive
Natural (premium soaps) the motivation quantitative relation was .15 and .17 severally. With this
level of incentive neither regular premium soap users can feel rewarded or get attracted, nor the
popular soap users are going to be intended to modify.
The highest incentive quantitative relation just in case of truthful and wonderful soap was an
introductory supply. Such a high incentive once more wasn't probably to come up with desired
response in terms of trial. Instead the corporate may have leveraged on its parent whole particularly
truthful & beautiful Cream that is well entrenched within the market. Therefore with the acquisition
of truthful & beautiful tube free soap would have given higher leads to our opinion.

Perceptions concerning mass media announcements

Five out of six retailers viewed that whenever publicity theme was proclaimed on TV, it created pull
and that they were quite willing to stock such brands for instance Medimix and Dettol contest wasn't
publicized on TV, thence there was little or no awareness resulting in unsold stock until six months.
Whereas lux Gold Star that was heavily promoted on T.V. is recalled even nowadays.

Post Promotion Behavior

Retailers determined that in most cases publicity theme on a whole may

encourage a vendee to modify a whole quickly however he would revert back to original brand once
promotion.

Handling issues

Many a times retailers had to handle varied publicity offers at the same time in an exceedingly class
and additionally across classes and there was no formal communication coming up with either from
the dealer or the corporate. Basic cognitive process every supply and handling was an issue
particularly for a little merchandiser that was typically a as one-person show.

Reasons for switching brands:

This could be seen from Table below.

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As obvious from the above table, sales promotion was not the main reason for switching brand in
this category. Need for variety was the predominant reason.
It was found through deeper probing that even though consumers would have switched brands due
to sales promotion, there was reluctance about admitting the same and variety was given as a reason
for switching.

It was further found that consumers had positive disposition towards promoted brand. As a result
when toilet soap brand was changed for variety, the brand which was promoted had higher
probability of purchase than non-promoted brands.

Recall of brands being promoted:

It could be seen from Table-7 below.

As seen from above, Lux (Gold Star offer – most promoted and advertised brand) had the maximum
recall. This brand used TV advertisement heavily to announce sales promotion offers. Six out of 30
did not recall any sales promotion scheme on any brand. It could be inferred that i) hard core loyals
to a particular brand (eg. Hamam) would never (pay attention to any announcements of any other
toilet soap brand. ii) Unless sales promotion offers were properly communicated to the target
audience, required impact might not be created and iii) Unless promotional offers were of
significant value to a consumer, it was likely to get unnoticed and/or ignored.
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Willingness to buy on sales promotion offer

Sixty-three per cent of the sample failed to show disposition to shop for a whole thanks to
promotion whereas twenty seven showed disposition and tenth weren't positive.This means that
once twenty seven showed disposition, and tenth customers who weren't positive, these teams can
be lured through innovative and moneymaking publicity provide.

Ability to induce trial

Forty per cent of the respondents had aforementioned that publicity had the power to induce trial
that reinforces the higher than abstract thought (3.4).

Long-term impact

In order to grasp ability of the promotions to extend long-run sales, respondents were asked
regarding continuity of purchase of a whole when the withdrawal of promotion. Eighty per cent of
the respondents indicated that they'd not continue. However twentieth aforementioned they'd. Thus,
it may well be inferred that promotions during this class (low involvement products) would possibly
encourage trial and whole shift however shortly term loyalty.

Preference of Schemes:

Price off was the foremost most well-liked variety of theme. Sixty-three per cent of the respondents
hierarchal price-offs as ideal or 2. This was from an upper financial gain (biased sample, within
which eighteen out of thirty were from financial gain cluster class >3,00,000/- p.a.

Perceived Quality:

Ninety-three per cent of the respondents had a perception that the standard of the promoted brands
remained the identical throughout promotion, whereas seventh felt that it had been inferior than
before. It is inferred that promotions weren't resulting in negative whole quality perceptions. It had
been additional strengthened once fifty three of the respondents aforementioned that publicity
wouldn't weaken their loyalty towards the whole.

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PROBLEMS FACED BY MARKETERS
Fast moving goods players Dabur, HLL are among the main corporations found to violate
Advertising Standards Council of India code throughout the primary quarter of the present
twelvemonth.

ASCI had taken action against sixteen advertising campaigns by totally different corporations, of
that seven were asked to withdraw, whereas 9 were asked to switch for violation of the codes.The
council asked Dabur India to discontinue its Red toothpaste business once the corporate was unable
to substantiate claims created during a tv commercial, during which it aforesaid specific ingredients
within the product might offer the buyer sturdy teeth.

Hindustan Lever's Clinic All Clear that is currently being supported by screenland couple Bipasha
Basu and John Abraham, was conjointly on the list of defaulters.

The company was found guilty of 'false and misleading' campaigns in its hoardings and radio
commercials. HLL had projected the shampoo as an answer to hair flop its tag-line baal girney ka
sawaal hi nahi (no question of hair fall). ASCI ordered HLL to get rid of the hoardings and radio
commercials.

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This time around, many FMCG corporations have come back beneath ASCI's (Advertising
Standards Council of India) scanner as complaints against their ads are upheld by the patron
Complaints Council for the amount between Jan and March this year.

Dabur, Hindustan Lever, Johnson & Johnson and Colgate Palmolive are the few FMCG majors
WHO have had to withdraw their ads throughout this era.

For Dabur India, it had been its Dabur Red Toothpaste; its pack claimed `strong teeth.' The TV
business claimed `Get strong teeth from Dabur Red toothpaste that contains laung, pudina and
tomar.'

in keeping with the grievance created by a member of the dental profession, the ingredients
declared on the pack aren't scientifically and clinically established to produce sturdy teeth. The
claim is fake and desires to be valid with clinically evidenced information, said ASCI. The TV
business has been discontinued . Assurance is anticipated from the publiciser on the modification of
the promotion message on the merchandise pack, aforesaid the advertising standards watchdog.

In the case of HLL, the radio commercials for Clinic All Clear Hair Defense claim "Baal girne ka
sawaal nahi (question of hair fall doesn't arise)" was looked upon favorably by ASCI. Its hoardings
conjointly claim no dandruff and no hair fall. The grievance created is regarding the gross
exaggeration of facts, said ASCI. The radio commercials distort facts and are deceptive shoppers
into basic cognitive process that Clinic All Clear stops hair fall. The ads from radio and hoardings
have so been withdrawn.

Johnson & Johnson's comparison of its Stayfree Secure Dry sanitary napkin brand to any or all
napkins employing a general descriptor of `mehenga napkin' may be a gross exaggeration. The
claim being `as sensible as' is imprecise and ambiguous because it doesn't specify the parameters on
that Stayfree Secure Dry is taken into account comparable to costly napkins. in keeping with the
grievance created, by not specifying any explicit complete of `expensive napkin' for comparison, the
TV business is feat the communication imprecise and implying `the market leader' position among
the premium product section.

"As the claim depends on a survey conducted by TNS India, one must scrutinize the survey style,
methodology and form to test the validity of the survey, study the particular findings and check
whether or not the identical reflects finally," ASCI expressed. The TV business had been
discontinued from March this year.

For Colgate Palmolive (India), it had been its Colgate Sensitive Toothbrush being positioned
because the Dentists' No.1 choice, that ASCI objected to.

"In the absence of a notation within the advert on the supply supporting this claim, the publiciser is
needed to substantiate the claim," scan the grievance. During this case, the ad has been discontinued
and therefore the publiciser has assured acceptable modification in future use.

The study conducted in association with the help of Yahoo, MSN, Lycos, and AOL combined a
complete of two hundred FMCG on-line campaigns dead across Europe. The aim of the study was

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to quantify the typical impact that European ad campaigns wear ancient branding metrics, and make
benchmarks for classes like FMCG that has historically not embraced the net as a key advertising
medium.

The analysis methodology follows world trade standards set forth by Dynamic Logic (1999) that
surveys shoppers in 2 categories; campaign exposed and non-exposed. In total a hundred and sixty
thousand people were surveyed across Europe representing the 2 teams. The total 'funnel' of
branding metrics was surveyed; brands awareness, ad recall, message association, brand
favorability, and buy intent.

The conclusion of the study found that each one five branding metrics were absolutely compact.
equally to alternative classes, FMCG brands that publicized on-line had the very best impact across
brand awareness (both motor-assisted and un-aided) and brand favorability in line with market
norms and mirroring similar analysis from the US. what is more, it had been found that effective
frequency across every of the brand metrics was increasing even at 10+ average exposures, building
the case against perceived 'ad burnout' that historically is assumed to be at a lot of lower average
exposures levels. Hence FMCG branding metrics still increase with extra exposures.

Problems & issues

It is a famed incontrovertible fact that a mean client is bombarded with such a large amount of
brands that he/she cannot bear in mind. so as that product ought to get through the muddle it's
believed that one merchandising message should be perennial for an outsized variety of times. so the
foremost important downside with the USP approach to advertising is that it needs an outsized
media budget to repetitively air the advertisements and such ads usually bother shoppers. And
thence rather than making a client base it's going to drive off the potential customers as against this,
UCP by itself provides solutions to any or all the selling issues poised by the wide accepted USP
approach. Essentially it aims at the core of the matter. It eliminates the matter from the roots instead
of periodic trimming of the tree.

Bridge positioning will play a task in bridging the gap between client perception and merchandise
USP by relying a lot of on UCP than USP based mostly positioning statement. Objectives:
Objective of the study was to seek out out finer points of developing bridge positioning statement
and the way it will bridge the gap between the UCP and USP. The study additional centered on
however bridge positioning may be valid in terms of sales.

A USP is that distinct and appealing concept sets your business favourably except for each
alternative generic challenger. Whereas A UCP is that distinct and appealing concept is made on
customers’ perceptions that sets business favourably except for each alternative generic challenger.
Brands that had high success has USP=UCP. This implies positioning statement helps to possess
higher brand recall. Thus, Bridge positioning statement helped to bring brand come back nearer to
the shoppers. Application of bridge positioning helped to come up with higher sales and win
standing of leader brands. UCP and USP matching makes the brand recall higher and therefore the
positioning statement in these cases may be known as Bridge Positioning.

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It is quite obvious that solely the clear and well-defined USP isn't the curative for all selling ills.
Today’s making an attempt economic conditions have forced tough selections on corporations. Most
are creating conservative selections that replicate a survival mode in business operations throughout
these tough times, understanding what customers assume on continuous basis is crucial for survival.
Most marketers assume the merchandise USP to remain constant overtime that's contrary to reality.
corporations might must modification the USP to remain modern and relevant. It's obvious that
there should be another parameter that creates successful of the merchandise. What corporations
have to perceive is product’s UCP. UCP by itself provides solutions to any or all the selling issues
exhibit by the wide accepted USP approach. Essentially it aims at the core of the matter. It
eliminates the matter from the roots instead of periodic trimming of the tree.

If a company fails to acknowledge the customers’ perception then the initial surge of shoppers
would quickly come back to a screeching halt and therefore the brand would fade into obscurity
together with the organization. On the opposite hand, following customer’s perception not solely
offers an showing emotion positive answer to their desires however conjointly serves to boost the
present customers’ perception of the complete. Following this with a superb product/service and
client support can leave an ineradicable mark on the present customer’s memory, which is able to
produce complete loyalty. Bridge positioning was valid in studies by Srivastava(2005) and
Srivastava (2006) by making an attempt Natrilix-SR and Mountain dew as a test suit.

Selection of the brand: Mountain dew, a lemon drink, with the USP “The Spirit of journey - Do the
Dew” is marketed in India. However, this USP didn't position Mountain dew within the minds of
the shoppers as an adventure drink. This was mirrored by stagnant sales of Mountain dew within the
market.

Similarly, Natrilix-SR a drug wide employed in India was stagnating and not showing enough
growth.

The study was to target UCP and USP of this product and the way UCP if determined through the
study will improve sales through higher complete recall and preference of doctors opposing
hypertensive brand was chosen as this section is quickest growing segment everywhere the planet
together with India. Natrilix -SR was chosen for this study.

1. Distinguishing the USP: once choosing brands, the USP was known i.e. as promoted by the
corporate from numerous sources like advert, POP, print ads, Sample catch cowl and
particularization folder.

2. Distinguishing the UCP: because the vital a part of the analysis was to seek out out the client
perception of the brands, it had been accomplished by mistreatment form approach of analysis
Methodology.

3. Formulating the UCP: A ranking technique was accustomed realize the foremost vital client
perceptions for the brand. On the idea of those perceptions the UCP was developed.

4. Check the effectiveness of the UCP: A contemporary survey was conducted to validate the
developed UCP. Inferences and conclusions were drawn supported this survey. The study was to

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target UCP and USP of those merchandise and the way UCP, if determined through the study, will
improve sales through higher brand recall.

This is the core subject of the analysis and to substantiate the identical, 2 surveys were conducted.
In Survey one, the target was to work out the mind-set of the patron with regards to relation between
the USP of NatriliX-SR/ Mountain dew, a lemon drink and their perception about the merchandise.
thus essentially the aim is to seek out however existing USP match consumers’ perception about
NatriliX-SR/ Mountain dew, a lemon drink within the second survey, same shoppers were asked
regarding inclination to buy /prescribe the brand once ever-changing the positioning statement to
BRIDGE POSITIONING

Differentiation Through Advertisement:

Advertisements convey brand differentiation and this might be necessary in many classes, that
include many brands. In FMCG product like tea, low and detergents, “differentiation awareness”
may be created by tv advertising, however in sure classes there could also be a requirement to
demonstrate the effectiveness of brands. Differentiation with that shoppers cannot “connect” could
have a negative implication and if a brand “connects” consumers with its differentiation, it's
probably to additionally differentiate itself in terms of obtaining known with the patron. A detergent
or a washer, that claims “low water consumption” has got to demonstrate this claim at a retail outlet
particularly given the very fact that the standard of water varies across areas even in an exceedingly
specific nation. It's additionally essential that a decent “differentiation proposition” end in a positive
viva-voce.

In a sure state of affairs, the company could have 2 offerings in an exceedingly product-line and
there's a requirement to differentiate them clearly looking on the target segments concerned. This
can be a fancy state of affairs wherever differentiation decides the expansion of the brand and also
the perceived distinction between the offerings. Another layer to the complexness is that the same
name getting used for the offerings. Fairness cream could be a class within which the profit is that
the fairness of the complexion. A brand like truthful and wonderful engineered over the years still
incorporates a sturdy association with the class however beneath tremendous pressure from
competitive brands and also the most significant criteria that these brands is that the seasoner bit
related to them. Seasoner ingredients are getting popular shoppers in many classes and private care
in India incorporates a sturdy tradition of herbal care truthful and wonderful had to launch its
seasoner variant (it used the identical brand most likely thanks to the brand equity engineered up
over the years). The fascinating reality is that the differentiation being sent by advertising.

The woman within the promotional material becomes a cricket commentator supported the
arrogance engineered up by the usage of the merchandise. The seasoner variant’s advertising
incorporates a sturdy concentrate on the standard product profit - facial complexion that appeals to
youth. the character of the models chosen are different and also the final brand profit is “conveyed’
to differ (though any fairness cream is meant to be related to fairness). From an exact profit related
to the class (fairness) the advertising differentiation carries the variants of the brand to a distinct
plane of differentiation.

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“An Empirical View of the Different Types of
Consumer Promotions in India”

Expenditure on publicity by varied marketing corporations in India is calculable to be Rs. 5,000

large integer and is growing at a sturdy pace each year (Economic Times June fifteen, 2003).
corporations in a shot to drive sales provide varied styles of shopper promotions from value offs,
further product, freebies, scratch cards. Within the year 2001, there have been as several as 2,050
promotional schemes of every kind within the Rs 80,000 large integer FMCG business. Within the
year 2000, the quantity stood at 1,954 schemes (Financial express, 2000).There are only a few
discussions in publicity literature concerning however differing types of promotions could also be
classified. One dimension, that has been steered to classify completely different promotions, is the
value versus non-price nature of the promotion
Price promotions are outlined as ‘promotions like coupons, cents off, refunds and rebates that
briefly scale back the price of the products or service’. These promotions target the reduced
economic outlay needed to get an honest or service. Non value promotions are outlined as
‘promotions like giveaways or contests during which worth is briefly another to the merchandise at
full price’. Studies, that have compared shopper response to completely different promotions, have
followed this classification in differentiating between sorts of promotion. An inventory of the
various sorts of value and non-price promotions and their definitions is shown in Table

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Although a good style of value and non-price promotions are launched within the market, most of the
tutorial analysis on promotions has centered on value promotions, particularly value offs and coupon
offers (Blattberg, Briesch and Fox, 1995). Promotional tools like free gift offers, further product
offers that are more and more getting used within the market place.

However little educational theory or analysis has checked out however shoppers understand and
reply to such promotions. In recent years, researchers have started comparison client response to
completely different promotions e.g. value promotion versus premium promotion or further product
promotion versus price promotion.

A first step towards researching different promotions is identification of the various promotions
launched within the market place. It reports the incidence of the various promotions in numerous
sectors e.g. FMCG, durables and Services. Finally, details regarding every kind of promotion are
noted so as to spotlight the various incentives offered by each type of promotion.
The distribution of different promotions across the years is shown in Table

The product categories analyzed in the study covered Consumer Durables, Services and Fast Moving
Consumer Goods. In total around 54 product categories were covered in the study.

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Frequency of Promotions across Product Categories

Before proceeding with the main analysis, the frequency of promotions across different sectors of
FMCG, Consumer Durable and Services were noted. The frequency of promotion in these sectors is
shown in Table 3.

Table

Frequency of Promotions across FMCG, Consumer Durable and Services

The frequency of occurrence of promotions is similar between FMCG (45%) and Durables
(44%) sectors. The Services sector accounts for the lowest number of promotions. Within FMCG,
the most frequently promoted product categories are soap, detergent liquid/powder and tea. These are
also product categories with the highest level of market penetration (NCAER: Indian Market
Demographic Report, 2002). Within Durables the most frequently promoted product categories are
color television and personal computer. The most frequently promoted categories in the Services
sector are Fast Food Restaurants and Cellular Phone Service.

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Frequency of various Promotions in Services, consumer goods and FMCG

The different sorts of promotions known within the study embrace value offs, free gift offers, sweepstakes,
further product offers, contests, exchange offers and buy-more-and- save/get offers. the general frequency
of incidence of those promotions yet as frequency of occurrence in FMCG, consumer goods and Services
was analyzed as shown in Table

The most well-liked promotion is that the free gift promotion, that constitutes over [*fr1] (55 %) of the
overall range of promotions. this is often followed in quality by the lottery promotion (11%), that
successively, followed by the additional product promotion (8%) and the value off promotion (8%) in
quality. In Services, the order of frequency of promotions is the premium promotion followed by the
further product promotion followed by the worth off promotion. just in case of consumer goods, the order
of frequency of promotions is that the premium promotion followed by the lottery promotion followed by
the worth off promotion.

In FMCG, the order of frequency of the promotion is that the premium promotion follows by the additional
product promotion, followed by the lottery promotion. a close analysis of every kind of promotion is
provided within the following section.

Details concerning differing kinds of Promotions

The specific details concerning the various sorts of promotions - value offs, free gift offers, sweepstakes,
further product offers, contests, exchange offers and buy-more-and-save/get offers - are mentioned within
the following section.

1. Exchange offer

This promotion is seen primarily within the client sturdy product class. This promotion needs the buyer to
exchange an old product for a brand new one and obtain some profit, sometimes a discount. for instance,
just in case of cars, the theme offers the buyer a discount of Rs. 10,000 on the new automotive in exchange
for an old car. For autoclave, the theme offers a discount of fortieth on exchanging an old cookware for a
brand new cooker. just in case of home consumer goods, the theme sometimes needs the buyer to exchange
an old model of a product (e.g. AC, white goods, music system, mixer grinder, gas stove) to urge a discount
on the new model. other than exchanging an recent sturdy smart, the theme additionally involves
exchanging alittle TV for an enormous TV. Most exchange schemes give an incentive to get within the
kind of a discount. One exchange theme concerned returning an old washer for a brand new one and
obtaining an electrical iron as gift.

The purpose of the exchange theme seems to be upgrade existing users of sturdy product to newer and
bigger sized models of a product.

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2. Free Gift offer

This promotion is well-liked across a spread of product classes. It offers the buyer an incentive to get within
the kind of a free product/service for instance, just in case of an automotive purchase, the buyer is obtainable
a free product like a music system or accessories. The buyer may additionally be offered a free service like
extended 3-year pledge or free insurance. Typically the merchandise offered free could be a complement
to the first purchase.

This is illustrated by instances of the subsequent sorts of free gift offers:

o free pillows with a pad purchase

o free toothbrush with dentifrice

o Free shaving blade with shaving gel/foam.

At times, the merchandise offered as a free gift constitutes an upgrade to the first purchase. for instance just
in case of pc Printers, a free net association, net telecom kit, code titles and transmission package is
obtainable together with the printer. Or in case of notebook computer/PC, the buyer is obtainable a Free
net upgrade and twenty GB, Web Camera, Printer, Britannica CDs, software. in case of alimentation
restaurants, the free product are things like drink, bread stick, pineapple fudge, staff of life, frozen dessert
cookies. Here the free product seem to be ‘use complements’ to the first product.

At alternative times the free product is also a connected product or product employed in an identical context
e.g. preparation or cleanup or care or intake. For room product, the free product are things employed in the
room like plastic containers, metal spoon, taw, slippery pan, idli stand, serving bowl, hot pad and OTG.

In case of detergent powder/cake the free product are connected cleanup products like bleach, laundry soap,
built-soap powder, bucket, bath soap, floor cleaner and implement cleaner within the skin care phase, the
free product are alternative care things like soap, lotion, shampoo bag, lather and dentifrice. just in case of
food product, the free product includes of alternative edible things like biscuits, coffee, namkeen, and salt,
chocolate.

At alternative time the free product is also wholly unrelated to the first purchase for instance the buyer is
also offered a free pen with a skin care cream or free batteries with soap. it's attainable that, in such, cases,
the product through unrelated are targeted to the identical phase of customers. This is often notably seen in

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free gift promotions targeted at kids. for instance, just in case of health drinks, the free product are things
like cricket equipment, zoom ball, story book, pencil box, biscuits, binoculars, toy bike, cricket set, soccer
and stylish wrist watch that are valued by kids. Similarly, just in case of confectionary product like
chocolates and biscuit, the free product are products relevant to kids like comics, sticker, toy, tattoo, magic
paint card and magic candle.

In some cases, the free gift offered together with the acquisition is another product variant offered by the
corporate. for instance just in case of beverage the buyer is obtainable the guava flavor fruit juice once
he/she buys five packs of orange flavor. just in case of spices, the buyer is obtainable Kashmiri mirch
together with purchase of the regular spices. many free gift offers have a pre commitment of size or price
of purchase from the buyer. The buyer should create a specific price of purchase before he's entitled to the
free gift. Often, there are smaller gifts related to purchase of smaller pack sizes and bigger gifts associated
with purchase of larger pack sizes of a product. In most cases, the worth of the free gift isn't mentioned.
The brand of the free product e.g. Timex watch or Motorola handset is mentioned in some cases.

3. Sweepstake offer

The sweepstake offer provides the buyer an opportunity to win an outsized prize through luck. it always
involves a lucky draw or a scratch card supported that the winners are determined. The prizes offered on
this promotion may be loosely classified into 2 varieties. The primary kind of prize could be a trip to a far
off location e.g. Paris, London, Thailand, Singapore or Malaya. several brands provide a visit to the South
Africa World Cup as a promotional attraction. The second kind of prize are sturdy product like Bike, Car,
Watch, washer, Television, white goods, DVD, transportable, conductor phone, PC, Microwave, Camera,
Sunglasses, Gold Jeweler, Gold Coin. Gold contains a major charm as a prize on the lottery promotion
across various product classes like soap and private pc. In some cases, the small print of the prize on the
lottery promotion isn't such that and is expressed as ‘prizes value Rs. 50 crores.’

4. Buy more and savage

This type of promotion needs a client to shop for 2 or a lot of product to avail of the promotional advantage.
The promotional profit is sometimes within the kind of cash saved as a results of shopping for 2 or a lot of
product at the identical time. In bound cases, the promotion needs the client to purchase further units of
the same product to avail of the promotional advantage. for instance, just in case of tub soaps and
detergent cakes, this promotion needs the buyer to shop for 3 tub soaps/detergent cakes and obtain one
soap/detergent cake free. just in case of beverage the buyer is needed to shop for five packs of

Fruit juice and obtain one pack of beverage free. This promotion appears to be well-liked in classes
wherever the additional units of the merchandise offered on the promotion may be keep for future
consumption.

When completely different product are bundled along on this promotion, there is sometimes a
relationship between the product. for instance just in case of pc printers, this theme needs the buyer to shop
for a printer and scanner along and obtain a discount. just in case of consumer goods, this theme makes an
attempt to induce the buyer to shop for larger range of product from the identical company. for instance the
theme needs the buyer to shop for AC and white goods or AC and microwave of the identical brand and
avail a discount. In FMCG product, this promotion needs the buyer to shop for dentifrice and toothbrush

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along or buy lather and blade together to urge a discount. This promotion is seen just in case of alimentation
Restaurants yet wherever the buyer is needed to shop for a pizza pie, coke mobile and staff of life and obtain
a saving on the mix purchase. just in case of FMCG product, this kind of promotion bundles along product
that are use enhances.

5. Contest offers

Contest offers are seen largely in product targeted at kids. just in case of alimentation building, this
promotion needs the buyer to replenish a coupon and obtain an opportunity to satisfy a movie star like
Hrithik Roshan. in case of sentimental drinks, the competition provide needs the buyer to answer an issue
in a poster and obtain an opportunity to satisfy a movie actor. In alternative product classes, the prizes
offered on this promotion are like those on the lottery promotion. the buyer is obtainable the possibility to
win a automotive or a flat or numerous home sturdy appliances

6 Extra Product Offers

Most of the extra product promotions (65%) are seen within the FMCG class wherever the extra units of
product function additional consumption units for the buyer. There aren't any further product promotions
seen within the consumer goods product class. In FMCG, the particular product on that the additional
product promotion is launched embrace bath powder, Detergent Cake, Soaps, Fruit Juices and hairdressing.
just in case of dentifrice the promotion needs the buyer to shop for one toothpaste and obtain the second
toothpaste free. in a very bath powder further product promotion, the buyer is obtainable twentieth further
within the same pack. This promotion is additionally seen within the Services sector. in case of net service
supplier, this promotion offers further hours on the web and free net access on Sunday. just in case of
alimentation restaurants, the promotion offers a second pizza pie free together with the first pizza or a slice
free along with the original pizza.

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RECOMMENDATIONS
1. Companies should increase the notice level in patrons through TV!
2. Effective advertising is important to verify the general public concerning the merchandise at the correct
time through the right medium
3. though product advantages is shown most effectively by TV. It mustn't mislead the customers. The
advertising is judged by its impact, and by its acceptance
4. characteristic the correct Celebrities for various merchandise and therefore the degree of influence
these celebrities have in numerous stages of deciding
5. The ad agencies should use easy ads to convey the message of the complete. It should even be
inventive and concentrate on one or two points. Innovative strategies ought to be wont to create
advertising effective.

Importance of Claim:
The most necessary issue deciding the effectiveness of a poster is that the importance of claim created in
it that should be important for the customers. If an emptor offers importance for quality, there's no
purpose in speaking concerning a budget value. these days advertising agencies think about USP, i.e.,
distinctive commercialism proposition. every advertising should create a powerful factual claim to tug the
patron into the shop to shop for.

Believable:
An advertisement should be likely. this will be incorporated in many ways. a way is to quote facts and
figures concerning tests proving your claim. However, negatively speaking, the advertisements mustn't
mention something unbelievable.

Uniqueness:
The advertisement; itself should have one thing distinctive concerning it.
Uniqueness attracts attention. per the fourfold principle of AIDA (Attention, Interest, want and Action-
buying), any effective advertisement ought to draw the eye of the client. individuality ought to even be
followed by correct claims, and credibility.

Repetition:
Repetition is one in every of the key ideas of advertising. Naturally, the a lot of times a poster is run, the a
lot of possible it's that any individual has seen one in every of the advertisements recently.
Repetition and regency are typically closely connected. In fact, a poster is healthier scan upon repetition,
definitely repetition lowers advertising prices.
Companies that are ready to spot trends early and people that are committed to continuous innovation and
those that endeavour to thrill the patron by meeting her dynamical desires can lead and prosper within the
future. Product superiority married with a positive price-value equation can type the premise of winning
initiatives within the coming back years.

Concentrating spends on a smaller range of brands that are crucial to the business and that fancy goodly
shopper advantage.

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CONCLUSION

Advertisement, the preceding discussion show, could be a sharp double edged weapon. When the claims
of an advert correspond with the options of a product purchased as a consequence of such advertisement,
the advertisement is absolute to produce a positive angle among the shoppers within the long term. On the
opposite hand, when the options of the merchandise purchased don't corroborate the claims created in
advertisement, those advertisements are certain to produce a negative angle among the shoppers.
This Endeavour of this survey will so be finished on a note that repetition certainly has terribly profound,
widespread and long impact on the emotions and behavior exhibited by the shoppers with relation to their
purchase choices. Repetition, therefore, could be a answer for several of the issues that marketers face
whereas making an attempt to come up with sales and favorable response.
Advertising serves several generic functions, except for specific classes like FMCG, the involvement of
all stakeholders is important to the success of an advertising strategy. Innovation and power are pillars of
nice advertising methods, however equally necessary are the content and delivery of the advertisement.
The techniques mentioned don't seem to be complete. All compels the advertisers to pioneer and develop
new techniques to draw in the purchasers. we are able to say that the advertisers use these completely
different means that of advertising so as to lure the purchasers to shop for their product. Multiple aspects
of advertising are being employed to form certain that the shoppers purchase the several company's
product. Briefly, we are able to say that the various aspects of advertising are quite helpful for promoting
a product.

Every advertisement has some multiplier factor impact which supplies a bigger profit with relevance the
number spent. Recall of an advert varies from individual to individual, and an organization might
calculate its advertisement multiplier factor for measurement its advertisement effectiveness.
Following observations are created when creating an analysis of information collected from numerous
respondents and from general discussions with them:
1) TV ads are thought-about as a most vital supply of knowledge among the respondents. Thus, purchase
call of the individuals is certainly wedged by advertisements.
2) Nearly 1/2 the phase of respondents likes to look at ads frequently. This suggests TV outperforms
different Medias as way as effective presentation is anxious.
3) a big portion of the individuals prefers to look at ads due to “evocation of experience" i.e TV
advertising simply stimulates the expertise of victimisation and owning the merchandise.
4) TV commercials go an extended approach in achieving “Top of the Mind complete Awareness” as
additionally indicated by the study. Advertising works by reinforcing complete preference for mature
brands
5) A little phase of the respondents suppose that the advertisements are entirely true or reliable. All the
remainder of them suppose that they're either generally deceptive or principally deceptive.
6) Major chunk of the respondents feel that celebrity’s presence within the ads is extremely needed. They
feel models are acquainted and their presence is soothing. Moreover, due to the high positive image of the
celebrity’s shoppers feel the genuineness of the product/ complete.
7) Quite 1/2 the shoppers don't seem to be ready to relate themselves with the
Life-style shown within the TV ads. This can be as a result of the individuals don't seem to be ready to
adapt the exaggeration shown within the respect of product advantages with their own image of reality.
8) When asked to recall an advert in respect of any FMCG, most the respondents were ready to recall just
one or 2 advertisements or the tag lines of their favorite brands. they may additionally forthwith relate the
celebrities they need seen within the several ads.

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9) TV advertising provides a novel mix of sight, color, movement, sound, repetition and presentation of
the product. This helps TV commercials to realize advantage over different media
10) Though informative content is additional likable by the respondents however with the appearance of
too several television channels, the employment of celebrities has become a vital issue for the adman. this
can be to form the buyer additional acutely aware and attract towards the merchandise.
Today, making a distinct differentiation is turning into tough and problematic. Product differentiation
ought to be robust enough to form a large gap between 2 brands. If a differentiation technique doesn't
produce a large gap between the 2 brands, then the client isn't ready to differentiate the identical resulting
in less complete loyalty. this can be what's happening in FMGC sector particularly in soap business,
wherever the client isn't ready to differentiate between 2 soaps. Lux, Cinthol seems to be same that wasn't
the case earlier. because the product differentiation technique doesn't produce a wider gap between one
complete and therefore the different, client loyalty is obtaining scoured.

Can bridge positioning be a tool to unravel this problem?

It is doable provided the distinctive point matches unique client perception or once the customer
perception is same as unique selling point, the positioning statement will act as a bridge between
communicator (manufacturer) and therefore the user. This `bridge positioning’ will cause long-run
relationship with the client.
Most marketers assume that their product USP keep constant. corporations ought to amendment the USP
to remain modern and relevant. USP primarily based positioning is simpler but so as to possess higher
complete recall, what corporations have to perceive is product’s UCP.
UCP could be a fruits of a mess of knowledge that the buyer receives from numerous channels. it's the
opinion that the client forms by being exposed to advertising, competitor’s claims and advertising, word
of mouth, personal likes and dislikes, etc.
UCP is additionally a results of the ‘product experience’. Customer’s association with a selected product
might cause a formation of opinion for the complete that the merchandise belongs to and thence may have
an effect on the UCP.

A company will confirm its UCP victimisation easy tools like form Technique, Focus discussion,
intellection Technique and price Association Technique.
Customers’ interest is targeted on what your product or service will for them - the advantages. however
employing a specific product solves an issue or improves an outcome. The key to unlocking the choice to
shop for is providing advantages that outweigh what the competition offers. These advantages are a
powerful a part of the method that ends up in formation of the UCP. (Srivastava, 2005)

It is quiet clear that the corporate ought to attempt to get the very best level of work between the USP and
therefore the UCP of the merchandise / complete they're promoting. Therefore, the question arises
relating to matching the USP with the UCP.

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Annexure:
QUESTIONNAIRE FOR COLA DRINKS
Sample of questionnaire for market research:
Name: ------------------------
Address: -----------------------
Occupation: __________
Sex: Male ( ) Female ( )
1. Under which age group do you fall?
Below 15 ( ) 15 - 25 ( ) 25 – 35( ) 3 5 - 4 5 ( ) Above 45 ( )
2. When you think of cola drinks, which Brand comes to your mind?

3. Which cola drink ad did u see recently and when?

4. Does an advertisement influence your purchase decision?

Yes ( ) No ( )
5. What do you find interesting in an ad?

6. Whose advertisements/campaigns do you like the most?

Pepsi ( ) Coke ( ) Thumbs Up ( )
7. On a scale of 1 to 5, Rate the quality of advertisement of the following cola drinks:-
 Pepsi
 Coca cola
 Thums up

QUESTIONNAIRE FOR CHOCOLATES

Sample of questionnaire for market research:
Name: -------------------------
Address:
Occupation: _________
Sex: Male ( ) Female ( )
1. Under which age group do you fall?
Below 15 ( ) 15 - 25 ( ) 25 - 35 ( ) 35 - 45 ( ) Above 45 ( )
2. When you think of chocolates which Brand comes to your mind?

3. Which chocolate ad did u see recently and when?

4. Does an advertisement influence your purchase decision?

Yes ( ) No ( )
5. What do you see interesting in an ad?

6. Whose advertisements/campaigns do you like the most?

Kit Kat ( ) Munch ( ) Perk ( ) Dairy Milk ( ) others ( )please Specify____
7.On a scale of 1 to 5 , Rate the quality of advertisement of the following chocolates:-
 Kit kat
 Munch
 Perk

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 Dairy Milk
 Others

QUESTIONNAIRE FOR TOMATO KETCHUP

Sample of questionnaire for market research:
Name: ________________________
Address: _______~---------------
Occupation: _________
Sex: Male ( ) Female ( )
1. Under which age group do you fall?
Below 15 ( ) 15 - 25 ( ) 25 – 35() , 35 - 45 ( ),Above 45 ( )
2. When you think of ketchups, which Brand comes to your mind?

3. Which Ketchup ad did u see recently and when?

4. Does an advertisement influence your purchase decision?

Yes ( ) No ( )
5. What do u find interesting in an ad?

6. Whose advertisements/campaigns do you like the most?

Maggi ( ) Heinz ( ) Kissan ( )
7. On a scale of 1 to 5 , rate the quality of advertisement of the following ketchups:-
 Maggi
 Heinz
 Kissan

QUESTIONNAIRE FOR FAIRNESS CREAMS

Sample of questionnaire for market research:
Name:
Address: _______________________
Occupation: __________
Sex: Male ( ) Female ( )
1. Under which age group do you fall?
Below 15 ( ) 15 - 25 ( ) 25 - 35 ( ) 35 - 45 ( ) Above 45 ( )
2. When you think of Fairness Creams Which Brand comes to your mind?
3. Which Fairness Cream ad did u see recently and when?

4. Does an advertisement influence your purchase decision?

Yes ( ) No ( )

5.What do u find interesting in an ad?

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6. Whose advertisements/campaigns"de you like the most?
 air and lovely
 Fairever
 Fairone
 Others

7 .On a scale of 1 to 5 , rate the quality of advertisement of the following Fairness creams
 Fair and lovely
 FAirever
 FAirone
 Others

QUESTIONNAIRE FOR DETERGENTS

Sample of questionnaire for market research:
Name: _________________________
Address: _______________________
Occupation: _________
Sex: Male ( ) Female ( )
1. Under which age group do you fall?
Below 15 ( ) 15 - 25 ( ) 25 - 35 ( ) 35 - 45 ( ) Above 45 ( )
2. When you think of Detergents, which Brand comes to your mind?
3. Which Detergent ad did u see recently and when?
4. Does an advertisement influence your purchase decision?
Yes ( ) No ( )
5. What do you find interesting in an ad?

6. Whose advertisements/campaigns do you like the most?

Ariel ( ) Surf Excel ( ) Tide ( ) Wheel ( ) others ( ) please Specify______)
7. On a scale of 1 to 5, Rate the quality of advertisement of the following Detergents: -
 Ariel
 Surf Excel
 Tide Wheel
 Others

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