Brand War Between Colgate & Pepsodent

Understanding brands with focus on Brand War Between "Colgate And Pepsodent"

DISSERTATION REPORT ON

UNDERSTANDING BRANDS WITH FOCUS ON BRANDWAR BETWEEN

"COLGATE AND PEPSODENT" Submitted to: MR. N. N. SENGUPTA H.O.D.(MBA)

Submitted by: Anand Kumar Singh Roll No. !"#"$

International Institute of Management & Technology Technology,, Meerut

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ACKNOWLEDGEMENT

I would would like to thank thank Miss Padma Misra (Faculty IIMT), and all other faculty members of MBA who has helped me to understand the concepts of branding and advertising better and gave me this opportunity to do this proect, which has clarified many doubts, which baffled me earlier!

ANAND KUMAR SINGH


"


ACKNOWLEDGEMENT

I would would like to thank thank Miss Padma Misra (Faculty IIMT), and all other faculty members of MBA who has helped me to understand the concepts of branding and advertising better and gave me this opportunity to do this proect, which has clarified many doubts, which baffled me earlier!

ANAND KUMAR SINGH


"


#ontents Topic

Page No.

Introduction$$%hat is a Brand

 $'

Branding Metamorphosis

( $)

*ecent Trends

+ $ 1"

Brands $the Mega Assets

1 $ 1'

The -lip side

1(

.aluing a Brand

1/ $ 1)

0eed for Branding for Indian Ind ian #orporate

1+$"

2egmentation and positioning strategies

"1 $ 1

Brand Association

" $  (

Brand %ars 3 An introduction The Brand %ar between #olgate And 4epsodent The %ar continues

/ ) $ ( (1

Another brand war with 0irma for 566

( " $ (

Brand wars ""$

('$(/

*esearch Methodology

()$(+





INTRODUCTION: WHAT IS A BRAND? Brands are a part of the fabric of life said 7avid 8gilvy! A brand must be something different from a product! Arguably all brands start as undifferentiated products9 their success or failure in the marketplace depends on their functional :uality! A brand, then, has an e;istence separate from an actual product or service3 it has a life of its own! Thomas #ook means something to us9 it carries with it associations and memories that are generally to do with travel s che:ues! Brands can e;ist in any field! Most of the well$ known brands, are from the fast$ moving consumer goods <-M#?= area, but we can also think of #oca #ola, 2ingapore Airlines, #lub Med, 7isney, #aterpillar, and many more! The analogy with brands is that it is at the margin that disagreement is possible! @veryone agrees that #oca$#ola, Mars, 4epsi, and so on are brands! The problem arises with less established or newer entities! The test must surely lie not in the views of individual commentators, but in the collective opinion of the target customers and consumers! If they can perceive that a product has a uni:ue identity that differentiates it from other similar products, and they can describe it and the uni:ue set of benefits it offers, then it is a brand!

International Institute of Management & Technology, Meerut

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Branding is a fundamental strategic process that involves all parts of the firm in its delivery! It is about marketing, but is not confined to the marketing department! The brand must always deliver value, and the value must be defined in the customers terms! It has a continuing relationship with its buyers and users9 this may change over time, but the firm must always work to maintain it! 2ince competition is getting fiercer all the time, and because structural changes undermine the status :uo, branding must be continuously adapted so that it is both efficient and effective!


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THE BRANDING METAMORPHOSIS Mu!i"a!io"a# $o%i"a!e$ !&e a$'e(!i#i"g #)eep#!a*e# a# +(a"$ )a(# gai"e$ p(o%i"e"ce

It was the year of the great marketing warfare! 2can the list of top spenders on television! This medium consists mainly of survivors! They are companies that spent huge sums in the battle for market share! @specially Anglo$7utch foods and toiletries maor 5industan 6ever 6td! <566=, which aggressively charged into each of its product categories Co"#i$e( !&e +a!!e,(o"!3 HLL -# Coga!e Pa%oi'e HLL '# Ne#!e HLL '# P(oc!e( / Ga%+e 0P/G1 a"$ Coca2Coa -# Pep#i. 6ittle wonder then that 566

tops the list of big spenders for the seventh consecutive year, and is leagues ahead of contenders! And a cursory glance at the charts shows that while multinationals dominated television, Indian companies ruled press advertising #learly, the share of Indian companies is gradually decreasing in the *2 ',' crore <*s 1 crore  *s 1 billion= advertising sweepstakes! 2even years ago, nearly half the number of the top 1 ad spenders were homegrown organiCations like the TATA# Go$(e3 Soap# Pa(e E4po(!# a"$ Ba3a3 Au!o ! Today, Da+u( is the only Indian company to figure in the list for television, which accounts for almost ( per cent of total ad billings According to retail audit outfit, 8*?$Marg, which has collated the television and print spends Indian consumer durable and automobile maors have dominated the print line$up! 8nly fast moving consumer goods <-M#?= specialists appear to have patroniCed television in a big way, especially HLLA company conspicuous International Institute of Management & Technology, Meerut

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by its absence at number two or three is ITC. That is because 8*? did not consider any below the line spends and alternate media like outdoors, radio and cinema! The #alcutta$based tobacco multinational spends nearly two$thirds of its budget on event marketing and below$the$line activity! This is more by compulsion than choice cigarette advertising on television is banned by the government 0estle, which was at number four last year, has moved up to second spot after 566! The spend came at a time when Best -oods with its K"o(( range of soups was giving Ne#!e5# Maggi soups a tough time! At the same time, Maggi sauces were under threat from HLL5# Ki##a" ketchup! %hat is more, it had had an aggressive #adbury to contend with in chocolates The debutantes of recent years include American soft drink maors Co*e and Pep#i! The slugfest largely anchored in sporting events e;ploited television to the

hilt! They also used a fair amount of below$the$line activity! At any given time, either of the company had a promotion running! #hange is what has made Da+u( appear in the list in the last two years! %ith a new generation at the helm, its foray into vibrant categories like cosmetics has given it a complete facelift! Today, 7abur has shed its ayurvedic garb for a contemporary image with its diversification into high$profile areas like cosmetics, foods and toiletries In fact, these categories dominated the limelight last year! In 1++), 566, which had B(oo*e Bo"$ and Po"$# in its stable, introduced " new products and relaunched 1)! -rom Pep#o$e"! Po)e( to Ee 67 fragrances to Re$ La+e "$in$1, the debutantes were no new brands! They were either line or brand e;tensions! 8n television alone, 566 appears to have almost doubled adspend to a colossal *s (' International Institute of Management & Technology, Meerut

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crore last year! <5ere, 8*? goes by the rate card supplied by ad agencies and not the discounts given to companies for bulk bookings= Almost  per cent of this budget is believed to have been spent on foods promoting the Ki##a" and A""apu("a brands while K)ai!8 Wa5# has been a bit low key! 6ast year alone, 566 is said to have spent *s 1) crore on Annapurna! Dnable to match this share of voice, Annapurnas then competitor, 7#% 5ome 4roducts Cap!ai" Coo* atta and salt were ultimately relegated to the back shelves 6ike 566, most of the multinationals spending run on conservative lines! 8n an average, they reserved three$:uarters of their ad outlay for television! That is understandable considering the growth and reach of television! Three years ago, / Indian and foreign channels were beaming /+ hours worth of news and entertainment! Today, there are '' odd channels beaming roughly 1, hours of programming! This has no doubt segmented the target consumer! And with -M#? companies stretching their brands every which way, television has become a dominant concern in their media plan 0ow consider p(e##. @;cept for Dnit Trust of India

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THE RECENT TRENDS This scenario is no doubt reflected in the category and brand spends! %hile television is dominated by -M#? brands, print is a mi; of service players, cars, two$wheelers, consumer durables and electronics %hile DTI leads in print advertising, television has a surprise winner in U3aa li:uid whitener from Fyothy 6aboratories! #ompared to three last year, it is the only Indian brand to figure in the list! Based in Mumbai, violet colored Dala, with a spend of *s ( crore, has redefined the whitener market characteriCed by li:uid blues 8nce again, Co*e and Pep#i have made the grade! %ith both using film stars and cricketers to endorse their products, the war is not yet over! It is not surprising that with consumers either downscaling their purchases or buying less, both 566 and 4&? have been pushing their brands with gusto %hile 4&?s Pa"!e"e shampoo has leapfrogged from fifteenth place to fourth, si; of the top 1 brands belong to chairman Eeki 7adiseths company! %ith both these companies, along with Ni(%a, driving ad spends, consumer softs are the widely advertised categories on television! They are a concoction of toilet soaps, detergents, shampoos and toothpastes! %ith cricket fever in full swing last year, soft drinks, dominated by #oke and 4epsi, moved up from thirteenth place to fifth The cutthroat competition from more than half$a$doCen li:uor manufacturers has generated enough fiCC! %ith almost all of them introducing Indian made foreign li:uor, all the segments in the bar are high on clutter! %hile the state$owned Doo($a(#&a" does not carry li:uor ads, the satellite channels are choc$a$bloc with

spirits


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8r take co(po(a!e a$'e(!i#i"g! -rom banks to pharmaceutical companies, image ads were on many corporate agendas! In a year that saw the most number of mergers

and

ac:uisitions,

industry

sources

claim

that

pharmaceuticals

conglomerate No'a(!i# ads were the most high$profile in print and television 0ow look at toilet soaps, which has been tops for the seventh consecutive year! The ma;imum relaunches have taken place here! 8ne reason is the stagnant state of the category! The premium segment accounts for 1' per cent of the market! %hile growth rates were a mere $ per cent last fiscal, they are e;pected to be flat this year! The popular segment, which accounts for ' per cent of the market, is also flat! As a result, weve had to push more money into advertising to ust hold on to market shares! however, while players had to get users to pick up their products in the top segments, Ahmedabad$based Earsanbhai 4atels 0irma has been giving them the itters! 8perating largely in the sub$popular segment <*s ($ (!' for a /' gm cake=, this segment has been growing at " per cent #hanging consumer habits is what is believed to have pushed te;tiles from second place in 1++/ to si;th in print advertising! %ith many brands in the market, the trend is to move away from fabric to ready$to$wear garments! And with more and more companies looking at value$addition, te;tiles are losing share All these statistics make one thing clear! The top 1 spenders list for the millennium could see a maor reshuffle! Ma(*e!i"g: Successful brands are money-spinner and an important tradable asset. So what make a brand tick !specially the Indian brand

THE u(e i# i((e#i#!i+e! #ustomers cannot but caress the e;:uisitely crafted shirt which weighs a mere " gm! Its logo is sewn by hand to be positioned over the heart of the wearer and weighs e;actly !) gm! The mother of the pearl buttons International Institute of Management & Technology, Meerut 1


are sourced only from the 4acific 8cean! The yarn is spun so fine that it takes " km of the material to produce a single shirt! Before it reaches the store, the fabric is tested for fastness of color to temperature, light and sweat! 0ow only one brand is so fastidious about :uality! That>s right, Laco#!e! Any surprise then that people are willing to burn their pocket to pick up oneG In addition, you say what>s in a name! Think again! AB#6 paid Amitabh Bachchan *2 1 crore for being allowed to use those two valuable words! BPL Teeco% will shell out *2 1 crore to its parent for carrying the company name on its products! The TATA# have imposed a >levy> on + group companies for the same reason, a move that is e;pected to fetch it *s ' crore in the first year! Megabrands all and they fetch megamoney! A%i!a+& BPL TATA# Laco#!e are all great brands! Indeed! -or many of us, the very word Ta!a invokes an image of a robust, responsive and indigenous product! In practical terms, the brand is a seal of consistency, reliability and character! Brands are like people actually! @ach one has a name and a physical, psychological and emotional character! 4sychologically, a Laco#!e shirt owner is Ha great spender, knows to be casual at the right time, and is an e;pert in his fieldH! @motionally, it is a brand for the arrived! The stronger the brand, the stronger its recall among the public! *emember the health soapG ou must have surely thought of Li,e+uo8! %hich cigarette has the filter and tobacco perfectly matchedG 7id you say %illsG %hich is the moisturiCing soapG Do'e, of course! The product is different from its brand name! A product is made in the factory, a brand is what a consumer buys! A product can be copied, a +(a"$ i# u"i9ue. B(a"$ pe(#o"ai!8 is the discriminator in the marketplace! 0o one can make

another Lu4 not the soap we use physically but the soap we buy! It goes for the health drink Boo#!. Most of the other brands are similar3 warm, caring, motherly! International Institute of Management & Technology, Meerut 11


But how do you convince the customers that your nourishes is a better >energy> drink than Boost Branded products have a great advantage over the unbranded ones3 they fetch a higher price! 7oesn>t Cap!ai" Coo* a!!a cost more than the wheat flour from your neighborhood grocerG Ta"i#&9 ewelry from Titan costs " per cent more than a comparable piece at your family eweler! Branding also means better bargaining power for the company with the dealers! T&a!;# +ecau#e !&e(e i# a(ea$8 a ;pu; ,o( !&e p(o$uc! !&e(e %a8 "o! +e !&e "ee$ ,o( a g(ea! ;pu#&; +8 !&e (e!aie(#

An established brand also facilitates growth through >e;tensions>! Ha3%oa candies for a kid, for instance, was launched with an established brand name! De!!o antiseptic e;tended to soap, handwash li:uid, medicated strips and shaving cream A powerful brand adds to the company>s wealth for generations! *emember Da$a? 6aunched in 1+'+ when 6ever Brothers
build a truly Indian brand, 7alda did so well that the brand became a generic name for vanaspati! The clock was recently turned back with the launch of 7alda -eel 6ight in Andhra 4radesh and Tamil 0adu! 7alda as a brand is a sleeping giant! The company wanted to wake it up! #reating another brand with that e:uity would have taken years

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BRANDS THE MEGA ASSET In 1++, Coca2Coa paid close to *s 1/' crore to buy the T&u%# Up Li%ca Ci!(a and Go$ Spo! brands! It was a coup of sorts! -ive years later *amesh

#hauhan of 4arle declined to part with the Bi#e(i brand! 5e decided against renewing the five$year contract with #oke, which would have given the soft drinks giant the right to use the Bisleri name! -or #hauhan, the brand could have turned out to be his biggest asset, his new launch pad! 5e planned to take Bisleri sales from *s  crore at present to *s " crore in a few years! Brands also provide the competitive advantage! It is the power of the brand that makes NIIT Ap!ec& Ba!a DHL BPL -i$eoco" and Be"e!!o" among the fastest growing and more profitable companies! The entire franchise operation is actually built around the brand power! #ustomers can e;pect the same :uality of the 0IIT course whether they are at 0agercoil or in 0ew 7elhi Most significantly, the brand is increasingly becoming an important tradable asset! In 1++, ?odre 2oaps paid *s 1" crore to pocket the *s (/$crore Transelektra
for

Mo4

E4ce

and

Sup(i%o4!

In 1++/, 5industan 6ever paid *s 11 crore for La*%e;# basket of brands s two plantsJ=! 4rocter and ?amble is reportedly paid *s / crore for its Me$ica(e anti$lice shampoo! In April, the ?ramophone #ompany of India ac:uired 2angeetha, a leading audio producer of classical and devotional songs in the south! International Institute of Management & Technology, Meerut 1


Ac:uiring a brand is a superior option over purchasing the entire operations of the company! =i(#! the buyer buys only the brand name
bought Mo; because its own brand in the same family, Amo;ycillin, was not doing too well! T&i($8, buying a brand saves a lot of brand$building time and cost! 7rugs companies are known to recoup the cost of buying a brand in less than four years Building a strong brand is about occupying a prominent place in the perceptive space of the targeted customers, edging out the competitive brand images! The distinctiveness could be derived from ust about anything! #oca$#ola, for e;ample, has a distinctive shape of the bottle, color and script of the can, besides the youthful messages

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The +(a"$2+ui$i"g e4e(ci#e +egi"# )i!& u"$e(#!a"$i"g a"$ a"!icipa!i"g !&e "ee$# o, co"#u%e(# a"$ !&e *e8 a!!(i+u!e# o, !&e p(o$uc! ! The physical

properties must match the brand>s image! ITC;# super$refined groundnuts oil #rystal had to be Hso clear, so pureH that it had to be practically invisible! 8n the other hand, Sa'o";# maor problem was that it would not turn water cloudy, as De!!o did

And then the product is to be packaged with a cea( +(a"$ i%age. Both A%u and B(i!a""ia have launched sliced cheese but they proected it differently! The

smartest thing Britannia has done is to position its cheese as a milk product!H @ach slice is worth a glass of milk, says its advertisement I, !&e +(a"$ i%age ge!# $iu!e$ #ae# #u,,e( ! The conflicting brand image is

reported to be the cause of O"i$a;# fall from its 1++( #T. marketshare of " per cent to about 1 per cent in 1++/! 8nida was at the top end of the brand image bracket but when it entered the volume game in 1++/ it lost its premium image and sales The value of an established brand is in part due to the realiCation that it is more difficult to build brands today than a decade ago! The cost of advertising and distribution has been much higher in recent times! The bestseller Co%pe!i"g ,o( !&e =u!u(e says HI! !a*e# i" !&e o($e( o, >6 +iio" o, a$'e(!i#i"g !o +ui$ a #ig"i,ica"! #&a(e o, %i"$ )i!& co"#u%e(# ac(o## No(!& A%e(ica A#ia a"$ Eu(ope.

As the consumer and markets change, so too the brand images! The 7ove beauty bar was introduced with the accent on a softer skin because it contained Hone :uarter cleansing creamH! %hen sales of cleansing cream products declined, 7ove was promoted as Hone :uarter moisturiCing creamH! The brand Coomed past its competitor International Institute of Management & Technology, Meerut 1'


THE =LIP SIDE De#pi!e !&e o+'iou# 'aue o, a +(a"$ !&e +(a"$2+ui$i"g p(oce## i# e(o$i"g o8a!8 e'e# a(e ,ai"g a"$ p(ice i# +eco%i"g !&e %o(e #aie"! ,ea!u(e o, a p(o$uc!. @;pect people to buy branded products but do not e;pect them to be loyal to

a particular brand for long! It is not the consumer>s fault! %ith the proliferation of brands, the difference is becoming marginal for products in similar categories! 5owever, this is in some ways a sign of a maturing market! #ompanies will have to find ways to be innovative at both physical and brand personality levels! %atch the ongoing color T. price war3 companies like .ideocon, 8nida and B46 dominated for long, but Akai has swept the market almost overnight because there was not much difference at the physical level and the price it offered was very attractive for the customers!

E,,ec!i'e +(a"$i"g !&u# i# !&e pu(#ui! o, i"e9uai!8! It is about creating a different

perception about a product! 8f course, there has to be :uality too! Initially a product is bought on the esteem level of its brand! 5owever, in the long run, the product must perform up to the e;pectations!


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-ALUING A BRAND #ompanies like B46, Infosys and Aptech have their brands valued! The Aptech brand, for instance, was valued at *s "/1 crore! In other words, that>s the money you will have to shell out to own the si;$letter word, Aptech! The essence of brand valuation is calculating the price premium earned by a brand over the years into the future
P(ice p(e%iu% ge"e(a!e$ +8 !&e +(a"$ "a%e

%hat are the price levels of comparable automobilesG The value of the car brand K in a given year would be the price differential between cars K,  or L live>! 

Oppo(!u"i!8 co#! o, "o! o)"i"g !&e +(a"$

Another method of valuing a brand is the additional cost of establishing the product without the advantage of the loyalty of the established brand name!



Ma(*e! pe(cep!io"

The market price of the share reflects the brand strength! 5igher the difference between the book value and the market value higher the value of the brand!


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

P(e#e"! 'aue %e!&o$

This is similar to the first method e;cept that the future premiums are calculated at today>s value -or e;ample, the present value of *s 1 to be earned two years down the line is *s )!"'
According to a survey by A&M magaCine the top ten Indian brands is3 -ic*# Coga!e De!!o Ri" Co#e Up Po"$# Ba!a Io$e4 Doo($a(#&a" a"$ Ho(ic*# !

@;cept for 7oordarshan, all are brands owned by M0#s! The top ten brands owned by wholly Indian companies are 7oordarshan, 0irma, .I4 luggage, 7alda

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NEED =OR BRANDING =OR THE INDIAN CORPORATES Indian companies need to focus on brand building to survive in a liberaliCed economy! There is a huge potential for Indian products to become global brands! Dnfortunately, there has been no concerted effort made by an Indian company to make a brand tick abroad! / per cent of the brandable commodities in our country is e;ported in an unbranded form! %hile branded e;ports earn  per cent profit, non$branded e;ports earn ust two to three per cent! There is a need to develop a national identity and entrepreneurs should have a long$ term vision! These issues have to be addressed before India can be sold as a brand! The first task is the utiliCation of funds parked with the India Brand @:uity -und! The idea is to promote India as a country, the products will then take care of themselves! In order to highlight the fact that a brand should be relevant to popular culture we can think of Annu Eapur who, through Antakshari, was closer to the audience than 7erek 8 Brien of #adbury>s Bournvita :uiC! 8ther principles that could be highlighted are the maintenance of sanctity of the brand>s core values even while e;tending it $ like 4rannoy *oy has done with his election analysis in The %orld this %eek and now 2tar 0ews channel! Brands are evolving organically rather than on their own, like Asha Bhosle has evolved! Aamir Ehan came up for discussion as a brand whose image is such that he is seen as being different and discerning in account of his selectivity while signing movies! This was for a brand which has reached a stage where it stops talking about International Institute of Management & Technology, Meerut

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what it does and talks about what it stands for Brand repositioning was undertaken by companies to increase market share as Ha well established position is not necessarily the ideal position! The position in itself may be restricting or may not be achieving the desired rate of success! #adbury>s 7airy Milk had successfully e;tended chocolates from a Hkiddy categoryH to a product consumed also by adults! The real taste of life campaign worked! It broke the adult guilt barrier to chocolate consumption! The chocolate market, which was growing marginally, saw a ump! The overall market grew by  per cent in >+' and 1)!/ per cent in >+( while the brand growth was '" per cent and "/!+ per cent during the same period! @stablishing the twin elements that go into gaining and retaining customers viC!, psychographic understanding of the consumer and product promotion at the relevant places!


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SEGMENTATION AND POSITIONING 2 A PERPETUAL PROCESS 2@?M@0TI0?, targeting and positioning <2T4= is the core aspect of any marketing strategy! 4rimarily, the strategic value addition associated with the approach of any company is associated with 2T4 planning! As competitive activity is getting vigorous in terms of total offering
e;isting brands which have generally been in the market for several years P(o$uc!2(ea!e$ a#pec!# which re:uire specific introduction of products at the

appropriate time to enable a brand to sustain its competitive position! These are associated with the changed set of needs regarding the usage of products! The image of the brand is associated with the perception of consumers! 5ow does an image undergo a changeG The image may be affected if a brand does not actively or intensely attempt to spread the usage of a concept when it is introduced! Brylcreem, a International Institute of Management & Technology, Meerut

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brand of hair cream, which has been in the market for several years, has not grown in a significant manner > look on the convenience plank! It is essential to increase the fre:uency of usage in the target segment and find ways to e;pand the target segment through appropriate positioning strategies over a period of time > relationship, with the mother endorsing the core proposition of the brand! Ne#ca,e for a long time was using the come alive!!!!>> commercial in the cinema

halls! This commercial was associated with the strength of a brand attribute > in the minds of consumers! 0ew brands which might have come up later may make use of these unusual niches>> and gain a stronghold in the market! Iode;, Amrutanan and .icks were leading players in the balms market! Iode;, until recently, was positioning itself as a sprain reliever> and Amrutanan, until recently, International Institute of Management & Technology, Meerut

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was perceived as a general remedy balm! Moov, a brand which entered the market in the mid$eighties positioned itself as a backache reliever>! It has made rapid strides in the recent times and Iode; itself is attempting to position itself as a pain$reliever!>> A brand, which has managed to capture the market during the initial stages of development of the product concept positioning! These brands over a period, could have also positioned themselves as value for money> detergents to target a wider target segment! Ra8%o"$ is an interesting case for analyCing the image management over a period of

time! After positioning itself strongly as the guide for a well$dressed male>> for years, the brand provides a sophisticated backdrop > who is very down$ to$earth! This emotional differentiator is good enough to ensure that the consumer perceives the brand in a distinguished manner! The brand has also been positioning its retail outlets on the e;clusivity platform to maintain a symbolic aura around the brand! The initial readymade$wear of the company 7ouble Bull and 6egwear did not make any significant impact during the early eighties! But, 4ark Avenue with its American


"


connotation, dovetailed well with the foreign readymade association> at a time when the readymade market is picking up!


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P(o$uc!2(ea!e$ a#pec!#

?oing back to the Io$e4 e;ample, there is a clear need for a non$ staining and non$ greasy balm in the market! This is perhaps the reason why Iode; started promoting the spray variant! But due to packaging costs, the spray variant cannot substitute the original version! There is a need to develop a new product version, which would be in tune with the emerging needs of consumers! The competitive brand Moov is making an attempt to reposition its competitor by making a reference to the staining characteristic of Iode; in its recent positioning spots of pain balm=! This kind of positioning is likely to have a powerful impact on the consumers campaign through the eighties which

established the brand on the value for money> platform
have been one of the obectives of 2urf Dltra which came out with the anti$stain> International Institute of Management & Technology, Meerut

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positioning! The typical 2urf consumer was probably used to using a small :uantity of detergent and this may have created similar e;pectations from 2urf Dltra! 2urf @;cel was launched and was positioned with the typical slice of life> commercial where the user>
4ositioning is creating a niche in the minds of target segment consumers! 8ver a period, due to changes in the environment and competition, there is a need to shift the brand in the perception of consumers! *e$niching or repositioning predominantly International Institute of Management & Technology, Meerut

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involves marketing communication and packaging associated with the brand which is to be repositioned s 7rinking #hocolate changed to H#hoco #heerH in the eighties=! In today>s conte;t, repositioning s mind! The following are some of the advantages of repositioning3 i!

It gives the brand a contemporary perception

ii!

It helps to correct the perception of consumers after the brand is launched! There are instances where this strategy may have worked
#lose$up repositioned the brand s= had dropped 7ouble Bull and Menswear brands before making a success of 4ark Avenue! As stated earlier, this is not a typical repositioning strategy as it involves a change in branding! 0evertheless, it did achieve the company>s purpose of repositioning its ready$made wear! iii! Brand e;tensions make it possible for the brand to retain consumers who would have otherwise switched brands <4ond>s 7reamflower Magic, 5ero 5onda 2leek


"/


and 2urf @;cel are e;amples=! Though these e;tensions are variants of the original brand, they HplaceH the brand in a different perceptional field because a! The original brandname has an Hadd onH indicating the HnewnessH of the offering9 b! The offering itself is different from the original one! The original brandname provides the reassurance to back up the new offering! A conceptual remark3 If brand e;tension is useful in retaining the e;isting base, it is repositioning!= iv! *epositioning helps the brand to clearly convey a new benefit , HimprovedH versions of brands are e;amples! v! *epositioning sometimes may be re:uired to reposition the product category itself! 2ome e;amples are given later in the article! vi! *epositioning provides the brand a HreprieveH situation, though this approach is rarely successful! A 2oya$based tetra$ pack soft$drink brand

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Appica!io" o, (epo#i!io"i"g #!(a!egie#

There are a number of ways in which repositioning strategies could be applied! i. Repo#i!io"i"g !&e p(o$uc! ca!ego(83 This approach could be applied if there are

only a few brands in the product category! 2avlon attempted to reposition the category of antiseptic lotion <7ettol is the leader in this category= by stressing the proposition it <2avlon= does not sting or burn>> $ the :ualities that consumers probably associated with antiseptic lotion! In this conte;t, the category itself is re$ niched> in the minds of consumers and the brand which takes the initiative gets high visibility among consumers! 7oy, a brand of soap for children, has followed the category repositioning>> route! Eids> was launched by Fohnson & Fohnson for the children>s segment! The proposition of the brand was the fruit flavored variants of the soap > is that a new brand takes on an established brand in the category >=! #onsumers form a different kind of perception about the category because the new brand offers a proposition, which is not associated with the established brand! As a number of brands start entering the category, different propositions create different segments with very little opportunity for brands to reposition the category! Brands create segments with specific propositions

and reposition themselves at an appropriate time! #ategory

repositioning>> is most appropriate when the category does not have too many brands! ii! Repo#i!io"i"g cou$ co"'e8 a c&a"ge i" +(a"$ p(opo#i!io"3 '$ 2tar, which was initially positioned as a togetherness>> bar, shifted its proposition to energy>>!


"+


The interesting aspect is that though repositioning involved the change of proposition, the demographics and psychographics of the target segment were not altered! iii. Repo#i!io"i"g cou$ co"'e8 a c&a"ge i" !&e !a(ge! #eg%e"! ! #adbury>s 7airy

Milk chocolate has positioned itself to the adult segment! The initial positioning
Margo soap some years back brought out a T. commercial to convey the benefit of neem to modern women! As a part of the repositioning e;ercise, a modern lady was shown getting nostalgic, about the goodness of neem too! *ecently, the brand has International Institute of Management & Technology, Meerut

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launched a commercial, which directly conveys the benefit of neem of consumers, repositioning strategies will become a pre$re:uisite for established brands! This would enable these brands to sustain the relationship with the respective target segment!


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BRAND ASSOCIATIONS 2 IMPLICATIONS AND STRATEGIES Cee+(i!8 A##ocia!io"

#elebrity usage in communications is almost creating a clutter today! %hat does the celebrity offer a brandG 5e or she transfers his or her image t be too many consumers who might rush to the retail outlet to buy a durable ust because of the celebrity association of the brand! It is to be noted that the celebrity > on several products of the brand, which is really an umbrella brand covering the full range of the company>s products!


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The same celebrity appears in a soft drink advertisement > power of the commercial which, by itself, is the difficult task > orientation! As nimbu>> is a drink which is accepted as a part of the culture, the target segment for the drink has to be wider than other aerated drinks like cola and orange

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7avid Aaker proects the limitations of using celebrities $ they may age with time, lose their following or ust become irrelevant in a changing environment! 5e suggests the development of fictional characters to ensure a permanent association and recall! M*->s muscle man>> and Air India>s maharaa>> certainly lend substance to this point of view! U#e(#

There are two ways to make use of this dimension $ targeting specific users in a category and making use of user imagery! Targeting specific users in a category could be effectively used in certain categories like soft drinks and packaged butter! Amul 6ite was introduced a few years ago, but did not seem to have made significant progress among the users of packaged butter! Instead of targeting users of butter, the brand could target heavy users of butter who would be more prepared to change over to a product, which has fewer calories! The world lite>> would have found a spontaneous association in the heavy user> segment! -ood%orld has cultivated a value association with the buyers of commodities, provisions, packaged products and vegetables! %hile supermarkets in the Indian conte;t have always developed an association with the upper strata of consumers, this chain makes an attempt to establish an association with the middle class consumers by offering merchandise that would be of interest to them! These are buyers who are used to retail shops where :uality of goods may be inconsistent over a period of time! Besides, an ambience where consumers could shop with comfort and ease also adds value, making shopping a pleasurable outing! The user imagery association is e;tremely useful in conveying the image of the target segment, which is of interest to the marketer! #harms cigarettes conveyed the target segment

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visuals! @lle 1) s communication s consumers $ young, energetic fun loving and very outgoing! It is very interesting to note that a brand of soap imagery of .icks perhaps inhibited consumers s association with the children>s segment was so strong that it had to build a brand for its prickly heat powder for adults $ 2hower to 2hower! If different segments are addressed by the with appropriate imagery that would appeal to different target segments, the positioning may become weak as no segment will identify itself strongly with the imagery! 5MT>s watch its happening>> T. commercial addressed several segments during the mid$eighties! 5orlicks also attempted a similar route around the same period! Though it may be difficult to draw specific conclusions about the success of these imagery> e;ercises, it is evident that these brands no longer address such diverse segments through such imagery creation!


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Lea$e( a# a (e,e(e"ce poi"!

#omparative advertising in which the sponsoring brand compares itself with a competitive brand >! This differentiates>> the brand from other brands! This could be attempted in product categories where a number of brands are on the same plane > from a number of other brands, which may enter the market! #reating brand association involves positioning the brand in the mindset of consumers! The concept of u"i9ue #ei"g p(opo#i!io" 0USP1 advocated by *eeves

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BRAND WARS : AN INTRODUCTION Admen love a scrap, and in 1++/ they had plenty! The traditional rivals, 566 and 4&?, 566 and #olgate, #oke and 4epsi carried on the game of marketing warfare some time through advertising and some time in the corridors of M*T4#! But probably the most significant events were related to mergers and ac:uisitions, which have changed the dynamics of the advertising industry! #olgate was sitting tight all these years! 5industan 6ever finally turned on the heat! 4epsodent started comparative advertising and went for the ugular! #olgate felt rattled! -oul>, cried the American personal product giant and went to M*T4#! Battles were fought3 566 withdrew the ad, but the war is far from over! The court will decide in a few months on the validity of the rivals> claim! The sidelight was even more interesting! Two much$venerated public relations men put up a charade that had the rest of the industry in splits! The 566 4* man said his long$time friend $$ who incidentally handled the #olgate account since 1++1 $$ attended a 4epsodent strategy session without informing the 566 people!


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THE BRAND WAR BETWEEN COLGATE AND PEPSODENT "Foamin# at the mouth" Coga!e2Pa%oi'e 0I"$ia1 L!$! has launched mega offers such as $$ buy one, get one

free $$ to boost its market share! 5industan 6ever has also followed suit with an H8n ApprovalH scheme for promoting its 4epsodent brand! T&e o,,e(# ,(o% eac& o, !&e )a((i"g #i$e &a# +ee" ai%e$ a! a'oi$i"g $iu!io" i" %a(*e!#&a(e as a result of the ongoing dispute between the two! 2uch offers, in the

past, enabled companies to boost volumes and thus the market share till the scheme lasted! -urther in an advertisement, Coga!e2Pa%oi'e announced the one$for$one scheme for all its 1 gm toothpaste brands $$ Coga!e De"!a Coga!e =(e#& Mi"! Coga!e Ge BueRe$ Coga!e =(e#& S!(ipe Ge Coga!e Cacigua($ a"$ i!# p(e%iu% +(a"$ Coga!e To!a!

The offer was e;pected to garner good volumes for the company, which is engaged in a fight against arch rival Hi"$u#!a" Le'e( 0HLL1 on the latter>s claim of 6 pe( ce"! #upe(io(i!8H!

@ven while the war between the two M0#s, in the Monopolies and *estrictive Trade 4ractices court, e;pected to drag on for a long time, +o!& &a'e +ee" au"c&i"g ,(e#& a!!ac*# a! !&e (e!ai2e"$ !o i"c(ea#e !&ei( (e#pec!i'e %a(*e! #&a(e !&(oug& #uc& o,,e(# a"$ %a##i'e a$'e(!i#i"g p(o%o!io"#.

-or Coga!e2Pa%oi'e, market share of its leading brand #olgate 7ental #ream <#7#=, dwindled by ) per cent in 2eptember 1++/ to 1!+ per cent from +!) per cent in the second :uarter of 1++/, as per 8*? all India figures! In fact, it had lost a International Institute of Management & Technology, Meerut

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substantial "! per cent share in a single month from August to 2eptember that year, after the 0ew 4epsodent ad was launched! IT I2 1" per cent better than the leading toothpaste, screamed HLL;# Pep#o$e"! advertisement which appeared in the media! This &u(! Coga!e;# #e"!i%e"!#, leading to a face$off before the Monopolies and *estrictive Trade 4ractices #ommission s ad cause so much heartburn in the #olgate campG The reasons are not very hard to find $ 566 was achieving :uite a few obectives through its 1" per cent ad! International Institute of Management & Technology, Meerut

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-irst, it was staking claim to a certain :uality, that of possessing a superior anti$ bacterial character which, by itself, may not directly hurt #olgate! 2econd, and more important, it was gnawing into #olgate>s market base by claiming that it was superior to the leading toothpaste, which is #olgate! In its view, 566 was comparing 4epsodent with #olgate in the ad and thereby creating a place for itself in the consumer>s mind as a product better than #olgate! In effect, it was riding on #olgate>s goodwill and brand power and making an effort to capture #olgate>s market share! 566>s aim to become the market leader would become easier this way if the ads worked! HLL )a# a$'e(!i#i"g Pep#o$e"! "o! o" i!# o)" #!(e"g!& +u! +8 co%pa(i"g i! )i!& Coga!e! It was indulging in comparative advertising!

The phrase comparative advertising is self$ e;planatory! It refers to advertisements by a trader to promote his goods wherein his goods are compared with his competitor>s goods! The comparison could be concerning price, technical features, services rendered and so on! 8r it could merely refer to the competitor>s ads to score a point! 0eedless to say, this is a powerful promotional weapon in the hands of traders! There are various advantages of comparative advertising for a trader3 It not only informs the consumer about his product but also tells him what better features his product has! 2aves the trader>s promotional cost a lot! 5elps a new trader capture the market by free$ riding on the established product>s reputation! This is particularly helpful in the case of a new entrant to the market! This leads to :uestions not only in competition law but also in intellectual property law! The competition law issues are how to prevent the free$rider problem and how to regulate the comparison while the :uestions that arise in intellectual property law relate to copyright and trademark! @very ad has copyright protection and reference to the competitor>s ads in your own ad
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The trademark law raises far more important :uestions $ whether the competitor can use the rival>s trademark
the more prominent goods! 0one of these issues were either raised by the parties or addressed by the #ommission in the 4epsodent case! 5owever, these issues need to be addressed in an economy where comparative advertising is fast increasing! %ith competition becoming more acute in the consumer goods area, comparative advertising is a dangerous tool, which could cause serious damage to market leaders! It could also lead to a misinformation campaign by traders, thereby affecting the consumers! It could also burden traders with enormous costs as is evidenced by the Pep#i2Co*e a$ )a( where both enterprises are signing on sports and movie personalities

everyday to beat the other! And these issues cannot be tackled by resorting to the Dnfair Trade 4ractice law as in the 4epsodent case! The Dnfair Trade 4ractice law is only the tip of the iceberg in relation to comparative advertising! A competitor can indulge in comparative advertising even without disparaging another product as in the 4epsi$#oke war where each ad is in response to the competitor>s ad! A competitor can simply give a comparative price list which itself is a strong statement! 5ow does one regulate all thisG %here does one draw the line between legality and illegalityG 8bviously, one needs a fle;ible rule of reason to be applied to each case! And for this, the interests of both the competitors and the effect on the consumer should be considered, as opposed to only the interests of the consumer as is being done now! The need of the hour is a multi$disciplinary approach to comparative advertising encompassing the law of Dnfair Trade 4ractices, intellectual property law and the competition law issues! 8nly then can comparative advertising be of benefit to both International Institute of Management & Technology, Meerut

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the honest trader and the consumer! Also needed are institutions that understand the mechanics of competition better than the present onsumer$oriented commission! But all this can happen only when there is a new look at the issue of competition itself and the various tools that go into making competition more vibrant and fair, one of which is comparative advertising! In a virtual creeping ac:uisition> of market share, Hi"$u#!a" Le'e( L!$. 0HLL = has taken over leadership position in the north Cone urban toothpaste market segment, albeit in terms of value, in the month of Fanuary 1+++, displacing all$time leader Coga!e2Pa%oi'e 0I"$ia1 L!$.

According to 8*?$retail audit data for the urban north Cone market, 566>s value market share in toothpaste has increased to !( per cent in Fanuary from 1 per cent in 7ecember 1++), while #olgate>s share has dropped to !1 per cent from '!( per cent during the period! 5owever, in terms of volume, #olgate still reigns high with a share of ' per cent vis$ a$vis 1 per cent for 566 in Fanuary! Analysts said that given the fact that the realiCation per tonne for 6evers is higher as compared to #olgate, 566>s share in value is higher and this has enabled the multinational to reach leadership position in value terms faster! The ma;imum contribution of around /' per cent to 566>s sales break$up comes from #lose$Dp, the silica based toothpaste, which gives a higher realiCation per use as against a chalk paste s basket includes the #ibaca brand of toothpaste in addition to #olgate Total, #olgate ?els, #olgate 7ouble 4rotection and #olgate 7ental cream! 4roducts of the two companies are comparable in terms of pricing! International Institute of Management & Technology, Meerut

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The north Cone consists of markets like 7elhi, 4unab, 5aryana, 5imachal 4radesh, *aasthan, Dttar 4radesh and Fammu & Eashmir! The All India toothpaste market in the month of Fanuary was valued at *s + crore, and the north Cone contributed around "+ per cent to this! The development comes as a small victory for 566 which has been  o" !&e p(o); ,o( %a(*e! #&a(e i" !&i# #eg%e"!! T&e !oo!&pa#!e %a(*e! &a# #ee" &ea'8 ac!i'i!8 o" !&e a$'e(!i#i"g a"$ %a(*e!i"g ,(o"!# ,(o% +o!& #i$e#! This is clearly visible

from the %a(*e! pace #*i(%i#&e# +e!)ee" !&e !)o %u!i"a!io"a#. HLL;# #!(a!eg8 i" !&e !oo!&pa#!e %a(*e! )a# !)o2p(o"ge$:

The first being the launch of #lose$Dp which created a disruption in the market place and the brand has, as of today, notched up a share of close to " per cent! The second step was to back #lose Dp with another strong brand and build this e:uity to hit out directly at the leader>s flagship brand! T&u# )a# +o(" Pep#o$e"! !o !a*e o" Coga!e De"!a C(ea% &ea$2o".

Today, 566>s share in the overall market stands at " per cent while #olgate is still the clear leader with a share of around '( per cent! Besides the 0orth Cone, 566 is said to have won similar battles in toothpaste in other spots like Bihar and Tamil 0adu! The company is perceived to have taken a decision to co"#oi$a!e i!# e"e(gie# in those areas where the company was strong in the toothpaste market since the beginning! These are the areas where #lose Dp had been well received and the company decided to consolidate its efforts in these growth$led markets to increase its share of the pie bit$by$bit! It is a war that is bound to make anyone froth at the mouth and has shades of the Dnited 2tates$@urope rivalry! The current war between the two dental care giants, International Institute of Management & Technology, Meerut

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5industan 6ever 6imited s consumers are often swayed by advertisements and press campaigns, the wording and the claims caused an immediate uproar! #olgate$4almolive saw red at the 5industan 6ever attitude that Hmy toothpaste is better than yoursH and geared itself up for a long and intense legal battle! #rying foul, it initiated proceedings with the Monopoly and *estrictive Trade 4ractices #ommission claiming that the offending advertisement by 5industan 6ever was misleading the consumers! The advertisements are a blatant attempt to gain leadership through any means! The M*T4# had issued an interim inunction to 5industan 6ever, restricting it from comparing its product with other toothpastes! The situation took a turn for the worse after 566 countered by issuing press releases on the M*T4# inunction and still holding forth the superiority of its product! #olgate filed two contempt pleas in the M*T4# against 566 pointing out that the 6ever releases deliberately distorted the M*T4#>s inunction besides advertising its International Institute of Management & Technology, Meerut

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product! #olgate has sought appropriate M*T4# action against 566, its officers, employees, and advertising agents for the contempt committed! Acting on the #olgate plea, the M*T4# directed 566 to file a reply within three weeks! 566 was also directed to file its reply to another inunction application filed by #olgate$4almolive! The #olgate plea said3 HIt is submitted that millions of consumers are being misled into believing the distorted version of the order passed by this hon>ble #ommission and that such unfair trade practice needs to be inected forthwith!H According to the #olgate$4almolive lawyers, the claims made by 5industan 6ever on the research done by the latter to prove its product>s superiority was done in a petri dish $$ using a limited amount of sample taken from si; people mouths after using the toothpaste! The lawyers say the sample taken by 5industan 6ever to determine the level of efficiency of the toothpaste was an e;tremely small one and only a few germs could be detected, thus invalidating the test! 5industan 6ever, however, claimed that its tests were carried out by the Dniversity of 6eeds and Dniversity of Bristol, Dnited Eingdom, and the Dniversity of 4ittsburgh, Dnited 2tates, which proved the efficacy of the toothpaste and thereby confirming its claim that the 0ew 4epsodent was indeed superior to other leading brands in the market! There was undoubtedly much more than product superiority at stake! 566 was pulling out all stops to ensure that it becomes the number one player in the market! It had already tasted blood and was not going to stop in its endeavors! %hat has spurred 6ever>s thrust is the fact that its market share in the dental care market has grown from a mere five per cent in 1+/+ to an impressive ( per cent today, whereas #olgate$4almolive has been seen its market share decline from a dominating /' per cent to a struggling '( per cent! International Institute of Management & Technology, Meerut

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8ne of the factors behind the stupendous rise of 5industan 6ever has been the company>s ability to constantly innovate its products and continuously introduce new products, practically every week! 7ue to the constant new releases by the company, the other companies feel threatened and that is why they probably resort to other measures! Another aspect was that 5industan 6ever>s market offering, 0ew 4epsodent, was a direct attack on #olgate$4almolives main brand, #olgate 7ental #ream! The 0ew 4epsodent from 5industan lever was priced at an attractive *s 1/!' and contained a chemical called tricolsan, a well$known germ fighter! 8n the other hand, the #olgate$ 4almolive brand containing a similar chemical agent was the #olgate Total toothpaste, which was priced at an e;pensive *s ", practically double 0ew 4epsodent>s price! Therefore, by keeping the p(ici"g o, Ne) Pep#o$e"! so low in the e;tremely price conscious Indian market, 5industan 6evers has been trying to take on #olgate$ 4almolives flagship brand, #olgate 7ental #are, which contributes ' per cent to #olgate$4almolive>s entire sales portfolio! %hile #olgate officials readily have been admitting that 5industan 6evers product is a superior product, it is the use of the H1" per centH claim that had raised the hackles of the entire #olgate$4almolive management team, and which saw the debate being dragged to the M*T4# courts, with both sides claim and disclaiming that their tests were superior! The claim is also causing confusion in the entire marketing community! 5ow did 5industan 6ever arrive at the 1" per cent figureG %hat did they use or is it ust a figment of their imaginationG 5owever, it can be clearly seen that 5industan 6ever>s lack of e;planation showed their desperation to sell a product they were not sure about! International Institute of Management & Technology, Meerut

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I, !&e R# F72c(o(e ea$e( i# !o ,ig&! i!# a(c&2(i'a Le'e(# i" !&e o(a2ca(e %a(*e! Coga!e2Pa%oi'e %u#! c&a"ge i!# o$ &a+i!# o, #!(a!eg8 22 9uic*8.

#olgate>s *ing 8f 4rotection is being s:ueeCed! #olgate is under siege in the one market it had considered itself invincible3 the *s 1,"$crore oral$care market! After all, #olgate>s marketshare has shriveled under the onslaught launched by the *s ),$crore 5industan 6ever <6evers= from (' per cent in 1++' to (!/ per cent in 1++/! And even its flagship, #olgate 7ental #ream, lost !) points of marketshare in this period, dropping from '"!/ per cent in 1++' to )!+ per cent in 1++/! %ith 6evers> marketshare rising from ""!" per cent to "(!+ per cent, #olgate has been left with a less$than$tangy taste in its mouth! %orse, the Anglo$7utch transnational has also launched a successful attack on #olgate>s advertising for #olgate 7ental #ream, forcing an interim inunction from the Monopolies & *estrictive Trade 4ractices #ommission forbidding the use of the phrase 2uraksha #hakra $$ *ing 8f 4rotection $$ in the brand>s commercials! #olgate has over the years aggressively pursued a two$pronged strategy of giving the consumer relevant :uality products, and satisfying oral$health needs! Actually, #olgate hasn>t really uncapped a new strategy in the marketplace anywhere near as fresh as the feeling it promises to generate! The signals are clear3 in Bihar, 6evers leads #olgate by 1 percentage points! And in urban markets like 7elhi, 6evers is breathing down #olgate>s neck! >To increase their sales volumes in toothpaste is 566>s obective! They have been looking at share$point gains too! 0o wonder the pressure to brush up #olgate>s act is mounting! At a high$powered meeting in March, 1++), four senior managers from the 0ew ork$based N+!1$ billion #olgate$4almolive $$ which holds a '1 per cent stake in its Indian subsidiary $$ made it clear to the local marketing team that :uick responses and results were re:uired! And the middle$ and long$term targets are formidable too3 Building a International Institute of Management & Technology, Meerut

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consumer$base of ' million people for oral$care products by ", up from "1" million today! @stablishing sustainable marketshares in personal hygiene and surface$ care products! 7oubling turnover by March "1! Ca" Coga!e copeG 7eep down, however, what #olgate is a victim of is not merely

competition, but complacency too! -or, even as it continues marketing its oral$care products to consumers on the platform of habit, #olgate has shown symptoms of being a prisoner of habit itself3 the habits of pursuing the same selling$pitch, the same advertising, the same marketing tricks! Dntil now, no competitor could shake #olgate from its marketing inertia! It shows! All leaders tend to become fat and complacent! It becomes easy for a new player to come from behind, and challenge them! That is probably what has happened with #olgate! 0ow that 6evers has done ust that, #olgate must shake off the shackles imposed by the force of leadership! It is caught in a time$trap, with the complacency of yesterday>s successful strategies leaving it bereft of a vision for tomorrow>s growth! #hange is, indeed, what marks the company>s future plans even though they defend their past strategies! Cu(i"g !&e Co"'e(#io" Ha+i! THE SMPTONS ! Its traditional strategy of targeting non$users in rural India, and

converting them into consumers of toothpaste has been one of #olgate>s strong points! #olgate spends *s  crore every year to preach the value of using branded oral$care products to villagers, using /" vans, each of which covers an average of three villages every day! 8r /), villages per annum! Dsing a $minute film as its communication vehicle, the company distributes for free an average of / million toothbrushes every year to initiate toothpaste$usage! And #olgate has also launched toothpaste and toothpowder in sachets $$ *s " for 1'$gm, and *s 1!"' for 1$gm, International Institute of Management & Technology, Meerut

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respectively $$ as well as a special $gm tube priced at *s + $$ with a free toothbrush thrown in $$ to offer an entry pricing$point for the low$spending customer! This thrust has brought #olgate 7ental #ream a distribution reach of ( per cent in rural markets versus #lose$Dp>s " per cent and 4epsodent>s 1" per cent! #olgate has single$handedly increased the number of people using modern dentrifice creams from "' million in 1+/' to "1" million today! T&e @ea ,o( !&e o(a ca(e %a(*e! %a8 a"$ i! i" !(ou+e.

AnalyCe the *s /,"!($crore 5industan 6ever 6td>s <566>s= recent run$ins with its rivals$$and one message comes across3 566 no longer minds carrying the battle to its rivals> camps! 2een thus, the ad war over 566>s oral$care product, 0ew 4epsodent, is only one of the several controversies that have besieged the consumer products giant with litigation in the last 1" months! T&e e'i$e"ce

%hen 566>s 2unsilk #eramides shampoo campaign in 0ovember, 1++(, claimed that the product not ust repaired, but also HrebuiltH damaged hair, the Monopolies & *estrictive Trade 4ractices s #linic All #lear #hallenge campaign in -ebruary 1++/, were misleading! But 566 was restrained by the M*T4 #ommission from airing its Eissan Annapurna salt commercials, which suggested that it contained that amount of iodine which would help the mental development of children! But 566 has submitted research findings$$including those of the ?8I and the %orld 5ealth 8rganisation$$to back its claims! International Institute of Management & Technology, Meerut

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And 566 itself lodged a complaint against the *s '!1($crore Marico Industries> campaign that 566>s #linic 4lus coconut hair oil was not fit for use since it contained li:uid paraffin! 2ubse:uently, the M*T4 #ommission stopped the airing of that campaign and, according to an 566 spokesperson, Marico then launched a coconut hair oil, 4arachute 6ite, which too contains li:uid paraffin! %hy has the once$strait$laced 566$$a market leader in / per cent of its product categories$$turn distinctly, and suddenly, bellicoseG The company has decided that will not settle for anything but the top spot in any segment that 566 operates in! As the market leader, its trust is on innovation in every aspect of every business! 8ther companies are yet to get into this mode! Their reaction has usually been to challenge 566>s claims, but, ultimately, they try to imitate them on finding that their products meet consumer needs best! 8ral care, however, is one segment where 566 has had to settle for second spot for over a decade, primarily because the toothpaste market is segmented into two3 dental creams and gel! %hile 566>s #lose$Dp leads the gels segment with an 1) per cent share$$versus #olgate ?el>s + per cent$$the '1 per cent marketshare that #olgate 7ental #ream enoys in the other segment makes it the market leader! In oral care, 566 is playing two roles3 that of the attacker as well as the defender!2o, in its campaign for 0ew 4epsodent, which has resulted in another probe by the M*T4 #ommission, 566 clearly implied that its outperformed #olgate 7ental #ream! 566 is trying to attain market leadership the easy way3 by making tall claims! By the time they are contested and disproved, the damage is done! The 0ew 4epsodent ad did not directly name #olgate! 566>s campaign strictly followed all the well$accepted norms of comparative advertising! If 566>s strategy leads to any change in the leader>s marketshare, it will only add to its own! International Institute of Management & Technology, Meerut

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%hich is e;actly what happened3 #olgate 7ental #ream lost "! per cent of its marketshare in a month, translating into gains for 0ew 4epsodent! At the end of the day, a truthful, long$term relationship with the customer will be at stake! %hile that may be mere wishful thinking, the fact remains that 566 can ill$afford to antagoniCe its customers! 2hould it root out the controversy that is setting into its marketing toothG In order to prevent 566 from propagating its claims till they were proved and Halso for the purpose of protecting consumers> interestH, the M*T4# had issued an order of interim inunction restraining 566 from referring to any #olgate toothpaste brands in any manner in its T. commercials or advertisements or hoardings by comparison of its 0ew 4epsodent 2o far as preudice to public interest is concerned, the M*T4# think that consumers need not be permitted to be swayed only by the statistical anti$bacterial superiority of 1" per cent of 0ew 4epsodent over the famousOrenowned toothpaste or the leading toothpaste!>> The commission has decided that it is necessary at this stage to inunct the respondent from directly or indirectly making any reference to #olgate in its T. commercials or newspaper advertisements or hoardings for claiming anti$bacteria superiority of its toothpaste products! It was also necessary to inunct the respondent from referring to any specific :uantum of anti$bacterial superiority in terms of any specific percentage figures of its product over any other product till its claim of such anti$bacterial superiority is fully established! This would be also for the purpose of protecting consumers> interest!H 566 had launched the H0ew 4epsodent$1" per cent more effective than the leading tooth$paste brand>>! 4epsodent>s print advertisements show two photographs of views


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of germs in a sample taken from the mouth hours after brushing with the leading toothpaste and with 0ew 4epsodent! This Hschematic representation>> of a technical test has been cited as H4roof that 4epsodent is 1" per cent better than the leading toothpaste!>> A prominent #olgate Total> advertisement issued today calls it the Hworld>s mostadvanced toothpaste which protects teeth and gums between brushings!>> Though it makes no references to other toothpaste brands, it stresses on long$lasting protection> and that no ordinary toothpaste will ever do>! A"o!&e( +ou! +e!)ee" !&e !)o %u!i"a!io"a# $$ Coga!e2Pa%oi'e I"$ia a"$ Hi"$u#!a" Le'e( $$ has begun with both vying for front$page advertisements in

leading dailies! The two are currently engaged in a superiority war for their respective products, #olgate 7ental #ream and 0ew 4epsodent, which was sparked off with 566>s 1"P superior> ad for 4epsodent! The war, which finally landed them in the M*T4# net, seems to be far from over! %hile #olgate splashed its ads in leading dailies asserting its stand and the initial success over its ace rival, other newspapers carried a 566 counter attack, which clearly and in a typical hard$hitting style, delivered HIndisputable facts about 0ew 4epsodentH! 0ot only did the 566 ad stress upon the brand>s superiority, but even went on to belittle #olgate>s brand, #7#, stating that it did not contain any proven anti$bacterial agent! 8n behalf of #olgate$4almolive its agencies Burson Marsteller *oger 4ereira and *ediffusion had been calling up newspaper offices re:uesting them to stop carrying 566 ads as it might amount to contempt of the M*T4# court ruling! International Institute of Management & Technology, Meerut

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5owever, it was seen that leading dailies went ahead with the advertisements driven by the fact that 5industan 6ever had been given a week>s time to withdraw its ads! The string of advertisements from both the warring camps will continue but who finally wins the bout remains to be seen! ea( 62F

India>s leading dental care 4roduct #ompany #olgate$4almolive has lost ground, though marginally, in the urban market while 5industan 6ever <566= continues its upward march! At the end of 1++(, #olgate>s share in the dental care market dropped to ')!+ per cent s estimated  per cent! According to analysts, since there was no maor price increase in 1++(, #olgate>s share in terms of value would have dropped marginally with a fall in volumes! The total siCe of the market was '(, tonnes of which #olgate$4almolive and 566 together held )( per cent! The balance was divided among smaller players like .icco, Balsara>s Babool and 4romise! These brands with their low prices had marginal shares in value terms! In toothpaste gels, while 566>s #lose Dp led with 1)!+ per cent in 1++( <1)! per cent=, #olgate gel managed to garner 1!" per cent in four years! 566>s 4epsodent, backed by maor promotions and retail$end schemes over the past few years, had picked up )! per cent from '!+ per cent in 1++'!#ibaca, which was ac:uired by #olgate few years back, had a nominal share of "!) per cent in volumes in the urban market! It was a small player which was mainly dominant in the north! International Institute of Management & Technology, Meerut

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8ther #olgate brands like Total and #alciguard had marginal shares of 1 per cent and !) per cent in value! *etailers in Mumbai had rated #olgate as the fastest moving brand in the toothpaste segment! According to them, consumers try out new brands when companies offer rebates or other incentives! This, retailers felt, could be one of the reasons why 566 brands were gaining ground in the market! #olgate, hinges on its positioning as a world leader in oral care! The dental care market, estimated at *s 1,1 crore, has been growing at / per cent annually over the last few years! It could grow even more rapidly, up to 1" per cent, with the cuts in e;cise duty! %hile the urban market has been recording a growth close to " per cent, rural India is buoyant at around 1" per cent, according to estimates! The industry has grown rapidly at 1" per cent in the first :uarter of the current fiscal! %hile penetration of modern dentifrices like toothpaste and toothpowder in the urban areas is )1 per cent, it is ) per cent in the rural region! *etailers have rated #lose$Dp s *s 1!1'! 4epsodent and #olgate dental prices are almost at the same level of around *s  for a " gm tube! .olumes in the toothpowder market have been estimated at ", tonnes in which #olgate leads with a + per cent share! 4epsodent toothpowder, according to retailers, has yet to pick up speed! International Institute of Management & Technology, Meerut

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Coga!e2Pa%oi'e 0I"$ia1 a"$ Hi"$u#!a" Le'e( L!$ 0HLL1 &a'e +ee" e"gage$ i" a"o!&e( (ou"$ o, a$'e(!i#i"g +a!!e !o gai" #up(e%ac8 i" !&e !oo!&pa#!e #eg%e"!.

%hile the latest #olgate ad on 7ouble 4rotection screams Htwo$and$a$half times better than the ordinary toothpaste,H the 4epsodent ad in a leading daily goes Hget double protection you can actually seeH! #olgate 7ouble 4rotection is the latest oral$healthcare product, which, combines two ingredients, Kylitol and Troclosan, to effectively fight germs! A #olgate$4almolive>s claim of Htwo$and$a$half times betterH is backed by clinicals of in$vivo tests! 2o a possible challenge from the competition is not going to affect the company>s claim! 2o was the case with 566>s 1" per cent superiority claim where clinical tests were conducted, and the ad had to be modified The ordinary toothpaste referred to in its ads is any toothpaste, which is not therapeutic! 566 was evaluating #olgate>s 7ouble 4rotection claim before arriving at a conclusion! T&e o$ +a!!e +e!)ee" !&e !)o (i'a# , which had been simmering for almost 1$

months now, has been reactivated with 566 firing a new salvo with the 4epsodent "$ in$1 ad taking on #olgate>s double protection> claim! This has sparked off a no$holds$ barred battle between the warring factions! The 4epsodent ad hits hard as it says, HBlind faith is a thing of the past!H It may be recalled that #olgate$4almolive had challenged 566>s 1" per cent superiority> ad on 4epsodent in the Monopolies and *estrictive Trade 4ractices #ommission
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6ater, 566 dragged #olgate>s claim of having incorporated a germ fighter in #olgate 7ental #ream <#7#= to court saying it did not possess any germi check properties! %hile the cases are still dragging, lines have already been drawn for a second battle! #olgate$4almolive>s aggressiveness lies in its concern regarding the market share of its flagship brand #7# which had slipped by almost ) per cent in 2eptember 1++/ to 1!+ per cent from +!) per cent in the second :uarter of 1++/! This was being referred to because of a direct impact of 566>s massive 1" per cent> campaign which belittled the ordinary toothpaste <#7#=! The din of the toothpaste battle swelled to a new pitch all over again as 5industan 6ever, firing the ne;t salvo against M0# rival #olgate, furnished endorsements by leading international e;perts of the superiority of its toothpaste brand 4epsodent 566 had reiterated its claims of superiority over the leading brand of #olgate$4almolive, #olgate 7ental #ream! The endorsements for 0ew 4epsodent are from leading institutes like the Dniversity of 4ittsburgh, Eings #ollege of Medicine & 7entistry, 6ondon and 6eeds 7ental Institute! 566 clarified that these endorsements were hurried up as #olgate$4almolive had already filed the case in the M*T4# court against the H1"P superiorityH claims! In fact, the #olgate$4almolive consultant, Addy , too had ratified 566>s claims! 6evers aired its modified 0ew 4epsodent which stressed on its superiority over ordinary toothpastes, without the mention of H1"P superiorH! The 5industan 6ever 1" per cent$ad had sparked off a no$holds$barred battle between the personal products maors! @ver since the issue broke lose, both the M0#s have gone hammer and tongs against each other, claiming superiority over the other, and holding press meets to assert their stand! #olgate 4almolive followed a whole set of in$depth view into the 566 *esearch #entre s tests conducted International Institute of Management & Technology, Meerut

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on a set of individuals for 0ew 4epsodent vis$a$vis #olgate 7ental #ream to prove its superiority! The :uantity of !" per cent of triclosan
one in hiss and fury! The public relations men on either side had gone public with differences, and the toothpaste situation reeks of bad breath! 2uggestive media musings and leaked letters had begun doing the rounds! -irst the long$standing public relations chief of 5industan 6ever, alleged sotto voce to several ournalists covering the 4epsodent$versus$#olgate 7ental #ream controversy that *oger 4ereira, the chief of Burston$Marsteller *oger 4ereira who handles 4* for #olgate, had sneaked into 6evers> strategy meetings! It was fast appearing that the public relations battle was turning personal, with smoke billowing from a fire that may be difficult to put out! %hichever way the controversy ends, it will e;tremely doubtful whether the prime combatants will remain unsinged!


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5industan 5industan 6ever 6td <566= launched an H8n ApprovalH ApprovalH scheme for promoting promoting 0ew 4epsodent, in order to prevent any dent in its market share as a fallout of the on going H1" per cent superiorityH superiorityH dispute with rival #olgate$4almolive! #olgate$4almolive! Dnder the scheme, a ' gm 4epsodent 4epsodent toothpaste toothpaste
anti$bacterial agent HtriclosanH in the toothpaste or how many times the respective products are better than the other! This time it was something cosmetic $$ whose brand whitens more! #olg #olgate ate$4a $4alm lmoli olive, ve, whic which h has has shed shed its its compla complace cent nt attit attitude ude and becom becomee mo more re aggressive with brands, had fired a new salvo by launching its international product


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H#olgat H#olgatee 2ensati 2ensational onal %hiteningH %hiteningH,, a direct direct hit at 6evers> 6evers> #lose$D #lose$Dp p *enew *enew Dltra Dltra %hitening! Both brands were meant for whitening the teeth! Incidentally, a few weeks back 566 had intensified the advertising of #lose$Dp *enew Dltra %hitening! %hitening! The move was now being seen by industry observers as one to combat the proposed launch of #olgate 2ensational %hitening! -urther, even in terms of pricing, #olgate 2ensational %hitening has been priced at par with #lose$Dp *enew Dltra %hitening! A 1' 1'  gm tube of the #olgate brand is priced at *s /!', which is the same s ame as the competitor brand from fr om the 6evers stable! #olgate had gone a step ahead to introduce introduce two other siCes of 2ensational %hitening %hitening in 1 gm priced at *s "/ and a ' gm tube priced at *s 1'! %hile #lose$Dp #lose$Dp *enew e;isted only in one siCe of 1' gm, the company was planning to introduce two other varieties in the siCes of 1 gm and ' gm! It was believed that the price of the #lose$ Dp product will be the same as that of #olgate 2ensational %hitening! 566 also undertook a price hike in *enew from the previous levels of *s ' for 1' gm! #olgate 2ensational %hitening was the third maor new product which the company has introduced in the financial year 1++)$++! After having launched #olgate 7ouble 4rotection, which had already garnered a  per cent share in the *s 1, crore market, and #olgate Total, #olgate 4almolive had rolled out #olgate 2ensational %hitening %hitening in select cities including including Mumbai! The The product was eventually eventually launched nationally! %ith the battle lines having been drawn in a new brand war, the advertising tactics for #olgate 2ensational %hitening were unleashed within two weeks! Analysts, Analysts, who are bullish on #olgate$4almolive #olgate$4almolive,, had termed the recent moves by the company as HaggressiveH! %hile it was not believed that #olgate would launch a product like 2ensational %hitening as it would be concentrating on its other main International Institute of Management & Technology Technology,, Meerut

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brands like 7ouble 4rotection and #olgate 7ental #ream, the company proved it otherwise! #olgate>s flagship brand #olgate 7ental #ream had taken a beating in the last few years with the launch of 566>s 4epsodent brand! 566, the number two player in the dental care market, had garnered a commendable " per cent market share! #olgate$ 4almolive had a share of '( per cent! Co"cu#io" T&e(e i# "o $ou+! !&a! !&e )(a"gi"g +e!)ee" !&e !)o $e"!a ca(e %a(*e! ea$e(# i# ,a( ,(o% o'e(. T&e 9ue#!io" "o) i# )&e" )i !&e "e4! #a'o +e ,i(e$ +8 Coga!e2Pa%oi'e cea(8 pe(cei'e$ a! !&e (ecei'i"g e"$ o, Hi"$u#!a" Le'e( agg(e##i agg(e##i'e 'e %a(*e! %a(*e!i"g i"g #!(a!eg8 #!(a!eg8 a"$ )&ic& i# )ai!i"g )ai!i"g eage(8 eage(8 i" !&e )i"g# !o (e!aia!e. Ti !&e" !&e e"!i(e cou"!(8 ca" e"3o8 !&e u +e,o(e a"o!&e( !&e "e4! #!o(% +(ea*# ou!.


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BRAND WARS CONTINUED...... This is the latest story in advertising industry! #oke vs 4epsi! %hen they are not fighting over bottlers, they are fighting over cricket! 0ow it>s not ust players but officials too! If 4epsi had stuck a deal with I2 Bindra, #oke has done it with Fagmohan 7almiya! And now, it>s teenage heart$throbs *ahul 7ravid, 2achin Tendulkar, Ait Agarkar and Laheer Ehan of 4epsi versus 2rinath, 2aurav ?anguly, .irendra 2ehwag and 2unil ?avaskar of #oke! There>s more3 the replay controversy and counter ads! It>s an endless saga that shows no signs of flagging! The funny part is that while the two giants are looking over each other>s shoulders to look what the ne;t move will be, #adbury 2chweppes is :uietly building up base!


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ANOTHER BRAND WAR WITH NIRMA =OR HLL Ni(%a pa"# #!(a!eg8 !o (i"#e ou! (i'a#

0irma 6T7 is finally opening to the concept of breaking the traditional shackles of an umbrella$branding concept! 0irma is all set to launch an alternative brand strategy to counter competitors, a diversion from the e;isting methodology of an umbrella$ branding concept, which it has so far leveraged its strengths upon! The alternate brands will be used in localiCed markets to fight regional competitors or rival brands that have been launched purely to capture a local market or a particular narrow segment! They will not be launched nationally, to ensure that the e:uity of the umbrella brand 0irma> is not diluted! It will not be stretching beyond a limit, although at no point will they dilute the 0irma brand e:uity! 2o far, 0irma has always been on the defensive! The company is now changing tracks to become more aggressive in competitive onslaughts. T&e co%pa"8 &a# ea("! #o%e e##o"# ,(o% pa#! e4pe(ie"ce# 2 ,o( i"#!a"ce !&e Le'e(#; #!(a!eg8 !o au"c& a i%e 'a(ia"! i" ai #oap !o cou"!e( !&e au"c& o, Ni(%a Li%e.

0irma will be using alternate brand strategies
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The core area consisting of its e;isting products in soaps and detergents which come under the umbrella brand!


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The peripheral area, which consists of, related products $ most of which fall under the umbrella brand!

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The unrelated area where the company would create a new brand right from scratch!

The umbrella$branding concept, which has at times aroused criticism, has made 0irma a household name in India! This brand is rated as one of the most successful umbrella brands in the Indian -M#? market! Its use, along with its various e;tensions, has resulted in optimiCing the return on ad$ spend s and 6akme, have successfully adopted the concept of umbrella branding, realiCing better returns, some of which have survived for almost a 1 years! As part of its strategy, 0irma is planning to penetrate the compact detergents segment, which is dominated by multinationals like 4rocter & ?amble s presence in the cosmetics industry will be felt in a year>s time! 0irma>s talks with 5enkel$2pic for a oint venture in cosmetics have fallen through! @ven as 0irma held some preliminary talks with 5enkel, the talks did not proceed


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beyond a certain point! The company is currently negotiating with some parties for a oint venture in this area! 8ver the years, the firm has grown into a multi$product company! In addition to detergents and soaps, the company recently launched 0irma beauty shampoo and is currently test$marketing toothpaste also! A leader in detergents with around ' per cent market share, 0irma has ac:uired around 1' per cent share in the soaps market this year!


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BRAND WARS  Sa!8a%o"i"e -# Ma"!(ao"i"e -# -SNL. ICICI -# HSBC Ai(Te -# Hu!c&i#o". Re$i,, -# I"$ia!i%e#. Mu#ic)o($ -# Pa"e! M.

The combatants are easy to identify! 4rominent absentees from the real brand$wars will be the classic adversaries from the soaps, detergents, and other -M#? markets! -or, the fight for the customer>s attention in "" will mostly be about service$in areas ranging from I24s to phone services, from portals to hotel chains, from mega$ retailers to music!>The emerging area is that of service brands! It>s going to be the year of fast$moving marketing services!> 4ackaged and sold like consumer products, these branded services will wage bitter war with one another, using lower price, more freebies, and$most important$high$decibel advertising as their weapons! 2ince many of them will be new, "" will be the year for gaining marketshare, not profits! 2o, value, and not margins, will be the cornerstone of their offerings! T&e pa(a%e!e(# o, #ucce##? $cceptance% affordability% and a&ailability. 'ut what of 'P s *. s Samsun# Ford Ikon s Fiat Siena s +pel ,orsa.

#onsumer product brands will slog it out, too, especially in the field of durables! 5owever, even here the focus will be more on the service component$spanning information, delivery, and after$sales support$than on the primary products! >8pen markets are ensuring product parity in most areas! The only scope for innovation is in service! That>s what the brand wars will mean in ""! In addition these will be fought not in the strategy rooms, but in the trenches$real and virtual!

T&e Re!u(" o, !&e Big Spe"$e(# International Institute of Management & Technology, Meerut

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As the new millennium unfolds, there>s more hope than hype in India>s advertising industry! After " years of sluggish growth, the silver lining is finally visible! 2till, it>s e;cessively early to celebrate! According to proections, the *2 /,()/$crore industry is e;pected to grow by 1/ per cent in ""! After all, thanks to the heady mid$1++s, they have been used to growth rates more in the "$"' per cent range! 5owever, the past " years have been humbling! %ith the economy in the grips of a terrible recession, clients slashed their ad budgets! In 1+++, total adspend grew by ust 1 per cent$down from 1+ per cent in 1++)! 0ow, it looks like the beginning of a bounce$back! It may be too early to tell, but on India>s Madison Avenue, the mood is certainly upbeat! >The current indicators all point to a good year! %hile you have newer industries that need to advertise, there are also segments like automobiles, which will continue with its intensified spends! The dot$com sector will bring in new advertising business! The primary market is also opening up! 8ver and above that -M#?, spending is going to continue growing!>> 0ew sectors like hyperactive dot$com businesses will certainly be contributing to this increased spend! As will the newly opened up insurance and healthcare industries! #armakers and financial services firms are also e;pected to shell out more on advertising$thanks to the growing competition in their businesses! In addition, of course, with the economic upswing, e;isting players will maintain$if not increase$ their ad budgets! In fact, the good times started rolling towards the end of 1+++! The fact that the Bharatiya Fanata 4arty$led coalition government was perceived as a stable one helped in no small measure! The political stability has led to the stock market booming and real estate prices picking up! #lients sitting on the fence are thinking of spending now! %ith many sectors coming out of the recession, bottomlines are e;pected to improve! International Institute of Management & Technology, Meerut

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These are forecasts ust for a+o'e2!&e2i"e a$'e(!i#i"g! A lot of money will go into +eo)$!&e2i"e p(o%o!io"# too! #ompanies are also going to look at how to stretch

the advertising rupee by focusing on untapped tools of communications! Marketers will consider spending more on customer relationship management, corporate communications, public relations, and promotions more seriously! According to market$researchers done by 8*?$MA*?, below the line spends will grow between "" and ") per cent in ""!


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Re#ea(c& Me!&o$oog8

The success of any event heavily depends upon the way chosen for its e;ecution! This includes ensures of some basic :uestions to the specific focus on constraints as well! In other words we can call the methodology as the backbone of any research! It also includes research or study methods! Thus when we talk of methodology we not only talk of methodology we not only talk of methods but also consider the logic behind the methods we use in the conte;t of our study obective and e;plain why use are using them so that study results are capable of being evaluated logically! Any research is based on some facts which aim to bring about some fundamental insights in the field which have never been earlier presented in the same form !%e tend to carry out the process of in:uiry with a careful and critical e;amination, diligent investigation of the subect matter!The collection of information from various sources help us to generate a generaliCed conclusion! There has to be a sophisticated framework within which such studies are carried out, that framework is known as methodology!

The methodology of this particular proect work can be understood in the following steps3

1!

-ormulation of 8bective 2tateme

"!

*esearch 7esign

!

7ata #ollection

!

#onclusions

This particular study is a library research e;ercise in which I have collected data through various news papers, magaCines,trade uournals and various web sites !


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