INTRODUCTION
What is advertising? Advertising is a form of communication for communication for marketing and marketing and used to encourage or persuade persuade an audience (viewers, readers or listeners; sometimes a specific group) to con tinue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also comm common on.. In ati atin, n, ad verter meanss !to !to turn turn the the mind mind towa toward rd." ." #h #hee purp purpos osee of verteree mean advertising may also be to reassure employees or shareholders that a company is viable or succes successfu sful. l. Adver Adverti tisin sing g messa messages ges are usu usuall ally y paid paid for by sponsors and and view viewed ed via via various tradit tradition ional al media; media; including mass mass medi mediaa such uch as newspaper , maga$ines, maga$ines, television television commercial commercial,, radio advertiseme advertisement nt,, outdoor outdoor advertising advertising or or direct direct mail; mail; or new media such as blogs, as blogs, websites or websites or te%t te%t messages. messages. In &'', spending on advertising was estimated at *&.+ billion in the nited -tates and */ billion worldwide. Intern ernational nally, the largest (0big big four0) Interpublic, Interpublic, 1mnicom, 1mnicom, 2ublicis, and 2ublicis, and 322.
adve dvertising
congl nglomerate ates
are
Features of Advertising . Advertising Advertising provides provides inform information4 ation4 #he #he basic purpose purpose of advertis advertising ing is to provide provide information about products5services to prospective buyers. #he details of products such as features, uses, prices, benefits, manufacturer6s name, and instructions to be followed while using the product are given in the advertisements. #he advertising message and brand name are also given. #he information supplied gives education and guidance to consumers and facilitates correct selection of goods by them. &. 2aid 2aid form of communi communicat cation ion44 #he advert advertise iserr has to pay to the media media for giving giving publicity to his advertising message. 7e pays for the advertisement and naturally he decides the si$e, slogan, etc. given in the advertisement. Advertising is a form of paid communication. 8. 9on:pe 9on:perso rsonal nal presenta presentatio tion4 n4 Adver Advertis tising ing is non:per non:person sonal al in charac character ter as agains againstt salesmanship which is personal (face to face communication) in character. In advertising, the message is given to all and not to one specific individual. #his rule rule is applica applicable ble to all advert advertisi ising ng media media includ including ing press press.. 7owever 7owever even in advert advertisi ising ng target target consum consumers ers or target target market market can be select selected ed for making making an advertising appeal. *. ives ives publicit publicity y to goods, goods, servic services es and ideas4 ideas4 Advert Advertisi ising ng is basicall basically y for giving giving information to consumers. #his information is always related to the features and benefits of goods and services of different types. Advertising gives new ideas to consumers as its contents are meaningful. #he aim is to make the ideas popular and thereby to promote sales.
+. =asically =asically for persuasio persuasion4 n4 Adverti Advertising sing aims at persuasi persuasion on of potential potential customers. customers. Advertising Advertising attracts attracts attention attention towards a product, product, creates creates desire desire to have the same and and fina finall lly y indu induce cess cons consum umer erss to visi visitt the the mark market et and and purcha purchase se the the same same.. Advertising Advertising has psychologic psychological al impact impact on consumers. consumers. It influences influences the buying buying decisions of consumers. . #arget #arget oriente oriented4 d4 It is possible possible to make intensive intensive advertisin advertising g by selecting selecting a specific market or specific segment of consumers (e.g. children, housewives, etc.) for the purpose of advertising. #his selection of a specific market is called target market. Advertising becomes effective and result oriented when it is target oriented. #he waste in advertising can be minimi$ed through such target oriented advertising. /. An Art, Art, -cience -cience and 2rofessio 2rofession4 n4 It is now universal universally ly accepted accepted that advertisi advertising ng is an art, science and a profession. It is an art as it needs creativity for raising its effe effect ctiv ivene eness ss.. Adve Advert rtis isin ing g is a scie scienc ncee as it has its its prin princi cipl ples es and rule rules. s. Advertising is now treated as a profession with its professional bodies and code of conduct conduct for members members.. Adver Adverti tisin sing g agencie agenciess and space space broker brokerss functi function on as professionals in the field of advertising. advertising. >. Im Impor portan tantt elemen elementt in marketi marketing ng mi%4 Adverti Advertisin sing g is an impor important tant element element in marketing mi%. It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mi% are reasonably favorable. #his is natural as advertising alone is not ade? ade?uat uatee for for prom promot otin ing g sale sales. s. Many Many comp compani anies es now now spen spend d huge huge fund fundss on advertising and public relations @. reati reativit vity y : the essenc essencee of advertis advertising ing44 Adverti Advertisin sing g is a method method of presenti presenting ng a product in an artistic, attractive and agreeable manner. #his is possible through the elemen elementt of creati creativit vity y which which is the essenc essencee of advert advertisi ising. ng. reati reativit vity y can be introduced by creative people (professionals) in the field of advertising. #hey intr introd oduce uce new tech techni ni?u ?ues es for for intr introdu oduci cing ng crea creati tivi vity ty.. 3ithout thout crea creati tivi vity ty,, advertising will be like a body without a soul.
Five Ms of Advertising An advertiser has to take decisions on the following aspects4 . Mission Mission 4 #his refers refers to the purpose5obBe purpose5obBective ctive behind behind advertising. advertising. #he #he obBectives obBectives behind advertising are varied in character. #hey include sales promotion, inform informati ation on and guidanc guidancee to consum consumers ers,, develop developing ing brand brand loyalt loyalty y, market market good goodwi will ll,, faci facing ng mark market et comp compet etit itio ion n effe effect ctiv ivel ely y, maki making ng the the prod produc ucts ts popular5successful and introduction of a new product. Cecision in regard to mission is a basic one as other decisions are to be adBusted as per the mission or obBe obBect ctiv ivee or purp purpos osee of adver adverti tisi sing ng deci decide ded. d.
&. Money Money 4 #his refers refers to the finance finance provided provided for adverti advertisin sing g purpos purposee (adver (adverti tisin sing g budget). It means the budget allocation made by the company for advertising. Money provided is a limiting factor as effectiveness of advertising, media used, coverage of advertising, etc. are related to the funds provided for advertising purpose. Advertising is costly and companies have to spend crores of rupees for this purpose. Advertising should be always within the limits of funds provided. 9aturally, 9aturally, decisions on advertising package p ackage should be adBusted as per the budget allocation for advertising. It may be noted that consumer products like tooth paste or chocolate are highly competitive with many substitutes easily available in the market market.. 9atura 9aturally lly,, e%tens e%tensive ive advert advertisi ising ng on #D, #D, newspape newspapers, rs, radio, radio, etc. etc. is re?uir re?uired. ed. #hese #hese media media are costly costly.. 9atura 9aturally lly,, the manufa manufactu cturin ring5m g5mark arketi eting ng company will have to provide huge money for advertising purpose.
8. Message Message 4 Message Message is is provided provided through through the te%t te%t of advertise advertisement. ment. #he #he message message is given through written written words, words, pictures, slogans and so on. #he message is for the inform informati ation, on, guidanc guidancee and motiva motivatio tion n of prospe prospecti ctive ve buy buyers ers.. Attra Attracti ctive ve and meaningful messages give positive results and the advertising becomes result: oriented. #he services of creative writers, artists, etc. are used for giving attractive message to the consumers. 7ere, the advertiser has to decide the message to be given given,, the the medi mediaa to be used used for for comm commun unic icat atin ing g the the mess message age,, the the e%te e%tent nt of creativity, the specific customer group selected for giving the message and so on. #he message is also related to the decisions taken as regards mission and money provided for advertising.
*. Media 4 Media of advertisi advertising ng are already noted noted previously previously.. #he advertiser advertiser has has to take decision about the media to be used for advertising purpose. Media differ as regards cost, coverage, effectiveness and so on. #he selection of media depends on the budget provided, products to be advertised, and features of prospective buyers and so on. 3rong decision on media may make advertising ineffective and money spent will be wasted. #his suggests that media should be selected properly and decision in this regard is important an d critical.
+. Measure 4 Measure relates to the effectiveness of advertising. An advertiser will like to make evaluation of advertisement in order to Budge its effectiveness. If an advertisement is not effective 5purposeful, it will be modified or withdrawn. #his is necessary for avoiding e%penditure on the advertisement which is not effective or is not likely to give positive results. An advertiser has to measure the effectiveness of his advertisement programme5campaign and take suitable decisions. #his decision:making as regards effectiveness of advertising is e?ually important and essential. -uch testing facilitates introduction of suitable remedial measures, if re?uired.
Types of advertisement
An advertisement for a diner. -uch signs are common on storefronts.
2aying people to hold signs is one of the oldest forms of advertising, as with this human billboard pictured above.
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#elevision advertising 5 Music in advertising #he #D commercial is generally considered the most effective mass:market advertising format, as is reflected by the high prices #D networks charge for commercial airtime
during
popular
#D
events.
#he
annual -uper
=owl football game in the nited -tates is known as the most prominent advertising event on television. #he average cost of a single thirty:second #D spot during this game has reached -8.+ million (as of &'&). -ome television commercials feature a song or Bingle that listeners soon relate to the product. Dirtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none e%ist in real:life. #his techni?ue is especially used in televised sporting events. Dirtual product placement is also possible. •
Infomercials An infomercial is a long:format television commercial, typically five minutes or longer. #he word 0infomercial0 is a portmanteau of the words 0information0 E 0commercial0. #he main obBective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll:free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.
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Fadio advertising Fadio advertising is a form of advertising via the medium of radio. Fadio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in e%change for airing the commercials. 3hile radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Fadio is an e%panding medium that can be found not only on air, but also online. According to Arbitron, radio has appro%imately &*. million weekly listeners, or more than @8 percent of the .-. population.
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1nline advertising 1nline advertising is a form of promotion that uses the Internet and 3orld 3ide 3eb for the e%pressed purpose of delivering marketing messages to attract customers. 1nline ads are delivered by an ad server . G%amples of online advertising include conte%tual ads that appear on search engine results pages, banner ads, in te%t ads, Fich Media Ads, social network advertising, online classified advertising, advertising networks and e:mail marketing, including e: mail spam.
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2roduct placements overt advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media.
the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another e%ample of advertising in film is in I, Robot , where main character played by 3ill -mith mentions his Converse shoes several times, calling them 0classics,0 because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes Benz logos clearly displayed on the front of the vehicles. adillac chose to
advertise in the movie Te Matri! Reloaded , which as a result contained many scenes in which adillac cars were used. -imilarly, product placement for 1mega 3atches,
stops to show a oca:ola billboard. •
2ress advertising 2ress advertising describes advertising in a printed medium such as a newspaper , maga$ine, or trade Bournal. #his encompasses everything from media with a very broad readership base, such as a maBor national newspaper or maga$ine, to more narrowly targeted media such as local newspapers and trade Bournals on very speciali$ed topics.
A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Cisplay Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. •
=illboard advertising =illboards are
large structures located in
public places which
display
advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. •
Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. #hese can be on dedicated vehicles built solely for carrying advertisements along routes pre:selected by clients, they can also be specially e?uipped cargo trucks or, in some cases, large banners strewn from planes. #he billboards are often lighted; some being backlit, and others employing spotlights. -ome billboard displays are static, while others change; for e%ample, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including4 #arget advertising, 1ne:day, and long:term campaigns, onventions, -porting events, -tore openings and similar promotional events, and =ig advertisements from smaller companies.
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In:store advertising In:store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka 2122oint 1f 2urchase display), eye:catching displays promoting a specific product, and advertisements in such places as shopping carts and in:store video displays.
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-treet advertising #his type of advertising first came to prominence in the J by -treet Advertising -ervices to create outdoor advertising on street furniture and pavements. 3orking with products such as Feverse raffiti, air dancer6s and 8C pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.
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-heltered 1utdoor Advertising #his type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. #he large outer advertising space e%erts a strong pull on the observer; the product is promoted indoor, where the creative decor can intensify the impression.
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elebrity branding #his type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for e%ample, when celebrities share their favorite products or wear clothes by specific brands or designers. elebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. #he use of celebrities to endorse a brand can have its downsides, however. 1ne mistake by a celebrity can be detrimental to the public relations of a brand. 1lympic ames in =eiBing, hina, swimmer Michael 2helps6 contract with Jellogg6s was terminated, as Jellogg6s did not want to associate with him after he was photographed smoking mariBuana. elebrities such as =ritney -pears have advertised for multiple products including 2epsi, andies from Johl6s, #wister, 9A-AF, #oyota and many more.
Rise in ne media
9ewspaper Advertising Ne"spaper Association o# A$erica publised data
Fevenue
3ith the Internet came many new advertising opportunities. 2opup, .K and @.&K respectively. 1lder media advertising saw declines4 L'.K (#D), L./K (radio), L*.>K (maga$ines) and L>./K (newspapers).
R!"!ARC# M!T#ODO$O%&
Fesearch is a procedure of logical and systematic application of the fundamentals of science to the general and overall ?uestions of a study and scientific techni?ue which provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation.
O'(e)tive* . Analy$ing the advertising and marketing strategies of the company. &. #o analy$e its performance as compared to its competitors. 8. #o identify and analy$e the position of Jurkure in the market.
Design* It is the blueprint for the fulfillment of obBectives and answering ?uestions. It is a master plan specifying the method and procedures for collecting and analy$ing needed information. . G%ploratory research4 Feached the conclusion on the basis of the research. &. Cescriptive research4 haracteristics of the situation are described.
Data "our)es* . 2rimary -ources uestionnaires were asked to be filled by the target population. Ciscussions followed, with the Advertising G%ecutive of the ompany to get relevant information.
&. -econdary -ources i. Internet ii. Articles
onclusions and recommendations have been thereby given. :) #his was the best method, that could have been used which included the use of both the primary and secondary sources since only the secondary or the primary sources could not have provided such an in:depth and detailed information.
Too+s #he tool used for the study is ?uestionnaire.
,uestionnaire Design In this proBect, open end method for ?uestionnaire was used because of the choices available to the customers, and to see the market share of this company.
Target -opu+ation #he population targeted is the youth i.e. people ranging from age + to &+.
"amp+e si.e +' respondents
"amp+ing te)hni/ue Fandom sampling techni?ue and convenience were used. A survey was carried out online through www.surveymonkey.com, where respondents were asked the ?uestions.
COM-AN& -ROFI$!
H3# is one of the largest advertising agencies in the nited -tates and the fourth:largest in the world. It is one of the key companies of -ir Martin -orrell6s 322 roup (9A-CA4322N) and is head?uartered in 9ew Nork . #he global agency is led by 3orldwide hairman and lobal G1 =ob Heffrey who took over the role in @@>. H3# was named Adweek maga$ine6s &''@ 0lobal Agency of the Near.0
#istory #he company that was to become H3# was founded by 3illiam Hames arlton in >*. arlton6s company was renamed by Hames 3alter #hompson in >// to Te %a$es &alter To$pson Co$pany, by #hompson6s purchase of the company from arlton,
which eventually became %' &alter To$pson. It was ac?uired by 322 roup in @>/. In &''+, the agency was 0relaunched0 by dropping the name %' &alter To$pson in e%change for %&T .
#he O7all of
H3# claims to be the first to4
build the first full:service advertising agency create the first international network. Its ondon office opened in >@@. =y @8', the agency had established offices in some 8' countries. pioneer ad careers for women. It hired the first female creative director in @'>. create the first:ever testimonial ad (it was for 2ond6s old ream), in @&+. invent the grilled cheese sandwich for its client Jraft in @8'. produce the first:ever #D commercial in @8@. develop account planning in @>. create the first advertisement in -econd ife (
lients of H3# include4
Gnergi$er 7-= Hohnson E Hohnson Jimberly:lark Jraft 9estlQ 9okia Fole% -hell nilever Indosat
An advertisement campaign carried out by H3# for the launch of 91JIA 1vi Maps.
0WT 1 India
ompany 1verview
H3# is IndiaPs most admired marketing communications agency brand. 7ead?uartered in Mumbai since @&@, H3# India is a truly integrated network with si% offices across Celhi, Mumbai, Jolkata, hennai, =angalore and 7yderabad. H3# India provides powerful 8' degrees total communication solutions to its clients4 Mainstream advertising; Cigital, Felationship Marketing and loyalty solutions; Gncompass for e%periential marketing; I2A9 7ill E Jnowlton for 2ublic Felations and 2ublic Affairs; CesignRH3# for branding, orporate Identity and Fetail Cesign -olutions; #hompson -ocial for -ocial Cevelopment -ector ommunications, Footmap for Fural ommunications; and Cesign for 8C displays and e%hibitions. An agency is Budged by the company it keeps. IndiaPs most admired brands choose H3#4 Airtel, Aditya =irla
A campaign carried out by H3# Celhi, for 7eli% (by #ime%) watches.
-rodu)t -rofi+e Jurkure is a brand of cheese puffs, developed and produced by 2epsico India, the Indian division of 2epsio. 9amed after the 7indi word for 0crunchy0, the snack was developed entirely in India. It was launched in @@@. #he snack comes in numerous spicy Indian flavors. In &''*, actor:celebrity Huhi hawla was featured in advertisements for Jurkure. In 2akistan, actor:celebrity 9adia Jhan advertises it.
Masala Munch (1riginal) reen hutney FaBasthani -tyle hilli hatka #amatar 7yderabadi -tyle Malabar Masala -tyle Masala #wists (-olid Masti) Cesi =eats 9aughty #omatoes 2uffcorn (Nummy heese)
2rand #istory aunched in @@@, this perfect OnamkeenP snack, developed entirely in India, has come to be identified with fun and lovable human ?uirks. It developed an even stronger identity through associations with celebrities like Huhi hawla (&''8) and Jareena Japoor (&''>), well:known Indian actors. =rand 2romise Jurkure is a crunchy new:age namkeen snack brand which symboli$es light:hearted fun.
Gmbodying the spirit of India, Jurkure has found a home in millions of hearts and minds and enBoys the position of a strong ovemark brand in India. HuhiPs vibrant and fun:loving personality complements and embodies the essence of Jurkure. 1ver the years, Jurkure has Bourneyed effortlessly from being a snack with a twist to becoming an integral part of IndiaPs teatime menu and an embodiment of endearing human OimperfectionsP or OtedhapanP.
=rand Advantage
Made with trusted kitchen ingredients4 ''K vegetarian
All the raw materials used in Jurkure comply with the 2revention of
Innovations Jurkure has constantly re:invented itself to sustain its relevance to Indian culture and the Indian ethos. 9ot only does Jurkure provide an inimitable taste and superior ?uality, it has also brought fame and happiness to many through its Ohai:time:achieversP face on pack initiative.
:) aunched in @@@, Jurkure soon became the perfect 9amkeen -nack of the 9ation. Gmbodying the spirit of our lovable country, this tedha shaped snack has found a home in the hearts and minds of all. 1ur inimitable taste coupled with superior ?uality has made us the choice of millions and an inevitable part of their families. ittle wonder that it is one of India6s most loved snack food brands. And we have constantly innovated over the years to keep ourselves continually relevant to ever evolving generations, going from being an integral part of the tea time ritual to bringing fame and Boy to faceless individuals (via the hai #ime Achievers6s initiative) to being the epitome of 0#hedhapan0. And going forward, we will continue to do even more to live up to your e%pectations and reciprocate all the trust and love you have given us.
-ource4 Jurkure, official website.
S In the OcolletsP category
3 2IN%O Tedhe Medhe Marketing strategy4 -
iving +'K e%tra contents in the pack. #his helps tremendously, in pulling the population towards buying the product. Making a fan page on
9ews4 -
I#Ps =I91 is giving 2epsio. a run for its money. 2epsiPs share in the snack market has dropped from a whooping 'K to *+K since the launch of =I91. =I91Ps market share at present is K and it hope to touch +'K in a year.
3 -AR$! Fu++Toss Marketing strategy4 -
3as earlier on, knows as OMusst -ti%P, whose market share as for &''@ was +:/K. 2arle hopes to grab a &+K share of the snack industry in & yearPs time. #he companyPs market share is >K currently, of the Fs. /+'' crore snack market and is growing at the rate of &'K yearly.
3 &!$$OW DIAMOND Chu+'u+e Marketing techni?ues4 -
Advertisement through radio is the main means, and appears very fre?uently. #hus increasing the popularity. It is launched in a variety of flavors, giving the customer more choice. #he tune and the lyrics of the Bingle are very catchy, thus building brand recognition.
3 2A$A0I Chata4a -ata4a 9ews4 It claims to have >+K to @'K market in uBarat. Apart from uBarat, it has a strong presence in Madhya 2radesh, FaBasthan and Maharashtra. - In &', O313T CesignP attempted to add $ing to the product logo as the previous design lacked brand essence and was losing out on brand impact.
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3 #A$DIRAM Ta4a Ta4 Marketing -trategy4 -
aunch of a Fs.85: pack. -trategies like these are implemented to target the lower section of the society. It is Opocket:friendlyP. OFecipe Femi%P campaign. #his campaign aroused innovation and interest amongst consumers, as they were asked to send in entries which were in conte%t to making recipes using 7aldiramPs products. #he winnerPs recipe would be printed at the back of the pack.
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8+K e%tra. iving the consumers, e%tra 8+K of contents in the pack without charging e%tra. #his helps in increasing the sale of the product as the people are provided with a positive incentive to purchase it.
Mar4et Findings
: Modern #rading -tore
=rands available4 : =I91 #edhe Medhe : 7ACIFAM #aka #ak : 2AFG
: #raditional #rade -tore
=rands available4 : NG13 CIAM19C hulbule : =AAHI hataka 2ataka : 2AFG
2arent ompany
ategory
ollets
-ector
#agline5 -logan
#edha hai par mera hai; #ry tedha yaar
-2
=ridge -nack category between Indian namkeens and 3estern offerings like potato chips -31# Analysis . G%cellent branding and advertising &. G%cellent distribution and availability 8. oyal customers
-trength
*. 7A2 (7a$ard analysis and critical control point) certification : Australia . 7ealth conscious people avoid high fat and cholesterol &. ontains large amount of salt, spices and other condiments
3eakness
8. onsists of various added flavors and preservatives . everage successful brand 2epsi &. Advertise more 8. =uy out competition *. More brand recognition
1pportunity
+. More flavors as compared to =ingo, etc.
#hreats
. #hreat from local substitute snacks &. =oycott by health conscious people 8. Availability of comparatively more healthy products in the
market
DATA ANA$&"I"
,56 Do you eat sna)4s?
,76 If yes8 hat do you prefer eating the most?
,96 #o fre/uent+y do you eat sna)4s?
,:6 Amongst the fo++oing8 hi)h 'rand are you most fami+iar ith?
,;6 #o did you get to 4no a'out the 'rand you have se+e)ted in the a'ove /uestion?
,<6 =eeping taste in mind8 hi)h is the produ)t you prefer to have?
,>6 When 'uying the mentioned produ)t8 do you even )onsider your hea+th fa)tor@?
,6 Do you persona++y fee+ that effe)tive advertisements trigger the se++ing of produ)ts?
,B6 Amongst the given tag+ines8 hi)h gra's your attention more?
,56 What amongst the fo++oing attra)ts you in a produ)t?
FINDIN%"
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MaBority of the population i.e. @>K stated that they ate snacks. 3afers5chips with a whooping //K were found out to be preferred over collets and namkeens. #he maBor part of the target consumers ate snacks once a week whereas the least portion included people who intake snacks everyday. 7ACIFAM #aka #ak was the most common brand with 8K whereas nobody out of the target population was aware of =AAHI hataka 2ataka. #D commercials were the main source of them, getting to know about the product. =I91 #edhe MedhePs taste was the most preferred amongst the lot. 1nly a small 8K of the population worries about their health i.e. because of the salt and spices, etc. when consuming the product. #he whole lot believes that effective advertisements trigger sales. #he tagline OA twist in every stickP of =I91 #edhe Medhe was found out to be the most liked. #he theme and the making of the ad attract peoplePs attention the most and following it is catchy music and celebrities in ads.
CONC$U"ION"
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3ith the coming in of the foreign brands the industry and the market are likely to grow but this might be at the e%pense of our own Indian companies. ompetition is increasing day by day due to increase in new players in this field -ubstitute products available in the market.
"U%%!"TION"
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Advertisement should not be too e%pensive as higher the e%penditure on advertisement, more will be the increase in the price of the product. Media should be selected according to the choice of the customers. In rural areas, efforts should be made to advertise products5institutions according to the means available there i.e. newspapers, pamphlets, etc. rather than internet and so on. More attention should be given to effective advertising, so that the message is conveyed accurately. #he advertisement should be attractive and catchy, so that people are attracted towards buying the product. Gfforts must be made to strengthen the comparatively less popular media of advertisement, so as to spread awareness. In order to reap long term benefits, the company should go in for certain honest schemes Dalue for money and customer care4 9ow a days consumers have change their attitude so, company should give the right cost as they have alternative choice.
$IMITATION" OF R!"!ARC#
