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(PGP / SS / 11-13 / IIPM )

We consider it a privilege to express a few words of gratitude and respect to all who guided and inspired me in successful completion of this project.

We acknowledge my profound ineptness and extend my deep sense of gratitude to my guide Prof. MAITREE DE for sharing their knowledge and experience and providing valuable guidance, profound advice and encouragement that has led to successful completion of this project.

We would like to thank many other bank staff for their technical and moral support required for realization of this project.




EXECUTIVE SUMMARY As we are approaching to the twenty first century the FMCG product market is growing like a money plant in this world. Not only companies are gaining huge profit from these product sources but these products are also one of the main ingredients in our day today life. So the customer has to think and decide on the products which he is going to purchase because of the availability of the choices replicates variants in every section of the products. The average Canadian child watches nearly 14 hours of television each week. By his/her high school graduation, the average teen will have spent more time watching television than in the classroom. Studies show how time spent watching television varies between different age groups and cultures. This is especially relevant when studying the effects of excessive television exposure on disadvantaged populations. The ad-filmmakers are formulating fresh ways of enticing the Youths to buy their products. If an advertisement for a product attracts the Youths, they tend to purchase it frequently or at least give it a try. If a company has to survive in this competitive

world, it has to project the image of its products in such a way that, they pick up the maximum sales, when they hit the stores. The best way to persuade the Youth to buy the product of a particular brand, out of the numerous choices available in the market, is attractive advertisement. These advertisements familiarize kids with the latest products in the market and inculcate some good habits in them, such as, the ones related to dental hygiene. However, the ad-filmmakers should remember that the commercials can also have negative impact on people, especially the young children. In this article, we have presented some of the most visible effects of advertising on children, positive as well as negative. Over the years there has been an increasing amount of violence in media directed towards children. There have also been an increasing number of violent acts directed toward children and the high degree of these acts that children see on television, in movies, computer games, videotapes, and the large number of violent toys. The National Association for the Education of Young Children (NAEYC) feels that the increasing number of violence endangers children from growing up in a mentally stable way. The influence of the media on the psychosocial development of children is profound. Thus, it is important for physicians to discuss with parents their childs exposure to media and to

provide guidance on age-appropriate use of all media, including television, radio, music, video games and the Internet. The objectives of this statement are to explore the beneficial and harmful effects of media on childrens mental and physical health, and to identify how physicians can counsel patients and their families and promote the healthy use of the media in their communities.

INTRODUCTION Advertisements convey brand differentiation and this may be important in several categories, which consist of several brands. In FMCG products like tea, coffee and detergents, differentiation awareness can be created by television advertising, but in certain categories there may be a need to demonstrate the effectiveness of brands. Differentiation with which Youths cannot connect may have a negative implication and if a brand connects Youths with its differentiation, it is likely to also differentiate itself in terms of getting identified with the Youth. A detergent or a washing machine, which claims low water consumption has to demonstrate this claim at a retail outlet especially given the fact that the quality of water varies across areas even in a specific geographical region. It is also essential that a good differentiation proposition result in a positive word-of-mouth. Through this we can understand that the advertisement impact on youth with reference to FMCG product in the current scenario not only purchase the product based on the one quality that it contains. But they carefully analyze it and then go for the purchase. So knowing the customers attitude is important and what are the factors they considered when purchasing a product. In a certain situation, the company may have two offerings in a product-line and there is a need to differentiate them clearly

depending on the target segments involved. This is a complex situation where differentiation decides the growth of the brand and the perceived difference between the offerings. An added layer to the complexity is the same brand name being used for the offerings. Fairness cream is a category in which the benefit is the fairness of the complexion. A brand like Fair and Lovely built over the years still has a strong association with the category but under tremendous pressure from competitive brands and the most important criteria which these brands is the herbal touch associated with them. Herbal ingredients are becoming popular with Youths in several categories and personal care in India has a strong tradition of herbal care. Fair and Lovely had to launch its herbal variant (it used the same brand probably because of the brand equity built up over the years). The interesting fact is the differentiation being conveyed by advertising. The original version uses an aspiration route in which the brand's ultimate benefit is success through confidence. Penetration level in most product categories like jams, toothpaste, skin care, hair wash etc in India is low. The contrast is particularly striking between the rural and urban segments the average consumption by rural households is much lower than their urban counterparts. Low penetration indicates the existence of unsaturated markets, which are likely to expand as the income levels rise. This provides an excellent opportunity

for the industry players in the form of a vastly untapped market. Moreover, per capita consumption in most of the FMCG categories (including the high penetration categories) in India is low as compared to both the developed markets and other emerging economies. A rise in per capita consumption, with improvement in incomes and affordability and change in tastes and preferences, is further expected to boost FMCG demand. Growth is also likely to come from Youth "upgrading", especially in the matured product categories.

As we are approaching to the twenty first century the FMCG product market is growing like a money plant in this world. Not only companies are gaining huge profit from these product sources but these products are also one of the main ingredients in our day today life. So the customer has to think and decide on the products which he is going to purchase because of the availability of the choices replicates variants in every section of the products.

Now a days customer has a wide variety of choice while selecting FMCG, producer has to add additional values to the product that the product continues its presence in the market. Different factor governing the customer based on different

product category like milk products, beverages, prepared dishes, Chocolates & Confectionaries, personal care and Fabric care etc.

So by this project we can come to know the effect of branding on Youth while purchasing a FMCG product & Durable goods. It has been wrongly assumed that the advertising function is of recent origin. Evidences suggest that the Romans practiced advertising; but the earliest indication of its use in this country dates back to the middle Ages, when the use of the surname indicated a mans occupation. The next stage in the evolution of advertising was the use of signs as a visual expression of the tradesmans function and a means of locating the source of goods. This method is still in common use. The seller in primitive times relied upon his loud voice to attract attention and inform Youths of the availability of his services. If there were many competitors, he relied upon his own personal magnetism to attract attention to his merchandise. Often it became necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, the seller was doing the complete promotion job himself.

Development of retail stores, made the traders to be more concerned about attracting business. Informing customers of the availability of supplies was highly important. Some types of

outside promotion were necessary. Signs on stores and in prominent places around the city and notices in printed matters were sometimes used. When customers were finally attracted to the store and satisfied with the service at least once, they were still subjected to competitive influences; therefore, the merchants signs and advertisements reminded customers of the continuing

availability of his services. Sometimes traders would talk to present and former customers in the streets, or join social organizations in order to have continuing contacts with present and potential customers.


THE MAIN OBJECTIVES OF THE STUDY ARE: To assess current Youth sales promotion schemes in the market To assess how Youths differentiate the products based on advertisements To get an insight into retailers' views regarding the schemes being offered in toilet soap category, and Youth perceptions To study Youth perceptions regarding various schemes in this category and responses toward them. To study the various methods of differentiation. To analyze the methodology adopted by companies to target end Youths. To address basic business questions like: Do companies have the right product/service to offer? How companies reach their customers? How the buying power can be created? To prepare new business strategies Scope and Limitations: The geographical scope of the study was restricted to the PUNE city due to time and resource constraints. The study being exploratory in nature, the sample size was restricted to 30 Youths (student group) and 6 retailers.








generalizations drawn are only indicative and not conclusive.


REVIEW OF LITERATURE This minor project consist of the response of different age group respondents who specifies their predetermined factors which drives them while purchasing the factors which drive them to buy the products are as under, Price, Availability, Brand name, Quantity, Quality, Packing, advertisement. Impact of Effective Advertisement on Youth. By going through this article I have come across some points which you should look upon. If you want to read the article it is present in the appendix. Following are some points:Advertising is the only direct method which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the Youth and also the consumption pattern of the society in general. Thus, the impact leads to cultural and social changes to a great extent. Why is there a need of advertising? Advertising is a way of communicating information to the Youth which enables him or her to compare and choose from the products and services available. Advertising is the most economical means by which a

manufacturer or an Institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare. Essentials of Effective Advertisement-the writer thinks that there are 4 important things for an advertisement to be effective. They are importance of claim, believable, uniqueness and repetition. The advertiser must constantly assess the situation to choose the right environment and ideal time for an advertisement to be launched. Some of the situations are as follows: When there is a favorable primary demand of particular product. When there is a distinctive product differentiation from other competitive brands. When mass market is penetrated. In order to ensure that the advertisements reach the target Youths in a most effective way and gets right response from them, it has to be ensuring that such advertisements are presented in the right way. The following steps on the part of the Youth may ensure that the advertisements are on the right track. Getting attracted towards the advertisements.









advertisements in full. Continuous watching of the same over a period. Comparing the advertisements of similar products. Making a trial purchase as follow up activity. Assessing the level of utility of the product individually. Ascertaining the level of utility derived with other similar Youths.

This study shows how an advertiser can use different techniques of advertisements to show FMCG products. The techniques are as follows: Value added ads- In addition to providing information about the product; Value-added advertising transforms a product into something more appealing to Youths than the physical object produced in the factory. Therefore, it is a missing link between brand attributes and the customer perception, between product features and need fulfillment, .between benefits and values. Comparative ads- the advertiser compares the 2 brands of the same product category. The ad can be copied as the Pepsi and sprite example in the case. They have used the same story but both have them had a different approach.


Informative ads- these ads are used to provide information to the Youth about different products and services. Health and Hygiene ads- these ads show that the product is taking care of the Youth's health. It is emphasizing of the physical attribute of the product. What does the product do? How does it help you? The ad tells you all. These are some of the techniques. Lifestyle ads- Another way to. nave an impact on the Youth's mind is portraying the life-style of a successful person. Humorous ads- Humor in the advertisement is normally kept in order to create a light, jovial and likely kind of an atmosphere Packaging ads- Advertisement is trying to lure the customers to buy their products on the basis of the way they are brought in front of the Youth's eyes ie. Packaging. Dabur has brought in different flavors in the market of fruit juice. E.g. Mango, Pineapple, Orange, Mixed Fruit Jete. All these are in different packages, i.e. 50 ml, 1000 ml, etc. They claim that unlike other juices, which have preservatives in them, these products are without preservatives. Hence, the punch line is "Real Fruit Juice". Price ads- Marketers also lure the customers by showing in an advertisement that a product is available at a lesser price without any compromise on the standard. Cadbury India advertised the

5-Star chocolate by offering 30% more chocolate in its 5-Star bar for the same price. Celebrity ads- Celebrities are mainly used in the advertisement either to lure the rural people in buying a particular product or in forcing the young generation to buy the products. This is also called endorsement advertising.,{t is also used in portraying that a particular product is best in--qtJality because a person who is also very well known in his/her field endorses it. The impact of these stars in advertisements enables the company to increase its sale.


RESEARCH METHODOLOGY Technique used for the survey is questionnaires, focus group discussions and interviews. In order to address the above questions an exploratory study was conducted. The idea was to probe and get deeper insight into sales promotion scenario in toilet soap market and to tap perceptions of retailers and Youths. In order to address above mentioned objectives (i) study of secondary sources was carried out, 10(ii) in-depth interview of six retailers was undertaken and 11(iii) structured questionnaire was designed to seek Youth responses. Convenience sampling was used for both retailers as well as Youth studies. Six retailers ranging from small kirana store to supermarket were approached. All the retailers were located in the Pune. The respondents for Youth study were postgraduate students in the age group of 19-24 belonging to middle and upper middle and upper class. The total respondents were 30 in number. They were residing in hostel or as PG hence sole decision-makers for this category. Also this age-group being more experimental and likely to be more deal prone, so their perceptions, preferences would give some insights to companies planning sales promotions targeted at them.


CONCLUSION Advertisement, the foregoing discussion show, is a sharp double edged weapon. When the claims of an advertisement correspond with the features of a product purchased as a consequence of such advertisement, the advertisement is bound to create a positive attitude among the Consumers in the long run. On the other hand, when the features of the product purchased do not corroborate the claims made in advertisement, those

advertisements are sure to create a negative attitude among the consumers. It is therefore essentials that an advertisement aims to create faith and goodwill in the minds of consumer about the product featured by conforming to the core principles of believability, uniqueness, reputation and reasonable claims. This Endeavour of the present survey can thus be concluded on a note that repetition surely has very profound, widespread and long-lasting impact on the emotions and behavior exhibited by the consumers with regard to their purchase decisions. Repetition, therefore, is a solution for many of the problems that marketers face while trying to generate sales and favorable response. But the frequency and various other factors like emotions, clutter, familiarity/unfamiliarity of the brand or the ad prove and determine the very subtle demarcation between an application which improves effectiveness and the same effect considered as a brain wash or damage

Advertising serves many generic purposes, but for specific categories like FMCG, the involvement of all stakeholders is vital to the success of an advertising strategy. Innovation and creativity are pillars of great advertising strategies, but equally important are the content and delivery of the advertisement. The techniques discussed are not exhaustive. The general awareness of the consumers is on the increase, because of many factors like urbanization, better transportation, developments in information technology, media, etc and the average consumer today is more concerned about the value of his money and time. All compels the advertisers to innovate and develop new techniques to attract the customers. We can say that the advertisers use these different means of advertising in order to lure the customers to buy their products. It is not necessary to use only one aspect of advertising in an advertisement. Instead, multiple aspects of advertising are being used to make sure that the consumers buy the respective company's product.. Briefly, we can say that the different aspects of advertising are quite beneficial for promoting a product. Every advertisement has some multiplier effect which gives a greater benefit with respect to/ the amount spent. Recall of an advertisement varies from individual to individual, and a company may calculate its advertisement multiplier for measuring its advertisement effectiveness.

An attempt is made to identify the level of awareness among the respondents towards TV advertising. From the study it is inferred that TV commercials have considerable int1uence on the Buying decision as well as Brand preference of the consumers. The celebrity endorsement is also considered to be an important part of advertisements to make them more creative and innovative in their reach to the consumers and their attempt to capture their attention. Following observations are made after making an analysis of data collected from various respondents and from general discussions with them: 1. TV ads are considered as a most important source of information among the respondents. This highlights the role the TV commercials play in moulding the buyer behavior. Thus, purchase decision of the people is definitely impacted by advertisements. 2. Almost half of the segment of respondents likes to watch ads regularly. This means TV outperforms other Medias as far as effective presentation is concerned. It is capable of attracting attention immediately. 3. A significant portion of the people prefers to watch ads because of the ' informative content. This is because of evocation of experience" i.e TV advertising easily


stimulates the experience of using and owning the product. : 4. Brand preference is considered to be one of the prerequisite for brand : salience-to create the Top of the Mind Brand Awareness. TV ; commercials go a long way in achieving this as also indicated by the study. ; Advertising works by reinforcing Brand preference for mature brands. : 5. A small segment of the respondents think that the advertisements are totally true or reliable. All the rest of them think that they are either sometimes deceptive or mostly deceptive. 6. Major chunk of the respondents feel that celebrities 'presence in the ads is highly required. They feel models are familiar and their presence is reassuring. Moreover, because of the high positive image of the celebrities consumers feel the genuineness of the product/ brand. Celebrity endorsement is generally preferred for such products as soft drinks, cars, suitings, premium range products and luxurious items. 7. More than half of the consumers are not able to relate themselves with the lifestyle shown in the TV ads. This is because the people are not able to conform the


exaggeration shown in the respect of product benefits with their own picture of reality. 8. When asked to recall an advertisement in respect of any Fmcg, almost all the respondents were able to recall only one or two advertisements or the tag lines of their favorite brands. They could also immediately relate the celebrities they have seen in the respective ads. 9. TV advertising provides a unique blend of sight, colour, movement, sound, repetition and presentation of the products. This helps TV commercials to gain advantage over other medias. 10. Although informative content is more liked by the

respondents but with the advent of too many satellite TV channels, the use of celebrities has become an important issue for the advertiser. This is to make the consumer more conscious and attract towards the product. Today, creating a different differentiation is becoming difficult and problematic. Product differentiation should be strong enough to create a wide gap between two brands. If a differentiation technique does not create a wide gap between the two brands, then the customer is not able to differentiate the same leading to less brand loyalty. This is what is happening in FMGC sector especially in soap industry, where the customer is not able to differentiate between two soaps. Lux, Cinthol appears to be same which was not the case earlier. As the

product differentiation technique does not create a wider gap between one brand and the other, customer loyalty is getting eroded.



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