LT.MJ.KUNDALIYA ENGLISH MEDIUM MAHILA COMMERCE AND B.B.

A COLLEGE, RAJKOT (GUJARAT)

INDUSTRISL REPORT ON ADVERTISING OF HINDUSTAN LEVER LTD

PRESENTED CLASS ROLL NO. EXAM SEAT NO SUBMITTED TO ACADEMIC YEAR GUIDED BY

:- PURVI V. BHALGAMA :- T.Y.B.B.A. :- 3 :- __________ :- SAURASHTR UNIVERSITY :- 2006 2007 :- RUCHIT PANDYA B. M. PUROHIT

PRIME MARKETING
(R. S. HINDUSTAN LEVER LTD.)

10th NOV. 2006 CERTIFICATE

This is to certify that MISS. PURVI V. BHALGAMA, a student of T.Y.B.B.A. has undergone a training from 21st Oct. 06 to 5th Nov. 06 in our unit. She has prepared all reports on advertising and marketing during her training under our supervision and her own contribution for making this training a success during the academic year 2006 2007 is appreciated. She was very sincere and highly discipline and we wish her all the best for a bright career in future.

For, PRIME MARKETING Partner

S- 9/10, City Arcade, Nr. D. S. P. Bunglow, jamnager 361 001. Phone : (0288) (O.) 253 30 53 / 254 25 90 Always use quality products of Hindustan liver limited

PRIME MARKETING
(R. S. HINDUSTAN LEVER LTD.) 10th oct. 2006 PERMISSION LETTER
This is to inform you that you have been granted permission for getting training in our firm for fifteen days regarding advertisement and marketing of products as we are authorized distributors for Hindustan Lever limited. We hope that details and information regarding project report would be used for your educational purpose only and would not be considered for any other purpose. You can training in our firm for 20th October, 2006 onwards for 15 days. Regard. Your faithfully, For, PRIME MARKETING

S- 9/10, City Arcade, Nr. D. S. P. Bunglow, jamnager 361 001. Phone : (0288) (O.) 253 30 53 / 254 25 90 Always use quality products of Hindustan liver limited

DECLARATION

I, the under sighed, PATEL KRUPA. V, a student of T.Y.B.B.A

hereby declare that the project work present here in this report is my own and has been carried out under the supervision and guidance of Prof. B. M. Purohit and Prof. Hitesh Shukla of M. J. Kundaliya college, Saurashtra University, Rajkot. The unit that I have visited is a large scale private limited

company. Its name is Hindustan Lever Ltd. And its marketing office is situated at jamanaga. I, the undersigned hereby also declare that this project

report has not been submitted previously to any other university for any other examination.

Place:Date:-

Signature:-

PREFACE
Industrial activities play a very crucial role for the economic growth of developing countries like India. Economic reforms are radically altering industrial and business environment of India. The opening up of the markets of India has ushered in an era of high competition in the country. The globalization process, the rush of multi-national in to the India market, the open-door to imports and the imminent switch over to a total buyers market have thrown totally, new demands on the marketing men of the country. Marketing management in India is now assuming an altogether a new significance. The college has provided me with the great opportunity to know what is the actual business scenario of any particular company. The chief objective of particular training is to get an out look of what we theoretically study inside the classroom. It also assists in developing the awareness about the real business environment and various business strategies implemented there. The report has been undertaken at Hindustan lever Ltd. Jamanager specializing in marketing for the period of 15 days. The main concentration is on the topic of advertising in the field of marketing. I have tried my best to include maximum details available from the company. I hope the report serves the purpose as required.

ACKOWLEDGEMENT
The report being a part of practical student of B.B.A Programmed, is prepared by Miss Purvi. V. Bhalgama. The visit was undergone at Hindustan Lever limited at Jamanager. My visit was a successful one and I take this opportunity to thank the company for sharing valuable information and experiences with me. I am obliged to the company for extending their gracious support to me in providing information. I express my gratitude towards the company. Lastly I would even like to thank my professors Ruchir Pandya and B. M. purohit for their constant guidance.

Index
1. General information 2. History and Development 3. Introduction 4. Corporate Purpose of the company 5. Business Nature 6. Features 7. Board of Directors 8. Organization Chart 9. Introduction to marketing and marketing management 10. Promotion as an important component of communication 11. Meaning of advertising 12. Economic aspects of advertising 18 13. Social aspects of advertising 14. How does advertising persuade the buyer 15. Objective of advertising 16. Advertising media 17. Advertising themes/appeals 18. Advertising layout 19. Advertising copy 29 20. Advertising agency 21. Function of advertising agency 22. Product advertising

Page No.
1 3 4 5 6 7 9 11 13 15 17

19 20 21 22 24 27

30 31 33

23. Relation of product advertising to product life cycle 34 24. Graph 25. Rang of products offered by HLL 35 26. Quality policy 27. Advertising budget 28. Achievement of HLL 29. Key highlights 30. Future Outlook 31. Suggestion 70 32. Conclusion 33. Bibliography 72 73 64 65 67 68 69 34

GENERAL INFORMATION
NAME OF THE UNIT SIZE OF THE UNIT YEAR OF ESTABLISHMENT FORM OF ORGANIZATION NAME OF THE BANK : HINDUSTAN LEVER LTD. : LARGE SCALE : 1956 (INCROPORATED) : COMPANY FORM : 1) STATE BANK OF INDIA 2)STANDARD CHARTERED 3) CITY BANK N. A 4)HONG KONG & SHANGHHI 5) BANK OF AMERICA 6) DEUITSHED BANK 7) A.B.N AMRO BANK 8) PUNJAB NANTIONAL 9) CORPORATION BANK 10) INDIAN BANK 11) ICICI BANK PROMOTOERS ACCOUNTING YEAR : LEVER BROTHERS : 30TH APRIL 31ST MARCH COMPANY SECRETARY AUDITORS : O. P. AGARWAL : 1) A. F. FREGURON

& CO. 2) LOVELOCK & LEWES

SOLICITORS

: CRAWFORD BAYLEY & CO.

REGISTERE OFFICE

: HINDUSTAN LEVER HOUSE, 165/166, BACKBAY, RECLAIMATION, MUMBAI 400020

MAIN ADMINISRATION

: LEVER HOUSE, UTTARA BUILDING, CBD BELAPUR, NAVI MUMBAI.

HISTORY & DEVELOPMENT

University operations started in India towards the end of the 19th century. Earlier the goods traded were soap, vanaspati and a few toiletry items. Lever Brother are owner of Unilever. They have stated that when HLL would reach 17% of total income, then only lever Brother would visit India. HLL was formed in 1956 with the merger of HUMC, lever Brother India and united traders, with the marger of brooke bond, ponds India and lakme. HLL has emerged as the larfest F.M.G.C. Multinational company in India. It is developed in 28 countries around world. Over the last few decades, HLL has been supplying to its rural customers directly as well as indirectly a large range of products. For the last few years, it has been identified as the most productive company, which tops on different parameters as for eg.

1. 2. 3. 4. 5. 6. 7.

Products are designed to meet the needs. Products are market leaders. Products are innovative. Products offer value for money. Products are superior to competitors. Advertising is superior. Successful product launchers.

8. 9. 10.

Marketing personnel are of high caliber. Keeps in touch with the market. Good relation with retailers.

HLL has consistent success in new product launching for last five years. It is the only company, which had been listing among the top 500 companies of the world in 1998 by market capitalization.

INTRIDUCTION
Hindustan lever limited (HLL) is Indias largest fast moving consumer goods company, with leadership in Home & Personnel care Products and Foods Beverages. The leading business magazine, FORBES GLOBAL has rated Hindustan lever as the best consumer household products company worldwide. Far Eastern Economic Review has rated HLL as Indias most respected company. Asiamoney has rated HLL as one of Indias best managed companies. Leading national publication, like The Economic times, have also rated HLL as one of Indias most respected companies. HLL has received the Motilal Oswal Largest Wealth Creator Award for the period 1996 2001. The vision that inspires HLLs 32,400 employees (41,400 including group companies), including about 1,480 managers, is to meet everyday needs of people everywhere to anticipate the aspiration of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life. This objective is achieved through the brands that the company market. Unilever holds 51.57% equity in the company. The rest is distributed among individual shareholders and financial institution.

CORPORATE PURPOSE
Our purpose in HLL is to meet everyday needs of the people. Everywhere to anticipate of our consumers and customers and to responds creativity and competitively with branded products and services, which raise the quality of life. Our deep roots in local cultures around the world are our paralleled inheritance and the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers a truly multinational. Our long term success requires a total commitment to exceptional standards of performance and productivity to working together effectively and to a willingness to embrace new idea and learn continuously. We believe that to succeed requires the highest standards of corporate behaviour to wards our employed , customers and the societies and world in which we live. This is Hindustan levers road to sustainable growth for our business and long term value creation for our shareholders and employees.

BUSINESS NATURE
HLL is Indias largest market of soap, detergent and Home Care products. It has the countrys largest personal product business, leading in shampoos, skin care products, color cosmetic, Deodorants and Fragrances. HLL is also the market leader in tea, process coffee, branded wheat flour, branded iodized salt, Tomato, Products, Ice cream, Soups, Jams and squashes. HLL is also one of the countrys biggest exporters and has been recognized as a Golden super star Training House by the Government of India; it is a net foreign exchange earner.

FEATURES
1.Nationwide manufacturing facilities :This diverse product rang is manufacturing in close to 100 factories, located across the length and breath of India. The operation involves 2,000 suppliers and associates. About 28 factories are situated in backward areas. In fact, all major investment if HLL, in recent years, have been either in A over sick enterprises, in response to request from government authorities, and converting them in to variable operation.

2.

Cutting edge distribution network:network is recognized as one of its key

HLLs

strengths that which helps reach out its products across the length and breadth of this vast country. The need for a strong distribution network is imperative, since HLLs corporate purpose is to meet the everyday needs to people everywhere. HLLs products, manufactured across the country are distributed through a network of about 7,500 redistribution stockists. The objective is to catalyse HLLs growth by ensuring that the right product is available at the right place in right quantities in the most cost-effective manner.

3.

State-of the-art research facility:HLL has traditionally been a company, which

incorporates latest technology in all its operation. The Hindustan lever Research center (HLRC), with facilities in Mumbai and Bangalore has over 100 highly qualified scientists and technology many with post doctoral experience acquired in the US and Europe. Unilever has set up an international Research laboratory in Bangalore. It focuses on tea science and skin research to meet both global and regional requirement in these two- core product categories.

4.Product and process innovation :Major innovations have taken place in detergent manufacturing. Sophisticated technology has been development to manufacturing enzyme powders with properties like stain and tough dirt removal. All the money saved in energy conservation and processing has been reinvested in better formulation and performance of products.

5.Attracting, best talent :-

motivation

and

retaining

While these competencies have played a seminal role in HLLs growth and progress, the companys

key strength is its people. HLLs 32,400 employees, including about 1,480 managers , are all sharply focused on the common goal , which is to meet the everyday needs of people everywhere. HLL has equally played a seminal role in Indias overall employment generation, creating over 2,00,000 Indirect jobs I those sectors of the economy connected with the companys operations.

BOARD OF DIRECTORS
Board of Directors : M. S. Banga (chairman) M. K. Sharma (vice-chairman) H. R. Khusnokhan * V. Narayan * D. S. Parekh* C. K. Prahalad* G. Singh D. Sundaram A. Welbung

( * = independent, non-executive directors)

Managing committee : M. S. Banga (Chairman) M. K. Sharma (Vice-chairman)

A. Adhikari (Personal, production)

V. Balaram (Exports) S. K. Dhall (Pantation) G. Kuper (Foods) A. K. Mathur (Chemical and agriculture) J. H. Mehta (ice-cream) C. V. Natraj(research) J. Ravindranath (Beverages) D. Shegal (new ventures of marketing services) G. Singh (Human resources) D. Sundaram (finance) A.Weighburg (detergent)

ORGANIZATION CHART

INTRODUCTION TO MARKETING & MARKETING MANAGEMENT

Introduction:Marketing is indeed an ancient art; it has been practiced in one form or the other since the days of Adam and Eve. Its emergence as a management discipline however is of relatively recent origin. And within relatively short period, it has gained a great deal of important and practioners the world the world over, regard marketing as the most important of all management function in any business. The marketing concept was born out of the awareness that marketing starts with determination of consumer wants and ends with the satisfaction of those wants. It proclaims that the entire business has to be seen from the point of view of the customer. In a company practicing this concept, all department will recognize that their action have a profound impact on the company ability to create and retain a customer. Every department and every worker and manager will think customers and act customers. Thus marketing according to phillip kotler is defined as A social and management process by which individual and group obtain what they need andwant through crediting, offering and exchange of products of value with others.

Marketing

segment

means

management

of

marketing programs for accomplishing organizational goal and objectives. The known as planning, implementation, and control of programs to achive pre determined objective. American marketing association defines it as Marketing management is a process involving analysis, planning, services and ideas and that it rests on notion of exchange and that goal is to produce satisfaction for the parties involved. Marketing depends heavily on an effective

communication flow between the company and consumers. Manufacturing a product and making it available on the market is only apart of the company job. It is equally important to make it known to the consumers that the products available in the market. The firm attempts to communicate with

consumers through equally products, colorful packages, written messages, picture and symbols, attractive show rooms and efficient salesman. When these various stimuli are received and interpreted by consumer, marketing communication takes place. The communication also involves feedback from consumer to the company.

PROMOTION AS AN IMPORTANT COMPONENT OF COMMUNICATION

It is a form of communication with an element of persuasion. Hence this third element of marketing mix makes persuasive communication is a as the of heart of promotion. Promotion process marketing

communication to inform, persuade, remind and influence consumer or users in favour of G.S. product or service. According to Allderson, Wruce and Paul promotion is referred to as any marketing efforts whose function is to inform, or persuade actual or potential consumers about the merits of a given product or service for the purpose of introducing price. The 4 Ps of the promotion mix are :1. Advertising 2. publicity 3. personal selling 4. Sales promotion
1. Advertising: - It is any paid form of know personal

consumer

either

to

continue

or

start

purchasing the firms products or service at some given

presentation and promotion of ideas, goods and service by an identify sponsor. It is a means of mass communication.

2. Persuasion

Publicity:

It

is

non-personal

stimulation of demand of for a product, service or business unit by placing commercial significant new about it in a publication obtaining favourable presentation of it upon radio, television or stage. It is not paid for by the sponsor.
3. Personal Selling: - It is the best means of oral and

face to face communication and presentation with the prospects for the purpose making sales.
4. Sales Promotion: - It covers all marketing activities

other than advertising, publicity and personal selling stimulate consumer purchasing and dealers effectiveness.

MEANING OF ADVERISING
The term advertising originates form the latin adverts which means to turn round. Advertising thus denotes the mean employed to draw attention to any object or purpose. In marketing context, advertising has been defined as any paid form of non personal presentation and promotion of ideas, goods or service by an identify sponsor. Advertisement is a logo language. Advertising is the most visible marketing tools, which seeks to transmit an effective message from the marketing to a group of individuals. Advertising aims at drawing attention to product. It seeks to create an awareness about the existence of advertising product. It passes on information in such a way that interest is created in the mind of the prospective consumer about the product. Than there is a growing desire to posses the product. All this leads to a buying inclination. It has been said that advertising is an important component of the marketing mix. Marketing executers decide about the marketing mix element to be used, and the production in which they are to be blended in to their marketing programs. Almost all consumer goods manufacturing and many industrial product market include advertising in their marketing mix. Marketing concepts and techniques can be well applied to non commercial social venture, and

advertising promotes such non commercial ventures such as family planning, adult literacy, etc. even political candidate use banners, outdoor sings and other forms of advertising to get.

ECONIMIC ASPECTS OF ADVERTISING

1.

Effect Of Advertising On Distribution Cost :The total cost for any product is made up of the cost of production and the cost selling and distribution. Production cost increases at a lower rat than the increase in distribution cost. This is nature in view of the improved technology, which has streamlined production. Advertising cost is a cost of competition. It is the proce we pay to have the freedom of choice.

2.

Effect Of Advertising On Consumer Price :Advertising may result in higher prices if it is ineffective or if it does not result in an increased sales volume, even thought market saturation has not yet developed.

SOCIAL ASPECTS OF ADVERTISING

1.

Advertising And Cultural Values :Culture is the most fundamental determinant of a person wants and behavior. The child growing up in a society, learns a basic set of values, perceptions, preferences and behaviors thought a process of socialization, involving the products. In India, we expect advertising to promote socially oriented objectives such as the discontinuance of smoking, family planning, physical fitness, the elimination of alcohol; we demand that advertising should respond to our cultural value.

2.

Advertising And Of Standard Of Living :The standard of living is an index of the product used by people in their day-to-day life. It refers to the consumption pattern of the people reflecting the condition of living in a country.

HOW DOES ADVERTISING PERSUADE THE BUYER

The Advertising Should Be Of Interest To The Audience :1.

The first requirement is that the advertisement should capture the attention of its audience. To achieve this, the advertisement has to provide the audience the information that is of interest to them.

2. The audience should interpret the message in the manner intended.

It is essential that an advertising should provide information that is of interest to the audience. Only then the audience would listen to it. It is also essential that the audience see the advertising and interpret it in a way favourable to the advertiser.

The advertising should influence the audience:3.

It is not enough if the audience listen to the advertisement and interprets in the way the advertising or communication expects it to be interpreted. It should be appealing to them and influence their attitude, thought process and purchase behavior in favour of the advertising brand.

OBJECTIVE OF ADVERTISING
Pinpointing the advertising objectives help makes ones goals real, leading to effective development of advertising programmers for meeting the objective. Some of the advertising objectives are enumerated as below: Introduction of new products in the market. Expansion of the market for the existing products/brands. Countering competition Reminding customers Reassuring the customers by removing post purchase dissonance. Building up brand image and company image. Aiding the total selling function by taking the customer through all the step-from awareness to purchase. Supporting other sales promotion activities.

 Stimulating impulse buying.

ADVERTISING MEDIA
What is media?

Media consists of channels for carrying the intended advertising message to a selected audience. Media that are commonly used in advertising. The major media commonly used for advertising requirement are :a) Print Media

Newspapers Magazines Trade journals Direct mail

b) Audio/Visual/audio-visual Media Radio Television Cinema Outdoor

In the modern times, T.V. and cinemas have become mass media for advertising the product of a company. T.V. and cinemas have an added advantage over radio,

because the messages are seen and heard and they appear live to the audience.

80% of advertisement shown on T.V are of HLL HLL shown the advertisement regarding its products in 3 major channel namely Zee T.V. star plus, and Doordarshan. It is a government norm that minimum Rs. 18,000 for 10 second to be changes for once to give advertising in any channel. There are various advertising of advance through the media of television. They are listed as under :a) b) The reach and exposure are countrywide It is believed by advertising to be a cost efficient media since

over a hundred million can be reached with every time an advertising is shown.
c)

The audio-visual impact of television commercial is thought Sponsorship of goods programmes brings the advertiser a lot Television advertising gives a brand a national image. The costs are exorbitantly high, a lakhs rupees for a 10 The advertiser has little or no control over the manner in

to be higher than for any other medium. d) e) f)

g)

pf publicity.

second spot at prime time. This is beside the cost of production. which the commercial is projected.

ADVERTISING APPEALS / THEME

The advertisement is built around a core idea, for instance Liril soap advertisement is built around freshness concept. This central or core idea runs through the whole copy. The same idea are sustained in the entire campaign consisting of a series advertisement. The late Narendra Mohan of IIM A studied the themes of Indian advertisement copy and identify the following themes :-

1.UTILITARIAN THEMES :Here, the major emphasis was on the usefulness of the product. Rin and whiteness is a utilitarian theme.

2. FOCUSED THEME :This theme is directed to a specific segment of the market. Johnson direct all the message of its baby products to mother who love and care for their babies.

3.INFORMATIVE THEME :The theme basically informs about the product. All of us must have seen the informative themes of advertisement copies and no frost friend and microwave oven these days.

4. NON-SPECIFIC THEME :This theme is vague and diffused. An

advertisement of rayon states: Practical people wear it, busy people ride on it, industries depend on it and smart people back on it.

5. ACHIEVEMENT ORIENTATION THEME :Here, the advertisement announces the

achievement to its credit like earnings, export awards, awards for excellence, awards for productivity, form of acclaims. Philips recently announced that is the company that gave the world the picture tube.

6. DESCRIPTIVE AND PROJECTIVE THEME :It is an amalgam or comblination of information and achievement themes. The message is built around the advertise movement. product/service of and project it thus an a image/achievement advertiser. TELCO

7. NEW PROJECT ,SEVICE, SCHEME OR IDEA :The new product launches, exploit these themes, e.g. launch of an anti-ulcer product like Rantiedene or credit.

8. HOMOUR APPEALS :Use of humour has become very common in advertising these days. An audience may pause when they come across a message couched in humour.

9. FEAR APPEALS :Fear appeals of some kind or the other are widely used in advertisement. In some cases, the the advertiser tries to evoke feelings of fear or anxiety in the minds of the receiver saying that the failure to use the receiver in terms of money, prestige, etc. Banks and insurance company often use fear appeal. For instance, the united India assurance company evokes fear in the readers mind :advertised product might result on great loss/damages to

ADVERTISING LAYOUT
There are two parts of an advertising copy :-

(1)Advertising theme or appeals that attract customers (2) Advertising layout Advertising layout deals with proper and attractive physically arrangement for the best presentation of the message or sales communication elements:1. Headlines 2. illustration and colors 3. text 4. advertising or sponsor 5. black or white space and the border to create distinctiveness.

1. Headline:Headlines must put forth the main theme or appeal in a few words. It should be clear, simple, short and attractive to hold attention of the prospect.

2. Illustrations:They provide line drawings, cartoons, picture, symbols photographs for attracting attention, creating interest and arousing desirene.

3. Color:It is an important ingredient of an advertisement. Judicious blending of color can evoke emotional reaction.

4. Text:It is called the heart of advertising copy. The body explains and development the ideas presented in the headline.

5. Slogan:A slogan should fundamental sales argument for product or service, expressed in few words. It should contain the brand name and the name of the company.

Some good slogans are:

If it is Philips, you can be sure. Kelvinator Refrigerator. It is coolest one.

Johnsons Baby lotion The soft, soft glow.

ADVERTISING COPY
The term copy includes every single feature that appears in the body of the advertisement. In earlier days, copy was used to refer only to the written matter in advertising. In the present times copy is all embracing term covering all that appear in an advertisement the written matter, pictures, labels, logo and designed. Copy development has become the task of professional advertising agencies. However, is copy development becomes successful only when there is close interaction between the advertiser and the agency. The agencys job become clearer.

ADVERTISING AGENCY
Today, the advertising job has become so complex and large that normally no business firm chooses to handle the function directly. They employ advertising agency. The advertising agency has become a major institution in the field of advertising and marketing. An advertising agency is an independent

concern acting as a specially in planning, creating and placing of advertisemet.

FUNCTIONS OF ADVERTISING AGENCY

1. Basic Function :a) Creating An Advertisement :-

The creative department is responsible for creating an advertisement, the advertiser supplies the information about the nature of the product, the relative strength of the product vis--vis other competing product, the target group of audience, quality to highlight, etc.

b) Producing An Advertisement :production department gives the concrete shape to the ideas of creative department by procuring necessary photographs, drawings, charts, etc from different sources.
c) Placing An Advertisement :-

The next process in this direction is to bring the advertisement in the notice of the public. There are wide varieties of media for this purpose.

2. Additional function :a) Market

:- In advanced countries many large research department, which conducts

advertising agency have development their own market

surveys to study the changes in consumer tastes and preference etc. for e.g.30 to 35% of people in the society prefer to use ayurvedic and natural products and dislike chemical based goods. Hence HLL has introduction a new product brand named AYUSH. If offers a wide range of products including soap, shampoos and hair oils. HIMALAYA AYURVEDIC CONCEPTS can be cited another example.
b) Advice on marketing distribution policies :-

many

advertising

agencies

render

advice

to

advertiser on general marketing issues, selection of appropriate distribution channels,etc. HLL uses the expect services rendered by two famous advertising agencies namely LINTAS at Mumbai and MUDRA at Ahmedabad

PRODUCT ADVERTISING
Product advertising conveys information about a product. Every month HLL introduction a new product. It is of three types.

a)

Pioneering advertising:-

Here an attempt is made to stimulation the primary demand of the product category rather than a specific brand. The initial advertising of microwave ovens, electronic mosquito repellants and product category is first introduced. It is educative in intent.

b)

competitive advertising :-

Here, selection demand of a specific product brand is stimulated. By now, the product is established in the market and has reached the growth in the market and has reached the manufacturing stage of product life cycle.

c)retentive advertising:The product is now having a firm footing in the market. Its sales may start declining later. The buyer must be reminded about the product to sustain the loyalty.

RELATION OF PRODUCT ADVERTISING TO PRODUCT LIFE CYCLE

INFORMATIVE PRODCT ADVERTISING

build up an initial demand for the product at the introductory stage. Mostly all new products are promoted in this way.

PERSUASIVE PRODUCT ADVERTISING

aims at building up the demand for the specific brand/product. It is used in growth and maturity stage.

REMIDER

ORIENTED

ADVERTISING

aims at strengthening the previous promotional activity by keeping the brand name before the eye of the public. It is used at the maturity stage as well as declining phase of product life cycle.

INFORMATIVE ADVERTISING

PERSUAVSIVE ADVERTISING

REMINDER OREINTED

TIME

RANJ OF PRODUCTS OFFERED BY HLL

Home & personal care

Personal Products
Skin care fair and lovely ponds Oral care Pepsodent Close-up Hair care Sunsilk Clinic Deodrants Axe Cosmetics lakme Soap and Detergents Fabric wash Surf Rin Wheel

 Personal wash Lifebuoy Lux Breeze Household care vim

Food and Beverages

Ice-creams
Kwality walls cornetto Kwality walls feast Kwality walls max Kwality walls cornetto soft Kwality walls black currant sundae

Popular foods
Annapurna

Culinary
Kissan

Beverages
Brooke bond 3 Roses Brooke bond red label Brooke bond A1 Brooke bond Taj mahal Brooke bond bru Lipton tazza Lipton yellow label Lipton green label

Oils and Fats

Dalda

 Fair & Lovely the miracle workr Based on a revolutionary breakthrough in skin lightening since 1978. Fair & Lovely formulation contains a unique fairness system that contain a combination of active agents and sunscreens. technology, Fair & Lovely was test marketed in 1975 and has been nationally marketed

 Ponds the beauty expert Ponds cold cream was launched in India in 1947 and was followed by the launch of ponds Dreamflower Talc in 1956. Ponds is about beauty that reffects the times. Ponds brings superior and innovative solution to meet all skin care needs by delivering outstanding personal beauty solution through scientific skin expertise, extensive research and stringent product testing.

 Close Up Jee Ke Dekho yar Close up, the youth brand, was the first gel toothpest to be launched in India in1975 and has remained the category leader ever since. The brand arose out of a universal need for confidence in a social situation, starting with fresh breath. In 2002, close up was relaunched in two variants close up tingly red and close up eucalyptus waves.

 Sunsilk The hair export Lauched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as the Hair Export, Sunsilk has identified different hair needs and offers the consumer a shampoo that gives her the desired results. The benefit are more compelling and relative since the variant are harmonized in term of the product mix fragrance, color and ingredients are all well linked to cue the overall synergy. The range comes in premium packaging and design. The accent is on feminity, as captured in the tagline Baalon mein dhadkan, dil mein shararat.

 Clinic for healthy hair Clinic plus shampoo was launched in India in the year 1987 and is positioned as the shampoo that makes your familys hair healthy and glowing. clinic plus is targeted at mothers. Educated yet measuring their self esteem through their childrens achievements.

 Axe the magnet Axe, the deodorant that is considered cool, fashionable and stylish by young men was launched in India in1999. Available in more than 60 countries around the world leader in male toiletries.

 Quality walls Cornetto bite bite mein pyar Launched in the year 1995-96, Cornetto is undoubtedly one of the most popular ice cream in India. Positioned as the icon of romance and special moments it is targeted at young adults.

 Quality Walls Feast feasting on the big f Launched in 1995-96, the quality walls feast range of ice creams and frozen desserts has been positioned as a young ice cream brand with an attitude. Over the years, the feast has expanded its chocolate only portfolio to a move diverse one by including refreshment products like mango zap, Calypso punch and Jaljeera blast. This was in keeping in line with the varied need-states of todays youth.

 Quality walls MAX the masti ice cream Max, launched in the year 1999 as the masti ice cream, is targeted solely at children. All max product are fortified with extra vitamins, max cups and max 123 have vitamins A, max orange and max joos have real fruit jicies and vitamins C ( a single max orange candy offers a child 15% of his daily requirement of vitamin C)

 Annapurna flowing of a flour Hindustan levers Annapurna fortified Atta,

developed through using agrariam and processing technologes, is extracted from premium quality food grains. Its richness of nitrification. The iron in it, in particular, address a deficiency that 6 out of 10 Indian suffer from.

Mehnat kum, phir bhi dhlai No.1.

Wheel makes washing easy Wheel is a detergent brand that caters to the laundry needs of the mass market. It was first launched in the year 1987. wheel green is the single largest (No 1 by market share) detergent brand in India by value.

 Surf Mummys best friend Launched in 1959, surf was the first in the India detergent powder market. Over the years, surf has anticipated the changing washing needs of the Indian homemaker and constantly upgraded itself. Now you dont have to worry about tacking the realy tough stains, especially on your colored clothes anyone. Surf Excel Hai Na !

 Lifebuoy Family health protection for my family and me. worlds largest selling soap offers a stronger health benefit to the entire family. Launched in the year 1895, lifebuoy, for over a 100 years, has been synonymous with health and value. The brick red soap, with its perfume and popular lifebuoy jingle have carried the lifebuoy message of health across the length and breadth of the country, making it largest selling soap brand in the world. In 2002, lifebuoy was relaunched, marketing a new turning point in its history. The new mix includes a new formulation and a repositioning of the brand to make it more relevant to both new and existing consumer.

 Lux the film stars choice Endorsed by popular film star. Lux is one of the biggest brand in soap category. Was launched in Indian in the year 1905. Lux comes in 3 attractive lux pink is a fragrant ensemble of almond oil. Lux white a rich creation of milk cream and lux black (in a pastel shade of lemon yellow) overflow with the goodness of honey, and is also the first of its kind in the market.

 Lakme on top of the world Half a century ago, as India took her steps into freedom, Lakme, Indias first beauty brand was born. At a time when the beauty industry in India was at a nascent stage, Lakme tapped into what would grow to be amongst the leading, high consumer interest segment in Indian industry that of skincare and cosmetic products. Armed with potent combination of foresight, research and constant innovation, Lakme has grown to be the market leader in the cosmetic industry. Lakme today has grown to have a wide variety of products and service that all facet of beauty care, and arm the consumer with products to pamper herself from head to toe, This is reflected in the advertising line for lakme, On Top Of the World

 Vim - khar khar ka moh tod jawab

In 1993Vim Bar was launched. This product had many benefits include better clean, ease of handling and easy storage. Vim Bar was re-launched in 1997 with an improved which formulation tackled and new and communication, performance. economy

 Brooke Bond Red Label nations cup of tea Brooke Bond Red Label Tea was launched in year 1903,which makes it one of the oldest brand of tea in the country.

The new campaign highlights the irresistible taste of the new Red Label Tea through executions that revolve around a very catchy base line Dont Mind Ek Cup Aur Ready for another cup!

 Lipton Taaza the fresh cup of tea Lipton Taaza was launched in 1988. The strategy for the launch was to convert loose tea users into packet tea. The name Taaza signified Fresh Tea The core benifts was refreshment.

 Brooke bond taj mahal wah taj ! Taj mahal tea was launched in 1966 as a premium CTC lead brand. The tea is carefully chosen from a thousand teas from the best gardens of Assam to give it an exquisite aroma and taste. It is endorsed by ustaad zajir hussain who personifies the brand in all respects.

 Kissan the taste to grow up with Acquired by Hindustan lever limited in1994, the kissan category consists of deliciously wholesome product for kids to grow up. The kissan range consists of ketchup and other sauces, puree, jams, squashes and ready to drinkproducts.

 Dalda for healthy cooking Launche in 1937, dalda vanaspati has been the Indian housewifes trusted companies for tasty, healthy cooking. Considered as an associated with purity, quality and trustworthiness.

QUALITY POLICY
Hindustan lever limited considers quality as one of its principal strategic objectives to guarantee its growth and leadership in the market in which it operates. The company is committed to respond creatively and competitively to the changing needs and aspiration of our consumer through relentless pursuit of technology excellent, innovation and quality management across our that are appropriate to the various price points in the market as well as to out commitment to building shareholder value. The company recognizes that its employees are the primary source of success in its operation and is committed to training and providing them the necessary tools and technology as well as empowering them to ensure broad base compliance of this policy to the organization at all levels.

ADVERTISING BUDGET
For many companies, advertising is an extremely vitual force in the success of their marketing endeavours. Advertising is a powerful marketing tools, but it is highly expensive too. In India, there are more than a dozen such companies whose advertising expending runs in to a few million.

Budgeting
Because the advertising budget is a plan for the companys future advertising, it can make a useful contribution to a profitable operation. Advertising expending is no longer an expending, it is now widely considered to be an investment. HLL spends almost 40% of its total budget in advertising. Every year HLL adds 50% of their net profit in their advertising budget. For e.g.200 crore is the net profit 50% of net profit =100 crores Therefore, 800 crores is the advertising budget +100 crores is added _______ 900 crores

 Budget process
The preparation of an advertising budget

benerally determines the size of advertising expenditure. How much should be spent on advertising ? to determine this is the purpose of the advertising budget. Advertising budget is the translation of an advertising plan into rupees. Advertising budget is prepared by the

advertising manager of the company. The starting point of any advertising budget process is the determination of the size of advertising appropriation. The next step after arriving at total expenditure is apportionment of this fund. This fund allocation has to take into account the market potential within various segments, the time period and the geographical areas over which advertising will be spread in accordance with the overall advertising strategy. During the execution of the budget, the

advertising manager has to exerices control so the funds that have been allocated may be spent in most economical manner.

ACHIEVEMENTS OF HINDUSTAN LEVER LIMITED

Hindustan lever limited has received the motilal oswal largest wealth creator award for the period 1996-2001
HLLs finance director, Mr. D. Sundaram,

received the award on behalf of the company. This is the 5th time that HLL has been conferred with this distinction. HLL has improved its ROSE from 53% in1996 to 65% in 2000, achieved through growth, marginimprovement and capital productivity. For the 9 month period ended 30th September 2001, HLLs net sales were Rs. 1030.97 crore (+18.2%), while net profit was Rs.1204.93 crore (+36.8%).

HLLs net profit for the year 2001is at Rs 1641 crores grew by 25.3% over 2000
Net sales for the year at Rs 10972 crores grew by 3.5% led by a 6.5% growth in power brand before tax (PBT) at Rs.1943 crores increased by 16.7% while profit after tax (PAT) was Rs. 1541 crores a growth in 17.6%.
Home and personal care grew by 7% led by a 9%

growth in its power brandclinic and lux led a10% growth in the hair category while pepsodent and close-up took toothpaste growth to 6% despite

aggressive competition. Fair & lovely and ponds grew the skin business by 21%. Wheel grew by 18% making it the number one branded in laundry and leading a total fabric wash growth by 7%.

KEY HIGHLIGHTS
a) The companys sales have shown a marginal increase of 1.08% in the Q1FY01 as compared to the corresponding quarter of the last fiscal. The company has posted a net profit of Rs 339.53 crore for the quarter ended march 31. b) As per financial report of HLL june quarter operating profit is up by 23.7% and PAT rises by 15.5%.
Financial For The Quarter

Rs (crore) Sales Other Expenditure Interest Depreciation PAT Net profit

Q1FY01 2642.51 102.2 2304.09 1.1 33.57 339.53 12.85%

Q1FY00 2614.07 90.01 2323.81 3.47 33.57 262.61 10.01%

Change 1.08% 13.54% (.84%) (68.29%) (1.13%) (29.31.%)

FUTURE OUTLOOK
The FMCG sector is running in its maturity stage. With the slowdown in the economy, the demand is gradually shifting towards cheaper more value-for-money product. The company has been witnessing a sudden fall in its topline growth in the fast few years. To, counter this, Hindustan lever is going for a major restructuring of its business. It has decided to rationalize its portfolio from 110 brands to 36 mega brands.the company is also entering into services like lakme bauty saloon and surf laundry services to capture greater margins. In an initiative to e- commerce, the company is venturing e-tailing. Its grocery e-tailing venture targets monthly replenishment shopper with the lure of exotic items not available locally.

SUGGETIONS
1. Since HLL is using T.V. as a means of advertising its products, it can also start advertising in local newspapers in vernacular languages, which are circltation in far off village where even today T.V. has not reached peoples houses. This will also help the rural mass to have equal awareness and knowledge about the existence of the different products. 2. Now a days people have become more health conscious hence they prefer more natural and herbal products. Hence, the firm should consumer on products more and more herbal products to consumer rather than chemical based products. 3. In order to attract the customer attention the firm can also use various other outdoor advertising medias like big hoarding, paintings, banner, neon signboard and transit advertising. This will help catch the attention of the product in the market. 4. The firm should design different seminars and discussion and invite the potential customer and exited buyers to participate in it. This will greatly help the firm to producer valuable information about the tastes, preference and habits and motives of consumers. This will also enable the firm to trace out an apt solution about the marketing problem confronted in this relation.

5. The domestic packet tea industry was affected tea industry by the discrimination levy of excise duty of 8% on branded packet tea hence company should divert its attention to this industry and bring some innovation in packaging, taste, arora, etc of tea in order to maintain and capture the major market share. 6. The oral care sales declined by 7.8% hence the firm needs to create such strategies, which would facilitate promotion of oral care items in best manner leading to its vibrant growth.

CONCLUSION
Firstly, I would like to convey my gratitude to the marketing department of Hindustan lever at Jamnagar, for permitting me to visit there and showing their hospitality towards me. The project work conducted is a part of our B.B.A syllabs. It has helped me a lot to develop a feel of industrial environment and the actual business practice. HLL is the Indias largest FMCGs company and is continuously striving to capture the major market share. As per junes financial report, profit after tax rose by Rs 447.34 crore. This indicates that it is relentlessly going to aim for growth by concentrating on innovation. This is one of the remarkable achievement on its part. All in all HLL has been successful in creating and maintaining a good market reputation. It also possesses very well planned and developed departments marketing department being one of them. Future prospects of HLL are very bright.

BIBLIOGRAPHY
Books
1. advertising theory and practice 2. marketing management 3. marketing management 4. marketing management 5. Fundamental of marketing

Authors
Chunawalla, kumar, Sethia, Subramanian, Suchak Ramaswamy, Namakumari Philip kotler S. A. shelekar William. J. Stanton And mechael. J. etzel.