PREFACE I was lucky to get an opportunity to work in HUL Bhopal.

Analysis of Advertising & Sales Pro otion Plays i portant role in HUL! "arketing Strategy & Sales Pro otion helps in achieves its goals.

#he first section deals with Analysis of Advertising & Sales Pro otion in this section! I have given a $rief conceptual e%planation to Advertise ent. It contains the definition! i portance & $enefits of Analysis of Advertising & Sales Pro otion. #he second section of y report deals with a Introduction a$out HUL A$out its

activities and operations! Products & Services ! etc. this section atte pts to give detailed infor ation a$out the co pany and the nature of it&s functioning. Advertising pro otes idea! goods and services. Although interest goals. Advertising is identifia$le with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas. 'rgani(ations have now started reali(ing that the Advertising pro otes idea! goods and services. Although ost advertising is designed to help sell goods! it is $eing used increasingly to further pu$lic interest goals. Advertising is identifia$le with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas. is the only way to increase organi(ational efficiency in ter s productivity! )uality! profits and $etter custo er orientation. ost advertising is

designed to help sell goods! it is $eing used increasingly to further pu$lic

TABLE OF CONTENT

S.NO +* +1 +0 +9 +5 +< +8 += +; *+

CONTENTS I,#-'.U/#I', /'"PA,2 P-'3IL4 'B64/#I74 '3 #H4 S#U.2 -4S4A-/H "4#H'.'L':2 .A#A A,AL2SIS & I,#4-P-4#A#I', 3I,.I,:S SU::4S#I', /',/LUSI', BIBLI':-APH2 A,,4>U-4

PAGE NO. +0 *5 18 1; 00 9< 9; 5* 50 55

C#APTER NO$%&

"NTRO 'CT"ON

Analysis of Advertising & Promotional A !ERT"S"NG

0

#he word ?Advertising& has its origin fro eans to turn to. #he dictionary

a Latin word ?Adventure& which

eaning of the word is ?to announce pu$licity and infl(en)e t*em +it* t*e ideas ainly used

or to give pu$lic concerned to a specific thing which has $een announced $y the advertiser pu$licity in order to infor +*i)* t*e advertisement )arries. In $usiness world the ter s in with reference to selling the product of the concern. #he advertising! as 6ones defines it is @a sort of sales an! such as anufacturing the achine ade ass production

ethod of selling which supple ents the voice and personality of the individual achine supple ents the hands of the edia space or ti e a careful scrutiny of the a$ove crafts an.@ It is thus a process of $uyingAsponsorAidentified in order to pro ote a product or an idea. 3ro definition! the following points e erge B

Advertising is a paid for co

and hence co

ercial in nature. #his any sponsored

unication designed to influence $uyer $ehaviour advertising.

Advertising is nonCpersonal. Unlike personal selling! advertising is done in a nonCpersonal anner through inter ediaries or edia whatever the for of advertise ent DSpoken! written or visualE. It is directed at a not directed at the individual as in personal selling. Advertising pro otes idea! goods and services. Although interest goals. Advertising is identifia$le with its sponsoring authority and advertiser. It discloses or identifies the source of opinions and ideas. Advertising thus is B ost advertising is ass audience and

designed to help sell goods! it is $eing used increasingly to further pu$lic

*. I personal 1. A co unication of ideas. ass audience

0. Ai ed at

9. By a paying sponsor. #he two for s of ass co unication that are so ething confused with

advertising are pu$licity and propaganda. If we eli inate the ele ents of the @paying sponsor@ D#he paid re)uire entE we would have the ele ent of pu$licity left B 3or pu$licity is technically speaking! advertise ent without pay ent. In a si ilar anner. If we eli inate the re)uire ent of an @identified unication is propagandistic. sponsor@! the resulting co

It is i portant for us to e phasi(e that advertising co atte pts to sell goods and services. But we fact that it often sells ideas. Advertising persuade with e otionB i%ture of $oth. ,&- Ele)troni) .edia Advertisers use two types of radio or #.7. ,A- Radio / Advertisers using the ediu of radio ay overlook the

ay involve the ore i portant ay

unication of ideas or goods of service. Fe are all aware that advertising ay persuade with infor ationG it

ore fre)uently! it endeavours to persuade with so e

edia to reach target consu ers over the airwavesG

ay also $e classified as ,ational or

Local advertisers. #he radio is a pro inent vehicle of advertising in our country and accounts for a large su of the total advertising $udget.
5

#he radio serves principally local rather than national or large regional "any s all advertisers use the radio. So do so e large organi(ations.

arkets.

Fhen #.7. $eca e a factor in the advertising scene! so e industry o$servers felt that radio advertising progra es that features ight $eco e insignificant or even disappear. #his usic etc. which appeal to local audience consu ers has not $een so! for radio operators have responded to the challenge $y offering have responded very favoura$ly to this approach. "oreover #7 does not have uch coverage in our country. ,B- Television / Late in India! a growing class of advertising country! co edia has $een the #7. In our

ercial advertising on #7 is severely li ited $ecause $roadcast edia do. #his is

ti ings are only in the evenings. #he #7 is a uni)ue co $ination ti ing of sight and sound and achieves a deeper i pact than the other #7 advertising offers advantage of i pact! particularly advantageous for advertisers whose product re)uire de onstration. ass coverage! repetition! fle%i$ility and prestigious. In our country not everyone has a #7 setG therefore it does not reach everyone. "oreover! in rural India where 8<.0*H of our population lives. #here are hardly any #7 sets! e%cept at the co is availa$le. "oreover! #7 progra unity centres where electricity uch es in our country do not offer

selectivity. #he translation is li ited! any centers do not have #7 towers. #7 appeals to $oth the senses of sound and of sight . As a result is co $ines the two to produce highCi pact co service is pro oted on #7 ercials. 3inally! the fact that product or watching #7 is at least potentially ediu . ay $uild a prestigious i age of the product and its essage delivered through the

sponsor. #he pleasure derived fro transfera$le to the advertising ,ii- Print .edia

<

#he print

edia carry their

assages entirely through the visual aga(ines and direct ail.

ode. #hese

edia consist of newspapers! ,A- Ne+s0a0er /

A si1a2le s*are of t*e total advertising 2(dget is s0ent on advertising in ne+s0a0ers. ,ewspapers in our country virtually reach the cities. Since newspapers are local! particular hour range. 3ro direct co ost of the ho es in to reach arketers can easily use the

arkets. #his selectivity is easily rigorous. So e are in the twelveC the viewpoint of the advertiser! newspaper offers several

advantage! they are local in content and appeal and provide opportunity for unication $etween a product and its local dealers or distri$utors. ay $e favoura$le for so e advertising ay choose the specific area to $e Because newspapers supply news! they offer an at osphere of factual infor ation and of currency that situations. Advertisers can reach a very $road audience through newspapers which offer great fle%i$ility. #he advertisers as co pared with other ,B- .aga1ines / "aga(ines are also ean of reaching different arket! $oth original and atinal edia. covered and the advertise ent can $e placed in newspapers at very short notice

and of general and specific interest. An organisation #oday! Business Forld and 3il fare. So e

ay approach national arket on aga(ines.

arkets through such pu$lication as Business India! 3a ina! Sportsweek! India arketers divide their the $asis of such varia$le as age! educational level and interest ladies! sports etc. #he diversity of

"aga(ines are divided into those parts that serve $usiness! industrial consu ers! aga(ines is tre endous. So e offer news or aga(ines offer advertiser the together @:eneral Interest@ content to huge audience. 'thers are highly specialised! technical or even e%otic. In general! opportunity to reach highly selective audience.

#he pri ary advantage of

aga(ine advertising are selectivity of

arket

targetsG )uantity reproduction long lifeG the prestige associated with so e aga(inesG and the e%tra service offered $y copies for long period of ti eG reread the aga(ines have prestige value. #he regional any pu$lications. #he )uality of or pass the on to other. So e aga(ines reproduction is usually high. /onsu ers so eti e keep individual arketer can cover national or large

arkets at a low cost per contract Dper individual reachedE. "aga(ines

generally offer highC)uality printing of advertise ent. ,iii- O'T OOR AN TRANS"T .E "A ,A- O(tdoor Advertising / 'utdoor advertising involves the use of sign and $illC$oards! posters or displays Dsuch as those that appear on a $uilding&s wallE and electric spectacular Dlarge! illu inated! so eti e ani ated sign and displayE. #he arketers ay purchase $ill$oards on the $asis of showings. A showing indicates the percentage of the total population of a particular geographic area that will $e e%posed to it during one a onth period. #he highest showing is *++. Here the nu $er of $ill$oards is onth. Sings are usually s aller than $ill$oards and are erected and aintained $y the #his for arketer rather than $y the advertising edia. would attract appro%i ately 5+H of the local population a$out 1+ ti es during

of advertising has the advantage of co

unication )uick and si ply etropolitan and other can

ideas of repetition and of the a$ility to pro ote products that are availa$le for sales. 'utdoor advertising is particularly effective in use this ediu re aining the to $ring the products to the attention of consu ers or to of the product! while they are on shopping trips or area ay utili(e this arkets. ediu to ass of people or s all local

disposed towards shopping. Advertisers econo ically reach a large

,B- Trans0ort Advertising /

=

#ransport advertising appears on the inside or outside of ta%is! $uses! railways and other odes of passenger transportation. "arketers ay use transit aIority of advertise ent to attain high e%posure to particular groups consu ers on theory way to and fro work and tourists. -epeat e%posure is possi$le for a the people in our country use pu$lic transport $asis. #ransport advertising is useful in reaching consu ers at an advantageous point which they are e $arking on a shopping trip. #his SALES PRO.OT"ON According to the A erican "arketing Association! Sales Pro otion consists of those arketing activities other than personal advertising and pu$licity that sti ulate consu er purchasing and dealer effectiveness! such as displays shows and e%positions! de onstration and various nonCrecurrent selling efforts not in the ordinary routine. Sales pro otion activities are i personal and usually nonCrecurring and are directed at the ulti ate consu ers! industrial consu ers and iddle en. #hese activities tend to supple ent the advertising and personal selling efforts. 4%a ples of sales pro otion are free product sa ples! trading sta ps! store displays! pre iu s! coupons and trade shows. 3or including the any organisations! essages to arketers of food! toys and clothing! store displays are an ediu is a low cost ediu .

i portant sales pro otion device. .isplay e%poses the pro otion

consu ers at the ti e and place of purchase. Such e%posure is especially i portant for ite s that are $ought on i pulse. ,u erous consu ers products are purchased in stores that use selfCservice selling their rivals. P'BL"C"T3 ethodJs. "arketers of such those of ite s need effective display in order to distinguish their products fro

Pu$licity is a

eans of pro oting the ost co

ass

arket and is si ilar to advertising! edia and pertains

e%cept that it is free! is found in the editorial portion of news to newsworthy events. #he

on type of pu$licity are news release

Dalso know as press releaseE! photographs and feature stories. "arketers have less control over the nature of the pu$licity that their organisation and products receive than they have over their advertising! personal selling and sales pro otions essages. Upon receiving a news release! for instance! the editor or e director ay choose to throw the release in the edia $roadcast station progra

waste paper $asket! change the hording! or print or $roadcast it in the original for . #he disposition of the news release is entirely in the hands of the and cannot $e dictated $y the arketer. Pu$licity ay $e negative as well as

positive. So e products and $rands have received $ad pu$licityG for e%a ple cigarettes! wings! artificial sweeteners have $een $randed unsafe or unhealthy in the pu$licity which they would rather have done without. "any a co panies and trade association officials atte pt to develop favoura$le working relationships! with the that such co edia in order to ini ise $ad pu$licity. #hey reali(e ay have every adverse i pact upon unications to the pu$lic

the i age of the organisation. PERSONAL SELL"NG Personal selling consists of persons to co unication $etween the sales persons

and their prospects. Unlike advertising! it involves personal interactions $etween the sources and the destination. Advertising ai s at grouping the shotgun approach! while personal selling ai s at individuals the right approach. Sales persons are in the position to tailor their persons receive i sales person essages according to the uni)ue essages are characteristics of each prospect. 3urther! $y o$serving and listening! sales ediate feed$ack on the e%tent to which their ethod of its presentation. getting across. If feed$ack indicates that the ay )uickly adIust it or the essage is not getting across! the

*+

Personal selling effective

ay $e a very intense

eans of pro otion. /onsu ers can ercial! ignore a store display. #he ost effective ass ost

easily leave the roo Cduring a #7 co

ethod of pro otion pro$a$ly is to have sales person provided that ethod of pro otion any arket! this would $e arketing.

the organisation has sufficient funds. #he

pro$a$ly is to have sales person call upon every target consu ers! for institutions! especially those that appeal to the terri$ly inefficient. As a result! they e ploy ass

arketing techni)ues such as

advertising! personal selling is very i portant in industrial

P'BL"C RELAT"ONS "arketers engage in pu$lic relations in order to develop a favoura$le i age of their organisation and products Ioin the eyes of the pu$lic. #hey direct this activity to parties other than target consu ers. #hese @other@ include the pu$lic at large la$our unions! the press and environ ental groups. Pu$lic relations activities include sponsoring! lo$$ying and using pro otion persuade relations refers to a fir Js co essage to pu$lic e $ers of the pu$lic to take up a desired position. #he ter

unication and relationships with the various

sections of the pu$lic. #hese sections include the organisation custo ers! suppliers! share holders! e ployees! the govern ent! the general pu$lic and the society in which the organisation operates. Pu$lic relations progra whether or not it has a for ali(ed Dorganised! progra a$out its pu$lic relations. A !ERT"S"NG EFFECT"!ENESS Advertising is an art not a science. 4ffectiveness of which cannot $e with a easured e ay higher $e for al or infor al. #he critical point is that every organisation! e! should $e concerned

athe atical or e pirical for ula so e advertisers argue that

advertising efforts go to waste! $ut every advertiser is keenly interested in

**

easuring or in evaluation of ad. 4ffectiveness. #esting for the effectiveness of ad. will lead advertise ent testing done in the ust $e done either $efore or after the ad has edia. It is of two types! pretesting which is done $efore the ad. has

$een launched and one is referred to as cost testing which is done $efore the ad. has $een launched and one is referred to as cost testing which is done after launching the advertising ca paign. #he $asic purpose of advertising effectiveness is to avoid costly efficiency. In istakes! to predict the relative strength of alternative strength of alternative advertising strategies and to increase their easure ent of ad. effectiveness feed $ack is always useful even if it costs so e e%tra e%penditure to the advertiser. Sales$Effe)t / /o co unicationCeffect advertising research helps advertisers assess advertisingJs unication effects $ut reveals little a$out its sales i pact. Fhat sales are

generated $y an ad that increases $rand awareness $y 1+H and $rand preference $y *+HK AdvertisingJs sales effect is generally harder to effect. Sales are influenced $y easure than its co unication

any factors $esides advertising! such as the easure advertisingJs

productJs features! price! availa$ility and co petitorsJ actions. #he fewer or ore controlla$le these other factors are! the easier it is to effect on sales. #he sales i pact is easiest to effect on sales. #he sales i pact is easiest it is to situations and hardest advertising. PROGRESS TESTS #hese assess the various stages of $uyer awareness! preference! $uying intention and the actual purchase in relation to ad. effort. #hey are called sales effect tests.
*1

easure in directC arketingJs easure in directC arketing

easure in $rand or corporateCi ageC$uilding

.eas(ring Sales Res0onse to Advertising / #hough increase in sales in the true reality it is difficult to advertising progra advertising. easure of advertising effectiveness! in

easure the increase that is due to a particular ethods have $en discalled in the easure the sales response to

advertise ent. It is rather difficult to correlate the response in sales with the e. However! a few following paragraphs which are generally used to

T*e Neta00s .et*od / #he ter #his ,etapps has $een fra ed fro the ter netCadCproduceCpurchases.

ethod! which has $een developed $y .aniel Starch and Staff co pany! easure ent of $oth readers and nonCreaders who purchased and ethod is easure ent of the salesCeffectiveness of various ethod is su$Iect to a high level of false ay

re)uires the

who did not purchase the $rand under investigation. #he netapps useful in the relative advertising approaches. But the

reporting and open to interviewer $ias. "oreover! we have considered advertising influence as the only factor which results in a purchase. #here $e! and often are! other varia$les which affect purchases. Sales Res(lts Tests / #he additional sales generated $y the ads are recorded! taking several routes. Past Sales $efore the ad and sales after the ad are noted. #he difference is attri$uted to ad i pact.

*0

/ontrolled 4%peri ent B In e%peri ental

arket! any one ele ent of

arketing arket. #he

i% is changed. It is co pared with the sales of another si ilar ele entJs presence o$servance is a reason for difference in sales. Instead of two consu ers. #he inventory audit is dealers inventory $efore and after the ad is run.

arkets! the e%peri ent can $e carried on the two groups of

Attit(de Tests #his is an indirect easure ent of the postCtesting effects of ads on attitudes

towards the advertised product or $rands. #he change in attitude as a result of advertising is assessed. #he assu ption is that favoura$le attitude towards the product ay lead to purchases.

"ost ads are designed to either reinforce or change e%isting attitudes. An attitude is a favoura$le or unfavoura$le feeling a$out a product.

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C#APTER NO$%&

CO.PAN3 PROF"LE

*5

"ntrod()tion to #'L Hindustan Unilever Li ited DHULE is IndiaJs largest 3ast "oving /onsu er :oods /o pany! touching the lives of two out of three Indians with over 1+ distinct categories in Ho e & Personal /are Products and 3oods & Beverages. #he co pany&s #urnover is -s. *8!510 crores Dfor the financial year 1++; C 1+*+E HUL is a su$sidiary of Unilever! one of the world&s leading suppliers of fast oving consu er goods with strong local roots in a$out 51H shareholding in HUL. Hindustan Unilever was recently rated a ong the top four co panies glo$ally in the list of M:lo$al #op /o panies for LeadersN $y a study sponsored $y Hewitt Associates! in partnership with 3ortune aga(ine and the -BL :roup. #he co pany was ranked nu $er one in the AsiaCPacific region and in India. #he *!9++ ission that inspires HULJs ore than *5!+++ e ployees! including over ore out of life and good for others. It is a ore than *++ countries across the glo$e with annual sales of a$out L9+ $illion in 1++; Unilever has

anagers! is to help people feel good! look good and get

with $rands and services that are good for the of the e)uity. O(r vision

ission HUL shares with its parent co pany! Unilever! which holds a$out 51 H

Unilever products touch the lives of over 1 $illion people every day O whether thatJs through feeling great $ecause theyJve got shiny hair and a $rilliant s ile!

*<

keeping their ho es fresh and clean! or $y enIoying a great cup of tea! satisfying eal or healthy snack.

A )lear dire)tion #he four pillars of our vision set out the long ter direction for the co pany O

where we want to go and how we are going to get thereB

Fe work to create a $etter future every day Fe help people feel good! look good and get and services that are good for the ore out of life with $rands and good for others.

Fe will inspire people to take s all everyday actions that can add up to a $ig difference for the world.

Fe will develop new ways of doing $usiness with the ai

of dou$ling

the si(e of our co pany while reducing our environ ental i pact. FeJve always $elieved in the power of our $rands to i prove the )uality of people&s lives and in doing the right thing. As our $usiness grows! so do our responsi$ilities. Fe recognise that glo$al challenges such as cli ate change concern us all. /onsidering the wider i pact of our actions is e $edded in our values and is a funda ental part of who we are. Brands

*8

Food 2rands HUL is one of India&s leading food co panies. 'ur passion for understanding what people want and need fro akes our $rands a popular choice their food C and what they love a$out it C

Broo4e Bond 5 Roses Playful $anter! a little ischief! serious conversationP there&s no ti e for

young couples like the ti e spent sharing a cup of 0 -oses.

Anna0(rna Partnering with the o in nurturing her drea s! Annapurna Atta is ai ed at

helping her provide wholeso e tasty nutrition to her fa ily.

Red La2el India&s favourite cup of tea! the great taste of -ed La$el $rings people closer together and strengthens relationships.
*=

Broo4e Bond Taa1a Brooke Bond #aa(a lifts reali(e possi$ilities. e and unshackles y ind! allowing e to see and

Ta6 .a*al Brooke Bond #aI "ahal is an e%clusive selection of teas for the discerning consu er.

Bru 4k cup Bru aur ood $an IaeP

7issan Fith Qissan! good food is loved not shovedR

*;

7norr Qnorr helps fa ilies ake eal ti es special! nutritious! tasty and healthy.

7+ality 8all9s A good honest scoop of daily pleasure.

Li0ton Lipton has a range of vitality teas that truly enco pass the goodness of tea. #ome )are 2rands HUL has a diverse portfolio of $rands offering ho e care solutions for of consu ers across India. illions

1+

A)tive 8*eel Active Fheel de @"ehnat se Aa(adi@ 3reedo fro painful & tiring laundry

Cif /ifC the $est cleaner to let you shine.

Comfort #he world&s largest fa$ric conditioner $rand.

ome: #he sheer power of .o e% $leach gives you the confidence you need! eradicating all known ger s.

1*

Rin -in provides ?$est in class whiteness& which is de onstra$le.

S(nlig*t Sunlight is a color care $rand

S(rf E:)el :iving your kids the freedo to get dirty and e%perience life! safe in the

knowledge that Surf 4%cel will re ove those stains

!im /reated in *==5! the 7i $rand is still innovating and using the agic of

natural ingredients to create un$eata$le results over a hundred years late

11

Personal )are 2rands 'ur personal care $rands! including A%e! .ove! Lu%! PondJs! -e%ona and Sunsilk! are recognised and love $y consu ers across India. #hey help consu ers to look good and feel good O and in turn get ore out of life.

Avian)e Aviance ena$les wo en actuali(e their uni)ue potential through e%pert custo i(ed $eauty solutions.

A:e A%e with Best Suality 3ragrance

LE!ER Ay(s* T*era0y L474- Ayush ai s to help a new generation of Indians rediscover everyday health and vitality through custo i(ed Ayurvedic solutions.

10

Bree1e Bree(e! with the goodness of glycerine gives soft! fragrant and s ooth skin.

Clear ,ew /lear with 4ssential 'ils! guarantees Tero dandruff and leaves your hair feeling fa$ulous.

Clini) Pl(s /linic Plus is India&s largest selling sha poo and has won the trust the of fa ilies across India. illions

Close(0
19

3reshness that $rings you /loser

ove .ove stands for real $eauty. All around the world! .ove is feel ore $eautifulR aking real wo en

Fair & Lovely "ore than 0+ years ago! a uni)ue $rand was $orn. Frapped within a hu $le lavender tu$e! it went on to $eco e the Forld&s ,o.* 3airness crea .

#amam Holistic skin care e%periences perfected over the ages to deliver healthy! $eautiful skin

15

La4me Lak e is an ally to the Indian Fo an and inspires her to e%press her uni)ue $eauty and sensuality. #hus! ena$ling her to reali(e the potency of her $eauty.

Life2(oy Life$uoy is availa$le in ultiple variants in soaps and specialist for ats such as

li)uid handwash! catering to the entire fa ily.

Liril Awaken! and enliven your senses with a Liril $ath.

L(: Lu% $elieves in passion for $eauty. It continues to $e a favorite with generations of users for a sensuous e%perience of lu%ury.

1<

C#APTER NO$%&

OB;ECT"!E OF ST' 3

18

OB;ECT"!E OF T#E ST' 3 PR".AR3 OB;ECT"!E #o study the Analysis 'f Advertising & Pro otional In HUL. #o know a$out the i portance of Advertising & Pro otional in HUL. SECON AR3 OB;ECT"!E #o find out the custo er satisfaction regards HUL. #o find out the Awareness of /usto er a$out Products in HUL.

1=

C#APTER NO$%<

RESEARC# .ET#O OLOG3

1;

RESEARC# .ET#O OLOG3 -esearch -esearch research a particular ethodology is a way to syste atically solve the research pro$le . ethodology constitutes of research ethods! selection criterion of ethods! used in conte%t of research study and e%planation of using of ethod or techni)ue so that research results are capa$le of $eing

evaluated either $y researcher hi self or $y others. ".PORTANCE OF T#E RESEARC# Significance of research and research leads to invention. 3ollowing facts highlight the i portance of the research. *. -esearch facilitates logical or scientific thinking process which leads towards flow less strategy for ulation. 1. It facilitates identification of ?trends& which ulti ately responsi$le in arketing opportunities. 0. .ecision aking $eco es easier for well researched pheno enon.

9. -esearch is i portant in solving various operational and planning pro$le s of $usiness and industry. TOOLS AN TEC#N"='ES As no study could $e successfully co pleted without proper tools and techni)ues! sa e with y proIect. 3or the $etter presentation and right e a lot. Basic tools which I used for e%planation I used tools of statistics and co puter very fre)uently. And I a very thankful to all those tools for helping proIect fro C Pie charts C #a$les $ar charts and pie charts are really useful tools for every research to show the result in a well clear! ease and si ple way. Because I used $ar charts and pie
0+

statistics areC

charts in proIect for showing data in a syste atic way! so it need not necessary for any o$server to read all the theoretical detail! si ple on seeing the charts any $ody could know that what is $eing said. #echnological #ools "sCFord "sCe%cel Internet A$ove application software of "icrosoft helped ore interactive and productive. "icrosoftC4%cel had a great role in e all the relevant infor ation.. "icrosoftCAccess did the perfor ance of the proIect duration. And in last "icrosoftCFord did help a presenta$le for . PR".AR3 RESEARC#/ #his consisted )uestionnaire and interaction fro various people. A focus group study have conducted to design the /usto ers survey )uestionnaire with a sa ple si(e of 5+ respondents. #he survey was conducted in Bhopal city.. SECON AR3 RESEARC#/ * 1 0 9 5 Internet ! Books 6ournals ! ,ewspaper! Annual report!
0*

e a lot in

aking proIect e a situation of

y proIect! it created for

Myou sit and getN. I provided it si ply all the detail of data and in return it given y personal assistant who organi(es even a single ti e in all

y all the details of docu ent without distur$ing the

e for the docu entation of the proIect in

<

.ata$ase availa$le in the li$rary!

SCOPE OF T#E ST' 3 #he scope of the study is li ited to Advertising & Pro otional in HUL Study o$Iective is to e%a ine the various factors which play their part in! custo er Satisfaction and the aIor dissatisfaction areas for the custo ers. #he study considered the area of Bhopal city. #he sa ple under consideration consisted of the e%isting custo ers of HUL. Fe have selected following para eters for study purpose. D*EStrategy in HUL. D1E Satisfaction level. L"."TAT"ON *. Sa ple si(e of 5+ is not enough to generali(e result. 1. -esponse is depending upon psychology of respondent. 0. #he survey is geographically li ited to Bhopal. 9. So e of the respondent tries to hide infor ation like sales volu e. <. So e secondary data which I e%pect to collect fro provided to e. the co pany is not

01

C#APTER NO$%>

ATA ANAL3S"S & "NTERPRETAT"ON

00

ATA ANAL3S"S & "NTERPRETAT"ON S.* How did you know a$out HULK Res0onse #elevision Internet "aga(ines Hoarding ,ew paper ? of res0ondent 05 11 1= +5 *+

05 %

10 %

35 %

Television Internet Magzines Hoarding New spaper

28 %

22 %

"NTERPRETAT"ON$ 'ut of 5+ respondent 05H respondent told they know a$out HUL $y #elevision while 11H told they know a$out HUL $y Internet and +5H told they know a$out HUL $y Hoarding! 1=H told they know a$out HUL $y "aga(ines! *+H told they know a$out HUL $y ,ews Paper.

09

S.1 Fhich

ediu

of add do you like

ostK 15 01 *= *5 *+

Res0onse #elevision add Internet "aga(ines Hoarding ,ew paper

? of res0ondent

10 % 15 %

25 %

Television Add Internet Magzines Hoarding New s Paper

18 % 32 %

" NTERPRETAT"ON$ 'ut of 5+ respondent 15H respondent told they like #elevision Add for of add while 01H told they like Internet for like Hoarding for ediu add!*+H told they like ,ews Paper for ediu ediu of add! *=H told they like "aga(ines for of add. ediu of of add and *5H told they ediu

05

S.0 How do you rate pu$licity Activates of HULK Res0onse 4%cellent 7ery :ood :ood average Poor ? of res0ondent 15 00 *+ *5 *8

17 %

25%
Excellent Very Good Good Avegage poor

15%

10%

33%

0<

"NTERPRETAT"ON$ 'ut of 5+ respondent 15H told pu$licity Activates of HUL is 4%cellent while 00H told Its very good and *+H told :ood! *5H told Average !*8H told poor.

S.9 Brouchers and pu$licity -esponse 4%cellent 7ery :ood :ood Average Poor

aterial of HULK H of respondent 18 05 *+ *0 *5

15 %

27 %
Excellent Ve ry Good Good Average Poor

13%

10%

35%

08

"NTERPRETAT"ON$ 'ut of 5+ respondent 18H told Brouchers and pu$licity told poor. =.> #o+ do yo( rate ne+s0a0er Add of #'L @ aterial of HUL is 4%cellent 05H told Its very good and *+H told :ood! *0H told Average !*5H

-esponse 4%cellent 7ery :ood :ood Average Poor

H of respondent 11 0= +0 *8 1+

20 %

22 %

Exce lle nt Ve ry Good Good Ave gage poor

17 % 3% 38 %

0=

"NTERPRETAT"ON$ 'ut of 5+ respondent 18H told newspaper Add of HUL is 4%cellent 0=H told Its very good and +0H told :ood! *8H told Average !1+H told poor.

S.<. Fhich for s of advertise ent do you like

oreK

Res0onse ,ewspapersE "oving

? of res0ondent

Still i age D"aga(ines A =+ i age 1+

D#elevision A InternetE

20 %

till i!age"Magazine s#New spaper$ Moving i!age " Television# Internet$

80% "

NTERPRETAT"ON$

0;

'ut of 5+ respondent =+H respondent told they like Still i age D"aga(ines A ,ewspapersE 3or of Advertise ent while 1+H told they like they like "oving of Advertise ent. i age D#elevision A InternetE3or

S.8 According to you what is the Res0onse Infor the custo er.

ain purpose $ehind advertise ents in HUL K

? of res0ondent 85

Increase the value of 15 Product.

9+

25 %
Inform the custom er Increase the value of products

75%

"NTERPRETAT"ON$ 'ut of 5+ respondent 85H told the is Infor ain purpose $ehind advertise ents in HUL ain purpose $ehind advertise ents the custo er while 15H told the

in HUL is Increase the value of products.

S.= .o you think Advertise ent & Pro otion helps in satisfied consu er de ands $y placing in the -esponse Strongly Agree Agree Average .isagree Strongly .isagree arket what he needsK H of respondent 18 05 *+ *0 *5

9*

15 %

27 %

Strongly Agre e agree Average Disagree

13%

10%

35%

Strongly Disagree

"NTERPRETAT"ON$ 'ut of 5+ respondent 18H told they are strongly agree while 05H told they were agree and *+H told average! *0H told they were .isagree!*5H told they are Strongly .isagree with the state ent that Advertise ent!Pro otion helps in Satisfied consu er de ands $y placing in the arket what he needs.

S.; How do you rate A.74-#ISI,: /A"PAI:, of HULK -esponse 4%cellent 7ery :ood :ood Average Poor H of respondent 0= 11 *8 +0 1+

91

20 % 3% 17 % 22%

38 %

Exce lle nt Ve ry good good Ave rage Poor

"NTERPRETAT"ON$ 'ut of 5+ respondent 0=H told told poor. A.74-#ISI,: /A"PAI:, of HUL is 4%cellent 11H told Its very good and *8H told :ood! +0H told Average !1+H

S.*+ .o you think Advertise ent helps in $uilds a co pany prestige in HULK

-esponse Strongly Agree Agree Average .isagree Strongly .isagree

H of respondent 18 05 *+ *0 *5

90

15%

27%

Strongly Agre e Agre e

13%

Average Disagree

10 %

35 %

Strongly Disagree

"NTERPRETAT"ON$ 'ut of 5+ respondent 18H told they were Strongly agree while 05H told they were agree and *+H were average ! *0H told they were disagree !*5H told they were Strongly .isagree with the state ent that Advertise ent helps in $uild a co pany prestige in HUL. S.** .o you think Sales Pro otion Activity helps in create a good I age in /usto ers "indK -esponse Strongly Agree Agree Average .isagree Strongly .isagree H of respondent 18 05 *+ *0 *5

99

15 %

27 %

Strongly Agre e agree Average Disagree

13%

10%

35%

Strongly Disagree

"NTERPRETAT"ON$ 'ut of 5+ respondent 18H told they are strongly agree while 05H told they were agree and *+H told average! *0H told they were .isagree!*5H told they are Strongly .isagree with the state ent that Sales Pro otion Activity helps in create a good I age in /usto ers "ind. . S.*1 .o you rate Pro otional Activities in HULK -esponse 4%cellent 7ery :ood :ood Average Poor H of respondent 0= 11 *8 +0 1+

95

20 % 3% 17 % 22%

38 %

Exce lle nt Ve ry good good Ave rage Poor

"NTERPRETAT"ON$ 'ut of 5+ respondent 0=H told Pro otional Activities in HUL is 4%cellent 11H told Its very good and *8H told :ood! +0H told Average !1+H told poor.

C#APTER NO$%A

F"N "NGS

9<

Finding 05H respondent told they know a$out HUL $y #elevision while 11H told they know a$out HUL $y Internet and +5H told they know a$out HUL $y Hoarding! 1=H told they know a$out HUL $y "aga(ines! *+H told they know a$out HUL $y ,ews Paper. 15H respondent told they like #elevision Add for 01H told they like Internet for Hoarding for ediu ediu ediu of add while ediu

of add and *5H told they like ediu of add.

of add! *=H told they like "aga(ines for

of add!*+H told they like ,ews Paper for

15H told pu$licity Activates of HUL is 4%cellent while 00H told Its very good and *+H told :ood! *5H told Average !*8H told poor. 18H told Brouchers and pu$licity aterial of HUL is 4%cellent 05H told

it&s very good and *+H told :ood! *0H told Average! *5H told poor.
98

 18H told newspaper Add of HUL is 4%cellent 0=H told Its very good and +0H told :ood! *8H told Average! 1+H told poor. =+H respondent told they like Still i age D"aga(ines A ,ewspapersE 3or of Advertise ent while 1+H told they like they like "oving i age of Advertise ent. the ain purpose $ehind advertise ents in HUL is Infor D#elevision A InternetE 3or 85H told the

custo er while 15H told the

ain purpose $ehind advertise ents in 05H told they were agree and

HUL is Increase the value of products 18H told they are strongly agree while

*+H told average! *0H told they were .isagree!*5H told they are Strongly .isagree with the state ent that Advertise ent helps in Satisfied consu er de ands $y placing in the arket what he needs.U 0=H told A.74-#ISI,: /A"PAI:, of HUL is 4%cellent 11H told Its very good and *8H told :ood! +0H told Average! 1+H told poor. 18H told they were Strongly agree while 05H told they were agree and *+H were average ! *0H told they were disagree !*5H told they were Strongly .isagree with the state ent that Advertise ent helps in $uild a co pany prestige in HUL. 18H told they are strongly agree while 05H told they were agree and *+H told average! *0H told they were .isagree!*5H told they are Strongly .isagree with the state ent that Sales Pro otion Activity helps in create a good I age in /usto ers "ind 0=H told Pro otional Activities in HUL is 4%cellent 11H told Its very good and *8H told :ood! +0H told Average !1+H told poor.

9=

C#APTER NO$%B

S'GGEST"ON

9;

S(ggestion Fe reached so e suggestions B Advertise ent & Pro otion should not $e too e%pensive! $ecause the advertise ent leads and increase the pri(e of the product. "edia should $e selected according to the choice of custo ers. In rural areas edia should $e according to the choice of the people.

5+

 #o give

ore attention in

aking the advertise ent to

ake it effective

for the sale of cold drink. Price should $e decreased so as to attract the consu ers to use product ore. #o give attention on the weak edia of advertise ent so that the consu ers co es to know a$out the product. It should $e attractive one so that people are attracted toward the advertise ent

C#APTER NO$%C

5*

CONCL'S"ON

CONCL'S"ON After co pletion of -esearch I concluded that In HUL in Bhopal.

51

#he word ?Advertising& has its origin fro eans to turn to. #he dictionary

a Latin word ?Adventure& which

eaning of the word is ?to announce pu$licity and influence the with the ideas which ainly used with

or to give pu$lic concerned to a specific thing which has $een announced $y the advertiser pu$licity in order to infor the advertise ent carries. In $usiness world the ter s in reference to selling the product of the concern .

In HUL :enerally! Include 4lectronic "edia -adio #elevision Print "edia ,ewspaper

C#APTER NO$%D

50

B"BL"OGRAP#3

B"BL"OGRAP#3 BOO7S "arketing "anage ent Philip Qotler! #he "illenniu Prentice Hall 'f India Private Li ited! ,ew .elhi. A. Aaker! .avid. Strategic "arket anage ent. ,ew 2orkB 6ohn
59

4dition!

Filey & Sons!1++*! pp.*59C*<1. Levy! "ichael. A. Feit( .Barton. -etailing "anage ent. ,ew 2orkB Periodi)al/ Business Ford .3PI! Annual -eport Resear)* .et*odologyB /.-.Qothari ! 1nd edition. S., "urty and U BhoIanna 8e2site AddressB www. HUL.co www.googlesearch.co

C#APTER NO$&%

ANNEE'RE

55

=(estionnaire S.* How did you know a$out HULK #elevision Internet "aga(ines
5<

 Hoarding ,ew paper S.1 Fhich ediu of add do you like ost K #elevision add Internet "aga(ines Hoarding ,ew paper S.0 How do you rate pu$licity Activates of HULK 4%cellent 7ery :ood :ood average Poor S.9 Brouchers and pu$licity 4%cellent 7ery :ood :ood Average Poor =.> #o+ do yo( rate ne+s0a0er Add of #'L @ 4%cellent 7ery :ood :ood Average Poor S.<. Fhich for s of advertise ent do you like oreK
58

aterial of HULK

 Still i age D"aga(ines A ,ewspapersE "oving i age D#elevision A InternetE S.8 According to you what is the Infor the custo er. ain purpose $ehind advertise ents in HUL K

Increase the value of Product. S.= .o you think Advertise ent helps in Satisfied consu er de ands $y placing in the arket what he needsK Strongly Agree Agree Average .isagree Strongly .isagree S.; How do you rate A.74-#ISI,: /A"PAI:, of HUL K 4%cellent 7ery :ood :ood Average Poor S.*+ .o you think Advertise ent helps in $uild a co pany prestige in HULK Strongly Agree Agree Average .isagree Strongly .isagree

5=

S.** .o you think Sales Pro otion Activity helps in create a good I age in /usto ers "indK Strongly Agree Agree Average .isagree Strongly .isagree S.*1 .o you rate Pro otional Activities in HULK 4%cellent 7ery :ood :ood Average Poor

5;