SPECIALITHESISZATION PROJECT

On

EVENT MANAGEMENT AT MEDIA

EXPOSITION & EVENTS-
(HORLICKS FOODLES)

SUBMITTED TO
MR. GAURAV CHHABRAS. NEHA SINGH

SUBMITTED BY
AAKASH SHARMAVARTIKA CHAUHAN
Enrollment Number- A2028711132
BJMC-6B3A
 Batch: 20161-194
BACHELORS IN JOURNALISM & MASS
COMMUNICATION

AMITY SCHOOL OF COMMUNICATION

AMITY UNIVERSITY, NOIDA, UTTAR PRADESH
ACKNOWLEDGEMENT

Apart from the efforts of me, the success of any project depends largely on the
encouragement and guidelines of many others. I take this opportunity to express my gratitude
to the people who have been instrumental in the successful completion of this project.

I wish to express my sincere gratitude to my Project Mentor Ms. NEHA SINGH in AMITY
UNIVERSITY for providing me an opportunity to do my project work on “EVENT
MANAGEMENT AT MEDIA EXPOSITION & EVENTS”. Last but not least I wish to
avail myself of this opportunity, express a sense of gratitude and love to my friends and my
beloved parents for their manual support, strength, and help for everything 
The guidance and support received from all the members who contributed and who are
contributing to this project, was vital for the success of the project. I am grateful for their
constant support and help.

VARTIKA CHAUHAN
 TABLE OF CONTENTS

1. INTRODUCTION ABOUT COMPANY

2. INTRODUCTION ABOUT PROJECT

3. OBJECTIVE

4. ABSTRACT

5. METHODOLOGY

6. RESULT & DISCUSSION

7. CONCLUSION & RECOMMENDATION

8. LIMITATIONS OF STUDY

9. ANNEXURE-(i) Brief of the study

(ii) Presentation

10. REFRENCES
 INTRODUCTION

The event world today is a place with cut throat competition in the market, with every
passing day & years we come to know about events never imagined or thought about to take
place. So what needs to be done in order to survive such fierce competition?
The answer that springs up is marketing; today it has become one of the vital necessities for
every event organization.

Definition of Marketing
Marketing Refers to Delivery of Customer Satisfaction at a Profit, It is a very important
aspect in business since it contributes greatly to the success of the organization. Production
and distribution depend largely on marketing. Marketing is the wide range of activities
involved in making sure that you're continuing to meet the needs of your customers and are
getting appropriate value in return.

Importance of Marketing
Companies without a marketing mindset are at a disadvantage in today's business world.
Those who are still centered on their products, rather than their customers, are doomed to fail.
Knowing what your clients' expectations are, exceeding them, and building a reputation
based on that is the key to success. Pay attention to your customers, and they will come back
time and time again. Ignore them, and they will disappear faster than you can spend your
marketing budget to try to bring them back.

Difference between Marketing & sales

Many people think that sales and marketing are basically the same. These two concepts are
different in many aspects. Marketing covers advertising, promotions, public relations, and
sales. It is the process of introducing and promoting the product or service into the market
and encourages sales from the buying public. Sales refer to the act of buying or the actual
transaction of customers purchasing the product or service.
Marketing is a broad topic that covers a range of aspects, including advertising, public
relations, sales, and promotions. People often confuse sales with marketing, when in fact the
two are very different. The former involves getting a product or service into the market,
promoting it, influencing behavior, and encouraging sales, Whereas Sales are the actual
transaction of getting a product or service into the hands of your customers.

Ways in which Customer Choose a Product or Services

Customers basically choose between the products & services offer in the following two ways:

• Customer Value - benefit that the customer gains from owning and using a product /
service compared to the cost of obtaining the product / service.
• Customer Satisfaction - depends on the products / service perceived performance in
delivering value relative to a buyer’s expectations. Linked to Quality and Total
Quality Management (TQM).

So every firm should keep in mind these two aspects when they deliver their product or
services to the customers. Marketing managers need to understand the customer needs and
they need to make their major decisions such as the features to include, the price to be offered
to customers and what to spend on advertisements.

Types of Marketing

 Inbound Marketing:
Inbound marketing focuses on having your company found by customers, as opposed
to reaching out to them directly like in outbound marketing. The important thing to
remember here is that a person starts out with the want/need to purchase a product or
service, and they go out to find it. When they search for that product/service on a
search engine, the search engine results page will show inbound marketing results.
Instead of using paid advertisements, inbound marketing is the search engine
optimization (SEO) part of web marketing. Inbound marketing involves:

1. Marketing Research (tools & methods to examine markets, their needs,

competitors, etc.)
2. Competitive Analysis
3. Pricing
4. Positioning (including writing your positioning statement)
 5. Naming and Branding
6. Direct Marketing

 Outbound Marketing:
Often known as Traditional Marketing, Outbound marketing includes any marketing
efforts that are taken to introduce a product or service to someone who isn’t looking
for that product or service. Some examples are cold calling, sending newsletters,
billboards, and banner ads on different web sites. Outbound marketing includes:
1. Advertising and Promotions
2. Public and Media Relations
3. Social Networking
4. Telemarketing
5. Viral Marketing
6. Online Marketing
7. Tele Marketing

Every event organizing company knows that having quality visitors attending the event is
crucial
for success. More than ever, it is not just other events but many other activities that are
competing with the event. There are an increasing number of learning opportunities
available, in real life, and online from other associations and for-profit companies. Every
meeting organiser has to face the music: it is getting harder and harder to get the
attention of the right target audience, and even more important, getting them to make
the commitment to attend the event and for this one needs an effective Marketing Strategy.

Marketing Strategy
Marketing Strategy consists of the analysis, strategy development, and implementation
activities in: “Developing a vision about the market of interest to the organization, selecting
market target strategies, setting objectives, and developing, implementing, and managing the
marketing program positioning strategies designed to meet the value requirements of the
customers in each market target”.
It is a market-driven process of strategy development, taking into account a constantly
changing business environment and the need to deliver superior customer value. The focus of
strategic marketing is on organizational performance rather than a primary concern about
increasing sales. Marketing strategy seeks to deliver superior customer value by combining
the customer-influencing strategies of the business into a coordinated set of market-driven
actions. Marketing strategy links the organization with the environment and views marketing
as a responsibility of the entire business rather than a specialized function.
Because of marketing’s boundary orientation between the organization and its customers,
channel members, and competition, marketing processes are central to the business strategy
planning process. Strategic marketing provides the expertise for environmental monitoring,
for deciding what customer groups to serve, for guiding product specifications, and for
choosing which competitors to position against

Steps in Effective Strategic Marketing

Where to Start?
The key to a successful marketing campaign is a data driven, fully integrated, communication
strategy which identifies the most appropriate tools and channels to effectively transmit key
messages to your target audience or market. But where do you start? As in most cases, the
answer is simple: ‘be well prepared; know your market, set clear objectives, and solid
planning is key’. The following steps will help create a sensible, clear and well considered
marketing campaign.
 1. Know your market and target audience inside out

The first step of an attendee marketing plan is getting to know your market and understanding
what the potential numbers are and the most important current trends? Critical to successful
attendee marketing, and therefore a successful outcome of an event, is crafting a data –driven
strategic plan based upon trends from past events, attendee demographics and target audience
segmentation. This step would normally start with desk research.
Some questions that need to be answered are;
• How big is the actual market?
• Where are the target groups located (databases available)?
• Who are the main competitors and what are they doing?
In the case of a launch event this step would take more time, but it is absolutely vital to create
a useful communication strategy. If the event is already established, one can learn from past
trends, experiences and available databases. For repeat events, it is crucial to conduct
attendee surveys to learn from previously organised events. It is also important to talk to the
market. Schedule interviews with key players in the market (other associations, key
stakeholders, trade press and other important bodies).

SWOT Analysis:
A simple tool to structure all the research is the widely used SWOT analysis which compares
internal strengths and weaknesses of the event, with external opportunities and threats.

Strengths Weaknesses
What does the event have to offer? What is What are the issues that still need to work
the Unique Selling Point (USP)? on?

Opportunities Threats
Why is your event going to be a success (in What are potential pitfalls, what could
this current market)? happen that will affect the success of your
event (outside your scope of influence)?
Step 2. Set clear objectives
Once it is clear what the numbers and trends are in the market, it is very important to set clear
tangible targets. First, one needs to set objectives and make clear what they want to achieve
so that one can focus on these items. Also, it is important to know what are the exact targets:
how many attendees Shoul be there? What is the preferred attendee profile? One should make
sure to describe the demographics (i.e. country, industry, professional profile, etc) and pay
attention to the details so as to easily evaluate if a communication channel is worthwhile
using. Be as specific as possible: this will make the job much easier in the long run!

Step 3. Determine a communication strategy

After setting the objectives and specific targets, next vital task is deciding how to reach the
goals.
What will be the communication message? There are hundreds of ways to get the message
across, which channels will to use? How to make sure there is always a consistency in the
way of communicating? How to make certain that there are not too many messages that can
confuse the target audiences?
In event marketing it is important to focus on the unique selling points (USPs). It is easy to
get distracted by all the different features and elements of the events, (the education sessions,
networking events, special aspects of the venues and exhibits) and to lose sight of the benefits
for the participant – what does the participant want and expect as an outcome from attending?
Participants are generally more interested in the actual event programme (learning outcomes)
and in addition, a well known key note speaker will draw a lot of attention. It should be kept
in mind to also emphasise the networking opportunities available at the event. In other words:
showing the target group in a simple way; what the value of the event to them is and why
they should attend.
It should be kept in mind that he target group consists of people like us; we all like special
deals and discounts. Consider incentives such as early-bird fees and frequent customer
programmes.
After it is clear what to communicate, a design (brand) which will fit the strategy needs to be
created. By using this design consistently throughout the campaign, the brand recognition of
the event will grow and marketing the event will become easier.
Step 4. Determine the marketing mix
In the current market it is essential to repeat communication messages via different channels.
Repetition is the key and it will add value and credibility to the event. The quantity,
frequency and channels used will, of course, depend on the budget for the event. It is
considered normal to spend between 5-15% of an event’s budget on marketing costs,
depending on the particular event history, the sector and the amount of competition for your
meeting. Having the right databases in place is essential in this phase. One can create the
perfect direct mail material or press release, but if right contact details are not there – it is just
a waste of money. It is advisable to check the quality of your databases first as this will be of
impact on the effectiveness of the campaign.
Purchased databases are usually less reliable than databases built by collecting data from
previous events, members and prospects. Remember that generally, a 1% or 2% response is
already considered successful in the direct-mail business.

One should consider the following channels to communicate:

• Direct Mail (printed)
 Expensive, but effective tool. Its usefulness will depend on the quality of database.

• E-mail (using tracking tools, statistics, direct links etc).

 Inexpensive tool, but it is difficult to effectively use due to increased spam and low
attention value. Many messages get filtered by spam filters. However, this method is
easy to measure and allows for customised messages.
• Internet (website optimized for web searches, sponsored search links, banner
campaigns)
 Website is essential for promotion and for registration.
 Sponsored search links, like Google, can be useful. Recommended for specialized
topics that would benefit from targeted, specific searches.
 Banner campaigns should be considered. Utilize the partners and industry contacts to
distribute them across the internet.
 Website calendars and links
 Inexpensive and effective way of promoting the event. Takes more time than money.
• Advertising (paid for and bartered)
 Very good tool for improving brand value, Helps reach people who are not in the
database. This channel will make the event more credible. Bartering the cost of
 adverts for advertising space in the event programme/manual to minimise the
advertising budget.
• Press & Public Relations
 Inexpensive, but dependent on having a high quality press database and contacts
within the press industry.
• Other exhibitions and conferences
 This can be a time-consuming activity but a very effective way of reaching the target
audience if the event is relevant. For example one could have a stand and an insert in
the congress bag. A gift or competition might also attract the right people to come and
visit the stand.
• Sponsors and exhibitors marketing kit
 This is an inexpensive tool which works by giving sponsors and exhibitors access to
all promotional materials, and for example a special event sponsor logo. They will
help co-promote the event by marketing the event to their clients. The exhibitor and
sponsors benefit from more attendees visiting them at the event and the event gains
more exposure.

Step 5. Execution of Marketing Activities

Once completed with the strategic planning element, the actual work will start: the execution
of activities. Event campaigns tend to be quite extensive, particularly if they are worldwide.
This is generally the case with most conferences and congresses today. It should be made
sure that the
planning is logical and easy to understand. Also that it is communicated to all parties
involved and clearly indicates who is responsible for specific elements.

Marketing Scenario in India

Currently in India, the national economy and marketplace are undergoing rapid changes and
transformation. A large number of reasons could be attributed to these changes. One of the
reasons in these changes in the Indian Market Scenario is Globalization, and the subsequent
and resulting explosive growth of global trade and the international competition.
The other reason for these changes is the technological change. This is an important factor
because the technological competitiveness is making, not only the Indian market, but also the
global marketplace cutthroat.
In the Indian Marketing Scenario, the market success goes to those companies that are best
matched to the current environmental imperatives. Those companies that can deliver what the
people want and can delight the Indian customers are the market leaders.
Today the companies are operating in such a marketplace where survival of the fittest is the
law. In order to win, the companies are coming out with various new and evolving strategies
because the Indian market is also changing very fast. It is to capture the Indian market, that
the Indian and the Multi National Companies are using all of their resources.
The Indian market is no longer a seller’s market. The winner is the one who provides value
for money. A large number of companies have huge idle capacities, as they have wrongly
calculated the market size and installed huge capacities. This has further contributed to
converting the Indian market into a buyer’s market.
Promotions
Definition
Promotion is one of the elements of marketing mix. It is the communication link between
sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's
purchasing decision.
The following are two types of promotion:

1. Above the line promotion:

Promotion in Mass media (e.g. TV, radio, newspapers, internet, mobile phones, and,
historically, illustrated songs) in which the advertiser pays an advertising agency to
place the advertisement
2. Below the line promotion:
It is all other types of promotions. Much of this is intended to be subtle enough for
the consumer to be unaware that promotion is taking place. E.g. sponsorship, product
placement, testimonials, sales promotion, merchandising, direct mail, personal
selling, public relations, trade shows
The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A
promotional mix specifies how much attention to pay to each of the five subcategories, and
how much money to budget for each. A promotional plan can have a wide range of
objectives, including: sales increases, new product acceptance, creation of brand
equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally,
however there are three basic objectives of promotion. These are:

1. To present information to consumers as well as others

2. To increase demand
3. To differentiate a product.
There are different ways to promote a product in different areas of media. Promoters use
internet advertisement, special events, endorsements, and newspapers to advertise their
product. Many times with the purchase of a product there is an incentive like discounts, free
items, or a contest. This is to increase the sales of a given product.
The term "promotion" is usually an "in" expression used internally by the marketing
company, but not normally to the public or the market - phrases like "special offer" are more
common
Client Servicing
Definition
Client service is defined as the activity of assessing, anticipating and meeting client needs
and expectations. It includes the personal interface and the provision of quality processes,
which are designed to deliver efficiently a range of services to clients. It is the process of
creating and maintaining a strong working rapport with each customer. Often referred to as
customer care, client servicing is about understanding the needs and desires of the customer,
and moving to meet those needs in a proactive manner.

Effective Client Servicing

Effective client-servicing is very often what differentiates the winners from the plodders in
today's highly competitive business landscape where information on client experience travels
fast. A customer-focused mindset is the key of preserving a loyal client base, the cornerstone
of the business, and exemplary client service practices can differentiate one from the
competitors and give the product or services the extra impetus it needs to outshine rival
products or services.

 Some key measures to keep in mind in order to deliver exceptional customer service:-

 Anticipate Clients need

 Listen to the client
 Be genuine
 Make it easy for clients to contact
 Seek to build relationship with clients
 Communicate regularly
 Resolving customer conflicts in timely a manner.

Ideally, client servicing is all about listening to the customer, getting to know the client, and
genuinely seeking to be there for the customer in every possible manner. Generally, this
approach builds a strong relationship that withstands provocative offers from competitors,
creates opportunities for up selling, and also leads to excellent word of mouth for the vendor.
Introduction & Perspective

 Event management, the most profound form of advertising and strategic

marketing tool, is a glamorous and thrilling profession
 In the last 10 to 15 years, there has been enormous growth in the event
management industry. Event management is generally outsourced
 Almost 500 billion US dollars (USD) are spent annually on planned events
around the world
 To arrange events for a small group of people or huge events with around 1lakh
people attending
 Immense work pressures, long hours of work quite often outside regular
business hours, are all part and parcel of achieving a rewarding outcome in this
field.  
 The event management sector in the country has been in the forefront of
everybody’s focus with the growing importance of marketing communication
 Event management Industry referred to as ‘Live Entertainment’ is a fast
growing and rapidly evolving industry
 More than 2000 companies have forayed into events. The early 90s has seen
events spend at a mere 20 crores but now it has increased to over 2000 crores.
 But surprisingly, research showed that there was no formalized education to
teach event management
 Today it is much more professional and more organized sector than a decade
ago.
TYPES OF EVENTS

Leisure
Events

Corporate Cultural
Events
Events Events

Personal
Events

 Leisure events e.g. leisure sport, music, recreations

 Cultural events e.g. ceremonial, religious, art, heritage, and folklore
 Personal events e.g. weddings, birthdays, anniversaries
 Corporate events e.g. commercial, political, charitable, sales, product launch

Lets Define Events-

 Event or Experiential marketing is an interactive two-way marketing

communications tool, which aims to bring brands to life and communicate
complex brand messages through interactive sensory experiences that should
excite and engage the customer

(or)
  An event is a live-multimedia package carried out with a preconceived concept,
customized or modified to achieve the clients objectives of reaching out and
suitably influencing the sharply defined, specially gathered target audience by
providing a complete sensual experience and an avenue for two-way interaction

Event can be described as a public assembly for the purpose of celebration, education,
marketing or reunion. Events can be classified on the basis of their size, type and
context. An event can be:

 Social / life – cycle event like Birthday party, Graduation day, Bachelor's party,
Engagement, Wedding, Anniversary, Retirement day, Funeral etc
 Education and career event like education fair, job fair, workshop, seminar,
debate, contest, competition etc.
 Sports event like Olympics, world cup, Marathon, Wimbledon, Wrestling
matches etc
 Entertainment event like Music concerts, Fairs, Festivals, Fashion shows, Award
functions, Celebrity nights, Beauty Peagents, Flash mob, Jewellery shows, Stage
shows etc
 Political event like Political procession, Demonstration, Rally, Political
Functions etc
 Corporate event like MICE (Meetings, Incentives, Conferences, Exhibitions),
product launches, road shows, buyer-seller meet etc.
 Religious event like Religious festivals / Fairs, Religious Procession, Katha,
Pravachan, Diwali fair, Dusherra fair etc.
 Fund raising/ Cause related event

Event Management

 Encompasses all activities involved in planning, organizing, staffing, leading and

evaluating an event, venue selection, stage design,infrastrutre,laison with
artists,performers,networking,advertising,PR ,tickets sales etc
 IPL, Femina Miss India, Freshers Day etc

“A lot can go wrong in the world of event management. But what's cool is that you get
to manage it all and set it right! Event managers conceptualize and execute events from
start to finish”
Event Marketing

 Canvassing the event, understanding the TG, brand character, values,

positioning, to have a perfect blend with brands personality.
 Tag Heur inauguration by SRK

5 C’s Of Events

CONCEPTUALIZATION-(Initial to final)

COSTING

CANVASSING

CUSTOMISATION

CARRY-OUT TO THE EVENT

Dissection of 5 C’s
 Conceptualization

Creative Idea Ambience

Costing

Production
ROI Cost

Canvassing
Customization

Tweaking to Brand Sponsors/ Networking

objectives Personality Customers Partners
 Media Exposition & Events

ABOUT COMPANY: Media Exposition & Events is an international exhibition company with
a strong presence in Advertising, Publishing & Exhibitions. It has produced more than 50
market leading trade exhibitions for various segments in addition to various magazines &
advertising trade directories of repute. Successful exhibitions conducted all over India,
Singapore & Dubai.

Media Exposition and Events founded in New Delhi in 2002 have emerged as India's leading
trade show organisers, delivering Office Expo, International Property Expo, Money expo,
Giftsworld Expo, Sign and P.O.P Expo, Lift and Escalator Expo, Franchise and License expo
& many more shows throughout India & abroad each year. It builds creative and innovative
concepts and prides themselves on the originality of all their events. Its in-house experts
monitor every step to ensure the smooth running of these events, ensuring excellent
organisation and meticulous attention to details & committed to deliver the best. It ensures
that the event is a critical success in any company's marketing picture.

THEIR ROLE, THEIR PURPOSE, THEIR BELIEF

 Bestowing clients with the power to stay ahead of the curve.

 Clear away the clutter and get clients a wide space in a crowded market
 Present fresh ideas, innovative solutions, intuitive flashes & technological upgrades.

AT A GLANCE

It has an extensive track record in media and plays a multi-functional role in the marketing
plans.

Experience::

Over 30 years in Advertising

Over 10 years in Publishing
Over 6 years in Exhibitions

STRENGTHS

 Understand different aspects of media and how it can help improve profitability and
efficiency of our clients.
 Build creative and innovative concepts and pride ourselves on the originality.
  Its in-house experts monitor every step to ensure the smooth running and high success
rate.
 Ensure excellent organization and meticulous attention to details.
 Guarantees stimulating experience through dynamic participation.

HOW ARE THEY DIFFERENT

They pull off the seemingly impossible by choosing the right venue, picking the most
charismatic exhibitors, producing an eye catching invitation, getting the work done on
time or coming in under your budget.
They provide a platform, which is necessary and even vital rendezvous for
professionals within and well beyond this segment.
 From top notch to middle level executives, media to corporate world, private firms to
government authorities; our exhibitions include one and all in their wide gamut.
 It has created records in term of quality and quantum of visitors, which are
attracted to their exhibitions. They attract visitors from all walks of life.
 Guaranteed footfall due to high publicity using all mediums of advertising.
 With consumer base becoming more and more segmented, our expos provide
an excellent opportunity for face to face interaction.
 Their expos are cost effective. In fact they are the best way to minimize your
marketing budget.
 Their events live up to international standards in term of quality, design and
hospitality.

Business Portfolio

Business sectors covered by their exhibitions:

Advertising & signage, retail, gifts, lighting, real estate, furniture & interiors, I.T,
entertainment, business opportunities and workplace solutions.

Exhibitions

 Media Expo: India’s premier exhibition on indoor & outdoor advertising solutions. A

global exhibit of creativity and latest technology in Advertising, Signage, P.O.P,
Photo Imaging, Printing & Packaging, Retail Industry and Gifts & Premium sector.

 Office Expo: International meeting point for companies to showcase new products,

technology, innovations, equipment and concepts from the office industry. The
 exhibition is dedicated to Office furniture & interiors, Office automation, I.T, Audio
Visuals, Stationary, and Security & Services for the office environment.

 Gifts World Expo: The complete trade exhibition for Corporate gifts, souvenirs,

Provencal memorabilia, mementoes and keep sake.

 Led Expo: India’s 1st exhibition on Led products & technology

 Digital Signage Expo: The show displays digital signage solutions which are the

future of advertising & communication

 Sign and POP Expo: Mega show explores innovative retail ideas, great signages and
Point of Purchase solutions.

 Property and Interiors Expo: The dedicated exhibition on residential, commercial

property investment, real estate market and interior designing solutions.

 International Property Expo: Showcasing residential & commercial property

options from world over in addition to finance options.

 India Property Expo: A galore of Indian builders showcasing their projects to NRIs
in Dubai & Singapore.

 Money Expo: The exhibition on money, investments, finance & insurance

opportunities.

 Mall & Retail Expo

 Kitchen & Bath Expo

 International Franchise & License Expo

Publications

 Media 2000 - India’s leading sourcebook, acts as a mediator for bridging the

gap between the manufacturer, & advertiser & different media mix available. Spans
across all advertising sourcing solutions nationwide with over 250 categories & more
than 15000 listings. The complete handbook on advertising sources as it is better
called.
  Sign & P.O.P. World- The complete magazine on Signage and Point of purchase.
Has emerged as an “authoritative voice” representing entire Signage Industry. Content
encompasses news, upcoming events, face-to-face interviews, product reports,
company profiles, sector write-ups and sourcing directory.

Show Promotional Strategies of Media Exposition & Events:

Repeatedly getting the message out:

Media Expo employs a promotion strategy, for high show visibility, through all media of
advertising to establish the strongest identity.

 Outdoor Advertising: Bus Panels, Bus Shelters, Public Utilities, Over Road Signage,
Hoardings, Kiosks, Stepney covers, Umbrellas, Metro advertising.

 Print Media Advertising

 Pre show & during the show
 News Paper Ads in national, regional & business papers all over India.
 International Awareness thru newspaper ads in Sri lanka, Dubai &
Bangladesh, etc.
 Trade Magazines
 B2B Magazines

 Direct Mailers & Invitations: Innovative series sent to Advertising, Media, Signage &
Corporate Professionals.
 Brochures & Catalogues
 Mass Email Marketing & Promotion: Both national & international
 Web Promotion: Through Biztradeshows, MeraEvents, E4M &other online portals &
websites.
 PR Activity: Pre, Post & during the Show in Newspapers & Media, Advertising &
Signage related Journals.
 Worldwide promotion: Thru participation in Trade Shows across the world like
Thailand, China & Dubai.
 Radio RJ mentions
 Stickers & Posters
 SMS Campaigns to targeted data
 Invitations through telemarketing
 Cable ads: Cinema slides
 Electronic media: Ads & coverage in channels like Zee News etc.

MARKET RESEARCH
ON
HORLICKS FOODLES
 OBJECTIVE

To do market research on the brand “Horlicks Foodles”, and to observe where does this brand

stands in the market and what are the reviews of consumers & retailers regarding this brand.
 ABSTRACT

GSKCH (Glaxo Smith Kline Consumer Healthcare),an FMCG company entered into

the instant noodles segment with name “Foodles” under its popular brand name

“Horlicks” in 2009. Main USP of Foodles is the ‘Health Maker’ sachet which comes

along with noodles pack , containing 5 essential vitamins. Products are available for

Rs.10 & Rs.15 in multigrain and regular variants under the flavours-‘Ala Masala (in

green packet)’ & ‘Crazy Curry(in orange packet)’. It’s major competitors are- Maggi,
Top Ramen, Knorr Soupy Noodles.

Although it’s Horlicks product which is the leading brand, but still Foodles lacks in
brand loyalty.

So the objective was to do market research about this brand and study the reviews of

consumers & retailers to understand why this brand is not doing well in the market.

After research it was found that 62% consumers are aware of “Foodles”, but 56%

consumers have not tried this brand. The reason behind this is 61% people say that

“Foodles” is bad in taste and 82% say that it has average packaging. So,63% people

say that it is worse than market leader “Maggi”.

 On the other side also,53% retailers said that people don’t buy “Foodles”. 100%

retailers said that “Foodles” is not doing well in the market, more change in taste is

required, and more promotional activities required and need to bring more varieties in

the market.

Recommendations suggested are:

• PRODUCT: It needs to improve taste by innovating more flavours so that they can

match up to the market leader.

• PACKAGING : For any FMCG product packaging is most important thing , as it

sells out maximum on that basis, and for “Foodles” people say that it has average

packaging . So packaging needs to be more attractive so that it can attract parents and

children at one shot.

• PROMOTION : It needs to improve its promotional activities by focusing more on

its ATL & BTL activities.

• BTL activities will help to improve trials by having tie ups with retailers for the

premium display of the product , or by providing incentives in order to push the

product. This also includes providing promotional schemes on weekends which

attracts more consumers , and promotional campaigns in schools

• ATL activities includes focusing on TVC and print ad ,i.e, to make them more catchy

& attractive for parents & children by good visuals & graphics.
 • Place: Needs more distribution channels, can focus more on north & west region of

India

METHODOLOGY
The project was started with an intensive secondary research which involved studying of

instant noodles category, market leader in this category. Then about “Horlicks Foodles” in

detail and studied about its major competitors and on the basis of this I did comparative

analysis.

On the basis of this secondary research, I prepared a questionnaire for the consumers &

retailers as a part of the primary research. The main focus of this questionnaire was to

understand the awareness of “Horlicks Foodles” among the consumers and to analyze that

how many of them consume it .Not only this factors affecting buying behavior were

analyzed.

Analysis was done with the help of MS-EXCEL, result and recommendation were presented

with the help of the graphs in the form of PowerPoint presentation.

SECONDARY SOURCE- INTERNET

PRIMARY SOURCE- CONSUMERS & RETAILERS

Questionnaire
Name – Contact-
1 Heard of Foodles?
A. Yes
B. No

2 Where do you heard about Foodles

A. TV
B. Print
C. Friends
D. Visibility in Shop

3 Have you tried it?

A. Yes
B. No

4 Rate the taste

A. Excellent
B. Good
C. Average
D. Bad

5 Rate the Packaging

 A. Excellent
B. Good
C. Average
D. Bad

6 Compare Foodles with Maggie

A. Foodles is worse than Maggie
B. Foodles is Better than Maggie

7 The factor which influences the noodles

A. Brand Image
B. Brand Visibility
C. Advertisements
D. Packaging
E. Experience of Friends

8 Do consumers buy Foodles

A. Yes
B. No

9 Do Retailers think, Foodles is doing good in the market

A. Yes
B. No
 RESULT & DISCUSSION

A research was conducted with the help of the questionnaire. It was conducted with both

consumers & retailers.

Total consumers-48

Total retailers-15

DATA ANALYSIS:
Consumers heard of “Foodles”
 38%

62%
YE
S
NO

Interpretation: So this graph shows that out of 48 respondents 62% people are aware of

brand “Foodles”

Where do they heard of it

 13% 3%

7%
7%
TV

Print

77% Friends
Visibility
in shop

Interpretation: This shows that 77% respondents are getting aware by TV, so they have

maximum exposure to television

They tried "Foodles"

 44%

56%
YES
NO

Interpretation: This can be seen from the graph that many people are aware of the brand

but, conversion is less as compared to awareness, i.e, 56% are not consuming it.
 1.TASTE
17%; 17%
Excellent
Good
22%; 22% Average
61%; 61%
Bad

Interpretation: It is clear from the graph that 61% people are not liking taste of “Foodles”

which is majority.
 2.PACKAGING

18%; 18%
Excellent
Good
Average
82%; 82% Bad

Interpretation: It is clear from the graph that 82% people think that it’s packaging is not so

attractive so may be that is the reason that it is not appealing the mass
Rate of "Foodles" vis-a-vis the market leader

MAGGI
6%

Worse than
Better than
94%

Interpretation: So it can be seen from the graph that major percentage,i.e, 63% consumers

say that “Foodles” is worse than “Maggi”

FACTORS INFLUENCING PURCHASE IF INSTANT
NOODLES:

8% 4%

41%

Brand Image
31% Brand visibility
Advertisements
16% Packaging
Experience of
friends
Value for
money

Interpretation: So it is very clear that majorly people get influenced by advertisements and brand

image.
Do consumers buy Foodles

47% YES
53% NO

Interpretation: So according to 53% retailers, people don’t buy “Foodles”.

Do retailers think that "Horlicks Foodles" is doing well in market

YES
NO

100%

Interpretation: So it is very clear that 100% retailers say that “Foodles” is not doing well in

the market.
 Conclusion & Recommendation

KEY FINDINGS(Consumers):
• (+) 62% consumers are aware of “Foodles”.

• (-) 56% consumers have not tried this brand.

• (-) 61% people say that “Foodles” is bad in taste.

• (-) 82% say that it has average packaging.

• (-) 63% people say that it is worse than market leader “Maggi”

KEY FINDINGS (Retailers):

• (-) 53% retailers said that people don’t buy “Foodles”

• (-) 100% retailers said that “Foodles” is not doing good in the market

• (-) More change in taste is required

• (-) Less promotional activities

• (-) Less varieties

Recommendation:
• PRODUCT: It needs to improve taste by innovating more flavours so that they can

match up to the market leader

• PACKAGING : For any FMCG product packaging is most important thing , as it

sells out maximum on that basis, and for “Foodles” people say that it has average

packaging . So packaging needs to be more attractive so that it can attract parents and

children at one shot.

• PROMOTION :It needs to improve its promotional activities by focusing more on its

ATL & BTL activities.

• BTL activities will help to improve trials by having tie ups with retailers for the
premium display of the product , or by providing incentives in order to push the
product. This also includes providing promotional schemes on weekends which
attracts more consumers , and promotional campaigns in schools

• ATL activities includes focusing on TVC and print ad , i.e, to make them more catchy
& attractive for parents & children by good visuals & graphics.

• Place: Needs more distribution channels, can focus more on north & west part of
India

LIMITATION OF THE STUDY

 Geographical area was limited ,i.e., it was just limited to Delhi-NCR region.

 Some data was inaccurate to be used in the data interpretation

 Respondents may not answer correctly

ANNEXURE
BRIEF OF THE STUDY
About instant noodles:

 Instant noodles were first introduced in India by Nestles under the brand name

“Maggi” in 1984.
 The instant noodles market in India is valued at around Rs 1,000 crores.

 This category is growing at 20 per cent annually.

 Instant noodles sales are growing nearly twice as fast in rural India as compared to
urban cities.

 It’s been estimated by analysts that instant noodles in India is set to grow by
Rs.35Billion from Rs.13 Billion.


 The most aggressive competitors of this market are Nestlé, Hindustan Unilever and
GlaxoSmithKline Consumer Healthcare, operating under brand name Maggi, Knorr
Soupy Noodles and Foodles, respectively.
  Maggi is the market leader of instant noodle category with over a share of 70%,
followed by Top Ramen of Nissin Food which is the second market leader.

 The instant noodles category has witnessed a high level of activities in 2009 with new
brand innovations.

About Horlicks Foodles:

 GSKCH(GlaxoSmithKlineConsumerHealthcare),an FMCG company entered into the

instant noodles segment with name “Foodles” under its popular brand name
“Horlicks” in 2009.

 Foodles is not the brand extension. It is the main brand and ‘horlicks’ is an endroser
brand.

 It has been found that mothers wouldn’t allow their kids to enjoy noodles because of
maida so GSK got a hint of launching noodles to attract the consumers.

 Horlicks is considered as the brand that offers products to its health conscious
consumers.

 Horlicks foodles aimed to explore category of salty snack food market.

 It is offering itself as a good source of proteins, fats and carbohydrates.

 Foodles targets the health conscious parents concerning about their health and health
of their children

 Foodles offer 2 healthy variants:-Regular, Multigrain.

 Products are available for Rs.10 & Rs.15 in multigrain and regular variants under the
flavours-‘Ala Masala(in green packet)’ & ‘Crazy Curry(in orange packet)’.

 Main USP of Foodles is the ‘HealthMaker’ sachet which comes along with noodles
pack,containing 5 essential vitamins.

 Marketing strategy- ‘Noodles without No’ is foodles, targeting health conscious

parents, it’s a different product made with multigrains, something which Indian
market has not seen yet.

Major competitors are:

Nestle Maggie

 Instant noodles were first introduced in India by Nestles under the brand name
“Maggi” in 1984.
 Maggi noodles is the market leader of instant noodles

 In 2005,NIL started offering a range of new healthy products under the brand name
Maggi,in a bid to attract health conscious consumers.

 In 2006,launched a new instant magi noodle called Maggi Dal Atta Noodles.
 Variants are:- Maggi 2-min noodle(masala,chicken,curry tomato), Maggi Dal Atta
noodle, Vegetable Atta Maggi noodle, Maggi Rice noodle, Maggi Cuppa Mania.

 Taglines of Maggi from various ads are:

-Mummy,bhookh lagi hai
-Bas 2 minute
-Fast to cook,Good to eat
-Health bhi,Taste bhi

 Majorly targeted to children and their mothers, and to working people as very easy
and fast to cook

Nissin Food’s Top Ramen

 After maggi,Top Ramen is the second most sold instant noodles

 Top Ramen is a Non Indian brand of Nissan Food.

 The brand was credited with innovating a new category of ‘cup noodles’ in Indian
Market.

 Cup Noodles targeted people of age 16-35.

 Top Ramen also launched curry noodles in India

HUL’s Knorr Soupy Noodles:

 After GlaxoSmithkline Consumer Healthcare’s (GSKCH’s) entry into the noodles

segment, global FMCG major Hindustan Unilever Ltd (HUL) too has entered the
category.

 The company has launched ‘Knorr Soupy Noodles’ in Karnataka, Andhra Pradesh,
Kerala and Tamil Nadu

 Launching noodles under the Knorr brand will help the company grab market share
faster, as Knorr has a strong brand equity. It is number one in the soup category,
followed by Maggi soups.

 Its brand ambassador is Kajol.

Competitive analysis:

 Foodles positioned itself away from positioning being used by Maggi and
focusing on Nutrition which is also Horlicks forte as believed by consumers.

 Strength of this brand(Foodles) is that Horlicks (endroser brand) is the well

known brand and have large distribution network.
 Normal maggi was not that healthy that is why as an alternative they launched
‘Atta’ & ‘vegetable’,but Horlicks Foodles become the first player to position
themselves in the market.

 Foodles till now didn’t fall into any controversy of their product being
unhygienic or found any defect.

 It has a good price positioning that is,it provides vitamins,nutrients at a very

low cost of Rs.10.

 Its statement ‘noodles with No’ created an impact.

 It is considered to be a different product made with multigrain, something

which Indian Market has not seen.

 But still Foodles lacks in brand loyalty.

 Needs more distribution channels

 Require more innovations in terms of flavour

 Can improve its advertising strategy as like other brands.

 Maggi has a strong marketing strategies over Foodles,like:

-Promotional campaigns in schools
-Good advertising strategy-focusing on kids a lot
-Availability in different pack sizes
-New product innovations are there
 They lost the first mover advantage when Maggie also started promoting its
nutritious maggi variant

 Lack of experience in this segment leads to very tough competition.

 Less market in north & west India

 Association of health drink brand with noodles is not acceptable by many

people.
  Packaging can also be better w.r.t others.

Some online reviews by people:

 Maggi noodles and Horlicks Foodles are so close in taste, texture, quantity and
pricing that I would not bother much about which to pick. Although I really like the
aroma that comes only from cooking Maggi noodles

 The name Horlicks brings in a lot of expectation as their health drinks are extremely
popular and now after  tasting these Foodles, I can surely say that it’s going to a big
success.

 Yes, Foodles is very different and tastier than regular one. I too like it and make often
for my kids.

 Horlicks in no way can be associated with noodles category. Noodles is perceived to

be unhealthy , junk food and by associating with this category, Horlicks is definitely
going to dilute its core positioning of a health drink.

 I prefer Foodles over Maggi,either it is better in taste or i m bored of Maggi

 I see Maggi as the market leader, so I dont focus on any other entry.

 Packaging is not good,I went to shop and I saw this foodles. its not comparable with
top ramen,maggi and other competitors.

COMPARISON
Products Maggi Masala Maggi vegetable Foodles Foodles Top Ramen Top Ramen Knorr Soupy
Atta Ala Masala Crazy curry Masala Curry Noodles
Denomination 80g,160g,340g 80g,160g,340g 80g 80g 80g,160g, 80g, 60g,120g
320g 320g
Price Rs.10,Rs.20, Rs.15,Rs.29, Rs.10 Rs.15 Rs.10,Rs.20, Rs.15, Rs.10,
Rs.40 Rs.59 Rs.40 Rs.58 Rs.20
Feature 2minutes Tastebhi, Noodles Noodles Super Super Fun Noodles
noodles health bhi without No is without No is Noodles+ Noodles+ + healthy
 Foodles Foodles vitamin vitamin soup
energy energy
Positioning It position It says that they They clearly They clearly They position They They say
itself as not only focus focus on focus on themselves position that are two
convenient on taste but nutritious nutritious as themselves things in
instant food health also. So in value which value which smoodles,as as one
which is easily one packet they they are they are they consider smoodles,a packet,one
available,just are not only offering offering that their s they is to eat
take 2mins and offering taste through through noodles are consider noodles and
has affordable but the mixture noodles. noodles. smooth,and that their along with
price of vegetable to They are They are also they noodles that you can
provide health. saying its not saying its not provide are drink soup.
noodles coz noodles coz energy as smooth,an
they are they are they contain d also they
nutrituos, nutrituos, vitamins provide
So something So something energy as
which is not which is not they
noodles is noodles is contain
foodles foodles vitamins

REFRENCES

Sources for Secondary Research

- www.scribd.com

- www.slideshare.com

- www.euromonitor.com

- www.mahabhutamarketer.blogspot.com

- www.labnol.org

- www.business-standard.com

- www.indiabiznews.com