Professional Documents
Culture Documents
ON
“PROMOTION OF SURF EXCEL’’
I would like to express my gratitude towards my parents for their kind co-
operation and encouragement which helped me in the completion of this
project.
CERTIFICATE
This is to certify that the project titled “SURVEY OF SURF EXCEL”
during the study has been duly acknowledged. No part of this work has been
CONTENTS
DECLARATION
ACKNOWLEDGEMENT
CHAPTER -1
CHAPTER - 2
CHAPTER - 3
3.1 DATA ANALYSIS AND INTERPRETAION
CHAPTER – 4
4.1 FINDINGS
4.2 CONCLUSION
4.3 RECOMMENDATIONS
4.4 LIMITAION
4. 5 QUESTIONNAIRE
BIBLIOGRAPHY
CHAPTER – 1
EXECUTIVE SUMMARY
The report in brief comprises of the manner in which all the activities has
been carried out by me right from Selecting a location for demo, Selecting of
promoters, Briefing to promoters, Supervising location to location that
whether the communication, demo, Brand repetition, Brand message
repetition is going effectively and efficiently or not. I was handling work
force of 50 in West Delhi. I used to fill daily monitoring reports, if I would
found any problem in any team, I would get it rectified by their supervisor.
The project also includes the personal interaction with target audience and
analyzing consumer behavior towards detergents and their washing habits.
For the effective result I designed the Structured Questionnaire which got
filled by the target audience after completing of demonstration to see the
immediate effect of Demo.
Note: ‘D’ class areas are those where the low income group.
This study will help to learn the work culture in and around the
organization.
Dwells on all the aspects of consumer behavior i.e.
1. consumer reaction
2. consumer satisfaction
3. consumer feedback
It helps to learn how the campaigns are carried out in “C” class areas.
This study will help to know about the consumer different reactions
towards campaign, how they react to different activities of campaign
that whether such kind of campaigns really makes them to change
their Brand.
This study will help to know about the likes and dislikes of the
consumer.
This study will help to know: what are the washing habits and
consumer behavior towards detergent.
This study can help any Detergent company to position the brand in
the “C” class areas.
The historical performance of the industry over the past 16 years has shown
great increases in advertising expenditures, agency billings, agency revenue
and employment. Both expenditures and billings have tripled, revenue has
increased five times over and employment has nearly doubled. Using the
historical performance of the industry, an assumption can be made stating
that advertising expenditures, agency billings, agency revenue and number
of employees will continue to increase. Furthermore, industries sales were
predicted to peak for the 1988-89 year at $25.2 billion. Current trends in the
industry are important to future expectations. As of this last decade, a
smorgasbord of super agencies has emerged, offering a menu of services
ranging from the traditional ad creation and placement of advertisements, to
market research and total campaign development and execution. All of these
activities are being pursued on a national and global basis. In fact, many
advertising agencies are on their way to becoming primarily "marketing
agencies". Additionally, international (overseas) advertising has been
increasing over the years and is expected to continue doing so. For the 1988
fiscal year, spending was expected to increase by 10.3-12 percent, bringing
total sales to $223.4 billion.
Regulators of Advertising
The strict advertising controls are imposed by Federal and state laws. The
Federal Trade Commission (FTC) is the major regulator of national
advertising, and its efforts are largely directed toward protecting consumers
by policing the media. Federal regulation first developed with the passing of
the Sherman Antitrust Act in 1890 and has continued to grow from other
acts (Bovee, Appendix A). Many cities and countries also enforce laws
regulating local advertising practices through consumer protection
Agencies Moreover, self-regulation within the industry has increased. Today
regulation is widely conducted by industry trade associations, professional
organizations, advertising agencies, media trade organizations, business
organizations and the National Advertising Review Board. Ad agencies can
best regulate themselves by being responsible. They can research and verify
all product claims and comparative product data before using them in
advertising.
Furthermore, the agency and the advertiser are both separately and equally
responsible for advertising presented to the consumer. Each party is
considered knowledgeable in its own areas of expertise. The agency on its
part is responsible for truthful photography of the product, documentation of
demonstrations, and the substantiation of consumer testimonials (Gaedeke).
Many of the larger agencies now have legal departments. Other agencies
check advertising with outside legal counsel.
Advertising managers must remember to perform two functions:
(1) Judge what is effective, and
(2) Judge what is truthful and socially responsible.
Working Conditions
Employment
Outlook
Competition for many jobs will be keen because the glamour of the industry
traditionally attracts many more jobseekers than there are job openings.
Employment change. Employment in the advertising and public relations
services industry is projected to grow 8 percent over the 2008-18 period,
compared to 11 percent for all industries combined. New jobs will be created
as the economy expands and generates more products and services to
advertise. In a competitive economic climate, firms depend on advertisers to
reach consumers and steer them toward their products.
Job prospects. Competition for many jobs will be keen because the glamour
of the advertising and public relations services industry traditionally attracts
many more job seekers than there are job openings. However, employment
may be adversely affected if legislation, aimed at protecting public health
and safety, further restricts advertising for specific products, such as
alcoholic beverages and tobacco. The best job opportunities will be for job
seekers skilled in employing the increasing number and types of media
outlets used to reach an increasingly diverse customer base.
In addition to new jobs created over the 2008-18 period, job opportunities
also will arise from the need to replace workers who transfer to other
industries or leave the workforce.
Layoffs are common in advertising and public relations services firms when
accounts are lost, major clients cut budgets, or agencies merge. Downturns
in the economy also can result in significant layoffs.
Earnings
RANKING OF AGENCIES
1. O&M
2. JWT
3. LEO BURNETT
4. McCANN ERIKSON
5. LOWE
6. MUDRA
7. REDIFFUSION DY&R
8. CONTRACT
9. SAATCHI&SAATCHI
10. GREY WORLD WIDE
COMPANY PROFILE
Ogilvy India
Agency Head Piyush Pandey, Executive Chairman & National
Creative Director (India & South Asia), Vice
Chairman (Asia Pacific)
S.N.Rane, Co-Executive Chairman & Chief
Operating Officer (India & South Asia)
Head Office 11-14 Commerz International Business Park
Oberoi Garden City, Off Western Express
Highway
Goregaon (East)
City Mumbai - 400063
Maharashtra
Telephone 022 - 4436 0360;
Fax 022 - 44344370
Email lorraine.martin@ogilvy.com
Website www.ogilvyindia.com
Name of international part Ogilvy & Mather Worldwide, New York, USA
Branches BANGALORE CHENNAI GURGAON
HYDERABAD KOLKATA MUMBAI
OGILVY WORLDWIDE
History
In 1948, David Ogilvy founded the agency that would become Ogilvy &
Mather. Starting with no clients and a staff of two, he built his company into
one of the eight largest advertising networks in the world. Today it has 359
offices in 100 countries.
From the very beginning, David Ogilvy intended to have a different kind of
company. He knew that if he was going to be successful as an expatriate
running an under-capitalized offshoot of an old British firm in the country
that invented modern advertising (in the city that was its epicenter), he
would need a strong agency brand: respectable, high-quality, highly creative
and intelligent. One that would engender great loyalty from its people and its
clients, and have first class principles of operation.
To that end, David worked relentlessly to instill the belief that Ogilvy job is
to make advertising that sells, and the advertising that sells best is
advertising that builds brands. Over the past 50 years, Ogilvy has helped to
build some of the most recognizable brands in the world: American Express,
Sears, Ford, Shell, Barbie, Pond's, Dove, and Maxwell House among them,
and more recently, IBM and Kodak.
Ogilvy history is the evolution of one man's thoughts, talents, and work ethic
translated into a company culture, a defining business strategy, a destiny.
1980–1986
The corporate history of Ogilvy PR dates to September 3, 1980, when the
advertising agency Ogilvy & Mather, founded by advertising legend David
Ogilvy created its subsidiary Ogilvy & Mather Public Relations Inc.
(O&MPR).
The following year, a Washington, DC, office was opened under the name of
Ogilvy & Mather Public Affairs. Current Ogilvy PR president Marcia
Silverman is one of the public affairs agency’s four original employees.
The 1980s also saw two acquisitions. In 1983, O&M Worldwide acquired
Dudley-Anderson-Yutzy Public Relations, Inc. (D-A-Y), the world’s oldest
continuously operating PR firm. In 1986, O&M Worldwide acquired the
independent public relations firm of Adams & Rinehart, whose 80
employees specialized in issues related to corporate mergers and
acquisitions.
Later that year, O&M Worldwide formally linked its PR operations, creating
the Ogilvy & Mather Public Relations Group, consisting of Adams &
Rinehart, D-A-Y and O&M Public Affairs, whose Washington, DC staff had
now grown to 25 employees.
1989–1991
In 1989, D-A-Y was formally folded into O&MPR. Also in 1989, the United
Kingdom-based holding company, The WPP Group, acquired the Ogilvy
companies, including the O&MPR Group, which was subsequently renamed
the (Ogilvy PR Group) Ogilvy Public Relations Group.
That same year, Jody Powell, former press secretary to US President Jimmy
Carter, was named head of the Washington, DC, public affairs office, which
was renamed Powell, Adams and Rinehart.
Then 10-year Ogilvy PR Group veteran Marcia Silverman took over as head
of the Washington, DC office, and the name was changed to Ogilvy, Adams
& Rinehart. O&MPR; Ogilvy, Adams & Rinehart; and Adams & Rinehart
were consolidated into a single company doing business as Ogilvy, Adams
& Rinehart.
1992–1998
The agency opened its first offices in China in 1995, in Shanghai and
Beijing.
In 1998, Ogilvy, Adams & Rinehart was renamed Ogilvy Public Relations
Worldwide (Ogilvy PR). The Ogilvy & Mather PR Asia/Pacific network of
17 offices also came under the Ogilvy PR umbrella.
1999–2007
In 1999, David Ogilvy, founder of the Ogilvy companies, died at the age of
88.
That year, Ogilvy PR acquired Feinstein Kean Healthcare (FKH), the largest
U.S. independent biotechnology and health care specialist. The agency also
acquired B/W/R, the corporate and entertainment specialist PR firm, as well
as Sector Communications and Magellan Medical Communications. The
latter two UK companies were rolled into Ogilvy PR.
In 2006, Marcia Silverman, CEO of Ogilvy PR, joined the Ogilvy & Mather
India Board. Martin Liptrot was appointed as regional CEO for Europe,
Africa and the Middle East (EAME).
In 2007, Ogilvy PR hosted its first ever “Bring Your Parents To Work Day”.
2008–2010
The following year, Ogilvy 360° Digital Influence (DI) launched Insider
Circle, a Influencer Relationship Management (IRM) influencer activation
platform allowing brands to build and scale relationships with key brand
influencers.
2000: Four WPP companies, five Ogilvy PR practices and two outside niche
firms work together to launch Amoco, ARCO, BP Petroleum and Castrol’s
new global brand, BP p.l.c.
2001: CDC’s Screen for Life campaign is launched via TV public service
announcements, print materials and nationwide news coverage. In
subsequent years, the campaign would feature Katie Couric and Diane
Keaton.
2002: The Heart Truth campaign, which informs women that their #1
disease threat is heart disease, is created for the National Heart, Lung and
Blood Institute of the National Institutes of Health. The Red Dress icon
created for the campaign was embraced by fashion designers who have
featured Red Dress Collections at New York’s spring Fashion Week since
2003. The campaign would also win Best in Show at the 2004 SABRE
Awards.
2007: Successfully launched BP’s new Helios House in Los Angeles, the
most environmentally advanced gas station BP has ever built. The station
features sustainable water, light and landscaping systems, including a green
roof, solar panels and recycled materials. Helios House was designed to
explore ways to make the gas station greener and the consumer experience
better. This 360° Digital Influence endeavor involved Ogilvy PR,
OgilvyOne, Ogilvy, and Ogilvy/BIG.
Significant Awards
2006: Honored with three Cause Marketing Halo Awards, making it the
first agency to receive this recognition in multiple categories in the
Cause Marketing Forum’s four-year history
2009: Named Asia Pacific Network of the Year in the Asia Pacific PR
Awards
Introduction
OGILVY is one of the largest marketing communications networks in the
world. And it services more Fortune Global 500 companies in five or more
countries than any other agency.
As Brand Stewards, Ogilvy work to leverage the brands of its multinational
clients by combining local know-how with a worldwide network, creating
powerful campaigns that address local market needs while still reinforcing
the same universal brand identity.
Network
Ogilvy is the largest, most awarded network in the world. Ogilvy
experience, global network, and commitment to the brands of its clients have
built a reputation for worldwide excellence. In 1984, Ogilvy was the first
global advertising agency with a dedicated interactive capability. Today,
Ogilvy has 42 offices across 39 countries. Ogilvy work in French, Hindi,
Portuguese and dozens of other languages. And Ogilvy employees from
Brussels to Bangkok, Toronto to Taipei, Sao Paolo to Seoul, consistently
deliver invention, ingenuity—and most importantly—results.
Ogilvy's clients include: BBC, BP, Coca-Cola Co., Glaxo SmithKline, IBM,
MasterCard International, Merck & Co. Merrill Lynch, Novartis, Pfizer,
Unilever, Xerox, Argos, Ariba (UK) Ltd., Deloitte & Touche, Dubai World
Cup, Intelsat, Kimberly-Clark Corp., Shell, Nestle, Pfizer, and Sun.
Through these four divisions Ogilvy is working very effectively and catering
to the needs of their clients. These four divisions work around a clock to
give their client a true picture of market and provide best solutions to it.
The numerous accolades that have come our way through the years are a
firm testimony to Ogilvy's performance and leadership position in the
country.
Ogilvy is all about big ideas- consistent, enduring and distinct. Ideas born
from a deep understanding of consumer needs and behavior, and married to
a keen grasp of clients' business issues. Ideas that are flexible enough to
work across a variety of media. Above all, ideas that establish brand values
and benefits in the hearts and minds of today's demanding consumers.
Its job is to make advertising that sells, and the advertising that sells best is
advertising that builds brands.
CORPORATE CULTURE
Recent work that Ogilvy has done for local and global brands:
Bajaj Discover
Center Shock
Hutch
Titan
Fevicol
Happy Dent
OGILVYONE
OgilvyOne Worldwide is India's first and leading one-to-one marketing firm.
Its strength lies in building bonds between consumers and brands.
OgilvyOne offers integrated services across traditional and interactive
channels (including the Internet and mobile telephony spaces). With offices
in Mumbai, Delhi and Bangalore, the OgilvyOne team of 125 people work
on more than 50 leading international and local brands. As a consequence of
its effective and innovative work, the firm has won recognition in local the
Indian and global arena.
The OgilvyOne mission is simple: grow customer equity in volume, value
and goodwill.
OgilvyOne work to help his clients realize the fullest value and potential of
all their customers. It works to acquire new customers of a brand, increase
the loyalty of existing customers, and retain customers.
CRM
Interactive Marketing
Database Consulting, design, Management
Telemarketing
Data Analytics
OGILVY PR
OGILVY ACTIVATION
The integration of these OOH services as Ogilvy Activation- the first 360
OOH communication offering in the country, is a logical extension of
Ogilvy's 360 Degree Brand Stewardship programme. With full-service
offices in Mumbai, Delhi, Chennai, Bangalore, Kolkata & Hyderabad, the
Ogilvy Activation team of 125 people work on more than 40 leading brands
within and outside India.
Ogilvy Outreach
Ogilvy Outreach use proprietary tools like RADAR and Rural Media Indices
to develop cutting edge market specific plans.
3600 BRANDING
Imagine all communications reflecting the same deep insight. Imagine all
media contributing to the campaign as a whole. At Ogilvy They take a
holistic view of communications and use what's necessary to build a brand.
KEY PERSONS OF OGILVY IN INDIA
PIYUSH PANDEY
Executive Chairman & National Creative Director India & South Asia
JOHN GOODMAN
CEO of India & South Asia
S.N RANE
Chief Operating Officer of India & South Asia
He currently serves as Director on the Board of Ogilvy & Mather Pvt. Ltd.,
RMG David Communications Pvt. Ltd., Group M Media India Pvt. Ltd.,
Meridian Communications Pvt. Ltd. and Phoenix O&M (Pvt.) Ltd., Sri
Lanka.
KEY PERSONS OF OGILVY ACTIVATION
Ogilvy & Mather India is 1st Runner Up for ‘Office of the Year’,
Asia’s Most Contested Award title
(Mumbai, 10 Dec 2004
COMPETITORS OF OGILVY
JWT
LEO BURNETT
MCCANN ERICKSON
LOWE
MUDRA
REDIFFUSION DY &R
HINDUSTAN UNILEVER LIMITED
Our history
In the summer of 1888, visitors to the Kolkata harbour noticed crates full of
Sunlight soap bars, embossed with the words "Made in England by Lever
Brothers". With it, began an era of marketing branded Fast Moving
Consumer Goods (FMCG).
Soon after followed Lifebuoy in 1895 and other famous brands like Pears,
Lux and Vim. Vanaspati was launched in 1918 and the famous Dalda brand
came to the market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati
Manufacturing Company, followed by Lever Brothers India Limited (1933)
and United Traders Limited (1935). These three companies merged to form
HUL in November 1956; HUL offered 10% of its equity to the Indian
public, being the first among the foreign subsidiaries to do so. Unilever now
holds 52.10% equity in the company. The rest of the shareholding is
distributed among about 360,675 individual shareholders and financial
institutions.
The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903,
the company had launched Red Label tea in the country. In 1912, Brooke
Bond & Co. India Limited was formed. Brooke Bond joined the Unilever
fold in 1984 through an international acquisition. The erstwhile Lipton's
links with India were forged in 1898. Unilever acquired Lipton in 1972, and
in 1977 Lipton Tea (India) Limited was incorporated.
Pond's (India) Limited had been present in India since 1947. It joined the
Unilever fold through an international acquisition of Chesebrough Pond's
USA in 1986.
Since the very early years, HUL has vigorously responded to the stimulus of
economic growth. The growth process has been accompanied by judicious
diversification, always in line with Indian opinions and aspirations.
The liberalisation of the Indian economy, started in 1991, clearly marked an
inflexion in HUL's and the Group's growth curve. Removal of the regulatory
framework allowed the company to explore every single product and
opportunity segment, without any constraints on production capacity.
Simultaneously, deregulation permitted alliances, acquisitions and mergers.
In one of the most visible and talked about events of India's corporate
history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HUL,
effective from April 1, 1993. In 1996, HUL and yet another Tata company,
Lakme Limited, formed a 50:50 joint venture, Lakme Unilever Limited, to
market Lakme's market-leading cosmetics and other appropriate products of
both the companies. Subsequently in 1998, Lakme Limited sold its brands to
HUL and divested its 50% stake in the joint venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies
Diapers and Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal,
Unilever Nepal Limited (UNL), and its factory represents the largest
manufacturing investment in the Himalayan kingdom. The UNL factory
manufactures HUL's products like Soaps, Detergents and Personal Products
both for the domestic market and exports to India.
The 1990s also witnessed a string of crucial mergers, acquisitions and
alliances on the Foods and Beverages front. In 1992, the erstwhile Brooke
Bond acquired Kothari General Foods, with significant interests in Instant
Coffee. In 1993, it acquired the Kissan business from the UB Group and the
Dollops Icecream business from Cadbury India.
As a measure of backward integration, Tea Estates and Doom Dooma, two
plantation companies of Unilever, were merged with Brooke Bond. Then in
1994, Brooke Bond India and Lipton India merged to form Brooke Bond
Lipton India Limited (BBLIL), enabling greater focus and ensuring synergy
in the traditional Beverages business. 1994 witnessed BBLIL launching the
Wall's range of Frozen Desserts. By the end of the year, the company
entered into a strategic alliance with the Kwality Icecream Group families
and in 1995 the Milkfood 100% Icecream marketing and distribution rights
too were acquired.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The
internal restructuring culminated in the merger of Pond's (India) Limited
(PIL) with HUL in 1998. The two companies had significant overlaps in
Personal Products, Speciality Chemicals and Exports businesses, besides a
common distribution system since 1993 for Personal Products. The two also
had a common management pool and a technology base. The amalgamation
was done to ensure for the Group, benefits from scale economies both in
domestic and export markets and enable it to fund investments required for
aggressively building new categories.
In January 2000, in a historic step, the government decided to award 74 per
cent equity in Modern Foods to HUL, thereby beginning the divestment of
government equity in public sector undertakings (PSU) to private sector
partners. HUL's entry into Bread is a strategic extension of the company's
wheat business. In 2002, HUL acquired the government's remaining stake in
Modern Foods.
In 2003, HUL acquired the Cooked Shrimp and Pasteurized Crabmeat
business of the Amalgam Group of Companies, a leader in value added
Marine Products exports.
HUL launched a slew of new business initiatives in the early part of 2000’s.
Project Shakti was started in 2001. It is a rural initiative that targets small
villages populated by less than 5000 individuals. It is a unique win-win
initiative that catalyses rural affluence even as it benefits business.
Currently, there are over 45,000 Shakti entrepreneurs covering over 100,000
villages across 15 states and reaching to over 3 million homes.
In 2002, HUL made its foray into Ayurvedic health & beauty centre
category with the Ayush product range and Ayush Therapy Centres.
Hindustan Unilever Network, Direct to home business was launched in 2003
and this was followed by the launch of ‘Pureit’ water purifier in 2004.
In 2007, the Company name was formally changed to Hindustan Unilever
Limited after receiving the approval of share holders during the 74th AGM
on 18 May 2007. Brooke Bond and Surf Excel breached the the Rs 1,000
crore sales mark the same year followed by Wheel which crossed the
Rs.2,000 crore sales milestone in 2008.
On 17th October 2008, HUL completed 75 years of corporate existence in
India.
Our vision
Unilever products touch the lives of over 2 billion people every day –
whether that's through feeling great because they've got shiny hair and a
brilliant smile, keeping their homes fresh and clean, or by enjoying a great
cup of tea, satisfying meal or healthy snack.
A clear direction
The four pillars of our vision set out the long term direction for the company
– where we want to go and how we are going to get there:
We work to create a better future every day
We help people feel good, look good and get more out of life with
brands and services that are good for them and good for others.
We will inspire people to take small everyday actions that can add up
to a big difference for the world.
We will develop new ways of doing business that will allow us to
double the size of our company while reducing our environmental
impact.
Company structure
Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods
(FMCG) Company. It is present in Home & Personal Care and Foods &
Beverages categories. HUL has about 15,000 employees, including over
1400 managers
The fundamental principle determining the organization structure is to infuse
speed and flexibility in decision-making and implementation, with
empowered managers across the company’s nationwide operations.
Board of Directors
The Board of Directors as repositories of the corporate powers act as a
guardian to the Company as also the protectors of shareholder’s interest.
Management Committee
The day-to-day management of affairs of the Company is vested with the
Management Committee which is subjected to the overall superintendence
and control of the Board.
We've always believed in the power of our brands to improve the quality of
people’s lives and in doing the right thing. As our business grows, so do our
responsibilities. We recognize that global challenges such as climate change
concern us all. Considering the wider impact of our actions is embedded in
our values and is a fundamental part of who we are.
SURF EXCEL
When children go out to play and get dirty, they don't just collect stains.
They experience life, make friends, share with each other and learn from
each other. This helps them get stronger and get ready for the world outside.
A pioneer in the Indian detergent powder market, Surf Excel quick was has
constantly upgraded itself over the years, to answer the constantly changing
washing needs of the Indian homemaker. Today Surf Excel offers
outstanding stain removal ability on a wide range of stains. This means that
mothers now have the freedom to let their kids experience life without
worrying about stains.
Surf Excel quick wash is powered with a path-breaking technology- it
reduces water consumption and time taken for rinsing by 50%. It is a
significant benefit, given the acute water scarcity in most of India.
1. It penetrates into the layers of fabric and removes tough stains from
10 most stain prone areas like collars, cuffs, pockets, bottoms, waist
sleeves, stocks, underarms and trouser falls.
3. Only Surf excel Quick wash has a special low lather formulation that
removes tough stains while saving two buckets of water daily.
Water that contains dissolved calcium and magnesium salts is called Hard
Water. While it's an enriched form of drinking water that keeps you healthy
and strong, clothes don't exactly feel the same way. Because of its inability
to dissolve soaps and detergents, washing with hard water can be a waste of
time - clothes simply refuse to clean and your frustration can grow. Only
Surf excel Quick wash smartly converts hard water to soft water and the best
part is, this happens as soon as the soap and water mix. So if you belong to
a part of India that predominantly has hard water, you would benefit greatly
by using Surf excel Quick wash. Go on! Give your clothes the softness they
deserve. Surf Excel Quick wash is available in the following pack:
4000 gm
3000gm
1500gm
750gm
500gm
200 gm-Cartons
200gm-refill
3300gm-Bucket
MAIN REPORT PAGE
It was the great opportunity to work with one of the best Advertising
Agencies in world. Ogilvy is ranked third in Advertising Agencies world
wide and ranked No.1 in India. Ogilvy is divided in four divisions which are
further divided into subdivisions to cater the needs of their clients.
Note: ‘C’ class areas are those where there is low income group.
For this campaign DELHI was divided into five zones i.e. North, East, West,
South and Central Delhi. All these five zones were allotted to Zonal Heads
who were responsible for the work in these areas. I was one of the zonal
heads and was heading West Zone. All the zones were having their route
plans. The West Delhi route plan was considering all the ‘D’ class areas like
Nazafgarh, Sagarpur, Uttamnagar, JJ colony, Dabri, Kirbi palace, Rajnagar
etc.
After giving briefing and training to these teams and supervisors, I made
them to roll out according to the route plan. Each area was given the
particular time limit. Each area was consisting of all the “galies” and
blocks. Everyday I use to visit area to area in which I used to check atmost
8 locations and try to find out the problem that the team members are facing
and everyday in the evening I used to rebrief them for the next day so that
they can’t face the same problems.
Sequence of campaign:
One Team member use to go in each home to invite the target
audience i.e. ladies to watch Demo and the other team member used to
do set up of the stall and this set up includes banners, backdrop,
buckets, Surf Excel Quick Wash Detergent, etc.
After the gathering of the ladies, the team used to tell the ladies to fill
the coupons that were to be used for the Lucky Draw.
Then, one team member used to read Flipchart, which used to
emphasize on water problem and how to deal with this problem. After
this the Demo starts in which the team members perform the activity
that shows how the stained cloth get free from stain with spending less
amount of water by using Surf Excel Quick Wash.
Then, quiz was done among the ladies in which questions based on
Surf Excel Quick Wash was asked. The lady who gives the answer
used to get small sachet of Surf Excel Quick Wash.
After this, lucky draw was done in which the winner used to get that
small sachet of Surf Excel Quick Wash.
And at the end team use to sell these sachets at offer price of 3 sachets
at the price 4 (the market price of each sachets is RS2 )
All these activities were told by me right from team making to teaching
them the skills of sale. I use to check there daily sales report and whether all
these activities are effectively performed and fill my daily monetary report.
and I was also having the authority of terminating any of the member if he
does not perform according to given schedule. And this monitoring report
was weekly submitted to the project head. Project head use to visit the area
every week. it was great pleasure to meet brand manager of surf excel quick
wash and country head of Ogilvy outreach who came to check the work in
my zone and even appreciated the work. During the period in which the
campaign was going on in these areas, the wall painting of SURF EXCEL
QUICK WASH started.
Strengths
Brand name
Efficient manpower
Well structured
Logistics
Customer oriented
Incentives like gifts and prizes to customers.
More interaction with customers.
Weakness
Opportunities
Good relation with HLL and chances of getting more business from
the same client.
Good campaign will attract other clients.
There is large no. of FMCG companies that are untapped.
Threats
Research Design: A plan for collecting and utilizing data so that desired
information can be obtained with sufficient precision or so that an
hypothesis can be tested properly.
DATA COLLECTION
Primary data are those, which are collected by direct interface with people
wand thus happens to be original in character. Primary data will not only be
relevant for the study but it is also reliable, accurate dependable.
Secondary data are those, which have already been collected by someone
else and which have already been passed though the statistical process.
RESEARCH DESIGN
Study Approach: -
I have used quantitative approach in which I have collected data from the
people living in C class areas.
Instruments: -
SAMPLE DESIGN
Sampling Procedures: -
There are two main sampling procedures:
1. Probability sampling
2. Non-Probability sampling
Probability sampling is one under which every item of the universe has an
equal chance of inclusion in the sample. It is further divided into random
sampling and non-random sampling. Random sampling from a finite
population refers to that method of sample, which gives each possible
sample combination an equal probability of being picked up and each item
in the entire population to have an equal chance included in the sample.
The sample procedure followed in my study was random sampling in case of
people living in “D” class areas.
To study the sample the “D” class areas were allotted by Ogilvy only. In
these areas the Demo of Surf Excel Quick wash was already been taken
place. I have take sample of 5 from each different location.
CHAPTER - 3
DATA ANALYSIS & INTERPRETAION
1.
Use what to wash clothes.
Valid Cumulative
Frequency Percent Percent Percent
Valid detergent 5 12.5 12.5 12.5
cake 14 35.0 35.0 47.5
both 21 52.5 52.5 100.0
Total 40 100.0 100.0
Use
detergent
cake
12.5% both
52.5%
35.0%
35% ladies say that they wash clothes with cake by rubbing it on clothes and
then rubbing with brush.
52.5% ladies wash clothes with both cake and detergent. They say that they
get the clothes remain dipped in detergent water for ½ hr then they take out
the clothes and rub with cake and brush.
12.5% ladies wash clothes only with detergent. Most of these ladies are
having washing machines that put detergent in washing machine. Ladies
who wash clothes with hands get the clothes remain dipped in detergent
water for sometime then clean it with brush.
2.
Use which detergent Brand
Valid Cumulative
Frequency Percent Percent Percent
Valid don't use 14 35.0 35.0 35.0
surf.excel.quick.
2 5.0 5.0 40.0
wash
wheel 1 2.5 2.5 42.5
nirma 3 7.5 7.5 50.0
ghari 15 37.5 37.5 87.5
fena 1 2.5 2.5 90.0
tide 4 10.0 10.0 100.0
Total 40 100.0 100.0
Use.detergent.Brand
don't use
surf.excel.
10.0% quick.
2.5% wash
wheel
35.0%
nirma
ghari
fena
37.5%
tide
5.0%
2.5%
7.5%
Q. If you use washing powder, what brand do you use and why?
Interpretation:
Valid Cumulative
Frequency Percent Percent Percent
Valid yes 23 23 23 23
no 77 77 77 100.0
Total 100 100.0 100.0
yes
no
Interpretation:
23 out of 100 people said that yes they are brand conscious, they buy only
branded detergents, and 77 out of 100 people said that they are not brand
conscious, they do random shoping.
4.
Brand schemes attract you to buy products?
Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 90 90 90 90
No 10 10 10 100.0
Total 100 100.0 100.0
100
90
80
70
60
50 Series1
40
30
20
10
0
yes no
Interpretation:
90 out of 100 people said that yes different different brand schemes attract
them to buy their products, and rest 10 out of 100 said that no different
brand schemes does not attract them to buy their products.
5.
What kind of water is their in your area
Valid Cumulative
Frequency Percent Percent Percent
Valid salty 60 60 60 60
Normal 40 40 40 100.0
Total 100 100.0 100.0
70
60
50
40
Series1
30
20
10
0
salty normal
Interpretation:
60 out of 100 said that yes the water which comes to their home is salty, and
rest 40 out of 100 said that no there water is not salty. This shows that now
also there are many areas in C class where people are still getting salty
water.
6.
Medium for washing expensive clothes
Valid Cumulative
Frequency Percent Percent Percent
Valid hand
98 98 98 98
wash
dry clean 2 2 2 100.0
Total 100 100.0 100.0
Medium.for.washing.expensive.clothes
hand
wash
2.5%
dry clean
97.5%
Interpretation:
97.5% ladies wash their expensive clothes through Hand wash and Dry
clean. They can’t afford for dry clean. They wash these clothes separately
from regular clothes. For these clothes they use detergent sachet
7.
Who decide to buy which cake and detergent?
Valid Cumulative
Frequency Percent Percent Percent
Valid ladies 92.5 92.5 92.5 92.5
gents 2 5.0 5.0 97.5
others 1 2.5 2.5 100.0
Total 100 100.0 100.0
Interpretation:
92.5% ladies make this decision. In this strata most of the Mother in Laws
take the decision of buying, 5% gents takes decision of deciding which cake
and detergent will they buy abd only 2.5% other member of family takes
decision of deciding which cake and detergent they will buy.
8.
Who wash clothes?
Valid Cumulative
Frequency Percent Percent Percent
Valid ladies 32 80.0 80.0 80.0
both 8 20.0 20.0 100.0
Total 40 100.0 100.0
Who.wash.clothes
ladies
both
20.0%
80.0%
Interpretation:
80% ladies wash clothes and 20% both ladies and gents.
9.
Water problems
Valid Cumulative
Frequency Percent Percent Percent
Valid yes 40 100.0 100.0 100.0
Water.problems
yes
100.0%
Interpretation:
Often.wash.clothes
Daily
Once a
week
Twice a
week
25.0%
Thrice a
50.0% week
17.5%
7.5%
The 12th Pie Chart shows that 50% of the ladies wash clothes Daily, 25%
wash thrice a week, 17.5% wash twice a week, 7.5% wash once a week.
11.
Quantity of Detergent
Valid Cumulative
Frequency Percent Percent Percent
Valid 1 kg 68 68 68 68
500 Gm 22 22 22 22
250 Gm 15 15 15 15
Pouch 5 5 5 100.0
Total 100 100.0 100.0
1 kg
500 gm
250 gm
pouch
Interpretation:
68% people said that they buy 1 kg detergent,22% said that they buy 500
gm, 15 % said that they buy 250 gm and rest 5 % said that they buy pouches
of detergent.
12.
Awareness of Brands
Valid Cumulative
Frequency Percent Percent Percent
Valid T.V 75 75 75 75
Radio 15 15 15 15
Newspapers 8 8 8 8
Magzines 2 2 2 2
nes
z in
ag
M
p er Series1
s pa
w
Ne o
a di
R
V
T.
0 20 40 60 80
Interpretation:
In this survey 75 out of 100 people said that they get to know about brands
through televisions, 15 said through Radio, 8 said that newspapers and 2 said
that through magzines.
13.
Purchasing of Detergent
Valid Cumulative
Frequency Percent Percent Percent
Valid From near
70 70 70 70
shop
From
branded 20 20 20 20
outlet
From
10 10 10 100.0
wholeseller
Total 100 100.0 100.0
80
70
60
50
40 Series1
30
20
10
0
from near
wholeseller
branded
outlet
from
shop
from
Interpretation:
In this, 70 out of 100 people said that they purchase detergent from the most
near shop, 20 said that they purchase detergent from branded oulet and 10
said that they purchase items from wholeseller and detergent is also included
in that.
14.
Tried Surf excel quick wash
Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 16 40.0 40.0 40.0
No 24 60.0 60.0 100.0
Total 100 100.0 100.0
Tried.Surf.excel.quick.wash
yes
no
40.0%
60.0%
Q. Will you try Surf Excel Quick Wash after having watched the demo?
Interpretation:
40% ladies tried SURF EXCEL QUICK WASH but didn’t bring it into daily
life because they say:
It is expensive.
Still they believe that more lather means more cleaning.
CHAPTER – 4
FINDINGS
In the “C” class area very less people are Brand Conscious.
People use Cake more than Detergent to wash clothes in “C” class
area.
75 % people said that they get awareness of brands through T.V, and
therefore more and more companies are investing in Advertising.
This kind of campaign are very fruitful in “C” class areas as the
audience living in these areas are interested in watching these kind of
things and even actively participates.
These campaigns will have long brand resemblance and can help the
product to easily penetrate in the targeted market.
Most of the “C” class areas are having low income groups and have
water scarcity , so this product is easily acceptable in these areas with
the purchase of LUP(SACHETS)
Till date less people are using SURF EXCEL QUICK WASH in “C”
class areas .
CONCLUSION
It is very difficult to work in “C” class areas. It was the challenging job for
me but I did because I believe in hard work and determination. I used to
check at most 8 locations and try to find out the problem that the team
members are facing and everyday in the evening I used to re-brief them for
the next day so that they can’t face the same problems.
These kinds of campaigns are successful in these areas and can easily
penetrate the product.
RECOMMENDATIONS
While the campaign is going on, the target areas should also be
provided with water through a tanker on which there should be brand
name and brand message of the product, As every human wants there
benefit and this will have a positive effect on the brand and this will
create the perception in people mind that SURF EXCEL QUICK
WASH cares for them and seriously wants to remove the problem of
water scarcity.
Sequence of program
1. Small teams should be send to “C” class areas, where they will
find the maids and they should ask the maid to fill up small
form in which there will be general information regarding there
name, address, age, how many houses the work in.
2. Next day these teams should ask these maids to a camp, where
they are telling more effective ways of washing clothes, they
should also be told that incentives will be also given that will
become the motivational force to attract them.
This activity will help the product to easily penetrate upper market.
More visits should be done by project and state head to ensure that
the work is going according to schedule.
Women often use some of the traditional custom accessories
namely (sindoor, kajal, bangles, bindi) and C- CLASS women
wear these things of cheaper quality. The company can tap this
practice as a means of opportunity by building strong re-
enforcement in their mind. The company can come up with a new
handbag of its bearing company logo and company name. The bag
will contain small sachet of surf excel along with all the
accessories required by women to embellish themselves. These
schemes will surely create company’s emotional bondage with
these prospective customers and give an impetus to its sales. It will
also enhance the goodwill of the company and will reflect the “I
CARE FOR YOU” attitude of the company making customers feel
important.
Compare the market potential of New Delhi; the sample size of 100
target audience is relatively small. This doesn’t represent the true
universe.
I, Nitin Sharma student of MBA 2nd year ( 4th sem ) doing the project
on the topic “brand promotion of surf excel quick wash”. I ensure you
not to disclose this information elsewhere for any other purpose.
Name:…………………………………………..
City:…………………………………………….
Contact Number:………………………
E mail id:…………………………….
Sex: m ( ) f()
Age:………….
Occupation:………………………………………….
Yes ( ) No ( )
1 Kg ( ) 500 gm ( )
250 gm ( ) Pouch ( )
T.V () Radio ( )
Newspapers ( ) Magzines ( )
Q14.Will you try Surf Excel Quick Wash after having watched the demo?
Yes ( ) No ( )
APPENDICES
BIBLIOGRAPHY
www.google.com
www.ogilvy.com
www.ogilvyindia.com
www.agencyfaqs.com
www.infoline.com
www.msn.com