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ROLE OF MEDIA IN MARKETING (ADVERTISING) COMMUNICATION IN FMCG SECTOR

Project Report
On

ROLE OF MEDIA IN MARKETING (ADVERTISING) COMMUNICATION INFMCG SECTOR


Submitted in partial fulfillment for the award of degree Of bachelors in business administrative (BBA) SUBMITTED BY:Vishal awasthi 0701129041 GUIDANCE OF:UNDER THE

Sujoy kumar das SHUKLA 0701129038 MANAGEMENT Hrshikesh bhatt 0701129010 Jitendra tiwari submission:0701129012

MISS. KIRAN FACULTY OF

Date of

UPTEC COMPUTER CONSULTANCY LTD. 17/9-A THE MALL KANPUR

2010
Acknowledgement

We really thank to our respected teachers who help us to build our self, especially miss. Kiran Shukla who guided us a lot during the preparation of our project. She is such a nice teacher, who gave us opportunity to explore our self.
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All praises and thanks are for the Almighty god whose uniqueness and oneness is unchangeable and who is most merciful beautiful and entire source of knowledge for the whole mankind. We really thanks to our parents because everything which we performed due to our parents prayer. We also thanks all our class fellow, who always encouraging us for the successfully completion of our project.

Completed by:-

Vishal Awasthi Sujoy kumar das Hrshikesh bhatt Jitendra tiwari

Declaration
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We hare by declare that all information collected through questionnaire and other primary as well as secondary data techniques is correct in accordance with the sample size; It is true and faithful data collected while taking great precaution in case of proxiness of data.

Date :-

Place :-

List of signatory:-

Vishal awasthi Sujoy kumar das Hrshikesh bhatt Jitendra tiwari

Preface
The revolution in the business marketing caused by the media and its related technologies demonstrate that media technologies are essential for the success of todays business enterprises.

Therefore as tomorrows managers, entrepreneurs, business professionals and business students must learn how to use and manage a variety of media technologies to revitalize marketing process and gain competitive advantage.

The business function of marketing is concerned with the planning, promotion and sale of existing products in the markets, and development of new products and new markets to better serve present and potential customer, thus marketing function performs a vital function in the operation of a business enterprise.

Media plays a vital role in the success of marketing efforts. Under this project we have to determine the role of media in marketing communication in FMCG sector.

FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2009 to Rs 92,100 crores in 2012. It can be done by effectively utilizing the media resources. So it is essential to manage the variety of media technology for fast moving towards the goal.
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PROJECT CONTENTS Objective and Significance of study Executive summary 1.0 introduction 1.1 what media is? 1.2 Types of media 1.3 what social media is? 1.4 media in India 1.5 SWOT analysis of media 1.6 what marketing is? 1.7 Scope of media in marketing communication 2.0 FMCG Sector (overview) 2.1 FMCG sector in India
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2.2 SWOT analysis of FMCG sector 2.3 Primary players (FMCG) 2.3.1 Hindustan Unilever ltd 2.3.2 Indian tobacco company 2.3.3 Nestle India 2.3.4 GCMMF (amul) 2.3.5 Dabur India ltd 2.3.6 Cadbury India ltd 2.3.7 Britannia India ltd 2.3.8 Procter & Gamble Limited 2.3.9 Marico industries 2.3.10 PEPSICO 2.4 Secondary players (FMCG) 2.5 Role of media in FMCG 3.0 Research methodology 3.1 Questionnaire 3.2 Analysis Result and Recommendation Conclusion Limitation
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Bibliography

Objective and significance of study

1:-To know the influence of media in marketing communication of FMCG industry.

2:-To create relationships using media with people who might not otherwise know about companies represent.

3:- To know the way to use media to communicate and provide the interaction that consumers look for.

4:- To know the awareness of media in people.

5:- To use media to make creative ideas and innovative through digital media.

6:-Enables customers helping customers.

Significance of studies
The study will be helpful for all public including Students Industrialists lawyer doctor etc.

Media enables to: Share your expertise and knowledge. Tap into the wisdom of your consumers.

Executive summery
The topic has been chosen to analyse the role of media in marketing communication of FMCG sector. This project has been a great learning experience for us; at the same time it gave us enough scope to implement our analytical ability. Full project gives an insight about the FMCG companies growth by using media technologies.
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The entire project gives us the knowledge about by which way media enables the companies to grow faster in this competitive environment. Which kind of media enables to sales your products in efficient manner . Media increases the efficiency of marketing communication. Due to technology advancements every thing planed before time. Creative ideas enhance the marketing activities.

Media technologies are essential for the success of todays business enterprises. Therefore everybody must learn how to manage media technologies so far gain competitive advantage.

Under this project we have analyzed that which type of marketing strategies are adopted by the various FMCG companies to get competitive advantage through media for the survival in this competitive environment.

1.0: Introduction
1.1:- what

media is?

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Media:

1. The different means of communicating information to reach large audiences is known as media. 2. In the arts, media (plural of medium) are the materials and techniques used by an artist to produce a work.

Origin of Media:-

Creation of the various forms of media

Newspapers & Magazines ~ 1880 Movies ~ 1910 Television ~ 1945 Cable Television ~ 1980's Satellite Television, Internet, and Digital Communication ~ End of the 20th

century.

In 1920, radio was first developed, primarily for use by the military, strictly for sending History of the Media - Old Radios messages from one location to another.

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David Stern off, the then-president of RCA, first had the idea to sell radio sets to consumers, or what were then called radio receivers. However, consumers needed a reason to buy radios, so RCA was the first to set up radio stations all over the country. Between 1920 and 1922, 400 radio stations were set up, starting with KBKA in Pittsburgh. Stations were also set up by universities, newspapers, police departments, hotels, and labor unions. By 1923, there were 600 radio stations across the United States, and $83 million worth of sets had been sold. The biggest difference in radio before and after 1923 was that the first advertising was not heard on the radio until 1923. RCA at the time was made up of four companies:

1.2:-Types of media
Basically media have only two types Electronic media Print media

But both of them comprise more categories, which is given below.

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Electronic media:
Electronic media is very broader term. It means any media which performs its function electrically that is called electronic media .But my perspective related with marketing activities, so that why which media use for promote marketing activities are called electronic media. Those are T.V, Computers, Mobile technology, Digital displays, and web banners etc.

Television

Television is a widely used telecommunication medium for sending (broadcasting) and receiving moving images, either monochromatic ("black and white") or color, usually accompanied by sound.

"Television" may also refer specifically to a television set, television programming or television transmission. The word is derived from mixed Latin and Greek roots, meaning "far sight": Greek tele far, and Latin visio, sight (from video, vis- to see, or to view in the first person).

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Digital displays

Display device is an output device for presentation of information for visual or tactile reception, acquired, stored, or transmitted in various forms. When the input information is supplied as an electrical signal, the display is called electronic display. Electronic displays are available for presentation of visual and tactile information. Tactile electronic displays (aka refreshable Braille display) are usually intended for the blind or visually impaired, they use electro-mechanical parts to dynamically update a tactile image (usually of text) so that the image may be felt by the fingers. Common applications for electronic visual displays are television sets or computer monitors

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Web banner

A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Silverlight, Java, Shockwave or Flash, often employing animation or sound to maximize presence. Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece.

The web banner is displayed when a web page that references the banner is loaded into a web browser. This event is known as an "impression". When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a "click through". In many cases, banners are delivered by a central ad server.

When the advertiser scans their logfiles and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.

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Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests. Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth. (Of course, the purpose of the banner ad is to attract attention and many advertisers try to get attention to the advert by making them annoying. Without attracting attention it would provide no revenue for the advertiser or for the content provider.) Newer web browsers often include options to disable pop-ups or block images from selected websites. Another way of avoiding banners is to use a proxy server that blocks them, such as Privoxy

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Print media
Written advertising that may be included in everything from newspapers and magazines to direct mail, signs, and billboards. Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing.

Bill boards Billboards have become an important part of business marketing. It has turned out to be an effective means of advertising a companys products and services. It has also been widely used by television networks and movie producers in the promotion of new events in the entertainment industry. It has also been gradually adapted by politicians in political campaigns. Truly, billboards have a lot to offer us and here are some of these great offerings that Ill be discussing in this article.

Just like any marketing paraphernalia, when billboards convey the right message that suits your business, they actually have a forceful street level presence that is easily being noticed by motorists. They have this surprising element to grasp interest and get people talking about what they speak about. They have the ability to catch peoples attention at any time of the day especially when youre traveling, shopping or having a cup of coffee or a meal with your family and friends. Upon seeing these ads, these people who are potential clients easily absorb the messages. When you consider billboards as your marketing tools, you can reduce the advertising costs. They are indeed economical because there is no need for continuous production of these billboards. Only a few copies which will be situated in places that are easily accessed by many people are necessary. The fact that these billboard advertisements will show off daily is a must for advertisers because they can communicate effectively to a large extent. Billboards may just seem to be a small thing but they are actually the ones that help companies in making and keeping many clients.

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Indeed, billboards are powerful visual graphics because the images and messages that they contain speak a thousand words. They are a visually dominant, stimulating advertising media. Compared to traditional media that add any number of pages or spots to hold many advertisers when necessary, billboards have certainly made advertising so easy. These things only manifest the good things that billboards bring to their viewers.

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1.3:- what social media is ?

Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. They support the democratization of knowledge and information and transform people from content consumers to content producers. Social media have been modernized to reach consumers in a new way: through the internet! Social media have become appealing to big and small businesses. Credible brands are utilizing social media to reach customers and to build or maintain reputation. As social media continue to grow, the ability to reach more consumers globally has also increased. Twitter, for example has expanded its global reach to Japan, Indonesia, and Mexico, among others. This means that brands are now able advertise in multiple languages and therefore reach a broader range of consumers. Social media have become the new "tool" for effective business marketing and sales. Popular networking sites including Myspace, Facebook and Twitter are social media most commonly used for socialization and connecting friends, relatives, and employees. The main advantages of media applications are:

they are user-created, developed or enhanced there is a community of interest built around them they do not require advanced technical knowledge multi-way communication is enabled they are participatory and interactive they are free or low cost to the end user they are infectious and fast-growing they are global

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Examples Social media can take many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms like Mybloglog and Plaxo.

1.4:-Media in India
Media in india initiated since the late 1700s with print media started in 1780.

Radio broadcasting initiated in 1927, and the screening of Auguste and Louis Lumire moving pictures in Bombay initiated during the July of 1895 is among the oldest and largest media of the world.

The period of emergency (19751977), declared by Prime Minister Indira Gandhi, was the brief period when India's media was faced with potential government retribution.

In 2009, India had a total of 81,000,000 Internet userscomprising 7.0% of the country's population.

7,570,000 people in India also had access to broadband Internet as of 2009 making it the 12th largest country in the world in terms of broadband Internet users.

India also ranks 8th in the list of countries by number of television broadcast stations by 1997 statistics.
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1.5:- SWOT Analysis of Media Industry


SWOT stands for strengths, weaknesses, opportunities, and threats. Using a SWOT analysis is a great way to break down and analyze a particular strategy.

S T R E N G T H S :

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1 . M e d i a A n d E n t e r t a i n m e n t i s o
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n e o f t h e m o s t b o o m i n g s e c t o r s i
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n I n d i a d u e t o i t s v a s t c u s t o m e r
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r e a c h . T h e v a r i o u s s e g m e n t s o f
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t h e M e d i a A n d E n t e r t a i n m e n t i n d
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u s t r y l i k e t e l e v i s i o n a n d f i l m

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i n d u s t r y h a v e a l a r g e c u s t o m e r

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b a s e .

2 . T h e g r o w i n g m i d d l e c l
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a s s w i t h h i g h e r d i s p o s a b l e i n c
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o m e h a s b e c o m e t h e s t r e n g t h o f
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t h e M e d i a A n d E n t e r t a i n m e n t i
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n d u s t r y .

3 . C h a n g e i n t h e l i f e
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s t y l e a n d s p e n d i n g p a t t e r n s o f
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t h e I n d i a n m a s s e s o n e n t e r t a i
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n m e n t .

4 . T e c h n o l o g i c a l i n n o v a
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t i o n s l i k e o n l i n e d i s t r i b u t i o n
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c h a n n e l s , w e b s t o r e s , m u l t i -

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a n d m e g a p l e x e s a r e c o m p l e m e n t
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i n g t h e o n g o i n g r e v o l u t i o n a n d
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t h e g r o w t h o f t h e s e c t o r .

5 .
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T h e l o w c o s t o f p r o d u c t i o n a n d
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h i g h r e v e n u e s e n s u r e a g o o d r
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e t u r n o n i n v e s t m e n t f o r I n d i a n
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M e d i a A n d E n t e r t a i n m e n t i n d u s
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t r y .

WEAKNESSES:

1. The Media And Entertainment sector in India is highly fragmented.

2. Lack of cohesive production & distribution infrastructure.

3. The lack of efforts for media penetration in lower socio-economic classes, where the media penetration is low.

OPPORTUNITIES:

1. The increasing interest of the global investors in the sector.

2. The media penetration is poor among the poorer sections of the society, offering opportunities for expansion in the area.

3. The nascent stage of the new distribution channels offers an opportunity for development.

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4. Rapid de-regulation in the Industry.

5. Rise in the viewership and the advertising expenditure.

6. Technological innovations like animations, multiplexes, etc and new distribution channels like mobiles and Internet have opened up the doors of new opportunities in the sector.

THREATS:
1. Piracy, violation of intellectual property rights pose a major treat to the Media.

2. Lack of quality content has emerged as a major concern because of the 'Quickbuck' route being followed in the industry.

3. With technological innovations taking place so rapidly, the media sector is facing considerable uncertainty about success in the marketplace.

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1.6:- what marketing is?


Marketing:
1. Marketing is an ongoing process of planning and executing of the marketing mix (Product, Price, Place, and Promotion) of products, services or ideas to create exchange between individuals and organizations. 2. 3. The techniques used to attract and persuade consumers The way in which a product or media text is sold to a target audience.

4. Marketing is the management process, which identifies, anticipates and supplies customer requirements efficiently and profitably. Marketing is a societal process which discerns consumers' wants, focusing on a product or service to fulfill those wants, attempting to move the consumers toward the products or services offered. Marketing is fundamental to any businesses growth. The marketing teams (marketers) are tasked to create consumer awareness of the products or services through marketing techniques. Unless it pays due attention to its products and services and consumers' demographics and desires, a business will not usually prosper over time.

Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.

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Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy. Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services.

Its specialist areas include: advertising and branding communication database marketing direct marketing event organization global marketing international marketing internet marketing industrial marketing market research public relations retailing search engine marketing marketing strategy marketing plan strategic management

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For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage.

1.7:- Scope

of media in marketing communication

With the advent of media technologies grabbing marketing spaces, many brands can be seen embracing media for adding value to themselves.

In India we can see P&G, HINDUSTAN UNILEVER are the best example of companies of FMCG industry having a majority of their marketing efforts directed towards media.

It would be interesting to see how different companies are performing in media specifically in the Indian Ecosystem and document it in form of a report.

The revolution in the business marketing caused by the media and its related technologies demonstrate that media technologies are essential for the success of todays business enterprises.

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Because of its ability to influence the thoughts and behaviors of consumers, Media is considered as a very powerful tool for marketing efforts.

India is becoming the leading destination of global investment in media so that to attract and remain costumer. Various studies and figures reveal that Indian Media industry has significant potential of growth stored in it.

Media plays a vital role in the success of marketing efforts.

2.0- FMCG Sector (overview)


What is FMCG?
FMCG is an acronym for Fast Moving Consumer Goods, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover and are relatively cheaper. The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterised by a well established distribution network, intense competition between the Organised and unorganised segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Growth is also likely to come from consumer 'upgrading' in the matured product categories. With 200 million people expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of investment in the foodprocessing industry.
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FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India

2.3:-FMCG sector in India

India is one of the largest emerging markets, with a population of over one billion. India is one of the largest economies in the world in terms of purchasing power and has a strong middle class base of 300 million. Around 70 percent of the total households in India (188 million) resides in the rural areas. The total number of rural households are expected to rise from 135 million in 2001-02 to 153 million in 2009-10. This presents the largest potential market in the world. The annual size of the rural FMCG market was estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both the rural and the urban level, the market potential is expected to expand further. The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterize the sector.

FMCG Sector is expected to grow by over 60% by 2010.

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It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2009 to Rs 92,100 crores in 2012.

2.2:-SWOT Analysis of FMCG Sector

Strengths:

1. Low operational costs

2. Presence of established distribution networks in both urban and rural areas.

3. Presence of well-known brands in FMCG sector

Weaknesses:

1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors.

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2. Low exports levels.

3. "Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban market.

Opportunities:

1. Untapped rural market.

2. Rising income levels, i.e. increase in purchasing power of consumers.

3. Large domestic market- a population of over one billion.

4. Export potential.

5. High consumer goods spending.

Threats:
1. Removal of import restrictions resulting in replacing of domestic brands.

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2. Slowdown in rural demand.

3.Tax and regulatory structure.

2.4 Primary players:The structure


The Indian FMCG sector is the fourth largest sector in the economy and creates employment for three million people in downstream activities. Within the FMCG sector, the Indian food processing industry represented 6.3 per cent of GDP and accounted for 13 percent of the country's exports in 2003-04. A distinct feature of the FMCG industry is the presence of most global players through their subsidiaries (HUL, P&G, Nestle), which ensures new product launches in the Indian market from the parent's portfolio.

S. NO. 1. 2. 3. 4. 5. 6. 7.

Companies Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India
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8 9. 10.

Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

Hindustan Unilever ltd (HUL)


Year of establishment :-- 1933 Chairman :-- harish manwani MD :-- nitin paranjpe Corporate office :-- Mumbai (Maharastra)

Hindustan Unilever Ltd is a 51 per cent owned subsidiary of theAnglo-Dutch giant Unilever, which has been expanding the scope of its operations in India since 1888. It is the country's biggest consumer goods company with net sales of US$ 2.4 billion in 2003. HUL is amongst the top five exporters of the country and also the biggest exporter of tea and castor oil. The product portfolio of the company includes household and personal care products like soaps, detergents, shampoos, skin care products, colour cosmetics, deodorants and fragrances. It is also the market leader in tea, processed coffee, branded wheat flour, tomato products, ice cream, jams and squashes. HUL enjoys a formidable distribution network covering over 3,400 distributors and 16 million outlets. In the future,the company plans to concentrate on its herbal health care portfolio (Ayush) and confectionary business (Max). Its strategy to grow includes focussing on the power brands' growth through consumer relevant information, cross
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category extensions, leveraging channel opportunities and increased focus on rural growth.

Hindustan Lever Ltd (HUL), the largest spender on advertising, plans to increasingly broadbase its media strategy to meet the target of reaching out to a billion people. In broadbasing its media strategy, HUL plans to increasingly exploit the local media. We dont wish to be present on one television channel or in one newspaper, we want a broadbased reach. We are now using a lot of channels. We are using the local press, the radio, the outdoor, the rural media, and lots of other options.

Indian Tobacco Corporation Ltd (ITCL)


Year of establishment :Chairperson MD Corporate office

1910

:- yogesh Chandra deveshwar :- k. k . kaura :- Kolkata (west bengal)

ITC is one of India's foremost private sector companies with a market capitalisation of over US $ 22 billion and a turnover of over US $ 5 billion.* ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by BusinessWorld and among India's Most Valuable Companies by Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery.
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As one of India's most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part." ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India.

Nestle India Ltd (NIL)


Year of establishment :-- 1959 Chair person :-- Antonio helio waszyk
MD Corporate address :-- Antonio helio wazsyk :-- new delhi

Nestls relationship with India dates back to 1912, when it began trading as The Nestl Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After Indias independence in 1947, the economic policies of the Indian Government emphazised the need for local production. Nestl responded to Indias aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestl to develop the milk economy. Progress in Moga required the introduction of Nestls Agricultural Services to educate, advise and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and helping with the procurement of bank loans. Nestl set up milk collection centres that would not only ensure prompt collection and pay fair prices, but also instil amongst the community, a confidence in the dairy business.
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Nestl has been a partner in India's growth for over nine decades now and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct and indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods. The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. The culture of innovation and renovation within the Company and access to the Nestl Group's proprietary technology/Brands expertise and the extensive centralized Research and Development facilities gives it a distinct advantage in these efforts. It helps the Company to create value that can be sustained over the long term by offering consumers a wide variety of high quality, safe food products at affordable prices.

Gujarat Cooperative Milk Marketing Federation (AMUL)


Year of establishment :-- 1953 Chairperson Corporate address :-- anand kripalu :-- Anand (gujarat )

Gujarat Cooperative Milk Marketing Federation (GCMMF) is the largest food product marketing organization of India. It aims to provide good returns to the farmers and also to fulfill the requirements of consumers by giving them quality products. Amul was formed in 1946 by an apex co-operative organization, Gujarat Cooperative Milk Marketing Federation. AMUL means "priceless" in Sanskrit. Amul products are used by millions of people. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk, and Amulya has made Amul one of the leading.
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GCMMF is the largest exporter of Dairy Products in India. It has been given a "Trading House" status. The Government of India has awarded the APEDA (Agriculture and Processed Food Products Exports Development Authority) to GCMMF for excellence in Dairy Product Exports.

Dabur India Ltd


Year of establishment :-- 1975 Chairperson Corporate address :-- anand burman :-- new delhi

Established in 1884 Dabur India Limited is the fourth largest FMCG Company in India with Revenues of US$600 Million (Rs 2834 crore) & Market Capitalisation of over US$2.2 Billion (Rs 10,000 Crore). Building on a legacy of quality and experience for 125 years, Dabur operates in key consumer products categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care & Foods.

Leading consumer goods company in India with a turnover of Rs. 2834.11 Crore (FY09)

3 major strategic business units (SBU) - Consumer Care Division (CCD), Consumer Health Division (CHD) and International Business Division (IBD)
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3 Subsidiary Group companies - Dabur International, Fem Care Pharma and newu and 8 step down subsidiaries: Dabur Nepal Pvt Ltd (Nepal), Dabur Egypt Ltd (Egypt), Asian Consumer Care (Bangladesh), Asian Consumer Care (Pakistan), African Consumer Care (Nigeria), Naturelle LLC (Ras Al KhaimahUAE), Weikfield International (UAE) and Jaquline Inc. (USA).

17 ultra-modern manufacturing units spread around the globe.

Products marketed in over 60 countries

Wide and deep market penetration with 50 C&F agents, more than 5000 distributors and over 2.8 million retail outlets all over India.

Strategic Intent We intend to significantly accelerate profitable growth. To do this, we will:

Focus on growing our core brands across categories, reaching out to new geographies, within and outside India, and improve operational efficiencies by leveraging technology.

Be the preferred company to meet the health and personal grooming needs of our target consumers with safe, efficacious, natural solutions by synthesizing our deep knowledge of ayurveda and herbs with modern science Provide our consumers with innovative products within easy reach Build a platform to enable Dabur to become a global ayurvedic leader Be a professionally managed employer of choice, attracting, developing and retaining quality personnel
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Be responsible citizens with a commitment to environmental protection Provide superior returns, relative to our peer group, to our shareholders

Cadbury India Ltd (CIL)


Date of establishment :-- 1947 MD :-- Irene rosenfield Corporate address :-- Mumbai (maharastra)

Cadbury Indian Ltd is a 93.5 per cent subsidiary of Cadbury Schweppes Plc, UK, a global major in the chocolate and sugar confectionery industry. CIL was set up as a trading concern in 1947 and subsequently began its operations with the small scale processing of imported chocolates and food drinks. CIL is currently the largest player in the chocolate industry in India with a 70 percent market share. The company is also a key player in the malted foods, cocoa powder, drinking chocolate, malt extract food and sugar confectionery segment. The company had also entered the soft drinks market with brands like 'Canada Dry' and 'Crush', which were subsequently sold to Coca Cola in 1999. Established brands include Dairy Milk, Perk, Crackle, 5 Star, clairs, Gems, Fructus, Bournvita etc. The company reported net sales of US$ 160 million in2003. The company plans to increase the number of retail outlets for future growth and market expansion.
63

Britannia India Ltd (BIL)


Date of establishment :-- 1918 Chairperson :-- Nuslin wadia MD :-- Vinita bali Corporate office :-- Kolkata (west bengal)

Britannia India Ltd was incorporated in 1918 as Britannia Biscuit Co Ltd and currently the Groupe Danone (GD) of France (a global major in the food processing business) and the Nusli Wadia Group hold a 45.3 per cent equity stake in BIL through AIBH Ltd (a 50:50 joint venture). BIL is a dominant player in the Indian biscuit industry, with major brands such as Tiger glucose, Mariegold, Fifty-Fifty, Good Day, Pure Magic, Bourbon etc. The company holds a 40 per cent market share in the overall organised biscuit market and has a capacity of 300,000 tonne perannum. Currently, the bakery product business accounts for 99.1 per cent of BIL's turnover. The company reported net sales of US$ 280 million in 2002-03. Britannia Industries Ltd (BIL) plans to increase its manufacturing capacity through outsourced contractmanufacturing and a greenfield plant in Uttaranchal to expand its share in the domestic biscuit and confectionery market.

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Procter & Gamble Hygiene and Health Care Limited


Year of establishment :-- 1964 Chairperson :-- R. A. shah MD :-- S. khosla Corporate address :-- Mumbai (maharastra)

Richardson Hindustan Limited (RHL), manufacturer of the Vicks range of products, was rechristened 'Procter & Gamble India' in October 1985, following its affiliation to the 'Procter & Gamble Company', USA. Procter & Gamble Hygiene and Health Care Limited (PGHHCL) acquired its current name in 1998, reflecting the two key segments of its business. P&G, USA has a 65 per cent stake in PGHHCL. The parent also has a 100 per cent subsidiary, Procter& Gamble Home Products (PGHP). The overall portfolio of the company includes healthcare; feminine-care; hair care and fabric care businesses. PGHH operates in just two business segments Vicks range of cough & cold remedies and Whisper range of feminine hygiene. The detergent and shampoo business has been relocated globally to Vietnam. The company imports and markets most of the products from South East Asian countries and China, while manufacturing, marketing and export of Vicks and sanitary napkins has been retained in India.
65

The company reported sales of US$ 91 million in 2002-03. The parent company has announced its plan to explore further external collaborations in India to meet its global innovation and knowledge needs.

Marico industries.
Year of establishment :-- 1988 MD :-- harsh mariwala Corporate address :-- Mumbai (maharastra)

Marico is a leading Indian Group incorporated in 1990 and operating in consumer products, aesthetics services and global ayurvedic businesses. The company also markets food products and distributes third party products. Marico owns well-known brands such as Parachute, Saffola, Sweekar, Shanti Amla, Hair & Care, Revive, Medikar oil of dbar and the Sil range of processed foods. It has Six actories, and sub-contract facilities for production. In 2003-04, the companyreported a turnover of US$ 200 million. The overseas Salesfranchise of Marico's branded FMCG products is one of thelargest amongst Indian companies. It is also the largest Indian FMCG company in Bangladesh.

66

PepsiCo india
Year of establishment :-- 1980 MD :-- Indra nooyi Corporate address :-- Gurgaon (haryana)

PepsiCo is a world leader in convenient foods and beverages, ith revenues of about US$ 27 billion. PepsiCo brands are available in early 200 markets across the world. The company has an extremelypositive outlook or India. "Outside North America twoof our largest and fastest growing businesses are in India and China, which include more than a third of the world's population" Pepsico's annual reportPepsiCo entered India in 1989 and isconcentrating three focus areas - soft drink concentrate, snackfoods and vegetable and food processing. PepsiCo's success is theresult of superior products, high standards of performance and distinctive competitive strategies.

67

2.5:- SECONDARY PLAYERS


1--Colgate-Palmolive (India) Ltd. 2-- Godrej Consumers Product Ltd. 3-- Nirma Ltd. 4-- Tata Tea Ltd. 5-- Parle Agro 6--H. J. Heinz

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2.6:-ROLE OF MEDIA IN FMCG SECTOR

Role of media in FMCG sector


It seems to me that when it comes to bringing media together with fast moving consumer goods (FMCG), companys campaigns have to do three things:
69

(1) drive brick & mortar sales. (2) offer a way to track and measure those sales. (3) keep consumers socializing with your media long enough that their increased expenditures cover the cost of your media campaign. In a word, FMCG marketers should be choosing media campaigns based on how they can meet the objectives of what a FMCG is: increased sales (planning costs + fulfillment costs) = ROI Today, the Media has a very big role to play in all FMCG business and marketing circles. media refers to bringing together of various activities which help in integrating technology, interaction, and the construction of words, pictures, videos and audio into a seamless entity. Today,s media is fundamentally different from traditional media like newspapers, books, and radio. The major success of all media depends on interactions between people as the discussion and integration of words builds shared-meaning, using technology as a conduit. It caters to a wide spectrum of topics. With reference to Internet marketing, Media means a collective group of web properties that are driven by users. Examples in such case are blogs, discussion boards, vlogs, and video sharing sites. Similarly, Media Optimization (SMO) is the process of trying to get a persons content more widely distributed across multiple Media networks.

media marketing refers to the process of promoting a site or FMCG business through media channels and is seen as a powerful strategy that will get you links, attention and massive amounts of traffic. This is the low-cost promotional method which will easily provide you with large numbers of visitors, some of whom may come back to a website again and again. Most FMCG business owners and managers today are recognizing the benefits and huge potential that a media marketing and FMCG business blogging strategy can offer and are always on the lookout for implementing the same.

As long as objectives are kept in mind, social media can be an effective marketing channel even for FMCG. Whats important, though, is that marketers choose a medium both based on those objectives and on their need for measurement.
70

percentage of fmcg spend on media ad


percantage of total ad spends 42 40 38 36 34 2006 2007 2008 2009 year 36.8 41.5 39.8 38.1 percentage of total spend on media

71

Research Methodology

3.0:-Research methodology
The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management . Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis
72

of your data. Formulating of research questions along with sampling weather probable or non probable is followed by measurement that includes surveys and scaling. This is followed by research design, which may be either experimental or quasi-experimental. The last two stages are data analysis and finally writing the research paper, which is organised carefully into graphs and tables so that only important relevant data is shown.

Types of research :--

There are basically 6 types of researches:


1. Theoretical 2. Applied 3. Analytical 4. Descriptive 5. Empirical 6. Conceptual

Here we used descriptive research methodology.

Descriptive research methodology:-Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic for example, a frozen ready meals company learns that there is a growing demand for fresh ready meals but doesnt know much about the area of fresh food and so has to carry out research in order to gain a better understanding. It is quantitative and uses surveys and panels and also the use of probability sampling.
73

Descriptive research is the exploration of the existing certain phenomena. The details of the facts wont be known. The existing phenomenas facts are not known to the persons.

Type of sampling design:-There are two major types of sampling designs: probability and nonprobability sampling.
In probability sampling, the elements in the population have some known chance or

probability of being selected as sample subjects.

In nonprobability sampling, the elements do not have a known or predetermined chance of being selected as subjects.

Here we have used probability sampling design.

Sampling frame:It is the Complete list of all people in the target population. Business men Students Customers / General Public Size of sample:- There are 100 people are selected which are consider under this research.

Sr .
1 2 3

Population

%age
50 25 25

Business men Students Customers / General Public

74

Data collection:Data is collected through these sources:1:- primary sources 2:- secondary sources

Primary sources :The document used to achieve the primary data is a questionnaire to be filled by the sample population.

Questionnaire :In the preliminary study, more than hundred criteria were being calculated about the problem. After consulting with supervisor, the questionnaire was short listed and ---------25------ were selected. The questionnaire comprises two types of questions: 1-Open ended questions 2-Close ended questions
75

Secondary sources:-

secondary data is find by the use of internet, newspaper, magazine, management books.

Questionnaire

Dear respondent,
76

This questionnaire is formed by student of bachelor of business administration for the completion of market survey and collection of primary data for our project.

Yours truly
Vishal awasthi Sujoy kumar das Hrshikesh bhatt Jitendra tiwari

Personal details
77

Youre Name_____________________________________________________________ Age_______________________________________________________________ Gender___________________________________________________________ Address___________________________________________________________ Institute / College /Organization Name____________________________________________________________ Qualification_____________________________________________________ Designation __________________________________________________________________ Contact no_______________________________________________________ E-mail address_____________________________________________________

Kindly provide the authentic information by filling the below questionnaire.

Q=1
78

Do you feel media plays important role in marketing communication for FMCG products? a) Yes b) No

Q=2 Do you think by using media in marketing a FMCG company cant get competitive advantage? a) Yes b) No

Q=3 Do you think that by using media a company can enhance its business? a) Yes b) No

Q=4 Do you feel media can create better awareness among people? a) Yes b) No

Q=5

79

Do you feel that through media a company can convoy its Massage to everyone? a) Yes b) No

Q=6

Do you think due to media, marketing activities become more efficient? a) Yes b) No

Q=7

Do you agree that media can persue better to customer Than any other means? a) Yes b) No

Open Ended Questions

Q=8
80

What should be the points a company should add while marketing through media? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________

Q=9 A company want to promote its business which media it should use and why? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

Q = 10
81

How media is directly affecting the marketing communication? ____________________________________________________________________ ___________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

Q = 11

According to you which kind of media is presently suitable for advertising? a) Electronic Media b) Print Media

Q = 12 Which are best tools for attracting the customer? Broachers & Magazines Bill Boards/Hoarding Digital Display Web Banners Television etc

Q = 13

82

To promote a products,

Sample products is suitable for market

Advertising is suitable for market

Both of them

Q = 14 Which one is most popular element in media? T.V Computers Radios Mobile technology Digital displays Newspaper Magazine Bill boards

Q = 15
83

While promoting a business through TV media, which time will be suitable for promoting your business? During News During Dramas & Movies During Sports During political Programs

Suggestions__________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ___________________________________________________________________

84

Results
Table: shows the responses of Business men

85

Sample size: 50 S no# ions 1 Do you feel media plays important role in marketing communication for FMCG products? 2 Do you think by using media in marketing a FMCG company can get competitive advantage? 3 Do you think that by using media a company can enhance its business? 100% 0% Quest Yes No

100%

0%

100%

0%

4 Do you feel media can create better awareness among people?

100%

0%

5 Do you feel that through media a company can convoy its Massage to everyone? 6 Do you think due to media, marketing activities become more efficient?

100%

0%

100%

0%

7 Do you agree that media can persue better to customer Than any other means?

88%

12%

Open Ended Questions

Q=8
86

What should be the points a company should add while marketing through media? Answer:- According to businessmen community media advertising must be clear, effective, and attractive. Covering all aspects of advertising related with product attributes.

Q=9 A company want to promote its business which media it should use and why? Answer:-According to businessmen they have very broad vision, they said if they want to promote business than they categorized how much electronic media & how much for print media. They choose both Media.

Q = 10 How media is directly affecting the marketing communication? Answer:-Media increases the efficiency of marketing activities. Due to technology advancements every thing planed before time. Creative ideas enhance the marketing activities.

Q= 11

Question

Electronic Media Print Media

87

According to you which kind of media is presently suitable for advertising?

80%

20%

Q =12

Question

Broachers & Magazine 10%

Bill Board & Hoardings 20%

Digital Display 15%

Web Banners 15%

Television

Which are best tools for attracting the customer?

40%

Q = 13

Question

Sample product is suitable in market 0%

Advertising is suitable in market 20%

Both of them

To promote a products

80%

Q = 14 Question Which one is most popular element in media?

television 50%

Computer 0%

Radio 15%

Mobile Technologies 15%

Newspaper 15%

magzine 5%

88

Q = 15

Question

During News

During Dramas & Movies 40%

During Sports

During Political Programs 10%

While promoting a business through TV media, which time will be suitable for promoting your business?

25%

25%

Graphical Representation
According to Business men

Q-1:- Do you feel plays important role in marketing communication for FMCG products?

89

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q:-2:- Do you think by using media in marketing a FMCG company cant get competitive advantage?

90

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-3:- Do you think that by using media a company can enhance its business?

91

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-4:- Do you feel media can create better awareness among people?

92

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-5:- Do you feel that through media a company can convoy its Massage to everyone?
93

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-6:- Do you think due to media, marketing activities become more efficient?

94

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-7:- Do you agree that media can persue better to customer than any other means?

95

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 88% 12% YES NO

Q-11:- According to you which kind of media is presently suitable for advertising?

96

80% 70% 60% 50% 40% 30% 20% 10% 0% 80% 20% ELECTRONIC MEDIA PRINT MEDIA

Q-12:- Which are best tools for attracting the customers ?

97

40% 35% 30% 25% 20% 15% 10% 5% 0% 10% 20% 15% 15% 40% television BROUCHERS & MAGAZINES BILL BOARDS & HOARDINGS DIGITAL DISPLAY WEB BANNERS

Q-13:- To promote a products,

98

80% 70% 60% 50% 40% 30% 20% 10% 0% 0% 20% 80% sample products are suitable for marketing advertising is suitable for marketing Both of them

Q-14:- Which one is most popular element in media?

99

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

TV COMPUTER RADIO MOBILE TECHNOLOGY newspaper magazine 50% 0% 15% 15% 15% 5%

Q-15:- While promoting a business through TV media, which time will be suitable for promoting your business?

100

40% 35% 30% 25% 20% 15% 10% 5% 0% 25% 40% 25% 10% DURING POLITICAL PROGRAMES DURING SPORTS DURING DRAMAS & MOVIES DURING NEWS

Table: shows the responses of Students


Student category = Graduation & Masters Sample size: 25
101

S no# ons

Questi 1 Do you feel media plays important role in marketing communication for FMCG products? 2 Do you think by using media in marketing a FMCG company can get competitive advantage? 3 Do you think that by using media a company can enhance its business?

Yes 100%

No 0%

100%

0%

100%

0%

4 Do you feel media can create better awareness among people?

100%

0%

5 Do you feel that through media a company can convoy its Massage to everyone? 6 Do you think due to media, marketing activities become more efficient?

100%

0%

92%

8%

7 Do you agree that media can persue better to customer Than any other means?

96%

4%

Open Ended Questions Q=8 What should be the points a company should add while marketing through media?

102

Answer:-According to students advertise must be specific, measurable, attainable, relevant, time bound.

Q=9 A company want to promote its business which media it should and why? Answer:- Mostly students want to go for electronic media. Because they thought Emedia very attractive & change the believes of people. Visuals & audio Effects create positive perception.

Q = 10 How media is directly affecting the marketing communication? Answer:-Media affects the marketing activities very efficiently. People rush out quickly. Media act as trend setter. Due to technology advancement medias activities more efficient.

Q= 11

Question According to you which kind of media is presently suitable for

Electronic Media 80%

Print Media 20%

103

advertising?

Q =12

Question

Broachers & Magazine 8%

Bill Board & Hoardings 20%

Digital Display 8%

Web Banners 4%

Television

Which are best tools for attracting the customer?

60%

Q = 13

Question

Sample product is suitable in market 8%

Advertising is suitable in market 20%

Both of them

To promote a products

72%

Q = 14

Question

television

Computer

Radio

Mobile Technologies

Newspaper

magzine

104

Which one is most popular element in media?

50%

5%

30%

5%

5%

5%

Q = 15

Question

During News

During Dramas & Movies 60%

During Sports

During Political Programs 8%

While promoting a business through TV media, which time will be suitable for promoting your business?

20%

12%

105

Graphical Representation
According to students

Q-1:- Do you feel plays important role in marketing communication for FMCG products?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

106

Q:-2:- Do you think by using media in marketing a FMCG company cant get competitive advantage?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

107

Q-3:- Do you think that by using media a company can enhance its business?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

108

Q-4:- Do you feel media can create better awareness among people?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

109

Q-5:- Do you feel that through media a company can convoy its Massage to everyone?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

110

Q-6:- Do you think due to media, marketing activities become more efficient?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

92%

8%

111

Q-7:- Do you agree that media can persue better to customer than any other means?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 96% 4% YES NO

112

Q-11:- According to you which kind of media is presently suitable for advertising?

80% 70% 60% 50% 40% 30% 20% 10% 0% 80% 20% ELECTRONIC MEDIA PRINT MEDIA

113

Q-12:- Which are best tools for attracting the customers ?

60% 50% 40% 30% 20% 10% 0% BROUCHERS & MAGAZINES BILL BOARDS & HOARDINGS DIGITAL DISPLAY WEB BANNERS television

8% 20% 8%

4% 60%

114

Q-13:- To promote a products,

80% 70% 60% 50% 40% 30% 20% 10% 0% 8% 20% 72% sample products are suitable for marketing advertising is suitable for marketing Both of them

115

Q-14:- Which one is most popular element in media?

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

TV COMPUTER RADIO MOBILE TECHNOLOGY newspaper magazine 50% 5% 30% 5% 5% 5%

116

Q-15:- While promoting a business through TV media, which time will be suitable for promoting your business?

60% 50% 40% 30% 20% 10% 0% 20% 60% 12% 8%

DURING DRAMAS & MOVIES DURING NEWS

DURING SPORTS DURING POLITICAL PROGRAMES

117

Table: shows the responses of Customers & General Public


Sample size: 25% S. NO tions 1 Do you feel media plays important role in marketing communication for FMCG products? 2 Do you think by using media in marketing a FMCG company can get competitive advantage? 3 Do you think that by using media a company can enhance its business? 100% 0% Ques Yes No

100%

0%

100%

0%

4 Do you feel media can create better awareness among people?

100%

0%

5 Do you feel that through media a company can convoy its Massage to everyone? 6 Do you think due to media, marketing activities become more efficient?

100%

0%

92%

8%

7 Do you agree that media can persue better to customer Than any other means?

72%

28%

118

Open Ended Questions

Q = 8:What should be the points a company should add while marketing through media? Answer:- According to customers & general public, best advertising must be concise but clear the entire message. It should be attractive, must have social & cultural values. Q=9 A company want to promote its business which media it should and why?

Answer:-- According to customers, if they promote their business they must go for electronic media. Because of it is very attractive & persuasive media. People rush out towards electronic media.

Q = 10 How media is directly affecting the marketing communication?

Answer:-- Media directly effecting marketing activities in that sense due to power of media people more aware in short time. Visual & audio effects creates satisfactory element Perception going to be positive.

119

Q = 11

Question

Sample product is suitable in market 8%

Advertising is suitable in market 20%

Both of them

To promote a products

72%

Q= 12

Question According to you which kind of media is presently suitable for advertising?

Electronic Media 72%

Print Media 28%

120

Q =13

Question

Broachers & Magazine 12%

Bill Board & Hoardings 28%

Digital Display 4%

Web Banners 8%

Television

Which are best tools for attracting the customer?

48%

121

Q. NO:- 14

Question Which one is most popular element in media?

television 56%

Computer 0%

Radio 16%

Mobile Technologies 0%

Newspaper 16%

Magazine 12%

122

Q = 15

Question

During News

During Dramas & Movies 52%

During Sports

During Political Programs 8%

While promoting a business through TV media, which time will be suitable for promoting your business?

24%

16%

123

Graphical Representation

124

Q-1:- Do you feel plays important role in marketing communication for FMCG products?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q:-2:- Do you think by using media in marketing a FMCG company cant get competitive advantage?

125

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-3:- Do you think that by using media a company can enhance its business?

126

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-4:- Do you feel media can create better awareness among people?

127

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-5:- Do you feel that through media a company can convoy its Massage to everyone?

128

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

100%

0%

Q-6:- Do you think due to media, marketing activities become more efficient?

129

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

YES NO

92%

8%

Q-7:- Do you agree that media can persue better to customer than any other means?

130

80% 70% 60% 50% 40% 30% 20% 10% 0% 72% 28% YES NO

Q-11:- According to you which kind of media is presently suitable for advertising?
131

80% 70% 60% 50% 40% 30% 20% 10% 0% 72% 8% ELECTRONIC MEDIA PRINT MEDIA

Q-12:- Which are best tools for attracting the customers ?

132

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 12% 28% 4% 8% 48% BROUCHERS & MAGAZINES BILL BOARDS & HOARDINGS DIGITAL DISPLAY WEB BANNERS television

Q-13:- To promote a products,


133

80% 70% 60% 50% 40% 30% 20% 10% 0% 8% 20% 72% sample products are suitable for marketing advertising is suitable for marketing Both of them

Q-14:- Which one is most popular element in media?

134

60% 50% 40% 30% 20% 10% 0% 56% 0% 16% 0% 16% 12%

TV COMPUTER RADIO MOBILE TECHNOLOGY newspaper magazine

Q-15:- While promoting a business through TV media, which time will be suitable for promoting your business?

135

60% 50% 40% 30% 20% 10% 0% DURING SPORTS DURING POLITICAL PROGRAMES 24% 52% 16% 8% DURING DRAMAS & MOVIES DURING NEWS

Recommendations

136

Above all information shows media really play a vital role in marketing communication. Due to media enhancements, it increases the GDP.

In future country survive only when its media strong. Now this era new war started which is war of media. We strongly recommend that Indian leaders must develop strong media to develop their own country. Media is very broader term, so which media require for development.

All kind of media like E-media, Print Media, Multi Media, Satelite Media, Internet Media, Tele-Communication Media, e.t.c need to updated, than automatically country progressive. Our neighbour countries are best in International media marketing. They will increase the efficiency day by day if we take steps now for development in media, then our coming generation will take benefits & position of survival easily.

In the end we come to know that media is one of most powerful tool for Indian business system. So its necessary to keep strong media background for leverage the benefits provided by media in improving marketing communication in FMCG sector.

Conclusion

The conclusion of research project ROLE OF MEDIA IN MARKETING COMMUNICATION every one effect & include in media activity.
137

In simple our every work on the basis of media related, if we talk any person outside city than used mobile media, if we want to read out something than used print media, if we want to see outside country than used electronic media. Each & everything based on media. Now this era people will not survive without usage of media. It is mixed just like blood in our body & circulates. Countries progressiveness is based with the help of media. If the media of any country strong, it mean they are strong. Now each & every marketing activities perform under the help of media. Media play big role to boost marketing communication. Now media is just like a core on the globe, without nothing will possible.

100% 80% 60% 40% 20% 0% 100% 100% MEDIA

marketing communication

Media 100% linked with marketing communication of FMCG

Limitation of the research

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The following limitation can be point out from the research that I conducted in relation to the problems. The sample size choosen from the questionnaire was only 100 and thet may not represent the true picture of the customer perception. The research got confined to the city of Kanpur. The respondent belonged only to the kanpur not other who were out of Kanpur. The selection of people of the questionnaire was done on the basis of convenient random sampling so there was certain cases in which the people selected could not give any positive response. The product offered by different companies had different options and names in them, so at the time of comparison it becomes very difficult. Secondary data resources may be incomplete. Information may be outdated.

Bibliography
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Primary data collected from: questionnaire (filled by customer of FMCG product ) at Kanpur. Personal interview (employee of FMCG companies. )

Secondary data collected from :Text books : Management information system tenth edition by o. v. Elvin(2006). Philip kotler (2001) marketing management prentice hall pvt. Ltd., new delhi millennium edition. Web sites:-

www.pg-india.com www.hul.co.in www.pepsiindia.co.in www.google.co.in www.itcportal.com

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