ADVERTISING OBJECTIVES

Advertising objectives are the communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame. A company that advertises usually strives to achieve one of four advertising objectives: trial, continuity, brand switching, and switchback. Which of the four advertising objectives is selected usually depends on where the product is in its life cycle. y Trial The purpose of the trial objective is to encourage customers to make an initial purchase of a new product. Companies will typically employ creative advertising strategies in order to cut through other competing advertisements. The reason is simple: Without that first trial of a product by customers, there will not be any repeat purchases. y Continuity Continuity advertising is a strategy to keep current customers using a particular product. Existing customers are targeted and are usually provided new and different information about a product that is designed to build consumer loyalty. y Brand Switching Companies adopt brand switching as an objective when they want customers to switch from competitors brands to their brands. A common strategy is for a company to compare product price or quality in order to convince customers to switch to its product brand. y Switchback Companies subscribe to this advertising objective when they want to get back former users of their product brand. A company might highlight new product features, price reductions, or other important product information in order to get former customers of its product to switchback.

MARKETING OBJECTIVES Marketing objectives are following:y Increase sales y Promote brand awareness y Launch new product y Penetrate new market y Test market y Change consumer attitudes y Widen usership base y Update the brand

FMCGS

WE regularly talk about things like butter, potato chips, toothpastes, razors, household care products, packaged food and beverages, etc. But do we know under which category these things come? They are called FMCGs. 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. FMCG Products and Categories - Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps); - Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products; - Household care fabric wash including laundry soaps and synthetic detergents; household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellents, metal polish and furniture polish; FMCG in 2006 The performance of the industry was inconsistent in terms of sales and growth for over 4 years. The investors in the sector were not gainers at par with other booming sectors. After two years of sinking performance of FMCG sector, the year 2005 has witnessed the FMCGs demand growing. Strong growth was seen across various segments in FY06. With the rise in disposable income and the economy in good health, the urban consumers continued with their shopping spree. - Food and health beverages, branded flour, branded sugarcane, bakery products such as bread, biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottled water etc, snack food, chocolates, etc. - Frequently replaced electronic products, such as audio equipments, digital cameras, Laptops, CTVs; other electronic items such as Refrigerator, washing machines, etc. coming under the category of White Goods in FMCG;

FMCG sector is an ever growing sector and is currently in a boom phase. There are many

FMCG COMPANIES

jobs in FMCG sector at diiferent levels like sales, supply chain, manager, operations, purchasing, supervisor, administration, general management, product development, HR, Finance and marketing. Some of the FMCG companies are as follows:
1. 2. 3. 4. 5. 6.
Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestle India Dabur India Asian Paints (India) Cadbury India

Dabur India Ltd Dabur India Ltd. is the fourth largest FMCG Company in India. Dabur deals in Health care and Personal care products. Today, Dabur has a turnover of Rs.1899.57 crores. The market penetration of Dabur is of about 1.5 million retail outlets all over India with 47 C& F agents and more than 5000 distributors. Dabur India is divided into 2 major strategic business units: y Consumer Care Division
y

Consumer Health Division

Dabur has 3 subsidiary group companies: 1. Dabur Foods 2. Dabur Nepal 3. Dabur International- Further divided into Asian Consumer Care in Bangladesh, African Consumer Care in Nigeria and Dabur Egypt. Dabur's Brands
y y y y y y

Vatika Anmol Hajmola Dabur Amla Dabur Chyawanprash Dabur Lal Dant Manjan

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