Professional Documents
Culture Documents
ON
ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not
have been possible without the kind support and help of
many individuals and organizations. I would like to extend
my sincere thanks to all of them.
I thank my God for providing me with everything that I
required in completing this project.
I am highly indebted to the Teacher in Charge Mr. ANITA
SHARMA for his guidance and constant supervision as well
as for providing necessary information regarding the project
& also for his support in completing the project.
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.
I would like to express my special gratitude and thanks to
industry persons for giving me such attention and time.
My thanks and appreciations also go to my classmates in
developing the project and to the people who have willingly
helped me out with their abilities.
CERTIFICATE
This is to certify that the project titled SURVEY OF SURF
EXCEL submitted by ADITYA AGGARWAL to Maharaja
Surajmal Institute, Guru Gobind Singh Indraprastha
University, New Delhi in partial fulfillment of requirement
for the award of the Bachelor of Business Administration
and
may
rendered
be
submitted
during
the
for
study
evaluation.
The
has
duly
been
Faculty
Guide:
Dated:
Mrs. ANITA
SHARMA
CONTENTS
DECLARATION
ACKNOWLEDGEMENT
CHAPTER -1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
EXECUTIVE SUMMARY
OBJECTIVE & SCOPE OF THE STUDY
ADVERTISING INDUSTRY OVERVIEW
COMPANY PROFILE
HINDUSTAN UNILEVER CO PROFILE
MAIL REPORT PAGE
SWOT ANALYSIS OF CAMPAIGN
CHAPTER - 2
CHAPTER 1
EXECUTIVE SUMMARY
On summers what would be the worse problem? Obviously, the problem of
water i.e. waters scarcity. Water scarcity happens because of high
consumption and wastage of water. The research has said that the most
highly consumption of water goes in washing clothes. To solve this problem
HLL has launched Surf Excel Quick Wash, with a low foaming
some of which employ over 2,000 people. Advertising industry growth has
been, and is expected to continue, out pacing the gross national product
(GNP). Future expenditures for the advertising industry are expected to be
enhanced by the entry of new companies in to the marketplace and by the
introduction of new products by existing firms. Also because corporate
profits continue to be strong, the number of product introductions has
increased, and because deregulation of television has opened up airwaves to
commercial time in several European countries, advertising spending is
projected to exceed 1987 levels by 8-9 percent (Value Line, pp. 180-182). A
unique factor of the advertising industry is that all agencies are
independently owned and operated; there are no franchises.
Many of the larger agencies now have legal departments. Other agencies
check advertising with outside legal counsel.
businesses engaged in creating and designing public display ads for use in
shopping malls, on billboards, or in similar media; and direct mail
advertisers. A firm that purchases advertising time (or space) from media
outlets, thereafter reselling it to advertising agencies or individual companies
directly, is considered a media buying agency. Divisions of companies that
produce and place their own advertising are not considered part of this
industry.
Industry organization. In 2008, there were about 50,100 advertising and
public relations services establishments in the United States. About 38
percent write copy and prepare artwork, graphics, and other creative work,
and then place the resulting ads on television, radio, or the Internet or in
periodicals, newspapers, or other advertising media. Within the industry,
only these full-service establishments are known as advertising agencies.
About 18 percent were public relations firms. Many of the largest agencies
are international, with a substantial proportion of their revenue coming from
abroad.
Most advertising firms specialize in a specific market niche. Some
companies produce and solicit outdoor advertising, such as billboards and
electric displays. Others place ads in buses, subways, taxis, airports, and bus
terminals. A small number of firms produce aerial advertising, while others
distribute circulars, handbills, and free samples.
Many agencies have created units to better serve their clients' electronic
advertising needs on the Internet. Online advertisements link users to a
company's or product's Website, where information such as new product
announcements, contests, and product catalogs appear, and from which
purchases may be made.
Some firms are not involved in the creation of ads at all; instead, they sell
advertising time or space on radio and television stations or in publications.
Because these firms do not produce advertising, their staffs are mostly
account executives.
Companies often look to advertising as a way of boosting sales by increasing
the public's exposure to a product or service. Most companies do not have
the staff with the necessary skills or experience to create effective
advertisements; furthermore, many advertising campaigns are temporary, so
employers would have difficulty maintaining their own advertising staff.
Instead, companies commonly solicit bids from ad agencies to develop
advertising for them. Ad agencies offering their services to the company
Employment
The advertising and public relations services industry employed 462,300
wage and salary workers in 2008.
Although advertising and public relations services firms are located
throughout the country, they are concentrated in the largest States and cities.
California and New York together account for about 19 percent of firms and
28 percent of the workers in the industry. Firms vary in size, ranging from
one-person shops to international agencies employing thousands of workers.
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
RANKING OF AGENCIES
1.
2.
3.
4.
5.
O&M
JWT
LEO BURNETT
McCANN ERIKSON
LOWE
6. MUDRA
7. REDIFFUSION DY&R
8. CONTRACT
9. SAATCHI&SAATCHI
10. GREY WORLD WIDE
COMPANY PROFILE
Ogilvy India
Agency Head
Head Office
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.
19801986
In 1991, Jody Powell left the Washington, DC office to open a rival public
affairs firm with Sheila Tate, former press secretary to First Lady Nancy
Reagan.
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.
19921998
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.
The expanded Ogilvy PR opened offices in Taiwan (Republic of China); in
Korea; in Bangalore and Chennai, India; and in the United States in Silicon
Valley, Los Angeles, Dallas and Boston. The year 1998 also brought the
acquisition of the high-tech PR firm Alexander Communications, which was
renamed Alexander Ogilvy Public Relations Worldwide.
19992007
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.
By 1999, Ogilvy PR was ranked ninth worldwide, with revenues of $125
million and a 1,100-member staff.
20082010
In 2008, Ogilvy PR made its groundbreaking 360 Digital Influence offering
an official practice.
That same year, the agency opened new offices in Buenos Aires, Kolkata,
Karachi, Milan and Tunis.
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.
In addition, Ogilvy 360 Digital Influence (DI) launched a new business
objective-driven model that provides a measurement framework for social
media effectivenessConversation Impact.
Developed in 2009 by Ogilvy PR's 360 Digital Influence (DI) team in
partnership with Netvibes, The Daily Influence
(www.thedailyinfluence.com) serves as an RSS reader and widget platform
delivering Social Media, Word of Mouth, Public Relations and Marketing
news and information updates into a single interface.
In 2009, Ogilvy PR expanded with new offices in Denmark, Hanoi and Ho
Chi Minh City.
On January 2010, Christopher Graves was named Global CEO of Ogilvy
PR. Grave's prior position of President and Regional CEO of Ogilvy
PR/Asia Pacific was filled by Steve Dahllof, who previously served as
Managing Director of Ogilvy PR's Global Strategy+Planning Group.
Notable Campaigns & Assignements
1980: Ogilvy PR forerunner Adams & Rinehart supports British Petroleums
acquisition of Standard Oil.
1987: America Responds to AIDS, the largest US national public awareness
campaign is created for the Centers for Disease Control and Prevention
(CDC). In 2006, the industry publication PRWeek would cite the effort as
one of the most influential campaigns in history.
1988: The US Governments National AIDS Mailing, a direct prevention
and education message from Surgeon General C. Everett Koop, is created. It
is the second largest mailing in history by the federal government (second
only to tax forms).
1996: The Ford Taurus is launched in China, one of the companys largest
mass-market campaigns to date.
1996: President Clintons AmeriCorps campaign is launched.
1999: On behalf of the European Union, the first environmental public
awareness campaign is created from 13 countries that were formerly part of
the Soviet Union.
2000: Four WPP companies, five Ogilvy PR practices and two outside niche
firms work together to launch Amoco, ARCO, BP Petroleum and Castrols
new global brand, BP p.l.c.
2001: CDCs 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 Yorks spring Fashion Week since
2003. The campaign would also win Best in Show at the 2004 SABRE
Awards.
2007: Successfully launched BPs 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
1999: Most Improved Major Agency, Inside PR
2001: Named Agency of the Year by both PRWeek & The Holmes
Report
2001: Alexander Ogilvy named Best PR Firm by Business 2.0
2002: Network of the Year award in the Asia/Pacific region from
PRWeek
2004: Named International Agency of the Year by The Holmes Report
2005: Honors in 12 of 22 categories in PR Week Awards for Asia Pacific
2006: Honored with three Cause Marketing Halo Awards, making it the
first agency to receive this recognition in multiple categories in the
Cause Marketing Forums four-year history
2007: Honored with two PR News Platinum PR Awards for Online
Communications and Public Service Announcement
2007: Honors in 17 of 26 categories in PR Magazines Award for Asia
Pacific.
2008: Named Large Agency of the Year by The Holmes Report
2008: Honored as PR Consultancy of the Year in the Asia Pacific PR
Awards
2008: Named Asia Pacific Consultancy of the Year by The Holmes
Report
2009: Named Asia Pacific Network of the Year in the Asia Pacific PR
Awards
2009: Honored as Large Agency of the Year in PRNews' Platinum PR
Awards
2009: Marcia Silverman honored as PR Professional of the Year
Introduction
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, ingenuityand most importantlyresults.
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.
2. OGILVYONE
3. OGILVY PR
4. OGILVY ACTIVATION
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.
As pioneers of integrated communication initiatives in the country, They
consistently deliver on our overall promise of 360 Degree Stewardship
through our business units that encompass Ogilvy & Mather Advertising,
OgilvyOne, Ogilvy Activation and Ogilvy Public Relations.
One hallmark of Ogilvy's brand-building capability is the balance of global
and local brands. Our local clients keep us in tune with local market
nuances, which is integral to the success of our multinational accounts.
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.
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
WHAT WE BELIEVE AND HOW WE BEHAVE
office politicians
bullies
paper warriors
toadies
pompous asses
prima donnas
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.
To achieve this OgilvyOne offers the following services:
CRM
Interactive Marketing
Database Consulting, design, Management
Telemarketing
Data Analytics
OGILVY PR
Established in 1985, Ogilvy Public Relations is India's truly international
public relations agency. Its true point of difference is its people and its
passion for excellence in client services. Its approach and philosophy fosters
an environment that enables strategic thinking and creativity. This allows it
to develop multi-disciplined programs that deliver measurable results.
Our communications programs differentiate the company and its offering
from the competition, build the brand, garner significant media coverage and
drive action.
OGILVY ACTIVATION
I have worked in Ogilvy Outreach department in Ogilvy Activation. Ogilvy,
over the years has pioneered out-of-home communications in the country
through its divisions;
Ogilvy Landscapes- which introduced Outdoor media as a specialist
discipline.
Ogilvy Outreach- the first and the largest rural communication unit in the
country.
Ogilvy Live- which creates ground level brand communication and more
recently.
Ogilvy Signscapes - the retail brand identity division.
Ogilvy offer a powerful convergence of Out of Home communication
solutions, with unmatched planning and buying expertise. These
communication solutions connect the brand with the customer at the last
mile, wherever she is- in cities or media-dark villages.
Effective activation is based on a clear understanding about how a
customer's decision-making process functions. As stimuli that create
preferences for brands vary and so do the media consumption habits, Ogilvy
seek to create both- the media and the message, which are relevant and
meaningful to the customer. This helps in triggering the desired response
from the customer at the point of purchase.
Ogilvy Outreach
Set up in 1995, Ogilvy Outreach pioneered rural communications in India,
enabling clients reach out to the media dark markets. By making the shift
from static brand awareness to interactive brand communication, It has
revolutionized the way in which corporate India was perceived by its rural
and low-income audience. Widely acknowledged as the authority in rural
communications, There efforts have won us national and international
acclaim.
Ogilvy Outreach has redefined the communication process in media dark
areas. Supported by a nationwide network, specialist strategic planning team
and a dedicated creative team, we provide turnkey solutions to all
communication needs in rural and low income areas.
Ogilvy Outreach use proprietary tools like RADAR and Rural Media Indices
to develop cutting edge market specific plans.
Ogilvy Outreach journey so far...
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.
RMG David Communications Pvt. Ltd., Group M Media India Pvt. Ltd.,
Meridian Communications Pvt. Ltd. and Phoenix O&M (Pvt.) Ltd., Sri
Lanka.
JC Giri
Country Head
(Ogilvy Activation and New Initiatives)
Sandip Bansal
Country Head
Ogilvy Outreach
OGILVY IN NEWS
Indias Advertising Industry pronounces
Ogilvy & Mather No. 1 Agency In India
Lorraine Martin (Ogilvy & Mather, India, 11 May 2005)
Ogilvy & Mather India is 1st Runner Up for Office of the Year,
Asias Most Contested Award title
(Mumbai, 10 Dec 2004
COMPETITORS OF OGILVY
JWT
LEO BURNETT
MCCANN ERICKSON
LOWE
MUDRA
REDIFFUSION DY &R
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 2000s.
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 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.
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 companys 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 shareholders 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
peoples 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.
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer
Goods Company, touching the lives of two out of three Indians with over 20
distinct categories in Home & Personal Care Products and Foods &
Beverages. The companys Turnover is Rs. 20, 239 crores (for the 15 month
period January 1, 2008 to March 31, 2009).
HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast
moving consumer goods with strong local roots in more than 100 countries
across the globe with annual sales of 40.5 billion in 2008. Unilever has
about 52% shareholding in HUL.
Hindustan Unilever was recently rated among the top four companies
globally in the list of Global Top Companies for Leaders by a study
sponsored by Hewitt Associates, in partnership with Fortune magazine and
the RBL Group. The company was ranked number one in the Asia-Pacific
region and in India.
The mission that inspires HUL's more than 15,000 employees, including
over 1,400 managers, is to add vitality to life". The company meets
everyday needs for nutrition, hygiene, and personal care, with brands that
help people feel good, look good and get more out of life. It is a mission
HUL shares with its parent company, Unilever, which holds about 52 % of
the equity.
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.
200gm-refill
3300gm-Bucket
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.
Campaign work completed in 45 days after that we decided to take
consumer insight in those areas where the campaign was performed and ask
them about surf excel quick wash and the effect that the campaign has made
in the buying behavior for this I with my colleagues prepared a questionnaire
and decided to personally visit these households and know there perceptions
and buying behavior. By taking there views we came to know what are the
things that affect that there buying behavior these are price, advertising,
friends and neighbors, retailers and many more
Brand name
Efficient manpower
Well structured
Logistics
Customer oriented
Incentives like gifts and prizes to customers.
More interaction with customers.
Weakness
Illiterate target audience
No incentives for team members
More focus on gifts and prizes by customers rather than on product
attributes.
Hostile audience
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
CHAPTER - 2
RESEARCH METHODOLOGY
MEANING OF RESEARCH & RESEARCH DESIGN
Everywhere, our knowledge is incomplete and problems are waiting to be
solved. We address the void in our knowledge and those unsolved problems
by asking relevant questions and seeking answers to them. The role of
research is to provide a method for obtaining those answers by inquiring
studying the evidence within the parameters of the scientific method.
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
Data Sources: There are two types of data. They are: a) Primary Data
b) Secondary Data
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.
I have used Primary Data.
RESEARCH DESIGN
Study Approach: There are two basic types of approaches to study. They are: a) Quantitative
b) Qualitative
Instruments: The various instruments to this study are: a) Observation: Under this, the information is sought by way of
investigators own direct observation without asking the
respondent.
I have observed target audiences while demo that how they react to
the activity and brand.
b) Interview: It involves presentation oral-verbal stimuli reply in
terms of oral-verbal responses. This method can be used through
personal interviews.
I have taken the interviews while filling questionnaires.
c) Questionnaires: It consisted of a number of questions printed or
typed in a definite order on a form or a set of forms. The
respondents have to answer the questions themselves.
I designed the questionnaires myself and got filled by ladies living
in D class areas.
Types of Questionnaires: Questionnaires can be of two types: a) Structured: It is one in which all questions are specified and
comments in the respondents own words are held to the minimum.
b) Unstructured: It is one in which the answers to the question can be
framed in the respondents own words.
In my study, my questionnaire was a relatively structured one.
SAMPLE DESIGN
A sample is a definite plan for obtaining a sample from given population. It
refers to the technique or procedure the researcher would adopt in selecting
items for the sample. It includes the following.
Sample unit: People living in D class areas.
Sample size: This refers to the number of items to be selected from the
universe to constitute a sample.
For my study the sample size was 100.
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
U
s
e
d
e
t
r
g
e
n
t
c
a
k
1
2
.
5
%
b
o
h
5
2
.%
3
5
.0
%
Use what to wash clothes.
Valid
detergent
cake
both
Total
Frequency
5
14
21
40
Percent
12.5
35.0
52.5
100.0
Valid
Percent
12.5
35.0
52.5
100.0
Cumulative
Percent
12.5
47.5
100.0
2.
.372..55%
U
s
e
d
t
e
r
g
n
t
.
B
r
a
n
d
d
o
n
'
t
u
s
e
s
u
r
f
.
x
c
l
.
.%
1
0
%
q
i
k
w
a
h
e
3
5
.0
%ftg
n
ie
rid
m
h
a
Use which detergent Brand
Frequency
14
Percent
35.0
Valid
Percent
35.0
Cumulative
Percent
35.0
5.0
5.0
40.0
1
3
15
1
4
40
2.5
7.5
37.5
2.5
10.0
100.0
2.5
7.5
37.5
2.5
10.0
100.0
42.5
50.0
87.5
90.0
100.0
5
.
0
%
2
7
.5
%
Q. If you use washing powder, what brand do you use and why?
Interpretation:
35% ladies dont use washing powder.
37.5% ladies use Ghari detergent because they say:
It is very reasonable than any other brand.
It cleans all the stains.
It gives good lather.
It has good fragrance.
They have past experience.
All the neighbors and relatives use this detergent.
They like the advertisement on TV.
10% ladies use Tide detergent because they say:
It is a branded product which is also very reasonable than Ariel or Surf
Excel Quick Wash.
It cleans all the stains.
It has good fragrance.
They like its advertisement on TV.
It has good packing.
7.5% ladies use Nirma detergent because they say:
It is very old brand coming from last many years.
It is reasonable.
5% ladies use Surf Excel Quick Wash because they say:
It is a branded product.
They have seen demo.
They like the advertisement on TV.
They like the fragrance.
They loved the formula of do bucket pani ab rozana hai bachana.
Good Quality
3.
Brand Conscious?
Valid
yes
no
Total
Frequency
23
77
Percent
23
77
Valid
Percent
23
77
100
100.0
100.0
Cumulative
Percent
23
100.0
4.
Brand schemes attract you to buy products?
Valid Yes
No
Total
Frequency
90
10
100
Percent
90
10
100.0
Valid
Percent
90
10
100.0
Cumulative
Percent
90
100.0
5.
What kind of water is their in your area
Valid
Frequency
salty
60
Normal 40
Total 100
Percent
60
40
100.0
Valid
Percent
60
40
100.0
Cumulative
Percent
60
100.0
6.
M
e
d
iu
m
.fo
rw
i29.57%
a
..5%e
s
h
n
g
x
p
n
s
iv
e
.c
lw
thraynsh
o
e
s
d
c
le
a
n
Medium for washing expensive clothes
Valid
Percent
Cumulative
Percent
98
98
98
2
100.0
2
100.0
100.0
Frequency Percent
Valid
hand
98
wash
dry clean 2
Total
100
7.
Who decide to buy which cake and detergent?
Valid
ladies
gents
others
Total
Frequency
92.5
2
1
100
Percent
92.5
5.0
2.5
100.0
Valid
Percent
92.5
5.0
2.5
100.0
Cumulative
Percent
92.5
97.5
100.0
8.
.20.%80.w
W
h
o
.%c
a
s
h
lo
th
e
slbaodtihes
Who wash clothes?
Valid
ladies
both
Total
Frequency
32
8
40
Percent
80.0
20.0
100.0
Valid
Percent
80.0
20.0
100.0
Cumulative
Percent
80.0
100.0
9.
W
t10.%
a
e
r.p
o
b
le
m
syes
Water problems
Valid
yes
Frequency
40
Percent
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
10.
Often wash clothes
Valid
O
f
t
e
n
.
w
a
s
h
.
c
l
o
t
h
e
s
D
a
i
l
y
O
n
c
e
a
w
k
T
i
.1
2
5
0
%
h
r
c
e
a
5
0
.
%
w
k
7
.5
%
7
.5
%
Daily
Once a week
Twice
week
Thrice
week
Total
Frequency
20
Percent
50.0
Valid
Percent
50.0
7.5
7.5
57.5
17.5
17.5
75.0
10
25.0
25.0
100.0
40
100.0
100.0
Cumulative
Percent
50.0
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
1 kg
500 Gm
Frequency
68
22
Valid
Percent Percent
68
68
22
22
Cumulative
Percent
68
22
250 Gm
15
15
15
15
Pouch
5
100
5
100.0
5
100.0
100.0
Total
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
Frequency
T.V
75
Radio
15
Newspapers 8
Magzines 2
Percent
75
15
8
2
Valid
Percent
75
15
8
2
Cumulative
Percent
75
15
8
2
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
From near
shop
From
branded
outlet
From
wholeseller
Total
Frequency Percent
Valid
Percent
Cumulative
Percent
70
70
70
70
20
20
20
20
10
10
10
100.0
100
100.0
100.0
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.
T
r60ie
..%
d
S
u
rf.e
x
c
l40..q
i%
u
c
k
.w
a
s
h
y
e
s
n
o
Tried Surf excel quick wash
Valid
Yes
No
Total
Frequency
16
24
100
Percent
40.0
60.0
100.0
Valid
Percent
40.0
60.0
100.0
Cumulative
Percent
40.0
100.0
Q. Will you try Surf Excel Quick Wash after having watched the demo?
Interpretation:
40% ladies tried SURF EXCEL QUICK WASH but didnt bring it into daily
life because they say:
It is expensive.
Still they believe that more lather means more cleaning.
CHAPTER 4
FINDINGS
Advertising industry is growing at a good pace as more and more
companies are investing in ads and promotions.
In the C class area very less people are Brand Conscious.
Ogilvy Outreach is fulfilling the requirements of clients effectively
and efficiently and is taking the products to rural India.
This campaign of SURF EXCEL QUICK WASH by Ogilvy for HLL
is very effective as there is direct interaction with the target audience
and can help the product to easily penetrate the market. This will
increase the sale of sachets which are of Rs2 in these areas and these
C class areas will also become a huge market for there product and
that will finally increase the revenue of company.
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 cant face the same problems.
On consumer behavior towards detergent, I think people living in C class
areas are not Brand sensitive, they even dont bother about the Brand
attributes, they just believe in purchasing cheap products. They purchase
detergents like Ghari, Fena, Nirma. They use Desi Saboon instead of
using any branded cake for washing clothes. During the campaigns people of
C class were more attracted towards gifts rather than brand attributes.
On supervision, I think its not so difficult to handle workforce because its
just a matter of motivating and inspiring them to work. I got the work done
very easily, yes I did get problems in the beginning but afterwards the ball
was in my court.
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.
MAID PROGRAMES- As we know that most of the maid are from
these are from C class areas, Through these maid we can focus on
people of upper class. As the detergent selection in this class is very
much dependent on maids.
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.
3. In this camp effective technique of washing clothes should be
told and SURF EXCEL QUICK WASH should be used as a
detergent. And brand and brand message should be repeated
again and again.
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.
Compare the market potential of New Delhi; the sample size of 100
target audience is relatively small. This doesnt represent the true
universe.
A population census couldnt be done which perhaps given approx. zero
deviation error from the actual.
Most of the targeted audiences were illiterate.
Some of the targeted audiences were not friendly.
QUESTIONNAIRE
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:.
Q 1. What do you use to wash clothes?
Detergent ( )
Cake ( )
Both ( )
Dry Clean ( )
Gents ( )
No ( )
Once a week ( )
Thrice a week ( )
500 gm ( )
Pouch ( )
Radio ( )
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