Product

Designing
Advertising
Study
Of FMCG
Companies

Interview Of
Human
Resource
 Personnel

Index
1) Product Designing
2) Advertising Campaign
3) Advertising Study of the Beverage
Industry
4) Human Resources
 Introduction
In the first part of this project, I will be doing product designing for
a FMCG product i.e. a Water Bottle projecting the U.A.E culture
and traditions. The product planning will include various aspects
like the shape, size, wrapping, packaging, and an important aspect
being the projection of U.A.E culture and traditions.
Product Designing – bottled coffee brand :
Emirati Essence
Introduction
Coffee is a beverage which everyone starts their day off with. For
product designing which represents UAE’s culture and heritage, I
have chosen to design a bottled coffee brand called Emirati
Essence.

Product Name
The product brand name will be: ‘Emirati Essence’. I have chosen this
name for the brand as it represents the UAE. The name includes the word
Emirati which has been taken from the word emir meaning king or lord, by
which we intend to convey that this coffee will make the consumer have
an experience of an emir or king by drinking our coffee. The name will
induce a sense of luxury in the consumers as the product is based upon
the land of riches i.e., UAE thus more people will want to taste the luxury
product.

Product range
A number of various flavours of coffee can be sold, out of which I have
selected the most highly and widely liked flavours like:
Expresso: it is a kind of bitter coffee and the purest form of coffee.
Chocolate: it can have a balanced blend of coffee while having hints of
chocolate in the flavours.
Caramel: this will be in a more sweeter side with a thicker consistency
than the other two flavours.

Packaging Design
Packaging Design:
The bottle in which the coffee will be packaged will be designed to
resemble the traditional dallah (traditional teapot) a symbol of Emirati
hospitality. The bottle can be made of a high-grade and decomposable
alternative to plastic to not even harm the environment. The bottle since
it resembles a dallah will also include a small handle which can fit in the
average hands of people.
Wrapper:
The wrapper covering the bottle showcases the beautiful scenery of the
U.A.E.'s desert landscapes and oases and features the UAE’s national flag.
Amidst the illustrations the logo and name of the product will be
prominently printed. Other details of the product which is necessary on
the wrapper like the ingredients used, nutritional values, dietary cautions
and so on will be printed. The wrapper for all of the flavours of coffee
being sold will have the same framework but will be unique at the same
time. For example in chocolate flavoured coffee illustration of pieces of
chocolate can be shown and so on.

Colour:

The bottle itself can be transparent. When it is filled with our product i.e.
coffee the coffee’s brownish chestnut colour will itself give colour to the
bottle
The colour of the wrapping will be using the colours in the UAE national
flag which are red, green, white and black. Hints of silver and brown can
be used for other aspects. Text printed on the wrapper can be white.
Price
The price for 250ml can be rs. 50 and 500ml it can be 85

Physical Attributes:

Capacity:

The capacity of the bottle can be 250ml or 500ml. this makes the
bottle small enough to carry but also provides a good volume of coffee to
quench the consumer's needs.
Shape:

The shape as discussed above will resemble a dallah, a traditional teapot

used in the Emirates. Like the dallah, the bottle will also have a handle to
comfortably allow the consumer to carry the bottle. The bottle’s surface
will be tactile i.e., it will have texture which allows for comfort in the
consumer’s hands but also prevents it from falling from the hands of the
consumer.

Material:

The bottle and all elements used in the packing of the product should be
plastic-free. Other alternatives to plastic which are biodegradable will be
used. For this product, since the bottle of coffee must be resistant to heat
I have chosen Polylactic acid which is a biodegradable polymer, resistive
and does not change the taste of the beverage.

Ingredients
For the coffee which is the main aspect of the product there shall be no
compromise on quality and hygiene. The most important aspect of the
coffee will be to make Uae look like the star of the show. We can do this
by using the Levantine or Peninsular Arabic coffee beans which are native
to UAE and have their own distinctive taste, roasting them and
traditionally grinding them and transporting it to the preparing and
bottling factories in India, UAE and other parts of the world.

To make the product widely consumable, milk used in coffee making may
be vegan based, derived from almonds, soya beans, etc.

Sugar used can be locally sourced at the place of the factory.

The flavouring for the products different flavours can be bought from high-
quality selling firms.

The use of preservatives in the beverage will be minimal only to prolong

the product’s shelf life.

Finally, the product will be packaged in the bottles which were discussed
previously.

Features:

1. Cultural Representation:

On the wrapper of each bottle, a small box will be printed with text,
sharing tales of the history and traditions of the UAE. This will give a
cultural representation of the UAE and also be informative and amusing to
the consumers.

2. Health Benefits:

The coffee is free of bad adulterations hence it can be a healthy way for
the consumer to drink the coffee beverage.

3. Interactive:

On the bottle’s label will be QR code which can be scanned by the

consumer which leads them to a virtual tour of the U.A.E. natural and
cultural landmarks.

Conclusion

By designing a product in this part of the project we have understood the

immense thinking that goes into making the product. It gives us a brief
idea of how complex and important the product mix of a business is.
 Advertising campaign for the Emirati Essence
brand
Advertising Campaigns

 Identify the Target Audience

Target the tourists who have come to the country for tourism. They are
also prepared to spend money on luxury items, thus it can be marketed
towards tourists.

Also target luxury restaurants with a traditional UAE ambience who would
be willingly ready to buy the brand. Because it adds to the ambience since
as mentioned in the product design previously the bottle will be in the
shape of a dallah.

Also luxury hotels can be targeted since they will also be in need of
serving their customer's needs.

It can be targeted at working employees, college students and so on by

selling the Emirati Essence bottled coffee in vending machines in office
spaces or college campuses or universities.

 Increase Brand Awareness:

Introducing Emirati Essence as a premium brand that embodies U.A.E.

culture is an important factor for the product to grow famous among the
crowd. By introducing it as a luxury product the crème of the market can
be skimmed as people are always willing to lead a luxurious life.

Product awareness can be further enhanced by advertisements and sales

promotion. Further deals like buy one get one free can be offered to
enhance popularity.
 The reach or distribution channels and distributors must be increased to
increase the reach of the target audience thus more people can buy the
product and more revenue will be generated which can be further used for
improving the product’s quality and customer satisfaction.

 Using a Catchy phrase:

Using a catchy phrase like “Savour the Essence of U.A.E. with Every Sip”
will stick to the consumer's mind and this also plays an important role in
advertising and marketing the brand. This strategy is widely used by
successful companies and brands.

Improve distribution channels

Since the product we have chosen is a FMCG product, it is understood that

people use it daily. Our product is bottled coffee which almost every adult
needs to start their day. Thus our product is guaranteed of sales. Since
sales are guaranteed, the only way more sales can be made and have a
wide reach among the public is by improving distributing channels by
employing agents to sell our product in a vast area. By doing this we will
have an edge over the competitive market.

 Digital Advertising

Social media platforms like Instagram, Facebook, YouTube, etc., can be

used for advertising to a wider group of targeting consumers. This can be
done by paying social media companies like Google and YouTube to show
your ads on their websites to their users. This can also bring significant
popularity to the product and boost online sales through websites like
Amazon or Flipkart. Running a hashtag campaign encouraging users to
share their experiences on social media platforms like X (Twitter) threads
or Instagram can be done to make the product familiar to the online crowd
and make it more popular.

Expensive and Larger Campaigning

 Host Events:

Host events or sponsor events which a large number of people will attend
or watch either online or offline. But the event must be good and must
improve the image of the brand and the product. If the event is being
telecasted advertising of television can also be used. To increase the
advertisement place the bottles of coffee on tables in front of the
delegates if any so it portrays that they support or endorse our product
thus people who admire the delegates will be into buying our product.

The name of the event can also be with the name of the brand. For
example, the brand can host a swimming contest and call it ‘Emirati
Essence Swimming League’ just like how during the IPL the name of the
major sponsor is included (TATA IPL 2024).

This might be expensive for the company to bear but will have a very
significant impact on the product’s awareness among the customers.

To have more customer involvement in the brand’s events the customers

can be asked to participate. For example, something like a coffee-tasting
competition can be used to develop a coffee culture among consumers
thus boosting sales.

Influencer Partnerships:

To reach out to a wider audience including collaborating with popular

celebrities from the UAE by sponsoring them and endorsing the brand on
the popular social media platform. This helps in persuading these people’s
fans or admirers to buy the product that their idle is endorsing. Hence
mentally persuading the prospective consumers.

Outdoor Advertising:

Outdoor advertising includes a spectrum of methods like billboards in

high-traffic areas near shopping malls and in tourist places, placing
plaques endorsing the product, distributing pamphlets, etc. These
methods are very efficient ways in which our product can be endorsed.

Sampling

Sampling is a very efficient way to market edibles and is widely used in

the food and beverage industries. Since our product is a coffee beverage
samples can be poured from the bottles into small glasses and given to
customers. This allows customers to taste the beverage and judge the
quality. Thus they will themselves judge our product and as mentioned in
the product designing part of this product our product will have no
compromises in quality, thus the consumers will have a good opinion
about our coffee product and hence will be willing to buy our product. This
will result in a sharp rise in sales.

Print Media

Print media can also be used very effectively in the advertising campaign.
This can be done by advertising the Emirati Essence brand on luxury and
famous magazines and newspapers. It can be portrayed with a famous
person holding or drinking from it, which will make their fans and admirers
to want to use the product endorsed by their idol. It can also be shown
with beautiful graphics in the background and the bottle is seen
prominently in the advertisement. The advertisement must have the
tagline of the company such that the add is to blank as well. To induce a
sense of luxury the endorsement must be done in a popular newspaper or
in a magazine with great recognition.

My try on how I would do the print media is provided.

Tele media advertising

Telemedia is another popular forum to advertise our brand since

televisions (TV) are very popular and also because they are very
influential. The way we can advertise in TVs is by advertisements in
breaks of various TV programmes.

For the Emirati Essence bottled coffee, I have designed an advertisement

that will take 10 seconds as below:

Scene 1: sunrise in the Emirates showing a desert landscape with an

oasis
Voiceover 1: “In the heart of the UAE, where golden sands meet the
clear skies, a new essence emerges – Emirati Essence Coffee. Crafted
with passion, brewed with tradition.”
Scene 2: The scene transitions to show the Emirati essence bottle in an
urban setting in Dubai with the Burj Khalifa in the background.
Voiceover 2: “From the dunes of the Arabian desert to the futuristic
skyline and towers of Dubai, every sip tells our story.”
Scene 3: the camera then pans to a coffee plantation then transitions to a
coffee roastery
Voiceover 3: “Our beans? Handpicked from the world’s finest
plantations. Roasted to perfection right here in the Emirates.”
Scene 4: in a black background the Emirati essence coffee bottle is shown
at an elevated angle and during the voiceover a number a spices coffee
and caramel are seen all over the background
Voiceover 4: “And our secret? Our quality ingredients are chocolate from
Switzerland, expresso from Italy, and caramel from France.”
Scene 5: the camera pans over back to the urban setting and an elegant
lady pics up the Emirati Essence coffee bottle in her hand shows it
prominently and in a warm and cheerful tone says:
Voiceover 5: “Embrace the warmth. Taste the pride. Emirati Essence
Coffee – where tradition meets the future.”
[Fade out with the brand logo and bottle displayed prominently with the
UAE flag fluttering in the background]
Voiceover 6: “Emirati Essence – a blend of heritage and innovation.
Passed down through generations, it is like a desert breeze in a cup!”

This advertisementshows a cultural theme and focuses on an individual’s

experience with the product, aligning with the brand’s message of purity
and heritage.

Conclusion
This part of the project shows us the different methods in which a product
can be marketed or advertised to people and how it can be successfully
used to improve the sales of the product in the market among the
competitive markets.
Advertising Study of Indian FMCG’s in Television
Introduction
Advertisement plays a vital role in the prospering of a
business. It plays a vital role in marketing and improving
sales of a business hence bringing profits and growing the
company. Advertisement in television is a growing and popular
method. In this part of the project, we shall discuss on the
advertising in television of 5 of many popular companies in
India: Nestle, Coke, Amul, Bisleri, and Surf.
Nestle
About Nestle
NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. The company
was created in 1866. It has a presence of more than a hundred years in
India. NESTLÉ India has a presence across India with 8 manufacturing
facilities and 4 branch offices.

The company has a wide range of products and brands including popular
products like Maggi, Kit Kat, Nescafe, Milky Bar, Munch, Ceregrow,
Lactogrow, MILO, and so on.

Advertisement Study – Nestle

Nestle spends over 2.6 Billion US Dollars on advertisements
every year.
It owns over 2000 brands and has created successful
advertisement campaigns for all of them.
It sells its products in 186 countries and looks to expand
further around the globe.
1. Television Advertising:

Nestle leverages TV commercials to reach a wide audience. The tele

commercials are made to look like home which persuades the customers
to buy the products and also be loyal to the brand, this also creates a
trustful relationship between the company and the consumers.
The following strategies are used in Nestle’s television
advertisements:
Advertising Strategies
 Localizing Products:
Nestle sells its products in many countries and adapts to
customers' needs, which drives the local audience to
desire their product. For example, Nestle launched tea-
flavoured KitKat chocolates in Japan where tea-flavoured
food is popular. In India as well to cater to the Jain
Audience it launched onion and garlic-free Maggie.
 Use of Catchphrases:
 Nestle uses catchphrases in all its TV advertisements.
These catchphrases are persuasive and cling to the
consumer's minds, making them crave Nestle’s products.
The use of catchphrases can be seen in all of Nestle’s
products like for Maggie it is “Aao Maggie Bannayein”
(come let's make Maggie in Hindi), Kit Kat “have a break
have a KitKat”, and MILO “Grow with Sports”. Thus
boosting Nestlé’s sales.
 Appeal to all audience:
Nestle’s wide range of products allows for advertising
the products to people of all ages. Like Ceregrow and
MILO for infants and young children, Nescafe are
directed towards youth and middle-aged people, Maggie is
directed universally to all and its chocolate brands
appeal to all crowds.
 Co-Branding:
Nestle has made use of co-branding to promote its
products. The key co-branding they did was with Starbucks
to collaboratively introduce the coffee line of products
under the branding of Nescafe.
 Making the Product Look Healthy:
This can also be seen in all of Nestle’s advertisements
on television as their products claim to be really
healthy. This creates a demand for their products by
people who are on diets or want to eat healthy. This can
be seen in Nestle’s MILO, ceregrow, and Maggie Atta
advertisements.

2. Print Advertising:

Nestle features in print media through newspaper ads, magazines, and

brochures. But the print advertising of Nestle remains to be lass. Its
promotion occurs through print media mainly by publicity, which is not
paid for by the company but is by the newspapers writing articles about
the company.

3. Sampling Campaigns:

Nestle often conducts sampling campaigns in famous supermarkets or

public places, allowing consumers to try products first-hand. A classic
example of this is Maggi’s free samples at supermarkets. However other
products like MILO and Nescafe are also given out as samples to the
consumers by giving free sachets with purchases in supermarkets as a
complementary item. Which in turn also becomes like sampling.

4. Digital and Social Media:

In the digital age, Nestle has also adapted, by promoting their products on
various social media platforms. It runs campaigns, contests, and
influencer collaborations online. It has its own accounts in various social
media platforms like Instagram, X, and so on, and daily posts publicity
content to attract consumers to buy their products.

Positive Impact
The positive impacts of Nestle’s TV advertisemnets are as
follows:
 It creates demand for Nestle’s products creating wealth and
growth of the company.
 By advertisements the demand for the product increases which
creates job opportunities to many.
 Nestle’s TV advertisements encourage connection between the
customers and the company thus creating a sense of loyalty
and trust among the customers.
 Nestle has also donated more than $50 Million for helping
children in need. Thus the TV advertisements which help in
growing the company actually is also helping helpless
children.
Negative Impact
 The most negative impact of the TV advertisement of Nestle
was the claim it made in the Maggie atta which claimed to be
made of whole wheat but research proved that the claim was
false. This decreased the consumer's loyalty to the company
 The TV advertisement campaigns claim that the products are
healthy but usually they are very healthy. Many
preservatives, artificial colouring, and other harmful
chemicals. The advertisement campaigns make the product look
healthy but when the consumer eats the product they are
deceived and are ruining their health.
 The appeal to younger audiences makes them stubborn and crib
their parents until they buy the product.
 Brand ambassadors of Nestle like Amitabh Bachan and Madhuri
Dixit are involved in many controversies.

Coke
About Coke
The Coca-Cola Company dates back to the 18 hundreds. Today it
is the largest company in the beverage industry it is also the
most commonly consumed beverage. The Coca-Cola company own
more than 500 brands including Coke, Fanta, Kinley, Dasani,
sprite, maaza, thums up and many others
1. Advertisement Study in Television – Coke
The Coca-Cola Company spends around $366 million in TV
advertising in a year.
It has over 500 brands to its name, all of them being beverage
brands, thus making Coca-Cola a pure beverage company.
The company is currently operating in 200 countries and looks
to expand toward Latin American countries in the near future.
 Advertising strategies:
 Appeal to Youth:
This is the Coca-Cola Company’s most important strategy to
advertise on TV. The advertisements seem to be directed
toward the youth. They include very youthful people doing
stunts after drinking the drink. They want to portray to the
youth that by drinking Coke they seem cool. This acts on the
brains of the youth wanting them to buy their product.
 Personalizing:
The company organized the “Share a Coke” advertising
campaign all around he world. This advertisement were
personalised distinctly to various countries. For example,
in India the wrapping on the bottle was replaced with words
like “Bhai”, ”Papa”, and ”Didi”, this established a sense of
connection among the company and the consumers.
 Introducing Diet-Friendly Products:
Coke has introduced many diet-friendly products like Diet
Coke, Coke Zero, and so on. This appeals to the health-
conscious and dieting people who get a beverage to savor
without breaking their diet thus increasing the company’s
sales.
 Brand Ambassadors:
They have a wise choice of brand ambassadors in their TV
Advertisements including Hrithik Roshan and Aishwarya Rai
who ar very famous figures.

3. Print Advertising:

Print advertisements for Coca-Cola have been decreasing in the near past.
The emphasis on advertisement is shifting from print to digital and
television advertisements. The Coca-Cola advertisements peeked in 2018
and 2017 but since then they have been decreasing.

2. Digital Marketing:

 Coca-Cola actively engages on social media platforms. Their Instagram,

Facebook, and Twitter accounts showcase creativity and foster interaction
with consumers.
 Collaborating with Bollywood stars and cricket icons enhances brand
visibility.
3) Product bundling by partnering with fast food chains:
This is a method of marketing that Coca-Cola does by
partnering with big fast food chains in India like MC Donalds,
Burgerking, Subway, etc and bundling their products with its
beverages as a complementary item thus boosting its sales
but also marketing the products.
Positive impact
 The company supported Ukraine in its advertisements during
the initial strike of the war.
 They also show the feeling of nostalgia and social life in
their ads which gives a good message to society.
 They have created job opportunities for many people around
the globe.
 It has contributed and donated a lot to encouraging aspiring
football athletes and also has sponsored the Under-15
Football championship. It has also done many other charity
events
Negative impact
 The advertisements of diet coke claim it to be very healthy
but they are actually filled with a lot of sugar and are
actually not healthy at all.
 The advertisements contain very dangerous stunts performed
by professionals under special conditions but when the youth
view it they feel that it looks cool and want to do such
stunts. However, they are not aware of the potential dangers
in doing those stunts hence this has a negative impact on
their minds.
 The advertisements are so influential that people have
formed Coca-Cola Communities and they tend to waste lot of
time on it as they argue with other communities on their
superiority.

Amul
About Amul
Amul is older than an independent India. It is a cooperative
society. Started as GCMMF which was to help farmers to get a
right price for their produce. It is now one of the largest in
the dairy industries.
Advertisement Study in Television – Amul
Amul spends over $5.8 million on TV advertisements every year.
It has a pan India advertising campaign i.e. they have their
adds in various regional languages in our country. This gives
them a wide reach of customers in the country.
It has over 500 various dairy products including milk, curd,
cottage cheese, cheese, and so.
Their commonly used tv advertising campaign:
 Use of a Jingle: the Amul jingle (Amul Doodh peets hai
India) is a widely known one. The song creates a sense of
excitement in their advertisement which makes it distinct
and not boring. Acting a lot on the consumers' minds when
they watch it on TV.
 Use of a Mascot: Amul uses it mascot the Amul Girl to
advertise their product, this appeals to the young audience
 who will ask their parents to buy Amul’s product. Thus,
increasing Amul’s sales.
 Use of patriotism: amul has made its brand synonymous with
India they have made its product appear as a very indigenous
one which makes people want to buy their product more since
it is a company of India. They have patronized their product
by making using the tagline: Amul Doodh Peeta Hai India.
 In its TV advertisements Amul shows its products at very
cheap and affordable prices, which is another of its
marketing strategies in making the consumers buy their
products.
2) print advertisement
Amul is very popular for its print advertisements, especially in the
newspapers. It to date advertises in newspapers but not by directly
endorsing the product but by employing jokes. We can find the amul
mascots making jokes on various topics of current affairs, this is very
humorous usually a joke based on butter. This adds to the reputation and
image of the brand being one close to the customer's heart thus
promoting the brand.

3) Digital advertisement
Amul has accounts on various social media platforms like Instagram, x
(Twitter), etc. Its followers have been rapidly growing these days. It posts
daily on the new products and other publicity materials on the account
pages.

Positive impacts
 The Amul is a cooperative society and by TV advertisements
their sales increases bring them profit. Since it is a
cooperative society the profits do not grow the wealth of an
individual but the profits are distributed to the farmers
which helps to improve their condition and also results in
the prosperity of the country as a whole.
 Amul also donates to the improvement of agriculture and
conditions of farmers in India thus the revenue under by
advertisements is used for the good of our country.
 Their adds also promote people to be healthy and fit since
in most of their TV adds they show people that being fit is
good.
Negative impacts
 It has been under controversy for the taglines it uses in
its ads. Its taglines about a few events in the TV ads are
quite rude sometimes which makes it a target for controversy
leading to a bad impact on society and the cooperative
society’s sales.

Colgate-Palmolive
About Colgate
Colgate-Palmolive is a company been around since 1937. The
company runs operations in India and has many manufacturing
units including one in Mumbai. The company owns two major
brands selling various products like Colgate selling a wide
range of oral care products and Palmolive with a wide range of
external and skin care products.

Advertisement Study in Television – Colgate-Palmolive

The company spends over 2.4 billion US dollars in TV
advertising every year.
The company is present in over 200 countries and in every
continent (except Antarctica). The company always looks to
expand in the advertising sector.
The company sells a wide range of grooming products, it sells
more than 500 different typed of products and spend huge
amounts in advertising them on TV.
The company uses the following TV advertising Strategies.
 Authoritative: the company while advertising for Colgate’s
toothbrushes/toothpaste always uses this advertising
strategy of it looking more authoritative. This done by a
character in the ad being a dentist who promotes the brand
by telling its merits. By this the audience feel like it is
prescribed by a dentist and tends to buy the product.
 Comparison: we can see in most of Colgate’s toothbrush ads
they compare their toothbrush to another brand showing their
brand to have the best one. The audience who see these ads
are persuaded by this since the comparison is a technique
used by the company to make the consumer by the product.
 Smile Showing: the television advertisements of Colgate
usually have people with a good smile with bright white
teeth. This makes the people in the advertisements to look
very attractive. The people viewing these advertisements
want to look like the people in the advertisements. Thus
they will buy the Colgate toothpaste product and so on.
 Organic: in Palmolive’s ad it is illustrated in way that
their products are made in a very organic way with natural
products. This makes the audience of the ad see it as a pure
product thus increasing its sales.
 Persuasive Claims: in Colgate’s ads they make very
persuasive and great claims that the product can easily
change the teeth of a person in a desired way. This is very
persuasive since consumers who are desperate to change their
teeth will automatically be induced into buying the product.
Digital advertising
Colgate has adapted to the new generation of customers i.e., Generation
X customers. It has achieved this by doing influencer collaborations with a
number of different influencers like Deepika Padukone, Ranveer Singh and
so on to persuade the Gen Z customers to buy their product.
Positive Impact
 Some TV ads of Colgate are actually informative of dental
health hence creating a positive impact on society and
keeping them informed.
 The company’s advertisements generate wealth for the company
and some of this wealth generated is put into charities to
conserve water and also to improve dental health conditions
in financially backward countries.
Negative Impact
 They are very misleading. The claims that they make of a
magical makeover are very fake and usually are misleading.
 The advertisements claim that the products are made
organically without use of chemicals is fake. But the misled
people believe it to be true and buy it.
 The ads don’t specify the potential allergic reaction,
because of which there are many cases reported on allergy
post using Colgate-Palmolive’s products.

Britannia
About Britannia
Britannia is an Indian born and one of the country’s
leading food products companies. It was founded in
Kolkata in 1892. The company mostly makes bakery
goods like biscuits, cookies, rusks, cakes, and so on. It
own over a 100 brands like GoodDay, Marie Gold, 50-50
Biscuits, and many other.
Advertisement Study in Television – Britannia
The company has been continuously striving in the baking
industry. It is present in over 80 countries and looks forward
in expanding its business operation in other countries
The advertisement strategies used by Britannia are:
 Nostalgia and Emotions: this strategy can be seen in all of
the GoodDay ads. They play on the audience’s emotions by
inducing a sense of nostalgia in their mind. GoodDay TV ads
usually use mothers love or kindness as a sentiment. When
the audience sees this, their feelings are uplifted and they
are persuaded to buy Britannica’s products.
 Healthy Products: Britannia’s brand Nutrichoice uses this
advertising strategy. In the TV ads they show that the
biscuits are very healthy, contain less calories and are
very health-beneficial. This grabs the attention of the
diet-conscious crowd, hence they are persuaded to buy the
products.
 Wise selection of brand ambassadors: Britannia has a very
wise choice of brand ambassadors in TV advertisements. They
have associated with Sachin Tendulkar, who is an evergreen
 and most famous cricketer and also with actor Pankaj
Tripathi. This makes all his fans to want to buy a product
endorsed by him.
 Offers: The Britannia Company advertises about the offers on
TV which most other companies don’t. by advertising about
the offers on TV they can have a wide reach for saying that
their product is better than others. This strategy can be
seen in the nutrichoice ads of the company.
Digital advertising
Britannia uses various social media platforms to increase its product
awareness and market goods to more customers. On Instagram, Britannia
showcases its diverse range of products through visually appealing posts.
The brand highlights newly launched items with vibrant images and catchy
captions.

Facebook is a more frequently used social media platform for Britannia’s

social media marketing/ promotional strategy. Through its Facebook page,
the brand keeps followers informed about promotions, discounts, and
exciting offers.

X (Twitter) also plays a significant role for Britannia, providing a platform for
quick updates and real-time conversations with its customers. Britannia
tweets about new product launches, events, and other exciting news..
Positive Impacts
 The company donates its wealth to backward communities.
 The company is Indian-based and creates job opportunities
for many jobless Indians.

Negative Impacts
 The company claims its nutrichoice brand claims its product
is very healthy and has less sugar. However, the product is
actually not very healthy and actually contains lots of
sugar.
 The company does a lot fewer advertisements than compared to
its peers. This is a negative since advertisements play a
key role in a company’s sales. This is very negative for the
company as it may have lesser sales and go bankrupt.

Conclusions
The advertisements study of various famous indian fmcg brands.
We have learnt about the companies in detail. The brands that
the companies own and the product they sell. We had a look on
the spending of the companies the number of countries that
they sell and advertise in. we had a look at the various
advertising strategies they use to persuade customers to buy
their products.
Interview of a Human Resource Personnel
Introduction
The human resource department firm is a very crucial
department of a firm. It is the department of coordination of
the employees.

Functions of the Human Resources Department

 Recruitment
 Training and Development
 Employee Relations
 Legal related
 Compensations
Interview Questions
General Questions:

How do you ensure the recruitment sources align with the company’s
values and needs?

1) How does your company find sources of applicants?

2) How has technology impacted your recruitment strategies?

Sources of Recruitment and Interview proceedure:

 For Lower-Level Employees:

1) What are the primary channels your organization uses to recruit
lower-level employees?
2) Could you walk us through the step-by-step selection process for
entry-level positions?
3) What specific assessments or tests are candidates required to
complete?

 For Mid-Level Managers:

1) Can you describe the process and sources used to identify potential
candidates for mid-level managerial positions?
2) What are the core components of the selection procedure for mid-
level managers?

 For Senior-Level Management:

1) What strategies does your company employ to attract top talent for
senior management roles?
 2) How does the selection process for senior management differ from
other levels?
3) Can you elaborate on the role of the board or senior executives in
selecting top-level managers?

The answers received from these questions have been used to draft the
below project

Q How does your company find sources of applicants?

Source of Recruitment
As per my interviewee working in Oracle, their recruitment
sources for various levels of employees are:
Low level
The lower-level, employees refer to the bottommost software
engineers who work under a supervisor or manager.
The sources of low-level employees are from:
1) Oracle Career Page: It attracts various suitable
candidates to apply for the job and also acts as a way to
background check them and onboarding them.
2) Campus Selections: campus selection refers to the
interviewing of students doing their degree in
universities, identifying the talented students, and
offering them a job in the firm. Various low-level
employees are recruited through campus selections. This
provides an opportunity for the students.
3) Job Recruitment Portals: various job recruitment portals
are present on the internet like LinkedIn, Indeed, Work
India, and Glass Door. They serve as a readily available
source of employees for the firm.
4) Walk-in Interview: the candidates interested in working
for the firm can come to a walk-in interview after
providing the required information and clearing the
tests. This is another source of recruitment of low level
employees.
Mid-level Managers
The mid-level managers refer to the employees who are in
charge of supervising and making sure that the low-level
employees are doing their respective work efficiently and on
time.
The source for this level of employees for the firm are
usually:
1) Referral from an Experienced Manager: an experienced
manager can refer another candidate to the firm to
recruit. This serves as a source for mid-level manager
employees to the firm.
2) Transfers: some of the eligible candidates from other
companies may apply for jobs in Oracle this is a common
source for mid-level managers. These employees are
 easily hireable by the company because of their same
posts in other companies.
3) Job Hiring Portals: the mid-level manager level
employee sources can also be found in job hiring
portals, Oracle has its job hiring page known as Oracle
Cloud HCM which is an integral part of Oracle’s HCM
(Human Capital Management).
High-Level Management Personnel
1) Promotions: for these high-level jobs Oracle requires
candidates with high experience. So they prefer to
promote their existing experienced employees to high-
level management personnel. This is a readily available
source for this level of employees.
2) Honorary Postings: this is another source for high-
level management personnel. Some candidates are not
selected on merit, they are hired for their experience
or their social service. They are hired for their
technical experience in a particular field.
3) Job Agencies: the high-level personnel are recommended
by special agencies designed for high-level candidates
only. They upon request of the company establish a
first contact as a middleman and offer a job to the
personnel. This also becomes a source of high-level
personnel.

Q How has technology impacted your recruitment and

interviewing processes?

IMPACT OF TECHNOLOGY ON RECRUITMENT

A few years back in the past Oracle got its recruitment by letters or walk-
in interviews, newspaper advertisements of vacancies, etc. But with
technological advancements job vacancies are now usually announced
online in various job opportunity portals like LinkedIn.

The interview procedure has also changed a lot in the past few years.
Before the interviews were done in person all the delegates asked the
candidates questions, telling them to wait and selecting them on the same
day. But these days the interviews are carried out usually online through
video calls or meetings on various applications like Google Meet, Zoom,
etc.

What are the selection and interview procedures for various levels of
employees?
Selection Procedure for Various Levels of Employees
 Low-level Employees
For low-level employees the selection procedure is as
follows:
 Selection: the eligible candidates are identified and
then short-listed by the HR department. Then a mail is
sent to the candidate calling them to the interview.
This mail contains various details about the interview
like the aspects which will be tested, the venue, the
documents to be brought by the candidate, and so on.
 Online Test: before the actual interview procedure the
candidate is required to pass an online test. This test
is to ensure that the candidate possesses all the
required skill sets and technical knowledge. This test
is an MCQ-based.
 Written Examinations: there will be two rounds of
written exams in the process. The understanding of
various concepts and requirements for the job will be
tested. The test’s difficulty will be moderate this is
to ensure that the degree with the candidate was not by
unethical means.
 Aptitude Test: there will be one round of aptitude tests
in which the reasoning, comprehending, and technical
skills of the employee will be tested. This is to make
sure that the candidate can make fast, logical and
sensible decisions.
 Technical Interview: there will be two rounds of
technical interviews.
Technical Interview 1: in this interview, the
understanding of concepts, coding, and theory will be
questioned. Usually done by the supervisors and
managers of that branch or an external interviewer may
also do the interview. It is usually done in a viva
format.
Technical Interview 2: in this interview, the
interviewers will ask questions about the personal life
of the candidate. This is done so that the real
thinking of the candidate is understood and also to
judge whether they have an ethical mind-set which is
suitable for working in Oracle.
 HR Round: in this phase the human resources department
will talk to the candidate about their salary, number
of holidays, etc. The goal of this is to consolidate
these matters and also establish a mutual understanding
among the candidate and the company. This is usually
done when the candidate passes all the above procedures
and is recruited in the company.
 Job Offer: then a job offer is issued by the HR
department to the candidate. This is the official
letter to the candidate indicating their recruitment in
to Oracle.
 Manager Round: this is the final process and where the
candidate is interviewed by their manager. Then they
 are introduced to the office floor and will be
introduced and trained to the job they were recruited
for.
 Mid-Level Manager Employees
 Identification: emails are sent to applicants and
eligible candidates to ask them to come forth for
interviews. Like the ones for low-level employees,
these emails also contain various aspects of
information about the interview.
 Initial Interview: this creates initial contact and they
will judge the skills and answering capabilities of the
candidate. Since they are being hired for a manager
position their personal life will be looked upon keenly
to check if the candidate has suitable leadership
qualities fitting the job as a manager.
 Technical Interview: there will be a technical review
round where the experience, conceptual understanding,
coding, and so on. As the candidate is to be a manager
their leadership qualities and decision-making capacity
will also be tested. This is done by presenting them
with a situation and asking them how they will deal
with it in the interview. Based on this the
interviewers can assess the qualities of that candidate
and judge whether they can move forward in the
recruitment process or say no to the candidate.
 HR Round: In this round the HR department asks questions
on the candidate’s personal life, to see whether they
are suitable for the job. Matters on salary,
increments, and vacation are discussed and consolidated
with the candidate.
 Background Checks: the employee’s history is reviewed
and they check to confirm whether the employee is a
good worker, by contacting the company they previously
worked in and asking them or by looking at their
achievements and other aspects of their advancement in
their past jobs. They also review the experience and
resume of the candidate.
 Job Offer: if the candidate passes through the
background checks then they are issued with a job offer
and can join in on the date mentioned in the letter.
After this, the new employee is introduced to the
office floor and then are trained for a few weeks
before they are ready to start working on their own.
 High-Level Management Personnel
 Nomination: the candidates for these high-level posts
are nominated by the Board of Directors and other such
authoritative people. They are chosen and unlike the
other lower levels of employment, there are no
applications which can be sent for these jobs.
 Screening: the candidate's past work experience is
reviewed. Their resume is seen and other activities of
 the candidate are also carefully looked into. Since
these jobs are a very responsible one a lot of
screening is done to ensure that the candidate
nominated by the board of directors is suitable for the
job.
 Interview: if the candidate passes through the vigorous
screening then they are interviewed. The interview’s
questions can be of a wide range. Like technical-based,
logical reasoning, and so on. Usually, these questions
are not to test the book or technical knowledge but
about their problem-solving, decision making and
logical thinking.
 On-Floor In-Person Interview: this is the deciding
interview. Where the candidate is asked to come in
person to their place of work and give an interview.
The questions will be asked by authoritative personnel
usually the very high and important people of the
company, usually the board of directors. Questions
asked based on leadership, decision-making, personal
life, and so on. In this interview, the final candidate
is chosen to fill the place of the high-level
management job.
 Reference and Background Checks: the final step is to
know the work attitude of the candidate by calling and
getting information from the referral phone numbers
provided by the candidate to check about various
aspects of his life. The background and work history of
the candidate are also reviewed.
 Job offer: finally if the candidate passes the reference
and background checks, they will be sent a job offer
with their position and date of joining.

Conclusion
We have seen the various levels of r