A Dissertation Report Comparative

Analysis of product of ITC & HUL

Submitted in the partial fulfillment of the degree of Bachelor of Business Administration 2009 - 12

DEPAR !E" #$ !A"A%E!E" S &D'ES EER (A")ER !A(A*EER &"'*ERS' +, !#RADABAD -&.P./

Project Guide: Ms. Garima Rawat

Project Incharge Mr. Abhinav srivastava Mr. Avinash raj kumar (0ourse 0oordinator- BBA/ Submitted B12 Ajit rivastava Roll "o. R0912011... B.B.A *'th SE!

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Small 3ords mo4e 3ith ease 3here big 3ords stand still. And smaller are the echoes of m1 3ords that go to offer a string of thoughtful and than5ful notes to the helping hands that ha4e steered clear m1 6ourne1 to the completion of this stud1 paper. Preparing a pro6ect of this nature is a tedious tas5 and ' 3as fortunate enough to get support from a large number of persons to 3hom ' shall al3a1s remain grateful. ' am e7tremel1 grateful to Mr. uresh *ain ("hairman+, Mr. Manish *ain (-ice "hairman+, Dr. M.P. ingh (..%.D. Management Department+

Mr. Abhinav rivastava / Avinash Raj #umar("ourse coordinators+, Ms. Garima Rawat (Project Guide+, A00 the 1acu0t2 member and Mr. anjeev ingh ('ibrarian+ / a00 the 'ab sta11 for pro4iding me this

opportunit1 and e7pose me to industrial culture. And to the people in libraries, 3ho spared their time in gi4ing their opinions and discussed things to m1 satisfaction. A bou8uet of hearts ' share 3ith them. Ajit rivastava 3.3.A -Ith (M 4

Roll "o. R0912...

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his is to certif1 that !s9!r................................................................. is pursuing three 1ear full time Bachelor of Business Administration -BBA/ 0ourse from eerthan5er !aha4eer &ni4ersit1, !oradabad as regular student, in session -2009-2012/. 'n compliance 3ith the pro4ision9guidelines of eerthan5er !aha4eer

&ni4ersit1, !oradabad, (e9she has been assign a Dissertation Report. he report 3or5 has been genuinel1 carried out b1 the student for the during specified b1 the uni4ersit1. (e9she has made sincere efforts in the completion of Dissertation report.

M .GARIMA RA&A) Project Guide

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' Ajit

rivastava hereb1 declare that the research 3or5 presented in this

Dissertation report entitled 8A "omparative Ana02sis o1 product o1 I)" 'td / .7': for the fulfillment of the a3ard of Bachelor of Business Administration from eerthan5er !aha4eer &ni4ersit1; !oradabad . he report embodies the

result of original 3or5 and studies carried out b1 me and the contents of the Dissertation report do not form the basis for the a3ard of an1 other degree to me or to an1bod1 else.

Ajit rivastava 33A 9th em

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1. 2. <. =. >. ?. @. A. 9. 10. 11. 12.

'ntroduction 0ompan1 profile #b6ecti4es of the stud1 Research Problem Scope of stud1 Assumption Research !ethodolog1 Data Anal1sis B 'nterpretation $indings Suggestions B Recommendations 0onclusion Cimitations Bibliograph1 Anne7ure

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$ast !o4ing 0onsumer %oods -$!0%/, are products that are sold 8uic5l1 at relati4el1 lo3 cost. hough the absolute profit made on $!0% products is relati4el1 small, the1 generall1 sell in large 8uantities, so the cumulati4e profit on such products can be large. E7amples of $!0% generall1 include a 3ide range of fre8uentl1 purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, sha4ing products and detergents, as 3ell as other non-durables such as glass3are, light bulbs, batteries, paper products and plastic goods. $!0% products contrast 3ith durable goods or ma6or appliances such as 5itchen appliances, 3hich are generall1 replaced less than once a 1ear. 'n Britain, D3hite goodsD in $!0% refers to large household electronic items such as refrigerators. Smaller items such as * sets and stereo s1stems are sometimes termed Dbro3n goodsD. $!0% ma1 also include pharmaceuticals, consumer electronics, pac5aged food products and drin5s, although these are often categoriEed separatel1. Some of the best 5no3n e7amples of $ast !o4ing 0onsumer %oods companies include Red Bull, 0loro7, 0olgate-Palmoli4e, %eneral !ills, (. F. (einE, 0adbur1Gs, Rec5itt Benc5iser, Sara Cee, "estlH, &nile4er, Procter B %amble, 0oca0ola, 0arlsberg, )imberl1-0lar5, )raft, Pepsi, Iarburtons, Iil5inson, Barilla %roup and !ars. ' 0 is one of 'ndiaGs foremost pri4ate sector companies 3ith a mar5et capitalisation of nearl1 &S J 19 billion and a turno4er of o4er &S J >.1 Billion. ' 0 is rated among the IorldGs Best Big 0ompanies, AsiaGs G$ab >0G and the IorldGs !ost Reputable 0ompanies b1 $orbes magaEine, among 9

'ndiaGs !ost Respected 0ompanies b1 Business Iorld and among 'ndiaGs !ost *aluable 0ompanies b1 Business oda1. ' 0 ran5s among 'ndiaGs K10 !ost *aluable -0ompan1/ BrandsG, in a stud1 conducted b1 Brand $inance and published b1 the Economic imes. ' 0 also ran5s among AsiaGs >0 best performing companies compiled b1 Business Iee5. ' 0 has a di4ersified presence in 0igarettes, (otels, Paperboards B Specialt1 Papers, Pac5aging, Agri-Business, Pac5aged $oods B

0onfectioner1, 'nformation

echnolog1, Branded Apparel, Personal 0are,

Stationer1, Safet1 !atches and other $!0% products. Ihile ' 0 is an outstanding mar5et leader in its traditional businesses of 0igarettes, (otels, Paperboards, Pac5aging and Agri-E7ports, it is rapidl1 gaining mar5et share e4en in its nascent businesses of Pac5aged $oods B 0onfectioner1, Branded Apparel, Personal 0are and Stationer1. &nile4erGs mission is to add *italit1 to life. Ie meet e4er1da1 needs for nutrition , h1giene and personal care 3ith brands that help people feel good, loo5 good and get more out of life. #ur deep roots in local cultures and mar5ets around the 3orld gi4e us our strong relationship 3ith consumers and are the foundation for our future gro3th. Ie 3ill bring our 3ealth of 5no3ledge and international e7pertise to the ser4ice of local consumers - a trul1 multi-local multinational. <

#ur long-term success re8uires a total commitment to e7ceptional standards of performance and producti4it1, to 3or5ing together effecti4el1, and to a 3illingness to embrace ne3 ideas and learn continuousl1. o succeed also re8uires, 3e belie4e, the highest standards of corporate beha4iour to3ards e4er1one 3e 3or5 3ith, the communities 3e touch, and the en4ironment on 3hich 3e ha4e an impact.

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o stud1 the comparati4e anal1sis of $!0% product of ' 0 and (&C o stud1 the comparati4e anal1sis of mar5eting strategies adopted b1 $!0% compan1 o 5no3 the preference of 4arious brands of $!0% products. o find out the satisfaction le4el of the consumer. o find the image of brand of 4arious $!0% products of ' 0 and (&C in the mind of consumer.

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Branding is one of the most important aspects of an1 business, large or small, retail or B2B. An effecti4e brand strateg1 gi4es 1ou a ma6or edge in increasingl1 competiti4e mar5ets. But 3hat e7actl1 does DbrandingD meanL (o3 does it affect a small business li5e 1oursL he function and art of

branding is a ma6or contributor to the success of a product or ser4ice sold b1 the compan1 that mar5ets it. According to IebsterMs Dictionar1, a brand is defined as Na means of identification,: or Nan arbitraril1 adopted name that is gi4en b1 a manufacturer or merchant to an article or ser4ice to distinguish it as produced or sold b1 that manufacturer or merchant that ma1 be used and protected as a trademar5.: At 0hemar5 3e loo5 at a brand as more than a trademar5 for the legal protection of the product or ser4ice offered. Iell, at least 3e thin5 it should be. his is 3here man1 mar5eters get into trouble and lose the positi4e impact of proper brand management. Brand management should aim to build into customersM minds a set of perceptions and attitudes relating to an offering, leading to positi4e bu1ing beha4ior. o achie4e this goal, managers must 5no3 a great deal about their customer base. he po3er of a brand is measured b1 its effect on bu1ers. A po3erful brand 3ill cause its customer base to either defer or refuse to purchase if the brand is not a4ailable. Some brands ha4e reached a le4el of mass acceptance 3here the1 are used as action 4erbs, such as NOero7ing: a document instead !@

of cop1ing it and N$ede7ing: a pac5age rather than mailing or posting it. #ne brandMs identit1 is so strong that 3hen 3e hear Aspirin 3e immediatel1 thin5 of Ba1er. Simpl1 put, 1our brand is 1our promise to 1our customer. 't tells them 3hat the1 can e7pect from 1our products and ser4ices, and it differentiates 1our offering from 1our competitorsG. +our brand is deri4ed from 3ho 1ou are, 3ho 1ou 3ant to be and 3ho people percei4e 1ou to be. Are 1ou the inno4ati4e ma4eric5 in 1our industr1L #r the e7perienced, reliable one L 's 1our product the high-cost, high-8ualit1 option, or the lo3cost, high-4alue optionL +ou canGt be both, and 1ou canGt be all things to all people. Iho 1ou are should be based to some e7tent on 3ho 1our target customers 3ant and need 1ou to be. he foundation of 1our brand is 1our logo. +our 3ebsite, pac5aging and promotional materials--all of 3hich should integrate 1our logo-communicate 1our brand.

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"%MPA$> PR%5I'(
Ie regularl1 tal5 about things li5e butter, potato chips, toothpastes, raEors, household care products, pac5aged food and be4erages, etc. But do 3e 5no3 under 3hich categor1 these things comeL he1 are called $!0%s.

$!0% is an acron1m for $ast !o4ing 0onsumer %oods, 3hich refer to things that 3e bu1 from local supermar5ets on dail1 basis, the things that ha4e high turno4er and are relati4el1 cheaper. 5M"G Products and "ategories - Personal 0are, #ral 0are, (air 0are, S5in 0are, Personal Iash -soaps/; - 0osmetics and toiletries, deodorants, perfumes, feminine h1giene, paper products; - (ousehold care fabric 3ash including laundr1 soaps and s1nthetic detergents; household cleaners, such as dish9utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mos8uito repellents, metal polish and furniture polish; 5M"G in 4@@9 he performance of the industr1 3as inconsistent in terms of sales and gro3th for o4er = 1ears. he in4estors in the sector 3ere not gainers at par 3ith other booming sectors. After t3o 1ears of sin5ing performance of $!0% sector, the 1ear 200> has 3itnessed the $!0%s demand gro3ing. Strong gro3th 3as seen across 4arious segments in $+0?. Iith the rise in !4

disposable income and the econom1 in good health, the urban consumers continued 3ith their shopping spree. - $ood and health be4erages, branded flour, branded sugarcane, ba5er1 products such as bread, biscuits, etc., mil5 and dair1 products, be4erages such as tea, coffee, 6uices, bottled 3ater etc, snac5 food, chocolates, etc. - $re8uentl1 replaced electronic products, such as audio e8uipments, digital cameras, Captops, 0 *s; other electronic items such as Refrigerator, 3ashing machines, etc. coming under the categor1 of Ihite %oods in $!0%;
Sector Outlook

$!0% is the fourth largest sector in the 'ndian Econom1 3ith a total mar5et siEe of Rs. ?0,000 crores. $!0% sector generates >P of total factor1 emplo1ment in the countr1 and is creating emplo1ment for three million people, especiall1 in small to3ns and rural 'ndia. Ana02sis o1 5M"G ector trengths: 1. Co3 operational costs 2. Presence of established distribution net3or5s in both urban and rural areas <. Presence of 3ell-5no3n brands in $!0% sector

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&eaknesses: 1. Co3er scope of in4esting in technolog1 and achie4ing economies of scale, especiall1 in small sectors. 2. Co3 e7ports le4els. <. D!e-tooD products, 3hich illegall1 mimic the labels of the established brands. hese products narro3 the scope of $!0% products in rural and

semi-urban mar5et. %pportunities: 1. &ntapped rural mar5et. 2. Rising income le4els, i.e. increase in purchasing po3er of consumers. <. Carge domestic mar5et- a population of o4er one billion. =. E7port potential. >. (igh consumer goods spending )hreats2 1. Remo4al of import restrictions resulting in replacing of domestic brands 2. Slo3 do3n in rural demand. <. a7 and regulator1 structure.

cope o1 the ector

he 'ndian $!0% sector 3ith a mar5et siEe of &SJ1<.1 billion is the fourth largest sector in the econom1. A 3ell-established distribution net3or5, intense competition bet3een the organiEed and unorganiEed segments characteriEes the sector. $!0% Sector is e7pected to gro3 b1 o4er ?0P b1 !:

2010. hat 3ill translate into an annual gro3th of 10P o4er a >-1ear period. 't has been estimated that $!0% sector 3ill rise from around Rs >?,>00 crores in 200> to Rs 92,100 crores in 2010. (air care, household care, male grooming, female h1giene, and the chocolates and confectioner1 categories are estimated to be the fastest gro3ing segments, sa1s an (SB0 report. hough the sector 3itnessed a slo3er gro3th in 2002-200=, it has been able to ma5e a fine reco4er1 since then. $or e7ample, (industan Ce4ers Cimited -(CC/ has sho3n a health1 gro3th in the last 8uarter. An estimated double-digit gro3th o4er the ne7t fe3 1ears sho3s that the good times are li5el1 to continue. Growth Prospects Iith the presence of 12.2P of the 3orld population in the 4illages of 'ndia, the 'ndian rural $!0% mar5et is something no one can o4erloo5. 'ncreased focus on farm sector 3ill boost rural incomes, hence pro4iding better gro3th prospects to the $!0% companies. Better infrastructure facilities 3ill impro4e their suppl1 chain. $!0% sector is also li5el1 to benefit from gro3ing demand in the mar5et. Because of the lo3 per capita consumption for almost all the products in the countr1, $!0% companies ha4e immense possibilities for gro3th. And if the companies are able to change the mindset of the consumers, i.e. if the1 are able to ta5e the consumers to branded products and offer ne3 generation products, the1 3ould be able to generate higher gro3th in the near future. 't is e7pected that the rural !;

income 3ill rise in 200@, boosting purchasing po3er in the countr1side. (o3e4er, the demand in urban areas 3ould be the 5e1 gro3th dri4er o4er the long term. Also, increase in the urban population, along 3ith increase in income le4els and the a4ailabilit1 of ne3 categories, 3ould help the urban areas maintain their position in terms of consumption. At present, urban 'ndia accounts for ??P of total $!0% consumption, 3ith rural 'ndia accounting for the remaining <=P. (o3e4er, rural 'ndia accounts for more than =0P consumption in ma6or $!0% categories such as personal care, fabric care, and hot be4erages. 'n urban areas, home and personal care categor1, including s5in care, household care and feminine h1giene, 3ill 5eep gro3ing at relati4el1 attracti4e rates. Iithin the foods segment, it is estimated that processed foods, ba5er1, and dair1 are long-term gro3th categories in both rural and urban areas. Indian "ompetitiveness and "omparison with the &or0d Markets he follo3ing factors ma5e 'ndia a competiti4e pla1er in $!0% sector2 Avai0abi0it2 o1 raw materia0s Because of the di4erse agro-climatic conditions in 'ndia, there is a large ra3 material base suitable for food processing industries. 'ndia is the largest producer of li4estoc5, mil5, sugarcane, coconut, spices and cashe3 and is the second largest producer of rice, 3heat and fruits B4egetables. 'ndia also produces caustic soda and soda ash, 3hich are re8uired for the production of

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soaps and detergents. he a4ailabilit1 of these ra3 materials gi4es 'ndia the location ad4antage. 'abor cost comparison

Co3 cost labor gi4es 'ndia a competiti4e ad4antage. 'ndiaGs labor cost is amongst the lo3est in the 3orld, after 0hina B 'ndonesia. Co3 labor costs gi4e the ad4antage of lo3 cost of production. !an1 !"0Gs ha4e established their plants in 'ndia to outsource for domestic and e7port mar5ets. Presence across va0ue chain 'ndian companies ha4e their presence across the 4alue chain of $!0% sector, right from the suppl1 of ra3 materials to pac5aged goods in the food-processing sector. his brings 'ndia a more cost competiti4e

ad4antage. $or e7ample, Amul supplies mil5 as 3ell as dair1 products li5e cheese, butter, etc. !<

5M"G "ompanies
$!0% or $ast !o4ing %oods sector is one of the flourishing sectors of the 'ndian econom1. $!0% along 3ith its closest companion Retail sector has 4arious 6ob opportunities in different functions li5e mar5eting, sales, ad4ertising, suppl1 chain, logistics, human resources, product pac5aging and de4elopment, finance, operations, general management, super4ising and so on. Fobs in $!0% sector offer handsome salar1 pac5ages 3ith per5s and bonuses. (ere is a list of top ten $!0% emplo1ers in 'ndia that ha4e ac8uired remar5able positions in the 'ndian as 3ell as global mar5ets. (industan &nile4er Cimited (industan &nile4er Cimited is 'ndiaGs oldest $!0% compan1 o3ned b1 European &nile4er %roup incorporated in 19<<. 'ts head8uarters is located in !umbai. he compan1 deals in food B

nutrition, personal B home care brands. 't has also established itself in health h1giene and beaut1 products. Annapurna, Broo5e Bond aaEa, Bru, )issan, )norr, )3alit1 IallMs, Cipton, Red Cabel, a6 !ahal, BreeEe,

0linic Plus, 0loseup, Do4e, $air B Co4el1, (amam, Ca5me, Cifebuo1, Cu7, Pears, Pepsodent, PondGs, Re7ona Soap, Sunsil5, *aseline, Acti4e Iheel, 0if, Dome7, Rin, Surf E7cel and *im are some of the reno3ned brands of the compan1. GPure itG, a 3ater purifier is the latest brand of compan1 that has also become e7tremel1 popular in no time. ' 0 Cimited 'ndian obacco 0ompan1 Cimited 3as established under the name of 'mperial obacco 0ompan1 of 'ndia Cimited in 1910 3ith its !=

head8uarters at )ol5ata. ' 0 deals in cigarettes B leaf tobacco, pac5aging B printing, hotel chains, stationar1, safet1 matches, paper boards B agri Business and ' . )itchens of 'ndia, 0lassmate, Paper5raft, !int-o, 0and1man, Aashir4aad, Sunfeast, Bingo, !angaldeep, $iama Di Iills, *i4el and Superia are famous brands of the compan1. "estlH 'ndia "estlH 3as formed b1 a merger of t3o companies namel1 Anglo-S3iss !il5 0ompan1 and $arine CactHe (enri "estlH in S3itEerland in 190>. Before independence 'ndia 3as a dair1 product importer from "estle. But after independence "estlH responded to 'ndiaMs aspirations and set up its first factor1 in 19?1 at !oga, Pun6ab to de4elop mil5 econom1 in the countr1. At present "estlH 'ndia manufactures trul1 international 8ualit1 products under brand names such as "escafH, !aggi, !il51bar, !ilo, )it)at, Bar-one, !il5maid, "estea, "estlH, !il5, "estlH Slim !il5, "estlH $resh GnG "atural Dahi and "estlH Feera Raita. %0!!$ -Amul/ he dair1 co-operati4e mo4ement in 'ndia began in

Anand, a small to3n in %u6arat 3ith the establishment of %u6arat 0ooperati4e !il5 !ar5eting $ederation Ctd. -%0!!$/ chaired b1 Dr *erghese )urien. %0!!$ is 'ndiaGs largest food products mar5eting organiEation managing the Amul Brand through sociall1 afflicted Amul bab1 cartoon based ad4ertising campaigns. Amul deals mainl1 in the dair1 products under the brand names of Amul %old, Amul aaEa, Amul Butter, Amul Cite, Amul Processed 0heese, Amul )ool $la4ored !il5, Amul 'ce!?

creams, Amul !alai Paneer, Amul !asti %hee, Amul Probiotic Dahi, Amul %hee, Amul1a, "utramul, Amul Shri5hand, %ulab 6amoon, Amul !ithai !ate, Amul $resh 0ream, Amul 0hocoEoo and so on. Dabur 'ndia Cimited Dabur 'ndia Cimited began in )ol5ata 3a1 bac5 in 1AA= as an A1ur4edic medicines compan1. Since then it has come a long 3a1 toda1 to become a leading $!0% manufacturer in 'ndia. $or the past 12> 1ears, it has been dedicated to pro4iding nature-based solutions for a salubrious and holistic lifest1le. 't offers a comprehensi4e range of hair 0are, oral 0are, health 0are, s5in 0are, home 0are and food products under the brand names of *ati5a, (a6mola, Amla, 0h1a3anprash, Dabur Cal Dant !an6an, Dabur Red oothpaste, Dabur (one1, Dabur Cal el, $em,

%ulabri, #domos, #donil, Sani $resh and man1 more. Asian Paints 0hampa5lal (. 0ho5se1, 0himanlal ". 0ho5si, Sur1a5ant 0. Dani and Ar4ind R. *a5il together manufactured paint in a garage on $oras Road, Bomba1 and named their compan1 G he Asian #il B Paint 0ompan1G in 19=2. oda1 this compan1 is among the top ten largest paint companies of the 3orld performing e7tremel1 3ell along 3ith its subsidiaries Berger 'nternational Cimited, Apco 0oatings, S0'B Paints and aubmans.

0adbur1 'ndia 0adbur1 'ndia Ctd. 3as incorporated in 19=A 3ith its head8uarters at !umbai. 't began 3ith importing chocolates but toda1 it has fi4e manufacturing units and four sales offices in 'ndia. 't is a part of the )raft $oods %roup. 0adbur1 'ndia operates in 0hocolate confectioner1, 4@

Be4erages, Biscuits, %um and 0and1 under the leading brands of 0adbur1 Dair1 !il5, Bourn4ita, > Star, Per5, Bourn4ille, 0elebrations, %ems, (alls, Qclairs, Bubbaloo, ang and #reo. 0adbur1 punchlines of Pappu pass ho

g1a, 5uch meetha ho 6a1e and the latest one GShubharambhG ha4e reall1 3or5ed 3ell as the compan1Gs brand promoting strategies.

Britannia 'ndia Cimited Britannia 'ndia Cimited #nce began in 1A92 as a biscuit compan1 in )ol5ata 3ith an initial in4estment of Rs. 29>. oda1 it is the premium food brand of the countr1 famous for its goodies li5e >0->0 !as5a-0has5a, (earts, "ice reat, ime pass, iger, %ood da1, !arie %old, Cittle

ime, Bourbon, !il5 Bi5is, 0a5es and Dair1 $resh bread.

Procter B %amble Since 1A<@ Procter and %amble has been touching consumersM li4es 3ith brands that ma5e life a little better e4er1 da1. his simple purpose has enabled the compan1 to become one of the 3orldMs leading consumer products companies through its products under the brand names of ide, Ariel, #la1, Pringles, Pantene, Pampers, (ead B Shoulders, #ral-B, Iella, 0ama1, Puma, Duracell, *ic5s and man1 more. !arico 'ndustries !arico is a !umbai based 'ndian $!0% pro4iding food, health and beaut1 products under the 3ell-5no3n brand names of Parachute, Saffola, (air B 0are, "ihar, !edi5er, Re4i4e among others that occup1 leadership positions in most categories- 0oconut #il, (air #ils, Post 3ash hair care, Anti-lice reatment,

4!

"%MPA$> PR%5I'(

' 0 is one of 'ndiaGs foremost pri4ate sector companies 3ith a mar5et capitalisation of nearl1 &S J 19 billionR and a turno4er of o4er &S J >.1 Billion. ' 0 is rated among the IorldGs Best Big 0ompanies, AsiaGs G$ab >0G and the IorldGs !ost Reputable 0ompanies b1 $orbes magaEine, among 'ndiaGs !ost Respected 0ompanies b1 BusinessIorld and among 'ndiaGs !ost *aluable 0ompanies b1 Business oda1. ' 0 ran5s among 'ndiaGs K10 !ost *aluable -0ompan1/ BrandsG, in a stud1 conducted b1 Brand $inance and published b1 the Economic imes. ' 0 also ran5s among AsiaGs >0 best performing companies compiled b1 Business Iee5. ' 0 has a di4ersified presence in 0igarettes, (otels, Paperboards B Specialt1 Papers, Pac5aging, Agri-Business, Pac5aged $oods B

0onfectioner1, 'nformation

echnolog1, Branded Apparel, Personal 0are,

Stationer1, Safet1 !atches and other $!0% products. Ihile ' 0 is an outstanding mar5et leader in its traditional businesses of 0igarettes, (otels, Paperboards, Pac5aging and Agri-E7ports, it is rapidl1 gaining mar5et share 44

e4en in its nascent businesses of Pac5aged $oods B 0onfectioner1, Branded Apparel, Personal 0are and Stationer1. As one of 'ndiaGs most 4aluable and respected corporations, ' 0 is 3idel1 percei4ed to be dedicatedl1 nation-oriented. 0hairman + 0 De4esh3ar calls this source of inspiration Da commitment be1ond the mar5etD. 'n his o3n 3ords2 D' 0 belie4es that its aspiration to create enduring 4alue for the nation pro4ides the moti4e force to sustain gro3ing shareholder 4alue. ' 0 practices this philosoph1 b1 not onl1 dri4ing each of its businesses to3ards international competiti4eness but b1 also consciousl1 contributing to enhancing the competiti4eness of the larger 4alue chain of 3hich it is a part.D ' 0Gs di4ersified status originates from its corporate strateg1 aimed at creating multiple dri4ers of gro3th anchored on its time-tested core competencies2 unmatched distribution reach, superior brand-building capabilities, effecti4e suppl1 chain management and ac5no3ledged ser4ice s5ills in hoteliering. #4er time, the strategic fora1s into ne3 businesses are e7pected to garner a significant share of these emerging high-gro3th mar5ets in 'ndia. ' 0Gs Agri-Business is one of 'ndiaGs largest e7porters of agricultural products. ' 0 is one of the countr1Gs biggest foreign e7change earners -&S J 46

<.2 billion in the last decade/.

he 0ompan1Gs Ge-0houpalG initiati4e is

enabling 'ndian agriculture significantl1 enhance its competiti4eness b1 empo3ering 'ndian farmers through the po3er of the 'nternet. his

transformational strateg1, 3hich has alread1 become the sub6ect matter of a case stud1 at (ar4ard Business School, is e7pected to progressi4el1 create for ' 0 a huge rural distribution infrastructure, significantl1 enhancing the 0ompan1Gs mar5eting reach. ' 0Gs 3holl1 o3ned 'nformation echnolog1 subsidiar1, ' 0 'nfotech 'ndia Cimited, is aggressi4el1 pursuing emerging opportunities in pro4iding endto-end ' solutions, including e-enabled ser4ices and business process

outsourcing. ' 0Gs production facilities and hotels ha4e 3on numerous national and international a3ards for 8ualit1, producti4it1, safet1 and en4ironment management s1stems. ' 0 3as the first compan1 in 'ndia to 4oluntaril1 see5 a corporate go4ernance rating. ' 0 emplo1s o4er 2>,000 people at more than ?0 locations across 'ndia. he 0ompan1 continuousl1 endea4ors to enhance its 3ealth generating capabilities in a globalising en4ironment to consistentl1 re3ard more than <,@2,000 shareholders, fulfill the aspirations of its sta5eholders and meet societal e7pectations. his o4er-arching 4ision of the compan1 is 4:

e7pressi4el1 captured in its corporate positioning statement2 DEnduring *alue. $or the nation. $or the Shareholder.D $lo3ing from the concept and principles of 0orporate %o4ernance adopted b1 the 0ompan1, leadership 3ithin ' 0 is e7ercised at three le4els. he

Board of Directors at the ape7, as trustee of shareholders, carries the responsibilit1 for strategic super4ision of the 0ompan1. he strategic

management of the 0ompan1 rests 3ith the 0orporate !anagement 0ommittee comprising the 3holetime Directors and members dra3n from senior management. he e7ecuti4e management of each business di4ision is 4ested 3ith the Di4isional !anagement 0ommittee -D!0/, headed b1 the 0hief E7ecuti4e. Each D!0 is responsible for and totall1 focused on the management of its assigned business. his three-tiered interlin5ed

leadership process creates a 3holesome balance bet3een the need for focus and e7ecuti4e freedom, and the need for super4ision and control. ).( I)" -I I%$ Sustain ' 0Gs position as one of 'ndiaGs most 4aluable corporations through 3orld class performance, creating gro3ing 4alue for the 'ndian econom1 and the 0ompan1Ms sta5eholders

4;

).( I)" MI

I%$

o enhance the 3ealth generating capabilit1 of the enterprise in a globalising en4ironment, deli4ering superior and sustainable sta5eholder 4alue. I)"As "ore -a0ues ' 0Gs 0ore *alues are aimed at de4eloping a customer-focused, highperformance organisation 3hich creates 4alue for all its sta5eholders2 )rusteeship As professional managers, 3e are conscious that ' 0 has been gi4en to us in DtrustD b1 all our sta5eholders. Ie 3ill actualise sta5eholder 4alue and interest on a long term sustainable basis. "ustomer 5ocus Ie are al3a1s customer focused and 3ill deli4er 3hat the customer needs in terms of 4alue, 8ualit1 and satisfaction. Respect 5or Peop0e Ie are result oriented, setting high performance standards for oursel4es as indi4iduals and teams.

49

Ie 3ill simultaneousl1 respect and 4alue people and uphold humanness and human dignit1. Ie ac5no3ledge that e4er1 indi4idual brings different perspecti4es and capabilities to the team and that a strong team is founded on a 4ariet1 of perspecti4es. Ie 3ant indi4iduals to dream, 4alue differences, create and e7periment in pursuit of opportunities and achie4e leadership through team3or5. (Bce00ence Ie do 3hat is right, do it 3ell and 3in. Ie 3ill stri4e for e7cellence in 3hate4er 3e do. Innovation Ie 3ill constantl1 pursue ne3er and better processes, products, ser4ices and management practices. $ation %rientation Ie are a3are of our responsibilit1 to generate economic 4alue for the "ation. 'n pursuit of our goals, 3e 3ill ma5e no compromise in compl1ing 3ith applicable la3s and regulations at all le4els.

4<

"%RP%RA)( G%-(R$A$"( Preamb0e #4er the 1ears, ' 0 has e4ol4ed from a single product compan1 to a multibusiness corporation. 'ts businesses are spread o4er a 3ide spectrum, ranging from cigarettes and tobacco to hotels, pac5aging, paper and paperboards and international commodities trading. Each of these businesses is 4astl1 different from the others in its t1pe, the state of its e4olution and the basic nature of its acti4it1, all of 3hich influence the choice of the form of go4ernance. he challenge of go4ernance for ' 0

therefore lies in fashioning a model that addresses the uni8ueness of each of its businesses and 1et strengthens the unit1 of purpose of the 0ompan1 as a 3hole. Since the commencement of the liberalisation process, 'ndiaGs economic scenario has begun to alter radicall1. %lobalisation 3ill not onl1 significantl1 heighten business ris5s, but 3ill also compel 'ndian companies to adopt international norms of transparenc1 and good go4ernance. E8uall1, in the resultant competiti4e conte7t, freedom of e7ecuti4e management and its abilit1 to respond to the d1namics of a fast changing business en4ironment 3ill be the ne3 success factors. ' 0Gs go4ernance polic1 recognises the challenge of this ne3 business realit1 in 'ndia. 4=

D(5I$I)I%$ A$D P7RP% ( ' 0 defines 0orporate %o4ernance as a s1stemic process b1 3hich companies are directed and controlled to enhance their 3ealth generating capacit1. Since large corporations emplo1 4ast 8uantum of societal resources, 3e belie4e that the go4ernance process should ensure that these companies are managed in a manner that meets sta5eholders aspirations and societal e7pectations. "%R( PRI$"IP'( ' 0Gs 0orporate %o4ernance initiati4e is based on t3o core principles. hese are 2 i. !anagement must ha4e the e7ecuti4e freedom to dri4e the enterprise for3ard 3ithout undue restraints; and ii. his freedom of management should be e7ercised 3ithin a frame3or5 of effecti4e accountabilit1. ' 0 belie4es that an1 meaningful polic1 on 0orporate %o4ernance must pro4ide empo3erment to the e7ecuti4e management of the 0ompan1, and simultaneousl1 create a mechanism of chec5s and balances 3hich ensures that the decision ma5ing po3ers 4ested in the e7ecuti4e management is not onl1 not misused, but is used 3ith care and responsibilit1 to meet sta5eholder aspirations and societal e7pectations. 4?

PR%D7") RA$G( 5M"G PR%D7")

' 0 made its entr1 into the branded B pac5aged $oods business in August 2001 3ith the launch of the )itchens of 'ndia brand. A more broad-based entr1 has been made since Fune 2002 3ith brand launches in the 0onfectioner1, Staples and Snac5 $oods segments. he pac5aged foods business is an ideal a4enue to le4erage ' 0Gs pro4en strengths in the areas of hospitalit1 and branded cuisine, contemporar1 pac5aging and sourcing of agricultural commodities. ' 0Gs 3orld famous restaurants li5e the Bu5hara and the Dum Pu5ht, nurtured b1 the 0ompan1Gs (otels business, demonstrate that ' 0 has a deep understanding of the 'ndian palate and the e7pertise re8uired to translate this 5no3ledge into delightful dining e7periences for the consumer. ' 0 has stood for 8ualit1 products for o4er 9A 1ears to the 'ndian consumer and se4eral of its brands are toda1 internationall1 benchmar5ed for 8ualit1. he $oods business carries for3ard this proud tradition to deli4er 8ualit1 food products to the consumer. All products of ' 0Gs $oods business 6@

a4ailable in the mar5et toda1 ha4e been crafted based on consumer insights de4eloped through e7tensi4e mar5et research. Apart from the current portfolio of products, se4eral ne3 and inno4ati4e products are under de4elopment in ' 0Gs state-of-the-art Product De4elopment facilit1 located at Bengaluru. Ceadership in the $oods business re8uires a 5een understanding of the suppl1 chain for agricultural produce. ' 0 has o4er the last 9A 1ears established a 4er1 close business relationship 3ith the farming communit1 in 'ndia and is currentl1 in the process of enhancing the 'ndian farmerGs abilit1 to lin5 to global mar5ets, through the e-0houpal initiati4e, and produce the 8ualit1 demanded b1 its customers. his long-standing

relationship is being le4eraged in sourcing best 8ualit1 agricultural produce for ' 0Gs $oods business. 'n order to assure consumers of the highest standards of food safet1 and h1giene, ' 0 is engaged in assisting outsourced manufacturers in implementing 3orld-class h1giene standards through (A00P certification. he un3a4ering commitment to internationall1 benchmar5ed 8ualit1 standards enabled ' 0 to rapidl1 gain mar5et standing in all its ? brands2

)itchens of 'ndia Aashir4aad 6!

Sunfeast mint-o 0and1man BingoS

Aashirvaad
tap0es

' 0 entered the branded Atta mar5et 3ith the launch of Aashirvaad Atta in Faipur and 0handigarh on 2?th !a1 2002. he product is no3 a4ailable all o4er 'ndia. Aashir4aad atta has further built on its leadership position among the "ational Branded Pla1ers 3ith a mar5et share of >?P. GAashir4aadG promises the 'ndian house3ife the 6o1 of pro4iding her famil1 3ith the most delightful home-made rotis, made from the finest 8ualit1 atta. ' 0 uses the sourcing strength of its eC"houpa0s to bu1 3heat directl1 from the farmers to deli4er happiness to the 'ndian consumer T Khushiyaan Chun Chun ke (Happiness handpicked). Aashir4aadM is made from finest 8ualit1 64

3heat that ' 0 has the uni8ue capabilit1 to source through its e-0houpal net3or5. Premium 8ualit1 atta, made from 100P !P GsharbatiG 3heat is also a4ailable as Aashirvaad e0ect Atta. he 3heat for Aashirvaad uperior MP &heat Atta comes from the plush, fertile soil of !adh1a Pradesh and then blended using the traditional Gcha55i-grindingG method to gi4e the superior, discerning taste. pices

' 0 $oods also aims to delight the consumer through superior and inno4ati4e pac5aging. he Aashir4aad pac5age is PE Pol1, 3ith the design sho3casing the farming process underta5en in the rural heartland of 'ndia in the form of a !adhubani painting. UAashir4aad SelectM Atta -> 5g pac5/ 3as a3arded the &or0d tar Award for E7cellence in Pac5aging in the

0onsumer Pac5 0ategor1. his is one of the most prestigious a3ards in the 3orld for Pac5aging.

66

he latest offering is Aashirvaad Atta with Mu0tigrains.

his ne3 and

impro4ed 4ariant is designed to pro4ide nourishment for people of all ages and is an integrated mi7 of si7 different grains T 3heat, so1a, channa, oat, maiEe B ps1llium hus5 T 3hich gi4es a better and healthier option for the consumers. Aashirvaad Atta with Mu0tigrains is an e7cellent source of 4itamins 3hich is 4ital in strengthening immunit1 and e7tra protein content impro4es bod1 strength. he e7tra fibre ma5es food easier to digest and lo3 content of saturated fat 5eeps the heart smiling all through the da1 and abo4e all, still retaining the same great taste. select cities. his product is a4ailable in

6:

Aashirvaad a0t ' 0 launched branded pac5aged salt under the brand name DAashirvaad a0tE on 2?th !arch, 200<. around the countr1. he product is a4ailable in grocer1 stores

' 0 fora1ed into the branded spices mar5et 3ith the launch of Aashir4aad Spices in !a1 200>. he offering currentl1 consists of 0hilli, urmeric and 0oriander po3der in S)&s of >0g, 100g, 200g and >00g each. Aashir4aad Spices, operating in selected mar5ets of south and east, ha4e spread to a large consumer base and ha4e emerged as a ma6or pla1er in basic spices in most regional mar5ets. Aashirvaad Pick0e Mirch Powder

6;

'n !arch 200A, Aashir4aad added a uni8ue 4ariant to its Spices range 3ith the launch of Pic5le !irch Po3der in Andhra Pradesh, a state 5no3n for its 4ariet1 of spic1 pic5les. he Pic5le !irch Po3der uses the finest of

Iarangal Bamboo 0hillies, 3hich are sourced directl1 from the farmers and selected b1 e7perts to ensure the right aroma, pungenc1 and colour. Instant MiBes

0on4enience and authentic taste no3 has a ne3 name 3ith the Aashir4aad 'nstant !i7 range. his range, launched in !arch G0?, no3 includes %ulab Famun, Ra4a 'dli, Rice 'dli and Rice Dosa. Aashir4aad 'nstant !i7es promise the discerning 'ndian homema5er perfect tasting dishes, consistentl1. he Ra4a idli !i7 is a4ailable in >00g pac5 and rest of the

products are a4ailable in 200g pac5s.

69

Aashirvaad Read2 Mea0s

Aashir4aad Read1 !eals - a range of ten of the most popular 'ndian dishes in a read1-to-eat format. his range endea4ours to pro4ide the consumer an e7perience of authentic, home-made food at an affordable price. hese are 100P natural and ha4e Eero preser4ati4es. un1east 'n Ful1 200<, ' 0 fora1ed into the Biscuits mar5et 3ith the un1east range of %lucose, !arie and 0ream Biscuits. SunfeastMs brand essence, F pread the mi0eF connotes happiness, contentment, satisfaction and pleasure. he mascot unn2 reinforces the emotional aspects of the brand. 'n a span of ? 1ears Sunfeast has launched man1 ne3 4arieties and has its presence in almost all t1pes of biscuit categories.

6<

un1east Mi0k2 Magic

Pac5ed 3ith goodness of mil5 these deliciousl1 nutritious crisp and crunch1 biscuits are a fa4orite among mothers and 5ids. Mi0k2 Magic has the Upo3er of 2M - A perfect balance of energ1 that aids ph1sical strength and mental abilit1. hese biscuits stri5e the right balance of mil5 and 3heat 3hich helps in an all round de4elopment and nurturing of the child. un1east Go0den 3aker2

Sunfeast %olden Ba5er1 is a premium coo5ie on an inno4ati4e and differentiated platform. Caunched nationall1 in !arch 200A, these coo5ies are made from the recipes crafted b1 the master ba5ers of ' 0 (otels and are slo3l1 ba5ed in the traditional 3a1 till the1 are golden bro3n and de4elop the crisp1 bro5en crust te7ture. 6=

he Sunfeast %olden Ba5er1 coo5ies are a4ailable in three distinct fla4ours - Butter-"ut, Butterscotch and 0hoco-"ut coo5ies. hese products are

designed to gi4e consumers a rich B trul1 indulgent e7perience. un1east Dark 5antas2

'nspired b1 the !aster 0hefs of ' 0 hotels, it is the richest of chocolate 4anilla biscuits. hese biscuits are created using carefull1 chosen premium ingredients for a sensor1 e7perience unli5e an1 other. Dar5 $antas1 is more than a biscuit, itMs a lu7urious mi7 of aromatic cocoa and 4anilla.

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' 0 launched an e7clusi4e line of prestige fine fragrances under the (ssenGa Di &i00s brand in mid 200>. he (ssenGa Di &i00s range of

perfumes reinforces ' 0Ms tradition of bringing 3orld-class products to 'ndian consumers to enrich the 8ualit1 of their li4es. (ssenGa Di &i00s embodies a fine balance bet3een the classic and the contemporar1. he brand personifies e7clusi4it1, innate st1le, sophistication and magnetism. he (ssenGa Di &i00s line has been de4eloped 3ith the assistance of $rench perfumer1 e7perts to gi4e it the m1sti8ue and premium lu7ur1 8ualit1 that go 3ith the best of international brands. IniGio, the signature range under (ssenGa Di &i00s captures the 4er1 essence of attraction bet3een a man and a 3oman 3ith its t3o distinct lines - IniGio 5emme -for 3omen/ and IniGio .omme -for men/. he 3omenGs fine fragrance re4ol4es around A50ora0 5ruit2 Musk2A notes 3hile the menGs fine fragrance is centered on A%rienta0 &ood2 5ruit2A notes. he bath and bod2 care products share :@

the same olfactor1 signature of the fine fragrances, to offer a harmoniEed grooming e7perience. he latest addition to the (ssenGa Di &i00s portfolio is the A8ua range for men (AHua .omme+ that offers a distincti4e and fresh a8uatic fragrance. he A8ua range includes an After-

Sha4e Cotion, a Deodorant, a (air B Bod1 Shampoo and a Bathing Bar. (ssenGa Di &i00s has significantl1 enhanced its brand salience in the lifest1le space b1 being the associate sponsors of the Iills Cifest1le 'ndia $ashion Iee5, the countr1Gs most premier fashion e4ent that brings together the leading designers of the countr1.

he (ssenGa Di &i00s 1ashion 0ine, speciall1 designed for the brand b1 one of 'ndiaMs leading designers, *arun Bahl, recei4ed high appreciation at the Spring-Summer sho3 in September 200@. EssenEa Di Iills is a4ailable at Iills Cifest1le stores, select Fohn Pla1ers stores and select premium outlets. 'n September 200@, ' 0 launched 5iama Di &i00s, a premium range of personal care products comprising shampoos, conditioner, shower ge0s and soap. his

premium range is a uni8ue blend of nature and science that promises gent0e e11ective care. 't is an outcome of = 1ears of e7tensi4e research and de4elopment b1 e7perts at ' 0 RBD 0entre. he pac5aging for all 5iama :!

Di &i00s products has been de4eloped b1 a leading European design firm and the fragrances ha4e been house in $rance. de4eloped b1 an international fragrance

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' 0Ms Cifest1le Retailing Business Di4ision has established a nation3ide retailing presence through its &i00s 'i1est20e chain of e7clusi4e specialt1 stores. &i00s 'i1est20e, the fashion destination, offers a tempting choice of &i00s "0assic 3or5 3ear, &i00s port rela7ed 3ear, &i00s

"0ub0i1e e4ening 3ear, fashion accessories and (ssenGa Di &i00s T an e7clusi4e range of fine fragrances and bath B bod1 care products and 5iama Di &i00s - a range of premium shampoos and sho3er gels. Iills Cifest1le has also introduced &i00s ignature designer 3ear, designed b1 the leading designers of the countr1. Iith a distincti4e presence across segments at the premium end, ' 0 has also established *ohn P0a2ers as a brand that offers a complete fashion 3ardrobe to the male 1outh of toda1. he recent launch of Miss P0a2ers

3ith its range of trend1 fashion 3ear for 1oung 3omen has been a successful addition to the 1outhful offering. Iith its brands, ' 0 is committed to build a dominant presence in the apparel mar5et through a robust portfolio of offerings.

:6

Iills Cifest1le has been established as a chain of e7clusi4e specialt1 stores pro4iding the 'ndian consumer a trul1 G'nternational Shopping E7perienceG through 3orld-class ambience, customer facilitation and clearl1

differentiated product presentation. #ur stores ha4e established themsel4es as preferred shopping destinations in the prime shopping districts across the countr1 . At Iills Cifest1le, customers can bro3se at leisure, and shop in a rela7ed and pleasing atmosphere. he use of space is refreshing, 3hich is reflected e4en in the spacious changing rooms. E4er1 store offers an international retailing ambience 3ith the e7tensi4e use of glass, steel and granite, reflecting the most contemporar1 trends in store design, thereb1 creating a splendid bac5drop for the premium offerings.

::

MI

I%$

&nile4erGs mission is to add *italit1 to life. Ie meet e4er1da1 needs for nutrition, h1giene, and personal care 3ith brands that help people feel good, loo5 good and get more out of life.

"%RP%RA)( P7RP% ( &nile4erGs mission is to add *italit1 to life. Ie meet e4er1da1 needs for nutrition, h1giene and personal care 3ith brands that help people feel good, loo5 good and get more out of life. #ur deep roots in local cultures and mar5ets around the 3orld gi4e us our strong relationship 3ith consumers and are the foundation for our future gro3th. Ie 3ill bring our 3ealth of 5no3ledge and international e7pertise to the ser4ice of local consumers - a trul1 multi-local multinational. #ur long-term success re8uires a total commitment to e7ceptional standards of performance and producti4it1, to 3or5ing together effecti4el1, and to a 3illingness to embrace ne3 ideas and learn continuousl1.

:;

o succeed also re8uires, 3e belie4e, the highest standards of corporate beha4iour to3ards e4er1one 3e 3or5 3ith, the communities 3e touch, and the en4ironment on 3hich 3e ha4e an impact. his is our road to sustainable, profitable gro3th, creating long-term 4alue for our shareholders, our people, and our business partners.

PR( ($) )A)7R(

:9

(industan &nile4er Cimited -(&C/ is 'ndiaGs largest $ast !o4ing 0onsumer %oods compan1, touching the li4es of t3o out of three 'ndians 3ith o4er 20 distinct categories in (ome B Personal 0are Products and $oods B Be4erages. he1 endo3 the compan1 3ith a scale of

combined 4olumes of about = million tonnes and sales of nearl1 Rs.1<@1A crores. (&C is also one of the countr1Gs largest e7porters; it has been recognised as a %olden Super Star 'ndia. he mission that inspires (&CGs o4er 1>,000 emplo1ees, including o4er 1,<00 managers, is to Dadd 4italit1 to life.D (&C meets e4er1da1 needs for nutrition, h1giene, and personal care 3ith brands that help people feel good, loo5 good and get more out of life. 't is a mission (&C shares 3ith its parent compan1, &nile4er, 3hich holds >2.10P of the e8uit1. he rest of the shareholding is distributed among rading (ouse b1 the %o4ernment of

<?0,?@> indi4idual shareholders and financial institutions.

:<

(&CGs brands - li5e Cifebuo1, Cu7, Surf E7cel, Rin, Iheel, $air B Co4el1, PondGs, Sunsil5, 0linic, Pepsodent, 0lose-up, Ca5me, Broo5e Bond, )issan, )norr-Annapurna, )3alit1 IallGs T are household names across the countr1 and span man1 categories - soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinar1 products. he1 are manufactured o4er <@ factories across 'ndia. he operations in4ol4e o4er 2,000 suppliers and associates. (&CGs distribution net3or5, comprising about 2,>00 redistribution stoc5ists, co4ering ?.< million retail outlets reaching the entire urban population, and about 2>0 million rural consumers. (&C has traditionall1 been a compan1, 3hich incorporates latest technolog1 in all its operations. he (industan &nile4er Research

0entre -(&R0/ 3as set up in 19>A, and no3 has facilities in !umbai and Bangalore. (&R0 and the %lobal echnolog1 0entres in 'ndia ha4e o4er 200 highl1 8ualified scientists and technologists, man1 3ith post-doctoral e7perience ac8uired in the &S and Europe.

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(&C belie4es that an organisationGs 3orth is also in the ser4ice it renders to the communit1. (&C is focusing on health B h1giene education, 3omen empo3erment, and 3ater management. 't is also in4ol4ed in education and rehabilitation of special or underpri4ileged children, care for the destitute and ('*-positi4e, and rural de4elopment. (&C has also responded in case of national calamities 9 ad4ersities and contributes through 4arious 3elfare measures, most recent being the 4illage built b1 (&C in earth8ua5e affected %u6arat, and relief B rehabilitation after the sunami caused de4astation in South 'ndia. 'n 2001, the compan1 embar5ed on an ambitious programme, Sha5ti. hrough Sha5ti, (&C is creating micro-enterprise opportunities for rural 3omen, thereb1 impro4ing their li4elihood and the standard of li4ing in rural communities. Sha5ti also includes health and h1giene education through the Sha5ti *ani Programme, and creating access to rele4ant information through the iSha5ti communit1 portal. he

program no3 co4ers 1> states in 'ndia and has o4er =>,000 3omen entrepreneurs in its fold, reaching out to 1<>,000 4illages and directl1 reaching to 1>0 million rural consumers.

:?

(&C is also running a rural health programme T Cifebuo1 S3asth1a 0hetana. he programme endea4ours to induce adoption of h1gienic practices among rural 'ndians and aims to bring do3n the incidence of diarrhoea. 't has alread1 touched 120 million people in appro7imatel1 >0, ?@? 4illages across 'ndia. he 4ision is to ma5e a billion 'ndians feel safe and secure. 'f (industan &nile4er straddles the 'ndian corporate 3orld, it is because of being single-minded in identif1ing itself 3ith 'ndian aspirations and needs in e4er1 3al5 of life.

MA$AG(M($) )R7")7R(
(industan &nile4er Cimited is 'ndiaGs largest $ast !o4ing 0onsumer %oods -$!0%/ compan1. 't is present in (ome B Personal 0are and $oods B Be4erages categories. (&C and %roup companies ha4e about 1>,000 emplo1ees, including 1200 managers. he fundamental principle determining the organisation structure is to infuse speed and fle7ibilit1 in decision-ma5ing and implementation, 3ith empo3ered managers across the compan1Ms nation3ide operations.

3oard he Board of Directors as repositories of the corporate po3ers act as a guardian to the 0ompan1 as also the protectors of shareholderMs interest. ;@

his Ape7 bod1 comprises of a "on- E7ecuti4e 0hairman, four 3hole time Directors and fi4e independent "on T E7ecuti4e Directors. he Board of the 0ompan1 represents the optimum mi7 of professionalism, 5no3ledge and e7perience.

Management "ommittee he da1-to-da1 management of affairs of the 0ompan1 is 4ested 3ith the !anagement 0ommittee 3hich is sub6ected to the o4erall superintendence and control of the Board. he !anagement 0ommittee is headed b1 !r.

"itin Paran6pe and has functional heads as its members representing 4arious functions of the 0ompan1.

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PR%D7") RA$G(
.%M( / P(R %$A' "AR(
'7I Since 1929, Cu7 in step 3ith the changing trends and e4ol4ing beaut1 needs of the consumers, offers an e7citing range of soaps and Bod1 Iashes 3ith uni8ue elements to ma5e bathing time more pleasurable. #ne can choose from a range of s5incare benefits li5e firming, fairness and moisturising.

Cu7 stands for the promise of beaut1 and glamour as one of 'ndiaGs most trusted personal care brands. Cu7 Belie4es in passion for beaut1 .'t continues to be a fa4ourite 3ith generations of users for the e7perience of a sensuous and lu7urious bath. Cu7 belie4es that femininit1 shouldnMt be ;4

denied. Since its launch in 'ndia in the 1ear 1929, Cu7 has offered a range of soaps in different sensuous colours and 3orld class fragrances. Cu7 is a beaut1 soap of film stars, Cu7 recogniEed the need for a compelling message about beaut1 that 3ould resonate 3ith 3omen of toda1. Cu7 has recentl1 launched its t3o fruit e7tract 4ariants T "e3 Cu7 Stra3berr1 B 0ream and Cu7 Peach B 0ream contain a blend of succulent fruits B luscious 0hantill1 cream that melts do3n into 1our s5in ma5ing it soft and smooth.

3R((J( BreeEe Scent !agic is the soap 3hich fulfills the aspirations of 3omen of rural 'ndia. BreeEe has offered them Gbeaut1 at an affordable priceG, ma5ing them loo5 and feel beautiful. BreeEe comes in = e7otic fragrances T Rose, Sandal, Cime and Ra6nigandha. All this at a 4er1 affordable price for the masses. 7R5 (I"(' A pioneer in the 'ndian detergent po3der mar5et, Surf E7cel has constantl1 upgraded itself o4er the 1ears, to ans3er the constantl1 changing 3ashing needs of the 'ndian homema5er. oda1 Surf E7cel offers outstanding stain remo4al abilit1 on a 3ide range of stains. ;6 his means that mothers no3

ha4e the freedom to let their 5ids e7perience life 3ithout 3orr1ing about stains. Surf E7cel 8uic5 3ash is po3ered 3ith a path-brea5ing technolog1- it reduces 3ater consumption and time ta5en for rinsing b1 >0P. 't is a significant benefit, gi4en the acute 3ater scarcit1 in most of 'ndia. Surf E7cel is a4ailable in < 4ariants2 Surf E7cel Blue, Surf E7cel Vuic5 Iash and Surf E7cel Automatic. So 3hate4er be the need, Surf E7cel hai na.

&.(('

Iheel is 'ndiaGs number one detergent brand. Caunched in 19A@, it cleans effecti4el1 3ith lesser effort, ma5ing a laborious chore li5e 3ashing light and eas1. !oreo4er, Iheel does not burn hands or harm clothes li5e some other detergents, 3hich contain a high percentage of soda. E4er since its relaunch in 2001, 3ith the ne3 positioning of Gbest clean 3ith less effortG, Iheel has been gro3ing strongl1. Research sho3ed that consumers see5 a solution to hea41 dut1 laundr1, li5e bed sheets and curtains. De4eloping on this insight, 3heel sought to eliminate the trouble of tough dirt or hea41-dut1 laundr1. !ass mar5et consumers ha4e 3elcomed the solution, ma5ing it the number one. ;:

7$ I'# Caunched in 19?=, Sunsil5 is the largest beaut1 shampoo brand in the countr1. Positioned as the A.air (BpertA, Sunsil5 has identified different hair needs and offers the consumer a shampoo that gi4es her the desired results. he benefits are more compelling and rele4ant since the 4ariants are harmonised in terms of the product mi7 - fragrance, colour and ingredients are all 3ell lin5ed to cue the o4erall s1nerg1. he range comes in premium pac5aging and design. he accent is on D't 5no3s 1ou, and hence 5no3s

e7actl1 3hat 1our hair needsD. AI( A7e, the deodorant that is considered cool, fashionable and st1lish b1 1oung men 3as launched in 'ndia in 1999. A4ailable in more than ?0 countries around the 3orld, it is a 3orld leader in male toiletries. A7e has a mi7 that is completel1 harmonised globall1 T from its proposition and communication to the product, as a4ailable on the shelf. A7e is a4ailable in fi4e fragrances2 Fa4a, Pulse, Dimension, *oodoo and Phoeni7. A7e has become the leading male deodorant brand in 'ndia 3ithin 6ust one 1ear of its launch. ;;

0onsumers associate a lifest1le of cool clubs, cool music and cool fashion 3ith A7e. he 1outh 4ie3 it as an icon 3hich introduces man1 GfirstsG to

their 3orld of music and dance T li5e the first DIorldGs Congest Dance Part1D and the first e4er GA7e *oodoo 'sland Part1G

5AIR / '%-('> A 3omanGs passion for beaut1 is uni4ersal and catering to this strong need is $air B Co4el1. Based on a re4olutionar1 brea5through in s5in lightening technolog1, $air B Co4el1 3as launched in 19@A. he (industan Ce4er Research 0entre -it is among the largest research establishments in 'ndiaGs pri4ate sector, including pharmaceutical

companies, 3ith facilities in !umbai and Bangalore/ deplo1ed technolog1, based on pioneering research in the science of s5in lightening to de4elop $air B Co4el1. he formulation is patented. 'ts formulation acts safel1 and gentl1 3ith the natural rene3al process of the s5in, ma5ing comple7ion fairer o4er a period of si7 3ee5s.

;9

$air B Co4el1 is formulated 3ith optimum le4els of &* sunscreens and "iacinamide that is 5no3n to control dispersion of melanin in the s5in. 't is a patented and proprietar1 formulation, 3hich has been in the mar5et for 2> 1ears. "iacinamide -*itamin B</ is a 3ater-soluble 4itamin and is 3idel1 distributed in cereals, fruits and 4egetables - and its use in cosmetic formulations has been 5no3n for 4arious end benefits. he &* components of the formulation are scientificall1 chosen and used at optimum le4els to pro4ide 3ide spectrum protection against &* ra1s of the sun. Specificall1, this patented formulation offers a high &*A protection, 3hich is more rele4ant to Asian s5in than plain SP$ protection creams sold in the Iest. All the acti4e ingredients in the $air B Co4el1 formulation function s1nergisticall1 to lighten s5in colour through a process that is natural, re4ersible and totall1 safe. he brand toda1 offers a substanti4e range of products, including A1ur4edic $air B Co4el1 $airness cream, $air B Co4el1 Anti-!ar5s cream, $air B Co4el1 #il control $airness %el, $air B Co4el1 for Deep S5in and $air B Co4el1 $airness Soap. he latest has been the Perfect Radiance, a complete range of 12 premium s5incare solutions from $air B Co4el1.

P(P %D($)

;<

Pepsodent, launched in 199<, 3as the first toothpaste 3ith a uni8ue antibacterial agent to address the consumer need of chec5ing germs e4en hours after brushing. Pepsodent pac5s included a %erm 'ndicator in $ebruar1-!a1 2002, 3hich allo3ed consumers to see the efficac1 in fighting germs for themsel4es. As a follo3-up, in #ctober 2002, Pepsodent offered Dental 'nsurance to all its consumers to demonstrate the confidence the compan1 has in the technical superiorit1 of the product. Pepsodent connects directl1 3ith 5ids and their parents. Pepsodent has al3a1s 3or5ed in the direction of an o4erall a3areness of dental health. he relaunch campaign in #ctober 200< 3idened the conte7t to Ds3eet and stic51D food and le4eraged the truth that children do not rinse their mouths e4er1 time the1 eat, demonstrating that this ma5es their teeth 4ulnerable to germ attac5. PepsodentGs most recent campaign aims at educating consumers on the need for germ protection through the night. Pepsodent also includes a range of toothbrushes.

'A#M(

;=

(alf a centur1 ago, as 'ndia too5 her steps into freedom, Ca5me, 'ndiaGs first beaut1 brand 3as born. At a time 3hen the beaut1 industr1 in 'ndia 3as at a nascent stage, Ca5me tapped into 3hat 3ould gro3 to be amongst the leading, high consumer interest segments in the 'ndian 'ndustr1 - that of s5incare and cosmetic products. Armed 3ith a potent combination of foresight, research and constant inno4ation, Ca5me has gro3n to be the mar5et leader in the cosmetics industr1. Ca5me toda1 has gro3n to ha4e a 3ide 4ariet1 of products and ser4ices that co4er all facets of beaut1 care, and arm the consumer 3ith products to pamper herself from head to toe. hese include products for the lips, nails, e1es, face and s5in, and ser4ices li5e the Ca5me Beaut1 Salons.

5%%D 3R%%#( 3%$D 'n a nation of tea drin5ers, the one brand that signifies tea in 'ndia is Broo5e Bond T e4er since the launch of Broo5e Bond Red Cabel in 190<. 't is 'ndiaGs single largest tea brand. 't has touched millions of consumers 3ith a range of tea offerings appealing to the di4ersit1 of their tastes.'t has the strongest foothold amongst an1 of the tea brands in 'ndia and touches the homes of o4er >00 million consumers.

;?

o de-commoditise the tea categor1, Broo5e Bond is focusing its efforts on building four po3erful sub-brands, namel1, Broo5e Bond a6 !ahal,

Broo5e Bond Red Cabel, Broo5e Bond aaEa B Broo5e Bond < Roses. he range offers a full 4ariet1 of propositions as 3ell as price points to appeal to 4arious sections.

#I

A$

Ac8uired b1 (industan Ce4er Cimited in 199=, the )issan categor1 consists of Gdeliciousl1 3holesome products for 5ids to gro3 up.G he )issan range consists of 5etchup and other sauces, 6ams, s8uashes and read1-to-drin5 products. $or mothers and children, )issan is toda1 one of the most trusted brands in the countr1. )issan continues to be a pioneer in the categories that it operates in.

3R7

9@

Bru, launched in 19?9, created histor1 in the first 1ear of launch b1 gro3ing to a record mar5et share of 21P. E4er since, it has gro3n from strength to strength. Bru has been instrumental in 4irtuall1 creating the entire 'nstant 0offee categor1 as it e7ists toda1. 't has been at the forefront of most inno4ations in the 'nstant 0offee categor1 - 3hether in coffee-chicor1 blends, refill pac5aging, 4ending operations, or more recentl1 the Co3-unit-price pac5s. he Bru franchise also includes the Bru Roast B %round, 'ndiaGs most popular Roast B %round 0offee brand, and Bru !alabar Roast B %round 3hich is a4ailable in select geographies. #&A'I)> &A''A )3alit1 IallGs, launched in 199>, is the compan1Gs master brand for ice cream. )3alit1 IallGs has combined state-of-the art technical 5no3-ho3 of &nile4er - the global leader in ice cream - 3ith a deep insight of the 'ndian mar5et, to deli4er a range of superior 8ualit1 products under its international brands. )e1 launches include 0ornetto, $east, *iennetta, and a range of Sundaes, and also e7citing eats for children specificall1, li5e Cime Punch or Sunshine Wing 0one. )3alit1 IallGs ensures that 3hile each of its offerings is uni8ue 9!

in taste and fla4our, the1 are also accessible to more consumers through brea5through cost reengineering and 4alue deli4er1.

R( (AR". M().%D%'%G> D(5I$I)I%$ %5 R( (AR".

Research is defined as human acti4it1 based on intellectual application in the in4estigation of matter. he primar1 purpose for applied research is

disco4ering, interpreting, and the de4elopment of methods and s1stems for the ad4ancement of human 5no3ledge on a 3ide 4ariet1 of scientific matters of our 3orld and the uni4erse. Research can use the scientific method, but need not do so.

94

Scientific research relies on the application of the scientific method, a harnessing of curiosit1. his research pro4ides scientific information and

theories for the e7planation of the nature and the properties of the 3orld around us. 't ma5es practical applications possible. Scientific research is funded b1 public authorities, b1 charitable organisations and b1 pri4ate groups, including man1 companies. Scientific research can be subdi4ided into different classifications according to their academic and application disciplines. (istorical research is embodied in the historical method. he term research is also used to describe an entire collection of information about a particular sub6ect.

)>P( %5 R( (AR". Kua0itative research:C Vualitati4e research allo3s 1ou to e7plore

perceptions, attitudes and moti4ations and to understand ho3 the1 are formed. 't pro4ides depth of information 3hich can be used in its o3n right or to determine 3hat attributes 3ill subse8uentl1 be measured in 8uantitati4e studies. *erbatim 8uotes are used in reports to illustrate points and this brings the sub6ect to life for the reader. (o3e4er, it relies hea4il1 on the s5ills of the moderator, is ine4itabl1 sub6ecti4e and samples are small. echni8ues include group discussions93or5shop sessions, paired 96

inter4ie3s, indi4idual in-depth inter4ie3s and m1ster1 shopping -3here the researcher pla1s the role of a potential student, etc in order to replicate the o4erall e7perience/.

Kuantitative research2- Vuantitati4e research is descripti4e and

pro4ides hard data on the numbers of people e7hibiting certain beha4iours, attitudes, etc. 't pro4ides information in breadth and allo3s 1ou to sample large numbers of the population. 't is, ho3e4er, structured and does not 1ield the reasons behind beha4iour or 3h1 people hold certain attitudes. echni8ues commonl1 used in (E9$E

include postal sur4e1s -particularl1 appropriate in the case of student populations 3here name and address information is a4ailable/, telephone sur4e1s -appropriate for sur4e1s of emplo1ers/, on-line or 3eb-based sur4e1s -4er1 cost-effecti4e for reaching audiences 3here e-mail penetration is high, such as students and uni4ersit19college staff/ and m1ster1 shopping -in this case to test 8uantifiable aspects of the ser4ice/.

R( (AR". D( IG$
Plan outlining ho3 information is to be gathered for an assessment or e4aluation that includes identif1ing the data gathering method-s/ , the instruments to be used9created, ho3 the instruments 3ill be administered, and ho3 the information 3ill be organiEed and anal1Eed. 9:

)>P( %5 R( (AR". D( IG$

1. Philosophical9discursi4e his ma1 co4er a 4ariet1 of approaches, but 3ill dra3 primaril1 on e7isting literature, rather than ne3 empirical data. A discursi4e stud1 could e7amine a particular issue, perhaps from an alternati4e perspecti4e -eg feminist/. Alternati4el1, it might put for3ard a particular argument or e7amine a methodological issue. 2. Citerature re4ie3 his ma1 be an attempt to summarise or comment on 3hat is alread1 5no3n about a particular topic. B1 collecting different sources together, s1nthesising and anal1sing criticall1, it essentiall1 creates ne3 5no3ledge or perspecti4es. might ta5e. <. 0ase stud1 his 3ill in4ol4e collecting empirical data, generall1 from onl1 one or a small number of cases. 't usuall1 pro4ides rich detail about those cases, of a predominantl1 8ualitati4e nature. here are a number of different here are a number of different forms a literature re4ie3

approaches to case stud1 3or5 -eg ethnographic, hermeneutic, ethogenic, etc/ and the principles and methods follo3ed should be made clear.

9;

=. Sur4e1 Ihere an empirical stud1 in4ol4es collecting information from a larger number of cases, perhaps using 8uestionnaires, it is usuall1 described as a sur4e1. Alternati4el1, a sur4e1 might ma5e use of alread1 a4ailable data, collected for another purpose. A sur4e1 ma1 be cross-sectional -data

collected at one time/ or longitudinal -collected o4er a period/. Because of the larger number of cases, a sur4e1 3ill generall1 in4ol4e some 8uantitati4e anal1sis. >. E4aluation his might be an e4aluation of a curriculum inno4ation or organisational change. An e4aluation can be formati4e -designed to inform the process of de4elopment/ or summati4e -to 6udge the effects/. #ften an e4aluation 3ill ha4e elements of both. 'f an e4aluation relates to a situation in 3hich the researcher is also a participant it ma1 be described as Uaction researchM. E4aluations 3ill often ma5e use of case stud1 and sur4e1 methods and a summati4e e4aluation 3ill ideall1 also use e7perimental methods. ?. E7periment his in4ol4es the deliberate manipulation of an inter4ention in order to determine its effects. he inter4ention might in4ol4e indi4idual pupils,

teachers, schools or some other unit. Again, if the researcher is also a participant -e.g. a teacher/ this could be described as Uaction researchM.

99

DA)A "%''(")I%$
Data collection is a term used to describe a process of preparing and collecting data - for e7ample as part of a process impro4ement or similar pro6ect. A method of data collection in 3hich the situation of interest is 3atched and the rele4ant facts, actions and beha4iors are recorded.

PRIMAR> DA)A "%''(")I%$ M().%D

'n primar1 data collection, 1ou collect the data 1ourself using methods such as inter4ie3s and 8uestionnaires. he 5e1 point here is that the data 1ou

collect is uni8ue to 1ou and 1our research and, until 1ou publish, no one else has access to it.

("%$DAR> DA)A "%''(")I%$ M().%D

All methods of data collection can suppl1 8uantitati4e data -numbers, statistics or financial/ or 8ualitati4e data -usuall1 3ords or te7t/. Vuantitati4e data ma1 often be presented in tabular or graphical form. Secondar1 data is data that has alread1 been collected b1 someone else for a different purpose to 1ours. SA!PCE S'WE 2?0 9<

SA!PC'"% &"' SA!PCE PR#0ED&RE SA!PC'"% !E (#D DA A S#&R0ES DA A 0#CCE0 '#" !E (#D RESEAR0( '"S R&!E" 2

20ustomers 2U0on4enience SamplingM 2UPersonal 'nter4ie3M 2 Primar1 B Secondar1 data. 2 NSur4e1: NVuestionnaire:

9=

7MP)I%$

A h1pothesis is a tentati4e statement that proposes a possible e7planation to some phenomenon or e4ent. A useful h1pothesis is a testable statement 3hich ma1 include a prediction. Effecti4e mar5eting strategies are must for each $!%0 compan1. Effecti4e mar5eting strategies ma5e positi4e impact on consumer beha4iour. he entire customers are satisfied b1 the mar5eting strategies adopted b1 $!0% 0ompan1. Effecti4e mar5eting strategies al3a1s increase the sale of $!0% products.

9?

A$A'> I A$D I$)(RPR()A)I%$

V.1. Do 1ou a3are all about $!0% products a4ailable in the mar5et placeL )ab0e $o. C ! .$o. %ptions 1. +es 2. "o <. 0anGt sa1 Graph $o. C ! Percentage A0P 10P 10P

I$)(RPR()A)I%$:C A0P respondents are a3are all about $!0% products a4ailable in the mar5et place, 10P respondents donGt 5no3 the about $!0% product and remaining 10P respondents are unable to sa1 an1thing. V.2. Do 1ou 5no3 the concept of brand or brandingL

<@

)ab0e $o. C 4 .$o. %ptions 1. +es 2. "o <. 0anGt sa1 Percentage @>P 1>P 10P

Graph $o. C 4

I$)(RPR()A)I%$:C >>P respondents 5no3 the concept of brand or branding, 1>P respondents donGt 5no3 about brand and remaining 10P respondents are unable to sa1 an1thing.

V.<. 'f 1es, brand e4aluates and e7presses the consumerMs inner feeling that reflects the consumer fa4orable or unfa4orable to3ards the productsL )ab0e $o. C 6 .$o. %ptions <! Percentage

1. 2. <.

+es "o 0anGt sa1 Graph $o. C 6

?0P 20P 20P

I$)(RPR()A)I%$:C ?0P respondents belie4e that, brand e4aluates and e7presses the consumersM inner feeling that reflects the consumer fa4orable or unfa4orable to3ards the products. 20P respondents donGt belie4e this statement and remaining 20P respondents are unable to sa1 an1thing. V.=. 's brand image, an important factor 3hich is necessar1 for consumer to e4aluate brandL )ab0e $o. C : .$o. %ptions 1. +es 2. "o <. 0anGt sa1 <4 Percentage ?>P 1>P 20P

Graph $o. C :

I$)(RPR()A)I%$:C ?>P respondents belie4e that, the brand image is the important factor 3hich lin5ed that consumer holds in memor1, 1>P respondents donGt belie4e this statement remaining 20P respondents are unable to sa1 an1thing. V.>. Ihich factor is more important to build the brand image -speciall1 for college students/L )ab0e $o. C ; .$o. %ptions 1. Attributes 2. 0onse8uences <. Brand personalit1 Graph $o. C ; Percentage @0P >P 2>P

<6

I$)(RPR()A)I%$:C @0P respondents belie4e that attributes is the important factor to build brand image. >P respondents belie4e that conse8uences are the important factor to build the brand image and remaining 2>P respondents belie4e that brand personalit1 is the important factor to build the brand image. V.?. 's brand pro4ides 4alue to the customers b1 enhancing interpretation or processing of information, confidence in the purchase decisionL )ab0e $o. C 9 .$o. %ptions 1. +es 2. "o <. 0anGt sa1 Graph $o. C 9 Percentage =0P <>P 2>P

<:

I$)(RPR()A)I%$:C =0P respondents thin5 that brand pro4ides 4alue to the customers b1 enhancing interpretation or processing of information, confidence in the purchase decision. <>P respondents donGt thin5 so and remaining 2>P respondents are unable to sa1 an1thing. V.@. Do 1ou understand the concept of brand lo1alt1L

)ab0e $o. C < .$o. %ptions 1. +es 2. "o <. 0anGt sa1 Graph $o. C < Percentage >0P <0P 20P

<;

I$)(RPR()A)I%$:C >0P respondents 5no3 the concept of brand lo1alt1, <0P respondents donGt 5no3 and remaining 20P respondents are unable to sa1 an1thing.

V.A. Ihich compan1Gs $!0% productGs do 1ou li5e mostL )ab0e $o. L =

.$o. %ptions 1. ' 0 2. (&C <. #thers Graph $o. L =

Percentage =>P <>P 20P

<9

I$)(RPR()A)I%$:C =>P respondents li5e ' 0, <>P respondents li5e (&C and remaining 20P respondents li5e others. V.9. 'n 1our opinion, brand pro4ides 4alues to consumer li5e college studentsL )ab0e $o. C ? .$o. %ptions 1. +es 2. "o <. 0anGt sa1 Graph $o. C ? Percentage =0P 20P =0P

<<

I$)(RPR()A)I%$:C =0P respondents thin5 that brand pro4ides 4alues to consumer li5e college students, 20P respondents donGt thin5 about this and remaining =0P respondents thin5 all of the abo4e statement. V.10. Ihat factor, 3hich affect 1our bu1ing decision of 1ours fa4orite brands of $!0% goodsL )ab0e $o. C !@ .$o. 1. 2. <. =. %ptions Vualit1 Price 0ompan1Gs image $amil1 choice Graph $o. C !@ Percentage =>P <0P 1>P 10P

<=

I$)(RPR()A)I%$:C =>P respondents thin5 that the 8ualit1, <0P respondents thin5 that the price, 1>P respondents thin5 that the compan1Gs image and remaining 10P respondents thin5 that the famil1 choice. V.11. hrough 3hich mode 1ou usuall1 come to 5no3 about 1our fa4orite brandsL )ab0e $o. C !! .$o. 1. 2. <. =. %ptions Percentage Ad4ertisement >>P Recommendation of shop5eeper 20P Reference group 1>P 0asuall1 10P Graph $o. C !!

<?

I$)(RPR()A)I%$:C >>P respondents sa1 b1 ad4ertisement, 20P respondents sa1 b1 recommendation of shop5eeper, 1>P respondents sa1 b1 reference group and remaining 10P respondents sa1 b1 casuall1. V.12. Does ad4ertisement de4elops a brand image of an1 compan1L

)ab0e $o. C !4 .$o. %ptions 1. +es 2. "o <. 0anGt sa1 Graph $o. C !4 Percentage >0P <0P 20P

=@

I$)(RPR()A)I%$:C >0P respondents belie4e that ad4ertisement de4elops a brand image of an1 compan1, <0P respondents donGt belie4e this and remaining 20P respondents are unable to sa1 an1thing.

I!"I!#S
=!

 !a7imum number of respondents is a3are all about $!0% products a4ailable in the mar5et place. !a7imum number of respondents 5no3s the concept of brand or branding. Brand e4aluates and e7presses the consumerGs inner feeling that reflects the consumer fa4orable or unfa4orable to3ards the products. Brand image is an important factor 3hich is necessar1 for consumer to e4aluate brand. Brand pro4ides 4alue to the customers b1 enhancing interpretation or processing of information, confidence in the purchase decision. !a7imum number of respondents understands the concept of brand lo1alt1. Brand pro4ides 4alues to consumer li5e college students. he factor 3hich affect 1our bu1ing decision of 1ours fa4orite brands of $!0% goods are Vualit1. Ad4ertisement de4elops a brand image of an1 compan1. !a7imum number of respondents preferred to purchase the brand than local product. !a7imum numbers of respondents are a3are all about the brand of ' 0Ms UAashir4aadM. =4

"%$"'7 I%$
his pro6ect is based on the comparati4e anal1sis of t3o $!0% companies li5e ' 0 and (&C. 'n this pro6ect report 3e ha4e tried to find out the brand preference of $!0% products. Brand lo1alt1 implies that the consumer is 3illing, at least on occasion, to put aside their o3n desires in the interest of the brand. Brand lo1alt1 has been proclaimed b1 some to be the ultimate goal of mar5eting. #n the other hand, one of the most prominent features of man1 mar5ets is their o4erall stabilit1 - or inertia. hus, in their essential characteristics the1 change 4er1 slo3l1, often o4er decades - sometimes centuries - rather than o4er months. his stabilit1 has t3o 4er1 important implications. he first is that if 1ou are a clear brand leader 1ou are especiall1 3ell placed in relation to 1our competitors, and should 3ant to further the inertia 3hich lies behind that stable position. his 3ill, ho3e4er, still demand a continuing pattern of minor changes, to 5eep up 3ith the marginal changes in consumer taste -3hich ma1 be minor to the theorist, but 3ill still be crucial in terms of those consumersG purchasing patterns - mar5ets do not fa4our the o4ercomplacent./. But these minor in4estments are a small price to pa1 for the long term profits 3hich brand leaders usuall1 en6o1. #nl1 farmhands ma5e a career out of mil5ing co3s, and onl1 fools 6eopardise the in4estment contained in an established brand leader. he second, and more important is that if 1ou 3ant to o4erturn this stabilit1, and change the mar5et -or significantl1 change 1our position in it/, then 1ou must e7pect to ma5e massi4e in4estments to succeed. E4en though stabilit1 is the natural state of mar5ets, ho3e4er, sudden changes can still occur and the en4ironment must be constantl1 scanned for signs of these. he main concluding points of this pro6ect reports are as follo3s2 Brand e4aluates and e7presses the consumerGs inner feeling that reflects the consumer fa4orable or unfa4orable to3ards the products. Brand pro4ides 4alue to the customers b1 enhancing interpretation or processing of information, confidence in the purchase decision. he factor 3hich affect 1our bu1ing decision of 1ours fa4orite brands of $!0% goods are Vualit1. !a7imum numbers of respondents are a3are all about the brand of ' 0Ms UAashir4aadM. Almost all the respondents are satisfied b1 all these products of ' 0.

=6

7GG( )I%$ / R(""%M($DA)I%$

Both companies should de4elop ad4ertisement on Uproduct different ionM basis. Both companies ha4e 3ell 3or5ed out ladder portfolio 3ith brands positioned to each price point, strateg1 3as going 3ell. Ad4ertisement should be more sociall1 e7pectable. he compan1 should gi4e more emphasis on 8ualit1 of the products.

Ad4ertisement should present real facts. he companies should communicate all the promotional strategies to the customer time to time.

=:

'IMI)A)I%$
Rele4ance2 he data ma1 not fit into the needs of in4estigation. here ma1 be difference in the units of measurement, there ma1 be surrogated data, discrepanc1 of class B data ma1 pertain to some other period of time. Difficulties in the identification of the source. Difficult1 to find secondar1 data that e7actl1 the needs of some specific research in4estigation. Error ma1 be there in recording or transferring information from secondar1 sources. he facilities or capabilities of the agenc1 that originall1 collected the data might be 8uestionable.

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3I3'I%GRAP.>
+ada4 P.)., !ar5eting Strategies, Anami5a Publishers B Distributors. Rathore B.S., Ad4ertisement !anagement, (imala1a Publishing (ouse. )otler P., !ar5eting !anagement2 Prentice (all of 'ndia P4t. Ctd..

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333.itc.com 333.hul.com

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V.1. Do 1ou a3are all about $!0% products a4ailable in the mar5et placeL a. +es b. "o c. 0anGt sa1

V.2. Do 1ou 5no3 the concept of brand or brandingL a. +es b. "o c. 0anGt sa1

V.<. 'f 1es, e4aluates brand e7press the consumers inner feeling that reflect the consumer fa4orable or unfa4orable to3ards the products L a. +es b. "o c. 0anGt sa1

V.=. 's brand image, an important factor 3hich is necessar1 for consumer to e4aluate brandL a. +es b. "o c. 0anGt sa1

V.>. Ihich factor is more important to build the brand image -speciall1 for college students/L a. Attributes b. 0onse8uences c. Brand personalit1

V.?. 's brand pro4ides 4alue to the customers b1 enhancing interpretation or processing of information, confidence in the purchasing decisionL a. +es b. "o =< c. 0anGt sa1

V.@. Do 1ou understand the concept of brand lo1alt1L a. +es b. "o c. 0anGt sa1

V.A. Ihich compan1Gs $!0% productGs do 1ou li5e mostL a. ' 0 b. (&C c. #thers

V.9. Do 1ou thin5 that Dbrand pro4ides 4alues to consumer -college students/L a. +es b. "o c. 0anGt sa1

V.10. Ihich factor affect 1our bu1ing decision of 1ours fa4orite brands of $!0% goodsL a. Vualit1 c. 0ompan1Gs image b. Price d. $amil1 choice

V.11. (o3 do 1ou come to 5no3 about 1our fa4orite brandsL a. Ad4ertisement c. Reference groups b. Recommendation of shop5eeper d. 0asuall1

V.12. Does ad4ertisement de4elops a brand image of an1 compan1L a. +es b. "o c. 0anGt sa1

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