Promotional Strategies for Tourism Businesses

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INTRODUCTION
1. PROMOTION
Promotion can be defined as any method that communicates to the target market about
the right product to be sold in the right place at the right Price. Promotion is the activities
people use to communicate with others about their product or service and to convince
them to use it. Everything you do communicates something about your business. In
tourism, this includes a wide variety of activities including brochures, billboards, and
newspaper Ads. Promotion involves careful planning. When you see or hear effective
promotion it is merely the "tip of the iceberg." A great deal of work went into planning
the final product. But before talking about the planning process, we need to review the
tools of promotion.

Promotion is a form of corporate communication that uses various methods to reach a
targeted audience with a certain message in order to achieve specific organizational
objectives. Nearly all organizations, whether for profit or not-for-profit, in all types of
industries, must engage in some form of promotion. Such efforts may range from
multinational firms spending large sums on securing high-profile celebrities to serve as
corporate spokespersons to the owner of a one-person enterprise passing out business
cards at a local businesspersons meeting.

Like most marketing decisions, an effective promotional strategy requires the marketer
understand how promotion fits with other pieces of the marketing puzzle (e.g., product,
distribution, pricing, target markets). Consequently, promotion decisions should be made
with an appreciation for how it affects other areas of the company. For instance, running
a major advertising campaign for a new product without first assuring there will be
enough inventory to meet potential demand generated by the advertising would certainly
not go over well with the companys production department (not to mention other key
company executives). Thus, marketers should not work in a vacuum when making
promotion decisions. Rather, the overall success of a promotional strategy requires input
from others in impacted functional areas.
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Promotion includes personal selling, advertising, sales promotion, and public relations.
There are also different forms of each of these types of promotion such as broadcast,
print, direct mail and electronic advertising that offer different advantages, disadvantages,
costs and paybacks. The same message may be interpreted differently, based on the
source of the message in terms of trustworthiness and credibility.

In addition to coordinating general promotion decisions with other business areas,
individual promotions must also work together. Under the concept of Integrated
Marketing Communication marketers attempt to develop a unified promotional strategy
involving the coordination of many different types of promotional techniques. The key
idea for the marketer who employs several promotional options to reach objectives for
the product is to employ a consistent message across all options. For instance,
salespeople will discuss the same benefits of a product as mentioned in television
advertisements. In this way no matter how customers are exposed to a marketers
promotional efforts they all receive the same information.

Another one of the 4P's is 'promotion'. This includes all of the tools available to the
marketer for 'marketing communication'. As with Neil H.Borden's marketing mix,
marketing communications has its own 'promotions mix.' Think of it like a cake mix, the
basic ingredients are always the same. However if you vary the amounts of one of the
ingredients, the final outcome is different. It is the same with promotions. You can
'integrate' different aspects of the promotions mix to deliver a unique campaign.
The tools in the promotional mix include:
1. Advertising - Any paid form of non-personal presentation and promotion of ideas,
goods or services by any identified sponsor.
2. Direct Marketing - The use of mail, telephone or other non-personal contact tools to
communicate with, or solicit a response from, specific customers and prospects.
3. Trials and Service Promotion Short term incentives to encourage trial or purchase of
a product or service, such as discounted rates for services over a limited time period.
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4. Public Relations and Publicity - Programmes designed to promote and/or protect a
companys image, or those of its products, including product literature, exhibitions and
articles in professional or in-house newsletters.

5. Personal Selling - Face to face interactions with one or more prospective users, to
generate increased activity. In a library context this will include academic detailing
one-to-one meetings with new or existing staff to brief them about a specific project or
service.

6. Sponsorship - Financial or external support of an event or person by an unrelated
organization or donor, commonly used in the arts, sports and charities.
The specific mix depends on a number of factors, including:
1. The promotion budget available
2. Stage of product in its life cycle
3. Nature of the competitive situation
4. The target audience
5. The nature of the product.

2. PROMOTIONAL STRATEGIES

In the sales profession, two effective ways to get business are to go out after it, or have it
come to you. The first you do by prospecting; the second through promotional strategies.
Most salespeople agree it's much more pleasant and less time consuming when prospects
come to them. The beauty of promotional strategies is: they plant a seed in your
prospect's mind. In effect, you've made a "reservation" to be considered for future
business. If your prospect has had positive exposure to you in advance, you will more
easily establish the relationship, make the appointment and complete the sale. Promotion
can give you the name recognition you need.
Most of us are familiar with market research as suppliers (or information providers) try
to obtain information from us (or library users) on what we require. Promotion is the
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reverse side of this. Organizations use promotion to communicate with customers about
products they offer. Promotion is thus one half of the communication process with
customers. Ideally it will work cooperatively with market research (in an iterative
feedback loop) so that the constantly changing requirements of users are met by
promotional activities that target (or even anticipate) these expressed needs.
Such activities need to be managed. They require the allocation and expenditure of
resources, whether physical (promotional products) or intangible (staff time or use of
existing facilities). As such they cannot simply be allowed to grow organically they
require shaping and direction via a promotional strategy.
A successful promotional strategy multiplies the salesperson's presence and increases
his effectiveness. A properly executed promotional program can accomplish these
objectives:

1. Introduce your product or service to new prospects
2. Smooth the way for setting appointments
3. Encourage more purchases by current clients
4. Stimulate off-season purchases
5. Compete with competitor's promotional efforts
6. Keep present, former and future customers informed of your services
7. Enlarge your market by increasing activity in a wider geographic area

All promotional efforts aim to increase sales. While advertising and sales promotion do
this directly; publicity and public relations influence sales indirectly, by encouraging the
buyer to think highly of you, your company, and your products. Most people would
rather buy from a person or company they "like" even if they don't know them personally.
If your company handles most of its own promotion, you should still think of yourself
as a company within a company. On a smaller scale, promotion is as important to the
smaller company, as it is to the larger corporation.

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2.1 Types of Promotional Strategies

Promotional Strategies can be categorized as follows:

1. Personal Selling
2. Sales Promotion
3. Public Relations
4. Direct Mail
5. Trade Fairs and Exhibitions
6. Advertising
7. Sponsorship

2.1.1 Personal Selling

Personal selling involves direct face-to-face relationships between sellers and potential
customers. Personal Selling is an effective way to manage personal customer
relationships. The sales person acts on behalf of the organization. They tend to be well
trained in the approaches and techniques of personal selling. However sales people are
very expensive and should only be used where there is a genuine return on investment.
For example salesmen are often used to sell cars or home improvements where the
margin is high.

2.1.2 Personal Selling Skills

First Impressions: Whilst you are assessing your client they are doing the same to you,
and will make similar assumptions based on hairstyle, hair colour, general neatness,
clothing, make-up, accessories and how closely you follow trends. These factors will
contribute to your client's ultimate decision to purchase based on your advice or even to
return or not. First and lasting impressions are often made in the first 10 seconds of
meeting a new person: quite a daunting thought.
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2.1.3 Relationship Building: In order to establish a successful client/stylist relationship,
the client must feel comfortable 4. and able to trust their stylist. Speaking with warmth
and friendliness, empathizing and showing genuine interest with any arising problems,
can develop this sense of trust. You should appear interested and animated during
conversations and this relationship must be sincere. Aim to radiate professional warmth.
It is important not to be overbearing with timid clients or too vague with dominant
clients, hence correctly identifying client type is a skill that should be learnt as soon as
possible. Look out for body language in order to provide a clue; and use active questions
in order to confirm your ideas and also to ensure you understand your client's needs.

2.1.4 Greetings: Clients will feel more valued if they are made to feel important and
welcome. As they arrive greet them by name, or if unknown introduce yourself. Do not
leave a client unsure of where they should be or what they should be doing. Encourage
conversation by checking that the style, colour or form from their last appointment has
been a success; be prepared for a negative response and able to give an honest appraisal.
Similarly, check that your client is happy with using their finish products at home. If not,
offer alternative solutions and be prepared to explain why. These enquiries will help to
make your clients feel special, providing reassurance and building confidence and trust.

2.1.5 Client Satisfaction: The essential ingredient for happy, satisfied customers is great-
looking hair that suits their lifestyle and can be successfully replicated in the home. The
benefits of this are many, including an increased sense of trust between client and stylist.
With this firmly established it is likely that a client will have more confidence in your
recommendations. This is particularly helpful when encouraging them to buy OTC
products, as they will assume that your talent for creating great hairstyles will be
mirrored by your knowledge of products, so make sure it is!

2.1.6 Timing: The perfect time to recommend finishing products to your client is during
the final stages of hairstyling when they can see the effect of a product on their hair.
Discuss the end-styling process and describe the products you are applying, what you
hope to achieve and any additional benefits. If more than one product is needed, and the
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client is reluctant to make an expensive purchase, prioritize the most essential product.
Make a note of what they bought and remind them to add extra products to their
collection on future visits. Clients may visit the salon between appointments to purchase
products: use their record card as a reminder of previous purchases and styling needs.

2.1.7 Demonstration: When selling a product it is essential to show the application
benefits. First demonstrate on their hair and explain, where relevant, different methods of
application, how much product to dispense and how to achieve the best results. The next
step is to allow your client time to experiment, to ensure that they are able to achieve the
same effect before they go home. The feel, look, smell and Packaging are all vital in
encouraging a client to buy finish products. Describe these elements and use this time to
explain fully all benefits, such as protection from the environment, added gloss or long-
lasting hold.

2.1.8 Problems and Concerns: Show interest in any concerns your client may have
regarding the use and purchase of finish products. Once you are in possession of all the
facts you will be better placed to offer an appropriate solution. Use this opportunity to
perform a full consultation and diagnosis, you will then be able to target specifically and
offer advice on problems. Use active listening and open questions to ensure a successful
diagnosis, for example:

2.1.9 Body Language: It is essential to be aware of your body language at all times when
interacting with clients. This is never more important than when you are encouraging
them to buy products. The key skills involve making eye contact, using the appropriate
gestures and being aware of any unconscious negative body language. Maintain openness
with your client: sit facing them, use open gestures and look interested.
2.1.10 Sales Promotions
Sales promotion consists of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker and/or greater purchase of particular products/services by
consumers or the trade.
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Advertising offers a reason to buy. Sales promotion offers an incentive to buy. Sales
promotion tools for consumer promotion include cash refund offers, Prices off, prizes,
patronage rewards etc. Sales promotion tools for trade promotion include Prices off,
advertising and display allowances and free goods based on sales. Sales promotion tools
aimed at salesmen of the company are contests, incentives for sales in fixed periods, trips
to tourist locations etc.

2.1.10.1 Rapid Growth of Sales Promotion: In comparison to growth in advertising
sales promotion has grown more rapidly and in many consumer packaged goods
company it now accounts for 65% to 75% of the total budget (Kotler, 1997).

2.1.10.2 Purposes of Sales Promotion: Incentive type promotions are used to attract
new buyers or triers, to reward loyal customers, and to increase the repurchase rates of
occasional users. There is risk in putting a well-known brand leader on promotion more
than 30% of the time.

2.1.10.3 Major Decisions in Sales Promotions:
1. Setting the objectives
2. Selecting the tools
3. Developing the sales promotion program
4. Pretesting the program
5. Implementing and controlling the program
6. Evaluating the Results of the program
Sales promotion tends to be thought of as being all promotions apart from advertising,
personal selling, and public relations. For example the BOGOF promotion, or Buy One
Get One Free.
Others include couponing, money-off promotions, competitions, free accessories (such as
free blades with a new razor), introductory offers (such as buy digital TV and get free
installation), and so on. Each sales promotion should be carefully costed and compared
with the next best alternative.
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Sales Promotion refers to specific activities (such as point-of-purchase displays,
brochures, coupons) which can generate a specific purchase behavior.
Sales Promotions differ from overall promotion in that they are onetime activities. They
involve special sales, demonstrations, and other business stimulators that are temporary.
Some common promotions are: demonstrations, novelties/gifts, special events, coupons,
exhibit booths, incentives, celebrity appearances, discounts, promotional offers, holiday
cards, open houses, and sales. As an individual salesperson, think up new ways to
promote sales, especially when your company does not. Keeping an eye on the calendar
and knowing when a product needs to be sold most heavily will help you plan ahead.
Begin your sales promotion early so that awareness has been established when the season
arrives. If your company is involved in Sales Promotions, take advantage of them. If your
company has a booth at a trade show, volunteer to work it. At the show, exchange
business cards with everyone you meet. Try to set appointments while you're at the show
rather than calling everyone later. If your company gives out calendars, stamp your name
on them.
Whether you're independent or represent a large company, you can generate many
promotional ideas. They create an immediate sales impact. Many promotional items have
a long life and can remind your clients and prospects about you and your product
throughout the year, like wall calendars.

2.1.11 Public Relations
Public Relations is defined as 'the deliberate, planned and sustained effort to establish
and maintain mutual understanding between an organization and its publics' (Institute of
Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend
to be long-term and plan for all eventualities. All airlines exploit PR; just watch what
happens when there is a disaster. The pre-planned PR machine clicks in very quickly with
a very effective rehearsed plan.
Public Relations or Publicity is any free form of "mass selling." All of these methods try
to inform, persuade and remind the target audience about your product or service. They
are complementary to each other and should be integrated to maximize your results.
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Public Relations mean relating to the public in a way that wins its appreciation. It
involves goodwill and community awareness. Its affect on sales is indirect and more
difficult to analyze. Sales do improve, however, because people like to do business with
salespeople that take an interest in the community. In determining your best public
relations strategies, you should consider:
a) Who are your "publics?"
They are groups of people who perceive you as a businessperson. Some publics act on
their perceptions and increase your sales; others just appreciate you. It is important to
identify each of your publics and develop strategies for improving your image with them.
For example, if you sell real estate, your publics could be bankers, mortgage companies,
customers, the community at large, other brokers, property managers, etc.
b) How can you reach these publics?
Many methods exist. Your choices might include: Contributions of time or money to
particular groups and activities, such as sponsoring Little League, bowling teams,
sporting events, cultural activities, charities, community development programs, and
others. Public speeches - You can offer your services to a group who would like to hear
you speak on your area of expertise. Staged events - Your targeted publics may sponsor
picnics, anniversary parties, ball games or other events. Your presence at these occasions
gives your public a chance to get to know you in a relaxed, non-business setting.
Trade Associations - Belonging to these and special interest groups provides good PR for
individuals and companies. Your membership shows that you care about the industry.
You can
also develop many prospects from your participation.
c) What image do you want to convey?
Public relations can be more important to an individual salesperson than to a company.
Your
image is an "intangible" asset that affects sales as much as your "tangible" assets
(products). The
way people see you on a day-to-day basis is very important. Therefore, public relations
should be a way of life as well as a strategy for exposure. Professionalism is the best PR.

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2.1.12 Direct Mail
Direct mail is very highly focussed upon targeting consumers based upon a database. As
with all marketing, the potential consumer is 'defined' based upon a series of attributes
and similarities. Creative agencies work with marketers to design a highly focussed
communication in the form of a mailing. The mail is sent out to the potential consumers
and responses are carefully monitored.
For example, if you are marketing medical text books, you would use a database of
doctors'
surgeries as the basis of your mail shot.

2.1.13 Trade Fairs and Exhibitions
Such approaches are very good for making new contacts and renewing old ones.
Companies will seldom sell much at such events. The purpose is to increase awareness
and to encourage trial. They offer the opportunity for companies to meet with both the
trade and the consumer. Expo has recently finish in Germany with the next one planned
for Japan in 2005, despite a recent decline in interest in such events.

2.1.14 Advertising
Advertising is a 'paid for' communication. It is used to develop attitudes, create
awareness, and transmit information in order to gain a response from the target market.
There are many advertising 'media' such as Newspapers (local, national, free, trade),
Magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor
advertising (such as posters, bus sides).
Advertising means a paid, persuasive presentation promoting you, your company,
and/or your product/service. Advertising is any paid form of "mass selling" or
communication with large numbers of potential customers at the same time. No matter
how subtle or obvious your ad, the desired outcome can be achieved only through:
2.1.14.1 Education - Making prospects aware of yourself or your product and what you
can do for them
2.1.14.2 Preference Formation - Getting the prospect to like you and prefer your
product to the competition
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2.1.14.3 Generating an Inquiry - Advertising doesn't make a customer, you do. But, you
must get people to tell you of their interest. The size and nature of your business will
determine which advertising means you will use. If you're a sales consultant, it often
doesn't pay for you to advertise on TV or in Newspapers. Trade journals can be a more
effective medium. In determining which sources would best fill your needs, ask yourself
some questions:
1. What message do I want to convey? Should more emphasis be put on my
product/service or me?
2. What is my target audience? How can advertising expand it? Where will my target
prospects most likely see my message?
3. How much can I afford to spend on advertising this year? Can I afford not to advertise?
4. When is the best time to advertise?
With answers to these basic questions, you can choose the best resources for
advertising. The following list is not all-inclusive: TV, radio, Newspapers, direct mail,
novelties, handbills/flyers, trade Magazines, billboards, shoppers guides, consumer
Magazines, displays and brochures.
Patterns have emerged which show that some sources are better for salespeople than
others. The most proven promotional methods in sales are, in this order:
1. Person to person contact
2. Telephone contact
3. Personal letter
4. Form letter
5. General promotional mailing
6. Display advertising
One good strategy combines a personal letter of introduction prior to personalcontact.
The benefits of personal contact are obvious each contact has a high impact. Both
methods can be utilized appropriately and successfully.

2.1.15 Sponsorship
Sponsorship is where an organization pays to be associated with a particular event,
cause or image. Companies will sponsor sports events such as the Olympics or Formula
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One. The attributes of the event are then associated with the sponsoring organization.
These elements of the promotional mix are then integrated to form a unique, but coherent
campaign.

2.1.16 Publicity
Publicity means getting exposure through the news media, utilizing announcements
prepared by companies or the media of newsworthy stories or events. Publicity also can
mean feature articles in Magazines. This coverage or "free advertising" can have
spectacular results. Publicity often succeeds where advertising fails:
Credibility - When people read an article in the paper or hear a story on the news, they
automatically assume it is authentic and originated by the media.
Subtlety - Your message reaches many prospects who would otherwise resist contact.
Prospects "ingest" your message as news rather than as "advertising."
Dramatization - Publicity can convey, "We are your neighbors, struggling with you and
doing our part to improve life around us." Publicity, especially on a local level, helps
create a feeling of community.
Publicity takes many forms. Your company or a public relations firm prepares press
releases. These brief, newsworthy stories highlight you or the company in a way that
interests the public. The difficulty is getting the media to use the story. To have your
press releases published regularly, you must have expertise in publicity as well as good
connections with the news media.
Feature Articles make excellent publicity. Written by staff or freelance writers for trade
Magazines, professional journals, and consumer Magazines, they cover you or your
business in more depth than a press release. If you're unique in some way, you may
provide an interesting subject for a feature article that can be linked to your profession. In
time your business will increase due to the publicity.
PhotoGraph 4.s are good publicity vehicles. Newspapers often print unusual, humorous
and interesting photoGraph 4.s. If you have a photoGraph 4. that shows you or your
company in an interesting light and is appealing from a journalistic viewpoint, send it to
your local newspaper or trade journal.
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It is rare to find a product or service that "speaks for itself" and doesn't need promotion.
As professional salespeople, we must recognize that, and actively promote products as
well as our service or ourselves. Promotional strategies will not only get you in the door,
they'll bring the business to your door.

2.2 INTRODUCTION TO FMCG SECTOR

Products which have a quick turnover, and relatively low cost are known as Fast Moving
Consumer Goods (FMCG). FMCG products are those that get replaced within a year.
Examples of FMCG generally include a wide range of frequently purchased consumer
products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products
and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper
products, and plastic goods. FMCG may also include pharmaceuticals, consumer
electronics, packaged food products, personal cares, tissue paper, and chocolate bars.
Subsets of FMCGs are Fast Moving Consumer Electronics which include innovative
electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems
and Laptops. These are replaced more frequently than other electronic products. White
goods in FMCG refer to household electronic items such as Refrigerators, T.Vs, Music
Systems, etc.

2.2.1 The FMCG Industry
The Indian FMCG sector is the fourth largest sector in the economy with a total market
size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a
well established distribution network, intense competition between the organized and
unorganized segments and low operational cost. Availability of key raw materials,
cheaper labor costs and presence across the entire value chain gives India a competitive
advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4
billion in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the
untapped market potential. Burgeoning Indian population, particularly the middle class
and the rural segments, presents an opportunity to makers of branded products to convert
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consumers to branded products. Growth is also likely to come from consumer 'upgrading'
in the matured product categories. With 200 million people expected to shift to processed
and packaged food by 2010, India needs around US$ 28 billion of investment in the food-
processing industry. Automatic investment approval (including foreign technology
agreements within specified norms), up to 100 per cent foreign equity or 100 per cent for
NRI and Overseas Corporate Bodies (OCBs) investment, is allowed for most of the food
processing sector.

2.2.2 FMCG industry, alternatively called as CPG (Consumer packaged goods) industry
primarily deals with the production, distribution and marketing of consumer packaged
goods. These are products that have a quick turnover, and relatively low cost. Consumers
generally put less thought into the purchase of FMCG than they do for other products.
Though the absolute profit made on FMCG products is relatively small, they generally
sell in large numbers and so the cumulative profit on such products can be large. Some of
the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc.
The industry also engaged in operations, supply chain, production and general
management.

2.2.3 FMCG industry provides a wide range of consumables and accordingly the
amount of money circulated against FMCG products is also very high. The competition
among FMCG manufacturers is also growing and as a result of this, investment in FMCG
industry is also increasing, specifically in India, where FMCG industry is regarded as the
fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is
estimated to grow 60% by 2010.
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2.2.4 FMCG Industry Economy
FMCG industry provides a wide range of consumables and accordingly the amount of
money circulated against FMCG products is also very high. The competition among
FMCG manufacturers is also growing and as a result of this, investment in FMCG
industry is also increasing, specifically in India, where FMCG industry is regarded as the
fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is
estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New
Zealand which accounts for 5% of Gross Domestic Product (GDP).

2.2.4.1 Growth Prospects

With the presence of 12.2% of the world population in the villages of India, the Indian
rural FMCG market is something no one can overlook. Increased focus on farm sector
will boost rural incomes, hence providing better growth prospects to the FMCG
companies. Better infrastructure facilities will improve their supply chain. FMCG sector
is also likely to benefit from growing demand in the market. Because of the low per
capita consumption for almost all the products in the country, FMCG companies have
immense possibilities for growth. And if the companies are able to change the mindset of
the consumers, i.e. if they are able to take the consumers to branded products and offer
new generation products, they would be able to generate higher growth in the near future.
It is expected that the rural income will rise in 2007, boosting purchasing power in the
countryside. However, the demand in urban areas would be the key growth driver over
the long term. Also, increase in the urban population, along with increase in income
levels and the Availability of new categories, would help the urban areas maintain their
position in terms of consumption. At present, urban India accounts for 66% of total
FMCG consumption, with rural India accounting for the remaining 34%. However, rural
India accounts for more than 40% consumption in major FMCG categories such as
personal care, fabric care, and hot beverages. In urban areas, home and personal care
category, including skin care, household care and feminine hygiene, will keep growing at
relatively attractive rates. Within the foods segment, it is estimated that processed foods,
bakery, and dairy are long-term growth categories in both rural and urban areas.
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2.2.4.2 Common FMCG products

Some common FMCG product categories include food and dairy products, glassware,
paper products, pharmaceuticals, consumer electronics, packaged food products, plastic
goods, printing and stationery, household products, photoGraph 4.y, drinks etc. and some
of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts,
detergents, tobacco and cigarettes, watches, soaps etc.

2.2.4.3 Market potentiality of FMCG industry

Some of the merits of FMCG industry, which made this industry as a potential one, are
low operational cost, strong distribution networks, presence of renowned FMCG
companies. Population growth is another factor which is responsible behind the success
of this industry.

2.2.4.4 Leading FMCG companies

Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser,
Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and
Mars etc.

2.2.4.5Categories of FMCG
Industry Attributes

Type of Products

Company Name
House hold Care Soaps, Detergents, Household
Cleaners,Mosquito
Repellents,
P&G, HUL, Nirma, ITC,
Dabur.
Personal Care Oral Care, Skin Care, Hair
Care, Soaps, Toiletries,
Cosmetics, Deodorants,
Female Hygiene Products.
P&G, HUL, ITC, Fem Care,
Lakme, Marico, Himalaya,
Emami, Dabur, Colgate-
Palmolive.
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Food and Beverages FOOD: Staples/Cereals,
Bakery products, Ice Cream,
Chocolate, Braded sugar,
Branded Flour.
BEVERAGES: Health
beverage, Personal cares,
Tea, Coffee, Packaged water,
Liquor, Juice
Coca-Cola, Pepsi Co, Dabur,
GlaxoSmithKline, Khaitan,
United Breweries.

2.3 Introduction to Topic

Comparative research, simply put, is the act of comparing two or more things with a view
to discovering something about one or all of the things being compared. This technique
often utilizes multiple disciplines in one study. When it comes to method, the majority
agreement is that there is no methodology peculiar to comparative research. The
multidisciplinary approach is good for the flexibility it offers, yet comparative programs
do have a case to answer against the call that their research lacks a "seamless whole. The
following figures reflect rural Indias significance to the countrys economy.
A major problem in comparative research is that the data sets in different countries may
not use the same categories, or define categories differently.

2.3.1 Hindustan Unilever Limited (DOVE SOAP) is an Indian consumer
goods company based in Mumbai, Maharashtra. It is owned by Anglo-Dutch Company
Unilever which owns a 67% controlling share in DOVE SOAP. DOVE SOAP's products
include foods, beverages, cleaning agents and personal care products.
DOVE SOAP was established in 1933 as Lever Brothers India Limited and, in 1956,
became known as Hindustan Lever Limited, as a result of a merger between Lever
Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered
in Mumbai, India and employs over 16,500 workers, whilst also indirectly helping to
facilitate the employment of over 65,000 people. The company was renamed in June
2007

as Hindustan Unilever Limited.
19

CHAPTER 2: RESEARCH DESIGN

1. OBJECTIVES OF THE STUDY
The main objectives of the study are:
1. To study about promotional strategies.
2. To study the importance of promotions to business.
3. To compare promotional strategies of Dove with others.
4. To analyze the impact of promotional strategies of Dove.

2. RESEARCH METHODOLOGY

2.1 PROBLEM STATEMENT:
A Study done to analyze the promotional strategies adopted by HUL with specific
reference to Dove Soap

2.2 Research Questions:

1. What are the consumers attitude towards the products of HUL specially Dove?
2. Analyzing the promotional strategies of Dove.
3. Analyzing the impact of promotional strategies of Dove done with reference to
Conveying complete information
Brand Building
Influencing Purchase

3. Sources of Data:

The researcher aims to adopt two sources to collect data for this study:
3.1 Secondary data sources: It will include references, literature, and periodicals
relevant to the study in order to clarify basic concepts related to the study, its
various dimensions, and to identify the most important studies on the subject.

20

3.2 Primary data sources: To have a better understanding of the study,
questionnaires will be designed and data will be collected from the consumers to
test the effectiveness of the promotional strategies used by HUL and ITC for
Dove soap and Other Soaps respectively.

4. SAMPLE SIZE

Consumers and dealer will be surveyed and about 150 of will be contacted to collect
primary data. The respondents will be selected on the basis of random sampling. The
selected respondents will be interviewed personally by administering questionnaires.

5. TOOLS

The Tools used for analyzing data are rating methods, pie charts, Graph 4.s
etc.Questionnaires are distributed to the individual respondents and special care has been
taken to make them comforTable 4. so that he/she could answer all the questions. This
method is followed to get unbiased answers.

6. LITERATURE REVIEW

The advertising industry, as a whole, has the poorest quality-assurance systems and turns
out the most in consistent product. The characteristics of advertisements effectiveness are
covered in this section, which describes deferent marketing opportunities in advertising
industry. In order to facilitate the understanding of advertising in a competitive market,
cognitive models developed from diverse advertising research are discussed. The factors
that could aect the emotional eects of advertising are then explained and categorized
as advertisement factors, environment factors and audience factors by their
characteristics.

21

6.1 Advertisement effectiveness:
Advertising effectiveness pertains to how well a company's advertising
accomplishes the intended. Small companies use many different statistics or metrics to
measure their advertising effectiveness. These measurements can be used for all types of
advertising, including television, radio, direct mail, Internet and even billboard
advertising. A company's advertising effectiveness usually increases over time with many
messages or exposures. But certain advertising objectives can be realized almost
immediately. (Rick Suttle 2009)
6.2 Brand awareness:
Brand awareness is a Extent to which a brand is recognized by
potential customers, and is correctly associated with a particular product. Expressed
usually as a percentage of target market, brand awareness is
the primary goal of advertising in the early months or years of
a product's introduction.(Aaker1999)

6.3 Celebrity endorsement:
Celebrities are people who enjoy public recognition by a large share of a certain
group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special
skills are just examples and specific common characteristics cannot be observed, it can be
said that within a corresponding social group celebrities generally differ from the social
norm and enjoy a high degree of public awareness. Last but not least, celebrities act as
spokespeople in advertising to promote products and services (Friedman 1995)
6.4 Brand preference in personal care sector:
William R. George (1999) reveals purpose of study of factors responsible for
brand preference in personal care industry, increasing competition more, due to
globalization is motivating many companies to base their strategies almost entirely on
building Brands. Brand preference means to compare the different Brands and opt for the
most preferred brand. This brand preference is influenced by various factors. In the
22

identification of factors affecting the brand preference, it was concluded that Brand
persona is the most effective factor that affects the brand preference. This Brand persona
deals with the personality aspects or the external attributes of brand, thus it can be said
that consumer prefer any brand by looking at the external attributes of a brand.
6.5 Consumer awareness and consumption pattern of personal care product:
Mita Sujan (1990) aimed to investigate the degree of brand awareness of various
personal care products in relation to background and education of the household, the
consumption pattern of various personal care products consumed by respondents in the
light of their areas, income levels and education. a sample of 100 respondents comprising
100 form rural area and 100 from urban area were taken. Data are analyzed with the help
of mean. The finding of this study reveals that there is low degree of brand awareness in
rural areas, whereas there is a moderate degree of brand awareness in urban area. The
highly educated rural and urban respondents have high degree of brand awareness for
personal care products, and the less educated rural and urban respondents have low
degree of brand awareness for personal care products.
7. PLAN OF ANALYSIS
Qualitative and quantitative analysis of the content retrieved from the interviews and the
questionnaires will be examined, collected, organized, processed and tabulated
accordingly. Meaningful interpretation will be made using Graph 4.s.
8. SCOPE OF THE STUDY

The research is applicable in the area of customer decision making process based on the
most effective advertisement tool. The scope of research also helps in understanding the
preference of the customers. It would help the company in designing their marketing
promoting sales. The intention of this project is to determine which product enjoys
different benefits due to their advertisement effectiveness in the minds of the consumers.
The research work will help define how does brand advertisement help the customer to
pick or choose that specific brand and get a clear picture of Brand advertisements on how
its really important part of the marketing strategy.
23

9. Limitation of the Study
It is not possible for any study to make it accurate due to many hurdles in the collection
and computation of data. Some limitations of the study are listed below.
Respondents show reluctance towards giving correct information.
Findings of the study are based on the assumption that respondents have
disclosed in the questionnaire.
Time is a major constraint.
Lack of Availability of adequate information.
The study is dependent on the responses of the respondent who may
provide rather biased responses.
The study is restricted to few places of Bengaluru.

24

CHAPTER 3: PROFILE OF INDUSTRY

1. INTRODUCTION TO HUL

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company with a heritage of over 80 years in India and touches the lives of two out of
three Indians. HUL works to create a better future every day and helps people feel good,
look good and get more out of life with Brands and services that are good for them and
good for others. With over 35 Brands spanning 20 distinct categories such as soaps,
detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged
foods, ice cream, and water purifiers, the Company is a part of the everyday life of
millions of consumers across India. Its portfolio includes leading household Brands such
as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline, Lakme,
Dove, Clinic Plus, Sunsilk, Pepsodent, Close-up, Axe, Brooke Bond, Bru, Knorr, Kissan,
Kwality Walls and Pure it.
The Company has over 16,000 employees and has an annual turnover of27408crores
(financial year 2013 - 2014). HUL is a subsidiary of Unilever, one of the worlds leading
suppliers of fast moving consumer goods with strong local roots in more than 100
countries across the globe with annual sales of 49.8 billion in 2013. Unilever has
67.25% shareholding in HUL.

1.1 HULs history
In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight
soap bars, embossed with the words "Made in England by Lever Brothers". With it began
an era of marketing branded Fast Moving Consumer Goods (FMCG).
25

Soon after followed Lifebuoy in 1895 and other famous Brands like
Pears, Lux and Vim. Vanaspati was launched in 1918 and the famous Dalda brand came
to the market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in November 1956; HUL offered
10% of its equity to the Indian public, being the first among the foreign subsidiaries to do
so. Unilever now holds 67.25% equity in the company. The rest of the shareholding is
distributed among about three lakh individual shareholders and financial institutions.
The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the
company had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India
Limited was formed. Brooke Bond joined the Unilever fold in 1984 through an
international acquisition. The erstwhile Lipton's links with India were forged in 1898.
Unilever acquired Lipton in 1972 and in 1977 Lipton Tea (India) Limited was
incorporated.
Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold
through an international acquisition of Chesebrough Pond's USA in 1986.
Since the very early years, HUL has vigorously responded to the stimulus of economic
growth. The growth process has been accompanied by judicious diversification, always in
line with Indian opinions and aspirations.
The liberalization of the Indian economy, started in 1991, clearly marked an inflexion in
HUL's and the Group's growth curve. Removal of the regulatory framework allowed the
company to explore every single product and opportunity segment, without any
constraints on production capacity.
Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the
most visible and talked about events of India's corporate history, the erstwhile Tata Oil
Mills Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1996,
HUL and yet another Tata company, Lakme Limited, formed a 50:50 joint venture,
26

Lakme Unilever Limited, to market Lakme's market-leading cosmetics and other
appropriate products of both the companies. Subsequently in 1998, Lakme Limited sold
its Brands to HUL and divested its 50% stake in the joint venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in
1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary
PAds. HUL has also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its
factory represents the largest manufacturing investment in the Himalayan kingdom. The
UNL factory manufactures HUL's products like Soaps, Detergents and Personal Products
both for the domestic market and exports to India.
The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the
Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General
Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan
business from the UB Group and the Dollops Ice-cream business from Cadbury India.
As a measure of backward integration, Tea Estates and Doom Dooma, two plantation
companies of Unilever, were merged with Brooke Bond. Then in 1994, Brooke Bond
India and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL),
enabling greater focus and ensuring synergy in the traditional Beverages business. 1994
witnessed BBLIL launching the Wall's range of Frozen Desserts. By the end of the year,
the company entered into a strategic alliance with the Kwality Ice-cream Group families
and in 1995 the Milk food 100% Ice-cream marketing and distribution rights too were
acquired.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal
restructuring culminated in the merger of Pond's (India) Limited (PIL) with HUL in
1998. The two companies had significant overlaps in Personal Products, Specialty
Chemicals and Exports businesses, besides a common distribution system since 1993 for
Personal Products. The two also had a common management pool and a technology base.
The amalgamation was done to ensure for the Group, benefits from scale economies both
in domestic and export markets and enable it to fund investments required for
aggressively building new categories.
In January 2000, in a historic step, the government decided to award 74 per cent equity in
Modern Foods to HUL, thereby beginning the divestment of government equity in public
27

sector undertakings (PSU) to private sector partners. HUL's entry into Bread is a strategic
extension of the company's wheat business. In 2002, HUL acquired the government's
remaining stake in Modern Foods.
In 2003, HUL acquired the Cooked Shrimp and Pasteurized Crabmeat business of the
Amalgam Group of Companies, a leader in value added Marine Products exports.
HUL launched a slew of new business initiatives in the early part of 2000s. Project
Shakti was started in 2001. It is a rural initiative that targets small villages populated by
less than 5000 individuals. It is a unique win-win initiative that catalyses rural affluence
even as it benefits business. Currently, there are over 45,000 Shakti entrepreneurs
covering over 100,000 villages across 15 states and reaching to over 3 million homes.
In 2002, HUL made its foray into Ayurvedic health & beauty centre category with the
Ayush product range and Ayush Therapy Centres. Hindustan Unilever Network, Direct to
home business was launched in 2003 and this was followed by the launch of Pure it
water purifier in 2004.
In 2007, the Company name was formally changed to Hindustan Unilever Limited after
receiving the approval of share holders during the 74th AGM on 18 May 2007. Brooke
Bond and Surf Excel breached the Rs 1,000 crore sales mark the same year followed by
Wheel which crossed the Rs.2, 000 crore sales milestone in 2008.
On 17th October 2008, HUL completed 75 years of corporate existence in India.
In January 2010, the HUL head office shifted from the landmark Lever House, at Back
Bay Reclamation, Mumbai to the new campus in Andheri (E), Mumbai.
On 15
th
November, 2010, the Unilever Sustainable Living Plan was officially launched in
India at New Delhi.
In March, 2012 HULs state of the art Learning Centre was inaugurated at the Hindustan
Unilever campus at Andheri, Mumbai.
In April, 2012, the Customer Insight & Innovation Centre (CiiC) was inaugurated at the
Hindustan Unilever campus at Andheri, Mumbai
HUL completes 80 years of corporate existence in India on October 17
th
, 2013.

28

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

DEMOGRAPHIC ANALYSIS

Gender
Table 4. 1: Gender Table

Gender Responses Percentage
Male 23 27.06%
Female 62 72.94%
Total 85 100.00%

Graph 4. 1: Gender Graph

INTERPRETATION OF THE DATA ANALIZED

27% of males and 73% of females respondents were surveyed to compare the
promotional strategies of Dove soap.

INFERENCE:
Most of the respondents were females because females are the major users
of Dove soap and hence can give a better feedback for the research study.

27%
73%
Gender Graph
Male Female
29

Age
Table 4. 2: Age Table

Age Responses Percentage
20-30 73 85.88%
30-40 5 5.88%
40-50 7 8.24%
50-60 0 0.00%
Total 85 100.00%

Graph 4. 2: Age Graph

86% of respondents were from the age group of 20-30
8% of respondents were from the age group of 30-40
6* of respondents were from the age group of 40-5

INFERENCE:
As we can see from the above Graph 4.2, maximum respondents belong to the age
group of 20-30, this may be due to the fact because youth are the maximum users
of Dove soap and hence can give best feedbacks regarding the soaps.

86%
6% 8% 0%
Age Graph
20-30 30-40 40-50 50-60
30

Table 4. 3: Profession Table
Profession Responses Percentage
Salaried 13 15.29%
Student 69 81.18%
Self-emp 1 1.18%
Others 2 2.35%
Total 85 100.00%

Graph 4. 3: Profession Graph


81% of respondents were students
15% of respondents were salaried
1% of respondents were self employed
3% of respondents were from other professions

INFERENCES:
Most of the respondents were students because we have seen in the above Graph
4.3. Maximum respondents belongs to the age group of 20-30 and this age group
comprises of students only.

15%
81%
1% 3%
Profession Graph
Salaried Student Self-emp Others
31

Q.No-1: Are you aware of Dove soap?
Table 4. 4: Table for the respondents who were Aware of Dove soap

Q1 Responses Percentage
YES 84 98.82%
NO 1 1.18%
TOTAL 85 100.00%

Graph 4. 4: Graph for the respondents who were aware of Dove soap


99% of respondents were aware of Dove soap

INFERENCE:

Most of the respondents were aware of Dove conveying information that Dove is
a popular soap.

99%
1%
Aware of Dove
YES NO
32

Q. No-2: Have you ever used any of these soaps?
Table 4.5: Table for the respondents who have used any of these soaps.

Dove 38 44.71%
Vivel 6 7.06%
Lyril 32 37.65%
Fiama Di
wills 9 10.59%
Total 85 100.00%

Graph 4.5: Graph for the respondents who have used any of these soaps.

45% of respondents have used Dove soap
7% of respondents have used Other soap
38% of respondents have used both Dove and Other soaps
10% of respondents have no used any of these soaps

INFERENCES:
As we can see 45% people used Dove and 7% people used Other . This conveys
information that Dove is more used than Other by the respondents
22%
4%
19%
5%
50%
Responses
Dove Vivel Lyril Fiama Di wills Total
33

Q.No-3: What influences your decision while buying soap?
Table 4.6: Decision Table
Responses
Percent of
Cases Preferences N Percent
Brand 50 37.30% 62.50%
Fragrance 30 22.40% 37.50%
Price 18 13.40% 22.50%
Packaging 11 8.20% 13.80%
Promotions 11 8.20% 13.80%
Availability 6 4.50% 7.50%
Others 8 6.00% 10.00%
Total
134 100.00% 167.50%

Graph 4.6: Decision Graph


37.3% respondents have preferred Brands to influence their decisions while
buying soaps.
22.04% respondents have preferred Fragrance to influence their decisions while
buying soaps.
13.4% respondents have preferred Price to influence their decisions while buying
soaps.
8.2% respondents have preferred Packaging to influence their decision while
buying soaps.
4.5% respondents have preferred Availability to influence their decision while
buying soaps.

INFERENCE:

The Graph 4.7 shows that 37.3% of the people buy either of Dove or Other due to
the parameter brand.
This conveys consumers are highly influenced by the brand name of the products
while making a purchase.

0
50
100
150
Responses
Percent of Cases
34

Q.No-4: Through which media you came to know about Dove soap?
Table 4.7: Information medium Table of the respondents of Dove soap.

Responses
Percent of Cases
Dove
N Percent
TV 68 44.70% 86.10%
Internet 13 8.60% 16.50%
Magazines 26 17.10% 32.90%
Newspaper 11 7.20% 13.90%
Radio 4 2.60% 5.10%
Billboards 6 3.90% 7.60%
Malls 6 3.90% 7.60%
Supermarkets 10 6.60% 12.70%
Outdoor 6 3.90% 7.60%
Others 2 1.30% 2.50%
Total 152 100.00% 192.40%

Graph 4.7: Information medium Graph for the respondents of Dove soap.


44.7% of respondents came to know about Dove soap through Television Media
17.1% respondents came to know about Dove soap through Magazines.
8.6% respondents came to know about Dove soap through Internet.
7.2% respondents came to know about Dove soap through Newspaper
6.6% respondents came to know about Dove soap through Supermarkets.

INFERENCE:

The Graph 4. shows that 44.7% of the people came to know about Dove through
Television Media.
This conveys that majority of the respondents get their information about Dove
soap through the Television Media.

.0%
10.0%
20.0%
30.0%
40.0%
50.0%
44.7%
8.6%
17.1%
7.2%
2.6%
3.9% 3.9%
6.6%
3.9%
1.3%
Percentage
35

Q.No-5: Through which kind of media you came to know about other soaps?
Table 4.8: Information medium Table for the respondents for other soaps.

Responses
Percent of Cases
Other
N Percent
TV 65 47.80% 83.30%
Internet 13 9.60% 16.70%
Magazines 20 14.70% 25.60%
Newspaper 11 8.10% 14.10%
Radio 4 2.90% 5.10%
Billboards 3 2.20% 3.80%
Malls 8 5.90% 10.30%
Supermarkets 7 5.10% 9.00%
Outdoor 3 2.20% 3.80%
Others 2 1.50% 2.60%
Total 136 100.00% 174.40%

Graph 4.8: Information medium Graph for the respondents for other soaps.


47.8 % of respondents came to know about Other soaps through Television
Media.
14.7% of respondents came to know about other soaps through Magazines.
8.1% of respondents came to know about other soaps through Newspapers.
5.9% of respondents came to know about other soaps through Shopping Malls.
5.1of respondents came to know about other soaps through Supermarkets.

INFERENCE:

The Graph 4.9 Shows that 47.8% of the people came to know about other soaps
through Television Media.
This conveys that majority of the respondents get their information about other
soaps through the Television Media.
.0%
20.0%
40.0%
60.0%
47.8%
9.6%
14.7%
8.1%
2.9% 2.2%
5.9% 5.1%
2.2% 1.5%
Percentage
36

PRINT ADVERTISEMENT ANALYSIS

Q.No-6: Have you seen print advertisements of Dove soap?

Table 4.9: Table for the respondents who were aware of Print Ads of Dove soap

YES 56 65.88%
NO 29 34.12%
TOTAL 85 100.00%

Graph 4.9: Graph for the respondents who were aware of Print Ads for Dove soap


66% of respondents have seen the Print Ads of Dove soap
3% of respondents have not seen the Print Ads of Dove soap

INFERENCES:

As we can see that 66% of the people had seen Print Ads of Dove soap.
we can say that most of the people are aware of Print Ads of Dove soap.

66%
34%
YES NO
37

Q.No-7: Have you seen print advertisements of other soaps?

Table 4.10: Table for the respondents who were aware of Print Ads of Other soaps

YES 43 50.59%
NO 42 49.41%
TOTAL 85 100.00%

Graph 4.10: Graph for the respondents who were aware of Print Ads of Other soaps


51% of respondents have seen the Print Ads of Other soaps.

INFERENCE:

As we can see that 51% of the people had seen Print Ads of Dove.
we can say that a reasonable number of the people are aware of Print Ads of
Other .

51%
49%
YES NO
38

PARAMETER 1: PRINT ADVERTISEMENTS
Table 4.11: Parameter Table for the respondents who were aware of Print Ads
Responses & Percentages
Parameter
1
QA QA QB QB QC QC QD QD QE QE QF QF
SA 4 4.71% 3 3.53% 7 8.24% 1 1.18% 8 9.41% 5 5.88%
A 39 45.88% 27 31.76% 31 36.47% 34 40.00% 18 21.18% 24 28.24%
N 25 29.41% 34 40.00% 30 35.29% 33 38.82% 35 41.18% 35 41.18%
D 2 2.35% 6 7.06% 2 2.35% 2 2.35% 8 9.41% 6 7.06%
SD 2 2.35% 2 2.35% 2 2.35% 2 2.35% 3 3.53% 2 2.35%
NONE 13 15.29% 13 15.29% 13 15.29% 13 15.29% 13 15.29% 13 15.29%
TOTAL 85 100.00% 85 100.00% 85 100.00% 85 100.00% 85 100.00% 85 100.00%

Graph 4.11: Parameter Graph for the respondents who were aware of Print Ads

40% respondents have agreed that the Print Ads of Dove soap convey complete
information about the product
45.88% respondents think that the Print Ads of Dove soap are attractive
41.18% respondents feel that they are neutral on Print Ads of Dove soap are better
in convincing the customer to make a purchase than the Print Ads of Other soaps

INFERENCE:
As we can see in the above results most of the people agree that Print Ads of
Dove are attractive and they also feel that these advertisements convey complete
information about product.
Hence, we can conclude that Print Ads of Dove are attractive and have a positive
influence on customers.

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
QA QB QC QD QE QF
SA
A
N
D
SD
NONE
39

VIDEO ADS OR TVC
Q.No-8: Have you seen Video Advertisements of Dove soap?

Table 4.12: Table for the respondents who were aware of Video Ads of Dove soap

YES 78 91.76%
NO 7 8.24%
TOTAL 85 100.00%

Graph 4.12: Graph for the respondents who were aware of Video Ads of Dove soap


92% of respondents have seen the Video Ads of Dove soap.

INFERENCE:
We can say that most of the customers are aware of Video Ads of Dove.

92%
8%
YES NO
40

Q.No-9: Have you seen Video Advertisements of Other soaps?

Table 4.13: Table for the respondents who were aware of Video Ads of Other soap

YES 72 84.71%
NO 13 15.29%
TOTAL 85 100.00%

Graph 4.13: Graph for the respondents who were aware of Video Ads of Other soap


85% of respondents have seen the Video Ads of Other soap.

INFERENCE:
We can say that most of the customers are aware of Video Ads of Other .

85%
15%
Percentage
YES NO
41

PARAMETER 2: VIDEO ADS/TVC
Table 4.14: Parameter Table for the respondents who were aware of Video Ads
Parameter
2
QA QA QB QB QC QC QD QD QE QE QF QF
SA 16 18.82% 11 12.94% 16 18.82% 19 22.35% 18 21.18% 21 24.71%
A 39 45.88% 35 41.18% 39 45.88% 42 49.41% 27 31.76% 23 27.06%
N 26 30.59% 32 37.65% 27 31.76% 21 24.71% 33 38.82% 32 37.65%
D 0 0.00% 3 3.53% 0 0.00% 0 0.00% 3 3.53% 3 3.53%
SD 2 2.35% 2 2.35% 1 1.18% 1 1.18% 2 2.35% 4 4.71%
NONE 2 2.35% 2 2.35% 2 2.35% 2 2.35% 2 2.35% 2 2.35%
TOTAL 85 100.00% 85 100.00% 85 100.00% 85 100.00% 85 100.00% 85 100.00%

Graph 4.14: Parameter Graph for the respondents who were aware of Video Ads

45.88% respondents agree that the Video Ads of Dove soap are attractive
41.18% respondents feel that the Video Ads of Dove soap convey complete
information about the product
37% respondents feel neutral towards the Video Ads of Dove soap are better in
convincing the customer better than the Video Ads of Other soaps.

INFERENCE:
As we can see in the above results most of the people agree that Video Ads of
Dove are attractive and they also feel that these advertisements convey complete
information about product. Most of customers feel that Video Ads of Dove are
more convincing than the Video Ads of Other
Hence, we can conclude that Video Ads of Dove are more attractive and
convincing than the Video Ads of Other .

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
QA QB QC QD QE QF
SA
A
N
D
SD
NONE
42

SALES PROMOTION

Q.No-10: Have you come across Sales Promotions of Dove soap?

Table 4.15: Sales Promotion Table for the respondents who were aware of Dove soap

YES 48 56.47%
NO 37 43.53%
TOTAL 85 100.00%

Graph 4.15: Sales promotion Graph for the respondents who were aware of Dove soap


56% respondents have come across the Sales Promotions of Dove soap.

INFERENCE:
As we can see that 56% of the people had seen sales promotion of Dove.
we can say that a reasonable number of the people are aware of Sales Promotion
of Dove.

56%
44%
YES NO
43

Q.No-11: Have you come across Sales Promotions of Other soaps?

Table 4.16: Sales Promotion Table for the respondents who were aware of other soap

YES 32 37.65%
NO 53 62.35%
TOTAL 85 100.00%

Graph 4.16: Sales promotion Graph for the respondents who were aware of other soap


38% respondents have come across the sales promotion of Other soaps

INFERENCE:
As we can see that 38% of the people had seen sales promotion of other soaps.
we can say that a very few number of the people are aware of sales promotion of
Other soaps .

38%
62%
YES NO
44

PARAMETER 3: SALES PROMOTION
Table 4.17: Parameter Table for the respondents who were aware of sales promotion
Parameter
3
QA QA QB QB QC QC QD QD

SA 8 9.41% 6 7.06% 6 7.06% 6 7.06%
A 31 36.47% 27 31.76% 29 34.12% 22 25.88%
N 35 41.18% 40 47.06% 39 45.88% 45 52.94%
D 1 1.18% 2 2.35% 1 1.18% 1 1.18%
SD 1 1.18% 1 1.18% 1 1.18% 2 2.35%
NONE 9 10.59% 9 10.59% 9 10.59% 9 10.59%
TOTAL 85 100.00% 85 100.00% 85 100.00% 85 100.00%

Graph 4.17: Parameter Graph for the respondents who were aware of sales promotions


41.18% respondents have a neutral feeling on the sales promotion of Dove soap to
be attractive.
34.12% respondents agree that the Sales Promotions of Dove soap attract
customers to buy the products
47.06% of respondents have a neutral feeling that the Sales Promotions of Dove
soap help in making customers aware of the product.
2.35% of respondents strongly disagree that the sales promotion of Dove are more
attractive than the Sales Promotions of Other.

INFERENCE:
As we can see in the above results most of the people agree that Sales Promotions
of Dove are attractive and they also feel that these promotion convey complete
information about product
Hence, we can conclude that sales promotion of Dove are attractive and have a
positive influence on customers.
We can also conclude that Sales Promotions of Dove soap are more popular &
effective than Sales Promotions of Other soaps.
0.00%
20.00%
40.00%
60.00%
SA A N D SD NONE
QA
QB
QC
QD
45

INTERNET ADVERTISEMENT

Q.No-12: Have you seen Internet Advertisements of Dove soap?

Table 4.18: Internet Ads Table for the respondents who were aware of Dove soap

YES 44 51.76%
NO 41 48.24%
TOTAL 85 100.00%

Graph 4.18: Internet Ads Graph for the respondents who were aware of Dove soap


52% respondents have seen the Internet Ads of Dove soap

INFERENCE:
As we can see that 52% of the people had seen Internet Ads of Dove.
We can say that a reasonable number of the people are aware of Internet Ads of
Dove.

52%
48%
YES NO
46

Q.No-13: Have you seen Internet Advertisements of Other soaps?

Table 4.19: Internet Ads Table for the respondents who were aware of other

YES 44 31.76%
NO 41 68.24%
TOTAL 85 100.00%

Graph 4.19: Internet Ads Graph for the respondents who were aware of Other


32% respondents have seen the Internet Ads of Other soap.

INFERENCE:

As we can see that 32% of the people had seen Internet Ads of Other soap.
we can say that less number of the people are aware of Internet Ads of Other
soap .

32%
68%
YES NO
47

PARAMETER 4: INTERNET ADVERTISEMENT
Table 4.20: Parameter Table for the respondents who were aware of Internet Ads

Parameter
4
QA QA QB QB QC QC QD QD QE QE
SA 2 2.35% 2 2.35% 5 5.88% 4 4.71% 4 4.71%
A 20 23.53% 18 21.18% 19 22.35% 19 22.35% 15 17.65%
N 39 45.88% 40 47.06% 38 44.71% 39 45.88% 42 49.41%
D 2 2.35% 3 3.53% 1 1.18% 1 1.18% 1 1.18%
SD 1 1.18% 1 1.18% 1 1.18% 1 1.18% 2 2.35%
NONE 21 24.71% 21 24.71% 21 24.71% 21 24.71% 21 24.71%
TOTAL 85 100.00% 85 100.00% 85 100.00% 85 100.00% 85 100.00%

Graph 4.20: Parameter Graph for the respondents who were aware of Internet Ads


45.88% respondents had a neutral feeling on the Internet Ads of Dove soap to be
attractive
49.41% respondents were even neutral on Internet Ads of Dove soap to be better
than the Internet Ads of Other soaps.
45.88% respondents think that the Internet Ads of Other soaps attract them to buy
the product.

INFERENCE:

As we see from the Graph that the respondents share a neutral feeling on the
Internet Ads of Dove soap and Other soaps to be attractive and to be better than
each other.
Hence, we can conclude that the Internet Ads of both Dove and Other soaps have
made a neutral influence on the respondents
0.00%
20.00%
40.00%
60.00%
SA A N D SD NONE
QA
QB
QC
QD
QE
48

CHAPTER-5 FINDINGS, SUGESSTIONS AND CONCLUSIONS

FINDINGS

Most of the respondents were females because females are the major users of
Dove and Other soaps and hence can give a better feedback for the research study.
Maximum respondents belong to the age group of 20-30, this may be due to the
fact because youth are the maximum users of Dove and Other soaps and hence
can give best feedbacks regarding the soaps.
Most of the respondents were students because we have seen in the above Graph
4. Maximum respondents belong to the age group of 20-30 and this age group
comprises of students only.
People buy either of Dove or other soaps due to the parameter brand.
It was found out that Dove is more used than other soaps by the respondents. This
indicates that Dove is more popular than other soaps.
Majority of the respondents get their information about Dove soap through the
Television Ads, indicating that television ads of dove are popular.
We can conclude that Television Ads is a strong medium to convey information.
Television ads build strong brand image and convince customers to make a
purchase.
Most of the people are aware of Print Ads of Dove.
A reasonable number of the people are aware of Print Ads of Other soaps
conveying information that print ads of Dove are popular.
As we can see that print ads of other soaps are not so popular but print ads of dove
are popular, we can conclude that print ads of dove are influential.
Video Ads of Dove are more attractive and convincing than the Video Ads of
Other and when compared to TVC of other soaps it was found out that TVC of
dove are more popular.
A reasonable number of the people are aware of sales promotion of Dove. Sales
Promotions of Dove are attractive and have a positive influence on customers.
We can conclude that sales promotions of Dove are not so popular as the TVC
and Print ads of Dove.
49

Less number of the people are aware of Internet Ads of Other . Internet Ads of
both Dove and Other soaps have made a neutral influence on the respondents.
The promotional strategy of Dove is more attractive and convincing and is mostly
approached as my analysis on my respondents.
From the above findings we can conclude that:
The promotional strategies of Dove which include print ads, video ads,
sales promotions and internet ads are popular
These promotional strategies attract and influence customers.
These promotional strategies build positive brand image of Dove.
These promotional strategies influence the customers to make a purchase.

SUGGESTIONS

As we can see that Dove is successful in terms of its video ads and print ads,
but is not doing so good in internet ads.
Following suggestions can be made for the internet ads:
The company should come up with attractive and influential internet
advertisements.
The company should do promotions through social media.
The company should create search engines.
The company should create beauty blogs etc.
Dove also has to work on its sales promotions.
Following suggestions can be made for sales promotions:
There should be attractive and influential sales promotions.
There should be promotions like discounts, coupons etc.
The company should sponsor events like beauty contests etc.
The company should conduct loyalty programs etc.
There should be wall paintings, posters, etc. in semi urban areas.

50

CONCLUSIONS

In conclusion, Doves promotional strategies have not only been successful in terms of
sales but have also been a positive influence; it creates a brand image of a product which
makes girls look beautiful. The TVC and print ads of Dove are very successful. They not
only build a true brand image but also convince customers to make a purchase. Dove has
to work in its internet ads and sales promotions. As per my survey I have learned that
Doves promotional strategy has also inspired other companies like Nike to focus on
what might be thought of as flaws in their advertising as well. The promotional strategies
of Dove shows that Dove cares about the real women beauty by creating thought
provoking Ads, confidence building programs and messages that embrace all definitions
of beauty. The implication of these promotions for Dove itself is that Dove might have
special place in their customers part of life because they think that Dove cares about
them.

51

CHAPTER-6 ANNEXURE

QUESTIONNAIRE
A Study done to analyze the promotional strategies adopted by HUL with specific
reference to Dove Soap
Dear Sir/ Madam
As a student of IV Semester MBA (CMRIMS Autonomous, Bangalore), I Pratyush Raj B, am
conducting a survey to analyze and compare the promotion strategies used by DOVE and
OTHER soaps. This research is a part of my dissertation project.
I have tried to compare the promotion strategies on the basis of four parameters, viz. Print Ads,
Video Ads, Internet Ads and Distribution.
I request you to please fill up this questionnaire.
Thanks
PERSONAL INFORMATION:
Name: ______________________________________________________
Gender:
Male Female
AGE:
A. >20 30 Years
B. >30 40 Years
C. >40 50 Years
D. >50 60 Years
Profession:
Salaried Student Self-
employed
Others

* Multiple (You can choose more than one)
1. Are you aware of Dove soap?
A. Yes
B. No

52

2. Have you ever used any of these soaps?
A. Dove
B. Vivel
C. Fiama Di Wills
D. Lyril

If you have used any of these soaps please proceed further

3. What influences your decision, while buying soap? * Multiple
A. Brand
B. Fragrance
C. Price
D. Packaging
E. Promotions
F. Availability
G. Others

4. Through which kind of media, you came to know about DOVE soaps?* Multiple
A. TV
B. Internet
C. Magazines
D. Newspapers
E. Radio
F. Hoardings/ Billboards
G. Shopping Malls
H. Supermarkets On Trolleys/ In house Promotions etc
I. Outdoor posters
J. Others

5. Through which kind of media, you came to know about OTHER soaps?* Multiple
A. TV
B. Internet
C. Magazines
D. Newspapers
E. Radio
F. Hoardings/ Billboards
G. Shopping Malls
H. Supermarkets On Trolleys/ In house Promotions etc
I. Outdoor posters
J. Others

53

PRINT ADS: This section contains questions related to the Print Ads of Dove and Other
soaps. Kindly choose the most suitable option by putting a tick mark in the
space given below.
6. Have you seen Print Ads of DOV E Soaps?
A. Yes
B. No
7. Have you seen Print Ads of OTHER Soaps?
A. Yes
B. No
If yes then please proceed if not you can skip to the next question.
SL.NO QUESTIONS
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
1
Do you think Print Ads of Dove
soap are attractive?

2
soap convey complete information
about the product?

3
Do the Print Ads of Dove soap,
create strong brand image of the
product?

4
Do the Print Ads of Dove soap;
attract the customers to buy the
product?

5
soap are more appealing than the
Print Ads of OTHER soaps

6
soap are better in convincing the
customer to make a purchase than
the Print Ads of OTHER soaps

VIDEO ADS/TVC: This section contains questions related to the Video Ads/TVC of Dove
and Other soaps. Kindly choose the most suitable option by putting a tick mark
in the space given below.
8. Have you seen Video Ads of Dove soap?
A. Yes
B. No
9. Have you seen Video Ads of OTHER Soaps?
A. Yes
B. No
54

SL.NO QUESTIONS
Strongly
Agree
Strongly
Disagree
1
Do you feel TVC of Dove soap
are attractive?

2
Do you think TVC of Dove soap
convey complete information
about the product?

3
Do you feel TVC of Dove soap
create a strong brand image of the
product?

4
attract customers to buy the
product?

5
are more appealing than the Print
Ads of OTHER soaps?

6
Do you think TVC
Of Dove soap are better in
convincing the customer than the
Print Ads of OTHER soaps?

SALES PROMOTIONS: This section contains questions related to the Sales Promotions of
Dove and Other soaps. Kindly choose the most suitable option by putting a tick
mark in the space given below.
10. Have you come across Sales Promotions of Dove soap?
A. Yes
B. No
11. Have you come across Sales Promotions of OTHER Soaps?
A. Yes
B. No
SL.NO QUESTIONS
Strongly
Agree
Strongly
Disagree
1
Do you feel Sales Promotions of
Dove soap is attractive?

2
Do you feel Sales Promotions of
Dove soap help in making
customers aware of the product?

3
Do you think Sales Promotions of
DOVE attract the customers to
buy the product?

4
Do you think Sales Promotions of
DOVE are more attractive than
the Sales Promotions of OTHER
soaps?

55

INTERNET ADS: This section contains questions related to the Internet Ads of Dove and
Other soaps. Kindly choose the most suitable option by putting a tick mark in
the space given below.
12. Have you seen Internet Ads of Dove soap?
A. Yes
B. No
13. Have you seen Internet Ads of OTHER Soaps?
A. Yes
B. No
SL.NO QUESTIONS
Strongly
Agree
Strongly
Disagree
1
Do you feel Internet Ads of Dove
soap are attractive?

2
Do you think Internet Ads of
Dove soap convey complete
information about the product?

3
Do you feel Internet Ads of
DOVE help in creating strong
brand image?

4
Dove soap attract customers to
buy the product?

5
Dove soap are than Internet Ads
of OTHER soaps

56

CHAPTER-7 BIBLIOGRAPHY

BIBLIOGRAPHY

Philip Kotler and Kevin Keller, Marketing Management, Pearson Education, 14
th

edition (2012).
Kahneman, American Psychologist. Pg.: 58, 697 720. (2003)
Jackson, T, A report to the Consumer Behavior Research, (2005).
Cialdini, R. B. and Goldstein, N. J, Review of Consumer Behavior.Pg:55, 591
621. (2004)
Kent Huffman, Advertisement and Public Relation Research, (2007)
Tanner Okun, Consumer Behavior: Insight, (1990)
Schmitt, Advertisement Promotion, (1999)
Rick Suttle, Consumer Behavior and Managerial decision making, (2009)
Friedman, Marketing Management, (1995)

WEBSITES:

http://www.hul.co.in/

http://www.itcportal.com/

https://www.google.co.in/

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