Thursday, December 12, 2019
BRAND PROMOTION OF SURF EXCEL free essay sample
Planning consists of researching the market for a given product or service, assessing alternative methods of distribution and choosing the most effective way to reach the market. The agency then creates the advertising campaign and contracts for time and space with selected media. The ultimate objectives of advertising agencies include helping advertisers attain sales objectives, market share and long-term profitability. For every organization and every product or service, advertising tends to fulfill a specific goal or objective.Nevertheless on the general front, advertising is a mechanism that fulfils all, some or one of the three major functions: If rusty advertising has an informing nature -? about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context f the target audience in which they grasp the information and channeling it according to their own comprehension and prediction. Secondly advertising provides the incentives to viewers for them to engage in action.This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and apprising them. The third function Of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders ND reinforcements register in the consumers minds, becoming the base on which they shape their future decisions.Size of the Advertising Industry At present, there are large numbers of advertising agencies in the world, of which most are small businesses with less than six people. Nearly one-third of them are one-person operations and still another third have fewer than five employees. The remaining third is a number of large organizations, some Of which employ over 2,000 people. Advertising industry growth has been, and is expected to continue, out pacing the gross national product (GNP).Future expenditures for the advertising industry are expected to be enhanced by the entry of new companies in to the marketplace and by the introduction of new products by existing firms. Also because corporate profits continue to be strong, the number of product introductions has increased, and because deregulation of television has opened up airwaves to commercial time in several European countries, advertising spending is projected to exceed 1987 levels by 8-9 percent (Value Line, up. 180-182).A unique factor of the advertising industry is that all agencies are independently owned and operated; there are no franchises. Trends in Media Prices Prices for buying advertising exposure in newspaper, magazines, network W, spot TV, network radio, outdoor advertising and direct mail fliers have all increased over the past years. Newspapers make the largest jump, up by 75 percent. Sport TV is close behind, up 60 percent (Industry Surveys). Increased media rates and rising demand for advertising time and space have driven this trend, which has even held true during sluggish economic growth.Several factors have fueled the demand for time and space: the entry of new impasses into the marketplace, the introduction of new products and services, greater affluence, the growing number of women in the labor force and growth in numbers of people in their prime buying Years (Industry Surveys). Television ad expenditures are expected to rise 1 1 percent, to $26. 8 billion. Radio ad expenditures are expected to rise 13 percent, to a total of 38. 4 billion. Additionally, magazine ad expenditures should grow 6. Percent, to $9 billion, and outdoor advertising should rise 5 percent to $1. 4 billion. RANKING OF AGENCIES 2. JET 3. LEO BURNETT 4. MCCANN ERIKSON . LOWE 6. MUDDY 7. REDEFINITIONS DAY 8. CONTRACT 9. STITCH 10. GREY WORLD WIDE HINDUSTAN MILLINER LIMITED Our history In the summer of 1 888, visitors to the Kola harbor 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 (FMC).Soon after followed Lifebuoy in 1 895 and other famous brands like Pears, Lug and Vim. Pantsuit was launched in 191 8 and the famous Dale brand came to the market in 1937. In 1931, Unlikeliest up its first Indian subsidiary, Hindustan Pantsuit Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HULL in November 1 956; HULL offered of its equity to the Indian public, being the first among the foreign subsidiaries to do so. Milliner now holds 52. 10% equity in the company.The rest of the shareholding is distributed among about 360,675 individual shareholders and financial institutions. The erstwhile Brooke Bonds presence in India dates back to 1900. By 1 903, the company had launched Red Label tea in the country. In 191 2, Brooke Bond Co. India Limited was formed. Brooke Bond joined the Milliner fold in 1984 through an international acquisition. The erstwhile Leptons links with India were forged in 1898. Milliner acquired piton in 1972, and in 1977 Lipton Tea (India) Limited was incorporated. Ponds (India) Limited had been present in India since 1947.It joined the Milliner fold through an international acquisition of Cheeseburger Ponds USA in 1986. Since the very early years, HI-IL has vigorously responded to the stimulus of economic growth. The growth process has been accompanied by discuss diversification, always in line with Indian opinions and aspirations. The liberations of the Indian economy, started in 1991, clearly marked an inflexion in HALLS and the Groups 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 Indians corporate history, the erstwhile Data Oil Mills Company (TOMB) merged with HULL, effective room April 1, 1993. In 1996, HULL and yet another Data company, Lake Limited, formed a 50:50 joint venture, Lake Milliner Limited, to market Lakes market-leading cosmetics and other appropriate products of both the companies. Subsequently in 1 998, Lake Limited sold its brands to HULL and divested its 50% stake in the joint venture to the company. HULL formed a 50:50 joint venture with the us-based Kimberly Clark Corporation in 1 994, Kimberly-Clark Lever Ltd, which markets Huggins Diapers and Ext Sanitary Pads. HULL has also set up a subsidiary in Nepal, Milliner Nepal Limited (NULL), ND its factory represents the largest manufacturing investment in the Himalayan kingdom. The NULL factory manufactures Hulls products like Soaps, Detergents and Personal Products both for the domestic market and exports to India. The 1 sass also witnessed a string of crucial mergers, acquisitions and alliances on the Foods and Beverages front.In 1992, the erstwhile Brooke Bond acquired Katharine General Foods, with significant interests in Instant Coffee. In 1 993, it acquired the Kissing business from the PUB Group and the Dollops Cream business from Catbird India. As a assure of backward integration, Tea Estates and Doom Doran, two plantation companies of Milliner, were merged with Brooke Bond. Then in 1994, Brooke Bond India and Lipton India merged to form Brooke Bond Lipton India Limited (BILL), enabling greater focus and ensuring synergy in the traditional Beverages business. 1994 witnessed BILL launching the Walls range of Frozen Desserts.By the end of the year, the company entered into a strategic alliance with the Quality Cream Group families and in 1995 the Milkmaid 100% Cream marketing and distribution rights too were acquired. Finally, BILL merged with HAJJI_, with effect from January 1, 1996. The internal restructuring culminated in the merger of Ponds (India) Limited (PILL) with HULL in 1998. The two companies had significant overlaps in Personal Products, Specialty Chemicals and Exports businesses, besides a common distribution system since 1 993 for Personal Products.The WV 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 HIGH, thereby beginning the disinvestment of government equity in public sector undertakings (US) to private sector partners. Hisss entry into Bread is a strategic extension of the companys wheat business.In 2002, HULL acquired the governments remaining stake in Modern Foods. In 2003, HULL acquired the Cooked Shrimp and Pastured Crabmeat business of the Amalgam Group of Companies, a leader in value added Marine Products exports. HULL launched a slew of new business initiatives in the early part of sasss. Project Shasta 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 catalysts rural affluence even as it benefits business.Currently, there are over 45,000 Shasta entrepreneurs covering over 100,000 villages across 1 5 states and reaching to over 3 million homes. In 2002, HULL made its foray into Arrived health beauty centre category with the Shush product range and Shush Therapy Centers. Hindustan Milliner Network, Direct to home business was launched in 2003 and this was followed by the launch of Purest water purifier in 2004. In 2007, the Company name was formally changed to Hindustan Milliner Limited after receiving the approval of share holders during the 74th GM on 18 May 2007.Brooke Bond and surf Excel breached the RSI 1,000 core sales mark the same year followed by Wheel which crossed the RSI. 2,OHO core sales milestone in 2008. On 1 7th October 2008, HULL completed 75 years of corporate existence in India. Our vision Milliner products touch the lives of over 2 billion people every day whether thats through feeling great because theyve got shiny hair and a brilliant mile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.A clear direction The four pillars of our vision set out the long term direction for the company -? where we want to go and how we are going to get there: We work to create a better future every day We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference for the world. We will develop new ways of doing business that will allow us to bubble the size of our company while reducing our environmental impact.Company structure Hindustan Milliner Limited is Indians largest Fast Moving Consumer Goods (FMC) Company. It is present in Home Personal Care and Foods Beverages categories. HI-IL has about 15,000 employees, including over 1400 managers The fundamental principle determining the organization structure is to infuse speed and flexibility in decision-making and implementation, with empowered managers across the companys nationwide operations. Board of Directors The Board of Directors as repositories of the corporate powers act as a radian to the Company as also the protectors of shareholders interest.Management Committee The day-to-day management of affairs of the Company is vested with the Management Committee which is subjected to the overall superintendence and control of the Board. Weve always believed in the power of our brands to improve the quality of peoples lives and in doing the right thing. As our business grows, so do our responsibilities. We recognize that global challenges such as climate change concern us all. Considering the wider impact of our actions is embedded in our values and is a fundamental part of ho we are.Hindustan Milliner Limited (HULL) is Indians largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home Personal Care Products and Foods Beverages. The companys Turnover is RSI. 20, 239 scores (for the 15 month period -? January 1, 2008 to March 31, 2009). HULL is a subsidiary Of Milliner, One of the worlds leading suppliers Of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of ?40. 5 billion in 2008. Milliner has about 52% shareholding in HIGH. Hindustan Milliner was recently rated among the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RIB Group. The company was ranked number one in the Asia-Pacific region and in India. The mission that inspires Hulls more than 1 5,000 employees, including over 1 ,400 managers, is to add vitality to life. The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life.