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INTRODUCTION
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INTRODUCTION
Creating an effect of advertising on children is one of the best ways of marketing
products or services to children as well as to elders. The world belongs to kids.
Marketing to kids may be your best way to growth. Companies are using this segment
to increase profits. Kids have a firmer grip over the Society than what their parents
ever had. Not only are they consumers in their own right, they also have a major
influence over the family‘s purchasing power. This purchasing power we can call it
"Kidfluence". It is the direct or indirect Influence kids have over family household
purchases. So advertising has changed the way kids Learn, react and behave to a large
extent. On the television, too, only 18 percent of the total Viewing is of the kids‘
channels, while 80 percent still continues to be general viewing. The Indian
advertising industry is talking business today. It has evolved from being a small-scale
business to a full-fledged industry. It has emerged as one of the major industries and
tertiary sectors and has broadened its horizons be it the creative aspect.
Indian advertising industry with an estimated value of around 14, 000-crore has set
eyeballs gazing. The creative minds that the Indian advertising industry incorporates
have come up with some mind-boggling concepts. Indian economy is on a boom and
the market is on a continuous trail of expansion. Businesses are looking up to
advertising as a tool to cash in on lucrative business opportunities. Growth in business
has lead to a consecutive boom in the advertising industry as well.
The advertising today handles both national and international projects. This is
primarily because of the reason that the industry offers a host of functions to its
clients that include everything from start to finish that include client servicing, media
planning, media buying, creative conceptualization, pre and post campaign analysis,
market research, marketing, branding, and public relation services. Keeping in mind
the current pace at which the Indian advertising industry is moving the industry is
expected to witness a major boom in the times ahead. If the experts are to be believed
then the industry in the coming times will form a major contribution to the GDP.
Children who watch a lot of advertisements, want more toys seen in and eat more
advertised food than children who do not watch as much advertisements. Children
also urge their parents and friends to be sure to watch certain commercials.
Advertisements and its effect on consumption patterns, values, and social interaction
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have been hotly debated for many years. But only recently has the controversy
focused on its differential impact on special interest groups- the elderly, minorities
and children. There are many television advertisements based on children and it is
faced that children urge their parents to purchase what they want without needing. For
a whole generation of new age children, advertising is as influential as a parent or a
teacher. According to Wiman (1986), children who talk with their parents more
frequently about advertising and commercials make more purchase requests.
Children comprehension of television advertisements and its persuasive intent
increases with the age, because of greater cognitive maturity and increased experience
with the medium. Even a majority of 5-8 years old have only a low awareness of what
a commercial really is; and although three quarters of 9-12 year old children may
demonstrate a medium level of awareness. Visibility is the mantra of success these
days and advertising makes sure that your product, service is visible; thus saleable.
Today Advertising Industry of India is booming with revenue. It is a very successful
industry, which generates lot of revenue. The Advertising Industry in India getting
recognized worldwide with its superior quality work and innovation. It ensures
tremendous growth and scope for the employees.
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LITERATURE REVIEW
In the 1940s and 1950s children were not considered consumers in their own right but
only extensions to their parent‘s purchasing power. With the advent of television and
other mass media, children have come into their own right as consumers and,
consequently, they have become an important target market for the business. In
1950s, confectionery industries was an unorganized market and added negligible to
the growth of economy. Advertisers are the first to recognize children‘s value as
consumers who are capable of making decisions about spending. In case of the TV
advertisement in 1950s dates the modern era of children's television programming,
when a deal between struggling television network ABC and Disney brought The
Mickey Mouse Club and Disney land into children's afternoon television
programming. Advertising at that time appealed generally to the personal gain of the
consumer in the case they decided to purchase the sponsored product. Over the next
15 to 20 years, children's television became an industry by itself. Throughout this
history of children's television advertising, researchers have criticized in different
ways the use of television commercials directed to children (Tseng, 2004). In the late
1970s, a research team funded by National Science Foundation (NSF) estimated that
children viewed an average of about 20,000 commercials per year (Adler in Singer,
2001). There was so little study on this topic during the 1950s, the majority of the
studies on children's television advertising environment goes from the 1970s onward
(Alexander et al. 1998). Four types of products advertised to children during the
1970s were limited: toys, cereals, candies and snacks, and fast foods. While marketers
and advertisers heightened their interest in the child market during the 1980s, research
on children's television advertising of that period consisted mainly on replications and
extensions of previous studies (Tseng, 2004). Extensive research carried out by many
researchers and it has been indicated that the television can and does influence our
feelings, attitude and behaviour (e.g. Wartella, Olivarez, & Jenning 1998).
In the era of 1999s, with the globalization of Indian economy, the growth of
confectionery industry took a high peak and accelerated the growth of Indian
economy. Confectionery includes sweet food items that have high calories and
however they have low nutritional content like mint candies, toffees, lollipops,
chocolates, chewing gums and candies. Confectioneries play a major role in special
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occasions and festival in India. If children saw something new in advertisement or in
a magazine that they liked they were likely to buy it. This is in line with Buijzen and
Valkenburg.s (2003) findings that advertising is positively and directly related to
children‘s purchase requests. McGee in Beder (1998, pg 100) says ―children under
aged 12 spend more than $11 billion of their own money and influence family
spending decisions worth another $165 billion on food, household items like
furniture, electrical appliances and computers, vacations, the family car and other
spending‖. Advertising offers consumer ideas and information, which we process and
evaluate in order to make rational choices. Brown (2004) defends advertising to
children on just such cognitive grounds: ―Children are young consumers, interested in
making choices and needing information about them‖.
Advertising is the most influential and powerful medium in the present commercial
society. It helps us to get worldview. It shapes our attitude and beliefs.
Advertisements encompass every aspect of our life and most of us are hardly aware of
it (Sarma, 2007). In 2011, the Indian Media & Entertainment (M&E) Industry
registered a growth of 12 percent over 2010,
to reach INR 728 billon, as per the FICCI-KPMG report. The growth line is backed
by strong consumption in Tier 2 and 3 cities, continued growth of regional media, and
fast increasing new media business. Overall, the industry is expected to register a
CAGR of 15 percent to touch INR 1,457 billion by 2016. Television continues to be
the dominant medium, sectors such as animation & VFX, digital Advertising, and
gaming are fast increasing their share in the overall pie (KPMG-FICCIFrames-Press-
release-2012). Recently there is a tremendous growth in media industry. In both the
long term and short term, our experience of media image contributes in significant
ways to the way we think, act, and feel, and to our broader belief about the world and
social reality. There are number of theoretical model and approaches help to explain
the complex links between media exposure and its effects (Ann Sanson, 2000). A
major review of the field, conducted by Hastings etal (2003) for the Food Standards
Agency, has focused academic, policy and public attention on the role that food
promotion, particularly television advertising, plays in influencing children's food
choices, defined in terms of food knowledge, preferences and behaviour. More
advanced media literacy does not necessarily constitute a sort of "cognitive defense"
towards advertising effectiveness (Livingstone and Helsper, 2004), Research on
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Children's Perceptions found that they could apply this knowledge and critically
evaluate advertisements. Subsequently they were more skeptical than younger
children about claims made in advertising (Bulmer, 2001 as sited in World Federation
of Advertisers 2007).
In India, the confectionery industry has got a huge potential and this sector has grown
recently in the India with the entry of many foreign companies. Indian companies are
also growing steadily and this field and they are acquiring the top positions in this
sector. The names of India top players, who are dominating the confectionery
industry, are Cadbury India Ltd., Lotte India Co. Ltd., Candico India Ltd., Nestle
India Ltd., Lotus Chocolate Company Ltd., and Campco Ltd. Indian confectionary
players heavily spend on advertisement of their confectionery products. As a result of
that industry observed a decline in the share of non-branded products. Children today
are extremely aware of the various brands in the market and are conscious of the
products they use or consume. They pick and choose carefully according to their
needs, style, preferences etc. They also exercise a lot of independence in decision-
making and influence the family buying behaviour. Today's kids are well informed,
better than their parents. This is because virtually from birth today's children are
exposed to TV commercials, banner ads, billboards, logos and product promotions
(Singh & Ram, 2010).
Children today are exposed to all types of advertisements on the various media like
the television, print media and internet among which Television is the most
influencing media in case of children (Effect of Advertisements on Children). Before
a certain age, children lack the defenses, or skills, to discriminate commercial from
relationship from television advertising to adiposity (Institute of Medicine, 2006), An
review of previous research could significantly find no study that examined the
relation between children's understanding of advertisings' persuasive intent and the
impact of advertising; this relation has been generally taken for granted without any
kind of scientific research supporting it as specially in case of confectionary products
in India.
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NEED FOR STUDY
9
NEED FOR STUDY
Today Indian market is growing rapidly. To be aware of the fact that Indian
confectionary players heavily spend on advertisement of their confectionary product.
As a result of that industry observed a decline in the share on non-branded products.
Children today are extremely aware of the various brands in the market and are
conscious of the products they use or consume. They pick and choose carefully
according to their needs, style, preference etc.
Children are aware of various brands. This awareness will affect while purchasing of
the product. So Study of this topic will understand how the purchasing power of
family will change according to the children.
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STATEMENT OF RESEARCH
PROBLEM
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STATEMENT OF THE RESEARCH PROBLEM
Through this project we want to find out how children are influenced by the
advertisements especially of confectionary products. So the statement of project is
―Effect of advertisement in children with special reference to confectionary products‖.
The researcher would like to study and analyze marketing strategies and how the
advertisement industries using various marketing strategies to get a advantage for the
product company.ami of the research to observe advertisement effect on children.
And by using such advertisement concept how company will increase business.
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OBJECTIVES OF THE STUDY
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OBJECTIVES OF THE STUDY
Following are the objectives of this research
To know the children's awareness about confectionery Products & their
advertisements
To study the impact of advertisement of confectionary Products on
children.
To identify influence of various advertisement mediums on children‘s.
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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research has been defined in a number of different ways. It defined as "Research is a
process of steps used to collect and analyze information to increase our understanding
of a topic or issue". Or we can say, ―Research is a systematic inquiry to describe,
explain, predict and control the observed phenomenon‖.
DATA COLLECTION METHOD
There are mainly two types of data collection methods which are as follows:
Primary Data
Primary Data is the one that is being collected by the researcher itself and
is being collected for the first time. Researcher has collected this data with a
specific purpose of studying the problem. Primary Data in the research process
would be collected by filling up questionnaires from children and their
parents. But our research based on secondary data so cannot make a
questionnaire and collect a data for the primary purpose.
Secondary Data
Secondary Data is the data that already exists and in ready to use format
and gathered by somebody else. This data can be in the form of articles in
magazines, journals, government reports or any other historical data. It might
even be the different articles in newspaper and on the internet blogs.
For this research we can consider a secondary data that can be collected
for the internet, published research, articles, magazines, journals etc. From
such a kind of secondary data we can go through research problem.
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SCOPE OF THE STUDY
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SCOPE OF THE STUDY
This project highlights the Effect of Advertisements on Children. It will
analyse the changing preference of consumers (Parents and Children) for
confectionery Products. The study would help to understand the effect of
advertisement on purchasing power of the consumers.
The research process goes within the following confectionary products:
Biscuits
Chocolates
Wafers
Noodles
Health Drinks ...etc.
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DATA COLLECTION
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DATA COLLECTION
The secondary data can be in the form of articles in magazines, journals,
government reports or any other historical data. It might even be the different
articles in newspaper and on the internet blogs.
Secondary data are pieces of information that have already been collected for a
different purpose, but may be relevant to the research problems at hand.
Secondary data are useful for addressing a number of research questions, for
example:
Estimating market potential
Analyzing competitors
Sales forecasting
Assessing industry trends
Alerting the manager to potential problems
Providing preliminary information to guide subsequent primary
data collection
Advantages of Secondary Data
Low Cost
Less Effort
More Timely
Some info is available only from secondary data sources; for
example:
Market shares
Industry data from trade associations
Sources of Secondary Data
There are two key sources of secondary data:
The Company Itself
(Internal Databases):Database Marketing
Is the creation of large computerized files of customers‘ and potential
customers‘ profiles and/or purchase patterns.
Is the fastest-growing use of internal database technology.
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Other Organizations or Persons
(External Databases):Government publications – Census, Bureau of
Labor Statistics, etc.
Trade Associations - Newsletters, special reports, annual ―state of the
industry‖ reports, etc.
Other publications - periodicals (e.g., WSJ, Fortune), annual reports,
Moody‘s, Dun & Bradstreet
Computer retrievable databases (syndicated) - Lexis/Nexis, scanner data
Internet
Computer Retrievable
Sources of Secondary Data:
Surfing the web –Search Engines
Newsgroups on the Internet
Internet sites devoted to a specific topic where people can read and post
messages.
Databases
A number of companies offer database packages on DVD for personal
computers or by subscription over the internet.
For this research we can consider a secondary data that can be collected for the
internet, published research, articles, magazines, journals etc. From such a kind of
secondary data we can go through research problem. As consider the confectionary
product the research goes through such products like biscuits, chocolate, wafers,
Sauces, noodles, health drinks etc.
Secondary data collection according to confectionary
product:
1) Biscuits
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India is known to be the second largest manufacturer of biscuits, the first being USA.
The annual turnover of the organized sector of the biscuit manufacturers is around Rs.
4,350cr. It is classified under two sectors: organized and unorganized. Bread and
biscuits are the major part of the bakery industry and covers around 80 percent of the
total bakery products in India. Biscuits stand at a higher value and production level
than bread. This belongs to the unorganized sector of the bakery Industry and covers
over 70% of the total production. India Biscuits Industry came into limelight and
started gaining a sound status in the bakery industry in the later part of 20th century
when the urbanized society called for readymade food products at a tenable cost.
Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of
the most loved fast food products for every age group. Biscuits are easy to carry, tasty
to eat, cholesterol free and reasonable at cost. States that have the larger intake of
biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar
Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold
the maximum amount of consumption of biscuits. Even, the rural sector consumes
around 55 percent of the biscuits in the bakery products.
The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to
18.95 lakh tonnes in 1990. Biscuits contributes to over 33 percent of the total
production of bakery and above 79 percent of the biscuits are manufactured by
the small scale sector of bakery industry comprising both factory and non-factory
units.
The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with
a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent
of the entire bakery production.
The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright
future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent
per annum in the next 10 years will be achieved by the biscuit industry of India.
Besides, the export of biscuits will also surpass the target and hit the global
market successfull. Considering Indian biscuit industry details of one of the biscuits
Indian organizations like Parle and Anmol can be regarded as some of the top biscuits
brands in India. The Indian biscuit industry gained prominence in the national bakery
scene during the later part of the 20th century.
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Top Biscuits Brands in India
Sr. No. Company Products
1. Parle Products
Pvt. Ltd
Parle G, Nimkin, Krackjack, 20-20 Cookies, Monaco-
Salted Craker, Golden Arcs, Kreams, Festo, Hide &
Seek Choco Chips, Hide & Seek Milano, Hide & Seek
Bourbon, Hide & Seek Fab, Parle Actifit Digestive
Marie, Magix, Parle Marie, Coconut Cookies, Milk
Shakti
2. Britannia
Industries Ltd
Pure Magic, Treat, Britannia Cookies, Milk Bikis,
Tiger, Nutri Choice, good day, Time Pass, Bourbon,
Little, Hearts, 50-50, Nice Time, Marie Gold
3. Sunfeast Milky Magic, Dream Cream, Marie Light, Snacky,
Dark Fantasy, sweet 'n salt, Dark Fantasy Choco Fills,
Nice, Glucose, Special
Details of Biscuits company
1) Parle Products Pvt. Ltd :-
Founded in 1929, Parle Products Pvt. Ltd ranks among the top biscuit brands
in India. The company has 7 manufacturing units of its own and 51
manufacturing units on contract. Accounting for about 30-35% of market share
in the biscuit industry this company is famous for brands like Parle – G,
Krackjack, Hide & Seek Milano, Hide and Seek, Magix and Monaco. At
present the company has a 40 percent share of the Indian market for biscuits
and is a multi-million dollar organization.
Advertisement for parle product :- Parle G
Biscuit brand Parle-G‘s new television campaign, by Ogilvy & Mather, is
pegged on the theme ―Bachpan se bada koi school nahi, curiosity se badi
koi teacher nahi (There‘s no better school than childhood, no
greater teacher than curiosity)‖. The ad depicts children‘s ability to find
solutions to problems if they‘re given free rein—like a boy flying a plastic kite
in a downpour, or a girl drawing a scuba-diver around afire extinguisher on the
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wall. The tag line Parle-G Aao Banaye Kal Ke Genius (Parle-G, Come let‘s
nurture tomorrow‘s geniuses) It is a nice, engaging ad, and charming. Children
love the track for the commercial: ―Roko mat toko mat (Don‘t stop, don‘t
interrupt)‖, especially when the singer says, ―Ande ke andar hi kaise udenge
yaar (How will we take flight if cocooned)?‖
2) Britannia Industries Ltd :-
Based in Bangalore Britannia Industries Ltd is reputed as being one of the top
biscuit brands in India. The company was established way back in 1892 and till
today has managed to maintain a distinctive position in the Indian biscuit
industry specially with its most popular brand called Tiger.
Britannia is presently one of the biggest brands in India and also the leading
food related brand. It is well known for its ground breaking approach towards
product manufacturing and marketing. Forbes Global has rated it as one of the
Top 200 Small Companies of the World and it is also the second most trusted
brand in india.
Advertisement for Britannia product :-Tiger
Britannia Tiger's new TVC, created by Lowe Lintas, finds a link between the
biscuits and the progress of the nation. The ad features a school assembly
where a politician is giving a speech on how kids are the future of the nation
and can make it the "Tiger of the world". Hunger gets the better of a little kid,
and he takes a packet of Britannia Tiger biscuits out of his pocket and starts to
distribute it.
3) Sunfeast
Sunfeast is the biscuit brand of ITC and was initiated during July 2003. To start
with the brand dealt with glucose, Marie, and cream biscuits
Advertisement for Sunfeast product :- Dark Fantasy
Campaign started against rival hid & seek as well as burn burn. Actually, we
cannot say exactly that they are competitors because all these three brands are
very different. yes, we can say that they are effect therefore it can called as
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substitute. All these brands are into premium segment but still they have
different identity as well as totally different.
This advertisement campaign is showing some opposite effect. If you will
analyze both of these advertisements very carefully, you will find the some
mix of other product. Both ads are different flavours (pineple & chocolate).
From starting to end point, it is shown part of British time, feel like king and
queen as Britishian , the location also same like palace , decoration, and
ultimately feeling like sweet, romantic and fantasy taste. The whole
advertisements are without any voice over as well as only background music,
body gestures. At the end voice over say "Escape into one".
2)Chocolates
The chocolate market in precedent years has been witnessing tremendous growth in
terms of value as well as volume. The governance of market is maintained by large
international giants through franchisee and expansion into new markets which is
leading to the growth of the chocolates market in India. Indian chocolate industry has
registered a growth of 15% per annum from 2008 to 2012 and is projected to grow
even at a higher rate in future. The industry has a positive outlook due to phenomenal
growth in the confectionery industry, rising per capita income and gifting culture in
the country.
According to India Chocolate Market Forecast & Opportunities, 2018, the per capita
consumption of chocolates is increasing in the country which will continue to flourish
the market revenues. It is expected that India chocolate industry will be growing at the
CAGR 23% by volume between the years 2013-2018 and reach at 3,41,609 Tons. The
dark chocolates are expected to account for the larger market share when compared to
milk and white chocolates in the coming years. The introduction of medicinal and
organic ingredients in the manufacturing of chocolates had lead to a new trend and
development in the country, which will be adapted by major manufacturers to remain
active in the market.
Chocolates in India are slowly and steadily substituting the mithai or traditional
Indian sweets. Due to the increasing levels of social consciousness people prefer
gifting well wrapped chocolate packets rather than sweets on occasions and festivals.
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Taking advantage of this situation the top chocolate brands in India are now
concentrating on the packaging and are introducing well packaged chocolates for
specific occasions. Initially chocolates were just limited to a few flavours caramel and
milk chocolate till recent years when the introduction of dry fruits in chocolates
created waves in the chocolate industry in India. Even dark chocolate which was not
widely available in the Indian subcontinent till some time back has started gaining
ground in the Indian chocolate market.
Top chocolate Brands in India
Sr. No. Company Products
1. Amul Amul Fruit ‗n‘ Nut Chocolate, Amul Bindass, Amul
Chocozoo, Amul Fundoo, Amul Milk Chocolate.
2. Cadbury Oreo, Tang, Milka, Trident, Nabisco, Bournville,
Crunchie, Dairy Milk
3. Nestle Kit kat, Milky Bar, Milky Bar, Ferrero Rocher
Details of Chocolate company
1) Amul
Amul is part of the Gujarat Cooperative Milk Marketing Federation
Limited (GCMMF), which is the biggest organization in the domain of
food product marketing in India. The company procures 13 million liters
of milk on a daily basis in the peak period and has 16,117 milk cooperative
societies that are based in villages, 3.18 million members who produce
milk, and 17 member unions that cover 24 districts. In 2011-12 its
aggregate turnover was 2.5 billion US dollars.
Advertisement for Amul product
The 2 major ad objectives that Amul Chocolate incorporated are –
A) Informative
They wanted to make people aware of the new extension Amul was
coming up with i.e the CHOCOLATES. They wanted to develop a liking
for the chocolates amongst the people which would lead to purchases.
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They also chose the tagline very smartly which says ―For someone you
love‖ which tried to portray that you would want to gift the chocolate to
someone special or someone you care for like your parents, children,
friend, lover etc. Amul has always tried to bring happiness in everybody‘s
life by giving good quality products. Amul already enjoyed trust and
goodwill in the market and the same was used by Amul Chocolates to
showcase them as a product consumers can trust.
B) Persuasion:
They tried to persuade people by using emotional appeal. They focused on
the father-son relationship to show the amount of confidence the father has
on Amul Products that he is contentedly giving his son chocolates of the
same umbrella company. The ad showcases emotions of a loving and
caring father towards his son. This type of an emotional appeal would
persuade the people to indulge in buying the product
2) Cadbury
Cadbury was established originally in UK during 1824 by John Cadbury.
The company is presently owned by Mondelez International. It is among
the two biggest global chocolate brands along with Mars and its head
offices are at Uxbridge, London. Right now it operates in more than 50
countries across the world. Mondelez International is one of the biggest
brands in the world when it comes to chocolates, candies, and biscuits. It is
also one of the top two manufacturers of gums in the world.
Ex. Cadbury Dairy Milk
The global chocolate market is estimated around $106 billion.
400kgs of chocolate consumption in Indian per min.
Currently, the Indian chocolate market is worth around Rs 5,562cr, the
15% annual growth between 2008 to 2012.
In the advertisement of dairy milk most of the time they are using child
char. some adv. Of dairy milk
Real test of life.
Khanewalon ko khane ka bahana chahiye.
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Kuch meetha ho jaaye.
Pappu pass ho gaya.
Khane ke baad meethe mein kuch meetha ho jaaye.
Thought the ad, they wanted to convey the message that ―there is a child
in each one of us and they wanted to appeal to that child‖, since children
loved eating chocolate. The ad was meant to create a particular image in
the eyes of the customer and successfully communicate what the product
conveyed.
3) Nestle
Nestle is one of the top names in the world when it comes to nutrition,
wellness, and health. The organization was established by Henri Nestle at
Vevey, Switzerland during 1866 and its head offices are located over
there. It has approximately 280,000 staff members and operates in nearly
all countries in the world.
Advertisement for Nestle product :- kit kat
Kit Kat in India has taken a page from that playbook to create this ad,
which has already been seen by 2.7 million people, just a couple of
weeks after its release. In the ad, a hardworking doctor takes a Kit Kat
break during his work shift. As he's enjoying his candy bar, he notices
a roomful of babies who break into a dance routine. Dancing babies
just never get old. The ad agency was JWT India.
3)Noodles
Manufacturers are launching product variants to increase their ranges and differentiate
their products from those of the competition. Supermarkets have rows of shelf space
dedicated to a range of instant noodle brands in various flavours. There are multi-
grain and whole wheat variants, spinach- and beet-infused offerings, curry, or masala
or chicken tikka flavours. These products contain ginger, garlic, onions and chilli
pepper, which transform the dish to suit the Indian palate, giving the products a
regional twist. To many, noodles are a pleasant diversion from staple Indian
carbohydrates of rice or wheat rotis or flatbread.
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Nestlé India Ltd remained the dominant player in noodles at the end of the review
period with a 60% share of retail value sales in 2013. Its Maggi brand was the most
entrenched instant noodle brand in India in 2013. The brand has performed very well
due to the wide distribution network and aggressive marketing of Nestlé India. It has
also established itself as a part of households‘ monthly grocery purchases and become
acceptable as a quick meal option. The brand enjoys a high level of loyalty as Maggi
was the first instant noodle brand to be introduced in India. Nestlé India has also been
proactive in launching new variants, such as Maggi Dumdaar noodles and Maggi
Curry Noodles. However, the brand has been losing share to new entrants such as
Yippee!, Knorr Soupy Noodles and Foodles.
Due to its fast cooking properties Maggi today has occupied an important position in
almost every Indian kitchen. Since most of the women in India are working today
maggi and ready to eat packaged foods are slowly and steadily replacing the
traditional rice and dal. Especially brands like the Maggi 2 minutes which said that
the noodle could actually be cooked within span of two minutes. A hot favourite
among all the kids of the country noodles has come a long way since its introduction
in 1983. Consumed in almost every Indian household Maggi which was initially
considered a snack is taking the place of a staple diet in most Indian homes. Due to
the fast paced lives lived by most of the Indians today packaged and ready to eat
foods are gaining quite a formidable share of the Indian food market. Maggi is almost
close to a ready to eat meal that takes just a few minutes behind its preparation and
promises great taste as well.
It goes without saying that Nestle India Limited's Maggi is undoubtedly Top Noodle
Brand in India. Maggi has been dominating the Indian noodles industry since a period
of almost 26 years. Maggi noodles were the pioneer of noodles in India. Launched in
1983 in the Indian market with the challenge of entering a market that was
conservative and had typical notions about food consumptions this product managed
to gain a part of the mind share of almost every Indian. Synonymous with noodles in
India today Maggi is known to be the fastest cooked tasty meal in an Indian
household. Looking at the popularity of the Maggi noodle brand Nestle introduced
the Maggi soups and ketchups which also became a hit among the Indian masses
Maggi. The brand has grown manifolds since its launch. Many people also enjoy
Maggi without cooking it.
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However according to market experts Nestle India Limited's Maggi noodles which
has been dominating the instant noodles market in India for nearly three decades is
currently witnessing tough competition with a number of new entrants such as
Hindustan Unilever's (HUL) Knorr Soupy noodles, GlaxoSmithKline's Horlicks
Foodles, Top Ramen and Big Bazaar's Tasty Treat.
Top Noodles Brands in India
Sr. No. Company Product
1. Nestle Maggi
2. ITC sunfeast Sunfeast
Ex. Maggi
Maggie had merged with nestle family in 1947. Maggi noodles ware 1st launched
in India in 1983. The 1st tagline was ‗first to cook good to eat‘ was also in
keeping with this positioning. Maggi is now targeting its product at the entire
family and not only the kids. Now a day‘s 2 min ki maggi is one of the best ad in
confectionary product because of that adv market of maggi would increase.
4)Health Drinks
At an estimated Rs 2,000 crore for the year 2009, it is a big, fat corner, though (and is
poised to get bigger as the market for malt beverages in India is expected to reach
US$ 1.4 billion [roughly Rs 7,840 crore] by 2016). India is claimed to be the world‘s
largest malt-based drinks market and accounts for about 22 per cent of the world‘s
retail volume sales as per reports. Malted beverages are popularly known as health
drinks in India. While marketers have positioned such beverages as nutritious drinks,
these are widely consumed as taste enhancers to encourage drinking of milk among
growing children. Interestingly, several malt-based hot drinks – such as Boost,
Complan and Bournvita – have repositioned themselves as health drinks. This is
completely aligned with market realities, as greater health consciousness, aspirations
for higher standards of living and comfortable disposable incomes become the main
drivers of consumption patterns. Across international markets it has been seen that the
30
growth of the middle class has driven the uptrend in food industry in general and
health beverages in particular.
Top health drinks brand in India
Sr. No. Company Brands
1. GlaxoSmithKline. Boost,
Horlicks
2. Complan foods Complan
3. Cadbury Bourn vita
Details of health drinks company
1) GlaxoSmithKline
Boost is India’s leading malt-based Health Food Drink in a chocolate flavour.
It was developed by the company‘s R&D team in 1974 and launched in 1975-
76. Horlicks is the leading Health Food Drink in India and enjoys more than
50% share of the Health Food Drink Market. Horlicks has been a popular brand
in the country since the 1930‘s.Today, the modern Horlicks stands for trust and
its promise of ‗Pleasurable Nourishment with a delicious range of flavours
including Chocolate, Vanila and Elaichi.
Advertisement for GlaxoSmithKline product :- Boost
Boost is a part of Indian Health Food Drinks (HFD). HFD is targeted at
children aged 5–18. The market is huge since this is the age group that
demands some kind of energy drink. The kids are active and playing during
this age and the pressure is on the homemaker to keep the energy level of the
kids high using some drinks. Boost was innovative not only in the promotion
front but also in product improvements. In 2002, as a part of its repositioning,
the brand came out with Power Boosters: which contains copper and biotin. It
was first of its kind in this segment. Boost also innovated in packaging. Over
these years, the packaging became contemporary and stylish to reflect changing
consumer preferences. This was good enough to attract children. With
competitors like Bournvita, Complan, Horlicks, this brand had to attract the
31
children and provide them with a better, healthy, tasty, and nutritional energy
drink.
2) Complan foods
The COMplete PLANned Food is a premium health beverage fortified with 34
vital nutrients in balanced proportion including 100% Milk Protein to help
children maximize their growth potential. Complan is an expert in the nutrition
and health category and its formulation is designed as per Indian RDA.
Complan has 18% protein, which is very critical for child growth. All the
protein is Milk Protein (100% Milk protein)which is one of the best protein for
growth. Complan‘s 34 vital nutrients include key nutrients such as essential
fatty acids, iron and iodine which help in your child‘s brain development.
3) Cadbury
Cadbury Bournvita is among the oldest brands in the Malt Food category with
a rich heritage and has always been known to provide the best nutrition to aid
growth and all round development. Launched in 1948, throughout its
history, Cadbury Bournvita has continuously re-invented itself in terms of
product, packaging, promotion & distribution. The brand has been an enduring
symbol of mental and physical health ever since it was launched. Cadbury
offers two options: Cadbury Bournvita, with its popular chocolate taste, and its
latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate
and caramel flavour of Cadbury 5 Star.
Advertisement for Cadbury product:- Bournvita
The mother and son are hard to miss on the small screen. You can see them
running through the woods or quietly speaking to each other in an empty
stadium, the mother goading the son to carry on despite repeated falls. Over
the last two years, Bournvita, the chocolate health food drink(HFD) from
Mondelez International, the demerged snack powerhouse of Kraft Foods, has
used the lasting theme of mother and child to convey its role as a complement
during one's growing-up years. The theme (with a tagline Tayyari Jeet Ki or
preparing to win) does not go over-board with highlighting the nutritional
aspects of the brand. Mondelez has, of course, supported it with a series of ads
32
for its kids variant, called Bournvita Li'l Champs, on the presence of vitamin
D (one of the campaigns last year was 'Doodh ka calcium waste nahin hota
hai' talking about the product benefits). Bournvita Li'l Champs targets young
mothers with kids aged two-five years.
5)Sauces
Pizzas, Burgers and Pastas were once almost unheard of in India. Today kids in the
country swear by these. Pizzas and burgers have successfully managed to replace the
traditional Indian dal and rice at least for the school and college kid.
Spread across the various important cities and towns of the country are the many fast
food joints. Till a few years back the fast food market in India was not a very
prominent industry mostly because there were less of fast food joints and disposable
incomes. But with the growth of both these elements the fast food market in India
received a boost.
Fast food and ketchup are directly proportional to one another. The sweet and tangy
taste provided by ketchup adds to the entire experience of a delicious or finger licking
meal. Thus the rise in the demand for fast food has resulted in the rise in the demand
for ketchup in India.
With the growing patterns of fast food consumption in the country the need for
ketchup is also increasing. According to a recent survey conducted by Down to Earth
it is estimated that Indians spend about ` 4,449 crore a year in fast-food centers.
International fast food chains like McDonalds and KFC have almost found a second
home in India. Initially these fast food giants were simply restricted to some of the
metros with just one or two outlets but with the changing trend in consumption these
fast food chains have penetrated to almost all the Indian cities and towns.
Currently the Indian ketchup market is valued at` 220 crore. The top Ketchup Brands
in India are Maggi Kissan and Heinz. Nestle's Maggi leads the Indian ketchup market
with a market share of 37 per cent. Hinductan Unilever Limited's Kissan follows with
a market share of 29 per cent and Heinz holds a total market share of around 10
percent. There are also a host of local ketchup brands that account for the rest of the
market share of the ketchup industry in India. According to industry experts there is
33
still abundant scope for improvement as ketchup penetration is low in the rural areas.
Even in urban areas people do not consume much of ketchup in the house.
Top Sauces brand in India
Sr. No Company Brands
1. Hindustan unilever
limited
Kissan
2. H. J. Heinz Heinz
3. Nastle Maggi sauces
1) Hindustan unilever limited product :- Kissan
Today, Kissan is more than just jams, ketchups and squashes. It‘s all about
kids eating happily & growing up happily. Filled with nothing but natural
goodness, Kissan has found a way to keep both, mothers & kids happy. The
brand‘s reassurance to mothers is; they won‘t have to worry about their
child‘s growth with them eating any of the Kissan products. Because
Kissan lets every child enjoy what they love to eat & helps them grow.
Being pioneers in food processing, Unilever launched the category of
ketchups and jams under the brand name Kissan. With the current launch
of the Kissan 100% Real Campaign, kids can now enjoy the real taste of
jams and ketchups. Made from 100% real fruits and tomatoes, Kissan jams
and ketchups are now even softer, richer and yummier for kids to eat,
without mothers constantly having to worry about what they are
consuming.
Kissan has always supported and continues to lend its support to mothers in
making healthy, wholesome and delicious food options for kids. So that
they can eat happily & grow happily. Because after all, Kissan believes that
growing up is a fantastic adventurous journey & not a destination.
2) H. J. Heinz
The H. J. Heinz Company, also known as the Heinz Company and
commonly known as Heinz and famous for its "57 Varieties" slogan and
itsketchup, is a United States food processing company with world
34
headquarters in Pittsburgh, Pennsylvania.The H. J. Heinz Company
manufactures thousands of food products in plants on six continents, and
markets these products in more than 200 countries and territories. The
company claims to have 150 number-one or number two-brands worldwide
Heinz ranked first in ketchup in the US with a market share in excess of
50%; Ore-Ida label held more than 50% of the frozen-potato sector. On
February 14, 2013, Heinz agreed to be purchased by Berkshire
Hathaway and 3G Capital for $23 Billion.
Heinz Ketchup is available in India in two varieties, the standard Tomato
Ketchup and Tomato Chilli Sauce. Indian taste preferences vary from
region to region, making it necessary for Western brands like Heinz to
work on Indian interpretations of ketchups for sale in the country. Heinz
acquired the former foods division of Glaxo India and gained the Complan,
Glucon D, Glucon C, Sampriti Ghee, and Nycil products and brands.
3)Maggi sauces
Maggi Sauces have been an integral part of the Indian consumers‘ households
for decades now. Launched in the mid-1980s, MAGGI Sauces has been
associated with category re-defining innovations from the very beginning,
starting with the launch of the unique MAGGI Hot & Sweet and ―It‘s
different‖ commercials featuring Jaaved Jaaferi and Pankaj Kapoor.
Over the years, MAGGI has continuously re-invented itself in terms of new
products, packaging, promotion & distribution to emerge and sustain itself as
the largest sauces brand in India MAGGI has also launched the Rich Tomato
Ketchup in the convenient doy pack format called Pichkoo that has made the
unique flavors of MAGGI affordable to a whole new set of consumers. The
lip-smacking tastes and vibrant packaging ensures MAGGI Sauces stays true
to its slogan – It's different!
These are the some data regarding confectionary products. Its show that how they are
growing in Indian market. Now a days in India the population is too high and 50% of
that population are in 0 to 16 age group.(or children). Children today are extremely
aware of the various brand in the market and conscious of the product they use or
35
consume. They pick and choose carefully according to their needs, style, and
preferences etc. So because of adv of such confectionary product which effects the
children. And the seals of product will increase.
36
DATA ANALYSIS AND
INTERPRETATION
37
DATA ANALYSIS AND INTERPRETATAION
After collecting secondary data we can analysis that data according to the
products brands etc. For some of the company data analysis and interpretation is as
below.
Biscuits
In biscuits brands in India there are major three brands
1) Parle Products Pvt. Ltd
2) Britannia Industries Ltd
3) Sunfeast.
Biscuit can he broadly categorized into the following segments:
1) Glucose 44% 2) Marie 13% 3) Cream 10%
4) Crackers 13% 5) Milk 12% 6) Others 8%.
As regards the consumption pattern is concerned. surveys and
estimates by industry from time to time indicate the average consumption
scenario in the four Zones have been more or less close to each other, as
below:
NorthernStates:28% SoutherStates:24%
WesternStates:25% Eastern States:23%
44%
13%10%
13% 12%8%
0%5%
10%15%20%25%30%35%40%45%50%
Series1
38
Important brand pitches against each other or product comparison
Category Britannia Parle Leader
Glucose Tiger Parle G Parle G
Marie Marie gold Parle marie Marie gold
Salty snacks 50-50 Krack jack Krack jack
Choco chips Good day Hide n seek Good day
Milk Milk bikis Milk sakhti Milk bikis
Bourbone Bourbone Hide n seek bourbone
Nice Nice --------------- Nice
Multi grain Nutri choice -------------- Nutri choice
Cream Cream treat Kreams Cream treat
Cookis Good day 20-20 Good day
Ex. PARLE G:-
Facts
Parle-G has held its price line fixed from 1994 to 2008 to Rs 4 a pack. In
2008, the price was increased to Rs 4.50, but the company went back to Rs. 4
soon by reducing the weight marginally. Today Parle-G is available at Rs 1,
Rs 2, Rs 3, Rs 4, Rs 5, Rs 10, Rs 20 and Rs 50.
Parle-G biscuit is that the biscuit is available even in the most remote places in
India. One can easily find a Parle-G pack in villages with a population of 500.
0%
5%
10%
15%
20%
25%
30%
N E W S
Series1
39
If a month‘s production of Parle-G biscuits are stacked side-by-side, the
distance between Earth to Moon of 7.25 lakh kilometres can be covered.
100 crore (1 billion) packs of Parle-G are produced monthly.
Parle-G biscuits are sold in more than 50 lakh (5 million) retail stores.
4,551 Parle-G biscuits are consumed per second.
Parle-G is the fourth largest biscuit market in the world.
From mid-90s to mid-2000 the price of Parle-G packs remained unchanged.
Advertisement details about Parle-G
1939 Even as the Allies and the Axis blew conch shells for the Second World
War, Parle baked its first biscuit in India.
1947 When the British quit India, Parle (then) Gluco announced independence
from British biscuits with an ad campaign.
1980 When it was time for graduation, the biscuit brand was rechristened as
Parle-G to distinguish itself from the horde of me-too glucose biscuit brands
entering the market. The 'G' stood for glucose, of course.
1982 A burly Dadaji and his grandkids sang in chorus — 'Swaad bhare, Shakti
bhare, Parle-G' -for their first TV spot created by Everest.
In the year 1997, Parle-G sponsored the tele-serial of the Indian
superhero, Shaktimaan that went on to become a huge success. The
personality of the superhero matched the overall superb benefits of the brand.
Parle extended this association with Shaktimaan and gave away a lot of
merchandise ofShaktimaan, which was supported by POS and press
communication. The children just could not get enough of Parle-G
and Shaktimaan.
1998 No Bollywood superstar could fit the brand's positioning. Parle-G found
their brand endorser in kids' favourite Indian superhero from the Telly World
— Shaktimaan.
2001 Start of a new millennium meant wardrobe revamp for the then largest
selling biscuit in the world (as declared an AC Nielsen study): Brand
packaging went from wax paper to BOPP (Biaxially oriented polypropylene or
plastic, as we like to call it).
40
In the year 2002, it was decided to bring the brand closer to the child who is a
major consumer. A national level promo – `Parle-G Mera Sapna Sach Hoga‘
was run for a period of 6 months. The promo was all about fulfilling the
dreams of children. There were over 5 lakh responses and of that, over 300
dreams were fulfilled. Dreams that were fulfilled ranged from trips to
Disneyland at Paris & Singapore; free ride on a chartered plane; 20
scholarships worth Rs 50,000; a special cricket coaching etc
2004 Long live Glucose. It's 'G maane Genius' from now on.
2013 the most recent campaign that celebrates 'Kal ke Genius.'
CHOCOLATE :
Facts
The "glass and a half of full cream dairy milk in every 200gm" slogan with the picture
of milk pouring into the chocolate block, is one of the all-time greats of advertising.
Australians prefer creamier milk chocolate, with the Cadbury Dairy Milk brand being
the market leader.
Dairy Milk chocolate is the main ingredient of many other Cadbury chocolate
favourites such as Freddo.
The original Cadbury milk chocolate faded into obscurity in 1915.
The largest moulded bar in the world was made by Cadbury Limited in October 1998
to celebrate the re-launch of Cadbury Dairy Milk. The giant 1.1 tonne block was
nearly 9ft high and 4 ft wide. It would take an average person 120 years to eat!
It takes the whole year's crop from one tree to make 450gms of Chocolate.
250 million (250,000,000) bars of Cadbury‘s Dairy Milk are produced every year.
Over 1 million Cadbury‘s Crunchie bars are produced every day at a rate of 1,200
bars per minute
Mainly chocolate can divide in three types there are
1) Dark chocolate
2) Milk chocolate
3) White chocolate
The following graph tells about percentage distribution of chocolate in market
41
Advertisement details about chocolate
Pre-2007 advertising
Cadbury has always tried to keep a strong association with milk, with slogans such as
"a glass and a half of full cream milk in every half pound" and advertisements that
feature a glass of milk pouring out and forming the bar.
In 2004, Cadbury started a series of television advertisements in the United Kingdom
and Ireland featuring a human and an animal (representing the human's happiness)
debating whether to eat one of a range of included bars.
Glass and a Half Full Productions (2007–2011)[edit]
In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new
in-house production company called "Glass And A Half Full Productions".[6]
The
advert was premièred during the season finale of Big Brother 2007, and consists of
a gorilla at a drum kit, drumming along to the Phil Collins song "In the Air
Tonight".[7]
It is supposed to relate the joy of playing drums to that of eating a
chocolate bar.[8]
The advert has now become extremely popular with over five million
views on YouTube, and put the Phil Collins hit back into the UK charts.
On 28 March 2008, the second Dairy Milk advert produced by Glass and a Half Full
Productions aired. The ad, entitled 'Trucks' features several trucks at night on an
empty runway at an airport racing to the tune of Queen's "Don't Stop Me Now".[9]
The
ad campaign ran at the same time as the problems at Heathrow Terminal 5 with
baggage handling; in the advert baggage was scattered across the runway.[10]
On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack –
Bonnie Tyler's "Total Eclipse of the Heart" – a reference to online mash-ups of the
commercial. Similarly, a version of the truck advert appeared, using Bon Jovi's song
42%
21%
18%
brand
taste
Benefit
42
"Livin' on a Prayer". Both remakes premiered once again during the finale of Big
Brother 2008.[11]
In January 2009, 'Eyebrows', the third advert in the series, was released, of two
children moving their eyebrows up and down rapidly to a set electro-funk beat: "Don't
Stop the Rock" by Freestyle.
In April 2010, a fourth advert aired, entitled 'Chocolate Charmer', containing a
scientist mixing milk and chocolate to make a dairy milk bar to the tune of "The Only
One I Know" by The Charlatans. This was subtly different to the others as it did not
feature the 'A Glass and a Half Full Production' title card at the start.
In April 2011, a fifth advert aired, known as 'Charity Shop' or 'Dancing Clothes',
featuring dancing clothes at a charity shop to the tune of "We Don't Have to Take Our
Clothes Off" by Jermaine Stewart. This exposed the song to a new generation who
downloaded the track and returned the song to the UK Top 40 so far reaching no. 29.
This ad also marks the return of the Glass and a Half Full title card.
A new 'record label' was launched as part of the Glass and a Half Full Productions
campaign. The first song released was Zingolo featuring Tinny, to promote Fairtrade
Dairy Milk. A full music video was made incorporating the 60 second ads, as well as
a Facebook page.
Joyville (2012–present)
The 2012 campaign focuses on an 'organisation made to bring joy to people'.
Chocolate fountains were put in shopping centres such as Westfield London and the
first ad focused on the relaunch of Dairy Milk Bubbly. During the campaign in 2012,
Cadbury Dairy Milk was launched in new flavours such as Toffee Popcorn, Golden
Biscuit Crunch, an exclusive to Sainsburys, Nutty Caramel and also Cadbury Dairy
Milk with Oreo. Along with the new flavours, Cadbury also launched two new
Bubbly bars including a mini version and a Mint Bubbly ("now, it's gone all minty!").
Cadbury has also launched Crispello and most recently launched "Marvellous
Creations" in the UK. In addition, Cadbury also brought the Joyville concept into
Asia, where Singapore Bloggers were invited to join in and spread the love. [13]
HEALTHDRINK
A strong rival brands ―Complan, Horlicks and Bournvita‖ are now conceptually
focusing on ―Energy of milk‖. All brands are targeting on children growth by which
43
conveying common message i.e. it includes many types of vitamins, proteins, calcium
which will make strong bones, gives energy & growth.
Purchase decision of health drink is mostly depends on the brand and test of drink if
we divide this in four ways ie. Brand, Taste, Benefit, and composition.
Recently Bournvita has released the aggressive campaign on ―Getting Calcium from
milk or not?‖ It has shown in television commercial where one mother is asking to
another mother that ―what are you doing for calcium while you are giving milk to
your child?‖ And, that another mother is replied thrice time ―I am giving milk to my
child‖.
Ad Link: - http://www.youtube.com/watch?v=0SF4nMqqWdA
At that time, first mother is pointing out that ―your child is getting calcium from that
milk or not!‖. Then quickly, another mother feeling confuse and thinking, what does it
mean?.
And at the end of campaign voice over conveying message that ―Use Bournvita which
will be quickly absorbing with milk where children can get good energy‖. Overall,
Bournvita campaign is seems like as Horlicks campaign. As well, Bournvita has
executed similar concept as like Horlicks.
Horlicks is now coming with the punch line ―Dudh main Horlicks Milao, Dudh ki
shakti badhao i.e.( Don‘t drink milk without Horlicks) which is targeting to children.
Therefore, Bournvita also came up with similar concept. However, this campaign has
been come back from market due to ―your child is getting calcium from that milk or
not!‖. And, again it has come up with new one tvc campaign. That prior campaign
42%
21%
18%
19%
brand
taste
Benefit
composition
44
was giving negative impact in market and television viewers also feeling clutter
because it has launched very aggressively as well as running continue through out
day. New campaign is good and it may again change the mind from old campaign.
If we talk about Complan brand which is being promoted by punch line ―I am
Complan Boy‖ since brand launching years. Today, Complan brand is also focusing
on that same ―energy concept‖ but it is more focusing on ―Height wise growth‖. The
TVC shown that children will grow four time fasters than normal one if they will use
Complan.
Recently, Complan has also released campaign in which a crowd of mother is visiting
to ―Department of Nutrition‖ where a Doctor is explaining the benefits of Complan.
The main thing is that showing ―Department of Nutrition‖ in order to attract
consumers and getting trust from consumers.
Ad Link: - http://www.youtube.com/watch?v=xotxJBBzbrQ
45
FINDINGS
46
FINDINGS
It has been found that more number of children watch television for 1-2 hours
a day. There are very less number of children who watch television for less
than 1 hour a day.
As far as watching any particular program on television is concerned, children
like to watch cartoon movies or cartoon serials on television. Children also
like to watch movies on television.
Majority of children are familiar with the advertisements of Chocolates. Five
Star and Cadbury chocolates are their favorite brands.
After watching advertisement of confectionary products majority of children
demand to purchase that confectionary product.
Majority of children like to buy confectionary products because it gives free
tattoo and other promotional things.
After watching advertisement of confectionary products children sometimes
insist their parents to purchase that product for them.
When children insist their parents to purchase confectionary product after
watching its advertisement, parents generally do agree with them.
47
LIMITATIONS
48
LIMITATIONS
As doing online research we can consider secondary data, we can‘t go with
the primary data.
In this we can find the research details through the published research
papers, newspaper articles, magazines related to specific industry,
books etc. We can‘t go create a new data by doing a research survey.
49
CONCLUSION
50
CONCLUSION
Today, particularly young children play an important role as consumers.
Especially confectionary products are concerned they do not care price of
which they want to buy.
Children do not care whether these products are healthy for them or not. While
they are shopping, the first thing comes in their mind is to purchase the
advertised products. In this situation, the advertising has a stronger effect on
younger children.
Nowadays it seems that children‘s impact on family decision in shopping has
been steadily increased.
After the research, it was found as far as confectionary products are concerned
children sometimes insist their parents to purchase those products for them.
Also this research validated that among many communication tools, television
advertisements have more impact and effect on children than the other
medium of advertising.
51
BIBLIOGRAPHY
52
BIBLIOGRAPHY
Philip Kotler Marketing Management Twelfth Edition (2007) A South Asian
Perspective
Moore, (2004), ‗Children and the changing world of advertising‘, Journal of
Business Ethics, pp. 161-7.
Adler, R. P, Lesser, G. S, Merngff, L, Robertson, T, Rossiter, J, & Ward, S.
(1997) ‗Research on the effects of television advertising to children. A review
of the literature and recommendation for future research‘, Web site
www.wikepedia.com
Bartsch, K., & London K (2000) ‗Children use of mental state information in
selecting persuasive arguments, Development of Psychology,
Pacific Business Review International volume 5 issue 5 (Nov 2012)
Livingstone, S., and Helpser, E. (2004). Advertising unhealthy foods to
children: Understanding Promotions in the context of Children‘s Daily Lives.
Report OFCOM, London. April.