A STUDY ON THE EFFECTIVENESS OF ADVERTISING STRATEGIES

WITH REFERENCE TO NIRAPARA, KALADY.

A project report submitted in partial fulfillment of the requirements for the award
of the degree of
MASTER OF BUSINESS ADMINISTRATION
By
HANOON IBRAHIM P
(Reg.No.19382018)

Under the guidance of

Dr. M. BANUMATHI
Professor
Department of International Business
School Of Management
Pondicherry University, India

Department of Management Studies

School of Management, Pondicherry University
Puducherry, India-605 014
2020-21
 DEPARTMENT OF INTERNATIONAL BUSINESS
SCHOOL OF MANAGEMENT
PONDICHERRY UNIVERSITY
PONDICHERRY – 605014

CERTIFICATE

This is to certify that the project titled A STUDY ON THE EFFECTIVENESS OF ADVERTISING
STRATEGIES WITH REFERENCE TO NIRAPARA, KALADY. is submitted by Hanoon Ibrahim
P(Reg.No.19382018), MBA II-year student to theDepartment of International Business, School of
Management, Pondicherry University in partial fulfillment of the requirements for the award of the degree
Master of Business Administration and it is certified to be a bonafide work.

Dr. M. BANUMATHI Dr. M. BANUMATHI

Professor & Head of the Department Professor & Project Guide
Department of International Business Department of International Business
Pondicherry University Pondicherry University

Place: Pondicherry
Date:
 DEPARTMENT OF INTERNATIONAL BUSINESS
SCHOOL OF MANAGEMENT
PONDICHERRY UNIVERSITY
PONDICHERRY – 605014

DECLARATION

I hereby declare that this project report titled A STUDY ON THE EFFECTIVENESS OF
ADVERTISING STRATEGIES WITH REFERENCE TO NIRAPARA, KALADY. submitted in
partial fulfillment of the requirements for the award of the degree Master of Business Administration from
the Department of International Business, School of Management, Pondicherry University is a work done
by me during Academic year 2020-21 and it has not been submitted elsewhere for award of any
degree/diploma. I take responsibility for the originality of this report.

Date: HANOON IBRAHIM P

Reg.No.19382018
Department of International Business
Pondicherry University
 DEPARTMENT OF INTERNATIONAL
BUSINESSSCHOOL OF
MANAGEMENT PONDICHERRY
UNIVERSITY
PONDICHERRY – 605014

ACKNOWLEDGEMENT

Expressing one’s gratitude to others who are worth adoring is not an easy task as it sounds.
It’s my honour and privilege to be thankful to each and every one who were helpful in the
successfulcompletion of the project. I express my gratitude to Dr. M Banumathi, Head of
the Department, Department of International Business, Pondicherry University for her
insight and encouragementand for her criticism and feedback throughout the project as my
project guide. It would have been impossible to successfully complete this project in the
stipulated time period without her guidance.

I also thank all the faculty members of the Department of International Business,
PondicherryUniversity for their valuable time and help throughout the course of the
project.

I also thank my family and friends for their support and encouragement throughout the project.

1
 TABLE OF CONTENTS

CHAPTERS CONTENT PAGE NO.

LIST OF TABLES 3

LIST OF CHARTS 4

I INTRODUCTION 5

II INDUSTRY PROFILE 8

III COMPANY PROFILE 11

IV REVIEW OF LITERATURE 22

V RESEARCH METHODOLOGY 32

VI DATA NALYSISAND 34
INTERPRETATION

VII FINDINGS ANDSUGGESTIONS 52

VIII CONCLUSION 55

BIBILOGRAPHY 56

QUESTIONNAIRE 57

2
 LIST OF TABLE

TAB LE NO TABLE TITLE PAGE NO

4.1 AGE OF THE RESPONDENTS 35

4.2 GENDER OF THE RESPONDENTS 36

4.3 VISIBILITY OF PRODUCTS IN CONSUMER 37

STORES
4.4 INFLUENCE BETWEEN TV 38
ADVERTISEMENTS AND PRINTED
ADVERTISEMENTS
4.5 RESPONSE ON THE PRESENT 39
ADVERTISEMENT
4.6 RESPONSE OF UNDERSTANDING THE 40
THEME OF THE PRODUCT IN
ADVERTISEMENT

4.7 TIME PERIOD OF REMEMBERING THE 41

ADVERTISEMENT
4.8 ADVERTISEMENT CREATE AWARENESS 42
ABOUT THE PRODUCT
4.9 OPINION ABOUT THE PRESENT 43
ADVERTISEMENT THEME
4.10 SATISFACTION OF SLOGANS USED IN THE 44
ADVERTISEMENT
4.11 TYPE OF CELEBRITY THAT IS TO BE SHOWN 45
IN THE UPCOMING ADVERTISEMENT

4.12 RESPONSE OF THE PACKING AND COLOR 46

CODE OF THE PRODUCT
4.13 DIFFERENT FEATURES IN 47
ADVERTISEMENTS OF PRODUCT
4.14 OPINION OF RESPONDENT WHETHER 48
ADVERTISEMENTS CREATE A POSITIVE
ATTITUDE WHEN IT IS REPEATED
4.15 RESPONSE OF THE VIEWERS OF THE 49
ADVERTISEMENT OF THE PRODUCT

4.16 TO KNOW WHETHER THE PRESENT 50

BRANDING OF NIRAPARA APPEALS TO
HOUSEWIVES OR OTHERS.

3
 LIST OF FIGURES

SL NO TITLE PAGE NO
4.1 AGE OF THE RESPONDENTS 35

4.2 GENDER OF THE RESPONDENTS 36

4.3 VISIBILITY OF PRODUCTS IN CONSUMER STORES 37

4.4 INFLUENCE BETWEEN TV ADVERTISEMENTS AND 38

PRINTED ADVERTISEMENTS
4.5 RESPONSE ON THE PRESENT ADVERTISEMENT 39

4.6 RESPONSE OF UNDERSTANDING THE THEME OF 40

THE PRODUCT IN ADVERTISEMENT
4.7 TIME PERIOD OF REMEMBERING THE 41
ADVERTISEMENT
4.8 ADVERTISEMENT CREATE AWARENESS ABOUT 42
THE PRODUCT
4.9 OPINION ABOUT THE PRESENT ADVERTISEMENT 43
THEME
4.10 SATISFACTION OF SLOGANS USED IN THE 44
ADVERTISEMENT
4.11 TYPE OF CELEBRITY THAT IS TO BE SHOWN IN THE 45
UPCOMING ADVERTISEMENT
4.12 RESPONSE OF THE PACKING AND COLOR CODE OF 46
THE PRODUCT
4.13 DIFFERENT FEATURES IN ADVERTISEMENTS OF 47
PRODUCT
4.14 OPINION OF RESPONDENT WHETHER 48
ADVERTISEMENTS CREATE A POSITIVEATTITUDE
WHEN IT IS REPEATED
4.15 RESPONSE OF THE VIEWERS OF THE 49
ADVERTISEMENT OF THE PRODUCT
4.16 TO KNOW WHETHER THE PRESENT BRANDING OF 50
NIRAPARA APPEALS TO HOUSEWIVES OR OTHERS.

4
 CHAPTER 1
INTRODUCTION

5
 INTRODUCTION

Every business is started with ultimate objective of earning profit hence the sales
has its own importance in achieving this ultimate goal because through sales of product
to the customer making it possible for earning the revenue and the profit for the
organization. Higher the salesmake it higher the profit for the organization. In order to
increase the sales in the particular organization they will be carrying out many activities
like promotional activities, cutting down of cost, cutting down of expenses.

Promotion is a term used frequently in marketing and is one of the market mix elements.
It refers to raising customer awareness of a product or brand, generating sales, and
creating brand loyalty. It is one of the four basic elements of the market mix, which
includes the four P's : price, product, promotion, and place.

Promotional activities are one of the necessities for getting your brand in front of the
public and attracting new customers. There are numerous ways to promote a product or
service. Some companies use more than one method, while others may use different
methods for different marketing purposes. Regardless of your company's product or
service, a strong set of promotional strategies can help position your company in a
favorable light with not only current customers but new ones as well.

The promotion activities have an important role to increase the market demand of the
product, because both the wholesalers and retailers will promote the product by getting
more benefits from the company. Now a days the efficient way for the sales promotion
are In-store displays, temporary price deduction (TPR) coupons, sampling, premium,
rebates, gift giving, price discount etc. Sales promotion activities more increased today
because of stiff competition.
In the present era, selling is a complicated task. There may be stiff competition. There
may be many substitute products. Products have become more consumer-oriented.
Consumers have become more sophisticated. For instance, they possess the best products
at a fair price.

6
TITLE OF THE STUDY

A study on the effectiveness of advertising strategies with reference to NIRAPARA,

KALADY.

STATEMENT OF THE PROBLEM

This study aims at analyzing the impact of how effectively the advertising strategies
used by the organization has helped in attracting the customers and how it has helped
NIRAPARA in their overall development.

SCOPE OF THE STUDY

Scope of study is to know the effectiveness of the advertising strategies took by

NIRAPARA to stay in the competitive market. The area of the project is limited to
Kalady

SIGNIFICANCE OF THE STUDY

Advertising strategies are formulated by the company either to introduce their new
product to consumers or to re-establish the product which is of bad sales to the
company.

The significance of the study is to help the researcher find, how the advertisement
strategy adopted by the company is effective.

OBJECTIVES OF THE STUDY

 To study the effectiveness of advertising strategies with reference to

NIRAPARA,KALADY.
• To study the different advertising strategies used by the NIRAPARA.

• To Understand which source of advertisement that suits the organization.

LIMITATIONS OF THE STUDY

 The study was restricted onl y in a limited area in kalady, Kerala

 The findings of the study are solely based on the information provided by the
respondent
7
 CHAPTER 2
INDUSTRY PROFILE

8
 INDUSTRY PROFILE

Introduction of the Industry

Products which have a quick turnover, and relatively low cost are known as Fast Moving
Consumer Goods (F.M.C.G.). F.M.C.G. products are those that get replaced within a year.
Examples of F.M.C.G. 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. F.M.C.G. may also include pharmaceuticals, consumer electronics,
packaged food products, soft drinks, tissue paper, and chocolate bars. India’s F.M.C.G.
sector is the fourth largest sector in the economy and creates employment for more than three
million people in downstream activities. Its principal constituents are Household Care,
Personal Care and Food & Beverages. The total F.M.C.G. market is in excess of Rs. 85,000
Crores. It is currentlygrowing at double digit growth rate and is expected to maintain a
high growth rate.
F.M.C.G. Industry is characterized by a well-established distribution network, low
penetration levels, low operating cost, lower per capita consumption and intensecompetition
between the organized and unorganized segments.

Kerala is one of the major state in India for exporting spices. Kerala has large number of
spice companies while compare to other states in India. Kerala has rich tradition in trade
and export of spices. Especially, spices like black pepper, cardamom, Clove, Nutmeg, star
anise, ginger , turmeric, Cinnamon etc are produced and exported in commercial measure
from Kerala. During 2006-07, Kerala State’s share to total Pepper export from India was
above 88% both in quantity and export value. The history of Kerala has a major role in trade
of spices. Vasco da Gama reached Kozhikode and returned to Portugal with a shipment of
Kerala spices. Now, many tourism companies in Kerala even conduct Spice Tourism to
attracts the world.

Kerala is considering as Spice Garden of India. Kerala is the home to all major spices of
export like Pepper, Cardamom, Ginger, Turmeric and Curry powder. When we consider
wholesale spices supply in Kerala, we have to spot major places like Kochi (Cochi) and
Trivandrum. Kochi is deemed as commercial capital of Kerala. In the case of spice
9
companies, Head office or Corporate office of major spice companies are located in Kochi.
Exclusive Spice stores are very common in Kochi, Kerala. For example, Cochin Masala
Stores – Marine Drive, Spice Market – Mattancherry, Cochin Spices – Fort Kochi etc.

The All India Spices Exporters Forum (AISEF) is established in the year 1987. AISEF
has been actively involved in promoting the interests of the spice industry and spice
exporters in India. Since its commencement, All India Spices Exporters Forum (AISEF) has
come a long way and now has over a hundred members from different parts of the India
who are closely related to the spice trade. The head quarter of All India Spices Exporters
Forum is located in Cochin, Kerala. That is how Kerala became important in spice industry.

SPICE INDUSTRY OVERVIEW

Spice industry has been witnessing phenomenal growth rates both in the international and
domestic sector. The growth in this sector can be attributed to the change in the lifestyle
patterns of the consumers all over the world.

The shift in the consumption trend toward natural products has also contributed to the
increased global demand of spices and culinary herbs. Spice and derivatives
market is booming because these products find applications in a number of industries
including phar maceutical, medicine, beverages, food processing, personal hygiene
products to name a few.Developing countries especially in the Asian continent are the
major producers of variety ofspices. A large percentage of international and domestic
trade takes place in the dried form.

10
 CHAPTER 3

COMPANY PROFILE

11
 COMPANY PROFILE

Coupled with a social responsibility and a heartfelt desire to bring tasty and healthy rice
to traditional Kerala homes, the visionary Shri. K.K.R Karnan established K.K.R Mills in
1976, which has since transformed into the Nirapara Brand, a name synonymous with
quality food for millions of consumers around the world

After establishing itself as a premium rice manufacturer, the company has diversified its
business; employing state-of-the-art technology introduced a wide range of food products
into the market under the “Nirapara” brand. The brand offers numerous products other
than rice; from whole spices to masala powders, vegetarian and non-vegetarian pickles
which are nutritionally rich and full of Nature’s goodness.

Over these years since establishment, Nirapara has made history in the world of spices as
become a favorite amongst housewives in Kerala due to its authentic taste and quality.We are
an ISO 22000: 2005 and HACCP (Hazard Analysis & Critical Control Points) certified
company. We are also a leading exporter of rice and spice products with FDA and Halal
certifications.

Figure 2.1 – Company Logo

12
The distribution chain for our products covers more than 150,000 retail outlets through 500
distributors spread across the country. The company also has strong presence in international
markets covering regions like Middle East, Africa, Australia, UK, Canada and US etc. Our
Authentic Kerala Food Products are exported to more than 46 countries under Nirapara
brand.

Nirapara is one of the largest selling brands in Kerala today and has become a household
name. NIRAPARA products are now available and sold not only in Kerala but wherever
Malayali population exists.

Incorporation Date

K.K.R Mills in 1976, which has since transformed into the Nirapara Brand. It was found
by K.K.R Karnan. Production units of Nirapara are located in the green, pollution-free
Okkal Township, near Kochi in Kerala in South India.

13
PRODUCT PROFILE

The KKR Group is now all set to become a name to reckon within foods. The group has plans
to set up a food park with facilities to process and manufactures a wide range of foodproducts
like spices, pickles and other products for world markets

RICE

Nirapara rice is available in a wide range of varieties that suit various tastes-brown rice, white
rice, round-grained varieties. Besides these, there are special rice varieties for the varied
traditional foods all over the world. Rice being the staple food from breakfast to dinner and
dessert. Nirapara‟s range of rice in the

lives of the people especially of south India. Nirapara rice is the only rice, which issuing
Nutri-select process, which ensures that only the best quality rice is used. The optimum value
of Vitamin-B is selected by the Z-sortex machine and then packed. Sortex machineis with 32
micro cameras for sensing rice. The sortex machine the characteristic feature ofNirapara rice
is double boiling. All the activities are controlled by a control panel (ProgramLogical Control
System). Nirapara rice comes in neat, porous, traditional, jute bags that help in air circulation
that is very essential for essential for enhancing shelf life, keeping itfungus free .NIRAPARA
RICE RANGE are

 Single matta rice

 Rose matta rice

Figure 2.2 - Rice

14
  Payasam rice

 Ponni rice

 Ponmani rice

 Jyothi rice

 Jaya rice

 Cherumani rice

 Jeerakashala rice

 Matta broken rice

RICE FLOURS

Figure 2.3 – Rice Flour

Breakfast is very essential in every home. A wide range of traditional rice-based breakfast
item is very popular even in modern homes. Today Nirapara‟s readymade rice powers
have found a firm place in kitchen shelves across the world.

15
  Idly power

 Palappam power

 Appam power

 Dosa power

 Chemba puttu power

 Puttu power

 Pathri power

RICE FLOURS

Figure 2.3 – Rice Flour

Breakfast is very essential in every home. A wide range of traditional rice-based breakfast
item is very popular even in modern homes. Today Nirapara‟s readymade rice powers
have found a firm place in kitchen shelves across the world.

 Idly power

 Palappam power

 Appam power

16
  Dosa power

 Chemba puttu power

 Puttu power

 Pathri power

WHEAT PRODUCTS

Figure 2.4 – Wheat Flour

K.K.R Mills also process and markets wheat products for household purpose under the
Brand name NIRAPARA. The Nirapara products carry the assurance of quality. Wheat-
based traditional foods are also popular in Kerala. Broken wheat is used to make nutritious
porridge. Fine wheat is used to make a delicious breakfast item called Upma, which is
popular in the Southern States of India. Nirapara also has wheat flours, which is used to
make soft chappahis‟ which is the popular Indian bread.

 Wheat products

 Broken products

 Rava (Sooji)

17
 NIRAPARA SILKY CURRY POWER RANGE (SPICES)

K.K.R foods products, a company established in 2002 is all set to bring out a wide range
of food products into the market under the NIRAPARA brand umbrella. The first set of
products to enter the market are spices and pickles under the brand

Name ,Nirapara silky‟

Nirapara silky spices sourced from all over the country and processed and packed in a
state- of the art facility that meets highest standards of hygiene. The spices are available
as both pure spices and ready mixes that are used to make the popular south Indian curries.

Figure 2.5 – Chilly Powder

 Red chilly power

 Coriander power

 Turmeric power

 Chicken masala

 Fish masala

 Meat masala

18
 Sambar masala

 Rasam power

 Pickle power

 Black pepper power

19
NIRAPARA SILKY PICKLES

Pickles are important item in partially every Indian meal traditionally pickle recipes using
unique spice mixes and vegetables oils are made a wide variety of vegetables. Nirapara
silky pickles are delicious, mouthwatering and are perfect appetizer in every meal.Nirapara
pickles are manufactured in a state-of-the art facility meeting international standards of
hygiene and purity. Only the best quality materials are sourced. The pickles are made under
the supervision of experts.

Figure 2.6 - Pickle

 Cut mango pickles

 Ginger pickle

 Garlic pickle

 Kadumango pickle

 Tender mango pickle

20
 Tindora pickle

 Loloica pickle

 Bitter gourd pickle

 Irumbenpuli pickle

 Gooseberry pickle

 Hot lime pickle

 Lime pickle

 Vadukapuli lime pickle

21
 REVIEW OF LITERATURE

THEORETICAL FRAMEWORK

Advertising is a marketing communication that employs an openly sponsored, non-

personal message to promote or sell a product, service or idea. Sponsors of advertising are
typically businesses wishing to promote their products or services. Advertising is
differentiated from public relations in that an advertiser pays for and has control over the
message. It differs from personal selling in that the message is non-personal, i.e., not
directed to a particular individual. Advertising is communicated through various mass
media, including traditional media such as newspapers,magazines,
television, radio, outdoor advertising or direct mail; and new media such as search
results, blogs, social media, websites or text messages. The actual presentation of the
message in a medium is referred to as an advertisement, or "ad" or advert for short.

CLASSIFICATION OF ADVERTISING
Traditional media
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus stop benches, human billboardsand forehead
advertising, magazines, newspapers, town criers, sides of buses, banners attached to or
sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead
storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows,
subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls,
stickers on apples in supermarkets, shopping cart handles (grabertising), the opening
section of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any situation in which an "identified" sponsor pays to deliver their
message through a medium is advertising.

22
 Television
Television advertising is one of the most expensive types of advertising; networks charge
large amounts for commercial airtime during popular events. The annual Super Bowl
football game in the United States is known as the most prominent advertising event on
television – with an audience of over 108 million and studies showing that 50% of thoseonly
tuned in to see the advertisements. Virtual advertisements may be inserted into regular
programming through computer graphics. It is typically inserted into otherwise blank
backdrops or used to replace local billboards that are not relevant to the remote broadcast
audience. More controversially, virtual billboards may be inserted into the background where
none exist in real-life. This technique is especially used in televised sporting events.Virtual
product placement is also possible. An infomercial is a long-format television commercial,
typically five minutes or longer. The word "infomercial" is a portmanteau of the words
"information" and "commercial". The main objective in an infomercial is to create an impulse
purchase, so that the target sees the presentation and then immediately buys the product
through the advertised toll-free telephone number or website. Infomercials describe, display,
and often demonstrate products and their features, and commonly have testimonials from
customers and industry professionals

Radio
Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna
and a thus to a receiving device. Airtime is purchased from a station or network in exchange
for airing the commercials. While radio has the limitation of being restricted to sound,
proponents of radio advertising often cite this as an advantage. Radio is an expanding medium
that can be found on air, and also online.

Online
Online advertising is a form of promotion that uses the Internet and World Wide Web forthe
expressed purpose of delivering marketing messages to attract customers. Online ads are
delivered by an ad server. Examples of online advertising include contextual ads that appear
on search engine results pages, banner ads, in pay per click text ads, rich media ads,
Social network advertising, online classified advertising, advertising networks and e-mail
marketing, including e-mail spam. A newer form of online advertisingis Native Ads; they go
in a website's news feed and are supposed to improve user experience by being less intrusive.
23
However, some people argue this practice is deceptive.

Domain names
Domain name advertising is most commonly done through pay per click web search engines,
however, advertisers often lease space directly on domain names that genericallydescribe their
products.

When an Internet user visits a website by typing a domain name directly into their web
browser, this is known as "direct navigation", or "type in" web traffic. Although many Internet
users search for ideas and products using search engines and mobile phones, a large number
of users around the world still use the address bar. They will type a keywordinto the address
bar such as "geraniums" and add ".com" to the end of it. Sometimes theywill do the same
with ".org" or a country-code Top Level Domain. When Internet users type in a generic
keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales
lead. Domain name advertising was originally developed by Oingo (later known as Applied
Semantics), one of Google's early acquisitions.
Print
Print advertising describes advertising in a printed medium such as a newspaper, magazine,
or trade journal. This encompasses everything from media with a very broad readership base,
such as a major national newspaper or magazine, to more narrowly targeted media such as
local newspapers and trade journals on very specialized topics. Oneform of print advertising
is classified advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad paid by the word or line. Another form of print advertising is the display
ad, which is generally a larger ad with design elements that typically run in an article section
of a newspaper.
Outdoor
Billboards, also known as hoardings in some parts of the world, are large structures locatedin
public places which display advertisements to passing pedestrians and motorists. Mostoften,
they are located on main roads with a large amount of passing motor and pedestriantraffic;
however, they can be placed in any location with large numbers of viewers, such as on mass
transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The
form known as street advertising first came to prominence in the UK by Street Advertising
Services to create outdoor advertising on street furniture and pavements. Working with
products such as Reverse Graffiti, air dancers and 3D pavementadvertising, for getting brand
24
messages out into public spaces. Sheltered outdoor advertising combines outdoor with indoor
advertisement by placing large mobile, structures (tents) in public places on temporary bases.
The large outer advertising space aims to exert a strong pull on the observer, the product is
promoted indoors, where the creative decor can intensify the impression. Mobile billboards
are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements along routes
preselected by clients, they can also be specially equipped cargo trucks or, in some cases,
large banners strewn from planes. The billboards are often lighted; some being backlit, and
others employing spotlights. Some billboard displays are static, while others change; for
example, continuously or periodically rotating among a set of advertisements. Mobile
displays are used for various situations in metropolitan areas throughout the world, including:
target advertising, one-day and long-term campaigns, conventions, sporting events, store
openings and similar promotional events, and big advertisements from smaller companies,

Point-of-sale
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters (a.k.a. POP – point of purchase display), eye-catching displays promoting
a specific product, and advertisements in such places as shopping carts and in-store video
displays.
Novelties
Advertising printed on small tangible items such as coffee mugs, T-shirts, pens, bags, andsuch
is known as novelty advertising. Some printers specialize in printing novelty items, which
can then be distributed directly by the advertiser, or items may be distributed as partof a cross-
promotion, such as ads on fast food containers
Celebrity endorsements
Advertising in which a celebrity endorses a product or brand leverages celebrity power, fame,
money, popularity to gain recognition for their products or to promote specific stores' or
products. Advertisers often advertise their products, for example, when celebrities share their
favorite products or wear clothes by specific brands or designers. Celebrities are often
involved in advertising campaigns such as television or print advertsto advertise specific or
general products. The use of celebrities to endorse a brand can haveits downsides, however;
one mistake by a celebrity can be detrimental to the public relations of a brand.
25
New media and advertising approaches
Increasingly, other media are overtaking many of the "traditional" media such as television,
radio and newspaper because of a shift toward the usage of the Internet for newsand music as
well as devices like digital video recorders (DVRs) such as TiVo.
Online advertising began with unsolicited bulk e-mail advertising known as "e-mail spam".
Spam has been a problem for e-mail users since 1978. As new online communication
channels became available, advertising followed. The first banner ad appeared on the World
Wide Web in 1994. Prices of Web-based advertising space are dependent on the "relevance"
of the surrounding web content and the traffic that the website receives.
In online display advertising, display ads generate awareness quickly. Unlike search, which
requires someone to be aware of a need, display advertising can drive awareness ofsomething
new and without previous knowledge. Display works well for direct response. Display is not
only used for generating awareness, it's used for direct response campaigns that link to a
landing page with a clear 'call to action'.

Another significant trend regarding future of advertising is the growing importance of the
niche market using niche or targeted ads. Also brought about by the Internet and the theory
of the long tail, advertisers will have an increasing ability to reach specific audiences. In the
past, the most efficient way to deliver a message was to blanket the largest mass market
audience possible. However, usage tracking, customer profiles and the growing popularity of
niche content brought about by everything from blogs to social networking sites, provide
advertisers with audiences that are smaller but much better defined, leading to ads that are
more relevant to viewers and more effective for companies' marketing products. Among
others, Comcast Spotlight is one such advertiser employing this method in their video on
demand menus. These advertisements are targeted to a specific group and can be viewed by
anyone wishing to find out more about a particular business or practice, from their home.
This causes the viewer to become proactive and actually choose what advertisements they
want to view. Niche marketing could also be helped by bringing the issue of colour into
advertisements. Different colours play major roles when it comes to marketing strategies, for
example, seeing the blue can promote a sense of calmness and gives a sense of security which
is why many social networks such as Facebook use blue in their logos. Google AdSense is an
example of niche marketing.

26
An advertising strategy is an overall plan for a particular ad campaign. It encompassesspecific
tactics designed to meet the goals and objections determined as part of the process of putting
together an advertising strategy. It should support the overall marketing strategy, which
supports a brand’s even broader business plan. To carry out an ad strategy, a series of tactics
will need to be done to present products or services to an audience that may be receptive to
what’s offered. Advertising and its possible strategies are a subset of marketing and its related
strategies. With advertising,it is important to find the right “media mix” with tactics that may
include online advertising, billboards, magazines, TV, radio, and direct mail rather than
relying solelyon one form of media. An effective ad strategy is also one that includes:

 Selecting the right media mix

 Determining the right frequency to advertisements to avoid spreading the allotted
advertisement budget too thin.
 Using the media that targets the primary audience or consumer group.
 Hitting the target demographics repeatedly to keep the featured products or
services visible.

27
An Effective Advertising Strategy

An effective advertising plan or strategy starts with developing an understanding of where

a particular product or service currently stands in the marketing; regarding both perception
and market share (demand). An effective ad strategy can be broken down into four steps:

1. Clearly defining business goals

2. Identifying behavior changes necessary to achieve those goal/s

3. Selecting the appropriate behavioral strategy (what will likely convince a

consumer to make a purchase)

4. Developing creative ideas based on the selected behavioural strategies

As with marketing, advertising also involves knowing your target audience. With
advertising, this means knowing how target consumers spend their free time, what they
prefer to read, where they tend to go online, where they likely work, and even things like
what colour t-shirts they like to wear. An ad strategy should also include a determination
of:

• Where a product or service stands in the marketplace (customer perception, market

share)
• Primary and secondary target audiences for a product or service
• Which media channels (print, broadcast, online, etc.) will likely reach those target
audiences
• Markets that should be targeted with various media and how much should be spent on
such efforts in each market
• Specific selling points that will be emphasized in ads

28
Benefits of Advertising Strategies

 Product Introduction: Say you or your company has just developed a product.
There is no better way to get the word out there to the public than by advertising.
You can use advertising to tell others the features, benefits, and highlights that the
product has to offer. Additionally, you can note any special promotions or pricing.
 Brand Reinforcement: People lose interest and tend to forget things easily. By
using advertising as a way to reinforce and remind people about your brand, you
will be creating a stronger image to the public. This can work as a long-term
advertising or marketing strategy.
 Clearing the air: Certain products can come with certain misconceptions. As a
company, you do not want your product or brand to hold any negativity in the eyes
of consumers. If there is any lack of information or knowledge, advertising can
allow you to explain your product, its features, and benefits to clear the air.

 Product Upgrades or Improvements: If you want to introduce new improvements

to an existing product, advertising can help you demonstrate to the public how a
product has changed and highlight its new features.

Types of Advertising Strategies

Specific products or services can be promoted in multiple ways. Traditional advertising

strategies like television and radio ads and billboard advertising that target broader
audiences can still be useful if carefully planned. Ad strategies that are part of a larger
marketing strategy may also include:

• Google AdWords
• Facebook ad strategies specific to highly targeted consumers (Based on factors like age,
income, gender, and location)
• Cold calling/emailing
• Direct mail
• Traditional strategies (television, radio, newspaper)

Advertising strategies can be further broken down by what’s likely to motivate a consumer
to have an interest in or what to purchase a particular product. For instance, the “utility
strategy” focuses on how useful a product is to the consumer
29
 Tools used for advertising strategy

Tools for advertising strategy help you attract the most attention to your small business and
reach the largest number of potentially new and returning customers. In addition to print, TV
and radio, use other contemporary tools to enhance your ad campaign. Depending on your
budget limitations, you can use as few as one or two advertising tools and increase your
options from there. If necessary, employ a period of trial-and-error to judge the tools most
effective in creating more business and, thus, higher profits.

 Essential Tracking Device

Your computer is one of your most versatile and important advertising tools. It provides the
ability to advantageously utilize nearly all other tools for marketing your small

business. Your computer can be used to create a tracking device to determine which
subsequent advertising tools are the most productive for your business. There are a numberof
ways you can track your advertising efforts. One simple way is to use spreadsheet software
to create a list of all your marketing methods, the dates they are in play and the end result of
using each.

 Internet

The Internet has become the tool of choice for advertising. Through this versatile tool, market
your business using social media sites and bulk email services. One of the most effective and
least expensive advertising tools associated with the Internet is your own website. Change
your business website content at any time to draw attention to one or more aspects of your
business, to highlight upcoming sales or to advise customers of important announcements.

 Cell Phone

A compelling advertising tool is the cell phone. There are many apps now available that can
be uploaded to a smartphone that you can use to draw customers. For example, you might
have a big sale on a particular auto part. Your Internet and print advertising can display a
symbol that, when scanned by potential customers' phones, provides them with a coupon they
can then bring to your shop for additional discounts. You can use similar apps to inform
people about your location or provide other business information.

30
  Verbal Communication

Word-of-mouth has been shown to be one of the most effective tools for advertising. To
facilitate "spreading the word" about your business, don't underestimate the power of your
company's most valuable advertising tool: your employees. They can be your business'
ambassadors, promoting special sales and recruiting new customers. With a little coaching
from you, your employees will be able to successfully implement all the other ad tools at your
disposal.

31
 CHAPTER 4
RESEARCH METHODOLOGY

32
 RESEARCH METHODOLOGY

TYPES OF RESEARCH
The type of research design used here in descriptive in nature.

Population: - The population for this study is customers. Hence population is 6850 during the
study period.
Sample size: - Sample size is 100.
Sampling technique: - Convience sampling technique

DATA COLLECTION

Primary Data: - Primary data are information collected by a researcher specifically for a
research assignment. In other words, primary data are information that a company must gather
because no one has compiled and published the information in a forum accessible to the public.
The primary data used for the project are the raw materials of the study which were collected
through questionnaire from the users.

Secondary Data: - Secondary data are the data collected by a party not related to the research
study but collected these data for some other purpose and at different time in the past. If the
researcher uses these data then these become secondary data for the current users. These may
be available in written, typed or in electronic forms. Secondary data was collected from internet,
website of the company, company financial books and books of related topics.

TOOLS FOR DATA COLLECTION

Questionnaire Method: - Questionnaires will be provided to the target audience for the purpose
of primary data collection.

PRESENTATION TOOLS

Bar Graph, Tables and diagrams are used.

33
 CHAPTER 5
DATA INTERPRETATION AND ANALYSIS

34
 DATA INTERPRETATION AND ANALYSIS

Table 4.1 Showing the age of the respondents

AGE NO. OF RESPONDENTS PERCENTAGE ,

18-28 29 58

29-39 11 22

40-49 8 16

Above 50 4

TOTAL 50 100

Diagram 4.1 showing the age of the respondents

70

58
60

50

40

30 22
20 16

10
4
0
18-28 29-39 40-49 Above 50
PERCENTAGE

Interpretation:

This question is aimed at analyzing the distribution of ages of the population that response
for the effectiveness in advertising strategy. The highest number of respondents falls in the
category 18-28. It can be deduced that most of the consumers who has been responded are
the youth. The rest of the population who has been responded, can be listed in the following
descending order.
35
 Table 4.2 Showing the gender of the respondents

GENDER NO. OF RESPONDENTS PERCENTAGE

MALE 35 70

FEMALE 15 30

TOTAL 50 100

Diagram 4.2 Showing the gender of the respondents

80
70
70

60

50

40
30
30

20

10

0
PERCENTAGE
MALE FEMALE

Interpretation:

This question is aimed at identifying the distribution between genders. The highest
number of respondents was male as it has 70%. This make us conclude that men has
observed the advertisements of Nirapara , as a result men were willing to fill out
questionnaires and surveys.

36
 Table 4.3 Showing the visibility of products in consumer stores.

Visibility of product NO. OF RESPONDENTS PERCENTAGE

High Visibility 26 52

Medium Visibility 20 40

Low Visibility 1 2

None 3 6

TOTAL 50 100

Diagram 4.3 Showing the visibility of products in consumer stores.

60
52
50

40
40

30

20

10 6
2
0
High Visibility Medium Visibility Low Visibility None

PERCENTAGE

Interpretation:

The questionnaire was conducted and the youth responded with their opinion. Almost
52% have responded as highly visible.

37
Table 4.4 Showing the influence between TV advertisements and printed advertisements

TV advertisements are more

NO. OF
influenced than the printed PERCENTAGE
RESPONDENTS
advertisements

Agree 41 82

Disagree 3 6

No opinion 6 12

TOTAL 50 50

Diagram 4.4 Showing the influence between TV advertisements and printed

advertisements

90
82
80

70

60

50

40

30

20
12
10 6

0
Agree Disagree No opinion

PERCENTAGE

Interpretation:

This question is to understand the influence between TV advertisements and printed

advertisements to the customers. 82% prefer that TV advertisements are more effective
and 6% of people disagree. Rest of the 12% customers have no opinion respectively.

38
 Table 4.5 Showing the response on the present advertisement

Response on the present NO. OF PERCENTAGE

advertisement RESPONDENTS

Highly Satisfied 30 60

Highly Dissatisfied 17 34

No Opinion 3 6

TOTAL 50 100

Diagram 4.5 Showing the response on the present advertisement

70
60
60

50

40
34

30

20

10 6

0
Highly Satisfied Highly Dissatisfied No Opinion

PERCENTAGE

Interpretation:

The aim of the question is to identify the opinion of the population regarding the present
advertisement. From the table data depicted above and the response of the consumers we
came up to a conclusion that most of them are satisfied with the present advertisement.

39
 Table 4.6 Showing the response of understanding the theme of the product in advertisement
Response of theme NO.OF PERCENTAGE
RESPONDENTS

Yes 44 88

No 6 12

TOTAL 50 100

Diagram 4.6 Showing the response of understanding the theme of the product in advertisement

100
88
90

80

70

60

50

40

30

20
12
10

0
Yes No

PERCENTAGE

Interpretation:

This is to identify the response given by customers about the theme of the product used in
advertisement. 88% of the population understand the theme of the product.

40
 Table 4.7 Showing the time period of remembering the advertisement

Time Period NO. OF RESPONDENTS PERCENTAGE

Three days 19 38

One Week 13 26

One Month 18 36

TOTAL 50 100

Diagram 4.7 Showing the time period of remembering the advertisement

40 38
36
35

30
26
25

20

15

10

0
Three days One Week One Month

Interpretation:

This is one important question which is asked while using different advertising strategy.
38% of the population voted that, they remember the advertisement for three days and 26%
as one week and rest of them as one month.

41
 Table 4.8 Showing whether the advertisement create awareness about the product

OPINIONS NO. OF RESPONDENTS PERCENTAGE

YES 46 92

NO 4 8

TOTAL 50 100

Diagram 4.8 Showing whether the advertisement create awareness about the product

92

YES NO

Interpretation:

This is aimed at knowing the opinion of customers on whether the advertisement create
awareness about the product. It is evident that higher number of respondents are sure of it,
while 8% of the population voted that it doesn’t create awareness about the product.

42
 Table 4.9 Showing to know the opinion about the present advertisement theme

OPINION NO. OF PERCENTAGE

RESPONDENTS

Yes 22 44

No 28 56

TOTAL 50 100

Diagram 4.9 Showing to know the opinion about the present advertisement theme

44

56

Yes No

Interpretation:

This is aimed at knowing whether there should be any changes in the present advertisement
theme. A major number of the population says no as their opinion for the change of
advertisement theme.

43
 Table 4.10 Shows the satisfaction of slogans used in the advertisement

OPINION NO. OF PERCENTAGE

RESPONDENTS

Satisfied 28 56

Dissatisfied 6 12

No Opinion 16 32

TOTAL 50 100

60 56

50

40
32
30

20
12
10

0
Satisfied Dissatisfied No Opinion

PERCENTAGE

Diagram 4.10 Shows the satisfaction of slogans used in the advertisement

Interpretation:

This is to understand the satisfaction of slogans used in the advertisement by the company
for the product. A major portion of the population claims that they are satisfied with the
slogans given in the advertisement and provide motivation by it.

44
 Table 4.11 Shows the type of celebrity that is to be shown in the upcoming
advertisement

TYPE OF CELEBRITY NO. OF PERCENTAGE

RESPONDENTS

Actor 9 18

Actress 14 28

Customers 20 40

Others 7 14

TOTAL 50 100

Diagram 4.11 Shows the type of celebrity that is to be shown in the upcoming
advertisement

45 40
40
35
30 28
25
20 18
14
15
10
5
0
Actor Actress Customers Others

Interpretation:

This is aimed at understanding the type of celebrity that is to be shown in the upcoming
advertisement. From the tabulated data depicted above and the response of the consumers
we came up to the conclusion that customers should be used as celebrities in the future
advertisements and the second best effective way of making advertisements can be used
by actress.

45
 Table 4.12 Shows the response of the packing and color code of the Product

OPINION NO.OF PERCENTAGE

RESPONDENT

Yes 43 86

No 7 14

TOTAL 50 100

Diagram 4.12 Shows the response of the packing and color code of the Product

14

86

Yes No

Interpretation:

The above table shows that 86% of the respondents agrees that packing and color code of
the Product is appealing while only a few disagrees to it.

46
 Table 4.13 Showing the different features in advertisements of product

OPINION NO.OF PERCENTAGE

RESPONDENT

Attractiveness 17 34

Creativity 6 12

Product Description 14 28

Presence of celebrity 7 14

Humor Elements 6 12

TOTAL 50 100

Diagram Table 4.13 Showing the different features in advertisements of product

40
34
35
30 28

25
20
14
15 12 12
10
5
0
Attractiveness Creativity Product Description Presence of celebrity Humor Elements
PERCENTAGE

Interpretation:

The above table shows that 34% of the respondents likes attractiveness in the Nirapara
advertisements while 28% of the respondents says that product description is better feature
and 14% of the respondents says that they prefer presence of celebrity.

47
 Table 4.14 Showing opinion of respondent whether advertisements create a positive
attitude when it is repeated

OPINION NO.OF RESPONDENTS PERCENTAGE

Strongly Agree 16 32

Agree 28 56

Disagree 6 12

TOTAL 50 100

Diagram 4.14 Showing opinion of respondent whether advertisements create a positive

attitude when it is repeated

60 56

50

40
32
30

20
12
10

0
Strongly Agree Agree Disagree

PERCENTAGE

Interpretation:

This aims at understanding the effectiveness of advertising strategy of Nirapara . 56% of

the respondents says, they agree that it create positive attitude while 32% strongly agrees
to and the rest 12% Disagree to it.

48
 Table 4.15 Showing the response of the viewers of the advertisement of the product

OPINION NO.OF PERCENTAGE

RESPONDENTS

Always 19 38

Very Often 15 30

Often 15 30

Rarely 1 2

TOTAL 50 100

Diagram 4.15 Showing the response of the viewers of the advertisement of the product

OPINIONS
40 38

35
30 30
30

25

20

15

10

5 2
0
Always Very Often Often Rarely

PERCENTAGE

Interpretation:

This aims at knowing whether the customers have noticed about the Nirapara
advertisements. Majority of the respondents says always, while 30% of the respondents
says they very often notice it and 30% of the respondents sees it often and then the other
2% view it rarely.

49
Table 4.16 Showing to know whether the present branding of Nirapara appeals to house
wives or others.

OPINION NO.OF PERCENTAGE

RESPONDENTS

YES 28 56

NO 2 4

CAN’T SAY 11 22

SOMETIMES 9 18

TOTAL 50 100

Diagram 4.16 Showing the response of the data whether the present branding of
Nirapara appeals to house wives or not.

60 56

50

40

30
22
20 18

10
4

0
YES NO CAN’T SAY SOMETIMES

PERCENTAGE

Interpretation:
This data helps us to know the response from the customers about the present branding
of the product appeals to house wives or others. As the results says that 56% of them
agree that the advertisements are focused on house wives , 4% says no , 22% isn’t sure
about it and rest of the others say sometimes.
50
 CHAPTER 6
FINDINGS SUGGESTIONS AND CONCLUSION

51
 CHAPTER 6
FINDINGS SUGGESTIONS AND CONCLUSION

In the survey and study conducted above we came across many factors that influence
effectiveness of advertising strategies. Here we present the findings gathered and the
suggestions we offer to company on the data gathered and analyzed.

 It helped us in analyzing the distribution of ages of the population that response for
the effectiveness in advertising strategy. The highest number of respondents falls
in the category 18-28. It can be deduced that most of the consumers who has been
responded are the youth.
 It is to identify the distribution between genders who purachse the product. The
highest number of respondents was male. This make us conclude that men has
observed the advertisements of Nirapara , as a result men were willing to fill out
questionnaires and surveys.
 The youth responded as the product was highly visible in the stores, which helped
to purchase it easily.
 The influence between TV advertisements and printed advertisements to the
customers TV advertisements were more effective and 6% of people disagree. Rest
of the 12% customers have no opinion .
 The aim is to identify the opinion of the population regarding the present
advertisement. From the table data depicted above and the response of the
consumers we came up to a conclusion that most of them are satisfied with the
present advertisement.
 This is to identify the response given by customers about the theme of the product
used in advertisement. The population respond as they understand the theme of the
product.
 When the population was questioned about remembering of the advertisement,
38% of the population voted that, they remember the advertisement for three days
and 26% as one week and rest of them as one month.
 This is aimed at knowing the opinion of customers on whether the advertisement
create awareness about the product. It is evident that higher number of respondents
52
 are sure of it, while 8% of the population voted that it doesn’t create awareness
about the product.
 This is aimed at knowing whether there should be any changes in the present
advertisement theme. A major number of the population says no as their opinion
for the change of advertisement theme.
 This is to understand the satisfaction of slogans used in the advertisement by the
company for the product. A major portion of the population claims that they are
satisfied with the slogans given in the advertisement and provide motivation by it.
 This is aimed at understanding the type of celebrity that is to be shown in the
upcoming advertisement. From the tabulated data depicted above and the response
of the consumers we came up to the conclusion that customers should be used as
celebrities in the future advertisements and the second best effective way of making
advertisements can be used by actress.
 The above table shows that 86% of the respondents agrees that packing and color
code of the Product is appealing while only a few disagrees to it.
 The above table shows that 34% of the respondents likes attractiveness in the
Nirapara advertisements while 28% of the respondents says that product
description is better feature and 14% of the respondents says that they prefer
presence of celebrity.
 This aims at understanding the effectiveness of advertising strategy of Nirapara .
56% of the respondents says, they agree that it create positive attitude while 32%
strongly agrees to and the rest 12% Disagree to it.
 This aims at knowing whether the customers have noticed about the Nirapara
advertisements. Majority of the respondents says always, while 30% of the
respondents says they very often notice it and 30% of the respondents sees it often
and then the other 2% view it rarely.

53
 SUGGESTIONS

 TV is the media through which most of the customer could know about Nirapara
.So company should emphasis on this mean of advertisement so as to create
awareness.

 To make advertisements effective company should use celebrities in

advertisements and there should be action and thrill in advertisements that attracts
viewer

 The company should spend more on advertisement that is news paper, sales
promotion, local TV spot networks. The company should try to attract the attention
of the customer towards the product .

 Company has to focus on the packing and color code of the Product to attract more
customers.

 Advertisements shouldn’t be too expensive, because the advertisement leads and

increase the price of the product.

 More people can be attracted by adding interesting slogans to the advertisements.

 company has to concentrate more on online advertisements, as the world is going

online.

54
 CONCLUSION

An advertisement can be effective when the message is properly delivered to the society.
Advertisements can be delivered by using different strategies. An effective advertisement
can increase the sales and production of company and also make the people more aware
about the product.

The aim of the study was to analyze the effectiveness of advertising strategies opted by
the organization. It was observed that the advertisements strategies used by the
organization has increased the customer awareness and response to the product. From the
study, it is concluded that the effectiveness of advertising strategies in Nirapara has
resulted in the development of the product and the organization.

55
BIBLIOGRAPHY

WEBSITES

 https://www.nirapara.com
 https://www.inc.com
 https://www.sproutsocial.com
 https://www.businessstudynotes.com/

REFERENCE

 Advertising strategy: Creative tactics from the outside/in by Jean Grow and
Tom Altstiel.
 Essentials of advertising strategy by Don Schultz.

56
 QUESTIONNAIRE

A STUDY ON EFFECTIVENESS OF ADVERTISING

STRATEGY

PERSONAL DATA

• Name :

• Age :

• Sex : Male Female

QUESTIONS

Q 1. Do you find enough visibility of Nirapara products when you visit a Consumer
Store?

a. High Visibility

b. Medium Visibility

c. Low Visibility

d. None

Q 2.Do you agree that the TV advertisements are more influenced than the printed
advertisements?

a. Agree

57
b. Disagree

c. No Opinion

Q 3. Do you like the present advertisement of the company?

a. Highly Satisfied

b. Highly Dissatisfied

c. No Opinion

Q 4. Do you understand the theme of Nirapara advertisement?

a. Yes

b. No

Q 5. How long do you remember the advertisement?

a. Three days

b. One week

c. One month

Q 6. Do you think that advertisement create awareness about the product?

a. Yes

b. No

Q 7. Do you want to change the present advertisement theme?

a. Yes

b. No

Q 8.Are you satisfied with the slogans in the advertisement?

58
a. Satisfied

b. Dissatisfied

c. No Opinion

Q 9. Which category of celebrity do you want to see in Advertisement in future?

a. Actor

b. Actress

c. Customers

d. Others

Q 10. Do you find the Packing and Color codes in Nirapara, appealing?

a. Yes

b. No

Q 11. Feature that you like most in Nirapara advertisements?

a. Attractiveness

b. Creativity

c. Product Description

d. Presence of celebrity

e. Humor elements

Q 12. Repetitive advertisements make a positive attitude towards the product?

a. Strongly agree

b. Agree

59
c. Disagree

Q13. Do you feel that the present branding of Nirapara appeals to house wives?
a. Yes

b. No

c. Can’t Say

d. Sometimes

60