A marketing strategy is a business overall game plan by which they can attract the buyer or influence them to buy their product. Marketing strategy is basically a long term plan which contains companies marketing value proposition, objectives, information on the target customer and other high level elements.

“Marketing is the marketing logic by which the business units expects to achieve it marketing objectives.”

By Phillip Koetler

“Choosing market targets and a strong market positions base on differentiating capabilities to create a robust and sustainable value proposition to customer and networks of critical relationship”

By Piercy

1. TATA

Tata Motors is India’s largest and the only original equipment manufacturer (OEM) offering extensive range of integrated, smart and e-mobility solutions. It was founded in the year 1868 by Jamsetji Tata. Tata believe in “Connecting aspirations”, by offering innovative mobility solutions that are in line with customers’ aspirations. Its diverse portfolio includes an extensive range of cars, sports utility vehicles, trucks, buses and defence vehicles. They have the strength of 81,090 employees. Tata also had a sub-brand TAMO which is an incubating centre of innovation that will spark new mobility solution through new technologies, business models and partnerships.

Now let’s look into the marketing strategy of Tata (According to 2017-18 annual report)

Strategy 1 – Focus on New Product

Objectives

Tata motors

To develop a range of exciting and contemporary products and services across the Public Vehicle (PV) and Commercial Vehicle (CV) segments to match and surpass customer expectations.

Jaguar Land Rover

Producing customer lovable and lifelong giving experiences, embracing technology on ACES while delivering product of highest quality, move towards Modular Longitudinal Architecture (MLA).

Looking Ahead

Tata Motors Limited

• To create number of new variants to increase the range of choices for customer.
• More importance is given on the customer’s safety and passengers comfort by giving value added features to the product.

Jaguar land Rover

• It has started the migration to be a leader in electrification, it also have a line up of special vehicles created in Special Vehicle Operations (SPO).
• JLR is planning to offer that its entire vehicle will have an electric option by 2020 these vehicles will be mid hybrid and Plug in Hybrid Electric Vehicle (PHEV).

Strategy 2 – Expanding International Business

Objective

The main focus of this strategy is to identify the international market on the basis of Regulatory Landscape, Geopolitical Landscape, And Competitive Landscape.

Looking ahead

TML

As company’s international business is growing faster so, TML has decided to look into the four key features for developing suitable products

• Driving optimal sourcing.
• Manufacturing.
• Enhancing overall customer experience.
• Establishing the TML brand across the geographies.

JLR

Its working on its manufacturing unit in China and its approach is to support key market while accessing a lower cost base.

Strategy 3 – Mitigating Cyclicality

Objective

Company is planning to strengthen its operations while gaining market share and offering a wide range of product and also planning to strengthen its business operations like financing of vehicles and spare part sales and maintenance contracts among others.

Looking Ahead-

TML

It is working towards growing business in the field of fully built vehicles like-trailers and tippers, regular focus on cost and production management and pursuing opportunities in the electronic vehicles.

JLR

It is focusing on the driving cost efficiency and operating leverages across the business. It is also focusing on the realistic planning of volumes in recognition of the present market realities.

Strategy 4 – Customer Focus

Objective

TML is focusing on giving a good and hassle free sales and service experience to its customer.

JLR’s philosophy is “Customer First”, which helps it in doing the things with more ease.

Looking Ahead

TML

So far TML has expanded and strengthened its extensive network of service centres, increased its distributor in rural areas.

Now, it’s planning to increase the number of customer touch points, reinforce customer engagement activities such as Key Account Management and customer and dealer meet.

JLR

JLR strives for continuous improvements in customer services. Through the “Customer First” transformation plan, the company focuses on five strategic objectives:

• Exceeding Quality
• Expectations
• Delivering on time
• Creating value for the company

Creating value for the customers and enabling and using people efficiently

JLR has a network of 1,571 retailers in 129 countries and it has further plan to expand the network by 1800 till FY23.

Strategy 5 – Organisational Efficiency and Cost Management Objective

To critically review and right –size the cost structure to deliver best-in-class products at competitive prices and maximise the returns on a continual basis.

Looking Ahead

TML

It is now focusing on reducing input cost and doing initiatives such as margin improvements it will be continued in FY19 to strengthen overall financials.

JLR

It has been making tough and prudent choices on its investment plan to meet affordability criteria while remaining competitive and innovative.

Observation

According to the above strategy of TATA it is concluded the following points.

• It is focusing on the advancement and innovation in its vehicles whether it is Public vehicle or Commercial vehicle.
• It is reaching across the globe with the aim of

2. MAHINDRA AND MAHINDRA

Mahindra and Mahindra is the world’s largest tractor brand by volume, India’s largest utility vehicle manufacturer. It was established in 1945 by J.C. Mahindra, K.C. Mahindra and Malik Ghulam Muhmmad. Products it used to manufacture are Automobiles, Commercial Vehicles, and Two wheelers. They are employing more than 2, 40,000 people, and generating revenue of Rs 93,896 Cr (US$13 billion) (2018). They are empowering enterprises everywhere like in Rural Prosperity and IT, from Financial Services to Clean Energy and Business Productivity. Its headquarter is in Mumbai, India.

Its Marketing strategy:

At Mahindra they are well aware of the reality looking at the future, the right product at the right cost, sold through an efficient distribution network will be essential but not sufficient much more will be required to win in the market place. So they have already started to shift from just offering products to providing solutions, and delivering experiences to their customers, with the product itself becoming an enabler.

AUTOMATIVE SECTOR

Their main focus is to strengthen the product portfolio with new launches and expansion in the global market.

Passenger Vehicles

In these vehicles they are going to expand the sales and service network and developing gasoline engines option for their passenger vehicles by 2020.Launching new products also to offer customer a complete range of UV’s.

Small Commercial Vehicles

In these vehicles company is making market dominance through attractive customer value proposition. They are launching smart, connected and electric vehicles while focusing on the technology leadership.

Medium and Heavy Commercial Vehicles

They are focusing on the services and market expansion of these vehicles.

They are also going to launch the Intermediate Commercial Vehicles (ICV) and Light Weight Commercial Vehicles (LCV) to strengthen the commercial vehicle portfolio.

Electric Vehicle

They are developing the Electronic Vehicles (EV) ecosystem through partnerships with the government, shared mobility players and other key stakeholders. They are providing a diversified product portfolio from Mass Mobility to Objects of desire- # wheelers, cars, commercial vehicles, buses, high end luxury cars. They are also maintaining a pioneering and leadership position by investments in technology with global partnership.

FARM EQUIPMENT SECTOR

In this sector the main focus of the company is on delivering “Farm prosperity” to farmers. They frame the strategy in such a way in which they intent to catalyze the next revolution in farming enabled by new technology for this purpose company is doing “Crop Specific mechanization solutions”. They have also made strategic acquisition and built a farm machinery portfolio for global markets with the objective of being a global farm machinery player.

Tractor

For strengthening the Domestic market they have a 3-brand strategy which includes

• Mahindra – Pioneering Technology
• Swaraj – Reliable , Powerful, Authentic
• Trakstar – Affordable Mechanisation

For strengthening the global market in tractors they are owing and acquiring the brands which are established in foreign.

Farm Machinery

They are developing a strong portfolio of farm machinery products for both the domestic and global markets. They are focusing on profitable growth for the Farm Machinery Portfolio.

Maruti Suzuki

Maruti Suzuki was established in 1982 in Gurugram. Their total revenue was 818,082 million their sale has been increased by 16.33% from the previous year. They started this company with the partnership of Suzuki motors in Japan, whose expertise could best meet the people’s needs and aspiration. With the rising income changing lifestyle, and increased exposure to the external world, customer expectation are also increasing so to meet up this growing need of customers, the company is involving its offerings. The introduction of exciting product line-up and sales channels like NEXA and ARENA are such initiatives.

Their Marketing Strategy:-

Amid changing market economics, government regulations and industry dynamics, they are doing quite well to stand in the market and to crate delightful memories to the customers. They are gearing up for the future by working on strengthening the quality of business, introducing appropriate technology, harnessing partnerships and building capabilities.

Quarterly Marketing Strategy

Q1

• Enhancing employability of country’s youth: – They are setting up automobile Enhancement Centres across 15 governments run ITIs to train 30,000 youth in automobile related jobs over 5 years.
• Again Marketing With New Dezire: – Authentic sedan styling, plush interiors, superior comfort and convenience features take India’s best selling sedan to new level.

Q2

• Maruti Suzuki Arena: – the new corporate identity for the retail sales channel to excite, delights and serves customers by leveraging the power of digital technology.
• True Value revamped: – A complete revamp of the True Value operations to make the process of buying pre-owned cars even more engaging, seamless and transparent.
• Nexa redefines car services in India: – Customer experience in after-sales service is taken to the next level with plush workshops, digital ‘health cards’ for cars and premium lounges.

Q3

• Strengthening road safety: – As part of the company’s focussed efforts to promote safe driving and road safety, joined hands with government of NCT of Delhi to set up 12 state-of-the-art Automated  Driving Test Centres across the city.
• Drives-in-all-new S-cross: – Launched premium urban offering, S-cross in all-new, bold and assertive form. Gets the acclaimed DDiS200 smart Hybrid Technology.

Q4

• Future Mobility: – The Company is working on a portfolio of xEV technologies to accelerate electrification of power trains in India. After the successful introduction of mild hybrid technology in India, the company is now working on a strong hybrid vehicle based on Suzuki Hybrid System. This system was showcased at Auto Expo 2018. These vehicles perform various functions such as idle stop, torque assist and regenerative braking. The company is working with the Government of India, SIAM and other partners on electric mobility.

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The securities contract and regulation act defines stock exchange as “An organisation or body of individuals, whether incorporated or not established for the purpose of assisting, regulating and controlling of business in buying, selling and dealing in securities”.

Basically, stock exchange is the body where one can buy and sell securities like shares, bonds and government securities.

Every stock exchange has a specific location. In India, there are 23 stock exchanges among which Bombay Stock Exchange (BSE) and National Stock Exchange (NSE), now before going further let’s talk about the organisation which regulates the exchange of securities in India which is SEBI.

Security Exchange Board of India (SEBI)

Securities And Exchange board of India was setup on 12^th April 1988 to regulate the functions of security market. SEBI was given statutory status and powers through an ordinance promulgated on January 30, 1992. The reason why SEBI was established because with the growth in the dealings in stock markets, lot of malpractices also started in stock market such as ‘price rigging’, ‘unofficial premium on new issue’, delay in delivery in shares, violation of rules and regulations of stock exchange and listing requirements. Due to these malpractices the customers started losing confidence and faith in the stock exchange. So government of India decided to set up an agency or regulatory body known as Securities Exchange Board of India. The office of SEBI is situated at Mumbai.

The main Objectives of SEBI are:-

• To regulate activities of stock exchange.
• To protect the rights of investor and ensuring safety to their investment.
• To prevent fraudulent and malpractices by having balance between self regulation of business and its statutory regulations.
• To regulate and develop a code of conduct for intermediaries such as brokers, underwriters, etc.

National Stock Exchange (NSE)

The National Stock Exchange of India Ltd. (NSE) is the leading stock exchange in India and the second largest in the world by nos. of trades in equity shares from January to June 2018, according to world federation report. It was established in 1992 and commenced operations in whole-sale debt market in June 1994 and trading in equities has been started in the Capital Market Segment (CM) in November, 1994. NSE launched electronic screen- based trading in 1994, derivatives trading (in the form of index futures) and internet trading in 2000, which were each the first of its kind in India.NSE  has a fully-integrated business model comprising exchange listings, trading services, clearing and settlement services, indices, market data feeds, technology solutions and financial education offerings. NSE also oversees compliance by trading and clearing members and listed companies with rules and regulations of the exchange.

Objectives of NSE are:-

• To provide a fair, transparent and efficient securities market to investors using electronic trading system.
• To establish nationwide trading facility for equities and debt instruments.
• To ensure equal access to investors all over the country through an appropriate communication network.
• To improve the standard of securities market to international level.

Nifty 50 indexes is NSE’s benchmark broad stock market index for Indian equity market it was found on 21^st April, 1996. It is derived from the word NSE + Fifty= NIFTY. Its movement depend upon the share price of top 50 companies of different sectors included in it. NIFTY is calculated on the bases of Free Float market Capitalisation. One who needs to invest in shares should focus only on the movement of NIFTY that whether it is increasing or decreasing.

Bombay Stock Exchange (BSE)

The Bombay Stock Exchange (BSE), also known as the Stock Exchange of Mumbai, is one of the oldest stock exchanges in all Asia dating back to 1875 when it was known as the Native Share and Stock Brokers Association and became the first stock exchange in the country to be recognised by the government. In 1956, BSE obtained a permanent recognition from the government of India under the securities Contracts (Regulation) Act, 1956. It is the Fastest Stock Exchange in world with the speed of 6 micro seconds and one of India’s leading exchange groups.

In 2017 BSE became the 1^st listed stock exchange of India. Today BSE provides an efficient and transparent market for trading in equity, currencies, debt instruments, derivatives, mutual funds. BSE’s popular equity index-the S&P BSE SENSEX- is India’s most widely tracked stock market benchmark index. It is traded internationally on the EUREX as well as leading exchanges of the BRCS nations (Brazil, Russia, China, and South Africa).

Objectives of BSE are:-

• To promote and inculcate honourable and just practices of trade in securities transactions, and to discourage malpractices.
• To check the abnormal variations in the price as well as the volumes of the Securities are scrutinised and appropriate actions are taken.

S&P BSE SENSEX index is the benchmark index of the Bombay Stock Exchange (BSE) in India. It is derived from the word Sensitive + index = SENSEX.  SENSEX movement is based on the 30 of the largest and most actively-traded stocks on the BSE, providing an accurate gauge of India’s economy. SENSEX is also calculated on the bases of Free Float Capitalisation Method, which provides a weighting for the effect of a company on the index.

Bullish and Bearish Market

Bullish market is a period when the price of shares and other investments are higher than usual, and many people invest because they expect to earn large profits. It is the market which is characterised by ‘confidence’, ‘optimism’ and ‘positive expectations’ that the market will grow. During bull market GDP grows, employment opportunities increase and stock value rises. For e.g.:-

In India bullish market was lasted for 31 months from 2016 to 2018.

Bear market is just opposite to the bull market it is a period when the price of shares and other investments are falling down and people find it difficult to invest in the stock market. The bearish market is characterized by “bad economy”, “fewer jobs”, “pessimistic” and “recession”.

Trading Procedure on a Stock Exchange

1. Selection of Broker: – The first step is to select a broker who can trade securities on behalf of the investor and these brokers must be registered under SEBI. A broker can be an institution, partnership firm or an individual.

2. Opening a Demat Account: – As per the reforms no securities are traded in physical form they are now traded in the electronic from. So a Demat Account is opened with a depository participant. Depository is an institution or an organisation which holds securities while depository participant is an agent of the depository with the help of whom depository interacts with the investors as depository has no direct contact with investor. There are two depositories in India

• National Securities Depositories Ltd (NSDL)
• Central Depository Services Ltd (CDSL)

3. Placing Order: – After creating the account the investor will place the order. The order is placed by the investor through its broker or DP personally or through any other medium. The order should be clearly transferred so that there must be no misunderstanding. All the details or ranges of price must be clearly mentioned. For e.g.:- Buy 150 shares of TCS for not more than Rs400 per share. The broker will place the order according to the instructions and may be place the order on a more fare price.

4. Executing the order: – After execution of the order the broker issues a Contract Note within 24 hours. A Contract Note is the document which contains all the relevant information like – No. of shares, price, date and time, name of the security, name of the parties and the brokerage charged by the broker. This Contract Note is signed by the broker. This document is very important in case of any legal dispute as it contains the Unique Order Code assigned to it by the stock exchange.

5. Settlement: – This is the final stage of trading in securities. In here the actual transfer of security from buyer to seller takes place. At this stage the broker will deal on behalf of the investor. There are two types of settlement:-

• On the spot Settlement: – In this the settlement is take place immediately and on the spot and it follows the T+2 rolling settlement, here T= Transfer and 2= Grace Days. According to this pattern if any transaction has occurred on Monday then it gets settled by Wednesday.
• Forward Settlement:- In this the settlement take place on any future date which is decided by both the parties or by mutual understanding of both the parties it can be take place on T+5, T+8 etc.

All trading in stock exchange takes place between 9:55 am to 3:30 pm Monday to Friday.

How to Choose a Stock

Every person loves money whether a teen, an adult or a child. They all know the value of money in their life. There are so many options available nowadays where a person can invest money but the return from that money is not as high which can change the living standard of a person. So for higher returns one invests in the share market.

So for a beginner who wants to invest in the share market and earn lots of profit first question arises in his mind that which stock he should pick as his first investment. First and for most things a person must keep in his mind that there is not any kind of surety that the first investment will bring profit as a beginner one has to face losses.

So never ever gets discourage or de-motivate yourself after your 1^st experience because in beginning facing loss is general due to lack of experience. So before choosing your stock one must keep the following things in mind:-

1. Selecting the industry: – The first step is that you should select the type of industry in which you have a little bit of interest about which you can dig up.

2. Research about the selected industry :– After selecting the industry one must start gathering information about the industry like-

• Growth of the industry
• Demand of its product in the market
• Reviews of the existing shareholders
• Annual sales of the company
• How its competitors are doing
• Any Fraud the company has done in the past
• A little bit information about the owner of the company like- about his salary, leadership style, management , and response towards the shareholders
• Track record of the company
• Management’s track record
• Annual report of the company

3. Choose Low debt companies:-  Low debt companies means the companies which are not under the burden of high amount of loan no matter that they are earning less profit than the high debt companies because there are chances that they won’t be able to earn high profit for longer period they may be shut down due to burden of loan.  So always prefer low debt companies.

4. Choose company whose Sales and Profit both are increasing: – Always choose a company whose both sales and profit are increasing as only sales making companies are generally running their companies in loss. So higher and higher sales does not imply that the company’s position is good in the market as anyone can sell the product but selling the product with the profit is the characteristics of a good company. So increasing sales with increasing profit is important.

5. Return on Capital: – Return on capital is the profitability ratio which shows that how much profit the company is generating from the capital invested. Return on capital of the firm shows the strength and size of its moat. The company is good for doing investment if only it is more than 20% return annually. As an investor one must know that in the company where they are investing their money it is capable of giving them good return.

6. Quality + Valuation: – Valuation of the share refers to buying the share at the time when the price of share is low and selling them when their price is high. Quality of shares tells that how much worth does this share has in the market in current and in future. Quality can be checked by analysing the balance sheet of the company and by different ratios.

7. Customer Satisfaction: – Customer satisfaction is necessary in investing in the stock as it shows that how much longer the product of the company is going to survive in the market and about the future demand of the product this can be done by checking the reviews of the customer online or by using that product on your own. So that you can understand the life or the future demand of the product.

8. Read business magazines: – For updating your knowledge regarding the companies daily or monthly performances magazines play an essential role as it keep the investor in touch with the new and old company’s performance.

9. Do not rely on the past performance blindly :- While investing always keep in mind that do not rely on the past performance as many a times they are misleading and as you want to invest currently in its stock so that performance was of last year not current time. So be sure that you are investing at lesser risk.

10. Invest in established brands: – A new investor who does not know very much about different companies must try to invest in those companies which are very old and have a good brand image in the stock market. So the risk of losing is quiet less.

11. Try to invest for long term: – The beginners must try to invest for long term as the company might be not making profit at present but there is probability that it will make in future. In this situation “less risk more profit” fits very well.

5 most successful Investors

1. Warren Buffett

He is 3^rd richest person in the world. He is the successful investor of all time. He is the CEO of Berkshire Hathaway. He invested first time at the age of 11 and first filed taxes at the age of 13. At very small age he told his family that he will become the millionaire till the age of 35. And he also proved what he said. He also said that after his death he will give 99% of his wealth in charity. Buffet still lives in the Omaha Nebraska home which he purchased in 1958 for $31,500.

He was rejected from Harvard business School so he got his master’s degree from Columbia University he actually went there because of Benjamin Graham. Warren got attracted towards the thought of Graham by reading his famous book “Intelligent Investor” and later on he became the mentor of Warren. Warren’s two rules which a investor should never forget is

“Rule no 1. Don’t lose money, rule no 2- Don’t forget rule no 1”

2. Benjamin Graham

He was a great investor he was a professor at Columbia University and o writer of many books related to investment like – “Intelligent Investor”, “Security Analysis”. He was the mentor of great investor Warren Buffett. He is known as “The father of value investing” and “Dean of Wall Street”. His method of selecting the stock was “Low risk and high return” this philosophy of his make him true pioneer of financial analysis. Reading his books and following his methods of investing help many of the people to gain profit from the share market. His investing strategy was:

• Only buy when there is a certainty that the company is worth more than its cost
• Sell when the company is overvalued
• Know that the market is constantly fluctuating\

3. Rakesh Jhunjhunvala

He is an Indian investor and trader. He is the Big Bull Badshah of Dalal Street. He is also referred as India’s Warren Buffett. He also co-produced various Bollywood films. He started his investment in stock market when BSE SENSEX was at 150 in 1985. He started his investment with Rs5000 and now he is a billionaire.

His 1^st mentor was his father. He also told in the interview with Economic Times that One should not get fixated on macro events but on great businesses at an attractive price. All kind of events have taken place in the last 30 years which had negatively impacted the stock market from Kargil to Demonetisation to the global financial crisis. But the index always finds its way higher. His investment philosophy said that

“Buy right and hold tight”

4. John Templeton

John is the most famous investor who took risks on companies others would have shied away. He invested in 100 companies most of them were at the point of bankruptcy and his bold moves paid off and he ended up selling all but four of the companies at substantial profit. His strategy of investment is very clear

• Buy low and sell high
• Pay attention to the companies that others investors ignore
• Be bold

5. Radhakishan Damami

He is an Indian investor a self made billionaire and the owner of India’s 3rd largest mega retail stores’ chain “Dmart”. He never had interest in the stock market but the untimely death of his father led him to step in the stock market. He made his first stock market investment at the age of 32. His core mentor was Chandrakant Sampat whom he met in the early 1990’s. He succeeded when he started investing for the long term.

All these investors are the inspiration for the investors that one should never lose hope that after failing first time doesn’t meant that ever thing is ended up it can turn up into a new beginning also so these investors are the biggest examples of all time. So have patience and earn money!

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Advertisement is derived from the old French from the verb advertir which later on changes to advertise which means denoting a statement calling attention to something.

“A notice or an announcement in a public medium promoting a product, service, or event or publicizing a job vacancy”. It’s the dictionary meaning of advertisement.

Advertisement can also be defined as “paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor”

So it is very clear that the basic meaning of advertisement is an impersonal presentation where a standard or common message regarding the merits, price and availability of product or service is given by the producer or marketer. The advertisement builds pull effects as advertising tries to pull the product by directly appealing to the customer to buy it. for eg.

Effective Techniques of Advertisement

Advertisement has become the biggest weapon of the companies to sell their product and to show that their product is much better than their competitors. But doing only advertisement is not ample, one should create it more appealing and effective. So that it could grab the attention of the customer.

There are some effective techniques which makes the advertisement a never forgettable one:

1. Emotional Appeal

Most of the advertisement uses this technique to emotionally black mail the consumer, which they really do very well. They hit on the need of the consumer very accurately and thus they connect with people. For e.g.- In the advertisement of Fortune oil they say “Ghar ka khan” which they are connecting the buyer to their mothers.

2. Promotional Advertising

In this technique, the seller uses to give attractive offers to pull the customer towards their product. By offering the customer gets influenced by such offers and purchases that product. For e.g.-

In the above image, there is a “buy one get one offer” of pizza which will definitely attract the buyer as they would be getting two pizzas in same amount.

3. Bandwagon effect

Bandwagon effect is a persuasive technique through which one can persuade others, so that the majority could agree on that argument. It usually makes the customer believes that the product is fruitful for them. For e.g.-

In the above advertisement of toothpaste, they are showing that “over one million” have used their product which means that one million have trusted their brand so they should also.

4. Repetition

Repetition is very useful in advertisement as when a person listen or watch something again and again he/she do not forget it easily. It creates a good image in the eyes of the consumer. But one should also be careful regarding the no. of times their repetition is being telecasted because it can make the viewer restless and irritated. So the correct use of repetition is essential. For e.g.-The advertisement of “TRIVAGO” it comes so many times on television that it makes the viewer annoyed.

5. Endorsements

Endorsing famous personality for their product helps to gain the attention of the consumer. As consumer beliefs in that celebrity which ultimately makes them belief on their product. They think that the quality of the product is also good as it is used by a celebrity.  And it Also shows the advertisement attractive. For e.g.

In the above advertisement celebrity is used for promoting cosmetics.

6. Targeted Audience

Before creating an advertisement always keep in mind the targeted audience. As they only are the actual buyer so their need must be satisfied from that product. It should be shown in the advertisement that this product is made for them only. For e.g.-

In the above add targeted audience is above 50 years or the elders.

7. Symbolism

This technique is also very effective as you can symbolise your product with something natural or essential or one can give a deeper message through that product to the public which tells that how much worthy the product is for the use. For e.g-

8. Use of colours

Always use bright and vibrant colours in advertisement as it drags the attention of the viewer .It always shine between all other dull advertisement around it. Such advertisements are usually uses in the products related to kids as their eyes catch such colours very easily.  For e.g.-

In the above advertisement the colours used are very bright and lovable by kids also, as per the requirement of the advertisement.

9. Punch line

Punch line creates humour in the advertisement and makes it funnier, which maintains the interest of the viewer and encourages them to watch it again and again. For e.g.- “kya apke tooth paste mai namak hai” this punch line got so famous that several people acted on this and uploaded their video on social media.

10. Use of current events

The use of current events in the advertisement make the audience holding and curative to watch it, if the story of advertisement  is made by keeping in mind the recent events then the advertisement will definitely be watched by the viewers . For e.g.- At the time of demonetisation in India many mobile payments app took advantage of this and advertise their service as much as possible, which ultimately dragged the public towards their service as during that time people might have need of such service.

11. Use Metaphor

Use of metaphor in advertisement is very common nowadays even people also likes it, knowing the fact very well that it’s not true in real life still they believe in it and  start purchasing that product and try to be that person shown in the advertisement. So this is a very common and fruitful trick to gain the attention  of people only a good theme is required in this. For e.g.- Advertisement of “MOUNTAIN DEW”

This advertisement clearly shows that after drinking you can do all impossible things of world.

12. Facts And Figures

The use of facts and figures provides people security towards that product and satisfies their need. They purchase that product without even thinking a second. They rely on data shown to them. So use of statistical data in the advertisement creates a great impact on the people. For e.g.-

Above displayed advertisement tells that it has 40% less fat and 30% less calories which is very huge figure. So buyers will definitely buy this product o the other hand if they didn’t show the facts and figures and might have told that their product contains fewer calories there might be chances that people would not prefer buying their product.

13. Slice of Life

Use a part of life of people in the advertisement connects the viewer to the story of the advertisement as they feel that their story is going on the television and the product shown in that advertisement is the solution of that problem. For e.g.-Advertisement of “Sanitary Napkins” it shows the actual problems which females used to face in their life and how beneficial these napkins are for them.

14. Weasel Words

Weasel words are those words which make the word or phrase meaningful or believable although it might be not true. It is just all about how you phrase that sentence  to make your product valuable in the eyes of the viewer. This technique is most important and effective and it is also very common. For e.g.

In the above displayed advertisement it is shown that by using that product the wrinkles of the women will be decreased but it is not saying that they will disappear so this is a weasel word which ultimately tricks the customer to buy that product.

15. Use of Innovative idea

For an attractive advertisement a unique story is very important with some visualisation effect which really plays as crucial role by watching the uniqueness of the advertisement the viewer would definitely get attracted towards that brand or product. For e.g.-The recent advertisement of “Aditya Birla Group” is the finest example of such innovative advertisement. In that advertisement they showed that how Aditya Birla is present in the lives of people way of presenting was very creative.   

Importance of Advertisement

In nowadays marketing scenario advertisement has become a very essential part of life of not only for business giants but also for the customers for whom the advertisement is actually created the society in which the advertisement is created. So let’s discuss its importance according to each one of them.

Importance for consumers

1. Increases Awareness: Advertisement increases the awareness of the customer regarding the product whether it is new product or existing one. As without advertisement how one may come to know that this product exists in the market. It also shows various discounts or offers that prevails in the market of particular brand.

2. Ease of Comparison: As it is clearly visible that that there are many companies producing the same product so, with the help of advertisement the customer can decide to take which product in use. It can be conveniently decided by the customer by comparing the features of the product.

Importance for business

1. Increase in sales: Advertisement stacks big part in the profit of companies by promoting the products on the various modes of advertisement like –social media, internet, television radio etc. That is the main reasons that the companies are investing so much in the advertisement as there is not only the competition of product but also the kind of advertisement the company is broadcasting.

2. Help in grasping the market again: If a product has lost its market or left behind in the race of competition from other products then advertisement is the greatest weapon to grab the hold in the market again. By showing its unique selling price in comparison to other competitive products.3- ) Building of goodwill-A good advertisement which easily connects with the people helps in maintaining and creating a good brand image of the company. As by watching more and more advertisement customer’s reliability also get increased and it ensures that the quality of the product is also useable.

Importance for the society

1. Creates Employment: When companies start doing advertisement it generates employment for many persons which are behind the camera and are in front of the camera. As for creating an effective advertisement a separate department is made under which large number of people get employment and can showcase their creativity.

2. Increase awareness: through advertisement like no smoking, no drinking and driving creates awareness among people about the facts which they do not know. Advertisement showed by government like- Jago Grahak Jago, and various schemes of government which people are rarely aware of can reach them very easily.

Strategies of Advertisement Followed by Various Indian Companies

AMUL

Amul was established in 1946 to stop the exploitation by middleman. The Amul model has helped India to emerge as the largest milk producer in the world. Their milk is processed in 184 districts Co-operative Unions and marketed by 22 State Marketing Federation, ensuring a better life for millions.

The strategy used by Amul for advertisement is very simple and sweet. They advertise their product with the help of a cartoon girl which has one pony tail. This girl literally lives in every person’s heart of India.

Amul narrates the story of current events with the help of this girl and she touches the heart of each and every person no matter what age group they belong. This little girl of Amul advertises its product and connects people by its unique style.

-Amul also endorses some of its non-dairy products.

-Amul also uses catchy lines in its advertisement which make it humorous. All the hoardings of Amul are very interesting and effective. They are still going on the same pattern of advertisement but still there is some creativity and uniqueness which hold people with it. Everyone must remember the tag line of Amul “Utterly Butterly Delicious-Amul!”

PATANJALI

Patanjali is a private Indian company which deals with consumer goods. It was founded in 2006 by Baba Ramdev and Acharya Balkrishna. They also grow many endangered herbs on its farmland for maintaining the quality of the products.

Advertisement strategy of Patanjali is quite impressive-

• As they didn’t endorse any of their products whether it is a toilet cleaner or a beauty product.

• Showcase their quality is much better than the products of MNC’s available in the market.

• Use emotional appeal by asking the consumer to use products made in “BHARAT”.

• Attract the consumer by showing the good qualities of raw material they use in producing their product and showing that they manufacture chemical free products which is their U.S.P.

• Their advertisement also encourages the public to use natural products rather than chemical mixed one.

• They also show that their product is cheaper and valuable in comparison with other brands.All in all PATANJALI has grown so large only because of the advertisement they display in which they compare their product with other market giants and convinced public to buy their product.

BHARTI AIRTEL

Bharti Airtel limited is a leading global telecommunication company with operations in 16 countries across Asia and Africa. It was established in the year 1995 in India. The company ranks amongst the top 3 mobile service providers globally in terms of subscribers. In India, the company’s product offerings include 2G,3G and 4G wireless services, mobile commerce, fixed line services, high speed broadband, DTH, enterprise services including national and international long distance services to carriers. Bharti Airtel had over 413 million customers across its operation at the end of March 2018.

The advertising strategy followed by Airtel is very well planned as

• Before launching of Jio Airtel’s advertisement were based on the relationship between friends and family like–“Har ek friend zaroori hota hai”
• After Jio’s launching Airtel market demand dropped but it come up with a new plan and new advertising idea. As after doing surveys  Airtel came to know that today’s youth requirement is a fastest growing network and it advertises it network as youths need so its targeted audience is basically youth.
• After this plan it uses promotional techniques to attract the consumer like- Airtel Thanks in which it offers 3 months of free NETFLIX subscription, 1 year of AMAZON PRIME etc. These kinds of offers really gain the attention of customer and Airtel is back in the market.

So basically Airtel focuses on the youths’ demand and creates it advertisement by targeting them, which is a commendable strategy of advertising.

OLA CABS

Ola cabs are one of the world’s largest ride sharing companies. It was founded in the year 2011 by Bhavish Agarwal and Ankit Bhati. Ola integrates city transportation for customers and driver partners onto mobile technology platform ensuring convenient, transparent, and quick service fulfilment. Ola users can connect with over 10L driver-partners across cabs, auto-rickshaws, and taxis.

Advertising strategy followed by Ola:

• Ola uses social media platform to advertise its service like Face book, Instagram, Twitter etc. It firstly advertise itself with the help of print media like putting large banners and advertising in newspaper and digital media as half of the population is active on it.
• Ola also promotes itself by doing various marketing campaigns which really earn popularity very quickly like-#”Peeke mat chala” this campaign was all about to make the roads more safer another campaign of Ola was#Farak Padta Hai this was flagged on the World Environment Day,5 June 2017 this campaign was about to inspire or encourage people to take the first step towards decongesting the cities.
• Ola also offers various coupons to its existing customers like- 40%discount on your rides more than 5 km etc and giving offers on the first ride of the customer and it also tied up with some of the most popular brand to give Ola coupons. Ola also provides passes to the customer which is quite impressive as it hold up the customer with them for a long period of time with them.

So Ola is doing various advertising techniques to hold their customer to increase their customer and to promote themselves as much as possible.

DABUR

Dabur India Ltd is one of India’s leading FMCG companies with revenues of over Rs 7,680Cr and market capitalisation of over Rs 48,800Cr.Dabur was established in the year 1884 and turns into World’s Largest Ayurveda Company. Dabur is India’s most trusted brand its group companies are-New About You, Namaste, Hobby. Dabur today operates in key consumer product categories like Hair Care, Oral Care, Health Care, Skin Care, Home Care and foods. Dabur products are also available in over 120 countries across the globe. Dabur also recommends various home remedies which are natural and chemical free.

Advertising Strategy Followed by Dabur is

• Dabur mostly uses above the line advertisement techniques to promote its product.
• As Dabur manufactures a large variety of products so its advertisement also changes according to the product advertised there is not a signature advertisement. It generally advertises its product by showing its Ayurvedic qualities and benefits from its product.
• Dabur advertises its product in such a way that viewers think that this product can satisfy their need. It also took advantage of its brand image. It tries to connect with the people by using emotional appeal.

EMAMI

Emami Limited is one of the leading and fastest growing personal and healthcare businesses in India. It was established in 1974, they have a portfolio of over 300 product based on ayurvedic formulations. It have an enviable portfolio of household brand names such as Boro Plus, Navratna, Fair and Handsome, Zandu Balm, etc. Emami also acquired the Ayurvedic Hair and scalp business of “Kesh King” as a business strategy in 2015. Emami Limited, the flagship company of the group, recorded a turnover of Rs 2541Cr, 2017-18.

Advertising strategy of Emami:-

• Emami mostly does endorsements of their products as they feel it is the biggest thing to increase their customer.
• In this competitive world Emami has done various measures to grab its market like advertisement on social media as it new very well that nowadays individual spent more time on surfing on internet and social media. For e.g. Amitabh Bachan as an Acapella performer for Navratan garnered a million views on You Tube.
• Emami is now focusing more on digital advertisement of its products it has increased its advertising expenditure by 27%
• It is also advertising its product through marathons and sports league.

All in all Emami has entered in the digital marketing for its product promotion and also started doing various techniques to increase its sales and maintain its brand image.

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