Advertising and Consumer Behaviour of Shriram Fibre

8/13/2019 Advertising and Consumer Behaviour of Shriram Fibre

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SUMMER TRAINING REPORT

MARKET SURVEY ON REFRIGERATION OILSHRI RAM FIBRE LTD.

Submitted in the Partia Fu!iment "! MBA Pr"#ramme $Bat%h

&'(&)(*+

Fr

Under the #uidan%e "!, Submitted b-,

Mr Manish Garg Vivek Singh Pundir

E!erna" Guide M#A IIIrd Se$%

MR% Si&u Su"!an

DE BHOOMI INSTITUTE OF TE/HNOLOG01 DEHRADUN

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TABLE OF /ONTENT

Ti!"e

Training Le!!er

A)kn*+"edge$en!

,andida!e-s .e)"ara!i*n

Pre"ude

DES/RIPTION

/"m2an-34 Pr"!ie5555555555555555555555555.

In!r*du)!i*n

Servi)es

N*r$s

Pra)!i)es in /R deve"*0$en!

/R 0ra)!i)es

T"2i% Underta6en5555555555555555555555555.

Trade Uni*n

An in!r*du)!i*n

.e1ini!i*ns

O&2e)!ives 3 Fun)!i*ns 3 R*"e *1 Trade Uni*n

Trade Uni*n in Indian ,*n!e!

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Trade Uni*n in M. IN.IA

Re4ear%h Meth"d""#-5555555555555555555555..

Resear)h Pr*&"e$

In!r*du)!i*n

Me!h*ds *1 da!a )*""e)!i*n

.a!a ana"5sis

Gra0hi)a" re0resen!a!i*n *1 !he surve5

Su##e4ti"n455555555555555555555555555555.

Anne7ure555555555555555555555555555555.

/"n%u4i"n55555555555555555555555555555..

Bibi"#ra2h-5555555555555555555555555555

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INTRODU/TION

Adver!ising 0"a5s an i$0*r!an! 0ar! in *ur ever5da5 "ives as i! ena&"es us !* )h**se

&e!+een di11eren! ranges *1 0r*du)!s% These 0r*du)!s are 0r*$*!ed !hr*ugh

di11eren! !50es *1 adver!ise$en!s and )a!er !* a"" !50es *1 $arke!s%

On !he *!her hand adver!ising is 0"agued +i!h s*)ia" and e!hi)a" issues as i! resu"!s in *ver

)*nsu$0!i*n and +as!e *1 res*ur)es% Adver!ising )rea!es an envir*n$en! +here i! a&uses

)er!ain va"ues and in!eres!s !ha! are n*! universa""5 agreed u0*n . F*r ea$0"e in 477'

Yves Sain! Lauren! "aun)hed a 1ragran)e )a""ed 8O0iu$ +hi)h 1ea!ured a naked $*de"%

This s!irred )*n!r*vers5 and 0e*0"e 1*und i! *11ensive and se +as &eing used *0en"5 !*

0r*$*!e a 0er1u$e% F*r a 1ashi*n $aga9ine !he adver!ise$en! +as 1ine &u! 1*r &i""&*ards

i! +as ina00r*0ria!e and s*$e s*)ia" gr*u0s 1*und i! $*ra""5 and e!hi)a""5 +r*ng% S*$e

!i$es adver!ising dra+s $ied res0*nse 1r*$ !he 0u&"i): +hi"e s*$e!i$es i! &e)*$es

)*n!r*versia"%

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OB8E/TIES OF THE STUD0

Man5 adver!ise$en!s are designed !* genera!e in)reased )*nsu$0!i*n *1 !h*se

0r*du)!s and servi)es !hr*ugh !he )rea!i*n and reinven!i*n *1 !he ( P a g e
http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Carrier_bagshttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Carrier_bagshttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Advertising_agency


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/OMPAN0 PROFILE

IN.USTRIAL PROFILE

SRF VALUES% OUR LEGA,Y OUR /ERITAGE AN. NO?: OUR FUTURE%

A! SRF: va"ues are n*! 2us! s!r*ng +*rds% N*! 2us! a !he*r5% I!@s a +a5 *1 "i1e% I!@s a

)*""e)!i*n *1 ha&i!s !ha! sh*u"d &e re1"e)!ed in *ur da5!*da5 &ehavi*r%

?e &e"ieve in !he )*n)e0! *1 RINE? +hi)h in SRF s!ands 1*r

R ) Re42e%t I ) Inte#rit- N ) N"n Di4%riminati"n E ) E7%een%e 9 ) 9e

Bein#

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Re42e%t

Trea!ing *ur s!akeh*"ders +i!h res0e)! and digni!5 has &een a gr*und ru"e a! SRF%

I!@s !he ke5 !* &ui"ding and nur!uring a hea"!h5 re"a!i*nshi0%

Res0e)! 1*r )us!*$ers and vend*rs Res0e)! 1*r e$0"*5ees Res0e)! 1*r

shareh*"ders and inves!*rs Res0e)! 1*r s*)ie!5 and envir*n$en!

Inte#rit-

?e have a"+a5s had s!r*ng $*ra" s!andards% Our e!hi)s have &een *ur asse!s% ?e

+i"" n*! )*$0r*$ise i! 1*r an5*ne%

Sin)eri!5 Trans0aren)5

N"n)di4%riminati"n

An5*ne +h* is ass*)ia!ed +i!h SRF: is "ike a 1a$i"5 $e$&er% Ever5*ne is eCua"

irres0e)!ive *r !heir gender: &a)kgr*und and designa!i*n% ECua" *00*r!uni!5 is a

righ! and sha"" re$ain s* 1*r ever5 SRFi!e

E7%een%e

T*!a" e)e""en)e in ever5 !hing !ha! +e d* sh*u"d &e *ur ai$% E)e""ing in +ha!ever +e

d* is !he &en)h$ark a! SRF%

I$0r*ve$en!s and #reak!hr*ughs Tea$+*rk Si$0"i)i!5 /ard +*rk Meri!*)ra)5

9e Bein#

An5 *rgani9a!i*n is su))ess1u" *n"5 +hen !he e$0"*5ees are ha005% The5 1*r$ !he s*u"

*1 an5 *rgani9a!i*n% M*!iva!ed and ha005 e$0"*5ees are )ru)ia" !* !he gr*+!h *1 an5

*rgani9a!i*n%A00re)ia!i*n 1*r "i1e *u!side +*rk ,are 1*r e$0"*5ees ,rea!e a ha005 +*rk envir*n$en!

GLO#AL OPERATIONS

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SRF $ade a 1*ra5 in!* !he in!erna!i*na" arena in '> &5 se!!ing u0 i!s 1irs! *verseas 0"an!

in !he e&e" A"i Free *ne in .u&ai +i!h a visi*n *1 &e)*$ing a +*r"d )"ass *rganisa!i*n%

The green 1ie"d 0r*2e)! +as se! u0 +i!h an inves!$en! *1 a&*u! 67 Mi""i*n US. in a

;7:777 sC $!s 0"*!: +i!h !he !e)hni)a" assis!an)e *1 A5aha ,*r0*ra!i*n: a0an%

Manu1a)!uring

SRF Overseas L!d% $anu1a)!ures a&*u! D:>77 MT *1 n5"*n: 0*"5es!er and ra5*n !5re

rein1*r)e$en!s annua""5% T*da5: !he )*$0an5 is a signi1i)an! 0"a5er in !he Midd"e Eas!:

Eur*0e: A$eri)a: A1ri)a and S*u!h Asia +i!h regu"ar su00"ies !* !he "eading in!erna!i*na"

!5re $anu1a)!urers%

A+ards 3 Re)*gni!i*n

SRF Overseas L!d% is !he 1irs! )*$0an5 in !he Midd"e Eas! !* +in !he .e$ing

A00"i)a!i*n Pri9e: an a+ard given &5 USE Ha0anese Uni*n *1 S)ien!is!s and Engineers

!* )*$0anies !ha! !ake e!ra*rdinar5 s!rides in Cua"i!5)en!ered $anage$en! *1 !heir

&usiness% In re)*gni!i*n *1 e)e""en! $anage$en! in !he area *1 envir*n$en!: hea"!h 3

sa1e!5: SRFO +as a+arded !he E/S g*"d in !he Manu1a)!uring Indus!ries in e&e" A"i

Free *ne )a!eg*r5 &5 TRAK/EES E/S: P*r!s: ,us!*$s and Free *ne ,*r0*ra!i*n:

1*r !he se)*nd )*nse)u!ive 5ear in 477J%

SRF Overseas Li$i!ed: .u&ai

IN SOUT/ AFRI,A

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Indus!e Te)hni)a" Te!i"es HP!5 Li$i!ed: S*u!h A1ri)a

Indus!e Te)hni)a" Te!i"es HP!5 Li$i!ed: a S*u!h A1ri)an )*$0an5 is !he $anu1a)!urer

*1 !he &e"!ing 1a&ri)s +i!h an annua" 0r*du)!i*n )a0a)i!5 *1 a00r*i$a!e"5 6:>77 !*nnes%

SRF a)Cuired !his 0"an! in 477J +hi)h +as !hen kn*+n as Indus!e Te)hni)a" Te!i"es

HP!5 Li$i!ed% P*s! a)Cuisi!i*n: !he en!i!5 +i"" &e kn*+n as SRF Indus!e #e"!ing HP!5

Li$i!ed%

The a)Cuisi!i*n *1 !his uni! gave SRF an *00*r!uni!5 !* en!er A1ri)a: a )*n!inen! *1 !he

1u!ure% SRF endeav*urs !* "everage !he gr*+ing 0resen)e *1 !he $ining indus!r5 in S*u!h

A1ri)a: +hi)h is !he "arges! )*nsu$ing se)!*r 1*r !he &e"!ing 1a&ri)s &usiness%

,*n!a)! .e!ai"s

SRF Indus!e #e"!ing HP!5 Li$i!ed

PO #* ;76J: K*rs!en: P*r! E"i9a&e!h: B7';:

Re0u&"i) *1 S*u!h A1ri)a%

Te" 4D;' ;7BJD77 Fa 4D;';>''>>J: 4D;';>';7'4

IN T/IALAN.

The Thai&ased uni! has an annua" 0r*du)!i*n )a0a)i!5 *1 a00r*i$a!e"5 '4:777 !*nnes *1

di00ed n5"*n !5re )*rd 1a&ri)% Es!a&"ished in '> in )*""a&*ra!i*n +i!h i$$er: Saurer

A""$a 3 U!i)a: !he 0"an! +as *rigina""5 kn*+n as Thai #ar*da Indus!ries Li$i!ed

HT#IL% The 0"an!: h*+ever: )a$e !* &e kn*+n as SRF Te)hni)a" Te!i"es a1!er i!s

a)Cuisi!i*n &5 SRF in Se0!e$&er 477J% L*)a!ed in Ma0!ha Phu! Indus!ria" Area: Ra5*ng:

!he uni! s0reads *ver Rai i%e 6 a)res%

Manu1a)!uring

The SRF Te)hni)a" Te!i"es 1a)i"i!5 $anu1a)!ures

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P*"5 H';;77 MTPA S0inning H';;7 MTPA Te!i"es H'7J7 MTPA .i00ing H'''B7

MTPA A+ards 3 Re)*gni!i*n

SRF Te)hni)a" Te!i"es has &een )er!i1ied 1*r i!s Cua"i!5 and $anage$en! 0ra)!i)es% Our

)er!i1i)a!i*ns in)"ude

ISO 77'4777 in O)!*&er 477B S 777'J in O)!*&er 4777 TS 'B;4774 in

N*ve$&er 4776 ISO ';77'477; in Ma5 477> ,*n!a)! .e!ai"s

SRF Te)hni)a" Te!i"es HThai"and Li$i!ed

6: Ma0 Ta Phu! Indus!ria" Es!a!e: I' R*ad: A$0hur Muang

P%O% #* B': Ra5*ng Pr*vin)e: Thai"and%

Te" BB H6J BJ6B77B : BB 6J BJ6B7D Fa BB H6J BJ6B7

RESEAR,/ AN. .EVELOPMENT

?i!h *ur s!a!e *1 !he ar! R3. 1a)i"i!ies and an ingeni*us !ea$ *1 s)ien!is!s and

!e)hn*"*gis!s +e are $aking !*$*rr*+ ha00en !*da5% ?e a! SRF: $ake e11*r!s !*

deve"*0 0r*du)!s: +hi)h n*! *n"5 $ee!s !he s0e)i1i)a!i*ns: &u! a"s* are e)*n*$i)a" and

e)*"*gi)a"% ?i!h a s!r*ng &e"ie1 *1 @Inn*va!i*n is ke5 !* di11eren!ia!i*n@: +e deve"*0

0r*du)!s !* )a!er needs *1 Agr*)he$i)a": Phar$a)eu!i)a"s and *!her ni)he )us!*$ers%

SRF has s!a!e *1 !he ar! R3. )en!res in hi+ana: Ra2as!han and ,hennai: Ta$i"

Nadu% These R3. )en!res e$0"*5 !he &es! *1 !a"en! 1r*$ s*$e *1 !he $*s! re0u!ed

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edu)a!i*na" ins!i!u!i*ns in !he )*un!r5% The R3. !ea$s +*rk *n s5n!hesis *1 ne+

ha"*gena!ed *rgani) )*$0*unds as +e"" as deve"*0$en! *1 ana"5!i)a" $e!h*ds

1*r !he$% The R3. "a&s are eCui00ed +i!h )u!!ing edge in0r*)ess and 0r*du)! !es!ing

1a)i"i!ies "ike L,MS: L,: G,MS: FTIR: S0e)!r*0h*!*$e!er: G,s: e!)%

SRF 0r*vides an in!egra!ed servi)e 1r*$ resear)h H0r*)ess deve"*0$en! !* ki"* s)a"e

s5n!hesis !* )*$$er)ia" s)a"e su00"5: su00*r!ed &5 i!s inh*use 0r*)ess deve"*0$en! and

engineering e0er!ise% ?e have a ri)h e0erien)e and su))ess1u" !ra)k re)*rd *1

deve"*0$en! 3 )*$$er)ia"i9a!i*n *1 vari*us )*$0"e *rgani) $*"e)u"es: +hi"e

$ain!aining high s!andards *1 E/S% 0r*1essi*na"is$: ensuring )*n1iden!ia"i!5 and

!rans0aren)5 !* !he$%

GRO?T/ PLANS

T":ard4 a ne: h"ri;"n

Pursuing i!s as0ira!i*n !* a)hieve g"*&a" "eadershi0 &5 4747: SRF has e$&arked *n a "*ng

and )ha""enging 2*urne5 *1 gr*+!h and e0ansi*n 1*r a"" i!s &usinesses !hr*ugh &*!h

*rgani) and in*rgani) r*u!es%

Over !he "as! 1*ur 5ears !he )*$0an5 has $ade inves!$en!s *1 ar*und Rs% '4>7 )r*re

$ain"5 in aug$en!ing and u0grading 0r*du)!i*n 1a)i"i!ies in di11eren! &usinesses%

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Mie4t"ne4

477; F"u*r*s0e)ia"i!5 P"an! I Pr*2e)!s R3. 477B /F, '6;a P"an! ,he$i)a"s #usiness

477D 4nd Me!a""ised Fi"$ P"an! Pa)kaging Fi"$s #usiness 477D 4nd ,hi0s

,*$0*unding Uni! Engineering P"as!i)s #usiness 477J '> M? ?ind P*+er Far$

Te)hni)a" Te!i"es #usiness 477J F"u*r*s0e)ia"i!5 P"an! II and Pi"*! P"an! Pr*2e)!s 477

P*"5es!er Indus!ria" Yarn Te)hni)a" Te!i"es #usiness 477 F"u*r*s0e)ia"i!5 P"an! III

Pr*2e)!s R3. 47'7 4nd "ine *1 #OPET Fi"$ Pa)kaging Fi"$s #usiness 47'7

La$ina!ed Fa&ri) Pr*2e)! Te)hni)a" Te!i"es #usiness

,*$$i!!ed !* na!i*n &ui"ding sin)e 'JJ

SRF &*as!s *1 a "ineage +hi)h is a )en!ur5 *"d% The )*$0an5 re$ains )*$$i!!ed

!* )rea!ing +ea"!h 1*r i!s s!akeh*"ders in &usiness +hi"e h*"ding 1as! !* !he rigid

s!andards *1 e!hi)s and $*ra"i!5 *1 i!s 1*unders% The )*$0an5 )*n!inues !*

)herish and de1end !he va"ues *1 serving !he needs *1 i!s )*$$uni!5%

SRF is a"s* kee0ing !he !radi!i*ns *1 i!s 1*unders a"ive !hr*ugh 0r*$*!ing ar!s:

)u"!ure: $usi) and s0*r!s% #ui"ding *n !he "ega)5 *1 i!s 1*unding gr*u0 !ha!

es!a&"ished s*$e *1 !he 0re$iere a)ade$i) ins!i!u!es *1 !he )*un!r5: SRF

)*n!inues !* s!rive !* adv*)a!e !he )ause *1 Cua"i!5 edu)a!i*n in India%

#RAN. A?ARNESSA! SRF: !he e$0"*5ees are )*n!inu*us"5 i$0r*ving ever5da5 *0era!i*ns: !hus $aking

!heir 1un)!i*n@s 2*& &e!!er: si$0"er: )hea0er and sa1er% This guiding 0rin)i0"e *1 @Pe*0"e

sa!is15ing )us!*$ers e11i)ien!"5@ is a ke5 !ene! *1 SRF@s $anage$en! 0ra)!i)es%

T* kn*+ $*re a&*u! *ur &usiness 0ra)!i)es and *ur a00r*a)h: se"e)! a se)!i*n%

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SRF a"s* &*as!s *1 India@s 1irs! and *n"5 0"an! having )a0a)i!5 !* 0r*du)e ne+ genera!i*n

/igh M*du"us L*+ Shrinkage H/MLS 5arn used 1*r rein1*r)e$en! *1 0assenger radia"

!5res and !rans$issi*n &e"!s and ru&&erised h*ses%

#e"!ing 1a&ri)s are used 1*r reen1*r)e$en! *1 )*nve5*r &e"! and *!her $e)hani)a" ru&&er

g**ds% SRF is !he $arke! "eader in &e"!ing 1a&ri)s in !he indus!ria" !e!i"es &usiness in

India% A"s*: i! has &e)*$e !he se)*nd "arges! &e"!ing 1a&ri) $anu1a)!urer +i!h !he

a)Cuisi!i*n *1 a uni! in S*u!h A1ri)a% A0ar! 1r*$ !his: SRF has a s!r*ng 0resen)e in

Eur*0e and Asia as +e""%

SRF a"s* has a uniCue dis!in)!i*n *1 &a)k+ard in!egra!i*n +i!h i!s *+n P*"5es!er

Indus!ria" Yarn uni!% The )*$0an5 has 1a)i"i!ies 1*r $anu1a)!uring a +ide range *1

designs and 0r*du)!s )us!*$ised !* s0e)i1i) reCuire$en!s *1 )us!*$ers% SRF su00"ies

&e"!ing 1a&ri)s !* &e"! $a2*rs a)r*ss !he g"*&

PRO.U,T .IS,RIPTION

SRF 0r*du)es s5n!he!i) )*a!ed 1a&ri)s using 0*"5es!er &ased 1a&ri)s +i!h uniCue PV,

H0"as!i) 1*r$u"a!i*n in s0e)ia""5 designed $a)hines% SRF is !he *n"5 in!egra!ed

$anu1a)!urer 0r*du)ing righ! 1r*$ 0*"5es!er 5arn !* ar!i)"es $ade *1 1a&ri)% The

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)*$0an5 *11ers a +ide range *1 1a&ri)s 1r*$ 6>7 gs$ !* '>77 gs$ in )*a!ing !hi)kness

1r*$ 7%6 $$ !* '%> $$ *ver '77 a!!ra)!ive shades

SRF is !he "eading $anu1a)!urer *1 n5"*n indus!ria" 5arn and 1ish ne! !+ine &*!h in India

and in!erna!i*na" $arke!%

The s5n!he!i) indus!ria" 5arns are $ade *1 di11eren! 0*"5$ers "ike n5"*n: 0*"5es!er:

0*"50r*05"ene: hd0e: vis)*se: "5*)e"": ara$id: )ar&*n: PVA e!)% Indus!ria" 5arn is used in

!he !e!i"e indus!r5 1*r i!s aes!he!i) 1ea!ures%

La$ina!ed 1a&ri) is a )*$&ina!i*n *1 a &ase 1a&ri) H0*"5es!er in *ur )ase "a$ina!ed +i!h

a 1i"$ HPV, *n ei!her side *r &*!h sides% SRF *11ers &*!h 1r*n!"i! and &a)k"i! 1a&ri)s 1*r

&i""&*ards: &anners: and signages%

These "a$ina!ed 1a&ri)s are sui!a&"e 1*r high Cua"i!5 s)reen 0rin!ing and digi!a" 0rin!ing%

In addi!i*n SRF *11ers 0r*du)!s 1*r s!a!i) and d5na$i) )*vering s*"u!i*ns%

SRF has &een a 0re1erred su00"ier *1 0har$a grade re1rigeran! gases and )h"*r*$e!hanes

!* $a2*r Phar$a and Agr*)he$i)a" $anu1a)!urers%The s!r*ng kn*+"edge *1 F"u*rina!i*n

and *!her ha"*gen )he$is!r5 a"*ng +i!h )*n)er!ed 1*)us *n R3. "ed !*

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)*$$er)ia"i9a!i*n *1 ne+ age re1rigeran!: /F,'6;a *n *ne end and *n !he *!her 1a)e!:

deve"*0$en! *1 )*$0"e Organ*1"u*rine )*$0*unds ai$ed a! $ee!ing de$ands *1

Phar$a and Agr*)he$i)a" indus!r5%

Ev*"u!i*n

?i!h !he "eading g"*&a" 0har$a 3 agr*)he$i)a" )*$0anies a"read5 1ea!uring in i!s

)us!*$er "is!: SRF has a"s* es!a&"ished 0ar!nershi0s +i!h !he$ !* deve"*0 u0)*$ing and

ne+ age )*$0*unds: )*$0e!i!ive"5%

Ne! s!e0s

SRF F"u*r*s0e)ia"i!ies &usiness has a s!r*ng )*$$i!$en! !*+ards i!s ,us!*$ers

Par!ners and ai$s !* deve"*0 0r*du)!s and 0r*)esses !* )a!er !he needs *1 Agr*)he$i)a"s

and Phar$a $a2*rs *1 !he +*r"d%#ui"ding u0*n !he s!r*ng 1*unda!i*n *1 F"u*rine and

*!her /a"*gen )he$i)a"%

RESEAR/H METHODOLOG0

F*r )*$0"e!ing !his 0r*2e)! !he reCuired in1*r$a!i*n *r !he ra+ da!a is ga!hered 1r*$ !he

s*ur)es "ike +e&si!es : 2*urna"s: $aga9ines :!e! &**ks e!) +hi)h is !he $*s! di11i)u"! !ask

*1 !his 0r*2e)! $aking as i! is !he $*s! !i$e )*nsu$ing 0r*)ess% &u! *vera"" !his !*0i) isCui!e in!eres!ing !* gain kn*+"edge a&*u! !he e!hi)s in ads !he )*n!r*versia" ads a"s*%

The 0ur0*se *1 !aking !his !*0i) is !ha! in !he 0resen! s)enari* adver!ise$en! has a grea!

i$0a)! *n !he )*nsu$er-s &ehavi*r s* i1 i! &e)*$es une!hi)a" i! +i"" "ead !he s*)ie!5 in

!he +r*ng dire)!i*n% T* *ver)*$e !hese 0r*&"e$s )er!ain e!hi)a" s!andards are se! u0 &5

!he g*vern$en! *r regu"a!i*n &*dies and i +an! !* !hr*+ a "igh! *n !his *n"5% E!hi)s

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18/51

&asi)a""5 re1ers !* +ha! is righ!: g**d *r )*nsis!en! +i!h vir!ue% Adver!ising genera!es

)*$0"e e!hi)a" Cues!i*ns +hi)h have !* &e )*nsidered: as !his $*de *1 )*$$uni)a!i*n

)*$$i!s s*$e high"5 )*n!r*versia" e!hi)a" a)!s +hi)h are da$aging !* !he s*)ie!5 as a

+h*"e%

/ere I a$ res!ri)!ed !* !he e!hi)a" issues *1 adver!ise$en! re"a!ed !* !e"evisi*n $edia

*n"5 as !his su&2e)! has a ver5 +ide arena !* &e 1*)used *n% /er I 2us! +an! !* kn*+ !ha!

h*+ $u)h !hese se! s!andards are su))ess1u" in $ain!aining !he digni!5 *1 !he Indian-s

&e"ie1s and !heir 1ee"ing%

Ad?erti4ement

Prin! adver!ise$en!s 1r*$ ne+s0a0ers and $aga9ines are 0er1e)! !i$e )a0su"es% The5

re)a"" n*! *n"5 !he 0r*du)!s !he5 are 0r*$*!ing &u! !he era in +hi)h !he5 a00eared% ?ha!

is 0ar!i)u"ar"5 s!riking a&*u! $*re !han a )en!ur5 *1 S/RIRAM FI#RE LT.%

adver!ise$en!s is +ha! hasn-! )hanged !he &rand-s 0i*neering s0iri! and i!s dedi)a!i*n !*

0re)isi*n: inn*va!i*n and design%

L**king &a)k a! his!*ri) 0rin! adver!ise$en!s 1*r S/RIRAM FI#RE LT.% : i! is hard n*!

!* &e i$0ressed &5 h*+ )*nsis!en! !he &rand-s $essage has &een !hr*ugh !he 5ears% The

i$ages *1 !he $en and +*$en h*"ding !heir 0*)ke! *r +earing !heir +ris! have )hanged

&u! !he adver!ising )*05 has )*ns!an!"5 high"igh!ed S/RIRAM FI#RE LT.%-s Cua"i!5:

0re)isi*n and !radi!i*n%

?e invi!e 5*u !* "**k &a)k a! s*$e )"assi) adver!ise$en!s 1r*$ !he 0as! '47 5ears% The

0rin! 1*n!s and i""us!ra!i*ns $a5 have )hanged &u! !he S/RIRAM FI#RE LT.% "*g* has

re$ained !he sa$e and !he +h*se dia"s i! gra)es s!i"" de"iver !he sa$e 0r*$ises

inn*va!ive !e)hn*"*g5: 1"a+"ess !i$ekee0ing and design e)e""en)e%

Ne+s0a0er adver!ise$en!s 1r*$ !he end *1 !he '!h )en!ur5 a"read5 re1er !* 0re)isi*n

0ri9es S/RIRAM FI#RE LT.% had +*n in !he 'JJ7s and 'J7s and !he 1irs! 0rin!

adver!s 1r*$ !he 47!h )en!ur5 )*nsis!en!"5 re1er !* a))ura)5: va"ue and Cua"i!5 *1 !he

&rand-s 0r*du)!s%

'J ( P a g e


19/51

Prin! ads 1r*$ !he r*aring !+en!ies e!*" S/RIRAM FI#RE LT.%-s vir!ues as a s0*r!

+a!)h: a regu"ar O&serva!*r5 ,*$0e!i!i*n +inner: and a +a!)h +hi)h sa!is1ies a"" !as!es

!he si$0"es!: !he $*s! dis!inguished: and !he $*s! $*dern%= S*$e !hings never )hange%

In '6B: !here +as an adver!ise$en! high"igh!ing S/RIRAM FI#RE LT.%-s r*"e as

O11i)ia" O"5$0i) Ti$ekee0er% The L*s Ange"es '64 O"5$0i) Ga$es had &een !he 1irs!

a! +hi)h a sing"e &rand had &een en!rus!ed +i!h !he !i$ing *1 ever5 even! a! an O"5$0i)

Ga$es: !he &eginning *1 S/RIRAM FI#RE LT.%-s "*ng ass*)ia!i*n +i!h !he

In!erna!i*na" O"5$0i) ,*$$i!!ee% O"5$0i)!he$ed adver!ising as &een *ne *1 !he

)*$0an5-s $ains!a5s ever sin)e%

A /")A7ia %aibre4 eui22ed

The ,*Aia" )a"i&res )urren!"5 eCui00ed +i!h si"i)*n &a"an)e s0rings are !he "adies-

)a"i&res J>47: J>4' H+hi)h are 1ea!ured in !he Lad5$a!i) "ine and J;4' and !he

gen!"e$en-s )a"i&res JB7' and JB''% Ne+ )*""e)!i*ns h*using !he S/RIRAM FI#RE

LT.% ,*Aia" )a"i&re J>77J>7' 0resen!ed a! #ase"?*r"d 47'' are eCui00ed +i!h !he

si"i)*n Si'; &a"an)e s0ring +hereas 0ri*r )*""e)!i*ns did n*! have !he$ h*+ever: !hese

are gradua""5

A$*ng !he $*s! !a"ked a&*u! 0r*)esses a! S/RIRAM FI#RE LT.% is !he )rea!i*n *1 an

inn*va!ive ne+ 0r*du)! )a""ed S/RIRAM FI#RE LT.% ,erag*"d% The +*r"d 0re$iere

ena&"es !he in)rus!a!i*n *1 'JK g*"d in!* 9ir)*niu$&ased )era$i) &e9e"s: resu"!ing in a

&"ended $a!eria" !ha! is aes!he!i)a""5 s!unning and a&s*"u!e"5 s$**!h !* !he !*u)h%

De4i#n

.esign e)e""en)e has &een a de1ining 0ar! *1 S/RIRAM FI#RE LT.% 1r*$ !he

)*$0an5-s ear"ies! da5s% The &rand is 0r*ud *1 !he 1a)! !ha! i! has +*n a+ards 1*r i!s

design near"5 as *1!en as i! has +*n a))ura)5 )*$0e!i!i*ns%

' ( P a g e


20/51

Art "! de4i#n

Aes!he!i) ins0ira!i*n and inn*va!ive design are n*! *n"5 reserved 1*r S/RIRAM FI#RE

LT.%-s his!*ri) !i$e0ie)es% The ne+"5 redesigned ,*ns!e""a!i*n "ine re!ains i!s

)hara)!eris!i) iden!i15ing 1ea!ures in a s!5"ish )*n!e$0*rar5 u0da!e% The Sea$as!er ACuaTerra ,*""e)!i*n +i!h i!s dis!in)!ive Teak ,*n)e0!= dia"s is as 1ashi*na&"e as i! is s0*r!5%

The S0eed $as!er is !he +*r"d-s 1av*ri!e )hr*n*gra0h and *ne *1 !he $*s! i$i!a!ed ever

0r*du)ed%

Dra:in#

The )*n)e0! is in!er0re!ed &5 *ur designers: +h* 0resen! !he 1irs! dra+ings !* S/RIRAM

FI#RE LT.%-s $anage$en!% On)e a de)isi*n has &een !aken )*n)erning !he $ain

aes!he!i) as0e)!s: !he ne+ S/RIRAM FI#RE LT.% +a!)h is !hen )rea!ed as a 6. $*de"

*n !he )*$0u!er &5 *ur designers !*ge!her +i!h *ur engineers in *rder !* av*id design

0r*0*sa"s +hi)h are n*! !e)hni)a""5 1easi&"e%

/a4tin#

The ver5 1irs! 0r*!*!50e is $ade &5 a s0e)ia" 6. 0rin!er and 1*r !he 1irs! !i$e: !he

designers- dra+ing is &r*ugh! !* "i1e: giving a rea" sense *1 h*+ !heir )rea!ivi!5 $igh! &e

e0ressed as an S/RIRAM FI#RE LT.% +a!)h% M*s! *1 !he aes!he!i) de!ai"s are de1ined

during !his 0eri*d%

Pr"t"t-2in#

A1!er !he )as!ing: *ur su00"iers are in)"uded in !he ne! s!age *1 !he deve"*0$en! 0r*)ess:

+here de)isi*ns are !aken *n su)h $a!!ers as !he )h*i)e *1 $a!eria"s and !he )*"*urs !* &e

used 1*r !he dia" and !he hands% The 1irs! 0r*!*!50es are !hen 0r*du)ed and su&$i!!ed !*

*ur $anage$en! and *ur $arke!s 1*r a00r*va"%

These and a"" !he *!her +e )rea!e are 0ar! *1 a 0r*ud design !radi!i*n +hi)h has &een

a$*ng S/RIRAM FI#RE LT.%-s de1ining va"ues sin)e 'J;J%

47 ( P a g e


21/51

SHRIRAM FIBRE LTD. Cuait-

S/RIRAM FI#RE LT.%-s dedi)a!i*n !* Cua"i!5 s!ar!s "*ng &e1*re !he 0r*du)!i*n &egins%

ua"i!5 is )*nsidered 1r*$ !he $*$en! a ne+ idea is &*rn and re$ains an i$0*r!an!

!he$e !hr*ugh*u! !he en!ire deve"*0$en! 0eri*d%

ua"i!5 is a ha""$ark *1 ever5 S/RIRAM FI#RE LT.% +a!)h% A"" !he $a!eria"s used in

!he )rea!i*n *1 ea)h )*$0*nen! Q 1r*$ !he s$a""es! s)re+ in !he $*ve$en! !* !he $e!a"

used in !he )ases Q are ea$ined in $inu!e de!ai" &e1*re &eing a""*+ed in!* !he

0r*du)!i*n 0r*)ess% And !hese 0r*)esses are )are1u""5 *0!i$i9ed !* ensure !he Cua"i!5 *1

ever5 +a!)h%

The M"?ement

Ea)h ne+ S/RIRAM FI#RE LT.% $*ve$en! has !* 0ass a range *1 s!ri)! !es!s% The

$*ve$en!s are +ris! !es!ed= in eis!ing S/RIRAM FI#RE LT.% $*de"s &5 *ur

Te)hni)a" .eve"*0$en! .e0ar!$en!% A! !he sa$e !i$e: "a&*ra!*r5 !es!s are )*ndu)!ed !*

de!er$ine !e$0era!ure: sh*)k and vi&ra!i*nresis!an)e% The 0re)isi*n *1 !he $*ve$en!

is a"s* 0ains!aking"5 !es!ed%

/")A7ia uait-

S/RIRAM FI#RE LT.%-s ,*Aia" )a"i&res are se!!ing ne+ Cua"i!5 s!andards 1*r series

0r*du)!i*n +ris! % The design *1 !he ,*Aia" es)a0e$en! $eans !ha! !here is "i!!"e s"iding

1ri)!i*n &e!+een !he )*$0*nen!s and a"$*s! n* need 1*r "u&ri)a!i*n% This has "ed !*

)hr*n*$e!ri) 0er1*r$an)e un$a!)hed &5 an5 *!her seria""5 0r*du)ed $e)hani)a"

+ris!+a!)h% I! has a"s* resu"!ed in a redu)ed need 1*r servi)ing%

The /a4e

On)e a 0r*!*!50e *1 a ne+ )ase has &een 0r*du)ed: i! is su&2e)!ed !* rig*r*us !es!ing He%g%

+a!erresis!an)e &5 *ur ua"i!5 Assuran)e de0ar!$en!% The de)isi*n *n +he!her !*

$anu1a)!ure a ne+ )ase is *n"5 !aken i1 !he ne+ 0r*!*!50e 0asses a"" i!s !es!s%

4' ( P a g e


22/51

SHRIRAM FIBRE LTD.34 e#a%- "! uait-

S/RIRAM FI#RE LT.%-s "ega)5 *1 Cua"i!5 is e0ressed in 0ar! &5 !he 1a)! !ha! i! has

+*n $*re a+ards 1*r 0re)isi*n and a))ura)5 !han an5 *!her +a!)h$aker% .edi)a!i*n !*

Cua"i!5 has &een a! !he hear! *1 !he &rand 1r*$ !he ver5 &eginning% The Cua"i!5 s!andards&eing rea)hed )*nsis!en!"5 &5 *ur e)"usive ,*Aia" $*ve$en!s vivid"5 de$*ns!ra!e

!ha! S/RIRAM FI#RE LT.% is s!i"" de1ined &5 !he Cua"i!5 *1 i!s %

Adver!ising is a 1*r$ *1 )*$$uni)a!i*n !ha! !50i)a""5 a!!e$0!s !* 0ersuade 0*!en!ia"

)us!*$ers!*0ur)hase*r !* %"n4umer$*re *1 a 0ar!i)u"ar&rand *10r*du)!*r servi)e%

E!hi)s re1ers !* 0rin)i0"es !ha! de!ine&ehavi*r as righ!: g**d and 0r*0er% Su)h 0rin)i0"esd* n*! a"+a5s di)!a!e a sing"e


23/51

T0PE OF RESEAR/H

As I !**k !he da!a 1r*$ $aga9ines : &**ks: in!erne! "inks : 2*urna"s and ne+s 0a0ers% I! is

resear)h *1 des)ri0!ive !50e%

S/OPE OF STUD0

Adver!ising is a 0*+er1u" )*$$uni)a!i*n 1*r)e: high"5 visi&"e and *ne *1 !he $*s!

i$0*r!an! !**"s *1 $arke!ing )*$$uni)a!i*n !ha! he"0s !* se"" 0r*du)!s: servi)es: ideas

and i$ages e!)% Man5 &e"ieve !ha! adver!ising re1"e)!s !he need *1 !he !i$es% ?he!her *ne

"ikes i! *r n*!: adver!ise$en!s are ever5+here% The5 are seen *n !he +a""s: *n !he &a)k *1

&uses: in 0"a5 gr*unds: *n !he *))asi*n *1 s0*r!s even!: *n r*adsides: in !he s!*res and

even *n aer* 0"anes% Adver!ise$en!s are seen in ne+s0a0ers: in $aga9ines: *n !he

!e"evisi*n: *n in!erne! and are even heard *n radi*% /ere I a$ 1*)using $ain"5 *n !he

$edia as a s*ur)e *1 adver!ising%

The 1a)! is !ha! +e are &eing &*$&arded +i!h adver!ise$en!s da5 in and da5 *u! 1r*$ a""

i$agina&"e $edia% The average )*nsu$er is e0*sed !* a ver5 "arge nu$&er *1

adver!ise$en!s ever5da5: 0ar!i)u"ar"5 !he ur&an and se$i ur&an 0*0u"a!i*n%

In s0i!e *1 !his: !* !he dis$a5 and irri!a!i*n *1 s*$e and en2*5$en! *1 *!hers:

adver!ise$en! +i"" )*n!inue !* $ake !heir 0resen)e 1e"! in *ur "ives and in1"uen)e *ur

"ives in $an5 unsus0e)!ing +a5s &e)ause *1 ra0id )hanges in $a)r* envir*n$en! and in

*ur 0er)e0!i*n: i$0ressi*ns: 1ee"ings: a!!i!udes and &ehavi*rs% I! see$s a"$*s! i$0*ssi&"e

!* re$ain !*!a""5 neu!ra" and n*! !ake an5 n*!i)e *1 $*dernda5 adver!ising% The $*s!

visi&"e 0ar! *1 !he adver!ising 0r*)ess is !he adver!ise$en!s !ha! +e see: read: *r hear and

0raise *r )ri!i)i9e%

Adver!ising )an &e de1ined as an5 0aid 1*r$ *1 n*n 0ers*na" 0resen!a!i*n and 0r*$*!i*n

*1 ideas: g**ds *r servi)es !hr*ugh $ass $edia su)h as ne+s0a0ers: $aga9ines:

46 ( P a g e


24/51

!e"evisi*n *r radi* &5 an iden!i1ied s0*ns*r S* &asi)a""5 adver!ising is a $ass

)*$$uni)a!i*ns devi)e !hr*ugh +hi)h )*$0anies 0r*$*!e *r $arke! !heir 0r*du)! !* !he

)*nsu$er: and !his ena&"es !he$ !* $ake in1*r$ed )*nsu$0!i*n de)isi*ns%

Adver!ising is a 0*+er1u" )*$$uni)a!i*n 1*r)e: high"5 visi&"e and *ne *1 !he $*s!

i$0*r!an! !**"s *1 $arke!ing )*$$uni)a!i*n !ha! he"0s !* se"" 0r*du)!s: servi)es: ideas

and i$ages e!)% Man5 &e"ieve !ha! adver!ising re1"e)!s !he need *1 !he !i$es% ?he!her *ne

"ikes i! *r n*!: adver!ise$en!s are ever5+here% The5 are seen *n !he +a""s: *n !he &a)k *1

&uses: in 0"a5 gr*unds: *n !he *))asi*n *1 s0*r!s even!: *n r*adsides: in !he s!*res and

even *n aer*0"anes% Adver!ise$en!s are seen in ne+s0a0ers: in $aga9ines: *n !he

!e"evisi*n: *n in!erne! and are even heard *n radi*% The 1a)! is !ha! +e are &eing

&*$&arded +i!h adver!ise$en!s da5 in and da5 *u! 1r*$ a"" i$agina&"e $edia% The

average )*nsu$er is e0*sed !* a ver5 "arge nu$&er *1 adver!ise$en!s ever5da5:

0ar!i)u"ar"5 !he ur&an and se$i ur&an 0*0u"a!i*n% In s0i!e *1 !his: !* !he dis$a5 and

irri!a!i*n *1 s*$e and en2*5$en! *1 *!hers: adver!ise$en! +i"" )*n!inue !* $ake !heir

0resen)e 1e"! in *ur "ives and in1"uen)e *ur "ives in $an5 unsus0e)!ing +a5s &e)ause *1

ra0id )hanges in $a)r* envir*n$en! and in *ur 0er)e0!i*n: i$0ressi*ns: 1ee"ings:

a!!i!udes and &ehavi*ur% I! see$s a"$*s! i$0*ssi&"e !* re$ain !*!a""5 neu!ra" and n*! !ake

an5 n*!i)e *1 $*dernda5 adver!ising% The $*s! visi&"e 0ar! *1 !he adver!ising 0r*)ess is

!he adver!ise$en!s !ha! +e see: read: *r hear and 0raise *r )ri!i)ise% Man5 sui!a&"e

ad2e)!ives are used !* des)ri&e adver!ising: de0ending *n h*+ an individua" is rea)!ing:

su)h as grea!: d5na$i): a""uring: 1as)ina!ing: ann*5ing: &*ring: in!rusive: irri!a!ing and

*11ensive: e!)%

Adver!ising 0"a5s an i$0*r!an! 0ar! in *ur ever5da5 "ives as i! ena&"es us !* )h**se

&e!+een di11eren! ranges *1 0r*du)!s% These 0r*du)!s are 0r*$*!ed !hr*ugh di11eren!

!50es *1 adver!ise$en!s and )a!er !* a"" !50es *1 $arke!s% % Adver!ising ena&"es 0r*du)ers

!* e0and !heir $arke!s and !here1*re !ake advan!age *1 e)*n*$ies *1 s)a"e !* redu)e uni!

0r*du)!i*n )*s!s

Man5 adver!ise$en!s are designed !* genera!e in)reased )*nsu$0!i*n *1 !h*se 0r*du)!s

and servi)es !hr*ugh !he )rea!i*n and reinven!i*n *1 !he


25/51

0ur0*ses: adver!ise$en!s s*$e!i$es e$&ed !heir 0ersuasive $essage +i!h 1a)!ua"

in1*r$a!i*n% Ever5 $a2*r $ediu$ is used !* de"iver !hese $essages: in)"uding !e"evisi*n:

radi*: )ine$a: $aga9ines: ne+s0a0ers: vide* ga$es: !he In!erne!: )arrier &ags and

&i""&*ards% Adver!ising is *1!en 0"a)ed &5 an adver!ising agen)5*n &eha"1 *1 a )*$0an5

*r *!her *rgani9a!i*n%

On !he *!her hand adver!ising is 0"agued +i!h s*)ia" and e!hi)a" issues as i! resu"!s in *ver

)*nsu$0!i*n and +as!e *1 res*ur)es% 8E!hi)s &asi)a""5 re1ers !* +ha! is righ!: g**d *r

)*nsis!en! +i!h vir!ue% Adver!ising genera!es )*$0"e e!hi)a" Cues!i*ns +hi)h have !* &e

)*nsidered: as !his $*de *1 )*$$uni)a!i*n )*$$i!s s*$e high"5 )*n!r*versia" e!hi)a"

a)!s +hi)h are da$aging !* !he s*)ie!5 as a +h*"e% I! 0r*$*!es *verse""ing: e0"*i!a!i*n

*1 vu"nera&"e gr*u0s: vu"gari!5: *11ending !he 0u&"i): 0r*$*!ing s*)ia""5 har$1u" va"ues

*r &ehavi*r and in!rusi*n *1 0riva)5%

Adver!ising )rea!es an envir*n$en! +here i! a&uses )er!ain va"ues and in!eres!s !ha! are

n*! universa""5 agreed u0*n% F*r ea$0"e in 477' Yves Sain! Lauren! "aun)hed a

1ragran)e )a""ed 8O0iu$ +hi)h 1ea!ured a naked $*de"% This s!irred )*n!r*vers5 and

0e*0"e 1*und i! *11ensive and se +as &eing used *0en"5 !* 0r*$*!e a 0er1u$e% F*r a

1ashi*n $aga9ine !he adver!ise$en! +as 1ine &u! 1*r &i""&*ards i! +as ina00r*0ria!e and

s*$e s*)ia" gr*u0s 1*und i! $*ra""5 and e!hi)a""5 +r*ng% S*$e !i$es adver!ising dra+s

$ied res0*nse 1r*$ !he 0u&"i): +hi"e s*$e!i$es i! &e)*$es )*n!r*versia"%

NEED OF ADERTISING

Adver!ising is !he 0r*$*!i*n *1 a )*$0an5-s 0r*du)!s and servi)es )arried *u! 0ri$ari"5

!* drive sa"es *1 !he 0r*du)!s and servi)es &u! a"s* !* &ui"d a &rand iden!i!5 and

)*$$uni)a!e )hanges *r ne+ 0r*du)! servi)es !* !he )us!*$ers% Adver!ising has &e)*$e

an essen!ia" e"e$en! *1 !he )*r0*ra!e +*r"d and hen)e !he )*$0anies a""*! a )*nsidera&"e

a$*un! *1 revenues as !heir adver!ising &udge!% There are severa" reas*ns 1*r adver!ising

s*$e *1 +hi)h are as 1*""*+s

In)reasing !he sa"es *1 !he 0r*du)!servi)e

,rea!ing and $ain!aining a &rand iden!i!5 *r &rand i$age%

4> ( P a g e
http://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Carrier_bagshttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Advertising_agencyhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Filmhttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Carrier_bagshttp://en.wikipedia.org/wiki/Billboardhttp://en.wikipedia.org/wiki/Advertising_agency


26/51

,*$$uni)a!ing a )hange in !he eis!ing 0r*du)! "ine%

In!r*du)!i*n *1 a ne+ 0r*du)! *r servi)e%

In)reasing !he &u99va"ue *1 !he &rand *r !he )*$0an5%

Si#ni!i%an%e "! Ad?erti4in#

#asi)a""5 adver!ising )rea!es +an!s &u! d*es n*! 1u"1i"" !he$: a 0ers*n $a5 see an

adver!ise$en! 1*r a 0r*du)!: i! $igh! &e g"*ss5 and 1an)5 and he $igh! &e a!!ra)!ed !* &u5

!he 0r*du)!% /e $igh! even!ua""5 &u5 i! &u! i! +i"" n*! sa!is15 hi$ i! +i"" 2us! &e a +as!e%

I!-s a sh*r! !er$ $a!eria" sa!is1a)!i*n +hi)h 2us! drives !he e)*n*$5 &5 *ver )*nsu$0!i*n

*1 g**ds and servi)es% I! kee0s !he )*nsu$er in d*u&! a&*u! +ha! !* &u5 and in +ha!

Cuan!i!ies and !his d*u&! in !urn has e!hi)a" i$0"i)a!i*ns%

F*ur reas*ns are a!!ri&u!ed !* !he 1uga)i*us na!ure *1 !he +a5 adver!ising 0ra)!i)es are

&eing )arried *u! in deve"*0ing )*un!ries%

'% The r*"e *1 In1*r$a!i*n and ,*$$uni)a!i*n !e)hn*"*gies As I,Ts ev*"ve s* d*

$arke!ing 0ra)!i)es% I1 5es!erda5 i! +as !e"evisi*n !ha! rev*"u!i*ni9ed !he +a5

adver!ise$en!s )*u"d )rea!e a "as!ing i$0a)! *n !he )*nsu$er: !hen !*da5 !he

in!erne! and 0h*ne !e! $essages are d*ing 2us! !ha!%

4% The +*r"d !*da5 is an in)reasing"5 g"*&a" vi""age S*)ia" and e!hni) &*undaries

are 1as! 1a""ing in !he +ake *1 )a&"e !e"evisi*n and !he "ike%

6% Ra0id e)*n*$i) e0ansi*ns in )*un!ries "ike ,hina and India have $ean! !ha!

$arke!ers have !* Cui)k"5 res0*nd !* !he )hanging s*)i*e)*n*$i) s)enari*s%

Mi""i*ns *1 0e*0"e have en!ered !he $idd"e )"ass and $i""i*ns $*re are 0*ised !*

d* s*% F*r $arke!ers: !he )*nseCuen)es )an &e $ind &*gg"ingas in)*$es and

s0ending 0*+ers rise: $arke!ers have !* res0*nd !* in)reasing de$ands 1r*$

)*nsu$ers%

;% #e!!er and i$0r*ved $arke!ing resear)h has $ean! !ha! !he en!ire 0*0u"a)e is n*!

seen in !*!a"i!5 &u! ra!her as a )*ngeries *1 di11eren! !50es *1 )*nsu$ers%

Future "! ad?erti4in#

4B ( P a g e


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G"ba ad?erti4in#

Adver!ising has g*ne !hr*ugh 1ive $a2*r s!ages *1 deve"*0$en! d*$es!i): e0*r!:

in!erna!i*na": $u"!ina!i*na": and g"*&a"% F*r g"*&a" adver!isers: !here are 1*ur: 0*!en!ia""5

)*$0e!ing: &usiness *&2e)!ives !ha! $us! &e &a"an)ed +hen deve"*0ing +*r"d+ideadver!ising &ui"ding a &rand +hi"e s0eaking +i!h *ne v*i)e: deve"*0ing e)*n*$ies *1

s)a"e in !he )rea!ive 0r*)ess: $ai$i9ing "*)a" e11e)!iveness *1 ads: and in)reasing !he

)*$0an5-s s0eed *1 i$0"e$en!a!i*n% #*rn 1r*$ !he ev*"u!i*nar5 s!ages *1 g"*&a"

$arke!ing are !he !hree 0ri$ar5 and 1unda$en!a""5 di11eren! a00r*a)hes !* !he

deve"*0$en! *1 g"*&a" adver!ising ee)u!i*ns e0*r!ing ee)u!i*ns: 0r*du)ing "*)a"

ee)u!i*ns: and i$0*r!ing ideas !ha! !rave"%

Adver!ising resear)h is ke5 !* de!er$ining !he su))ess *1 an ad in an5 )*un!r5 *r regi*n%The a&i"i!5 !* iden!i15 +hi)h e"e$en!s and*r $*$en!s *1 an ad !ha! )*n!ri&u!es !* i!s

su))ess is h*+ e)*n*$ies *1 s)a"e are $ai$i9ed% On)e *ne kn*+s +ha! +*rks in an ad:

!ha! idea *r ideas )an &e i$0*r!ed &5 an5 *!her $arke!% Marke! resear)h$easures: su)h

as F"*+ *1 A!!en!i*n:F"*+ *1 E$*!i*nand&randing $*$en!s0r*vide insigh! in!* +ha!

is +*rking in an ad in an5 )*un!r5 *r regi*n &e)ause !he $easures are &ased *n !he

visua": n*! ver&a": e"e$en!s%

LIMITATION OF STUD0

N* d*u&! !his !*0i) is ver5 in!eres!ing as i! is re"a!ed !* !he ads +hi)h has a ver5 grea!

i$0a)! *n !he )*nsu$ers &ehavi*r and +e a"" ads $an5 !i$es in a da5 &u! as +e a""

kn*+ !his is a ver5 +ide 1ie"d !* !ake in1*r$a!i*n a&*u! a"" )*n!r*versia" ads and !he

issues re"a!ed !* !he sa$e The5 are seen *n !he +a""s: *n !he &a)k *1 &uses: in 0"a5

gr*unds: *n !he *))asi*n *1 s0*r!s even!: *n r*adsides: in !he s!*res and even *n aer*

0"anes% Adver!ise$en!s are seen in ne+s0a0ers: in $aga9ines: *n !he !e"evisi*n: *n

in!erne! and are even heard *n radi*% s* !he *n"5 "i$i!a!i*n *1 !he s!ud5 is i!s +ideness%

.ue !* !his reas*n in res!ri)!ed !* !he !e"evisi*n $edia as i!s s*ur)e%

4D ( P a g e
http://en.wikipedia.org/wiki/Global_marketinghttp://en.wikipedia.org/wiki/Market_researchhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/branding_momenthttp://en.wikipedia.org/wiki/Global_marketinghttp://en.wikipedia.org/wiki/Market_researchhttp://en.wiktionary.org/wiki/flow_of_attentionhttp://en.wiktionary.org/wiki/flow_of_emotionhttp://en.wiktionary.org/wiki/branding_moment


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DATA ANAL0SIS INTERPRETATION

'% .* 5*u !hink S/RIRAM FI#RE LT.% are u0da!ed +i!h !he "a!es! 1ea!ures

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In!er0re!a!i*n JD )*nsu$er are sa!is1ied +i!h !he S/RIRAM FI#RE LT.% and used i! % The res!

*1 '6 0e*0"e sa5

Tha! i! is ver5 e0ensive %

4% Are S/RIRAM FI#RE LT. 0r*du)!s are readi"5 avai"a&"e in !he $arke!s

4 ( P a g e


30/51

In!er0re!a!i*n JD *1 !he )*nsu$er sa5s !ha! i! is easi"5 avai"a&"e in !he $arke! % IT had

&ran)hes a"" *ver !he +*r"d % I! is easi"5 avai"a&"e in !he $arke!

6% .* 5*u !hink S/RIRAM FI#RE LT.% are )*nsu$er 1irs! )h*i)e

67 ( P a g e


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In!er0re!a!i*n Yes I!s a!!ra)!ive and 0assi*na!e s!5"e i! +i"" &e)*$e !he 1irs! )h*i)e *1

!he user Ever5 )*nsu$er "ike i!s s!5"ish "**k and 1ea!ures%

;% .* S/RIRAM FI#RE LT.% 0r*vide g**d sa"es servi)e )*$0ared !* *!her

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In!er0re!a!i*n

D7 *1 !he 0e*0"e sa5 !ha! i! 0r*vide g**d servi)e and i! is 0ure"5 sa!is1ied +i!h !he

servi)e given !* !he )*$0an5

>% S/RIRAM FI#RE LT.% is )*s!"ier as )*$0ared !* *!her !ha! 0r*vides sa$e

1ea!ures as S/RIRAM FI#RE LT.% : &u! s!i"" +h5 d* 5*u 0re1er S/RIRAM FI#RE

LT.%

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a S/RIRAM FI#RE LT.% &rand na$e

& #e!!er 1ea!ures

) U0da!ed Te)hn*"*g5

d A"" !he a&*ve

In!er0re!a!i*n

S*$e *1 !he user are used &e)ause i!s &rand na$e i!s &e!!er 1ea!ures i!s u0da!ed

!e)hn*"*g5 i!s "**k and i!s 1ea!ure%

B% .*es a S/RIRAM FI#RE LT.% )*$e +i!h reas*na&"e 0ri)e

66 ( P a g e


34/51

Inter2retati"n,)

I!s high"5 &rand i$age i! +i"" )*$e in reas*na&"e 0ri)e % D> *1 !he 0e*0"e

sa!is1ied +i!h i!s 0ri)e and 4> *1 !he 0e*0"e sa5 !ha! i!

>. I1 a S/RIRAM FI#RE LT.% Company "!!er4 4"me 1ea!ures: Cua"i!5 and 0ri)e as

S/RIRAM FI#RE LT.% : +i"" u stillg* 1*rSHRIRAM FIBRE LTD.?

6; ( P a g e


35/51

Inter2retati"n,)

>7 *1 !he user sa5 !ha! i! +i"" sa!is1ied +i!h !he 0resen! avai"a&i"i!5 *1 !he S/RIRAM

FI#RE LT.% and >7 *1 !he user sa5s !ha! i! had s*$e $*re 1ea!ures : enhan)e i!s

servi)e Cua"i!5 and 0ri)e%

J% E)e0! S/RIRAM FI#RE LT.% 5*u 0re1erred *!her #rands

a Ti!an

& Fas!ra)k

6> ( P a g e


36/51

) M*!*r*"a

d O!hers

In!er0re!a!i*n

67 *1 !he users *!her !han S/RIRAM FI#RE LT.% g* 1*r Ti!an : 47 g* 1*r

Fas!ra)k : 47 g* 1*r Ti$e and *!her 67 g* 1*r *!her &rands%

% ?i"" 5*u g* 1*r *!her &rand +i!h "ess 0ri)e and $*re 1ea!ures

6B ( P a g e


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In!er0re!a!i*n

B6 *1 !he 0e*0"e sa5 !ha! 5es i! +i"" g* 1*r *!her +a!)h e)e0! !ha! S/RIRAM

FI#RE LT.% 1*r "ess 0ri)e and $*re 1ea!ures and !he res! 6D *1 !he 0e*0"e sa5 !ha! i!

+i"" *n"5 re"5 1*r S/RIRAM FI#RE LT.%%

'7% /*+ d* 5*u ra!e !he a1!er sa"e servi)e *1 S/RIRAM FI#RE LT.%

a Ver5 g**d

& G**d

6D ( P a g e


38/51

) Nei!her g**d n*r &ad

d #ad

e Ver5 &ad

/ON/LUSION

G**d Marke!ing ,i!i9ens A"" in a"": i! )an &e seen !ha! e!hi)a" issues in $arke!ing in !he

)*n!e! *1 deve"*0ing )*un!ries is high"5 sensi!ive !* )u"!ura": s*)ia" and e!hi)a" issues%

6J ( P a g e


39/51

The "arger issue is !hus n*! $ere"5 an *))iden!a" versus an *rien!a" *ne% F*r !he $arke!ing

1ra!erni!5 !* &e a g**d e!hi)a" )i!i9en: !he *nus "ie *n !he$se"ves1*r indeed: $arke!ers

have !* s!*0 indu"ging in une!hi)a" 0ra)!i)es and s!ar! res0e)!ing "*)a" $*res and va"ues%

A"!h*ugh !*da5 n* *ne )an ign*re !he i$0*r!an)e *1 adver!ise$en!% In !his g"*&a"i9ed

+*r"d adver!ise$en!s 0"a5 an i$0*r!an! r*"e *1 !he su))ess *1 an5 *rgani9a!i*n% These

da5 a di11eren! se)!*r has deve"*0 !* hand"e !he adver!ising *1 !he )*$0an5 and a "*! *1

$*ne5 s0end *n !ha! se)!*r as seeing !he i$0*r!an)e *1 !his%

One !he *ne hand +e a))e0!s !he i$0*r!an)e *1 adver!ising &u! *n !he *!her hand +e

)an-! av*id i!s &ad i$0a)! *n !he s*)ie!5 and )u"!ure% .ue !* !he high )*$0e!i!i*n !*da5

)*$0anies are a))e0!ing )hea0 and une!hi)a" eCui0$en!s 1*r adver!ising% These ads give

a +r*ng $essage !* !he s*)ie!5 and !* !he ne+ genera!i*n +h* are !he 1u!ure *1 !he

u0)*$ing s*)ie!5% I1 !*da5 ne+ genera!i*n gains a +r*ng $*ra" va"ues and +r*ng

$e!h*d *1 "iving !he5 +i"" har$ !heir hea"!h as +e"" as $en!a" ana"59ing 0*+er% And in

1u!ure !he5 +i"" ena&"e !* give righ! $essage !* !heir !rai!s%

?e have !* !hink a&*u! !his une!hi)a" 0r*&"e$ and !his +r*ng 0resen!a!i*n *1 &usiness%

S* !ha! +e )an give a g**d e!hi)s !* *ur 5*ungers%

6 ( P a g e


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;7 ( P a g e


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;; ( P a g e


45/51

FINDINGS

I! has &een )*n)"uded !ha! adver!ise$en! is ver5 e11e)!ive as 1ar as re)a"" *1 !he

adver!ise$en! is )*n)ern and i! is ver5 e11e)!ive +a5 !* )rea!e !he a+areness *1

!he 0r*du)!%

Adver!ise$en! has a g**d i$0a)! *n !he )*nsu$er &u! !heir rea)!i*n is n*!

0*si!ive 1*r !ha! &rand +h*se adver!ise$en! !he5 are +a!)hing as $ai$u$ *1 !he

0e*0"e are sa5ing !ha! !he5 1ee" urge !* have !heir 1av*uri!e and n*! !ha! +h*se

adver!ise$en! !he5 are +a!)hing%

Adver!ise$en! is n*! 0"a5ing !he e11e)!ive r*"e in )hanging )*nsu$er 0re1eren)e

1*r !he se"e)!i*n *1 &rand and is "**king "ess e11e)!ive *n 0ur)hase &ehavi*ur *1

!he )*nsu$ers%

The $*s! in1"uen)ing 1a)!*r !as!e is 1*""*+ed &5 eas5 avai"a&i"i!5 3 &rand na$e%

And !he "eas! va"ue is given !* adver!ise$en! as !he 1a)!*r !ha! in1"uen)es !he

)h*i)e *1 &rand%

I! has &een )*n)"uded !ha! is a$*ng !he $*s! 1av*uri!e &rand *1 )*nsu$ers

1*""*+ed &5 % S* is high"5 0re1erred &rand *1 s 1*r !he )*nsu$ers%

;> ( P a g e


46/51

RE/OMMENDATION

A1!er )*$0"e!i*n *1 0r*2e)! *n Market Research in Refrigeration Oil: I

+*u"d "ike !* give sugges!i*ns s* !ha! !he )*$0an5 )an $ee! !he s!uden!

sa!is1a)!i*n and 0r*vide !he$ servi)e Cua"i!5 &5 !aking 1*""*+ing $easures

'% Manage$en! sh*u"d &e 0*"i!e and )*ur!e*us%

4% Se""ing *1 e0ired 0r*du)! sh*u"d &e av*ided%

6% Pr*du)! sh*u"d &e +eighed 0r*0er"5%

;% Ins!i!u!e sh*u"d +*rk *n re!urn and e)hange *1 da$ages g**ds%

;B ( P a g e


47/51

BIBLIOGRAPH0

$a+ B""64,

The ,hanging Fa)e *1 Adver!ising &5 V Par!ha

Sara!h5

In!egra!ed Marke!ing ,*$$uni)a!i*n &5 S/RIRAM

FI#RE LT.%

;D ( P a g e


48/51

Prin)i0"es *1 Adver!ising 3 IM, &5 T*$

.un)an

$b+ Ma#a;ine4 ,

Adver!ising E0ress

Issue B Qune 477D

HI$0a)! *1 Surr*ga!e Adver!ise$en!s *n ,*nsu$er #u5ing

#ehavi*ur

HA ne+ Rea"$ in Adver!ising

Issue 'an 477B

E$*Ra!i*na" A00ea" in Adver!ising

$%+ Re!eren%e4 ,

h!!0+++%i)$rindia%*rg)*urse+areMarke!ing

47,*$$uni)a!i*nsMarke!ing47,*$$uni)a!i*ns

.S4'%h!$

h!!0ne!hgr%)*$d*+n"*adrhu"essa5MN6;>#%47E!hi)a"

47Issues47*147Adver!ising%d*)

h!!0+++%+ar)%)*$LandingPagesGeneri)Adver!ising3

Marke!ing,*$$uni)a!i*nsAdver!isingLega"ande!hi)a"is

sues

h!!0+++%*00a0ers%)*$essa5sE!hi)a"IssuesAdver!ising

,*$$uni)a!i*n'D44;

h!!0+++%ae1%)*$*n)a$0us)"assr**$s0eaker0resda!aB

777

;J ( P a g e
http://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Communications-DS21.htmhttp://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Communications-DS21.htmhttp://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Communications-DS21.htmhttp://nethgr.com/download/rhul/essay/MN345/B.%20Ethical%20Issues%20of%20Advertising.dochttp://nethgr.com/download/rhul/essay/MN345/B.%20Ethical%20Issues%20of%20Advertising.dochttp://www.warc.com/LandingPages/Generic/Advertising_&_Marketing_Communications/Advertising/Legal_and_ethical_issues/http://www.warc.com/LandingPages/Generic/Advertising_&_Marketing_Communications/Advertising/Legal_and_ethical_issues/http://www.warc.com/LandingPages/Generic/Advertising_&_Marketing_Communications/Advertising/Legal_and_ethical_issues/http://www.oppapers.com/essays/Ethical-Issues-Advertising-Communication/179224http://www.oppapers.com/essays/Ethical-Issues-Advertising-Communication/179224http://www.aef.com/on_campus/classroom/speaker_pres/data/6000http://www.aef.com/on_campus/classroom/speaker_pres/data/6000http://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Communications-DS21.htmhttp://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Communications-DS21.htmhttp://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Communications-DS21.htmhttp://nethgr.com/download/rhul/essay/MN345/B.%20Ethical%20Issues%20of%20Advertising.dochttp://nethgr.com/download/rhul/essay/MN345/B.%20Ethical%20Issues%20of%20Advertising.dochttp://www.warc.com/LandingPages/Generic/Advertising_&_Marketing_Communications/Advertising/Legal_and_ethical_issues/http://www.warc.com/LandingPages/Generic/Advertising_&_Marketing_Communications/Advertising/Legal_and_ethical_issues/http://www.warc.com/LandingPages/Generic/Advertising_&_Marketing_Communications/Advertising/Legal_and_ethical_issues/http://www.oppapers.com/essays/Ethical-Issues-Advertising-Communication/179224http://www.oppapers.com/essays/Ethical-Issues-Advertising-Communication/179224http://www.aef.com/on_campus/classroom/speaker_pres/data/6000http://www.aef.com/on_campus/classroom/speaker_pres/data/6000


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htt2,:i6i.an4:er4.%"mC9hataretheethi%ai44ue4in

mmar6etin#

ANNEURE

'% .* 5*u !hink S/RIRAM FI#RE LT.% are u0da!ed +i!h !he "a!es! 1ea!ures

a YES

; ( P a g e
http://wiki.answers.com/Q/What_are_the_ethical_issues_in_mmarketinghttp://wiki.answers.com/Q/What_are_the_ethical_issues_in_mmarketinghttp://wiki.answers.com/Q/What_are_the_ethical_issues_in_mmarketinghttp://wiki.answers.com/Q/What_are_the_ethical_issues_in_mmarketing


50/51

& NO

4% Are S/RIRAM FI#RE LT.% readi"5 avai"a&"e in !he $arke!s

a YES

& NO

6% .* 5*u !hink S/RIRAM FI#RE LT.% are )*nsu$er 1irs! )h*i)e

a YES

& NO

;% .* S/RIRAM FI#RE LT.% 0r*vide g**d a1!er sa"es servi)e )*$0ared !* *!her

a YES

& NO

>% S/RIRAM FI#RE LT.% is )*s!"ier as )*$0ared !* *!her !ha! 0r*vides sa$e

1ea!ures as S/RIRAM FI#RE LT.% : &u! s!i"" +h5 d* 5*u 0re1er S/RIRAM FI#RE

LT.%

a S/RIRAM FI#RE LT.% &rand na$e

& #e!!er 1ea!ures

) U0da!ed Te)hn*"*g5

d A"" !he a&*ve

B% .*es a S/RIRAM FI#RE LT.% )*$e +i!h reas*na&"e 0ri)e

a YES

& NO

D% I1 a S/RIRAM FI#RE LT.% ,*$0an5 *11ers sa$e 1ea!ures: Cua"i!5 and 0ri)e as

S/RIRAM FI#RE LT.% : +i"" u s!i"" g* 1*r SHRIRAM FIBRE LTD.

a YES

& NO

J% E)e0! S/RIRAM FI#RE LT.% 5*u 0re1erred *!her #rands

a Re1rigera!*r *i"

& Su$i! F*unda!i*n

) O!hers

>7 ( P a g e


51/51

% ?i"" 5*u g* 1*r *!her &rand +i!h "ess 0ri)e and $*re 1ea!ures

a YES

& NO

'7% /*+ d* 5*u ra!e !he a1!er sa"e servi)e *1 S/RIRAM FI#RE LT.%

a Ver5 g**d

& G**d

) Nei!her g**d n*r &ad

d #ad

e Ver5 &ad

Advertising and Consumer Behaviour of Shriram Fibre

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