Soap

Analysis of Soap Advertisements
INTRODUCTION OF ADVERTISING
1.1 HISTORY OF ADVERTISING:

In order to understand what the advertising
industry is today, it is helpful to appreciate where it
has come from. Advertising as a discrete form is
generally agreed to have begun with newspapers, in
the seventeenth century, which included line or
classified advertising. Simple descriptions, plus
prices, of products served their purpose until the late
nineteenth century, when technological advances
meant that illustrations could be added to
advertising, and color was also an option.
However, it was not until the emergence of

advertising agencies in the latter part of the
nineteenth century that advertising became a fully
fledged institution, with its own ways of working, and
with its own creative values. These agencies were a
response to an increasingly crowded marketplace,
where manufacturers were realising that promotion of
their products was vital if they were to survive. They
sold themselves as experts in communication to their
clients - who were then left to get on with the
business of manufacturing.
World War I saw some

important advances in
advertising as governments
on all sides used ads as
propaganda. The British used
advertising as propaganda to
convince its own citizens to
fight, and also to persuade
the Americans to join. One of
the other consequences of
World War I was the
increased mechanisation of
industry - and hence
increased costs which had to be paid for somehow:
NSVKMS MBA COLLEGE 1

Hence the desire to create need in the consumer

which begins to dominate advertising from the 1920s
onward.
Advertising quickly took advantage of the new

mass media of the first part of the twentieth century,
using cinema, and to a much greater extent, radio, to
transmit commercial messages. You can listen to
some early radio advertising. This was beginning to
show signs of working effectively in the 1920s.
But the Wall St crash put an end to widespread

affluence, and the Great Depression and World War
Two meant that it was not really until the 1950s that
consumers had enough disposable income to really
respond to the need creation message of advertisers.
Unhappy with the ethical compromise of the single-
sponsor show, NBC executive Sylvester Weaver came
up with the idea of selling not whole shows to
advertisers, but separate, small blocks of broadcast
time. Several different advertisers could buy time
within one show, and therefore the content of the
show would move out of the control of a single
advertiser - rather like a print magazine. This
became known as the magazine concept, or
participation advertising, as it allowed a whole
variety of advertisers to access the audience of a
single TV show. Thus the 'commercial break' as we
know it was born.
 Definition :
“Advertising, a form of commercial mass

communication designed to promote the sale of a product
or service, or a message on behalf of an institution,
organization, or candidate for political office.”
Advertising can be looked at from various

perspectives. As the quote above states, its purpose is to
increase the number of articles or products sold. These
are not only things we can buy in different stores, for
example clothing or supplies for our daily life, but also
such simple things as a message placed by an institution
or organization asking for attention of the public to raise

money or to make them aware of a problem, such as

anti-smoking ads.
Even political parties use advertisements and
commercials to state the opinion of their candidate. I
think we have all experienced that quite extensively
during the presidential campaign in all countries.
In the 19th century new technologies were

developed and brand-new methods invented. As a result
a surplus of production was formed. Warehouses of many
factories were overflowing. In this way it was necessary
to create useful advertisements, which would cover all
large spaces, utilizing a large variety of mass media
sources. The first advertising agent who created
such a network was Volney Palmer in 1841 . About
20% of the commission for media brokers was paid to the
publishers. Texts of ads were offered by the head of the
company or its representative. People who wanted to put
their ads in the newspaper paid agent a commission.
Such activities became very popular during the second
part of 19th century in all countries.
Significant advances in advertising development

were made by brokers. In the early 1850’s, John
Wanamaker caused a revolution in the retail trade.
He created a price lists for a variety of goods and
returned the money if the commodity was not of the
promised quality. As a result, he gained a lot of profit by
using this strategy and he then opened a network of
consumer goods shops. The reason of such great success
was professional advertising.
Advertising became big business in the 20th

century, offering many different jobs in advertising
agencies and the marketing section. The use of the
media, like newspapers, television, direct mail, radio,
magazines, outdoor signs and of course the Internet
made this growth possible. It is a form of transporting
information to the consumer, but which does not only
have positive sides. There are many critical aspects
about it, like persuading people to doing unhealthy
things, like smoking, or producing special stereotypes
everybody tries to follow. Nevertheless, advertising has
become international, since producers and companies try

to sell their products on a globalized market in almost

every corner of the world.
1.2 CLASSIFICATION OF ADVERTISING :

Advertising to Consumer market:-
• National Advertising :-
Advertising done by large companies on a

nationwide basis or in most regions of the country.
Most of the ads for well-known companies and
brands that are seen on prime time TV or in other
major national or regional media are examples of
national advertising. The goals of national
advertisers are to inform or remind consumers of
the company or brand and its features, benefits,
advantages, or uses and to create or reinforce its
image so that consumers will be predisposed to
purchase it.
• Retail/ Local Advertising:-
Advertising done by retailers or local

merchants to encourage customers to shop at
specific store, use a local service, or patronize a
particular establishment. Retail or local advertising
tends to emphasize specific patronage motives such
as price, hours of operation, service, atmosphere,
image or merchandise assortment. Retailers are
concerned with building store traffic, so their
promotion often take the form of direct-action
advertising designed to produce immediate store
traffic and sales.
• Primary versus Selective demand

Advertising:-
Primary demand advertising is designed to

stimulate the demand for the general product class
or entire industry. Selective demand advertising
focuses on the demand for a specific company’s
brands. Most advertising for products and services

is concerned with stimulating selective demand and

emphasizes reasons for purchasing a particular
brand.
An advertiser might concentrate on stimulating

primary demand when, for example, its brand
dominates a market and will benefit the most from
overall market growth. Primary-demand advertising
is often used as a part of promotional strategy to
help new product gain market acceptance, since the
challenge is to sell customers on the product
concept as much as to sell a particular brand.
Industry trade associations also try to stimulate
primary demand for their members’ products, among
them cotton, milk, orange, juice, pork, and beef.
Advertising to Business and Professional Market
• Business to Business Advertising:-
Advertising targeted at individuals who buy or

influence the purchase of industrial goods or
services for their companies. Industrial goods are
products that either become a physical part of
another product(raw material or component parts),
are used in manufacturing other goods(machinery),
or are used to help a company conduct its business
(e.g., office supplies, computers). Business services
such as insurance, travel services, and health care
are also included in this category.
• Professional Advertising:-
Advertising targeted to professionals such as

doctors, lawyers, dentists, engineers, or professors
to encourage them to use a company’s product in
their business operations. It might also be used to
encourage professionals to recommend or specify
the use of a company’s product by end-users.

• Trade Advertising:-
Advertising targeted to marketing channel

members such as wholesalers, distributors, and
retailers. The goal is to encourage channel members
to stock, promote, and resell the manufacturer’s
branded products to their customers.
1.3 METHODS OF ADVERTISING:

 Television
 Newspapers
 Direct Mail
 Radio
 Yellow Pages
 Magazines
 Internet
 Outdoor Advertising
Television has attracted about 23.4 % of the money

spent on advertising in the India in 1999. It is available in
broadcast or cable form and generates a big platform for
advertising. To run commercials on TV, advertisers have to
buy units of time which range from 15 over 30 and up to 60
seconds in length. These spots are the most expensive ads
and can cost up to millions of dollars depending on what
time they are aired. If we just think about the ads shown at
the major sports events in the India, like the Cricket Match
or the Olympic Games. Only very economically powerful
companies can afford this.
In the 1950s television was introduced and quickly

developed into “The advertising-media”. In the 1950’s
common income from the advertising industry rose to $ 10
billion a year. In 1980’s this index was $ 100 billion! Now
advertisers could demonstrate the use of their products and
present well-known figures to praise it. They could also
affect emotions through television.
The combination of sight, sound and motion creates a

more dramatic form of advertising which is considered to
build a product’s brand image or to create an excitement

around a special event such as a one-time sale. These ads

are not intense enough to provide the viewer with a lot of
information and are therefore only useful for products which
are already familiar to the costumers.
Newspapers are an important media as well. Their

advantage is to reach readers of different age groups, ethnic
backgrounds and income levels. They display photographs
and illustrations, giving explicit and detailed information
about a product, new inventions and product improvements.
Their disadvantage is that they can’t create such an

emotionally strong image as the TV ads, but the opportunity
to present coupons for special products shows a great
popularity amongst customers, and is often used.
Direct mail is another kind of advertising, sending the

ads via mail system to the future customers. This system is
also used through e-mails and offers graphics and links to
more information. In order to do this kind of advertising, the
advertisers have to buy so-called mailing lists, which contain
the addresses of people with certain wanted characteristics.
Many advertisers consider this system the most effective,
because it is much cheaper than mailing the advertisements
and it is launched right at the target group.
Radio usually reaches a smaller group of people, mostly

from one specific area. This gives local businesses the
chance to broadcast their very specialized ads. Most people
listen to these ads when they are driving in their car, so
they will be informed of any kind of sales in stores in their
region. They will hear them before they go shopping and
might be tempted to buy these products. These ads have to
be very simple and easy to be understood, since people are
usually doing something, like driving, when listening to
them.
The first radio-advertisement was broadcast in 1922

in New York on the WEAF radio station. Thus in the
1920s advertisers and their agents had come to realize
radio's possibilities. With its drama and immediacy, radio
could convey their message directly to the consumer who

would not need to purchase a publication or even need to

be literate.
Radio has been with us for ages. Everyone loves

music and some time or other listen to the radio.
However radio does not stand out as a strong medium of
advertising as against the other modes. But it is
relatively cheaper. It can used sensibly to can make
product sales soar high.
The time slot to air your product is important. Radio

can be broadly divided into a) morning, b) mid-day, c)
evening and d) late night.
Morning and evening is prime time as people driving

down to work and commuting to and fro from work listen
to the radio. In the morning people are more receptive
as they want to know the news of the day, what are the
new products that have entered the market. Or if they
really need the product you are selling.
You could tie-up with the radio broadcast to

announce your product on air at various time schedules.
Thus if the radio jockey announces your product it can
have a profound effect on his audience. Some radio
stations are affiliated to national broadcasts. They are a
bit expensive but give wider coverage.
The Yellow Pages are thick directories of telephone

listings and displays of advertisements, mostly of local use,
but nevertheless very effective.
Magazines only ranked sixth in the total spending on

advertising in the India in 1999. They are very specialized
and target the reader of such magazines who usually have
very similar interests. If you think about the highly
specialized women magazines, displaying make up and other
cosmetic products reaching for teenage girls to older women.
These magazines are very prestigious because they show
beautiful color photographs of the celebrities of today’s pop-
culture.
Advertising on the Internet is becoming more and more

popular among companies, since the majority of young

consumers have online access at home. They range from

banners, buttons, pop-ups to sponsorships of homepages,
which we have been discussed in our course. This form of
advertising gives the opportunity to check out the given
information right away and most of the time allows the
customer to order the product online without even leaving
his or her home. And you thought that the internet was only
to surf and chat. In the past few years it has grown far
beyond is maiden image. To become a resource for
advertising.
Banners on various homepages push you to click on

it only to discover an entire new website. Interesting and
creative are the underlying aspects.
All to grope the reader so that he is motivated to go
out of the way and click on a banner or show any
interest in pop-ups. Some sites are so vaguely named
that people do not hear or know about them. Internet
advertisers try to make their web pages known but it
gets difficult for small timers to publicize overseas. To
solve this, pay-per-click is the buzzword.
The cost of advertising on the internet is extremely

economical. It is not yet considered as a strong
advertising medium. The mega players in the market
spend only 1% of their entire budget on this method. It
has not yet compelled them to spend their big bucks, as
the results have not been very welcoming.
But advertisers are now looking at internet

advertising not only as a sales booster but to invite
customers back to the site again. To increase repeated
purchase and build loyalty through regular visits is its
new purpose. Some sites are already prepared in that
fashion. So appealing is the front page it induces you to
learn deeper about it. It also incites you to come back
for more. Simply the wonders of internet advertising.
The last group of advertising I want to talk about is

Outdoor Advertising which is launched via huge billboards
to a highly mobile audience which is on the road very often.
In cities like New York and the world’s metropolises, these
big boards are part of the appearance of the city. People
commuting to and from work will pass them, and

subconsciously take them into account. This type of

advertising has the lowest cost per exposure of any kind of
advertisement. The boards are colorful, big and simply hard
to ignore, and that’s what makes them effective.
Large outdoor signboards displaying a product are

called billboards. Billboards or hoardings are usually
made of large wooden frames. They are available with
lighting or without lighting. The cost depends on the
lighting and the space contracted.
Billboards are normally 20 feet and above. It varies

from place to place. They are bigger at highway locations
than at the railways sites.
The billboard comes to life with its design. You can
recruit an ad agency to design your billboard. Even
billboard companies have their own in-house agency.
However it is more economical to employ the billboard
company for your hoarding.
With modern technology digital billboards and tri-

faced billboards are moving the market. Digital
billboards allow long messages to run continuously
across the screen. In Europe innovations are on to make
digital hoardings interactive. Tri-faced billboards are
triangular panels that can display three ads
consecutively. Vinyl strips are cut and placed on these
panels to make one ad display at one time. Thus when
the panels rotate and pause you can see three different
ads. Their rotating movement attracts the passing crowd.
Some billboards consume some more space than

what is allotted. Undoubtedly it comes at an extra cost
but the end look is extremely attractive. For instance the
Ariel hoarding used the clothes clip above the hoarding.
The red clips above the white hoarding were certainly
attractive.
A billboard is viewed mostly by those who are

driving or walking by. Thus the hoarding has only a few
seconds to make the product noticeable. Hence very few
words are used on a billboard or hoarding. For instance:
Santro Xing - The sunshine car, Pepsi - yeah dil
maange more, etc.

Placement of your hoarding too is very important.

As it gives maximum coverage to every passer-by your
target audience is lost. Hence you have to find which
best place can give you maximum reach to your target
audience besides the other classes.
Mobile Advertising
Although the personal mobile phone is becoming very

attractive as an important advertising media to the
network operators, it is relatively unproven and
therefore still remains in the media buyers' sidelines.
1.4 ADVERTISING APPEAL:

The advertising appeal refers to the approach used
to attract the attention of consumers and/or to influence
their feelings towards the product, service, or cause. An
advertising appeal can also be viewed as “something that
moves people, speaks to their wants or needs, and
excites their interest.” The creative execution style is
the way a particular appeal is turned into an advertising
message presented to the consumer.
Advertising appeal and execution are usually

independent of each other; that is, a particular appeal
can be executed in variety of ways and a particular
means of execution can be applied to variety of
advertising appeals. Advertising appeals tend to adapt
themselves to all media, whereas some kinds of
execution devices are more adaptable to some media
than others.
ADVERTISING APPROACHES
Advertising approaches are generally broken into two

categories;
1. Informational/rational appeals,
2. Emotional appeal
INFORMATIONAL/RATIONAL APPEALS

Informational/rational appeals focus on the

consumer’s practical, functional, or utilitarian need for
the product or service and emphasize features of product
or service and/or the benefits or reasons for owing or
using a particular brand. The content of these messages
emphasizes facts, learning, and the logic of persuasion.
Many rational motives can be used as the basis for

advertising appeals, including comfort, convenience,
economy, health, and sensory benefits such as
touch, taste, and smell.
Other rational motives or purchase criteria

commonly used in advertising include quality,
dependability, durability, efficiency, efficacy, and
performance.
TYPES OF ADVERTISING APPEAL THAT FALL UNDER

THE CATEGORY OF RATIONAL APPROACHES
1. Feature
2. Competitive advantage
3. Favorable price
4. News
5. Product/service popularity appeals.
1. Feature Appeal
It focuses on the dominant traits of the product

or service. This ads tends to be highly informative
and present the customer with a number of
important product attributes of features that will
lead to favorable attitudes and can be used as the
basis for rational purchase decision. Technical and
high-involvement products such as automobiles
often use this type of advertising appeal.
2. Competitive Advantage
When it is used, the advertiser makes either

direct or and indirect comparison to another brand
and usually claims superiority on one or more
attributes.

3. F a v o r a b l e P r i c e A p p e a l
It makes the price offer the dominant point of

the message. Price appeal advertising is used most
often by retailers to announce sales, special offers,
or low everyday prices. Price appeal ads are often
used by national advertisers during recessionary
times.
4. News Appeal
These are those in which some type of news or

announcement about the product, service, or
company dominates the ad. This type of appeal can
be used for a new product or service or to inform
consumers of significant modifications or
improvements. This appeal works best when a
company has important news it wants to
communicate to its target market.
5. Product/service popularity Appeal
It stresses the popularity of a product or

service by pointing out the number of consumers
who use the brand, the number who have switched
to it, the number of experts who recommend it, or
its leadership position in the market. The main point
of this advertising appeal is that the wide use of the
brand proves its quality or value and other customer
should consider using it.
EMOTIONAL APPEAL
It relates to the customers’ social and/or

psychological needs for purchasing a product or service.
Many consumers’ motives for their purchase decisions
are emotional, and their feelings about a brand can be
more important than knowledge of its features or
attributes.
Many advertisers believe appeals to consumers’

emotions work better at selling brands that do not differ

markedly from competing brands, since rational

differentiation of them is difficult.
Many feelings or needs can serve as the basis for

advertising appeals designed to influence consumers on
an emotional level, as:-
Personal States or Social Based Feelings

Feelings
Safety & security Recognition
Fear Status
Love, Affection Respect
Happiness, Joy Involvement
Nostalgia Embarrassment
Achievement Affiliation
Self-esteem Rejection
Actualization, Pleasure Acceptance
Ambition, Comfort Approval
Marketers use emotional appeals in hopes that the

positive feeling they evoke will transfer to the brand and
company. Research shows that positive mood states and
feeling created by advertising can have a favorable
effect on consumers’ evaluation of brand. Studies also
show that emotional advertising is better remembered
than non-emotional messages.
TRANSFORMATIONAL ADS
Another reason for using emotional appeals is to

influence consumers’ interpretations of their product
usage experience.
One way of doing this is through what is known as

transformational advertising. A transformational ad is
defined as “one which associates the experience of using
the advertised brand with a unique set of psychological
characteristics which would not typically be associated
with the brand experience to the same degree without
exposure to the advertisement.
Transformational ads create feelings, images,

meanings, and beliefs about the product or service that

may be activated when consumers use it, transforming

their interpretation of the usage experience. Christopher
Puto and William Wells note that a transformational ad
has two characteristics:-
1. It must make the experience of using the product

richer, warmer, more exciting, and more enjoyable
than that obtained solely from an objective
description of the advertised brand.
2. It must connect the experience of the advertisement

so tightly with the experience of using the brand
that consumers cannot remember the brand without
recalling the experience generated by the
advertisement.
HUMOR APPEAL
Humorous ads are often the best known and best
remembered of all advertising messages. Humor is
generally presented through radio and TV commercials as
these media lend themselves to the execution of
humorous messages. However, humor is occasionally
used in print ads as well.
Advertisers use humor for many reasons:-
• Humorous messages attract and hold consumers’

attention.
• They enhance effectiveness by putting consumers in
a positive mood, increasing their liking of the ad
itself and their feeling toward the product or
service.
• And humor can distract the receiver from counter-
arguing against the message. Critics argue that
funny ads draw people to the humorous situation
but distract them from the brand and its attributes.
• Also, effective humor can be difficult to produce and
some attempts are too subtle for mass audiences.

1.5 ADVERTISING AGENCY:

The history of advertising agencies in India can be
traced from the 18th century. The first advertisements
appeared in the Hickely's Bengal Gazette, India's first
newspaper, a weekly magazine.
Advertising in the beginning was mainly for

informative purposes rather than promotional reasons.
Today the trend is highlighting the purpose with
maximum creativity. Studios were initiated by
newspapers to enhance appearances. The studio
comprises of the visualizes, illustrators and a copy
experts who could fine tune the available information
and make it interesting.
B. Dattaram & Co. has claimed to be the oldest

agency in the advertising circuit in India
establishing in 1905. In 1912 ITC, the giant tobacco
company launched Gold Flake. In the 20s foreign
advertising agencies entered the Indian market.
Mergers and acquisition were seen to give rise to Ogilvy
and Mather, Clarion etc. In 1929 J. Walter Thompson
(JWT) was established to service General Motors
Business.
Commercial television advertisements began in

1976. But it was only in 1982 that Bombay Dying aired
its first color TV commercial. Between 1985 and 86 a
whooping 915 brands and services were visible in the
Indian market. Surely suggesting the high rise of the
advertising industry.
Awards then came into being. Abbey is the award

name christened by the advertising club. Cannes in
France has become the biggest advertising award.
Advertising on the whole becomes an interesting career.
Many students now professionalize in this field. These
professionals are in demand as professional inputs to
the industry only transcend it into the next level.
Advertising agencies are the link between the

product and the market. They cannot be classified as

just one service provider. As they provide a bundle of

services to make and build a brand.
Advertising agencies first began as space selling
agencies. They would buy space in bulk, then sell it and
live on the commission gained. Slowly they began to
give the client more than just one service. Media began
to creep in. And slowly the creative personnel too were
made the pillars of the organization. Today advertising
agencies give the clients a 3600 view of their product.
How does an ad agency function? First the brief is

provided by the client that is brought into the company
by the client servicing personnel. The brief is about
what the client needs to communicate to his target
audience. Target audience is categorized according to
their income, consumption, purchasing power etc. Once
the target audience for a particular product is identified
the strategy to communicate the product is taken on.
The strategies are carefully planned by strategic

planners and then communicated to the creative. The
creative team then takes on the task on how best to
communicate the necessary to the common people.
Smart headlines, attractive visuals are then
brainstormed among the creative personnel. Finalized
ideas are given birth to on paper, which are then
presented to the client.
Deliberations, presentations follow in the conference

room and the final ad to be released is settled upon.
Sometimes rework is demanded, sometimes corrections
are given until the ad is finalized. The estimate for
media releases as requested is placed before the client.
In-depth planning is undertaken for colossal product

releases. The media too works on the estimate for days
to finally sum up on the release plan that will give the
product and the client maximum reach.
On release of the ads, feedback from the client's

end is anxiously awaited by the agency. A good
response to the ad only elevates the relationship
between the client and the agency and stands as a
motivator for some more good work.

Advertising agencies today are highly specialized

companies which employ a large number of people in a
variety of business and creative skills, including advertising
and marketing specialists, designers, copy writers, artists,
economists, psychologists, researchers, media analysts,
product testers, librarians, accountants, bookkeepers, and
mathematicians. This business sector makes billions of
dollars each year, depending on the economical growth and
development of a country but also enhancing exactly this.
The agencies make money in different ways, buying

time for an ad on radio or television for a customer or
space for an ad in a newspaper of magazine.
They always keep up to 15% of the cost as a

commission, which has become a standard in the
advertising industry and covers a huge part of the agency’s
income. Of course, the range of offers of an agency is much
bigger than simply providing space or time for ads on TV,
radio, newspapers or magazines. They offer their customers
whole packages of approaches for a specific population
group.
1.6 CONTEMPRORY ADVERTISING:

With the changing media used by advertisers,
advertisement itself changed quite a bit. So far the ads tried
to present a product and make the consumer believe in the
big advantages of it. Today, advertisers try to create certain
images around their products, which draw a greater
attention to the customers and make them stick this specific
product. This so-called “creative revolution” had its origin
in the 1950s and 1960s when prominent advertising agencies
stated that good advertising has to begin with the respect
for the public’s intelligence and therefore have to be
understated, sophisticated and witty.
This statement is even more important for today’s

commercials on TV, since the technology has made it
possible for the viewer to use the remote control to change

the channel while the commercials are on. If it is not

interesting to the viewer he will simply flip to another
channel avoiding the commercial.
New digital devices make it even possible to edit out

commercials in order to watch a “commercial free” movie
or show.
1.7 IMPACT OF ADVERTISING :
The advertising business has become such an important

factor in the economy in many countries, especially in the
United States, that it also changes the economy itself,
society, culture, and the political system.
The stimulation for the demand of products and services

helps the economy grow stronger and stronger. New
inventions become known much faster and can establish
their spot in the sales figures of the economy. If there are
more people buying these products the overall costs will
drop and the product will become cheaper for the customer
which raises his willingness to buy even more. On the other
hand advertisements are very expensive and some
economists believe that these costs are put on top of the
actual price paid by the customer.
In this sense, the growth and development of

advertising performs two major economic functions within
the process of Tran nationalization of Third World
economies:
1. The consumption of light consumer goods which tend

to be those associated with high levels of advertising
and high profit levels; and
2. The raising of barriers to entry in many industries
which obstructs competition and promotes
concentration.
While, theoretically, advertising informs the population

about a broad range of goods and services, a closer look
reveals that only certain specific types of product are

advertised.
This narrow range of product types is even more limited

in the case of television where even fewer firms are
represented. In virtually all parts of the non-socialist world,
those products most widely advertised tend to be soaps,
detergents, tobacco, over-the-counter drugs and remedies,
perfumes, deodorants, toothpaste, prepared foods, beer and
soft drinks.
Critics argue that advertising can also have a huge

influence on society. It tells the consumers that only
purchasing products makes you happy and therefore people
compare each other on their belongings. Women also
compare themselves with the beautiful and very skinny
models they see on commercials and ads.
This sometimes results in eating disorders and a low

self-esteem of women who don’t look like these models.
Another bad effect is, that minority groups, especially in the
United States are portrait in a subordinate position, which
settles in the minds of people. Commercials are also an
important part of the income of a TV station which leads to
the suspicion that a news channel might not report on an
incident about a company they depend on.
A lot of TV shows are also based on these commercials,

and if the ratings aren’t good enough the show will be
stopped. Only those shows which attract a lot of viewers will
be shown, which is not very differentiated and put minorities
like older people at a disadvantage.
Advertising can also have an impact in politics. $ 467

million were spent on advertisements and TV commercials in
the elections of 1998. It gives the opponents the chance to
respond to charges very quickly reaching a few million
viewers. But since this is very expensive only very rich
people have to chance to run for a political position or at
least depend on the donation of wealthier people who could
have a huge impact on democracy this way. The political
issues talked about in an election are also very much
simplified because the spots are only about 30 seconds long,
and you can’t really discuss a lot in such a short period of
time.

There is finally the impact advertising can have on

the culture of a country. The globalized economy uses
the same commercials in a lot of different countries,
which leads to a break down in the differences of these
societies. Children will grow up not knowing how their
culture has been before in their country. It can also lead
to a lot of discussion about moral values.
The patterns of production determine, to a significant

degree, the patterns of consumption. Since production is
increasingly determined by transnational firms, it follows
that these same firms must increasingly determine
consumption habits compatible with their production
wherever their products are manufactured and
distributed. This shift of consumption habits and the
associated cultural changes brought about by advertising
is recognized not only by the critics of advertising but by
the advertising industry itself.
The industry, however, stresses the educational

value of advertising as a mechanism for bringing
backward peoples into the modern world.
However, the process of transnationalization of

consumption and the creation of a new consumer culture
is not a harmonious process. The local cultures
do not always passively accept new customs and new
products.
Most discussions of advertising's direct impact have

concentrated on the more immediate forms of influence.
Advertisers themselves have tended to regard effects as
more or less synonymous with the effectiveness of
specific campaigns. They have been interested in
whether people have been persuaded to switch brands,
been encouraged to try a new product, or become more
favorably disposed towards a company as a result of
efforts to improve its corporate image.
1.8 ADVERTISING INDUSTRY IN INDIA

India has been among the fastest growing

economies in the world, with a nominal GDP CAGR of
9.94% over the last 10 years (1995-2005). The nominal
GDP for fiscal 2005 was Rs. 30,636 billion. According to
CSO estimates, nominal GDP growth for fiscal 2006 is
estimated at 10.9%. There is a correlation between the
economic growth rates of a country i.e. the nominal GDP
growth rate, and growth rates of the advertising
industry.
Indian Advertising Industry
The Indian advertising spends, as a percentage of GDP,

is 0.34%, which lags behind other developed and
developing countries.
Graph 1.9.1
During fiscal 2005, the gross advertising spend in India

is estimated at Rs 111 billion, and is expected to grow at
14.2% to reach Rs. 127 billion by fiscal 2006.

Graph 1.9.2
The key factors which have contributed to growth of

the Indian advertising industry include:
• Rapid economic growth of the country on the back

of economic liberalization and deregulation
• Increase in consumer prosperity
• Entry of global consumer companies with large
advertising budgets
• Higher degree of competitive intensity among
consumer companies; and
• Growth in media vehicles leading to increase in
media penetration
Segmentation of Advertising Spends
The five key industry segments comprise print,

television, radio, cinema, and outdoor. These different
segments within the industry are at varying stages of
growth and corporatization.

Media Spends as % of Total Ad Spend

Year Print TV Radio Cinema Outdoor Internet
2000 49.0% 39.3% 2.5% 0.5% 8.4% 0.3%
2001 48.4% 40.6% 2.7% 0.4% 7.5% 0.4%
2002 47.2% 41.9% 2.9% 0.7% 7.0% 0.4%
2003 46.6% 43.0% 2.9% 0.7% 6.5% 0.4%
2004 46.3% 43.7% 2.9% 0.6% 6.0% 0.3%
Table 1.9.1
The Indian television industry has grown rapidly,
especially since 1991, which saw the beginning of
satellite broadcasting in India. This growth was also
aided by the economic liberalization program of the
Government. The growth of the satellite television
audience saw proliferation of a number of satellite
television channels offering more choices to media
buyers and consumers of entertainment. Thus, the
television broadcasting business, which started off as a
single government controlled television channel, now has
over 300 channels covering the Indian footprint,
resulting in growing ad spends on this medium. Reforms
and proliferation of private players were the key reasons
for this rapid growth of the share of television in the
advertising industry.
Similarly, sectoral reforms and increased number of

players could drive market expansion for emerging media
segments including radio, outdoor, cinema and internet.

INTRODUCTION OF SOAP
INDUSTRY
Soap Industry consists of more than 2,000 factories,
150 in organized sector and the rest are cottage
industries meeting the needs of consumer in lower
economic class, manufacturing one of the most essential
item “Soap” used by every person, every home, every
day. Although soap is generally known as a cleaning
agent and most of the soap today produced is for
cleaning purposes, it finds extensive use in many
diversified fields such as processing of textile, paper
industry etc. The important characteristics of soap is its
ability to act as an emulsifier by removing dirt,
penetrating porous materials dispersal of solid particles
removal of oil and grease and production of foam when
shaken or stirred.
2.1 WHAT IS SOAP?
Soap is made by combining tallow (or other hard

animal fat) or vegetable or fish oil with an alkaline
solution. The two most important alkalis in use are
caustic soda and caustic potash. Soap can be
distinguished from Non-soapy detergents (NSDs) by their
composition where NSDs are largely made from
petroleum by-products. Both soaps and the NSDs can be
formulated as bars, powders, flakes or liquids.

Formulation and uses of soaps & non-soapy

detergents:
Table 2.1.1
In general, the more evolved the market, the more
species of soap products will be found in a consumers’
household. Hence, in a developed country special soaps
or NSDs may be used for washing: colored clothes; white
clothes; delicate clothes; dishes; hands; windows;
floors; toilets; kitchen surfaces; carpets; for bathing,
showering and shampooing of children, babies, adults
and teenagers’ (and teenage faces). In emerging markets
one or two types of soap may serve all of these
purposes. More recently new soap-like cleansing bars
made of NSDs have appeared on the market. These
overcome the problem of soap not performing well in
areas of hard water and can have a less drying effect on
the skin (e.g. Dove).
Fats & Oils in main commercial use for soap making

Table 2.1.2
2 . 2 S O A P - A B R IE F H I S T O R Y :
Soap was probably discovered by Stone Age

woman who saw that the combined residues of ash and
fat found in a fire after roasting a beast made a useful
cleaning compound. In 600 BC the soap made by the
Phoenicians from tallow and beech ashes was probably
used as hair pomade, rather than for washing. The use
of soap in personal hygiene is first recorded in the
second century AD when the physician Galen (130–
200AD) mentions its use for washing the body Soap
making in Europe was established by the end of the
first millennium, with important centres at Marseilles
and Savona, where olive oil was used instead of
tallow.
2.3 MARKET FOR SOAP:
Soap is generally classified as a staple commodity

alongside detergents. It also figures in the personal
wash and personal care markets. Only rarely are
statistics for soap directly separable from those for
detergents or from toiletries. Recent market analysis by
Euromonitor (2000) shows that in 1999 soaps and
detergents together represented around 12.4 % of
consumer expenditure on household goods in
industrialized countries and between 2.6 % to 5 % in the
developing world.
For the developed economies this reflects the

growing maturity of the market and intense price
competition in the market place. The report however
suggests that there is much greater scope for marketers
to induce consumers in the emerging markets to raise
consumption levels. The same analysis showed that bar
and liquid soaps accounted for around 40% of the
personal wash sector and around 7% of the total
personal care market worldwide in 1999.

2.4 G L O B A L S O A P I N D U S T R Y :
The global soap market is dominated by a small

number of multinational companies. Soap is only one
sector of their product ranges. In multinational
companies such as Unilever and Procter & Gamble, soap
and detergent ranges typically account for less than 20%
of group turnover (in 1999). Major costs such as
research and development, and advertising can be
spread across the whole company structure. In the
developed world, these multinationals face competition
from the major supermarkets who are increasingly
introducing own brand products.
In the developing world, the

competition to the multinationals
comes from local companies, and
from small, artisan producers,
who sell in markets or house to
house. The largest toilet soaps
and detergents only company, by
volume sales, is the Unilever
Group, which has strong presence in all regional markets
in the world.
The top ten leading manufacturers and distributors

of soap worldwide account for more than 55% of total
sales by value in 1999, totalling in excess of US$80
billion.
TOP 10 LEADING GLOBAL PLAYER IN SOAP

1
INDUSTRY
The major players in the international market

control the major brands in their respective market
sectors, and have the financial and marketing muscle to
1
Here we have taken top10 companies in 1999 because of unavailability of current data. So,
do consider it.

combat the ever-increasing threat of competition. These

manufacturers tend to house families of products, not
necessarily in the same sector, under a general brand
identity.
For example, Colgate Palmolive produces bar soap,
liquid soap, shower gel, and shampoo, all under the
brand name: Palmolive, for the African/Middle Eastern
market.
Table 2.4.1
For the Asian market, the brand is extended to

include Palmolive Botanicals, Palmolive Naturals and
Palmolive Optima. This is done to maximize the impact of
advertising and promotion activity, as well as to promote
brand loyalty. Generally, the big firms operate strong
individual brand identities for their core products.

ANALYSIS OF ADVERTISEMENTS
3.1 LUX:
Lux stands for the promise of beauty and
glamour as one of India's most trusted personal
care brands. Lux continues to be a favorite with
generations of users for the experience of a
sensuous and luxurious bath.
Since its launch in India in the year 1929, Lux has

offered a range of soaps in different sensuous colors
and world class fragrances. 2003 saw one of the
biggest milestones in the history of Lux. From being
just a beauty soap of film stars, Lux recognized the
need for a compelling message about beauty that
would resonate with women of today.
Lux is available in four different variants –

Exotic flower petals and Jojoba Oil, Almond Oil and
Milk Cream, Fruit Extracts and Honey in Milk Cream
and Sandal Saffron in Milk Cream.
Television Advertisements:
3.1.1 LUX ORCHID WITH JOJOBA OIL:

Analysis of Advertisement
PRODUCT NAME Lux Orchid with rose & jojoba

oil
COMPANY NAME Hindustan Unilever
SLOGAN “Naya Lux orchid,mujme Star
jagaye”
PUNCH LINE “Meri tarah jiyoge?”
MEDIA Television
CELEBRITY Aishwarya Rai
SEGMENTATION Girls, Women
TARGET AUDIENCE Girls, Women, Husbands etc.
POSITIONING Positioning By Product Users
STRATEGY
APPEAL Emotional appeal, Self-esteem
TIME OF Prime-time shows on popular
ADVERTISEMENT channels like star plus, Sony
etc.
FREQUENCY Daily 15 to 20 times
3.1.2 LUX CELEBRETION OF 75TH ANNIVERSIRY
PRODUCT NAME Lux

SLOGAN “Ab Bataye Apka Favourite Lux
Star Kaun?”
PUNCH LINE “Brand need super star” for

that “Main Hoon Na”

MEDIA Television
CELEBRITY Shahrukh Khan, Hema malini,
Shridevi, Kareena Kapoor, Juhi
Chavla.
TARGET AUDIENCE Girls, Women, Shahrukh khan’s
fans etc.
STRATEGY
APPEAL
etc.
3.1.3 LUX NEW RANGE
PRODUCT NAME Lux Almond, jojoba oil, orchid

touch, white glow etc.
SLOGAN “Kya India main sub Aishwarya
jaisa lagta hai?”
PUNCH LINE “”
MEDIA Television
CELEBRITY Aishwarya

TARGET AUDIENCE Girls, Women, Aishwarya’s fan

who want be like her.
STRATEGY
APPEAL Status, Fantasy execution
etc.
Print Advertisement:
3.1.11 LUX ORCHID WITH JOJOBA OIL:
(Famina Magazine)
Analysis Of advertisement
PRODUCT NAME Lux orchid with Jojoba oil

SLOGAN “Meri tarah jiyoge?”
PUNCH LINE “Bring out the star in me”
MEDIA News paper, magazine, outdoor
CELEBRITY Aishwarya


POSITIONING Positioning By Product Users, By
STRATEGY Price offer
APPEAL Status, Favorable Price
TIME/MEDIUM OF Famina & Gruhshobha Magazine,
ADVERTISEMENT Local news paper like “Gujarat
Samachar”
FREQUENCY In daily news paper & in
Magazine Monthly once
(Gujarat Samachar)
3.1.12 LUX INTERNATIONAL CREAMY WHITE:

PRODUCT NAME Lux international creamy white

SLOGAN “Now your favorite cream soap is
even more irresistible”
PUNCH LINE “Thirsting for cream?”
CELEBRITY Aishwarya
SEGMENTATION Girls & Women with dry scene
STRATEGY Price offer
APPEAL Favorable Price
TIME/MEDIUM OF Women magazines like Famina &
ADVERTISEMENT Gruhshobha Magazine,
chitrelekha Local news paper like
“Gujarat Samachar”, National
paper like ET & TOI
Magazine Monthly once or
fortnight
3.1.13 LUX CHOCOLATE

PRODUCT NAME Lux Chocolate Seduction

SLOGAN --------
PUNCH LINE “Skindulgence”
CELEBRITY Kareena Kapoor
SEGMENTATION Girls & Women
TARGET AUDIENCE Girls, Women, Kareena’s fan
POSITIONING Positioning By Product Users,
STRATEGY By product attributes
APPEAL Feature Appeal, Excitement
TIME/MEDIUM OF Women magazines like Famina
ADVERTISEMENT & Gruhshobha Magazine,
chitrelekha Local news paper
like “Gujarat Samachar”,
National paper like ET & TOI
fortnight
3.1.14 LUX WHITE SPA BODY WASH:

Analysis of advertisement
PRODUCT NAME Lux SPA Body wash

SLOGAN “If you have got it flaunt it”
PUNCH LINE “* * X Appeal”
CELEBRITY Kareena Kapoor
TARGET AUDIENCE Girls, Women, Kareena’s fan who
want be like her.
STRATEGY product attributes, Product Class
APPEAL Feature Appeal, Excitement,
Pride appeal
TIME/MEDIUM OF Women magazines like Famina &
ADVERTISEMENT Gruhshobha Magazine,
chitrelekha Local news paper like
“Gujarat Samachar”,
National paper like ET & TOI
fortnight
3.2 FAIR & LOVELY:

A woman's passion for beauty is universal and
catering to this strong need is Fair & Lovely. Based on a
revolutionary breakthrough in skin lightening technology,
Fair & Lovely was launched in 1978.
The formulation is patented. Its formulation acts

safely and gently with the natural renewal process of the
skin, making complexion fairer over a period of six
weeks.
The brand today offers a substantive range of

products, including Ayurvedic Fair & Lovely Fairness
cream, Fair & Lovely Anti-Marks cream, Fair & Lovely Oil
control Fairness Gel, Fair & Lovely for Deep Skin and Fair
& Lovely Fairness Soap. The latest has been the Perfect
Radiance, a complete range of 12 premium skincare
solutions from Fair & Lovely.

Television Advertisement:
3.2.1 FAIR & LOVELY SOAP
PRODUCT NAME Fair & Lovely Soap

SLOGAN Jo chaandni sa nikhar banaaye
rakhe. Saabun nahin. Ek tukda
chaand ka."
PUNCH LINE Pesh hai ek tukda chaand ka.
Naya Fair & Lovely fairness soap
MEDIA Television
CELEBRITY Bhumika Chawla
TARGET AUDIENCE Girls, Women
STRATEGY product attributes
APPEAL Fantasy, Pride appeal, Pleasure
TIME/MEDIUM OF Prime time show at noon time &
ADVERTISEMENT also at night on popular
commercial channels like star
plus etc.
FREQUENCY By observing properly on
frequency of HUL products ads is
more on “Durdarshan”. So
general frequency was around 15
to 20 times. But now it is around
5 times a day on “Durdarshan”
3.3 BREEZE:

Breeze Scent Magic is the soap which fulfills the

aspirations of women of rural India. Breeze has offered
them 'beauty at an affordable price', making them look
and feel beautiful.
Breeze comes in 4 exotic fragrances – Rose, Sandal,

Lime and Rajnigandha. All this at a very affordable price
for the masses.
Print Advertisement
3.3.1 BREEZE
PRODUCT NAME Breeze

SLOGAN ---------------
PUNCH LINE “Magic Of Scent”, “Scent Ka
Kamal Sabbun Main”
MEDIA Bill Boards, news Paper,
Magazines
CELEBRITY ----------------
POSITIONING By product attributes & Benefits
STRATEGY
APPEAL -----------
TIME/MEDIUM OF News Papers, Magazines Like
ADVERTISEMENT Famina, Stardust & also by
billboard

fortnight.
3.4 LIFE BUOY:

Lifebuoy’s vision is, “Making a billion Indians feel
safe and secure by meeting all their health and hygiene
needs”.
True to its vision, the world's largest selling soap,

offers a compelling health benefit to the entire family.
Launched in 1895, Lifebuoy, for over 100 years, has
been synonymous with health and value.
The honest & hard working soap, with its distinctive
perfume and popular jingle, has carried the Lifebuoy
message of health across the length and breadth of the
country.
The relaunch of the soap in 2002, 2004 & again in

2006 have been turning points in its history. The new
mix includes a new formulation and a repositioning to
make it more relevant to both new and existing
consumers.
Lifebuoy is now in a superior formulation offering a

new health fragrance and a contemporary shape. The
new formulation offers a significantly superior bathing
experience and skin feel.
Apart from Lifebuoy total, it has also strongly built
its other core variants like Lifebuoy deofresh – targeted
at freshness, Lifebuoy nature – containing all the
goodness of nature and Lifebuoy care – for sensitive
skin.
Lifebuoy also offers specific health benefits through

specialised product formats like Lifebuoy HandWash &
Lifebuoy Clearskin, which provides treatment and
protection against acne.

Television Advertisement
3.4.1 LIFE BUOY
PRODUCT NAME Life Buoy

SLOGAN Life Buoy “Kitanu se de 100%
behetar Surksha”
PUNCH LINE "Koi dar nahin."
MEDIA Television
CELEBRITY A Common Man
SEGMENTATION Children
TARGET AUDIENCE Children, Mothers
POSITIONING By product attributes
STRATEGY
APPEAL Dramatization, Emotional
Appeal, Feature Appeal, Safety
TIME/MEDIUM OF Generally on cartoon channels &
ADVERTISEMENT kids channels & kid shows also
during match & prime show on
the popular channels
FREQUENCY These types of ads are having
more frequency to attract
children. General frequency
around 20 to 25 times
3.4.2 LIFE BUOY


SLOGAN Life Buoy “Baki sabbuno se
100% behetar”
PUNCH LINE “Proof Kya Hai”
MEDIA Television
CELEBRITY A Common Man, Child
SEGMENTATION Children & Human Being
TARGET AUDIENCE Children, Mothers
STRATEGY
APPEAL Dramatization, Fear Appeal,
Feature Appeal, Safety,
Scientific Evidence, comparison
appeal
TIME/MEDIUM OF Generally on cartoon channels &
ADVERTISEMENT kids channels & kid shows also
during match & prime show on
the popular channels
FREQUENCY These types of ads are having
more frequency to attract
children. General frequency
around 20 to 25 times
3.4.3 LIFE BUOY NEW


SLOGAN "Haan. Lifebuoy badal gaya hai.
Khushboo badal gayi hai. Taazgi
badal gayi hai."
PUNCH LINE "Naye Lifebuoy se nahaaya kya?"
MEDIA Television
CELEBRITY A Common Man, Child
SEGMENTATION Children & Human Being
TARGET AUDIENCE Men, Workers
STRATEGY
APPEAL Dramatization, Feature Appeal.
TIME/MEDIUM OF During match & prime show on
ADVERTISEMENT the popular channels, News
Channels Also
FREQUENCY 15 to 20 times a day.
3.4.4 LIFEBUOY INTERNATIONAL PLUS

PRODUCT NAME Life Buoy International Plus

SLOGAN Is mein hai talc jo paseene ko
sukhe aur deo boost jo ghanton
bhar khushboo de."
PUNCH LINE "Tan ki durgand? Woh kya hota
hai?"
MEDIA Television
SEGMENTATION Human Being, person have odour
problem
TARGET AUDIENCE Men, Person have odour problem
POSITIONING By product attributes & benefits
STRATEGY
APPEAL Dramatization, Fear Appeal, slice
of life, embarrassment appeal.
TIME/MEDIUM OF During match & prime show on
ADVERTISEMENT the popular channels.
FREQUENCY 15 to 20 times or more during
cricket a day
3.4.5 LIFE BUOY INTERANTIONAL GOLD
PRODUCT NAME Life Buoy International Gold

SLOGAN "Muhaase? Problem. Upaay,
Lifebuoy International Gold, jo
chiknaayi hataaye aur kitanuon ka

safaaya kare.
PUNCH LINE "Muhaase? Woh kya hota hai?"
MEDIA Television
CELEBRITY A common girl
SEGMENTATION Girls, Women, Special Girls or
women who have Pimple problem
TARGET AUDIENCE Girls or women who have pimple
problems
POSITIONING By product attributes & benefits
STRATEGY
APPEAL Dramatization, Fear Appeal, slice
of life.
TIME/MEDIUM OF Prime time shows during noon &
ADVERTISEMENT night
3.5 LIRIL:
For 28 years, freshness has been clearly identified

with one name – Liril
Liril expressions have always set trends whether it

is a bathing beauty in a waterfall or "Oof Yu Maa!" The
energy and excitement
levels associated with the
brand have to be
experienced to be believed
with changing times. Liril
has donned many avatars;
Presently, Liril Soft Aloe
Vera & Lime, Liril Icy Cool
and Liril Orange splash are making waves.

3.5.1 LIRIL SOAP
PRODUCT NAME Liril

SLOGAN Jingle “La Ira Ila”
PUNCH LINE "Naye Liril ka jadoo, Aloe Vera
aur lime ke saath.
MEDIA Television
SEGMENTATION Human Being
TARGET AUDIENCE Men, women, Couple
POSITIONING By Product Attributes
STRATEGY
APPEAL Affection, Emotional Appeal,
Recognition, Joy.
TIME/MEDIUM OF During match & prime show
ADVERTISEMENT during night & noon time on the
popular channels.
3.5.2 LIRIL SOAP

PRODUCT NAME Liril

SLOGAN -----------
PUNCH LINE 'Taazgi meri marzi.'
MEDIA Television
POSITIONING By Product Benefits
STRATEGY
APPEAL Dramatization, Joy
TIME/MEDIUM OF Prime show during night & noon
ADVERTISEMENT time on the popular channels.
FREQUENCY 15 to 20 times a day & more
During Summer
3.6 PEARS:
Introduced in India in 1902, Pears soap has no equal.
It is gentle enough, even for baby's skin.
Pears is manufactured like any other soap, but

unlike in conventional soaps, the glycerin is retained
within the soap. That is the cause if it’s unique
transparency.
After manufacturing, the soap is mellowed under

controlled conditions over weeks. At the end of this
maturing process, it is individually polished and packed
in cartons.

Today Pears is available in three variants - the

traditional amber variant, a green variant for oil control
and a blue variant for germ protection.
3.6.1 PEARS
PRODUCT NAME Pears

SLOGAN "Aisi Pears twacha aur kahan?"
PUNCH LINE “Shudh sparsh. Shudh Pears.”
“Pears. Pure & gentle.”
MEDIA Television
SEGMENTATION Women, Girls.
TARGET AUDIENCE Women, Children
POSITIONING By Product Attributes
STRATEGY
APPEAL Emotional Appeal, Affection
TIME/MEDIUM OF During Prime shows of night &
ADVERTISEMENT noon time on the popular
channels.
FREQUENCY 15 to 20 times a day & more in
Winter season

3.6.2 PEARS OIL CLEAR
PRODUCT NAME Pears Oil Clear

SLOGAN "Naya Pears Oil Clear. Fizul
chiknayi hataaye. Zaroori nami
bachaaye. Twacha ko rakhe
masoom."
PUNCH LINE "Naya Pears Oil Clear. Yani no
fear."
MEDIA Television
TARGET AUDIENCE Women, Girls special girls or
women having oily scene
POSITIONING By Product Attribute & benefit
STRATEGY
APPEAL Fear Appeal, rejection
channels.
FREQUENCY 15 to 20 times a days & specially
more in summer.

3.7 DOVE:
Dove soap, which was launched by Unilever in 1957,
has been available in India since 1995.
It provides a refreshingly real alternative for women
who recognize that beauty is not simply about how you
look, it is about how you feel.
While Dove soap bar is widely

available across the country, Dove Body
Wash is available in select outlets.
Globally, Dove has been extended to
many other countries.
Since the 1980s, for example, Unilever has launched

a moisturising body-wash, deodorants, body lotions,
facial cleansers and shampoos and conditioners,
providing a comprehensive range of solutions to bring
out true inner beauty.
DOVE SOAP
PRODUCT NAME Dove Cream Bar

SLOGAN ------------
PUNCH LINE -----------
MEDIA Television
TARGET AUDIENCE Women, Girls
POSITIONING By Product Attribute & benefit.
STRATEGY
APPEAL Informational Appeal, Scientific
Evidence


channels.
FREQUENCY 10 times a days
3.8 CINTHOL:
Today in the market, Cinthol has three distinct
variants, borne out of market needs and consumer
studies. Cinthol Deodorant & Complexion soap continues
to operate in the 'healthy skin' category.
The soap offers numerous 'do-good' benefits such as
total and complete skin protection.
Cinthol Lime Fresh, Cinthol Skin Fresh & Cinthol Deo

Soap are player in the 'freshness' category.
3.8.1 CINTHOL LIME FRESH
PRODUCT NAME Cinthol Lime Fresh

COMPANY NAME Godrej Consumer Products
SLOGAN "Naya Cinthol Lime Fresh. Isse
mile nimboo ki gehri safaayi, jo
twacha KO swachh, ujwal
banaaye."
PUNCH LINE 'Swacch ujjwal twacha, kitni
aakarshak
MEDIA Television


SEGMENTATION Women, Girls
TARGET AUDIENCE Women, Girls, Men
STRATEGY
APPEAL Informational Appeal,
Acceptance
channels.
3.8.2 CINTHOL SKIN FRESH
PRODUCT NAME Cinthol Skin Fresh

SLOGAN “Naya Cinthol Skin freshwith
orange extract achha Accha
kyonki twacha mein daale anokhi
jaan. Bura kyonki sabka dil kare
puker their lips”
PUNCH LINE "Naya Cinthol Skin Fresh with
orange extracts.
MEDIA Television
TARGET AUDIENCE Women, Girls, Men
STRATEGY

APPEAL Fantasy, pride appeal

channels.
Print Advertisement
3.8.11 CINTHOL DEO SOAP
PRODUCT NAME Cinthol Deo soap

SLOGAN -------------
PUNCH LINE “Get Ready Get Closure”
MEDIA Magazines, Bill boards, News
Paper generally local news
paper
SEGMENTATION Women, Girls, person with
odour problem
TARGET AUDIENCE Women, Girls, Men, person
with odour problem
STRATEGY
APPEAL Joy, Affection appeal
TIME/MEDIUM OF Magazines Like Gruh Shobha,
ADVERTISEMENT star dust, Film fare etc.&
News papers like Divya
Bhaskar, sandesh etc.
FREQUENCY Daily news paper more during
summer also on bill board
maximum a week and in

magazines once a month or

quarterly.
3.9 PONDS:
Pond's has been synonymous with skin care in India
since 1947.
The impressive track record of Pond's began when

Theron T Pond, a pharmacist from Utica New York,
introduced 'Pond's Golden Treasure' in 1846, a witch-
hazel based wonder product. In 1914, Pond's Cold Cream
and Vanishing Cream marked the brand's evolution to a
beauty icon. In 1955 Pond's Extract Company merged
with Chesebrough Manufacturing and in 1987 Unilever
purchased Chesebrough-Pond's. By this time the Pond's
brand had built up a powerful international presence.
PONDS DAILY FACE WASH
PRODUCT NAME Ponds Daily Face wash

SLOGAN "Naya Pond's face wash. Iska
75% zyaada jhaag, skin ko rakhe
andar se saaf."

PUNCH LINE “Gahari Safai Komlata Ke sath”

MEDIA Television
SEGMENTATION Women, Girls specially working
women
TARGET AUDIENCE Women, Girls, specially working
women
POSITIONING By Product Attribute & benefit,
STRATEGY By Product use or Application
APPEAL Informational appeal, self –
esteem, Respect
channels.
3.10 MARGO SOAP:

Henkel Spic India has decided to invest between Rs
6 crore to Rs 7 crore in an effort to widen and broadbase
the appeal of two of its flagship brands, Margo and
Neem.
MARGO SOAP
PRODUCT NAME Margo Neem Soap

COMPANY NAME Henkel spic India
SLOGAN Naya Margo Original Neem, isme
hai active neem formula jo
twacha ko rakhe bilkul clear
PUNCH LINE
MEDIA Television


STRATEGY
APPEAL Pride, respect
channels.
3.11 JO BEAUTY SOAP:

In May 2001 VVF Ltd. launched yet another brand
‘Jo’, with a 100gm rose fragranced variant. A brand
positioned at the toilet soap segment, Jo rose with its
exceptional perfume of real roses, high TFM (total fatty
matter) and superior quality will soon prove to be the
newest sensation in the Indian soap market.
JO BEAUTY SOAP
PRODUCT NAME Jo Beauty Soap

COMPANY NAME VVF Limited Bhuj
SLOGAN Paish hai Jo Beauty, manmohak
kushbu aur badam ke guno se
bharpur, jo twacha par kare
jadoo sa asar."

PUNCH LINE "Jo Beauty, saundaria ka

jadoo."Super: 'Saundariy ka
jadoo.'
MEDIA Television
STRATEGY
APPEAL Pride, Acceptance
channels.
Print Advertisement
3.11.11 JO BEAUTY SOAP
PRODUCT NAME Jo Beauty Soap

COMPANY NAME VVF Limited, Bhuj.
SLOGAN Paish hai Jo Beauty, manmohak
kushbu aur badam ke guno se
bharpur, jo twacha par kare
jadoo sa asar."
PUNCH LINE "Akarshak paishkash, Jo Beauty,
sau gram ke teen sabun sirf
untees rupey."
MEDIA News Papers, Billboards,
Magazines, Radio


STRATEGY By Price
APPEAL Favorable Price Appeal,
TIME/MEDIUM OF In daily local news papers,
ADVERTISEMENT magazines like “Chitre lekha”,
“Film fare”, “Fashion Planet”
FREQUENCY Daily news paper, in film fare
magazine monthly
3.12 FA SOAP:
All soaps have the typical Fa fragrances. They are
free of preservatives and display the Fa's well
established "through and through" marbleization that is
visibly maintained right through the end of the soap.
Fa Liquid Hand Soap, as it's luxurious formula

gently cleanses your hands, without leaving a greasy
feeling. Fa Liquid Hand Soap helps you retain your
skin's natural moisture, while providing antibacterial
protection.
FA SOAP

PRODUCT NAME Fa Soap

COMPANY NAME Fa Cosmetic
SLOGAN “Naya Fa sabu hai 1 anokha
sangam manmohak khushbuo ka,
jo aapko taro-taaza rakhe .aur
bharpoor jhag ki reshmi ehsaas
ka aur jo aapki twacha ko
mulaayam rakhe..."”
PUNCH LINE "Fa: Leheraati umang bhari
taazgi.”
MEDIA Television
SEGMENTATION Women, Girls specially working
TARGET AUDIENCE Women, Girls specially working
STRATEGY
APPEAL Joy, Excitement
channels.
FREQUENCY Maximum 10 times not more then
that
3.13 JOHNSON’S BABY SOAP:
JOHNSON'S® offers mild, gentle baby products

containing NO MORE TEARS® formula just for babies,
which are mild to the skin and as gentle to the eyes as
pure water.

JOHNSON’S BABY SOAP
PRODUCT NAME Johnson’s Baby soap

COMPANY NAME Johnson’s Baby
SLOGAN "Naariyal tel ke gunon se bharpoor
Johnson's baby soap... Rakhe
twacha jaisi kudrat ne chahi."
PUNCH LINE -----------
MEDIA Television
SEGMENTATION Children age of 3 to 4 years
TARGET AUDIENCE Mothers
STRATEGY
APPEAL Emotional appeal
ADVERTISEMENT noon time on the popular channels.
FREQUENCY Maximum 10 to 12 times not more
then that
3.14 NIMA 2 :
The remarkable and phenomenal market response
received by Nima Rose soap within just two months of its
launch once again proved the merits of Nirma’s
commitment towards its consumers. Nima Rose soap has
got an exceptionally soft rose fragrance – which remains
around body for a long time even after bath.
Over the period, Indian toilet soap market has

fragmented & has seen emergence of prominent floral
fragrance segments as Sandal, Rose, Jasmine, etc. Nima
Sandal is a one of such product in floral segment. It
2
Here we didn’t get any ad so we have just analyze it.

promises benefits of Sandal oil & Turmeric powder. It is

a premium product from Nima stable and is available in
100g and 150g packs.
3.14.1 NIMAROSE
PRODUCT NAME Nima Rose

COMPANY NAME Nirma Limited
SLOGAN ------
PUNCH LINE ----------
MEDIA Television & Radio
SEGMENTATION Girls & women
TARGET AUDIENCE Girls & women
STRATEGY
APPEAL Informational appeal
channels. On radio 98.3 fm.
FREQUENCY Maximum 10 to 12 times not
more then that, on radio 20 to
25 times
3.14.2 NIMA SANDAL

PRODUCT NAME Nima Sandal

COMPANY NAME Nirma Limited
SLOGAN “Nima Girl 25 century girl”
PUNCH LINE “Nima hai star of the world”
MEDIA Television, Radio
TARGET AUDIENCE Girls Specially ambitious,
women
STRATEGY
APPEAL Self actualization, status
appeal
channels & on radio 98.3 fm
FREQUENCY Maximum 10 to 12 times not
more then that, on radio 20 to
25 times
3.15 SANTOOR:
Santoor is the flagship brand in the Wipro Consumer
Care & Lighting stable and the 2nd largest brand of Soap
in India in the popular segment of the category.
The brand enjoys two decades of trust since its
launch in 1986 and has grown to be counted amongst the
top brands in the Country in an intensively competitive
market.
Millions of women across the country have

discovered the secret of younger looking skin with
Santoor. It is a truly unique Soap that combines the
goodness of natural ingredients - Sandal, Turmeric and
natural Skin Softeners.
Santoor is available in three variants – Santoor

(Sandal & Turmeric), Santoor White (Sandal & Almond
milk) and Santoor Chandan which is premium soap

manufactured with extracts of Sandalwood oil – a

favorite of discerning consumers.
3.15.1 SANTOOR WHITE
PRODUCT NAME Santoor White Soap

COMPANY NAME Wipro limited
SLOGAN “Badam aur Chandan ke gunon se
bharpoor naya Santoor White jo
twacha ko rakhe jawaan saalo-
saal.”
PUNCH LINE “Aage badna toh hai, par life
mein, umar mein nahin.”
MEDIA Television, Radio
TARGET AUDIENCE Girls Specially ambitious, women
STRATEGY
APPEAL Self actualization, status appeal
ADVERTISEMENT noon time on the popular channels
& on radio 98.3 fm
then that, on radio 20 to 25 times

Print Advertisement
3.15.11 SANTOOR CHANDAN & WHITE
PRODUCT NAME Santoor Chandan & White Soap

COMPANY NAME Wipro Limited
SLOGAN ----------
PUNCH LINE “Mummy Ke College Girl”
Paper generally local news
paper, Radio
CELEBRITY A Common Man & Saif Ali Khan
SEGMENTATION Women, Girls, Mothers
TARGET AUDIENCE Women, Girls, Mothers, Children
STRATEGY
APPEAL Informational Appeal
ADVERTISEMENT Film fare, Indian womans hour
etc.& News papers like Divya
Bhaskar, sandesh On radio also
quarterly on radio 15 to 20

times.
3.16 NIVEA:
NIVEA SOAP
PRODUCT NAME Nivea soap

COMPANY NAME Nivea Limited
SLOGAN “Nivea moisturizing soap:Aap
rakhein itna khayal. Nivea kare
aapki dekhbhaal”
PUNCH LINE "Aapka komal sparsh aatma
vishwas jagaaye."
MEDIA Television
TARGET AUDIENCE Girls, women, Mothers
STRATEGY
APPEAL Respect, Affection, Emotional
Appeal
ADVERTISEMENT noon time on the popular channel.
then that during winter specially

3.17 DABUR VATIKA SOAP:
DABUR VATIKA SAFFRON SOAP
PRODUCT NAME Dabur Vatika Saffron Soap

COMPANY NAME Dabur India Limited
SLOGAN "Shehad ki damak, kesar ka
nikhar."
PUNCH LINE “Vatika Honey Saffron soap. De
aisa glow, soch mein daal de jo."
MEDIA Television
SEGMENTATION Girls & women & Esha Shervani
TARGET AUDIENCE Girls, women, Boys
STRATEGY
APPEAL Acceptance, Affection
ADVERTISEMENT noon time on the popular channel.
FREQUENCY Maximum 10 to 15 times
3.18 MYSORE SANDAL SOAP:

With the oldest known perfumery material
Sandalwood as its main ingredient, the Sandal soaps of
KS&DL have a definite niche in the soap market.

The oil of Sandalwood recommended in ancient

ayurvedic texts for skin care, has excellent antiseptic
properties and soothes prickly heat and other skin rashes
too. Mysore Sandal soap available in 17gms, 75gms,
125gms, 150gms and 150gms x 3 packed in a set. This
soap is made from pure vegetable ingredients and
contains natural Mysore Sandal oil.
Print Advertisement
3.18.11 MYSORE SANDAL SOAP
PRODUCT NAME Mysore Sandal Soap

COMPANY NAME Karnataka soaps & Detergent
limited
SLOGAN “Traditional Care for
Contemporary woman”
PUNCH LINE “Try Soap With pure sandal oil”
Paper generally local news paper
CELEBRITY Diya Mirza
TARGET AUDIENCE Women, Girls, Fens of diya mirza
STRATEGY By product user
APPEAL Informational Appeal


ADVERTISEMENT Film fare, Glamoure etc.& News
papers like Divya Bhaskar,
sandesh.
quarterly.
3.19 DETTOL:
3.19.1 DETTOL NEW INTERNATIONAL PACK
Analysis of Advertisements
PRODUCT NAME Dettol

COMPANY NAME Reckitt Benckiser
SLOGAN "Agar mein apna khayaal nahin
rakhoongi toh inka khayaal kaun
rakhega?"
PUNCH LINE "Dettol. be 100% sure."
MEDIA Television
CELEBRITY Rimi Sen
SEGMENTATION Women
TARGET AUDIENCE Housewives, Husbands, Health
Conscious People etc.

POSITIONING Positioning By, Product Users

STRATEGY
TIME OF Noon Shows and Prime time
ADVERTISEMENT shows on popular channels like
star plus, Sony etc.
3.19.2 DETTOL SOAP
PRODUCT NAME Dettol

SLOGAN “Tabhi toh mera pariwaar rahe swasth
aur jiye strong.”
MEDIA Television
CELEBRITY
SEGMENTATION Women, Children
TARGET AUDIENCE Whole Family Health Conscious
People etc.
STRATEGY
star plus, Sony etc.
3.19.3 DETTOL JUNIOR

PRODUCT NAME Dettol Juniors

SLOGAN 'Dettol Juniors. Trusted by doctors.'
MEDIA Television
CELEBRITY
SEGMENTATION Mothers, Children
TARGET AUDIENCE Whole Family Health Conscious
People etc.
STRATEGY
star plus, Sony and on Children’s
channels like Cartoon network,
pogo etc.

3.20 RIN:
RIN SUPREME
PRODUCT NAME Rin Supreme

SLOGAN “ Rin safedi sa safed? No chance!”
PUNCH LINE “”
MEDIA Television
CELEBRITY
SEGMENTATION Women
TARGET AUDIENCE Housewives, Husbands etc.
STRATEGY
TIME OF Noon Shows on popular channels
ADVERTISEMENT like star plus, Sony etc.
3.21 VIM BAR

Vim has brought a revolution in kitchen
management in Bangladeshi households. Since its launch
in 1987, Vim has been synonymous with sparkling clean
dishes.
Effective cleaning

Offering a more hygienic and effective cleaning

solution for housewives depending on domestically made
ash, the Vim dishwash powder was first introduced in
1987. It is a tough abrasive, multipurpose cleaner in
powder form that leaves kitchenware beautifully clean
and also works on a number of other surfaces.
Vim Bar challenge
The highly popular Vim Bar challenge campaign

created quite hype in households all over the country.
Housewives were challenged that they have never before
experienced such a quick and efficient cleaning effect on
their kitchen utensils with any other product.
VIM BAR
PRODUCT NAME Vim Bar

SLOGAN
PUNCH LINE “Khar-khar ka muh tod
jawab.”
MEDIA Television
SEGMENTATION House wife
TARGET AUDIENCE House Wife

STRATEGY
APPEAL Humor Appeal
channels.
FREQUENCY 20 to 25 times
3.22 WHEEL:
Wheel is India's number one detergent brand.
Launched in 1987, it cleans effectively with lesser
effort, making a laborious chore like washing light and
easy. Moreover, wheel does not burn hands or harm
clothes like some other detergents, which contain a
high percentage of soda.
Ever since its relaunch in 2001, with the new

positioning of 'best clean with less effort', wheel has
been growing strongly. Research showed that
consumers seek a solution to heavy duty laundry, like
bed sheets and curtains. Developing on this insight,
wheel sought to eliminate the trouble of tough dirt or
heavy-duty laundry. Mass market consumers have
welcomed the solution, making it the number one.
WHEEL LEMON FRESH

PRODUCT NAME Wheel Lemon Fresh

SLOGAN “Aey rona band kar aur dhona
chaalu kar!”
PUNCH LINE Sirf nimbu yukta Wheel Lemon
Fresh de ek mehakti safai. badbu,
only khusbu.”
MEDIA Television
SEGMENTATION House wifes, Men Specially who
have odour problem
TARGET AUDIENCE House Wife & men specially who
have such odour problem
STRATEGY
APPEAL Fear Appeal, Rejection,
channels.
FREQUENCY 20 to 25 times

KNOWLEDGE IMPROVEMENT
Management project on Advertisement Analysis

improves our knowledge in several aspects like,
advertisement industry, soap industry, contemporary
issue of advertisement industry as well as improve our
analytical skill.
By doing this project work our way of watching

towards advertisement totally, change. Before doing this
project, we were used to do zipping when ad comes in
between programme but know we are eager towards ad.
Our analytical skill is also improved.
As about soap industry then we came to know about

different products, manufacturers, and marketers more
then that major players in soap industry. In addition, we
came to know about Indian advertising industry like
trend in it, spending on different media for
advertisement.

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Analysis of Soap Advertisements

1.1 HISTORY OF ADVERTISING:

However, it was not until the emergence of

World War I saw some

NSVKMS MBA COLLEGE 1

Hence the desire to create need in the consumer

Advertising quickly took advantage of the new

But the Wall St crash put an end to widespread

“Advertising, a form of commercial mass

Advertising can be looked at from various

NSVKMS MBA COLLEGE 2

money or to make them aware of a problem, such as

In the 19th century new technologies were

Significant advances in advertising development

Advertising became big business in the 20th

NSVKMS MBA COLLEGE 3

to sell their products on a globalized market in almost

1.2 CLASSIFICATION OF ADVERTISING :

Advertising done by large companies on a

• Retail/ Local Advertising:-

Advertising done by retailers or local

• Primary versus Selective demand

Primary demand advertising is designed to

NSVKMS MBA COLLEGE 4

is concerned with stimulating selective demand and

An advertiser might concentrate on stimulating

Advertising to Business and Professional Market

• Business to Business Advertising:-

Advertising targeted at individuals who buy or

Advertising targeted to professionals such as

NSVKMS MBA COLLEGE 5

Advertising targeted to marketing channel

1.3 METHODS OF ADVERTISING:

Television has attracted about 23.4 % of the money

In the 1950s television was introduced and quickly

The combination of sight, sound and motion creates a

NSVKMS MBA COLLEGE 6

around a special event such as a one-time sale. These ads

Newspapers are an important media as well. Their

Their disadvantage is that they can’t create such an

Direct mail is another kind of advertising, sending the

Radio usually reaches a smaller group of people, mostly

The first radio-advertisement was broadcast in 1922

NSVKMS MBA COLLEGE 7

would not need to purchase a publication or even need to

Radio has been with us for ages. Everyone loves

The time slot to air your product is important. Radio

Morning and evening is prime time as people driving

You could tie-up with the radio broadcast to

The Yellow Pages are thick directories of telephone

Magazines only ranked sixth in the total spending on

Advertising on the Internet is becoming more and more

NSVKMS MBA COLLEGE 8

consumers have online access at home. They range from

Banners on various homepages push you to click on

The cost of advertising on the internet is extremely

But advertisers are now looking at internet

The last group of advertising I want to talk about is

NSVKMS MBA COLLEGE 9