9 Noodles
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Transcript of 9 Noodles
PREFACE
I am pleased to present the project report on "Preparing Advertisement Copy on The Assigned Product” before my respected readers. It is a humble attempt from my part to judge consumer behavior for the effectiveness of existing and self designed ad-copy of Spices.This study deals with a number of topics, which will help the reader understand and learn how consumers make consumption decisions regarding Spices.Language of the report is simple and lucid. Attempts have been made to arrange the subject matter in a systematic and well-knit style. Efforts have also been made to deal with all topics precisely and gently.I express thanks to all those prolific teachers and experts of management whose theories and ideas have been incorporated in this project report.Despite of this it is very difficult to be perfect to the core and mistakes do creep in for which I extend my apology and carve the hospitality of the readers to point them out. Their criticism and suggestions for the improvement in future are welcomed.
ASHIMA SULTAN
ACKNOWLEDGEMENTPreparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number of persons.
Iwish to express my deep sense of gratitude to all those who
generously helped in successful completion of this report by sharing
their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to
Respected Mr. Anand Tiwari, Head, Faculty Of B.B.A. Department,
Govt. Autonomous Girls P.G. College of Excellence Sagar for
allowing me to undertake this project.
I feel extremely exhilarated to have completed this project under the
able and inspiring guidance of Mr. Shailendra Patel He rendered me
all possible help and guidence while reviewing the manuscript in
finalising the report.
I also extend my deep regards to my teachers, family members,
friends and all those whose encouragement has infused courage in
me to complete the work successfully.
ASHIMA SULTANB.B.A. III Sem. IInd Year
CERTIFICATE
Date:
The project report titled “Preparing Advertisement
Copy On The Assigned Product” has been prepared
by Miss. Ashima Sultan, IInd Batch, under the
guidance and supervision of Mr. Shailendra Patel , for
the partial fulfillment of the degree of B.B.A.(Hon).
Signature of the Signature of Signature of Supervisor: Head of the the examiner Department:
DECLARATION BY THE CANDIDATE
Date:
I declare that the project report titled “Preparing
Advertisement Copy On The Assigned Product” is my
own work conducted under the supervision of Mr.
Shailendra Patel, Department Of Business,
Management, Faculty Of B.B.A. Department, Govt.
Autonomous Girls P.G. College of Excellence. To the
best of my knowledge the report does not contain
any work, which has been submitted for the award of
any degree, anywhere.
. MISS. Ashima Sultan
3rd Semester IIth Batch
TABLE OF CONTENTS
Preface Acknowledgement Certificate Declaration by the Candidate
1. Introduction2. Line of Objectives
3. Research methodology4. Data analysis and interpretation5. Self designed advertisement
Product profile Script for advertisement Advertisement of existing brand
6. Findings7. Conclusion8. Suggestions9. Limitations
Bibliography Appendix
Format of Questionnaire
INTRODUCTION TO THE TOPIC
Ever since its launch in India in 1983, this brand has become synonymous
with noodles. The brightred and yellow colours of the packet with the brilliant blue ³
2-minute Noodles´
printed on it hasfound a place on every kitchen
Over the years, Maggi has grown as a brand and positioned itself as a³
Fast to cook! Good to Eat! ³
food product.The history of this brand traces back to the 19th century when
industrial revolution in Switzerlandcreated factory jobs for women, who were therefore
left with very little time to prepare meals. Due tothis growing problem Swiss
Public Welfare Society asked a miller named Julius Maggi to create
avegetable food product that would be quick to prepare and easy to digest.
Julius, the son of an Italianimmigrant came up with a formula to bring added taste
to meals in 1863. Soon after he wascommissioned by the Swiss Public Welfare
Society, he came up with two instant pea soups & a beansoup- the first launch of
Maggi brand of instant foods in 1882-83.Towards the end of the century,Maggi
company was producing not just powdered soups, but bouillon cubes,
sauces and other flavourings. However in India (the largest consumer of Maggi
noodles in the world!) it was launchedin 1980 by Nestle group of companies.
Maggie had merged with Nestle family in 1947.When launched it had to
face a stiff competition from the ready to eat snack segments like
biscuits,wafers etc. Also it had other competitor the so called home made snacks
which are till todayconsidered healthy and hygienic. Hence to capture the market it
was positioned as a hygienic homemade snack, a smart move. But still this didnt
work, as it was targeted towards the wrong targetgroup, the working women. After
conducting an extensive research, the firm found that the childrenwere the biggest
consumers of Maggi noodles. Quickly a strategy was developed to capture
the kidssegment with various tools of sales promotion like pencils, fun books, Maggi
clubs which workedwonders for it. No doubt the ads of Maggi have shown a hungry
kid saying
³Mummybhookhlagihai to which his mom replies ³Bas do minute!
and soon he is happily eating Maggienoodles.Further the MAGGI 2-MINUT
Noodles has been renovated to provide 20% of the RDA of Calcium and
Protein for the core target group building on the nutrition proposition ³Taste
bhi health bhi´. The company could have easily positioned the product as a
meal, but did not, as a study hadshown that Indian mentality did not accept
anything other thanas meal. They made it aeasy to cook snack that could
be prepared in just two minutes. The formula clicked well and
Maggi became a brand name.
INSTANT NOODLES
Instant noodles are dried or precooked noodles and are often sold with packets
of flavoring including seasoning oil. Dried noodles are usually eaten after being
cooked or soaked in boiling water for 2 to 5 minutes [citation needed], while precooked
noodles can be reheated or eaten straight from the packet. Instant noodles were
developed by Momofuku Andō of Nissin Foods, Japan.
History
A package of Nissin Chikin Ramen, the first instant noodles.
Instant noodles were first marketed by Momofuku Ando, who was born in
southwestern Taiwan when the island was under Japanese colonial rule,[1] in Japan on August 25, 1958, under the brand name Chikin Ramen. In 1971,
Nissin introduced the Cup Noodles, instant noodles in a
waterproofpolystyrene cup, to which boiling water could be added to cook the
noodles. A further innovation added dried vegetables to the cup, creating a
complete instant soup dish.
According to a Japanese poll in the year 2000, "the Japanese believe their best
invention of the 20th century was instant noodles." [2] As of 2010, approximately
95 billion servings of instant noodles are eaten worldwide every year. China
consumes 42 billion packages of instant noodles per year – 44% of world
consumption – Indonesia, 14 billion; Japan, 5.3 billion, Viet Nam 4.8 billion, USA
4 billion. Per capita, South Koreans consume the greatest amount of instant
noodles, 69 per capita per year.[3]
Instant noodles are not only popular with college students, they can also be
an economic indicator. In 2005, the Mama Noodles Index was launched to reflect
the sales of Mama Noodles, the biggest instant noodle manufacturer in Thailand.[4] The index was steady following recovery from the 1997 Asian Financial Crisis,
but sales increased about 15% on a year-to-year basis in the first seven months
of 2005, which was regarded as a sign of an inferior good, one whose
consumption increases as incomes fall. The theory was that the increase in sales
of instant noodles, which are usually cheap, occurred because people could not
afford more expensive foods.
Health concerns
Instant noodles are often criticized as unhealthy or junk food. A single serving of
instant noodles is high in carbohydrates but low in fiber,vitamins and minerals.
Noodles are typically fried as part of the manufacturing process, resulting in high
levels of saturated fat and/or trans fat.[citation needed] Additionally, if served in an
instant broth, instant noodles typically contain high amounts of sodium. The
current U.S.Recommended Dietary Allowance of sodium for adults and children
over 4 years old is 2,400 mg/day; in extreme cases, some brands may contain
over 3,000 mg of sodium per package. Instant noodles and the flavoring soup
base may also contain high amounts of monosodium glutamate (MSG).
The most recent controversy concerns dioxin and other hormone-like substances
that could theoretically be extracted from the packaging and glues used to pack
the instant noodles. It was reasoned that harmful substances could seep into the
soup as hot water was added to cup style instant noodles. After a series of
studies were conducted, various organizations requested changes in the
packaging to address these concerns.[5][6]
Another concern regarding the consumption of fried foods, including instant
noodles, is the possible presence of oxidation products resulting from poor
maintenance of the oil. If the cooking oil is not maintained at the proper
temperature or changed as often as necessary, these oxidation products, which
are suspected to pose various health risks, can be present in the foods. Proper
production standards minimize the risk.[7][8][9]
Instant noodles worldwide
Instant noodles have become a popular food in many parts of the world,
undergoing changes in flavor to fit local tastes.
Argentina
In Argentina instant noodles are gaining popularity and can be found in most
major cities in supermarkets. The brand is usually Sapporo Ichiban.
The Maruchan brand can also be found at Disco and Coto supermarkets. Due to
the recent Chinese immigration wave, specialized Chinese supermarkets offer a
wide variety of instant noodle brands.
Australia
The most popular brand of instant noodles in Australia was Maggi noodles for
some time and, because of a strong advertising campaign, continue to be highly
popular despite being amongst the highest-priced packet noodles.[citation
needed] Many other brands have entered the market; almost every popular brand of
Korean, Japanese and Indonesian noodles is available in Australian
supermarkets and convenience stores, because of the cultural mesh of Asian
cuisine in Australian life. Among cup noodles, the most popular brand is
Fantastic Noodles. Among packet noodles, there are four popular
choices, Indomie Mi Goreng (fried Indonesian noodles served without broth),
Ibumie Har Mee (Malaysian traditional Penang Prawn Noodles) Nissin's Demae
Ramen, and Nong Shim's Shin Ramyun served with broth.
Belgium
Instant noodles are not widely popular in Belgium and are expensive. The most
common brand is the Westernized "Aiki Noodles", but sales are low. Authentic
Japanese and Thai instant noodles can be found only in Asian specialty stores,
and in very limited quantity in some supermarkets.
Brazil
Brazilian instant noodles of Maggi brand, being cooked.
For a long time, the main manufacturer of instant noodles was Nissin Myojo, to
the extent that, in Brazil, the most common name for them is "Myojo", although
the manufacturers call them "lámen" or "l'amen". Many other companies, such
as Maggi and Nestlé, also offer this product. There are many variants, such as
"Lámen Cremoso", which has a creamy sauce, and "Lámen Hot", which includes
pepper, as well as yakisoba and spaghetti. Unlike its original concept, most
Brazilians don't prepare and consume instant noodles as a soup. Instead, they
prefer to drain most of the cooking water and eat it like pasta.
Canada
The major brands available in Canada are Sapporo Ichiban, Knorr, Mr. Noodles,
and Nissin Foods. In some areas, the noodles are referred to simply by these
brand names. These main-brand packages generally only contain one flavoring
pouch. Other brands may include a small package of sesame oil. Korean brands
such as Nong Shim are readily available in most large grocery stores, and in
some major cities, brands imported from Europe are available. Asian markets
found in larger cities typically carry dozens of different brands and varieties. Due
to the large South Asian population in some major cities, Maggi is also a popular
brand. The term kimchi, in reference to imported Korean ramen, is also popular,
particularly in the West Coast cities of Vancouver and Victoria.
HISTORYNoodle
The noodle is a type of food, made from any of a variety of doughs, formed into
long thin ribbons, strips, curly-cues, waves, helices, pipes, tubes, strings, or other
various shapes, sometimes folded. They are usually cooked in a mixture of
boiling water and/or oil. Depending upon the type, noodles may be dried
or refrigerated before cooking. The word derives from
the German Nudel (noodles).[1]
In 2002, archaeologists have found an earthenware bowl containing world's
oldest known noodles, 4000 years old, at the Lajia archaeological site of the Qijia
culture along the Yellow River inChina.[2][3][4] The noodles were well-preserved.[2]
[3] After research with parts of the noodle remains in 2004, [3] scientists have
determined that the noodles have been made from foxtail millet andbroomcorn
millet.[2][3][4] The findings were published in October 2005 by Houyuan Lu et al. in
the journal Nature.[5] The earliest written record of noodles is from a book dated
to the Eastern Han Dynasty period (25–220).[2] Noodles, often made from wheat
dough, became a prominent staple food by the Han Dynasty (206 BCE - 220
CE).[6]
Types of noodles by primary ingredient
Idiyappam, Indian rice noodles.
Wheat
Bakmi: Southeast Asian Chinese yellow wheat noodles with meat, usually
chicken
Chūka men ( 中 華 麺 ): Japanese for "Chinese noodles", used
for ramen, chanpon andyakisoba
Kesme: flat, yellow or reddish brown Central Asian wheat noodles
Kalguksu (칼국수): knife-cut Korean noodles
Lamian (拉麵): hand-pulled Chinese noodles
Mee pok (麪薄): flat, yellow Chinese noodles, popular in Southeast Asia
Sōmen (そうめん): thin variety of Japanese wheat noodles, often coated
with vegetable oil
Reshte: Central Asian, flat noodle, very pale in colour (almost white) used
in Persian andAghani cuisine.
Spätzle: a Swabian type of noodle made ofwheat and eggs
Thukpa (Tibetan: ཐག་པ་; Wylie: thug pa): flat Tibetan noodles
Udon (うどん): thicker variety of Japanese wheat noodles
Rice
Flat or thick rice noodles, also known as hé fěn or ho fun (河粉 ), kway
teow or sen yai (เส�นใหญ�) Rice vermicelli: thin rice noodles, also known as mǐfěn ( 米 粉 ) or bee
hoon or sen mee (เส�นหม�) Idiyappam is an Indian rice noodle.
Buckwheat
Makguksu (막국수): local specialty ofGangwon Province in South Korea
Memil naengmyeon ( 메 밀 냉 면 ): Koreannoodles made of buckwheat.
Slightly more chewy than soba.
Soba (蕎麦): Japanese buckwheat noodles
Pizzoccheri: Italian buckwheat tagliatelle from Valtellina, usually served
with a melted cheese sauce
Others
Acorn noodles, also known as dotori guksu (도토리국수 ) in Korean, are
made of acornmeal, wheat flour, wheat germ and salt.
Olchaeng-chi guksu, meaning tadpole noodles, are made of corn soup put
through a noodle maker right into cold water. It was named for its features.
They are Korean noodles mostly eaten in Gangwon-do[disambiguation needed].
Cellophane noodles are made from mung bean. These can also be made
from potato starch, canna starch or various starches of the same genre.
Chilk naengmyeon ( 칡 냉 면 ): Korean noodles made of starch
from kudzu root, known askuzuko in Japanese. Chewy and semi-transparent.
Shirataki noodles
Types of noodle dishes
A simple noodle soup consisting of Soy sauce andSesame oil.
Basic noodles: These are cooked in water or broth, then drained. Other
foods can be added (for example a pasta sauce) or the noodles are added to
other foods (see fried noodles) or the noodles can be served plain with a
dipping sauce or oil to be added at the table. In general, noodles are soft and
absorb flavors.
Frozen noodles: noodles are sometimes served in a salad. An example is
the Thai glass noodle salad.
Fried noodles: dishes made of noodles stir fried with various meats,
seafood, vegetables, and dairy products. Typical examples include chow
mein, lo mein, mee goreng, hokkien mee, some varieties
ofpancit, yakisoba and pad thai.
Noodle soup: noodles served in broth. Examples are phở, beef noodle
soup, ramen, laksa, saimin andbatchoy, and chicken noodle soup.
Noodle casseroles: lasagna, kugel, tuna casserole, baked ziti, timballo,
and pastitsio
Cup noodles
Instant noodles
NESTLY Maggi
Maggi
Type Aktiengesellschaft; subsidiary
of Nestlé
Industry Food
Founded 1890
Founder(s) Julius Maggi
Headquarters Cham, Switzerland
Key people Alain Pedersen
Website maggi.ch
A bottle of Polish Maggi sauce.
Maggi (pronounced [maɡi]) is a Nestlé brand of instant soups, stocks, bouillon
cubes, ketchups,sauces, seasonings and instant noodles. The original company
came into existence in 1872 inSwitzerland, when Julius Maggi took over his
father's mill. It quickly became a pioneer of industrial food production, aiming at
improving the nutritional intake of worker families. It was the first to bring protein-
rich legume meal to the market, which was followed by ready-made soup based
on legume meal in 1886. In 1897, Julius Maggi founded the company Maggi
GmbH in the German town of Singen where it is still established today.
In parts of Europe, Mexico, Malaysia, and Brunei, In German-speaking countries
as well as theNetherlands, Czech
Republic, Slovenia, Slovakia, Poland and France, "Maggi" is still synonymous
with the brand's "Maggi-Würze" (Maggi seasoning sauce), a dark, hydrolysed
vegetable protein based sauce which is very similar to East Asian soy
sauce without actually containing soy.[1] It was introduced in 1886, as a cheap
substitute for meat extract. It has since become a well-known part of everyday
culinary culture in Switzerland, Austria and especially inGermany. It is also well
known in Poland.
The bouillon cube or "Maggi cube" was introduced in 1908, which was another
meat substitution product. Because chicken and beef broths are so common in
the cuisines of many different countries, the company's products have a large
worldwide market.
In 1947, following several changes in ownership and corporate structure, Maggi's
holding company merged with the Nestlé company to form Nestlé-Alimentana
S.A., currently known in its francophonehomebase as Nestlé S.A..
Today, Maggi is particularly well known in the Baltic states for its dry
soups, Bangladesh, India, Australia,New
Zealand, Brazil, Philippines, Malaysia, Pakistan, Nigeria, Indonesia and Singapor
e for its instant Maggi noodles (Maggi Mee).
SUNFEAST NOODLES
Different types of pasta on display in a shop window.
Pasta is a staple food of traditional Italian cuisine, now of worldwide renown. It
takes the form of unleavened dough made in Italy mostly of durum wheat (more
rarely buckwheat flour), water and sometimes eggs. Pasta comes in a variety of
different shapes that serve for both decoration and to act as a carrier for the
different types of sauce. Pasta also includes varieties, such
as ravioli and tortellini, that are filled with other ingredients, such as ground meat
or cheese. Pasta is eaten in Italy only as first course or nowadays as "piatto
unico".
There are hundreds of different shapes of pasta with at least locally recognised
names.[1]Examples include spaghetti (thin strings), maccheroni (tubes or
cylinders), fusilli (swirls), andlasagne (sheets). Gnocchi and spätzle are
sometimes considered pasta; they are both traditional in parts of Italy.
Pasta is categorized in two basic styles: dried and fresh. Dried pasta made
without eggs can be stored for up to two years under ideal conditions, while fresh
pasta will keep for a few days under refrigeration.[2][3] Pasta is generally cooked
by boiling.
Etymology
First attested in English in 1874, the word pasta comes from Italian pasta, in turn
from Latin pasta "dough, pastry cake", itself the latinisationof the Greek παστά
(pasta) "barley porridge", in turn from παστός (pastos), "sprinkled with salt,
salted".[4][5]
Ingredients
A small pasta machine designed to mangle lasagne and cut tagliatelle.
Under Italian law, dry pasta (pasta asciutta) can only be made from durum wheat
flour or durum wheatsemolina.[6] Durum flour and durum semolina have a yellow
tinge in colour. Italian pasta is traditionally cooked al dente (Italian: "firm to the
bite", meaning not too soft). Outside Italy, dry pasta is frequently made from other
types of flour (such as wheat flour), but this yields a softer product that cannot be
cooked al dente the same way. There are many types of wheat flour with varying
gluten and protein content depending on variety of grain used.
Particular varieties of pasta may also use other grains and milling methods to
make the flour, as specified by Italian law.[6] Some pasta varieties, such
as pizzoccheri, are made from buckwheat flour.
Fresh pasta may include eggs (pasta all'uovo 'egg pasta') and in Italy must be
made with durum wheat semolina but a maximum of 3% of the cheaper wheat
flour is tolerated.[7]
Whole wheat pasta, which generally contains more fibre and more nutrients than
refined pasta, has become increasingly popular.[8] Whole wheat pasta designed
to appeal to people familiar with refined grain pastas may have a mixture of
whole grain and refined grain ingredients.[9]
History
Boy with Spaghetti by Julius Moser, c. 1808.
Making pasta; illustration from the 15th century edition of Tacuinum Sanitatis, a
Latin translation of the Arabic work Taqwīm al-sihha by Ibn Butlan.[10]
In the 1st century BCE writings of Horace, lagana were fine sheets of dough
which were fried[11] and were an everyday food.[12] Writing in the 2nd
century Athenaeus of Naucratisprovides a recipe for lagana which he attributes
to the 1st century Chrysippus of Tyana: sheets of dough made of wheat flour and
the juice of crushed lettuce, then flavored with spices and deep-fried in oil. [12] An
early 5th century cookbook describes a dish called lagana that consisted of
layers of dough with meat stuffing, a possible ancestor of modern-day lasagna.[12] However, the method of cooking these sheets of dough does not correspond
to our modern definition of either a fresh or dry pasta product.
Historians have noted several lexical milestones relevant to pasta, none of which
changes these basic characteristics. For example, the works of the 2nd century
AD Greek physician Galen mention itrion, homogeneous compounds made up of
flour and water.[13] The Jerusalem Talmud records thatitrium, a kind of boiled
dough,[13] was common in Israel from the 3rd to 5th centuries AD,[14] A dictionary
compiled by the 9th century Arab physician and lexicographer Isho bar
Ali[15] definesitriyya, the Arabic cognate, as string-like shapes made of semolina
and dried before cooking. The geographical text of Muhammad al-Idrisi, compiled
for the Norman King of Sicily Roger II in 1154 mentions itriyya manufactured and
exported from Norman Sicily:
"West of Termini there is a delightful settlement called Trabia. [16] Its ever-flowing
streams propel a number of mills. Here there are huge buildings in the
countryside where they make vast quantities of itriyya which is exported
everywhere: to Calabria, to Muslim and Christian countries. Very many shiploads
are sent."[17]
Itriyya gives rise to trie in Italian, signifying long strips such
as tagliatelle and trenette. One form of itriyya with a long history
is laganum(plural lagana), which in Latin refers to a thin sheet of dough,[12] and
gives rise to Italian lasagna.
According to historians like Charles Perry, the Arabs adapted noodles for long
journeys in the 5th century, the first written record of dry pasta. Durum
wheat pasta was introduced by Libyian Arabs during their conquest of Sicily in
the late 7th century[18]
In North Africa, a food similar to pasta, known as couscous, has been eaten for
centuries. However, it lacks the distinguishing malleable nature of pasta,
couscous being more akin to droplets of dough. At first, dry pasta was a luxury
item in Italy because of high labor costs, durum wheat semolina had to be
kneaded for a long time. Only after the industrial revolution in Naples, when a
mechanical die process allowed for large scale production of dry pasta, did it
become affordable and popular among the common people.[citation needed]
Lasagna
There is a legend of Marco Polo importing pasta from China[19] which originated
with the Macaroni Journal, published by an association of food industries with the
goal of promoting the use of pasta in the United States.[20] Marco Polo describes
a food similar to "lagana" in his Travels, but he uses a term with which he was
already familiar. Some historians believe that in 1295 Marco Polo brought rice
flour pasta, the type used to make Chinese dumplings. Now known as dumpling
style or soft pasta, which manifested into ravioli, gnocchi and other similar
preparations.
The first concrete information concerning pasta products in Italy dates from the
13th or 14th century.[18]
OBJECTIVES OF THE STUDY
To analyze the noodles Market of Bhopal.
To analyze the factors influencing the customers to choose a particular
brand of noodles.
To know the customers view towards Noodles of different brands.
RESEARCH METHODOLOGY
ADVERTISEMENT CONCEPT
Advertising is multidimensional. It is a form of mass communication, a powerful marketing tool, a component of economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management, a field of employment and a profession. Advertisement has both forward & backward linkages in the process of satisfaction across the entire spectrum of needs. The explicit function of advertisement is to make the potential audience aware of the existence of the product, service or idea which would help them fulfill their felt needs and spell out the differential benefits in a competitive situation. Advertising is not a panacea that can restore a poor product or rejuvenate a declining market. It only helps in selling through the art and business of persuasive communication.
WHY ADVERTISEMENT IS NEEDED?
Advertising is a communication channel which enables consumers in making choice from the best available alternative in the market, thus satisfying the basic aim of advertisement.
Advertisement is mass audience communication programme.
Advertisement makes it possible for the manufacture to introduce new ideas & new products.
Advertisement makes product adoption process smooth.
Advertisement expands markets, builds up volume, gives a market share and profitability and reduces prices.
IMPORTANCE OF ADVERTISEMENT PLANNING
Some basic elements of advertisement planning are: Advertisement Budget Media Planning Creative Strategy Advertisement Effective
ADVERTISEMENT EVALUATION
Pre-testing & Post-testing method
The testing can be related to the ad copy in terms of its message, idea, theme, slogan & contents or also can be related to products in which impact of message on product awareness or buying intention is measures.Measures can be broadly classified into two categories:
Laboratory measures Real- world measures
The following are the laboratory measures of pre-testing which are ads related:
1. Consumer jury2. Portfolio tests3. Readability tests4. Physiological measures5. Eye-camera6. Tachistocope7. GSR/PDR
The following are the laboratory measures of pre-testing which are products related :
1. Theatre tests2. Trailer tests3. Laboratory stores
The following are the real-world measures of pre-testing which are ads related :
1. Dummy advertising vehicles2. Inquiry tests3. On the air tests
The following are the real-world measures of post-testing which are ads related :
1. Recognition tests2. Recall tests3. Association measures4. Combination measures
The following are the real-world measures of pre-testing as well as post-testing which are products related :
1. Pre-post tests2. Sales tests3. Mini-market tests
ADVERTISEMENT STRATEGY
Strategy is a link between advertisement objectives & advertisement plan. Strategy also makes it easier to implement the plans & goals. There are seven possible strategies from which ideas have been taken. These are pioneering a product, Emphasize a benefit, Put across the USP of a brand, Build a brand image, Offer a range of products, Future users of the products, Discover new uses for an existing product.In my advertisement I have tried to use the strategies of emphasizing a benefit i.e. giving the product at lower price than others with additional new flavors.
Also the following market considerations are taken into account as they affect the strategy formulation:
Positioning of the product: The Zest Spices are positioned at middle-income group of customers and even the rural customers.
Promotion mix: As a marketer we are interested in the right mix or combination of Advertising, Publicity, Personal selling (especially in villages) & Sales promotion.
Advertisement media: The most preferred advertisement media for Zest Spices is Television; also the print media (newspapers & magazines) is used in some areas.
Advertisement budget: The total amount to be spent on the advertisement of Zest Spices will be decided on the basis of Advertisement Objective & Task Method. This is so chosen because the competition is so much that you cannot think of profit first and then generate revenue for advertisement, but if the product is communicated very well than it automatically sell and generate revenue too.Vital decision about the size of space (for print media) or length of time (for broadcast media) for the ads have yet to be made, which will be based on the rational price, proper space, and which gives advantage of time utility.
Objectives of research
1. To gain insight into the customer preferences regarding spices.
2. To search the motives that stimulates consumers to purchase spices.
3. To find out the awareness level of customers regarding advertisement.
4. To compare two different brand advertisements of the similar media.
5. To find which is the most popular brand advertisement.
6. To know about effective advertising media that persuades the customers most.
7. To design advertisement copy for spices.
8. To pre-test and post-test the effectiveness of existing and designed advertisement copy.
RESEARCH METHODOLOGY
WHAT IS RESEARCH METHODOLOGY?
It is the science that tells the method of doing research .It mainly consists of following steps;
Developing research design Determining the data collection method Developing sampling plan Conducting field work
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic.The word research has been derived from French word Researcher means to search.
DEFINITION OF RESEARCH METHODOLOGY:
Research may be defined as "a careful investigation or enquiry specially through search for new facts in any branch of knowledge "in a technical sense research comprise defining &redefining problems, formulating hypothesis or suggested solutions; collecting ,organizing &evaluating data; making deductions & reaching conclusion & at last carefully testing the conclusion to determine weather they fit the formulating hypothesis.
RESEARCH DESIGN:
Research Design is the conceptual structure within which research is conducted. It constitutes the blueprint for collection, measurement and analysis of data. The design used for carrying out this research is Descriptive.
RESEARCH DESIGN USED IN THE SURVEY:
Considering the objectives of the study and also the importance of the decision it was decided to undertake an exploratory survey.
DATA COLLECTION:
Types of data:
1. Primary data- primary data are those which are fresh and collected for the first time and thus happen to be original characters.
2. Secondary data - It is the data that is already been collected by someone else.
In this survey I used both primary and secondary data. All information collected through questionnaire.
DATA SOURCE:
The sources of collection of secondary data are:
Questionnaire Books Websites Magazine Brochure
SAMPLING PLAN:
It is very difficult to collect information from every member of a population .As time and costs are the major limitation that the researcher faces.
A sample of 30 was taken the sample size of 30 individuals were selected on the basis of convenient sampling technique. The individuals were selected in the random manner to form sample and data were collected from them for the research study.
ANALYSIS AND INTERPRETATION:
Data collection through questionnaire and personnel interview resulted in availability of the desired information but these were useless until there were analyzed. Various steps required for this purpose were editing, coding and tabulating. Tabulating refers to bringing together similar data and compiling them in an accurate and meaningful manner. The data collected by questionnaire was analyzed, interpreted with the help of table, bar chart and pie chart.
DATA ANALYSIS & INTERPRETATION
Q.1 Do you remember any advertisment of Models ?
Answer Percentage
Yes 29%
No. 1%
Q.2 Which advertisment do you think is the most interesting
Answer Percentage
Maggi 2 Minutues Noodels 15%
Maggi Menia 5%
Maggu Curry 5%
Top Ramen 10%
Q.3 According to you which is most convincing advertisment
Answer Percentage
Maggi 2 Minutues Noodels 10%
Maggi Menia 8%
Maggu Curry 2%
Top Ramen 15%
Q.4 Which is most effective media to present the advertsiment?
Answer Percentage
T.V. 10%
Newspaper 2%
Magazine 3%
Internet 5%
Hoarding 10%
Q.5 Which part of advertisment is most convincing
Answer Percentage
Headline 5%
Theme 5%
Music 10%
Script 10%
OBSERVATIONS & FINDINGSThe various facts & figures, which has been found out while
doing the research, are as follows:
The most interesting advertisement is of Everest,
having maximum % of share as comparison to other.
Also Everest is the most convinent advertisement
among all.
While making the purchase decision the customers
mainly focuses on the brand image, which brings
quality & taste to customers.
Near about 40% to 50% people are interested in the
theme of the advertisement and rest remaining are
interested in headline, script etc.
In case of self designed advertisement more than 75%
of people liked it and ranked it either very good or
good.
Mainly most of the people felt that Zest spices are very
tasty and are also very cheap, easily affordable.
CONCLUSIONS
Though it is not easy to cover all the aspects in the
conclusion part of the report because of its vastness, but
then necessary things are covered under this particular
head. In case of noodles Advertisement yammi noodles are
in the first place of preference and also the quality
advertisement this segment. Whereas MDH stands behind to
second position, with its up coming flavours and taste. Other
players of noodles are in the run but are too far to compete
with nestle & Sun feast. Also many new comers are entering
in the market to give tuff fight to the existing players in this
segment.
SUGGESTIONS
Companies must advertise their products heavily.
Customers must be made aware about the taste of
noodles.
After sales services provided must be improved.
More advertisement must be made to improve brand
image.
Attractive offers must be made by the company.
Spares parts should be provided at low cost.
BIBLIOGRAPHY Marketing Management- Philip Kotler, Northwestern
University, 11th edition.
Foundation of Advertising theory & practice – S.A. Chunawalla & K.C. Sethia.
Marketing Research principle, applications & case, D.D Sharma, Sultan Chand & Sons publication.
Magazines & Newspapers
http://www.google.com
QUESTIONNAIRE
Name of Purchaser : _____________________________Respondent’ Name : _____________________________Age : _____________________________
Q.1 do you remember ay advertisement of Models ?
(a) Yes (b) No
Q.2 Which advertisement do you think is the most interesting
(a) Maggi 2 Minutes Noodles (b_ Maggi Curry
(c) Maggi Menia (d) Top Ramen
Q.3 `According to you which is most convincing advertisement
(a) Maggi 2 Minutes Noodles (b_ Maggi Curry
(c) Maggi Menia (d) Top Ramen
Q.4 Whic is most effective Media to present the advertisement?
(a) T.V. (b) Newspapers
(c) Magazine (d) Internet (e) Hoarding
Q.5 which part of advertisement is most convincing
(a) Headline (b) theme (c) Music (d) Script
Q.6 do you want to change the taste of Yummi Noodles
(a) Yes (b) No
Q.7 Did you like the advertisement designed by Yummi Noodles.
(a) Yes (b) No.
Q.8 which part of advertisement of Yummi Noodle is appealing ?
(a) Punchline (b) Theme
(c) Illustration (d) Slogan
Q.0 Have you ever have any prlblem with Yummi Noodles ?
(a) Yes (b) No
Q.10 Any Suggestion : _____________________________________________
____________________________________________________________
Thank you very much for your kind cooperation.
Place :Date Signature of Respondent
INTRODUTION TO THE PRODUCT
In the initial stage of manufacturing, milled malted barley and wheat flour are
mashed together in hot water where the starch is converted into sugars. To this sugar
solution dairy powders are added. The water content is then evaporated off to form a
syrup which is dried in vacuum band driers to form a cake. This cake is milled into the
finished powder. This is then fortified withvitamins and minerals
Claims are often made by malted milk drinks such as Horlicks that they assist
sleep, but these claims have been difficult to verify. GlaxoSmithKline tells inquiring
customers, with a surprising degree of honesty: "While ... research indicates that
Horlicks drinks can help you to sleep better, the exact way in which Horlicks works is not
clear."[1]
Malted drinks may help to stave off hunger overnight, which can lead to sounder sleep.[2]
The product's name has entered the vernacular in two ways. Firstly as an
interjection, usually taken to be a substitute for the profanity "bollocks". Secondly it
suggests a minor disaster or shambles, as in 'to make a complete Horlicks of something'
(see citation below). The former use was exploited by the company in a 1990s
advertising campaign, in which a harassed housewife exclaims "Horlicks" in a context
where a stronger term could have been expected, thus widening the term's exposure
and usage for a while.
The term was used in July 2003 by British Foreign Secretary Jack Straw ("a
complete Horlicks"[3]) to describe irregularities in the preparation and provenance of
a dossier regarding weapons of mass destruction in Iraq.
ScriptScene 1 - Two friends goes in a restaurant for a lunch.Scene2 - Boy colls the waiter
Waiter – yes SirScene3 - boy Noodles, Waiter Sir which noodlesScene 4 - Boy, Yummi Noodles Waiter - OK sir
Girl why yummi noodles
Don’t Wait !!! Attack on it
So Yummi
Yummi Noddles
Yummii Noodles
Don’t Wait !!! Attack on it
ANNEXURE