comparative study of soaps hll, p&g, godrej, nirma and johnson & johnson marketing 2014 dev
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8/12/2019 Comparative Study of Soaps HLL, P&G, Godrej, Nirma and Johnson & Johnson Marketing 2014 DEV
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ADISSERTATION
ON
Comparative study of SoapsComparative study of Soaps
HUL, P&G, Godrej, Nirma and HUL, P&G, Godrej, Nirma and
Johnson & JohnsonJohnson & Johnson
SUBMITTED FORPARTIAL
FULFILLMENT OF THEDEGREE OF
MAS!" #$
%USN!SS A'MNS"A#N
By
'evnandan Mu(hiya
(Roll No.: 1115270039
U!"#$ %&# G'")!*# o+ 'r) J) N) Giri
MANGALMA* NSU! #$ MANAG!M!N & !CHN#L#G*
+N#L!'G! PA"+ -. G"!A!" N#'A
H!A' #$ M%A P"#G"AM/S C!"$CA!
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T& %o *#$%+y %&)% D#$%)%o! %%l#" 0Comparative study of Soaps HLL, P&G,Comparative study of Soaps HLL, P&G,
Godrej, Nirma and Johnson & JohnsonGodrej, Nirma and Johnson & Johnson 1 *)$$#" o'% /y Mr) '!2NANA'AN
MU+H*A, "o33 No) 4445.67789 %'"#!% o+ MBA I S##%#$ )% M)!-)l)y
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'evnandan mu(hiya
"o33) No) 4445.67789
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0Comparative study of Soaps HLL, P&G, Godrej, Nirma and Johnson & JohnsonComparative study of Soaps HLL, P&G, Godrej, Nirma and Johnson & Johnson1 A!"
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I &#$#/y "#*l)$# %&)% %&# $##)$*& $#o$% %%l#" 0Comparative study of Soaps HLL,Comparative study of Soaps HLL,
P&G, Godrej, Nirma and Johnson & JohnsonP&G, Godrej, Nirma and Johnson & Johnson1 %&# $#'l% o+ !"6"')l #++o$% )!"
&) /##! *ol#%#" '!"#$ %&# -'")!*# o+ 'r) J) N) Giri, Man:a3may nstitute of
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a<3e of Contentsa<3e of Contents
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4) N"#'UC#N 6-4=
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47) "!C#MM!N'A#NS AN' C#NCLUS#N ?8-?=
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ntroduction of FMCGntroduction of FMCG
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FMG $#++#$ %o *o!'#$ !o!"'$)/l# -oo" $#'$##!% +o$ ")ly o$ +$#'#!%
'#. Ty*)lly4 ) *o!'#$ /'y %&## -oo" )% l#)% o!*# ) o!%&.
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o$ $#*o#!")%o! o+ $#l)/l# $#%)l#$C"#)l#$ "$6# '$*&)# "#*o!.
T$)l o+ ) !# $o"'*% .#. /$)!" %*&!- o+%#! !"'*#" /y &#)6y
)"6#$%##!%4 $#*o#!")%o! o+ %&# $#%)l#$ o$ !#-&/o'$C+$#!".
T&## $o"'*% *)%#$ %o !#*#%#4 *o+o$% ) #ll ) l''$#. T&#y ##% %&#
"#)!" o+ %&# #!%$# *$o #*%o! o+ o'l)%o!. P$*# )!" !*o# #l)%*%y
o+ "#)!" 6)$# )*$o $o"'*% )!" *o!'#$.
ndian Soap Mar(etndian Soap Mar(et
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H#)% )!" "'% )$# !%#-$)l )$% o+ I!")! *l)%#. T& )8# I!")! ) o!# o+
%&# "#)l )$8#% +o$ o) )!" o%&#$ *l#)!!- $o"'*%. T&# #!#%$)%o! o+
/)%&!- o) 9 o+ )ll &o'#&ol". T&# $##)$*& %'"y &o %&)% %&# #$
*)%) *o!'%o! o+ /)%&!- o) 513 -. So %&#$# ) 6#$y /- )$8#% +o$
o) ! I!"). T&# %o%)l %'$!o6#$ o+ o) o$ )$8#% ! I!") 5? l)* %o! #$
)!!' )!" !*$#)!- )% %&# $)%# o+ 5 #$ )!!'.
HLL
H!"'%)! L#6#$ L%#" (HLL I!")> l)$-#% +)% o6!- *o!'#$ -oo"
*o)!y %& l#)"#$& ! Ho# )!" P#$o!)l )$# P$o"'*% )!" Foo"
B#6#$)-#. HLL> /$)!"4 $#)" )*$o 20 "%!*% *o!'#$ *)%#-o$#4 %o'*&
%&# l6# o+ %o o'% o+ %&$## I!")!.
I+ H!"'%)! L#6#$ %$)""l# %&# I!")! *o$o$)%# o$l"4 % /#*)'# o+ /#!-
!-l# !"#" ! "#!%+y!- %#l+ %& I!")! )$)%o! )!" !##" ! #6#$y
)l8 o+ l+#.
HLL %&# )$8#% l#)"#$ %& 59 o+ &)$# +ollo#" /y Go"$#;. O%&#$ );o$
l)y#$> )$# N$) L%".4 ol-)%# P)lol6# L%". H#!8#l S* I!") L%".
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4)4) !;onomy$un;tiona3 <rand!;onomy$un;tiona3 <rand
I% *o$# o+ 35 o+ %&# )$8#%. T&# $#" *)$/ol* *)8# )$# lo $*#
-#$ 8ll#$. T&# !)# o+ +# o+ %&# +'!*%o!)l /$)!" )$# O4 N$)
/)%& )!" L+#/'oy. T&# $*# o+ %& /$)!" o) $)!-# +$o R. 5 %o R.
#$ 75 -.
.).) Popu3ar soapsPopu3ar soaps
T&# /--#% &)$# ! %&# o) )$8#%4 o'l)$ o) &) ) )$8#% &)$# o+
55. T&# $*# o+ %& *)%#-o$y o+ o) $)!-# +$o R. 12 +o$ ) 75
- *)8#. E)*& o) )!% %o o# ) #*)l /#!#+% l8# +$)-$)!*#4
+$#&!# #%*.
8)8) Premium soapsPremium soaps
I% *o$# o+ 7 o+ %&# %o%)l )$8#%. P$#' /$)!" )$# $*#" ! R.
1230 $)!-# +o$ 75 - *)8#. P#ol# )$# ll!- %o )y o$# +o$ %&
*)%#-o$y o+ o) )!" #6#$)l o%&#$ /$)!" &)6# #*)l $#l)%o!& )!"
#ol#. So# o+ %&# $#' /$)!" $oll!- )$8#% o!*# !%&ol
'l%)%#4 L' I!%#$!)%o!)l4 P)lol6# #%$) *)$#4 L# S)!*y4 D#%%ol4 #%*. %o
!)# ) +#.
=)=) Super premium soaps BSuper premium soaps B
T& *)%#-o$y o) %&# o% %!#% )$% ! %&# o) )$8#% )!" &)6# )
&)$# o+ o!ly 2? o+ %&# %o%)l o) )$8#%. T&# $*# $)!-# %)$% +$o
R. 30 )!" )/o6# +o$ 75 -.
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Mar(et Share SoapDMar(et Share SoapD
35%
55%
7% 3%
Economy
Popular
PremiumSuper Premium
T&# #*o!oy o) *o!%%'%# 35 o+ )$8#% &)$#4 o'l)$ o) *o!%%'%#
);o$ o$%o! o+ )$8#% &)$#4 55 %&#! $#' )!" '#$ $#' *o!%%'%#
7 )!" 3 $##*%6#ly.
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Se:mentation of soap on the <asis of pri;eSe:mentation of soap on the <asis of pri;e
10%
43%
3%
4% Rs. 5-8 Functional
Rs. 9-12 Popular
Rs. 13-30 Premium
Rs. 30 above supre Premium
F$o %&# )/o6# +-'$#4 % 6#$y '*& *l#)$ %&)% o% o+ %&# %ol#% o)
)6)l)/l# ! I!") +)ll !%o %&# *)%#-o$y o+ o'l)$ )!" $#' o)4 /o%& o+
%&## -$o' )**o'!% ?34 +'!*%o!)l o) )**o'!% 10 )!" %&#$# )ll
#$*#!%)-# +o$ %&# '#$ $#' o).
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List of soaps Eith their se:ments and pri;esList of soaps Eith their se:ments and pri;es
$un;tiona3
!;onomy
"s) 5-?
Popu3ar
"s) 9-4.
Premium
"s) 48-87
Super Premium
"s) 84 and a<ove
B$##J# N) P)lol6# E%$) Do6#
) M#" L' S8! )$#P)lol6# N)%'$)l H)) P#)$
L+#/'oy R#o!) N#6)
Bo$oo+% o&!o! B)/y
So)
M)$-o Doy
L$l o&!o! "
N## D#!
F)$ Glo F)!%&ol P)$8 A6#!'#
he entire pri;e :iven for 65 :msD
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Se:mentation of soap on the <asis of $MSe:mentation of soap on the <asis of $M
ota3 $atty MattersD ;ontentsota3 $atty MattersD ;ontents
$M >7->5F $M >>-67F $M 64-65F $M 6>-?7F
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10%
43%
43%
4%
Rs. 5-8 Functional
Rs. 9-1 Popular
Rs. 13-30 Premium
Rs. 30-a!o"e SuperPremium
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M#" ) B$##J# Do6#
P)lol6# !)%'$)l L' H)) N)
L+#/'oy N## R#o!) F)$-lo
L+#/'oy -ol" Bo$oo+%
L$l D#%%olP#)$ !%&ol
D#! N#6)
L' S8! )$#
P)lol6# E%$)
*)$#
P)$8 )6#!'#
DoyF)
o&!o! B)/y
o)
A$)'8
OBJECT VE OF STUDY
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E"ery stu#y $as certain o!ecti"e t$ere is no stu#y &it$out t$e o!ecti"e'
!ecause o!ecti"e are t$e purpose o( stu#y. )o stu#y ser"es any e*istence
&it$out its si+ni(icant t$us, t$ey are t$e !ac!one on &$ic$ t$e !o#y stu#y
stan#s.
a /o (in# out t$e a&areness o( F2 pro#uct amon+ t$e customers.
! /o (in# out t$e (actors a((ectin+ t$e purc$ase o( F2 pro#ucts.
c /o (in# out (rom &$ere t$e customer pre(er to !uy t$e F2
pro#ucts.
# /o (in# out &$ic$ !an is !ein+ pre(erre# !y t$e customer.
e /o (in# out t$e purpose o( tain+ F2 pro#ucts.
SCOPE OF STUDY
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KA**o$"!- %o +)%&#$ o+ )$8#%!- PHILIP OTLER
M)$8#%!- $##)$*& %&# y%#)%* "#-! )!)ly4 *oll#*%o! )!" +!"!- o+$#l#6)!% ")%) %o #*+* )$8#%!- %')%o! +)*!- %&# *o)!y
A**o$"!- %o Ameri;an Mar(etin: Asso;iation
KM)$8#%!- y%#)%* -)%&#$!-4 $#*o$"!- o+ ")%) )/o'% $o/l# $#l)%!- %o
)$8#%!- o+ -oo" )!" #$6*#.
So % *l#)$ %&)% %&# )$8#%!- $##)$*& o! %&# y$)" $o/l# o+ )$8#%!-.
I% '$o# %o y%#)%* -)%&#$!- )!" )!)ly o+ !+o$)%o! )!" o+ *o'$#
%o $o6"# )" o+ )$8#%!- )!)-##!%.
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'ly )$8#%!- !+o$)%o!4 $o/l# )!)ly %&# ;o/ o+ )$8#%!-
$##)$*&. M)$8#%!- $##)$*& %oo -#!#$)%# )!" '%lJ# )$8#%!- !+o$)%o!
/'% % '$o# $o/l# ol6!-.
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Research Methodoo!"esearch Methodoo!"
C3assifi;ation of Mar(etin: "esear;h
(B)#" o! '/;#*% o+ $##)$*&
T&# 6)$o' )$8#%!- $##)$*& $o/l# *)! /# *l)+#" /)#" o! '/;#*%
)%%#$ o+ $##)$*& ) &o! /#lo:
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R##)$*& o! *o!'#$
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R##)$*& o! "%$/'%o!
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R##)$*& o! )l#
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"esear;h pro;ess ;onsists of seven steps Ehi;h in pra;ti;a3 Eor(s)
1. Ana3yin: purpose : N##" o+ %&#o$#%*)l *o!*#% ! $)*%*)l o$8.
2. "evieE of 3iterature : L%#$)%'$# $#6# o+ 6)$o' /oo8 o!
)$8#%!- )!)-##!% %o )*'$# %&# 8!ol#"-# )/o'% %&# '/;#*%.
3. $ormu3ation of Hypothesis : T&# /)* &yo%&# )!" ) $)!"o
)l# o+ #ol# %o /# +o$'l)%#" o$ %o /# %)8#!.
?. "esear;h 'esi:n : R##)$*& "#-! o+ $o;#*% %o /# "o!# )!" )l#
J# %o /# %)8#! ) #$ %&# $#'$##!%.
5. Co33e;tion of 'ata : M#%&o" o+ *oll#*%o! o+ $)$y )!" #*o!")$y
")%) %o /# )*#".
@. Ana3ysis of 'ata: T&# ")%) %o /# )!)lyJ#" %& $##*% %o %&# %&#o$# -6#!
! %&# /oo8 &*& )$# $#+#$$#" )!" 8!o! %o '.
7. nterpretation and "eportin:: T& %&# $#'l%)!% o+ )!)ly o+ ")%)4
&*& *oll#*%#" /y '$6#y )!" *o)!y 6%.
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%rand Name B Pears%rand Name B Pears
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ar:et : I% /)*)lly %)$-#% %o o#! +$o )-# -$o' 15?5
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%rand Name B "!I#NA%rand Name B "!I#NA
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ar:et : T)$-#% o#! o+ ""l# *l)
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%rand Name B '!NM%rand Name B '!NM
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%rand Name B '#2!%rand Name B '#2!
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(75 - )!" 125 -.
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%rand Name B PALM#L2! NAU"AL%rand Name B PALM#L2! NAU"AL
A<out the %rand : T& /$)!" ) l)'!*&#" +# o!%& /)*8 /y ol-)%#
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%rand Name B $A S#AP%rand Name B $A S#AP
A<out the %rand : T&# %$#!-%& o+ %&# +) o) % l" +$)-$)!*#.
ar:et : I% %)$-#%#" %&# o#! *l) +$o ""l# *l) )!" ')$".
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%rand Name B 'etto3%rand Name B 'etto3
A<out the %rand : I% ) $o"'*% +$o R#*8%% P$))l L%".
Target : I% %)$-#% #6#$y '#$ I!")! ""l# *l) +)ly.
Positionin: : I% o%o!#" ) ) o) &*& )8# +)ly KS'$)8&%
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Avai3a<3e "an:e & Sie : 125 -
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N"MAN"MA
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%and NameB NMA%and NameB NMA
A<out the %randB I% %&# $o"'*% +$o N$) L%".
ar:etB I% *)%#$ %o %&# !##" o+ o#! o+ )-# -$o' o+ 1@30.
Positionin:B I% o%o!#" ) ) o) +o$ o#!.
Pri;eB R. 10
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+)ly.
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o#! o$# /#)'%+'l )!" +##l yo'!-.
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%rand NameB MA"G# S#AP%rand NameB MA"G# S#AP
A<out the %randB All !# M)$-o4 o!# o+ %&# +)%#% -$o!- $#' o) !
I!")4 $o# ) *ol#o! )-lo %& %&# -oo"!# o+ !##.
#%#" %& )!%#%* $o#$%#4 %&# N## ! M)$-o *l#)!# +$o "## "o!4
$#o6!- -#$4 -$# )!" /l#&# /'% %&o'% $#o6!- )!y 6%)l /o"y
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Pri;eB "s) 47)57
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Advertisin: #<je;tiveB %o !+l'#!*# %&# o#! &o )!% !)%'$)l $o"'*%.
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%)8#! *)$# /y !)%'$)l )!" )!%#%* $o"'*% l8# N##.
Sa3es PromotionB F$## H#!8o o"#$ )*&#% %& 2 )*8 o+ 75 -.
Avai3a<3e "an:e & SieB 75 -.
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%rand NameB $air:3oE%rand NameB $air:3oE
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6#-#%)/l# o$-! )!" )/ol'%#ly )+#. I% !)%'$)l )*%o! !6ol6# $#"'*%o! o+ %&#
/l)*8 #l)!! ! %&# 8! %&o'% *&)!-!- %&# 8!> !)%'$)l /)l)!*#. T&#
N)%'$)l OyG )lo &#l $#o6# /l#&# %o -6# %&# '#$ ) oo%& )!"
-lo!- *ol#o!. FAIRGLO %&#$#+o$#4 $o6"# +)$!# +o$ %&# +)*# )!"
%&# &ol# /o"y %&o'% )!y #%$) #++o$%. I! '4 % -6# %&# %! )"6)!%)-# o+
) *l#)! )!" +$#& /)%& &l# )lo $o6"!- %&# +)$!# /#!#+%.
ar:etB I% %)$-#% %o %&# #6#$y o#! o+ I!") &o )!% %o &)6# +)$/$-&%
*ol#o!. T&)% &y % ) o!# o+ %&# %o '**#+'l /$)!" o+ 2001.
Positionin:B I% o%o! ) ) /#)'%y o) %& N)%'$)l OyG &*& &#l %&#
8! %o $#"'*# /l)*8 #l)!! %&o'% *&)!-!- 8!> !)%'$)l /)l)!*#.
Pri;eB "s) 47
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Advertisin: #<je;tiveB T&# o/;#*%6# %o )%%$)*% #6#$y o#! o+ %&# *o'!%$y
&o loo8 +o$ /#%%#$ *ol#o!.
Advertisement Strate:yB I% $o;#*% %&# o) &*& *o'l" )8# %&# +)*# )!"
&ol# /o"y o$# +)$#$ %&o'% )!y #%$) #++o$% )!" -6# %! )"6)!%)-# o+
*l#)! )!" +$#& /)%&.
Sa3es PromotionB No *&## -6#!.
Avai3a<3e "an:e & SieB 75 - )!" 125 -.
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%rand NameB%rand NameB N! CNH#L S+N $"!SHN! CNH#L S+N $"!SH
A<out the %rand: N! CNH#L S+N $"!SH ) '!'# %ol#% o)
%& O$)!-# #%$)*% &*& -6# +$#&!# )lo!- %& 8!*)$#. O$)!-# )!
!-$#"#!% 8!o! +o$ % 8! /#!#+% !*# %# #o$)l )!" CNH#L
S+N $"!SH o++#$ %&# )# /#!#+% ! %&# +o$ o+ o) +o$ ) F$#& )!"
L6#ly 8! %o )ll % *o!'#$.
ar:etB F$% % %)$-#%#" %o %&# #! !o %&# !# !%&ol S8! F$#& %)$-#% %o
%&# )ll #ol# +$o yo'!- %o ol".
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Advertisin: #<je;tiveB T&# o/;#*%6# %o !+l'#!*# )ll %&# #ol# &o )l)y
%$y %o 8## %&##l6# +$#&.
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Advertisement Strate:yB T&# )"6#$%##!% %$)%#-y %o $o;#*% !# !%&ol
S8! F$#& o) ) )! #l##!% o+ +$#&!# ) #ll ) *l#)!!-.
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%rand NameB%rand NameB ALLCA"!ALLCA"!
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So) &*& *o!%)! G#$/l)%#$4 )! #++#*%6# -#$*")l )!" o%'$J#$.
T&# G#$/l)%#$ #++#*%6#ly +-&% %&# -#$ &l# %&# o%'$J#$ 8## %&#
8! o+% )!" 'l#.
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Advertisement Strate:yB T&# )! ) o+ )"6#$%##!% %$)%#-y %o $o;#*%
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Avai3a<3e "an:e & SieB 75 - 125 -.
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OE AND HLL AND PG PRODUTS IN INDIA SLOGANS USED B HLL AND
PG OMPAN19 B$)" D$!81903 E&l)$)%!-4 I!6-o$)%!-4 A" D-#%o!190@
O$-!)l P'$# Foo" D$!8190 D#l*o' )!" H#)l%&+'l1915 Fo$ All T&$% HLL AND
PG: ol)1919 HLL AND PG: ol) I% )8# yo' S*!%ll)%#1920 D$!8 HLL AND
PG: ol) I% ll S)%+y o' ?2
• 192 P# o' U1929 H#$# H#)l%&1932 S)$8l!-4 D#l*o'1933 I% %&# B#%
ol) D$!8193? Do'/l# SJ# R#+$#&!- )!" H#)l%&+'l193 o! %&# S!- %o HLL
AND PG1939 T*# ) M'*& +o$ ) N*8#l19?3 B--#$ D$!84 B#%%#$ T)%#19?7 I%
) G$#)% A#$*)! '%o19?9 &y T)8# L# &#! HLL AND PG B#%Q1950
Mo$# Bo'!*# %o %&# O'!*#195? T&# L-&% R#+$#&#!% R#+$#&!- %&o'%
Fll!-195 B# So*)/l#4 H)6# ) HLL AND PG19@1 No I% HLL AND PG +o$
T&o# &o T&!8 o'!-19@3 o# Al6# o'$# ! %&# HLL AND PG
G#!#$)%o!19@7 T)%# %&)% B#)% %&# O%&#$ ol"4 HLL AND PG Po'$ I% O!.19@9
o'6# -o% ) Lo% %o L6#< HLL AND PG -o% ) Lo% %o G6#.
• 1973 o! %&# HLL AND PG P#ol# F##l!- F$##197@ H)6# ) HLL AND PG
D)y1979 )%*& T&)% HLL AND PG S$% T)8# %&# HLL AND PG
&)ll#!-#191 HLL AND PG Go% o'$ T)%# +o$ L+#193 HLL AND PG
No 19? T&# &o*# o+ ) N# G#!#$)%o!197 A#$*) &o*#199 A
G#!#$)%o! A&#)"1992 Go%%) H)6# I%1993 B# o'!-4 H)6# F'!4 D$!8 HLL AND
PG1995 No%&!- El# ) HLL AND PG1997 G#!#$)%o! N#%199 S)# G$#)%
T)%# 1999T&# oy o+ ol)2000 T&# oy o+ HLL AND PG2003 HLL AND PG.
I% %&# ol)20002003: A)J)" "l 8 (H!" #)!!- F$##"o o+ %&# H#)$%
(I!")2003: I% %&# ol)CD)$# +o$ Mo$# (HLL AND PG o#$*)l2003
2005: #& Py) H) B)" (H!" #)!!- T& %&$% %oo '*& (I!").
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• A! *# *ol" HLL AND PG. I% /#%%#$ %&)! #200@2007: &y o' Do--!-
M#CT)%# %&# o!# %&)% +o$#6#$ yo'!-2007200: Mo$# H)yCT)%# %&# o!*#
%&)% +o$#6#$ yo'!-200: #& H) o'!-%)! M#$ ))! H!" #)!!- T&
%&# o'!- #$) y"#)$ (I!") )!" P)8%)!200: HLL AND PG S%'++ S'#$
Bol o#$*)l200: HLL AND PG 1 T *o#$*)l200: HLL AND
PG+y 8)$o -) o#$*)l (H!" #)!!- )!!) HLL AND PG+y200
2009: So#%&!- +o$ E6#$yo!#.2009$##!%: R#+$#& #6#$y%&!- )!" ("'$!-
)!y *o#$*)l E6#$y G#!#$)%o! R#+$#&# %&# o$l" THE RIARL
BEGINS: o8# o# %o I!") HLL AND PG*o# %o I!") %& +)!+)$# ! %&#
++%#. Fo$ ) !'/#$ o+ ")y4 T&# H!"'%)! T# )!" o%&#$ !#)#$ o+ N#
B)!)$) *)$$#" +'ll )-# )"6#$%##!% &o!- ) /- /oy ! '!+o$ %& ) o+%
"$!8 *$o! ) %&# *). T&#$# ) !o !"*)%o! o+ %&# $o"'*%. A+%#$ ) +# ")y4
o8# ) !%$o"'*#". I% ) )! #!%$#ly !# "$!8 &*& +)*!)%#" #ol#. I% oo!
/#*)# %&# !)%o!)l "$!8. Fo$ %&# +$% %#4 ) o+%"$!8 ) )6)l)/l# +$o o!#
*o$!#$ o+ %&# *o'!%$y %o )!o%&#$. T&# #$o! &o /$o'-&% HLL AND PG%o I!")
) %&# +)%&#$ o+ l)%# S)$")$ &)$)!;% S!-&4 S)$")$ Mo&)! S!-&.
• $)*%*)l )! Mo&)! S!-& $#)lJ#" %&)% %o o'l)$J# o*)ol)4 )!" )8# % )
/#%#ll#$ % ) !#*#)$y %o K*)%*& %&# yo'!-. So &# +o*'#" o! yo'!-%#$ ! %&#
o*#%y. T&# *o)!y $#)lJ#" %&)% %o /#*o# ) ) *o!'%o! $o"'*%4 o!# &) %o
-o %o %&# 6ll)-#. T&#y -)6# '*& o$%)!*# %o %&# "%$/'%6# !#%o$8. T&#
*o)!y %$'*8 'l#" *o8# %o #6#! %&# $#o%#% 6ll)-#. F# $o"'*% )#)$ %o
/# o$# l)$ %&)! o+% "$!84 y#% %&# ol) )$ %&)% )$8 %&# *o#%%o! /#%##!
HLL AND PG&o &o #6#! o$-)!J)%o! %& &-&ly l)$ $o"'*% *)! /#
"++#$#!%)%#" /y %&#$ /'!# %$)%#-#. T&#! *o# /)%%l# o6#$ %&# '# o+ /o%%l#
J# %)!")$"J)%o!. o8# %&# )$*& $6)l %$#" %o o++#$!- o$# ol) )% ) lo#$ $*#.
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HLL AND PG &*& &)" o# o+ % #)$ly !6#%#!% %#" ' ! 250l /o%%l#4
#!% %&# +o'!%)! )y. T&# G#!#$)l /o%%l# J# +$##" &) #%%l#" )% 300 l. 100 l
o$# %&)! %&# $# MN %)!")$". Fo'!%)! "#!#$4 *)$$y &o# /o%%l#4 #6#!
1.50 l)%* /o%%l# %& *) -oo" #!o'-& %o 8## %&# ly!- "o! )!" %ll $##$6#
%&# +JJ. I% o'$#" ! 6)% ' %o & ' % 6/l%y )% %&# $#%)l l#6#l4 o %&)%
*o!'#$ #$# -$##%#" 6$%')lly )% #6#$y %$##% *o$!#$ /y HLL AND PG> /l'#4 $#"
)!" &%# *olo$4 /#*)'# %&#y &)6# #$*#%o! K%&# %&!- o! "l)y S#ll o$#.
HLL AND PG4 +!)lly4 $#"o!- %&# $#)l %&!- %o %&# $#l*)%# %&# '**# %&)% %>
)$*&$6)l4 HLL AND PGo. H) )*#" %& % +)% )!" +'$o' )$8#%!-. B'%
%o ! % o8# *oy!- HLL AND PG.
• MARETING STATEGIES OF HLL AND PG PRODUT o8# ) l)'!*&#" !
I!") ! A-$)4 O*%o/#$ 2?4 ! 934 oo! )+%#$ % %$)"%o!)l )ll I!")! l)'!*& o+ % ol).
A% %&# )$8!- !# /o%%l!- l)!% )% H)%&$)4 !#)$ A-$). o8# ) /)*8 %& ) /)!-
)+%#$ % #% ! 1977. o8# ) l)!!!- %o l)'!*& ! !#% '#$ %&# o$)!-# "$!84
HLL AND PG%& %&#*l#)$ l#o! "$!84 $%#4 +ollo!- l)%#$ ! %&# y#)$.
• o8# )l$#)"y o! o$# /$)!" %&)! % ll o6#$ !##"4 !*# % &) /o'-&% o'% R)#&
&)'&)!. o8# ;'% !##" %o ;'--l# %&## /$)!" )$o'!" "#%$o'ly %o ##% %
o/;#*%6#4 %o #!'$# %&)% HLL AND PG "o# !o% -)! )$8#% &)$# ! % To")y4
o8# $o"'*%l!# !*l'"#4 o*)ol)4 T&' U4 HLL AND PG4 Gol" So%4
M))J)4 %$)4 S$%#4 Bl#$l'/ So") )!" D#% o8#. PAAGING HLL AND
PGI!") L%#" (IL &) /o%%l#" % ol) "$!8 ! "++#$#!% J# )!" "++#$#!%
)*8)-!- .#.4 200 l /o%%l#4 300 l. Bo%%l#4 330 l. )!4 500 l. Bo%%l# +o'!%)!
HLL AND PG4 )!" /o%%l# o+ 1 )!" 2 l%$#. PRODUT POSITIONING O!#
o$%)!% %&!- '% /# !o%*#" %&)% T&' U ) %$o!- /$)!" ! #%#$! )!"
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o'%&#$! I!")4 &l# o*) ol) %$o!- ! No$%&#$! )!" E)%#$! I!"). %&
6ol'# o+ T&' U /#!- lo ! %&# *)%)l4 %&#$# )$# l8#ly *&)!*# o+ o*) ol)
l)&!- %&# $*# o+ T&' U %o R. 5 )!" *o!%!'# %o #ll o*) ol) )% %&# )#
$)%#. A!)ly% +##l %&)% %& %$)%#-y )y &#l o8# !*# % &) 2 ol) /$)!" !
*o)$o! %o HLL AND PG &*& &) ;'% o!#. T&' U )**o'!% +o$ ?0 o+
o*) ol) *o)!y %'$! o6#$4 +ollo#" /y o*) ol) &*& &) ) 23 &)$# )!"
HLL AND PG &*& )**o'!% +o$ 17 o+ %&# %'$! o6#$ o+ %&# *o)!y. (T&'
' /#!- %&# lo*)l "$!84 % &)$# ! %&# )$8#% !%)*%4 +o$*!- %&# *o)!y %o
#$6*# %&# /$)!"4 ) % "" l)% y#)$ M$. Do!)l" &o$% EO4 o*) ol) I!")4 )"
%&)%4 # ll /# )/ol'%#ly *o+o$%)/l# + T&' U No. 1 /$)!" +o$ ' ! I!")
! %&# y#)$ 2000. # ll #ll &)%#6#$ *o!'#$ )!% ' %o. o*) ol) I!") &)
o%o!#" T&' ' ) ) /#6#$)-# )o*)%#" %& )"6#!%'$# /#*)'# o+ % %$o!-
%)%# )!" )lo )8!- % *o#%# %& HLL AND PG ) #6#! HLL AND PG
)o*)%#" %& )"6#!%'$#4 yo'%&.
• PRIE T&# $*# /#!- +#" /y !"'%$y4 l#)6!- 6#$y l%%l# $ol# +o$ %&# l)y#$ %o
l)y ! %&# #%%!- o+ %&# $*#4 ! %'$! )8!- % "++*'l% +o$ *o#%%o$ %o *o#%#
o! %&# /) o+ $*#. T&# +#" *o% %$'*%'$# ! )$/o!)%#" So+% D$!8 I!"'%$y4 )!"
%&# !%#!# *o#%%o! )8# % 6#$y "++*'l% %o *&)!-# o$ )l%#$ %&# $*#. T&#
6)$o' *o% !*'$$#" /y %&# !"6"')l *o)!y )$# )lo% '!)6o")/l#. T&## /#!-
%&# *o% o+ *o!*#!%$)%#4 %)!")$" /o%%l!- o#$)%o!4 "%$/'%o$ )!" /o%%l#$
*oo!4 "%$/'%o! ##!# )!" %&# $oo%o!)l )!" )"6#$%!- ##!"%'$#
(A +)$ ) o8# *o!*#$!#"4 % &)" %o !*'$ ) l%%l# o$# %&)! HLL AND PG )
HLL AND PG )6#" % )y %o I!") ! 199&l# o8# )"# ) *o# /)*8 !
1993.'$$#!%ly ) 300 l. o8# /o%%l# )6)l)/l# +o$ R. @ %o T&# 330 *)! )
!%)lly )6)l)/l# +o$ R. 13 )!" !o4 !*# %&# $*# &) -)6# ' %o R. 1 #$ *)!.
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T&# $*# o+500 4 1 l%$#. A!" 2l%$ /#!- R. 15 R. 23 )!" R. ?0 $##*%6#ly
()**o$"!- %o %&# *'$$#!% '$6#y. D)%!- /)*8 %o =934 &#! HLL AND PG &8#" %&#
$*# o+ HLL AND PG ol) +$o R. 5 %o R. @#$ 250 l. /o%%l# ! o# )$% o+
%&# *o'!%$y!*l'"!- A-$). o8# #!#%$)%#" %&# )$8#% %& $*# o+ R. 5 +o$ ) 300
l. /o%%l#4 )8!- % *&#)#$ /y R. 1 )!" 50 l. %&)! HLL AND PG. o8#
%$)%#-y )% %&)% %# /#!- )/l# %o #)!" %&# )6)l)/l%y o+ o+% "$!8 #6#! ! $'$)l
I!"). o8# $o$%y /#!- %o +$% !*$#)# %&# !'/#$ o+ "$!8 #$ "$!8#$4 )!" %&#!
%&# !'/#$ o+ "$!8#$ %#l+. HLL AND PG )lo %$#" %& /'% ) %$)#" /y )
#$# o+ *o#%%6# $*# !*$#)# )!" *&)!-# ! /o%%l# J# /y P)$l#. B'% %&#
$*# o+ o+% "$!8 &)6# &o% ' !*# HLL AND PG )$$6)l )!" %&# *'$$#!%
$*# )$# /#!- #!%o!#" ) '!"#$.
• P$*# l% N)# Bo%%l# SJ# MRP (! R.o8# P#$ Bo%%l# 200 l @o8# 300 l
10o8# 500 l (Pl)%* C Gl) 22o8# 2 l%$# @0D#% o8# ()! 330 l )!
35o8# ()! 330 l )! 3 Ho#6#$4 %&# %$#!" )y &)6# /##! ! %&# #)$ly 904
!o %&# $*# o+ HLL AND PG )!" o8# )$# %&# )# )8!- % "++*'l% ! +'%'$#
)!" $##!% %o *o#%# o! %&# /) o+ $*#. * PLAE o8# )y &)6# -)!#" )!
#)$ly )"6)!%)-# o6#$ HLL AND PG !*# % %oo8 o6#$ P)$l# !199?. H#!*#4 % &)"
$#)"y )**# %o o6#$ 24 004000 $#%)l#$ o'%l#% )!" @0 /o%%l#$. o8# ) &)" ) /#%%#$
"%$/'%o! !#%o$84 o!- %o %&# "# !#%o$8 o+ P)$l# "$!8 )ll o6#$ I!"). o8#
&) +'$%&#$ #)!"#" % "%$/'%o! !#%o$8.
• o8# )!" % $o"'*% #$# )6)l)/l# ! o6#$ 24 504000 o'%l#% (! *o!%$)% %& HLL
AND PG 24004000. o8# &) ) -$#)%#$ )"6)!%)-# ! %#$ o+ -#o-$)&*)l
*o6#$)-#. B'% o8# &) &)" $o/l# %& % /o%%l#$ ) %&# $#'$#" $o+% +o$ %&#
/o%%l#$ &)6# !o% /##! +o$%&*o!-. T& o$# o /#*)'# o8# &) &8#" %&# $*#
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o+ % *o!*#!%$)%# /y R. F'$%&#$4 o8# o#$)%o! ! I!") )$# 100 Fo/. No4 %
l)! %o *o!6#$% %&#! !%o OBO. T& %$)!!- %&# $#l)%o!& /#%##! %&# o8#
)!" % /o%%l#$. T&# *o)!y &)" "#*"#" %o *$#)%# ) +'!" %o $#/'$# #$+o$!-
/o%%l#$ +o$ %&# #%$) *o% !*'$$#" o! )**o'!% o+ %&# &8# ! $*# o+ o+% "$!8
*o!*#!%$)%#. M$. S&o$% )lo $#)lJ#" %&)% I!") ) $*# #!%6# )$8#% )!" %&#
*o)!y o'l" &)6# %o )/o$/ ! %&# !*$#)# ! #*# "'%y )!" )" %&)% ! %&# lo!-
$'! o8# ll &)6# %o l)& $*# +o$ %&# /#!#+% o+ %&# *o!'#$ )!" )" %&)% %&#y
#$# *o!"#$!- ) *'% ! %&# $*# o+ %&#$ +o'!%)! o+% "$!8. HLL AND PG&)6#
"#6#" %$)%#-# %o -#% $" o+ ""l##! ! %&# "%$/'%o! !#%o$8. Ho#6#$4 50
o+ %&# !"'%$y '!+o$%'!)%#ly "##!" o! %&## ""l##!. A o+ !o4 )$o'!" 100
)-#!% )$# $##!% ! B)!)!). Bo%%l#$ o+ %&# 2'l%!)%o!)l &)6# %$o!-ly +#l% %&#
!##" %o $#o6# %&## ""l##! +$o %&# "%$/'%o! y%#4 /'% 6#$y l%%l# '**#
&) /##! )*#" ! "o!- o .D PROMOTION I% '% /# $##/#$#" %&)% o+%
"$!8 '$*&)# )$# )! 'l# /'y lo !6ol6##!% $o"'*% &*& )8#
$oo%o! )!" )"6#$%!- )! o$%)!% )$8#%!- %ool. T&# 2 )$*& $6)l &)6# #!% )
lo% o! )"6#$%!- )!" o! $oo%o!)l )*%6%#.
• To $oo%# ) /$)!" )!" #6#! %o #!" ) lo% o! )"6#$%!-4 %&# *o)!y '% /#
))$# o+ %&# #$*#6#" ')l%y o+ %&# /$)!"4 % /$)!" o#$ (+ )% )ll %&#$# !*#
*o!'#$ )8# '$*&)# "#*o! /)#" o! %&#$ #$*#%o! o+ 6)l'# .#.4 o+ ')l%y
$#l)%6# %o $*#. A**o$"!- %o P)'l S%o/)$%4 A"6#$%!- #!*o'$)-# *'%o#$ %o
$#*o-!J# %&# ')l%y %&# *o)!y o++#$. P$*# $oo%o! o+%#! $o"'*# &o$%%#$
)l# !*$#)#. o*) ol) &) #!%#$#" !# )$8#% )!" )lo "#6#lo!- )$8#%
#*o!o* (l8# I!") %& '*&!##"#" ;o/. o8# )%%$/'%# % '**# %o /o%%l#$4
%&# o*) ol) y%# %#l+4 .#.4 % ##*'%6# *o%%##4 #loy##4 BOD4 *o)!y
$#"#!% /'% )/o6# )ll +$o %&# *o!'#$. o8# $#" *olo$ *)%*&# )%%#!%o! #)ly
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)!" )lo %&# D#% o8# &*& % !%$o"'*#" ) %)8!- %&# )8#4 ) HLL AND PG
&) !o% *o# o'% %& %& ! I!"). E6#$ !*# o8# #!%$y ! I!") ! 19934 o8#
)"# ) *o /)*8 ()+%#$ '%%!- ! 19774 ! O*%o/#$ 2? ! A-$)4 %&# *%y ) +loo"#"
/y %$'*84 %&#$# &##l#$4 %$*y*l# *)$")ll %& &'-# $#" o8##/l)Jo!#"
'/$#ll). R#%)l#$ #$# "l)y!- %&#$ o8# /o%%l# ! "%!*%6# $)*84 )lo %&
#*)lly"#-!#" *#/o# %o 8## o8# /o%%l# *ol". T& ) o!# /- ;ol% %o HLL
AND PG. STRATEGIES ADOPTED B OE AND HLL AND PG.
• T&# HLL AND PG P$o*#: D#%# /#!- ) -lo/)l /$)!"4 HLL AND PG &)
/'l% % '**# o! ##%!- %&# I!")! *o!'#$> !##"4 )$%*'l)$ly ! %#$ o+
)8!- %&# /$)!" y!*&$o!J# %& lo*)lJ#" #6#!% )!" %$)"%o!. I!%#)" o+ &)$!-
o! % -lo/)l l!#)-#4 #$-o4 % %$# %o l'- !%o #%&!* +#%6)l4 '# %&# 6#$!)*'l)$
!"++#$#!% )$% o+ %&# *o'!%$y4 )!" /l#!" !%o %&# lo*)l +)/$*. HLL AND PG
'!- /o%& !)%o!)l *))-!'*& ) %&# D$!8 HLL AND PG4 G#% S%'++ *&##4
&*& o++#$ l)$-# "*o'!% o! o%&#$ $o"'*% %o HLL AND PG/'y#$ ) #ll )
lo*)l. T&# o8# oy: I!%#)" o+ *$#)%!- ) /o!" %& %&# *'%o#$ %&$o'-& )ll
/'% &-&)*% #6#!%4 HLL AND PG*&o# %o )o*)%# %#l+ %& !)%o!)l )!"
!%#$!)%o!)l #-) #6#!% l8# %&# o$l" ' $*8#%4 199@4 )!" o$l" *' +oo%/)ll
199. B'% !o *o8# )lo #!%#$!- !%o lo*)l )*%o!. o8# )lo %$y!- %o )8#
%&#$ /$)!" y!*&$o!J# %& lo*)lJ#" #6#!% %$)"%o! )!" +#%6)l. HLL AND
PG!# %)- l!# ! %& )"6#$%##!% KR#)l &o!-4 $#)l $#+$#&#$. I! %& )y
o8# *oy HLL AND PG. EMPOERMENT T&# HLL AND PG P$o*#:
O!*# o+ %&# %$o!-#% #)o! ! HLL AND PG> )$o$y %&# +l#/l%y % &)
#o#$#" % #ol# %&. E6#$y )!)-#$ )!" )l##$o! &) %&# )'%&o$%y %o %)8#
&)%#6#$ %#  o$  +##l ll )8# *o!'#$ ))$# o+ %&# /$)!" )!" !*$#)#
% *o!'%o!.
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• T&# o8# oy: Fl#/l%y %&# #)o! %&)% o*)ol)4 +#%%#$#" ) % /y %&# !##"
+o$ )$o6)l +$o A%l)!%) +o$ )lo% #6#$y%&!-. I! %&# )%4 %& &) &o! ' ! %
%'//o$! !%#!*# o! ;'!8!- %&# +$)!*&## !#%o$8 % &)" )*'$#" +$o P)$l#< !
% "##!"#!*# o! % o! +##"/)*8 #*&)! o6#$ %&)% o+ % /o%%l#$<> )!" o! %
&#)"')$%#$l#" )$o)*&. PRIE T&# HLL AND PG $o*#: HLL AND PG
&) *o!%#!%ly #l"#" % $*!- %$)%#-y ) ! !6%)%o! %o )l#4 )!- %o %'$!
%$)l !%o )""*%o!. I% l)'!*&#" %&# 500 l /o%%l# ! 199? )% R. 6#$' T&' U>
R. 94 ! A$l4 199@4% 1.5 l%#$ /o%%l# +ollo#" o8# !%o %&# )$8#%l)*# )% R. 30
R 5 l# %&)! o8#> .B'% % *o'l"!>% *o!%!'# %&# lo#$ $*# o%o!!- +o$ lo!-.
T&# o8# oy: I!%)lly4 *o8# *)$/o!*o#" %&# %$)%#-y /y !%$o"'*!- %
330l*)! ! )!')$y 199@4 )% )! !6%)%o! $*# o+ R. 15 /#+o$# $)!- % %o R. 1.
By %& %#4 % &)" $#)lJ#" %&)% %&# HLL AND PG/$)!" "" !o% &ol" #!o'-&
)%%$)*%o! +o$ *'%o#$ %o +o$8 o'% ) $#'. T&# 200l o8#4 l)'!*&#" o +)$ !
)$% o+ #)%#$!4 #%#$!4 )!" !o$%&#$! I!")4 $*#" )% R. 54 lo#$!- %&# #!%$y
/)$$#$. Too $#)lly "$6# %&# )$8#%4 ) o8# )!% %o yo' '% -o "o! %o R. 3>.
HLL AND PG S. OE.
• 2 BILLION TURNOER 1@ BILLION32 INT. SALES AS 70 OF
TOTAL SALESRS. 5OO RORES TOTAL INESTMENT RS. 250 IN
INDIARS. 300 RORES PROPOSED RS. 24?00 INESTMENTS2?00 NO. OF
EMPLOEES 1?013 NO. OF ONED NIL BOTTLING PLANTS 55
• FRANHISES 53?000 NO. OF FOUNTAIN 1500N.A. TOTAL INESTMENT R
125 R B BOTTLERS@ NE PLANTS PLANNED N.A. HLL AND PG AND
OE MARET SHARE IN INDIA.
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OLA ARS HLL AND PG6C HLL AND PG OER A ENTUR OF OLA
SLOGANS4 OMMERIALS4 BLUNDERS4 AND OUPS T&#$# l%%l# "o'/% %&)% %&# o%
$%#" )!" !%#!# *o#%%o! ! %&# /#6#$)-# o$l" /#%##! HLL AND PG)!" HLL
AND PG. T&## %o A#$*)! *o)!# lo!- )-o %oo8 %&#$ /)%%l# o$l""#4 )!"
)l%&o'-& %&#$# )$# o%&#$ *ol) ! %&# )$8#%4 %&## -)!% o**'y %& &-&%)8# )$#!) /y
%&##l6#. T&# )*% o+ HLL AND PGo! o'l)$ *'l%'$# !"'%)/l#4 )!" I &)6#
o/#$6#" ! y %# )!)-!- %& #/ %# %&)% A#$*) &) !o% /#*o# ;)"#" )/o'% %&#
*ol) )$. T&# #o$)/l)4 %&# ;!-l#4 %&# %$6) )ll %ll o'l)$. So I ) o++#$!- %&
)-# ! )! )%%#% %o )')-# ) ## /% o+ %&# HLL AND PG%&$% %&)% %&$6!- o! o'$
l)!#%. IT ALL STARTED . . . .HLL AND PG) !6#!%#" )!" +$% )$8#%#" ! 1@4
+ollo#" /y HLL AND PG ! 19. HLL AND PG) !)#" )+%#$ %&# *o*) l#)6# )!"
8ol) !'% o&! P#/#$%o! '#" %o )8# %4 )!" HLL AND PG )+%#$ %&# /#!#+*)l #++#*% %
*$#)%o$4 )l#/ B$)" &)4 *l)#" % &)" o! "yHLL AND PG). Fo$ )!y y#)$4 HLL AND
PG&)" %&# *ol) )$8#% *o$!#$#". HLL AND PG ) ) "%)!%4 !o!%&$#)%#!!- *o!%#!"#$.
B'% ) %&# )$8#% -o% o$# )!" o$# l'*$)%6#4 $o+#o!)l )"6#$%!- /#*)# o$# )!"
o$# o$%)!%. T&## o") *o)!# &)6# /##! l#)"!- %&# )y ! )"6#$%!- #6#$ !*#.
• HLL AND PG %)$-#%!- yo'!- -#!#$)%o! )!" %&#$ )" *))-! )$# ) *l#)$
#)l# o+ %&)%4 &#$#) HLL AND PG %)$-#%!- %&# +)ly ) ) &ol# &*& &) /##!
% ol" +o$'l) +$o )-#. P$##!%ly HLL AND PG)y /# l#)"!- ! /#6#$)-# l8# *o8#4
/'% % +)*!- #6#$# *o#%%o! +$o M$!")4 N/ooJ )!" !)*8 !"'%$y &#$# HLL
AND PG $'l!- %&)!8 %o % URURE )" %&)% &) l#" %o -$#)% )l# +o$ HLL AND
PG O. T&o'-& ! )*8#" "$!8!- )%#$ INLE (HLL AND PGBRAND )!"
AAFINA (HLL AND PG O BRAND /o%& )$# %$#)%#" #')lly /y *'%o#$.
Mo$#o6#$ BISLERI %ll $'l# ! %& #-#!%.
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• FUTURE SENERIO OF OA OLA CS HLL AND PG T&# OLA ARS
/#%##! HLL AND PG)!" HLL AND PG o'l" +'$%&#$ -$o )!" ! y 6# % !#6#$
#!"!- Bo%& %&# *o)!# o'l" %$y %o /#*o# NO1 )!" %&#$# o'l" AD AR /#%##!
%&# %o &*& o'l" $o6# %o /# /#!#+*)l +o$ )*%o$C)*%$## ) %&#y o'l" #)$! o$#
%&$o'-& )"6#$%##!%. HLL AND PG &)6# %)$%#" )"6#$%##!% %& +#)l# )*%$##
DEEPIA PADUONE )!" HLL AND PG&*& &)" ' %ll 8!o o!ly #!"o$#" )l#
)*%o$ +o$ %&# 1% %# #!"o$#" ALI o+ DED +)# %& IMRAN HAN ! % !# )".
%& %&# *o!- ' o+ OMMENEALTH GAMES 2010 ! NE DELHI 4 /o%& %&#
/$)!" o'l" %$y %o )%%$)*% *'%o#$ %o)$" %#l+ %& &#)6y $oo%o! )!" )" *))-!
%o /'l" !# *'%o#$ )!" !*$#)# %&#$ &)$# ! )$8#% ) #ll ) %$#!-%&#! %&#$ /$)!"
6)l'# )!" #)$! $o+%.
• HIH BRAND ILL OU PREFERENE OF SOFT DRINS IN A DAQ O!*#
) ")y T*# ) ")y O!*# ) ##8 O%&#$.2. HIH BRAND ARE OU PREFERENE TO
THE BRANDQ HLL AND PG o8#.3. HIH PARTIUALAR RATE TO GIE THE
PREFERENESQ Mo$# Po'l)$ P)*8)-!- T)%# P$*#.?. ARE THE MARETING
STRATEGIES OF A OMPAN AFFET ITSSALESQ # No.5. HIH FORM OF
MARETING STRATEGIES IS MOST EFFETIE INTHE MARETQ T#l#6o!
A"6#$%!- N#)#$ A"6#$%!- O'%"oo$ A"6#$%!-.
• o!'#$ Fo$ %&# '$o# o+ %&# %'"y4 '#%o!!)$# #$# $#)$#" +o$ %&#
o!'#$. )$# ) %)8#! %o !%#$6# )ll %y# o+ *o!'#$4 .#.4 :). D++#$#!% )-# -$o'
/. M)l# )!" +#)l# *. P#ol# +$o "++#$#!% lo*)l%#4 #%*. I! )ll )/o'% @0 *o!'#$ #$#
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!%#$6##". T&# *o!*l'o! %&)% o!# *)! "$) +$o %&## )!#$ $o6"#" /y %&#
*o!'#$ &o#" %&)% )$8#%!- )*%6%# "o +o$ );o$ )$% o+ %&# "#*o!. O!# %&!-
%&)% ) *oo! )o!-% )ll %&# *o!'#$ &o #$# o!*# ) ")y o$ o!*# ) ##8. T&#
!'/#$ o!# +)*%o$ %&# !+l'#!*# ) *'%o#$ &l# /'y!- ) o+%"$!8 ) %)%#. T& )
%$'# +o$ )ll %&# *o!'#$ &o #$# !%#$6##". T&# $#% o+ %&# *o!*l'o! ) "#"'*%#"
+$o %&# '#%o!!)$# )$# ) +ollo: T&# yo'!-#$ -#!#$)%o! $#+#$$#" o+% "$!8 %o %&#
ol"#$ -#!#$)%o!. ). &l"$#! ' %o 15 y#)$ o+ )-# l8#" %o &)6# o+% "$!8 ' %o 23 %# )
")y./. o'!- )"'l% l8#" %o &)6# o+% "$!8 ' %o 12 %# ) ")y. *. A"'l% l8#" %o &)6#
o+% "$!8 )/o'% o!*# o$ %*# ) ##8. &l"$#! $#+#$$#" HLL AND PGHLL AND PG4
M$!") o$)!-#. o'!- )"'l% l8#" HLL AND PG. T&# ol"#$ -#!#$)%o! $#+#$$#" o*)
ol)4 HLL AND PG M$!") L#o!.T&# $#)o! -6#! +o$ *&o*# o+ +)6o$%#> o+% "$!8
) %)%# )!" #)y )6)l)/l%y. O!ly + %&# *o!'#$ l8#" %&# %)%# o+ "$!84 &# o'l" &)6# %
)-)!.95 o+ %&# *o!'#$ +#l% %&)% )$8#%!- %$)%#-# o+ %&# *o)!y "" )++#*% %&# )l#
o+ %&#$ o+%"$!8. M)$8#%!- %$)%#-# )"# %&# *o!'#$ %$y ) "$!8 +o$ %&# +$% %#. T&#
#*o!" %# $o'!" % ) %&# *o!'#$ *&o*# &#l+ )!" !o% %$)%#-y *o'l" )++#*% %&)%.
o'!-%#$ #$# o$# )**#%)/l# %o *&)!-#. T&#y %$#" "++#$#!% "$!84 ol) )!" !o!ol).
A"'l% %*8 %o o!# )!" %&#y $#+#$ "$!8 %&)% "o !o% )++#*% %&#$ &#)l%&4 l8# HLL AND PG.
• M);o$ !'/#$ o+ #ol# +o'!" %#l#6o! )"6#$%!- %o /# %&# o% #++#*%6#. o'!-
)!" %&# ol" l8#" %o )%*& %&# )"6#$%##!% o! %#l#6o!. So!o$!- #6#!%4 o'%"oo$
)"6#$%!- )!" )l# $oo%o! *&## #$# #*o!" *&o*# o+ %&# *o!'#$. U!"#$
%#l#6o! )"6#$%!-4 HLL AND PG *)# ! ) %&# !'/#$ 1 +)6o$%# o+ %&# #ol# %&#
)"6#$%##!% o+ S&)&R'8& &)! )!" %&# "o- ) %&# +)6o$%# o+ %&# *o!'#$. T&#$ !#
)"6#$%##!% o+ M$!") L#o! )lo l+%#" /y %&# #ol#. T&# )"6#$%##!% %&)% *)# !
#*o!" ) %&# HLL AND PG)"6#$%##!% o+ %&# #ol# $*8#% )!" %&# o!- M'%
)l)!"#$ -o!- o! )% %&# /)*8. T&##4 )"6#$%##!% $#)!#" o% ! %&# !" o+ %&#
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#ol#. Mo% o+ %&# *o!'#$ +#l% %&)% HLL AND PG ) %&# )$8#% l#)"#$ ! %&# o+%
"$!8 !"'%$y4 ! D#l& #ll ) ! I!").99 o+ %&# *o!'#$ !%#$6##" +#l% %&)% %&#
)$8#%!- %$)%#-# o+ %&# HLL AND PG)!" HLL AND PG &)6# &#l#" %&# !
)%%)!!- %&# &'-# )$8#% &)$# %&)% %&#y o#. o#! )!" *&l"$#! $#+#$ *)! )
*o)$#" %o #!. T&## )$# %&# );o$ *o!*l'o! %&)% *)! /# "$)! )/o'% ) *o!'#$>
/#&)6o$. o)!# '% %)8# %&# !%)%6# o+ +!"!- o'% %&# &)/% o+ %&# *o!'#$ )!"
%&#! *&)!-!- % ! %&#$ +)6o$.
• ANALSIS OF UESTANNAIRE 50 $#o!"#!% #$# *&o#! )o!- "++#$#!%
)-# -$o' +o$ *o!"'*%!- %&# '$6#y FINDINGS: 1. OUNGSETRS $#+#$ HLL AND
PG OLA o6#$ OE 2. Ol"#$ )-# -$o' $#+#$ M$!") l#o! )!" HLL AND PG o6#$
HLL AND PG*ol) 3. ADS l)y ) );o$ $ol# ! *&oo!- o+ /$)!" ?. #l#/$%# &)6# )
-$#)% #++#*% o! #ol# *o!'!- *ol" "$!8 5. P#ol# $#+#$ N/ooJ (HLL AND PG
*oo6#$ HLL AND PG *ol) )!" *o8#. @. I! %#$ o+ !!o6)%6# )!" #*%!- o++#$ HLL
AND PG *o l#)" *o*)*ol). 7. &#! %&# '#%o! o+ o$# #++#*%6# )"6#$%##!% )
)8#" #" $#)*%o! *)# %& 5050 $#o!# +o$ /o%& o8# )!" HLL AND PG. . P$*#
l)y )! #++#*%6# $ol# +o$ *&oo!- o+ $o"'*% )o!- INDIAN ONSUMERS. 9. TASTE
*)# o'% %o /# o% o$%)!% +o$ %&# *o!'#$ ! $#+#$$!- +o$ ) )$%*'l)$ /$)!". 10.
TELEISION *)# o'% %o /# o% #++#*%6# +o$ )" *))-! ) $#o!"#!% o+ )ll )-#
-$o' )%*& T.
• So+% "$!8 )$# )! 'l# $o"'*%. &#! ) #$o! %&$%y4 &# o'l" +$% %&!8 o+
)%#$ o$ %#). So# #6#! o'l" $#+#$ =N/ooJ KT&# I!")! o'l)%o! %&# l)$-#% ! %&#
o$l" %o")y4 %&#$# *)! /# !o o%&#$ *o'!%$y ! %&# o$l"4 &*& $o6"# o '*& o+ )!
oo$%'!%y +o$ %&# o+%"$!8 )!'+)*%'$#$. T&# I!")! o+% "$!8 )$8#% )% 1?0 llo!
*)# #$ y#)$4 %& 6#$y lo. T&' %&# *o!'%o! o+ o+% "$!8 *)! -o '.S!*11V# %&#
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#!%$y o+ HLL AND PG!%o %&# *o'!%$y %&# !"'%$y -$o!- )% ) $)%# o+20 )!!')lly. I+
%& $)%# )!%)!#"4 %&#! /y %&# y#)$ 2005 %&# )$8#% o+ o+% "$!8 o'l" /# 1 /llo! *)#
)!!')lly. Ho#6#$ HLL AND PG)!% %o )**ol& %& +#)% /y %&#. To "o %& %&#
!"'%$y &) %o %)8# *#$%)! %#. All %&# *o)!# )$# +-&%!- %o -#% ) );o$ &)$# o+ %&
-$o!- )$8#%. T&#y &o'l" )ll %$y %o !*$#)# %&# %o%)l )$8#% )lo!- %& %&#$ !"6"')l
&)$#. O! %&# /) o+ )ll %&# +#l" o$8 )!" %)/l# o$8 "o!#4 o# '--#%o! *)! /# )"#4
&*& )y &#l %&# *o)!y ! !*$#)!- %&# %o%)l )$8#% ) #ll ) %&# )l# o+ %&#
*o)!#. T&# 6)$o' '--#%o! %&)% *)! /# )"# )$# ) +ollo: So+% "$!8 $#%)l )%
$*# /#%##! R. @ )!" R. 10. T&## )$# ##!6# &#! #)'$#" )-)!% '$*&)!-
o#$ .A**o$"!- %o o!# %'"y4 % %)8# I!")! 50 !'%# o+ o$8 %o /# )/l# %o /'y ) /o%%l#
! o%&#$ *o'!%$#4 %&# !o$ +6# !'%#. T&' %o !*$#)# %&# %o%)l )$8#% o+ o+% "$!8 4
)!'+)*%'$# &o'l" %$y )!" "#*$#)# %&# $*#4 o ) %o !*$#)# )l#. A6)l)/l%y )
);o$ +)*%o$4 &*& )8# %&# *o!'#$ /'y ) o+% "$!8. So+% "$!8 &o'l" /# )"#
)6)l)/l# o$# $#)"ly %&)! $##!%. T&#$# )$# o!ly 3004 000 $#%)l#$ %o*8!- o+% "$!8 !
I!"). T&' $#%)l!- o'%l#% &o'l" /# !*$#)#". Alo $#l)%#" %o %& o!%4 6#!"!-
)*&!#. I! "#6#lo#" )*&!#4 6#!"!- )*&!# )$# 8#% ! )ll *o!'#$ )$#)4 l8#
'#$ )$8#%4 *&ool4 )'##!% )$84 lo*)l )$8#%4 #%*.
• T#% ) #$o! !%o /'y!- %&# o+% "$!8. So + 6#!"!- )*&!# )$# '% ! %$)%#-*
)$#)4 % o'l" "#+!%#ly !*$#)# *o!'%o! o+ o+% "$!8. So+% "$!8 *)! &*& )$# 6#$y
*o!6#!#!%4 ) %&# *o!'#$ *)! %)8# %&# )!y&#$#4 '!l8# ) /o%%l#4 )$# 6#$y ##!6#
$#%)l!- +$o R. 15R. 1. To !*$#)# )l# o+ *)!4 %& $*# &o'l" /# /$o'-&% "o!.
I!!o6)%o! !*$#)# )l# o+ *o)!y. Fo$ #.-. +o'!%)! HLL AND PG !*$#)#" )l# o+
HLL AND PG )! !*$#)#" )l# o+ o*)ol). T&' %&# *o)!# &)6 *o!%)!%ly
*o# o'% %& !!o6)%6# "#).E)l#300 l l)%* /o%%l#4 &*& %&# *o!'#$ *)! %)8#
%& &4 '!l8# %&# -l) /o%%l#4 &*& &# &) %o $#%'$!. Pl)%* /o%%l# *)! #6#! /# '#"
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)-)! /y &o'#&ol" +o$ 6)$o' '$o#. T&# *o)!# &o'l" *o!"'*% %'"# %o -#% %o
8!o )/o'% *o!'#$ &)/%. Fo$ #.-. o8# 8!o %&)% A#$*)! ## @9 o+ % *o#$*)l
#6#$y y#)$ 4 '% 5.2 *# *'/# ! ) -l) )!" $#+#$ *)! %o o o'% o+ 6#!"!- )*&!# )% )
%##$)%'$# o+ 35 "#-$##. I+ %&# *o)!# 8!o )ll %& )!" o$# )/o'% I!")! *o!'#$
/#&)6o$4 % *o'l" %#ll %&# &o %o #ll %&#$ "$!84 o ) %o !*$#)# )l#. I% ##! I! I!")4
%&)% #ol# $#+#$ &)6!- %&#$ "$!8 %& o$ )+%#$ +oo". o)!# *o'l" &)6# *o#$*)l
&*& &o #ol# #!;oy!- %&#$ "$!8 %& ) -oo" #)l4 o %&)% *o!'#$ )o*)%#
"$!8!- o+% "$!8 &l# &)6!- +oo". o)!# &o'l" %$y %o #"'*)%# %&# *o!'#$ )/o'%
%&# &#)l%& $#l)%#" '/;#*%. Fo$ #.-.:) HLL AND PG $#*o#!"#" %o )%#!% /y
"o*%o$. / ol) "$!8 )$# 8!o! %o /# 6#$y +)%%#!!- 4B'% ! +)*% *ol) "$!8 *o!%)! !o
*)lo$# +$o +)% %&#y *o!%)! *)lo$# +$o '-)$ &*& *)! /# #)ly /'$!#" o++. T&# o+%
"$!8 *)! )!" l)%* /o%%l# &o'l" #!%o! %&# *)lo$# )!" o%&#$ $#l)%#" !+o$)%o! o! %&#
)*8!-. o)!# &o'l" %$y %o /'l" &-& /$)!" #'%y. T& $o6"# ) !'/#$ o+
)"6)!%)-# %o %&# *o)!y. ) T&# *o)!y #!;oy $#"'*#" )$8#%!- *o% /#*)'# o+ &-&
l#6#l o+ *o!'#$ /$)!" ))$#!# )!" loy)l%y.
• T&# *o)!y ll &)6# o$# %$)"# l#6#$)-# ! /)$-)!!- %& "%$/'%o$ )!"
$#%)l#$ !*# %&# *'%o#$ ##*% %&# %o *)$$y %&# /$)!". * T&# *o)!y *)! *&)!-# )
&-&#$ $*# %&)! % *o#%%o$ /#*)'# %&# /$)!" &) &-&#$ #$*#6#" ')l%y. " T&#
*o)!y *)! o$# #)ly l)'!*& /$)!" #%#!o!. # A/o6# )ll4 %&# /$)!" o++#$ %&# *o)!y
o# "#+#!# )-)!% +#$*# $*# *o#%%o!. T&# *o)!# &o'l" -o ! +o$ "6#$+*)%o!
O!*# %&# /$)!" 8!o!4 % #)#$ %o #ll o$# o+ % $o"'*%. Fo$ #.-. HLL AND
PG*lo%&# &)6# ol" )/o'% 100 llo! o$%& o+ *lo%&# )!" )**#o$#. T& o'l"
!*$#)# $#6#!'# o+ %&# *o)!y. T&# *o)!# &o'l" !o% &)6# *o#%%o$ yo). I%
o$# o+%#! %&# l)%#!% *o)!y %&)! %&# *'$$#!% *o#%%o$ &o /'# %&# *o)!y. HLL
AND PG )!" HLL AND PG)$# o /'y +-&%!- %& #)*& o%&#$4 %&)% %&#y &)6# l#+% %&#
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!o!*ol) #*%o$ o#! +o$ )"/'$yS*&##. A"6#$%!- ) )y /'l"!- /$)!" )-#. I%
"o# !o% $oo%# '*8 #ll!-. T&' *o)!# &o'l" '#" )"6#$%!- o!ly +o$ lo!-
)"6#$%!- *)! /# '#" +o$: ) B$)!" )-# /'l"!- / R#!"#$ )"6#$%!-: $#!"!-
#ol# %o /'y %&## "$!8. * R#!+o$*##!% )"6#$%!-T#ll!- #ol# %&)% %&#y &)6# )"#
%&# $-&% *&o*#. T#l#6o! )"6#$%!- ## %o )8# ) )*% o! %&# *o!'#$ (/)#" o!
'#%o!!)$# )!#$ o *o)!# &o'l" *o!*#!%$)%# o$# o! %#l#6o! )"6#$%##!%.
S)l# $oo%o! %ool *$#)%# ) %$o!-#$ )!" '*8#$ $#o!#. T&' )l# $oo%o! %ool
'*& ) *o'o!4 *o!%#%4 $#' )!" %&# l8# &o'l" /# '#" %o "$))%J# $o"'*% o++#$
)!" %o /oo% )l#. S)l#$oo%o! #++#*% )$# '')lly &o$% $'! )!" !"'*# %&# #ol# %o
'$*&)# o+% "$!84 !o.
HLL AND PG)!" HLL AND PG &)6# %)8#! ' o!o$!- o+ #6#!% o! ) );o$ *)l#.
All 8!" o$ #6#!%4 &#%&#$ /- (ll o$8#" *' o$ )ll (*oll#-# *o!%#% &)6# #%&#$
HLL AND PG o$ o8# /)!!#$ o+ o!o$&. T&# #++#*%6#!# o+ %& *)! /# '#%o!#".
&#%&#$ %&## )*%6%# !*$#)# )l# o$ !o% ) /- &'-# '#%o! )$8. HLL AND PGo
)!" o*) ol) (I L%". &o'l" $#"'*# %&#$ )6# #!"!- o! o!o$!- #6#!% )!" %$y
)!" *&)!!#l %& o!#y !%o o$# $o"'*%6# )*%6%#4 l8# !!o6)%6# )*8)-!- #%*. I%
$#*o#!"#" %&)% *o)!y &o'l" !%$o"'*# o$# )!" o$# *'%o#$ o$#!%#" *&## )!"
*o!%#%. Fo$ #.-. HLL AND PG> !# *))-! KHLL AND PG *ool )l ! &*&
%&#y )$# -6!- +$## -+% %o %&#$ *'%o#$. T&# *o)!y &o'l" )!%)! ) )ll -$o' o+
Ko!)$y )l# )! &o# +'!*%o! &o'l" /# %o -'"# "%$/'%o$ )!" $#%)l#$4 8## )
*o!%)!% )%*& o6#$ %&# $#6)l!- %')%o! %o $o6"# %&# *o!%!'o' +##"/)*8 %o %&#
*o)!y. I% )lo $#*o#!"#" %&)% *o)!# &o'l" l)'!*& o+% "$!8 ! )ll )*8 200
l )!"150 l. T&' # ## %&)% %&#$# 6)$o' %# &*& *)! /# %)8#! /y %&# *o)!# %o
!*$#)# %&#$ )l# )!" %o !*$#)# %&# %o%)l )$8#% &)$#.
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Monster and <i: sodaB a natura3 fit
o!'#$ *$)6# !# )!" /ol" +l)6o$ )!" Mo!%#$ "#l6#$ %&. T&# *o)!y &) ) lo!-
$'!)y +o$ -$o%&4 /'% %&)% -$o%& *o'l" *o# #6#! +)%#$. To %&!- )$# )lo% )l)y
%$'# o+ +)%-$o!- $o"'*%: 1. % o'l)$ %& *o!'#$< )!" 2. % "#ly )$8#%#"
)!" "%$/'%#". T&# -$#)%#$ #%#!% %&)% #%&#$ o+ %&## +)*%o$ %$'#4 %&# +)%#$ ) $o"'*% ll
-$o. T&#$# !o% '*& o$# Mo!%#$ *)! "o %o !*$#)# % o'l)$%y %& *o!'#$ %&)!
% )l$#)"y "o!-4 /'% HLL AND PG)!" HLL AND PGo *)! &#l % -$o "%$/'%o!
'*& +)%#$ %&)! Mo!%#$ *)! o! % o!. HLL AND PG)l$#)"y "%$/'%# *lo# %o 30 o+
Mo!%#$W "oll)$ 6ol'#4 /'% Mo!%#$ o'l" /#!#+% +$o '%lJ!- o*)ol)W #!%$# -lo/)l
!#%o$8 o+ /o%%l#$ )!" "%$/'%o$. A *lo# )$%!#$& %& HLL AND PG*o'l" -#%
Mo!%#$ !%o o$# *o!6#!#!*# %o$# )!" o%&#$ $#%)l#$ ! %&# U.S. )!" )/$o)". E6#! HLL
AND PGo4 &*&4 l8# o*)ol)4 &) % o! l!# o+ #!#$-y "$!84 o'l" /#!#+% /y
"%$/'%!- Mo!%#$W #!#$-y "$!8 o$l""#. HLL AND PGo o! AMP E!#$-y )
"%)!% ++%& ! #!#$-y"$!8 )$8#% &)$#. Al%&o'-& HLL AND PGoW Mo'!%)! D#
*8%)$% #!#$-y "$!8C/$#)8+)% &)8# &y/$" -)!!- %$)*%o!4 % %ll $#$##!% l# %&)!
100 llo! ! )l# ) %!y +$)*%o! o+ HLL AND PGoW @@ /llo! ! o6#$)ll $#6#!'#.
Mo!%#$W 2.2 /llo! ! )l# )lo )ll *o)$#" %o HLL AND PGoW o6#$)ll )l#4
/'% % #!o$o' -$o%& o%#!%)l -6#! ) o$l""# "%$/'%o! !#%o$8 )8# Mo!%#$ )!
)%%$)*%6# )$%!#$. P#$&) %&# /#% ;'%+*)%o! +o$ #%&#$ HLL AND PGo$ HLL AND
PGo %o /#*o# )! #*l'6# )$%!#$ %& o$ %&# )$#!% *o)!y o+ Mo!%#$ %&)%
%&# o+%"$!8 /'!# ! '*& /)" &)#. A**o$"!- %o N#l#! ")%)4 o+%"$!8 6ol'#
!*$#)#" o!ly 0.5 ! %&# *o!6#!#!*#%o$# *&)!!#l "'$!- 2013. A -!+*)!% )$% o+ o+%
"$!8W %$'--l# "#$6# +$o %&# $ol+#$)%o! o+ )l%#$!)%6# /#6#$)-# l#" /y #!#$-y "$!8.
A ) $#'l%4 % o'l" /# '%')lly /#!#+*)l +o$ HLL AND PGo$ HLL AND PGo %o
!%)%# ) "###$ $#l)%o!& %& Mo!%#$ ! %&# *o!- y#)$.
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• $rito Lay4 &*& )% $##!% %# %&# l)$-#% !)*8 *o)!y ! %&# o$l". P$o/)/ly
&-& o! %&# l% o+ %$#!-%& P#> /#6#$)-# l!# '. T&# *ol) )$4 &*&
"#*$/# %&# o!-o!- /)%%l# /#%##! HLL AND PG)!"HLL AND PG+o$
'$#)*y ! %&# o+% "$!8 !"'%$y4 ")%# /)*8 %o %&# 1950 &#! P#W *o$o$)%#
+o*' /#*)# B#)% o8# (o++#4200?. S!*# %&#!4 %&#y &)6# /)%%l#" "o#%*)lly
)!" -lo/)lly +o$ )$8#% &)$# )!" )l#4 %& ) %$##!"o' )o'!% )% %)8#: %&# o+%
"$!8 !"'%$y )!!')lly $o"'*# )$o)%#ly 10.1 /llo! *)# o+ o+% "$!8
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"o#%*)lly4 %& ) %o%)l U.S. $#%)l 6)l'# o+ @5 /llo!. O+ %&)% )!!')l "oll)$ %o%)l4
%&# *ol) +l)6o$ $#$##!% *lo# %o ) 70 )$8#% &)$#4 +ollo#" "%)!%ly /y %&#
l#o!Cl#4 *%$'4 ##$4 $oo% /##$4 )!" o$)!-# +l)6o$#" o+% "$!8 (o++#4 200?.
6#! %&# )o'!% )% %)8#4 %&# *ol) )$ )$# +o'-&% ")ly /#%##! HLL AND
PG)!" P#ol) o! ) 6)$#%y o+ +$o!%4 ) ll'%$)%#" /#lo: T&#$# ## %o /# !o
#*$#% ! %&# /#6#$)-# *)%#-o$y4 %& HLL AND PG)!"HLL AND PG%y*)lly
$#l#)!- !# $o"'*% ! '!o!. Fo$ #)l#4 ! 2003 &#! HLL AND
PG!%$o"'*#" )!ll) o8# )!" S$%# R#M4HLL AND PG'l%)!#o'ly
*o'!%#$#" /y !%$o"'*!- Mo'!%)! D# L6# $#4HLL AND PGBl'#4 )!" S#$$)
M% (&'$)4 2003. %&! %&# l)% %6# y#)$4 /o%& o*) ol) )!"HLL AND
PG)lo !%$o"'*#" %&#$ o! /$)!" o+ /o%%l#" )%#$ (A')+) )!" D))!4
$##*%6#ly. Mo$# $#*#!%ly4 $#o!"!- %o %&# lo*)$/ *$)J#4 %&! ##8 o+ o*)
ol)W l)'!*& o+ 24HLL AND PG$#o!"#" %&HLL AND PGE"-# (Mo#4
200?. T&# *ol) )$ #6#! #%#!" %o $o"'*% )*8)-!-: $#*#!%ly4 /o%&
*o$o$)%o! &)6# %$#" %o $#"'*# *o% )!" !*$#)# $o+% )$-! %& %&# $#l#)# o+
%&# %$#)l!#" L5l%#$ /o%%l#. HLL AND PG +$% #!%#$#" %&# I!")! )$8#% !
1994 )!" !*# %&#! %&# *o)!y &) /#*o# o!# o+ %&# l)$-#% +oo" )!" /#6#$)-#
*o)!# ! %&# *o'!%$y. U!+o$%'!)%#ly +o$ %&# *o)!y4 o# o+ %&# l)$-#% )!"
lo!-#% $'!!!- )ll#-)%o! o+ HLL AND PG> $o!-"o!- )$# )lo /)#" ! I!").
T&# *o)!y )!" o%&#$ *o#%%o$ ! %&# !"'%$y &)6# /##! &#)6ly *$%*J#" )/o'%
%&# ')l%y )!" %&# ')!%%y o+ %&# )%#$ '#" ! %&#$ /#6#$)-#. I! 20034 %&# #!%$#
+o$ S*#!*# )!" E!6$o!#!% (SE *l)#" %&)% %&# )%#$ &*& HLL AND PG
)!" o%&#$ /#6#$)-# *o)!# ! I!") #$# '!- *o!%)!#" %o!. T&## %o!
!*l'"#" #%*"# %&)% *)! *o!%$/'%# %o *)!*#$ )!" %&# o6#$)ll /$#)8"o! o+ %&#
'!# y%#. A**o$"!- %o %&# SE4HLL AND PGo+% "$!8 &)" 3@ %# %&#
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l#6#l o+ #%*"# $#"'# #$%%#" '!"#$ E'$o#)! U!o! R#-'l)%o!. Ho#6#$4 !o
'*& l) /)! %&# $##!*# o+ #%*"# ! I!"). T&# '# %ll '!"#$ !6#%-)%o!
)!" %&# I!")! -o6#$!#!% %$y!- %o +!" ) )y %o 6)l"ly "#%#*% %&# #%*"# l#6#l
)!" 'l%)%#ly /)! )!y %$)*# ! ) o+% "$!8. T& )ll#-)%o! o+ '!)+# l#6#l o+
#%*"# &) /##! "#!#" /y /o%& HLL AND PG )!" %&# HLL AND PGo)!y.
Al%&o'-& %&#$# !o% y#% ) l) ! l)*#4 HLL AND PG +o'!" %&)% % *o'l" %ll +)*#
*o!"#$)/l# $##$*'o! +o$ &)% % %)8#&ol"#$ #$*#6# %o /# '!#%&*)l
)*%6%#. &#! #%*"# #$# o!*# )-)! $#o$%#" ! %&# o+% "$!8 ) +# y#)$
l)%#$4 %&# I!")! %)%# o+ #$)l) %#o$)$ly /)!!#" %&# )l# o+HLL AND PG)!"
o*)ol). F6# o%&#$ I!")! %)%# )lo !%%'%#" )$%)l /)!. T&## #%$## )*%o!
o! %&# )$% o+ %&# lo*)l -o6#$!#!% $#6#)l %&# *)$# 'l%!)%o!)l o$-)!J)%o! '%
%)8# %o -o )/o6# )!" /#yo!" %&# !)%o!)l l) ! o*)l $#o!/l%y. A!o%&#$ );o$
*o!*#$! ! I!") *%#" /y +)$#$ %&)% %&#HLL AND PG)!'+)*%'$!- l)!% )$#
oll'%!- %&# l)!"4 )8!- %&# l# +#$%l# +o$ -$o!- *$o. A %'"y *o!"'*%#" !
1992 +o'!" %&)% HLL AND PG I!") )!" l)$ *o)!# *$#)%#" 104000 #%$*
%o! o+ l)%* %&$o'-& %&#$ )!'+)*%'$!- )!" o$%)%o! $o*##. A/o'% @070
#$*#!% o+ %& l)%* ) $#*y*l)/l#4 *$#)%!- ) l)$-# )o'!% o+ '!!#*#)$y l)%*
)%#. Sl)$ )ll#-)%o! o+ )%# )!" oll'%o! )$o# )-)! ! 200@4 *o!*#$!!- /o%&
+)$#$ )!" -o6#$!#!% o++*)l )l8#. F'$%&#$o$#4 %&# +)$#$ *ol)!#" %&)% %&#
HLL AND PG l)!% %)8# %&# -$o'!")%#$ %o $'! % o#$)%o!4 )8!- %4 o!*#
)-)!4 &)$"#$ %o #++#*%6#ly -$o *$o. I! ol6!- %&## #%&*)l "l#)4 HLL AND
PG '% %)8# %&# different 3eve3s of :overnment !%o )**o'!%4 ) #ll ) %&#
*o!*#$! o+ NGO )!" !"6"')l I!")!. A %&o$o'-& %)8#&ol"#$ o$#!%)%o!
!##"#" %o "*o6#$ #%&*)l *o'$# o+ )*%o! )!" )6o" !#-)%6# $##$*'o!. o$l"W
o+% "$!8 )$8#% %o%)lly '/;#*% /y ;'% %o l)y#$: o8# P#. o8#4 WT&#
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-#!'!# %&!-W o%&#$ %&)! ) *#!%'$y ol" ) /o$! #l#6#! y#)$ o$# o! o+ %
*o#%%o$ ) *#!%'$y l)%#$ o!4 %ll )!%)! %&# o$-!)l l#)". P#4 WT&#
*&)ll#!-#$W4 #6#! !o o# ) %&# &'$$#"4 yo'!- '%)$% %$'--l# %&# *ol) ) )
%&# "$!8 +o$ %&# yo'!-#$ )-# -$o'. T&# %)l# o+ o8# ) 1% -#)$#" ' /y
&)$)*% o&! S%y%& P#/#$%o! ! 1@. )% +$%4 %&# "$!8 ) !%$o"'*#" !
A%l)!%)4 G#o$-)4 ) #ll +o$ +6# *#!%. I! 1@4 )l# o+ o8# )6#$)-#" 9 "$!8
#$ ")y. I! 1914 A%l)!%) #!%$#$#!#'$ A) G l#$ )*'$# #!%$# o!#$& o+ %&#
o8# /'!# ! 1919< T&# o*) ol) )ll)!*# ) ol" %o ) #% o+ !6#%o$ +o$
%#!%y +6# llo!. I! %&# &%o$y 112 y#)$4 o8# &) '$$o'!"#" %#l+ !%o
A#$*)! o*#%y. I! 199?4 %&# A#$*)! *o!'%o! ) +'$%&#$ %&)! 773 llo!
&#l!- o+ o8#4 "#% o8# S$%#4 HLL AND PG4 o%&#$ +oo"%'++ o+ T&# o*)
ol) o)!y. T&# *o)!yW /#6#$)-# $o"'*% *o!% o+ /o%%l#" *)!!#"
/#6#$)-# $o"'*#" /y !"##!"#!% *o)!y o!#" /o%%l!- *)!!!-
o#$)%o!. A 6)$#%y o+ $o"'*% o+ %&# /'!# )$# o8#4 o*) ol) *l)*4 "#%
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&#$$y o8# HLL AND PG o+% "$!84 S$%#4 "#% S$%#4 M$. PBB4 M#llo
#llo4 TAB4 F$#*)4 *)++#!# +$## o*) ol)4 B)$W $oo% /##$ o%&#$ +l)6o$4
S'$-#4 Po#$A"#4 F$'%o)4 M!'%# M)" +l)6o$4 S)$y'))4 A')$'4 Bo!))
o%&#$ $o"'*% "#6#lo#" +o$ )$%*'l)$ *o'!%$#. I! 14 3 6#$o! o+ o*) ol)
ol" /y 3 )$% /'!## #$# o! %&# )$8#%. A) G$-- l#$o/%)! ) %)8# !
P#/#$%o!W *o$o$)%o! ! 17 !%#-$)%#" % ) %&# o*) ol) /'!# ! 1.
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%&# $-&% ) 2!" %# %o ? #%$) /'!##!: .. M)y+#l"4 A.O. M'$&y4 .O.
M'll)&y E.H. Bloo"o$%&. I! %&# #)!%#4 P#/#$%o!W )l*o&ol* o! &)$l#y
P#/#$%o! %)$% #ll!- & #$o!)l %o$y o+ %&# )!'+)*%'$#" -oo". I! 192 l#$
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!%#-$)%#" ) #*o!" *o)!y4 T&# o*) ol) o)!y4 ! 1910 l#$ &)" %&#
#)$l#% $#o$% o+ %&# *o)!y /'$!4 +'$%&#$ o/*'$!- % l)+'l o$-!. By %&#
o%o! o+ % 50%& )!!6#$)$y4 %&# "$!8 &)" $#)*&#" %&# o%o! o+ ) !)%o!"#
*o! ! %&# USA. I! 19354 % ) ##$% 8o&#$ /y R)// To/) G#++#!4 l)%#$ %&)! %&#
*o)!y )"# %!y *&)!-# ! %&# o'$*!- o+ o# !-$#"#!%. O! A$l 234 1954
o*) ol)4 )o!- lo% '/l*%y4 )%%#%#" %o o"+y %&# #%&o" o+ %&# "$!8 %&
N# o8#. Follo' %)%# %#% &o!- %&)% %&# );o$%y *o!'#$ +)6o$#" %&#
%)%# o+ N# o8# %o-#%&#$ o8# P#4 /'% o*) ol) )"!%$)%o! ) !o%
$#)"y +o$ %&# '/l*W %+'l!# +o$ %&# ol"#$ "$!84 l#)"!- %o ) *$%*. T&#
*o)!y -)6# ! %o $o%#% $#%'$!#" %o ) "++#$#!*# o+ %&# ol" +o$'l)4 /#lo %&#
!)# Ko*) ol) l)* o! 10 'ly4 195. O! 7%& F#/$')$y4 20054 %&# o*) ol)
o)!y '/l*J# %&)% ! %&# 2!" ')$%#$ o+ 2005 %&#y "#-!#" %o %)$% ) D#% o8#
$o"'*% '-)$#" %& %&# )$%+*)l ##%#!#$ '*$)lo#4 %&# l)$ %'l' )% $##!%
'# !HLL AND PGO!#. O! 21 M)$*&4 20054 % )!!o'!*# 1 o$# "#% $o"'*%4
o*) ol) X#$o4 ##%#!#" %o ) *#$%)! #%#!% %& ) o+ ))$%)# )*#'l+)#
o%)'. I! 20074 o*) ol) /#-! %o '% ' +o$ )l# ) !!o6)%6# &#)l%&y o")
D#% o8# %& 6%)! B124 !)*!4 )-!#'4 )!" B@4 l' J!*4 )$8#%#" )
D#% o8# Pl'. I! No6#/#$ 20094 "'# %o ) *l)& o6#$ -#!#$)l $*# o+ o*) ol)
$o"'*%4 o%*o *lo#" $#%o*8!- % &#l6# %& o8# D#% o8#4 Ho#6#$4
o# o%*o lo*)%o! (l8# %&# o!# ! T'*o!4 A$Jo!) #ll o$%#" o*) ol)
+$o M#*o. HLL AND PG o$-)!J)%o! !%)%#" %& $o;#*% %o )# %&# )$8#%
o%#!%)l%y o+HLL AND PG! %&# $##!% )$8#%. T&# )! o%6# o+ %& $o;#*%
%o "#!%+y %&# o%#!%)l%y o+ %&#HLL AND PG)!" %&#$ o%&#$ $o"'*% %&o# %&#y )$#
$o"'*!-. T&# $o;#*% #%&o"olo-y !6ol6#" *)$$y!- o'% %&# $#l!)$y $##)$*& %o
-)! !-&% !%o %&# $##!% )$8#% '/ #-#!%4 *'$$#!% %$#!"4 -$o%&4 l)y#$ )!"
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o%#!%)l. A!)lyJ!- %&# $#'$##!% )!" "#-!!- '#%o!!)$#. T)8!- !%#$6#4
*o!"'*%!- $#%)l#$ !%#$6# o+ "++#$#!% %y# o+ "#o-$)&* +)*%o$ '!"#$ l8# )-#4
!*o#4 %)%'4 oll)%!- )!)lyJ!- ")%) )!" "#!%+y!- l#)" %&)% ')l+y!- +o$ )!
o++#$!- )!" +o$'l)%!- $#*o#!")%o! +o$ S.M.. B#6#$)-#4 )&#"'$. I!
%&# +!"!- $##)$*&#$ -o% %&)%HLL AND PG*o)!y o!# o+ %&# /#% o+%
"$!8 *o)!y 4 /#*)'# % )!%)! %&# ')l%y4 %)%# )!" )lo %&# o)!y
)!%)! -oo" $#l)%o!& %& $#%)l#$ )!" %&#y )$# )lo "%$/'%!- %&#$ $o"'*%
%o %&#$ $#%)l#$ &#! %&#y )!% )!" %&# o)!y )lo $o6"# %&# ! %#. T&#o$y
o$%)!%4 /#*)'# % #!&)!*# o'$ '!"#$%)!"!- o+ /'!# &#!o#!) )!" &#l
)!)-#$ %o %&!8 )/o'% &)% %&#y &o'l" "o. S'#$ %$)!!- o$ !%#$!& %$)!!-
$o-$) $o6"# oo$%'!%# %o )ly %& %&#o$y !%o %&# $#)l /'!#
$)*%*#. I! %&# $##!% *#!)$o o+ *o#%%6# )$8#%!-4 #6#$y /'!# !%%'%o!
$#'$# %o $#)$# %$)%#-# +o$ #++*#!%ly '%lJ!- %&#$ )6)l)/l# $#o'$*# )!"
#!6$o!#!%)l oo$%'!%#. A% %& %)-# o+ y l#)$!!- $o*# I )lo +##l !##" +o$
8!o!- "++#$#!% /'!# %$)%#-# %&)% ) /'!# o$-)!J)%o! +ollo. I! %&
%$)!!- #$o" I -o% oo$%'!%# %o %'"y o! o# )$8#%!- %$)%#-# o+ HLL AND
PG. A!" ! %& $#o$% I ) -o!- %o #l)! o# o+ %&o# %$)%#-# &*& I
&)" )l#" ! $)*%*)l "'$!- y '#$ %$)!!- $o-$). I! %&# o$l". HLL
AND PG ) +o'!"#" /y )l#/ B$)"&) ! 1902 ! USA. To")y HLL AND PG
)!" % )++l)%# o#$)%# ! o$# %&)! 1?0 *o'!%$# ! %&# o$l" )!" -#!#$)%#
$#6#!'# ! #*# o+ ?0 Bllo!. I! % '$'% o+ !#6#$ #!"!- -$o%& )!"
#)!o!4 HLL AND PG #!%#$#" I!") ! 199 ! ) ;o!% 6#!%'$# %& P'!;)/
Go6#$!#!%. Ho#6#$4 HLL AND PG I!") 6#$y oo! %)$%#" % /#6#$)-#
o#$)%o! ! *oll)/o$)%o! %& %&# R )'$) -$o'. Soo! )+%#$ #!%#$!- %&#
/#6#$)-# #-#!% HLL AND PG E%)/l&#" % "o!)!*# ! %&# )$8#% o!- %o
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% ##$%# ! )l#4 )$8#%!-4 o#$)%o! )!" lo*)l *oll)/o$)%o!. HLL AND PG
)!%)!#" % )$8#% "o!)!*# +o$ )!y o$# y#)$ %o *o#. Ho#6#$4 %&
)"6)!%)-# l#" )!" HLL AND PG &)" %o *o!*#"# %&# )$8#% l#)"#$& %o o*)
ol) I!"). S#6#$)l )*%o$ #$# $#o!/l# +o$ %& "#6#lo#!%. B'%4 %&# o%
o$%)!% )$#< D%$/'%o! *&)!!#l &)6!- )! o$%)!% $ol# ! o%o!!- o+ %&#
$o"'*% /#*)'# # 8!o %&)% "%$/'%o! *&)!!#l %ool /y &*& # *)! )8#
$#)*& o'$ $o"'*% %o %&# +!)l *o!'#$ D*o!%!')%o! o+ l' ! %&# "%$/'%o!
!#%o$8 /y HLL AND PG. T& o6# /y HLL AND PG )"6#$#ly )++#*%#" %
o%o! o+ ) )$8#% l#)"#$ /#*)'# &l# HLL AND PG "*o!%!'#" %&# '# o+
Sl' ! % "%$/'%o! !#%o$84 o8# *o!%!'#" % )!" %&! o!# y#)$4 % ) )/l#
%o !)%*& *o!"#$)/l# )$8#% &)$# +$o HLL AND PG. A*'%o! o+ #ll
#%)/l&#" )!" +)6o$#" /$)!" l8# T&' U )!" HLL AND PG /y o*) ol)
I!"). T&## %o /$)!" %ll *o!%%'%# ) /'l8 o+ )l# +o$ o*) ol) I!"). To #lo$#
%&# $#)o! /#&!" %&## "#6#lo#!% %& %'"y ll )!)lyJ# %&# )$8#%!-
!%)%6# )!" ol*# o+ HLL AND PG I!") ! "#%)l %& )$%*'l)$ +o*' o! %
)$%!#$ $#l)%o!& )!)-##!%. T&# )/o6##!%o!#" o/;#*%6# *)! /# )*#" /y
*)$$y!- ) $o#$ )!" l)!!#" $##)$*& !6ol6!- "++#$#!% %y# )!" #%&o". T&#
")%) *oll#*%#" +o$ l)" %&# +o'!")%o! +o$ %&# %'"y )!" -)6# ) l)%+o$ +o$ %&#
)!)ly )!" +!"!- &*& l#)" %o %&# +'l+ll#!% o+ %&# o/;#*%6#. T&# ")%)
*oll#*%#" +o$ $##)$*& $)$y )!" #*o!")$y. P$)$y ")%) *oll#*%#" /y
o/#$6)%o!4 !%#$6# )!" '#%o!!)$#. T&# ")%) *oll#*%o! )!" )!)ly )6#
)y +o$ %&# $#*o#!")%o! )" *o!*l'o! o+ %&# %'"y %&)% $#6#)l o# o$%)!%
+!"!- $#-)$"!- %&# %$)%#-y )!" *o$o$)%# %$'*%'$# )!" %$)%#-y o+ HLL AND
PG I!").T&# *&)!-!- /#6#$)-# )$8#%l)*# &) $#'l%#" ! o# );o$
%$)!+o$)%o! )o!-% %&# !"'%$y> *&#+ *o#%%o$. T&# HLL AND
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PGo)!y )!" HLL AND PG I!*. &)6# /o%& $#*o-!J#" %&# *&)!-# )!" &)6#
%)8#! )*%o! %o $##$6# %&#$ '**# %& %&#$ )llo$%)!% y%# o+ /o%%l#$. #
##*% %&## *&)!-# %o /# /#!#+*)l !*l'"!- %&# oo$%'!%y %o +o*' o! !!o6)%o!
)!" %o $o6# %&# *o% #++#*%6#!# o+ /$!-!- %&# $o"'*% %o )$8#%. I! 1994 %o
l)y#$ +$o T#!!### #*'$#" #*l'6# $-&% %o /o%%l# )!" #ll HLL AND PG+o$
o!ly o!# "oll)$ . A) )!"l#$4 %&#! P$#"#!% o+ T&# HLL AND PGo)!y4 )
!o% *o!6!*#" %&)% #ll!- %&# $o"'*% ! /o%%l# ) %&# )y %o -o. No o!# *o'l" &)6#
$#"*%#" &o o'l)$ HLL AND PG)!" % )! *o#%%o$4 P#ol)4 o'l"
/#*o#. T&# $#l)%o!& /#%##! *o)!y )!" /o%%l#$ &) )l)y /##! 6#$y
o$%)!%. To")y4 5? /llo! /#6#$)-# o+ )ll %y# )$# #$6#" #6#$y ")y. 1 P$o"'*%
+$o HLL AND PG I!*. (PEP )!" T&# HLL AND PGo)!y (O )**o'!%
+o$ o$# %&)! %o %&$" o+ %&# )l# ! %&# *)$/o!)%#" o+% "$!8 (SD *)%#-o$y. 2
T&## *o)!# &)6# /)%%l#" %& #)*& o%&#$ +o$ )!y y#)$ )!" ! %&# $o*# &)6#
&)" %o )")% %o *o!'#$ &+% )!" !*$#)!- *ol#%y *o!*#$!!- $o"'*%
"%$/'%o!. O!*# )-)!4 %&# )$8#%l)*# +o$ !o!)l*o&ol* "$!8 ! No$%& A#$*)
&) #6ol6#" ))y +$o %&# *'$$#!% o"#l. To )*# lo!-#$ %#$ $o+%)/l%y )!"
-$o%&4 HLL AND PG )!" T&# HLL AND PGo)!y &)6# /o%& "#*"#" %o /'y
%&# );o$%y o+ %&#$ No$%& A#$*)! /o%%l!- o#$)%o!. I! %& $#o$%4 # ll
#l)! &o %&# )$8#% &) *&)!-#" )!" &y # ##*% HLL AND PG )!" T&#
HLL AND PGo)!y %o /# /#%%#$ o++ ! %&# +'%'$#. To /#-!4 # !##" %o #l)!
%&# %$)"%o!)l $ol# o+ %&# )$#!% *o)!y )!" % y%# o+ /o%%l#$. T&# )$#!%
*o)!y (T&# HLL AND PGo)!y4 HLL AND PG4 )lo *)ll#" %&#
K*o!*#!%$)%# *o)!y4 /)*)lly ! *&)$-# o+ $o"'*!- %&# *o!*#!%$)%# o$ y$'
%&)% '#" ! ) )!'+)*%'$!- $o*# &*& #!" ' ) ) /o%%l# o$ *)! o+ o8#
o$HLL AND PGo! ) &#l+ ! ) %o$#. Mo$# o$%)!%ly4 % %&# *o!*#!%$)%#
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*o)!y> ;o/ %o *$#)%# "#)!" %&$o'-& )"6#$%!-4 )$8#%!-4 )!" %$)%#-*
l)!!!-. T&# /o%%l#$ /'y %&# *o!*#!%$)%# )!" %&#! )!'+)*%'$# %&# $o"'*% o %&)% %
*)! /# "%$/'%#" %o ) !#%o$8 o+ $#%)l#$ )!" "#)l#$. O!# );o$ *&)!-# %&)% &)
%)8#! l)*# &) /##! %&# *o!ol")%o! o+ %&# $#%)l !"'%$y. I! )$%*'l)$4 %&# "*o'!%
$#%)l#$ ()l)$% T)$-#% &)6# )llo*)%#" ) l)$-#$ o$%o! o+ ')$# +oo%)-# %o +oo".
Fo$ #)l#4 )/o'% &)l+ o+ 2009 $#6#!'# +o$ )l)$% (MT ) )%%$/'%#" %o
-$o*#$y. T& *o)$# %o 2 o+ $#6#!'# o!ly +6# y#)$ )-o. Fo$ T)$-#% (TGT4
+oo" )**o'!% +o$ 1@ o+ )l#. '$$#!%ly4 )l)$% %&# l)$-#% -$o*#$ ! %&# U.S.
%& )/o'% "o'/l# %&# )$8#% &)$# o+ %&# !#% l)$-#% *o#%%o$4 $o-#$ (R. I!
20014 )l)$% )!" $o-#$ #$# !#*8 )!" !#*8. I! 20074 %&# %o ++%##! +oo" $#%)l#$
)**o'!%#" +o$ @?.? o+ U.S. )l# *o)$#" %o 50.1 ! 2001. E&/% 1 ! %&#
o$-!)l PDF &o %&# #6ol'%o! o+ )$8#% &)$# +$o 20012007.3 T&# -$o%& o+
)l)$% ##*)lly $#6#. I! No$%& A#$*)4 19 o+ $#6#!'# +o$ HLL AND
PG #$# )llo*)%#" %o )l)$% (!*l'"!- S)> l'/ ' +$o 13 ! [email protected] I!
&o$%4 %&# +oo" $#%)l #-#!% &) /#*o# o$# *o!*#!%$)%#" )!" o$# o#$+'l. T&#
"#)!" +o$ /#%%#$ #$6*# +$o T&# HLL AND PGo)!y )!" HLL AND PG
&)6# !*$#)#". R#%)l#$ $#'$# o$# +l#/l%y4 !!o6)%o!4 )!" ##". o!'#$
/#6#$)-# *&o*# &)6# &+%#" $o"'*%o! ))y +$o %&# /o%%l#$. o!'#$ &)6#
/#*o# o$# &#)l%& *o!*o'. o!'#$ )$# !o o$# *o!*#$!#" )/o'% *)lo$#
)!" )$# !%#$#%#" ! "$!8 %&)% )$# *o!6#!#!% )!" &#)l%&y. o!'#$ )$# /'y!-
l# *)$/o!)%#" o+% "$!8 )!" o$# ! !# /#6#$)-# *)%#-o$#. T&## !#
*)%#-o$# o+ /#6#$)-# !*l'"# o$% "$!84 l'" %#)4 l'" *o++##4 #!#$-y "$!84
)!" /o%%l#" )%#$. E&/% 2 ! %&# o$-!)l PDF ll'%$)%# %&# *&)!-# ! )$8#% &)$#
o6#$ ) +6# y#)$ %# +$)#. O6#$)ll4 T&# HLL AND PGo)!y )!" HLL AND
PG &)6# )!%)!#" %&#$ %o%)l &)$# o+ %&# !o!)l*o&ol* /#6#$)-# !"'%$y %&$o'-&
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$o"'*% #)!o!4 !!o6)%o!4 )!" )*'%o!4 !*l'"!- %$)!)*%o! '*& ) HLL
AND PG> )*'%o! o+ G)%o$)"# )!" %&# HLL AND PGo)!y> )*'%o!
o+ O")ll). T&# )!'+)*%'$!- $o*# %o $o"'*# ) *)! o+ o8# "++#$#!% +$o
$o"'*!- ) /o%%l# o+ Po#$)"#. T&# )""#" *ol#%y o+ *#$%)! $o"'*% &) &+%#"
%&# )!'+)*%'$!- $o*# ))y +$o %&# /o%%l#$. G#!#$)lly4 o% o$% "$!84 %#)4
;'*#4 )!" ")$y /)#" "$!8 )$# )!'+)*%'$#" )% %&# *o!*#!%$)%# *o)!y &l#
*)$/o!)%#" "$!8 )!" /o%%l#" )%#$ )$# )!'+)*%'$#" /y %&# /o%%l#$. T&o# "$!8
$o"'*#" )% %&# *o!*#!%$)%# *o)!y )$# *)ll#"4 +!&#" -oo". T&## *&)!-# &)6#
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&-&#$ $o+%)/l%y ! +!&#" -oo". ))*%y '%lJ)%o! &) /##! "o! %& l)*8 o+
-$o%& ! *)$/o!)%#" o+% "$!8. Alo4 /o%%l#" )%#$4 &*& ) )/l# %o o++#% o#
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/##! /)" +o$ /o%%l#$. #)$ )-o4 o% l)$-# /o%%l#$ )"# ) -!+*)!% *)%)l
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*)%#-o$#. T& ) o!# o+ %&# $#)o! &y %&# /o%%l#$ #" o'% o! %&# o'l)$%y
o+ !o!*)$/o!)%#" o+% "$!8. T&# *o/!)%o! o+ *o!*#!%$)%# *o)!y )!" /o%%l#$
&o'l" y#l" *o% )6!- )!" #++*#!*# )llo!- +o$ )""%o!)l $#!6#%#!%.
O6#$*))*%y )!" $#"'!")!% "%$/'%o! ll /# $)%o!)lJ#". O!# #)l# %&# )l#
o+ /o%& +o'!%)! )!" /o%%l#" $o"'*% %o %&# )# lo*)%o! /y %o "++#$#!%
"%$/'%o! *&)!!#l. Go!- +o$)$"4 o!# *&)!!#l ll #$6*# %&)% )$%*'l)$
*'%o#$. T&# *o/!)%o! &o'l" l#)" %o ) -$#)%#$ '# o+ )$#&o'# "%$/'%o!
6#$' %&# *'$$#!% "$#*%%o$#"#l6#$y y%#4 &*& '#" /y %&# /o%%l#$. T&#
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)$#&o'# "#l6#$y y%# ($o"'*% -#% "#l6#$#" %o %&# $#%)l#$> "%$/'%o! *#!%#$
)!" %&# $#%)l#$ & %&# $o"'*% %o %&# %o$# o!# %&)% ! "#)!" +$o l)$-#
$#%)l#$ -6#! %&# lo#$ *o%4 l#)6!- %&# $#%)l#$ %& %&# oo$%'!%y %o #%$)*% o$#
$o+% +$o %&# *'%o#$ %&o'% $)!- $*#. I! )""%o!4 ) o$# #++*#!%
"%$/'%o! y%# )!" l# !#-o%)%o! /#%##! o$-)!J)%o! ($*!-C6ol'#
"#*o! &o'l" )llo %&# $o"'*% %o $#)*& %&# )$8#% o$# '*8ly.D#%# %&#
o!#$& %$'*%'$#4 %&# *o!*#!%$)%# *o)!y )!" /o%%l#$ $#l)%o!& &) )l)y
/##! %$o!-. Bo%& #!%%# !##" #)*& o%&#$ %o '$66#. # /#l#6# %&# $#*#!%
%$)!)*%o! )$# ) o%6# %$)%#-* o6# +o$ /o%& T&# HLL AND PGo)!y )!"
HLL AND PG )!" +o$ %&# !"'%$y. T&# HLL AND PGo)!y )!" HLL AND
PG )$# *l#)$ly $o%#*%!- %&#$ !6#%#!% ! %&#$ 8#y /o%%l#$ )!" #*'$!- %&#$
%$)%#-* o%o! -6#! *&)!-# ! %&# *o!'#$ )!" $#%)l#$. Go!- +o$)$"4 #
##*% %&)% %&## *o)!# ll *o!%!'# %o )")% %o '**##". T&## )$%*'l)$
%$)!)*%o! )8# #!# )!" &o'l" )llo %&## *o)!# %o $#)! *o#%%6# )!"
!!o6)%6#.
• T&)% *o)!y> +$)!*&#" /o%%l# #!" ! '-$)"!- %&#$ l)!% )ll %& &)
*o!%$/'%#" %o '/%)!%)l -)! ! %&# )$8#%. I! *ol)4HLL AND PG )l$#)"y
)$8#% l#)"#$ )!" ! *#$%)! *%# l8# B)!)$)4HLL AND PGo'%l#% )$# o! o!# "#
)ll %&# o%&#$ *ol) '% %o-#%&#$ o! %&# o%&#$. &l# *o8# ##*'%6# *$'++ )% P#>
*l) ) #ll ) %)$-#%4 !"'%$y o/#$6#$ )$# o+ %&# 6# %&)%HLL AND PG&)
"#+!%#ly %ol#! ) )$*& o6#$ % *o#%%o$ *o8#. A)$% +$o !'/#$4HLL AND
PG&) )"# ')l%)%6# -)!. T&# +o$#o% % )-#. T& )-# %'$!)$o'!"
!o )ll )*##!%4 *o!"#$!- %&)% !*# % ) #%)/l&#" !1994 %)8!- %&#
&)$"& $o'%# $o$ %o l/#$)lJ)%o! )!" #-&#" "o! /y #o$% *o%#!%.
No4 )% $##!% ) %&#$# )$# %&$## );o$ l)y#$ *o8#4HLL AND PG)!" )"/'$y
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)!" %&#$# %++ *o#%%o! /#%##! +$% %o4 /o%&HLL AND PG)!" *o8# &)6#
%)$%#"4 o!o$!- lo*)l #6#!% )!" %)-!- +$#'#!% *o!'#$ $oo%o! *))-!.
A %&# #-) #6#!% o+ %& *#!%'$y &) %)$%#"4 )!" %&# )$8#%#$ )$# '!- %& #6#!%
o$l" *' +oo%/)ll4 *$*8#% #6#!% )!" )!y o$# o%&#$ #6#!%. L8# P#4 *o8#
*8!- ' #'%y ! % /o%%l# %o -')$)!%## %&#$ +!)!*)l 'o$%< o!# "# *o8#
%$y!- %o !*$#)# % o'l)$%y %&$o'-&. E)% Foo"4 #!;oy Foo". D$!8 o!ly *o*) *ol).
E)% *$*8#%4 l## *$*8#%. D$!8 o!ly *o*) *ol). E)% o6#4 l## o6#. D$!8 o!ly
*o*) *ol). O! %&# o%&#$ "# o+ *o!HLL AND PG&) !%$o"'*#" AMITABH
BAHHAN +o$ *)%'$!- %&# l#o! )$8#% %&$o'-& MIRINDA L#o! %& KJo$
8) ;&)%8) "&#$# # l)-#.B'% !o "o'/%> %&)% U /)#" )"/'$y )lo $#*o-!J!- %
$##!*#. So %&#$# ) $#)l *$'& ! %&# o+% "$!8 )$8#%. %& l)'!*& o+ %&#
*)$/o!)%#" o$-)!J# "$!8 $'&4 +# y#)$ )-o ! B)!)$) .4 %&# +$% ! ) #$# o+ )
l)'!*&# 4 )"/'$y S*&## /#6#$)-# I!") (SBI HAS PLANNED: T&# o$l"
%&$" l)$-#% o+% "$!8 )$8#%#$ )ll o6#$ %&# *o'!%$y. SBI o &olly o!#"
'/")$y o+ %&# Lo!"o! /)#" @.52/llo!. )"/'$y S*&## &o!- %&)%
*$'& -o!- #ll )!" #ll !o% '++#$ %&# )# +)%# ) %&# R.175 *$o$# )"/'$y
I!")> )l# "$!8 A#ll). SBI !o %& o$)!-# (*$'&4 )!" S*&## o") !
%&# )$8#%.
• R)!-# AAILABILIT #)! %&# $##!*# o+ ) )$%*'l)$ /$)!" )% )!y o'%l#%. I+ )
$o"'*% !o )6)l)/l# )% )!y o'%l#% )!" %&# *o#%%o$ /$)!" )6)l)/l#4 %&#
*o!'#$ ll -o +o$ % /#*)'# -#!#$)lly %&# *o!'%o! o+ )!y o+% "$!8 )!
'l# "#*o! )!" !o% $#"#%#$!#" o!#. ISIBILIT %&# $##!*# +#l%4 + )!y
o'%l#% &) ) )$%*'l)$ /$)!" o+ o+% "$!8 )yHLL AND PG*ol) )!" %& /$)!"
!o% "l)y#" ! %&# o'%l#%4 %&#! % )6)l)/l%y o+ !o '#. T&# o+% "$!8 '% /#
&o! o++ $o#$ly )!" )%%$)*%6#ly o ) %o *)%*& %&# )%%#!%o! o+ %&# *o!'#$
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#")%#lyHLL AND PG)*# 6/l%y /y $o6"!- -lo -!/o)$"4
&o)$"!-4 *)l#!")$ #%*. %o %&# o'%l#%. I% )lo !*l'"# 6)$o' %)!" %o "l)yHLL
AND PG)!" o%&#$ +l)6o$ o+ %&# *o)!y. OOLING 1?ϖ ool!- ϖ /l%y
A6)l)/l%y. A o$)!-# "$!8 )$# %&# )ll#% o+ !o!*ol) *)%#-o$# %&)% R. 1100
*$o$# )$8#% %& 10 )$8#% &)$# )!" *ol) &#)6!- 50 +ollo#" /y L#o!
#-#!% %& 25.T&# '**# o+ o+% "$!8 !"'%$y "##!" 'o! ? );o$ +)*%o$
6J.
• A %&# o+% "$!8 )$# *o!'#" *&ll#" o *ool!- %&# l)y ) 6%)l $ol# ! /oo%!-
' %&# )l#. T&# /$)!"4 &*& )6)l)/l# *&ll#"4 -#% o$# )l# %&#! %&# o!# &*&
!o%4 #6#! + % o$# $#+#$$#" o!#. RANGE T& %&# l)% /'% !o% %&# l#)% +)*%o$4
&*& )++#*% %&# )l# o+ %&# $o"'*% o+ ) )$%*'l)$ *o)!y. R)!-# )6)l)/l%y
#)! %&# )6)l)/l%y o+ )ll +l)6o$ ! )ll J#.
• HISTOR OF HLL AND PGo! S%y%& P#/#$%o! +$% !%$o"'*#" %&# $#+$#&!-
%)%# o+ HLL AND PG! A%l)!%)4 G#o$-) % ) M)y 1@1 &#! %&# &)$)*%
*o!*o*%#" *)$)#l *olo$#" y$' ! %&$##l#--#" /$) 8#%%l# ! & /)*8y)$". H# +$%
"%$/'%#" %&# !# $o"'*% /y *)$$y!- HLL AND PG! ) ;'- *o! #!;oy ! ) -l)
o+ HLL AND PG)% %&# o") +o'!%)!. &#%&#$ /y "#-! o$ )**"#!%4 *)$/o!)%#"
)%#$ ) %#)#" %& %&# !# y$'4 $o"'*!- ) "$!8 %&)% ) $o*l)#"
KD#l*o' )!" R#+$#&!-. D$. P#/#$%o!> P)$%!#$ )!" /oo88###$4 M$. F$)!8
Ro/!o!4 '--#%#" %&# !)# )!" #!!#" ) Ko*)ol) ! %&# '!'# +lo!-
*$% %&)% %ll +)o' o$l""# %o")y. D$. P#/#$%o!> ol" 25 -)llo! o+ y$'4
&#" ! /$-&% R#" oo"#! 8#-. R#" &) /##! ) "%!*%6# *olo$ )o*)%#" %&
%&# No.1 o+% "$!8 /$)!" #6#$ !*#. Fo$ & #++o$%4 D$. P#/#$%o! -$o#" 50 )!"
#!% 73.9@ o! )"6#$%!-4 /y 1914 A%l)!%) *&#% ) ) G. )!#$ &)" )*'$#"
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*ol#%# o!#$& o+ %&# HLL AND PG/'!#. H# '$*&)# % +$o %&# D$.
P#/#$%o! +)ly +o$ 2300. %&! ? y#)$ & #$*&)!"!- +l)$ &#l#" %o #)!"
%&# *o!'%o! o+ HLL AND PG%o o6#$ 25 llo!. Ro/#$% . oo"$'++ /#*o#
%&# $#"#!% o+ %&# HLL AND PG*o)!y ! 1923 )!" & o$# %&)! "#*)"#
o+ l#)"#$& %oo8 %&# /'!# o+ *o#$*)l '**# )8!-.
• HLL AND PG)! !%%'%o! %&# o$l" o6#$. HLL AND PG/#-! ) ) !#6#$
%o!*4 /'% *)!"y #$*&)!% o#& A. B#"#!&)$! o+ M ) loo8!- +o$ )$y
%o #$6# $#+$#&!- /#6#$)-#. H# $#o!"#" %o %& "#)!" /#-)! o++#$!- /o%%l#
HLL AND PG'!- y$' &#" +$o A%l)!%)4 "'$!- ) &o% '#$ ! 19?.19?
Y A o"#% %)$% +o$ ) /ol" "#) I! ) *)!"y %o$# ! *8/'$-4 M4 /$8
)l# o+ %&# !# +o'!%)! /#6#$)-# *)ll#" HLL AND PG$##" %&# %o$# o!#$4
o#& A. B#"#!&)$!. H# /#-)! /o%%l!- HLL AND PG%o #ll4 '!- ) *oo!
-l) /o%%l# *)ll#" ) H'%*&!o!. B#"#!&)$! #!% ) *)# %o A) G$-- )!"l#$4 &o
o!#" %&# o)!y. )!"l#$ %&)!8#" & /'% %oo8 !o )*%o!. O!# o+ & !#&#
)l$#)"y &)" '$-#" %&)% HLL AND PG/# /o%%l#"4 /'% )!"l#$ +o*'#" o! +o'!%)!
)l#.199 Y T&# +$% /o%%l!- )-$###!% To yo'!- )%%o$!#y +$o &)%%)!oo-)4
T#!!### /#l#6#" %&#y *o'l" /'l" ) /'!# )$o'!" /o%%l!- o*)ol). I! )
##%!- %& )!"l#$4 B#!;)! F. T&o) )!" o#& B. &%#&#)" o/%)!#"
#*l'6# $-&% %o /o%%l# HLL AND PG)*$o o% o+ %&# U!%#" S%)%#
(#*+*)lly #*l'"!- *8/'$- +o$ %&# ' o+ o!# "oll)$. A %&$" &)%%)!oo-)
l)y#$4 o&! T. L'%o!4 oo! ;o!#" %&#$ 6#!%'$#.19001909 Y R)" -$o%& %&#
%&$## o!##$ /o%%l#$ "6"#" %&# *o'!%$y !%o %#$$%o$# )!" ol" /o%%l!- $-&% %o
lo*)l #!%$#$#!#'$. T&#$ #++o$% #$# /oo%#" /y );o$ $o-$# ! /o%%l!-
%#*&!olo-y4 &*& $o6#" #++*#!*y )!" $o"'*% ')l%y. By 19094 !#)$ly ?00 HLL
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AND PG/o%%l!- l)!% #$# o#$)%!-4 o% o+ %&# +)lyo!#" /'!##.
So# #$# o#! o!ly "'$!- &o%#)%&#$ o!%& &#! "#)!" ) &-&.
• Bo%%l!- o6#$%)8# +o'!%)! )l# ) %&# 1920 ")!#"4 o$# %&)! 14000 HLL AND
PG/o%%l#$ #$# o#$)%!- ! %&# U.S. T&#$ "#) )!" J#)l +'#l#" %#)"y -$o%&.
S/o%%l# *)$%o! #$# ) &'-# &% )+%#$ %&#$1923 !%$o"'*%o!. A +# y#)$ l)%#$4
o#!%o #%)l *ool#$ /#*)# %&# +o$#$'!!#$ o+ )'%o)%#" 6#!"!- )*&!#. By
%&# #!" o+ %&# 19204 /o%%l# )l# o+ HLL AND PG#*##"#" +o'!%)! )l#.1920
)!" 30 Y I!%#$!)%o!)l #)!o! L#" /y lo!-%# o)!y l#)"#$ Ro/#$% .
oo"$'++4 *&#+ ##*'%6# o++*#$ )!" *&)$)! o+ %&# Bo)$"4 %&# o)!y /#-)! )
);o$ '& %o #%)/l& /o%%l!- o#$)%o! o'%"# %&# U.S. Pl)!% #$# o#!#" !
F$)!*#4 G')%#)l)4 Ho!"'$)4 M#*o4 B#l-'4 I%)ly4 P#$'4 S)!4 A'%$)l) )!"
So'%& A+$*). By %&# %# o$l" )$ II /#-)!4 HLL AND PG) /#!- /o%%l#" !
?? *o'!%$#.19?0 Y Po%)$ -$o%& D'$!- %&# )$4 @? /o%%l!- l)!% #$# #% '
)$o'!" %&# o$l" %o 'ly %&# %$oo. T& +ollo#" )! '$-#!% $#'#% +o$ /o%%l!-
#'#!% )!" )%#$)l +$o G#!#$)lE#!&o#$ /)# ! No$%& A+$*). M)!y o+
%&## )$%# l)!% #$# l)%#$ *o!6#$%#" %o *6l)! '#4 #$)!#!%ly #!l)$-!- %&#
/o%%l!- y%# )!" )**#l#$)%!- %&# -$o%& o+ %&# o)!y o$l""#
/'!#.19@0 Y N# /$)!" !%$o"'*#" Follo!- HLL AND PG ! %&# 19504
S$%#Z4 M!'%# M)"4 F$#*) )!" T)B ;o!#" /$)!" HLL AND PG! %&# 19@0.
M$. P// )!" M#llo #llo ) )""#" ! %&# 1970. T¾ /$o'-&% "#% o8#Z
)!" &#$$y o8#Z4 +ollo#" /y POERADEZ )!" DASANIZ ! %&# 1990. To")y
&'!"$#" o+ o%&#$ /$)!" )$# o++#$#" %o ##% *o!'#$ $#+#$#!*# ! lo*)l )$8#%
)$o'!" %&# o$l".
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• 1970 )!" 0 Y o!ol")%o! %o #$6# *'%o#$ A %#*&!olo-y l#" %o ) -lo/)l
#*o!oy4 %&# $#%)l#$ &o ol" HLL AND PG#$-#" )!" #6ol6#" !%o
!%#$!)%o!)l #-)*&)!. S'*& *'%o#$ $#'$#" ) !# )$o)*&. I! $#o!#4
)!y )ll )!" #"'J# /o%%l#$ *o!ol")%#" %o /#%%#$ #$6# -)!% !%#$!)%o!)l
*'%o#$. T&# o)!y #!*o'$)-#" )!" !6#%#" ! ) !'/#$ o+ /o%%l#$
*o!ol")%o! %o )'$# %&)% % l)$-#% /o%%l!- )$%!#$ o'l" &)6# *))*%y %o l#)"
%&# y%# ! o$8!- %& -lo/)l $#%)l#$.1990 Y N# )!" -$o!- )$8#%
Pol%*)l )!" #*o!o* *&)!-# o#!#" 6)% )$8#% %&)% #$# *lo#" o$ '!"#$
"#6#lo#" +o$ "#*)"#. A+%#$ %&# +)ll o+ %&# B#$l! )ll4 %&# o)!y !6#%#"
&#)6ly %o /'l" l)!% ! E)%#$! E'$o#. A!" ) %&# *#!%'$y *lo#"4 o$# %&)! 1.5
/llo! ) *o%%#" %o !# /o%%l!- +)*l%# ! A+$*).21% #!%'$y YT&# HLL
AND PG/o%%l!- y%# -$# ' %& $oo% "##ly l)!%#" ! lo*)l *o'!%#.
T& &#$%)-# #$6# %&# o)!y #ll %o")y ) #ol# ##8 /$)!" %&)% &o!o$ lo*)l
"#!%%y )!" %&# "%!*%6#!# o+ lo*)l )$8#%. A ) %$'# ) *#!%'$y )-o4 %$o!-
lo*)lly /)#" $#l)%o!& /#%##! HLL AND PG/o%%l#$4 *'%o#$ )!"
*o'!%# )$# %&# +o'!")%o! o! &*& %&# #!%$# /'!# -$o.
• HLL AND PGPROFILE ##!- ! 6# o+ %)!- %&# I!")! o+% "$!8 )$8#%
)!" )lo "#6#lo!- o+% "$!8 ) ) "$!8!- $o"'*% )o!- I!")!. T&# HLL AND
PG! I!") &) #%' )! !"##!"#!% o$-)!J)%o! &*& H.. B.. %& )
*)%)l o+ 350 U.S. #)*& /y 6$%'# o+ #llo'% "#*o! o+ %&# )#" )!)-!-
"$#*%o$ S&. S. . A--)$)l. H!"'%)! HLL AND PG/o%%l!- (N P6%. L%".
N)J)/)" %oo8 %&# *ol#%# o#o! o+ %& l)!%4 l)!"4 )*&!#$y4 !%#ll#*%')l
o! F#/$')$y 1?> 199 )!" !*# %&#! H..4 loo8!- )+%#$ )ll % )++)$ '!"#$
*o)!y o!#" /o%%l!- l)!% %o #%)/l& !%#-$)%#" )$8#%!- y%# ! %&# )$#).
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• ORE BRANDS: o*)ol): D#6#lo#" ! ) /$) o% ! 1@4 HLL AND PG
%&# o% $#*o-!J#" )!" )"$#" %$)"#)$8 )$o'!" %&# -lo/#. No% %o #!%o! %&# /#%
#ll!- o+% "$!8 ! %&# o$l". S$%#: I! 19@14 ) *%$'+l)6o$#" "$!8 )"# % U.S
"#/'%4 '!- KS$%# Boy K) !$)%o! +o$ % !)#. T& #l+ %& l6#$ &)$ )!" )
/- l# ) '#" ! 19?0)"6#$%!- +o$ o*)ol). S$%# !o %&# +)%#%
-$o!- );o$ o+% "$!8 ! U.S )!" %&# o$l"> o% o'l)$ l#o!l# o+% "$!8.
HLL AND PG : T&# !)# KHLL AND PG K ) +$% $#-%#$#" ) ) %$)"#)$8 !
G#$)!y ! 19?1 4&#!% ) '#" +o$ ) +# y#)$ +o$ ) o+% "$!8 *$#)%#" +$o
)6)l)/l# )%#$)l )!" +l)6o$ .T&# !)# ) %&#! $#66#" ! 1955 ! N)l#4 I%)ly4
&#! % ) '#" +o$ %&#: HLL AND PGKo$)!-# "$!8 # 8!o %o")y. I% !o
%&# %$)"#)$8 !)# +o$ ) l!# o+ +l)6o$#" "$!8 )$o'!" %&# o$l". D#% *o8#: T&#
#%#!o! o+ %&# HLL AND PG!)# /#-)! ! 192 %& %&# !%$o"'*%o! o+ "#%
*o8# ()lo *)ll#" HLL AND PGl-&% ! o# *o'!%$#. D#% *o8# '*8ly /#*o#
C#MPA"S#N #$ MA"+! SHA"! #$ HLL, P&G,C#MPA"S#N #$ MA"+! SHA"! #$ HLL, P&G,
G#'"!J, N"MA, AN' J&JG#'"!J, N"MA, AN' J&J
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59%
15%
1%
10%4%
P62
2o#re
)irma
o$nson 6 o$nson
After resear;h done <y me ana3ye that the mar(et shares of the HLL
produ;ts Eas :reater than other ;ompanies, Ehi;h shoEs that the
a;;eptan;e of HLL produ;ts are more <y ;onsumer)
T&# #$*#!%)-# o+ )$8#% &)$# )$# ) +ollo:
T&# )$8#% &)$# o+ HLL 59 o+ %&# %o%)l o+ *o!'#" $o"'*%.
T&# )$8#% &)$# o+ PG 15 o+ %&# %o%)l o+ *o!'#" $o"'*%.
T&# )$8#% &)$# o+ GODRE 12 o+ %&# %o%)l o+ *o!'#" $o"'*%.
T&# )$8#% &)$# o+ NIRMA 10 o+ %&# %o%)l o+ *o!'#" $o"'*%.
T&# )$8#% &)$# o+ OHNSON OHNSON ? o+ %&# %o%)l o+
*o!'#" $o"'*%.
T&#$#+o$# HLL *o!"#$#" ) %&# o!# o+ %&# o% /$)!"#" )!" $#l)/l#
*o)!y )!" %&# $o"'*% )$# +$#'#!%ly )**#%#" )!" '#" /y #)*& )!" #6#$y
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*)%#-o$y o+ *o!'#$. A!" %&# HLL '% % )ll #++o$% %o )!%)! % %)!")$"
%& $##*% %o $*# )!" %&# ')l%y o+ %&# $o"'*%.
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2. T&# /$)!" -#!#$)lly "#)!"#" /y %&# *o!'#$.
I. HLL "#)!"#" )$o)%#ly @0.
II. PG "#)!"#" )$o)%#ly 15.
III. NIRMA "#)!"#" )$o)%#ly 15.
I. OHNSON OHNSON "#)!"#" )$o)%#ly 10.
0%
10%
0%
30%
40%
50%
0%
70%
1
#eman#e# :ppro*.
P62 #eman# :ppro*.
)irma #eman#e# :ppro*.
o$nson 6 o$nson#eman#e# :ppro*.
Graphi;a3 representation of the <rands demanded <y the ;onsumer
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?. O! %&# '#%o! %&)% &o '*& %&# /$)!" !)# o+ %&# o)
o$%)!% +o$ %&# *o!'#$ "'$!- %&# '$*&)!- o+ %&# o). N#)$
)/o'% ?0 )$# *)'# )/o'% %&# /$)!" !)# o+ %&# o)4 25 )$# !o%4
)/o'% 20 '#" $#-'l)$ /$)!" )!" 15 o+ %&# )$# !o% )!#$#".
0%
10%
0%
30%
40%
50%
Serious a!out t$e!ran#s
)ot serious
;sually use# same
!ran#s
)ot ans&ere#
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D#T# #$#%YS S#T# #$#%YS S
1. A+%#$ %&# '$6#y (50 )l# %&# o'l)%o! '!"#$%)!" %&# o) /y
% /$)!" $#-)$"#" %& ')l%y. T&# $#'l% )$#:
I 30 8!o! /y %&# *o)!y !)#.
II ?5 8!o! /y %&# ')l%y o+ %&# o).
III 10 8!o! /y %&# "#!%+y!- %&# !)#.
I 15 8!o! /y %&# %y# o+ %&# o).
0%
10%
0%
30%
40%
50%
1
ompany name
<uality o( t$esoap
#enti(yin+ name
/ypes o( t$e soap
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2. Mo%ly *o!'#$ '#.
I HAMMAM 5
II DETTOL 9
III LU[ 2
I LIRIL 20
BREEXE
I DOE 3
II PEARS ?
III LIFEBOU 13
I[ NIRMA 1?
[ OTHERS @
0%
5%
10%
15%
0%
5%
30%
1
ammam
=ettol
u*
iril
>ree?e
=o"e
Pears
i(e!ouy
)irma
@t$ers
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3. T&# !"6"')l $)%# %&#$ $##!% o) /y %&# +ollo!- ')l%#
I P)*8)-!- o+ o) 15
II o)!y !)# 20
III P$*# o+ %&# o) 30
I All o+ %&# )/o6# 35
0%
10%
0%
30%
40%
P a c - a + i n +
o ( s o a p
1 o m p a n y
n a m e
P r i c e o (
t $ e s o a p
: l l o ( t $ e
a ! o " e
Series1
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?. All %&# !"6"')l $#+#$$#" %o *&)!-# !# /$)!" o+ %&# o).
I F$#'#!%ly *&)!-# %&# /$)!" 10
II R)$#ly *&)!-# %&# /$)!" ?0
I P'!*%')l o! o!# /$)!" ?5
II &)!-# )**o$"!- %o %&# *l)%* %')%o! 5
0%
10%
0%
30%
40%
P a c - a + i n +
o ( s o a p
1 o m p a n y
n a m e
P r i c e o (
t $ e s o a p
: l l o ( t $ e
a ! o " e
Series1
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5. T&# +)*%o$ &*& )8# %&# *o!'#$ %o '$*&)# %&# o) ) $)%#".
I. P)$#!% '--#%o! 35
II. F$#!" '--#%o! 15
III T.. )"6#$%##!% 25
I O!#" '--#%o! 25
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0%
5%
10%
15%
0%
5%
30%
35%
40%
1
Parent su++estion
Frien#s su++estion
/.A. a#"ertisement
@&ne# su++estion
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@. A+%#$ %&# '$6#y o+ 50 )l# I )!)ly# %&)% l)$-# +)ly '#.
I. HLL ?5
II. PG 15
III OHNSON OHNSON 10
I NIRMA 30
OTHERS 5
0%
5%
10%
15%0%
5%
30%
35%
40%
45%
1
P62
7o$nson 6 7o$nson
)irma@t$ers
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7. A+%#$ %&# '$6#y o+ 50 )l# I )!)ly# %&)% )ll +)ly '#.
I. HLL SOAPS 30
II. PG 15
III OHNSON OHNSON 20
I NIRMA 30
OTHERS 5
0%
5%
10%
15%
0%
5%
30%
35%
1
Soaps
P62
)irma
7o$nson 6 7o$nson@t$ers
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. I! %&# $#' #-#!%)%o! o+ %&# o) %&# $*& #ol# '#
I. P#)$ 30
II. Do6# 55
III )#y 10
I Doy 5
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0%
10%
0%
30%
40%
50%
0%
1
Pears
=o"e
amey
=oy
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P"#'UC '$$!"!NA#NP"#'UC '$$!"!NA#N
P$o"'*% "++#$#!%)%o! ))$% o+ )$8#%!- %ool o % 6#$y *oo! !
FMG #*%o$ )lo. D++#$#!%)%o! #)! 6)$)%o! o+ $o"'*% /y #)! o+
+o$4 +#)%'$#4 %yl# )!" )!y o$#. T&# $o"'*% "++#$#!%)%o! &*& o**'$ !
o) !"'%$# )$# ) +ollo:
• FORM: So# o) )$# o6)l o# )$# $#*%)!-'l)$ )!" o# )$#
)lo!" &)# o# )lo &)6# %&# &)# o+ )!)l4 o# +o'!" ! 75
-4 )!" o# )$# 125 - )!" )$# +o'!" 150 -.
• FEATURE: So# o) )$# &#$/)l4 o# )$# !o! )l8)l!# )!"
)l8)l!#.
• PERFORMANE: So# o) #l% l# ! )%#$ )!" o# #l%
'*8ly.
• PAAGING: L%%l# o) $)#" ! )#$ )*8 )!" l%%l#
o) +o'!" ! 6/l# l)%* )*8.
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A'2!"S!M!N !IP!N'U"!A'2!"S!M!N !IP!N'U"!
A"6#$%##!% l)y ) 6%)l $ol# ! )$8#%!- o+ $o"'*%. F# y#)$> /)*8 %&#
$)%o /#%##! )"6#$%##!% )!" )l# $oo%o! ) 70:30 /'% %& $)%o
*&)!-#" "$))%*)lly. No %&# $)%o /#%##! )"6#$%##!% )!" )l# ?0:@0.
I% /#l#6#" %&)% )l# $oo%o! #++#*%6# + % /)*8#" /y )"6#$%##!%.
All %&# )!'+)*%'$#$ o+ FMG $o"'*% #!% &'-# o!#y ! )"6#$%##!%.
Advertisement !penditure of HLLAdvertisement !penditure of HLL
A"6#$%!- #!" !*$#)#" /y 5 #$*#!% ! 200? '!l8# o'l)$ )$8#%
#$*#%o! %&)% HLL &)" *'% /)*8 )" #!". Ho#6#$4 %&# *o)!y !o
+o*'!- )%%#!%o! o! $)%o!)lJ!- % /$)!" o$%+olo +$o 110 %o 30.
R ! 200@ D#* 2005 D#*A"6#$%!-
)!" P$oo%o!
1?40?0 1345?0
S)l# @4230 1450 o+ S)l# [email protected] [email protected]
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0
040
0
80
100
10
140
0 0 4 = e c
0 0 5 = e c
:#"ertisements
Sales
Go"$#; o!'#$ P$6)%# L%#"4 %&# o%&#$ );o$ l)y#$ ! I!")! o) )$8#%
&) "#*"#" %o #!" R. 1/! ! )"6#$%##!% )!" $oo%o! ! 200?. I! 2003
%&#y #!% R. 500 ! )"6#$%##!% )!" $oo%o!.
ol-)%# P)lol6#4 N$)4 HENELS* L%".4 F L%#"4 %&# o%&#$
l)y#$ ! I!")! o) )$8#% )$# !o% /#&!" %oo '*& ! #!"!- +o$
)"6#$%##!% )!" $oo%o!.
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F $D $GS OF STUD ES $D $GS OF STUD ES
After the resear;h of my study found that
• Lo#$ *l) #ol# '# N$) L+#/'oy /#*)'# % *o% $*#
6#$y l# )!" %&#y *)! )++o$" %o /'y %.
•
M""l# *l) #ol# '# L'4 !%&ol L$l /#*)'# %&## )$#
#*o!o*)l o).
• U#$ *l) #ol# '# ))y4 P#)$ Do6# %&## o) %#ll o+
&-& o*#%y.
• Mo% #ol# l8# HLL $o"'*% /#*)'# % &) -o% 6)$#%# o+
$o"'*%.
• L' B$##J# )$# +)6o$%# o+ o#!.
• o&!o! o&!o! &)6# %)$-#%#" %&# *&l"$#! )!" %&#y &)6#
)*#" %.
• P#ol# )y %&)% $*# o+ Do6# P#)$ &o'l" /# #*o!o*)l %o
)ll *)%#-o$#.
• P#ol# "#)!" +o$ N$) o) o%ly /#*)'# %
#*o!o*)l.
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% M T#T O$
=urin+ t$e &orin+ o( t$is proect' (ace# many pro!lems' &$ic$ $as le# to t$elimitation o( t$e &or. /$ese limitations coul# not !e controlle# e"en a(ter tain+
enou+$ pre"entin+ measures. $ope t$e (ollo&in+ limitations &ill not a((ect t$e stu#y
o( t$e proect an# its analysis.
a/$ose sample si?es (or t$e customer coul# not $a"e !een lar+e #ue to time
constraints' it &as at 100 only.
!/$e sur"ey &as con#ucte# in )@=: city only.
c B$ile con#uctin+ t$e sur"ey una"oi#a!le error ept in suc$ as' non-response
error' an# inaccuracy in response.
#>ecause o( t$ere' !usy sc$e#ule an# &orloa# some o( t$e respon#ents &ere
not in t$e position to spare su((icient time an# t$ere(ore t$eir Cuestionnaire
(ille# $urrie#ly.
ePersonal !ias mi+$t $a"e crept in at any sta+e.
( /ime &as t$e maor constraint (or con#uctin+ stu#y.
+/$e in(ormation is collecte# (rom t$e &e! sites' !roac$ers an# !oos only.
$/$e customer !ases analysis on t$e in(ormation collecte# !y t$e
Cuestionnaire.
$a"e taen secon#ary #ata in consi#eration &$ile un#ertain+ my stu#y
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SUGGESTIO$ #$D RECOMME$D#TIO$SUGGESTIO$ #$D RECOMME$D#TIO$
O! %&# /) o+ y %'"# I )!% %o '--#% %&)% PG &) %o )8# o'% %&# o$#
$o"'*% 6)$#%# )**o$"!- %& "++#$#!% $o"'*% #-#!%)%o! )# ) %&#
HLL "" %o -$) %&# )$8#% &)$#.
B#*)'# )!y *o)!y %)!" ! %&# *o#%%6# )$8#% &o'l" &)6# lo% o+
6)$#%# o+ $o"'*% %o o6#$%)8# %&# #!%$# )$8#%. T&# PG &) %o *&#*8 o'%
%&#$# $*!- %$)%#-y /#*)'# %&# $*# o+ %&# HLL '*& l##$ %&)! PG
)!" o%&#$ *o)!#.
T&# )l# )!" $oo%o!)l )*%6%# o+ HLL 6#$y #++#*%6# %&)! o%&#$
*o#%%6# *o)!#. T&# HLL !6#% o$# o!#y o! )"6#$%##!% )!" %
)lo #&)J# o! %&# "#)l#$ !#%o$8 "%$/'%o! %& %&# &#l o+ %&#$# %)l#!%#"
)$8#%!- ##*'%6#.
T&#$#+o$#4 I '--#% %o o%&#$ $#l)%#" *o)!# %&)% %&#y &o'l" #&) o!
%&#$# )l# )!" $oo%o!)l )*%6%# )!" &o'l" )8# %&#$# $o#$ )$8#%!-
%$)%#-y.
L)% /'% !o% l#)% %&# *&)!!#l o+ "%$/'%o!4 )*8)-!-4 #-#!%)%o! )!"
o$#o6#$ o!ly )+%#$ %&# $o#$ )$8#%!- $##)$*& %&#y &o'l" l)'!*& %&#$ !#
$o"'*% ! %&# )$8#% %o -$) %&# #!%$# )$8#% )!" !*$#)# %&#$ )$8#%
&)$#.
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CO$C%US O$O$C%US O$
H#)% )!" "'% )$# !%#-$)l )$% o+ I!")! *l)%#. T& )8# I!")! ) o!# o+
%&# "#)l )$8#% +o$ o) )!" o%&#$ *l#)!!- $o"'*%. A # 8!o %&)% %&#
*o!'#$ 8## l%#" !6#!%o$y o+ o) $o"'*% )!" $#+#$ %o '$*&)#
%&# +$#'#!%ly4 ) )!" &#! $#'$#". M)!y o+ %&## $o"'*% )$# #$&)/l#.
T&# #!#%$)%o! o+ /)%&!- o) 9 o+ )ll &o'#&ol". T&# $##)$*& %'"y
&o %&)% %&# #$ *)%) *o!'%o! o+ /)%&!- o) 513-. So %&#$# )
6#$y /- )$8#% +o$ o) ! I!"). T&# %o%)l %'$!o6#$ o+ o) o$ )$8#% ! I!")
5? l)8& %o!# #$ )!!' )!" !*$#)!- )% %&# $)%# o+ 5 #$ )!!'. I!
&*& HLL %&# )$8#% l#)"#$ %& 59 o+ &)$# +ollo#" /y -o"$#;. O%&#$
);o$ l)y#$ )$# N$) L%".4 ol-)%#P)lol6# L%".4 H#!8#lS* I!") L%".
T&# o) )$8#% !o% o!ly #-#!%#" o! %&# /) o+ $*# )!" /#!#+% /'%
#6#! ) $)!-# o+ #o%o! %&! %&)% o'%l!!- +$)# o$8.
T&#$#+o$# )**o$"!- %o $##)$*& "o!# o! %&# o) !"'%$# I &)6# $#)*&#" %o
%&# +ollo!- *o!*l'o!
• T&# +$#'#!% '#" o) ) L' (2 %&#! N$) (1? %&# #*o!"
o%o!.
• T&# )#)l!- +)*%o$ )$# o) #$# $*# &*& ) +ollo#" /y J#
%&#! %&# #"*!)l ')l%# )!" o o!.
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• T&# #$o! =#l+> ) &)6!- %&# &-&#% #$*#!% ! "#*o! )8!- +o$
/'y!- o).
• 5 #$# )l# $#o!"#!% )!" ?2 #$# +#)l#.
• T&# )-# -$o' o+ %&# $#o!"#!% ) &-&#% /#%##! 20 30 y#)$ !
%&# )l# "#-!.
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&UEST O$$# REUEST O$$# RE
nformation "euirement
I. o!'#$ #$*#%o! o+ /$)!" )!" %&# o$%)!% %&#y )%%)*& %&#
/$)!" !)#.
II. T&# #%#!% %o &*& %&# *o!'#$ %&!8 %&# +ollo!- )%%$/'%#
*o)!y !)#4 &)#4 8!*)$#.
III. T&# /'y!- $o*# !6ol6#" ! %&# #l#*%o! o+ o).
I. o!'#$ )%%%'"# %o)$" $#%$#)%!-.
@uestions-
1 &*& *o)!y> o) "o yo' '# $#-'l)$lyQ
HLL PG Go"$#; N$) 2 &)% "o yo' '!"#$%)!" /y %&# %#$ K/$)!" o+ o)Q
o)!y N)#
')l%y o+ %&# o)
I"#!%+y!- !)#
6 Ty# o+ %&# o)
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3 Pl#)# !)# o# o) *o)!# %&)% yo' &)6# &#)$" o+.
? Ho o$%)!% ' %&# /$)!" !)# o+ ) o)Q
No% o$%)!%
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