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<p>1</p> <p>VIVA COLLEGE OF ARTS, COMMERCE &amp; SCIENCE VIRAR (W)</p> <p>SUBJECT: PUBLIC RELATION MANAGEMENT</p> <p>2</p> <p>SR.NO</p> <p>CONTENTS FMCG INDUSTRY</p> <p>PG.NO1</p> <p>1. 1.1 1.2 1.3 1.4 1.5 1.6 1.7</p> <p>CADBURY BOURNVITA Introduction Internal public External public Public Relation by Advertisement Public Relation by Promotion Articles Conclusion 2 3 6 8 9 10 14</p> <p>2 2.1 2.2 2.3 2.4 2.5 2.6</p> <p>GSK HORLICKS Introduction Internal Public External Public Public Relation By Advertising &amp; Promotion Articles Conclusion 15 16 18 19 20 24</p> <p>3 3.1 3.2 3.3 3.4 3.5 3.6 4 4.1 4.2 4.3 4.4 4.5</p> <p>HEINZ COMPLAN Introduction Internal Public External Public Public Relation By Advertising &amp; Promotion Articles Conclusion NESTLE MILO Introduction Internal Public3 External Public</p> <p>25 26 27 28 29 34</p> <p>35 36 38 39 40</p> <p>Public Relation By Promotion Articles</p> <p>4</p> <p>INDIAN FMCG SECTOR</p> <p>The India FMCG sector id the 4th largest in the economy &amp; has a market size of US $ 13.1 billion well established distribution networks, as well as intense cxompetition between the organized &amp; unorganized segments are the characteristics of these sector. FMCG in India has a strong &amp; competitive Multinational Corporation presence across the entire value chain. It has been predicted thet the FMCG market will reach to US $ 33.4 billiion in 2015 from US $ 11.6 billion in 2003. The middle class &amp; the rural segments of the Indian population are the most promising market for FMCG, give brand makers the opportunity to convert them to the branded products.</p> <p>HEATH FOOD DRINK MARKET The milk shortage of the sixties was what first fueled the growth of the sector with availability of milk being rare &amp; qualities always being suspect, milk addictives were in high demand. The following decades saw the sector arousing along at an 8 to 10% growth rate, with milk shortages fuelling growth, lot of companies jump on to this band wagon. The sector saw a flurry of launches from Complan, Nutramul, Boost, Maltova, etc. The eighties were the era of self reliance. Operation flood ensured the availability of good quality milk &amp; restrain the consumers motivation to buy addictives from taste. The manufacturers quickly jump on to energy plank. A decade later of flurry of re-launches, nutritions, freebies galore Health Food Drinks are fighting to regain staming as the industry goes through trying time. Malt Food Health Drink Market is divided in white &amp; Brown Beverages.</p> <p>5</p> <p>6</p> <p>INTRODUCTION</p> <p>Cadbury was in corporate d in India on July 19, 1948 as a PLC under the name Cadbury by India. Cadbury Bournvita was launched during the same year. The brand has been an enduring symbol of mental &amp; physical health ever since it was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the malt food market. Given its market share of 17%, Cadbury Bournvita reaches across hundred of cities, towns &amp; villages through three lakh fifty thousand outlets in India.</p> <p>It is a universal truth that Mothers attach a lot of emotional importance to nourishment while bringing up their children. However, Children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury now offers two options to capture these appeals: Cadbury Bournvita, with its popular Chocolate taste, &amp; its latest offering, Cadbury Bournvita 5 star Magic leveraging the rich chocolate &amp; Caramel flavor of Cadbury 5 Star.</p> <p>Cadbury Bournvita advertising has moved with the times to reflect the changing needs of consumers. In the new millennium, keeping pace with the evolving mindsets of the new age consumers, Cadbury Bournvita is about arming consumers with confidence to take on mental &amp; physical challenges that no body else can, resulting in one of the most successful advertising campaigns which is based on Real Achievers who have grown up on Bournvita.</p> <p>7</p> <p>INTERNAL PUBLICC.Y.PAL CHAIRMAN</p> <p>RAJIV WAHI VICECHAIRMAN ANAND KRIPALU MANAGING DIRECTOR JAIBOY PHILIPS EXECUTIVE DIRECTOR RAJESH GARG EXECUTIVE DIRECTOR ATUL BHATIA EXECUTIVE DIRECTOR HARSH MARIWALA NON-</p> <p>SURESH TALWAY NONEXECUTIVE AMIT BANATI NONEXECUTIVE</p> <p>8</p> <p>SENIOR MANAGEMENT</p> <p>Mr. Ashish Pisharodi Mr. Rajesh Ramanathan Mr. Shivananda Sanadi Dr. Shantanu Samat Mr. Vivek Sarabhai Mr. Dharmesh Joshi R.D.Souza Monaz Noble</p> <p>Vice President - Modern Trade Vice President - People &amp; Talent Vice President - Legal affairs Vice President - Science &amp; Technology Vice President - Logistic &amp; Customer Operation Vice President - Manufacturing Vice President Corporate affairs Company Secretary</p> <p>9</p> <p>Malted Food Drink Segment: Malted Food Drink Segment with a market size of 73,500 total per annum has been growing at 8.5% annually over the last three years. White Beverages account for 68% of these market while brown beverages form 32% or 1/3rd of the market. CIL Bournvita is the Leader with a 14% market Share. CIL is using the platform of Taste &amp; Energy provided by Bournvita Quiz Contest to Woo Children &amp; to take on the stiff competition provided by the Boost.</p> <p>10</p> <p>EXTERNAL PUBLIC</p> <p>SUPPLIERS:</p> <p>Cadbury works with around 35,000 direct &amp; indirect suppliers, some of them are:</p> <p> Barmalt India pvt ltd, is the largest manufacturer of Malt &amp; Mailt Extract in India. They manufacture a wide range of quality Malt &amp; Malt Extract for the brewing, distilling &amp; food industries. They offer a wide range of liquid &amp; powder Malt Extract. Liquid Malt Extract can be used as a straight gain Malt replacement or, when added to a conventional Mash, as a brew extender. Barmalt India is the approved suppliers of Malt Extract Horlicks, Bournvita, Milo, Boost &amp; Ovaltine. -</p> <p> Warna group of Co-operatives is the supplier of Cocca powder.</p> <p>11</p> <p>CUSTOMERS:</p> <p>Bournvita was relaunched with a new formulation, &amp; an all new packaging &amp; communication in 2001. The communication shifted from being Mother centric to balancing the mother &amp; child in terms of importance.</p> <p> The consumers insight was the power equation between mother &amp; child had changed with the child also becoming an important element in the brand communication Bournvita started communicating Great Taste which is important to the kid, even as it equal impetus on the nutritional aspect of the product which is important to the mother. Since then its national market share shot up to 17% from 14.5%.</p> <p>In the new millennium, keeping pace with the evolving mindsets of the new age mother &amp; child, Bournvita is also about arming kids with physical &amp; mental energy that helps make the confident.</p> <p> Thus, mothers &amp; childrens will both be important audiences although for different reasons. Mother prefers to use brands offering nutrition, while children are swayed by taste in their preference. Bournvita has structure the perfect combination.</p> <p>12</p> <p>PUBLIC RELATION</p> <p>BY ADVERTISEMENT:</p> <p> In the early years, the positioning centered on Good Up Bringing with Bornvita being an essential building block for children.</p> <p>In the 1980-82 years it was Goodness That Grows with You.</p> <p> By 1987, it had become more aggressive Brought Up Right, Bournvita Bright.</p> <p>In the last decade of the 20th century, competition between children was becoming intense &amp; Bournvita was their with its Extra Energy To Stay Ahead.</p> <p> In 1992 95 period Shakti Har Din Ke Champion Ki energy for the every day champion was its pay offline.</p> <p> In 2000, Bournvita Poshan, Sahi Poshan (Bournvita Nutrition, Right Nutrition) encourage consumption.</p> <p> In the following year Confidence Kuch Kar Dikhane Ka became the reason to buy. The company won an ABBY for a press campaing that said- No Bournvita. No Milk.13</p> <p>BY PROMOTION:</p> <p>One of the most enduring relationships that Bournvita has with its customers in long standing Bournvita Quiz Contest.</p> <p> In the 80s Moscow Olympics Cadbury Bournvita was the official health drink for the Indian Team.</p> <p>A new format The Cadbury Bournvita Confidence Champion was introduced, which is planned to be run alternately with the classic Cadbury Bournvita Quiz Contest every year.</p> <p> Bournvita has also sponsored other kid connect activities such as Toon Cricket in association with Cartoon Network.</p> <p> Bournvita has used packaging with the strong promotional accent. Its usage of brand colours (yellow &amp; orange) effectively cues health. It creates an association with the Mother brand through the predominant use of purple &amp; the dumb bell shape bottles signifies strength &amp; energy.</p> <p>14</p> <p>ARTICLES</p> <p>CARTOON</p> <p>NETWORK,</p> <p>BOURNVITA</p> <p>SIGN</p> <p>PROMOTIONAL</p> <p>LICENSING DEAL Indiantelevision.coms Media, Advertising &amp; Marketing watch 16th April 2002.</p> <p>Toons are all set up to adopt the chocolate milk flavor. Cartoon Network &amp; Cadbury India have announced a one year promotional license agreement. Bournvita position itself as a healthy &amp; nutritious drink for kids. The first promotion is the Toon Mug offer. A 500gm Bournvita pack comes with a mug featuring some of the best loved Cartoon Networks Characters, Says an official press release. Toons Buffs get a choice of over Six toons Mugs including the power puff girls, Flintstones, Scooby Doo, Johnny Bravo, Dextor &amp; Tom &amp; Jerry. The Bournvita promotion is being supported by television commercials &amp; in-store advertising. The cartoon Network off channel Commerce group develops the licensing &amp; merchandising, publishing,theme park, special events, retail &amp; e-commerce business for Cartoon Network. These includes all off channels marketing strategies for the Cartoon Network brand including the Cartoon Network originals or Cartoons, to popularize &amp; leverage their appeal beyond television.</p> <p>15</p> <p>BOURNVITA CONFIDENCE FOR ALL INDIA JUNIOR BADMINTON CHAMPIONS Cadbury Bournvita Sponsors Krishna Khaitan Memorials All India Junior Badminton Tournaments</p> <p>The oldage, Confidence is the first requisite to great undertaking cant hold more relevance then today in this age of convergence &amp; competition &amp; this famous line once again stands the test of time, as Cadbury Bournvita brings together young champs from all over the country for an exiting All India Junior Badminton Tournament being held in Chennai from May 26 to 31st 2007.</p> <p>The tournament is organized by the Express Shuttle Club &amp; recognized by the Badminton association of India. It features players from various states in India who will vie for the top slot in their respective categories. The finals of the Championship will be held on May 31st 4 p.m.</p> <p>Commenting on the association, Sanjay Purohit , Director, Marketing Cadbury India, Said, Cadbury Bournvita is among the most loved &amp; trusted brands in the country with the extra physical &amp; mental energy that Bournvita provides, youngster s have the confidence to take on the world &amp; actualize their innate potential. Our association with this tournament aims to recognize &amp; reward Champions who through their achievements embody the Bournvita brand values.</p> <p>16</p> <p>THREE INDIAN AGENCIES SCORE AT THE AME AWARDS New Delhi, Sep 22, 2008 Abhishek Chandra, afaqs!</p> <p>O &amp; M India, JWT India &amp; solutions digital has emerged Winners at the Asian Marketing Effectiveness Awards (AMEA) 2008. The media tally for India these year was eight. O &amp; M India won three metals- Gold, Silver &amp; Bronze. O &amp; M Mumbais Bournvita (CadburyIndia) Campaign, titled How Bournvita Make Children Be Differently capable &amp; differently successful, won Gold for best insights &amp; strategic thinking &amp; Silver in the Most Effective use of advertising category. In an academically obsessed nation Bournvita chose to inspire childrens to chase their dreams &amp; nudged parents to re-valuate conventional notions of achievement. As a campaign, it told children that it was okay to be unconventional, to chase whatever was important to them.</p> <p>17</p> <p>More Fun, More Exictement On Weekends As Bournvita Confidence Academy 2008 Series Hits your T.V. Screen Every Sunday at 4 p.m. only on Pogo T.V.</p> <p>Mumbai August 27, 2008:</p> <p>After the successful launch of Bournvita Confidence Academylast year, the innovative reality platform is back with an all new exiting 2008 series premering on Pogo T.V.</p> <p>Bournvita Confidence Academy is a nation wide hunt to unearth talent in young prodigies aged 12 16. The nation wide search, attracted applications from over one lakh schools students out of which only 6 young prodigies have been selected to compete with each other in 2008 Bournvita Confidence Academy .</p> <p> GREAT PLACE TO WORK August 21,08 Cadbury India has been ranked as the great place to work &amp; the no.1 FMCG Company in india in 2008, by the great place to work institute. This is the 4th time Cadbury has been featured amongst the great place to work in india. It was ranked 10th in 2003, &amp; was among the top 25th in 2004-05. Cadbury began its operations in 1948 by importing chocolates &amp; then re-packing them before distribution in the Indian market.18</p> <p>CONCLUSION</p> <p>It is among the oldest brands in the Malt Based Foods category with a rich heritage &amp; has also been known to provide the best nutrition to aid growth &amp; all round development. Through out its history, Cadbury Bournvita has continuously reinvented itself in terms of product, packaging, promotion &amp; distribution. The Cadbury lineage &amp; rich brand heritage has helped the brand maintain its leadership position &amp; image over the last 50 years.</p> <p>19</p> <p>20</p> <p>INTRODUCTION</p> <p>GlaxoSmithKline Consumer Healthcare Ltd. (GSKCH) is an Indian associate of GlaxoSmithKline plc, U.K. GSKCH is one of the largest players in the Health Food Drinks industry in India. The Company, with its manufacturing plants located in Nabha, Rajahmundry and Sonepat, has a total workforce of over 2700 people, each driven by a spirit of enterprise. Its flagship product, Horlicks, is a highly respected brand which is over 100 years old in India. Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks Brand' (Economics Times Survey, 2004) in India enjoys more than half of the Health Food Drink market. Although it has been a popular brand in the Indian market since the 1930s, Horlicks underwent a revamp in 2003 to further increase its relevance. The modern &amp; contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of flavours including Vanilla, Toffee, Elaichi and Chocolate. With revitalized packaging synergistic with the new brand personality, it is a favourite with both mothers for its nourishment and kids for its great taste and variety.Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs.</p> <p>21</p> <p>INTERNAL PUBLIC</p> <p>MANAGEMENT TEAM</p> <p>Zubair Ahmed Rakesh Kaushik Arun Sehgal Shubhajit Sen Surinder Kumar Pradeep K Chaudhry Ambati Venu Ramakrishna Subramanian Praveen Gupta Charubala Seshadri</p> <p>Managing Director Vice President - Procurement Executive Vice President - Human Resource Executive Vice Presi...</p>


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