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INTRODUCTION

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INTRODUCTION

Creating an effect of advertising on children is one of the best ways of marketing

products or services to children as well as to elders. The world belongs to kids.

Marketing to kids may be your best way to growth. Companies are using this segment

to increase profits. Kids have a firmer grip over the Society than what their parents

ever had. Not only are they consumers in their own right, they also have a major

influence over the family‘s purchasing power. This purchasing power we can call it

"Kidfluence". It is the direct or indirect Influence kids have over family household

purchases. So advertising has changed the way kids Learn, react and behave to a large

extent. On the television, too, only 18 percent of the total Viewing is of the kids‘

channels, while 80 percent still continues to be general viewing. The Indian

advertising industry is talking business today. It has evolved from being a small-scale

business to a full-fledged industry. It has emerged as one of the major industries and

tertiary sectors and has broadened its horizons be it the creative aspect.

Indian advertising industry with an estimated value of around 14, 000-crore has set

eyeballs gazing. The creative minds that the Indian advertising industry incorporates

have come up with some mind-boggling concepts. Indian economy is on a boom and

the market is on a continuous trail of expansion. Businesses are looking up to

advertising as a tool to cash in on lucrative business opportunities. Growth in business

has lead to a consecutive boom in the advertising industry as well.

The advertising today handles both national and international projects. This is

primarily because of the reason that the industry offers a host of functions to its

clients that include everything from start to finish that include client servicing, media

planning, media buying, creative conceptualization, pre and post campaign analysis,

market research, marketing, branding, and public relation services. Keeping in mind

the current pace at which the Indian advertising industry is moving the industry is

expected to witness a major boom in the times ahead. If the experts are to be believed

then the industry in the coming times will form a major contribution to the GDP.

Children who watch a lot of advertisements, want more toys seen in and eat more

advertised food than children who do not watch as much advertisements. Children

also urge their parents and friends to be sure to watch certain commercials.

Advertisements and its effect on consumption patterns, values, and social interaction

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have been hotly debated for many years. But only recently has the controversy

focused on its differential impact on special interest groups- the elderly, minorities

and children. There are many television advertisements based on children and it is

faced that children urge their parents to purchase what they want without needing. For

a whole generation of new age children, advertising is as influential as a parent or a

teacher. According to Wiman (1986), children who talk with their parents more

frequently about advertising and commercials make more purchase requests.

Children comprehension of television advertisements and its persuasive intent

increases with the age, because of greater cognitive maturity and increased experience

with the medium. Even a majority of 5-8 years old have only a low awareness of what

a commercial really is; and although three quarters of 9-12 year old children may

demonstrate a medium level of awareness. Visibility is the mantra of success these

days and advertising makes sure that your product, service is visible; thus saleable.

Today Advertising Industry of India is booming with revenue. It is a very successful

industry, which generates lot of revenue. The Advertising Industry in India getting

recognized worldwide with its superior quality work and innovation. It ensures

tremendous growth and scope for the employees.

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LITERATURE REVIEW

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LITERATURE REVIEW

In the 1940s and 1950s children were not considered consumers in their own right but

only extensions to their parent‘s purchasing power. With the advent of television and

other mass media, children have come into their own right as consumers and,

consequently, they have become an important target market for the business. In

1950s, confectionery industries was an unorganized market and added negligible to

the growth of economy. Advertisers are the first to recognize children‘s value as

consumers who are capable of making decisions about spending. In case of the TV

advertisement in 1950s dates the modern era of children's television programming,

when a deal between struggling television network ABC and Disney brought The

Mickey Mouse Club and Disney land into children's afternoon television

programming. Advertising at that time appealed generally to the personal gain of the

consumer in the case they decided to purchase the sponsored product. Over the next

15 to 20 years, children's television became an industry by itself. Throughout this

history of children's television advertising, researchers have criticized in different

ways the use of television commercials directed to children (Tseng, 2004). In the late

1970s, a research team funded by National Science Foundation (NSF) estimated that

children viewed an average of about 20,000 commercials per year (Adler in Singer,

2001). There was so little study on this topic during the 1950s, the majority of the

studies on children's television advertising environment goes from the 1970s onward

(Alexander et al. 1998). Four types of products advertised to children during the

1970s were limited: toys, cereals, candies and snacks, and fast foods. While marketers

and advertisers heightened their interest in the child market during the 1980s, research

on children's television advertising of that period consisted mainly on replications and

extensions of previous studies (Tseng, 2004). Extensive research carried out by many

researchers and it has been indicated that the television can and does influence our

feelings, attitude and behaviour (e.g. Wartella, Olivarez, & Jenning 1998).

In the era of 1999s, with the globalization of Indian economy, the growth of

confectionery industry took a high peak and accelerated the growth of Indian

economy. Confectionery includes sweet food items that have high calories and

however they have low nutritional content like mint candies, toffees, lollipops,

chocolates, chewing gums and candies. Confectioneries play a major role in special

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occasions and festival in India. If children saw something new in advertisement or in

a magazine that they liked they were likely to buy it. This is in line with Buijzen and

Valkenburg.s (2003) findings that advertising is positively and directly related to

children‘s purchase requests. McGee in Beder (1998, pg 100) says ―children under

aged 12 spend more than $11 billion of their own money and influence family

spending decisions worth another $165 billion on food, household items like

furniture, electrical appliances and computers, vacations, the family car and other

spending‖. Advertising offers consumer ideas and information, which we process and

evaluate in order to make rational choices. Brown (2004) defends advertising to

children on just such cognitive grounds: ―Children are young consumers, interested in

making choices and needing information about them‖.

Advertising is the most influential and powerful medium in the present commercial

society. It helps us to get worldview. It shapes our attitude and beliefs.

Advertisements encompass every aspect of our life and most of us are hardly aware of

it (Sarma, 2007). In 2011, the Indian Media & Entertainment (M&E) Industry

registered a growth of 12 percent over 2010,

to reach INR 728 billon, as per the FICCI-KPMG report. The growth line is backed

by strong consumption in Tier 2 and 3 cities, continued growth of regional media, and

fast increasing new media business. Overall, the industry is expected to register a

CAGR of 15 percent to touch INR 1,457 billion by 2016. Television continues to be

the dominant medium, sectors such as animation & VFX, digital Advertising, and

gaming are fast increasing their share in the overall pie (KPMG-FICCIFrames-Press-

release-2012). Recently there is a tremendous growth in media industry. In both the

long term and short term, our experience of media image contributes in significant

ways to the way we think, act, and feel, and to our broader belief about the world and

social reality. There are number of theoretical model and approaches help to explain

the complex links between media exposure and its effects (Ann Sanson, 2000). A

major review of the field, conducted by Hastings etal (2003) for the Food Standards

Agency, has focused academic, policy and public attention on the role that food

promotion, particularly television advertising, plays in influencing children's food

choices, defined in terms of food knowledge, preferences and behaviour. More

advanced media literacy does not necessarily constitute a sort of "cognitive defense"

towards advertising effectiveness (Livingstone and Helsper, 2004), Research on

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Children's Perceptions found that they could apply this knowledge and critically

evaluate advertisements. Subsequently they were more skeptical than younger

children about claims made in advertising (Bulmer, 2001 as sited in World Federation

of Advertisers 2007).

In India, the confectionery industry has got a huge potential and this sector has grown

recently in the India with the entry of many foreign companies. Indian companies are

also growing steadily and this field and they are acquiring the top positions in this

sector. The names of India top players, who are dominating the confectionery

industry, are Cadbury India Ltd., Lotte India Co. Ltd., Candico India Ltd., Nestle

India Ltd., Lotus Chocolate Company Ltd., and Campco Ltd. Indian confectionary

players heavily spend on advertisement of their confectionery products. As a result of

that industry observed a decline in the share of non-branded products. Children today

are extremely aware of the various brands in the market and are conscious of the

products they use or consume. They pick and choose carefully according to their

needs, style, preferences etc. They also exercise a lot of independence in decision-

making and influence the family buying behaviour. Today's kids are well informed,

better than their parents. This is because virtually from birth today's children are

exposed to TV commercials, banner ads, billboards, logos and product promotions

(Singh & Ram, 2010).

Children today are exposed to all types of advertisements on the various media like

the television, print media and internet among which Television is the most

influencing media in case of children (Effect of Advertisements on Children). Before

a certain age, children lack the defenses, or skills, to discriminate commercial from

relationship from television advertising to adiposity (Institute of Medicine, 2006), An

review of previous research could significantly find no study that examined the

relation between children's understanding of advertisings' persuasive intent and the

impact of advertising; this relation has been generally taken for granted without any

kind of scientific research supporting it as specially in case of confectionary products

in India.

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NEED FOR STUDY

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NEED FOR STUDY

Today Indian market is growing rapidly. To be aware of the fact that Indian

confectionary players heavily spend on advertisement of their confectionary product.

As a result of that industry observed a decline in the share on non-branded products.

Children today are extremely aware of the various brands in the market and are

conscious of the products they use or consume. They pick and choose carefully

according to their needs, style, preference etc.

Children are aware of various brands. This awareness will affect while purchasing of

the product. So Study of this topic will understand how the purchasing power of

family will change according to the children.

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STATEMENT OF RESEARCH

PROBLEM

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STATEMENT OF THE RESEARCH PROBLEM

Through this project we want to find out how children are influenced by the

advertisements especially of confectionary products. So the statement of project is

―Effect of advertisement in children with special reference to confectionary products‖.

The researcher would like to study and analyze marketing strategies and how the

advertisement industries using various marketing strategies to get a advantage for the

product company.ami of the research to observe advertisement effect on children.

And by using such advertisement concept how company will increase business.

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OBJECTIVES OF THE STUDY

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OBJECTIVES OF THE STUDY

Following are the objectives of this research

To know the children's awareness about confectionery Products & their

advertisements

To study the impact of advertisement of confectionary Products on

children.

To identify influence of various advertisement mediums on children‘s.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Research has been defined in a number of different ways. It defined as "Research is a

process of steps used to collect and analyze information to increase our understanding

of a topic or issue". Or we can say, ―Research is a systematic inquiry to describe,

explain, predict and control the observed phenomenon‖.

DATA COLLECTION METHOD

There are mainly two types of data collection methods which are as follows:

Primary Data

Primary Data is the one that is being collected by the researcher itself and

is being collected for the first time. Researcher has collected this data with a

specific purpose of studying the problem. Primary Data in the research process

would be collected by filling up questionnaires from children and their

parents. But our research based on secondary data so cannot make a

questionnaire and collect a data for the primary purpose.

Secondary Data

Secondary Data is the data that already exists and in ready to use format

and gathered by somebody else. This data can be in the form of articles in

magazines, journals, government reports or any other historical data. It might

even be the different articles in newspaper and on the internet blogs.

For this research we can consider a secondary data that can be collected

for the internet, published research, articles, magazines, journals etc. From

such a kind of secondary data we can go through research problem.

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SCOPE OF THE STUDY

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SCOPE OF THE STUDY

This project highlights the Effect of Advertisements on Children. It will

analyse the changing preference of consumers (Parents and Children) for

confectionery Products. The study would help to understand the effect of

advertisement on purchasing power of the consumers.

The research process goes within the following confectionary products:

Biscuits

Chocolates

Wafers

Noodles

Health Drinks ...etc.

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DATA COLLECTION

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DATA COLLECTION

The secondary data can be in the form of articles in magazines, journals,

government reports or any other historical data. It might even be the different

articles in newspaper and on the internet blogs.

Secondary data are pieces of information that have already been collected for a

different purpose, but may be relevant to the research problems at hand.

Secondary data are useful for addressing a number of research questions, for

example:

Estimating market potential

Analyzing competitors

Sales forecasting

Assessing industry trends

Alerting the manager to potential problems

Providing preliminary information to guide subsequent primary

data collection

Advantages of Secondary Data

Low Cost

Less Effort

More Timely

Some info is available only from secondary data sources; for

example:

Market shares

Industry data from trade associations

Sources of Secondary Data

There are two key sources of secondary data:

The Company Itself

(Internal Databases):Database Marketing

Is the creation of large computerized files of customers‘ and potential

customers‘ profiles and/or purchase patterns.

Is the fastest-growing use of internal database technology.

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Other Organizations or Persons

(External Databases):Government publications – Census, Bureau of

Labor Statistics, etc.

Trade Associations - Newsletters, special reports, annual ―state of the

industry‖ reports, etc.

Other publications - periodicals (e.g., WSJ, Fortune), annual reports,

Moody‘s, Dun & Bradstreet

Computer retrievable databases (syndicated) - Lexis/Nexis, scanner data

Internet

Computer Retrievable

Sources of Secondary Data:

Surfing the web –Search Engines

Newsgroups on the Internet

Internet sites devoted to a specific topic where people can read and post

messages.

Databases

A number of companies offer database packages on DVD for personal

computers or by subscription over the internet.

For this research we can consider a secondary data that can be collected for the

internet, published research, articles, magazines, journals etc. From such a kind of

secondary data we can go through research problem. As consider the confectionary

product the research goes through such products like biscuits, chocolate, wafers,

Sauces, noodles, health drinks etc.

Secondary data collection according to confectionary

product:

1) Biscuits

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India is known to be the second largest manufacturer of biscuits, the first being USA.

The annual turnover of the organized sector of the biscuit manufacturers is around Rs.

4,350cr. It is classified under two sectors: organized and unorganized. Bread and

biscuits are the major part of the bakery industry and covers around 80 percent of the

total bakery products in India. Biscuits stand at a higher value and production level

than bread. This belongs to the unorganized sector of the bakery Industry and covers

over 70% of the total production. India Biscuits Industry came into limelight and

started gaining a sound status in the bakery industry in the later part of 20th century

when the urbanized society called for readymade food products at a tenable cost.

Biscuits were assumed as sick-man's diet in earlier days. Now, it has become one of

the most loved fast food products for every age group. Biscuits are easy to carry, tasty

to eat, cholesterol free and reasonable at cost. States that have the larger intake of

biscuits are Maharashtra, West Bengal, Andhra Pradesh, Karnataka, and Uttar

Pradesh. Maharashtra and West Bengal, the most industrially developed states, hold

the maximum amount of consumption of biscuits. Even, the rural sector consumes

around 55 percent of the biscuits in the bakery products.

The total production of bakery products have risen from 5.19 lakh tonnes in 1975 to

18.95 lakh tonnes in 1990. Biscuits contributes to over 33 percent of the total

production of bakery and above 79 percent of the biscuits are manufactured by

the small scale sector of bakery industry comprising both factory and non-factory

units.

The production capacity of wafer biscuits is 60 MT and the cost is Rs.56,78,400 with

a motive power of 25 K.W. Indian biscuit industry has occupied around 55-60 percent

of the entire bakery production.

The Federation of Biscuit Manufacturers of India (FBMI) has confirmed a bright

future of India Biscuits Industry. According to FBMI, a steady growth of 15 percent

per annum in the next 10 years will be achieved by the biscuit industry of India.

Besides, the export of biscuits will also surpass the target and hit the global

market successfull. Considering Indian biscuit industry details of one of the biscuits

Indian organizations like Parle and Anmol can be regarded as some of the top biscuits

brands in India. The Indian biscuit industry gained prominence in the national bakery

scene during the later part of the 20th century.

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Top Biscuits Brands in India

Sr. No. Company Products

1. Parle Products

Pvt. Ltd

Parle G, Nimkin, Krackjack, 20-20 Cookies, Monaco-

Salted Craker, Golden Arcs, Kreams, Festo, Hide &

Seek Choco Chips, Hide & Seek Milano, Hide & Seek

Bourbon, Hide & Seek Fab, Parle Actifit Digestive

Marie, Magix, Parle Marie, Coconut Cookies, Milk

Shakti

2. Britannia

Industries Ltd

Pure Magic, Treat, Britannia Cookies, Milk Bikis,

Tiger, Nutri Choice, good day, Time Pass, Bourbon,

Little, Hearts, 50-50, Nice Time, Marie Gold

3. Sunfeast Milky Magic, Dream Cream, Marie Light, Snacky,

Dark Fantasy, sweet 'n salt, Dark Fantasy Choco Fills,

Nice, Glucose, Special

Details of Biscuits company

1) Parle Products Pvt. Ltd :-

Founded in 1929, Parle Products Pvt. Ltd ranks among the top biscuit brands

in India. The company has 7 manufacturing units of its own and 51

manufacturing units on contract. Accounting for about 30-35% of market share

in the biscuit industry this company is famous for brands like Parle – G,

Krackjack, Hide & Seek Milano, Hide and Seek, Magix and Monaco. At

present the company has a 40 percent share of the Indian market for biscuits

and is a multi-million dollar organization.

Advertisement for parle product :- Parle G

Biscuit brand Parle-G‘s new television campaign, by Ogilvy & Mather, is

pegged on the theme ―Bachpan se bada koi school nahi, curiosity se badi

koi teacher nahi (There‘s no better school than childhood, no

greater teacher than curiosity)‖. The ad depicts children‘s ability to find

solutions to problems if they‘re given free rein—like a boy flying a plastic kite

in a downpour, or a girl drawing a scuba-diver around afire extinguisher on the

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wall. The tag line Parle-G Aao Banaye Kal Ke Genius (Parle-G, Come let‘s

nurture tomorrow‘s geniuses) It is a nice, engaging ad, and charming. Children

love the track for the commercial: ―Roko mat toko mat (Don‘t stop, don‘t

interrupt)‖, especially when the singer says, ―Ande ke andar hi kaise udenge

yaar (How will we take flight if cocooned)?‖

2) Britannia Industries Ltd :-

Based in Bangalore Britannia Industries Ltd is reputed as being one of the top

biscuit brands in India. The company was established way back in 1892 and till

today has managed to maintain a distinctive position in the Indian biscuit

industry specially with its most popular brand called Tiger.

Britannia is presently one of the biggest brands in India and also the leading

food related brand. It is well known for its ground breaking approach towards

product manufacturing and marketing. Forbes Global has rated it as one of the

Top 200 Small Companies of the World and it is also the second most trusted

brand in india.

Advertisement for Britannia product :-Tiger

Britannia Tiger's new TVC, created by Lowe Lintas, finds a link between the

biscuits and the progress of the nation. The ad features a school assembly

where a politician is giving a speech on how kids are the future of the nation

and can make it the "Tiger of the world". Hunger gets the better of a little kid,

and he takes a packet of Britannia Tiger biscuits out of his pocket and starts to

distribute it.

3) Sunfeast

Sunfeast is the biscuit brand of ITC and was initiated during July 2003. To start

with the brand dealt with glucose, Marie, and cream biscuits

Advertisement for Sunfeast product :- Dark Fantasy

Campaign started against rival hid & seek as well as burn burn. Actually, we

cannot say exactly that they are competitors because all these three brands are

very different. yes, we can say that they are effect therefore it can called as

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substitute. All these brands are into premium segment but still they have

different identity as well as totally different.

This advertisement campaign is showing some opposite effect. If you will

analyze both of these advertisements very carefully, you will find the some

mix of other product. Both ads are different flavours (pineple & chocolate).

From starting to end point, it is shown part of British time, feel like king and

queen as Britishian , the location also same like palace , decoration, and

ultimately feeling like sweet, romantic and fantasy taste. The whole

advertisements are without any voice over as well as only background music,

body gestures. At the end voice over say "Escape into one".

2)Chocolates

The chocolate market in precedent years has been witnessing tremendous growth in

terms of value as well as volume. The governance of market is maintained by large

international giants through franchisee and expansion into new markets which is

leading to the growth of the chocolates market in India. Indian chocolate industry has

registered a growth of 15% per annum from 2008 to 2012 and is projected to grow

even at a higher rate in future. The industry has a positive outlook due to phenomenal

growth in the confectionery industry, rising per capita income and gifting culture in

the country.

According to India Chocolate Market Forecast & Opportunities, 2018, the per capita

consumption of chocolates is increasing in the country which will continue to flourish

the market revenues. It is expected that India chocolate industry will be growing at the

CAGR 23% by volume between the years 2013-2018 and reach at 3,41,609 Tons. The

dark chocolates are expected to account for the larger market share when compared to

milk and white chocolates in the coming years. The introduction of medicinal and

organic ingredients in the manufacturing of chocolates had lead to a new trend and

development in the country, which will be adapted by major manufacturers to remain

active in the market.

Chocolates in India are slowly and steadily substituting the mithai or traditional

Indian sweets. Due to the increasing levels of social consciousness people prefer

gifting well wrapped chocolate packets rather than sweets on occasions and festivals.

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Taking advantage of this situation the top chocolate brands in India are now

concentrating on the packaging and are introducing well packaged chocolates for

specific occasions. Initially chocolates were just limited to a few flavours caramel and

milk chocolate till recent years when the introduction of dry fruits in chocolates

created waves in the chocolate industry in India. Even dark chocolate which was not

widely available in the Indian subcontinent till some time back has started gaining

ground in the Indian chocolate market.

Top chocolate Brands in India

Sr. No. Company Products

1. Amul Amul Fruit ‗n‘ Nut Chocolate, Amul Bindass, Amul

Chocozoo, Amul Fundoo, Amul Milk Chocolate.

2. Cadbury Oreo, Tang, Milka, Trident, Nabisco, Bournville,

Crunchie, Dairy Milk

3. Nestle Kit kat, Milky Bar, Milky Bar, Ferrero Rocher

Details of Chocolate company

1) Amul

Amul is part of the Gujarat Cooperative Milk Marketing Federation

Limited (GCMMF), which is the biggest organization in the domain of

food product marketing in India. The company procures 13 million liters

of milk on a daily basis in the peak period and has 16,117 milk cooperative

societies that are based in villages, 3.18 million members who produce

milk, and 17 member unions that cover 24 districts. In 2011-12 its

aggregate turnover was 2.5 billion US dollars.

Advertisement for Amul product

The 2 major ad objectives that Amul Chocolate incorporated are –

A) Informative

They wanted to make people aware of the new extension Amul was

coming up with i.e the CHOCOLATES. They wanted to develop a liking

for the chocolates amongst the people which would lead to purchases.

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They also chose the tagline very smartly which says ―For someone you

love‖ which tried to portray that you would want to gift the chocolate to

someone special or someone you care for like your parents, children,

friend, lover etc. Amul has always tried to bring happiness in everybody‘s

life by giving good quality products. Amul already enjoyed trust and

goodwill in the market and the same was used by Amul Chocolates to

showcase them as a product consumers can trust.

B) Persuasion:

They tried to persuade people by using emotional appeal. They focused on

the father-son relationship to show the amount of confidence the father has

on Amul Products that he is contentedly giving his son chocolates of the

same umbrella company. The ad showcases emotions of a loving and

caring father towards his son. This type of an emotional appeal would

persuade the people to indulge in buying the product

2) Cadbury

Cadbury was established originally in UK during 1824 by John Cadbury.

The company is presently owned by Mondelez International. It is among

the two biggest global chocolate brands along with Mars and its head

offices are at Uxbridge, London. Right now it operates in more than 50

countries across the world. Mondelez International is one of the biggest

brands in the world when it comes to chocolates, candies, and biscuits. It is

also one of the top two manufacturers of gums in the world.

Ex. Cadbury Dairy Milk

The global chocolate market is estimated around $106 billion.

400kgs of chocolate consumption in Indian per min.

Currently, the Indian chocolate market is worth around Rs 5,562cr, the

15% annual growth between 2008 to 2012.

In the advertisement of dairy milk most of the time they are using child

char. some adv. Of dairy milk

Real test of life.

Khanewalon ko khane ka bahana chahiye.

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Kuch meetha ho jaaye.

Pappu pass ho gaya.

Khane ke baad meethe mein kuch meetha ho jaaye.

Thought the ad, they wanted to convey the message that ―there is a child

in each one of us and they wanted to appeal to that child‖, since children

loved eating chocolate. The ad was meant to create a particular image in

the eyes of the customer and successfully communicate what the product

conveyed.

3) Nestle

Nestle is one of the top names in the world when it comes to nutrition,

wellness, and health. The organization was established by Henri Nestle at

Vevey, Switzerland during 1866 and its head offices are located over

there. It has approximately 280,000 staff members and operates in nearly

all countries in the world.

Advertisement for Nestle product :- kit kat

Kit Kat in India has taken a page from that playbook to create this ad,

which has already been seen by 2.7 million people, just a couple of

weeks after its release. In the ad, a hardworking doctor takes a Kit Kat

break during his work shift. As he's enjoying his candy bar, he notices

a roomful of babies who break into a dance routine. Dancing babies

just never get old. The ad agency was JWT India.

3)Noodles

Manufacturers are launching product variants to increase their ranges and differentiate

their products from those of the competition. Supermarkets have rows of shelf space

dedicated to a range of instant noodle brands in various flavours. There are multi-

grain and whole wheat variants, spinach- and beet-infused offerings, curry, or masala

or chicken tikka flavours. These products contain ginger, garlic, onions and chilli

pepper, which transform the dish to suit the Indian palate, giving the products a

regional twist. To many, noodles are a pleasant diversion from staple Indian

carbohydrates of rice or wheat rotis or flatbread.

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Nestlé India Ltd remained the dominant player in noodles at the end of the review

period with a 60% share of retail value sales in 2013. Its Maggi brand was the most

entrenched instant noodle brand in India in 2013. The brand has performed very well

due to the wide distribution network and aggressive marketing of Nestlé India. It has

also established itself as a part of households‘ monthly grocery purchases and become

acceptable as a quick meal option. The brand enjoys a high level of loyalty as Maggi

was the first instant noodle brand to be introduced in India. Nestlé India has also been

proactive in launching new variants, such as Maggi Dumdaar noodles and Maggi

Curry Noodles. However, the brand has been losing share to new entrants such as

Yippee!, Knorr Soupy Noodles and Foodles.

Due to its fast cooking properties Maggi today has occupied an important position in

almost every Indian kitchen. Since most of the women in India are working today

maggi and ready to eat packaged foods are slowly and steadily replacing the

traditional rice and dal. Especially brands like the Maggi 2 minutes which said that

the noodle could actually be cooked within span of two minutes. A hot favourite

among all the kids of the country noodles has come a long way since its introduction

in 1983. Consumed in almost every Indian household Maggi which was initially

considered a snack is taking the place of a staple diet in most Indian homes. Due to

the fast paced lives lived by most of the Indians today packaged and ready to eat

foods are gaining quite a formidable share of the Indian food market. Maggi is almost

close to a ready to eat meal that takes just a few minutes behind its preparation and

promises great taste as well.

It goes without saying that Nestle India Limited's Maggi is undoubtedly Top Noodle

Brand in India. Maggi has been dominating the Indian noodles industry since a period

of almost 26 years. Maggi noodles were the pioneer of noodles in India. Launched in

1983 in the Indian market with the challenge of entering a market that was

conservative and had typical notions about food consumptions this product managed

to gain a part of the mind share of almost every Indian. Synonymous with noodles in

India today Maggi is known to be the fastest cooked tasty meal in an Indian

household. Looking at the popularity of the Maggi noodle brand Nestle introduced

the Maggi soups and ketchups which also became a hit among the Indian masses

Maggi. The brand has grown manifolds since its launch. Many people also enjoy

Maggi without cooking it.

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However according to market experts Nestle India Limited's Maggi noodles which

has been dominating the instant noodles market in India for nearly three decades is

currently witnessing tough competition with a number of new entrants such as

Hindustan Unilever's (HUL) Knorr Soupy noodles, GlaxoSmithKline's Horlicks

Foodles, Top Ramen and Big Bazaar's Tasty Treat.

Top Noodles Brands in India

Sr. No. Company Product

1. Nestle Maggi

2. ITC sunfeast Sunfeast

Ex. Maggi

Maggie had merged with nestle family in 1947. Maggi noodles ware 1st launched

in India in 1983. The 1st tagline was ‗first to cook good to eat‘ was also in

keeping with this positioning. Maggi is now targeting its product at the entire

family and not only the kids. Now a day‘s 2 min ki maggi is one of the best ad in

confectionary product because of that adv market of maggi would increase.

4)Health Drinks

At an estimated Rs 2,000 crore for the year 2009, it is a big, fat corner, though (and is

poised to get bigger as the market for malt beverages in India is expected to reach

US$ 1.4 billion [roughly Rs 7,840 crore] by 2016). India is claimed to be the world‘s

largest malt-based drinks market and accounts for about 22 per cent of the world‘s

retail volume sales as per reports. Malted beverages are popularly known as health

drinks in India. While marketers have positioned such beverages as nutritious drinks,

these are widely consumed as taste enhancers to encourage drinking of milk among

growing children. Interestingly, several malt-based hot drinks – such as Boost,

Complan and Bournvita – have repositioned themselves as health drinks. This is

completely aligned with market realities, as greater health consciousness, aspirations

for higher standards of living and comfortable disposable incomes become the main

drivers of consumption patterns. Across international markets it has been seen that the

30

growth of the middle class has driven the uptrend in food industry in general and

health beverages in particular.

Top health drinks brand in India

Sr. No. Company Brands

1. GlaxoSmithKline. Boost,

Horlicks

2. Complan foods Complan

3. Cadbury Bourn vita

Details of health drinks company

1) GlaxoSmithKline

Boost is India’s leading malt-based Health Food Drink in a chocolate flavour.

It was developed by the company‘s R&D team in 1974 and launched in 1975-

76. Horlicks is the leading Health Food Drink in India and enjoys more than

50% share of the Health Food Drink Market. Horlicks has been a popular brand

in the country since the 1930‘s.Today, the modern Horlicks stands for trust and

its promise of ‗Pleasurable Nourishment with a delicious range of flavours

including Chocolate, Vanila and Elaichi.

Advertisement for GlaxoSmithKline product :- Boost

Boost is a part of Indian Health Food Drinks (HFD). HFD is targeted at

children aged 5–18. The market is huge since this is the age group that

demands some kind of energy drink. The kids are active and playing during

this age and the pressure is on the homemaker to keep the energy level of the

kids high using some drinks. Boost was innovative not only in the promotion

front but also in product improvements. In 2002, as a part of its repositioning,

the brand came out with Power Boosters: which contains copper and biotin. It

was first of its kind in this segment. Boost also innovated in packaging. Over

these years, the packaging became contemporary and stylish to reflect changing

consumer preferences. This was good enough to attract children. With

competitors like Bournvita, Complan, Horlicks, this brand had to attract the

31

children and provide them with a better, healthy, tasty, and nutritional energy

drink.

2) Complan foods

The COMplete PLANned Food is a premium health beverage fortified with 34

vital nutrients in balanced proportion including 100% Milk Protein to help

children maximize their growth potential. Complan is an expert in the nutrition

and health category and its formulation is designed as per Indian RDA.

Complan has 18% protein, which is very critical for child growth. All the

protein is Milk Protein (100% Milk protein)which is one of the best protein for

growth. Complan‘s 34 vital nutrients include key nutrients such as essential

fatty acids, iron and iodine which help in your child‘s brain development.

3) Cadbury

Cadbury Bournvita is among the oldest brands in the Malt Food category with

a rich heritage and has always been known to provide the best nutrition to aid

growth and all round development. Launched in 1948, throughout its

history, Cadbury Bournvita has continuously re-invented itself in terms of

product, packaging, promotion & distribution. The brand has been an enduring

symbol of mental and physical health ever since it was launched. Cadbury

offers two options: Cadbury Bournvita, with its popular chocolate taste, and its

latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate

and caramel flavour of Cadbury 5 Star.

Advertisement for Cadbury product:- Bournvita

The mother and son are hard to miss on the small screen. You can see them

running through the woods or quietly speaking to each other in an empty

stadium, the mother goading the son to carry on despite repeated falls. Over

the last two years, Bournvita, the chocolate health food drink(HFD) from

Mondelez International, the demerged snack powerhouse of Kraft Foods, has

used the lasting theme of mother and child to convey its role as a complement

during one's growing-up years. The theme (with a tagline Tayyari Jeet Ki or

preparing to win) does not go over-board with highlighting the nutritional

aspects of the brand. Mondelez has, of course, supported it with a series of ads

32

for its kids variant, called Bournvita Li'l Champs, on the presence of vitamin

D (one of the campaigns last year was 'Doodh ka calcium waste nahin hota

hai' talking about the product benefits). Bournvita Li'l Champs targets young

mothers with kids aged two-five years.

5)Sauces

Pizzas, Burgers and Pastas were once almost unheard of in India. Today kids in the

country swear by these. Pizzas and burgers have successfully managed to replace the

traditional Indian dal and rice at least for the school and college kid.

Spread across the various important cities and towns of the country are the many fast

food joints. Till a few years back the fast food market in India was not a very

prominent industry mostly because there were less of fast food joints and disposable

incomes. But with the growth of both these elements the fast food market in India

received a boost.

Fast food and ketchup are directly proportional to one another. The sweet and tangy

taste provided by ketchup adds to the entire experience of a delicious or finger licking

meal. Thus the rise in the demand for fast food has resulted in the rise in the demand

for ketchup in India.

With the growing patterns of fast food consumption in the country the need for

ketchup is also increasing. According to a recent survey conducted by Down to Earth

it is estimated that Indians spend about ` 4,449 crore a year in fast-food centers.

International fast food chains like McDonalds and KFC have almost found a second

home in India. Initially these fast food giants were simply restricted to some of the

metros with just one or two outlets but with the changing trend in consumption these

fast food chains have penetrated to almost all the Indian cities and towns.

Currently the Indian ketchup market is valued at` 220 crore. The top Ketchup Brands

in India are Maggi Kissan and Heinz. Nestle's Maggi leads the Indian ketchup market

with a market share of 37 per cent. Hinductan Unilever Limited's Kissan follows with

a market share of 29 per cent and Heinz holds a total market share of around 10

percent. There are also a host of local ketchup brands that account for the rest of the

market share of the ketchup industry in India. According to industry experts there is

33

still abundant scope for improvement as ketchup penetration is low in the rural areas.

Even in urban areas people do not consume much of ketchup in the house.

Top Sauces brand in India

Sr. No Company Brands

1. Hindustan unilever

limited

Kissan

2. H. J. Heinz Heinz

3. Nastle Maggi sauces

1) Hindustan unilever limited product :- Kissan

Today, Kissan is more than just jams, ketchups and squashes. It‘s all about

kids eating happily & growing up happily. Filled with nothing but natural

goodness, Kissan has found a way to keep both, mothers & kids happy. The

brand‘s reassurance to mothers is; they won‘t have to worry about their

child‘s growth with them eating any of the Kissan products. Because

Kissan lets every child enjoy what they love to eat & helps them grow.

Being pioneers in food processing, Unilever launched the category of

ketchups and jams under the brand name Kissan. With the current launch

of the Kissan 100% Real Campaign, kids can now enjoy the real taste of

jams and ketchups. Made from 100% real fruits and tomatoes, Kissan jams

and ketchups are now even softer, richer and yummier for kids to eat,

without mothers constantly having to worry about what they are

consuming.

Kissan has always supported and continues to lend its support to mothers in

making healthy, wholesome and delicious food options for kids. So that

they can eat happily & grow happily. Because after all, Kissan believes that

growing up is a fantastic adventurous journey & not a destination.

2) H. J. Heinz

The H. J. Heinz Company, also known as the Heinz Company and

commonly known as Heinz and famous for its "57 Varieties" slogan and

itsketchup, is a United States food processing company with world

34

headquarters in Pittsburgh, Pennsylvania.The H. J. Heinz Company

manufactures thousands of food products in plants on six continents, and

markets these products in more than 200 countries and territories. The

company claims to have 150 number-one or number two-brands worldwide

Heinz ranked first in ketchup in the US with a market share in excess of

50%; Ore-Ida label held more than 50% of the frozen-potato sector. On

February 14, 2013, Heinz agreed to be purchased by Berkshire

Hathaway and 3G Capital for $23 Billion.

Heinz Ketchup is available in India in two varieties, the standard Tomato

Ketchup and Tomato Chilli Sauce. Indian taste preferences vary from

region to region, making it necessary for Western brands like Heinz to

work on Indian interpretations of ketchups for sale in the country. Heinz

acquired the former foods division of Glaxo India and gained the Complan,

Glucon D, Glucon C, Sampriti Ghee, and Nycil products and brands.

3)Maggi sauces

Maggi Sauces have been an integral part of the Indian consumers‘ households

for decades now. Launched in the mid-1980s, MAGGI Sauces has been

associated with category re-defining innovations from the very beginning,

starting with the launch of the unique MAGGI Hot & Sweet and ―It‘s

different‖ commercials featuring Jaaved Jaaferi and Pankaj Kapoor.

Over the years, MAGGI has continuously re-invented itself in terms of new

products, packaging, promotion & distribution to emerge and sustain itself as

the largest sauces brand in India MAGGI has also launched the Rich Tomato

Ketchup in the convenient doy pack format called Pichkoo that has made the

unique flavors of MAGGI affordable to a whole new set of consumers. The

lip-smacking tastes and vibrant packaging ensures MAGGI Sauces stays true

to its slogan – It's different!

These are the some data regarding confectionary products. Its show that how they are

growing in Indian market. Now a days in India the population is too high and 50% of

that population are in 0 to 16 age group.(or children). Children today are extremely

aware of the various brand in the market and conscious of the product they use or

35

consume. They pick and choose carefully according to their needs, style, and

preferences etc. So because of adv of such confectionary product which effects the

children. And the seals of product will increase.

36

DATA ANALYSIS AND

INTERPRETATION

37

DATA ANALYSIS AND INTERPRETATAION

After collecting secondary data we can analysis that data according to the

products brands etc. For some of the company data analysis and interpretation is as

below.

Biscuits

In biscuits brands in India there are major three brands

1) Parle Products Pvt. Ltd

2) Britannia Industries Ltd

3) Sunfeast.

Biscuit can he broadly categorized into the following segments:

1) Glucose 44% 2) Marie 13% 3) Cream 10%

4) Crackers 13% 5) Milk 12% 6) Others 8%.

As regards the consumption pattern is concerned. surveys and

estimates by industry from time to time indicate the average consumption

scenario in the four Zones have been more or less close to each other, as

below:

NorthernStates:28% SoutherStates:24%

WesternStates:25% Eastern States:23%

44%

13%10%

13% 12%8%

0%5%

10%15%20%25%30%35%40%45%50%

Series1

38

Important brand pitches against each other or product comparison

Category Britannia Parle Leader

Glucose Tiger Parle G Parle G

Marie Marie gold Parle marie Marie gold

Salty snacks 50-50 Krack jack Krack jack

Choco chips Good day Hide n seek Good day

Milk Milk bikis Milk sakhti Milk bikis

Bourbone Bourbone Hide n seek bourbone

Nice Nice --------------- Nice

Multi grain Nutri choice -------------- Nutri choice

Cream Cream treat Kreams Cream treat

Cookis Good day 20-20 Good day

Ex. PARLE G:-

Facts

Parle-G has held its price line fixed from 1994 to 2008 to Rs 4 a pack. In

2008, the price was increased to Rs 4.50, but the company went back to Rs. 4

soon by reducing the weight marginally. Today Parle-G is available at Rs 1,

Rs 2, Rs 3, Rs 4, Rs 5, Rs 10, Rs 20 and Rs 50.

Parle-G biscuit is that the biscuit is available even in the most remote places in

India. One can easily find a Parle-G pack in villages with a population of 500.

0%

5%

10%

15%

20%

25%

30%

N E W S

Series1

39

If a month‘s production of Parle-G biscuits are stacked side-by-side, the

distance between Earth to Moon of 7.25 lakh kilometres can be covered.

100 crore (1 billion) packs of Parle-G are produced monthly.

Parle-G biscuits are sold in more than 50 lakh (5 million) retail stores.

4,551 Parle-G biscuits are consumed per second.

Parle-G is the fourth largest biscuit market in the world.

From mid-90s to mid-2000 the price of Parle-G packs remained unchanged.

Advertisement details about Parle-G

1939 Even as the Allies and the Axis blew conch shells for the Second World

War, Parle baked its first biscuit in India.

1947 When the British quit India, Parle (then) Gluco announced independence

from British biscuits with an ad campaign.

1980 When it was time for graduation, the biscuit brand was rechristened as

Parle-G to distinguish itself from the horde of me-too glucose biscuit brands

entering the market. The 'G' stood for glucose, of course.

1982 A burly Dadaji and his grandkids sang in chorus — 'Swaad bhare, Shakti

bhare, Parle-G' -for their first TV spot created by Everest.

In the year 1997, Parle-G sponsored the tele-serial of the Indian

superhero, Shaktimaan that went on to become a huge success. The

personality of the superhero matched the overall superb benefits of the brand.

Parle extended this association with Shaktimaan and gave away a lot of

merchandise ofShaktimaan, which was supported by POS and press

communication. The children just could not get enough of Parle-G

and Shaktimaan.

1998 No Bollywood superstar could fit the brand's positioning. Parle-G found

their brand endorser in kids' favourite Indian superhero from the Telly World

— Shaktimaan.

2001 Start of a new millennium meant wardrobe revamp for the then largest

selling biscuit in the world (as declared an AC Nielsen study): Brand

packaging went from wax paper to BOPP (Biaxially oriented polypropylene or

plastic, as we like to call it).

40

In the year 2002, it was decided to bring the brand closer to the child who is a

major consumer. A national level promo – `Parle-G Mera Sapna Sach Hoga‘

was run for a period of 6 months. The promo was all about fulfilling the

dreams of children. There were over 5 lakh responses and of that, over 300

dreams were fulfilled. Dreams that were fulfilled ranged from trips to

Disneyland at Paris & Singapore; free ride on a chartered plane; 20

scholarships worth Rs 50,000; a special cricket coaching etc

2004 Long live Glucose. It's 'G maane Genius' from now on.

2013 the most recent campaign that celebrates 'Kal ke Genius.'

CHOCOLATE :

Facts

The "glass and a half of full cream dairy milk in every 200gm" slogan with the picture

of milk pouring into the chocolate block, is one of the all-time greats of advertising.

Australians prefer creamier milk chocolate, with the Cadbury Dairy Milk brand being

the market leader.

Dairy Milk chocolate is the main ingredient of many other Cadbury chocolate

favourites such as Freddo.

The original Cadbury milk chocolate faded into obscurity in 1915.

The largest moulded bar in the world was made by Cadbury Limited in October 1998

to celebrate the re-launch of Cadbury Dairy Milk. The giant 1.1 tonne block was

nearly 9ft high and 4 ft wide. It would take an average person 120 years to eat!

It takes the whole year's crop from one tree to make 450gms of Chocolate.

250 million (250,000,000) bars of Cadbury‘s Dairy Milk are produced every year.

Over 1 million Cadbury‘s Crunchie bars are produced every day at a rate of 1,200

bars per minute

Mainly chocolate can divide in three types there are

1) Dark chocolate

2) Milk chocolate

3) White chocolate

The following graph tells about percentage distribution of chocolate in market

41

Advertisement details about chocolate

Pre-2007 advertising

Cadbury has always tried to keep a strong association with milk, with slogans such as

"a glass and a half of full cream milk in every half pound" and advertisements that

feature a glass of milk pouring out and forming the bar.

In 2004, Cadbury started a series of television advertisements in the United Kingdom

and Ireland featuring a human and an animal (representing the human's happiness)

debating whether to eat one of a range of included bars.

Glass and a Half Full Productions (2007–2011)[edit]

In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new

in-house production company called "Glass And A Half Full Productions".[6]

The

advert was premièred during the season finale of Big Brother 2007, and consists of

a gorilla at a drum kit, drumming along to the Phil Collins song "In the Air

Tonight".[7]

It is supposed to relate the joy of playing drums to that of eating a

chocolate bar.[8]

The advert has now become extremely popular with over five million

views on YouTube, and put the Phil Collins hit back into the UK charts.

On 28 March 2008, the second Dairy Milk advert produced by Glass and a Half Full

Productions aired. The ad, entitled 'Trucks' features several trucks at night on an

empty runway at an airport racing to the tune of Queen's "Don't Stop Me Now".[9]

The

ad campaign ran at the same time as the problems at Heathrow Terminal 5 with

baggage handling; in the advert baggage was scattered across the runway.[10]

On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack –

Bonnie Tyler's "Total Eclipse of the Heart" – a reference to online mash-ups of the

commercial. Similarly, a version of the truck advert appeared, using Bon Jovi's song

42%

21%

18%

brand

taste

Benefit

42

"Livin' on a Prayer". Both remakes premiered once again during the finale of Big

Brother 2008.[11]

In January 2009, 'Eyebrows', the third advert in the series, was released, of two

children moving their eyebrows up and down rapidly to a set electro-funk beat: "Don't

Stop the Rock" by Freestyle.

In April 2010, a fourth advert aired, entitled 'Chocolate Charmer', containing a

scientist mixing milk and chocolate to make a dairy milk bar to the tune of "The Only

One I Know" by The Charlatans. This was subtly different to the others as it did not

feature the 'A Glass and a Half Full Production' title card at the start.

In April 2011, a fifth advert aired, known as 'Charity Shop' or 'Dancing Clothes',

featuring dancing clothes at a charity shop to the tune of "We Don't Have to Take Our

Clothes Off" by Jermaine Stewart. This exposed the song to a new generation who

downloaded the track and returned the song to the UK Top 40 so far reaching no. 29.

This ad also marks the return of the Glass and a Half Full title card.

A new 'record label' was launched as part of the Glass and a Half Full Productions

campaign. The first song released was Zingolo featuring Tinny, to promote Fairtrade

Dairy Milk. A full music video was made incorporating the 60 second ads, as well as

a Facebook page.

Joyville (2012–present)

The 2012 campaign focuses on an 'organisation made to bring joy to people'.

Chocolate fountains were put in shopping centres such as Westfield London and the

first ad focused on the relaunch of Dairy Milk Bubbly. During the campaign in 2012,

Cadbury Dairy Milk was launched in new flavours such as Toffee Popcorn, Golden

Biscuit Crunch, an exclusive to Sainsburys, Nutty Caramel and also Cadbury Dairy

Milk with Oreo. Along with the new flavours, Cadbury also launched two new

Bubbly bars including a mini version and a Mint Bubbly ("now, it's gone all minty!").

Cadbury has also launched Crispello and most recently launched "Marvellous

Creations" in the UK. In addition, Cadbury also brought the Joyville concept into

Asia, where Singapore Bloggers were invited to join in and spread the love. [13]

HEALTHDRINK

A strong rival brands ―Complan, Horlicks and Bournvita‖ are now conceptually

focusing on ―Energy of milk‖. All brands are targeting on children growth by which

43

conveying common message i.e. it includes many types of vitamins, proteins, calcium

which will make strong bones, gives energy & growth.

Purchase decision of health drink is mostly depends on the brand and test of drink if

we divide this in four ways ie. Brand, Taste, Benefit, and composition.

Recently Bournvita has released the aggressive campaign on ―Getting Calcium from

milk or not?‖ It has shown in television commercial where one mother is asking to

another mother that ―what are you doing for calcium while you are giving milk to

your child?‖ And, that another mother is replied thrice time ―I am giving milk to my

child‖.

Ad Link: - http://www.youtube.com/watch?v=0SF4nMqqWdA

At that time, first mother is pointing out that ―your child is getting calcium from that

milk or not!‖. Then quickly, another mother feeling confuse and thinking, what does it

mean?.

And at the end of campaign voice over conveying message that ―Use Bournvita which

will be quickly absorbing with milk where children can get good energy‖. Overall,

Bournvita campaign is seems like as Horlicks campaign. As well, Bournvita has

executed similar concept as like Horlicks.

Horlicks is now coming with the punch line ―Dudh main Horlicks Milao, Dudh ki

shakti badhao i.e.( Don‘t drink milk without Horlicks) which is targeting to children.

Therefore, Bournvita also came up with similar concept. However, this campaign has

been come back from market due to ―your child is getting calcium from that milk or

not!‖. And, again it has come up with new one tvc campaign. That prior campaign

42%

21%

18%

19%

brand

taste

Benefit

composition

44

was giving negative impact in market and television viewers also feeling clutter

because it has launched very aggressively as well as running continue through out

day. New campaign is good and it may again change the mind from old campaign.

If we talk about Complan brand which is being promoted by punch line ―I am

Complan Boy‖ since brand launching years. Today, Complan brand is also focusing

on that same ―energy concept‖ but it is more focusing on ―Height wise growth‖. The

TVC shown that children will grow four time fasters than normal one if they will use

Complan.

Recently, Complan has also released campaign in which a crowd of mother is visiting

to ―Department of Nutrition‖ where a Doctor is explaining the benefits of Complan.

The main thing is that showing ―Department of Nutrition‖ in order to attract

consumers and getting trust from consumers.

Ad Link: - http://www.youtube.com/watch?v=xotxJBBzbrQ

45

FINDINGS

46

FINDINGS

It has been found that more number of children watch television for 1-2 hours

a day. There are very less number of children who watch television for less

than 1 hour a day.

As far as watching any particular program on television is concerned, children

like to watch cartoon movies or cartoon serials on television. Children also

like to watch movies on television.

Majority of children are familiar with the advertisements of Chocolates. Five

Star and Cadbury chocolates are their favorite brands.

After watching advertisement of confectionary products majority of children

demand to purchase that confectionary product.

Majority of children like to buy confectionary products because it gives free

tattoo and other promotional things.

After watching advertisement of confectionary products children sometimes

insist their parents to purchase that product for them.

When children insist their parents to purchase confectionary product after

watching its advertisement, parents generally do agree with them.

47

LIMITATIONS

48

LIMITATIONS

As doing online research we can consider secondary data, we can‘t go with

the primary data.

In this we can find the research details through the published research

papers, newspaper articles, magazines related to specific industry,

books etc. We can‘t go create a new data by doing a research survey.

49

CONCLUSION

50

CONCLUSION

Today, particularly young children play an important role as consumers.

Especially confectionary products are concerned they do not care price of

which they want to buy.

Children do not care whether these products are healthy for them or not. While

they are shopping, the first thing comes in their mind is to purchase the

advertised products. In this situation, the advertising has a stronger effect on

younger children.

Nowadays it seems that children‘s impact on family decision in shopping has

been steadily increased.

After the research, it was found as far as confectionary products are concerned

children sometimes insist their parents to purchase those products for them.

Also this research validated that among many communication tools, television

advertisements have more impact and effect on children than the other

medium of advertising.

51

BIBLIOGRAPHY

52

BIBLIOGRAPHY

Philip Kotler Marketing Management Twelfth Edition (2007) A South Asian

Perspective

Moore, (2004), ‗Children and the changing world of advertising‘, Journal of

Business Ethics, pp. 161-7.

Adler, R. P, Lesser, G. S, Merngff, L, Robertson, T, Rossiter, J, & Ward, S.

(1997) ‗Research on the effects of television advertising to children. A review

of the literature and recommendation for future research‘, Web site

www.wikepedia.com

Bartsch, K., & London K (2000) ‗Children use of mental state information in

selecting persuasive arguments, Development of Psychology,

Pacific Business Review International volume 5 issue 5 (Nov 2012)

Livingstone, S., and Helpser, E. (2004). Advertising unhealthy foods to

children: Understanding Promotions in the context of Children‘s Daily Lives.

Report OFCOM, London. April.