MaSh Summers Guide - 2010 - Gyaan

Summer Placements 2010
Marketing Guidebook
MaSh – Marketing Club
Table of Contents
Disclaimer .........................................................................................................................................3
Introduction......................................................................................................................................4
Section-A: Career Choice .........................................................................................................................5
Is Marketing The Right Career For You?..................................................................................................5
Section-B: Subject-wise Topics ................................................................................................................8
What you should know?..........................................................................................................................8
Section-C: Interview Questions .............................................................................................................11
What Do They Want To Know From You?.............................................................................................11
Section-D: Company Write-ups .............................................................................................................15
Who are they? .......................................................................................................................................15
ADITYA BIRLA GROUP ............................................................................................................................16
ASIAN PAINTS ........................................................................................................................................20
BRITANNIA .............................................................................................................................................23
CADBURY ...............................................................................................................................................26
Hindustan Unilever Limited...................................................................................................................29
Johnson and Johnson ............................................................................................................................32
Mahindra & Mahindra...........................................................................................................................34
MICROSOFT ...........................................................................................................................................37
NESTLE ...................................................................................................................................................40
PROCTER & GAMBLE COMPANY ...........................................................................................................42
RPG ........................................................................................................................................................45
TAS .........................................................................................................................................................47
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Disclaimer
Before going through this document & spending substantial time in assimilating the advices given in
the forthcoming pages, we want to make a few things clear to our readers. This document is NOT
going to make the path-breaking thought-leader or a phenomenal marketer out of you. This may
give you some idea of the different concepts of Marketing Management & the other related subjects
in the same domain, but definitely not going to make you the best marketer in this world. Marketing
is a subject can’t be mugged by burning your midnight oil & just writing a few definitions on the
exam-paper.
Marketing needs to be practiced in daily life- we all market our thoughts to the consumers. These
consumers may vary from case to case, from fellow MBA students to the professors & sometimes
the employers visiting our campus during the final interviews. We need to constantly inculcate the
marketing acumen in our thought process to become a successful marketer.
In order to become a good marketer you need to have a good start of your marketing career in some
good marketing organization. That is at the center of our efforts to prepare this document. These
few pages will definitely tell you what you should really do to crack a typical marketing interview.
You need to practice these techniques while preparing for the marketing interviews. In this
document, the views expressed by seniors are their personal opinions and should not be considered
as absolutes.
All the Best!
3
Introduction
We hear a lot of things in the campus about the marketing interviews. They range right from the big
names among the marketing companies to the dos & don’ts to be followed during the D-days, i.e.
the placement time. Lot of guys think that they are ‘marketing studs’ & don’t need to prepare. But if
you are a marketing stud, we feel that you need to go through this manual more than others as you
just can’t afford to miss the opportunity to make it to the big marketing companies just because you
have lacked a few things during your preparation.
Keeping the feedback of the alumni of IIMB, our own experience of the interviews & the feedback
from the companies in mind, we have divided the entire manual into three main sections.
Section A covers the different aspects of a marketing career – you need to know them before making
a career choice in marketing. We all have to face the question: Is marketing is the right career option
for me? The earlier you face the question & take an informed decision, the better.
Section B gives a brief overview of the preparations in terms of the Marketing courses and the
important topics from them.
Section C accumulates the different questions generally asked by the marketing companies. We have
also tried to give you an idea about the company-specific interviews to the extent possible.
Section D contains the ‘Company write-ups’ for the various Marketing companies visiting the
campus.
Happy reading & all the best!!!
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Section-A: Career Choice

Is Marketing The Right Career For You?
5
You should ask yourself this important question long before you even start preparing for the
marketing companies. One important thing to note here is that many companies don’t have any
clear demarcation between the marketing & sales roles they offer. Hence in different marketing
companies you may find the brand manager is also taking care of regional sales & channel
management in the company.
However for the ease of discussion, we’ll analyze both the marketing & sales roles differently.
Marketing Roles – Positives

a. You get an early exposure about managing a brand in an organization.
b. You get a quick chance to analyze the different parameters contributing to the strength of a
brand. You will get satisfied by establishing your brand – you will be the owner of it.
c. Handling an important brand will give you great visibility inside the organization. You’ll have direct
access to the top management & their guidance as well.
d. You will have enough exposure to the data crunching activities. Especially the companies like P&G
always use data to substantiate any statement. These acquired techniques may be helpful if you
want to make a switch to consultancy jobs at a later phase of your career.
Marketing Roles – Negatives
a. However marketing roles also have a few demerits. These are:
Many a times sales people get the prime focus in the organizations as they are actually the ‘people
behind the volume’; marketing persons are seen as the helping group. Though it actually boasts the
push concept, it is actually subscribed in many sales & marketing organizations, including many of
your dream FMCG companies.
b. Many of the marketing endeavours can be hooked down by sheer debility of the company’s other
functions like production or sales & at the end marketing people may be held responsible for the
failure of a marketing campaign.
c. The sales people feel the fire under their seat all the times throughout the year & hence at the
end of the day, they remain people with the highest incentives among the employees of different
departments.
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Sales Roles – Positives
a. As a fresh recruit from IIM Bangalore, you get the chance to know the sales & distribution network
in depth & then take up the responsibility of a sales area typically as an ASM(Area Sales Manager, in
case of companies like HUL, Dabur, etc) or KAM (Key Account Manager, in P&G, etc).
b. Sales people are typically the highest incentive in case of successful achievement of targets in
terms of sales volume.
c. Sales experience teaches people management skills & inculcates the leadership qualities which are
valued very highly in any phase of one’s career.
Sales Roles – Negatives
a. Among the different roles in an organization, sales roles are most strenuous. Depending on the
market, the sales jobs are highly rewarding but leaves only a very little time for one’s personal
commitments.
b. Volume game sometimes becomes a painful episode. Towards the last week of the month you’ll
start cursing yourself for choosing the sales role, you’ll push our people like anything & in turn be
pushed by your bosses. The first week of the month will be full of getting a fresh target & assessing
the performance of your team members. Only the second week may be a bit normal, that too if you
are not bogged down by any new launch.
c. It may be a boring after a few years while you’ll master the art of people management as you’ll be
doing the same thing repetitively.
Remember one thing – Sales & marketing roles are differently crafted, suitable for different types of
people & demand different skill sets. Hence it is imperative to know what kind of person you are &
what actually gives you a kick. You future plans also play a very important role in determining the
right career choice for you at present.
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Section-B: Subject-wise Topics

What you should know?
8
The subjects required to crack the interviews
Among the different subjects from marketing parlance like Marketing Management, RMD,
BrandMan, CRM, Retail Management, Services Marketing, AdMan & SDM are very helpful.
Consumer Behavior is taught in parts in the subjects like BrandMan, Retailing, Services
Marketing, etc. Hence taking these subjects also equip the students with the fundamentals
of Consumer Behaviour which may be tested in the interviews. Also if you are taking the CCS
projects in marketing domains or doing a number of external projects in marketing research,
etc make sure that you brush up your knowledge about these projects & the associated
fundae.
Subject wise Topics Which Need To Be Brushed Up For Sales & Marketing Interviews
Marketing Management: Basic concepts of marketing – 4P’s, 5 C’s, etc (Also prepare the
examples like the launch of a new hair care product which will demand consideration of all
these aspects, clearly state what are the 4P’s & 5C’s in these cases), STP (Segmentation,
targeting & Positioning, their bases, concepts of positioning), Perceptual Value Map,
Hierarchical Value Map (aka ACV, objectives of applying this framework & the benefits),
Basic Positioning Fundae & the supporting advertisements (for example, how Saffola
changed its position over a period of time, how Maggie was positioned in India, etc)
RMD: The different scales (Semantic Differential, Likert, etc, their relative merits &
demerits), Different exploratory & conclusive research techniques, FGD, DI, Projective
techniques, Clustering; Also remember the corresponding software packages (SPSS, SAS,
etc) & mathematical tools (Regression analysis, Clustering, etc) used.
Brand Management: Aaker’s model, Brand Prism (what is the difference between Brand
Image & Brand Personality – tell me two examples where the product advertisements use
these concepts), Umbrella Brand Concepts, Brand Extension, What enables brands to charge
a premium, Brand Differentiation, Cannibalization, etc.
CRM: What are the stages of buying process, what roles are important in the buying
process, Maslow’s hierarchy, Different stages of customer loyalty (Loyalty Ladder), CRM
implementation frameworks, Some elementary idea of the CRM packages in the market &
the different elements of the same (however, this is asked only in case of the CRM based job
profiles).
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Retail Management: How retail in India is different than in other countries (US, European
countries, etc), Different forms of retail & the basis of classification (Hypermarket,
Supermarket, Specialty stores, Category killers, etc), Trading area, Business drivers in retail,
Merchandising, Visual merchandising, Generational cohorts & other forms of customer
segmentation in retail, Supply chain management in retail (not in detail, but it is better to
have some idea about the complexities involved in supply chain management in retail), etc.
Be updated on the recent innovations & entrance of new players in retail in India.
Services Marketing: How is service marketing is different from product marketing, different
aspects of service marketing, elements of service design, Service blueprint, Different
techniques of demand & supply management in services, etc (The LINKS Game is especially
helpful to develop an understanding in managing services).
Advertisement Management: How different positioning strategies can be consolidated with

the help of advertisements, Rossiter-Persy & other frameworks, ATP Ranking system,
Different modes of advertisements, Viral marketing, Unconventional techniques of
advertisement, etc (Always prepare a few examples, those may be helpful in the interviews).
Sales & Distribution Management (SDM): This subject is very important for the sales
interviews. The interviewers may test your knowledge in different types of channels, the
corresponding sales driving factors, channel management, Promotional programs, Loyalty
programs, Push vs. pull concepts, competitive channel strategy, Brand ACVs, etc.
Sales & Marketing roles involve a lot of people management, interacting with different
people with different level of knowledge, hence it is imperative that you should be able to
communicate effectively with varied categories of people – The interviewer will definitely
check you on the same. You also need to show enthusiasm & energy during the interview.
Remember that you need not mug the different concepts mentioned above, rather you
should learn them by heart, so that you feel absolutely comfortable while discussing these
terms. You need to prepare the examples as well. For example, understand the difference
between the sales channels of P&G & HUL, be ready with a couple of examples of
positioning in each quadrant of Rossiter-Persy framework.
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Section-C: Interview Questions

What Do They Want To Know From You?
11
There are two types of interviews:
a) Personal Interviews
b) Functional Interviews
HUL follows both personal interviews and Functional interviews. P&G mainly follows personal
interviews where they mainly check your communication skill, leadership qualities, and story-telling
capability.
a. Personal Interview: In case of P&G, there are typically 2-3 interviews, each continuing for about
45 minutes to an hour. The typical questions may be:
1. Tell me about yourself
2. Mention a situation where you demonstrated leadership qualities
3. Give me an example where you persuaded a group of people to do something
4. Tell me when you added value to an assignment given to you
5. Tell me when you worked in an adverse situation. What was the result? Why do you think you
succeeded/failed?
6. When did you work as a good team-member?
7. Tell me a situation where you have solved a conflict very effectively? Would you always like to
resolve conflicts? When & why not? Give me an example from your life.
8. Do you think you are a good leader/team-player? Why do you think so? Tell me the essential
qualities of a good leader/team-player. Give an example from your experience to demonstrate that
you really have those qualities.
9. Tell me an assignment during your days in college/IIMB & quantify your contribution in that
assignment. Did you face any difficulties in that? Why? How could you accomplish that in a better
fashion?
10. Give me an example when you performed really well given a resource crunch. Describe in detail
how did you manage the situation?
11. Do you think you can train others? Give me an example where you trained a team of people.
How did you go about it? How would you quantify your performance?
12. Have you ever faced any conflict of interest? How did you manage the same? Tell me the
incident in detail.
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To crack these questions, remember the following things:
1. You should have a positive body language – don’t show that you are very relaxed
2. Even if they ask something you are comfortable, don’t readily jump on the same. It is perfectly
O.K. if you just think for about 10-15 seconds before answering
3. Prepare a striking “About Yourself” answer. Remember that is the right moment for you to make
an impression. You can control the rest of the interview if you can actually hit the right chord with
the interviewers through this answer. So give it the best shot you can.
4. Maintain eye-contacts with the right person – have one-to-one when someone asks the question,
but look at everybody when you are trying to make a point or answering a question.
5. Never forget to greet the panel- both at the beginning and end of the interview session.
6. Please don’t bluff! The interviewers have 1001 ways to catch the bluff. It will not only ruin your
chance of getting selected, but also reduce the same for the subsequent candidates.
7. Show enthusiasm – the interviewers should be sent a signal that you are actually enjoying the
interview; more importantly, you are enjoying the chat with the panel.
b. Marketing based Interviews: These interviews are very common in the marketing parlance and
comprise of 80% marketing questions and 20% personal questions. All marketing companies except
P&G follow this model. These may range from asking about the bookish fundae to asking to design a
marketing campaign around a new product concept. A few such questions have been given below:
1. What would you do to increase the sales of Dabur Vatika/ Chic Shampoo/ Bingo/ Ariel/ Lux Soap,
etc in your hometown as a sales manager? – the pane may ask you to do the same in 3-4 different
methods, so be prepared.
2. Talk about a good TV ad that you have seen and state why you are calling it good.
3. Talk about a bad TV ad that you have seen and state why you are calling it bad.
4. Talk about the promotional campaign of Lifebuoy and Lux. Asked to tell the famous Hindi catch-
phrase of both the ads.
5. Distinguish the different brand images that Coke and Pepsi want to build up. Tell us about their
different approaches.
6. How to improve ITC’s sales as a sales manager for any of their products? Repeat the same for
Hindustan Unilever and P&G.
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7. Tell us whether extending credit period is better than increasing margin to lure wholesalers. What
might be the other factors for establishing a good relationship with the wholesalers and other
business partners?
8. Calculate the gross approximate salary of the batch 2009.
1. Remember, the personal questions may be punched in between two marketing questions, or they
may be at the beginning or end of the interview. Don’t show that you are very comfortable in
answering those questions, even if you are.
2. Brush up the marketing fundae. If you have done some projects in marketing, acad related or
outside acad, go back to the basics. E.g. if you have done a market research on the positioning of
Subhiksha, you may expect the questions like ‘how to define unique positioning?’, ‘Mathematically
prove that Classic is a uniquely positioned cigarette brand’, ‘Why semantic differential scale is
faulty?’, etc. So it is important to get the basics correct!
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Section-D: Company Write-ups

Who are they?
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ADITYA BIRLA GROUP
A US $29.2 billion corporation, the Aditya Birla Group is in the league of Fortune 500. It is
anchored by an extraordinary force of 130,000 employees, belonging to 30 different
nationalities. In India, the Group has been adjudged "The Best Employer in India and among
the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over
50 per cent of its revenues flow from its overseas operations.
The Group operates in 25 countries — India, UK, Germany, Hungary, Brazil, Italy, France,
Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia,
Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea.
Globally
Aditya Birla Group is a metals powerhouse, among the world's most cost-efficient
aluminium and copper producers. Hindalco-Novelis is the largest aluminium rolling
company. It is one of the three biggest producers of primary aluminium in Asia, with the
largest single location copper smelter
• No.1 in viscose staple fibre

• The fourth largest producer of insulators
• The fourth largest producer of carbon black
• The eleventh largest cement producer globally, the seventh largest in Asia and the
second largest in India
• Among the world's top 15 BPO companies and among India's top four
• Among the best energy efficient fertiliser plants
In India:
• A premier branded garments player
• The second largest player in viscose filament yarn
• The second largest in the chlor-alkali sector
• Among the top five mobile telephony companies
• A leading player in life insurance and asset management
• Among the top three supermarket chains in the retail business
Beyond business — the Aditya Birla Group is:
Working in 3,700 villages
Reaching out to 7 million people annually through the Aditya Birla Centre for Community
Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla
Focusing on: health care, education, infrastructure & espousing social causes
Running 42 schools and 18 hospitals

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Group companies
1. Grasim Industries Ltd.

2. Hindalco Industries Ltd.
3. Aditya Birla Nuvo Ltd.
4. UltraTech Cement Ltd.
Indian companies
1. Aditya Birla Minacs IT Services Ltd.

2. Aditya Birla Minacs Worldwide Limited
3. Essel Mining & Industries Ltd
4. Idea Cellular Ltd.
5. Aditya Birla Insulators
6. Aditya Birla Retail Limited
7. Aditya Birla Chemicals (India) Limited
International companies
Thailand
1. Thai Rayon
2. Indo Thai Synthetics
3. Thai Acrylic Fibre
4. Thai Carbon Black
5. Aditya Birla Chemicals (Thailand) Ltd.
6. Thai Peroxide
Philippines
7. Indo Phil Group of companies

8. Pan Century Surfactants Inc.
Indonesia
9. PT Indo Bharat Rayon

10. PT Elegant Textile Industry
11. PT Sunrise Bumi Textiles
12. PT Indo Liberty Textiles
13. PT Indo Raya Kimia
Egypt
14. Alexandria Carbon Black Company S.A.E

15. Alexandria Fiber Company S.A.E
China
16. Liaoning Birla Carbon

17. Birla Jingwei Fibres Company Limited
18. Aditya Birla Grasun Chemicals (Fangchenggang) Ltd.
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Canada
19. A.V. Group
Australia
20. Aditya Birla Minerals Ltd.
Laos
21. Birla Laos Pulp & Plantations Company Limited
North and South America, Europe and Asia
22. Novelis Inc.
Singapore
23. Swiss Singapore Overseas Enterprises Pte Ltd. (SSOE)
Joint ventures
24. Birla Sun Life Insurance Company

25. Birla Sun Life Asset Management Company
26. Birla Sun Life Distribution Company Limited
27. Tanfac Industries Limited
News and Events

Grasim to demerge cement business
• Grasim’s shareholders to participate directly in a new subsidiary
• Creates platform for potential consolidation
• Rs. 1000 crore greenfield VSF project, capacity to go up by 25 per cent
The Boards of Directors of Grasim Industries Limited (“Grasim”) and Samruddhi Cement
Limited, a wholly owned subsidiary of Grasim (“Samruddhi”), in their respective meetings
held today, approved a proposal to demerge the cement business of Grasim into Samruddhi.
Samruddhi will issue 1 (one) new equity share to Grasim shareholders for every equity share
they hold in Grasim, in addition to their existing Grasim shares. On completion of the
demerger, Grasim shareholders will directly hold 35 per cent of Samruddhi, and Grasim’s
stake will be diluted to 65 per cent. Samruddhi is proposed to be listed after the Scheme is
made effective.
The Restructuring Scheme

under the Scheme, Grasim will transfer its cement businesses, including related businesses /
investments but excluding its investment in UltraTech, to Samruddhi. In consideration,
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Samruddhi will issue one equity share of Rs. 5/- face value each credited as fully paid-up to
the shareholders of Grasim for every equity share they hold in Grasim as of the Record Date.
Upon effectiveness of the Scheme, Samruddhi will be held approximately 65 per cent by
Grasim and the balance 35 per cent will be held directly by the Shareholders of Grasim.
Samruddhi is proposed to be listed.
India’s first Super brand in white cement - Birla White
India’s ‘whitest white’ cement has notched up another first. Birla White cement has been
elevated to the status of a ‘Super brand’ by popular consensus among industry experts and
consumers. This global acknowledgement places it in an elite league of the world’s best
brands. Birla White is the only white cement company to be conferred Superbrand status.
From inception the focus was on creating a premium position for the brand. Over the years
the brand was nurtured well and advertised strategically to make it top of mind amongst
customers. The communication was twofold: one directed towards influencers, like
architects, builders and the other, towards end consumers. Today, through its efforts it is
the largest manufacturer of white cement in South East Asia, and the sixth largest in the
world, making it the first truly global Indian white cement brand.
Birla White has numerous distinctions to its credit. It has received internationally reputed
certifications like the CE certification. Over time, Birla White has created a wide and
innovative range of allied products.
Brand Equity Economic Times Survey 2009 ranks Peter England “No. 2 Most Trusted
Brand” in India in branded apparel category
For the second consecutive year, Peter England, the largest selling, mid price, menswear
brand in the country, ranks among the “Most Trusted Brands” in the branded apparel
category. Peter England, which is now a complete wardrobe brand offering shirts, trousers,
suits, blazers, T's and denims, sells one garment every six seconds and is available in 600
towns across the country through over 300 exclusive stores and 1,500 MBOs.
The No.1 menswear brand in the country in the mid price segment, Peter England offers
quality clothing to the discerning men under three distinct offerings viz: Peter England,
Peter England Elements and Peter England Elite. Peter England Elite was launched in 2007
marking the brand’s foray into the premium segment.
Peter England has partnered with IPL’s T20 Chennai Super Kings as the non-sport
apparel and merchandise partner. A new line of merchandise called the PE-CSK line has
been created based on the persona of the Chennai Super Kings team and is available in
Peter England exclusive stores.
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ASIA. PAI.TS
Asian Paints is India's largest paint company and Asia's third largest paint company, with a
turnover of Rs 54.63 billion. The group has an enviable reputation in the corporate world for
professionalism, fast track growth, and building shareholder equity. Asian Paints operates in
20 countries and has 28 paint manufacturing facilities in the world servicing consumers in
over 65 countries. Besides Asian Paints, the group operates around the world through its
subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.
Asian Paints aims to become one of the top five Decorative coatings companies world-wide
by leveraging its expertise in the higher growth emerging markets. Simultaneously, the
company intends to build long term value in the Industrial coatings business through
alliances with established global partners.
Board of Directors
Mr. Ashwin ChoksiMr. Ashwin DaniMr. Abhay VakilMr. P M Murty
Non-Executive Non-Executive Director Managing Director
Chairman Vice Chairman & CEO
Mr. Mahendra ChoksiMr. Amar VakilMr. Hasit DaniMs. Tarjani Vakil

Director Director Director Chairperson of
Audit Committe
Mr. Dipankar BasuMr. Mahendra ShahMr. DeepakMr. Rajendra Shah

Director Director Satwalekar Director
Director
Dr. S SivaramMr. S Ramadorai

Director Additional Director
Subsidiaries
Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. Asian Paints
operates in Australia, Fiji, Tonga, Solomon Islands and Vanuatu under the brand name of
Apco Coatings.
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Asian Paints Industrial Coatings Limited has been set up to cater to the powder coatings
market which is one of the fastest growing segments in the industrial coatings market.
Few companies can claim of a history of consistent growth for over two and a half centuries,
a presence in over 35 countries and an impact on the lives of over a billion people. Berger
does that with elan. Ever since it was founded in England in 1760 by Lewis Berger, who
perfected a new process for making Prussian Blue the colour of most military uniforms then,
Berger has never looked back.
In November 2002, BIL became a part of the Asian Paints Group. Today, the name of Berger
is synonymous with quality and innovation. BIL has presence across three regions viz.
Middle East, Caribbean and South East Asia.
Founded in 1979, SCIB Paints today is a reputed name and ranks amongst the top five paint
companies in Egypt. SCIB Paints became a part of the Asian Paints group in August 2002
Asian PPG Industries Limited, a joint venture between Asian Paints (India) Limited and PPG
Industries, Inc. USA with 50:50 equity sharing was established in March 1997 with the
objective of providing solutions to the paint requirements of Indian Automobile
manufacturers. The joint venture brought together two leading companies with strengths in
technology, manufacturing and customer insight.
Taubmans Paints Fiji, the fourth largest paint company in Fiji, became a part of the Asian
Paints family in September 2003. Taubmans Paints is the dominant player in the project
sales segment in the country and is a leader in the neighbouring Samoa Islands.
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Milestones
Asian Paints becomes the 10th largest decorative paint company in the world
Asian Paints is more than twice the size of its nearest competitor
Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated SAP -
ERP & i2 - SCM solution
Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business
Line; Most admired company to work for by ET-BT survey, 2000
Asian Paints aims to become the 5th largest decorative paint company in the world
News and Events
Asian Paints launches Colour Next 2009
ColourNext 09 is a celebration of colours born out of imagination and research. It’s the
outcome of a comprehensive trend mapping exercise conducted by Asian Paints across
India, taking into account a variety of factors like international trends, consumer insights
and expert opinions. Join us and experience the colours of tomorrow.
Asian Paints Colour Next, the world’s first India-specific colour forecast, has, over the last 6
years, developed & fine tuned a proprietary research process to study the Indian design and
décor space, identify emerging directions and develop design themes & colour palettes
around them.
The process, spread over 6 months and spanning India, involves interactions with a cross
section of society, from direct consumers, to designers, to opinion leaders. The output was
then ratified by two panels of industry leaders and finally presented in the form of the
Colour Next Palette of Lead Colours & Supporting Colours for 2009
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BRITA..IA
Britannia Industries Limited is an Indian company based in Kolkata (started in 1892) that is
famous for its Britannia and Tiger brands of biscuit, which is highly recognized throughout
the country. Britannia is India’s largest biscuit firm, with an estimated 38% market share.
Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent
food brand of the country. It was equally recognized for its innovative approach to products
and marketing: the Lagaan Match was voted India's most successful promotional activity of
the year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most
successful product launch. In 2002, Britannia's New Business Division formed a joint venture
with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods
Pvt. Ltd. was born.
In recognition of its vision and accelerating graph, Forbes Global rated Britannia 'One
amongst the Top 200 Small Companies of the World', and The Economic Times pegged
Britannia India's 2nd Most Trusted Brand.
The Britannia brand is all about eating healthy for leading a better life
Largest company in the Indian Food processing industry whose product range also includes
Breads and Cakes.
Manufacturing and sourcing locations spread across the length and breadth of the country.
Pan-India presence with a coverage of tens of thousands of outlets and having one of the
strongest distribution networks in the country.
Exporter of key biscuit brands enjoying brand loyalty in export markets.
Executive team
Mr. Nusli Neville Wadia Chairman
Ms. Vinita Bali Managing Director
Mr. Shridhar panshikar National Sales Manager
Mr. Purnendu roy Head of R&D
Products
Britannia offers the largest range of cheese (Cheese slices, Cheese cubes, Processed cheese
blocks etc.) in India.
Britannia’s Biscuit Brands:
MarieGold ( Britannia's oldest brand enjoys a heritage that spans the last 50 years),
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Tiger,
Good Day,
Milk Bikis,
50-50,
Nice Time,
Little Hearts,
NutriChoice
Digestive Biscuit
Others include Bread, Cake and Rusk businesses.
Recent Market Information
2007 Britannia industries formed a joint venture with the Khimji Ramdas Group and acquired
a 70 percent beneficial state in the Dubai-based Strategic Foods International Co. LLC and
65.4% in the Oman-based Al Sallan Food Industries Co. SAOG. The two companies are key
regional players in the biscuit and cookies segment in the GCC markets and export their
products across the world.
2008 Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies', Low
Fat Dahi and renovated 'MarieGold'.
29th August 2008 goes down in the history of our company as the day, when Britannia
started manufacturing and marketing its products in Sri Lanka. Products manufactured in Sri
Lanka include the most popular Milk Bikis, Milk Cream Smileys, Vita Marie Gold, Creams and
Cookies.
Product / Services
Asian Paints becomes the 10th largest decorative paint company in the world. Asian Paints is
more than twice the size of its nearest competitor. It is recognized as one of the most
admired companies in India. Present in 23 countries with 27 manufacturing locations, over
2500 SKU's, Integrated SAP- ERP & i2 - SCM solution. Rated Best Employer by BT-Hewitt
survey, 2000 Bluest of the blue chips by Hindu Business Line, Most admired company to work
for by ET-BT survey, 2000. On the recommendations of Booz, Allen and Hamilton, Asian
Paints restructured itself into Growth, Decorative and International business units and
adopted SCM and ERP technology. Asian Paints aims to become the 5th largest decorative
paint company in the world.
Financials
Sales of Rs. 7,312 MM for the quarter ended 30th June 2009, a growth of 5.5%
Net profit of Rs. 474 MM, an increase of 17.5%
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Consolidated Revenue of Rs. 8,211 MM and Net Profit of Rs. 448 MM grew by 9% and 33%
respectively.
Company Release
“In an intensely competitive market, we significantly increased our investment behind

brands and maintained operating margin. Invigorated focus on working capital management
also contributed to cash from operations of over Rs. 1,750 MM during the quarter.”
Britannia launched several new and renovated offerings, which included ‘NutriChoice
Nature Spice Cracker’ with the goodness of Ajwain & Jeera, Britannia ‘Top’ and a renovated
‘MarieGold’ – more tasty and fortified with 10 Proteins, Vitamins & Minerals, in line with
Britannia’s ‘Health & Nutrition’ platform.
Consumers continue to re-affirm their trust in Brand ‘Britannia’ and have once again voted
‘Britannia’ among the Top 10 Most Trusted Brands across all categories and # 2 Most
Trusted Food brand, in an independent survey conducted by AC Nielsen and The Economic
Times.
The Times of India, 05-Oct-09 In 2007, Britannia Industries gave a commitment to the
Clinton Global Initiative (GCI), a forum set up by former US President Bill Clinton that seeks
to find solutions to the world's most pressing problems. That commitment was to help
secure every child's right to growth and development. Last month, at the 5th GCI annual
general meeting held in New York and attended by the world's who's who, Britannia's
progress report in fulfilling its commitment was one among two progress reports to gain
acknowledgement out of 1,400 progress reports.
In terms of BRAND EQUITY, Britannia is 9th most trusted Brand.
25
CADBURY
Cadbury Schweppes is the No. 1 confectionery and third largest soft drinks company in the
world. A company with a history of more than 200 years, it manufactures, markets and
distributes branded chocolates, confectioneries and beverages and has market presence in
around 180 countries.
The company has manufacturing operations in more than 35 countries. Its operations are
divided into five regional operating units - Americas Beverages, Americas Confectionery,
Europe, Europe Beverages, Middle East and Africa, and Asia Pacific. Cadbury began its
operations in 1948 by importing chocolates and then re-packing them before distribution in
the Indian market.
After 59 years of existence, it today has five company-owned manufacturing facilities at

Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and
4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in
Mumbai. The company has a strong brand image in the country, almost synonymous with
the word “chocolates”.
Executive team
Chairman C Y Pal
Vice Chairman Rajiv Wahi
MD Anand Kripalu
Company Locations
In India, the corporate office is located in Mumbai and regional sales offices are located in
Delhi, Mumbai, Calcutta and Chennai.
CIL also has 5 manufacturing facilities in India at Thane, Pune, Gwalior, Bangalore and Baddi
(HP) and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai).
Product / Services
Cadbury’s products in India are almost synonymous with chocolates. It enjoys a 70% market
share in India. Cadbury Diary Milk, Eclairs, Celebrations, 5 Star and Perk and Temptations are
the main chocolate products.
Bournvita is their flagship chocolate based health drink, and accounts for 24% of revenues in
India Halls, and Bytes a sweet cocoa coated snack variety are other products
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Competitors
Nestle and Amul are competitors in the Chocolates segment, but they are both relatively
smaller than Cadbury. Boost, Choco Horlicks, Complan etc compete with Bournvita, which is
the market leader in the brown drink segment in India.
Brand Value
Research data shows that the Cadbury brand equity is highly differentiated from other
brands with consumers. The Cadbury umbrella brand has endured in a highly competitive
market, and has established a link, in the mind of the consumer, that Cadbury equals
chocolate. Cadbury India’s brand image is attributable to its strong marketing practices over
the years. In the recent years it has used brand ambassadors such as Amitabh Bachchan,
Preity Zinta and Cyrus Broacha to appropriately position its products. The punchline “kuch
meetha ho jaye” and the highly India specific advertising campaigns struck the right chords
with the Indian chocolate consumers. Marketing in Cadbury is about reshaping consumer
habits and breaking socio-cultural barriers. It has managed to position its product Dairy Milk
as “a sweet for all occasions” including the festivals in India.
Worm Threat
The allegations that Cadbury’s dairy milk bars contained worms, let the Maharashtra
government to stall production at the Pune facility, and resulted in a lot of bad publicity for
Cadbury in September 2004. The heat of negative publicity melted Cadbury's sales by 30 per
cent, at a time when it sees a festive spike of 15 per cent.
For the first time, Cadbury's advertising went off air for a month and a half after Diwali,
following the controversy. As a brand under fire, in October itself, Cadbury's launched
project 'Vishwas' - an education initiative covering 190,000 retailers in key states. But what
the company did in January 2004 is what really helped de-worm the brand. By investing up
to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury's revamped the packaging
of Dairy Milk. The metallic poly-flow was costlier by 10-15 per cent, but Cadbury didn't hike
the pack price. Simultaneously, Cadbury's roped in brand ambassador Amitabh Bachchan to
do some heavy duty endorsement putting his personal equity on the line for the brand. The
company upped ad spends for the Jan-March quarter by over 15 per cent. The recovery
began in May 2004, and by June, Cadbury's claimed that consumer confidence was back.
Awards and News
'Bournvita Confidence Academy' was launched by Cadbury for the second year in succession.
It is a nationwide hunt to unearth talent in young prodigies aged 12-16.
The nationwide search, attracted applications from over one-lakh school students out of
which only six young prodigies have been selected to compete with each other in 2008
Bournvita Confidence Academy
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Cadbury Schweppes plc has scooped two awards at Wal*Mart's Year Ending Meeting,
maintaining its position as one of the retail giants top global suppliers The company is now
targeting a foray in the dark chocolate segment to counter the threat posed by foreign
chocolate brands in the Indian market
Anand Kripalu, an IIT-Chennai and IIM-Calcutta alumnus, appointed the Managing Director
of Cadbury India, taking over from Bharat Puri, September 2005. Recently launched Bytes, a
product in the Bagged Snack Category, September 2004. It was launched it in the south with
the positioning `Snacking ka meetha funda.’
Recent Developments
Mumbai, August 2009, Cadbury India Limited, India’s leading Confectionery Company today
announced the launch of a new marketing campaign for its leading mints brand ‘Halls’. The
new TVC revolves around the theme “Thandi Saans Ka Blast” to demonstrate the ‘Intense
cooling leading to a feeling of rejuvenation’.
Mumbai, May 2009, Cadbury Dairy Milk Éclairs – the deliciously creamy caramel filled with a
rich Cadbury Dairy Milk chocolate center recently launched a new TVC with the theme
"Chocolate ka Meetha Bomb".
Mumbai, February 27, 2009: Cadbury India Ltd. today launched Cadbury Bournvita Li’l
Champs its latest offering for young children at a unique event with tennis ace Sania Mirza
and an excited group of children and their mother’s at their corporate office.
Mumbai, October 07, 2008: Cadbury India Ltd. today announced the launch of CADBURY
BOURNVILLE FINE DARK CHOCOLATE, the first dark chocolate product from the much-loved
Cadbury India basket. Bournvita Li’l Champs is a specially created nutrition supplement for 2
to 5 year olds with the goodness of natural ingredients and the power of 20 scientific
nutrients
28
Hindustan Unilever Limited
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company,
with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands,
spread across 20 distinct consumer categories, touch the lives of two out of three Indians.
HUL in India since 1956 is a 51% subsidiary of transnational Unilever, UK. A top marketer of
soaps and detergents, it has the country`s largest personal products business such as
leading in shampoos, skin care products, colour cosmetics, deodorants and fragrances. It is
also a top player in tea, processed coffee, branded wheat flour, tomato products, ice cream,
jams and squashes, manufactured in around 80 factories nationwide.
The operations involve over 2,000 suppliers and associates. HUL`s distribution network,
comprising 7,000 redistribution stockists, directly covers both the urban population and
about 250 million rural consumers. It also has a presence in specialty & bulk chemicals,
animal feed and fertilizers. HUL commands over 60% market share in soaps and has
presence in all segments. In detergents and hair care segments, it enjoys market shares of
30% and 72% respectively. All the products and brands endow the company with a scale of
combined volumes of about 4 million tons. One of the country`s largest exporters, HUL has
been recognized as a Golden Super Star Trading House by the Government of India. The
company has mainly grown through the inorganic route. The list of merged companies
includes Modern Foods, Ponds, Amalgam group of companies, Lakme, Brooke Bond Lipton
India and others.
On Over the last three years the company has embarked on a programme called Shakti for
creating micro-enterprise opportunities for rural women. It is also focusing on health and
hygiene, education, women empowerment, and water management.
• Headquarters: Mumbai, India

• Supplier of products to parent company Unilever in the tea and HPC category
• 400 brands across 20 categories
• 2005: $50 billion company (Americas 32%, Europe 43% & APAC 25%)
• 25% of the business comes from 25 retailers
• A total of 1,200 managers
• 15,000 employees and 100 factories
• India: Turnover of 13718 crores (Soaps & Detergents 46% and personal products
28%); Net profit of 1925 crores; EPS = 8.73
• HUL covers 1 million outlets directly and 6.5 million outlets indirectly. Cater to a total
of 7.3 million outlets in India
• Globally, HUL covers 2,47,000 people in 100 countries
Business goals - “Unilever's mission is to add Vitality to life. We meet everyday needs for
nutrition, hygiene, and personal-care with brands that help people feels good, look good
and get more out of life.”
29
Locations
Sales and Marketing offices are located across India in all major cities and towns.
Key Executives
• Harish Manwani, Non-executive Chairman

• Nitin Paranjpe, Chief Executive Officer, Managing Director, Director
• D. Sundaram, Vice-Chairman, Finance & IT Director
• S. Ramadorai, D.S.Parekh, C.K.Prahlad on the Board of Directors
Products and services
HUL has 20 distinct consumer categories.

• Home and Personal Care (Soaps, Laundry, Skin Care, Oral Care, Hair Care and
Cosmetics Brands include: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona,
Surf, Rin, Wheel, Sunsilk, Clinic, Fair & Lovely, Pond’s, Pepsodent, Close-up, Axe and
Lakme.)
• Foods (Tea, Coffee, Foods and Ice-cream Brands include: Brooke Bond, Lipton, Bru,
Kissan, Knorr Annapurna, Kwality Walls )
• Exports Health & Personal Care (HUL is the only source of Pears brand across the
world)
• Tea (Branded packaged and instant tea for Unilever)
• Marine Products (Surimi, Crabsticks, Shrimps, etc.)
• Rice (Basmati and basmati-based ready-to-eat)
• Castor (Oil, Oil-based products and specialty oils)
• Water (‘Pureit’ water purifier)
Major Competitors
• Proctor & Gamble

• Reckitt Benckiser
• Marico
• TTK Sara Lee, etc.
Core values
• Deep roots in local cultures and markets around the world

• Unparalleled inheritance and foundation for our future growth.
• Bring knowledge and international expertise to the service of local customers.
• HUL has been attracting, holding and molding the finest talent in India and abroad
• The institution stands today for the highest standards of quality, innovation and
consumer service
• An environment marked by fairness, the belief that even perfection can be improved
upon
• Assurance that all you need is merit in order to progress.
30
Recent Developments
• HUL closed buyback offer of 25% of its stake (630 crores) in Jan 2008
• Water business is now national, with Pureit brand now extended to 364 towns
across 20 states
• Project Shakti, launched in 2001 has doubled the direct rural reach.
• Marico Industries acquired Nihar coconut oil from HUL for Rs 216 crore this year.
• HUL transferred its entire shareholding in its 100% subsidiary Tea Estates India
Limited (TEIL) to Maxwell Golden Tea Private Limited (MGT), a Woodbriar Group
company
• Product Watch: Aviance launched Aviance Men's Solutions (AMS) - a multi-
functional product range for men's skin care
• HUL has completed its exit from its tea plantations business both in South India and
Assam. It had sold its interests in Rossell Industries Limited and Doom Dooma Tea
Company Limited in Assam during the last 12 months.
• January 6, 2009: Hindustan Unilever Limited (HUL) announced today, that it has
decided to license ‘Lakme’ and ‘Lever Ayush’, brands to its subsidiary, Lakme Lever
Private Limited, for the Beauty and Wellness services business. The Board of
Directors of the Company approved this decision.
Financials
• Company Type Public (52.07% held by Unilever)

• 2008 Sales Rs. 1,634,519 Lakhs
• Net Profit Margin Rs. 210,147 Lakhs
• Earnings per Share 9.64
Hindustan Unilever Limited – June Quarter 2009 Results
• FMCG sales and Operating profits grow 13%

• Strong volume growth in Personal Products and Foods
• 60bps improvement in operating margins after 180 bps increase in brand
investments
• PAT before exceptional items and mark-to-market charge grows 7%; PAT (bei) flat
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Johnson and Johnson

Johnson & Johnson was founded in 1886 in New Brunswick, New Jersey on a revolutionary
idea: Doctors and nurses should use sterile sutures, dressings and bandages to treat
peoples’ wounds. Its family of companies consists of more than 250 operating companies in
57 countries. It has around 112,000 employees of which more than 40,000 are in the US.
Johnson & Johnson spread its roots to India, during the endemic post-independence turmoil
of 1947.
Every day, millions of people around the world enjoy the benefits of products from the
Johnson & Johnson Family of Companies. That’s why J&J’s companies offer the world’s
broadest range of health care products. Whether you have a skin blemish or sniffles or a
serious medical condition, you and the health professionals you trust can turn to our
companies’ products for comfort and care.
In your home, products from J&J’s consumer health companies brighten your smile, add
lustre to your hair and ease that nagging headache. You can rely on them to help keep baby
fresh, sooth an irritating itch, or relieve an aching muscle.
In operating rooms and laboratories, doctors and nurses, too, rely on products from their
medical technology companies. They use these products to perform hip replacements,
implant coronary stents, and run tests for metastatic breast cancer that give people hope
for a longer, more active life. These
And products from their pharmaceutical companies have likely helped someone you know.
These prescription medicines treat a wide array of conditions, ranging from migraines and
rheumatoid arthritis to cancer and serious infections.
Company Locations
Headquarters in Mumbai
J&J Consumer
They offer products and information targeting baby care, skin and hair care, oral care,
nutritionals, pain relief, topical care and much more. Creating meaningful innovation in
health care within the Consumer business franchise relies on a research strategy equally
rooted in technology and consumer insights, in keeping with their vision: BRINGING SCIENCE
TO THE ART OF HEALTHY LIVING™.
Product / Services
The companies/products/divisions are divided in the following way:

• Consumer Health Care: baby care, skin and hair care, wound care, oral care,
women’s health, nutritionals, vision care and over the counter products (ex-Tylenol).
32
• Medical Devices & Diagnostics: J&J's Medical Devices and Diagnostics division offers
surgical equipment, monitoring devices, orthopaedic products, and contact lenses,
among other things.
• Pharmaceuticals: Its Pharmaceuticals division makes drugs (including schizophrenia
medication Dispersal and psoriasis drugs) for an array of ailments, such as
neurological conditions, blood disorders, autoimmune diseases and pain.
Competitors
• Merck
• Novartis
• P&G
J&J India awards received:

• Six Sigma Award by J&J consumer products India
• J&J consumer products India ranked 4 in best places to work ‘03
J&J worldwide Awards

• Johnson & Johnson's pharmaceutical companies were ranked third in sales in the
United States during 2002 by IMS Health.
• Fortune magazine ranks Johnson & Johnson as the 6th Most Admired Company in
America and the first among pharmaceutical companies
They have taken three new initiatives as a part of their CSR (visit their website for details)
• Crisp & Clear Vision: Introduction of new contact lenses for clearer vision
• Living Positively: Mothers 2 Mothers initiative taken by them for HIV infected
pregnant women in South Africa.
• Sweet Dreams: Products for infants, for their better sleep cycle.
Sales of $15.1 Billion Decreased 5.3% Versus 2008 Third Quarter EPS of $1.20 increased
2.6% Versus 2008 Third Quarter.
New Brunswick, NJ (October 13, 2009) – Johnson & Johnson today announced sales of $15.1
billion for the third quarter of 2009, a decrease of 5.3% as compared to the third quarter of
2008. Operational results declined 2.8% and the negative impact of currency was 2.5%.
Domestic sales declined 8.1%, while international sales declined 2.5%, reflecting operational
growth of 2.4% and a negative currency impact of 4.9%.
Net earnings and diluted earnings per share for the third quarter of 2009 were $3.3 billion
and $1.20, respectively, representing increases of 1.1% and 2.6%, as compared to the same
period in 2008. The Company raised its earnings guidance for full-year 2009 to $4.54 - $4.59
per share, which excludes the impact of special items.
33
Mahindra & Mahindra

Mahindra & Mahindra (M&M) is best known for utility vehicles and tractors in India, but the
company is also active in IT and financial services, steel processing, and infrastructure. Its
automotive division, the company's oldest unit founded in 1954, makes jeeps and three-
wheelers. M&M's farm equipment Sector, formed in 1963 during India's green revolution,
manufactures tractors and industrial engines. M&M also produces military vehicles. The US
$6.7 billion Mahindra Group is among the top 10 industrial houses in India. Mahindra &
Mahindra is the only Indian company among the top three tractor manufacturers in the
world. Mahindra is the market leader in multi-utility vehicles in India. It made a milestone
entry into the passenger car segment with Logan. The Group employs over 50,000 people.
The Mahindra Group has ambitious global aspirations and has a presence in five continents.
M&M has one tractor manufacturing plant in China, three assembly plants in the United
States and one at Brisbane, Australia.
Company Locations
Headquarters in Mumbai
Product / Services
The Group has presence in financial services, trade and logistics, automotive components,
information technology, infrastructure development and After-Market.
Automotive
The Group exports its products to several countries in Europe, Africa, South America, South
Asia and the Middle East. Its various products in this category are:
• Two wheelers- recently launched Mahindra Rodeo and Mahindra Duro (125 cc )
• Three wheelers- champion and alpha
• Light commercial vehicles- trucks and buses
• Sports utility vehicles- Scorpio, bolero
• Used cars - Purchase, Sale and Finance- first choice
• Cars- Mahindra Xylo, Mahindra Renault Logan
Mahindra Aftermarket sector
This sector has three businesses.
• Mahindra Spares Business

• Mahindra First Choice Services Ltd.
• Mahindra First Choice Wheels Ltd.
34
Farm equipment sector
The Mahindra Group's Farm Equipment Sector is the largest producer of agricultural tractors
in India and among the top 3 tractor brands in the world. It has enjoyed an unparalleled
market leadership in the domestic market for the last 26 years with a present market share
of 42%.
Infrastructure Development Sector
This sector has the following businesses:
• Mahindra Holidays & Resorts –leader in life time holiday market

• Mahindra Lifespaces Developers Limited – corporate property developers
• Mahindra World City –developing India’s first Integrated Business City and India’s
first SEZ
• Mahindra Infrastructure Developers – development, ownership and management of
infrastructure projects
• Acres Consulting Engineers- fastest growing multidisciplinary engineering
consultancy organization
Mahindra retail
Mahindra Retail is an extension of the Mahindra Group’s trading foray in the domestic
market in toys games and apparel under licenses from various international brands like
LEGO, Disney and Mattel, among others. The Group believes that this is the opportune time
to enter and extend its distribution business into direct retailing, when the organized retail
market is expanding in India. Recently they have come up with a specialty retail store with
focus on mothers and children upto 9 years of age.
Financial services
Mahindra finance -providing finance for utility vehicles, tractors and cars in the rural and
semi-urban sector
Mahindra rural housing - set up with an objective of meeting the housing finance needs of
the rural/semi urban customers across the country
1. Mahindra's Q4 net profit up by 89%. In September 2009, Mahindra tractor and auto
sales have registered record breaking sales figures. Auto sector- 27K units and
tractors 17K units.
2. Mahindra has recently featured as one among 13 Indian companies in Forbes Asia
50 list.
35
3. Farm Equipment Sector has recently won the Agriculture Leadership Award and it is
the tractor company worldwide to be bestowed with Japan Quality Medal. It also
holds the distinction of being the only tractor company worldwide to win the
Deming Prize.
4. ET awards 2008-09 honored Keshub Mahindra with Lifetime Achievement Award

while Mr. Anand Mahindra, VC & MD, Mahindra Group was declared the Business
Leader of the Year.
5. Mahindra’s Automotive Sector has won the all India award for export excellence
instituted by the Engineering Export Promotion Council. The Automotive Sector has
been crowned the Star Performer for 2007-08 on the basis of its growth in exports
over previous years.
6. Mahindra FES was honored with the 'Golden Peacock Award for Occupational
Health & Safety - 2009' for Excellence in Occupational Health and Safety practices.
7. Forbes has ranked the Mahindra Group in its Top 200 list of the World's Most
Reputable Companies and in the Top 10 list of Most Reputable Indian companies.
Mahindra has recently been honored with Bombay Chamber Good Corporate Citizen
Award for 2006-07.
8. The company has made strategic acquisitions across the globe including Stokes
Forgings (UK), Jeco Holding AG (Germany) and Schoneweiss & Co GmbH (Germany).
Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc.
and Mahindra South Africa. M&M has entered into partnerships with international
companies like Renault SA, France, and International Truck and Engine Corporation,
USA. And Mahindra Satyam has recently signed a 5 year multi-million dollar SAP
contract with GSK
9. M&M Group Revenues touched USD 6.7 bn in FY 08
CSR
Since 2005, the Group has pledged to dedicate 1% of its profit (after tax), on a continuous
basis towards Corporate Social Responsibility. A unique kind of ESOPs - Employee Social
Options was launched to enable Mahindra employees to involve themselves in socially
responsible activities of their choice. The Group also announced a special gift: to provide
free cochlear implants to 60 profoundly hearing-impaired, under-privileged children.
In addition to giving impetus to the Nanhi Kali project for the girl child and the Mahindra All
India Talent Scholarship for the economically disadvantaged, the Mahindra Group is
planning to set up two Mahindra Pride Schools. These schools will have an emphasis on
employability, including training for Information Technology, Retail, Automotive Engineering
etc. and will be primarily for the weaker sections of society.
36
MICROSOFT
Founded in 1975, Microsoft (NASDAQ "MSFT") is the worldwide leader in software, services
and solutions that help people and businesses realize their full potential. It develops and
manufactures a wide range of software products for both personal and business users.
Microsoft’s software includes scalable operating systems for servers, personal computers
and intelligent devices. It also sells server applications for client/server environments and
software development tools, along with a range of integrated online services. Microsoft’s
business strategy emphasizes the development of a broad line of software products for
information technology (IT) professionals, knowledge workers, developers, and consumers,
marketed through multiple channels of distribution. Microsoft spends on average 15% of its
total revenues on product research and development.
Executive team
Bill Gates, Chairman of the Board and Chief Software Architect Steven A. Ballmer CEO
Company Locations
The company has subsidiaries in more than 60 countries worldwide. Microsoft is

headquartered in Redmond, Washington. In India, it is based in Hyderabad.
Product / Services
The company reports its revenues through the following business segments:
Includes the Windows Business Group, the

Microsoft Platforms & Services Division Server & Tools Group, and the Online Services
Group
Includes the Information Worker Group, the
Microsoft Business Division Microsoft Business Solutions Group, and the
Unified Communications Group
Includes the 7)Home & Entertainment Group
Microsoft Entertainment & Devices Division
and the 8)Mobile & Embedded Devices Group
Microsoft’s Windows Business Group produces Windows Vista, Windows XP, Windows
2000, and other standard Windows operating systems The Server and Tools segment
consists of server software licenses and client access licenses (CALs) for Windows Server,
SQL Server, Exchange Server, and other servers. Microsoft’s Information Worker segment is
responsible for developing and delivering technologies that focus on improving productivity
for information workers in corporations. It consists of the Microsoft Office System of
programs, servers, services, and solutions. The Microsoft Business Solutions segment
37
includes the businesses of Great Plains, Microsoft bCentral, and Navision. Microsoft
Business Solutions develops and markets a range of business applications designed to help
small and mid-market businesses become more connected with customers, employees,
partners, and suppliers. Microsoft unified communications technologies offer customers
choices in how their communications and collaboration software is delivered, managed, and
maintained. Microsoft’s Mobile and Embedded Devices segment consists of Windows
Mobile software, Windows Embedded device operating systems, MapPoint, and Windows
Automotive. The Home and Entertainment segment includes the Microsoft Xbox video game
system, PC games, the Home Products Division (HPD), and TV platform products.
Our Values
As a company, and as individuals, we value integrity, honesty, openness, personal

excellence, constructive self-criticism, continual self-improvement, and mutual respect. We
are committed to our customers and partners and have a passion for technology. We take
on big challenges, and pride ourselves on seeing them through. We hold ourselves
accountable to our customers, shareholders, partners, and employees by honoring our
commitments, providing results, and striving for the highest quality.
Market Information
November 10, 2004: Microsoft Launches Beta Version of New MSN Search Service with
more useful answers to the questions and more control over search experience, resulting in
faster access to the information sought.
November 8, 2004: Microsoft Corporation announced that it has reached an agreement

with Novell, Inc. to resolve all antitrust claims as of today relating to Novell's NetWare
product and all of the other products and businesses which it currently owns.
November 5, 2004: New edition of Microsoft Office rounds out company’s portfolio of
business management applications that address the sales, service
October 25, 2004: Microsoft signs new agreements to fund and deliver educational
resources, training and facilities to expand the use of technology in African classrooms.
April 2004: the company announced the release of a new Microsoft Office suite for the Mac.
June 15, 2006 Microsoft announces that Bill Gates will transition out of a day-to-day role in
the company in July 2008; Ray Ozzie is named chief technology officer and Craig Mundie
chief research and strategy officer
July 20, 2006 Microsoft announces a new $20 billion tender offer and authorizes an
additional share-repurchase program of up to $20 billion over five years
Jan. 30, 2007 Microsoft launches Windows Vista and the 2007 Microsoft Office System to
consumers worldwide
38
Feb. 27, 2008 Microsoft launches Windows Server 2008, SQL Server 2008 and Visual Studio
2008
Sep, 2008 Microsoft Showcases Windows HPC Server 2008 at Leading Financial Services
Conference; New HPC offering provides enhanced productivity, performance and scalability;
proves to be a valuable tool to analyze risk and provide a lever for growth in a turbulent
economic environment.
Recent Developments
Microsoft Corp. announced revenue of $16.63 billion on 22nd Jan, 2009 for the second
quarter ended Dec. 31, 2008, a 2% increase over the same period of the prior year. Client
revenue declined 8% as a result of PC market weakness and a continued shift to lower
priced netbooks. However, strong annuity licensing drove Server & Tools revenue growth of
15%. Entertainment and Devices revenue grew 3% driven by strong holiday demand for
Xbox 360 consoles with a record 6 million units sold in the quarter.
During the quarter, Microsoft showcased significant new product innovations by debuting
Windows 7, Windows Azure, Office Web applications, Windows Server 2008 R2 and Office
Communications Server 2007 R2. Microsoft also announced general availability of Silverlight
2, Exchange Online, SharePoint Online, Windows Small Business Server 2008, Windows
Essential Business Server 2008 and a new release of Microsoft Dynamics NAV.
Microsoft has unveiled changes to the company’s business intelligence strategy in 2009,
including the consolidation of capabilities found within Microsoft Office Performance Point
Server 2007 into Microsoft Office SharePoint Server Enterprise and now branding them as
Performance Point Services for SharePoint.
Steve Ballmer, chief executive officer of Microsoft, says that Microsoft SharePoint
“unleashes a suite of capabilities that dramatically improves the way people work. The
SharePoint community is discovering that in the same way Office delivers a valuable suite of
productivity technology. Microsoft buries Windows Vista for good on Oct. 22 and replaces it
with Windows7
39
.ESTLE
Nestlé is a multinational packaged food company founded and headquartered in Vevey,

Switzerland. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for
milk products established and the Farine Lactée Henri Nestlé Company. Several of Nestlé's
brands are globally renowned, which made the company a global market leader in many
product lines, including milk, chocolate, confectionery, bottled water, coffee, ice cream,
food seasoning and pet foods. Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With
seven factories and a large number of co-packers, Nestlé India is a vibrant Company that
provides consumers in India with products of global standards and is committed to long-
term sustainable growth and shareholder satisfaction. The Company insists on honesty,
integrity and fairness in all aspects of its business and expects the same in its relationships.
This has earned it the trust and respect of every strata of society that it comes in contact
with and is acknowledged amongst India's 'Most Respected Companies' and amongst the
'Top Wealth Creators of India'.
Company Locations
Stores across world Presence in India:
Punjab, Uttarakhand, Delhi, Mumbai, Karnataka, Tamil Nadu, Kolkata, Gurgaon (Head
Office)
Product Lines
Nestlé has a wide range of products across a number of markets including coffee (Nescafé),
water, other beverages, ice cream, infant foods, performance and healthcare nutrition,
seasonings, frozen and refrigerated foods, confectionery and pet food.
Senior Executives
Peter Brabeck-Letmathe (Chairman)
Paul Bulcke, Nestlé CEO Lars Olofsson, EVP of Strategic Business Units and Marketing
Joint ventures
Nestlé holds 26.4% of the shares of L'Oréal, the world's largest company in cosmetics and
beauty. Others include Cereal Partners Worldwide with General Mills, Beverage Partners
Worldwide with Coca-Cola, and Dairy Partners Americas with Fonterra.
Baby Milk Marketing
In the late 1970s, Nestlé attracted much criticism for its baby milk marketing policies
especially in developing countries. This centered on its promotional strategies which present
Nestlé milk products as a risk free, healthful or more healthful option than breastmilk. As a
result, mothers who might otherwise have breastfed or nursed started using or switched to
its infant formula or follow-on formula milk products. Their babies were then exposed to the
widespread health problems caused by incorrect use such as mixing formula with
40
Contaminated water and too dilute or concentrated mixes etc. Use of slave labour In April
2006, a Forbes article reported on Nestlé's use of slave labour in the production of their
chocolate. According to the article, the International Labour Organisation, part of the UN,
estimates that 284,000 child labourers work on cocoa farms in West Africa, mainly in the
Ivory Coast.
Melamine in Chinese milk In late September 2008, the Hong Kong government claimed to
have found melamine in a Chinese-made Nestlé milk product. On 2 October, 2008 the
Taiwan Health ministry announced that six types of milk powders produced in China by
Nestlé contained traces of melamine. Nestlé has announced that it will begin a recall of milk
products produced in China. 2008: Nestlé India creates fresh milestones innovates with
Kitkat to tap new segments.
Nestlé India Ltd has announced that in recent years the Company has initiated various
activities to make its chocolate business stronger and more robust. Greater emphasis on
consumer insights and Innovation & Renovation enabled it to achieve milestones that have
made this portfolio even more relevant to the emerging lifestyles. In 2007 the Company has
led growth in the chocolate industry which grew at around 23%. The Company has now
added fresh milestones. It has launched two new products - KIT KAT CHUNKY and KITKAT
MINI - under the Company's No.1 global confectionery brand
Recent Developments
Nestle launches a series of initiatives to further highlight its commitment to Creating Shared
Value. As a first new initiative, the Company is launching the Nestle Healthy Kids Global
Programme. nestle intends to double the number of countries in which it has nutrition and
physical activity education projects by the end of 2011, bringing such schemes to over 100
countries where it operates. This new global programme addresses some of the world's
most complex challenges today - both malnutrition and increasing obesity rates, particularly
among school-age children. Nestle currently supports education programmes that reach
over 10 million children.
Secondly, the opening of the Abidjan Research & Development Centre in Cote d'Ivoire
demonstrates nestle's commitment to rural development in Africa. The R&D Centre's new
research programmes will help to increase agricultural productivity and the safety of foods
by developing and improving local crops - such as manioc, corn, millet, coffee and cocoa -
and cereal-based products in the West African region.
Nestle invests in major innovation centre for breakfast cereals
VEVEY - Cereal Partners Worldwide, the joint venture between Nestle and General Mills, is
building an Innovation Centre in Orbe, Switzerland. The centre will focus on nutrition, health
and wellness, and will accelerate the company's development of innovative and nutritious
breakfast cereals. Construction began early this year and it will be completed by the middle
of 2010.
Nestle India shows strong results for Q3 increasing profit by 13.5%
41
PROCTER & GAMBLE COMPA.Y
The Procter & Gamble Company (P&G) is a brand behemoth. The world's #1 maker of
household products courts market share and billion-dollar brands. P&G's business is divided
into three global units: beauty, health and well being, and household care. It also makes pet
food and water filters and produces soap operas (As the World Turns).
More than 20 of P&G's brands are billion-dollar sellers, including Actonel, Always/Whisper,
Braun, Bounty, Charmin, Crest, Downy/Lenor, Folgers, Gillette, Iams, Olay, Pampers,
Pantene, Pringles, Tide, and Wella, among others. Acquisitive P&G bought Clairol in 2001
and a majority of Wella in 2003. Its purchase of Gillette in late 2005 was its biggest buy in
company history. Headquartered in Cincinnati, Ohio, it has manufacturing facilities in 42
countries. The company employs about 98,000 people.
Company Locations
Mumbai, Singapore
Product / Services
Effective April, 2006, the company's operations are categorized into 3 "Business Units" with
each Business Unit divided into "Business Segments," according to the company's Investor
Relations Fact Sheet
• P&G Beauty & Health
o Beauty Care segment
o Health Care segment
• P&G Household Care
o o Pet health, snacks and coffee segment
o o Baby Care and Family Care segment
o o Fabric Care and Home Care segment
• Gillette
o o Duracell and Braun segment
o o Blades and razors segment
22 of P&G's brands have more than a billion dollars in sales.

Ariel a brand of washing powder/liquid. Available in numerous forms and scents
Oral-B includes power toothbrushes and interdental products
Pampers is a brand of disposable diaper marketed by Procter & Gamble worldwide. The
main competitor in the United States is the Huggies brand. Also marketed under the
Pampers brand are disposable training pants bearing the sub-brand Easy Ups. Pampers
introduced a mascot called "Pampa" ("Bang Bang" in China), an elephant, in several
42
markets, despite Pampas being lowland plains in South America. Tampax is a brand of
tampon produced by Procter & Gamble.
Tide is the company's first and best selling laundry detergent that is available in powder and
liquid and a variety of scents.www.tide.com
Zest is the first synthetic detergent deodorant beauty bar for bath which leaves no sticky
soap film. Also available in body washes.
Competitors
Hindustan Unilever Ltd. (in Home products and hygiene and healthcare)
L’Oreal (In beauty segment)
Nirma (in detergents)
ITC (new competitor in soaps)
P&G Recognized for Business Performance and Societal Contributions in Kanter's

SuperCorp Rosabeth
Moss Kanter, a respected business scholar, Ernest Arbuckle Professor of Business at
Harvard Business School, one of the Times of London's 50 most powerful women in the
world, and author of 18 books, has written SuperCorp: How Vanguard Companies Create
Innovation, Profits, Growth, and Social Good. In it, P&G is one of several companies
recognized for prosperous track records and unrelenting dedication to core values that
guide them as they grow.
Warner Chilcott Acquires P&G's Global Pharmaceuticals Business

P&G Focuses on Winning in Consumer Health Care
Aug. 24, 2009 -- The Procter & Gamble Company (NYSE: PG) and Warner Chilcott plc
(NASDAQ: WCRX) today announced an agreement for the sale of P&G's global
pharmaceuticals business to Warner Chilcott for an up-front cash payment of $3.1 billion.
The Procter & Gamble Company (NYSE: PG) today announced the appointment of Maggie
Wilderotter (54), chairman and chief executive officer of Frontier Communications
Corporation (NYSE: FTR), to its board of directors. The appointment is effective immediately.
Procter & Gamble Company has been awarded the "Presidential Green Chemistry
Challenge Award for Designing Greener Chemicals" for 2009 by the U.S. Environmental
Protection Agency (EPA) on behalf of the White House. The award, administered each year,
recognizes individuals, companies and technologies that incorporate the ideals of
sustainable chemistry into their formulation, manufacture, and end use. P&G Chemicals and
Cook Composites and Polymers (CCP) jointly received the award based on the Chempol®
MPS technology, which was collaboratively developed and commercialized by the
partnering organizations.
43
FORTUNE Lists:
Global Most Admired Companies- P&G ranked #3 for 2007 - For the 50 most admired
companies overall, Fortune’s survey asked businesspeople to vote for the companies they
admired most, from any industry. P&G also recognized for its innovation and talent
management. P&G ranked #1 in its industry of Household & Personal Products.
America’s Most Admired companies – P&G ranked #10 in 2007 (up from #10 in 2005) out of
582 companies; #1 in Household & Personal Products. Also ranked #1 in People
Management, and in the top 10 on six of the eight key attributes of reputation evaluated.
Best Companies to Work for - Ranked in Top 100 - #68 in 2007 (up from #81 in 2004).
Though P&G—which acquired Gillette in 2005—is massive—it uses anonymous hotlines,
blogs by executives, and online Q&As with its CEO to help employees feel connected.
According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than any
other company; the $2.62 billion it spent is almost twice as much as General Motors, the
next company on the Nielsen list. P&G was named 2008 Advertiser of the Year by Cannes
International Advertising Festival.
44
RPG
RPG Enterprises, established in 1979, is one of India’s fastest growing business groups with a
turnover touching USD$3.25 billion. The group has more than twenty companies managing
diverse business interests in the areas of Power, Tyres, transmission, IT, Retail,
Entertainment, Carbon Black and specialty. Wide-ranging businesses, growing returns and a
reputation to reckon makes working with RPG an enriching experience where
entrepreneurial skills are valued, excellence is the by-word and performance is a pre-
requisite.
Management Board
R.P Goenka- Chairman Emeritus
Harsh Goenka- Chairman
Sanjiv Goenka- Vice Chairman
Group of companies
1. Power
• CESC
• Noida Power Company
2. Transmission
• KEC International
• Nitel
• RPG Transmission
3. Tyres
• CEAT
• CEAT Kelani
• Philips Carbon Black
4. Technology
• RPG Cables
• RPG Life sciences

45
• Zensar Technologies
• Raychem RPG
5. Retail
• Spencers’ Retail
• Music World
• Books and Beyond
6. Entertainment
• Saregama
Recent Milestones
• RPG Cables Highest EBITDA in industry @ 8%
• Zensar’s revenue was up from Rs 782.93 to Rs 908.08 Cr showing a 16% growth y-o-y
• Zensar inaugurates its third Global Delivery Centre in India in Pune in April
• Zensar gets into a strategic partnership with Twofour Media, renowned for its wide
range of factual entertainment and lifestyle programming
• Zensar is awarded the Emerging Business Applications Award for 2009 at the Oracle
UK Partner Awards
• CNBC-TV18’s Exporter of the Year Award for the year 2009 - IT, ITES and electronics
segment for the third consecutive year at the International Trade was awarded
• Zensar receives the Certified Advantage Partner Status for Oracle for Middle East-
highest level of partnership status in the region
• Zensar is certified by the Indian Department of Scientific and Industrial Research in

recognition of the in-house R&D efforts
• CEAT opens a Wheel Management centre for trucks
46
TAS
TAS, formerly known as the Tata Administrative Services, was conceived by J.R.D Tata, the
late chairman of the Tata Group, in the 1950s. His dream was to select and groom some of
the best young Indians; provide them opportunities for professional growth, and use that
pool of talent as a group resource-one that could be tapped by companies across the Tata
Organization.
Most companies today allow a degree of job rotation for career growth. TAS, which is
essentially a training program, is perhaps the only employment brand in Indian business that
consciously recruits for lifelong mobility, across companies, industries and functions, in order
to impart that macro view of business which is critical in preparing young professionals for
general management.
The Tata family of enterprises comprises 93 companies in seven business sectors. TAS is the
single largest employer in private sector.
Executive Team
There are two decision-making bodies that define and direct the business endeavors of the
Tata Group. These are called the Group Executive Office and the Group Corporate Centre.
Group Executive Office: Ratan Tata, R.Gopalakrishnan, IshaatHussain, Kishor Chaukar, Arun
Gandhi and Alan Rosling.
Group Corporate Centre: Ratan Tata, N.A.Soonawala, J.J Irani, R.K.Krishna Kumar,
R.Gopalakrishnan, Ishaat Hussain, Kishor Chaukar, Arun Gandhi and Alan Rosling.
Company Locations
Tata Group Companies are located all over India and in several locations abroad and TAS
employees work closely with all the seven major business units of the Tata Group.
1. Information and Communication or CIS (TCS, VSNL, Tata SKY, Tata
Elxsi Software)
2. Engineering (Tata Motors, Telco,Voltas)
3. Chemicals (Tata Chemicals, Tata Pigments, Rallis India)
4. Materials (Tata Steel, Tata Advanced Materials)
5. Consumer Products (Tata Tea, Titan, Tata McGraw Hill, Westside showrooms)
6. Services (Taj Group of Hotels, Tata AIG, Tata Financial Services etc.)
7. Energy (Tata Power, Tata BP Power etc.)
Competitors
As an Indian conglomerate, it competes with Reliance and the Birlas. There are specific
competitors in each of its businesses, notably Infosys, Wipro, Maruthi, Hyundai, Videocon,
Arcelor Mittal Steel, Lipton Tea, HMT, ING Insurance etc.
47
Recent Developments
Tata Administrative Services (TAS) is the only Indian entity to figure amongst the “Top 10
Preferred Recruiters” at the premier Indian B-schools in India this year. The flagship
talent and development arm of the Tata Group has emerged third among the preferred
recruiters, according to the latest AC Nielsen Campustrack Survey 2007.
TAS is the central talent pool and leadership pipeline for the Tata Group. It is a
development programme designed to groom and prepare young professionals for general
management for the Tata Group. It deputes talent across companies, functions and
geographies. It remains perhaps the only Indian employment brand that recruits for long
term mobility across sectors, functions, geographies and businesses.
48

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Summer Placements 2010

Section-A: Career Choice .........................................................................................................................5

Is Marketing The Right Career For You?..................................................................................................5

Section-B: Subject-wise Topics ................................................................................................................8

What you should know?..........................................................................................................................8

Section-C: Interview Questions .............................................................................................................11

What Do They Want To Know From You?.............................................................................................11

Section-D: Company Write-ups .............................................................................................................15

Who are they? .......................................................................................................................................15

ADITYA BIRLA GROUP ............................................................................................................................16

ASIAN PAINTS ........................................................................................................................................20

Hindustan Unilever Limited...................................................................................................................29

Johnson and Johnson ............................................................................................................................32

Mahindra & Mahindra...........................................................................................................................34

PROCTER & GAMBLE COMPANY ...........................................................................................................42

All the Best!

Happy reading & all the best!!!

Section-A: Career Choice

Marketing Roles – Positives

Marketing Roles – Negatives

a. However marketing roles also have a few demerits. These are:

Sales Roles – Positives

Sales Roles – Negatives

Section-B: Subject-wise Topics

The subjects required to crack the interviews

Advertisement Management: How different positioning strategies can be consolidated with

positioning in each quadrant of Rossiter-Persy framework.

Section-C: Interview Questions

There are two types of interviews:

1. Tell me about yourself

2. Mention a situation where you demonstrated leadership qualities

3. Give me an example where you persuaded a group of people to do something

4. Tell me when you added value to an assignment given to you

6. When did you work as a good team-member?

To crack these questions, remember the following things:

8. Calculate the gross approximate salary of the batch 2009.

Section-D: Company Write-ups

ADITYA BIRLA GROUP

• No.1 in viscose staple fibre

Beyond business — the Aditya Birla Group is:

Working in 3,700 villages

Running 42 schools and 18 hospitals

1. Grasim Industries Ltd.

1. Aditya Birla Minacs IT Services Ltd.

7. Indo Phil Group of companies

9. PT Indo Bharat Rayon

14. Alexandria Carbon Black Company S.A.E

16. Liaoning Birla Carbon

19. A.V. Group

20. Aditya Birla Minerals Ltd.

21. Birla Laos Pulp & Plantations Company Limited

North and South America, Europe and Asia

22. Novelis Inc.

23. Swiss Singapore Overseas Enterprises Pte Ltd. (SSOE)

24. Birla Sun Life Insurance Company

News and Events

• Grasim’s shareholders to participate directly in a new subsidiary

• Creates platform for potential consolidation

• Rs. 1000 crore greenfield VSF project, capacity to go up by 25 per cent

The Restructuring Scheme

India’s first Super brand in white cement - Birla White

Mr. Mahendra ChoksiMr. Amar VakilMr. Hasit DaniMs. Tarjani Vakil

Mr. Dipankar BasuMr. Mahendra ShahMr. DeepakMr. Rajendra Shah