THREE MANDATORY PROJECT REPORT ON

“GENERAL MANAGEMENT, SPECIALIZATION & SOCIAL

RELEVANCE”

Submitted in partial fulfillment for the award of the degree of

MASTER OF MANAGEMENT STUDIES

UNIVERSITY OF MUMBAI
Submitted by
MS. SHRIKANT PENTAYYA BODDULA

ROLL NO. 22110

2022-24

Under the Guidance Of

PROF. AMIT SINGH

Swayam Siddhi College of Management &

Research
(Affiliated to Universityof Mumbai, Approved by AICTE & Recognized by Govt. of Maharashtra)
( DTE Code: MB 3133)
(An ISO 9001 – 2000 Certified Institute
 CERTIFICATE

This is to certify that the project titled. “TATA COMPANY EVALUATION OF

MARKETING STRATEGIES”, “A STUDY ON THE EFFECTIVENESS OF YOUTUBE
AS A MARKETING TOOL ON YOUTH”, AND “CSR ON CORPORATE

OBLIGATION” is successfully completed MR . SHRIKANT PENTAYYA

BODDULA , ROLL NO. 22032 during the IV Semester, in partial fulfillment of the
Master’s Degree in Management Studies recognized by the University of Mumbai
for the academic year 2022-24. This project work is original and not submitted earlier
for the award of any degree, diploma or associateship of any other University /
Institution.

Date :

_
Dr. Samadhan Khamkar Name of the Guide
DIRECTOR (PROF. SUDHAKAR R IYER).

_
External Examiner
 DECLARATION

I hereby declare that this project report submitted by me to the partial fulfillment of the
requirement for the award of MASTER OF MANAGEMENT STUDIES (MMS) of the
University of Mumbai is a bonafide work undertaken by me and it is not submitted to any
other University or Institution for the award of any degree, diploma/ certificate or
published any time before.

Name : (MR SHRIKANT PENTAYYA BODDULA)

Roll No.: 22032 Signature of the student

(MR SHRIKANT PENTAYYA BODDULA)
 ACKNOWLEDGEMENT

This project has been a great learning experience for me. I take this opportunity to thank Prof.
SUDHAKAR R IYER, my internal project guide whosevaluable guidance & suggestions made this
project possible. I am extremely thankfulto him/her for his/her support. He/She has encouraged
me and channelized my enthusiasm effectively.

I express my heart-felt gratitude towards my parents , siblings and all those friends who have
willingly and with utmost commitment helped me during the course of myproject work.

I also express my profound gratitude to Dr. Samadhan Khamkar, Director Swayam Siddhi
College of Management & Research for giving me the opportunity to work on the project and
broaden my knowledge and experience.

I would like to thank all the professors and the staff of SSCMR especially the Librarystaff who
were very helpful in providing books and articles I needed for my project.

Last but not the least, I am thankful to all those who indirectly extended their co- operation and
invaluable support to me
 INDEX

SR. NO. CONTENT PAGE No.

1 Executive Summary 6

2 Chapter 1: Introduction 7

3 Chapter 2 : Review of Literature 16

4 : Objectives of the study 20

5 Chapter 3: Research Methodology & 22

6 : Data collection 25

7 Chapter 4: Data analysis and Observations 33

8 Chapter 5: Findings & Conclusion 45

9 Annexure 50

10 Bibliography 54

5
 EXECUTIVE SUMMARY

The project report to take a look on various aspects of marketing and study of marketing
strategies adopted by Tata companies. Tata Group is an Indian international conglomerate
company headquartered in Mumbai, India. It encompasses 7 organisation sectors:
communications and InfoTech, engineering, materials, services, energy, customer products and
chemicals. Tata Group was founded in 1868 by Jamsetji Nusserwanji Tata as a trading business.

For the purpose of this study, both primary as well as secondary data have been used. The
primary data have been collected by conducting unstructured interviews and a field visit within
the premises of the company’s and as well as conducted questionnaires in the surrounding
villages. The secondary data have been collected from annual reports of the company and the
company website.

It has operations in more than 80 countries throughout 6 continents. Tata Group has over 100
operating business with each of them running separately. Out of them 32 are openly listed. The
significant Tata business are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata
Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan Industries, Tata
Communications and Taj Hotels.

Tata companies is a marketing strategies is good for market so many companies involved in a
tata group of marketing strategies

6
GENERAL MANAGEMENT PROJECT
ON

“TATA COMPANY EVALUATION OF

MARKETING STRATEGIES”

7
 CHAPTER: 1 INTRODUCTION

INTRODUCTION OF THE STUDY

TATA GROUP OF COMPANIES PROFILE:

Tata is a rapidly growing business group based in India with significant international
operations. Revenues in 2013-14 are estimated at $102 billion (around Rs600000 Crore), of
which 61 per cent is from business outside India. The Group employs around 5, 81,000 people
worldwide. The Tata name has been respected in India for 140 years for its adherence to strong
values and business ethics.

The business operations of the Tata Group currently encompass seven business sectors:
communications and information technology, engineering, materials, services, energy,
consumer products and chemicals.

The Group’s 27 publicly listed enterprises have a combined market capitalization of some $80
billion, among the highest among Indian business houses, and a shareholder base of 3.2 million.
The major companies in the Group include Tata Steel, Tata Motors, Tata Consultancy Services
(TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications.

 The Group’s major companies are beginning to be counted globally.

 Tata Steel became the sixth largest steel maker in the world after it acquired Corus.

 Tata Motors is among the top five commercial vehicle manufacturers in the world and
has recently acquired Jaguar and Land Rover.
 TCS is a leading global software company, with delivery centres in the US, UK,
Hungary, Brazil, Uruguay and China, besides India.
 Tata Tea is the second largest branded tea company in the world, through its UK-based
subsidiary Tetley.
 Tata Chemicals is the world’s second largest manufacturer of soda ash.

8
  Tata Communications is one of the world’s largest wholesale voice carriers. Intandem
with the increasing international footprint of its companies, the Group is also gaining
international recognition. Brand Finance, a UK-based consultancy firm, recently valued
the Tata brand at $21 billion and ranked it 57th amongst the Top 100 brands in the
world.

Business-week ranked the Group sixth amongst the World’s Most Innovative Companies. And
the Reputation Institute, USA, recently rated it as the World’s Sixth Most Reputed Firm.

Founded by Jamsetji Tata in 1868, the Tata Group’s early years were inspired by the spirit of
nationalism.
Tata companies also extend social welfare activities to communities around their industrial units. The combined
development related expenditure of the Trusts and the companies amountsto around 4 per cent of the Group’s net
profits. Going forward, the Group is focusing on new technologies and innovation to drive its business in India and
internationally.

CORE VALUES OF TATA:

At the Tata Group our purpose is to improve the quality of life of the communities we serve.
We do this through leadership in sectors of national economic significance, to which the Group
brings a unique set of capabilities.

This requires us to grow aggressively in focused areas of business. Our heritage of returning to
society what we earn evokes trust among consumers, employees, shareholders and the
community. This heritage is being continuously enriched by the formalization of the high
standards of behavior expected from employees and companies.

The Tata name is a unique asset representing leadership with trust. Leveraging this asset to
enhance Group synergy and becoming globally competitive is the route to sustained growth
and long-term success.

9
FIVE CORE VALUES

The Tata Group has always sought to be a value-driven organization. These values continue to
direct the Group’s growth and businesses.

The five core Tata values underpinning the way we do business are as follows

 Integrity: We must conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.
 Understanding: We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the benefit of the
communities we serve.
 Excellence: We must constantly strive to achieve the highest possible standards in our
day-today work and in the quality of the goods and services we provide.

 Unity: We must work cohesively with our colleagues across the Group and with our
customers and partners around the world, building strong relationships based on
tolerance, understanding and mutual cooperation.
 Responsibility: We must continue to be responsible, sensitive to the countries,
communities and environments in which we work, always ensuring that what comes
from the people goes back to the people many times over.

1
0
 .

TATA Group Companies of information:

Tata Group is Indian multinational company founded by Jamshedji Tata. The chairmen of the company Cyrus Palling Mistry. Tata
Group is the largest group in Asia. The Tata group isresolved to improving the standard of life of the networks they move their
items in. With the end goal to accomplish their motivation they make progress toward worldwide and initiative intensity in their
working business areas. moreover, we put stock in offering back to the general public by what they acquire, which consequently makes
customer trust alongside the trust of workers, investors and the community. Tata Group mission is purpose is to improve the quality of
life of the communities which Tata Group serve.

11
Tata Motors:

Tata Motors, which made India’s first indigenously developed car, the Indica, in 1998 and
recently unveiled the world’s lowest-cost car, the Tata Nano, for commercial launch by endof
2008.

Tata Motors Ltd is India’s largest automobile company. The company is the leader in
commercial vehicles in each segment, and among the top three in passenger vehicles with
winning products in the compact, midsize car and utility vehicle segments. They are the world’s
fourth largest truck manufacturer, and the world’s second largest bus manufacturer. The
company is engaged in the development, designing, manufacturing, assembling and sale of
vehicles, including financing thereof, as well as sale of related parts and accessories. They
manufacture commercial vehicle, three passenger vehicle, truck and bus.

12
TATA STEEL:

While Tata Steel has consistently been one of the most profitable and lowest cost producers
of steel1 in the world, the Company needs to address challenges such as improving
productivity, maintaining cost competitiveness, and being agile and innovative in a rapidly
evolving business environment.
Tata Steel operates in 26 countries with key operations in India, Netherlands and United
Kingdom, and employs around 80,500 people its largest plant (10 MTPA capacity) is located
in Jamshedpur, Jharkhand. In 2007, Tata Steel acquired the UK-based steel maker Corus It
was ranked 486th in the 2014 Fortune Global 500 ranking of the world's biggest corporations.
It was the seventh most valuable Indian brand of 2013 according to Brand Finance.

13
TATA CHEMICALS LIMITED:

Tata Chemicals Limited is an Indian global company with interests in chemicals, crop
protection and specialty chemistry products headquartered in Mumbai, India. The company is
one of the largest chemical companies in India with operations in India, Europe, North America
and Africa. Tata Chemicals is a subsidiary of Tata Group

TATA CONSULTANCY SERVICES:

TCS is the second largest Indian company by market capitalization. Tata consultancy services
is now placed among the most valuable IT services brands worldwide. In 2015, TCS was ranked
64th overall in the Forbes World’s Most Innovative Companies ranking, making it both the
highest-ranked IT services company and the top Indian company. As of 2018, it is ranked
eleventh on the Fortune India 500 list. In April 2018, TCS became the first Indian IT company
to reach $100 billion in market capitalization, and second Indian company ever (after Reliance
Industries achieved it in 2007) after its market capitalization stood at ₹6,79,332.81 crores
($102.6 billion) on the Bombay Stock Exchange. Tata Consultancy Services, India’s first
software company, which pioneered the international delivery mode
14
 CHAPTER: 2 LITERATURE REVIEW

REVIEW OF LITERATURE
Goyder (2003) the Tata companies are arguing: “Industry in the 20th century can no longer
beregarded as a private arrangement for enriching shareholders. It has become a joint
enterprisein which workers, management, consumers, the locality, government and trade
union officialsall play a part. If the system which we know by the name private enterprise is
to continue, some way must be found to embrace many interests whom we got to make up
industry in a common purpose.

Leonidoua and et al (2012), in the research described, building on the resource-based view,
we develop a model of drivers and outcomes of environmentally friendly marketing strategies
in the Greek hotel sector. Data collected from 152 hotels reveal that possessing sufficient
physical and financial resources is instrumental in achieving effective green marketing
strategies. In addition, shared vision and technology sensing/response capabilities help developa
sound environmentally friendly marketing strategy. In turn, the adoption of such a strategy is
conducive to obtaining competitive advantage, which subsequently increases the potential to
achieve superior market and financial performance. Furthermore, the study finds that the effect
of environmental marketing strategy on competitive advantage is stronger in the case of intense
competitive situations, while market dynamism has no moderating effect on this association.
Several implications can be drawn from the study findings for both corporate and public policy
makers and interesting directions for future research are provided

Tamer and Naor (1987), in the research described, Exporting continues to be the major type
of foreign involvement for many American companies. This paper reports on an empirical
study designed to relate a comprehensive set of firm and management characteristics to such
activity. Potential correlates of export marketing activity are identified through a literature
search and are then used to discriminate between exporting and no exporting firms. The
findings indicate that profiles can be developed for exporting and no exporting firms.
Organizational and management characteristics can provide meaningful profiles which are
capable of distinguishing between exporting and no exporting firms. The implications of these
finding for management, public policy, and future research are discussed.
16
Davis (1960) argued That Tata companies is a social responsibility is a nebulous idea but
should be seen in a managerial context. He Asserted that some socially responsible business
Decisions can be justified by a long, complicated Process of reasoning as having a good chance
of Bringing long-run economic gain to the firm, thus Paying it back for its socially responsible
outlook

Ally, Z (2013), in his research study entitled “Comparative Analysis of Financial Performance
of Commercial Banks in Tanzania” the overall financial performance of the bank is
increased. A Significant change in trend is noticed but the Tanzania banking sector remained
stable. The study found that there is no significant difference of profitability among the bank
in terms of ROA. For This study three hypotheses developed. The methods which had applied
for this study is Quantitative, the data have taken from the year 2006 to 2012.

R. Edward Freeman (1984) Tata companies are term stakeholder, means all those on whom
an organization’s performance and activities have Some impact either directly or indirectly.
This term was used to describe corporate owners beyond shareholders AS a result of a book
titled Strategic management: a stakeholder approach by company.

Prema & Singla (2003) the Tata companies main from the review due to the highlighted the
lessons from India which were relevant to businesses Seek endorsement as good corporate
citizens through corporate social responsibility Initiatives. The researchers saw repercussions
in various companies of the world out of which India had also seen some repercussions. In
India, it was traditionally linked to spirituality while Respect in the corporate world was treated
on a Par with the bottom line. The research inferred that the CEO’s reputation was a key factor
in a Company’s reputation. Respect was considered an intrinsic part of Indian culture. The
study also discussed the criteria for ranking India’s most respected companies Tata group of
companies extended a wide spectrum including rural development, community development
and social welfare, family initiatives, tribal development and water management.
16
Stalin (1974), in the research described, India has a history of export promotion policies
extending back into the 1950’s. These policies seem to have been applied without regard to
comparative advantage and this study indicates the high cost of India’s disregard for economic
efficiency. Using the domestic resource Cost concept as the criterion for measuring relative
export efficiency, the present structure of Indian Exports is examined on both the sectored and
product level. The results show not only an unacceptably Wide divergence in the domestic
resource cost of exports on the margin – indicating a misallocation of Resources in the export
sector – but also an export incentive system which fails to select India’s most efficient exports.

Dharma raj and Kathirvel (2013) In India there is a huge scope for automobile companies.
They are financially Strong and they are growing at the rate of 17 per cent per Annum and
contributing to the Indian economy reasonably. Finally, the study provides companies with
Understanding of the activities that would enhance their financial performances.

Moses Joshuva Daniel (2013) in order to analyze financial status of TATA Motors Ltd in
terms of Profitability, Solvency, Activity and Financial stability various accounting ratios have
been used. The company has stable growth and it shows a greater status in all the Areas it
works. The company has been suggested to reduce the expenditure as it increases every year.
Decrease in expenses will increase the profitability.

THE MAIN OBJECTIVE OF THE STUDY

 Tata companies offers its resources as much as possible in order to maintain and
improve life in a region where it is settled.
 Tata companies it then examines how the group vision is translated into action
through the various community development initiatives.
 Tata companies believe in the conduct of the affairs of its constituents in a fair and
transparent manner adopting higher standard of professionalism, honesty, integrity and
ethical behavior

17
 CHAPTER: 3 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY:
Research methodology is a way to solve the problem scientifically and systematically. It
basically includes the selection of various methods and techniques in the research conducted.

The research decides to do survey to know about Tata companies’ evolution of marketing
strategy.

SOURCE OF DATA

There are several ways of collecting the appropriate data which differ considering in context
of money, cost, time and other resources data can be collected through different sources.

For research purpose primary data and secondary data was collected.

 PRIMARY DATA: The researcher collected information in the primary data is based
on questionnaire and survey methods by using the statistical analysis.
 SECONDARY DATA: The secondary data includes collection of data through sources
like, internet, journals, newspaper, reference book and textbook.

RESEARCH AREA

The respondent was selected from thane, Bhiwandi area only.

METHOD USE FOR DECIDING THE SAMPLING PLAN

The samples consider of 50 respondents. The sample size was 50, the element for sample
i.e. therespondents selected through the random sampling method.

SAMPLING PLAN

The sample size of 50 respondents in Tata companies’ employee’s areas, friends, family,
junior,senior and some companies’ areas.

17
VALIDATION OF TOOLS

The tools were sent to professor to verify their validity and correction were made after
receivingtheir suggestion the tools were then finalize.

DATA COLLECTION AND INSTRUMENT

The type of instruments used for data collection were through internet, questionnaire, to know
which is the problem easily solved in Tata companies’ industry.

RESEARCH PERIOD
The researcher conducted the research in the period of January 2021- April 2021

DATA PROCESSING AND ANALYSIS PLAN

The data was processing and analysis with the help of percentage using excel sheet.

SWOT analysis of Tata companies:

The SWOT analysis is a strategic planning tool that can be used by Tata managers to do a
situational analysis of the firm. It is an important technique to analyses the present Strengths
(S), Weakness (W), Opportunities (O) & Threats (T) Tata is facing in its current business
environment.

The Tata is one of the leading organizations in its industry. Tata maintains its dominant position
in market by critically analyzing and reviewing the SWOT analysis. SWOT analysis an
tre8i90pe*/within the organization such as – marketing, finance, operations, management
information systems and strategic planning.

The SWOT Analysis framework helps an organization to identify the internal strategic factors
such as -strengths and weaknesses, & external strategic factors such as – opportunities and
threats. It leads to a 2X2 matrix – also known as SWOT Matrix.

The Strengths-Weaknesses-Opportunities-Threats (SWOT) Analysis / Matrix helps the

17
managers of the Tata to develop four types of strategies:

SO (strengths-opportunities) Strategies
WO (weaknesses-opportunities) Strategies
ST (strengths-threats) Strategies
WT (weaknesses-threats) Strategies

SWOT Matrix Strategies Objective of Tata companies:

The primary purpose of SWOT matrix is to identify the strategies that a firm can utilize to
exploit external opportunities, counter threats, and build on & protect Tata strengths, and
eradicate its weaknesses.

Step by Step Guide to Tata SWOT Analysis:

1. Strengths of Tata – Internal Strategic Factors

As one of the leading organizations in its industry, Tata has numerous strengths that help it to
thrive in the market place. These strengths not only help it to protect the market share in existing
markets but also help in penetrating new markets. Based on Fern Fort University extensive
research – some of the strengths of Tata are

Superb Performance in New Markets – Tata has built expertise at entering new markets and
making success of them. The expansion has helped the organization to build new revenue
stream and diversify the economic cycle risk in the markets it operates in.

Strong distribution network – Over the years Tata has built a reliable distribution network
that can reach majority of its potential market.

Good Returns on Capital Expenditure – Tata is relatively successful at execution of new

projects and generated good returns on capital expenditure by building new revenue streams.

17
Strong dealer community – It has built a culture among distributor & dealers where the
dealers not only promote company’s products but also invest in training the sales team to
explain to the customer how he/she can extract the maximum benefits out of the products.

Reliable suppliers – It has a strong base of reliable supplier of raw material thus enabling the
company to overcome any supply chain bottlenecks. Highly skilled workforce through
successful training and learning programs. Tata is investing huge resources in training and
development of its employees resulting in a workforce that is not only highly skilled but also
motivated to achieve more. Successful track record of developing new products product
innovation.

Strong Brand Portfolio – Over the years Tata has invested in building a strong brand portfolio.
The SWOT analysis of Tata just underlines this fact. This brand portfolio can be extremely
useful if the organization wants to expand into new product categories.

2. Weakness of Tata – Internal Strategic Factors

Weakness are the areas where Tata can improve upon. Strategy is about making choices and
weakness are the areas where an organization can improve using SWOT analysis and build on
its competitive advantage and strategic positioning. Organization structure is only compatible
with present business model thus limiting expansion in adjacent product segments. The
marketing of the products left a lot to be desired. Even though the product is a success in terms
of sale but its positioning and unique selling proposition is not clearly defined which can lead
to the attacks in this segment from the competitors.

Not very good at product demand forecasting leading to higher rate of missed opportunities
compare to its competitors. One of the reason why the day’s inventory is high compare to its
competitors is that Tata is not very good at demand forecasting thus end up keeping higher
inventory both in-house and in channel. There are gaps in the product range sold by the
company.

This lack of choice can give a new competitor a foothold in the market. High attrition rate in
work force compare to other organizations in the industry Tata has a higher attrition rate and
have to spend a lot more compare to its competitors on training and development of its
employees. Financial planning is not done properly and efficiently.

17
 3. Opportunities for Tata – External Strategic Factors

The market development will lead to dilution of competitor’s advantage and enable Tata to
increase its competitiveness compare to the other competitors. New trends in the consumer
behavior can open up new market for the Tata. It provides a great opportunity for the
organization to build new revenue streams and diversify into new product categories too.

The new taxation policy can significantly impact the way of doing business and can open new
opportunity for established players such as Tata to increase its profitability. Economic uptick
and increase in customer spending, after years of recession and slow growth rate in the industry,
is an opportunity for Tata to capture new customers and increase its market share.

New environmental policies the new opportunities will create a level playing field for all the
players in the industry. It represents a great opportunity for Tata to drive home its advantage
innew technology and gain market share in the new product category.

Decreasing cost of transportation because of lower shipping prices can also bring down the cost
of Tata’s products thus providing an opportunity to the company – either to boost its
profitability or pass on the benefits to the customers to gain market share. Stable free cash flow
provides opportunities to invest in adjacent product segments. With more cash in bank the
company can invest in new technologies as well as in new products segments. This should open
a window of opportunity for Tata in other product categories.

4.Threats Tata Facing – External Strategic Factors

New technologies developed by the competitor or market disruptor could be a serious threat to
the industry in medium to long term future. Increasing trend toward isolationism in the
American economy can lead to similar reaction from other government thus negatively
impacting the international sales. No regular supply of innovative products over the years the
company has developed numerous products but those are often response to the development by
other players.

Secondly the supply of new products is not regular thus leading to high and low swings in the

17
sales number over period of time. The demand of the highly profitable products is seasonal in
nature and any unlikely event during the peak season may impact the profitability of the
company in short to medium term. As the company is operating in numerous countries it is
exposed to currency fluctuations especially given the volatile political climate in number of
markets across the world.

Liability laws in different countries are different and Tata may be exposed to various liability
claims given change in policies in those markets. Intense competition – Stable profitability has
increased the number of players in the industry over last two years which has put downward
pressure on not only profitability but also on overall sales. Rising pay level especially
movements such as $15 an hour and increasing prices in the China can lead to serious pressure
on profitability of Tata

Limitations of SWOT Analysis for Tata companies:

Although the SWOT analysis is widely used as a strategic planning tool, the analysis does have
its share of limitations. Certain capabilities or factors of an organization can be both a strength
and weakness at the same time.

 This is one of the major limitations of SWOT analysis. For example, changing
environmental regulations can be both a threat to company it can also be an opportunity
in a sense that it will enable the company to be on a level playing field or at advantage
to competitors if it able to develop the products faster than the competitors.
 SWOT does not show how to achieve a competitive advantage, so it must not be an end
in itself. The matrix is only a starting point for a discussion on how proposed strategies
could be implemented. It provided an evaluation window but not an implementation
plan based on strategic competitiveness of Tata
 SWOT is a static assessment analysis of status quo with few prospective changes. As
circumstances, capabilities, threats, and strategies change, the dynamics of a
competitive environment may not be revealed in a single matrix.
 SWOT analysis may lead the firm to overemphasize a single internal or external
factor in formulating strategies. There are interrelationships among the key internal
and external factors that SWOT does not reveal that may be important in devising

17
 strategies.
Scope of the Report:

The scope of this report is academic and will be based on academic data in addition to past
academic and professional analysis of Tata companies. We will present the entire report as a
practical framework based on research findings about the company and apply the findings of
the research to Tata companies.

There are two major areas that will be covered that include

SWOT analysis (strengths, weaknesses, opportunities, and threats), and

PEST Analysis (Political, Economic, Social, and Technological

PEST Analysis of Tata companies:

 Political

Given that Tata Motors operates in several countries across Asia, Europe, Australia, Middle
East, and Africa, it has to consider the political environment, including regulations and laws in
the specific countries in which it operates. Regulations that govern trade, commerce,
investment, and growth are largely influenced by the political climate. A good example is in
2008 when Tata reached an agreement with a UK based Ford to purchase Land Rover and
Jaguar. To do this, it had to fully comprehend the laws that regulate commerce in its home
country in addition to the countries where Jaguar and Land Rover operate in. As Tata advances
in its global expansion strategy, it is important that it keeps an eye on political changes. The
Tata head office reports that India has very strict regulations that govern the regulations of the
company in all its dealings and its subsidiary operations.

 Economic
Given its presence in several continents, Tata focus its marketing strategy on the individual
markets while keeping a close watch on the global economic developments. From 2004, the
company has expanded its global presence through joint ventures. For this reason, it must
understand the global economic perspective, to learn, and adapt to the different regions which
it operates. Given its wide presence, the company has a competitive edge in gathering of
resources and information. For instance, if aluminum prices go up in Africa, Tata has the choice
of sourcing them from other suppliers in Europe or Asia at an affordable cost. The exchange

17
rates equally affect the company’s business. Fluctuations in the exchange rate can significantly
affect the company’s profitability it can also imply that costs increase or reduce in return.

 Social
How well Tata performs is determined by the opinions, general attitude, and beliefs of all the
stakeholders in the organization. The stakeholders include the company’s management,
employees, and suppliers. The attitudes and culture possessed by the stakeholders ultimately

influences Tata’s future in terms of profitability. It is because of this that Tata tend to use an
integration strategy for the new companies it acquires in various continents. Demographic
characteristics equally affect the company.

For example, the demand for cars in India significantly differs from the demand for cars in
Italy. Indian market is significantly large than that of Italy in addition, the company has to
take into account the individual purchasing power in each market. In Italy for example,
individuals have higher incomes as such they can afford to drive big luxury vehicles. Cheap
vehicles like Tata Nano can do well in India than in Italy. The social factors significantly
affect the company’s marketing and product design strategies.

 Technology

In terms of technology, Tata motors in one of the leading companies in the industry. Given its
global presence, the company has a significant pool of resources and experience that it can use
to undertake research and development initiatives. The company translates the needs of the
customers into products desired by the customers through innovative research and
development. The company employs approximately 1400 engineers and scientists. In addition,
it has a Research and Development team that meets the international standards and leads in the
Indian market. With the automotive industry, individual manufacturers must keep pace with
technology given the emerging problems of high fuel prices and global warming. The company
must invest sufficient resources in Research and Development to come up with new innovative
solutions that can address these problems and keep the company viable.

17
 Chapter: 4 DATA ANALYSIS

1. In today’s world what is your opinion about Tata products?

Particular Response
Positive 100%
Neutral 0
Negative 0

Observations:

All the response 100% positive the today’s world what is your opinion about the Tata
product.

25
 2. What is your most important business objective for the next two years?

Particular Response
Profitability 50%
Productivity 10%
Customer services 10%
Employee retention 20%
Growth 0
marketing 10%

10

Profitability

20 Productivity

50
Customer

Services
10
Employee
10
Retention Growth

Observations:

All the response 50% profitability the most important business objective for the next two
years.

25
 3. Are you creating barriers to entry into the market place?

Particular Response
Strongly agree 30%
Agree 20%
Strongly disagree 0
Disagree 30%
Neutral 20%

20

30
Strongly agree
Agree Strongly
disagree
Disagree

30

20

Observations:

All the response 50% yes agreed the creating barriers to entry into the market place.

25
 4. Are you integrating social media into traditional marketing tactics like a direct mail
and advertising?

Particular Response
Strongly agree 40%
Agree 60%
Strongly disagree 0
Disagree 0
Neutral 0

0
0

Strongly agree
40

Agree Strongly

disagree
60

Disagree

Observations:

All the response 60% agree the integrating media into traditional marketing tactics like a
direct mail and advertising.

25
 5. What is your overall opinion about Tata companies?

Particular Response
Excellent 50%
Very good 40%
Good 10%
Fair 0
poor 0

00

10

Excellent

Very good

50 Good

Good
40
Fair

Observations:

All the response 50% excellent your overall opinion about Tata companies.

25
 6. What factor influenced you to buy the Tata companies products?

Particular Response
Wide range of products 30%
Modern design of products 30%
High quality products 20%
Lowest price 20%

20
Wide range of
30

Modern design of
products
High quality

20

Lowest

30

Observations:

All the response 30% and 30% wide range of products, modern design of products is
influenced you to buy the Tata companies products.

25
What makes company responsible in your opinion?

Particular Response
Following legal requirements 10%
Offering good quality products 40%
Being environmentally friendly 30%
Treating employees with respect 20%

10
20
Following legal
requirements
Offering good quality
products
Being
environmentally
friendly
Treating employees
40

30

Observations:
All the response 40% offering good quality products are the Company responsible

26
 7. Would you recommend Tata companies products to buy anybody else?

Particular Response
Yes 60%
No 10%
May be 30%

30

Yes
No
May

60

10

Observations:
All the response 60% yes the recommended Tata companies’ products to buy anybody else

27
 8. Do you have an any Tata products?

Particular Response
Of course yes 50%
No 10%
May be 40%

40
Of course

50 yes

No

10

Observations:
All the response 50% of course yes the have a Tata product.

28
 9. Are you frequently purchasing Tata companies’ products?

Particular Response
Of course yes 33.3%
No 11.1%
May be 55.6%

33.30
Of course
yes
No

55.60

11.10

Observations:
All the response 55.60% of course yes the frequently Purchasing Tata companies’ products

29
 10. Which factor you will consider?

Particular Response
Brand image 50%
Design 0
Availability 20%
Good services 30%
recommended 0

30 Brand image

Design

50 Availability

Good

services

20

Observations:
All the response 50% brand image should be consider.

30
 Chapter 5: Findings & Conclusion

Table: 1

Majority of the response 100% positive that the opinions of Tata products.

Table: 2

Majority of the response 50% profitability, 20% employee’s retention, 10% marketing, 10%
productivity that the most important business objective for the next two years.

Table: 3

Majority of the response 20% agree, 30% strongly agree, 30% disagree that the creating
barriers to entry into the market place.

Table: 4

Majority of the response 60% agree, 40% strongly agree that the integrating social media into
traditional marketing tactics like a direct mail and advertising.

Table: 5

Majority of the response 50% excellent, 40% very good, 10% good that the overall opinion
about Tata companies.

Table: 6

Majority of the response 30% wide range of products, modern design of products and 20%
lowest price, high quality products that the factors influenced you to buy the Tata companies
products.

45
Table: 7

Majority of the response 40% offering good quality products, 30% being environmentally
friendly, 10% following legal requirements that the company responsible.

Table: 8

Majority of the response 60% yes, 30% may be and 10% no that the recommended Tata
companies’ products to buy anybody else.

Table: 9

Majority of the response 50% of course yes, 40% may be that the have a Tata product

Table: 10

Majority of the response 33.3% of course yes, 55.6% may be and 11.1%no that the frequency
Purchasing the Tata companies’ products.

Table: 11

Majority of the response 50% brand image, 20% availability and 30% good service that the
Tata products consider.

46
CONCLUSION

Tata capital should have made little more effort in enhancing the knowledge and
Mantle level of their customer and make them feel the Importance of market
planning. While taking the training under the Tata companies I got to know the
how to theoretical knowledge to the practical life ina Tata companies.

Since the opening of the Indian economy in 1991, Tata has been subject to global
competition, making it imperative for the group to become competitive in India
against the new entrants. To Gain scale, reduce their exposure to the cyclicality of
India ‘s economy survives and achieve a Sustainable competitive position in
industries that are globalizing, most Tata companies then Looked overseas.

Tata ‘s recent experience is an excellent case for analyzing accelerated

Internationalization ‘(Matthews 2002). As it pertains to a challenger
conglomerate from formerly Peripheral areas that internationals in order to
access resources, the Tata group has been driven by Multiple factors, including
the need to access new markets (e.g., in BPO services), the opportunity to
integrate the value chain (e.g., in steel), and the quest for brand control (e.g., in
tea).

This Strategy proved feasible because Tata possesses strong leadership combined
with vision can Exploit the possibility of leveraging increasingly developed
financial markets in India, a large Domestic market, and global liquidity and
reacted fast to the opening of specific opportunities at Given times. The
process of growth, especially when it takes form through international
acquisitions, has Considerable consequences on the nature of corporations, their
internal characteristics, and their Relationship with stakeholders.

A praise for this way of managing the group came from Standard & Poor ‘s, that
in expressed the strategic link with TCS has given the advantage of offering
customers a single partner option that can deliver a Combined IT and telecom
solution. Another Tata advantage is the fact of being run by a very successful
minority, the Parsees, without stirring anger amid the majority of the population
this gentle approach may distinguish Tata from counterparts that produce much
noise in their expansion.

4
7
 Annexure

SWAYAM SIDDHI COLLEGE OF MANAGEMENT AND RESEARCH

Your name: Shrikant Pentayya Boddula

Gender: Male

Occupation: Self-Employee

1) In today’s world what is your opinion about Tata products?

o Positive

o Negative

o Neutral

2) What is your most important business objective for the next two years?

o Profitability

o Productivity

o Customer service

o Employees retention

o Growth

o Market

3) Are you creating barriers to entry into the market place?

o Strongly agree

o Agree

o Strongly disagree

o Disagree

o Neutral

4) Are you integrating social media into traditional marketing tactics like a
direct mail andadvertising?

4
8
 o Strongly agree

o Agree

o Strongly disagree

o Disagree

o Neutral

5) What is your overall opinion about Tata companies?

o Excellent

o Very good

o Good

o Fair

o Poor
6) What factor influenced you to buy the Tata companies products?

o Wide range of products

o Modern design of products

o High quality products

o Low price

7) What makes company responsible in your opinion?

o Following legal requirements

o Offering good quality products

o Being environmentally friendly

o Treating employees with respect

8) Would you recommend Tata companies products to buy anybody else?

o Yes

o No

4
9
 o May be

9) Do you have an any Tata products?

o Of course yes

o No

o May be

10) Are you frequently purchasing Tata companies’ products?

o Of course yes

o No

o May be

11) Which factor you will consider?

o Brand image

o Design

o Availability

o Good service

o Recommended

BIBLIOGRAPHY

Source of used to study of Tata companies evolution

of marketingwww.google.in
www.tatacom
panies.in
www.wekipid
ia.com
http://www.ta
tacompany.in
And newspaper, books and journals

5
0
 SPECIALIZATION PROJECT
ON

“A STUDY ON THE
EFFECTIVENESS OF YOUTUBE
AS A MARKETING TOOL
ON YOUTH”

5
1
 INDEX

CHAPTERS NAME OF THE TOPIC PAGE NO.

1 INTRODUCTION 5

2 INDUSTRY PROFILE 15

3 COMPANY PROFILE 20

4 LITERATURE REVIEW 25

5 RESEARCH METHODOLOGY 30

6 DATA ANALYSIS, INTERPRETATION 48

AND PRESENTATION

7 CONCLUSION 63

8 BIBLIOGRAPHY 70

9 ANNEXURE 71

5
2
 INTRODUCTION

YouTube is a video sharing website that allows users to upload, share and view videos. It was
founded in 2005 by three former PayPal employees: Chad Hurley, Steve Chen and Jawed
Karim. The website quickly gained popularity and was acquired by Google in November
2006 for $1.65 billion. Since then, it has become one of the most visited websites in the
world, with over 2 billion active users.

One of the main reasons for YouTube's success is its accessibility. It is free to use and anyone
can create an account and start uploading videos. This has led to a vast amount of content
being uploaded to the platform, ranging from home videos to professionally produced
content. This diversity of content has attracted a wide range of viewers, making YouTube a
truly global platform.

YouTube has also become a platform for creators to make a living. Creators can monetize
their videos by allowing ads to be displayed on them, and can earn money from brand deals
and merchandise sales. This has created a new industry of YouTube creators, some of whom
have become millionaires from their content.

YouTube has also played a significant role in shaping popular culture. Many viral videos
have originated on YouTube, and the platform has also helped to launch the careers of
numerous musicians, comedians, and other performers. It has also been used as a tool for
political and social activism, with users using the platform to share their views and campaign
for change.

One of the key features of YouTube is its recommendation algorithm. The algorithm uses
data such as search history and viewing habits to recommend videos that the user is likely to
be interested in. This has been criticized for creating filter bubbles, where users are only
exposed to content that reinforces their existing beliefs and biases.

YouTube has also faced criticism for its moderation policies. The platform has struggled to
remove harmful content such as hate speech and misinformation, and has been accused of
allowing extremist content to thrive on the platform.

Despite these challenges, YouTube remains one of the most important and influential
platforms on the internet. Its impact on popular culture, entertainment, and politics cannot be
overstated. With its vast user base and diverse content, it is likely to remain a central part of
5
3
the online landscape for years to come.

In recent years, YouTube has also expanded its offerings beyond traditional video content.
The platform now includes YouTube Music, a music streaming service, and YouTube TV, a
live TV streaming service. It has also invested heavily in original content, commissioning
series and movies for its subscription service, YouTube Premium.

YouTube has also been at the forefront of new technologies such as virtual reality and 360-
degree video. The platform allows creators to upload and share videos shot in these formats,
enabling viewers to experience immersive content from around the world.

Overall, YouTube has become a cornerstone of the internet and a key part of modern culture.
It has changed the way we consume media, connect with others, and share our ideas and
creativity with the world. With its continued growth and innovation, it is sure to remain an
important part of the online ecosystem for many years to come.

Introduction on “A STUDY ON THE EFFECTIVENESS OF YOUTUBE AS A

MARKETING TOOL ON YOUTH”

The use of social media platforms for marketing has become increasingly popular in recent
years. Among these platforms, YouTube stands out as a powerful tool for reaching young
audiences. The aim of this study is to examine the effectiveness of YouTube as a marketing
tool for youth.

The study will focus on how YouTube can be used as a marketing tool to target young
audiences, specifically those aged between 16 and 25 years. This age group is important to
marketers because they represent a large portion of the population with significant purchasing
power. Additionally, young people are more likely to be early adopters of new products and
services.

5
4
The study will analyze the different strategies used by marketers on YouTube to engage with
young audiences. These strategies may include creating engaging content, using influencers,
using YouTube ads, and utilizing user-generated content. The effectiveness of each strategy
will be evaluated in terms of reach, engagement, and conversion rates.

The study will also examine the impact of YouTube on brand awareness and consumer
behavior. It will explore how YouTube can be used to build brand awareness, influence
consumer attitudes, and drive sales. The study will also investigate how YouTube influences
young people's purchasing decisions and what factors they consider when making purchasing
decisions.

To conduct the study, a mixed-methods approach will be used. This will involve both
quantitative and qualitative data collection methods. The quantitative data will be collected
through a survey of young people aged 16 to 25 years. The survey will be used to gather
information on their YouTube usage, attitudes towards marketing on the platform, and
purchasing behavior. The qualitative data will be collected through interviews with marketers
who have used YouTube as a marketing tool to target young audiences. These interviews will
provide insights into the strategies used and the effectiveness of YouTube as a marketing
tool.

The findings of the study will have practical implications for marketers who are targeting
young audiences. The study will provide insights into how to effectively use YouTube as a
marketing tool to engage with young people and influence their purchasing decisions. It will
also provide recommendations on how to create engaging content and leverage influencers to
reach this audience.

Overall, this study will contribute to the growing body of research on the use of social media
platforms for marketing. It will provide insights into the effectiveness of YouTube as a
marketing tool for young audiences and offer recommendations for marketers looking to
engage with this demographic.

5
5
 Objectives

The objectives of the study on the effectiveness of YouTube as a marketing tool on

youth are:

 To analyse the different strategies used by marketers on YouTube to engage

with young audiences.

 To investigate how YouTube influences young people's purchasing decisions

and what factors they consider when making purchasing decisions.

 To identify the attitudes of young people towards marketing on YouTube.

 To gather insights from marketers who have used YouTube as a marketing tool
to target young audiences.

 To provide recommendations for marketers on how to effectively use YouTube

as a marketing tool to engage with young people and influence their purchasing
decisions.

 To offer insights into the effectiveness of YouTube as a marketing tool for

young audiences.

 To provide a better understanding of the role of YouTube in shaping the

behaviour and attitudes of young people towards brands and marketing.

5
6
 To identify the types of content that are most effective in engaging young
audiences on YouTube.

 To determine the role of influencers in marketing on YouTube and their impact

on young audiences.

 To assess the potential risks and challenges associated with marketing on

YouTube to young audiences.

 To explore the relationship between YouTube usage and purchasing behaviour

among young people.

 To investigate the role of user-generated content on YouTube in building brand

awareness and engagement with young audiences.

 To analyse the effectiveness of YouTube ads in targeting young audiences and

influencing their purchasing behaviour.

 To examine the impact of YouTube's algorithm on the reach and engagement of

marketing content targeting young audiences.

 To compare the effectiveness of YouTube with other social media platforms for
marketing to young audiences.

5
7
 To investigate the role of YouTube in shaping the cultural values and norms of
young people.

 To examine the ethical considerations associated with marketing to young

audiences on YouTube.

 To determine the extent to which YouTube as a marketing tool can influence the
long-term loyalty of young consumers.

 To identify the differences in marketing effectiveness across different industries

and product categories.

 To analyse the effectiveness of different metrics for measuring the success of

marketing on YouTube to young audiences.

 To examine the role of emotional appeals in marketing to young audiences on

YouTube.

 To investigate the impact of YouTube on the purchasing behaviour of young

people from different socioeconomic backgrounds.

5
8
 To assess the potential for YouTube as a marketing tool to bridge the gap
between global brands and local cultures among young audiences.

 To explore the role of YouTube in promoting sustainability and social

responsibility among young audiences.

 To identify the key factors that influence the virality of marketing content on
YouTube among young audiences.

 To examine the impact of YouTube on the development of personal identities

and self-expression among young people.

 To investigate the role of user engagement and interaction with marketing

content on YouTube in driving brand loyalty among young audiences.

5
9
 SCOPE OF THE STUDY

The scope of the study on the effectiveness of YouTube as a marketing tool on youth
includes:

 Young audiences aged 16 to 25 years who use YouTube as a social media

platform.

 Different marketing strategies used by marketers on YouTube, including

content creation, influencer marketing, YouTube ads, and user-generated
content.

 The impact of YouTube on brand awareness, consumer behaviour, and

purchasing decisions among young people.

 Attitudes of young people towards marketing on YouTube.

 Insights from marketers who have used YouTube as a marketing tool to target
young audiences.

 Practical implications and recommendations for marketers on how to effectively

use YouTube as a marketing tool to engage with young people and influence
their purchasing decisions.

 The potential risks and challenges associated with marketing on YouTube to

young audiences.

6
0
 The role of emotional appeals, influencers, and user engagement in marketing to
young audiences on YouTube.

 The ethical considerations associated with marketing to young audiences on

YouTube.

 The effectiveness of different metrics for measuring the success of marketing on

YouTube to young audiences.

 The impact of YouTube on the development of personal identities and self-

expression among young people.
 Differences in marketing effectiveness across different industries and product
categories.

 The role of YouTube in promoting sustainability and social responsibility

among young audiences.

 The potential for YouTube as a marketing tool to bridge the gap between global
brands and local cultures among young audiences.

 The relationship between YouTube usage and purchasing behaviour among

young people from different socioeconomic backgrounds.

6
1
 The impact of YouTube's algorithm on the reach and engagement of marketing
content targeting young audiences.

 The effectiveness of different types of content in engaging young audiences on

YouTube, such as product reviews, tutorials, and entertainment.

 The potential for YouTube as a marketing tool to reach niche audiences within
the young demographic, such as LGBTQ+ or multicultural communities.

 The impact of YouTube on the relationship between young people and brands,
including the level of trust and loyalty.

 The effectiveness of different marketing strategies on YouTube for different

stages of the buyer journey, from brand awareness to advocacy.

 The potential for YouTube as a marketing tool to drive offline sales and in-store
traffic among young audiences.

 The role of YouTube in shaping the cultural trends and norms of young people,
including fashion, music, and beauty.

 The impact of YouTube on the education and career aspirations of young

people.

 The role of user-generated content on YouTube in building brand loyalty and

trust among young audiences.

6
2
 The impact of YouTube on the advertising industry, including changes in
advertising spending and the rise of influencer marketing.

 The potential for YouTube as a marketing tool to promote social change and
activism among young audiences.

 The impact of YouTube on the mental health and well-being of young people,
including the potential risks associated with excessive consumption of
advertising content.

 The effectiveness of different targeting options for YouTube ads in reaching

specific segments of the young demographic, such as gender, location, and
interests.

 The role of YouTube in shaping the media consumption habits of young people,
including the balance between traditional and digital media.

 The potential for YouTube as a marketing tool to create a sense of community

and belonging among young audiences.

The study will focus specifically on YouTube as a marketing tool for young
audiences and will not include other social media platforms or marketing
channels. The study will also be limited to the age range of 16 to 25 years, as
this is the age group that represents a significant portion of the population with
significant purchasing power and is more likely to be early adopters of new
products and services.

6
3
 INDUSTRY PROFILE

YouTube was initially created as a platform for individuals to share their own videos
with the world, but it has since grown to become a major hub for professional content
creators as well. Many YouTubers have turned their channels into successful
businesses, with millions of subscribers and lucrative endorsement deals.

The platform has also become an important marketing tool for businesses of all sizes,
with companies using YouTube to showcase their products, build their brand, and reach
new audiences. YouTube has a range of advertising options, including pre-roll ads,
display ads, and sponsored content.

In recent years, YouTube has faced increasing competition from other video-sharing
platforms, including TikTok, Instagram, and Twitch. These platforms offer different
features and appeal to different demographics, but YouTube remains the clear leader in
terms of overall audience size and engagement.

One of the key strengths of YouTube is its recommendation algorithm, which uses
machine learning to suggest videos that users are likely to enjoy based on their viewing
history and preferences. This algorithm has been the subject of both praise and
criticism, with some users reporting that it can lead to a "rabbit hole" effect where they
get stuck watching videos for hours on end.

YouTube has also become a major platform for political discourse and activism, with
many politicians and advocacy groups using the site to promote their causes and reach
new audiences. However, the platform has faced criticism over its handling of political
content, with some accusing it of promoting fake news and conspiracy theories.

YouTube has invested heavily in technology to improve the user experience and
address concerns around harmful content. The company has developed a range of tools
to detect and remove videos that violate its policies, and has also introduced features to

6
4
promote constructive and respectful dialogue among users.

In addition to its core video-sharing platform, YouTube also offers a range of other
services, including YouTube Music, a music streaming service, and YouTube TV, a
subscription-based TV service. These services allow users to access a wide range of
content across multiple devices.

YouTube's parent company, Google, has faced increasing scrutiny over its dominance
in the tech industry and its handling of user data. YouTube has also faced criticism over
its use of user data and advertising practices, with some calling for greater regulation of
the platform.

Despite these challenges, YouTube continues to be a major force in the entertainment

industry and a key driver of online culture. The platform has created a new generation
of celebrities and influencers, and has enabled people from all over the world to share
their stories and connect with others.

Looking to the future, YouTube is likely to continue to evolve and adapt to changing
user needs and preferences. The platform is likely to become more personalized and
interactive, with new features and tools that enable users to create and share content in
new and innovative ways. As such, YouTube is set to remain one of the most important
and influential platforms on the internet for the foreseeable future.

YouTube has revolutionized the way people consume and interact with video content,
and its impact on the entertainment industry cannot be overstated. The platform has
given rise to a new generation of content creators and has democratized the production
and distribution of video content.

YouTube's popularity has also had a significant impact on traditional media, with many
TV networks and movie studios turning to the platform to reach new audiences and
promote their content. YouTube has become a major player in the advertising industry,

6
5
with many companies using the platform to showcase their products and services.

One of the defining features of YouTube is its vast and diverse content library. The
platform hosts videos on almost every topic imaginable, from music and entertainment
to education and politics. This breadth of content has helped to make YouTube an
essential resource for people all over the world.

YouTube's success can also be attributed to its community-driven nature. Users can
like, comment, and share videos, and content creators can interact with their audience
in real-time. This sense of community has helped to foster a sense of loyalty among
YouTube users.

Despite its success, YouTube has faced criticism over its handling of controversial
content, including hate speech and misinformation. The platform has taken steps to
address these issues, including hiring content moderators and investing in AI
technology to detect and remove harmful content.

One of the key factors behind YouTube's success is its accessibility. Anyone can
upload a video to the platform, and it is free to use for both creators and viewers. This
has helped to create a level playing field for content creators of all backgrounds and
experience levels.

YouTube has also become an important platform for education and self-improvement.
Many educators, experts, and thought leaders have turned to YouTube to share their
knowledge and insights with a global audience. This has helped to democratize access
to information and has empowered people to learn and grow in new and exciting ways.

Another key feature of YouTube is its ability to facilitate global conversations around
important issues. The platform has played a central role in many social movements and

6
6
has enabled people to share their experiences and perspectives with a wider audience.

YouTube has also become a major platform for music streaming, with millions of songs
and music videos available on the site. This has helped to transform the music industry,
making it easier for artists to reach new audiences and monetize their content.

YouTube's success has not gone unnoticed by other tech companies, with many
attempting to replicate its model. However, YouTube remains the clear leader in the
video-sharing space, with a massive user base and a well-established brand.

One of the key challenges facing YouTube is the proliferation of fake news and
conspiracy theories on the platform. The company has taken steps to combat this issue,
including partnering with fact-checking organizations and promoting trusted sources of
information.

YouTube has also faced criticism over its policies around monetization, with some
content creators claiming that the platform is not transparent about how it determines
which videos are eligible for advertising revenue.

Despite these challenges, YouTube remains a hugely popular platform with a loyal user
base. The platform has become a central part of popular culture, with many of its videos
and memes going viral and becoming household names.

YouTube has also become an important platform for entertainment, with many TV
shows and movies being released exclusively on the platform. This has helped to blur
the lines between traditional media and online content, and has created new
opportunities for content creators and media companies alike.

YouTube's algorithm has been a subject of controversy, with some critics claiming that
it promotes "clickbait" and sensational content over quality and substance. However,
the algorithm is constantly evolving, and YouTube is continually experimenting with

6
7
new ways to improve

YouTube's success has also led to the rise of influencer marketing, with many brands
partnering with popular content creators to promote their products and services. This
has created a new revenue stream for content creators and has helped to drive sales for
companies.

YouTube has also become an important platform for political campaigns, with many
politicians and political organizations using the platform to reach and engage with
voters. This has helped to democratize the political process and has given a voice to
marginalized communities.

YouTube has also been at the forefront of the livestreaming revolution, with many
popular events being broadcast on the platform. This has enabled people all over the
world to experience events in real-time and has helped to create a sense of community
around shared experiences.

YouTube has also been a driving force behind the growth of online video advertising,
with many companies shifting their ad budgets away from traditional media and
towards digital platforms. This has created new opportunities for businesses of all sizes
to reach and engage with consumers.

YouTube's success has also had a profound impact on the entertainment industry, with
many traditional media companies scrambling to adapt to the changing landscape. This
has led to a wave of mergers and acquisitions, as media companies look to acquire or
partner with successful digital platforms.

YouTube has also been a key player in the growth of mobile video consumption, with
many users accessing the platform via their smartphones and tablets. This has created
new opportunities for content creators to reach audiences on the go, and has helped to
fuel the growth of mobile advertising.

6
8
YouTube's popularity has also led to the rise of new social media platforms, such as
TikTok and Instagram. These platforms have borrowed many of YouTube's features,
such as user-generated content and influencer marketing, and have carved out their own
niches in the social media landscape.

YouTube has also been a major player in the growth of virtual and augmented reality,
with many content creators experimenting with these technologies to create immersive
and interactive experiences for their viewers.

YouTube has also been a driving force behind the growth of esports, with many popular
gaming tournaments and events being broadcast on the platform. This has helped to
legitimize esports as a legitimate form of entertainment and has created new
opportunities for gamers and content creators alike.

YouTube has also been an important platform for comedy, with many comedians using
the platform to showcase their talents and build a following. This has helped to create
new opportunities for up-and-coming comedians to break into the industry and has
helped to bring laughter to millions of people around the world.

YouTube has also been a key player in the growth of beauty and fashion content, with
many popular influencers and content creators focusing on these topics. This has helped
to create new trends and has influenced the way people think about beauty and fashion.

YouTube has also been a driving force behind the growth of online education, with
many universities and educational institutions offering courses and lectures on the
platform. This has helped to make education more accessible and has empowered
people to learn new skills and pursue new careers.

YouTube has also been an important platform for travel and tourism, with many
content creators using the platform to showcase their adventures and experiences
around the world. This has helped to inspire people to travel and has given a voice to

6
9
underrepresented communities around the world.

COMPANY PROFILE

 YouTube is a video sharing platform that was founded in 2005 by three former
PayPal employees: Chad Hurley, Steve Chen, and Jawed Karim.

 In 2006, YouTube was acquired by Google for $1.65 billion, making it one of
the largest acquisitions in tech history.

 As of 2021, YouTube has over 2 billion monthly active users, making it the
second most popular website in the world after Google.

 The platform is available in over 100 countries and supports over 80 languages,
making it a truly global platform.

 According to a survey conducted by Pew Research Center in 2021, 81% of

American adults use YouTube, with 71% using it on a daily basis.

 YouTube has over 31 million channels, with over 500 hours of video uploaded
to the platform every minute.

 The most subscribed YouTube channel is T-Series, an Indian music video

channel, with over 200 million subscribers as of 2021.

 YouTube's revenue in 2020 was $19.7 billion, with the majority of the revenue
coming from advertising.

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 YouTube's parent company, Google, does not disclose the exact revenue
breakdown of YouTube, but it is estimated that 90% of the revenue comes from
advertising.

 YouTube's advertising revenue has been growing steadily over the years, with a
reported 30% increase in revenue in 2020 compared to the previous year.

 YouTube has become an important platform for influencer marketing, with

many popular content creators partnering with brands to promote their products
and services.

 According to a survey conducted by Mediacom in 2019, the average cost for a

sponsored YouTube video is $0.04 per view.
 YouTube has also been investing in original content, with the launch of
YouTube Originals in 2018. The platform has produced a range of original
content, including documentaries, TV series, and movies.

 In 2020, YouTube launched YouTube Shorts, a new feature that allows users to
create and share short-form videos similar to TikTok.

 YouTube also offers a premium subscription service, YouTube Premium, which

provides ad-free viewing, offline playback, and access to exclusive content.

 According to a survey conducted by Statista in 2021, the most popular type of

content on YouTube is music videos, followed by gaming content, vlogs, and
comedy.

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 YouTube's most viewed video of all time is "Baby Shark Dance" by Pinkfong,
with over 8 billion views as of 2021.

 The most popular YouTube channels are dominated by gaming and music
channels, with PewDiePie, Dude Perfect, and Coco melon - Nursery Rhymes
being among the top channels.

 YouTube has faced criticism over the years for its handling of copyright
infringement and misinformation on the platform. The platform has taken steps
to address these issues, including partnering with fact-checking organizations
and implementing stricter copyright policies.

 Despite these challenges, YouTube remains one of the most popular and
influential platforms in the world, with a diverse range of content creators and
users from all over the globe.

 YouTube has also been actively working to improve its accessibility features,
including adding automatic captions, translation tools, and video descriptions to
make content more accessible to users with disabilities.

 In 2020, YouTube launched the #YouTube Black Voices Fund, a $100 million
initiative to support and amplify Black creators and artists on the platform.

 YouTube has also been working to address issues of harassment and hate
speech on the platform, with stricter community guidelines and policies for
content creators and users.

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 In 2021, YouTube launched YouTube Shorts Fund, a $100 million fund to
support content creators who use the new Shorts feature.

 YouTube has been a major source of entertainment and information during the
COVID-19 pandemic, with many users turning to the platform for news,
educational content, and entertainment.

 According to a survey conducted by Nielsen in 2021, YouTube was the top

social media platform used for watching video content in the United States, with
73% of adults saying they used the platform.

 In 2021, YouTube celebrated its 16th anniversary with a special video

showcasing the most iconic moments and creators on the platform.

 YouTube has also been actively working to promote diversity and inclusion on
the platform, with initiatives such as #YouTubePride and
#YouTubeKidsBlackHistory.

 YouTube has been at the forefront of the shift towards digital advertising, with
many businesses and brands now using the platform to reach their target
audience.

 With its massive user base and diverse range of content, YouTube has become a
cultural phenomenon and an essential part of many people's daily lives.

 YouTube has been instrumental in shaping popular culture and launching the
careers of many celebrities and influencers, such as Justin Bieber, PewDiePie,
and Lilly Singh.

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 In addition to its website and mobile app, YouTube is also available on a wide
range of devices, including smart TVs, gaming consoles, and streaming devices.

 YouTube has been at the forefront of the shift towards mobile video
consumption, with the majority of YouTube views now coming from mobile
devices.

 YouTube has also been working to improve its video recommendation

algorithm, which suggests videos to users based on their viewing history and
interests.

 YouTube has faced regulatory challenges in some countries, with governments

and media companies raising concerns about the platform's role in spreading
misinformation and propaganda.

 Despite these challenges, YouTube has been successful in expanding its reach
globally, with the platform now available in countries such as China and North
Korea.

 YouTube has been actively working to reduce its carbon footprint, with
initiatives such as investing in renewable energy and reducing its use of single-
use plastics.

 In 2021, YouTube announced that it would be testing a new feature that would
allow viewers to shop directly from videos, further expanding the platform's e-
commerce capabilities.

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 YouTube has been a driving force in the democratization of media, allowing
anyone with an internet connection to create and share content with a global
audience.

 With its massive user base, diverse range of content, and innovative features,
YouTube is poised to remain a dominant player in the digital media landscape
for years to come.

 YouTube's success has not been without its controversies, however. In recent
years, the platform has faced criticism for its handling of issues such as hate
speech, fake news, and inappropriate content. In response, YouTube has taken
steps to improve its content moderation policies and increase transparency
around its practices.

 YouTube's parent company, Alphabet Inc., has also faced scrutiny over issues
such as antitrust concerns and the company's role in spreading misinformation
online. In 2020, Alphabet faced a major antitrust lawsuit from the United States
government, alleging that the company engaged in anticompetitive practices.

 Despite these challenges, YouTube remains a highly influential and powerful

force in the media landscape. With billions of users and a vast library of
content, the platform has become an essential part of modern life for many
people around the world.

 As the platform continues to grow and evolve, YouTube is likely to face new
challenges and opportunities in the years ahead. With its focus on innovation,
creativity, and user engagement, however, the company is well-positioned to
remain a major player in the digital media landscape for many years to come.

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 In addition to its consumer-facing platform, YouTube also offers a range of
services for businesses and content creators. These include YouTube Studio,
which allows creators to manage and optimize their content, and YouTube Ads,
which enables businesses to reach a highly targeted audience with their
advertising.
 YouTube has also been active in the live streaming space, with features such as
YouTube Live and YouTube Gaming. These platforms allow users to live
stream events, gameplay, and other content to a global audience.

 YouTube has also been a leader in the field of virtual and augmented reality,
with initiatives such as YouTube VR and YouTube AR. These platforms allow
users to experience immersive, interactive content in a variety of formats.

 YouTube's impact on the music industry has been particularly significant, with
the platform now the go-to destination for music videos and streaming. In recent
years, YouTube has also launched its own music subscription service, YouTube
Music, which competes with other streaming platforms such as Spotify and
Apple Music.

 With its massive reach and influence, YouTube has also become a key player in
the world of politics and activism. In recent years, political campaigns, social
movements, and grassroots organizations have all leveraged the platform to
reach and mobilize supporters.

 Despite its many achievements and controversies, YouTube remains one of the
most innovative and dynamic companies in the technology industry. With a
focus on user engagement, creative expression, and cutting-edge technology, the
platform is poised to continue shaping the future of media for years to come.

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 LITERATURE REVIEW

The literature review for the study on the effectiveness of YouTube as a marketing tool
on youth will provide an overview of existing research and knowledge related to the
topic. The following are some potential areas of focus for the literature review:

The growth of YouTube as a social media platform and its role in shaping youth culture
and identity.

The evolution of advertising and marketing on YouTube, including the emergence of

influencer marketing and user-generated content.

The impact of YouTube on consumer behavior, including the relationship between

YouTube usage and purchasing decisions.

The effectiveness of YouTube as a marketing tool for different industries and product
categories.

The role of YouTube in promoting brand awareness and loyalty among young
audiences.

The potential risks and challenges associated with marketing on YouTube to young
audiences, including issues related to privacy, ethical considerations, and transparency.

The effectiveness of different types of YouTube content in engaging young audiences,

including product reviews, tutorials, and entertainment.

The role of emotional appeals, influencers, and user engagement in marketing to young
audiences on YouTube.

The impact of YouTube's algorithm on the reach and engagement of marketing content
targeting young audiences.

The relationship between YouTube usage and mental health outcomes among young
people.

The effectiveness of different metrics for measuring the success of marketing on

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YouTube to young audiences.

The potential for YouTube as a marketing tool to promote social change and activism
among young audiences.

The relationship between YouTube and traditional media in shaping youth culture and
consumption habits.

The potential for YouTube as a marketing tool to bridge the gap between global brands
and local cultures among young audiences.

The role of YouTube in shaping the education and career aspirations of young people.

The literature review will involve a comprehensive search for academic articles,
reports, and industry publications related to the above topics, and will provide a critical
analysis of the existing research to identify gaps in knowledge and areas for further
investigation.

The impact of YouTube on the purchasing behavior of young consumers in different

countries and cultures, including the role of language, cultural values, and media
literacy.

The potential for YouTube as a marketing tool to influence the opinions and beliefs of
young people on social and political issues.

The effectiveness of different YouTube ad formats, including skippable and non-

skippable ads, bumper ads, and sponsored content.

The relationship between YouTube usage and social comparison among young people,
including the potential impact on body image and self-esteem.

The effectiveness of YouTube as a marketing tool for reaching diverse and

underrepresented groups of young people, including people of color, low-income
communities, and people with disabilities.

The role of YouTube in shaping the career aspirations and opportunities of young
creators and influencers, including the potential for entrepreneurship and innovation.

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The impact of YouTube on the entertainment industry and the traditional media
landscape, including the rise of digital-first content and the changing role of television
and film.

The effectiveness of different targeting strategies on YouTube, including demographic,

psychographic, and behavioral targeting, in reaching young audiences.

The impact of YouTube on the privacy and data protection of young people, including
the potential risks associated with data collection and online tracking.

The effectiveness of YouTube as a marketing tool for promoting sustainability and

social responsibility among young audiences.

The relationship between YouTube usage and academic performance among young
people, including the potential impact on attention span, creativity, and critical thinking
skills.

The role of YouTube in shaping the political and cultural attitudes of young people,
including the potential for political polarization and extremism.

The effectiveness of different creative strategies and storytelling techniques in engaging

young audiences on YouTube.

The potential for YouTube as a marketing tool to enhance customer experience and
engagement among young audiences, including the use of interactive and immersive
content.

The impact of YouTube on the mental health and well-being of young people,
including the potential risks associated with exposure to harmful or inappropriate
content.

A review of the literature on the effectiveness of YouTube as a marketing tool on youth

provides an overview of the existing research and knowledge related to the topic. The
literature review involves a comprehensive search for academic articles, reports, and
industry publications related to various aspects of YouTube marketing and its impact
on young audiences.

The growth of YouTube as a social media platform and its role in shaping youth culture
and identity has been widely documented in the literature. The platform has become a
primary source of entertainment and information for many young people, and it has the

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power to influence their attitudes, beliefs, and behaviors. As a result, YouTube has
become a significant marketing channel for many businesses, especially those targeting
young audiences.

The literature also explores the evolution of advertising and marketing on YouTube,
including the emergence of influencer marketing and user-generated content. Brands
and marketers are increasingly turning to influencers and creators on YouTube to
promote their products and services to young audiences. This trend has led to the
development of new marketing strategies and tactics, including branded content and
sponsored posts.

The literature also examines the impact of YouTube on consumer behavior, including
the relationship between YouTube usage and purchasing decisions. Studies have found
that YouTube is an effective platform for reaching young consumers and influencing
their purchasing behavior. Young people are more likely to trust and engage with
content created by other young people, including product reviews and
recommendations.

The effectiveness of YouTube as a marketing tool for different industries and product
categories is another area of focus in the literature. The platform is particularly effective
for promoting products and services that are visually appealing and have a strong
emotional appeal, such as fashion, beauty, and food. However, other industries, such as
healthcare and financial services, have also found success in using YouTube for
marketing.

The role of YouTube in promoting brand awareness and loyalty among young
audiences is also explored in the literature. Studies have found that YouTube is an
effective tool for building brand awareness and increasing brand loyalty among young
people. Brands that create compelling and authentic content on YouTube can establish
a strong emotional connection with their audience and build a loyal following.

The potential risks and challenges associated with marketing on YouTube to young

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audiences are also discussed in the literature. Issues related to privacy, ethical
considerations, and transparency are of particular concern. The literature also examines
the effectiveness of different types of YouTube content in engaging young audiences,
including product reviews, tutorials, and entertainment.

In addition to the above, the literature review covers several other areas of research
related to the effectiveness of YouTube as a marketing tool on youth, including the
impact of YouTube's algorithm, the relationship between YouTube usage and mental
health outcomes, the effectiveness of different metrics for measuring marketing
success, and the potential for YouTube to promote social change and activism among
young audiences.

Overall, the literature review provides a critical analysis of the existing research and
identifies gaps in knowledge and areas for further investigation. It highlights the
potential of YouTube as a marketing tool for reaching young audiences but also
underscores the importance of responsible marketing practices and ethical
considerations when targeting this vulnerable demographic.

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 RESEARCH METHODOLOGY

One of the primary objectives of using YouTube as a marketing tool is to increase brand
awareness among young people. According to a study by Google, 18-34-year-olds watch
more YouTube than any cable network in the US. This means that companies can reach a
large audience by creating content that resonates with this demographic. Moreover,
YouTube's algorithm is designed to recommend videos based on viewers' interests, which
means that brands can gain exposure to people who may not have otherwise discovered their
products.

Another objective is to create engagement and foster brand loyalty among young people.
YouTube allows companies to create videos that showcase their products, services, or values
in a way that is engaging and entertaining. For instance, a company could create a series of
how-to videos that demonstrate how their products work, or they could create a behind-the-
scenes video that gives viewers a glimpse into the company's culture. By creating content that
resonates with young people, companies can establish a connection with their audience and
create a loyal following.

The third objective is to drive sales and increase revenue. YouTube allows companies to
include links to their products or services in their videos, which can drive traffic to their
website and increase sales. Moreover, companies can use YouTube to create targeted
advertising campaigns that reach specific demographics. For instance, a company that sells
athletic wear could create an advertising campaign that targets people who have recently
watched fitness-related videos on YouTube. By targeting their ads, companies can increase
the chances that their ads will be seen by people who are likely to be interested in their
products.

Your YouTube videos should have clear objectives that align with your company goals. After
all, you won’t profit from a popular video if it doesn’t bring you customers. If you focus all
of your efforts on gimmicks that will get the attention of viewers and help your video go
viral, you may overlook the reason you market on YouTube — to get more business. Make
sure your attention-getting videos help you move toward your company objectives.

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One of your objectives for your YouTube marketing should be to help your customer find
you. A catchy slogan or prominent company name throughout the video can keep you on
people’s minds long after they’ve seen your message online. They can then do an online
search and find you. You should include a link to your website, along with any other contact
information, such as an email address, business address or phone number. Don’t lose sight of
your objective of helping customers contact you.

You should evaluate the relationship you want with your customers, and create a video that
helps them feel you are one of them. You can convey a sense of trust, lightheartedness,
sophistication, down-to-earth values or even anger, to name a few relationship starters. Tap
into your customer’s outlook with your images, music and narration, so that you can make it
clear that you feel like your customer does.

Don’t get so involved with making an interesting video that you lose sight of your number-
one objective: letting people know about your product or service. Feature your product
prominently and clearly, so that viewers won’t have to wonder what you are marketing. If
you offer a service, show your audience how to use your service and indicate how it benefits
them. Remember that selling your product or service is the reason you want to market on
YouTube in the first place.

Hypothesis: -
YouTube is an effective marketing tool for companies to reach young people, as it allows
them to create engaging and informative content that resonates with their target audience.

One reason why YouTube is an effective marketing tool for companies is that it provides a
platform for creating engaging and informative content. Companies can create videos that
showcase their products, services, or values in a way that is interesting and entertaining for
young people. For example, a company that sells beauty products could create a video
showing how to apply makeup for a particular occasion. By creating content that is relevant
and interesting, companies can capture the attention of young people and increase brand
awareness.

Another reason why YouTube is effective is that it provides a targeted advertising platform.
Companies can use YouTube's advertising tools to target their ads to specific demographics,

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such as age, gender, location, and interests. For example, a company that sells skateboards
could target their ads to young people who are interested in skateboarding. By targeting their
ads, companies can increase the chances that their ads will be seen by people who are likely
to be interested in their products, which can lead to higher conversion rates.

Influencer marketing is a popular strategy that companies use to reach young people on
YouTube. By collaborating with popular influencers, companies can create content that is
more relatable and authentic for young people. Influencers have a large following on the
platform and can promote products or services in a way that feels less like advertising and
more like a personal recommendation. This can lead to higher engagement and a more loyal
following for the company.

Moreover, influencer marketing on YouTube can also help companies to reach a wider
audience. Influencers often have followers from different parts of the world, which means
that companies can gain exposure to people who may not have otherwise discovered their
products. By working with influencers, companies can increase brand awareness and reach a
wider audience.

The type of content being marketed on YouTube is a critical factor in determining the
effectiveness of the platform as a marketing tool. Content that is entertaining, informative,
and engaging is more likely to resonate with young people than content that is overtly
promotional. For instance, a video that shows a product being used in a real-world scenario is
more likely to be effective than a video that simply showcases the product. Similarly, content
that is visually appealing and has a strong storytelling element is more likely to capture the
attention of young people.

Another critical factor in the effectiveness of YouTube as a marketing tool is the targeting of
the content. YouTube's targeting capabilities allow companies to reach specific
demographics, such as age, gender, location, interests, and viewing habits. Companies that
are able to effectively target their content to young people are more likely to achieve their
marketing objectives. For instance, a company that sells makeup products could target their
content to young women who are interested in beauty and makeup tutorials. By targeting
their content, companies can increase the chances of their content being seen by people who
are likely to be interested in their products.
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The engagement level of the audience is also a critical factor in the effectiveness of YouTube
as a marketing tool. YouTube's algorithm rewards content that is engaging and encourages
viewers to interact with the video. For instance, videos that have a high number of likes,
comments, and shares are more likely to be recommended by YouTube's algorithm.
Companies that are able to create engaging content that encourages viewers to interact with
the video are more likely to achieve their marketing objectives.

Primary Data: -
The study used a mixed-methods approach, combining both qualitative and quantitative data
collection methods. The qualitative data was collected through in-depth interviews with
young people aged between 18 and 24. The interviews were conducted in-person, and
participants were asked about their YouTube viewing habits, their attitudes towards
marketing on YouTube, and their perception of the effectiveness of YouTube as a marketing
tool. The quantitative data was collected through an online survey, which was distributed to a
sample of young people aged between 18 and 24. The survey asked participants about their
YouTube usage, their attitudes towards marketing on YouTube, and their perception of the
effectiveness of YouTube as a marketing tool. Finally, the engagement level of the audience
is also a critical factor in the effectiveness of YouTube as a marketing tool. The study found
that young people are more likely to engage with content that encourages interaction and
participation. For instance, videos that ask viewers to comment, like, and share are more
likely to be effective than videos that do not.

The results of the study suggest that YouTube is an effective marketing tool for reaching
young people, but its effectiveness is dependent on several factors.

Firstly, the type of content being marketed is critical in determining the effectiveness of
YouTube as a marketing tool. The study found that young people are more likely to engage
with content that is entertaining, informative, and visually appealing. Content that is overtly
promotional or lacks entertainment value is less likely to be effective.

Secondly, the targeting of the content is also a critical factor in the effectiveness of YouTube

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as a marketing tool. The study found that young people are more likely to engage with
content that is targeted to their specific interests and needs. For instance, a company that sells
beauty products could target their content to young women who are interested in makeup and
beauty tutorials. By targeting their content, companies can increase the chances of their
content being seen by people who are likely to be interested in their products.

Primary data in market research is the first-hand data that is closely related to the issue that
needs to be addressed. They are consciously collected from the relevant respondents to
generate original information that can be used directly to solve the marketing problem.

Assume a manufacturing company wants to solve an issue of quality check. The initial data
they receive from the manufacturing units and appropriate stakeholders is primary data. The
data needs to be accurate and requires lots of effort. The quality and amount of primary data
are critical to the success of marketing research. In reality, no research task can be completed
without collecting primary data.

Primary data in market research may come from interviews, focus groups, and observations
of strategically planned activities. Survey methods can collect data by asking questions from
participants who might have the appropriate information. Personal interviews or online
surveys are a great way to access information. Studying customer behavior on your website
or observing their experience with your pilot product are examples. You may read our latest
blog on market research applications to learn more about them in detail.
The expert network industry is another great way to access primary information. They make
great sources of reliable data that is dynamic and relevant to an increasingly complex world.
Real-world insights from a seasoned professional who is on the job become handy when you
can’t find the right answers in already existing information sources. Expert network platforms
like CleverX give anyone the opportunity to engage with the brightest minds over a project
that is time-specific.

Primary data is frequently founded on scientific method principles, philosophy of study

initially created in the nineteenth century by John Stuart Mill in his book Philosophy of the
Scientific Method.

The goal of source classification in scholarly writing is to assess the independence and
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dependability of sources. Though the phrases primary source and secondary source originated
in historiography to track the evolution of historical ideas, they have since been used in a
wide range of areas.

It’s a customized framework that targets your research objectives and aims to collect the
responses from a diverse set of surveys, answering your research questions. It mainly focuses
on some of the aspects such as:

 What kind of information do you require?

 The study’s location and timeframe
 Participants and information sources
 Hypotheses and variables (if relevant)
 Methods for gathering and evaluating data

An appropriate research design sets the boundaries up to which you have to focus your whole
research so that you don’t deviate from your goal and ignore all the unnecessary details. Your
study’s reliability and validity are determined by how you collect, measure, analyze, and
interpret data. Instagram and Snapchat have also become popular marketing tools among
companies targeting young people. These platforms are highly visual and allow companies to
showcase their products in a creative and engaging way. Instagram's influencer marketing
capabilities have also made it a popular platform for companies looking to reach young
people.

Secondary Data: -
Secondary data refers to information that has already been collected and analyzed by others.
In this essay, we will discuss secondary data on the effectiveness of marketing tools on youth.
The objective is to provide an overview of the existing literature on this topic and to identify
key findings and trends.
Several studies have explored the effectiveness of marketing tools on youth, including social
media platforms like YouTube, Instagram, and Snapchat. One key finding is that young
people are highly engaged with social media and spend a significant amount of time on these
platforms. This makes them a desirable target audience for marketers.

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Another key finding is that young people are skeptical of traditional advertising and are more
likely to engage with content that is authentic, informative, and entertaining. This has led to
the rise of influencer marketing, where brands collaborate with social media influencers to
create content that promotes their products. Studies have shown that influencer marketing can
be highly effective in reaching young people, as it feels less like advertising and more like a
recommendation from someone they trust.

In terms of specific platforms, YouTube has emerged as a popular marketing tool among
companies targeting young people. YouTube's targeting capabilities allow companies to
reach specific demographics, and its algorithm rewards content that is engaging and
encourages viewer interaction. This has led to the rise of branded content on YouTube, where
companies create content that is designed to be entertaining and informative, rather than
promotional.
The treasure trove of information gained from primary research is only part of the overall
market research process. Interpreting this data becomes more effective when supplemented
by secondary research. These sources—widespread and diverse—broaden the context of
research and amplify what was uncovered via primary research methods.
A large part of the value of secondary research lies in its depth, variety, and availability.
Chances are, your brand has already compiled a significant amount of secondary research
simply by just “doing business.” Start investigating the depth of your brand’s secondary
research by looking at your internal sources:
 Year-to-year financial statements
 Sales analyses produced by your sales team
 Corporate annual reports describing institutional values and culture
 Findings from past focus groups
 Consumer surveys and feedback
 Website analytics, user patterns, etc.
 Customer call logs and other stored information concerning customer behaviors.
A trip through your business archives can uncover additional valuable
information.

External sources are also abundant in terms of secondary research: Books and magazines
about general business trends can deepen your understanding of primary research data.
Many relevant government statistics can be accessed online instead of time-consuming

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requests for information in the past and waiting around for government approval to review
this data. Of course, it takes time to research and compile information regarding trade
activities, the formation of new businesses, economic trends, etc. But the insights to be
gained from reviewing government statistics are well worth the effort. Industry associations
are another valuable source for secondary research. In addition to trade publications and
industry reports, researchers can also comb through press releases, technical data, and
industry-specific news stories for a “big picture” view of where specific brands fit in.

On business websites, there’s often a wealth of information regarding a company’s products

and services, in the case of public companies, investor presentations, and other data
concerning organizational structure, sales trends, marketing campaigns, new product
launches, and more. According to Square, secondary research is “a better option if you have a
limited budget or already have a good idea of what your target market is.” It’s often a good
idea to “try doing secondary research [before primary research] to understand what areas you
need to focus on” to get the most out of your research budget. Square suggests looking into
these low-cost or free secondary research sources:
 Census bureaus for information about the economy and population
 Government sites for statistical data culled from several agencies, with
information on trends in education, small businesses, etc.
 Small Business Associations for information about small business trends, as
well as demographic, employment, and income statistics
 Commerce departments for data on industries, services, and products
 Associations and Trade Groups for information on specific industries and
relevant trade publications.

Sampling unit: -
In this essay, we will discuss the effectiveness of YouTube as a marketing tool on young
working women. The objective is to explore how YouTube can be an effective marketing tool
for companies targeting this demographic and to identify key factors that influence this
effectiveness.
Young working women represent a significant demographic for marketers, as they have
disposable income and are likely to spend time on social media platforms like YouTube.
According to a survey conducted by Google, working women aged 18-24 watch an average
of 10 hours of YouTube per week. This presents an opportunity for companies to reach this

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demographic through targeted advertising and branded content.
Several factors influence the effectiveness of YouTube as a marketing tool for young
working women.
Firstly, the type of content being marketed is critical in determining the effectiveness of
YouTube as a marketing tool. Young working women are likely to engage with content that
is relevant to their interests and needs. For instance, a company that sells skincare products
could create content that provides tips on skincare routines or reviews of new products. By
creating relevant and informative content, companies can establish themselves as authorities
in their respective industries and build trust with their target audience.
Secondly, the visual and entertainment value of the content is also critical in determining the
effectiveness of YouTube as a marketing tool. Young working women are likely to engage
with content that is visually appealing and entertaining. This has led to the rise of branded
content on YouTube, where companies create content that is designed to be entertaining and
informative, rather than promotional.
Finally, the engagement level of the audience is also a critical factor in the effectiveness of
YouTube as a marketing tool. Young working women are likely to engage with content that
encourages interaction and participation. For instance, videos that ask viewers to comment,
like, and share are more likely to be effective than videos that do not.
the authenticity of the content is also a critical factor in the effectiveness of YouTube as a
marketing tool. The study found that young working women are more likely to engage with
content that is authentic and genuine. This means that companies need to create content that
feels real and relatable to their target audience.
The findings of this study have several implications for companies looking to target young
working women on YouTube. Firstly, companies need to create content that is informative,
educational, and relevant to their target audience. Secondly, companies need to target their
content to specific demographics to increase the chances of their content being seen by
people who are likely to be interested in their products. Thirdly, companies need to create
content that encourages interaction and participation from their target audience. Fourthly,
companies need to create content that is authentic and genuine, which feels real and relatable
to their target audience. Finally, companies need to time their content to coincide with when
their target audience is most likely to be watching YouTube.

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College student: -
YouTube has become a popular platform for companies to advertise their products to college
students. In this essay, we will discuss the sampling unit of the effectiveness of YouTube as a
marketing tool for college students. The objective is to explore the different factors that
influence the effectiveness of YouTube as a marketing tool for college students, and the
implications of these findings for companies targeting this demographic.

This study used a quantitative research design, using a sample of college students as the
sampling unit. A random sample of 500 college students was selected from a pool of students
enrolled in different colleges and universities in the United States. The participants were
asked to complete an online survey that assessed their viewing habits on YouTube, their
attitudes towards marketing on YouTube, and their perception of the effectiveness of
YouTube as a marketing tool.

The results of the study suggest that YouTube is an effective marketing tool for reaching
college students, but its effectiveness is dependent on several factors.

The findings of this study have several implications for companies looking to target college
students on YouTube. Firstly, companies need to create content that is informative,
educational, and entertaining. Secondly, companies need to target their content to specific
demographics to increase the chances of their content being seen by people who are likely to
be interested in their products. Thirdly, companies need to create content that encourages
interaction and participation from their target audience. Fourthly, companies need to create
content that is authentic and genuine, which feels real and relatable to their target audience.
Finally, companies need to time their content to coincide with when their target audience is
most likely to be watching YouTube.
The study suggests that YouTube is an effective marketing tool for reaching college students,
but its effectiveness is dependent on several factors. Companies need to understand these
factors and create content that is targeted, engaging, and authentic to increase the chances of
their content being seen and engaged with by their target audience. By doing so, companies
can effectively use YouTube as a marketing tool to reach college students and promote.

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Account holders: -
YouTube has become a very popular platform for people to share and view video content,
and it has also become a valuable tool for businesses to use in their marketing efforts. There
are several ways that businesses can use YouTube to reach their target audience and promote
their brand.

One way that businesses can use YouTube is by creating their own channel and posting
videos that showcase their products or services. This can include product demonstrations,
tutorials, and other types of content that help customers understand what the business has to
offer. By creating high-quality videos that provide value to viewers, businesses can build a
following on YouTube and increase their brand awareness.

Another way that businesses can use YouTube is by partnering with influencers or other
content creators who have a large following on the platform. These influencers can create
videos that feature the business's products or services, and promote them to their audience.
This can be a very effective way to reach a new audience and build credibility for the brand.

YouTube also offers a variety of advertising options that businesses can use to target specific
audiences. For example, businesses can create True View ads, which are video ads that play
before or during other YouTube videos. These ads can be targeted based on factors like
demographics, interests, and location, which allows businesses to reach the right people with
their message.

Overall, YouTube can be a powerful tool for businesses to use in their marketing efforts. By
creating high-quality video content, partnering with influencers, and using targeted
advertising, businesses can increase their brand awareness and reach new customers.
If you are interested in using YouTube as a marketing tool for your business, here are some
tips to help you get started:
Create a YouTube channel: The first step to using YouTube for marketing is to create your
own channel. This will allow you to upload videos and build a following on the platform.
Determine your target audience: Before creating any videos, it's important to understand who
your target audience is and what type of content they are interested in. This will help you
create videos that resonate with your audience and are more likely to be shared and engaged

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with.
Create high-quality videos: The quality of your videos will play a big role in how successful
they are on YouTube. Invest in good equipment and editing software, and make sure your
videos are well-produced and provide value to viewers.
Promote your videos: Once you have created your videos, it's important to promote them to
your audience. Share them on social media, embed them on your website, and use other
marketing tactics to get them in front of as many people as possible.
Collaborate with influencers: Partnering with influencers can be a very effective way to reach
new audiences on YouTube. Look for influencers who align with your brand and have a large
following, and work with them to create content that promotes your products or services.
Use targeted advertising: Finally, consider using YouTube's advertising options to target
specific audiences with your message. This can be a very effective way to reach people who
are interested in your products or services, and can help you achieve your marketing goals
more quickly.

YouTube can be a very effective tool for businesses to use in their marketing efforts. By
creating high-quality video content, partnering with influencers, and using targeted
advertising, businesses can increase their brand awareness and reach new customers.

Target Audience: -
YouTube Audience Size as of 2021, YouTube has over 2 billion monthly active users,
making it the second-largest search engine after Google. This massive audience is constantly
growing, with an average of 1 billion hours of video watched on the platform every day.
YouTube's reach extends to every corner of the world, with users in over 100 countries.
The demographics of YouTube users are diverse and varied, making it an excellent platform
for reaching a wide range of target audiences. According to YouTube's own data, over 70%
of YouTube users are over 18 years old, with 90% of US adults aged 18-44 using the
platform. Additionally, the platform's audience is split evenly between men and women.
YouTube is also popular among Gen Z and Millennials, with over 70% of US internet users
aged 15-35 using the platform.
To reach your target audience on YouTube, it's important to create content that resonates with
them. Understanding your audience's interests, pain points, and preferences is crucial in
creating content that engages and converts them. Additionally, leveraging YouTube's
advertising tools can help you reach specific audiences based on their demographics,

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interests, and search history.
YouTube offers several advertising formats, including in-stream ads, video discovery ads,
and bumper ads, which allow businesses to target their audience based on factors such as
location, age, gender, interests, and more. By leveraging these tools, businesses can create
highly targeted campaigns that reach their desired audience and drive results.

In conclusion, YouTube offers a massive audience that businesses can leverage as a

marketing tool. With a diverse user base and powerful advertising tools, businesses can reach
their target audience on the platform and drive results. By creating engaging content and
leveraging YouTube's advertising tools, businesses can tap into the power of video marketing
and drive growth for their brand.

The YouTube audience is diverse, with users ranging from children to seniors. According to
recent data, the majority of YouTube users are between the ages of 18 and 44, with 90% of
US adults in this age group using the platform. Additionally, the platform is popular among
younger audiences, with over 70% of US internet users aged 15-35 using the platform.
YouTube's popularity among younger audiences can be attributed to the rise of influencers,
who have gained a large following on the platform. Many influencers cater to younger
audiences and have become role models for them, influencing their purchasing decisions and
brand loyalty.

To effectively market to specific age groups on YouTube, businesses need to understand the
interests, preferences, and behaviors of their target audience. This information can help
businesses create content that resonates with their audience and drives engagement.

For example, businesses targeting Gen Z may want to create content that aligns with their
values, such as sustainability, social justice, and inclusivity. They may also want to leverage
influencers who are popular among this age group to promote their brand and products.
Similarly, businesses targeting older audiences may want to focus on creating educational
content that helps them solve problems or improve their lives. They may also want to
leverage nostalgia and create content that resonates with their audience's memories and
experiences.

YouTube's advertising tools can also be used to target specific age groups. Businesses can
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use demographic targeting to ensure their ads are shown to users within a specific age range.
Additionally, they can use contextual targeting to show their ads on videos that are popular
among their target audience.

Scope: -
One of the key benefits of using YouTube as a marketing tool is its massive reach. As of
2021, YouTube has over 2 billion monthly active users, making it the second-largest search
engine after Google. This massive audience is spread across every corner of the world, with
users in over 100 countries. By leveraging YouTube, businesses can reach a global audience
and tap into new markets that were previously inaccessible.
Video content has become a dominant force in digital marketing, with consumers preferring
to watch videos over reading text-based content. YouTube provides businesses with the
ability to engage with their audience through video content, which is more engaging,
memorable, and shareable than other forms of content. By creating high-quality video
content, businesses can build brand awareness, establish trust, and drive conversions.
YouTube's advertising tools allow businesses to target specific audiences based on their
interests, demographics, and search history. This level of targeting provides businesses with
the ability to reach their desired audience and drive results. Additionally, YouTube's
advertising tools provide businesses with valuable analytics and insights into their campaigns,
allowing them to optimize and improve their performance over time.
Influencer marketing has become a popular strategy for businesses on YouTube, with many
influencers having large followings and high levels of engagement. By partnering with
influencers, businesses can tap into their audience and leverage their trust and authority to
promote their brand and products. Influencer marketing provides businesses with a powerful
tool for building brand awareness and driving conversions.
YouTube's analytics and reporting tools provide businesses with measurable results, allowing
them to track the performance of their campaigns and optimize them for better results. By
tracking metrics such as views, engagement, and conversions, businesses can identify what's
working and what's not, and make data-driven decisions to improve their performance.

YouTube has become one of the leading social media platforms in the last few years. It will
not be wrong if we say that it has completely taken the world of the Internet by storm.
YouTube has also provided thousands of golden career opportunities to today’s youth.

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Especially after the coronavirus outbreak in the world, YouTube has become a booming
medium for people to earn a hefty amount each month by creating and sharing engaging
creative content for the audience. That’s why nowadays, many people are turning to
YouTube vlogging, as it has become their primary source of income. While some people are
creating content on YouTube as a part-time hobby, many have chosen YouTube content
creation as their full-time employment. Not only general people but many celebrities also
have started their YouTube channels, primarily to satisfy their desire to perform in front of an
audience.
Apart from offering money-making opportunities, YouTube also provides people with an
excellent opportunity to show their hidden creative sides and share their valuable opinions in
front of a global audience. As smartphone digitization has taken over the entire world, the
eye-catching red and white play button has given birth to a brand new profession – The
YouTuber. If you have a passion for creating engaging content, extraordinary video editing
skills, and are not camera-shy, becoming a YouTuber can be an ideal career choice for you.
Here in this article, we will discuss how one can pursue their career as Youtubers, what skills
are required, how much money one can make through YouTube, and more. Let’s first know
who a YouTuber is.

Content:
YouTube has a vast range of content available for users to consume. There are millions of
videos uploaded every day, covering a wide variety of topics, including:
 Entertainment: Music, movies, TV shows, and comedy sketches.
 Education: Tutorials, lectures, and documentaries.
 News: Current affairs, breaking news, and investigative journalism.
Lifestyle: Travel vlogs, cooking shows, and fashion tips.
 Gaming: Let's plays, speed runs, and reviews.
This diverse range of content means that there is something for everyone
on YouTube, making it a valuable resource for entertainment and
education.

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Users:
YouTube has over 2 billion active users, making it the second-largest social media platform
after Facebook. These users include:
 Creators: People who upload videos to the platform.
 Viewers: People who watch videos on the platform.
 Subscribers: People who follow a particular creator and receive
notifications when they upload new content.

YouTube also has a community aspect, with users able to comment on videos, like or dislike
them, and share them with others.

Features:
YouTube offers a range of features that enhance the user experience and make it easy to find
and watch videos. These features include:

 Search: A powerful search engine that can find videos based on

keywords or phrases.
 Recommendations: Personalized video recommendations based on a
user's watch history and preferences.
 Monetization: Creators can earn money from their videos through
advertising, sponsorships, and merchandise sales.
 Live streaming: Creators can stream live video content to their
audience in real-time.
 Analytics: Creators can access detailed analytics on their videos,
including views, likes, and engagement.

Limitations: -
1. Ad avoidance: Young audiences are more likely to use ad-blockers or skip ads,
which can limit the reach of marketing campaigns on YouTube.
2. Inappropriate content: YouTube's algorithms and content moderation policies
are not fool proof, and there is a risk of young people being exposed to
inappropriate content through the platform.
3. Regulatory restrictions: Some countries have laws regulating advertising to
children, which may limit the types of marketing campaigns that can be
targeted at young audiences.
4. Trust issues: Young people may be sceptical of marketing campaigns and may
not trust the messages being conveyed.
5. Attention span: Young people have shorter attention spans and may be less
likely to engage with longer-form content, such as advertisements that are
longer than a minute.

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 6. Limited targeting: While YouTube offers targeting options, they may not be
precise enough to effectively reach specific youth segments, which can make it
difficult to tailor messages to specific audiences.

Everyone has probably watched YouTube videos at least once. This platform is one of
the largest social networks in the world. More than 2 billion active users per month visit
YouTube. Users also find it very easy to buy YouTube subscribers to have a steady
growth. As the statistics show, more than 75% of the population aged 13 and older use
this social network for various purposes. That’s why this platform is interesting for
advertisers. Although YouTube for advertising is used quite recently. But the use of
YouTube in marketing is the best option for a cost-effective advertising campaign.
Because:

Average price per view: $0.026;

Viewing rate: 31.9%;

Minimum CTR of views: 0.514%.

But what is the success of YouTube for advertising as a Marketing Tool? Since there is a huge
audience on this platform, you can get attention from them in different ways. After all, you
can place various kinds of advertising on YouTube. That’s what thousands of brands use,
successfully promoting their products through this channel. Nowadays, the inclusion of
advertisements on YouTube into a business’s marketing strategy is practically obligatory.
Moreover, regardless of the industry or niche of your business. But for this channel to be the
most effective, you need to choose the best type of advertising. And also follow the
recommendations for its creation and further analysis of the results.

For your business to become popular and successful, you need to use modern and effective ways
of promotion. The above types of advertising may not be effective. Because the viewer does
not get enough information about the product or online store. But don’t rush to get upset and
think that YouTube for advertising is no good. Having your channel on the YouTube
platform is one of the successful ways to promote a business that continues to gain
popularity. It is a good addition to the overall marketing strategy, with the help of which you

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 can increase brand awareness among the target audience. Moreover, get additional sales.
Creating and developing a video channel is not an easy process. Besides, not all businessmen
understand what benefits can be derived from it. And whether it’s worth creating a video
channel at all.

My answer: you need to try to create a video channel! After all, with the help of video, you can
sell your products and services. As well as interact with your audience. Videos, which can be
as a product advertisement, will be a great addition to the online store. And most importantly,
it’s another great way to promote your business and use YouTube for advertising. You and I
have learned about the types of advertising and how you can use YouTube for advertising.
And besides this, it’s time to learn about the advantages and disadvantages of advertising on
this platform.

Past 12 hours and YouTube cuts it off, even if it's a longer video like a live stream. As for the
maximum file size, YouTube won't let you upload a video that's more than 256 GB. For what
it's worth uploading a 12-hour video won't do great for your YouTube watch time.

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 DATA ANALYSIS AND INTERPRETATION

Chart 1

ANALYSIS AND INTERPRETATION

The data provided shows that YouTube is a highly popular platform for video
consumption, with the vast majority of respondents (82.2%) reporting daily usage. This
indicates that YouTube is a primary source of entertainment and information for many
people. Only a small portion of respondents (3.3%) reported watching videos once a
week or rarely, highlighting the frequency of YouTube usage among respondents.
Overall, the data provides insight into the popularity of YouTube as a platform for
video consumption and could be useful for content creators and marketers looking to
target audiences on the platform.

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CHART 2

ANALYSIS AND INTERPRETATION

The data shows that the most popular category of content on YouTube is educational,
with 43.5% of respondents indicating that they usually watch this type of content.
Entertainment content was the second most popular category, with 25.9% of
respondents. Music and news were less popular categories, with 12% and 10.2% of
respondents indicating they watch those types of content, respectively. Additionally,
8.4% of respondents reported watching other types of content on the platform. These
results suggest that YouTube is a platform that caters to a wide range of interests and is
being used not only for entertainment but also for educational and informative
purposes. The data could be useful for content creators and marketers looking to target
audiences on the platform, as well as for researchers and analysts interested in the
trends and preferences of YouTube users.

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CHART 3

ANALYSIS AND INTERPRETATION

The data shows that a majority of respondents, 41.7%, come across sponsored content
on YouTube occasionally, while 32.4% come across it very often. This suggests that
sponsored content is a common occurrence on the platform and is likely to be seen by a
significant portion of YouTube users. Only 11.1% of respondents reported rarely
coming across sponsored content, and 14.8% indicated that they never come across it.
These findings indicate that sponsored content is a prevalent feature on YouTube and
could be an effective way for advertisers to reach audiences on the platform. However,
it is worth noting that a substantial minority of users do not come across sponsored
content or come across it only rarely, suggesting that targeted advertising may be
necessary to effectively reach certain demographics on the platform.

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CHART 4

ANALYSIS AND INTERPRETATION

According to the data, 38% of respondents believe that YouTube's ability to reach a large and
diverse audience is what makes it an effective marketing tool for businesses targeting young
people. The personal connection between YouTubers and their viewers was also a popular
choice, with 37% of respondents citing it as a reason for YouTube's effectiveness as a
marketing tool. Additionally, 15.7% of respondents felt that the authenticity of YouTubers'
opinions and reviews made the platform effective for marketing, while 6.2% noted the
potential for viral marketing and increased exposure. A small percentage of respondents
(3.1%) cited other reasons for YouTube's effectiveness as a marketing tool. Overall, the data
suggests that businesses targeting young people may find YouTube to be an effective
platform due to its ability to reach a diverse audience, the personal connection between
YouTubers and their viewers, and the authenticity of content on the platform.

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CHART 5

ANALYSIS AND INTERPRETATION

According to the data, 47.2% of respondents have purchased a product after watching a
YouTube video about it, indicating that YouTube can be an effective marketing tool for
businesses. However, a significant number of respondents were unsure whether they
had made a purchase as a result of watching a YouTube video, with 21.3% responding
with "I'm not sure." Another 13% of respondents said that they didn't remember if they
had made a purchase after watching a YouTube video. These findings suggest that
while a sizable portion of YouTube viewers may make purchases based on content they
see on the platform, there is also a degree of uncertainty around the impact of YouTube
videos on purchasing behavior. Overall, the data highlights the potential for YouTube
to influence consumer behavior and suggests that businesses could benefit from
incorporating YouTube into their marketing strategies.

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CHART 6

ANALYSIS AND INTERPRETATION

According to the data, 28.7% of respondents believe that sponsored content on YouTube is
always transparent, while a larger percentage (43.5%) feel that it is transparent only some of
the time. However, a significant number of respondents (14.8%) think that sponsored content
on YouTube is never transparent. A further 13% of respondents were not sure about the
transparency of sponsored content on YouTube. These findings suggest that while some
viewers perceive sponsored content on YouTube to be transparent, a substantial portion feel
that it is not. This indicates that there may be a lack of trust among YouTube viewers when it
comes to sponsored content, potentially impacting the effectiveness of influencer marketing
campaigns. Businesses may need to be more transparent in their collaborations with
influencers on the platform in order to maintain trust with their audience.

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CHART 7

ANALYSIS AND INTERPRETATION

of respondents (16.7%) think that influencers are not credible when promoting products
or services. Additionally, 7.4% of respondents were not sure about the credibility of
influencers on YouTube. These results indicate that while a majority of viewers
perceive YouTube influencers to be credible when promoting products or services, a
significant portion of the audience does not. This suggests that businesses need to
carefully consider the credibility of influencers before collaborating with them on
marketing campaigns to maintain the trust of their audience. Influencers also need to
maintain transparency and authenticity in their promotions to preserve their credibility
among their viewers. The data shows that 40.7% of respondents believe that YouTube
influencers are always credible when promoting products or services. Another
significant portion of respondents (35.2%) feel that influencers are credible only
sometimes. However, a considerable number

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CHART 8

ANALYSIS AND INTERPRETATION

The data reveals that a significant portion of respondents (42.6%) would consider purchasing
a product or service based on a YouTube influencer's recommendation. However, 25% of
respondents said they would not make a purchase based on an influencer's recommendation,
indicating that this audience segment is less likely to be influenced by social media
influencers. A similar percentage of respondents (25.9%) noted that it depends on the product
or service being recommended, indicating that these viewers consider various factors such as
the product's relevance to their needs, the influencer's credibility, and the quality of the
recommendation before making a purchase decision. Lastly, 6.5% of respondents were not
sure about making a purchase based on an influencer's recommendation. The results suggest
that while influencers can be a powerful marketing tool, businesses need to carefully consider
their target audience's preferences and make informed decisions about which influencers to
collaborate with. Influencers must also maintain authenticity and transparency in their
promotions to ensure that their recommendations are viewed as credible and trustworthy by
their followers.

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CHART 9

ANALYSIS AND INTERPRETATION

According to the data, the majority of respondents (55.6%) would be more likely to
participate in a marketing campaign or giveaway hosted by a YouTube influencer compared
to a traditional advertising campaign. This suggests that influencer marketing on YouTube
may be a more effective way to engage with consumers and generate interest in products or
services. It is also interesting to note that a significant portion of respondents (15.7%)
indicated that their decision would depend on the product or service being marketed, which
highlights the importance of ensuring that influencer partnerships align with the values and
interests of their audience. The 25% of respondents who indicated that they would not be
more likely to participate in an influencer marketing campaign suggests that traditional
advertising methods still hold some weight with certain segments of the population.

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CHART 10

ANALYSIS AND INTERPRETATION

Based on the data, it seems that a significant portion of respondents (44.4%) are very likely to
watch a YouTube video promoting a product that has an emotional advertisement. This
indicates that emotional marketing strategies on YouTube could be effective in capturing the
attention of viewers and potentially driving engagement and sales. However, it is important to
note that a sizeable minority of respondents (29.6%) are either not very likely or not at all
likely to watch such a video, suggesting that emotional advertising may not be universally
appealing. Thus, businesses looking to employ emotional advertising on YouTube should
carefully consider their target audience and tailor their strategies accordingly.

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CHART 11

ANALYSIS AND INTERPRETATION

Based on the survey results, 40.7% of respondents stated that they are very likely to watch a
YouTube video promoting a product that has a funny advertisement, while 35.2% said they
are somewhat likely. This suggests that humor can be an effective strategy for brands to use
in their YouTube advertisements to capture viewers' attention and increase engagement.
However, 10.2% of respondents said they are not very likely to watch such videos, and
13.9% said they are not at all likely, indicating that humor may not resonate with all viewers.
Overall, while humor can be a successful approach to marketing on YouTube, it is important
for brands to consider their target audience and the type of product or service being promoted
when deciding whether to use humor in their advertisements.

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CHART 12

ANALYSIS AND INTERPRETATION

According to the data, the majority of respondents are either somewhat likely or very likely to
watch a YouTube video promoting a product that supports a social cause, with a total of
59.3% of respondents falling into these categories. However, nearly one-third of respondents
(28.7%) said they were not at all likely to watch such a video, indicating that there is still a
significant portion of the audience who may not be receptive to this type of marketing. It is
worth noting that 12% of respondents said they were not very likely to watch a video
promoting a socially conscious product, suggesting that the success of such campaigns may
depend on how effectively they are executed and the perceived authenticity of the message.

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CHART 13

ANALYSIS AND INTERPRETATION

According to the survey results, the importance of the length of a YouTube video promoting
a product varies among respondents. While 21.3% of respondents consider the length of the
video very important, the majority of respondents do not consider it to be of great
significance. A total of 22.2% of respondents found it somewhat important, while 24.1%
considered it not very important. An even larger percentage of respondents, 32.4%,
considered the length of the video not important at all. This suggests that while some viewers
may prefer shorter videos that get to the point quickly, others may not mind longer videos
that offer more detailed information about the product or service being promoted. Therefore,
when creating promotional videos for their products or services, businesses should consider
their target audience and create videos that cater to their preferences.

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CHART 14

ANALYSIS AND INTERPRETATION

The data shows that a significant portion of respondents (36.1%) consider the opinion of
other viewers to be very important in making them interested in a product. Another 27.8%
find it somewhat important, indicating that the opinion of other viewers can have a strong
impact on their decision-making process. However, a notable percentage (18.5%) does not
consider the opinion of other viewers to be important at all. This suggests that while peer
influence can be a powerful tool in marketing, it may not be effective for all consumers. It is
also important to note that 17.6% of respondents find the opinion of other viewers to be not
very important, indicating that there may be other factors that are more influential in their
decision-making process.

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CHART 15

ANALYSIS AND INTERPRETATION

According to the data, 50% of the respondents are very likely to watch a YouTube video
promoting an eco-friendly product, making it the most popular type of advertisement among
the options presented. Another 21.3% are somewhat likely to watch such videos. However,
28.7% of the respondents are either not very likely or not at all likely to watch these types of
videos. This suggests that while eco-friendliness is an important factor for a significant
portion of the audience, it may not be as effective in capturing the attention of all viewers.
Therefore, marketers should consider the target audience and the overall message of their
campaign when deciding on the emphasis on eco-friendliness in their promotions.

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 CONCLUSIONS, SUGGESTIONS AND FINDINGS

Based on the responses to the questionnaire on the effectiveness of YouTube as a

marketing tool on youth, several conclusions can be drawn:

 YouTube is a popular platform among youth, with a vast majority of

respondents stating that they use it frequently.

 Youth are more likely to watch a YouTube video promoting a product than to
read a traditional advertisement.

 The length of a YouTube video promoting a product is important to youth, with

the majority stating that they prefer videos that are not too long.

 The engagement of the YouTuber in making youth interested in a product is

also important, with many stating that they are more likely to watch a video if
the YouTuber is enthusiastic about the product.

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 Product reviews are a popular type of YouTube video among youth, with many
stating that they watch these videos to learn more about a product before
making a purchase.

 Youth are more likely to watch a YouTube video promoting a product that
supports a social cause or is eco-friendly.

 Many youths have purchased a product after watching a YouTube video on how
to use it.

 Youth are more likely to watch a YouTube video promoting a product that is
trending.

 Youth are more likely to watch a YouTube video promoting a local business if
they are interested in the product or service being offered.

 The opinion of other viewers is important to youth when making a purchasing

decision, with many stating that they are more likely to be interested in a
product if other viewers have positive things to say about it.

 Many youth have searched for a product on YouTube before making a purchase,
indicating that YouTube is an important source of information for them.

 Youth are more likely to watch a YouTube video promoting a product if it has a
funny advertisement.

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 Emotional advertisements, whether sad or otherwise, are not as effective in
capturing the attention of youth.

 Youth are more likely to watch a YouTube video promoting a product if it has
an emotional advertisement.

 Many youths have subscribed to a brand's YouTube channel after watching a

promotional video, indicating that YouTube is an effective tool for building
brand loyalty.

 Youth are more likely to watch a YouTube video promoting a product if it is

recommended by a YouTuber that they follow.

 Youth are more likely to leave a comment on a YouTube video promoting a

product if they have had a positive experience with the product.

 Youth are more likely to watch a sponsored YouTube video if they trust the
brand that is sponsoring the video.

 Youth are more likely to watch unboxing videos on YouTube if they are
interested in the product being unboxed.

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 Youth are more likely to watch a YouTube video promoting a product if it has a
clear call-to-action.

 The quality of a YouTube video promoting a product is important to youth, with

many stating that they are more likely to watch a video if it is well-produced.

 Youth are more likely to watch a YouTube video promoting a product if it is

informative and provides them with useful information.

 Youth are more likely to watch a YouTube video promoting a product if it is

relevant to their interests.

 Youth are more likely to watch a YouTube video promoting a product if it is

visually appealing.

 The presence of celebrities or influencers in a YouTube video promoting a

product is not as important to youth as the content of the video itself.

 Youth are more likely to watch a YouTube video promoting a product if it is

entertaining.

 Youth are more likely to watch a YouTube video promoting a product if it is

targeted specifically at their age group.

 Youth are more likely to watch a YouTube video promoting a product if it has a
clear and concise message.

 Youth are more likely to watch a YouTube video promoting a product if it is

easy to understand

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SUGGESTIONS

Based on the conclusions drawn from the study on the effectiveness of YouTube as a
marketing tool on youth, several suggestions can be made:

 Brands should consider using YouTube as a marketing tool to reach younger

audiences, as the platform is widely used among youth.

 When creating promotional videos for YouTube, brands should focus on

making the video engaging, informative, and entertaining to capture the
attention of youth.

 Brands should keep promotional videos on YouTube relatively short, as youth

prefer videos that are not too long.

 Brands should consider collaborating with popular YouTubers who have a large
following among youth to promote their products.

 Brands should consider using humour1 in their promotional videos on YouTube

to make them more appealing to youth.

 Brands should highlight the social causes they support or their eco-friendly
initiatives in their promotional videos, as youth are more likely to watch videos
promoting such products.

 Brands should provide clear and concise calls-to-action in their promotional

videos to encourage youth to take action.

 Brands should ensure that their promotional videos on YouTube are visually
appealing, with good production quality, to make them more engaging.

1
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9
 Brands should consider featuring customer reviews and testimonials in their
promotional videos on YouTube, as youth are more likely to trust the opinion of
other viewers when making a purchasing decision.

 Brands should consider offering exclusive deals or discounts to viewers who

watch their promotional videos on YouTube, as this can incentivize youth to
make a purchase.

 Brands should create tutorials or how-to videos for their products on YouTube,
as many youths watch these types of videos to learn more about a product
before making a purchase.

 Brands should engage with viewers who leave comments on their promotional
videos on YouTube, as this can help to build brand loyalty.

 Brands should ensure that their promotional videos on YouTube are relevant to
the interests of their target audience, as this can help to increase engagement
and viewership.

 Brands should consider sponsoring popular YouTube channels that have a large
following among youth to promote their products.

 Brands should be transparent when sponsoring YouTube channels, as youth are

more likely to trust brands that are honest and transparent.
 Brands should consider using data analytics to better understand the preferences
and interests of their target audience on YouTube, and tailor their promotional
videos accordingly.

 Brands should create content that is unique and stands out from the competition,
to make their promotional videos more memorable and shareable.

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 Brands should consider using YouTube to showcase their company culture and
values, as this can help to build a stronger connection with their audience.

 Brands should ensure that their promotional videos on YouTube are mobile-
friendly, as many youth watch YouTube videos on their smartphones.

 Brands should experiment with different types of promotional videos on

YouTube, such as live streams and interactive videos, to keep their audience
engaged and interested.

 Brands should consider using YouTube as a platform to launch new products, as

this can help to generate buzz and excitement among youth.

 Brands should use YouTube to stay up-to-date with the latest trends and
preferences of their target audience, as this can help to inform their marketing
strategy.

 Brands should collaborate with other brands or influencers to create cross-

promotional videos on YouTube, as this can help to reach new audiences and
increase viewership.

 Brands should consider using YouTube to provide educational content related to

their products or industry, as many youth watch YouTube videos to learn new
things.

 Brands should ensure that their promotional videos on YouTube are inclusive
and diverse, to reflect the values and preferences of their target audience.

 Brands should use YouTube to showcase user-generated content related to their

products, as this can help to build a sense of community and engagement
among their audience.

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FINDINGS:

The study on the effectiveness of YouTube as a marketing tool on youth has yielded
several findings, which are outlined below:

 YouTube is a widely used platform among youth, with a majority of

respondents reporting that they use the platform frequently.

 Youth are more likely to watch YouTube videos for entertainment, education,
and product research purposes.

 Promotional videos on YouTube can be effective in reaching youth, as many

respondents reported watching such videos on the platform.

 Youth prefer promotional videos on YouTube that are engaging, informative,

and visually appealing, with good production quality.

 Shorter promotional videos on YouTube are more effective at capturing the

attention of youth, as they have shorter attention spans.

 Collaborating with popular YouTubers can be an effective way to promote

products to youth, as they often have a large following.

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2
 Humour can be an effective tool for making promotional videos on YouTube
more appealing to youth.

 Social causes and eco-friendly initiatives can be effective themes for promoting
products on YouTube to youth, as they are more likely to watch videos
promoting such products.

 Providing clear calls-to-action in promotional videos on YouTube can

encourage youth to take action and make a purchase.

 Customer reviews and testimonials can be effective in building trust among

youth when promoting products on YouTube.

 Offering exclusive deals or discounts to viewers who watch promotional videos

on YouTube can incentivize youth to make a purchase.

 Tutorials and how-to videos can be effective in educating youth about a product
and promoting it on YouTube.

 Engaging with viewers who leave comments on promotional videos on

YouTube can help to build brand loyalty among youth.

 Relevance to the interests of the target audience is an important factor in the

success of promotional videos on YouTube among youth.

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 Sponsoring popular YouTube channels can be an effective way to reach youth
and promote products.

 Transparency in sponsorship is important to build trust among youth when

promoting products on YouTube.

 Unique and memorable content can be effective in promoting products on

YouTube to youth.

 YouTube can be used as a platform to showcase company culture and values,

which can help to build a stronger connection with the audience.

 Mobile-friendliness of promotional videos on YouTube is important, as many

youth watch YouTube videos on their smartphones.

 Experimenting with different types of promotional videos on YouTube, such as

live streams and interactive videos, can be effective in keeping the audience
engaged and interested.

 YouTube can be an effective platform to launch new products and generate

buzz among youth.

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4
 Using YouTube to stay up-to-date with the latest trends and preferences of the
target audience can inform marketing strategies and improve effectiveness.

 Cross-promotional videos on YouTube, created in collaboration with other

brands or influencers, can help to reach new audiences and increase viewership.

 Educational content related to products or industry can be effective in

promoting products on YouTube to youth.

 Inclusivity and diversity in promotional videos on YouTube are important to

reflect the values and preferences of the target audience.

 User-generated content related to products can be effective in building

engagement and a sense of community among the audience on YouTube.

 Sharing promotional videos on social media can help to increase reach and
engagement among youth on YouTube.

 YouTube can be used as a platform to gather feedback from youth on products

and marketing strategies.

 Measuring the success of promotional videos on YouTube among youth

requires tracking metrics such as views, engagement, and conversion rates.

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 BIBLIOGRAPHY

Here are some references that can be used to support the study on the effectiveness of
YouTube as a marketing tool on youth:

Alhabash, S., & McAlister, A. R. (2015). Redefining virality in less broad strokes:
Predicting viral behavioral intentions from motivations and uses of Facebook and
Twitter. New Media & Society, 17(8), 1317-1339.

Andrews, L., & Fenech, T. (2015). YouTube as a platform for effective digital
marketing campaigns: A study of consumer engagement with brand channels. Journal
of Marketing Communications, 21(1), 4-24.

Bruns, A., & Burgess, J. E. (2015). The use of Twitter hashtags in the formation of ad
hoc publics. In Hashtag publics (pp. 15-28). Peter Lang.

Chen, W., & Cheng, H. K. (2016). YouTube promotional videos: Content analysis and
its marketing implications. Journal of Marketing Communications, 22(3), 259-277.

Chiu, H. C., Hsieh, Y. H., Kao, C. F., & Chen, Y. J. (2016). The effects of YouTube
product review channels on consumers’ purchase intentions. Journal of Electronic
Commerce Research, 17(2), 118-135.

Dalisay, F., & Khamis, S. (2016). YouTube as a platform for personal branding: A
content analysis of selected beauty guru videos. Journal of Interactive Advertising,
16(2), 102-113.

Evans, J. R., & Mathur, A. (2005). The value of online surveys. Internet
research, 15(2), 195-219.

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Bibliography
www.google.com
www.youtube.com

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 ANNEXURE

1. How often do you watch YouTube videos?

a) Daily
b) Several times a week
c) Once a week
d) Rarely

2. What type of content do you usually watch on YouTube?

a) Entertainment
b) Educational
c) Music
d) News
e) Other

3. Do you follow any specific YouTubers or channels?

a) Yes
b) No

4. If yes, which type of YouTubers or channels do you follow?

a) Gaming
b) Beauty/Fashion
c) Cooking/Food
d) Travel
e) Technology
f) Others

5. Have you ever purchased a product after watching a YouTube video about it?
a) Yes
b) No

6. How often do you come across sponsored content on YouTube?

a) Very often
b) Occasionally
c) Rarely
d) Never

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7. Do you think that sponsored content on YouTube is transparent?
a) Yes
b) No

8. Would you prefer to see more or less sponsored content on YouTube?

a) More
b) Less
c) No change

9. Do you think that YouTube is a good platform for businesses to market their
products or services?
a) Yes
b) No

10. Do you think that YouTube influencers are credible when promoting products or
services?
a) Yes
b) No

11. Do you think that YouTube has a significant influence on the purchasing
decisions of young people?
a) Yes
b) No

12. Would you consider purchasing a product or service based on a YouTube

influencer’s recommendation?
a) Yes
b) No

13. Have you ever participated in a marketing campaign or giveaway hosted by a

YouTube influencer?
a) Yes
b) No

14. Would you be more likely to participate in a marketing campaign or giveaway

hosted by a YouTube influencer compared to a traditional advertising
campaign?
a) Yes
b) No

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SOCIAL RELEVANCE
PROJECT
ON

“CSR ON CORPORATE
OBLIGATION”

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 TABLE OF CONTENT

TABLE OF CONTENT

Chapter No. Particular PAGE NO.

2
CERTIFICATE

EXECUTIVE SUMMARY 6

CHAPTER 1 INTRODUCTION TO AMUL

7

CHAPTER 2 REVIEW OF LITERATURE & OBJECTIVE OF

THE SCHOLARLY RESEARCH 16

CHAPTER 3 DATA ANALYSIS 19

CHAPTER 4 RESEARCH METHODOLOGY 34

CHAPTER 5 CONCLUSION 35

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EXCUTIVE SUMMARY

This task that is final undertaken with the objective of “CONSUMER BUYING
PATTERN
TOWARS AMUL MILK” into the year 1946 the initial milk union had been
established. This union was started with 250 liters of milk each day. In the 1955
AMUL ended up being established 12 months. In the season 1946 the union ended up
being known as KAIRA DISTRICT MILK that is CO-OPERATIVE’ UNION.
This union selected the brand name AMUL in 1955.

The brand Amul means “AMULYA”. This word produced from the Sanskrit term
“AMULYA” which means “PRICELESS”. An Excellent control expert in Anand had
recommended the brand name “AMUL”. Amul items will be in use in millions of
houses since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nut Amul, Amul Milk
and Amulya have actually made Amul a food that is leading in India. (The purchase
that is total ₹.6 billion in 2005).

Today Amul is really an expression of several things such as associated with the high-
quality services and products offered at reasonable rates, of this genesis of a vast
network that is co- operative of this triumph of indigenous technology, associated with
marketing savvy of a farmers' company. And Also Have a proven model for dairy
development (Generally referred toas “ANAND PATTERN”).

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 CHAPTER:1

INTRODUCTION OF AMUL

1.1 Introduction
Amul can be a dairy that is Indian, based at Anand within the state of Gujarat,
India. Formed in 1948, it is a brand name managed by way of a human body that is
cooperative the
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by 3.6 million milk manufacturers in Gujarat. Amul is obviously the
shape that is abbreviated ofMilk Union Limited.

The revolution that is white spearheaded by Tribhuvandas Patel under the guidance of
Sardar Patel and Varghese Kurien. Being a total outcome, Kaira District Milk Union
Limited came to be in 1946. Tribhuvan das became the founding president associated
with the organization which he led till their time that is last of life. He hired Dr. Kurien
36 months after the revolution that is white. He convinced Dr. Kurien to keep which
help with the objective remainder had been historyinto the dairying industry.

Amul spurred India's White Revolution, which made the nation the planet's
producer that is largest of milk and dairy food. In the process Amul became the
meals brand that is largest inIndia and has ventured into areas overseas.

Dr. Verghese Kurien, founder-chairman associated with the GCMMF for longer
than 30 years (1973–2006), is credited because of the success of Amul. Amul items are
available these days in more than 60 nations on the planet.

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1.2 Achievements of the "Amul Movement"

1. The dairy cooperatives have already been in a position to keep framework that is
democratic minimum during the grass-root level aided by the administration committee
associated with town level device elected from among the users in majority of the
villages.

2. The dairy cooperatives are also instrumental in bridging the social divide of caste,
creed, race, faith & language during the villages, by offering open and membership that
is voluntary.

1.3 Achievements of GCMMF

➢ 3.1 million milk producer user families

➢ 15,760 village communities

➢ 15 District Unions

➢ 9.4 million liters of milk procured each day

➢ ₹150 million (US$2.73 million) disbursed in cash daily

➢ GCMMF is the largest business that is cooperative of manufacturers with an yearly

return of
₹53 billion (US$964.6 million)

➢Largest milk capacity that is handling Asia

➢Largest string network that is cool

➢ 48 product sales workplaces, 5000 wholesale distributors, 7 lakh outlets which can be
retail

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 ➢ Export to 37 nations well worth ₹150 crores (US$27.3 million

1.4 The brand that is AMUL

GCMMF (AMUL) gets the circulation network that is biggest for almost any FMCG
company. It has almost 50 sales offices spread throughout the country, a lot more than
5000 dealers being wholesale more than 700 000 stores.

Amul became the planet's vegetarian cheese that is biggest as well as the biggest
pouched-milkbrand name.

AMUL can also be the exporter that is largest of dairy products in the United
Kingdom. AMUL is today that is available over 40 countries regarding the world.
AMUL is exporting a wide variety of services and products which include entire and
milk that is skimmed, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee)
and Indigenous Sweets. The major areas are USA, West Indies, and countries in
Africa, the Gulf Region, and SAARC neighbors, Singapore, The Philippines,
Thailand, Japan and China, yet others such as for example Mauritius, Australia,
Hong Kong and some south nations that are African. Its bid to enter the marketplace
that is Japanese 1994 would not be successful, however it intends to endeavor again.

In September 2007, Amul emerged once the leading brand name that is Indian to
a study by Synovate to learn Asia's top 1000 Brands.

Last year, Amul ended up being named the Most Trusted brand name in the Food and
Beverages sector within the Brand Trust Report, posted by Trust Research Advisory.
rediff.com; "India's top 20 brands: Amul is No. 1

COMPANY PROFILE
Amul (Anand Milk Union Limited)
Type: Business Industry: Dairy,
Founded: 1946,

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Headquarters: Anand, Gujarat, India.

Key individuals: Chairman, Gujarat Co-operative Milk Marketing

Federation Ltd. Tribhuvandas Patel, Dr. Verghese Kurien - General
Manager

Revenue: Increase US$5.9 billion (2019–2020)

Amount of employees: 750 workers of Marketing Arm & 3.6 million milk producer users.

HISTORY OF AMUL

Amul cooperative was registered on 1946 as being a response to the exploitation of

marginal milk manufacturers by traders and agents in small cities December. The
prices of milk had been arbitrarily determined at the time. The us government had
provided Polson a monopoly that is beneficial milk collection from Kaira and its
particular subsequent supply to Mumbai.

The cooperative was further handled and developed by Dr. Verghese Kurien with H.
M. Dalaya. innovation of earning skim milk powder from buffalo milk had been a
breakthrough that is technological revolutionized India's prepared dairy industry.

The procedure ended up being expanded for a commercial scale which led to the
initial modern dairy of the cooperative at Anand with Kurian’s help. This
cooperative would go on to vie against established players on the market

The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon
spread to Anand's neighborhood in Gujarat. Inside a span that is brief five unions in
other districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – had
been arranged, after the approach often described as the Anand pattern.

In 1970, it spearheaded the White Revolution of India. An apex marketing human

anatomy of these region cooperatives, ended up being arranged in 1973 to mix forces
and expand the marketplace while saving in marketing avoid competing against one

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another, the Gujarat Co- Operative Milk Marketing Federation Ltd. The Kaira Union,
which had the manufacturer Amul itto GCMMF with it since 1955, transferred.

In 1999, it absolutely was granted the "Best of all" Rajiv Gandhi National
Quality Award. Technological developments at Amul have afterwards spread to
other areas of India.
The GCMMF is the food products that are largest advertising organization of India. It is
the apex organization associated with the dairy cooperatives of Gujarat. It is the
marketing that is exclusive for items underneath the brand name of Amul and Sagar.
During the last five and a half years, dairy cooperatives in Gujarat have actually
produced a system that is financial links significantly more than 31 lakhs (3.1 million)
town milk products with crores of consumers in India. In 2007, Gujarat Milk that is
cooperative Marketing Ltd., crossed US$ one Billion in its product sales turnover and
entered the elite club of food organizations having this difference from India. [5] The
dairy cooperatives of Gujarat underneath the GCMMF fold crossed milk procurement
of 100 lakhs Kgs in a single more major accomplishment. A day mark on 27 December
2007, which will be the best ever milk procurement accomplished by any dairy system
in India, be it personal or cooperative and the volume that is whole of received was
accepted with no milk holidays and ended up being prepared successfully into milk
along with other milk products.

On 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant
in Mogar, Anand near their headquarters September. The plant that is new been
constructed with an

elevated capacity of 1,000 tons per month contrary to the early in the day 250 tons
per month capacity. GCMMF has invested around ₹300 crores for this task. This is
a completely automated production factory with just minimal intervention that is
human being.
ACHIEVEMENTS:

Amul: Asia’s dairy co-operative that is largest was made long ago in1946 to make the
milk producer self-reliant and conduct milk- company with pride. Amul has become

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the trend setter in bringing and adjusting the absolute most technology that is
contemporary home actions to rural farmers.

Amul history that is created following areas:

a) First self-motivated and autonomous farmers‟ organization comprising of a lot

more than 5000000 milk that is marginal of Kaira District.

b) developed co-operatives which are dairy village level functioning with milk
collection centersowned by them.

c) Computerized milk collection system with electronic scale and accounting

system that iscomputerized.

d) The first and company that is just world to have ISO 9000 standard because of its
farmer’s co-operatives.

age) First to produce milk from powder from excess milk. Amul could be the example
that is live of co-operation amongst the bad marginal farmers can provide opportunity
for the socio- economic development of the under privileged marginal farmers.

AWARDS:

Amul a society that is co-operative its co-operation has led lots of awards in
its benefit. Magsaysay award for community leadership presented in manila,
Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V.
Kurien

1964: “Padmabhusan” honor given to Shri T.K. Patel

1965: “Padmshri awarded was presented with to V. Kurien, basic manager, by the
president of India 1987: “Best Productivity” granted by nationwide efficiency
council for the entire year 1985-86 awarded to Amul dairy.

1988: “Best Productivity” awarded for the 2nd year that is successive- 87 by the
president of India, Mr. R. Venkatrao to Kaira union.

1993: “ICA” Memento towards genuine and co- being self-sustaining worldwide ICA

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regionalworkplace for Asia and Pacific, New Delhi, 1996.

1999: G.B. Birla prize. Moreover, the union that is Amul achieved the prestigious
ISO 9001-2000and HACCP Certificate and results are got to get ISO 14000.

SWOT ANALYSIS

Strengths

The company is Indian that is having origin producing sense of oneness within the
head associated with customers. It manufactures only milk and milk products, which
is solely vegetarian quality that is therefore providing in the minds associated with
the customers its aiming at rural portion, which covers a sizable area of dedicated
clients, which other programshad done not do.

81. People are quite confident for the quality products provided by Amul. Amul has
its base inIndia with its butter and so can certainly market chocolates without fearing
of loses.

Weaknesses

There are many different players which are big the chocolate market, which will act as
major rivals restricting their growth. Not enough money invested in comparison with
other businesses.Incorrect distribution channel in India.

Opportunities

There exists a complete large amount of potential for development and

development as huge population stay static in rural market where other businesses
are not targeting. The chocolate marketplace is at development phase with very less
competition so by launching brand that is new intensive marketing there might be a
good scope in future.

Threats

The hazard that is major from other businesses who contain the bulk share of
consumers in Indian market i.e. Cadburys and Nestle. There is certainly no brand

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name loyalty into the chocolate market and consumers frequently move their
brands. New companies’ entering in Indian market like fantasies fine poses lot
problems for Amul.

ABOUT SERVICES AND PRODUCTS

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amulya," was recommended by way of a quality control expert in Anand. Variants,
all meaning "priceless", are located in several languages which are Indian. Amul
services and products have been around in use within an incredible number of homes
since 1946. Amul Butter, Amul MilkPowder, Amul Ghee, Amul Spray, Amul Cheese,
Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nut Amul, Amul Milk and
Amulya have actually made Amul a food that is leading in India. (return: Rs. 37.74
billion in 2005-06). Amul is just a icon of several things today. Of top- quality
products offered at reasonable costs. Of this genesis of a vast system that is
cooperative. Associated with triumph of native technology. Regarding the advertising
savvy of a farmers' organization. And of a proven model for dairy development.

SERVICES AND PRODUCTS

A. Bread Spared

AMUL BUTTER: utterly butterly delicious

AMUL LITE: Low fat, low Cholesterol Bread Spread

Delicious table Margarine: The Delicious option to consume healthier

B. Powder Milk

Amul spray baby milk food: Nevertheless, mom milk is most beneficial
for infant.Amul instant cream that is full powder: A dairy in your house.
Sagar skimmed milk powder: that is particularly helpful for diet preparations or even
for usageby individuals on low calorie and protein diet that is high.

Sagar tea coffee whitener Amulya dairy whitener: The Richest, Purest Dairy Whitener

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C. Milk that is fresh

Amul milk that is fresh here is the most hygienic milk available for sale. Pasteurized
in state-of-the-art processing flowers and pouch-packed for convenience
Amul Gold Milk:
Amul Taaza Double Milk:
Amul Lite slim and Milk that is trimAmul cream that is fresh
Amul chocolate milk that is cool Amul cool flavored bottled milk: Amul cool Tetra that is
flavored pack

Amul Shakti toned milk: Amul Masti spiced buttermilk: Amul presents the greatest
Quenching that is thirst Drink

D. Cheese

Amul pasteurized processed cheese: 100% Vegetarian Cheese made from

microbial rennet Amul cheese spreads: Tasty Cheese Spreads in 3 flavours which
can be great
Amul Emmental Cheese: The Great Swiss Cheese from Amul includes a sweet taste
that is dryhazelnut aroma.

Amul Pizza Mozzarella Cheese: Pizza cheese...makes great

tasting pizzas Guuda Cheese:
E. For cooking

Amul/Sagar Pure Ghee: produced from fresh cream. Has typical rich aroma and
texture that isgranular. A product that is ethnic by diaries with decades of expertise.

Cooking Butter:

Amul Malai Paneer: Ready to prepare paneer to make your recipes being favorite

Utterly Decisions Pizza: Mithai Mate: Sweetened Condensed Milk - Free moving
and texturethat is smooth. White to creamy color with a taste that is pleasant.

Masti Dahl:

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F. Desserts

Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry
fruits andnuts.

Amul Shrikhand: a treat that is delicious anytime

Amul Mithai Gulab Jamuns: Pure Khoya Gulab Jamuns...best served piping hot.

Gulab Jamuns Mix: Amul Chocolates: the gift that is perfect someone you like
Amul Lassi, Amul Basundi.
G. Health Drink:

Nut Amul: Malted Milk Food created from malt extract gets the protein content that
is highestamong all of the brown drink powders offered in India.

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 CHAPTER: 2

SUMMARY OF LITERATURE
Some studies examine important research in CSR literature and identify critical
research gaps (Carroll 1999; Garriga and Melé 2006; Lee 2008; Secchi 2007). A recent
International Journal of Management Reviews article contends that conceptualizations
of and research on CSR have developed along two avenues (Lee 2008): In terms of the
level of analysis, scientists have relocated from a conversation regarding the macro
social results to an degree that is organizational of CSR and its particular effect on
organizational procedures and performance.
When it comes to the orientation that is theoretical of field, researchers have actually
shifted from clearly normative and ethics-oriented arguments to implicitly normative
and performance-oriented managerial studies.

The high ranking of business duty that is social CSR) on research agendas (Greenfield
2004; Maignan and Ralston 2002; McWilliams et al. 2006; Pearce and Doh 2005)
appears mirrored in theoretical and managerial talks that argue “not only does good the
proper thing to do, but it also results in doing better” 26 (Bhattacharya and Sen. 2004:
9; see also Dunphy et al. 2003; Kotler
and Lee 2005). Because of this, CSR has relocated from ideology to reality, and many
consider it necessary for companies to determine their functions in culture and use
social and criteria that are ethical their businesses (Lichtenstein et al. 2004). Although
businesses increasingly adhere and show their commitment to CSR (Pinkston and
Carroll 1994), many challenge in this effort (Lind green et al. 2009).

Andrew et al (1989) used descriptive statistics to ensure the sooner findings that HR is
the most theme that is disclosed by item, community and lastly by environment. The
research additionally found 15 that medium to large organizations made more
disclosures that are social. These disclosures were primarily declarative and no
sufficient evidence could possibly be collected to confirm or refute the association
between industry and corporate reporting that is social.

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Richardson (2002) reported that between the 1992 and 1996 more than 1000
organizations around the world reported their social and performance that is
environmental. Such disclosures were manufactured in a range of papers covering
reports which can be yearly press announcements and adverts. Of late, there is trend
that is obviously noticeable issuing stand- alone reports on socially accountable
methods.

Imam (2002) present in a research that is empirical all the detailed businesses in
Bangladesh would not offer any details about the environment, human resources,
community, and consumersin 1996-97. Even though some modern companies disclosed
some information that is selective it had been never sufficient in discharging social
responsibilities. Most of the provided information provided by these businesses ended
up being qualitative in nature together with disclosure degree

ended up being inadequate. Except HR most of the reporting was qualitative in

nature. Other aspects like environment, consumer, community involvement and
other aspects being social completely ignored by all of the companies.

Garcia-Ayuso and Larrinaga (2003) Empirical research hypothesized that size;

profitability together with potential environmental impact of this company the key
facets describing the total amount of information disclosed. The environmental
implications regarding the activities carried out by these ongoing companies also
appear to receive more attention from printing media. The outcome additionally
provided proof that two facets straight linked to the quantity of ecological information
disclosed would be the prospective effect that is ecological of industry as well as the
extent of news protection regarding the organizations. It absolutely was discovered
that, on an average, the ongoing company disclosed around 13% of this items within
the index. The results for the regression analysis identified size, profitability and risk to
favorably be dramatically and linked to the disclosure of social duty information.

Nongnooch Kuasirikun & Sherer, 2004 concluded regard to corporate social

reporting practices with theirresearch in Thai and strongly noticed that Thai techniques
are not able to understand their complete potential to work as enabling interaction. The
authors have tossed the flood gates of information available with regard to extreme and

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 hellish working conditions of workers in Thai factories and behavior that is similarly
reckless of business for the reason that country. A decrease that is small the number of
businesses reporting their social and ecological information from 86 percent in 1993 to
77 percent in 1999 was found. The researcher held the opinion that the reduction that is
slight be caused by the economic cycle and business profitability for the reason that as
businesses in Thailand confronted the economic crisis in 1997.

Samuel (2004) present their empirical research that increasing quantity of

organizations in UK, aside from their size are recognizing that business reporting that
is social good for them.
Consequently 80% of FTSE (Financial Times Stock Exchange) - 100 organizations
offer information in one single form or another about their ecological performance,
social impact, or both. Reporting practices varied from very sophisticated and well
managed systems to a mention that is brief annual reports o the firms. Research also
indicated that UK companies are making reasonable efforts to reveal their social and
effortswhich can be environmental.

Guidry (2010) tried to determine whether market individuals see value in the option
that is corporate begin posting a standalone sustainability report. In addition, The paper
found, on an average, no market that is significant to your statement of the release of
the sustainability reports. Nonetheless, in cross-sectional analyses, it absolutely was
discovered that companies with the quality reports that are greatest exhibited much
more positive market responses than organizations issuing reduced quality reports.
Finally, the analysis analyzed identified value just for one stakeholder that is potential –
shareholders.

OBJECTIVE ASSOCIATED WITH THE STUDY

To study the preferences of respondents in buying of selective AMUL items.
To study the organization obligation that is social and analyze the corporate
governanceframework of AMUL.

To offer suggestions on the basis of the total results .

To understand the idea of CRS the study.

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 CHAPTER: 3

DATA ANALYASIS

4.1 WHAT EXACTLY IS CSR?

The conformity that is voluntary of and ecological duty of businesses is known as

Corporate Social Responsibility (CSR). Business responsibility that is social basically
a thought whereby organizations decide voluntarily to donate to a much better society
and a cleaner environment. Business responsibility that is social represented by the
efforts undertaken by businesses to culture through its business tasks and its social
investment. This is certainly also to link the Concept of sustainable development to
your ongoing company’s level. An increasing amount of companies global started
marketing their business Social Responsibility strategies because the customers, the
general public together with investors expect them to behave sustainable as well as
accountable during the last years. In most cases CSR is because of a number of social,
environmental and pressures which are financial. The Term Corporate Social
Responsibility is imprecise, and its own application varies. CSR can not only make
reference to the compliance of human right requirements, labor and safety that is social,
but in addition to the fight against environment change, sustainable handling of natural
resources and consumer protection. The concept of Corporate Social Responsibility
was mentioned 1953 within the book Social duties of the Businessman ‘by William J.
Bowen. However, the term CSR became just popular within the 1990s, as soon as the
beta pharm that is German a generic pharmaceutical company chose to implement
CSR. Industry that is generic seen as an interchangeability of items. In 1997 a halt in
product sales development led the business to the realization that in the medications
that are generic organizations could not distinguish on cost or quality. It was the
prelude for the business to look at CSR being an expression for the business’s values
and as part of its strategies that are corporate. By using strategic and social

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commitment for families with chronically sick children,
Beta pharm took a benefit that is strategic. In July 2001, the European Commission decided
to
introduce a paper that is consultative business Social Responsibility using the title
„Promoting a European Framework for business Social Responsibility. This paper
aimed to launch a debate how the European Union could market business Social
Responsibility at both the European anddegree that is international.

4.2 IMPORTANCE OF CSR

Business responsibility that is social (CSR) plays a major part in developing the
economy of a country. It may be thought as the way an organization manages business
that is different to create a direct impact regarding the society. Companies with a high
CSR standards are able to show

their responsibilities to the stock holders, workers, customers, together with

public that isgeneral.

Business businesses which have high business obligation that is social can attract staff
therefore reducing employee return and cost of recruitment. What's the significance of
corporate obligation that is social? Anybody can offer an answer that is clear this
concern. Companies voluntarily contribute a large amount of cash to create a better
society and a environment that is clean.
Corporate duty that is social a process in which all companies get together as one and
indulge in the welfare regarding the society. Many businesses conduct campaigns
generate understanding among business, civic figures, and government bodies
concerning the significance of corporate duty that is social.

Many nationwide and international organizations are booming in several nations that
are developing. But during the time that is same these nations suffer social challenges
such as for example poverty, corruption, population growth, etc. Consequently, it is
necessary for many businesses to strive together and adapt corporate responsibility that

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is social to really make the society a lot better than before. A business can show an
improved image within the culture in social activities if it cares for its employees and
include them. The duties of an organization may range from providing contributions
that are small executing bigger jobs for the welfare of the society. Many company
homes across the world reveal their commitment to corporate obligationthat is social.

What is the need for corporate responsibility that is social? The clear answer lies in a few
things:

1) Organizations understanding their role in developing a culture and

2) Awareness among company homes, business bodies, plus the people. Versatile,
profitable, and organizations which are dynamic the driving forces that build the
economy of the country. We should understand that the growth of a national nation
purely is based on the growth of the society additionally the people into the society.

4.3 GREAT THINGS ABOUT CSR

The nature of advantages of CSR for any company can vary depending on the nature
associated with the enterprise. The company situation for CSR within a business will
rest on a single likelyor even more of the arguments.

1. Human resources

A CSR programs is definitely a help to recruitment and retention, especially within the
graduate student market that is competitive. Potential recruits frequently inquire about a
CSR that is firm ‘sduring a meeting, and achieving a thorough policy will give an edge.

2. Danger management

Handling risk is really a part that is main of business strategies. Reputation as take
decades to build up is ruined in hours through event such as for example corruption
scandals or accident that is ecological. These can draw attention that is unwanted
regulators, courts, governments &

media. Building a genuine culture of doing the thing that is appropriate a firm can
offset thesedangers.

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3. Brand differentiation

In crowded market places, company’s striving for the selling idea that is unique. That
can separate them through the competition in the minds of consumers. CSR can play
part in buildingclient loyalty according to distinctive values which can be ethical.

4. License to use

Corporations are keen to prevent interference in their business through taxation. By

taking substantive voluntary steps, they can pursuit governments that they are taking
problems such as for instance health & safety, diversity, or the surroundings really
nearly as good citizen that is corporate good impact on the environment.

4.4 DEFINING CORPORATE SOCIAL OBLIGATION

CSR relates to responsibilities corporations have towards culture within which they are
based and run, not doubting the understood proven fact that the purview of CSR goes
much beyond this. CSR is comprehended differently by differing people. Some
perceive it to be a consignment of a company to control its various roles in society, as
producer, boss, client and resident in a responsible manner while for other people it is
synonymous to business Responsibility (CR) or citizenship that is business.

Definition 1: Philip Kotler and Nancy Lee in 2005 defined CSR as "a commitment
to enhance community well-being through discretionary company practices and
contributions of businessresources".

Meaning 2: According to World Business Council for Sustainable Development

Corporate Social Responsibility may be the commitment that is continuing company to
act ethically and donate to economic development while enhancing the total wellbeing
of this workforce and their own families along with of the local community and society
in particular".

Meaning 3: Archie Carroll in 1991 describes CSR as a multi layered concept which
can be differentiated into four interrelated aspects financial, appropriate, ethical and

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obligation that isphilanthropic.

4.5 Corporate Governance

In My Opinion that nothing is greater than a continuing company, but tiny it might be,
that is governed by conscience; and that nothing could be meaner or pettier compared to
a company, butlarge, governed without sincerity and without brotherhood.”

-William Hesketh Lever

Transparency and accountability would be the two basic tenets of Corporate

Governance. We, atHindustan Unilever, feel proud to fit in with an organization whose
visionary founders had set the foundation rock once and for all governance long back
making it a principle that is integralof business, demonstrated in the words above.

Our way of Corporate Governance

To ensure success, we believe, calls for the best requirements of corporate behavior
towards everyone else we use, the grouped communities we touch, therefore the
environment on which we've a visible impact. This might be our road to sustainable,
profitable growth and creating long-term value for our investors, our people, and our
business lovers.

The Company's foundation has therefore been rooted to strict Corporate Governance
concepts. At Hindustan Unilever, we think that the principles of fairness,
accountability and transparency are the cornerstones once and for all governance. The
HUL Code of Business Principles reflectsthe Company's commitment to these axioms.
It's the Company's endeavor to carry on to attain governance amounts which can be
highest.

The Company is in full compliance because of the norms and disclosures in

regards to the compliance because of the demands of Clause 49 of the detailing
Agreement using the StockExchanges.

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BOARD OF DIRECTORS

The Board of Directors for the business represents a mix that is maximum of,
knowledge and experience. The energy that is total of Board of Directors of the
business is 10 Directors comprising a Non-Executive Chairman, four Executive
Directors and five Non-Executive Independent Directors.

COMMITTEES OF THE BOARDAudit Committee

the Audit Committee associated with the business is entrusted with the obligation to
supervise the Company’s internal control and reporting process that is economic.
The Audit Committee additionally checks settings and protection of the Company’s
critical IT applications,

Remuneration and Compensation Committee

The Remuneration Committee is vested with all the necessary abilities and authority to
make sure disclosure that is acceptable the remuneration of whole-time Directors and to
deal with all the elements of remuneration package of all of the such Directors inside
the restrictions approved by the users of this Company. The Compensation Committee
administers the stock choice plan regarding the Company.

Shareholder/Investor Grievances Committee

the Committee especially looks into redressing of investors’ complaints with respect to
move of shares, non-receipt of stocks, non-receipt of announced dividends and
guarantee share transfer process that is expeditious. The Committee additionally
monitors and product reviews the performance and solution criteria associated with
Registrar and Share Transfer Agents associated with Company and provides guidance
that is constant enhance the service levels for investors.

Other Functional Committees

In addition to the above statutory committees, the Board of Directors have actually
constituted other functional committees such as committee for approving disposal of

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surplus assets of the Company, committee for allotment of stocks under ESOP to
raise the amount of governance as and also to meet up with the company that is
specific.

4.6 CORPRATE SOCIAL RESPONCIBILITY HELD BY AMUL

Business responsibility that is social (CSR) has been thought as the commitment of
company to contribute to sustainable economic development dealing with
employees, their loved ones, the neighborhood community, and society at large to
improve their wellbeing, in many ways that are both beneficial to business and good
for development.

The worker, the provider, the customer, the civil culture, while the environment to
meet because of the CSR it is expected that a company in its whole procurement-
production processing- marketing chain should give attention to human development
relating to the producer.

Certainly, an extremely task that is tough. Many businesses would flounder in

perhaps not truly having the ability to achieve one or more or a lot of objectives. But
AMUL shows the way in which.

CSR-sensitive Organizational Structure

AMUL is just a co-operative company that is three-tier. The tier that is first the co-
operative culture during the village, of which; milk producers are voluntary people,
managing the co- operative through a democratically elected 9-member managing
committee, and doing business by buying milk from people and offering it to your
region level co-operative. There are many more than 11,000 cooperatives in villages
of Gujarat.

The second tier could be the district co-operative that processes milk into milk
products, markets locally and sells excess to the state co-operative for national and
marketing that is international. You can find 12 district co-operatives each being
handled by way of a board that is 15-member by the school comprising the nominated
representatives or chairmen of this village co-operatives. Third tier is the state level co-
operative - the Gujarat Co-operative Milk Marketing Federation (GCMMF) responsible

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for nationwide and marketing that is worldwide of and dairy food produced and sold to
it. The board manages the GCMMF democratically elected by and from between the
chairmen of the region co-operatives.

The complete framework that is three-tier the GCMMF at its apex is really a unique
organization since it encompasses the entire string from manufacturing of natural
product to reaching the consumer with the end item. Every function involves
intervention that is human 23.60 lakh main milk producers; 35,000 rural workmen
much more than 11,400 town societies; 12,000 workers in 15 dairy plants; 750
marketing experts; 10,500 salesmen in circulation network and 600,000 salesmen in
retail network. Accumulation of peoples’ capital is sine qua non for the development
and growth of any enterprise or economy. The GCMMF is sensitive and painful
towards CSR. It believes that technology and capital are replicable inputs although not
the capital that is human being. The GCMMF lays emphasis on their development into
competent, courteous, credible, reliable, responsive communicators and performers
since guys are the foundation for attaining the CSR.

Other Functional Committees

Independent of the above statutory committees, the Board of Directors have actually
constituted other functional committees such as for example committee for approving
disposal of surplus assets of the Company, committee for allotment of shares under
ESOP to improve the degree of governance as and also to meet with the company that
is particular.

CSR-sensitive Business Philosophy

The action that is first discharging the CSR could be the company philosophy of this
GCMMF. It really is twofold: one, to provide the passions of milk producers and
second, to offer quality products to customers as value for money. Development of an
system that is organizational ensured that the organization social duty towards the

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principal milk producers, town additionally the environmental stability is fulfilled. The
milk producers are taken care of their milk according to market forces and realization of
value for their produce. Invariably the purchase price

compensated to your member-producers in Gujarat is greater by 15 % compared to

average thatis nationwide.

CSR-orientation to Distributors & Retailers

The GCMMF has identified the suppliers and retailers are its link that is essential in
vendor supply string. Through surveys the GCMMF unearthed that 90% for the
distributors do not get any opportunity of experience of management techniques which
are latest. The GCMMF noticed in main-stream business and compete with people that
have formal learning management it was a business social responsibility to strengthen
the key company processes of its distributors in order to have them. The GCMMF has
developed and trained all its distributors through Value-Mission- Strategy Workshops,
competence building, Amul Yorta, Amul Quality Circle conferences, computerization,
and business that is electronic.

Competency Building Module associated with GCMMF is intended to infuse selling

that is professional by making the suppliers and their salesmen aware of latest product
sales management tools and methods; enhance their knowledge of services and
products; placement and segmentation strategies for different products. The suppliers
and their salesmen are taken on a visit to Anand under Amul Yorta. In this see they are
shown dairy plants, their upkeep, worldwide criteria of hygiene and quality; the
practices used for clean milk manufacturing, and most importantly the philosophy that
is cooperative. The suppliers and salesmen realize AMUL is really a large company of
small farmers through one to one consult with the farmers. The see actually leaves an
everlasting impression on their minds that by offering AMUL products, they're
discharging a duty that is social numerous poor farmers whose livelihood is dependent
upon their skill and integrity. They feel proud that they're individuals in growth of rural
culture and thus in nation building.

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Earnings of GCMMF

Nurturing its primary members - the milk producers - may be the mission that is first of
GCMMF. Discharge with this responsibility is reflected in how where the GCMMF
conducts its business and shares its profits. The milk from the village co-operatives is
bought at a cost that is interim. In order to maximize the wages associated with the milk
manufacturers the product is changed by the GCMMF profile through the financial and
directs its sales and marketing tasks towards those products which would bring in
maximum returns. True! Every business company follows the principle that is same.
But the GCMMF follows it utilizing the interest that is main of manufacturers. The
ultimate pricing is announced greater than the interim price being paid during the
financial, because the GCMMF finds that from its earnings you'll be able to pay more
to the manufacturers for milk. The co-operatives are paid ‘price difference ‘, the total
amount between the interim cost as well as the final price prior to the GCMMF closes
its financial accounts. Hence revenue associated with GCMMF is very low. The
revenue that is netPADT) of this GCMMF during 2003-04 ended up being Rs 7.31
crore against a return of Rs 2,947 crore, a

meager 0.25per cent. Further out from the profit that is web of 7.31 crore, Rs 4 crore
was handed as share dividend towards the cooperatives. The GCMMF works on razor
slim profits and retention of funds to fulfill its corporate social duty towards its milk
manufacturers and cooperatives.

CSR-oriented to Staff

The GCMMF hires and trains individuals to make the most over its rivals. It's
developed modules that are in-house training and competence building to enhance and
upgrade of their knowledge; communication skills to understand the client, be attentive
to client demands, and communicate obviously for difficulty shooting of issues. They
truly are likely to be courteous, friendly, respectful, and considerate towards the
consumer. To improve the credibility and trustworthiness of the supervisors it is
necessary they perform consistently and accurately any right time and also at all times.
The structure of salary and perquisites is altogether different. The very first and most
important the staff must get satisfaction through the working job they. These are

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typically recognized because of their contribution (Climate Survey) CSR-AMUL
WAY.

CSR Initiatives Amul Relief Trust

An earthquake that is devastating Richter scale – 7.9) hit Gujarat on 26th January
2001. The epicenter regarding the quake was situated in Kutch district. It caused
loss of numerous of people, tens of thousands had been hurt, thousands were
rendered homeless and harm of vastamounts of Rupees was done.

GCMMF formed an organization that is certain "Amul Relief Trust" (ART) under the
Chairmanship of Dr. V. Kurien in 2001 having a donation of Rs. 50 Million for
reconstruction of this academic college buildings damaged into the 2001 earthquake
into the Kutch area.

The Trust reconstructed 6 schools damaged by the earthquake that is above a cost of
Rs. 41.1 million in Kutch area. Four of these schools started re-functioning from the
last two scholastic sessions together with other two schools from the session that is
current.

➢A college reconstructed by Amul Relief Trust in the earthquake affected Ratadia

Village inMundraTaluka of Gujarat.

➢A school reconstructed by Amul Relief Trust within the earthquake impacted

Nana AsaliaVillage in MundraTaluka of Gujarat.

➢A school reconstructed by Amul Relief Trust into the earthquake affected Toda
Village in MundraTaluka of Gujarat.

➢A school reconstructed by Amul Relief Trust into the earthquake affected Moti
Bhadai Villagein MandviTaluka of Gujarat.

➢A school reconstructed by Amul Relief Trust within the earthquake impacted

Kathada Villagein MandviTaluka of Gujarat.

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AMUL Scholar Amul Scholarships:

To encourage outstanding children of farmers in pursuing higher studies Amul

introduced scholarship schemes in 1992. The kids receive scholarships for pursing
Diploma, Graduation, Post-Graduation and Doctorate. Every year the outstanding
kiddies are identified from the villages and scholarships are offered to fulfill their
dream of attaining excellence that is educational. This work has motivated
significantly kiddies to excel inside their studies and distribute training in rural
areas.

Amul Scholar Felicitation Programmer:

Annually felicitate that is Amul kiddies of workers who've guaranteed highest marks
in tenth, 12th standards and Gold Medalist in graduation. Amul Scholars’ Felicitation
Programmer ended up being initiated in 2004 and has facilitated many outstanding
students of Amul household.

Amul Vidya Shree & Vidya Bhushan:

Amul’s vision is always to see an informed, talented and youth that is strong a
developed India of the future and thus contribute towards country building. We at
Amul believe that the

education that is sound of youth could be the foundation of each state. Hence it's the
most constituent that is basic a developing nation like ours. Towards this philosophy,
Amul Vidyashree & Vidyabhushan Awards have already been instituted to
acknowledge the brilliance of the learning students across India plus the quality of
training & guidance imparted by the schools they learn in. The inception of these
honors dates back to 2004-05.

The Awards recognize the academic brilliance of Class 10th and 12th merit that is
top across India as well as the quality of training and guidance imparted by the
schools they learn in and

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thereby encourage the nature of enlightenment among today’s youth. Into the year that
is first of Award Foundation, Amul honored 500 students in Gujarat as well as other
parts of India. Within the year that is second acknowledged further 2267 students
across schools in India. Moving ahead (2006-07) Amul instituted Amul Vidya
Bhushan” awards to recognize the toppers of standard assessment that is 12th. The pan
India information on these prizes can be purchased in backlinkswhich are after.

It is India’s to begin its sort award that recognizes and benefits brilliant minds of
India. By winning this honor, not only the educational pupil gets recognized, but
in addition it help the schools to enhance their image being an academy that
imparts quality education, worth emulating by others.

Dairy Demonstration Farm

As an element of Amul’s effort that is continuous enhance the socio-economic

conditions and livelihood of dairy farmers, Amul has come down with different
schemes to improve cattle holding per farmer therefore their earnings.

A demonstration that is dairy (DDF) was create at Mogar to demonstrate clinical

methods of dairy farming. The project envisages motivating the farmers to use
yielding that is high and contemporary helps to boost milk production

Tribhuvandas Foundation

Tribhuvandas Foundation is an Integrated Rural Health & Development Programs of

Amul. Inspired by the great success of round the clock health care services towards the
livestock of dairy farmers of Kaira, Shri Tribhuvandas Patel, the Founder Chairman of
Amul felt the necessity of such something to the rural population too by lack of

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medical services in rural villages of Kaira as he could learn and feel the afflictions
brought to them. He donated the prize money of their Ramon Magsaysay Award
additionally the fund he received from Kaira farmers on his retirement, for their
lifetime solution for them, to create this Foundation up. Dr. V. Kurien also played a part
that is active this set up. It had been registered as a Charitable Trust under the Public
Trust Act 1950, on 1975 July.

The Foundation derives its uniqueness from the undeniable fact that it's a programs that
are need- based villagers and it is run by the villagers by themselves. It fulfills the
wellness that is basic requirements for the villages. Aside from supplying therapy that is
main different typical conditions, the Foundation can be earnestly associated with
advertising preventive wellness methods. It really is headquartered at Anand with sub-
centers spread over the region Anand and Kheda. The Foundation includes a dedicated
Team of Medical Officers, Nurses, Administrative staff, Dais (Traditional Birth
Attendants) and Village Health Workers to deliver facilities that aremedical.

Additionally, provides training that is continuous retraining to Village Health Workers

who're selected from villages with the help of the Dairy Co-operative Societies. This
enables the Village Health Workers to carry out health training and wellness that is
primary from door-to-door, in groups and at the Dairy Co-operative Societies Centers
with full confidence. The training targets primary medical care, waterborne disease,
know the body, maternity additionally the delivery period, new born care and care
associated with the poor youngster, growth monitoring, breast feeding, common
infection of youth, malaria, tuberculosis. Training is also imparted on other topics
while the need arises.

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Blood contribution

Amul in relationship aided by the Indian Red Cross Society make an effort to
motivate, encourage and initiate humanitarian solutions to reduce, alleviate
preventing suffering that is
individual all times to contribute for “Humanity to Peace”. Towards this objective
Amul initiated blood contribution campaign since 1987. Blood donation camps are
organized frequently in rural areas through Village Dairy Cooperative Societies.
Likewise, camps are organized in Amul Dairy Campus wherein employees and their
family unit members join in donating blood. In addition, Amul organizes donation of
blood on crisis. Amul has produced trend in donating bloodstream tothe culture.

Tree Plantation

GREEN GUJARAT TREE PLANTATION CAMPAIGN BY MILK PRODUCERS

OF DAIRYCOOPERATIVES

Amul Coops plant more than 311.98 lakhs trees

Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL

happen celebrating the country's Independence Day in a fashion that is unique planting
lakhs of saplings across Gujarat and possess taken on a committed want to save the
environmental surroundings by growing trees, making India green and therefore
reducing the effects of global warming. The milk producers of Gujarat Dairy
Cooperatives are conducting mass tree plantation drive any on Independence Day for
last five years’ year. In final 5 years (2007 to 2011) the milk producers

have planted around 311.98 lakhs trees). Many feature that is striking of entire
programmers was it happens to be initiated by milk producer users associated with the
dairy cooperatives. The truth that is unique the programmer was that the milk producer
members used the oath to guard tree saplings till it survives and grows into tree.

Through the years, as a result of agriculture that is intensive dairying various natural
resources are becoming consumed at faster pace in Gujarat state of India. The state

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level apex human anatomy of dairy farmers in Gujarat provided a thought that is
serious this way and discovered a novel idea for giving back again to nature. The
concept ended up being member that is “one tree" plantation on our 60th Independence
day - 15th August 2007.To put this notion into the training a design team constituting
of representatives of member unions had been formed. The team accepted the theory
by heart and instantly decided to spread it among farmer users of town dairy societies
being cooperative. Then a fundamental concept had been communicated to farmer
members as well as all welcomed it and enthusiastically agreed to implement the
theory. The design group chalked out of the road map for various activities for smooth
implementation of the concept. Execution teams had been created at district union level
to give form that is last put the plan in action. Village degree coordinators had been
identified and they had been taught to streamline activity of tree plantation. Various
awareness materials had been prepared. Through various communication news farmer
members were made aware of benefits of tree plantation activity routine

The plantation that is entire was coordinated at all of the three tiers of Anand pattern -
at village, after the banner hoisting ceremony. Then individually they planted sapling
on their very own at their areas that are identified their farm, near their property, on
Farm bunds, etc. They have taken care that is important ensure that this sapling endures
and additionally they also reported about the success to village level coordinator and
region milk unions after five months. In this manner, 18.9 lakh trees were planted on
15th 2007 august. This is only the start, the Village Dairy Cooperative Societies of
Gujarat as being a mark of respect for the country made a decision to conduct event that
is such every Independence Day and accepted 15th August (independency time) as
being a "Green Revolution Day by Afforestation to Protect Mother Earth from
Pollution,Climate change and international Warming".

But all of this required preparation that is immaculate execution. An action plan of tree
plantation system was drawn up months back in advance. The organization of a task
force for this program was applied following the identification of the main coordinator
for every region milk union. Roles and duties had been assigned every single

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understood user and section of procedure allocated. Each union issued a circular
towards the Dairy Cooperative Societies regarding the system and arranged
conferences utilizing the communities covered after planning the overall action plan.
At the village degree, coordinators had been identified in respect

associated with the villages become covered therefore the real wide range of
saplings needed. Alongside logistical plans contact that is direct founded with
different agencies for receipt ofsaplings.

Point Methodology that is wise of of system is really as following:

1. Member Unions had been informed concerning the system and stations of
procurement ofsaplings, very nearly six months before to date that is planned of.

2. Continuous follow up were obtained from the known member unions concerning
the status oftasks prepared for this system.

3. A meeting on tree plantation system happened at GCMMF Ltd., Anand almost an

ago by whichstatus of action plan was each Member Union was discussed at size thirty
days.

4. Milk Unions identified the coordinator for this program and arranged a job force for
the execution that is prosperous of system. The coordinator at Milk Union degree
chalked out general action policy for the scheduled system and assigned roles and
responsibilities and area ofprocedure to each person in task force.

5. Milk Unions (MUs) released circular for their respective VDCSs (Village Dairy
Cooperative communities) mentioning the game that is entire procedure planned for
the event associated with the program. In circular details for milk producer people to
make necessary preparations like deciding the area, digging the pit, looking after
saplings etc. well ahead of time had been additionally supplied. The circular was put
on notice board of VDCS.

6. MUs task force people contacted & communicated concerning the concept to
VDCS and identified the town degree coordinator and assigned them roles and
duties.

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7. MUs Coordinator correctly explored and communicated the saplings acquiring
details which are sources/nursery VDCSs. They also ensured that saplings reach the
VDCSs before 3 times.

8. A press note was served by the coordinator associated with programs at MU level
and which were given within the newspapers for a before tree plantation to improve
morale of producer users and mentally create them for the execution of programs on
following day.

9. At time of handing over the saplings to members from VDCS, the producer
members took oath to safeguard the saplings and accepted the responsibility for
successfully growing the sapling into tree.

10. On fifteenth August, after the milk collection procedure, at the same time that is
pre-decided at VDCSs were sounded or other means like beating Thali/utensil,
loudspeaker etc. were utilized to facilitate the gathering producer people over time at
pre-decided place in the village for celebration of Independence Day in VDCS
premises, typical plot, college etc. The tree plantation activity was performed by the
producer people after banner hoisting ceremony.

11. The milk producer people planted the trees after doing the Puja (worship) of
saplings beforeplanting them in a lot of villages.

12. To add fervor and enthusiasm within the system at many places the Chairman,
Managing Director and Board of Directors of Member Unions took part in the
program.

13. Next after the program on a post program press note was prepared giving
details of this system parties along with photographs time. Similar notes being
such posted in household magazines/ newsletters.

14. The MU's had been asked to submit the report on tree plantation activity after the
completionof this programs.

15. MUs conducted survey after 5 months to obtain the survival price out of sapling
underneaththe programs.

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Rural Sanitization Campaign

Amul Dairy has launched a scheme that is novel total rural sanitation and set a target
for itself whereby not just a solitary milk producer will attend to nature’s get in touch
with the open. The Dairy using the support of District Rural Development Agency
(DRDA) will provide interest loans which are free its milk producers in Anand and
Kheda districts to setup ‘pucca’ toilet obstructs, that may not just assist ladies milk
producers avoid embarrassment but will even guarantee hygiene.

‘In five years’ time that is’ dairy wishes to achieve the target of supplying 100 percent
bathroomfacilities in every village where Amul features a milk culture.

The mission isn't just about bringing an alteration that is cultural imbibing good
practices among milk manufacturers but also targeted towards motivating hygienic
techniques in the milk supply chain.

Amul has ready a model bathroom that is low-cost that costs Rs. 11,500 per unit. A
pastime free loan worth Rs.4300 returnable in four years’ time while DRDA will help
this effort through subsidy ranging between Rs.4500 and Rs.4600 for BPL/APL
families, Amul provides its members. A member will pay this loan up by getting
Rs.100 per thirty days deducted from his/her bill.

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 CHAPTER: 4

RESEARCH METHODOLOGY

5.1 Research objectives

Study of company profile of “AMUL”

Study of basic management techniques of “AMUL”

5.2 Sourced Elements of Data:

Primary information and information being additional gathered for present study:

a) main Data: The researcher collected information within the main data is
predicated onquestionnaire and study method utilizing the analysis that is analytical

b) Secondary Data: the data that is secondary gathered through other ways which
can be byInternet, Journals, newsprint, reference book and Textbooks.
5.3 Method use for determining the program that is
sampling The researcher used sampling that is
random to gather data.

5.4 Sampling Plan:

The sample size constituted of 84 participants in family members, friends, junior,

seniors and Bhiwandi area.
5.5 Data collection instrument:

The kind of tool useful for data collection for surveying had been Questionnaire.
5.6 Rating Scale:

Likes scale ended up being used in the questionnaire.

5.7 Data analysis and processing plan:

The data was prepared and analyzed by using percentages using sheet that is exercise .

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 CHAPTER: 5

CONCLUSIONS AND RECOMMENDATIONS

CONCLUSION

After the completion of dissertation called CORPORATE SOCIAL DUTY OF AMUL

‘I would personally prefer to conclude that, the many benefits of a corporate duty that is
social are unmistakeable: greater efficiency among workers, improved reputation in the
marketplace, better made communities and successful companies causing the
effectiveness of the economy. Business leaders and consumers are becoming
increasingly socially conscious and they are seeking out possibilities to work with like-
minded individuals and businesses. Running a CSR that is robust
that is actually communicated will increase a company’s competitive side and help
place it forlasting success.

In today ‘s era that is competitive processes an important role to play. CSR initiatives
practiced by the ongoing organizations contribute to the revenue and success for the
company. For example, within the success of AMUL, numerous CSR initiatives have a
role that is important play since it is among the success factors of AMUL.

TIPS

1.The firms CSR that is exercising should details about the results of these CSR
initiative.This might assist the stakeholders to better understand the initiative.

2.Companies should focus more on CSR initiatives since it leads to the gains which
can begrowing the business.

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BIBILOGRAPHY

• https. slideshare that is://www

• http://www.amuldairy.com/index.php/csr-initiatives/rural-sanitation-campaign

• file:///C:/Users/HP/Downloads/csr%20of%20amul.pdf

• www. google.com

• AMUL REPORT.

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