This is about the FMCG Industries that they use Positive or Negative Motivation in their Advertisements and explain by taking some examples of particular one product Germ Protection Soap.

1. Positive or Negative
Motivation: FMCG
Industries
Presented By:
Abilash Kumar Bhagat 8401
Deepak Kumar 8408
MBA Sem. 3rd

2. Contents:
• Motivation
• Positive and Negative Motivation
• FMCG
• Top FMCG Companies
• Examples
• Conclusion

3. Motivation:
• The term ‘Motivation’ has been derived from the word ‘Motive’
which means ‘Anything that initiates or sustains activity’.
• Motivation is something that moves a person to action, and
continues him in the course of action already initiated.
• Motivation is a Driving Force that people that propels people to
action and continuous them to action.

4. Motivation Process:

5. Positive and Negative Motivation:
• Positive Motivation: Positive Motivation makes people willing to do
their in the best way they can and improve their performance.
• E.g.: Rolex

6. Cont’d:
• Negative Motivation: Negative Motivation means the act of forcing
employees to work by means of threats and punishment. Sometimes,
must initiates some against employees with a view to discouraging
them understand behavior.
• E.g.: Crimsafe Security Screens

7. FMCG:
• It stands for ‘Fast Moving Consuming Good’.
• 4TH Largest Sector in the Indian Economy with Household and
Personal Care, according to Accounting for 50 percent of FMCG
sales in India.
• FMCG market in India is expected to grow at a CAGR of 14.6 %,
and is expected to reach US$ 103.7 Billion by 2020 from US$ 49
Billion in 2016.

8. FMCG Companies:
• Hindustan Unilever Limited (HUL).
• Indian Tobacco Company Limited (ITC).
• Goderj Consumer Product Limited (GCPL).
• Amul.
• Birtania India Limited.
• Dabur India Limited
• Nestle.
• Patanjail.
• Parle Agro.
• Halidiram’s.

9. 1. Hindustan Unilever Limited (HUL):
• India’s largest FMCG company with a heritage of over 80 years.
• Founded: 19 Oct. 1933.
• Headquarter: Mumbai.
• Products: 1. Food
2. Personal Care
3. Home Care
4. Water Purifiers

10. Example:
• Segment: Personal Care.
• Product: Lifebuoy.
• Motivation: Negative and Positive.
• Target Consumers: Children, Boys, Girls and Women.

11. Cont’d:

12. Cont’d:

13. Cont’d:

14. Cont’d:

15. 2. Indian Tobacco Company Limited
(ITC):
• India’s foremost Multi-Business Enterprise.
• India’s no. 1 in Packaging and Paperboards.
• The only company in the world to be Carbon Positive, Water Positive
and Solid Waste Recycling Positive.
• Founded: 24 Aug. 1910.
• Headquarter: Kolkata.
• Products: 1. Tobacco.
2. Food.
3. Personal Care.
4. Stationary.

16. Example:
• Segment: Personal Care.
• Product: Savlon.
• Motivation: Negative and Positive.
• Target Consumers: Children, Boys, Girls and Women.

17. Cont’d:

18. Cont’d:

19. Cont’d:

20. 3. Godrej Consumer Product Limited
(GCPL)
• Clinch the 3th Position in the India Market.
• Launched: 14 March 2001.
• Headquarter: Mumbai.
• Products: 1. Personal Care.
2. Cleaning Agents.

21. Example:
• Segment: Personal Care.
• Product: Godrej No. 1 Germ Protection launched on 13 July 2016 and today it
has extinct from the market.
• Motivation: Negative.
• Target Consumers: Women.

22. Cont’d:

23. Conclusion:
• By all these FMCG products which are related to the protection of our body
from germs. In all these companies that I discuss in the previous slides, they
use the Negative Motivation. Initially, they focus only and only on the Hygienic
Problem. Later on, they come with dual specialization in one soap by
Hygienic and Softness Problem and the marketer playing with the minds of
people by telling them that children are infected as well as their mothers are
also infected. Due to all this, the marketer is successful in all its strategies to
some extent.
• We know that India is a emotional country, Rationality does not work and we
live in joint family and we are emotionally attach with our family members and
society. This is good for marketer to sell the products by the fearful appeals.
Once this occurs that means marketer is successful in creating a fear in the
mind of the people and sell products easily and make money.

24. Thank You