Advertisements are the most powerful means for communicating the marketing message to the target audience. The presence of likeable attributes in ads has profound effect on the mindset of the audience and results in creating a positive image about the ads and consequently, the brands. This article focuses on understanding and using likeability in television commercials.

Cost Analysis Model (CAM) aims to determine the optimum level of milk procurement to ensure minimum profit. If the available milk equals or exceeds this optimum level, only then the route under consideration should be used. The objective is the optimization of the milk collection process so as to bring down the transportation cost as well as the total overhead. A study was done on Dinshaw’s at Nagpur to develop the CAM.

The increase in the volume of business and the gradual shift from the production era to the marketing era has created a demand for a more efficient transportation, distribution and warehousing system which has ultimately led to the evolution of supply chain management. The company’s value chain provides a systematic and continuous check on all these critical activities. Companies are striving to remain in intense competition. Most of the industries have become fragmented with a conspicuous characteristic of having numerous players. Supply Chain Management (SCM) has now effectively evolved from logistics as a pure function and an effective tool of logistics.

In the Fast Moving Consumer Goods (FMCG) Industry the intensity of competition is the highest, the customers are many, the involvement of the customers is high and the frequency of purchases is very high. From this we can gauge the importance of SCM.

Particularly speaking of perishable FMCG products, the role of SCM is very vital. The operational efficiency can be increased and the objectives of modern marketing can also be achieved through SCM. All organizations today strive for sustenance, growth in terms of a larger market share apart from revenue generation; beyond this the objective, Customer Relationship Management (CRM) can also be achieved by giving better customer service through SCM. Today, customers are exposed to a number of choices in the market, and hence, maintaining the competitive position is also a key to success. The modern customer demands time, space, place, possession and utility at the same time. SCM has also taken a new shape with the help of technology in the form of e-SCM, which a number of companies are adopting to the delight of the customer.

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