hul project amitsingh
TRANSCRIPT
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MARKETING RESEARCH ON CONSUMER
BEHAVIOUR
FOR WATER PURIFIER
A PROJECT REPORT
PGDM III. Sem
in partial fulfillment for the award
of
POST GRADUATE DIPLOMA IN MANAGEMENT
Sumitted by
Amit kumar Singh
ROLL.NO- 54/JKBS/PGDM/AICTE-10
Under the guidance of Under the supervisionof
Mr. Pravash gosh Mr. Miraj khalid(Faculty of Marketing) (TSO,HUL)
J.K.BUSINESS SCHOOL, DAMDAMALAKE ROAD, BHONDSI, GURGAON - 122102
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BONAFIDE CERTIFIACATE
Certified that this project report MARKETING RESEARCH ON CONSUMER
BEHAVIOUR FOR WATER PURIFIER is the bona -fide work of AMIT KUMAR
SINGH who carried out the project work under my supervision.
Mr. Pravash Gosh Mr. Mirajkhalid
(ACADEMIC CO-ORDINATOR PGDM ) (SUPERVISOR)
Jkbschool Gurgaon
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DECLARATION
I, Amit Kumar Singh , hereby declare that the project work entitled MARKETING
RESEARCH ON CONSUMER BEHAVIOUR FOR WATER PURIFIER is an
authenticated work carried out by me at HINDUSTAN UNILIVER LIMITED under the
guidance of Mr. Miraj khalid for the partial fulfillment of the award of the Diploma of PGDM
and this work has not been submitted for similar purpose anywhere else except to JKbschool,
Gurgaon , approved by AICTE.
Date:
Place: (AMIT KUMAR SINGH)
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ACKNOWLEDGEMENT
I take this opportunity to express my gratitude to the Management of HUL at Gurgaon for
providing me the opportunity to get an exposure of their esteemed unit.
I am sincerely thankful to the Marketing department for coordinating my training and explicitly
express my thanks to Mr. Miraj khalid for their continued help and guidance during my stay
there.
Last but not the least, I express my deep gratitude to my mentor Mr. Pravash gosh for sending
me to a large integrated water division of Pure it of HUL and giving me a chance to acquire
experience of my lifetime.
I also express my thanks to parents and all family members and friends who directly or
indirectly provided me their moral support.
(Amit kumar singh)
054/JKBS/PGDM/AICTE
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EXECUTIVE SUMMARY
Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch Company Unilever. Both
Unilever and HUL have established themselves well in the Fast Moving Consumer Goods
(FMCG) category. In India, the company offers many households brands like, Dove, Lifebuoy,
Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were
also rewarded when four of HUL brands found place in the Top 10 brands list for the year
2008 published in The Economic Times .
Unilever was a result of the merger between the Dutch margarine company, Margarine Unie ,
and the British soap-maker , Lever Brothers, way back in 1930. For 70 years, Unilever was the
undisputed market leader but now faces tough competition from Proctor & Gamble and
Colgate-Palmolive.
HUL is also known for its strong distribution network in India. In order to further strengthen its
distribution, HUL launched a Project SAFE WATER ZONE in 2004 in Chennai. The idea
behind this project was to protect lives to water borne disease such as typhoid, jaundice anddiarrhea. In 2007 water division started national. Now it presents in all states and already
protected 15 million lives.
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TABLE OF CONTENTS
SerialNo.
CONTENTS
1 Project title2 Bonafide Certificate3 Declaration4 Acknowledgement5 Table of content6 Executive Summary7 List of Figures
8 Company profile:-
9 Introduction of HUL10 History
11 Doing well by Doing good12 Distributor Channel13 Brand for life:-14 Food brand15 Home care brand16 Personal care brand17 BCG matrix18 Corporate social responsibility19 Swot analysis
Introduction of the Topic
24 Product Profile :-25 Water Pure it26 Stages of Purification27 Introduction of Pure it28 Some basic facts on water
problems29 Product analysis(pure it)30 Model of pure it31 Performance testing32 Competitors33 How a pure it better than other
method of water purifiers
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Place/ distribution strategy of Water purifier
Scope and objective of the study:- Scope of the study
Objective of the study43 Research Methodology:-44 Research Design45 Sampling plan46 Assumptions of the study47 Data analysis48 Data collection49 Research approach50 Research instruments
51 Questionnaire Sample size
Universe
52 Data Analysis & Interpretation53 Findings & Recommendation
from the project54 Limitation of the study
58 Conclusions60 Bibliography61 Annexure
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LIST OF FIGURES
Clustered column chart
3-D clustered column Clustered cylinder chart 3-D Clustered cylinder chart Pie chart Exploded pie chart
KEY WORDS
Hul : Hindustan Uniliver Limited FMCG : Fast moving consumer goods BDO : Business Development Officer FY : Financial Year
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COMPANY PROFILE
&
INTRODUCTION
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Company Profile
Type : Public company BSE: HUL
Industry: Fast Moving Consumer Goods (FMCG)
Founded : 1933
Headquarter: Mumbai, India
Key people
: Harish Manwani (Chairman),
: Nitin Paranjpe (CEO and Managing
Director)
Products : Home & Personal Care, Foods, WaterPurifier
Revenue : Rs 19,401 crore (US$ 4.45 billion) (2010-
2011)
Employees : Over 65,000 direct & indirect employees
Parent : Unilever Plc
Website : www.HUL.co.in
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Fast_Moving_Consumer_Goodshttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Harish_Manwanihttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Websitehttp://www.hul.co.in/http://www.hul.co.in/http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Harish_Manwanihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Fast_Moving_Consumer_Goodshttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Types_of_business_entity -
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Introduction to HUL
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company,
touching the lives of two out of three Indians with over 20 distinct categories in Home &
Personal Care Products and Foods & Beverages.
The c ompanys Turnover is Rs. 19,401 crores (financial year 2010-11).
HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer
goods with strong local roots in more than 100 countries across the globe with annual sales of
44 billion in 2011 . Unilever has about 52% shareholding in HUL
Hindustan Unilever was recently rated amongst the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in
partnership with Fortune magazine and the RBL Group. The company was ranked number one
in the Asia-Pacific region and in India.
The mission that inspires HUL's more than 36,000 employees, including over 1,350 managers,
is to add vitality to life". The company meets everyday needs for nutr ition, hygiene, and
personal care, with brands that help people feel good, look good and get more out of life. It is a
mission HUL shares with its parent company, Unilever, which holds about 52 % of the equity.
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History
HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as
Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg.
Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee
strength of over 15,000 employees and contributes for indirect employment of over 52,000
people. The company was renamed in June 2007 to Hindustan Unilever Limited.
The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever
Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of
Worlds Most Reputed companies in 2007
Heritage
HULs heritage dates back to 1888, when the first Unilever product, Sunlight, was introduced in
India. Local manufacturing began in the 1930s with the establishment of subsidiary companies.
They merged in 1956 to form Hindustan Lever Limited (The company was renamed Hindustan
Unilever Limited on June 25, 2007).
The company created history when it offered equity to Indian shareholders, becoming the first
foreign subsidiary company to do so. Today, the company has more than three lakh resident
shareholders. HULs brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Sunsilk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, Kwality-
Walls - are household names across the country and span many categories - soaps, detergents,
personal products, tea, coffee, branded staples, ice cream and culinary products.
They are manufactured in over 35 factories, several of them in backward areas of the country.
The operations involve over 2,000 suppliers and associates. HUL's distribution network covers
6.3 million retail outlets including direct reach to over 1 million.
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Doing Well by Doing Good
HUL believes that an organizations worth is also in the service it renders to the community.
HUL focuses on hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases
and water footprint. It is also involved in education and rehabilitation of special orunderprivileged children, care for the destitute and HIV-positive, and rural development. HUL
has also responded in case of national calamities / adversities and contributes through various
welfare measures, most recent being the relief and rehabilitation of the people affected by the
Tsunami disaster, in India.
HULs Project Shakti is a rural initiative that targets small villages populated by less than 5000
individuals. Through Shakti, HUL is creating micro-enterprise opportunities for rural women,
thereby improving their livelihood and the standard of living in rural communities. Shakti also
provides health and hygiene education through the Shakti Vani programme.The program now
covers 15 states in India and has over 45,000 women entrepreneurs in its fold, reaching out to
100,000 villages and directly reaching to over three million rural consumers.
HUL also runs a rural health programme, Lifebuoy Swasthya Chetana. The programme
endeavours to induce adoption of hygienic practices among rural Indians and aims to bring
down the incidence of diarrhoea. It has already touched 120 million people in approximately 50,
676 villages across India.
If Hindustan Unilever straddles the Indian corporate world, it is because of being single-minded
in identifying itself with Indian aspirations and needs in every walk of life.
Unilever products touch the lives of over 2 billion people every day whether that's through
feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and
clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.
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DISTRIBUTION NETWORK
HUL
Carrying & Forwarding Agent (CFA)
Redistribution Stockiest
Wholesalers
Rural Retailers Urban Retailers
Consumers
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Brands for life (Product Line)
Hindustan Unilever Limited has been the pioneer in the field of Food brand, Home care brands,
personal care brands, water purification systems, Nutrition, Health, Hygiene & beauty
products
The following are the basic products of Hindustan Unilever Ltd., which has always promised to
provide safe and healthy living.
Food Brands.
Home Care Brands.
Personal Care Brands.
Water Purification System.
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Food brands
HUL is one of Indias leading food companies. Our passion for understanding what people want
and need from their food - and what they love about it - makes our brands a popular choice.
Brooke Bond 3 Roses
Playful banter, a little mischief, serious conversation theres no time for
young couples like the time spent sharing a cup of 3 Roses.
To keep a relationship going, every young couple needs a little time to talk
Annapurna
Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed
at helping her provide wholesome tasty nutrition to her family.
Annapurna Atta is aimed at helping the homemaker provide wholesome, tasty nutrition to
her family.
Red Label
Indias favorite cup of tea, the great taste of Red Label brings people closer
together and strengthens relationships.
The brew that bonds.
Brooke Bond Taaza
Brooke Bond Taaza lifts me and unshackles my mind, allowing me to see
and realize possibilities.
http://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspx -
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The great refreshment of Taaza inspires women to have an identity
beyond their homes and to refresh their lives.Taj Mahal Brooke Bond
Taj Mahal is an exclusive selection of teas for the discerning consumer.
A taste for the finer things in life. Taj Mahal is not just a cup of tea, it is
a sensory experience
Bru
Ek cup Bru aur mood ban jae
Some moments in life are special and close to the heart. Bru makes these
moments with loved ones even more magicalIts Indias largest coffee brand that offers a
range of products in Instant coffee, Conventional coffee and premixes....Its rich aroma and
unique blend makes every moment come alive
Knorr .
Knorr helps families make meal times special, nutritious, tasty and
healthy
Kwality Walls
A good honest scoop of daily pleasure.
. Kwality Walls, the brand with a big heart, offers a range of delightful
frozen desserts that bring smiles to the faces of millions of Indians kids, teens and
adults. We do so with our very popular brands - Cornetto, Feast, Paddle Pop, Selection &our award winning parlour concept, Swirls.
http://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/Knorr.aspxhttp://www.hul.co.in/brands/foodbrands/Knorr.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Knorr.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspx -
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Home care brands
HUL has a diverse portfolio of brands offering home care solutions for millions of consumers
across India.
Active Wheel
Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundry
Active Wheel enables consumers to perform laundry chores, giving
Great Clean within less effor t.
Cif
Cif- the best cleaner to let you shine.
Cif- The Worlds leading cream cleaner which gives you the power to
deal with the toughest dirt is now in India.
Comfort
The worlds largest fabric conditioner brand.
For most homemakers, ensuring their family's well-being is of utmostimportance. Every task, whether its preparing a meal or washing the clothes, is an
expression of her love and affection for the family.
Domex
The sheer power of Domex bleach gives you the confidence you need,
eradicating all known germs.
The sheer power of Domex bleach gives you the confidence you need,eradicating all known germs. With Domex, you can be absolutely certain that the job is
done .
http://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspx -
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Rin
Rin provides best in class whiteness which is demonstrable.
Clothes talk for us. Rin plays an integral part in enabling us to look good
by providing demonstrably superior whites, giving us the confidence to realize ourambitions.
Sunlight
Sunlight is a color care brand.
A dash of pink, a splash of yellow, a hint of purple and a bit of orange.
Colours can liven up any wardrobe and can make you look and feel precious
and if theres one detergent brand thats committed to colour care, its Sunlight
Surf Excel
Giving your kids the freedom to get dirty and experience life, safe in the
knowledge that Surf Excel will remove those stains.
When children go out to play and get dirty, they don't just collect stains. They experience
life, make friends, share with each other and learn from each other. This helps them get
stronger and get ready for the world outside
Vim
Created in 1885, the Vim brand is still innovating and using the magic of
natural ingredients to create unbeatable results over a hundred years
later.
http://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspx -
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Personal care brands
Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are
recognized and love by consumers across India. They help consumers to look good and feel
good and in turn get more out of life.
Aviance
Aviance enables women actualize their unique potential through expert
customized beauty solutions.
The Aviance promise
Aviance believes that no two women are alike. A truly beautiful woman is constantly
searching for ways to express and celebrate her own individuality. Aviance was created to
empower this woman. Encourage her. And help her become all she can be.
Axe
Axe with Best Quality Fragrance.
AXE is a cool, iconic, youth brand available in more than 60 countries.
In India, Axe, which has been launched in 1999, is the largest selling MaleDeodorant..
Breeze
Breeze, with the goodness of glycerin gives soft, fragrant and smooth skin.
Breeze makes use of a new revolutionary global technology which
enhances the impact of world class perfumes in a much larger way, apart from bringing
out the goodness of glycerine.
http://www.hul.co.in/brands/personalcarebrands/Aviance.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/personalcarebrands/Breeze.aspxhttp://www.hul.co.in/brands/personalcarebrands/Breeze.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/personalcarebrands/Aviance.aspxhttp://www.hul.co.in/brands/personalcarebrands/Breeze.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/personalcarebrands/Aviance.aspxhttp://www.hul.co.in/brands/personalcarebrands/Breeze.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/personalcarebrands/Aviance.aspxhttp://www.hul.co.in/brands/personalcarebrands/Breeze.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/personalcarebrands/Aviance.aspx -
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Clear
New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair
feeling fabulous.
New Clear. Zero dandruff, Just fabulous hair
Clinic Plus
Clinic Plus is Indias largest selling shampoo and has won the trust the
millions of families across India.
Clinic Plus understands that healthy hair is an important asset which helps your familyprogress in life and empowers you.
Closeup
Freshness that brings you Closer.
Closeup is synonymous with Freshness that gives you the confidence to
be close to someone.
Dove
Dove stands for real beauty. All around the world, Dove is making real
women feel more beautiful!
Since 1993, Indian women have relied on Dove for beautiful skin. Dove is known to be a
keeper of promises and has given real products to women world over.
http://www.hul.co.in/brands/personalcarebrands/Clear.aspxhttp://www.hul.co.in/brands/personalcarebrands/Clear.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Clear.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Clear.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Clear.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Clear.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Clear.aspx -
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Fair & Lovely
More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it
went on to become the Worlds No.1 Fairness cream.
Hamam
Holistic skin care experiences perfected over the ages to deliver healthy,
beautiful skin
Hamam brings alive the wisdom behind time-less skincare rituals in convenient and
contemporary formats
Lakme
Lakme is an ally to the Indian Woman and inspires her to express her unique
beauty and sensuality. Thus, enabling her to realize the potency of her
beauty. Lakme is the Indian womans Beauty Sutra inspiringexpression of her unique beauty and sensuality
Lifebuoy
Lifebuoy is available in multiple variants in soaps and specialist formats
such as liquid handwash, catering to the entire family.
Lifebuoy, an undisputed market leader for 112 years, has a compelling
vision to make 5 billion people across the world, feel safe and secure by meeting their
personal care hygiene & health needs
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Liril
Awaken, and enliven your senses with a Liril bath.
Over time, Liril has come to be synonymous with the freshness of
limes, active energy and freedom of expression by its symbolic display of the uninhibited
female form.
Lux
Lux believes in passion for beauty. It continues to be a favorite with
generations of users for a sensuous experience of luxury.
Lux stands for the promise of beauty and glamour as one of India's most trusted
personal care brands.
Pears
Pears the purest and most gentle way to skincare!
Pears launched in India in 1902, exuberates a long heritage of purity. It
is so pure that you can actually see through it!
Pepsodent
Pepsodent India is committed to improve the overall Oral health of Indians.
Pepsodent is a 15 year old brand that offers various oral care solutionsto specific need based solutions.
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Ponds
Get the expert to look after your skin
Ponds, has been listening to womens needs and desires for 150 years
and this has enabled us to deliver new products customised to their needs. Ponds
accompanies them on their journey to enhance the beauty of their skin.
Rexona
Rexona gives you 24 hr protection from sweat and body odour and therefore
the confidence to handle whatever the day has in store.
http://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspx -
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What is Good for India is Good for HUL
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Corporate Social Responsibility
HULs corporate social responsibility strategy seeks to address HUL's most significantsustainability impacts of hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint by integrating these objectives
into our brands , our people and our processes.
- Provided income-generating opportunities to 45,000 Shakti entrepreneurs in rural areas
Across 15 states in 100,000 villages through Project Shakti
- Lifebuoy Swasthya Chetna has touched 12crore people in more than 50676 villages
Across India since 2002
- Pureit is available in more than 1500 towns nationally and already covers over 3 million
Households across India.
- Exceeded the target of reducing CO2emissions from manufacturing operations by
25% on a base of 2004
- Twenty Eight of our manufacturing sites are zero water discharge sites.
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SWOT Analysis
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STRENGTH
HUL enjoys a formidable distribution network covering over 3400 distributors and 16 million
outlets. The new sales organization named 'One HUL' brings "Household and Personal
Care " and foods distribution networks together, thereby aligning all the units towards the
common goal of achieving success. HUL has been continuously able to grow at a rate more than
growth rate for FMCG Sector, thereby reaffirming its future stronghold in Indian market.
Weaknesses
HUL market dominance, originating from its extensive reach and strong brand presence,
allowed it to raise the prices even as raw materials were getting cheaper. Hence, though the
volumes decreased, the margins grew, and company was able to earn more profits. But higher
margins attracted competition in areas of operations. HUL strategy remained focused on
creating power brands and earning higher margins. It was not left with any other option but to
try cutting down the costs in order to protect volumes, if not increase it.
Opportunities
India is one of the world's largest producers of FMCG goods but its exports are miniscule as
compared to production. Though Indian Cos. has been going global, their focus is more towards
Asian countries because of the similar preferences. HUL is one of the top companies exporting
FMCG goods from India. An expansion of horizons towards more and more countries would
help HUL grow its consumer base and henceforth the revenues. Penetration levels for some
major categories like skin-cream (22%), shampoo (38%), toothpaste (48%) and processed
foods, continue to remain low offerings but great growth opportunities products
Threats
ITC has reduced its dependence on the cigarettes business - Contribution of the core business in
revenues has come down from 87% in FY99 to 70% in FY05. Over a period of five years, ITC
has extended its presence into areas like foods, retailing, hotels, greetings, agriculture, paper,
etc. These are businesses that can give it growth impetus in the long run. With ITC gaining
momentum in each of these businesses, it is turning into a consumer monolith, and hence, the
greatest threat to HUL's Business.
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A clear direction
The four pillars of our vision set out the long term direction for the company where we want
to go and how we are going to get there:
We work to create a better future every day We help people feel good, look good and get more out of life with brands and services
that are good for them and good for others.
We will inspire people to take small everyday actions that can add up to a big difference
for the world.
We will develop new ways of doing business that will allow us to double the size of our
company while reducing our environmental impact.
We've always believed in the power of our brands to improve the quality of peoples lives and
in doing the right thing. As our business grows, so do our responsibilities. We recognize that
global challenges such as climate change concern us all. Considering the wider impact of our
actions is embedded in our values and is a fundamental part of who we are.
Purpose & Principles
Our corporate purpose states that to succeed requires "the highest standards of corporatebehavior towards everyone we work with, the communities we touch, and the environment on
which we have an impact."
Mission
Unilever's mission is to add Vitality to life.
Vision
We're constantly developing our brands and products to keep pace with the changes inconsumers lives
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INTRODUCTION TO PROJECT TOPIC
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INTRODUCTION TO PROJECT TOPIC
MARKET RESEARCH
Introduction:
Usually it is said that if marketing would be a train, then market researchwould be the locomotive. In other words, market research should ideally be the starting pointof any marketing exercise. Conducting any marketing exercise - be it related to pricing,promotion or distribution of a product or service, without researching the potential market is assensible as setting out to sell sand in the Sahara Desert. Market research provides theanswers to all the questions that generally occupy the minds of marketers, at every stage of the marketing process.
Growth Trends in Market Research
India, fastest growing market research industry in the world, with growth rates at around 31%(2006-07) . China is a distant second growing at 20 %. The size of the industry if of 595crore,but the industry is growing rapidly with a lot of business coming fromoverseas.The businesscoming from overseas from overseas involves lot of outsourcing as cost advantage s are enormous. The processing of data is almost 50% cheaper in India. Theprocessing of data is almost 50% cheaper are in India than in developed countries. Theoutsourcing business amounts to almost for the 8 % industry and this figure is doubling in valueevery year. Key Players in Market Research:-
IMRB (Indian Market Research Bureau)
ICMR (Indian Council of Market Research)
Information Resource Incorporation
NPD Group Information
A .C. Nielsen India Pvt. Ltd.
Maritz Research
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Scope of Market Research
Many people think that marketing research is just a consumer survey, asking consumers aboutcertain product or services. Though consumer research is an integral part of marketingresearch,the latter is quite a pervas ive activity, covering the various types of marketingproblems that confront the marketing manager. There are various discussion confined
to the market research which are as follows.
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Water Purifier-Pure it
Pure it is the worlds most advanced in -home water purifier. Pure it, a breakthrough offering of
Hindustan Unilever (HUL), provides complete protection from all water-borne diseases,
unmatched convenience and affordability.
Pure its unique Germ kill Battery technology kills all harmful viruses and bacteria and removes
parasites and pesticide impurities, giving you water that is " as safe as boiled water ". It assures
your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and
cholera. Whats more, it doesnt need gas, electricity or continuous tap water supply.
Pure it not only renders water micro-biologically safe, but also makes the water clear, odourless
and good-tasting. Pure it does not leave any residual chlorine in the output water.
The output water from Pure it meets stringent criteria for microbiologically safe drinking
water, from one of the toughest regulatory agencies in the USA, EPA (Environmental
Protection Agency).
The performance of Pure it has also been tested by leading scientific and medical institutions in
India and abroad.
This patented technological breakthrough has been developed by HUL. This state-of the-artengineering developed by a team of over 100 Indian and international experts from HUL and
Unilever Research Centers has made Pure it possible at the consumer price of just Rs. 2000.
Pure it runs with a unique Germ kill Battery Kit that typically lasts for 1500 liters* of water.
The Germ kill Battery Kit is priced at Rs.365. This means consumers will get 4 litres of water
that is as safe as boiled water for just one rupee, which work s out to an extremely
affordable 24 paise per litre.
Pure it in- home purification system uses a 4 stage purification process to deliver as safe as
boiled water without the use of electricity and pressurized tap water.
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Pure it purifies the input drinking water in four stages, namely;
1. Micro-fiber Mesh - Removes visible dirt
2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticide impurities
3. Germ kill Processor TM uses 'programmed chlorine release chlorine technology' and its
stored germ kill process targets and kills harmful virus and bacteria
4. Polisher TM removes residual chlorine and all disinfectant by-products, giving clear
odourless and great tasting water
5. Battery Life Indicator - Ensures total safety because when the germ kill power is
exhausted, the indicator turns red, warning you to replace the battery
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Some basic facts on water Problems
Infected water causes an estimated 80 percent, of disease in India, according to
the World Health Organization (WHO).
About half the worlds reported cases of polio, a crippling disease which iswaterborne, occur in India.
Each year, diarrhea kills 500,000 Indian children.
Water is pure at the source which is the municipal treatment plant. It comes to
your house through pipes.
These pipes are very old and have rusted, which may be the cause of
contamination.
Sewage lines are also in contact with underground water pipes.
People also break open pipes at places to have access to water. These open
cracks allow contaminated matter to get inside the water pipes.With the ever
growing problem of safe drinking water faced in India, HUL has come with a
social initiative of providing safe and pure drinking water by means of Pure it, a
quality yet affordable water Pure it.
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Product analysis (Pure it)
Pure it- a water purifier designed and developed to provide as safe as Boiled water
Performance
Pure it removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide
impurities giving you water that is as safes as boiled water
Additional Features:
Great sensorial Clear, odour -free water : removes organics, pesticides, suspended
matter (turbidity)
Any time , any where performance : works
- Without electricity
- Without piped water
Convenience No hassles of boiling, No maintenance costs like plumbing
Cost Rs. 1/- for every 4 Liters of water
The Technology:
Chlorination of water is a known fact & is used as a world wide phenomenon by
municipal corporations for supply of potable water.
It kills all bacteria and viruses in water.
However chlorine added I n water by these corporation is not done scientifically
especially in third world countries like). Hence the amount of chlorination may be more
or less depending on the quantity of water; thus again making this water unsafe for
human consumption.
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Frame
Non woven ( polyester cloth filter )
MICRO FIBRE MASH
Material Non woven polyester Removes suspended particulate > 10 micron
Reduces filtration load on CCT Average flow rate of 5 lit/min
COMPACT CARBON TRAP
Material intermediate activated carbon Binder is used for holding the carbon granules Removes particulate impurities < 10 micron Removes organic load improves taste of water Removes pesticides Removes cysts
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GERM KILL PROCESSOR
Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria Unique Auto Switch off Technology
> After the battery life indicator turns fully red, the purifier will begin to overflow
from the battery life indicator on the front side.
> Some water may still pass through the purifier. However, please note that the
purifier has stopped purifying water & the water may no longer be safe for
drinking.
> The purifier has been designed to overflow to indicate that the battery has not
been replaced even after it has turned fully red.
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POLISHER
Made by activated granular carbon and coated by silver. This design has reduced pressure drop, eliminating the level of fines coming in the water
and reduced wastage of plastics in battery
Removes chlorine and disinfection by-products. Radial flow design low pressure drop. Finally removes all odour, makes water visually clear & gives great tasting water
MODEL OF PUREIT :-
PURE IT AUTO FILL PURE IT M05 PURE IT COMPACT
PURE IT MARVELLA
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PURE IT AUTO FILL:-
FMCG major, Hindustan Unilever (HUL), has introduced itsPure it Auto fill purifier with advanced technology, thatshuts the inflow of water once it is filled. Its unique 'hydrosensors' detect the level of water inside the purifier and fillwater automatically thus making it free from manualintervention and avoids wastage of water, HUL said in astatement here. Besides, the unique combination of dual
filling option (inline and manual) provides greater storagecapacity of 18-litres. With Pure it Auto fill, consumers areassured of safe drinking water being available without anydependency on running water, the statement added. It alsomeets the stringent germ-kill criteria of the EnvironmentalProtection Agency (EPA), the toughest regulatory agency in
the USA and is priced at Rs 3,200 and will be available in all retail outlets.
PURE IT MO5:-
As discussed earlier Pure it is a unique in-home drinking water purification system, offering water as safe as boiled water ,thereby protecting children and families from water borndiseases. It is the only purifier in the world that provides this
level of safety without depending on cooking gas, electricity andpressurized tap water, and is affordably priced only Rs 2000
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PUTRIT COMPACT:-
home at an extremely affordable price of just Rs. 1000 HUL Pure it
now brings As Safe as A Boiled water to a completely newsegment of consumers who could not afford a water purifier earlier.With the launch of Pure it Compact, HUL now provides world-classstandards of safety in a form that can be used anywhere, anytimeand in any home at an extremely affordable price of just Rs. 1000.Pure it in a short span of time has been adopted by over threemillion extremely satisfied households and the launch of Pure itCompact will ensure that many more families can now enjoy thesame high levels of safety and peace of mind. Pure it Compactcomes at a one-time cost of Rs. 1000/- and is available at all leadingretail outlets across the country
With the launch of Pure it Compact, HUL now provides world-class standards of safety in a form that canbe used anywhere, anytime and in any
MARVELLA -:
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Performance testing
Leading scientific institutions
o Central Food Technology Research Institute.
o National Institute of Cholera and Enteric Diseases
o Indian Public Health Association
o Institution of Public Health Engineers
Leading Medical Institutions
o King Institute of Preventive Medicine
o Sundaram Medical Foundation
o Apollo Hospitals
o SRL Ranbaxy Clinical Reference Laboratories
Leading International Institutions
o London School of Hygiene and Medicine UK
o Scottish Parasite Diagnostic Laboratory, Glasgow, UK
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COMPETITORS
Whirlpool
Eureka Forbes Ltd. Usha Brita Kent zero B Philips Ken star Tata Swatch New Era (OSMO & Total aqua Fresh)
Key player in local market at Gurgaon:
Hindustan Unilever Ltd.
Eureka Forbes Ltd.
Kent
Philips
Aquaguard
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How a Pure it is better than other method of water purifier:-
Main Feature Pure it Boil water Advance
UV inline
Purifier
Advance
Storage
Purifier
Remove/Kills
Viruses
Bacteria
Pesticides
Yes Must boil
water
30-40minute
Yes No
End off life indicator Yes No Yes No
Auto switch off Yes No Yes No
18 ltr. Water storage
Capacity
Yes Yes No Yes
Manual backup Yes Yes No Yes
Not require Gas Yes No Yes Yes
Not require electricity Yes Yes No Yes
Dual fill Facility
(Manual or Auto fill)
Yes No No No
Better Taste of water
Removes Smell
Yes No Yes No
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PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER
Launched in Chennai 2004
Identify the places where Increase impurities than use for water
Identify the places where Increase disease
National launch in beginning 2007
Now present in all states
Where Direct sales possibility more (urban areas mostly)
Easy available product (Good Transport facility )
At Gurgaon 1 distributors (4 zone) and many dealers
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SCOPE AND OBJECTIVE OF THE STUDY
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SCOPE OF THE STUDY
This will help us to know the market tends demand and consumption patterns future prospectus
in term of potential growth consumer test and buying behavior for the HUL product water
purifier and other aspects related to channels and networks i.e. distribution. At the same time
some bottlenecks and loopholes in the entire process could also be taken into consideration for
their solution as well as betterments. In short following few aspects could be taken care of
through this study:-
To study distribution network of HUL. To identify the attributes those compel the dealers to select the product..
To study about the relationship and association of the household with the company. To identify the dealers response towards brands they are dealing. To know about the credit policy of the company (motivational tools) Popularity of company product among customers. Customers opinion towards packaging. To know about the awareness of drinking water used by various households.
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OBJECTIVE OF THE STUDY
To understand consumers behavior for safe drinking water .
Learning through participation in direct selling Campion of pure it bra nd of water
purifier of HUL in Gurgaon.
To learn about the competitive senario of various water purifier brands.
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RESEARCH METHODOLOGY
Its the way by which we collected data and used it to analysis the available fact for arriving at aparticular results and suggestion. Basically there are two ways of collecting the data primary &secondary
RESEARCH DESIGN
It consists of clean statement of the research problem procedures and information processing and
analysis of data collected. It includes hypothesis also.
I have used Descriptive Research which includes survey and fact-finding enquiries of different
kinds. The main characteristics of this method are that the researchers have no control over the
variables; he can only report what has happened or what is happening. The major purpose of
descriptive research is description of the state of affairs as exists as present.
Problem to retailers with their respective FMCG Company. Taste and preference of retailers and consumers towards the brand. Strategy of different players in the market. Different schemes of different brands.
Descriptive research design: - alone with some exploratory research was applied which
descriptive the state of affairs as they subsists. Descriptive research was used in the study of
marketing strategies for the sale of companys product also studying about the parameters which
affect the competitiveness of the product.
Analytical research:- in this kind of research researcher uses facts or information which are
already available and analysis these for critical and rational facts of the past and present tends in
the demand and consumption, quality of product, packaging methods, supply and distribution
and analyzed them for critical result and suggestion some recommendation.
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SAMPLING PLAN
Sampling methods:- Snow ball sampling has been used for the purpose of those consumers and
prospective customers as it helped in knowing the no. of users of Pure it product and convenient
sampling methods was used for distributers in distance place as accessibility had emerged as aproblem in some cases.
Sampling unit: - It defines the target population that will sample together for carrying out the
analysis. Here it includes different areas and households.
Sampling size: - For conducting the study distribution channel system of HUL some region like
Patel Nagar, Jacubpura was selected.
ASSUMPTION OF THE STUDY
Questionnaire is distributed to different households in the different areas. Respondent have
responded correctly. Information collected through various source is correct.
DATA ANALYSIS
Data become useful only affect they are properly analyzed. Data analysis involves coverings as
series of recorded observation i.e. data into descriptive statement and inference about
relationship. This task is helpful in identified the areas where the company each improve further
collected data was analysis by the use of simple statistic tools like percentage and (univariate
analysis) result have been represented by using bar chart columns and pie chart
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DATA COLLECTION
This was done by using:-
A. Primary data. These are the fast hand information as observation in leads to collect through
surveying as interviewing using questionnaire and schedules.
Questionnaire- it can be recognized as a schedule, interview from or measuring instrument is a
formalized set of question for obtaining information from the repaired. It is widely used in
consumer and industrial marketing research analysis.
B. Secondary data these are the data which are already available in data which are already
available in usable forms various type secondary data used.
Literature from various papers, journals, and magazines. E.g. News and Views andpaper India.
Annual report (previous record of the company.) Internet surfing. Other official sources.
RESEARCH APPROACH
The research is based initially on an exploratory research & finally followed by descriptive
research.
RESEARCH INSTRUMENTS
The research instrument used in the study was predesigned up to designed questionnaire with
closed ended multiple choice & open-ended questions
.
QUESTIONNAIRE
The questionnaire is by far the most common instrument in collecting primary data & the
questionnaire consists of question presented to respondent for their answers. The questionnaire
used a set of open-ended question.
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SAMPLE SIZE
Sample size is 50 households
Type of research - Descriptive research (it includes facts findings service)
Statistical tools - Pie charts, bar diagrams etc.
Data collection - Through questionnaire
UNIVERSE
In the data of the sampling, large sample units are preferred to get the accurate outcome of the
research. I took two place as a sample for survey i.e. Patel Nagar and Palam vihar in Gurgaon.
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DATA ANALYSIS
&
INTERPRETATION
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Q1-Do you use any kind of water purifier at home?o Yeso No
Interpretation:
In the survey 70% people using purifier and 30% people not usingpurifier.
Sales
Yes
No
70%30%
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Q2- What type of purifier do you use?
o Electricalo Non electrical
Sales
Electrical
Non electrical
NO one
50%
40%
10%
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Q3 - What is your existing drinking water source?
o Municipal watero Bore well/ Submersibleo Canned watero Hand pump
Interpretation :- After the survey of 100 households:-
Most of the peoples are using canned water purifiers
This shows that people are more conscious about there health
Only a few portion of the households are using hand pump
0%
5%
10%
15%
20%
25%
30%
35%
Muncipal water Bore well/Submersible
Canned water Hand pump
Series 1
Series 1
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Q4. Do you know that 80% of the diseases in our country are water bound?
o Yes
o No
o Not aware
Interpretation :- From the survey of 100 persons I found that
75% of the people are aware that most of diseases are mainly due to the water.
17%ofthe peoples say that it is not because of water there family members gets ill.
8% of the people are not aware about water born diseases
75%
17%
8%
No.of People
Yes No Not Aware
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Q5. While buying any water purifier what comes to your mind first?
o Priceo Health & Safetyo Both
Interpretation-
After a survey, I found that 75% people preference health and safety in buying water purifier.
Pure it offers an economical way of getting great tasting and 100 % safe drinking water. People are more conscious about they health. They mainly make use of water which is rich in minerals.
Health & Safety75%
Price10%
Both
15%
Buying Preference
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Q6 . Which Companys purifier do you use and prefer to buy it?
o Pure ito Aqua guard or Aqua sureo Kent water purifiero Philipso Usha Britao Others
Interpretation- After a survey of 100 house holds, I have found that- Pureit is the market leader.
The sale of HUL water purifier is more then other purifier companies. Aquaguard is the closest competitor of Pureit.
Due to entrance of new companies like Kent, Philips and usha, HUL is facing a tough
competition.
0
5
10
15
20
25
pureit aquaguard Kent Philips Usha other
N o
. o f u n i t s s o
l d ( 0 0 0
)
Water Purifier Comapnies
Water Purifier of different Companies
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Q7. Comment on the price of your water purifier?
o Affordableo Higho Should be Revised
Comments on Prices of water purifiers
Interpretation- after a survey, I found that price of water purifier is
Affordable for 53% people, The price is high for 30% people.
The water purifier Companies should reduce there prices in order to increase its market
share
Affordable-53%
High- 30%
Revised - 17%
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Q8.Do you know that boiled water is not necessarily safe water?
o Yeso No
Interpretation - After a survey of about 100 house holds, I have found that- 62% says that boil water is safe. 38% of the people have a opinion that boil water is safe only for few hours
This shows that even after boiling water isnot safe for drinking purpose.
62%
38%
Number of people using water purifier
yes no
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Q9. Have you recently come across any kind of marketing activities for purifiers?
o Kiosk o Demonstrationo Direct Marketingo T V Commercial
Interpretation- After a survey I found that TV advertisement play main role in making
awareness. 70% People got product knowledge through TV Commercial, 15% people come
through direct marketing, 10 % People got through Kiosk and 5% people got demonstration
marketing activity.
Demonstration
5%
TVCommercial
70%
Kiosk10%
DirectMarketing
15%
Marketing Activity
Demonstration TV Commercial Kiosk Direct Marketing
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Q10. Do you get any type of after sale services from the Company ?
o Yeso Noo Exceptional
Interpretation-
After a survey, I found that 52% water purifier not dependable on company to timely
service..
People are in need those companies who can provide them suggestions and can help in
solving there problems regarding the product they are using.
0
5
10
15
20
25
30
35
yes no exceptional
A x i s T i t
l e
After Sales Service
After Sales Service
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Q11. Criteria considered for Purchase?
o Brand name
o Technology
o Aesthetics
o Price
Interpretation-
In the survey of 100 people randomly, I found that 30 people gives importance to price and then
after they consider the Brand name.
The technology used must also be considered by the Companies in order to increase
there profits.
0
5
10
15
20
25
30
35
40
0 1 2 3 4 5
A x i s T i t
l e
Axis Title
What is Important ?
What is Important ?
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Q12.Where you did heard about the product?
o TV commercial
o Newspaper print ads
o In shop branding
o Friends references
Interpretation: graph it is clear that most portion of the households purchase products of
Companies by watching TV commercial advertisements. The Companies should be more
focused on TV commercial Advertisements.
0
5
10
15
20
25
30
35
40
TVCommercial Newspapaper
print Ad FriendsReference Inshop
branding
Preference
Preference
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Q13. Where do you prefer to buy a water purifier from?
o Retail Outletso Franchisee dealerso Direct Marketing
Interpretation-
In the survey I found that people like to purchase water purifier by direct marketing. In the
survey I found that 45% people preferred direct marketing, 35% people preferred Retails outlets
and 20% people preferred Franchisee to purchase the water purifier.
0
5
10
15
20
25
30
35
40
45
Retails OutletsDirect Marketing
Franchisee
35
45
20
Preffered Places to buy
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Q14. Problems regarding:-
o Colour
o Smell
o Other visible impurities
Interpretation:
After the survey I found that only a few households are facing problems regarding smell. colour
and other impurities.
Figure showing the household openion
Yes
No
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FINDINGS & RECOMMENDATIONS FROM THE PROJECT
As per the survey done following were the findings and recommendations of the survey.
o Customer service is something which company should pay more attention at.
o All models not available for display in retail outlets and also brochures should be
made available.
o Sales person at the retails counters should have proper knowledge about the product.
o Should focus more on brand awareness.
o TV advertisements can be renewed explaining the product feature and aggressive
marketing will help the company.o Awareness of the product is less among the people. So, the company may take several
steps to create such awareness regarding its values to the customers.
o The company can adopt new strategies and policies to overcome the competition.
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LIMITATIONS OF STUDY
This survey report is also not free from limitations as usual. However the absence of such
limitation would have improved the quality of report as given
> Limited time period restricted to go in for more details the period was very short to
survey such a large area.
> Many respondents were not interested to give the required time for the questionnaire.> Respondents sometimes act artificially when know their information is noted down.> There was only some certain hours in a day in the idle hours in which the respondents
was ready to talk.
> This project was done on the basis of questionnaire through survey, so it may possible
here that some of them might have not provided the correct information.
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Conclusion
Hindustan Unilever ltd. Is a leading FMCG company in India and from last three consecutive
years has shown accelerated growth in FMCG portfolio. Customers in India are also spending
more in FMCG as their standard of living is growing. HUL has placed itself successfully in the
position of market leader in FMCG products. Though there was some downfall in sales and
profit of the company in the beginning of this decade but after that HUL has shown considerable
rise in both sales and profit. The future of the company is also looking bright as FMCG market in
India is still expanding and so we can safely conclude that HUL will be able to secure its number
one position in FMCG product
HUL has also started project SHAKTI that has provided it direct reach to rural market. This may
be considered a revolutionary step since the urban market is reaching its saturation level and
there is a huge scope exploring rural market. This will also be helpful not only increasing its
market share but also fight competition
I found many Water purifiers in the market, which can be compared with Pure it. As a
conclusion I found that particularly in my provided area Pure it is really doing well and its
performance is on surprising level. During the fieldwork and after intensive study it was found
that main competitor of Parle is Aqua guard (Eureka forbs Ltd). So this is the comparison with
other water purifier brands. According to our findings, we found that Pure it is the market leader
followed by Hindustan Unilever Ltd.
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QUESTIONNAIRE FOR PROSPECTIVE CUSTOMER
Name :..
Address:----------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------
Phone No.: - ---------------------------
1. How do you treat your water for drinking?
o Do nothing
o Boiled water
o Tab water
o Use electrical water purifier
o Use non electrical water purifier
2. Do you know that 80% of the diseases in our country are water bound?
o Yes
o No
o Not aware
3. Which companys purifier do you use and prefer to buy it ?
o Pure ito Aqua guard or Aqua sureo Kent water purifier
o Philipso Usha Brita
o Others
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Q4.While buying any water purifier what comes to your mind first?
o Priceo Health & Safetyo Both
Q5. Comment on the price of your water purifier?
o Affordableo Higho Should be Revised
Q6. Do you know that boiled water is not necessarily safe water?
o Yeso No
Q7.Have you recently come across any kind of marketing activities for purifiers?
o Kiosk
o Demonstrationo Direct Marketing
Q8.Do you get any type of after sale services from the company ?
o Yeso Noo Exceptional
Q9. Criteria considered for Purchase?
1. Brand name
2. Technology
3. Aesthetics
4. Price
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Q10.Where you did heard about the product?
o TV commercial
o Newspaper print ads
o In shop branding
o Friends references
Q11.Where do you prefer to buy a water purifier from?
o Retail Outlets
o Franchisee dealerso Direct Marketing
Q12. Problems regarding:-
o Colour
o Smell
o Other visible impurities
DATE
SIGNATURE-
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BIBLIOGRAPHY
www.HUL.com
www.customercomplaint.in
www.golakindia.com
www.icmrindia.org
www.compareindia.com
www.pureit.in
Books Referred
Marketing Research by C. R. Kothari
http://www.hul.com/http://www.hul.com/http://www.customercomplaint.in/http://www.customercomplaint.in/http://www.golakindia.com/http://www.golakindia.com/http://www.icmrindia.org/http://www.icmrindia.org/http://www.compareindia.com/http://www.compareindia.com/http://www.pureit.in/http://www.pureit.in/http://www.pureit.in/http://www.compareindia.com/http://www.icmrindia.org/http://www.golakindia.com/http://www.customercomplaint.in/http://www.hul.com/