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STUDENT DECLARATION
I am Mayank Saini student of M.B.A. 4th Sem here by declares that the research report
titled “SALES AND DISTRIBUTION OF HUL PRODUCTS” is completed and submitted
under the guidance of “Mr. Gaurav Sharma” is my original work.
The imperial finding in this report is based on the data collected by me. This project has
not been submitted in any other university for the purpose of compliance of any
requirement of any examination or degree.
Mayank saini
Enrollment No.
2001000050156
M.B.A. 4th Sem
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ACKNOWLEDGEMENT
I would like to take this opportunity to express my gratitude to all those who,
directly, made this research possible.
I would like to thank, my project guide Mr. Gaurav Sharma (Project Guide) who
showed me the right path to reach the final destination with minimum hiccups.
I extend my sincere thanks to my parents & friends who were always there with a
helping hand in times of need and who guided me and briefed me throughout my
research.
Mayank saini
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PREFACE
Gone are those days, when few companies used to enjoy in one business or the others
and the employees of such companies used to enjoy heavy dividends even for their
miniscule efforts. But at the face of “Globalization” Technological Advancement and the
easy access to information through different Media, today’s markets are trains forming
at an incredible pace.
The situation kin to the FMCG is not an exception. The endless list of substitutes,
competitive prices, rival connivances advertisement and the readily available services at
the door steps leave the consumers in a commendable position, from where they can
dictate the terms and choose what the “Best” is.
For an established name like Hindustan Lever Ltd. one of the most important
objectives is to get the feedback of their product line and services in order to gauge the
level satisfaction among consumers / customers. Another important objective for an
established firm is to protect its market share and increase it with time.
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EXECUTIVE SUMMARY
The objective of the project was to enhance the sales & distribution of HUL
Personal Care products in the territory of Ghaziabad.
To achieve the objective, market visits were arranged on daily basis. In first stage
of the training the market visits were done with the Dealers Salesman (DS) in
various markets in order to gain an understanding of how to capture orders and
delivery processes to the various outlets which come under the respective beat plan
of Wholesale Distributor (W.D).
The second stage involved the visits to the Premium Grocery and Chemist (PG&C)
Outlets with the Territory Sales Incharge (TSI) in order to know the merchandising
solutions adopted by HUL. With the help of these visits the problems faced by the
Retailers and the Wholesalers were find out. The various features of HUL products
and their Unique Selling Proposition vis-à-vis competitor’s products were gained
and used these for effective sell-in.
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The report contains the findings based on the market study and the
recommendations given to enhance the sales and penetration of the HUL Personal
Care Products.
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CONTENTS
1. Introduction 7-14
2. Company profile 15-59
3. Product profile 60-88
4. Objective of the study 89
5. Research methodology 90-95
6. Data analysis 96-102
7. Findings 103
8. Conclusions 104
9. Recommendations and suggestions 105-106
10. Questionnaire 107-110
11. Bibliography 111
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INTRODUCTION
INDUSTRY VIEW
FMCG SECTOR
FMCG is an acronym for Fast Moving Consumer Goods, which refer to things
that we buy from local supermarkets on daily basis, the things that have high
turnover and are relatively cheaper like butter, potato chips, toothpastes, razors,
household care products, packaged food and beverages, etc. FMCG may also
include pharmaceuticals, consumer electronics, packaged food products and drinks,
although these are often categorized separately.
FMCG Products and categories
- Personal care, Oral care, Hair Care, skin Care, personal wash (Soaps);
- Cosmetics and toiletries, deodorants, perfumes, Feminine Hygiene’s, Pencil
Products;
- Household care fabric wash including laundry soaps and synthetic
detergents, household cleaners such as dish /utensils cleaners, floor cleaners,
toilet cleaners, air fresheners, Insecticides, mosquito repellents, metal polish,
and furniture polish;
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- Food and health beverages, branded flour, branded sugarcane, bakery
product such as bread, biscuits etc. milk and dairy products, beverages such
as tea, coffee, juices, bottled water etc, snack food, chocolate etc.
- Frequently replaced electronics products such as audio equipments, digital
cameras, laptops, CTVs, other electronic items such as Refrigerator, washing
machine etc. coming under the categories of white goods in FMCG.
FMCG Sector Outlook
The Fast Moving Consumer Goods (FMCG) Sector is the fourth largest sector in
the Indian economy with a total market size of Rs.60,000 Crores. A well-
established distribution network, intense competition between the organized and
unorganized segments characterizes the sector. FMCG Sector is expected to grow
by over 60% by 2010. That will translate into an annual growth of 10% over a 5-
year period. It has been estimated by HSBC Report that FMCG sector will rise
from around Rs.56,500crores in 2005 to Rs.92,100crores in 2010. Hair care,
household care, male grooming, female hygiene, and the chocolates and
confectionery categories are estimated to be the fastest growing segments.
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FMCG Sector generates 5% of the total factory employment in the country and is
creating employment for three million people, especially in small towns and rural
India.
This industry essentially comprises Consumer Non Durable (CND) products and
caters to the everyday need of the population. The business is characterized by two
pillars – Strong Brand Equity and a wide Distribution Network. Brand Equities are
built over a period of time by technological innovations, consistent high qualities,
aggressive advertisements and marketing. Another crucial success factor is the
availability near the consumer through a wide distribution network as the products
involved are of lesser value but bought as daily items.
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Products belonging to the category of FMCG category have the following
characteristics:
They are used at least once a month.
They are used directly by the end-consumer.
They are non – durable.
They are sold in packaged form.
Growth
With the presence of 12.2% of the world population in the villages of India, the
Indian rural FMCG market is something no one can overlook. Increased focus on
farm sector will boost rural incomes, hence providing better growth prospects to
the FMCG companies. Better infrastructure facilities will improve their supply
chain. FMCG sector is also likely to benefit from growing demand in the market.
Because of the low per capita consumption for almost all the products in the
country, FMCG companies have immense possibilities for growth. And if the
companies are able to change the mindset of the consumers, i.e. if they are able to
take the consumers to branded products and offer new generation products, they
would be able to generate higher growth in the near future. It is expected that the
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rural income will rise, boosting purchasing power in the countryside. However, the
demand in urban areas would be the key growth driver over the long term. Also,
increase in the urban population, along with increase in income levels and the
availability of new categories, would help the urban areas maintain their position in
terms of consumption. At present, urban India accounts for 66% of total FMCG
consumption, with rural India accounting for the remaining 34%. However, rural
India accounts for more than 40% consumption in major FMCG categories such as
personal care, fabric care, and hot beverages. In urban areas, home and personal
care category, including skin care, household care and feminine hygiene, will keep
growing at relatively attractive rates. Within the foods segment, it is estimated that
processed foods, bakery, and dairy are long-term growth categories in both rural
and urban areas.
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Indian competitiveness and comparison with the world markets
The following factors make India a competitive player in FMCG sector:
Availability of raw material: Because of the diverse agro-climatic
conditions in India, there is a large raw material base suitable for food
processing industries. India is the largest producer of livestock, milk,
sugarcane, coconut, spices and cashew and is the second largest producer of
rice, wheat and fruits &vegetables. India also produces caustic soda and soda
ash, which are required for the production of soaps and detergents. The
availability of these raw materials gives India the location advantage.
Labour cost comparison: Low cost labor gives India a competitive
advantage. India's labor cost is amongst the lowest in the world, after China
& Indonesia. Low labor costs give the advantage of low cost of production.
Many MNCs have established their plants in India to outsource for domestic
and export markets.
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Presence across value chain: Indian companies have their presence across
the value chain of FMCG sector, right from the supply of raw materials to
packaged goods in the food-processing sector. This brings India a more cost
competitive advantage.
Large Domestic Market: Increasing disposable income has resulted in a
rise in the domestic market size. Increasing income has translated into higher
consumption levels.
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Introduction
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods
company, with leadership in Home & Personal Care Products and Foods &
Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the
lives of two out of three Indians. They endow the company with a scale of
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combined volumes of about 4 million tonnes and sales of Rs.13,718 crores.
The mission that inspires HUL's over 15,000 employees is to "add vitality to life".
With 35 Power Brands, HUL meets everyday needs for nutrition, 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 52.10%
of the equity. A Fortune 500 transnational, Unilever sells Foods and Home and
Personal Care brands in about 100 countries worldwide.
Safety and health policy
Introduction
Hindustan Unilever Limited (HUL) supplies high quality goods and services to
meet the daily needs of consumers and customers. In doing so, the Company is
committed to exhibit the highest standards of corporate behavior towards its
consumers, employees, the societies and the environment in which we operate.
Towards this, the Company recognises its responsibility to ensure safety and
protection of health of its employees, contractors and visitors in all its operating
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sites, which include manufacturing, sales and distribution, research laboratories
and offices during work and work related travel.
This Policy document defines the vision, principles, aim, required actions and
scope of the policy application as well as the responsibility for execution.
Our Vision
Our vision is to be an injury free organisation.
Our Mission
We will bring safety on top of mind for all employees and will integrate it with all
business processes. We will realise our Vision through an Integrated Safety
Management approach, which focuses on People, Processes, Systems, Technology
and Facilities, supported by demonstrated leadership and employee commitment at
all levels as the prime drivers for ensuring a safe and healthy work environment.
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Safety Principles
HUL's Occupational Safety and Health Policy is based on and supported by the
following eight Principles.
These Principles have the same status as the Company's Code of Business
Principles:
All injuries and occupational illnesses are preventable
All operational exposures can be safeguarded
Safety evaluation of all business processes is vital
Working safely is a condition of employment
Training all employees to work safely is essential
Management audits are a must
Employee involvement is essential
All deficiencies must be reported and corrected promptly
Note: In order to facilitate operationalisation of the Safety Principles, a separate
document has been prepared, which covers:
a) Safety Principles
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b) Success Criteria
c) Illustrative KPI
This document will form the basis for the concerned Line / Organisations in
developing KPI's for their respective functions / sites.
Scope of Application
This section defines the scope of application of this Policy (where, when and to
whom is this Policy applicable).
Where does this policy apply?
All own/leased sites – Manufacturing, Research/Innovation, Offices, Depots,
Warehouses
In-house purchased services i.e. canteen, travel desk, IT implementation etc.
Sites of associates with HUL holding > 24% while carrying out operations of
making, handling, using, transporting, selling or disposing off of our products
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Who does the policy apply to?
All employees at business anywhere
Contractors and visitors while at our own sites
When does it apply?
At work (our employees, contractors and visitors)
Travel between home and work of our employees
Business related travel including stay out of headquarter
All Company organised business events i.e. training programmes, conferences,
business related get-togethers, annual sports etc.
POLICY ON AFFIRMATIVE ACTION
Hindustan Unilever Limited is a signatory to the CII Code of Conduct on
Affirmative Action and affirms the recognition that its competitiveness is
interlinked with the well being of all sections of the Indian Society.
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The Company believes that equal opportunity in employment for all sections of the
society is a component of its growth and competitiveness. It further believes that
inclusive growth is a component of growth and development of the country.
The Company affirms the recognition that diversity to reflect socially
disadvantaged sections of the society in the workplace has a positive impact on
business.
The Company does not practice nor support conscious discrimination in any form.
HUL does not bias employment away from applicants belonging to disadvantaged
sections of society if such applicants possess competitive skills and job credentials
as made public.
The Company’s selection of business partners is not based on any considerations
other than normal business parameters. In case of equal business offers, the
Company will select a business partner belonging to a socially disadvantaged
section of society.
The Company has a written policy statement on Affirmative Action in the
workplace.
The Company has an employment policy that is in the public domain. It will place
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such policies and employment opportunities on its website to encourage
applications from socially disadvantaged sections of society.
The Company makes all efforts for upskilling and continual training of employees
from socially disadvantaged sections of society in order to enhance their
capabilities and competitive skills.
The Company has a partnership programme with educational institutions to
support and aid students from socially disadvantaged sections of society.
The Executive Director, Human Resources is accountable to the CEO to oversee
and promote its Affirmative Action policies and programmes. The ED HR will
present a biannual report to the Board of the Company about such policies and
programmes.
The Company further maintains records on Affirmative Action.
The Company makes available its learning and experiences as a good corporate
citizen in Affirmative Action to other companies desiring to incorporate such
policies in their own business.
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THE SIGNIFICANCE OF PR IN HUL
It may be useful to begin by first getting out of the way certain popular notions which, as
with many popular beliefs are either without any basis in reality or at best express only
half truths. For instance, PR men are regarded by some to be fixers, a breed of people
who will wangle things for you by the most questionable methods. There is also a
popular idea that PR men spend most of their time winning and dining, using for the
purpose fabulous expense accounts they are supposed to have access to. While no
one can prevent a charlatan from posing as a PR man or styling himself as a PR
consultant he is no more a tine practitioner of PR than a quack selling magic remedies
by the wayside is a physician. How deep-seated such popular misconceptions about
PR can be reflected by the fact the even now one comes across articles published in
well-known papers and journals airing such naive ideas about PR
Again, PR is sometimes confused with publicity. Publicity is certainly one of the
instruments of PR but is would be as wrong to equate publicity with PR just as it would
be to equate the stethoscope with the practice of modern medicine. To continue the
analogy, PR seeks to diagnose the ills of an organisation in its relations with the public
or any segment of the public, it prescribes remedies and proceeds to administer them.
It then keeps a watch on the patient to see whether the remedies prescribed are
producing the desired effect so that the medicine can be changed if necessary after
evaluating the results. Again, as in medicine prevention is considered more important
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than the cure, PR believes in maintaining the good health of the corporate body -so that
drastic remedies and bitter pills may not have to be swallowed later.
Analogies may be useful in giving a general idea but can never be as precise as a
definition. PR which is now a well-established discipline therefore needs to be defined
so that we may be clear about what we are discussing when we talk about PR. It is ‘the
attempt by information, persuasion and adjustment to engineer public support for an
activity, cause movement or institution. ‘Public relations as and applied social and
behavioral science is that function which - measures, evaluates and interprets the
attitudes objectives for increasing public understanding and acceptance of the
organization’s products, plans, policies and personnel; equates these objectives with
the interests, needs and goals of the various relevant publics; and develops, executes
and evaluates a programme to earn public understanding and acceptance.
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AN OVERVIEW
Public relations today are still a very underdeveloped field. It is growing in prominence
and has started showing results in various sectors of corporate India. More and more
companies are making use of PR to solve their problems and increase their overall
corporate equity. The entire process needs a closer look.
To gauge the effectiveness of PR in HUL over the last decade it is necessary to
examine its function and overall areas of applicability.
Social Responsibility of Business and Introduction
The need for PR arises also from the responsibility that an organisation owes to the
society, which nurtures it and enables it to function and operate. No organisation, leave
aside a modern business organisation, can function in a vacuum. It flourishes only
because a particular kind of social environment exists. This environment is often taken
for granted but in times of social turmoil when normal conditions are disrupted the
dependence of the organisation on the social environment is brought home sharply.
How often have we not seen during periods of national strife or serious political
instability leading to a break down of law and order that business comes to a standstill?
While these may be extreme examples they illustrate the fact that without the right
social environment no business can exist. Thus every business organisation has a
stake in the social environment and must contribute its mite towards its continued
existence and improvement.
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A business organisation’s responsibilities to society cover a wide area. They range
from its responsibility to supply quality products at a reasonable price and to ensure that
it reaches the consumer at the right time and place to its responsibility to contribute to
the development of the ‘Infrastructure, to the realization of national objectives and to the
identification of its interest with the vast population of the country in which it operates.
The world over business organisation which are forward looking and farsighted are
trying to make a contribution to social causes apart from achieving their immediate and
ultimate ends of producing goods for sale and marketing them at a profit. Such
contributions can range from grants to universities, scholarships of various kinds, aid to
hospitals and charitable institutions to actual involvement in projects of social
significance. An organisation in the USA sponsored a research fellowship to discuss
the causes of student unrest and to find solutions to the problems of tension in the
campuses. In India too there are business organizations, which are aware of their
social responsibility and have made an effort to discharge it in accordance with their
resources and the needs of the situation. Studies on the extent of industrial pollution
and ways and means of combating it, Involvement in family planning programmes,
development of low cost nutritious food for the poorer sections of the people, studies on
the causes of a State’s decline and the steps needed to restore it to health are some
examples of social responsibility in corporate behaviour as practiced in India in recent
years. But there is little doubt that instances of such conduct are few indeed in relation
to the enormity of the problems facing a country as vast as India with a burgeoning
population a large part of it living below the poverty line.
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PR and Environmental Path of HUL
The present generation has, quite understandably, made the environment a focus of
attention. With growing environmental awareness, there is now a clear perception that
our activities affect not only the air we breathe, but even the air which regulates our
climate. More importantly, uncontrolled activities cannot be sustained without loss of
plant and species, natural habitats, coast and hinterland and the decay of buildings,
places of natural beauty or historic interest. Hence, the need for a genuine commitment
to sustainable development which is integrated with the national policy on industry,
energy, transport, trading and planning.
In the above context, public relations professionals are well placed to direct attention to
environmental issues and can make a unique contribution to public and professional
debate, and to environmental education. In fact PR has to live up to its environment
education. In fact PR has to live up to its environmental responsibilities even when
clear, universally agreed targets are still lacking in many issues. The responsible PR
person must ensure that his organisation is greener than green on all the major issues
according to current opinion, demonstrate to the world at large that this is so, and, for
the future, help form opinions and set the standards for the organisation’s own as well
as the common good.
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In a nutshell, environment is now a corporate concern and today’s PR persons have to
build up comprehensive communication programmes, internal as well as external, which
involve listening just as much as talking.
Now, environment is no more just a slogan, it is a key consumer issue.
PR today must:
* Understand ‘green’ issues and recognize the social responsibility of business.
* Make environment matters a priority.
* Consider the environmental impact of the company’s actions.
* Avoid pollution of any kind.
* Encourage environment audits to determine what the organisation has done and
is doing in relation to the environment.
* Ensure recycling of wastes.
Social Responsibility as Public Relations at HUL
A citizen’s role extends beyond his or her call of duty. A responsible corporate citizen
needs to look beyond the financial numbers of sales and profit growth, from year to
year.
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HUL is committed to the development of the community around its manufacturing
complexes. Over the years, HUL has not just supported communities financially, but
has worked towards providing people with skills to earn a sustainable livelihood. HUL’s
long-term aim is to raise economic standards of these communities, through self-
sustainable measures.
PR Role in Image and Identity
It is true that corporate image concerns the industrial marketer directly as brand image
is crucial for the consumer market. The ordinary consumers, while oblivious of the name
of the manufacturer, can easily identify the brands of consumer products. Repeat this
test for industrial goods : the same respondents are aware of the name of the
manufacturers but many won’t be able to name the industrial products. Interestingly, a
third set of organisation would be known both for their industrial or consumer products
as well as for their distinct corporate image. Where does corporate PR stand in these
diverse settings? Although easier desired than achieved, PR attempts to create the
desired image by its involvement in all the factors of corporate identification
programmes.
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GOVERNMENT RELATIONS
A government relation has two facets to it. Firstly, the PR for the government (as an
organisation) and Secondly, PR with the governments as the target group. Both are
important and very needed by corporations.
Public relations for the government involves mobilising public support for government’s
activity, for instance, family planning, control, environmental protection, beautification of
cites, etc. the company generally sponsors some of these activities by providing
monetary help or other resources. The basic objective of the company is to build
relations with the governments, and also help for the good of the community of society.
Public relations with the government involves keeping the government—politicians and
bureaucrats—on your side. It envisages maintaining good links with the government,
which will be of benefit to the company in its overall business plans and operations.
Public relations with the government in some ways are quite difficult and demanding. It
requires special planning and efforts for the organisation to be successful. A
government, local or national, comprises many ministries, departments, individuals and
personalities. Public relations people have to acquaint themselves with the working of
the government, and the intricacies and people involved at various levels, and then
handle things accordingly to be able to achieve what they have set out to achieve.
The government should not be looked at as an adversary. In fact, you should make all
efforts to help the government and support its activities and policies as far as possible.
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Government leaders must be kept informed from your side about the organisation’s
activities and policies—especially those which are contributing to the welfare and
development of the state or the nation. Such relations will be mutually beneficial in the
short-term and the long-term. Corporations should, however avoid getting involved with
politics and political issues.
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MEDIA RELATIONS
Media relations Is a vital tool in PR. A large amount of communications and PR are
conducted through the media—especially the Press. When a company gets media
coverage, it is not always flattering. Business is always vulnerable to attacks by the
media. Media can often aggravate problems—especially crises. As in the case of
Union Carbide and HUL a few years ago. Hence, media, particularly the Press has to be
handled very carefully. The media must be kept on your side. All efforts must be made
to ensure this strategically. It takes years to build a good image, but to destroy it you
need just a few bad reports in the media.
It is important to build a working ‘rapport’ with the media. You cannot afford
unnecessary reactions and distortions. If you do go to the media then always go with a
strategy—be selective in the choice of media, use only influential media (especially
publications in the Press), do not spread your communication too thin, go for quality
rather than quantity. Selective and in-depth coverage is what you must aim at, as it is
more effective and produces the desired results. let your communication be complete
honest, and backed with hard facts. The organisation must be able to live up to its
claims and promises in media, otherwise you can be in for further problems. The efforts
made by HUL in this respect have been orchestrated well to build image as well as to
counter negative publicity.
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FINANCIAL RELATIONS
With the growth of the Indian economy and the business sector, management of
financial promotions and PR has taken on a new dimension. HUL is making special
efforts to ensure the goodwill of their shareholders, investors, financial institutions, and
the rest of the financial community. This is being done in the mass media and
specialised media ranging from annual reports to special brochures to audio-visuals,
video films, and even corporate advertising in the Press and television.
The main target group of a company in financial PR is its shareholders and potential
investors. They have to be given information they are entitled to have, and they have to
be kept interested in the company. Public relations must establish, maintain, and
improve the company’s image and reputation so that it can obtain funds from the public
and the financial institutions on the most favorable terms when it desires so The
financial and business Press, today, is very important in achieving this objective,
The importance of financial PR and the need for it is seen from the number and growth
of PR agencies specialising in financial promotion, advertising and PR management in
India. These include well-known names like Pressman, Clea, and Sobhagya, now a
host of others. They provide their clients a wide range of services and expertise in PR
and advertising.
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CUSTOMER RELATIONS
In the past PR and marketing were considered separate and unconnected activities of
business in a company. Today, PR has a role to play in marketing not only to build
image, but to also help solve problems concerning a company’s products
Or services among consumers or other special groups, and generally protecting the
company’s reputation at the marketplace. Public relations with customers, and with
suppliers, in industrial products/services marketing at the institutional level is gaining
more and more importance today.
In today’s competitive market customers opt for products that are known and have an
image, and are backed by quality and good after sales service. Marketing people
cannot ignore public opinion on such aspects. In the long run, unfavorable opinions
certainly affect sales. Public relations can help in controlling and setting right some of
these opinions; it is therefore essential for companies to assign some of their attention
and resources to develop PR in marketing.
COMMUNITY RELATIONS
Today, the relationship between corporations and the community is a vital issue in
management of business organisations. It is acknowledged that business is no longer
done for the sake of profits alone. Because a company functions within a community,
its responsibility extends to giving back to the community something for what it makes
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from it. This has been the philosophy of the Tata’s in India for years, today it is
accepted and is being followed by a number of other companies. This belief is now also
considered important and crucial by the government, consumerists and opinion leaders.
Company relations at an organisation can vary from local community welfare activities,
to large-scale sustainable development programmes for the betterment of lives of
people. Companies have to consider the community as one of its prime target groups.
The objective of PR is to help build image of the company: as a good corporate Citizen,
a good company to do business with, and a good company to work for.
EMPLOYEE RELATIONS
In employee relations, communicators are vital at every level. From top to bottom, also
from lower level to the top management level, and even the horizontal communications
among colleagues at the same level and between functions. The basic function of
communications and PR in the organisation is not just better functioning, but a fostering
of goodwill, trust, and togetherness among employees.
Employee in HUL one in a large number and they include both blue collar to white
collar. Internal PR must reach out to all of them. This makes the task tough and critical,
requiring much thinking and planning. Before planning PR programmes, therefore, it is
important to first assess the needs and requirements of employees. One of the major
goals of PR is to foster the participation of employees in decision-making, for this PR
programmes must be evolved around their motivations, job enrichment, training and
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development, working environment, productivity, and overall growth in the company.
This, in other words, means PR for better employees, better employee morale, and
better relationships, resulting in success and growth of the organisation; and therefore,
a better image and reputation for it.
In the case of PR with employee, the function may seen to overlap with the working of
the company’s personnel department. In practice, however, it is necessary that the two
departments work closely together. They can mutually reinforce each other, especially
in areas like HRD. It is worth trying to integrate HRD with PR, if possible, in a company.
More so when with the growth of organisations in size, the individual employee is
becoming smaller and less significant, and thus losing his or her identity. Public
relations with HRD can play a crucial role in building and motivating the employees on
their jobs and in their contributing towards achieving the company goals.
INDUSTRIAL RELATIONS
This is another important area of work for PR executives. Its importance is growing,
with staff and workers getting to be united, more enlightened and demanding. Whether
they are unionized or not does not make a difference in the PR work, in either case,
good relations have to be maintained. In the case of unions, it is important to realize
that unions have their own goals. This makes it more difficult to deal with them in many
respects. Understanding these goals, and how they will affect Industrial relations and
PR efforts, is the first priority in dealing with unions.
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Industrial relations concern the staff and workers in their relationship, as individuals and
as a group, with the management. Industrial relations are most often concerned with
problems related to wages, other monetary benefits, conditions of work, and so on. But
through timely PR and proper communication many of these problems can be avoided
or overcome altogether.
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In doing so, the Company is committed to exhibit the highest standards of
corporate behaviour towards itsconsumers, employees, the societies and the world
in which we live.
The company recognises its joint responsibility with the Government and the
Public to protect environment and is committed to regulate all its activities so as to
follow best practicable means for minimising adverse environmental impact arising
out of its operations.
The company is committed to making its products environmentally acceptable, on
a scientifically established basis, while fulfilling consumers' requirements for
excellent quality, performance and safety.
The aim of the Policy is to do all that is reasonably practicable to prevent or
minimise, encompassing all available knowledge and information, the risk of an
adverse environmental impact arising from processing of the product, its use or
foreseeable misuse.
This Policy document reflects the continuing commitment of the Board for sound
Environment Management of its operations. The Policy applies to development of
41. 41
a process, product and services, from research to full-scale operation. It is
applicable to all company operations covering its plantations, manufacturing, sales
and distribution, research & innovation centres and offices. This document defines
the aims and scope of the Policy as well as responsibilities for the achievement of
the objectives laid down.
The Vision
Our vision is to continue to be an environmentally responsible organisation making
continuous improvements in the management of the environmental impact of our
operations.
We will achieve this through an Integrated Environment Management approach,
which focuses on People, Technology and Facilities, supported by Management
Commitment as the prime driver.
The Environment Policy
Hindustan Unilever Ltd. (HUL) is committed to meeting the needs of customers
and consumers in an environmentally sound manner, through continuous
improvement in environmental performance in all our activities. Management at all
42. 42
levels, jointly with employees, is responsible and will be held accountable for
company's environmental performance.
Accordingly, HUL's aims are to:
Ensure safety of its products and operations for the environment by using
standards of environmental safety, which are scientifically sustainable and
commonly acceptable.
Develop, introduce and maintain environmental management systems across the
company to meet the company standards as well as statutory requirements for
environment. Verify compliance with these standards through regular auditing.
Assess environmental impact of all its activities and set annual improvement
objectives and targets and review these to ensure that these are being met at the
individual unit and corporate levels.
Reduce Waste, conserve Energy and explore opportunities for reuse and
recycle.
Involve all employees in the implementation of this Policy and provide
appropriate training. Provide for dissemination of information to employees on
43. 43
environmental objectives and performance through suitable communication
networks.
Encourage suppliers and co-packers to develop and employ environmentally
superior processes and ingredients and co-operate with other members of the
supply chain to improve overall environmental performance.
Responsibilities
Corporate
The Board and the Management Committee of HUL is committed to conduct the
company operations in an environmentally sound manner. The Management
Committee will:
Set mandatory standards and establish environmental improvement objectives
and targets for HUL as a whole and for individual units, and ensure these are
included in the annual operating plans.
Formally review environment performance of the company once every quarter.
44. 44
Review environment performance when visiting units and recognise exemplary
performance.
Nominate:
- A senior line manager responsible for environmental performance at the
individual HUL site.
- HUL environmental coordinator.
The Management Committee, through the nominated environmental coordinator
will:
Ensure implementation of HUL Policy on environment and compliance with
Unilever and HUL environmental standards and the standards stipulated under
relevant national / local legislation. When believed to be appropriate, apply more
stringent criteria than those required by law.
Assess environmental impact of HUL operations and establish strategies for
sound environment management and key implementation steps.
Encourage development of inherently safer and cleaner manufacturing
processes to further raise the standards of environment performance.
45. 45
Establish appropriate management systems for environment management and
ensure regular auditing to verify compliance.
Establish systems for appropriate training in implementation of Environment
Management Systems at work.
Ensure that all employees are made aware of individual and collective
responsibilities towards environment.
Arrange for expert advice on all aspects of environment management.
Participate, wherever possible, with appropriate industry and Government
bodies advising on environmental legislation and interact with national and local
authorities concerned with protection of environment.
Individual Units
The overall responsibility for environment management at each unit will rest with
the Unit Head, who will ensure implementation of HUL Policy on environment at
unit level. Concerned line managers / heads of departments are responsible for
environmental performance at department levels.
46. 46
In order to fulfill the requirements of the Environment Policy at each site, the Unit
Head will:
Designate a unit environment coordinator who will be responsible for co-
ordinating environmental activities at unit, collating environmental statistics and
providing / arranging for expert advice.
Agree with the Management Committee Member responsible for the unit,
specific environmental improvement objectives and targets for the unit and ensure
that these are incorporated in the annual objectives of the concerned managers and
officers and are reviewed periodically.
Ensure that the unit complies with Unilever and HUL mandatory standards and
the relevant national and state regulations with respect to environment.
Ensure formal environmental risk assessment to identify associated
environmental aspects and take appropriate steps to control risks at acceptable
levels.
Ensure that all new operations are subjected to a systematic and formal analysis
to assess environmental impact. Findings of such exercises should be implemented
prior to commencement of the activity.
47. 47
Manage change in People, Technology and Facilities through a planned
approach based on training, risk assessment, pre-commissioning audits and
adherence to design codes.
Regularly review environment performance of the unit against set objectives
and targets and strive for continual improvement.
Sustain a high degree of environmental awareness through regular promotional
campaigns and employee participation through training, safety committees,
emergency drills etc.
Ensure dissemination of relevant information on environment within the unit
and to outside bodies, and regularly interact with Government authorities
concerned for protection of environment.
Maintain appropriate emergency procedures consistent with available
technologies to prevent / control environmental incidents.
Provide appropriate training to all employees.
48. 48
Ensure periodic audits to verify compliance with environment management
systems and personally carry out sample environment audits to check efficacy of
the systems.
Report environmental statistics to HUL Corporate Safety & Environment Group
on a monthly basis.
Research and Innovation Centres
Since most new products and processes are developed in these Units, certain
additional responsibilities devolve on them to ensure implementation of the
Environment Policy of the company. In addition to the Unit Head's responsibilities
outlined above, the heads of these units will:
Ensure that a formal and systematic risk assessment exercise is undertaken
during the process/product development stage with specific reference to
environmental impact.
Transfer technology to the pilot plant and main production through a properly
documented process specification which will clearly define environmental impact
49. 49
and risks associated with processes, products, raw material and finished product
handling, transport and storage.
Ensure that treatment techniques are developed for any wastes generated as a
result of the new product/process and is incorporated into the process
specifications.
50. 50
Mr. Nitin Paranjpe –
Chief Executive Officer
and Managing Director
Mr. R. Sridhar –
Chief Financial Officer
Mr. Shreejit Mishra –
Executive Director
Foods
Mr. Gopal Vittal –
Executive Director
Home & Personal Care
51. 51
Mr. Hemant Bakshi –
Executive Director
Sales and Customer
Development
Mr. Dhaval Buch –
Executive Director
Supply Chain
Mr. Ashok Gupta –
Executive Director
Legal
Ms Leena Nair –
Executive Director
HR.
52. PRODUCTS
PERSONAL PRODUCTS: THE CORE CONCERN OF ADVERTISING
Fair & Lovely
Fair & Lovely - the miracle worker
In fact, Fair & Lovely has been extensively tested with consumers in India
and abroad, and has been proven to be superior in terms of benefit delivery
to all key competitive brands.
Fair & Lovely's formulation contains a unique fairness system that contains
a combination of active agents and sunscreens. This has been specially
designed and proven to deliver one to three shades of change in most
people. Also its sunscreen system is specially optimized for Indian skin.
Indian skin unlike Caucasian skin tends to 'tan' rather than 'burn' and,
hence, requires a different combination of UV A & UV B sunscreens.
53. The fairness cream is marketed in over 38 countries through HUL Exports
and local Unilever companies and is the largest selling skin lightening
cream in the world
61
54. 62
1. Ponds
Pond’s - the beauty expert
Pond's Cold Cream was launched in India in 1947 and was followed by the launch of
Pond's Dream flower Talc 1956. The current skin offerings under the Pond's Brand
name include Moisturising Cold Cream, All Day Oil Control Cream, Daily Face Wash,
Blackhead Removal Strips and Dream flower Body Lotion. In talc’s, Pond's now has four
variants. Pond's Dream flower Talc is now enhanced with 'Floral Extracts', Pond's
Sandal Talc is a sandal variant with 'Natural Sunscreen', Pond's Light 'n' Fresh comes
with SAM (Sweat Absorption Material), while Pond's Magic Deo-Talc now has a new
enhanced deodorant protection.
Pond's is about beauty that reflects the times. Pond's brings superior and innovative
solutions to meet all skin care needs by delivering outstanding personal beauty
solutions - through scientific skin expertise, extensive research and stringent product
testing.
Pond's track record reveals an ensemble of products that make a real noticeable
difference, proving therefore that Pond's remains the most trusted beauty expert in the
consumer's mind.
55. 63
Half a century ago, as India took her steps into freedom, Lakme, India's first beauty
brand was born. At a time when the beauty industry in India was at a nascent stage,
Lakme tapped into what would grow to be amongst the leading, high consumer
interest segments in the Indian Industry - that of skincare and cosmetic products.
Armed with a potent combination of foresight, research and constant innovation,
Lakme has grown to be the market leader in the cosmetics industry.
Lakme today has grown to have a wide variety of products and services that cover
all facets of beauty care, and arm the consumer with products to pamper herself
from head to toe. These include products for the lips, nails, eyes, face and skin, and
services like the Lakme Beauty Salons.
56. 64
Clinic - for healthy hair
Clinic Plus shampoo was launched in India in the year 1987 and is positioned as the
'shampoo that makes your family's hair healthy and glowing.' Clinic Plus is targeted at
mothers, educated yet measuring their self-esteem through their children's
achievements.
In the year 1996, Hindustan Lever launched another variant of Clinic shampoo - Clinic
All Clear dandruff shampoo. The core proposition of Clinic All Clear is that it is "the only
shampoo that gives you dandruff-free soft hair." It is targeted at the appearance
conscious young adult, seeking dandruff-free, gorgeous hair to create a positive
impression.
5. Deodorants
57. 65
SOAPS AND DETERGENTS
1. Fabric Wash
Surf - Mummy's best friend
Launched in 1959, Surf was the first in the Indian detergent powder market. Over the
years, Surf has anticipated the changing washing needs of the Indian homemaker and
constantly upgraded itself.
Surf Excel, India's largest selling compact detergent powder, in its newest avatar
promises to tackle the toughest stains without damaging the color of the fabric. This is
because only Surf Excel has smart sensors that can differentiate stains from colors.
Now you don't have to worry about tackling the really tough stains, especially on your
colored clothes anymore. “Surf Excel Hai Na!” For those who seek the Surf Excel
clean in the front loaders, the specially designed low suds formulation Surf Excelmatic
promises to give just that - a superlative clean.
Those preferring the modern and convenient way to wash can rely on Surf Excel Liquid.
The liquid form penetrates deep allowing great wash results. For the really tough stains,
you can apply the liquid directly on the body of stain (through a stain treater) - you will
see tough stains being tackled with ease.
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“Mehnat kum, phir bhi dhulai No. 1.”
Wheel
Wheel - makes washing easy
Wheel is a detergent brand that caters to the laundry needs of the mass market. It was
first launched in the year 1987. Wheel Green is the single largest (No 1 by market
share) detergent brand in India by value.
Wheel is packed with powerful lather (power foam) that cleans even tough dirt stains on
collars and cuffs with ease. It, therefore, cleans effectively with lesser effort, making a
laborious chore like washing - light and easy. Moreover, Wheel does not burn hands or
harm clothes like some other detergents, which contain a high percentage of soda.
Wheel also has a premium variant called Active Wheel. It gives the consumer the value
of 3 benefits in 1. It not only cleans effectively with less effort but also keeps the colored
clothes looking bright and has a great fresh fragrance. Active Wheel gives consumers
'Quality Clean and Care' at an affordable price. In short, Wheel can be summed up as -
'Mehnat kum, phir bhi dhulai No. 1.' Wheel is, therefore, the smart housewife's choice.
60. 68
The new Lifebuoy range now includes Lifebuoy Active Red (125gm, 100 gm and 60 gm)
and Lifebuoy Active Orange (100gm). Lifebuoy Active Orange offers the consumer a
differentiated health perfume while offering the health benefit of Lifebuoy.
At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy
International (Plus and Gold). Lifebuoy International Plus offers protection against
germs, which cause body odour, while Lifebuoy International Gold helps protect against
germs, which cause skin blemishes.
Lux
Lux - the film stars' choice
Endorsed by popular film stars, Lux is one of the biggest brands in the soap category.
Lux was launched in India in the year 1905.
Lux comes in 3 attractive variants - Lux Pink is a fragrant ensemble of almond oil, Lux
White a rich creation of milk cream and Lux Black (in a pastel shade of lemon yellow)
overflows with the goodness of honey, and is also the first of its kind in the market.
The new, exotic addition includes International Lux Skin Care 'Sunscreen Formula'. A
unique soap, which protects the skin's fairness against darkening by the sun. The
product contains a combination of sunscreen actives, which are deposited on the skin
as a protective layer, even as the soap washes away dirt and grime. This breakthrough,
for the first time in the world, is the result of technology patented by HUL.
In short, Lux has worked its charm on millions of women, making their dreams of beauty
come true.
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Breeze
Breeze - makes dreams a reality
Launched in 1991, Breeze is a mass-market soap that sells in the economy
segment.The fragrant ensemble from Breeze comprises 3 variants, which contain the
real goodness of natural ingredients such as rose water, sandal extracts and lime
extracts, giving skin a glowing radiance.
Originally launched in 1989, Breeze is today perceived to be a good value for money
brand - with outstanding sensory experience. Its strengths are its fragrance, lather and
the soft feeling it has on the skin. A new variant, a hair-and-body soap, Breeze 2-in-1,
was launched in January 2001. Enriched with coconut oil and lime extracts, it was the
very first of its kind and leaves the consumer looking and feeling beautiful.
62. 70
The brand plays a critical role in its consumer's life, because Breeze for her is more
than just soap. It is, in fact, her beauty aid, her only cosmetic, and one that she can
afford. She regards Breeze as her only way of fulfilling her dream of looking beautiful.
3. Household Care
Vim
Vim – Khar Khar ka moh tod jawab
In 1993 Vim Bar was launched. This product had many benefits including better clean,
ease of handling and easy storage. Vim Bar was re-launched in 1997 with an improved
formulation and new communication, which tackled economy and performance. Much
appreciated by the mass market, it resulted in conversions not just from powder users,
but also from proxy users who did not upgrade to powders but preferred to use Vim Bar
instead.
63. 71
The brand has grown significantly registering strong double-digit growths in both
volume and value terms. Vim Bar was relaunched a second time in 2002, with a unique
“Stain Cutter” formulation that removes the toughest stains such as burnt milk and ghee
stains. This new formulation evolved through research and is now setting benchmarks
in tough stain removal. New Vim offers the consumer a superior performance at a great
value.
Vim is the market leader in the dishwash category. Today Vim is available in powder,
bar and liquid form. Vim continuously strives to innovate its products to enhance the
lives of its consumers. Whether it be through its new 'Stain Cutter' formula in its Vim Bar
or it's the stain busters in its powders, Vim stands for the best quality in dishwash
products.
FOODS AND BEVERAGES
1. Ice Creams
Cornetto
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Kwality Wall's Cornetto - bite bite mein pyar
Launched in the year 1995-96, Cornetto is undoubtedly one of the most popular ice
creams in India. Positioned as the icon for romance and special moments - it is targeted
at young adults.
However, with its rich multi-sensory eat experience, it is overwhelmingly quoted as the
favourite of consumers across ages.
Feast
Kwality Wall's Feast - feasting on 'the big “F”
Launched in 1995-96, the Kwality Wall's Feast range of ice creams and frozen
desserts has been positioned as a “Youth ice cream brand with an attitude.”
65. 73
Over the years, Feast has expanded its 'chocolate only' portfolio to a more diverse
one by including refreshment products like Mango Zap, Calypso Punch and Jaljeera
Blast. This was in keeping in line with the varied need-states of today's youth.
As part of Kwality Wall's endeavour to consistently reach out to the consumer with
new and exciting flavours, Feast has launched Feast Snacko. The stick product is an
excellent value for money proposition.
As part of Kwality Wall's endeavour to consistently reach out to the consumer with
new and exciting flavours, Feast is launching a new SKU, viz. Feast Snacko. The
stick product is expected to take the market by storm, as it is an excellent value for
money proposition.
Continually connecting with today's youth, Feast remains the ice cream with . . . The
Big F!
Max
Kwality Wall's Max - the 'masti' ice cream
Max, launched in the year 1999 as the 'masti' ice cream, is targeted solely at children.
All Max products are fortified with extra vitamins. Max Cups and Max 123 have Vitamin
A, Max Orange and Max Joos have real fruit juices and Vitamin C (a single Max Orange
candy offers a child 15% of his daily requirement of Vitamin C).
Max says, 'Masti kar Befikar' and encourages all kids to go ahead and have lots of fun!
Max has recently been extended as confectioneries (candies) - MaxMasti,
MaxMagik and ChocoMax.
Cornetto Soft
66. 74
Kwality Wall's Cornetto Soft
In 2002, Kwality Wall’s is introducing a host of unique product innovations under a new
brand called “Cornetto Soft”. The new range includes a Super Cone (a bigger soft
cone- Vanilla and other flavours like chocolate, strawberry etc), Strawberry Sundae
Cup (Creamy tasty vanilla topped with rich strawberry sauce), Chocolate Sundae Cup
(Creamy tasty Vanilla topped with thick chocolate sauce), Ripple Cones (Creamy tasty
vanilla softy with strawberry or mango ripples) and Nutty Delight (Creamy tasty Vanilla
topped with thick chocolate sauce and nuts, served in a cup.). The price ranges from
Rs.7/- for a Super cone to Rs. 20/- for a Nutty Delight.
At a Kwality Wall’s kiosk, the consumer will experience innovative promotions and
themes that will take place regularly at and around the outlet kiosk, it will be seen as a
‘cool place to hang out and a great place to eat out.’ Kwality Wall's has a perfect blend
of affordability, hygiene and taste that will win over the consumer.
Kwality Wall’s Softies are untouched by human hands. The first hand that touches the
product is the consumer's. Kwality Wall's uses a pre-mixed liquid produced and sealed
at the factory and is untouched by the operator at the outlet. The advanced Tamper
Proof technology & the sophisticated softy dispensers make sure that hygiene is given
the highest priority. The ingredients are pasteurized and homogenized, which ensure
true quality & consistency of the end product. As a result Kwality Wall’s is the only one
offering a superior and completely hygienic product.
Kwality Wall's aims to ensure that the consumer gets a world class product delivered to
meet local taste requirement under strict Unilever standards of hygiene and at a great
price!
67. 75
Kwality Wall’s Black Currant Sundae
Irresistible international flavour now available in India
The exotic dessert, Kwality Wall’s Black Currant Sundae, launched in India, has a
mouth-watering black currant sauce and creamy vanilla. The Black Currant sauce has
been specially formulated by Kwality Wall’s, to offer a truly delectable dessert for its
consumers that leaves them yearning for more. Black currants are grown in Europe,
USA and Chile, rich in vitamin C and minerals; they are used to make exotic jellies,
jams, drinks and sauce the world over.
There is an even more interesting history to sundaes. In the 1980s, when this delightful
dish was first put together in the US, it was against the law to sell soda and
consequently, ice-cream sodas on Sundays. So the trend of serving ice cream with
sauces and toppings instead of soda began. Soon, ice-cream sundaes became so
popular that people opted for this dessert on weekdays as well.
Kwality Wall’s Sundaes were launched in 2001 in India in Chocolate, Strawberry and
Mango flavors. These products were a phenomenal success and are now being taken
to the next level with an exotic Black Currant sauce and Black Currant Dry Fruit pieces.
In a day and age, when families hardly find time to spend together, Kwality Wall’s sees
its Sundaes as an offering, which helps bring families together for fun and enjoyment.
10 p.m. would henceforth stand for Kwality Wall’s Sundae time!
69. 77
DISTRIBUTION SYSTEM OF HINDUSTAN LEVER LTD.
The success of each and every company depends upon the effectiveness of their
distribution system. Hindustan lever ltd has an efficient distribution model.
Manufacturer
Depot
Distributor
Whole seller Retailer
Consumer
70. 78
HUL’s new distribution system to reach more consumers:
FMGC major Hindustan lever Ltd (HUL) new plans of reinventing distribution so
as to redefine current channels and look at creating new channels. Competition was
the main thrust for this change in its area of distribution.
HUL, which has been reinventing its distribution system, in a bid to reach out to
more consumer, will look at a three way convergence of product availability, brand
experience. They are building key capabilities entraining the large number of
people involved in these initiatives, through all these initiative they are getting
their brands closer to the consumer.
These initiatives are expected to create employment and vocational opportunities
through its nation wide network of 7,000 stockiest and 6,000 sub-stockiest,
thereby, employing over 60,000 people. HUL is already involved in channels such
as project shakti, which operates in 16 states; Hindustan Lever Network, which has
a consultant base of 25,000 entrepreneurs and out at home opportunity and heath
and beauty services.
71. 79
OBJECTIVE OF THE STUDY
Objectives:
To gain an understanding of the personal care, matches portfolio of HUL
Limited
To understand the distribution systems and processes operational in HUL
To evaluate distribution strength of competitors in the geography under
command and help to make the HUL presence better in the market.
Project Methodology:
To work with the DS (Dealer Salesman) in the market on different routes to
gain an understanding of the order capture and delivery processes.
To work with the TSI (Territory Sales Incharge) in the market to understand
the Premium Grocery and Chemist Structure and the merchandizing
solutions implemented by HUL in the market.
To gain understanding of the various benefits of HUL personal care products
and their unique selling proposition vis-à-vis competition products and use
these for effective sell-in.
To be up to date with HUL and competition offering and use the advantages
on hand for better sell-in.
72. 80
RESEARCH METHODOLOGY
Research methodology is a systematic way. Which consists of series of section or
step necessary to effectively carry out research and the desired sequencing of these
steps the marketing research is a process of involves a number of inter related
activates which overlap and do rigidly follow a particular sequence. It consists of
the following step.
1. Formulating the objective of the study.
2. Designing the method of data collection.
3. Selecting the sample plan.
4. Collecting the data.
5. Processing and analyzing the data.
6. Reporting the finding,
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RESEARCH DESIGN
The research design is the basic framework which provides guidelines for the
research process. It is a map according to which the research is to be conducted.
The research design specifies the methods for data collection and data analysis.
After having discussed the HUL (Hindustan Liver Limited) detergent market and
its competitor in general, the present chapter ‘Research Design’ has proposed to
high light the objectives, hypothesis, data collection, sampling arid measurement
techniques etc.
DATA COLLECTION METHOD
The date use is primary in nature. The questionnaire was designed and these
questionnaires were asked to be filled up by the respondents.
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SAMPLING METHOD
The sample for the survey was selected at random. For this, the surveyor attempted
to get the information from respondents. Respondents were interviewed at random
from the sites chosen.
Sample size – 100
ANALYSIS METHOD
Prior to collection of the data or actual field work a pilot study was conducted in
order to analyze the degree of proper framing of the questionnaire. The dummy
data so collected was used to develop an idea regarding specific information that is
required to carry out the actual research.
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COLLECTION OF DATA
The following techniques were adopted for date collection.
The data collection phase of marketing research is generally the most expensive
and the most prove to error. In case of surveys, four major problem arise. Some
respondent’s did not use a particular detergent and must be reconnected or
replaced. Other respondent will refuse to cooperate still other will gave biased or
dishonest answer. As the study could not be conducted at the national level with in
the specified time. This study reties itself to the Ghaziabad region which divided
into four clusters: Shahibad, Rajnagar, Old Ghaziabad, New Ghaziabad,
PRIMARY DATA – Primary data was collected through questionnaires.
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SWOT ANALYSIS OF FAIR AND LOVELY PERSONAL CARE
PRODUCTS
Strength
Backed by HUL.
Good brand ambassador.
Good packaging.
Good R&D.
Combination of Nature &
Science.
Variants for every hair type.
Weakness
Less attractive advertisement
Complaint of hair damage
after use of this Personal care
products
Less market penetration
Number of advertisements
broadcasted on TV is less.
Typical name
Less visibility
Less availability
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Opportunities
Middle class can be targeted
through small packages.
Rural sector can be explored
through participation in local
cultural events.
People are more conscious of
their personal care.
Growth in FMCG sector.
Threats
From leading market players.
Less awareness of brand in the
market.
Intense competition
VAT has increased by state
govt. from 12.5% to 13.5%.
79. 87
Which brand of Personal care product you use?
10% 20%
45%
10%
15%
Sunsilk Dove Garnier Fair and lovely Others
80. 88
Where you heard or read the name of Fair and lovely ?
25%
10%
15%
40%
T.V. Newspaper Hoardings Friends
81. 89
Where you heard or read the name of Fair and lovely ?
25%
10%
15%
40%
T.V. Newspaper Hoardings Friends
82. 90
How do you find the advertisement of Personal care products?
10%
10%
20% 20%
40%
Excellent Very good good Average Can't say
83. 91
25%
Do you know who the brand ambassador of Personal care products is?
75%
Yes No
84. 92
Do you know Personal care products belongs to which company?
10%
90%
Yes No
85. 93
FINDINGS
1. In the research I found that HUL have more market share.
2. The respondent started that they would like more schemes to be
associated with surf when they were asked that what change they
would suggest in their detergent then suggested more schemes.
3. HUL detergent is available in big & small packages so consumer
preferred HUL detergent.
4. The main competition of the HUL detergent is proctor & gamble.
5. Surf excel is preferred by the consumer because of its extra
ordinary whiteness and the fast fact.
6. of the users of surf all of them user more or less equally according
to the income
7. The company should come up with more incentives for salesmen
to motivate them which will impact on salesman performance.
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CONCLUSIONS
Retailers’ complaint of delayed supplies which they had ordered to the WDs.
Less penetration of products into the market. The big problem of HUL is cut
rate problem.
Retailers want more trade schemes for promotion of HUL’s personal care
products.
Less attractive advertisement of Fair and lovely Personal care products.
People are not able to recognize the advertisement of Fair and lovely.
Human resource problems like more DS turnover in PAMS division.
Less visibility of posters at the retailers POS.
87. 95
RECOMMENDATIONS & SUGGESTIONS
Regional tax differences should be absorbed so that uniform pricing policy
could be implemented and cut rate problem faced by retailers can be
eliminated.
Schemes provided by the company to WDs should be monitored closely so
that they cannot misuse it.
Provide enhanced trade schemes for retailers to increase our market base.
Instead of rational appeal emotional appeal should be incorporated in the
advertisement of Fair and lovely.
More of brand promotion activities through free sampling, gifts not only in
premium outlets but also in major retailers POS in residential markets.
Motivating the dealer salesman by making a policy of taking them on
company’s payroll based on their performance in a certain period of time.
This makes them more accountable for their job and their improved relations
with the retailers.
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More merchandising in market for higher visibility of brand in the market
through posters, danglers, etc.
Multi level Marketing can be used for distribution directly to the customers.
Better distribution logistics for timely supply of goods to the retailer.
89. 97
ANNEXURE
Name:
Age:
Occupation:
QUESTIONNAIRE:
1. Do you use Personal care product?
1. Yes ………. 2. No ……….. 3.
Sometimes………
2. Do you know that you should use Personal care product according to your
hair type?
1. Yes ……….. 2. No ………..
3. Which brand of Personal care product you use?
1. SUNSILK 2. DOVE 3. GARNIER
4. Personal care products 5.Others
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4. Have you heard the name of Personal care product earlier?
1. Yes ………. 2. No ………..
5. Where you heard or read the name of Personal care products ?
1. T.V. 2. NEWSPAPER 3. Hoardings
4. FRIENDS
6. On which channel you watch the advertisement of Personal care products?
1. SONY 2 SET MAX 3 STAR PLUS 4 M.T.V.
7. How do you find the advertisement of Personal care products?
1 Excellent 2 Very good 3 Good
4 Average 5.Can’t Say
8. Do you know who the brand ambassador of Personal care products is?
1. Yes …………. 2 No …………….
9. Do you know Personal care products belongs to which company?
1 Yes …………. 2 No ………….
91. 99
10. Have you earlier used Personal care products?
1. Yes ……….. 2. No ………..
11. If you have used Personal care products, how did you find the quality?
1 Excellent 2 Very good 3 Good
4 Average 5 Can’t Say
12. Do you know about every varient of Personal care products ?
1. Yes ……….. 2. No ………..
13. Which variety of Personal care products you like most?
1. Aqua Balance 2. Everyday Mild 3. Silky strong
4 Silk & Shine 5. Volume & Boost
14. Do you ever use Personal care products conditioner?
1. Yes ……….. 2. No ………..
15. How do you find packaging of Personal care products?
1 Excellent 2 Very good 3 Good
4 Average 5 Can’t Say
92. 100
16. Do you find Personal care products Personal care product easily available in
the market?
1. Yes ……….. 2. No ………..
17. Do you find visibility of print media of Personal care products anywhere?
1. Yes ………. 2. No ………..
18. Do you have any Suggestion / Comments for HUL product? (Please specify)
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………...……………………………………
………………………………………………….............................................
THANK YOU SIGNATURE
93. 101
BIBLIOGRAPHY
Research Methodology, C.R. Kothari
Marketing Research, Harper W. Boyd
Marketing Management, Philip Kotler
Kothari C.R. Research methodology 2nd
1995
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