THE TAMIL NADU NATIONAL LAW SCHOOL,

TIRUCHIRAPPALLI.

ACADEMIC SESSION:
2014-2015

BUSINESS COMMUNICATION

MARKETING STRATERGIES OF HINDUSTAN

UNILEVER LIMITED

SUBMITTED TO: SUBMITTED BY:

PROF.P. MURGESAN MOHIT AGARWAL

Asst. Professor. ROLL NO. 37

TNNLS B,Com.LL.B(HONS.) SEM-II

Tiruchirappalli.

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 DECLARATION

I, Mohit Agarwal hereby declare that the project work entitled MARKETING
STRATERGIES OF HUL submitted to Tamil Nadu National Law School;
Tiruchirappalli, is the record of a bonafide work done by me under the supervision and
guidance of Prof. MURGASEN , Faculty of business economics, Tamil Nadu National
Law School; Tiruchirappalli.

All information furnished in the project is true to the best of my knowledge and belief
devoid of plagiarism. If under the circumstances plagiarism is truly established, then the
Law School may be pleased to proceed with any action against me according to the
Universitys rules and regulations.

MOHIT AGARWAL

B.Com.,LL.B(H).

27-04-2015.

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 CERTIFICATE

This is to certify that the Research Project entitled:MARKETING STRATERGIES

OF HULsubmitted to the Tamil Nadu National Law School; Tiruchirappalli, in
fulfilment of the requirements for internal component for B.COM; LL.B (HONS.), first
Semester is an original and bonafide research work carried out by MOHIT AGARWAL
under my supervision and guidance. No part of this study has been submitted to any
University for the award of any Degree or Diploma whatsoever.

Date: 27-4-2015

Place: Tiruchirappalli.

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 ACKNOWLEDGEMENTS

At the outset, I take this opportunity to thank my Professor Dr..P.MURGESAN from the
bottom of my heart who has been of immense help during moments of anxiety and
torpidity while the project was taking its crucial shape.

Secondly, I convey my deepest regards to the administrative staff of TNNLS who held the
project in high esteem by providing reliable information in the form of library
infrastructure and database connections in times of need.

Thirdly, the contribution made by my parents and friends by foregoing their precious time
is unforgettable and highly solicited. Their valuable advice and timely supervision paved
the way for the successful completion of this project. Hence as a student, I am extremely
grateful and forever deeply indebted to him.

Finally, I thank the Almighty who gave me the courage and stamina to confront all
hurdles during the making of this project. Words arent sufficient to acknowledge the
tremendous contributions of various people involved in this project--- as I know Words
are Poor Comforters. I once again wholeheartedly and earnestly thank all the people
who were involved directly or indirectly during this project making which helped me to
come out with flying colours.

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 PREFACE

This project is intended to carry out an extensive research on the given topic by the
supervisor. The material evidence presented in this project is purely based on secondary
sources and also certain standard of textual analysis have been thoroughly detailed. The
research and analysis conducted by the researchers are bona-fide and purely for academic
purposes.

Every effort is made to keep the project error free. I would gratefully acknowledge the
suggestions to improve the project to make it more useful.

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 TABLE OF CONTENTS:

CHAPTER I

INTRODUCTION

CHAPTER II

REVIEW OF LITERATURE

CHAPTER III

DATACOLLECTION

CHAPTER IV

DATA ANALYSIS

CHAPTER V

CONCLUSION
BIBLIOGRAPHY

TABLE OF CONTENTS
1.TABLE
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 Tables Page no.
4.1 WHICH SEX PEOPLE CHOOSE WHICH 27
COMPANY PRODUCT
4.2 WHICH PERSON OF SOCIETY CHOOSE 28
WHICH COMPANY PRODUCT
4.3 WHICH SECTION OF SOCIETY CHOOSE 29
THE PRODUCT
4.4 ON BRAND CHOOSE BY THE PEOPLE 30
4.5 WHICH RELIGION PEOPLE CHOOSE MOST 31
NUMBER OF FMCG PRODUCT
4.6 3 ON PRICE PREFERENCE OF THE 32
CUSTOMERS PURCHASING NOKIA MOBILE
PHONE

2.GRAPHS
GRAPHS PAGE NO.
4.1 WHICH SEX PEOPLE CHOOSE 27
WHICH COMPANY PRODUCT
4.2 WHICH PERSON OF SOCIETY 28
CHOOSE WHICH COMPANY PRODUCT
4.3 WHICH SECTION OF SOCIETY 29
CHOOSE THE PRODUCT
4.4 ON BRAND CHOOSE BY THE 30
PEOPLE
4.5 WHICH RELIGION PEOPLE CHOOSE 31
MOST NUMBER OF FMCG PRODUCT
4.6 ON PRICE PREFERENCE OF THE 32
CUSTOMERS PURCHASING NOKIA
MOBILE PHONE

3.CHARTS

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 CHARTS PAGE NO.
1.ON COMPARING MONTHLY INCOME AND 33
GENDER

2.ON COMPARING MONTHLY INCOME AND 34

RELIGION OF THE CUSTOMERS
3.ON COMPARING AVAILIBILITY AND 35
MARTIAL STATUS OF THE CUSTOMER

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INTRODUCTION

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 companys Turnover is Rs. 20,
239 crores (for the 15 month period January 1, 2014 to March 31, 2015).

Hindustan unilever limited 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 40.5 billion in 2014. Unilever has about 52% shareholding in
HUL. Hindustan Unilever was recently rated among 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 15,000 employees, including over 1,400
managers, is to add vitality to life". The company 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 about
52 % of the equity.

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,

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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.

HUL has traditionally been a company, which incorporates latest technology in all its
operations. The Hindustan Lever Research Centre (now Hindustan Unilever Research Centre)
was set up in 1958

Doing researcherll by doing good

HUL believes that an organisations 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 or
underprivileged 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.

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OBJECTIVES OF STUDY

The main objective of this project is to find, what are the steps Hindustan Unilever Ltd. is
adapting to be market leader and to differentiate itself from its competitors.

What is the steps company is utilizing to find current trend in the market.

To study various brands of HUL

To study the competitive brands in the market of ,home care products,.food brands,
personal care products

To find the market share of the HUL brands and its competitive brands.

To determine the key areas of strength and weakness for HUL brands To develop a
promotion plan for brand communication of the HUL

To study various marketing strategies of HUL

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was
kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of
this project.

The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample
of consumers was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.

People were hesitant to disclose the true facts.

The chance of biased response cant be eliminated though all necessary steps were
taken to avoid the same.

Vision of Hindustan unilever limited

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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.

A clear direction

The four pillars of our vision set out the long term direction for the company where
researcher want to go and how researcher are going to get there:

Researcher work to create a better future every day

Researcher 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.

Researcher will inspire people to take small everyday actions that can add up to a big
difference for the world.

Researcher will develop new ways of doing business that will allow us to double the size of
our company while reducing our environmental impact. Researcher'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. Researcher recognise 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 researcher are.

CHAPTER II

REVIEW OF LITERATURE

Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch company Unilever. Both
Unilever and HUL have established themselves researcher will in the Fast Moving Consumer
Goods (FMCG) category. In India, the company offers many households brands like, Dove,

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Lifebuoy, Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its
efforts researcherre 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 in the rural areas and to empower the local women, HUL launched a Project
Shakti in 2000 in a district in Andhra Pradesh. The idea behind this project was to create
women entrepreneurs and provide them with micro-credit and training in enterprise
management, which would enable them to create self- help groups and become direct-to-
home distributors of HUL products. Today Project Shakti is present across 80,000 villages in
15 states and is helping many underprivileged women earn their livelihood.

As the per-capita income of India is increasing along with the Indian population. So, the
future for the FMCG Companies is bright. To analysis the past performance & the future
demand of HUL, FMCG products researcher have considered following points:

Researcher have a listed the different FMCG product lines of HUL.

Researcher have done competitors analysis in which the market share of top FMCG
companies are analysed & the market share of HULS different categories product are
analysed with comparison to its competitors.
Then performance analysis is made by taking 10 year financial data from 1998-2007.
The profit & sales growth is analysed Researcher have done SWOT analysis to know
the threat & opportunities of HUL in present market.

The future opportunities for FMCG products are taken into consideration by
analyzing the increased per capita income & increased disposable income to forecast
the future demand of HUL.
Researcher have done the analysis of the project with the help of spess and try to find
out the details of the people response to the product and pricing strategy of the
company with the view way of the people .

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 Researcher also take review of marketing strategy of the company that include its
price, quality , packaging, researcher try to find out consumer is happy with the
quality packaging along with price of the product offered by the company to the
people
Researcher also take care of the ampless researcher create should be from the
diversed people of the society and from each and every corner of the district so that
researcher analyze marketing strategy of the company .
Researcher try the know who attracts the consumer to buy the product of company
are they attract the packaging or influence by the friends or by packaging or price etc.

MARKETING STRATEGYOF HINDUSTAN UNILEVER LIMITED

FOUR PS OF MARKETING

Product

Satisfaction suffices. But delight dazzles the average company will compete for customer by
conforming to her expectation consistently. But the winner will surpass them by constantly

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exceeding her expectation, delivering to her door step additional benefits which she would
never have imagined possible. Hindustan Unilever Ltd(HUL) offer such product. The wide
variety products offered by the company include:

The companys popular products include:

Bathing soaps : Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears and Rexona

Laundry items : Surf Excel, Rin and Wheel

Skin care: Fair & Lovely, Ponds and Vaseline

Hair care: Sunsilk and Clinic

Oral care: Pepsodent and Close up

Deodorants : Axe and Rexona

Colour cosmetics : Lakme

Ayurvedic: Ayush

Tea: Brooke Bond and Lipton

Coffee : Bru

Foods: Kissan, Annapurna and Knorr

Ice cream: kwality walls

Pricing

Make no mistake. Second P of marketing is not another name for blindly lowering prices and
relying on this strategy alone to increase sales dramatically.

The strategy used by Hindustan Unilever Ltd(HUL) is for matching the value that customer
pays to buy the product with the expectation they have about what the production is worth to
them.

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Hindustan Unilever Ltd(HUL) has launched various products which cater to all customer
segments. So every customer segment has different price expectation from the product.
Therefore maximizing the returns involves identifying right price level for each segment, and
then progressively moving through them.

Physical Distribution

Place BRAND ISNT THE ONLY ANY MORE.Marketers and finance manager need a
new term to evaluate their business:

Distribution Equity. It takes much more time and effort to build, but once built, distribution
equity is much together to erode.

The fundamental axiom of Indian consumer market is this:

You can set up a state-of the-art manufacturing facility, hire the hottest strategies on the
block, swamp prime television with best Ads, but the end of it all, you would be know of
selling your products. The cardinal task before the Indian market is managing is to shoe-horn
its product on retail shelves. Buyers are paying for distribution equity not brand equity and
market shares.

Why does the company need distribution equity more anything in India? With technology
and competitive pressure slash in it is becoming increasing difficult for marketers to retain a
unique product differentiation for ling period. In a product and price parity situation, the
brand that sells more is the one that reaches the highest number of customers.

India The operations involve over 2,000 suppliers and associates. HUL's distribution
network, comprising about 4,000 redistribution stockists, covering 6.3 million retail outlets
reaching the entire urban population, and about 250 million rural consumers. Television has
already primed and population for consumption, and the marketer who can get to the to the
consumer ahead of competition will give a hard to overtake lead.

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But getting their means managing wildly different terrains-climate, language, value system,
life style, transport and communication network. And your brand equity isnt going to help
when it comes to tackling these issues. Own distribution network consist of clearing and
forwarding (C&F) agents & distribution stockiest. This network of distribution can either
contact wholesalers and which in turn retailers or the distributors can contact to the retailers
directly. Once the stock product reaches retailers, the prospective customers can have access
to the product. Hindustan Unilever Ltd(HUL) distributes the product in the manner stated
above.

Hindustan Unilever Ltd(HUL) distribution network has expanded. Beside use of improved
logistics, Hindustan Unilever Ltd(HUL) is also attempting to improve the distribution quality.
To address the issue of product stability, it has installed visi colors at several outlets. This
helps in maintaining consumption in summer when sales usually drops due to the fact that the
heal effects product quality and thereby off takes.

Looking at the low penetration of few products, a distribution expansion would itself being
incremental volume. The other reason is arch rival Procter & Gamble Co. reaches more than a
million retailers. This increase in distribution is going to be accompanied by reduction in
channel costs. Hindustan Unilever Ltd(HUL) marketing costs, at 18% of total costs, is much
higher than Procter & Gamble Co. The company is looking to reduce this parity level. At
Hindustan Unilever Ltd(HUL), they believe that selling FMCG is it like selling soft drinks.

Promotion

If an advertisement is to communicate effectively, the receiver must at least half want it to,
and be prepared too take step toward the sender. Effective advertising is rarely hectoring or
loudly explicit. It often both attracts and generates arm feelings. More often than not, a

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successful campaign has a stronger element of the unexpected a quality that good advertising
shares with much worthwhile literature.

To penetrate into the inner recesses of her memory, communication must first ensure
exposure, grab her attention evoke her comprehension, grab her acceptance and then extract
retention competing with thousands of other units of communication trying to do the same.

Finding shoresearcherd that the adults felt too conscious to be seen consuming a product
actually meant for children. The strategic response address the emotional appeal of the band
to the child within the adult.Naturally, that produced just the value vacuum that Hindustan
Unilever Ltd(HUL)was looking to fill.

Thereafter it was the job of the advertising to communicate customer the wonderful feeling
that he could experience by re-discoursing the careful, unself conscious, pleasure seeking
child within himself a graft these feeling onto the Ad campaign like hasso to khul k hasso
for close up, cream bathing bar for dove soap and daag ache hai for surf excel have
been sure shot winner with the audience.

It has also launched Pureit, a home water purifier which supplies drinking water without
boiling/need of electricity , As researcherll as outdoor and radio ads, ad agency contract has
created communication for cinemas and even ATM machines for the brand.

All ICICI s ATM a message flashes on the screen as soon as customer insert his ATM card.
Something familiar is planned for phone-book as well. In cinemas, Hindustan
Unilever(Ltd)has a message on-screen just before the lights are dimmed to give them a
chance to get their product There will also be after dinner sampling in restaurants to begin
with, 30 catteries in Mumbai have been selected. Ad spend in 2000 was about 14% of sales
and the management said that plans to maintain as spend at this level in the current year also.

And since any discussion today would be incomplete without mention e word, the
management plans to tap this new channel of marketing. Beside the company website (i.e.
www.unilever.com), that the company has launched, it had also entered into various
marketing relationship with other portals, specially targeted during festivals and events such
as Valentines day, etc.

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Its a combination of spiffing up its key brand, researching and improving the newer products
that havent taken off,supported with high ad spends that Hindustan Unilever(Ltd) hopes
will see it emerges stronger after the current slowdown, as well as expand the market.

Positioning

In the 1970s consumers were ready to pay more for more, and luxury goods flourished. In
the 1980s, consumers began to demand more for same, and the discounting era grew
strong. Todays consumer demanding more for less, and the winner will be that super value
marketers. Some of todays most successful companies recognize those customers are more
educated and able to recognize true customer value

Positioning is simply concentrating on an idea or even a word defines that company in

the mind of the consumer. It is more efficient to market one successful concept to one large
group of people than 50 product or service ideas to 50 separate group

Positioning is a must when customer attitude have changed and product have strayed away
from the consumers long standing perception of them Hindustan Unilever(Ltd) is an
anchor in sea of consumer products. As a variety of competitive claims assails her senses,
today customer uses complicated decision making process to assess the alternative before
making a purchase.

Since Hindustan Unilever(Ltd) is more clearly associated with a particular set of attributes in
terms of benefits and prices, the quicker becomes her search process. Positioning of
individual product:

Lifebuoy is one of Unilevers oldest brands with more than a hundred-year history,
as www.unilever.com informs. Lifebuoy has become more than just a red bar of soap
today the brand provides hygiene and health solutions for families

Fair & Lovely, a hot-selling fairness cream, which promises a lighter skin tone for
many of Indias complexion-conscious consumers

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1.VIPUL GUPTA , in his project report Marketing strategies of HUL and its policy made
for semester vi of GGSIPU , April 2011 has studied regarding marketing stratergies of hul ,
regarding price , avalibility of product , influencing factor for purchasing of hul product
,product , on the basis of primary data; which was collected at citizens of delhi mainly nearly
south Delhi among all from 100 residents. The results indicate that the usage and satisfaction
level of satisfaction of hul products users differ from features to features.

2. A Study on Rural Marketing Strategy - with Special Emphasis on Selected Customer

Preferences for Hindustan Uniliver Limiteds (H.U.L.) Selected Products in Valsad District.
This is the topic of research paper of Shukla Priteshkumar Y, On feburary 2014 he
targeted all the age group people of Valsad district. there are 71 % male and rest is male he
took the sample size of 500 people. There are different factors like Price of the product ,
variety in size of the product, main sources of the product knowledge, advertisement, which
plays an important role in rural buying decision. Moreover that it can be said that majority of
the respondents are happy with the selected products of HUL. According to them it can be
said that advertisement plays an important role against spurious products available in the
market. And they preferred more extra quantity in the same price as favorable promotional
scheme.

3.Anish , Anuraj , Durgesh and Sourav HINDUSTAN UNILEVER LIMITED - A

STUDY OF MARKETING CONCEPT " students of integrated institute of learning
management , Greater NOIDA prepared for semester iv they conducted the survey between
the students of the different univerties among their institutes they also collected the
information by online sites and shopkeeper has studies the growth and performance of
cellular telecom sector. The study measures consumer 58 choices, preferences regarding

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services and product usage . The study was based on primary data, collected from
businessmen, employees, students,
agriculturalists and others. The study area is DELHI AND NCR
and sample size was 1000 respondents and survey collected through questionnaire.
They study concludes that majority of the consumers are prepaid consumers and
prefer lower prices of product or make smaller packs of their products followed by better
service. Further study found that majority of the consumers are satisfied with products of
HUL. Further analysis that the product are easily avaliable in the urban areas but whereas it
comes to rural areas of the area covered availabily of the product is considerable is low. So ,
they suggested company should heavily invested on the advertisment that can attract rural
public to their product and make available to remote area .

CHAPTER III
DATA COLLECTION
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 RESEARCH METHODLOGY

There is large no. of FMCG companies in the market, to find the defining strategies used, the
methodology used is interview and survey method

Data Collection Method:

For this research study, primary data as well as secondary data was collected

Primary Data has been collected through personal contact. For this purpose both
questionnaire and one-on-one interview was considered with the consumers, shop owners and
distributors & suppliers of the company.

Secondary data has collected from magazines, newspaper, company literature and websites.

DATA COLLECTION AREA

The sample of survey respondents comprised of teenagers and youths and old people in the
age groups 15-65 years across all trichy. In all 50 respondents, chosen on a random
convenience-sampling basis. Due to less time The Researcher has only collected data from 50
customers within 10 days..Trichy city is located 322 kilometres (200 mi) south
of Chennaiand 379 kilometres (235 mi) north of Kanyakumari, Tiruchirappalli sits almost at
the geographic centre of the state. The Kaveri Delta begins 16 kilometres (9.9 mi) west of the
city as the Kaveri river splits into two, forming the island of Srirangam now incorporated
into Tiruchirappalli City Municipal Corporation. Occupying 167.23 square kilometres
(64.57 sq mi), the city was home to 916,674 people as of 2011

Data analysis:

Analyzing codes to each question were awarded. Thereafter which as written and then
analysed

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MAJOR FINDINGS

Major competitors

1. Dabur

2. Jhandu

3. Johnson &Johnson

4. Cavin Care

5.Procter & Gamble

6. Britannia

7. ITC

8. Gillette

METHODOLOGY FOR RESEARCH PROBLEM

Following steps where taken in to consideration, to identify the research problem-

1. Informal investigation

Visit to the shop owners, talked to the distributors and to the consumers in the locality and
surrounding areas.

2.External and Internal Analysis

Understanding customer problem

Understanding the market structure

3. Situational Analysis

Tastes & preferences

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 Needs & income

Major Competitors

ITC

Dabur

Procter & Gamble

Cavin Care

Amul

Johnson & Johnson, etc

A Compressive study of Secondary and Primary data (Informal Interviews) was collected
through specific questionnaires for people and shop-owners & distributors.

SAMPLING TECHNIQUE

For my survey researcher used Cluster Sampling technique. I selected a sample of 55 people
around the area and intervieresearcherd them according to the questionnaire. In the survey I
tried to find out their preferences & tastes, their purchasing habit, are they brand loyal or they
consider their friends advice or some reference group during purchasing. I also tried to find
out that are they satisfied with the quality or present stature of product, did they want any
change in the existing product.

I also interviwed some of the shop owner and distributors and try to find out what the
company is doing to sustain their customer and what new changes they are bringing in their
product to gain competitive advantage from other competitors

RESEARCH INSTRUMENT

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Research instruments, for the purpose of primary data collection were Questionnaires. The
Questionnaires were designed in two sets, one is for customers and another is for shop-
owners and distributors.

The first set is to find out about the needs and preferences of the customers and what they
want from in the product and also the level of knowledge about different products in the
market.

Second set is all about what are the steps company are taking to get about the information
about he changing preferences in the taste and needs of the customers and what company is
doing to sustain their market position as well as to tap new market.

DATA ANALYSIS

For the analysis of data collected through survey work, a series of steps were followed which
are given in a chronological order

Each question of the questionnaire was assigned codes (coding)

Each questionnaire was punched into ms-excel sheet thus forming a data base (punching)

Further the data was analyzed by using diagrams, graphs, charts etc.

The graphic rating scale and ranking method was used to measure the response and attitude
of the customer.

Finally, an effort was made to extract meaningful information from analyzed data, which
acted as a base for the recommendations

CHAPTER IV

DATA ANALYSES
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IBM SPSS was used to analyse the following data. Data was analysed, and then charts were
prepared as follows

1. WHICH SEX CHOOSE THE PRODUCT OF FMCG ?

SEX

Frequency Percent Valid Percent Cumulative

Percent

MALE 39 70.9 70.9 70.9

Valid FEMALE 16 29.1 29.1 100.0

Total 55 100.0 100.0

PIE CHART

1. It has been depicted in the Pie Chart that the MALE buy 70.91% of FMCG product while
female buy less than 30 % .

2. It has been depicted that female buy 20 .99 % of FMCG product.

2- HOW MANY PERSON OF SOCIETY BUY THE FMCG PRODUCTS ?

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 FMCG

Frequency Percent Valid Percent Cumulative

Percent

Valid YES 55 100.0 100.0 100.0

BAR GRAPH

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1. It has been depicted all the person whether it is male or female buy the FMCG product

2. That means all the person use FMCG product .

3-WHICH SECTION OF SOCIETY BUY THE PRODUCTS OF FMCG ?

Monthly Income

Frequency Percent Valid Percent Cumulative

Percent

LESS THAN 20,000 10 18.2 18.2 18.2

20,000-50,000 12 21.8 21.8 40.0

Valid 50,000-1,,00,000 28 50.9 50.9 90.9

4 5 9.1 9.1 100.0

Total 55 100.0 100.0

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 HISTOGRAM

In this HISTOGRAM monthly income of different section of society is represented

1. HERE 1 PERSON who belongs to the persons with the income of less than 20,000
2. Here 2 person who belongs to the section of society with the income of 20,000-50,000.
3. Here 3 are person who belongs to the section of society are with the income between
50 ,000 -1,00,000
4.Here 4 are person who belongs to the section of the society with more than 1,00,000 as their
income

4- WHICH BRAND THE SOCIETY CHOOSE THE MOST ?

Brand

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 Frequency Percent Valid Percent Cumulative
Percent

HINDUSTAN UNILEVER
34 61.8 61.8 61.8
LIMITED

P&G 11 20.0 20.0 81.8

Valid
Nivea 8 14.5 14.5 96.4

others 2 3.6 3.6 100.0

Total 55 100.0 100.0

1. The person which buy HUL are more than 30.

2. The person which buy the products of P&G are more than 10.

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3.The person which buy the products of Nivea less than 10 .

4.The person which buy the products of others include are mainly ITC less than 6.

5- WHICH RELIGION PEOPLE BUY HOW MUCH PRODUCTS OF FMCG?

RELIGION

Frequency Percent Valid Percent Cumulative

Percent

HINDUISM 26 47.3 47.3 47.3

MUSLIM 10 18.2 18.2 65.5

Valid CHRISTIANITY 14 25.5 25.5 90.9

OTHERS 5 9.1 9.1 100.0

Total 55 100.0 100.0

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1. People who follow hinduism buy more number of FMCG PRODUCT as they are in
majority .

2. People who follow muslim buy least number of FMCG PRODUCT.

3. People who follow christianity buy more number of FMCG PRODUCT

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6-PERSON GIVING THEIR VIEWS ON THE PRICING STRATERGY OF THE HUL ?

PRICING

Frequency Percent Valid Percent Cumulative

Percent

below anerage 10 18.2 18.2 18.2

average 18 32.7 32.7 50.9

good 13 23.6 23.6 74.5

Valid
very good 9 16.4 16.4 90.9

excellent 5 9.1 9.1 100.0

Total 55 100.0 100.0

1.PERSON GIVE BELOW AVERAGE RATING ON THE PRICING STRATERGY TO

HUL ARE LESS THAN 20%

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2.PERSON GIVING ANEARGE RATING ON THE PRICING STRATERGY TO THE HUL
MORE THAN 30 %

3.PERSON GIVING GOOD RATING ON THE PRICING STRATERGY TO THE HUL

MORE THAN 20%

4.PERSON GIVING VERY GOOD RATING ON THE PRICING STRATERGY TO THE

HUL LESS THAN 20%

5.PERSON GIVING EXCELLENT RATING ON THE PRICING STRATERGY ARE

MORE THAN 10%

PERSON GIVING ON THE QUALITY PROVIDED BY THE COMPANY ARE :

PRICING

Frequency Percent Valid Percent Cumulative

Percent

below anerage 10 18.2 18.2 18.2

average 18 32.7 32.7 50.9

good 13 23.6 23.6 74.5

Valid
very good 9 16.4 16.4 90.9

excellent 5 9.1 9.1 100.0

Total 55 100.0 100.0

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1. PERSON GIVE BELOW AVERAGE RATING ON THE QUALITY STRATERGY TO
HUL ARE WITH BLUE COLOUR

2.PERSON GIVING ANEARGE RATING ON THE QUALITY STRATERGY TO THE

HUL WITH GREEN COLOUR

3.PERSON GIVING GOOD RATING ON THE QUALITYSTRATERGY TO THE HUL

ARE WITH GREY COLOUR

4.PERSON GIVING VERY GOOD RATING ON THE QUALITY STRATERGY ARE

WITH PURPLE COLOUR

5.PERSON GIVING EXCELLENT RATING ON THE QUALITY STRATERGY ARE

WITH YELLOW COLOUR

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 CHI - SQUARE TEST

1. ON COMPARING MONTHLY INCOME AND SEX

Monthly income * SEX Crosstabulation

Count

SEX Total

MALE FEMALE

LESS THAN 20,000 7 5 12

20,000-50,000 8 5 13
Monthly income 50,000-1,,00,000 12 7 19

MORE THAN
5 6 11
1, 00,000
Total 32 23 55

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)
a
Pearson Chi-Square .624 3 .891
Likelihood Ratio .611 3 .894
Linear-by-Linear Association .002 1 .962
N of Valid Cases 55

a. 0 cells (0.00%) have expected count less than 5. The minimum

expected count is 1.45.

HYPOTHESIS(HO) ; There is relationship between monthly income and sex

HYPOTHESIS(H1) : ; There is relationship between monthly income and sex

Since the significance value of Chi Square is less than 0.5 , researcher accept the hypothesis .
That means that there is relationship between Income and Sex

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2.ON COMPARING MONTHLY INCOME AND RELIGION

FMCG * RELIGION Cross tabulation

Count

RELIGION Total

HINDUISM MUSLIM CHRISTIANITY OTHERS

YES 12 6 5 6 28
FMCG
NO 7 5 7 8 27
Total 24 18 19 10 55

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 6.019a 3 .111

Likelihood Ratio 5.592 3 .133
Linear-by-Linear Association 2.999 1 .083
N of Valid Cases 55
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is .55.

HYPOTHESIS(HO) ; There is relationship between monthly income and religion

HYPOTHESIS(H1) : ; There is relationship between monthly income and religion

Since the significance value of Chi Square is less than 0.5 , researcher accept the hypothesis .
That means that there is relationship between Income and Religion

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ON COMPARING AVALIBILITY AND MARTIAL STATUS

MARTIALSTATUS * availbility Crosstabulation

Count

Availbility Total

yes No

MARRIED 34 5 39
MARTIALSTATUS
UNMARRIED 10 6 16
Total 44 11 55

Chi-Square Tests

Value Df Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1-
sided) sided) sided)
a
Pearson Chi-Square 4.319 1 .038
b
Continuity Correction 2.914 1 .088
Likelihood Ratio 4.003 1 .045
Fisher's Exact Test .061 .047
Linear-by-Linear Association 4.240 1 .039
N of Valid Cases 55

a. 0 cells (0.00%) have expected count less than 5. The minimum expected count is 3.20.
b. Computed only for a 2x2 table

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HYPOTHESIS(HO) ; There is relationship between availibility and martial status

HYPOTHESIS(H1) : ; There is relationship between availibility store and martial status

Since the significance value of Chi Square is less than 0.5 , researcher accept the hypothesis .
That means that there is relationship between Availibilty and Martial Status

CONCLUSION

In recent years, the FMCG sector declined due to down trading. Also because of presence of
large number of companies trying to seize this opportunity, this force the old HUL for the
change and thus, their transformation has resulted in a new HUL, which has successfully
faced this challenge and reversed this trend. It has done so by substantially strengthening
their brands and building capabilities. This has already begun to yield benefits and they are
returning to growth. Volume growth is being followed by value growth, which in turn is
bringing profit growth.

India is one of the most exciting markets offering great potential. Over the next 10
years, the per capita income in India is likely to double. In FMCG, there is an
opportunity to catalyze penetration, increase usage, and upgrade consumers. As a
result, the FMCG market is expected to grow to over Rs.100,000 crores from its
current base of Rs.40,000 crores.
The new Hindustan Lever see an exciting opportunity for growth. They have 35
powerful brands covering all segments, with leading market positions in most. Today,
these are stronger and more relevant to the consumer than ever. The people are
energized by the scale of the opportunity and determined to seize it. The scale of the
business and operations gives them the resources needed. They are delivering good

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 services and the changes they brought in the products are well taken by the customers,
by this they are generating sustainable profitable growth
SUGGESTIONS AND RECOMMENDATIONS

As it is obvious from the study the products of HUL have approached the high water
mark of sale in the global consumer market. However, there are genuine reasons to
observe that they have yet to attain the cutting edge status on many counts. In this
regard a few suggestions can be made to give the required boost to the marketing
prospects of HUL products. These can be summed up as follows:
An attempt should be made by HUL management to tap all the potentials offered by
the global market by devoting a more substantial, efficient and better equipped
resource base. This task can be accomplished in the first place by implementing a
stronger and more ending distribution channel for various products so that even those
sections of consumers who are not accessible so easily, can be covered with greater
ease.
Efficient infrastructural base coupled with better and more comprehensive advertising
strategies should be resorted to; though HUL is presently surfing ahead of others on
the path of taking some great initiatives it should be more concerned about it for the
purpose of corporate image building.
The price structure for various products should be more within the limit of
affordability for consumers; the grassroots consideration in this regard should not be
ignored. Here, the policy of loco-centric rather than uniform price structure would
certainly be more advantageous.
HUL should go for more planned and sensible marketing and advertising strategies
with a view to accomplishing the task of global brand image buildings.
Hyper marketing and retailing network should get special attention as vital
components of HULs marketing policy

BIBLIOGRAPHY

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WEBSITES

www.hul.co.in

www.fmcg.com

www.google.com

www.economictimes.com

BOOKS

Kothari ,CR, research methodology

Philip kotler, marketing management

QUESTIONNAIRE

SEX:

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(a)male (b)female

MARITAL STATUS:

(A) Married (B) Unmarried

MONTHLY INCOME:

(a)less than 25,000

(b)25,000-50,000

(c)50,000-1,00,000

(d) more than 1,00,000

PROFESSION:

(a)BUSINESSMAN
(b)SERVICEEMAN
(c)STUDENT
(d)OTHERS

FAMILY SIZE:

(a)1

(b)2

(c)3

(d)4

(e)MORE THAN 4

RELIGION:

(a)Hinduism

(b)Muslim

(c)Christianity

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(d)Others

Q1) Do you use FMCG products?

Yes ------

No ------

Q2) Which brand of FMCG products do you use?

Hindustan Unilever --------

P &G --------

Nivea ---------

Others --------

Q3) Where do you buy FMCG products from?

Super stores ---------

Retail Stores ---------

Others --------

Q4) Which Hindustan Unilevers product do you usually prefer or use?

Bathing soaps ------

Skin care -------

Foods --------

Deodorants --------

Others --------

Q5) Do you think Hindustan Unilevers product is easily available in market ?

Yes ------

No ------

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Q6) ) During purchase what in influence your purchase?

Price --------

Quality -------

Packaging --------

Experience -------

Influence by others --------

Q7) Describe Hindustan Unilever in one word?

---------------------------------------------------

8. Your comments on Hindustan Unilevers product?

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