INTRODUCTION

MARKETING
Marketing is that social process by which individuals and groups attain what they need and
want through creating offerings and freely exchanging products and services of value with
others.

MARKETING MIX
Marketing mix is a set of marketing tools that the firm uses to persue its market objectives in
a target market. Market mix has "four Ps" of marketing: product, price, place, and promotion.
Collectively these are called the marketing mix. More comprehensively they are viewed

THE MARKETING MIX

Product

Place

Target
Market

Price

Promotion

PRODUCT:
The product, service, or program includes both tangible and intangible elements. The
tangible, of course, are those things that the customer can see, touch, feel, taste, or smell. The
intangible include such things as the image of the offering ... which includes the image of the
organization making the offering, the psychological aspects of pricing

PRICE:
The price is what the customer pays. It includes direct and indirect costs as well as
opportunity costs. The benefits of the product have to be great enough to warrant the price.
Price includes all costs associated with the product, service, or program.

PLACE:
The place is where the customer receives the product, service, or program. The place of
delivery, including all of its resources, is part of what the consumer buys.. A place that meets
his or her needs better may be worth more. The place may be a park, a visitor center in the
park, or an interpretive exhibit along a trail. In setting its strategy, the organization must
determine how much the target market is willing to pay for atmosphere and physical
resources of place.

PROMOTION:
Promotion includes all forms of communication you use to communicate the benefits of your
offering to the target market(s). The objective is to persuade the customer in such a way that
he or she recognizes that your offering is uniquely qualified to meet his or her needs. The
term promotion mix is commonly used to refer to the types of communication that are
available: advertising, public relations, personal selling, publicity, and sales promotion. Some
authors include direct marketing. Word of mouth, though seldom discussed, is powerful
promotion.

Collectively these are the tools, organizations uses to develop offerings to satisfy their
target market(s) ... the only tools at their disposal.

The marketing mix should be viewed as an integrated and coordinated package of

benefits that reflect the characteristics of customers and various targeted publics and
satisfy their needs, wants, and expectations
.

The elements of the marketing mix should be integrated because each element of the
mix usually has some impact, direct or indirect, on the other three.

One problem in many organizations is that different divisions may be responsible for
different elements of the marketing mix. This happens even in well managed organizations.
The result is that the offering is confusing to the target market. Lack of communication
among divisions makes this problem worse. And if they don't share the same view of
organizational objectives, the problem is worse still.

PRODUCT MIX: A PART OF THE MARKETING MIX

PRODUCT
Product is anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a need or want. It stands for the firms tangible offer to the
market, including the product quality, design, features, branding and packaging. Most
companies handle more than one product. Their product mix can be described as having a
certain width, length, depth and consistency. These 4 dimensions are the tools for developing
the companys product strategy. The various lines making up the product mix must be
periodically revaluated for their profitability and growth potential. Companies need to
develop brand policies for the individual product items in their lines. They must decide
whether to brand at all and whether to extend the brand name to new products. Physical
products require packaging decisions to create such benefits as protection, economy,
convenience and promotion.

P R O D U C T M IX

Product mix is a combination of products manufactured or traded by the

same business house to reinforce their presence in the market, increase market share and
increase the turnover for more profitability. Normally the product mix is within the synergy
of other products for a medium size organization. However large groups of Industries may
have diversified products within core competency. HUL, Godrej, Reliance in India are some
of the examples.
One of the realities of business is that most firms deal with multi-products .This helps a firm
diffuse its risk across different product groups/Also it enables the firm to appeal to a much
larger group of customers or to different needs of the same customer group. .The number of
products carried by a firm at a given point of time is called its product mix. This product mix
contains product lines and product items .In other words its a composite of products offered
for sale by a firm.

C O M P O N E N T S O F P RO D U C T M IX
PRODUCT MIX WIDTH- - the number of product lines offered
P R O D U C T L I NE L E N G T H - - the number of different products in a product line a
firm sells.

PRODUCT DEPTH--variations in each product that a firm markets in its mix.

PRODUCT STRATEGIES
When an organization introduces a product into a market they must ask themselves a number
of questions.
1. Who is the product aimed at?
2. What benefit will they expect?
3. How do they plan to position the product within the market?
4. What differential advantage will the product offer over their competitors?
We must remember that Marketing is fundamentally about providing the correct bundle of
benefits to the end user, hence the saying Marketing is not about providing products or
services it is essentially about providing changing benefits to the changing needs and
demands of the customer
Philip Kotler in Principles of Marketing devised a very interesting concept of benefit
building with a product.
Kolter suggested that a product should be viewed in three levels.

Level 1: CORE PRODUCT. What is the core benefit your product offers? Customers
who purchase a camera are buying more then just a camera they are purchasing memories.

Level 2 ACTUAL PRODUCT: All cameras capture memories. The aim is to ensure that
your potential customers purchase your one. The strategy at this level involves
organizations branding, adding features and benefits to ensure that their product offers a
differential advantage from their competitors.

Level 3: AUGMENTED PRODUCT: What additional non-tangible benefits can you

offer? Competition at this level is based around after sales service, warranties, delivery and
so on. John Lewis a retail departmental store offers free five year guarantee on purchases of
their Television sets, this gives their `customers the additional benefit of piece of mind over
the five years should their purchase develop a fault.

OTHER PRODUCT MIX STRATEGIES

ALTERATION OF EXISTING PRODUCTS:

Improve an established product with new design, new package, new uses.

PRODUCT-MIX CONTRACTION:
Eliminate an entire line or reduce assortment within it.
Pruning to reduce similar brands.
Dump unprofitable or indistinct brands

PRODUCT DECISIONS
When placing a product within a market many factors and decisions have to be taken into
consideration. These include:

PRODUCT DESIGN Will the design be the selling point for the organization as we
have seen with the iMAC , the new VW Beetle or the Dyson vacuum cleaner.

PRODUCT QUALITY: Quality has to consistent with other elements of the marketing
mix. A premium based pricing strategy has to reflect the quality a product offers.

PRODUCT FEATURES: What features will you add that may increase the benefit
offered to your target market? Will the organization use a discriminatory pricing policy for
offering these additional benefits?

BRANDING: One of the most important decisions a marketing manager can make is about
branding.. The value of brands in todays environment is phenomenal.
Brands have the power of instant sales; they convey a message of confidence, quality and
reliability to their target market.
A brand is a tool which is used by an organization to differentiate itself from competitors.
Ask yourself what is the value of a pair of Nike trainers without the brand or the logo? How
does your perception change.

PRODUCT LIFE CYCLE:

Products, services, programs, activities, etc., don't last forever! They have a life ... and then,
often, they die. Businesses have a clear signal ... customers quit making a purchase. But
government agencies do not receive such a clear cut signal. Unfortunately, they can continue
to offer these outdated programs, services, etc., and operate outmoded facilities long after
they should have been retired ... and would have in the business sector.
The product life cycle is generally considered to have four stages:

INTRODUCTION: a period of slow program growth as it is introduced to the

target market.

GROWTH: a period of rapid market acceptance.

MATURITY: a period of a slowdown in sales growth due to acceptance by most of

the potential buyers.

DECLINE: the period when sales turn downward because the offering no longer
meets the needs of the target market as it once did.

Not all products experience a full life cycle. Some never take off in growth. Further, the
length of time it takes a product or service to go through the cycle varies drastically. There
are "staple" programs, for instance, that will probably always be around. To guard against
problems associated with continuing to offer products, programs, etc., that no longer meet the
needs of the target market. programs,
Product mix (product line) of programs, facilities and services offered by an organization.
Offerings which no longer meet the needs of the target market are modified or withdrawn and
resources reallocated elsewhere in order to use them more effectively in pursuit of
organizational objectives

RESEARCH METHODOLOGY:
A.OBJECTIVE OF THE RESEARCH

To get more information on product mix of HUL

The main objective of this project is to find, what are the steps Hindustan Unilever
Ltd. is adapting to be market leader.

To know about the market strategy use by HIL to differentiate itself from its
competitors.

To gain insight on consumer preferences with changing world.

Not, only product but it has to look upon the services and feed back from customers
also. It should do something to give after sales service and collect feed back from the
customers.

B.RESEARCH DESIGN

For the purpose of the present study product mix of HUL both descriptive and explore
research were used. In descriptive research, we can make use of both case study and
statistical study. Causal or experimental research seeks to unearth cause and affect
relationships. A good causal research design seeks to minimize the interference of external
variables while studying the relationship between variables. There is, however, a third type of
research, also termed as performance monitoring research, that is an important part of
marketing research activity of a firm. It typically requires a longitudinal research design, in
which a fixed sample of population elements in measured repeatedly. In the traditional panel,
the same variables are measured every time, as opposed to an omnibus panel where different

variables are measured each time. In both types of panels, the sample of respondents remains
fixed.

C. DATA COLLECTION METHOD:

For this research study, primary data as well as secondary data was
collected.
PRIMARY DATA is that which is collected for the very first time. It has been collected
through personal contact. For this purpose questionnaire method was used to know
preferences of consumers about HUL products.
SECONDARY DATA is already being published by some one else. It has collected from
magazines, newspaper, company literature and websites.

D.QUESTIONNAIRE DESIGN / FORMULATION

Questionnaire has questions about the product usage, services by HUL before and
after purchases, proper distribution network.

The questionnaire is formed to find out 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.

Questionnaire is close-ended.

100 units is to be survey.

E. SAMPLE DESIGN
1. Sample Units- Customers of HUL

10

2. Sample Extent- Delhi and NCR

3. Time Frame- 25 days
4. Sampling Technique - Convenience sampling (Non Probability sampling technique)
5. Sample Size-100 units

F .LIMITATIONS OF STUDY

Survey is conducted in limited time.

Use of close ended questionnaire for survey.

Limited area to be surveyed.

Respondents may give their biased opinion, as they know the identity of interviewer

11

COMPANY PROFILE
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 combined volumes of about 4 million tones and
sales of Rs.13,718 cores.
Unilever has earned a reputation for conducting its business with integrity and with respect
for the interests of those our activities can affect. This reputation is an asset, just as real as
our people and brands.

MISSION
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.

12

HISTORY
1885:
Lever Brothers launches Sunlight Self Washer, a packaged laundry soap, in Bolton and
Wigan in England. Prior to that, consumers bought unbranded bars of soap from their local
grocers and cut them into the required sizes. It is a runaway success and Lever Brothers is on
its way.

1888:
Lever Brothers begins exporting Sunlight to India.

1930:
The company merges with Margarine Unie of The Netherlands to form Unilever. Margarine
Unie had a strong presence in India, to which it exported vanaspati.

1931:
Unilever sets up the Hindustan Vanaspati Manufacturing Company to manufacture vanaspati
in India.

1933:
Lever Brothers India Limited (LBIL) sets up shop in India to manufacture soaps.

1935:

13

Unilever sets up United Traders Limited (UTL) in India to sell personal products.

1956:
The three Indian subsidiaries of Unilever merge to form Hindustan Lever Limited (HLL).
The new company deals in personal products, toiletries and soaps and vanaspati.

1958:
Hindustan Lever commissions its own research centre.

1979:
Sets up chemicals complex in West Bengal.

1993:
Feverish burst of activity. HLL buys up Tata Oil Mills Company and merges it with itself;
buys Brooke Bond India and also takes over Kissan from the UB Group and Dollops icecream from Cadbury. Group companies Brooke Bond and Lipton India merge to form
Brooke Bond Lipton India Limited.

1994:
Kimberley-Clark Lever Ltd, joint venture between HLL and Kimberley Clark is set up.

1995:

14

Lakme Lever Limited is formed. HLL buys up Kwality and Milkfood.

1996:
HLL merges with Brooke Bond Lipton India Limited to become India's largest food &
beverages company.

1997:
HLL buys out the Lakme brand from the Tatas and also takes over the manufacturing rights
of Kwality ice-cream.

2001:
International Bestfoods (IBF) is amalgamated with HLL.\

2004:
HLL restructures business architecture and announces new management structure for running
the company.
.

15

PRESENT STATURE

At present 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. They endow the
company with a scale of combined volumes of about 4 million tonnes and sales of nearly
Rs.13718

crores.

HUL is also one of the country's largest exporters; it has been recognised as a Golden Super
Star

Trading

House

by

the

Government

of

India.

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk,
Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality
Wall's 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 over 37 factories across India. The operations involve over 2,000
suppliers and associates.
Hindustan Lever Network (HLN) is the company's arm in the Direct Selling channel, one of
the fastest growing in India today
.
It already has about 3.5 lakh consultants - all independent entrepreneurs, trained and guided
by HLN's expert managers.
HLN has already spread to over 1500 towns and cities, covering 80% of the urban
population, backed by 42 offices and 240 service centre across the country.
It presents a range of customized offerings in Home & Personal Care and Foods.

16

CODE OF BUSINESS PRINCIPLES

Standard of Conduct
HUL conduct its operations with honesty, integrity and openness, and with respect for the
human rights and interests of our employees.

Obeying the Law

Unilever companies and employees are required to comply with the laws and regulations of
the countries in which we operate.

Employees
Unilever is committed to diversity in a working environment where there is mutual trust and
respect and where everyone feels responsible for the performance and reputation of our
company.
HUL will recruit, employ and promote employees on the sole basis of the qualifications and
abilities needed for the work to be performed.
HUL are committed to safe and healthy working conditions for all employees.

Consumers
Unilever is committed to providing branded products and services which consistently offer
value in terms of price and quality, and which are safe for their intended use. Products and
services will be accurately and properly labeled, advertised and communicated.

17

Shareholders
Unilever will conduct its operations in accordance with internationally accepted principles of
good corporate governance.
HUL provide timely, regular and reliable information on our activities, structure, financial
situation and performance to all shareholders.

Business Partners
Unilever is committed to establishing mutually beneficial relations with their suppliers,
customers and business partners.

Community Involvement
Unilever strives to be a trusted corporate citizen and, as an integral part of society, to fulfill
our

responsibilities

to

the

societies

and

communities

in

which

we

operate.

The Environment
Unilever is committed to making continuous improvements in the management of our
environmental impact and to the longer-term goal of developing a sustainable business.

Innovation
In its scientific innovation to meet consumer needs HUL respect the concerns of THEIR
consumers and of society. They work on the basis of sound science, applying rigorous
standards of product safety.

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Competition
Unilever believes in vigorous yet fair competition and supports the development of
appropriate competition laws.
Unilever companies and employees will conduct their operations in accordance with the
principles of fair competition and all applicable regulations.

Business Integrity
Unilever does not give or receive, whether directly or indirectly, bribes or other improper
advantages for business or financial gain.
No employee may offer, give or receive any gift or payment which is, or may be construed as
being, a bribe.
Unilever accounting records and supporting documents must accurately describe and reflect
the nature of the underlying transactions.
No undisclosed or unrecorded account, fund or asset will be established or maintained.

Conflicts of Interests
All Unilever employees are expected to avoid personal activities and financial interests
which could conflict with their responsibilities to the company.

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RURAL PROGRAMME
HUL believes that an organisation's worth is also in the service it renders to the community.
HUL is focusing on health & hygiene education, women empowerment, and water
management. 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 village built by HUL in earthquake affected Gujarat, and
relief & rehabilitation after the Tsunami caused devastation in South India.

2001, the company embarked on an ambitious programme, Shakti. 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 includes health and hygiene
education through the Shakti Vani Programme, and creating access to relevant information
through the iShakti community portal. The program now covers 15 states in India and has
over 45,000 women entrepreneurs in its fold, reaching out to 135,000 villages and directly
reaching

to

150

million

rural

consumers.

HUL is also running 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. The vision is to make a billion Indians feel safe
and

secure.

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PRODUCT MIX
Every organization has a product mix that is made up of product lines. Product lines contain
product items.
Each product item is a product or service as well as the brand, package, and services
associated with it.
HUL is one of the companies that dealing in different products. HUL's brands - like
Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk, Clinic Plus,
Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's 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 over 40 factories across India.
The operations involve over 2,000 suppliers and associates.
Hulls distribution network, comprising about 4,000 redistribution stockiest, covering 6.3
million

retail

outlets

reaching

the

21

entire

urban

population.

PRODUCT MIX OF HUL

FOOD And Beverages
TEA
BROOKE BOND

Brooke Bond launches in 1903.

It is India's single largest tea brand.
It has touched millions of consumers with a range of tea offerings appealing to the diversity
of their tastes.
It has the strongest foothold amongst any of the tea brands in India and touches the homes of
over 500 million consumers.
To de-commodities the tea category, Brooke Bond is focusing its efforts on building four
powerful sub-brands, namely, Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke
Bond Taaza & Brooke Bond 3 Roses.
The range offers a full variety of propositions as well as price points to appeal to various
sections.

22

 LIPTON

Lipton, the world's largest selling tea brand, is an iconic brand for the youth through both its
hot and cold formats.
Lipton Yellow Label is Unilever's global tea brand and sells in many countries across the
world, with tea bags, packet tea and Lipton Ice Tea.
Lipton Ice Tea, the international ice tea drink, is available in India in Lemon and Peach
flavours.
It is available in 250 ml glass bottles, 200 ml vending cups, 245 ml cans and one litre tetra
packs
The company has created an alliance with Pepsi to market, sell and distribute Lipton Ice Tea.
The company itself has over 15,000 vending machines.
The alliance will further strengthen the out-of-home consumption of tea and coffee

23

COFFEE
BRU

Bru, launched in 1969, created history in the first year of launch by growing to a record
market share of 21%. Ever since, it has grown from strength to strength.

Bru has been instrumental in virtually creating the entire Instant Coffee category as it exists
today.

It has been at the forefront of most innovations in the Instant Coffee category - whether in
coffee-chicory blends, refill packaging, vending operations, or more recently the Low-unitprice packs.

The Bru franchise also includes the Bru Roast & Ground, India's most popular Roast &
Ground Coffee brand, and Bru Malabar Roast & Ground which is available in select
geographies.

24

FOOD
ANNAPURNA

Annapurna brand, first introduced in 1997, has been the provider of wholesome nutrition to
millions of Indians.
The brand currently operates in two of the largest, almost universally consumed, foods
categories

of

the

country

Salt

&

Atta

(wheat

flour).

Iodine deficiency is a serious health issue in India. Annapurna salt has provide the Right
Level of Iodine as prescribed by the Indian government and international standards.
Annapurna has also taken initiatives to educate consumers about the benefits of iodine and
its effect on the mental development of growing children.

25

KISSAN

Acquired by Hindustan Lever Limited in 1994, the Kissan category consists of 'deliciously
wholesome products for kids to grow up.'
The Kissan range consists of ketchup and other sauces, jams, squashes and ready-to-drink
products. For mothers and children, Kissan is today one of the most trusted brands in the
country.
Kissan continues to be a pioneer in the categories that it operates in.

26

 KNORR

Knorr is Unilevers largest brand worldwide and stands for chef man ship and recipe
expertise.
The core of the brand consists of innovation and partnering with the consumer in the creation
of great dishes .
The brand is present across soups , bouillons , cubitos , meal kits and pastas around the
world.
In India , the brand is so far present only in soups .
There are 14 exciting flavours - Thick Tomato, Tangy Tomato, Chinese Veg Tomato, Sweet
Corn Veg, Hot and Sour Veg, Creamy Mushroom, Sweet and Sour Noodle, Thai Lemony
Noodle, Mixed Veg, Sweet Corn Chicken, Hot and Sour chicken, Chicken Delite, Chicken
noodle

and

Chinese

Chicken

&

Mushroom.

In addition , the brand also has a two serve pack in the following flavours Thick Tomato ,
Tangy Tomato , Sweet Corn Veg , Sweet and sour noodle , Thai lemony noodle , Hot and
Sour Chicken and chicken noodle.

27

ICE CREAM
KWALITY WALLS

Kwality Wall's, launched in 1995, is the company's master brand for ice cream.
Kwality Wall's has combined state-of-the art technical know-how of Unilever - the global
leader in ice cream - with a deep insight of the Indian market, to deliver a range of superior
quality products under its international brands.
Key launches include Cornetto, Feast, Viennetta, and a range of Sundaes, and also exciting
eats for children specifically, like Lime Punch or Sunshine Zing Cone.
Kwality Wall's ensures that while each of its offerings is unique in taste and flavour, they are
also accessible to more consumers through breakthrough cost reengineering and value
delivery

28

PERSONAL CARE
LUX

Launches in 1929 an d give the definition to the beauty

Lux stands for the promise of beauty and glamour as one of India's most trusted personal care
brands.
Lux Believes in passion for beauty .It continues to be a favourite with generations of users
for the experience of a sensuous and luxurious bath. Lux believes that femininity shouldnt
be denied.
It launch in India in the year 1929, Lux has offered a range of soaps in different sensuous
colours and world class fragrances.

29

 Dove

Dove soap, which was launched by Unilever in 1957, has been available in India since 1995.
It provides a refreshingly real alternative for women who recognise that beauty is not simply
about how you look, it is about how you feel.
The skin's natural pH is slightly acidic 5.5-6
Ordinary soaps tend to be alkaline, with pH higher than 9.
Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to be mild on skin. This
makes it suitable for all skin types for all seasons..
Since the 1980s, for example, Unilever has launched a moisturising body-wash, deodorants,
body lotions, facial cleansers and shampoos and conditioners, providing a comprehensive
range of solutions to bring out true inner beauty

30

 HAMAM

Launched in 1934, Hamam has always been a reliable option for consumers over years.
The brand has withstood the test of time and has given the consumers the confidence and
assurance of being a soap that is safe on skin.
Hamam is manufactured in the most modern soap plants world-class quality control system.
Hamam contains polyols, which are known to be good moisturizers. Hamam also contains
Aloe Vera, Tulsi and Neem extracts
Hamam soap is made from a blend of vegetable oils. The optimum grade of Palm oil and
coconut oil is mixed in the right proportion to give a soap that is lasting, gives lather which is
stable and can effectively remove oil, dirt from the surface of the skin.

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 REXONA

Rexona is one of India's pioneer brands in family soaps.

Launched in 1947, it was positioned as a natural skin care soap to give silky, glowing
skin.The brand has been constantly improved to keep up with expectation of the consumers.
The ingredients of Coconut Oils and the benefit of glowing skin has been heritage of the
brand over the years.
In 2005, the brand was relaunched with a new modern look and packaging and contains
coconut and cucumber

32

Laundry
SURF EXCEL

A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself
over the years, to answer the constantly changing washing needs of the Indian homemaker.
Today Surf Excel offers outstanding stain removal ability on a wide range of stains\
Surf Excel quick wash is powered with a path-breaking technology- it reduces water
consumption and time taken for rinsing by 50%.
Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel
Automatic.
So whatever be the need, Surf Excel hai na

33

 RIN

Launched in 1969, Rin with the power of its thunderous lightning flash has become a
household name synonymous with dazzling white clothes, for millions across the length and
breadth of the country.
Be it with Rin Advanced or its perfumed variant Jasmine Fresh, the brand guarantee superior
cleaning, incomparable white clothes and self-confidence which comes only from wearing
spotless clean clothes.
That too, at affordable prices.
Over the years, Rin has won a number of accolades, the most recent being voted as the Most
Preferred Detergent brand in India at the Awaaz Consumer Awards in 2006.
The Awaaz Consumer Awards voice the opinion of 10,000 consumers of 39 product and
service categories across 21 countrywide locations.

34

 Sunlight

Spreading Brightness and Cheer

Sunlight is Unilevers oldest brand.
Launched in 1888 it was the first soap to be branded, stamped & packed before selling to
consumers.
The factory where the soap was manufactured was soon renamed Port Sunlight & goes by
that name till today.
Sunlight in India is sold only in West Bengal and Kerala. It continues to be the favourite
brand of consumers and is the market leader.
Sunlight also believes in spreading cheer and brightness in the lives of its consumers and
those around them.

35

AYURVADEC PERSONAL AND HEALTH CARE

Ayush was launched in 2002.

With Ayush HLL brings to you a range of Ayurvedic Health Care & Personal Care Products
with a superior sensory experience, scientifically tested and proven functionality and
international standards of quality and safety, for a uniquely pleasurable and holistic
Ayurvedic experience.
For the first time, the eternal truths of Ayurveda and the rigours of modern science have been
combined.
The Ayurvedic purity of Ayush's formulation is endorsed by Arya Vaidya Pharmacy,
Coimbatore.
The Ayush range comprises shampoos, hair oil, skin cream, soap and nutritional supplements.
The Ayush Therapy Centres provide personalised service and advice in positive health and
stress relief, aches and pain relief, skin and hair care and weight loss consultation.

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Hair care
SUNSILK

Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country.
The benefits are more compelling and relevant since the variants are harmonised in terms of
the product mix - fragrance, colour and ingredients are all well linked to cue the overall
synergy.
The range comes in premium packaging and design.
The accent is on "It knows you, and hence knows exactly what your hair needs".

37

 CLINIC PLUS

Clinic Plus Health shampoo was launched in India in the year 1987.
It is India's largest selling shampoo, offering the five most important hair health benefits:
strengthens weak hair, prevents hair breakage, softens rough dry hair, shine for thick and
healthy hair, and contains anti-dandruff ingredient.
The franchise also includes Clinic All Clear Total, first introduced in 1996.
It is a dual shampoo it not only fights the last dandruff flake, but also adds back lost
nutrients to make hair healthy and beautiful.
Clinic All Clear Total is a dandruff solution for everyday use

38

DEO
AXE

Axe, the deodorant that is considered cool, fashionable and stylish by young men was
launched in India in 1999. Available in more than 60 countries around the world, it is a world
leader in male toiletries.
Axe is available in five fragrances: Java, Pulse, Dimension, Voodoo and Phoenix. Axe has
become the leading male deodorant brand in India within just one year of its launch.
Consumers associate a lifestyle of cool clubs, cool music and cool fashion with Axe.
The youth view it as an icon which introduces many 'firsts' to their world of music and dance
like the first "World's Longest Dance Party" and the first ever 'Axe Voodoo Island Party.

39

 REXONA

Rexona

was

the

first

Deodorant

to

be

launched

in

India

in

1995.

It is the only deodorant in the Indian market that promises 24 hour protection from Body
Odour.
Rexona has ingredients that combine body odour protection and cosmetic values which are
proven to work in challenging situations.

40

Skin care
PONDS

Pond's has been synonymous with skin care in India since 1947.
In 1914, Pond's Cold Cream and Vanishing Cream marked the brand's evolution to a beauty
icon.
In 1955 Pond's Extract Company merged with Chesebrough Manufacturing and in 1987
Unilever purchased Chesebrough-Pond's.
By this time the Pond's brand had built up a powerful international presence.
From one man in a tiny home-made laboratory, to today's state of the art R&D facilities led
from Bangkok, Mumbai, New York and Tokyo, the Pond's promise has remained the same
across 58 countries - to deliver products that make a real difference to women's skin and the
way they live their lives.

41

 FAIR AND LOVELY

A woman's passion for beauty is universal and catering to this strong need is Fair & Lovely.
Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely was
launched in 1978.
The brand today offers a substantive range of products, including Ayurvedic Fair & Lovely
Fairness cream, Fair & Lovely Anti-Marks cream, Fair & Lovely Oil control Fairness Gel,
Fair & Lovely for Deep Skin and Fair & Lovely Fairness Soap.
The latest has been the Perfect Radiance, a complete range of 12 premium skincare solutions
from Fair & Lovely.
The brand today offers a substantive range of products, including Ayurvedic Fair & Lovely
Fairness cream, Fair & Lovely Anti-Marks cream, Fair & Lovely Oil control Fairness Gel,
Fair & Lovely for Deep Skin and Fair & Lovely Fairness Soap. The latest has been the
Perfect Radiance, a complete range of 12 premium skincare solutions from Fair & Lovely.

42

 VASELINE

Vaseline is a trusted brand worldwide associated with daily skin care and healthy skin for the
entire family. Vaseline has been keeping skin healthy since 1870.
Vaseline Petroleum Jelly is a mixture of Mineral oils, Paraffin and microcrystalline waxes,
that when blended together, create something remarkable- it literally melts into your body,
protecting the skin from within.
It protects skin from effects of weather and exposure.
Vaseline Total Moisture Body Lotion:
Beneath the surface, your skin is 90% water, enabling it to act as a moisture and nutrient
reserve.
So keeping your skin well hydrated is critical to your well-being.

43

Oral care
PEPSODENT

Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to
address the consumer need of checking germs even hours after brushing.
Pepsodent packs included a Germ Indicator in February-May 2002, which allowed
consumers to see the efficacy in fighting germs for themselves
As a follow-up, in October 2002, Pepsodent offered Dental Insurance to all its consumers to
demonstrate the confidence the company has in the technical superiority of the product.
Pepsodent connects directly with kids and their parents. Pepsodent has always worked in the
direction of an overall awareness of dental health.
Pepsodent's most recent campaign aims at educating consumers on the need for germ
protection through the night.
Pepsodent also includes a range of toothbrushes.

44

 CLOSE UP

Closeup is the original youth brand of India.

Ever since its launch in 1975, Closeup has broken every rule in the book on how toothpastes
should behave!
Closeup was the first gel toothpaste to be launched in India and has led the gel toothpaste
segment ever since.
In 2004, Closeup was re-launched with a bang.
And this time it was packed with the power of Vitamin Fluoride System a powerful mix of
Vitamins, Fluoride, Mouthwash and Micro whiteners, the perfect combination of ingredients
for fresher breath and stronger, whiter teeth. Closeup became the first Gel toothpaste with
Fluoride in the Indian Market!
The brand umbrella also includes Closeup Lemon Mint, gel toothpaste with the whitening
benefits of lemon.
The latest entry in the Closeup stable is Closeup Milk Calcium revolutionary new
toothpaste with the goodness of milk calcium in an industry-first core-in-sheath format, with
white milk calcium nutrient on the inside and a refreshing blue gel on the outside.

45

Color cosmetic
LAKME

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.

46

HUL Exports
Today, HUL is one of Indias Largest exporters of branded Fast Moving Consumer Goods.
It has been recognized by the Government of India as a Golden Super Star Trading House.
Over time HUL has developed into a viable & competitive sourcing base for Unilever world
wide in Home and Personal Care & Foods & Beverages category of products.
HUL is also a global marketing arm for select licensed Unilever brands and also works on
building categories with core country advantage such as branded basmati rice.
HUL Exports offers high level of service with flexibility and responsiveness thorough out the
supply chain.
It has a dedicated organization structure to support this Endeavour and this has helped in
growth of these businesses in particular.
HULs key focus in the exports business is on two broad categories.
It is a sourcing base for Unilever brands in Home & Personal Care (HPC) and Food and
Beverages (F&B) for supplies to other Unilever companies. It also focuses on becoming a
preferred supplier to both non-Unilever and Unilever clients in three categories in which
India, as a country, has competitive advantage Branded Rice, Marine Products and Castor
and its Derivatives . HUL enjoys international recognition within Unilever and outside for its
quality,

reliability

and

speed

of

customer

service.

HUL's Exports geography comprises, at present, countries in Europe, Asia, Middle East,
Africa, Australia, North America etc

47

BRIEF

ON

HUL'S

EXPORTS

PORTFOLIO

HPC:
The categories under HPC include products in Skin care, Oral care, Pears ,Personal Wash &
Lakme

range.

- Skin Portfolio includes Mass & Masstige Skin (Cream & lotions under Fair & Lovely and
Dove brands), Shampoos and Conditioners (under Sunsilk brands), Vaseline & Talc (under
Ponds brands). In the past the focus market was in Middle East and Asia, which is now
slowing changing with current exports to European countries and robust plans to source
different

products

to

US

in

the

near

future.

- Oral Care consists of Tooth Paste and Tooth Brush (under Pepsodent, Close-up, Mentadant
and

Signal

brands).

The

exports

are

to

Asian

and

European

countries.

- Pears Category consists of Bars, Hand Wash, Body Wash and Shower Gel. Pears is being
sold globally including to North America / UK to the GCC / African countries extending up
to Singapore and Australia. While the bar remains the most popular product, the brand has
now extended to hand wash, shower gel, body wash and face wash. Currently Pears is
celebrating its 200 year anniversary which shows the rich heritage and the strong brand
equity

it

enjoys

over

generations.

- Personal wash category predominantly consists of Lux, Fair & Lovely Soap, Lifebuoy
Hand

wash

- Lakme Products are mainly exported to the countries with Indian Ethnic population or to
geographies where the brand enjoys strong equity. The markets include Nepal, Bangladesh,
United Kingdom & Maldives.

48

F&B:
The categories under F&B include products in Tea, Coffee & Processed Foods range.
- Tea Category Includes: Tea Bags (includes Tea Bags, Flavored Tea Bags and Square Tea
Bags), Instant Tea, Bulk Tea & Packet Tea. The branded packet tea, and instant tea are for
Unilever's ready-to-drink tea business. The branded teas are Brooke Bond, Brooke Bond Red
label, Brooke Bond Taj Mahal, Lipton, Lipton Yellow Label, Lipton Green Label, Lipton
Brisk

and

Lipton

3-in-1

premix.

- Coffee Category consists of Instant coffee & special coffee Beans (under Bon and Bru
brands). The focus market for Bon is CIS markets while Bru is mainly sold to Ethnic markets
Indian diaspora world-wide. Both Bon and Bru straddle the entire gamut of formats
comprising of spray dried coffee, granulated, freeze dried and pre mixes.
- Processed Foods categories include Fruit Spreads / Jams, Soup Powders, Salt, Wheat Flour,
Tomato Ketchup and Custard Powder. The branded processed food items consists of Kissan,
Knorr,

Annapurna,

Captain

Marine

Cook,

Brown

&

Polson

brands.

Products:

HUL offers a comprehensive portfolio, ranging from Surimi, Crabsticks to Shrimps and
several value-added products. Among its customers is Icelandic, the world's third largest
seafood company. In addition, HUL has also become a part of Unilever's supply chain in
seafoods for Europe too. HUL's Marine Products brands are Ocean Diamond, Ocean
Excellence,

Shogun,

Hima,

Gold

Seal,

Tara

and

Prima.

Rice:
The categories are Basmati Rice and Basmati Rice-based ready-to-eat rice meals. The brands
are Gold Seal, Indus Valley, Rozana and Annapurna.
49

Pureit - The world's most advanced in-home water purifier

Pureit, a breakthrough offering of Hindustan Unilever (HUL), comes with many unique
benefits complete protection from all water-borne diseases, unmatched convenience and
affordability.
Pureits unique Germkill Battery technology kills all harmful viruses and bacteria and
removes parasites and pesticide impurities, giving you water that is as safe as boiled. It
assures your family 100% protection from water-borne diseases like jaundice, diarrhoea,
typhoid and cholera. Whats more, it doesnt need gas, electricity or continuous tap water
supply.
Pureit not only renders water micro-biologically safe, but also makes the water clear,
odourless and good-tasting.
You will be further reassured to know that Pureit meets the stringent germ-kill criteria of the
Environmental Protection Agency (EPA), the toughest regulatory agency in the USA .The
performance of Pureit has also been tested by leading scientific and medical institutions in
India and abroad.
This patented technological breakthrough has been developed by HUL. This state-ofthe-art
engineering developed by a team of over 100 Indian and international experts from HUL and
Unilever Research Centres has made Pureit possible at the consumer price of just Rs. 2000.
Pureit runs with a unique Germkill battery Kit that typically lasts for 1500 litres* of
water. The Germkill Battery Kit is priced at Rs.350. This means consumers will get four
litres of water that is as safe as boiled water for just one rupee. Which works out to an
extremely affordable 23 paise per unit

50

S.W.O.T. ANALYSIS

Strengths
Recognized as a global company

Weaknesses
Dual leadership

Strong brand portfolio

Not connecting with customers

Strong relationship with retailers

Inefficient management of brands

Economies of scale

Reduced spending for R & D

Inability to maximize acquisitions

Opportunities
Changing consumer

Decrease in revenues
Threats
Strong Competition

preferences

Increasing store brands

Increasing need for healthy

Tougher Business Climate

products

Exchange rates

DATA ANALYSIS AND INTERPRETATION

51

1. Do you consume hul products?

Yes

No

According to the survey of 100 respondents all of them agreed that they are
consuming HUL products.

2. How much of your income you spend on the hul products?

52

 <30%

30%-60%

>60%

60%-80%

55% respondents spend <30% of income on purchases of HUL products.

15%respondents spend their income in between 60%-80%.

Whereas 12% respondents and 18% respondents spend their income >60% and in
between 30%-60% respectively.

53

3. Do you prefer maggi soups over hul,s knorr soups?

Yes

No

67% of respondents prefer MAGGIE soups.

33% of respondents prefer HUL,S KNORR soups.

54

4. Are you satisfied with available flavors of kwality walls?

Yes

No

82% respondents are satisfied with present KWALITY WALLS flavors.

18% respondents are not satisfied with present KWALITY WAALS flavors.

5. Do you think that ph of dove is less than any other soaps?

55

 Yes

No

43% respondents says that Ph of DOVE is less than other soaps

Whereas 57% do not think so

6. Which HUL soaps do you purchase?

56

 LUX
DOVE

LIRIL
LIFE BUOY

42 respondents use LUX

23 respondents use LIFE BOUY.

19 respondents use DOVE.

16respondents use LIRIL.

57

7. Is nescafe better than bru?

Yes

No

79% respondents says that NESCAFE is better than BRU.

58

8. Is better brook bond better lipton?

Yes

No

60% respondents says BROOK BOND is better than LIPTON

59

9. Do you think that campaign organize by pepsodent for oral health care is useful?

Yes

No

60% respondents says that the oral health care campaign is useful, organize by
PEPSODENT.

40% respondents say campaigns are not useful.

60

10.Do you think that the mother diary is strong competitior of kwality walls?

Yes

No

30% respondents think that MOTHER DIARY is strong competitor of KWALITY WALLS.
70% respondent thinks that MOTHERDIRY is not a strong competitior of KWALITY
WALLS.

61

11. Is fair and lovely better than ponds ?

Yes

No

81% respondents says FAIR AND LOVELY is better than PONDS.

19% respondents says PONDS is better than FAIR & LOVELY.

12. Who are the strong competitor of HUL?

Dabur

P$G

62

 Godrej

TATA

DABUR is a strong competitior of HUL instead of P&G, GODREJ and TATA.

13. Which product of hul is in more demand ?

food and beverages

personal care
63

 water purifier

PERSONAL CARE products are in more demand than FOOD AND BEVERAGS and
EXPORTS

14.How do you rate the quality of hul products?

Poor

Good
64

 Very good

Fair

26% of the respondents agreed that HUL products are good. And 45% of them states
that HUL products are very good.

15.What influence your purchases of HUL products?

Price

Quality

Packaging

Advertising
65

Acc. to survey HUL users are more influence by its advertising strategy.

16. Is the HUL,S customer service satisfactory?

Yes

No

66

35% of respondents considered HUL,S customer service satisfactory and 65% are not
satisfied with HUL,S services.

17. Are HUL products expensive?

Yes

No

67

No, acc. to 85% respondents products of HUL use by them are not expensive.

18. Are the hul products easily available?

Yes

No

68

Acc. to 87% respondents it is stated that HUL,S product are easily available.

19. How likely are you to recommend hul personal products to others?

1. definitely will recommend

2 probably will recommend

3.probably will not recommend

4. definitely will not recommend

69

50% respondents stated that they probably recommend the HUL,S product to others.

20% definitely recommend the product to others.

20.Would you suggest any improvement to hul from the following?

1. Quality improvement
2. Price reduction
3. More diversified
4. Any other suggestion.
70

Acc. to 29% respondents quality should be improved.

36% respondent want that price is to be reduced.

CONCLUSIONS
1. Our all respondents use HUL products as per the influence of packaging, price etc.

71

2. As per the easily availability our mostly consumer spend their mostly income on HUL,S
products.
3. MAGGIE soups are more prefer by consumers than the KNORR soups because of the
good taste and low price.
4. KWALITI WALLS are more preffered by users than MOTHER DAIRY icecream because
of the taste and different flavors.
5. Through different tests and from their advertisements users says that Ph of DOVE is less
than other soaps and the use of DOVE do not make any harm on skin.
6. Due to different discounting scheme LUX is in more demand. and DOVE shares going to
down because of the rising price. On the other hand LIRIL and LIFEBOUY are in period
where their demand going to rise.
7. Consumer says that they like NESCAFE more than BRU because of the availability and
price.
8. BROOKE BOND is more liked by consumers than the LIPTON because its an ancient
brand and the tea is prepared by the pure green leaf of tea.
9. Now the costumers are more health conscious so they attend campaign organize by
PEPSODENT which proves good for them.
10.In ICE CREAM industry MOTHER DIARY has its own reputation and almost half of
the market share is owned by MOTHER DIARY.so the survey suggest that MOTHER
DIARY is a strong competitior of KWALITY WALLS.

11.FAIR & LOVELY provides a different quality for skin protection that is why it is in more
preferred by the users by both male (fair & lovely for men) and female.
72

12.Market share of GODREJ is more than the P&G and TATA.so it is a great competitior fo
HUL.

13. Market demand for the beauty products are more than the F&B and Exports.

14. Survey suggest that the quality of HUL products is much better than other brands
Acc. to maximum respondents HUL products are not expensive.

15. For the promotion of any product advertisement,pricing strategy,packaging and quality
plays an important role. For hul products advertisement is a way to increase the demand of
products.

16.Only a problem is their that the customer service is not satisfactory of HUL.

17.Different product of different ranges are provide by HUL the consumer happy that they
buying their favourite product at reasonable price.
.
18. It is analyzed that HUL products are easily available as the distribution channel is good.
.
.
19. Most of the consumer says that they will recommend the personal product to others as
they are good and harmless for the users skin.
20.Mostly consumer wants the quality should be more improved than the price reduction.

73

RECOMMENDATIONS

Delivers innovative products that capitalizes on changing consumer preferences

Allows Unilever to focus on the needs of their customers and consumers thus
reigniting growth and increasing sales potential

74

 HUL provides a strong competitive platform against major competitors and private
label brands
Consumers demand high quality products that both are convenient and delicious, for
this they should try to provide a good and healthy product.
It is observed that more females are using HUL beauty products they should bring out
some more male beauty products.
It is also observed that HULS customer service is not satisfactory, they should at
least live up to the customers demand
HUL try to provide some of products in a form of sachets so that the low income
group can try it.

ANNEXURE

1. Do you consume HUL products?

Yes

No

75

2.How much of your income you spend on the HUL products?

<30%

30%-60%

>60%

60%-80%

3. DO you prefer Maggi Soups over HUL,S Knorr soups?

YES

NO

4.Are you satisfied with available flavors of KWALITY WALLS?

Yes

No

5. Do you think that Ph of DOVE is less than any other soaps?

Yes

No

6. Which HUL soaps do you purchase?

LUX

LIRIL

DOVE

LIFE BUOY

7. Is Nescafe better than Bru?

Yes

No

8. Is better BROOK BOND better LIPTON?

Yes

No

9. Do you think that campaign organize by pepsodent for Oral health care is useful ?

Yes

No

76

10. Do you think that the MOTHER DIARY is strong competitior of KWALITY
WALLS?
Yes

No

11. Is FAIR AND LOVELY better than PONDS?

Yes

No

12. Who are the strong competitor of HUL?

Dabur

P$G

Godrej

TATA

13. Which Product of HUL is in more demand ?

food and beverages

personal care

water purifier

14 .How do you rate the quality of HUL products?

Poor

Good

Very good

Fair

15.What influence your purchases of HUL products?

Price

Quality

Packaging

Advertising

77

16. Is the HUL,S customer service, satisfactory?

Yes

No

17.Are HUL products expensive?

Yes

No

18. Are the HUL products easily available?

NO

Yes

19. How likely are you to recommend HUL personal products to others?

definitely will recommend

probably will recommend

not sure

probably will not recommend

definitely will not recommend

20. Would you suggest any improvement to HUL from the following?
Quality improvement
Price reduction
More diversified
Any other suggestion.

BIBLIOGRAPHY

78

BOOKS

Kothari, C.R., 2005 Research Methodology, Wishwa Prakashan, India.

Kotler, Philip. 2005, Marketing Management, Prentice hall India.

Marketing Management, ICFAI University Press

MAGAZINES
Business Today
Investors India
Business World
Economic Times
Business Standard

WEBSITES

www.hll.com

www.surveyconsole.com

79