A

Research Project Report

On

“COMPREHESIVE STUDY OF PRODUCT MIX OF HUL”

Submitted for the award of Master of Business Administration (MBA)

Uttar Pradesh Technical University, Lucknow

Submitted By:

“Ashish Kumar Tyagi”

MBA IV Semester

“1202970022”

Under the guidance of

“Dr. Binkey Srivastava”

Addl. HoD

2013-14

Krishna Institute of Engineering and Technology

(KIET School of Management)

13 KM Stone, Ghaziabad - Meerut Road, Ghaziabad – 201206 (U.P.)

CERTIFICATE OF THE GUIDE

Mentor / Guide Name: Dr. Binkey Srivastava

Designation: Addl. HoD

This is to certify that the project report titled “COMPREHENSIVE STUDY OF PRODUCT

MIX OF HUL” has been prepared by Mr. ASHISH KUMAR TYAGI under my supervision and

guidance, for the fulfillment of Master of Business Administration. His field work is satisfactory.

Date:

Signature of Guide:

Signature of HoD

DECLARATION

I do hereby declare that this project work titled “Comprehensive Study of Product Mix of HUL”

Submitted by me for the fulfillment of the requirement for the award of Master of Business

Administration (MBA) is a record of my own research work. The report embodies the finding

based on my study and observation and has not been submitted earlier for the award of any

degree or diploma to any Institute or University.

Date:

Name:

Roll No:

ACKNOWLEDGEMENT

It is really a great pleasure to have this opportunity to describe the feeling of gratitude

imprisoned in the core of my heart.

I convey my sincere gratitude to HoD sir for giving me the opportunity to prepare my project

work on Marketing. I am thankful to Dr. Binkey Srivastava for her guidance during my project

work and sparing her valuable time for the same. I express my sincere obligation and thanks to

all the Faculties of KIET Department of Management Studies for their valuable advice in guiding

me at every stage in bringing out this report.

I am also thankful to my family for their kind co-operation which made my work easy.

Name:

Roll No:

TABLE OF CONTENTS

 Abstract 7

 Chapter I

• Introduction 8-30

• Objectives / Hypothesis 31

• Literature review 32-33

 Chapter II

• Research design/ methodology 34-37

 Chapter III

• HUL Product mix 38-100

• HUL Marketing Strategy 101-121

• Data Analysis & Findings 122-134

 Chapter IV

• Conclusion 135-136

• Suggestions and Recommendations 137-138

• Limitations of the study 139-140

 Appendix

• Reference and Bibliography 141-142

• Annexure 143-146

ABSTRACT

The Company being selected for study under this project report is Hindustan Unilever Ltd

(HUL). HUL is India's largest fast moving consumer goods company. It is a leading player in

home and personal care products, foods and beverages, and specialty chemicals. It can be said

beyond any doubt that HUL is an undisputed leader in FMCG products in urban as well as rural

area. HUL caters to 850 million people in India which is approximately 85% of the total

population. The present study was undertaken to know about the marketing strategies and public

relations of HUL in FMCG sector. Hence the present study can provide us an extensive

knowledge of successful implementations of marketing strategy in urban and rural India.

CHAPTER I

INTRODUCTION

COMPANY PROFILE

1. Brief History

In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight

soap bars, embossed with the words "Made in England by Lever Brothers". With it,

began an era of marketing branded Fast Moving Consumer Goods (FMCG). Soon after

followed by Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim.

Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing

Company, followed by Lever Brothers India Limited (1933) and United Traders Limited

(1935). These three companies merged to form HUL in November 1956. The company

was incorporated on 17th October, 1933 under the name of Lever Brothers (India) Pvt.

Ltd. (LBIL). It set up its manufacturing units in Bombay and Calcutta an associated

company viz., Hindustan Vanaspati Mfg. Co. Pvt. Ltd. (HVM), was earlier incorporated

on 27th November 1931 which set up a vanaspati factory in Bombay. Both LBILK and

HVM were wholly owned subsidiaries of Unilever Ltd., London, U.K. HVM later

acquired three more vanaspati factories at Shamnagar (West Bengal), Tirchirapalli (Tamil

Nadu) and Ghaziabad (U.P.) In order to market the toilet preparations manufactured by

LBIL or imported from Unilever companies, a marketing company under the name

United Traders Pvt. Ltd. (UTL) was incorporated on 11th may, 1935 as a wholly owned

subsidiary of LBIL. In 1944, the management of LBIL and HVM was integrated. In

November 1956, HVM and two small associated companies’ viz. William Gossage &

Sons (India) Pvt. Ltd and Joseph Crossfield & Sons (India) Pvt. Ltd., which were wholly

owned subsidiaries of Unilever Ltd., were amalgamated with LBIL and the name was

changed to Hindustan Lever Ltd. From 23rd October, 1956 activities of UTL were taken

over by its holding Company LBIL. With the amalgamation of business under one

company, Indian capital was introduced in this integrated business in 1956. HUL has

been growing very rapidly, especially in 1996 the growth was 88.6% HUL became the

second private company in India after Reliance Industries to cross the Rs 10000 crore

mark in 1998. At present it’s valued at Rs. 41764.31 crore. Its rapid growth has given

HUL place in the top 5 companies regularly in annual BT-500 survey. This huge success

has come due to:-

Merger with Ponds India Limited

Launch of 40 new products

Doubling of rural distribution network from 50,000 to one lakh villages

2. Vision of HUL

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.

The four pillars of our vision set out the long term direction for the company – where we want to

go and how we are going to get there:

We work to create a better future every day

We help people feel good, look good and get more out of life with brands and services

that are good for them and good for others.

We will inspire people to take small everyday actions that can add up to a big difference

for the world.

We will develop new ways of doing business with the aim of doubling the size of our

company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of people’s lives

and in doing the right thing. As our business grows, so do our responsibilities. We

recognize that global challenges such as climate change concern us all. Considering the

wider impact of our actions is embedded in our values and is a fundamental part of who

we are.

3. Mission of HUL

Unilever’s mission is to add vitality to life. They need everyday needs for nutrition

hygiene and personal care with brand that have people feel good, look good and get

more out of life.

L’s Corporate Responsibility (CR) philosophy is embedded in its corporate purpose

and Vitality mission. 

4. Philosophy of Hindustan Unilever Ltd.

The company firmly believes that it has commitment to all its stakeholders -

consumers, employees and the community in which it operates. It can fulfill this

commitment only by sustainable growth. The Vitality mission of the company aims

to improve quality of life through our products and through our interventions in the

community. 

On this background, HUL's key CR initiatives are undertaken with a long-term view.

Initiatives that are sustainable, that have long-term benefits and that have business

linkage are accorded priority. Some initiatives are brand driven, some are driven by

our people and some are driven by our processes. 

5. Milestone

THEN 100 YEARS (1833-2010)

1888 - Sunlight soap introduced in India.

1895 - Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata

and Karachi.

1902 -Pears soap introduced in India.

1903 - Brooke Bond Red Label tea launched.

1905 - Lux flakes introduced.

1913 -Vim scouring powder introduced.

1914 - Vim soap launched in India.

1918 - Vanaspati introduced by Dutch margarine manufacturers like Vanden, Berghs, Jurgens,

Verschure Creameries, and Hartogs.

1922 - Rin soap powder introduced.

1924 - Gibbs dental preparations launched.

1925 - Lever Brothers gets full control of North West Soap Company.

1926 - Hartogs registers Dalda Trademark.

1930 - Unilever is formed on January 1 through merger of Lever Brothers and Margarine

Unie.1888, less than four years after William Hesketh Lever launched Sunlight Soap in

England, his newly-founded company, Lever Brothers, started exporting the revolutionary

laundry soap to India. By the time the company merged with the Netherlands-based

Margarine form Unilever, it had already carved a niche for itself in the Indian market.

Coincidentally, Margarine Unie also had a strong presence in India, to which it exported

Vanaspati (hydrogenated edible fat).

1931 - Hindustan Vanaspati Manufacturing Company registered on November27; Sewri

factory site bought.

1932 -Vanaspati manufacture starts at Sewri.

1933 -Incorporated on 17th October, under the name of a Lever Brothers (India) Pvt., Ltd.

(LBIL) was the wholly owned subsidiary of unilever Ltd. London, UK.

1933 - Lever Brothers India Limited (LBIL) incorporated in India to manufacture Soaps.

1934 - Soap manufacture begins at Sewri factory in October; North West Soap Company's

Garden Reach Factory, Kolkata rented and expanded to produce Lever brands.

1935 - On 11th May a subsidiary Co. was incorporated under the name United Traders Pvt.

Ltd. for marketing the products of the Co. or imported from the parent Co.

1937 - Mr. Prakash Tandon, one of the first Indian covenanted managers, joins HVM.

1939 -Garden Reach Factory purchased outright; concentration on building up Dalda

Vanaspati as a brand.

1941 - Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires

own sales force.

1942 - Unilever takes firm decision to train Indians to take over junior and senior

management positions instead of Europeans.

1943 - Personal Products manufacture begins in India at Garden Reach Factory.

1944 -Reorganization of the three companies with common management but separate

marketing operations.

1947 - Pond's Cold Cream launched.

1951 - Mr. Prakash Tandon becomes first Indian Director. Shamnagar, Tiruchy and

Ghaziabad Vanaspati factories bought.

1955 - 65% of managers are Indians.

1956 -On 27th October, the Co. was converted into a Public Ltd. Co. On 1st November,

Hindustan Vanaspati Mfg. Co. Pvt. Ltd., William Gossage & Sons (India) Pvt. Ltd. and

Joseph Crossfield & Sons Unilever Ltd. were amalgamated with LBIL and the name was

changed to Hindustan Lever Ltd. From 23rd October onwards activities of Subsidiary Co.

were taken over by its holding Co. On 17th November Unilever Ltd. Offered to the public

557,000 No. of equity shares of Rs.10 each.

1957 - Unilever Special Committee approves research activity by Hindustan Unilever.

1958 - Research Unit starts functioning at Mumbai Factory.

1959 - Surf launched.

1961- Mr. Prakash Tandon takes over as the first Indian Chairman; 191 of the 205 managers

are Indians.

1962 - Formal Exports Department starts.

1963 - Head Office building at Backbay Reclamation, Mumbai, opened.

1964 - Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad; Sunsilk

shampoo launched.

1965 - Signal toothpaste launched; Indian shareholding increases to 14%.

1966 - Lever's baby food, more new foods introduced; Nickel catalyst production begins;

Indian shareholding increases to 15%. Statutory price control on Vanaspati; Taj Mahal tea

launched.

1967 - Hindustan Unilever Research Centre opens in Mumbai.

1968 -Mr. V .G. Rajadhyaksha takes over as Chairman from Mr. Prakash Tandon; Fine

Chemicals Unit commissioned at Andheri; informal price control on soap begins.

1969 - Rin bar launched; Fine Chemicals Unit starts production; Bru coffee launched

1971 - Mr. V. G. Rajadhyaksha presents plan for diversification into chemicals to Unilever

Special Committee - plan approved; Clinic shampoo launched.

1973 - Mr. T. Thomas takes over as Chairman from Mr. V. G. Rajadhyaksha.

1974 - Pilot plant for industrial chemicals at Taloja; informal price control on soaps

withdrawn; Liril marketed.

1975 - Ten-year modernization plan for soaps and detergent plants; Jammu project work

begins; statutory price control on Vanaspati and baby foods withdrawn; Close-up toothpaste

launched.

1976 - Construction work of Haldia chemicals complex begins; Taloja chemicals unit begins

functioning.

1977 - On February synthetic detergents plant in Jammu was commissioned. Plant for

manufacture of linalool from betapinere, phenyl ethyl alcohol and eaters commissioned at

Jammu.

1978 - Indian shareholding increases to 34%; Fair & Lovely skin cream launched.

1979 -In October, the company set up a new industrial undertaking at Halfor the manufacture

of sodium tri-polyphosphate, phosphoric acid and sulphuric acid.

1980 - In order to reduce the non-resident holding in the Co. to 51%, Uniliver Ltd. offered for

sale during Feb. out of its shareholding in the Co. 4239523 No. of equity shares of Rs.10 each

at a premium of Rs.9.50 per share in the following manner;

o 10, 00,000 shares to public financial institutions.

o 25, 12,702 shares to the existing resident Indian shareholders on a pro-rata basis in the

ratio of 1:4.

o 726,821 shares to employees and Indian directors.

1982 - Government allows 51% Unilever shareholding.

1983 - A new plant for synthetic detergents in Chindwara district of M.P commissioned Co.

took on lease a detergent and toilet soap factory at the request of Punjab govt. owned by a

joint sector Co. Stephens Chemicals Ltd. A new fine chemical unit was commissioned. As

consideration, Indian shareholders of HL Ltd. were offered 62, 20,576 No. of equity shares

of Rs.10 each of Lipton India Ltd., at par in proportion of 2:8. i.e. 2 Lipt:8 HL equity.

1984 - Foods, Animal Feeds businesses transferred to Lipton.

1985 - A project for the manufacture of 500 tonnes per day of diammonium phosphate was

commissioned.

1986 - Lux toilet soap was launched.- Agri-products unit at Hyderabad starts functioning -

first range of hybrid seeds comes out; Khamgaon Soaps unit and Yavatmal Personal Products

unit start production.

1987 - Lifebuoy Personal and Breeze soaps launched.

1988- Company in collaboration with National Starch Corporation USA undertook to set up a

new facility at Pondicherry for the manufacture of functionalized biopolymers. The Co. took

on lease cum purchase basis the detergents undertakings of Union Home Products Ltd.

Mangalore.

1989 -Synthetic Detergent plant at Sumerpur in UP & Toilet soap plant in Orai in UP were

commissioned.

o Cracking catalyst plant at Haldia commissioned.

o Vegetable oil plant commissioned at Kandla free trade zone.

1991 -Seed and Tissue culture projects commissioned at Hyderabad. Company proposed to set

up a 17,000 TPA. Film sulphonation plant at Taloja to manufacture a range of detergent

actives. Company signed collaboration and 100% buy back agreement with Sawyer of Napa,

California, USA to produce wool-on-leather garment and wool-on-leather products.

Commissioned a plant for manufacture of 10,000 tonnes per annum of toilet preparations at

Pondicherry.

1992 -Entered in dental product market by introducing Pepsodent, Mentadent G etc. A factory

to manufacture leather garments and other leather based products including wool-on-leather

garments and wool-on-leather was set up in Chennai. The Company undertook to set up a

large scale aquaculture centre at Tanjavur in Tamil Nadu for farming and processing catfish

for the U.S. markets in technical collaboration with FFDA, Florida, and USA who also

provide a full buy-back guarantee.

1993 -Temporary shutdown of Haldia Plant due to duty free import of DAP. Entered skin

product market by introducing fair & lovely. Also entered hair care product by introducing

sunsilk salon treatment & clinic super gel. Close-up confident toothbrush also introduced on

the same year. The company was also taking steps to set up an effective distribution system in

Nepal to distribute and market the products of the Co. Tata Oil Mills Co. Ltd. (TOMCO) was

merged with Hindustan Lever Ltd with effect from 1st April.

1994 -Company entered male toiletries segment with the launch of Denim After shave & Ean

Dee Toilette. Co. set up Hot Melt Adhesive manufacturing facilities at Taloja. And also

entered SSP business and trading. Wool-on-leather and wool-on-garment plant was

commissioned. The Company entered into joint venture agreement with Kimberly-Clark

Corporation, USA to promote a joint company `Kimberly-Clark Lever Ltd.' with 50% equity

participation by the company.

1995 - In technical collaboration with Shinto Corporation, a subsidiary of Toya Suisan, Japan,

the Co. undertook to set up a Surimi (Fish Paste) project at an initial cost of Rs.15 crores near

Veraval in Gujarat State. The collaborators provided 100% buy-back guarantee for the output

of this unit which seeks to upgrade the hitherto wasted fishery resources of the country. The

plant was commissioned in the second quarter. The Company entered into joint venture

agreement with Lakme Lever Ltd. to undertake the manufacturing and distribution of colour

cosmetics and other personal care products.

1996 -Brooke Bond India Ltd. was amalgamated with the Company. As per the scheme of

amalgamation, the Company allotted 533, 28,713 equity shares to the share holders of Brooke

Bond India Ltd. in the proportion 9 shares of the company for 20 shares held in Brooke Bond

India Ltd. The Company entered into joint venture S C Johnson & Son USA. The Joint

Venture named Lever Johnson Consumer products Pvt. Ltd.

1997 - Company received the Solvent Extractors' Association Award for being the highest

exporter of Rice Bran Extractions during 1996-97. The Far Eastern Economic Review, Hong

Kong, has adjudged HLL the Best Indian Company in its Review 200: Asia's Leading

Companies survey.

1998 -The Directors of Hindustan Lever Limited at their meeting held on 16th March,

considered and approved the proposal for amalgamation of Ponds India Limited with

Hindustan Lever Limited. HLL's tea business is among the biggest in the world. The.

Hindustan Lever is the largest manufacturer of Lifebuoy, Lux, Breeze, Rexona and Haman in

the country, under a division christened the personal products division. The managements of

Pond's (India) (PIL) and HLL have decided to propose the amalgamation of PIL with HLL.

They are subsidiaries of Unilever, UK, which holds 51 per cent equity in both. HLL also

proposes to acquire from Lakme the latter's 50 per cent share holding in the 50:50 joint

venture company, Lakme Lever, Lakme brand, factories and Lakme Ltd's 50% equity in

Lakme Lever Ltd. HLL acquires manufacturing rights of Kwality ice cream.

1999 - Hindustan Lever Ltd (HLL), has joined hands with the Institute for Social and

Economic Change (ISEC) for a rural development programme in Karnataka. Hindustan lever

Ltd, has decided to merge its subsidiary Industrial Perfumes Ltd with the company. The

merger would be effective from January 1. The company holds 1, 27,497 shares of Rs. 100

each. Industrial Perfumes manufacturers’ aroma chemicals such as deodorant and perfumes.

2000 - The Company will be the largest e-tailer in the next two years. The company has

entered into a five-year wet lease agreement with the Hyderabad-based Premier Explosives

(PEL) to operate the latter's mushroom farms near Hyderabad. The Company has launched

`ready to drink' (RTD) tea brand Lipton Ice Tea in Hyderabad with lemon and mango flavors.

The Company has unveiled the country's first liquid detergent for daily washing needs Surf

Excel Liquid detergent in the Indian Market. The Company launched the International Lux

Skincare range, Sunscreen Formula. 2000 HLL acquires Modern Foods, the first public sector

company to be divested by the Kwality Wall's, a division of Hindustan Lever Ltd., has

launched softy ice cream and has positioned it as a mass market product and Headof the ice

cream business.

2001 - Shampoo brand `Clinic All Clear' on the Net, Hindustan Lever has launched..

There are over 50 factories, of which 28 are in backward areas. The operations involve 2000

suppliers and associates and 7000 stockiest and agents. HLL has emerged as a major Exporter.

Hindustan Lever Ltd. has organized a mobile van promotion called `Dare to Wear Black

Mania' in order to promote Clinic All Clear, its anti-dandruff shampoo. Hindustan Lever's,

Pond's Magic Deo Talc, has been launched with a new enhanced deodorant protection.. The

Board of Hindustan Lever Ltd (HLL) had approved the transfer of its undertaking engaged in

seeds business to its subsidiary Paras Extra Growth Seeds Ltd. International Best foods

Limited (IBL) has become a subsidiary of Hindustan Lever w.e.f April 21, 2001. The Board

of IBL has already approved the transfer of 75.38% of the equity of IBL earlier held by Best

Foods USA in favour of HLL.

2002-S Ramadorai appointed as Non-executive Director on the Board of HLL - Opto Circuits

enters into an agreement with HLL to buy the business line of Digital Thermometers.

Company's branded salt Annapurna launched in Africa. Project Shakti, a rural marketing

initiative, brings HLL 20% rise in rural consumption Signs Joint Venture with India Seeds

Holdings Ltd., a company incorporated in Mauritius engaged in the seed and biotechnology

industry, for transfer of its seeds business undertaking. Ayush ayurvedic health and beauty

care products -Enters into sourcing agreement with Unilever Australia and Unilever US for

supplying tea bags Lever Gist Brocades, a 50:50 joint venture of Hindustan Lever (HLL)

2003 - Ties up with Pepsi for distribution, signs a memorandum of understanding with Pepsi,

to leverage each other’s strengths in distribution. The agreement provides Pepsi access to the

HLL’s institutional accounts. Unveils New Rin Supreme Bar with 'Pure Clean' technology.

Hindustan lever Ltd, on May 22, 2005, entered Himachal in a big way by setting up a home-

and-personal-care (HPC) factory, with an initial investment of Rs 110 crore. HLL rolls out

Brooke Bond brand variation McLeod Russell & HLL signs MoU

2005 –Launch of Pure it water purifier.

2006 -Brookfield food operations moved to Mumbai

2007-Hindustan Lever Ltd. has appointed Mr. Ashok K. Gupta as Officer who is in default for

the purposes of Compliance with section 5(f) of the Companies Act, 1956. Company name

has been changed from Hindustan Lever Ltd to Hindustan Unilever Ltd.

2008-Hindustan Unilever Limited has informed that Mr. Sanjiv kakkar, Executive Director,

Sales & Customer Development has been appointed Chairman, Unilever Russia, Ukraine and

Belarus (RUB), with effect from 1st September, 2008. HUL completes 75 years on 17th

October 2008

2009 - Hindustan Unilever on Jan 26 said it has appointed R Sridhar as its Chief Financial

Officer by succeeding D Sundaram. Sridhar was serving as the Vice-President, Finance and

Controller for Unilever (Asia), Africa and Central & Eastern Europe region. He joined HUL

in 1989. Hindustan Unilever decided to license 'Lakme' and 'Lever Ayush', brands to its

subsidiary, Lakme Lever Private Limited, for the Beauty and Wellness services business.

2010- Hindustan Unilever said it exited from BPO firm Capgemini Business Services India by

selling its remaining 49% stake to IT consultancy firm Cap Gemini SA. The directors of

Hindustan Unilever Limited (HUL) have approved the appointment of Dev Bajpai as

Executive Director, Legal and Company Secretary with effect from June 1, 2010.

6. Performance of Hindustan Unilever Ltd.

HUL is committed to communicating sustainability performance through a detailed ‘Sustainable

Development Report’ published biennially and will also provide an update on its commitments

through the Financial Report annually. The report addresses the United Nations Global Compact

(UNGC) principles. A reference table for UNGC principles and Global Reporting Initiative's G3

Sustainability Reporting Guidelines is also provided in the report for comparability. The

sustainability performance indicators presented in the report capture data on performance

through the calendar year 2009. While it transparently showcases the impact across the value

chain, the data on environmental and safety performance is limited to the company’s own

operations.

Highlights of HUL Sustainability Impacts:

45,000 Shakti entrepreneurs serving more than 1, 00,000 villages across India.

Enhanced livelihood of 75,000 rural women by Rs.18 crores in partnership with DHAN

Foundation.

Lifebuoy Swasthya Chetna has touched more than 120 million Indians since 2002.

Reduced environmental impact of our manufacturing operations by 31% for water use

and by 28% for CO2 from energy.

Nineteen tea estates certified by Rainforest Alliance for sustainable sourcing of tea.HUL

employees volunteered more than 1,15,000 hours for community initiatives through HUL

Sankalp.

More than 3 million households protected by Pure it water purifier.

HUL was felicitated for receiving highest number of patents in 2009 in India.

Highlights of HUL Sustainability Commitments by 2015:

To eliminate PVC from our brand packaging.

Extend the Shakti programme to 75,000 entrepreneurs.

Over 50% of tomatoes sourced from India will be from sustainable sources.

Above 25% reduction of CO2 from energy by 2012 in our own factories on per tonne

basis against 2004 baseline.

Implement rainwater harvesting in our own sites in all our own factories where it has the

potential to yield results.

Contribute to water conservation in villages. Aim is to conserve 20 billion litres of water.

ORGANIZATIONAL STRUCTURE OF HULChair ManDirectors

Hindustan Unilever Limited

1. Mr. Harish Manwani

Chairman

2. Mr. Nitin Paranjpe

Managing Director and

Chief Executive Officer

3. Mr. Sridhar Ramamurthy

Executive Director, Finance & IT

And Chief Financial Officer

4. Mr. D. S. Parekh

Independent Director

5. Mr. A. Narayan

Independent Director

6. Mr. S. Ramadorai

Independent Director

7. Dr. R. A. Mashelkar

Independent Director

8. Mr. Gopal Vittal

Executive Director,

Home & Personal Care

9. Mr. Pradeep Banerjee

Executive Director, Supply Chain

6

3 9

Board of Directors (Management Committee)

Mr. Nitin Paranjpe

Managing Director and

Chief Executive Officer

Mr. Gopal Vittal

Executive Director,

Home & Personal Care

Mr. Pradeep Banerjee

Executive Director, Supply Chain

Mr. Hemant Bakshi

Executive Director,

Sales and Customer Development

Mr. Dev Bajpai

Executive Director,

Legal and Company Secretary

Mr. Sridhar Ramamurthy

Executive Director, Finance & IT

and Chief Financial Officer

Mr. Shrijeet Mishra

Executive Director, Foods

Ms. Leena Nair

Executive Director,

Human Resources

Products of Hindustan Uniliver Limited:

HOME & PERSONAL CARE`

Soaps = Lux, Rexona, Lifebuoy, Breeze, Liril, Hamam, Dove soap.

Paste & Brushes = Pepsodent & Close up.

Detergents = Surf, Rin & Wheel.

Creams = Fair & Lovely, Pond’s talc & cream, Vaseline lotions, Lakme beauty products.

Shampoo = Sunsilk, Dove, Clinic plus , Clinic all Clear ,

Other product =Vim dish wash, Domex disinfectant, Axe deo spray.

FOODS:

Tea & Coffee = Lipton , Brooke Bond , Bru Coffee

Soups & Meal = Knorr soups & meal.

Ice-cream = Kwality Walls

Bread = Modern Bread

Others = Kissan Squashes & jams, Annapurna salt & atta.

OBJECTIVES

To study the different products offered by HUL

To have an overall knowledge of how marketing of products with regard to

FMCG sector takes places with reference to HUL.

To map the market share of HUL in the Indian FMCG market.

.

To study the marketing strategies and public relations of HUL.

LITERATURE REVIEW

Hindustan Unilever Ltd (HUL), the country’s largest maker of home and personal care

products, has started to see market share improvement in its key business of soaps and

detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods,

ice cream, and water purifiers, the Company is a part of the everyday life of millions of

consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy,

Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk,

Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pure it. The

maker of Lux, Lifebuoy and Dove soaps and Wheel, Rin, and Surf Excel detergents, has been

able to reverse the trend of falling market shares as its brands gained traction at store shelves, in

the last two quarters. “HUL’s aggressive ad-spend, promotions and price cuts are resulting in

volume gain at the cost of profit. A number of studies has been done earlier on different aspects

of HUL. Ina survey found that HUL losing share in mass market brands as rival products from P

& G have gained popularity by Aggarwal (2014). A case study had been done by Kaur, (2013)

on rural marketing conducted by HUL. She attempted to find out the various initiatives taken

by HUL to reach the rural consumer as the rural areas are consuming a large quantity of

industrial and urban manufactured products. In the study she found that HUL followed a

sustained approach to tap the vast potential of India’s rural market and run a number of projects

viz. Operation Streamline, Project Shakti and Project Samuriddhi. A case study also performed

by Kothiyal et al., (2009) on Hindustan Unilever Limited. The study deal with the strategies

adopted by HUL for success over other competitors. A case study had been done by Shah, (2011)

on HUL to highlight their practices towards society, local community, NGOs and the natural

environment in the last seven decades. In this study it was found that HUL took a number of

landmark initiatives to contribute social welfare through rural and women’s empowerment,

livelihood generation, rehabilitation and natural protection and preservation.

CHAPTER II

RESEARCH METHODOLOGY

The information obtained for the study is from primary data as well as secondary data sources.

Primary data obtained from direct customer interaction through questionnaires and Secondary

data comprises of information obtained from journals, brochures of different FMCG Company’s.

It also includes organizational manuals and other important documents maintained and published

by various FMCG companies.

It also includes information collected from websites, business magazines, business newspapers

etc. Moreover it also contained information’s collected from the various pamphlets published by

different FMCG companies.

Primary data was collected using the following techniques

Questionnaire Method

The main tool used was, the questionnaire method. Further direct interview method, where a

face-to-face formal interview was taken. Lastly observation method has been continuous with the

questionnaire method, as one continuously observes the surrounding environment he works in.

Type of research

EXPLORATORY:

Type of research carried out was EXPLORATORY in nature; the objective of such research is to

determine the approximate area where the drawback of the company lies and also to identify the

course of action to solve it. For this purpose the information proved useful for giving right

suggestion to the company.

Data Collection method

There two type of method of data collection.

Primary data

Secondary data

Data used for the research work was primary in nature.

Primary data:

Primary data is that which is the collected for the fist time and thus happen to be originated in

character.

Questionnaire survey:

In the studies a questionnaire is prepared. The questionnaire consists of 18 questions.

Secondary data:

Secondary data refer to the data that has been already collected .the secondary data, which has

been used to carry out this study, are as follow:

Books, Journals, Magazines, Newspapers

Industry Reports

Company’s internet site

Other relevant studies material and websites.

Sample unit: - Ghaziabad

The research process was done by interacting with number of customers during the activities

performed, which included, markets, cold calling, canopies, etc. Sample Design consists of

Random Sampling.

Sample size: - 100 people

Method of collection : -

Field procedure for gathering primary data included observation and interview schedule in which

the questionnaires were filed by the interviewer.

Personal interviews through self administered survey was done to collect the data, market

research was undertaken, that was accomplished by performing various activities designed.

Research Instrument:

Questionnaire

The questionnaire was formulated by keep in mind the following Points: -

Giving the respondents clear comprehension of the question.

Inducing the respondents to co-operate.

Giving instructions as to what is wanted.

Identifying the needs to be known.

Sources of secondary data

Used to obtain information on, Bharti’s history, current issues, policies, procedures etc, wherever

required.

Internet

Magazines

Newspapers

Journals

CHAPTER III

HUL PRODUCT MIX

SHAMPOOS

BATH SOAP

TOOTHASTE

DETERGENT

CLEANING AIDS

BEVERAGE

FOODS

CLINIC PLUSCLEARDOVESUNSLIKTRESemme

LUXLIFEBUOYPEARSDOVEBREEZEREXONAHAMAMAYUSHLIRIL2000

PEPSODENTCLOSE UP

ACTIVE WHEELSURFSURF EXCELRIN SUPREMESUNLIGHTNEW MAGIC

ANNAPURNA MODERNKNORRKISSANKWALITY WALLSMAGNUM

VIMDOMEXCOMFORTCIF

REDLABELTAJ MAHALTAAZABROOKE BOND 3 ROSESLIPTON GREEN LABELBRU

POND’SLAKMEAVIANCEFAIR AND LOVELYVASELINEELLE 18

SKIN CARE & COSMETICS

DEODRANTS

AXEREXONADOVESURE

PURE IT

PRODUCT PROFILE

PERSONAL PRODUCTS: THE CORE CONCERN OF ADVERTISING

Fair & Lovely

Fair & Lovely - the miracle worker

Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely was test

marketed in 1975 and has been nationally marketed since 1978.

In fact, Fair & Lovely has been extensively tested with consumers in India and abroad, and has

been proven to be superior in terms of benefit delivery to all key competitive brands.

Fair & Lovely's formulation contains a unique fairness system that contains a combination of

active agents and sunscreens. This has been specially designed and proven to deliver one to three

shades of change in most people. Also its sunscreen system is specially optimized for Indian

skin. Indian skin unlike Caucasian skin tends to 'tan' rather than 'burn' and, hence, requires a

different combination of UV A & UV B sunscreens. The fairness cream is marketed in over 38

countries through HUL Exports and local Unilever companies and is the largest selling skin

lightening cream in the world. The brand today offers a substantive range of products to

consumers including Fair & Lovely Fairness Reviving Lotion, Fair & Lovely Fairness Cold

Cream and Fair & Lovely Fairness Soap.

Product range

Fair & Lovely Advance Multivitamin Cream Fair & Lovely Antimarks Cream

Fair & Lovely Ayurvedic Care Fair & Lovely Forever Glow

Fair & Lovely Max Fairness Men Fair & Lovely Multivitamin under Eye Serum

Fair & Lovely Winter Fairness Cream

Ponds - the beauty expert

Pond's Cold Cream was launched in India in 1947 and was followed by the launch of Pond's

Dream flower Talc 1956. The current skin offerings under the Pond's Brand name include

Moisturizing Cold Cream, All Day Oil Control Cream, Daily Face Wash, Blackhead Removal

Strips and Dream flower Body Lotion. In talc’s, Pond's now has four variants. Pond's Dream

flower Talc is now enhanced with 'Floral Extracts', Pond's Sandal Talc is a sandal variant with

'Natural Sunscreen', Pond's Light 'n' fresh comes with SAM (Sweat Absorption Material), while

Pond's Magic Deo-Talc now has a new enhanced deodorant protection.

Pond's is about beauty that reflects the times. Pond's brings superior and innovative solutions to

meet all skin care needs by delivering outstanding personal beauty solutions - through scientific

skin expertise, extensive research and stringent product testing. Pond's track record reveals an

ensemble of products that make a real noticeable difference, proving therefore that Pond's

remains the most trusted beauty expert in the consumer's mind.

Product range

PCC Silk Pond’s pimple-clear white Pond’s white beauty™ BB+ fairness cream

Pond’s Age Miracle Day Cream Pond’s Age Miracle Day Cream Pond’s Age Miracle Day Cream

Pond’s Age Miracle Day Cream Pond’s Age Miracle Day Cream Pond’s Age Miracle Day Cream

Flawless White White Beauty Daily Spot-less Lightening Facial Foam White Blemish Prevention UV Cream

White Beauty Daily Spotless Lightening Cream Sachet White Beauty Daily Spotless Lightening Cream Jar

White Beauty Daily Spotless Lightening Cream Tube White Beauty Daily Spotless Lightening Cream Tube

White Beauty Tan Removal Scrub Gold Radiance Serum Gold Radiance Day Cream

Gold Radiance Boosting Cleansing Mousse Gold Radiance Boosting Cleansing Mousse

Pond’s Gold Radiance Youthful Night Repair and Eye Cream

Contemporary Indian beauty expert Lakmé continuously innovates to offer a wide range of high

performance and world class color cosmetics, skincare products, and beauty salons. Combining

international cosmetic technology with an in-depth understanding of the Indian woman’s needs,

Lakmé also offers its consumers a comprehensive beauty experience through its products and

services at the Lakmé Salons and Studios.

Key Facts

Lakme was the country's first cosmetic brand to introduce make up to Indian women and takes

pride in being the expert on Indian Beauty for over 50 years

It is a complete beauty brand spanning colour cosmetics & skin care and extending to beauty

services through the network of Lakme Beauty Salons.

Its bond with beauty and fashion is manifested through the Lakme Fashion Week, which is now

the largest fashion event of its kind in the country.

Product range

Lakme Youth Infinity Range Lakme Eye conic Lakmé Clean-Up Fresh Fairness

Lakmé Clean Up Clear Pores Lakmé CC Cream Lakme Absolute Gel Gloss Stylist

Lakme 9 to 5 Range Lakme Clean Up Ran Lakme Perfect Radiance Range

Lakme Sun Expert Range Lakme White Intense Compact

Healthy skin everyday

In 1869, Robert Chesebrough, a dispensing chemist, discovered something amazing. He

discovered a 100% natural product, rich in minerals from deep within the earth yet totally pure,

which had remarkable healing properties when applied to cuts, burns and abrasions of the skin.

That product was branded Vaseline petroleum jelly.

Keeping skin amazing

Just as Robert Chesebrough in the 1800s, we continue to be motivated by a passion and curiosity

about skin. It's an incredibly complex and miraculous creation of nature. It protects us from

adverse climate and from infection. It recreates and regenerates itself through our lives. It

stretches, yet retains its form. It is waterproof, yet it can emit water.

It is easy to take skin and all of its properties for granted, but Vaseline never has. For over 130

years Vaseline has marveled at skin, and through our products we share everything we've learnt

over all those decades about how skin works and how to keep it in great condition. We are

constantly developing accessible, everyday skincare products to help keep your skin amazing.

Product range

Total

Moisture Aloe Total Moisture Soya Total Moisture Cocoa

Vaseline Healthy White Vaseline Healthy White Triple Lightening

Aviance

The Aviance Promise

Aviance believes that no two women are alike. A truly beautiful woman is constantly searching

for ways to express and celebrate her own individuality. Through visible results, Aviance

empowers, encourages and helps her become all she can be.

Total Beauty Solutions

Aviance is an exquisite range of high technology, high performance expert beauty solutions for

today’s progressive woman. The Aviance range of beauty solutions includes customized

skincare, haircare and a wide range of cosmetics that are developed using Unilever’s advanced

technology to deliver results you can see. What truly sets Aviance apart from other beauty

products is the fact that Aviance products are brought to women with professional beauty advise

from trained Aviance Consultants

Product range

Aviance Hair Care Range Aviance Prestige Range Aviance Skincare Range

Aviance Color Cosmetics AvianceXP Salon Pro – The Professional Range

3. Oral Care Product

Jee Ke Dekho Yar

Close-Up, the youth brand, was the first gel toothpaste to be launched in India in 1975 and has

remained the category leader ever since. The brand arose out of a universal need for confidence

in a social situation, starting with fresh breath.

In 2002, Close –Up was relaunched in two variants - Close-Up Tingly Red and Close-Up

Eucalyptus Waves. Close-Up Tingly Red and Close-Up Eucalyptus Waves with their superior

formulation provide superior cleaning, enhanced flavour and a freshness that extends from nose

to throat. The communication for Close-Up focuses on the base line, ‘Jee Ke Dekho Yaar’,

which encourages young people to go out and get a life!

The new flavours are in line with HUL’s endeavour to continuously innovate and offer new

advanced products to the consumers. These flavours have been specially designed to win over

competition consumers.

Recently, Close-Up Whitening, the tooth-whitening variant, was introduced with a unique self

check device called “shade card”. This helps consumers identify how “yellow” their teeth really

are and also to track the improvement in teeth colour as they use the paste. The toothpaste helps

teeth get whiter in 4 week of regular use.

Product range

Closeup Deep Action Eucalyptus Mint Closeup Deep Action Lemon Mint Closeup Deep Action Menthol Fresh

Close Up Fire-Freeze Closeup Deep Action Peppermint Splash

Pepsodent

Pepsodent is a 19 year old brand that offers various oral care solutions to specific need based

solutions.

Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on

Oral Care solutions in India.

Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care

needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth,

fresh breath and healthy gums.

Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and

sensitive teeth.

Key Facts

Endorsed by FDI ( the largest dental association globally)

Among the most trusted brands in India (Brand Equity, Economic Times, India)

Also sold as Mentadent, Zhonghua, PS and Signal in other countries

Product range

Pepsodent Germicheck Superior Power Pepsodent 2in1 Pepsodent Centrefresh

Pepsodent Germicheck Pepsodent Whit Pepsodent SuperSalt 1

Pepsodent SuperSalt 2 Pepsodent Mouth Wash Fresh Mint Pepsodent Mouth Wash Herbal Fresh

Pepsodent Kids Strawberry Pepsodent Kids Fruity Pepsodent Kids Strawberry

Pepsodent Kids Orange Fruity Pepsodent Kiddy toothbrush Pepsodent Expert Protection

Whitening

Pro Whitening Expert Protection Sensitive Expert Protection Pro-Sensitive Relief and Repair

Pepsodent Expert Protection Complete Pro Gum Health Double Care

4. Hair Care Product:

Sunsilk

Sunsilk - the hair expert

Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as the

'Hair Expert,' Sunsilk has identified different hair needs and offers the consumer a shampoo that

gives her the desired results.

The different variants of Sunsilk - Black Shine (for dull hair), Bouncy Volume (for thin, short

hair), Silky Strength (for dry hair) and Natural Nourishment (for regular oiled hair) - are based

on well researched consumer needs and hair types.

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 femininity, as captured in the

tagline – “Baalon main dhadkan, dil main shararat.”

Sunsilk was extended to hair colourants in June 2001. The colourants are available in 7 variants

that are specially suited to Indian hair and skin tones and colour hair gently and safely.

Clinic - for healthy hair

Clinic Plus shampoo was launched in India in the year

1987 and is positioned as the 'shampoo that makes your family's hair healthy and glowing.'

Clinic Plus is targeted at mothers, educated yet measuring their self-esteem through their

children's achievements.

In the year 1996, Hindustan Lever launched another variant of Clinic shampoo - Clinic All Clear

dandruff shampoo. The core proposition of Clinic All Clear is that it is "the only shampoo that

gives you dandruff-free soft hair." It is targeted at the appearance conscious young adult, seeking

dandruff-free, gorgeous hair to create a positive impression.

Dove

Show the world the real you…Not the touched-up perfection it expects you to be. Embrace what

makes you unique. Because that is your real beauty, inside out! Dove celebrates real women like

you & commits itself to making you feel beautiful every day.

Since 1993, Indian women have relied on Dove for beautiful skin. Now, Dove helps you pamper

yourself in a new way every day, with a wide range that includes skin care, hair care and

deodorants.

Dove Bar & Skin Cleansing

Dove got women to experience the ‘real’ Dove difference, with the Face Test campaign.

Thousands of women across the country put their soap, and Dove, to the test. They all had the

same answer – Dove made their skin soft.

Dove Hair Care Range

Dove launched its hair care range in India in 2007, and became the fastest growing shampoo

brand in the country. It’s highly conditioned formulation delivers the moisture promise of Dove.

The range includes Daily Shine, Dryness Care, Dandruff Care, Hair Fall Rescue, Intense Repair

Therapy, Nourishing Oil Care and Color Rescue.

Dove Lotions & Creams

Pamper your skin with the unique rich moisturizers and pure silk formula of Dove Lotions and

Creams.

Key Facts

First launched in the US in 1957

One of the leading brands of Unilever globally

Presence in 80 countries worldwide with a range of superior products from bar, lotions, body

washes, face care and creams

Leading bar brand in UK, US and Canada

Fastest growing hair category brand in India

Product range

New Dove Intense Repair Shampoo & Conditioner with Keratin Actives

Dove Hair Therapy Split End Rescue Shampoo

Dove Hair Therapy Split End Rescue Conditioner

Dove Hair Fall* Rescue Dove Dandruff-Care Dove Color Rescue

Dove Intense Repair Range New Dove Nourishing Oil Care

Dove Dryness Care Dove Daily Shine

Clear

Clear is Unilever’s leading anti dandruff shampoo brand. Since it’s first launch in 1972, in Asia

the Clear formulation has continuously evolved with intensive research and clinical trials

conducted by scientists at the Clear Paris Institute. With a constant focus on leading edge

technology, Clear is pegged as the world’s leading scalp care shampoo.

Clinical research shows that dandruff and other scalp problems like dryness originate deep under

the scalp. Washing away visible flakes on the surface does little to treat the root cause, which is a

weak and damaged scalp barrier. Thus, dandruff keeps coming back.

Experts at Clear understand that scalp is skin. Therefore CLEAR has partnered with the world’s

leading dermatologists from the International Academy of Dermatology (IACD) to bring the

scalp nutrient technology –NEW CLEAR with Nutrium 10 to its consumers.

Nutrium 10 is customized for men as – Pro Nutrium 10, and for women as – Nutrium 10.

Combining the benefits of pro-vitamins, minerals and sunflower oils, Nutrium 10 treats dandruff

at the root: nourishes the scalp to eliminate flakes, soothes dryness and repairs the scalp barrier

to strengthen its natural resistance.

New CLEAR Anti-Dandruff Shampoo’s Nutrium 10 has been identified by IACD as the scalp

care technology that will lead the paradigm shift in scalp care management. It took years in the

making and is a part of CLEAR’s mission to deliver the most effective anti dandruff shampoo for

healthy scalp and hair. This technology will contribute not only to better scalp health, but also

improve dandruff sufferers’ quality of life.

Key facts

Clear is the only brand that offers a specially formulated Anti dandruff shampoo for men

Clear is the world’s No. 1 Male AD shampoo

Today, Clear is present in almost 40 markets like Indonesia, Thailand, Philippines, Vietnam,

Arabia, Russia, Turkey, China amongst others

More than 1 billion people have tried CLEAR

Clear also has Anti Dandruff Hair Oil that fights dandruff and nourishes your scalp making your

hair stronger

Product range

CLEAR Complete Active Care CLEAR Anti Hair fall CLEAR Ice Cool Menthol CLEAR Cool Sport Menthol

for Men

TRESemmé

TRESemmé believes that every woman deserves to stay beautiful without spending a fortune.

Which is why, since 1947, the range of innovative hair styling products has been bringing the

transformative power of salons to homes all across the globe.

TRESemmé is dedicated to creating everyday products that deliver quality salon-like hair care at

home. Inspired by the beauty salons and also used by hairdressers, our products are designed to

help you create your own style while ensuring the ‘just-out-of-salon’ feeling.

Launched in 1947, TRESemmé was named after renowned hair care expert Edna Emmé. Up

until the 1950’s, TRESemmé was sold only in salons. Today it is available at a shop near you, so

that you can have salon style hair at home. For over 60 years, TRESemmé has built a history of

success in 13 countries around the world.

Product range

Split Remedy Conditioner Split Remed Shampoo Keratin Smooth Shampoo

Keratin Smooth Conditioner Hair Fall Control Shampoo Hair Fall Control Conditioner

Salon Silk Moisture Shampoo Salon Silk Moisture Conditioner Climate Protection Shampoo

5. Deodorants

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 has a mix that is completely harmonized globally - from its proposition and

communication to the product, as available on the shelf.

Axe is available in four fragrances: Java, Alaska, Atlantis and Voodoo. Voodoo has become the

leading male deodorant brand in India within just one and a half years from 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.”

Product range

Axe Blast Axe Apollo Axe Click Axe Dark Temptation Axe Dimension

Axe Googly Axe Musk Axe Provoke Axe Wild Spice

6. SOAPS AND DETERGENTS

1. Fabric Wash

Surf - Mummy's best friend

Launched in 1959, Surf was the first in the Indian detergent powder market. Over the years, Surf

has anticipated the changing washing needs of the Indian homemaker and constantly upgraded

itself.

Surf Excel, India's largest selling compact detergent powder, in its newest avatar promises to

tackle the toughest stains without damaging the color of the fabric. This is because only Surf

Excel has smart sensors that can differentiate stains from colors. Now you don't have to worry

about tackling the really tough stains, especially on your colored clothes anymore. “Surf Excel

Hai Na!”

For those who seek the Surf Excel clean in the front loaders, the specially designed low suds

formulation Surf Excelmatic promises to give just that - a superlative clean.

Those preferring the modern and convenient way to wash can rely on Surf Excel Liquid. The

liquid form penetrates deep allowing great wash results. For the really tough stains, you can

apply the liquid directly on the body of stain (through a stain treater) - you will see tough stains

being tackled with ease.

With years of laundry expertise, Surf Excel now has a Careline, surfexcel.careline@HUL.com

that can answer all queries on fabric care.

Cleaning Products

If you are wondering which of Surf excel’s soaps and detergents will suit your washing

needs best, read our list of cleaning products below! It’s packed with information about

detergent powder, liquid detergent and detergent soap, so you can make an informed

purchase and wish goodbye to all the tough stains that you regularly face.

Clothes Care:   Surf Excel Liquid Detergent

Your little one just came back from school, but he’s not alone! He has brought your worst

enemies and his best friends home with him. Do you know who they are? That’s right –

it’s the stains! But you don’t have to fear – Surf excel Liquid Detergent is here! This new

liquid detergent is two times better at stain removal than detergent powder.

Surf Excel Easy Wash

With the Power of 10 Hands to remove tough stains easily Have you ever wondered why

it takes so much time and effort to remove tough stains from your kid’s clothes? This is

because regular detergents do not dissolve completely and settle at the bottom of the

bucket. New Surf Excel Easy Wash is a superfine powder which dissolves instantly to

unleash the Power of 10 Hands to remove tough stains like mud, ink, oil, chocolate very

easily.

Surf Excel Quick wash:   Surf Excel Quick wash

Just one product removes multiple stains!Now you don’t need multiple cleaning agents to

remove tough stains. Now Surf

Excel Quickwash with X-Tra

clean particles combines the

power of stain removing

products like blue, bleach and

lemon. Just 1 product is enough to remove multiple stains.

Surf Excel Matic Top Load:   Surf Excel Matic Top Load

Remove stains without any intervention in your top load washing machine.Despite using

a washing machine do you still have to scrub to remove those stains? Blame it on your

regular hand-wash powder. New Surf Excel Matic Top Load is specially designed to

work in the high water environment inside your top load machine. Now you wouldn’t

need to intervene to remove tough stains!

Surf Excel Matic Front Load:   Surf Excel Matic Front Load

Remove stains effortlessly in your front load washing machine.

Front Load washing machines are quite expensive and need to be taken care of. Unlike

regular detergents, New Surf Excel Matic Front Load has a ‘Low Suds’ formula that is

designed to remove stains without generating excess foam that may cause damage to your

front load machine.

Surf Excel Bar:   Surf Excel Bar

Remove multiple stains in 1 product. Do you have to use a lot of additional products to

remove stains from your kid’s clothes?

New Surf Excel Bar gives the cleaning benefits similar to that of vinegar, blue, bleach

and lemon -> the power of four in just 1 product.

Active Wheel

“Mehnat kum, phir bhi dhulai No. 1.”

Wheel - makes washing easy

Wheel is a detergent brand that caters to the laundry needs of the mass market. It was first

launched in the year 1987. Wheel Green is the single largest (No 1 by market share) detergent

brand in India by value.

Wheel is packed with powerful lather (power foam) that cleans even tough dirt stains on collars

and cuffs with ease. It, therefore, cleans effectively with lesser effort, making a laborious chore

like washing - light and easy. Moreover, Wheel does not burn hands or harm clothes like some

other detergents, which contain a high percentage of soda.

Wheel also has a premium variant called Active Wheel. It gives the consumer the value of 3

benefits in 1. It not only cleans effectively with less effort but also keeps the colored clothes

looking bright and has a great fresh fragrance. Active Wheel gives consumers 'Quality Clean and

Care' at an affordable price. In short, Wheel can be summed up as - 'Mehnat kum, phir bhi dhulai

No. 1.' Wheel is, therefore, the smart housewife's choice.

Product range

Lemon and Orange Lemon and Jasmine Active Wheel Gold

Active Wheel Blue Active Wheel Green Bar

Sunlight

Sunlight keeps colours looking as beautiful as you

A dash  of pink, a splash of yellow, a hint of purple and a bit of orange. Colors  can  liven  up 

any  wardrobe  and  can  make  you  look  and feel precious. Women love the vibrancy of

coloured clothes and love it even more when they get warm compliments when they wear these

beautiful bright coloured clothes.

Sunlight has the innovative color guard technology that keeps your clothes colors as new as ever,

even after 40 washes. Thus it keeps your clothes sparkling clean plus prevents any color loss

from the clothes. That’s why its patrons have elevated it to the status of the No. 1 brand in the

states it is present in, Bengal and Kerala.

Key facts

The first brand of Unilever in India – introduced in the summer of 1888.

Sunlight Detergent Powder is present in the two states of Kerala & West Bengal where it is the

market leader while Sunlight Laundry soap in present all across Coastal India.

Produt range

Sunlight Bar Sunlight Pouch Sunlight Sachet

Rin

Clothes talk for us. Rin plays an integral part in enabling us to look good by providing

demonstrably superior whites, giving us the confidence to realize our ambitions.

Clean white clothes play a critical role in our lives by creating a good impression and being

recognized by society. Sparkling white clothes not only help us form great impressions on the

people we meet but also provide us confidence to realize our ambitions. Rin understands this

need and strives to deliver best in class whiteness through continuous innovation and product

improvements.

Rin was launched in India as a bar in 1969 with the iconic lightning mnemonic. Over the years,

the brand has grown to become synonymous with “sparking white clothes” for its consumers.

Rin detergent powder was launched in 1994. This was the first product extension from the iconic

brand that stood for whiteness in laundry.

In 2007, the brand was extended to include bleach in its portfolio. Bleach being another

“whiteness” solution for numerous Indian households was a logical extension for the brand.

Rin also added Rin Matic, a specialist washing machine powder to its portfolio, based on the

insight that ordinary powders do not deliver performance under machine wash conditions, thus

leading to an unsatisfied consumer need.

In 2012, Rin Perfect Shine, a liquid blue was launched. It is yet another category extension from

a brand that promises to deliver sparkling white clothes through its various products.

The 'Rin' brand today is trusted by millions of households across the country through its various

product offerings, and continues to grow and gain the love and confidence of the Indian

consumer.

Product range

Rin Refresh Lemon and Rose Rin Bar Rin Matic Rin Powder

7. Personal Wash

Lifebuoy – “Family health protection for my family and me”

World’s largest selling soap offers a stronger health benefit to the entire family

Launched in the year 1895, Lifebuoy, for over a 100 years, has been synonymous with health

and value. The brick red soap, with its perfume and popular Lifebuoy jingle have carried the

Lifebuoy message of health across the length and breadth of the country, making it the largest

selling soap brand in the world.

In 2002 Lifebuoy was reliance, marking a new turning point in its history. The new mix includes

a new formulation and a repositioning of the brand to make it more relevant to both new and

existing consumers.

Lifebuoy is no longer a carbolic soap with cresylic perfume. It is now a milled toilet soap with a

new health fragrance. The new formulation has an ingredient, Active-B, which offers protection

against germs, which can cause stomach infection, eye infection and infections in cuts and

bruises. The new health perfume has been selected after one of the most extensive perfume hunts

in the industry. The new milled formulation offers a significantly superior bathing experience

and skin feel. The new formulation, new health perfume and superior skin feel, along with the

popular red colour, have registered conclusive and clear preference among existing and new

users.

The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family

health protection for my family and me” positioning. Lifebuoy has made a deliberate shift from

the male, victorious concept of health to a warmer, more versatile, more responsible benefit of

health for the entire family.

new Lifebuoy range now includes Lifebuoy Active Red (125gm, 100 gm and 60 gm) and

Lifebuoy Active Orange (100gm). Lifebuoy Active Orange offers the consumer a differentiated

health perfume while offering the health benefit of Lifebuoy.

At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy

International (Plus and Gold). Lifebuoy International Plus offers protection against germs, which

cause body odor, while Lifebuoy International Gold helps protect against germs, which cause

skin blemishes.

Lux

Lux - the film stars' choice

Endorsed by popular film stars, Lux is one of the biggest brands in the soap category. Lux was

launched in India in the year 1905.

Lux comes in 3 attractive variants - Lux Pink is a fragrant ensemble of almond oil, Lux White a

rich creation of milk cream and Lux Black (in a pastel shade of lemon yellow) overflows with

the goodness of honey, and is also the first of its kind in the market.

The new, exotic addition includes International Lux Skin Care 'Sunscreen Formula'. A unique

soap, which protects the skin's fairness against darkening by the sun. The product contains a

combination of sunscreen actives, which are deposited on the skin as a protective layer, even as

the soap washes away dirt and grime. This breakthrough, for the first time in the world, is the

result of technology patented by HUL.

In short, Lux has worked its charm on millions of women, making their dreams of beauty come

true.

Breeze

Breeze - makes dreams a reality

Launched in 1991, Breeze is a mass-market soap that sells in the economy segment.

The fragrant ensemble from Breeze comprises 3 variants, which contain the real goodness of

natural ingredients such as rose water, sandal extracts and lime extracts, giving skin a glowing

radiance.

Originally launched in 1989, Breeze is today perceived to be a good value for money brand -

with outstanding sensory experience. Its strengths are its fragrance, lather and the soft feeling it

has on the skin. A new variant, a hair-and-body soap, Breeze 2-in-1, was launched in January

2001. Enriched with coconut oil and lime extracts, it was the very first of its kind and leaves the

consumer looking and feeling beautiful.

.

REXONA

Rexona gives you silky skin, irresistible to touch that keeps the romance alive!

Launched as early as 1947, Rexona is a natural skin care soap that gives you silky soft skin. It is

an indigenous brand created by HUL and has been an integral part of the Indian market ever

since. Rexona’s irresistibly silky soft skin and lingering aromatic fragrance proposition has been

an ally to the Indian women to keep those compliments flowing in from their loved ones.

The Indian woman uses products that deliver beauty through skin care but needs the assurance of

natural ingredients. She believes that her natural look is her best beauty accessory. She takes the

effort to look good and wants to keep the romance alive in her life. This is where Rexona plays a

key role by making women look and feel beautiful through the use of natural ingredients.

Rexona comes with the natural goodness of Coconut and Olive oils, which moisturize the skin

and leave it silky smooth. Coconut oil has been an inherent ingredient in the soap for more than 2

decades and has become synonymous to Rexona brand. Olive oil has been introduced in the soap

in 2009.

8. Household Care

Vim

Vim – Khar Khar ka moh tod jawab

In 1993 Vim Bar was launched. This product had many benefits including better clean, ease of

handling and easy storage. Vim Bar was re-launched in 1997 with an improved formulation and

new communication, which tackled economy and performance. Much appreciated by the mass

market, it resulted in conversions not just from powder users, but also from proxy users who did

not upgrade to powders but preferred to use Vim Bar instead.

The brand has grown significantly registering strong double-digit growths in both volume and

value terms. Vim Bar was relaunched a second time in 2002, with a unique “Stain Cutter”

formulation that removes the toughest stains such as burnt milk and ghee stains. This new

formulation evolved through research and is now setting benchmarks in tough stain removal.

New Vim offers the consumer a superior performance at a great value.

Vim is the market leader in the dishwash category. Today Vim is available in powder, bar and

liquid form. Vim continuously strives to innovate its products to enhance the lives of its

consumers. Whether it be through its new 'Stain Cutter' formula in its Vim Bar or it's the stain

busters in its powders, Vim stands for the best quality in dishwash products.

FOODS AND BEVERAGES

KISSAN

Kissan is all about making kid’s ‘growing up’ experience a happy and joyful one.

Today, Kissan is more than just jams, ketchups and squashes. It’s all about kids eating happily &

growing up happily.  Filled with nothing but natural goodness, Kissan has found a way to keep

both, mothers & kids happy. The brand’s reassurance to mothers is; they won’t have to worry

about their child’s growth with them eating any of the Kissan products. Because Kissan lets

every child enjoy what they love to eat & helps them grow.

Being pioneers in food processing, Unilever launched the category of ketchups and jams under

the brand name Kissan.  With the current launch of the Kissan 100% Real Campaign, kids can

now enjoy the real taste of jams and ketchups. Made from 100% real fruits and tomatoes, Kissan

jams and ketchups are now even softer, richer and yummier for kids to eat, without mothers

constantly having to worry about what they are consuming. Because with Kissan everything is

100% real.

Kissan has always supported and continues to lend its support to mothers in making healthy,

wholesome and delicious food options for kids. So that they can eat happily & grow

happily. Because after all, Kissan believes that growing up is a fantastic adventurous journey &

not a destination.

Kissan Mango Jam Kissan Mixed Fruit Jam

Kissan Mixed Fruit Jam Sachet Kissan Mixed Fruit Jam Tub

Kissan Orange Jam Kissan Pineapple Jam

Kissan Pineapple Jam Tub Kissan Squeezo No Onion No Garlic

Kissan Fresh Tomato Sachet Kissan Squeezo Chilli Tomato

Kissan No Onion No Garlic Sauce Mini Pack Kissan Fresh Tomato Mini Pack

Kissan Fresh Tomato Ketchup 200gm Kissan Fresh Tomato Ketchup 1kg

Kissan Chilli Tomato Ketchup Kissan Squash Range

Annapurna

Annapurna - flowering of flour

Hindustan Lever's Annapurna Fortified Atta, developed through using agrarian and processing

technologies, is extracted from premium quality food grains. Its richness of nutrients is not just

entirely retained, but boosted through fortification. The iron in it, in particular, addresses a

deficiency that 6 out of 10 Indians suffer from.

A special grinding technique ensures that Annapurna absorbs more water when kneaded for

chapatis. This helps keep the chapatis soft, fresh and tasty for far longer.

In other words, a brand that supplies much of the daily nutrients an Indian consumer need.

In a world of stress, denial and restraint, providing moments of daily pleasure to consumers,

through our delightfully delicious products, is our passion. We believe in spreading happiness

and smiles through every cone, cup, stick and tub we sell. Our biggest satisfaction comes from

the look of bliss and happiness of our consumers faces, as they devour our products. Our passion

is inspired by our love for simple ingredients like Milk, Fruit and Chocolate, which make our

products the best “Pleasure Food” there is.

Kwality Wall’s- the brand with the heart logo - is been loved for its wide variety of products,

from indulgent treats like Cornetto & Feast (for teens and young adults), to Paddle Pop (for

kids), to family favorites like our Creamy Delight, & Carte D’or and Fruttare (for people who

love refreshing fruits).

KEY FACTS

Unilever is the world's biggest ice cream manufacturer, operating under the Heartbrand

And Kwality Wall’s is present in India since 1993.

Heartbrand products are sold in more than 40 countries worldwide.

Also sold as Algida in Italy & Turkey, Langnese in Germany, Kibon in Brazil, Streets in

Australia and Ola in the Netherlands.

Cornetto

Kwality Wall's Cornets - bite bite mein pyar

Launched in the year 1995-96, Cornetto is undoubtedly one of the most popular ice creams in

India. Positioned as the icon for romance and special moments - it is targeted at young adults.

However, with its rich multi-sensory eat experience, it is overwhelmingly quoted as the favourite

of consumers across ages.

Feast

Kwality Wall's Feast - feasting on 'the big “F”

Launched in 1995-96, the Kwality Wall's Feast range of ice creams and frozen desserts has

been positioned as a “Youth ice cream brand with an attitude.”

Over the years, Feast has expanded its 'chocolate only' portfolio to a more diverse one by

including refreshment products like Mango Zap, Calypso Punch and Jaljeera Blast. This was

in keeping in line with the varied need-states of today's youth.

As part of Kwality Wall's endeavor to consistently reach out to the consumer with new and

exciting flavors, Feast has launched Feast Snacko. The stick product is an excellent value for

money proposition.

Max

Kwality Wall's Max - the 'masti' ice cream

Max, launched in the year 1999 as the 'masti' ice cream, is targeted solely at children.

All Max products are fortified with extra vitamins. Max Cups and Max 123 have Vitamin A,

Max Orange and Max Joos have real fruit juices and Vitamin C (a single Max Orange candy

offers a child 15% of his daily requirement of Vitamin C).

Max says, 'Masti kar Befikar' and encourages all kids to go ahead and have lots of fun!

Max has recently been extended as confectioneries (candies) - MaxMasti, MaxMagik and

ChocoMax.

Kwality Wall’s Black Currant Sundae

Irresistible international flavour now available in India

The exotic dessert, Kwality Wall’s Black Currant Sundae, launched in India, has a mouth-

watering black currant sauce and creamy vanilla. The Black Currant sauce has been specially

formulated by Kwality Wall’s, to offer a truly delectable dessert for its consumers that leaves

them yearning for more.

In a day and age, when families hardly find time to spend together, Kwality Wall’s sees its

Sundaes as an offering, which helps bring families together for fun and enjoyment. 10 p.m.

would henceforth stand for Kwality Wall’s Sundae time!

9.Beverages

Brooke Bond 3 Roses - has colour, taste & strength

Brooke Bond 3 Roses, a premium dust brand was launched in 1978 in the heartland of coffee

drinking households in southern India. The brand can rightfully claim credit for creating a tea

drinking habit amongst these households through its highly successful positioning as the only tea

with a perfect combination of colour, taste and strength - the 3 most important attributes in a cup

of tea. Not surprisingly, this wonderful cup of tea came to be enjoyed by a cross section of

consumers giving it undisputed market leadership.

Since the turn of the millennium, the brand has taken a further leap by adding a highly

motivating emotional benefit - The Perfect tea for Perfect moments - amongst couples. The first

step towards appropriation of this emotional mind-space started with a highly successful Perfect

Couple search campaign, which saw significant strengthening of affinity and disposition towards

the brand. This is being furthered by a new theme - triggering an even stronger emotive link with

the consumer.

Brooke Bond Red Label - nation's cup of tea

Brooke Bond Red Label Tea was launched in the year 1903, which makes it one of the oldest

brand of tea in the country. It also has the distinction of being the largest brand of tea in India

and has a truly national presence. For years, Red Label has stood for good quality tea and it can

be easily called as one of India's favorite tea brands.

The brand was relaunched in the year 2000 with a new product formulation, wherein long Assam

orthodox tea leaves were added to the base CTC tea to deliver enhanced taste. These are referred

to as 'Assam Super Tasters' in the brand's communication. The new campaign highlights the

irresistible taste of the new Red Label Tea through executions that revolve around a very catchy

base line 'Don't Mind - Ek Cup Aur' - Ready for another cup!

Brooke Bond Taj Mahal Tea - 'Wah Taj!'

Taj Mahal Tea was launched in 1966 as a premium CTC leaf brand. Over the years, the brand

has fulfilled its promise of India's best tea. The tea is carefully chosen from a thousand teas from

the best gardens of Assam to give it an exquisite aroma and taste. It is endorsed by Ustaad Zakir

Hussain who personifies the brand in all respects.

The brand has constantly led by innovation, whether it be the first tea bag in the country in 1979

or the patented 'vacuum pack', which keeps the great quality intact. No wonder tea lovers across

the country start the day by saying 'Wah Taj!'

Taaza - the fresh cup of tea

Taaza was launched in 1988. The strategy for the launch was to convert loose tea users into

packet tea. The brand was launched in a poly pouch format designed to preserve the freshness of

tea. The name Taaza signified 'fresh tea'. The core benefit was refreshment. Taaza pioneered the

format of pouches on a national scale.

Taaza is one of the largest tea brands in the country, especially in the Hindi belt.

The core proposition of the brand now is 'Fresh Taaza tea refreshes like no other tea can.' The

brand commercials in the past have shown fresh tea being selected from select gardens and this

in turn leading to amazing refreshment.

Lipton Yellow Label - the global cuppa

Lipton Yellow Label is Unilever's global tea brand and sells in many countries across the world.

It has pioneered the growth of tea through non-traditional formats like Tea Bags and more

recently Ice Tea.

Lipton Yellow Label is a brand for young minded people and offers an option to tea lovers to

enjoy their favourite drink in an exciting and refreshing way.

Lipton Green Label - the champagne of teas

Lipton Green Label is the only popular orthodox tea in the country. Chosen from the best leaves

of the best Darjeeling Gardens, the tea has an aroma and flavour that testifies to its pedigree. The

tea is packed in a special toptainer that is both a container and a dispenser.

Lipton Green Label tea is best when the leaves are brewed in a pot of hot water to keep the

flavour intact. More and more people are discovering the delight of true orthodox tea through

Lipton Green Label.

Coffee

BRU

Some moments in life are special and close to heart. Bru makes these moments with loved ones

even more magical… It is India’s largest coffee brand that offers a range of coffee products. Its

rich aroma and unique blend makes every moment come alive.

Ever since its inception, Bru has been on a constant endeavour to bring better products and

formats to the consumer with every passing year. With the launch of Cappuccino in 2007, Bru

pioneered the launch of instant coffee premixes in India for the youth. Then in 2010, a premium

filter coffee with a blend of 85% coffee and 15% chicory was introduced under the brand name

BRU Select.

In 2011, BRU Lite, a light-tasting coffee with classic Mocha flavour, was launched for people

who avoid coffee because of its bitter taste. In the same year BRU Exotica was launched which

is premium freeze dried coffee sourced from some of the world’s best coffee-producing regions

like Colombia, Brazil and Kilimanjaro. With BRU Exotica, Bru brought in ‘the world’s finest

coffee experience’ for the discerning Indian consumer. Later, in the same year, BRU Gold - a

100% pure granulated coffee with an uplifting aroma and superior taste - was launched.

Bru’s specially selected and freshly roasted coffee beans offer a great cup of aromatic coffee to

the consumers, which makes their moments of genuine warmth and happiness even more special.

Bru also has opened cafes in Mumbai under the name BRU World Cafe with world coffee

experiences to be enjoyed out of home.

KEY FACTS 

Number 1 Coffee brand in India

Unilever's only Coffee brand

Enjoys a rich heritage, came into existence in 1962 under the brand name Deluxe Green

Label

Consistently offering better and newer products to the consumer through improved

packaging solutions and innovative product formats

Enjoys a strong presence at various out of home locations 

Bru Gold

100% Pure Agglomerated coffee. With 25% Plantation A beans addition for Superior Aroma

and End Cup Color .Pure Aroma. Pure Coffee. Pure Taste. BRU GOLD

PUREIT

Pureit is the world’s most advanced range of in-home water purifiers. Pureit is breakthrough

innovation designed by Hindustan Unilever and it provides complete protection from all water-

borne diseases, unmatched convenience and affordability.

In the developing world, most of all diseases are water-related - a major cause for this is the poor

quality of drinking water. The magnitude of the problem can be seen from the fact that diarrheal

disease alone leads to 2.5 billion episodes and 1.5 million child mortalities every year.

Boiling water, as a means of purification, is expensive, energy-intensive, and cumbersome.

Available storage and candle-based filters do not ensure safety from harmful germs.  Given this

context, Unilever embarked on a mission to provide safe and affordable drinking water through

in-home water purification. Unilever scientists have worked for many years to come up with a

range of technological breakthroughs that have led to the creation of ‘Pureit’ a unique offering

by Unilever. Pureit breaks through the barriers of convenience & affordability by providing

water that is as safe as boiled water and ensuring complete protection from water-borne diseases.

The Pureit innovation addresses one of the biggest technological challenges of the century – that

of making safe water accessible & affordable for millions. Pureit provides 4 litres of “As safe as

boiled”™ water at a running cost of Rs 1 without the hassles of boiling, without the need of

electricity or a continuous tap water supply.

Pureit is the world’s most advanced in-home water purification system. The output water from

Pureit meets stringent criteria for microbiologically safe drinking water, from one of the toughest

regulatory agencies the USA, EPA (Environmental Protection Agency).

From a single SKU brand in 2008, Pureit now has eight variants in its portfolio namely: Pureit

Classic 23 litres, Pureit Classic 14 litres, Pureit Intella 12 litres,  Pureit Classic Auto-fill 23 litres,

Pureit Marvella OGT, Pureit Marvella RO, Pureit Advanced and Pureit Marvella UV.

Pureit Intella Pureit Classic 14 Litres Pureit Classic

Pureit Advanced Pureit Autofill Pureit Marvella

Pureit Marvella UV Pureit Marvella RO Slim Pureit Marvella RO

HUL: MARKETING STRATEGIES

BUILDING CORPORATE IMAGE

Corporate communications and public relations for building image can truly be looked upon in

the context of global business and marketing as a subject about which many professionals hold

firm views, but know surprisingly little about. Some see it as a menace, as an expensive flag

waving exercise which their company can easily do without. Others regard it as a myth, arguing

that publicity by of virtue its obvious nature, cannot hope to change perceived images in people’s

minds. At the other extreme are those who view corporate communications (particularly

advertising as a magic formula and an instant panacea for every corporate ill. In reality it is none

of these things. it is in fact, a management tool to influence the outside world-the target group.

So, the real significance of building corporate image lies in preparing and consolidating a sound

global consumer base.

Every company wants to have a favorable image in the global market. In case of HUL also,

image-building plays the most important part in determining its marketing strategy. Building

corporate image is concerned with building confidence and credibility by helping your target

group understand you better. Familiarity in this case normally improves acceptability of who

you are and what you are doing. Ignorance, on the other hand, can lead to mistrust, or even

contempt in some situations. Corporate image is built through more than one strategic means,

and often a combination of activities. For instance-

1. Advertising — corporate and even product

2. Public Relations— external and internal

3. Media Relations — especially the Press

4. Customer and Supplier Relations

5. Community Relations- good corporate citizenship

As India transits from a shod age-driven economy to a one propelled by competition the

reputation and image of a company like HUL will make difference between whether it rules the

market or merely rues it. Corporate image is what enables HUL to hold its own against rivals

like IPCL And Haldia.

Good corporate image can be built if you treat it like one of the Ps’ of marketing— the fifth ‘P’

stands for Performance’ —professional corporate performance, doing it the right way the first

time. It’s in this regard that creativity in PR comes to have a lion’s share in the entire process of

corporate image building.

Creativity in PR means more than just pretty pictures and good copy. It is building image with

activities, which generate all-round impact and visibility for the company. ‘What’ and ‘How’ is

the task here. Creative corporate advertising, is one route.

With respect to positioning similarly, the image communication and image building activity must

to able to find a right niche in the minds of the target group. The ‘quality of the message, and

activity, is vital for this.

Companies which benefit most from corporate image are those who take a long-term view and

commitment towards communication and the image of their organization through it. HUL can be

presented as a striking instance of it.

Image and Identity

There may be nothing new in saying that the corporate image is in the eye and the mind of the

receiver. Yet it is worth saying again and again. An organization transmits, on a sustained basis,

messages to publics. It is the reception of the message,

which goes to create the intended image. In other words, corporate communication is

the process that translates an identity into an image. Again, in brief, corporate image primarily

refers to the image that a company has acquired with the public whereas corporate identity refers

to the image a company strives to achieve, in order to build to build a reputation with its publics.

In this context, decidedly, every company like HUL needs a mission. The mission is, in fact, a

framework for business and all its activities, the value that drive the company to achieve the

corporate goals. No less important is the belief the company has in itself. The mission is the glue

that holds the company together. Here, the PR and its communication strategies come into

distinct focus. If the mission and the objectives of the organization have to succeed, the corporate

body must communicate short-term goals, long-range objectives and even the total mission of the

organization. Inadequate communications result in an ambiguous corporate image within as well

as outside and lead to breakdown in the co-ordination of all contributing elements in an

organization.

Dare To Think Beyond Advertising….

In present situation to address the "The soprano problem", advertisers resort to shadow

advertisement where the products become endemic to the setting of the show. Where the

products are shown being consumed or brand name is exhibited in the background. In India, the

first shadow advertisement was used in movie "Bobby" where motorcycle "Rajdoot" was

advertised. Recently, there was shadow advertisement of Coca-Cola in Hindi blockbuster "Kaho

Na pyar hai". But the problem with shadow advertisement is that positioning message of the

product can't be conveyed to consumers. Hence, the concept of shadow advertisement can be

extended further so that the theme of the advertising would become endemic to entertaining

show. This would be no more exclusive advertising. Rather, advertising will be a part of the

entertainment. But this has to be done in a delicate manner so that the information about the

product is passed on to the viewers without disturbing the entertaining element of the show. If

this succeeds, that would be a great break-through for advertisement. Even this should not be

called advertising anymore, as that has become an irritating word in the mind of the audience.

Even though advertainment seems quite close to it, but it would be more evolved. Since in

advertainment we try to advertise and entertainment comes with it. But in the recommended

solution HUL wants to entertain the audience only and advertisement is an integral part of the

show. The major question would be, whether the audience would be able to comprehend the

hidden positioning message? Here are few examples on how to make the positioning message

integral part of the show. HUL have programmes like "Antakshari" in which participants take

part in groups. The groups can be named after some brands and the participants would be

projected as such that they would be personification of brands. Suppose one group is named

Lux, the participants are expected to be beautiful women who stand for Lux. So this can be done

for many programmes, which has format like this. Suppose HUL produced a soap opera and the

dialogue of the characters at some point would be focussed on the products of HUL. Of course

the context has to be right and should be very much along the script not that it would destroy the

element of entertainment. Hence the major challenge would lie before scriptwriter and director.

Even a particular character of an opera becomes very popular as the opera becomes very popular.

Hence building such character, which would personify the brand and both the character as well

as the brand would grow in due course of time. However even if time constraint is removed,

course content constraint comes in. But the scope of storytelling is far greater. Attention

grabbing will be replaced with attract attention and no zipping/zapping problem. Audience will

be more receptive and comprehension of course would be dependent upon how it is executed.

Practicability of the idea would be tested when it will be implemented. Hence unless it is tried

and tested it can be concluded that whether it will click or not. Let's take the example of Coca-

Cola, the scriptwriter would be creating situation in each episode of a family soap where there

would be opportunity to celebrate and drink coke! To give another example, a multi utility

vehicle with safe driving positioning plank could have exploited the plot of the recent movie

"Road".If this concept clicks, there would be nothing like it for advertisers. If it happens, in

future big advertisers like HUL would be diversifying to entertainment business! Of course the

ad budget of HUL is far bigger than the total budget of many entertainment houses. Irrespective

of whatever positive points or negative points it has, this concept can be tried for programmes

aired in pay channels simply because there is no other alternative to advertise during the

programme. Besides it is expected to solve the other problems those are discussed above.

Advertisement would be no more the troublemaker and irritating. Hence catching attention

would be much easier. Only testing of this idea could help us to conclude whether to roll out

from the concept from programmes of pay channels to programmes of free channels.

Advertising

“DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING AT A GIRL IN THE

DARK; YOU KNOW WHAT YOU ARE DOING, BUT NOBODY ARE DOES”

According to the American Marketing Association, Chicago adverting is “any paid form of non

personal presentation of ideas, goods and services by an identified spoor”.

Advertising is a form of persuasive communication with the public.

The communication is usually one-sided from the Advertiser to the public

The object Advertising are :-

(1) Inform customers of the goods and services.

(2) Brings out the product use P’s

(3) Calls for or invites people to buy the product

(4) Mass communication

(5) Attract attention

(6) Lousing interest

(7) Building desire

(8) Obtaining action.

ADVERTISING PROCESS

The Frozen Products Division of HUL follows the adversing procedures laid down by the

company. The advertising agency also adheres to the company norms. A clear sequence of

activities is followed. This has been outlined below:

1. Usage and Attitude Study – Before a new product or advertising idea is involved, a

complete quantitative research study is carried out in order to fully understand the needs,

wants, preferences, purchases and consumption habits of the target segment. The results

of the study typically point out any opportunities that can be exploited in terms of

unsatisfied consumer needs. On the basis of the above results, a new product or

advertising concept is evolved.

2. Concept Testing – Once the new concept has been thought of, it goes into qualitative

research. This qualitative research primarily focuses on testing the acceptance of the

concept by the target segment as well as the evolving of an appropriate positioning

plank. The positioning could be attribute, cost or benefit based. Based on consumer

feedback, an appropriate positioning platform is determined.

3. Agency Brief – Once the concept testing is successfully complete, the Brand Manager

prepares a brand positioning statement. This is a description of the brand and includes

the product description, likely brand name, category, name, variants (if any) and key

brand benefits (sensory, functional and emotional). An agency brief is then prepared for

the Agency, which includes the BPS as well as answers to the following questions:

- Why do we want new advertising?

- Whom are we talking to?

- What is the benefit to be perceived by the consumers.

4. Animating Testing: The storyboard is developed by the agency. After this has been

approved by the client, the animatics go into testing. These are advertisements made

from frame-by-frame shots of the storyboard with appropriate music/dialogue/voice

over. This is more economical .

5. Media Brief – This is given to the media planner and is similar the agency brief.

However, it includes media vehicles desired required awareness, frequency (number of

exposures) and reach (% target segment who should view it).

6. Post Launch Dipstick –After the advertisement is released, a post-launch study may be

conducted in order to gauge advertising effectiveness. This is typically conducted among

users as well as non-users. It measures advertising recall, awareness of the advertisement

and the brand, intention to try after viewing the advertisement overall purchase intention,

etc.

PUBLIC RELATION

“Public relations practice is the deliberate planned and sustained effort to establish and

maintain mutual understanding between the organisation and its publics”.

By :- Institute of Public Relation (British) 1948.

To understandthe definition better it in important to know as to who does the word publics

refer to.

Public are -

: Shareholder

: Customers

: Employees

: Trade Unions

Here we try to identity the distinguishing factors between Advertising and public

relations:Advertising is a commercial persuasive activity aimed at promoting a particular idea or

a viewpoint product, or service, institution and so on through the mass media.As refined by the

British Institution & Practitioners of Advertising:-

“Advertising presents the most persuasive possible selling message to the light prospects for

the product or service at the lowest possible cost on the other hand “.

Public Relations demands more time and effort than advertising because advertising is limited to

special selling and buying tasks. For advertising the basis jobs of conceptualizing , producing,

space buying etc. Can be delegated folly to agencies

whereas such total hiring of agencies for absolute Public Relation functions cannot be

conserved.Public relations is a long-term policy measure and is not built overnight. It is also not

free of cost, it is built over a period of time.

“With public opinion against it nothing can succeed”.

“With public opinion on its side nothing can fail” -

Abraham Lincoln

Public relations, taken as a component of management discipline, is of comparatively recent

origin. As a concept, it was critically evolved in business and industry and subsequently spread

to other areas of human activity. Applicability of this profession in government and public

institutions like corporations, municipalities, universities, hospitals, social service organisation

and professional institutions it truly immense. Admittedly, even before the emergence of

industry, business and government, a public relation was in practice in people’s daily life. In

effect, a public relations is the result of the action inherent in an individual, an institution or an

organisation.

Public relations is never a private monopoly of PR practitioners. In fact, members of an

organisation, and especially those in leadership, management and supervisory positions have a

PR role to play and often even singularly. People adept in the art of public relations stand better

chances of success and survival since they can always find areas of mutual interest. They also

use modern methods of communication and persuasion which go a long way in establishing

mutual understanding based on truth, knowledge and complete information.

THE SIGNIFICANCE OF PR IN HUL

It may be useful to begin by first getting out of the way certain popular notions which, as with

many popular beliefs are either without any basis in reality or at best express only half truths.

For instance, PR men are regarded by some to be fixers, a breed of people who will wangle

things for you by the most questionable methods. There is also a popular idea that PR men

spend most of their time winning and dining, using for the purpose fabulous expense accounts

they are supposed to have access to. While no one can prevent a charlatan from posing as a PR

man or styling himself as a PR consultant he is no more a tine practitioner of PR than a quack

selling magic remedies by the wayside is a physician. How deep-seated such popular

misconceptions about PR can be reflected by the fact the even now one comes across articles

published in well-known papers and journals airing such naive ideas about PR.

Again, PR is sometimes confused with publicity. Publicity is certainly one of the instruments of

PR but is would be as wrong to equate publicity with PR just as it would be to equate the

stethoscope with the practice of modern medicine. To continue the analogy, PR seeks to

diagnose the ills of an organisation in its relations with the public or any segment of the public, it

prescribes remedies and proceeds to administer them. It then keeps a watch on the patient to see

whether the remedies prescribed are producing the desired effect so that the medicine can be

changed if necessary after evaluating the results. Again, as in medicine prevention is considered

more important than the cure, PR believes in maintaining the good health of the corporate body -

so that drastic remedies and bitter pills may not have to be swallowed later.

Analogies may be useful in giving a general idea but can never be as precise as a definition. PR

which is now a well-established discipline therefore needs to be defined so that we may be clear

about what we are discussing when we talk about PR

. It is ‘the attempt by information, persuasion and adjustment to engineer public support for an

activity, cause movement or institution. ‘Public relations as and applied social and behavioral

science is that function which - measures, evaluates and interprets the attitudes objectives for

increasing public understanding and acceptance of the organization’s products, plans, policies

and personnel; equates these objectives with the interests, needs and goals of the various relevant

publics; and develops, executes and evaluates a programme to earn public understanding and

acceptance.

Public relations today is still a very underdeveloped field. It is growing in prominence and has

started showing results in various sectors of corporate India. More and more companies are

making use of PR to solve their problems and increase their overall corporate equity. The entire

process needs a closer look.To gauge the effectiveness of PR in HUL over the last decade it is

necessary to examine its function and overall areas of applicability.

Social Responsibility of Business

The need for PR arises also from the responsibility that an organisation owes to the society,

which nurtures it and enables it to function and operate. No organisation, leave aside a modern

business organisation, can function in a vacuum. It flourishes only because a particular kind of

social environment exists. This environment is often taken for granted but in times of social

turmoil when normal conditions are disrupted the dependence of the organisation on the social

environment is brought home sharply. How often have we not seen during periods of national

strife or serious political instability leading to a break down of law and order that business comes

to a standstill? While these may be extreme examples they illustrate the fact that without the

right social environment no business can exist. Thus every business organisation has a stake in

the social environment and must contribute its mite towards its continued existence and

improvement. A business organisation’s responsibilities to society cover a wide area. They

range from its responsibility to supply quality products at a reasonable price and to ensure that it

reaches the consumer at the right time and place to its responsibility to contribute to the

development of the ‘Infrastructure, to the realization of national objectives and to the

identification of its interest with the vast population of the country in which it operates. The

world over business organisation which are forward looking and farsighted are trying to make a

contribution to social causes apart from achieving their immediate and ultimate ends of

producing goods for sale and marketing them at a profit.An organisation in the USA sponsored a

research fellowship to discuss the causes of student unrest and to find solutions to the problems

of tension in the campuses.In India too there are business organizations, which are aware of their

social responsibility and have made an effort to discharge it in accordance with their resources

and the needs of the situation. Studies on the extent of industrial pollution and ways and means

of combating it, Involvement in family planning programmes, development of low cost nutritious

food for the poorer sections of the people, studies on the causes of a State’s decline and the steps

needed to restore it to health are some examples of social responsibility in corporate behaviour as

practiced in India in recent years.But there is little doubt that instances of such conduct are few

indeed in relation to the enormity of the problems facing a country as vast as India with a

burgeoning population a large part of it living below the poverty line.

PR and Environmental Path of HUL

The present generation has, quite understandably, made the environment a focus of attention.

With growing environmental awareness, there is now a clear perception that our activities affect

not only the air we breathe, but even the air which regulates our climate. More importantly,

uncontrolled activities cannot be sustained without loss of plant and species, natural habitats,

coast and hinterland and the decay of buildings, places of natural beauty or historic interest.

Hence, the need for a genuine commitment to sustainable development which is integrated with

the national policy on industry, energy, transport, trading and plan. In the above context, public

relations professionals are well placed to direct attention to environmental issues and can make a

unique contribution to public and professional debate, and to environmental education. In fact

PR has to live up to its environment education. In fact PR has to live up to its environmental

responsibilities even when clear, universally agreed targets are still lacking in many issues. The

responsible PR person must ensure that his organisation is greener than green on all the major

issues

according to current opinion, demonstrate to the world at large that this is so, and, for the future,

help form opinions and set the standards for the organisation’s own as well as the common good.

In a nutshell, environment is now a corporate concern and today’s PR persons have to build up

comprehensive communication programmes, internal as well as external, which involve listening

just as much as talking.

Now, environment is no more just a slogan, it is a key consumer issue.

PR today must:

* Understand ‘green’ issues and recognize the social responsibility of business.

* Make environment matters a priority.

* Consider the environmental impact of the company’s actions.

* Avoid pollution of any kind.

* Encourage environment audits to determine what the organization has done and is doing

in relation to the environment.

* Ensure recycling of wastes.

Social Responsibility as Public Relations at HUL

A citizen’s role extends beyond his or her call of duty. A responsible corporate citizen needs to

look beyond the financial numbers of sales and profit growth, from year to year.

HUL is committed to the development of the community around its manufacturing complexes.

Over the years, HUL has not just supported communities financially, but has worked towards

providing people with skills to earn a sustainable livelihood.

HUL’s long-term aim is to raise economic standards of these communities, through self-

sustainable measures.

PR Role in Image and Identity

It is true that corporate image concerns the industrial marketer directly as brand image is crucial

for the consumer market. The ordinary consumers, while oblivious of the name of the

manufacturer, can easily identify the brands of consumer products. Repeat this test for industrial

goods : the same respondents are aware of the name of the manufacturers but many won’t be

able to name the industrial products. Interestingly, a third set of organisation would be known

both for their industrial or consumer products as well as for their distinct corporate image. Where

does corporate PR stand in these diverse settings? Although easier desired than achieved, PR

attempts to create the desired image by its involvement in all the factors of corporate

identification programmes.

GOVERNMENT RELATIONS

A government relation has two facets to it. Firstly, the PR for the government (as an

organization) and Secondly, PR with the governments as the target group. Both are important

and very needed by corporations. Public relations for the government involves mobilizing public

support for government’s activity, for instance, family planning, control, environmental

protection, beautification of cites, etc. the company generally sponsors some of these activities

by providing monetary help or other resources. The basic objective of the company is to

build relations with the governments, and also help for the good of the community of society.

Public relations with the government involves keeping the government—politicians and

bureaucrats—on your side. It envisages maintaining good links with the government, which will

be of benefit to the company in its overall business plans and operations. Public relations with

the government in some ways is quite difficult and demanding. It requires special planning and

efforts for the organisation to be successful. A government, local or national, comprises many

ministries, departments, individuals and personalities. Public relations people have to acquaint

themselves with the working of the government, and the intricacies and people involved at

various levels, and then handle things accordingly to be able to achieve what they have set out to

achieve. The government should not be looked at as an adversary. In fact, you should make all

efforts to help the government and support its activities and policies as far as possible.

Government leaders must be kept informed from your side about the organisation’s activities and

policies—especially those which are contributing to the welfare and development of the state or

the nation. Such relations will be mutually beneficial in the short-term and the long-term.

Corporations should, however avoid getting involved with politics and political issues.

MEDIA RELATIONS

Media relations Is a vital tool in PR. A large amount of communications and PR are conducted

through the media—especially the Press. When a company gets media coverage, it is not always

flattering. Business is always vulnerable to attacks by the

media. Media can often aggravate problems—especially crises. As in the case of Union Carbide

and HUL a few years ago. Hence, media, particularly the Press has to be handled very carefully.

The media must be kept on your side. All efforts must be made to ensure this strategically. It

takes years to build a good image, but to destroy it you need just a few bad reports in the media.It

is important to build a working ‘rapport’ with the media. You cannot afford unnecessary

reactions and distortions. If you do go to the media then always go with a strategy—be selective

in the choice of media, use only influential media (especially publications in the Press), do not

spread your communication too thin, go for quality rather than quantity. Selective and in-depth

coverage is what you must aim at, as it is more effective and produces the desired results. let

your communication be complete honest, and backed with hard facts. The organization must be

able to live up to its claims and promises in media, otherwise you can be in for further problems.

The efforts made by HUL in this respect have been orchestrated well to build image as well as

to counter negative publicity.

CUSTOMER RELATIONS

In the past PR and marketing were considered separate and unconnected activities of business in

a company. Today, PR has a role to play in marketing not only to build image, but to also help

solve problems concerning a company’s products Or services among consumers or other special

groups, and generally protecting the company’s reputation at the marketplace. Public relations

with customers, and with suppliers, in industrial products/services marketing at the institutional

level is gaining more and more importance today.

In today’s competitive market customers opt for products that are known and have an image, and

are backed by quality and good after sales service. Marketing people cannot ignore public

opinion on such aspects. In the long run, unfavorable opinions certainly affect sales. Public

relations can help in controlling and setting right some of these opinions; it is therefore essential

for companies to assign some of their attention and resources to develop PR in marketing.

COMMUNITY RELATIONS

Today, the relationship between corporations and the community is a vital issue in management

of business organizations. It is acknowledged that business is no longer

done for the sake of profits alone. Because a company functions within a community, its

responsibility extends to giving back to the community something for what it makes from it.

This has been the philosophy of the Tata’s in India for years, today it is accepted and is being

followed by a number of other companies. This belief is now also considered important and

crucial by the government, consumerists and opinion leaders.

Company relations at an organisation can vary from local community welfare activities, to large-

scale sustainable development programmes for the betterment of lives of people. Companies

have to consider the community as one of its prime target groups. The objective of PR is to help

build image of the company: as a good corporate Citizen, a good company to do business with,

and a good company to work for.

EMPLOYEE RELATIONS

In employee relations, communicators are vital at every level. From top to bottom, also from

lower level to the top management level, and even the horizontal communications among

colleagues at the same level and between functions. The basic function of communications and

PR in the organisation is not just better functioning, but a fostering of goodwill, trust, and

togetherness among employees.

Employee in HUL one in a large number and they include both blue collar to white collar.

Internal PR must reach out to all of them. This makes the task tough and critical, requiring much

thinking and planning. Before planning PR programmes, therefore, it is important to first assess

the needs and requirements of employees. One of the major goals of PR is to foster the

participation of employees in decision-making, for this PR programmes must be evolved around

their motivations, job enrichment, training and development, working environment, productivity,

and overall growth in the company. This, in other words, means PR for better employees,

better employee morale, and better relationships, resulting in success and growth of the

organization; and therefore, a better image and reputation for it.

In the case of PR with employee, the function may seen to overlap with the working of the

company’s personnel department. In practice, however, it is necessary that the two departments

work closely together. They can mutually reinforce each other, especially in areas like HRD. It

is worth trying to integrate HRD with PR, if possible, in a company. More so when with the

growth of organizations in size, the individual employee is becoming smaller and less

significant, and thus losing his or her identity. Public relations with HRD can play a crucial role

in building and motivating the employees on their jobs and in their contributing towards

achieving the company goals.

INDUSTRIAL RELATIONS

This is another important area of work for PR executives. Its importance is growing, with staff

and workers getting to be united, more enlightened and demanding. Whether they are unionized

or not does not make a difference in the PR work, in either case, good relations have to be

maintained. In the case of unions, it is important to realize that unions have their own goals.

This makes it more difficult to deal with them in many respects. Understanding these goals, and

how they will affect

Industrial relations and PR efforts, is the first priority in dealing with unions. Industrial relations

concern the staff and workers in their relationship, as individuals and as a group, with the

management. Industrial relations are most often concerned with problems related to wages,

other monetary benefits.

DATA ANALYSIS AND FINDINGS

1) CUSTOMER SATISFACTION LEVEL

0-25% 8%26%-50% 21%

51%-75% 31%

76%-100% 40% 0-25%26%-50%51%-75%76%-100%

Figure 1: customer satisfaction level

Now from above graph it is clear that what are the ratios of customer that how much like the

brand .means above graph shows the satisfaction level of the customer with brand HUL.

8% customer selected the satisfaction level of (0-25%)

21% customer selected the satisfaction level of (26%-50%)

29% customer selected the satisfaction level of (51%-75%)

40% customer selected the satisfaction level of (76%-100%)

Above finding shows that more of the customer lies in the (76%-100%). And rests are average

satisfied. So it is a good sign and show that mostly customer are satisfied with brand HUL.

2) Age Group Graph

As we can see from the above graph, the people who are in the age group of 21-28 years are the

ones who are the maximum users of hul products. This segment is the one which gives maximum

business to the hul. This segment constitutes the young executives and other office going people.

They are 65% of the total people who were interviewed. The next age group are the people who

are 28-35 years old. They are 20% of the total. They are those who are at home or have small

15-2115%

21-2865%

28-3520%

AGE GROUP

business units etc. And the next age group is the youngest generation who are 15-21 years old.

They are school and college going students and carry Cosmetic to flaunt. They are 15% of the

total interviewed people.

3) Occupation Graph

As the above graph shows that 55% of the total people interviewed are working. So, these people

are the ones who are the maximum users of hul products. They are the young executives,

managers, Tele - callers etc. The next category is the households, who are either housewife,

home staying persons. They are 20% of the whole. The next segment is the students. They are

15% of the whole. And 10% of the whole is categories who are the professionals.

Monthly expense graph

People on an average spend RS 500 per month as their Cosmetic expense. 64% people spend this

amount. 24% people spend RS 300 per month as their monthly Cosmetic expense. And the

remaining 12% had an expense more than RS 1000.

15%

55%

20%10%

OCCUPATION

STUDENTS

EXECUTIVES

HOUSEHOLDS

OTHERS

4) MARKET SHARE OF HUL WITH DIFFERENT PRODUCTS

In the above graph the share of hul has been shown with the limited classification. the graph

based on the secondary data. It contains the different products like

Detergent (fabric wash)

Personal wash (soap)

Shampoo

Skin

Tea

Coffee

5) POSITION OF HUL WITHIN ITS COMPETITOR

MARKET CAPTURED BY HUL BASED ON THE CUSTOMER RESPONSE OF BRAND

PREFERENCE

hul itc nestle india

dabur india

OTHERS05

101520253035

%

Above graph shows the position of hul in the fmcg market within the different competitors and

the analysis is on the basis of the responses provided by the sample selected. And the results are

as given bellow.

HINDUSTAN UNILEVER LIMITED contains 33% of the market share.

ITC (Indian Tobacco Company) contains 25% of the market share.

NESTLE INDIA contains 12% of the market share.

DABUR INDIA LIMITED contains 10% of the market share.

OTHERS contains 20% of the market share.

6). On which Parameter you like to choose your brands?

Parameters Response

Fragrance 40

Availability 20

Price 30

Promotional Scheme 10

Fragrance Availability Price Promotional Scheme

05

1015202530354045

Response

Response

7). From which Source you get aware of hul brand?

Sources of Awareness Response

T.V 38

Print Media 28

Sellers 16

Friends & Relatives 18

T.V Print Media Sellers Friends & Relatives0

5

10

15

20

25

30

35

40

45

Chart Title

Response

Axis Title

8). From how much duration you are continuously buying your particular brand of HUL?

Time Duration No. of Consumers

Less than one year 52

One to two year 24

Two to five year 16

More than five year 8

Less than one year

One to two year Two to five year More than five year

0

10

20

30

40

50

60

Chart Title

No. of Consumers

9). How many members are there in your family who uses hul products?

No. of Members Response

Two 19

Two to Five 44

Five to Seven 28

More than seven 9

Two Two to Five Five to Seven More than seven05

101520253035404550

Chart Title

Response

10). who influence you to purchase to your chosen brand of HUL?

Main Influencer No. of Respondents

Shopper 16

Family Members 18

Friends 62

Others 4

16%

18%

62%

4%

No. of RespondentsShopper Family Members Friends Others

11). If you are not getting your desired brand than what do you do?

Particulars Response

Leave the brand 20

Choose other brand 52

Purchase substitute product 28

Other act 00

20%

52%

28%

ResponseLeave the brand Choose other brand Purchase substitute product Other act

SWOT ANALYSIS

STRENGTH ENJOYED BY HUL

HUL distribution network is one of the best in the country this is the key strength converted

to the company.

Research & Development for improvement of products, technology innovation in the

production process is another major strength of HUL.

Very large spectrum of well establishes brands ensure in long run growth and above average

returns.

Economics of scale and economies of scope through large size and diversification.

Technologically and operational support from the parent company i.e. Unilever.

Weakness Suffered by HUL

Inappropriate diversification resulting in higher prices (because of high variety cost is

higher).

Very complex organization resulting in role conflicts.

Opportunities Offered by Environments

Very large population of India is tremendous opportunity for Fast Moving Consumer Goods

(FMCG).

Competitor effectiveness to produce high quality, low cost produces is poor. Most of the

competitors are small in size that’s why the cost of production is high.

Income level of customer is steadily rises there by offering by an opportunity to sell branded

products as against unbranded products.

Stable, legal, political environment that offers good potential for growth.

Threats Faced by the HUL:

One of the major threats the HUL is facing is from smaller companies producing smaller

companies producing products similar to HUL because the production process is not highly

technically.

Most of the product of HUL are by nature low cost items therefore the risk involved on the

part of customer is less this results in brand loyalties nor sustainable in long run.

CHAPTER IV

CONCLUSION

A look at the contemporary profit of the global industrial segment of household goods brings it

into clear focus that the situation prevailing in major markets is very much in favour of HUL.

The fact that should be acknowledged on the basis of current trends betrayed by this segment

tells us that HUL veritably stand out as on indisputable market leader in this field and is sure to

surge way ahead of other players in future. The competitive strength, strategic acumen and

ability to reach out for a considerably larger consumer base that the company has been able to

attain through the years since its inception also point to this fact categorically.

An extremely pertinent views that emerges out of it amply suggests that it is the dominance of

HUL operating under the banner of Unilever in most of the countries that contribute in a large

measure to the creation of a market situation in which consumers are nearly forced to purchase

their ‘choice’ at prices that might not be in congruence with their speculations and calculative

consideration of affordability – something that largely determines the phenomenon called

consumer behavior. It is absolutely doubtless to assume are incomparable in term of their

qualitative excellence.

It is a bit surprising to observe that HUL is the market leader even though it’s capable of

manufacturing and marketing a vast range of products with an international consumer base.

Moreover, the tie-up of Prima India with HUL reflects that the latter is not unwilling to share its

technological expertise and infrastructural contrivances with others. So, in spite of the near

monopoly situation caused by HUL’s presence in the global market, it points to a healthy

flexibility in the company’s fundamental approach. Another very striking aspect of HUL’s

global marketing strategy and operations, as it has been pointed out and dwelt upon in the

present study, is its enormous ability to capitalize on the resources available to it. The company

has the distinction of taking determined steps to maximize opportunities of image building in the

global market. In order to accomplish this task, the management of HUL is poised to keep

infusing new spirit in its HRM wing in order that it may veritably serve as an instrument for

proliferating marketing prospects for HUL products. That way both internal and external

marketing are taken cognizance of with identical sense of concern. This approach draws

sustenance from the comprehensive international network of overseas operation centers,

associates, agents and allies.

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.

Agricultural pursuits required meeting the demands of certain agro based and culinary

product segments should be more planned, systematized, efficiently viable and less cost-

effective.

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.

Industrial manufacturing units of these products should be set up at places lying nearest to

the places where sources and raw materials for different products could be available in the

easiest possible way.

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 HUL’s marketing

policy.

LIMITATION OF THE STUDY

HUL seems to be ruling the roost in various segments of household goods industry, findings

suggest that its marketing strategies are not without loopholes. Let us have a look at these

loopholes or limitations in brief.

One very striking limitations is the fact that even though these products with all-percasive

marketing and distribution channels, flourishing increasingly in different parts of the world

there appears to be a visible lack of channels providing them substantial access to semi-

urban and rural areas. In other words, the products of HUL have a weaker grassroots bases.

The availability of these products to common people does not only depend on marketing

network, but also on the advertising strategies adopted by HUL. On this count culinary

products don’t seem to offer much to create any stir and betray manifest upward trends in

terms of widening consumer base.

The pricing strategy adopted by HUL shows considerable fluctuation, which has led the

consumer base to remain almost stagnant in many segments. Usually, the prices of these

products are too high to make these affordable to the common masses and particularly those

belonging to low-income groups. This phenomenon seems to be most evident in culinary

goods segment, which constitutes the backbone of HUL’s industrial base.

Agricultural pursuits have not yet attained the status of industrial activities to a considerable

degree. So, the supply mechanism adopted by HUL for the raw materials tends more often to

suffer from a kind of unpredictability syndrome in terms of communication and planning. On

certain occasions, the readily available agricultural input is too low to cater to the needs of

manufacturers because ‘cultivation for industrial production’ or ‘industry-oriented farming’

is not popular concepts even today in many countries of the world including India.

Though, the facilities of transportation and logistics for the supply of raw material don’t lack

substantiality as much in case of HUL as most other players in the industry even HUL is not

totally luinune to the problems posed by it. On many occasions, transportation costs are too

high, which affect the overall pricing strategy adopted by HUL.

HUL manufactures a large range of products along with those we call culinary products. This

diversification in products. But culinary products are usually bracketed with other (major)

products in case of these companies. So, no serious or special attention is paid to devising

separate or exclusive strategies for these products. It makes their brand name rather than

considerations of their qualitative excellence the most significant criterion for their survival

in the impredicable and at times, precarious situation of consumer.

APPENDIX:

REFERENCES

1. Aggarwal S, 2014. HUL losing share in mass market brands: survey. www.livemint.com.

2. Kaur M, 2013. Rural Marketing: A Case Study on Hindustan Unilever Limited

International Journal of Applied Research and Studies .2(6).

3. Kothiyal A, Ravunny P, Bansa S, Kalian S and Krishna V, 2009. Case study on hindustan

unilever limited. www.shrimanportfolio.files.wordpress.com.

4. Shah S, 2011. Social and Environmental Responsibility: Case study of Hindustan

Unilever Ltd. Journal of Human values. 17: 23-42.

BIBLIOGRAPHY

Book

Kotler P., (2000), Marketing Management, Millennium Edition, Prentice Hall of India, New

Delhi.

Malhotra Naresh K.,Prentice Hall, New Delhi,5th Edition. -“Marketing Management”

Ramaswami V.S. -“ Macmillan,New Delhi,3rd Edition, Marketing Management”,

Kothari.C.R , Marketing research

Magazines

Business Today

Business World

Newspapers

The Economic Times.

The Indian Express.

The Business Standard.

The Hindustan Times.

Internet website

http://www. wikipedia .com/

http://www.indiainfoline.com/

http://www.hul.co.in/

http://www.unilever.com

ANNEXURE

QUESTIONNAIRE

1.what is your age?

a) 15-21 years b) 21-28 years

c) 28-35 years d) if other (mention)

2. What is your occupation ?

a) Executive b) Student

c) Households d) Others

3.What brand you prefer when FMCG is concerned.

a) HUL b) ITC

c) Dabur india ltd. d)Nestle india

e) if other then please specify …………………….…………………..

4. Distance of store from your house ?

a)0-2km b) 2-5km

c)5-10km d) >10km

5. What factor influence more to customer to buy product?

a) Price b) Packaging

c) Utility d) Brand Image

6. Would you like home delivery?

a) Yes b) No

7. Scheme, which you want.(what is the factor that influence you to purchase).

a) Discount b) Surprise Gift

c) Free Product d) All

e) depend on condition

8. Purchase in one month:

a)One time b) Two time c) Frequently

9. Are you satisfied with hul brand .(mention satisfaction level in percentage?

a) 0-25% b) 26%-50%

c) 51%-75% d) 76%-100%

10 On which Parameter you like to choose your brands?

{a} Fragrance {b} Price

{c} Availability {d} Promotional Scheme

11.From which Source you get aware of you preferred brand?

{a} T.V {b} Print Media

{c} Sellers {d} Friends & Relatives

12. From how much duration you are continuously buying your

particular brand of HUL?

{a} Less than one year {b} One to two year

{c} Two to five year {d} More than five year

13. How many members are there in your family?

{a} Two {b} Two or Five

{c} Five to Seven {d} More than seven

14.Who influence you to purchase to your chosen brand of HUL?

{a} Shopper {b} Family Members

{c} Friends {d} Others

15. If you are not getting your desired brand than what do you do?

{a} Leave the brand {b} Choose other brand

{c} Purchase substitute product

{d} Other act

16. Do BRAND EQUITY of any product helps in selling ?

a)Yes b)No

17. Is Wide Varity of product helpful to attract different segment ?

a)Yes b)No

18. Do you have any suggestions that may help us to improve HUL performance?

If yes then mention it………………….

THANK YOU