HUL REPORT
Transcript of HUL REPORT
Chapter –I
Introduction
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INTRODUCTION
my topic is Comparative study of Pureit vs Aquasure for h.u.l. on the basis of quality and price. I had make a report on pureit quality, price,customer satisfaction etc. To complete this report I have make a questionnaire and fulfill by the customer to know the customer awareness, preference, knowledge about the product.This report will also help company to know their drawbacks and report from the customer.
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Chapter –II
Company Profile
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COMPANY PROFILE
COMPLETE NAME OF THE COMPANY:
Hindustan Unilever Limited.
COMPANY OVERVIEW:
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with
leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread
across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow
the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.10,000
crores. The mission that inspires HUL's 36,000 employees, including about 1,350 managers, is to
"add vitality to life". With 35 Power Brands, HUL meets everyday needs for nutrition, hygiene,
and personal care with brands that help people feel good, look good and get more out of life. It is
a mission HUL shares with its parent company, Unilever, which holds 51.55% of the equity. A
Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about
100 countries worldwide.
HUL was formed in 1933 as Lever Brothers India Limited and came into
being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd.. It is headquartered in Mumbai, India and has
an employee strength of over 15,000 employees and contributes for indirect employment of over
52,000 people. The company was renamed in June 2007 to “Hindustan Unilever Limited”.
In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25
years by Businessworld, one of India’s leading business magazines ]. The rating was based on a
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compilation of the magazines annual survey of India’s Most Reputed Companies over the past 25
years. HUL is the market leader in Indian consumer products with presence in over 20 consumer
categories such as soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products. It has over 35 brands. Sixteen of HUL’s brands featured in
the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2008) [2].
According to Brand Equity, HUL has the largest number of brands in the Most Trusted Brands
List. It’s a company that has consistently had the largest number of brands in the Top 50 and in
the Top 10 (with 4 brands).
Hindustan Unilever's distribution covers over 1 million retails outlets across India directly and its
products are available in over 6.3 million outlets in India, i.e., nearly 80% of the retail outlets in
India. It has 39 factories in the country. Two out of three Indians use the company’s products and
HUL products have the largest consumer reach being available in over 80 per cent of consumer
homes across India
The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever
Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of World’s
Most Reputed companies in 2007[
HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer
goods with strong local roots in more than 100 countries across the globe with annual sales of
about €40 billion in 2009 Unilever has about 52% shareholding in HUL.
Hindustan Unilever was recently rated among the top four companies globally in the list of
“Global Top Companies for Leaders” by a study sponsored by Hewitt Associates, in partnership
with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-
Pacific region and in India.
The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is
to 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. It is a mission HUL shares with its parent company,
Unilever, which holds about 52 % of the equity.
HISTORY:
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In the summer of 1888, visitors to the kolkota harbour noticed crates full of sunlightt 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 lifebuoy soap in 1895 and other famous brands like pears,lux andvim.
Vanaspati ghee 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; HUL offered 10% of its equity
to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds
52.10% equity in the company. The rest of the shareholding is distributed among about 360,675
individual shareholders and financial institutions.
The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company had
launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was formed.
Brooke Bond joined the Unilever fold in 1984 through an international acquisition. The erstwhile
Lipton's links with India were forged in 1898. Unilever acquired Lipton in 1972, and in 1977
Lipton Tea (India) Limited was incorporated.
Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold through
an international acquisition of Chesebrough Pond's USA in 1986.
Since the very early years, HUL has vigorously responded to the stimulus of economic growth.
The growth process has been accompanied by judicious diversification, always in line with
Indian opinions and aspirations.
The liberalisation of the Indian economy, started in 1991, clearly marked an inflexion in HUL's
and the Group's growth curve. Removal of the regulatory framework allowed the company to
explore every single product and opportunity segment, without any constraints on production
capacity.
Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the most
visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills
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Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1995, HUL and yet
another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever Limited,
to market Lakme's market-leading cosmetics and other appropriate products of both the
companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50%
stake in the joint venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in 1994,
Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads. HUL has
also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its factory represents the
largest manufacturing investment in the Himalayan kingdom. The UNL factory manufactures
HUL's products like Soaps, Detergents and Personal Products both for the domestic market and
exports to India.
The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the Foods and
Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods, with
significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the UB
Group and the Dollops Icecream business from Cadbury India.
As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companies
of Unilever, were merged with Brooke Bond. Then in July 1993, Brooke Bond India and Lipton
India merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and
ensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the
Wall's range of Frozen Desserts. By the end of the year, the company entered into a strategic
alliance with the Kwality Icecream Group families and in 1995 the Milkfood 100% Icecream
marketing and distribution rights too were acquired.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuring
culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998. The two companies
had significant overlaps in Personal Products, Speciality Chemicals and Exports businesses,
besides a common distribution system since 1993 for Personal Products. The two also had a
common management pool and a technology base. The amalgamation was done to ensure for the
Group, benefits from scale economies both in domestic and export markets and enable it to fund
investments required for aggressively building new categories.
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In January 2000, in a historic step, the government decided to award 74 per cent equity in
Modern Foods to HUL, thereby beginning the divestment of government equity in public sector
undertakings (PSU) to private sector partners. HUL's entry into Bread is a strategic extension of
the company's wheat business. In 2002, HUL acquired the government's remaining stake in
Modern Foods.
In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the Amalgam
Group of Companies, a leader in value added Marine Products exports.
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BOARD OF DIRECTORS:
The Board of Directors as repositories of the corporate powers act as a guardian to the Company
as also the protectors of shareholder’s interest.
This Apex body comprises of a Non- Executive Chairman, four whole time Directors and five
Independent Non – Executive Directors. The Board of the Company represents the optimum mix
of professionalism, knowledge and experience.
Mr. Harish Manwani - Chairman
Mr. Harish Manwani (55), assumed charge as the Non-Executive Chairman of the Company with
effect from 1st July, 2005.
Mr. Nitin Paranjpe - CEO and Managing Director
Mr. Nitin Paranjpe (46), after obtaining a degree in BE (Mechanical) and MBA in Marketing
(JBIMS) from Mumbai, joined the Company as a management trainee in 1987.
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Mr. R. Sridhar - Chief Financial Officer
Mr. Sridhar Ramamurthy (45) is a Chartered Accountant (Gold Medallist) as well as a Cost
Accountant and Company Secretary.
Mr. Gopal Vittal - Executive Director, Home & Personal Care
Mr. Gopal Vittal (42), an alumnus of Madras Christian College, completed his MBA from IIM,
Calcutta. Mr. Vittal has 18 years experience in Marketing & Sales in FMCG market including
Skin Care, Soaps and Laundry.
Mr Pradeep Banerjee - Executive Director, Supply Chain
Mr Pradeep Banerjee (51) joined HUL as a Management Trainee in 1980.
Mr. D. S. Parekh - Independent Director
Mr. D. S. Parekh (64), is a B.Com graduate and holds a FCA degree from England and Wales.
Mr. Parekh has held senior positions in Grindlays and Chase Manhattan.
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Mr. A. Narayan - Independent Director
Mr. A. Narayan (57), joined ICI India as a Management Trainee in 1973 and grew through
diverse functions and businesses before being appointed as the Managing Director of ICI India in
1996.
Mr. S. Ramadorai - Independent Director
Mr. S. Ramadorai (64), is the Chief Executive Officer and Managing Director of Tata
Consultancy Services Limited; Chairman of Tata Technologies Limited and Chairman of CMC
Limited.
Dr. R. A. Mashelkar - Independent Director
Dr. R. A. Mashelkar (66), is presently the President of Global Research Alliance, a network of
publicly funded R&D institutes from Asia-Pacific Europe and USA.
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Mission
Unilever's mission is to add Vitality to life .
VISION:
Unilever products touch the lives of over 2 billion people every day – whether that's
throughfeeling great because they've got shiny hair and a brilliant smile, keeping their homes
fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.
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A clear direction
The four pillars of our vision set out the long term direction for the company – where we want to
go and how we are going to get there:
We work to create a better future every day
We help people feel good, look good and get more out of life with brands and services
that are good for them and good for others.
We will inspire people to take small everyday actions that can add up to a big difference
for the world.
We will develop new ways of doing business 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 recognise that global
challenges such as climate change concern us all. Considering the wider impact of our actions is
embedded in our values and is a fundamental part of who we are.
.
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HUL BRANDS:
Food brands
Home care brands
Personal care brands
Water
Nutrition
Health, hygiene & beauty
SOME MAJOR BRANDS :
FOOD BRANDS
HUL is one of India’s leading food companies. Our passion for understanding what people want
and need from their food - and what they love about it - makes our brands a popular choice
Brooke Bond 3 Roses
Playful banter, a little mischief, serious conversation… there’s no time for young couples like the
time spent sharing a cup of 3 Roses.
Annapurna
Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed at helping her
provide wholesome tasty nutrition to her family.
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Red Label
India’s favourite cup of tea, the great taste of Red Label brings people closer together and
strengthens relationships.
Brooke Bond Taaza
Brooke Bond Taaza lifts me and unshackles my mind, allowing me to see and realize
possibilities.
Taj Mahal
Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning consumer.
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Bru
Ek cup Bru aur mood ban jae…
Kissan
With Kissan, good food is loved not shoved!
Knorr
Knorr helps families make meal times special, nutritious, tasty and healthy.
Kwality Wall’s
A good honest scoop of daily pleasure.
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Lipton
Lipton has a range of vitality teas that truly encompass the goodness of tea.
HOME CARE BRANDS:
HUL has a diverse portfolio of brands offering home care solutions for millions of consumers
across India
Active Wheel
Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundry
Cif
Cif- the best cleaner to let you shine.
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Comfort
The world’s largest fabric conditioner brand.
Domex
The sheer power of Domex bleach gives you the confidence you need, eradicating all known
germs.
Rin
Rin provides ‘best in class whiteness’ which is demonstrable.
Sunlight
Sunlight is a color care brand
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Surf Excel
Giving your kids the freedom to get dirty and experience life, safe in the knowledge that Surf
Excel will remove those stains
Vim
Created in 1885, the Vim brand is still innovating and using the magic of natural ingredients to
create unbeatable results over a hundred years later.
PERSONAL CARE BRANDS:
Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are recognised
and love by consumers across India. They help consumers to look good and feel good – and in
turn get more out of life.
Aviance
Aviance enables women actualize their unique potential through expert customized beauty
solutions.
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Axe
Axe with Best Quality Fragrance
LEVER Ayush Therapy
LEVER Ayush aims to help a new generation of Indians rediscover everyday health and vitality
through customized Ayurvedic solutions.
Breeze
Breeze, with the goodness of glycerine gives soft, fragrant and smooth skin.
Clear
New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair feeling fabulous.
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Clinic Plus
Clinic Plus is India’s largest selling shampoo
Closeup
Freshness that brings you Closer
Dove
Dove stands for real beauty. All around the world, Dove is making real women feel more
beautiful!
Fair & Lovely
More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it
went on to become the World’s No.1 Fairness cream.
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Hamam
Holistic skin care experiences perfected over the ages to deliver healthy, beautiful skin
Lakme
Lakme is an ally to the Indian Woman and inspires her to express her unique beauty and
sensuality. Thus, enabling her to realize the potency of her beauty.
Lifebuoy
Lifebuoy is available in multiple variants in soaps and specialist formats such as liquid
handwash, catering to the entire family.
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Liril
Awaken, and enliven your senses with a Liril bath.
Lux
Lux believes in passion for beauty. It continues to be a favorite with generations of users for a
sensuous experience of luxury.
Pears
Pears – the purest and most gentle way to skincare!
Pepsodent
Pepsodent India is committed to improve the overall Oral health of Indians.
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Pond’s
Get the expert to look after your skin
Rexona
Rexona gives you 24 hr protection from sweat and body odour and therefore the confidence to
handle whatever the day has in store.
Sunsilk
Sunsilk encourages young women in India to live for today. Sunsilk helps you transform the
beauty of your hair instantly because LIFE CAN'T WAIT!!
Vaseline
Your skin is amazing. It deserves to be treated as such.
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HUL WATER PURIFIER: PURE IT
Pureit is the world’s most advanced in-home water purifier. Pureit, a breakthrough offering of
Hindustan Unilever (HUL), provides complete protection from all water-borne diseases,
unmatched convenience and affordability.
Pureit’s unique Germkill Battery technology kills all harmful viruses and bacteria and removes
parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures
your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and
cholera. What’s more, it doesn’t need gas, electricity or continuous tap water supply.
Pureit not only renders water micro-biologically safe, but also makes the water clear, odourless
and good-tasting. Pureit does not leave any residual chlorine in the output water.
The output water from Pureit meets stringent criteria for microbiologically safe drinking
water, from one of the toughest regulatory agencies in the USA, EPA (Environmental
Protection Agency).
The performance of Pureit has also been tested by leading scientific and medical institutions in
India and abroad.
This patented technological breakthrough has been developed by HUL. This state-of –the-art
engineering developed by a team of over 100 Indian and international experts from HUL and
Unilever Research Centres has made Pureit possible at the consumer price of just Rs. 2000
Pureit runs with a unique ‘Germ kill Battery Kit’™ that typically lasts for 1500 liters* of water.
The ‘Germ kill Battery Kit’ is priced at Rs.365. This means consumers will get 4 litres of water
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that is ‘as safe as boiled water’ ™ for just one rupee, which works out to an extremely affordable
24 paise per litre.
Pureit in-home purification system uses a 4 stage purification process to deliver “as safe as
boiled water” without the use of electricity and pressurized tap water. Pureit purifies the input
drinking water in four stages, namely;
1. Micro-fiber Mesh - Removes visible dirt
2. Compact Carbon Trap - removes remaining dirt, harmful parasites & pesticide impurities
3. Germ kill Processor – uses 'programmed chlorine release chlorine technology' and its stored
germkill process targets and kills harmful virus and bacteria
4. Polishers – removes residual chlorine and all disinfectant by-products, giving clear odourless
and great tasting water
5. Battery Life Indicator - Ensures total safety because when the germkill power is exhausted,
the indicator turns red, warning you to replace the battery
Advanced Auto-Switch off - In case, the battery is not changed when it turns fully red, as an
additional assurance of safety, the advanced Auto-Switch off will automatically switch-off the
flow of water.
Protect your loved ones with a Pureit today !
You can ask for a free home demonstration of Pure it. A trained Pure it Water Expert will visit
your home and give you a detailed demonstration of how Pure it works.
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PURE IT AUTOFILL
Hindustan Lever Ltd. announced yet another innovation to its water purifier business by
introducing Pureit Auto fill the most advanced inline water purifier that fills itself. Pure it Auto
fill automatically shuts the inflow of water once the purifier is filled, avoiding any overflow and
wastage of water. With this launch, HUL’s Water Purifier Business also makes an entry into
the retail market. HUL has been selling Pureit, its debut product in the category through DTH
channel. Hindustan Unilever Ltd. launches yet another technological breakthrough ˜Pureit
Autofill the most advanced inline water purifier available. Its unique ˜Hydro sensorsâ make
Pureit Autofill free from any manual intervention. In addition, Pureit Autofill comes with a
unique combination of dual filling option (inline and manual) and great storage capacity.
The Hydro sensors detect the level of water inside the purifier and start-fill –store water
automatically.Dual fill allows inline and manual filling of water at all times. With a storage
capacity of 18 litres of water, it serves as a great backup and consumers are assured of safe
drinking water being available without any dependency on running water. Thus, Pureit Autofill
delivers as safe as boiled water with 0% effort. These significant benefits and advanced features
make Pureit Autofill the most advanced in-home water purifier in the world.
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According to internally placed sources Pureit vision is to protect a billion lives as quickly as
possible. The potential for Pureit Autofill, which provides as safe as boiled water without
electricity or running tap water, is immense.
Electricity and continuous tap-water dependent devices based on UV and reverse osmosis
technologies are beyond the reach of most consumers. In this league, Pureit Autofill breaks
through all these barriers, providing continuous supply of 100% safe drinking water with 0%
effort at a cost of just one rupee for four litres.
Pureit Autofill provides 100% protection from all water-borne diseases like jaundice, diarrhea,
cholera and typhoid. It meets the stringent germ-kill criteria of the Environmental Protection
Agency (EPA), the toughest regulatory agency in the USA. Pureit Autofill runs with a unique
GermKill Battery Kit that kills / removes all harmful viruses, bacteria, parasites and pesticide
impurities to give drinking water that is ‘as safe as boiled water’.
Pureit Autofill comes at a one-time cost of Rs. 3200 and will be available across all leading retail
outlets.
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PURE IT MARVELLA
The ordinary Pure It has an option.An option so good that it can turn the decision on its head.I
have seen the normal Pure It take off in last few years.Almost all bachelors have them at their
shared homes.It brand image is-A purifier that is Safe and inexpensive.So what if the person has
to refill it daily.But now even that is not a problem. Hindustan Unilever has launched the new
Pure it named Marvella(interestingly TMSBee’s last post on Pure it was called HUL Pure it-a
Marketing Marvel .Inspired ?.The purifier is claimed to be the first fully automatic waster
purifier.This is a big claim as we all assumed that they were already there.And interestingly the
USP still remains the same-No Electricity.Fully Automatic and no Electricity ? Interesting.
It is completely automatic and doesn’t require electricity to automate its operation.It removes the
problem of refilling the purifier daily.It automatically refills itself from the tap.It has some
mechanism through which it turns off the water inlet once its full and takes the water when it
needs it.Everything is automatic.
Its a big innovation.A fully automatic purifier without any electricity expense.If it doesn’t have
any electrical component so it would not want repair too often.Also its spares would be much
cheaper(assumption ? Yes .So a good deal.But whats the deal worth ?
HUL has priced Marvella at Rs 6,990, a tad below Aquaguard.Now a customer who was sure of
buying a fully automatic Aquaguard(leaving
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India’s first fully automatic water purifier It starts-stops-purifies-stores water that is as safe
as boiled, even if you are not around. It’s insta serve jug keeps water always ready to be served.
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COMPANY PROFILE
Eureka Forbes is Rs 10 billion multi-product multi-channel corporation which is a part for
shaporji pallonji group and employes over 7000 employees. It has evolved as a leader in
domestic and industrial water purification systems,vacuum cleaners, air purifiers and security
solutions .
Eureka Forbes were the first to introduce domestic [water purifiers] – the ''Aquaguard'' - model -
as well as [vacuum cleaners] to India in the 1980s. In order to introduce these previously
unknown products to a society in which nationwide commercial campaigns were an
impopssibility, the company had to pioneer another innovation - direct selling. The corps of suit-
clad Eureka Forbes salesmen were the first such in the country and were a tremendous success.
They are now Asia's largest direct selling organisation with a 5,000 strong direct sales force
touching 1.25 million Indian homes and adding 1,500 customers daily. Such was the success of
Eureka Forbes that ''Aquaguard'' has now become a synonym for water purifier in India, like
''Xerox'' for [photocopying].
"The promise was clear: To create a company that wouldn't be about bricks, mortar or sales
graphs, but driven by something far more potent. Something that would stand the test of time:
relationships."
DIRECT MARKETING:
Eureka Forbes followed the globally 'tried and tested' direct selling route for marketing its
products in India, thus becoming one of the first direct selling companies in India. Vacuum
cleaners and water purifiers were rather new concepts for Indian consumers, who had till then
followed only the traditional methods of cleaning and filtering. Therefore, Eureka Forbes had to
first establish the concept of vacuum cleaners and water purifiers in India before it could sell
'Eureka' as a brand. The company believed that its core strength was its people. It employed
dynamic, highly motivated individuals, called 'Eurochamps,' who projected the image of 'The
friendly man from Eureka Forbes. Thus, for the average Indian consumer, Eureka Forbes became
synonymous with the smartly dressed salesman who came to their houses and cleaned up things
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in a jiffy or showed how air/water purifiers were indispensable. Eurochamps initially targeted the
metros but soon began visiting smaller cities and towns also Commenting on the decision to
diversify into bottled water, company sources said that it was only to strengthen the core
products by capitalizing on their brand image. Goklaney said, "In the water category, I will
conduct activities which strengthen my core products. How I do that and what I do is a matter of
strategy." According to company sources, Eureka Forbes not only had the financial strength, but
also a strong network of sales executives to push its new products into the market. The
company's decision to enter the retail business was primarily the result of its launch of 'Tornado'
vacuum cleaners and 'Aquaflo' water purifiers in 1995. Eureka Forbes had utilized the retail route
for this range, mainly to cater to the industrial segment. Over the years, the retail business
assumed greater significance and by 1999, around 5% of the company's sales came from the
2500-strong dealer network.
In 1999, Eureka Forbes Ltd. (Eureka Forbes), the leading vacuum cleaner and water/air purifier
equipment company, announced a major policy change that came as a surprise to the Indian
corporate world. The company, regarded as the pioneer of direct marketing in India, was
planning to focus more on the retailing business in the future. Commenting on this decision, S
Goklaney, Managing Director, Eureka Forbes, said, "Direct sales permits us to exploit only the
top end of the market." This move was in accordance with the company's plans to increase the
visibility of its products. The company planned to make its products available in retail outlets
through its dealer network, spread across 2,600 dealers.
Eureka Forbes – “Friend For Life”
Customers have always been the centre of business for EFL,they strive to be in close and
constant touch with there customers listening to them and understanding there needs. Eureka
Forbes have also taken initiative to educate there customers to change there perceptions and
practises.According to the EFL officials “ A sale is only the beginning of the
relationship”,however company makes special efforts to let the bonds of freindship endure
through there service. Everyone at EFL strives hard to make a customer there “friend for life” .
Eureka Forbes have rechristened there offices to CRS Customer Response centresmaking them
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the hub of all customer centric efforts. A significant part of there revenuescomes from
relationship marketing including service contracts,spares and accessories sales,product
upgradation and new references. As more channels to reach out to customers were introduced,
organisation was restructured to harmonize these multiple avenues of interaction and present a
single face to the customer - any customer is everyone's customer under this process of
'Convergence'.
Eureka
Electric Water purifier Non-electric water purifier
Power Boil
1. Aqua flow Sure Boil
2. Deluxe (5 stage filtration)
3. Designer
4. Platinum
5. Ivory
Aqua sure Crystal UV : The sleek new Crystal
is a multistage compact water purifier with Power Boil.
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Features :
The 3 components, sediment filter, Activated carbon block and UV chamber ensure pure, safe
drinking water
In built voltage stabilizer with special indicator
Auto power shut off to save unnecessary power consumption
Activated Carbon Block and UV Chamber ensure pure and safe drinking water
Electronic flush to drain stagnant water
Electronic Monitoring System to ensure only pure and safe water
Convenient water filling tray
Water outflow 2 ltr/min.
AQUASURE AQUAFLOW UV
FEATURES:
On-line water filter-cum-purification system.
Removes odour, organic impurities and traces of
chlorine.
Deactivates all bacteria and virus in the UV chamber.
Water outflow 1 ltr/min.
With PowerBoil Technology.
AQUASURE DESIGNA
AquaSure DESIGNA UV
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The Aquasure Designa is an elegantly designed multistage UV water purifier with PowerBoil.
Features
On-line water filter-cum-purification system
Can be placed on a counter or mounted on a wall
Has an Electronic Monitoring System and a dual filter to remove odour and impurities
World proven UV technology that deactivates all bacteria and virus
Water outflow 2 ltr/min
Bottle holding tray
With PowerBoil Technology
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OMPARATIVE ANALYSIS
BRAND NAME HINDUSTAN UNILEVER LTD (HUL) EUREKA FORBES LTD
IMAGE MODEL PURE-IT AQUASUREPRICE Rs 2000/- Rs 2990/-MACHINE FEATURES
Type of Water Purifier StorageStorage Capacity (Litres) 18 ltrs 13 ltrsMETHODS OF PURIFICATION Purification Stages 4 4
Pre-Filter Purification Yes YesSilver-Impregnated Activated Carbon Yes YesCandle-Filter Purification No NoUltra-Violet Purification No NoReverse Osmosis No NoOther Methods Germkill Processor and Unique Polisher Active Disinfectant / Special Carbon MAKE AND PHYSICAL FEATURES Material of Body Foodgrade ABS Plastic ABS PlasticColours Available Royal Blue – Burgandy White-Blue POWER REQUIREMENT Power Required N-A N-APower Consumption (Overall) (Watts) N-A N-APower Consumption (UV Lamp) (Watts N-A N-ADIMENSIONS Width (mm) 290 302Depth (mm) 260 302Height (mm) 610 540Weight (Kgs) 6.1 3.2AFTER SALES SERVICEWarranty Period (Years) Lifetime 1 yr
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Help line no 9223600600Turnaround Time 24hrs flat 24-48 hrs Charges No charges If out of warrenty
Chapter – III
Introduction
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REASEARCH METHODOLOGY
In this report Exploratory research method conducted because a problem has not been clearly
defined. Exploratory research helps determine the best research design, data collection method
and selection of subjects. Given its fundamental nature, exploratory research often concludes that
a perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available literature
and/or data, or qualitative approaches such as informal discussions with consumers, employees,
management or competitors, and more formal approaches through in-depth interviews, focus
groups, projective methods, case studies or pilot studies. The Internet allows for research
methods that are more interactive in nature: E.g., RSS feeds efficiently supply researchers with
up-to-date information; major search engine search results may be sent by email to researchers
by services such as Google Alerts; comprehensive search results are tracked over lengthy periods
of time by services such as Google Trends; and Web sites may be created to attract worldwide
feedback on any subject.
The results of exploratory research are not usually useful for decision-making by themselves, but
they can provide significant insight into a given situation. Although the results of qualitative
research can give some indication as to the "why", "how" and "when" something occurs, it
cannot tell us "how often" or "how many."Exploratory research is not typically generalizable to
the population at large.
What data collection methods were used?
Primary Data
Secondary Data
Survey
Primary Data Collection Methods:
In primary data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data you collect is unique to you and your research
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There are many methods of collecting primary data and the main methods include:
Questionnaires
Interviews
Focus group interviews
Secondary Data Collection Methods:
All methods of data collection can supply quantitative data (numbers, statistics or financial) or
qualitative data (usually words or text). Quantitative data may often be presented in tabular or
graphical form. Secondary data is data that has already been collected by someone else for a
different purpose to yours.
Survey:
surveys are used to collect quantitative information about items in a population. Surveys of
human populations and institutions are common in political polling and government, health,
social science and marketing research. A survey may focus on opinions or factual information
depending on its purpose, and many surveys involve administering questions to individuals.
When the questions are administered by a researcher, the survey is called a structured interview
or a researcher-administered survey. When the questions are administered by the respondent, the
survey is referred to as a questionnaire or a self-administered survey.
What Data Collection Devices were Used?
In primary data:
Questionnaire (Mixed)
Close ended
Personal Interview
In Secondary Data:
Search Engines
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Wikipedia & Encyclopedia
I am using primary data for data processing and analysis. I have surveyed in many areas
of Raipur. Like Tatibandh Pandari market , Samta colony, Shankar Nagar for finding market
share of Pureit and Aquashure , supply system, hierarchy level, span of control, maintain quality
and quantity, market demand, feedback etc.
I am using some statistical tool and techniques for data processing and analyzing like
mean, correlation, regression, time series, index number , sampling and sampling distribution,
estimation, hypothesis testing and other testing etc, on collected primary data and market share
of Pureit and Aquashure.
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MARKET RESEARCH QUESTIONARE
OBJECTIVE: To do a in-depth survey of water purifiers available in the market and to arm you
with the information with which you can select the best water purifier device uitable for your
home.
1. Do you use any kind of water purifier at home?
o Yes
o No
2. If yes, which purifier do you use?
o Pureit
o Aquaguard or Aquasure
o Kent water purifier
o Philips
o Whirlpool pura fresh
3. Does your water purifier give as safe as boiled water?
o Yes
o No
o Don’t Know
4. Does the water purifier ensure that water is not wasted while purifying?
o Yes
o No
o Don’t know
5. Does it remove pesticide impurities from drinking water?
o Yes
o No
o Don’t know
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6. How frequently do you need to change the candle in your purifier ?
o Once every year
o Twice every year
o More than mentioned
7. Does your purifier provides facility to drain out stagnant water?
o Yes
o No
o Cant say
8. Does the water after purification taste good, is odourless, and looks clear?
o Yes
o No
o Don’t know
9. What technique does your water purifier uses?
o Ultra violet (UV)
o Reverse Osmosis (RO)
o E-boiling
10. What price do you think is appropriate for a water purifier?
-----------------------------------------------------------------------------------------------
11. Is your water purifier backed by dependable after sales service?
o Yes
o No
o Exceptional
12. Does your water purifier comes with warranty if yes how much?
o One Year
o Three Year
o More than above
13. Have you recently come across any kind of marketing activities for purifiers?
o Road shows
o Visual Merchandising
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o Others
14. Where do you prefer to buy a water purifier from?
o Retail Outlets
o Franchisee dealers
o Demo at your doorstep
15. While buying any water purifier what comes to your mind first?
o Price
o Health & Safety
o Both
16. Have you recently come across any ad campaigns for water purifiers, if yes which one
and what did you really liked in the ad?
________________________________________________________________________
_____________
Name : Age :
Sex:M/F
Address: Occupation:
Contact No (R):
(O):
(Mob):
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SURVEY DONE ON SAMPLE SIZE OF 150 PEOPLE
Do you use any kind of water purifier at home?
o Yes
o No
60%
40%
Number of people using water purifieryes no
s
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If yes, which purifier do you use?o Aquaguard or Aquasureo Pureito Kent water purifiero Philips
aquaguard Pureit Kent Philips0
2
4
6
8
10
12
Does your water purifier consume more electricity?o Less than 25 wattso More than 25 watts o Don’t know
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yes65%
no35%
Sales
How frequently do you need to change the candle in your purifier ?o 3 mnthso 6mnthso Once in a yearo More than a year
3Months 6 Months Once in Year More than year0
2
4
6
8
10
12
14
16
18
20
Pure-ItAquasure
Comment on the price of your water purifier? Affordable High Should be Revised
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high72%
Affordable21%
revised7%
Price
17.Is your water purifier backed by dependable after sales service?o Yeso Noo Exceptional
no41%
yes52%
exceptional7%
After Sales Service
Have you recently come across any kind of marketing activities for purifiers?o Road showso Visual Merchandisingo Others
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Roadshows5%
TV Commercial70%
Visual Merchandising10%
Direct Marketing15%
Marketing Activity
Where do you prefer to buy a water purifier from?o Retail Outletso Franchisee dealerso Demo at your doorstep
COCO Stores Retails Outlets Direct Marketing Franchisee012345678
Preffered Places to buy
Preffered Places to buy
While buying any water purifier what comes to your mind first?o Priceo Health & Safetyo Both
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Health75%
Price10%
All of the above15%
Buying Preference
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HUL WATER PURIFIER: PURE IT
Consumer Perceptual Mapping
Name:- _________________________
Address: _________________________
_________________________
Q1. Do you own any HUL product? (If yes, Which Product)
Q2. Have you heard about Pureite & HUL brands?
Q3. Where you did heard about the product?
( ) TV commercial
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( ) Newspaper print ads
( ) In shop branding
( ) Friend’s references
( ) Walk in shop
Q4. Criteria considered for Purchase?
( ) Price
( ) Technology
( ) Aesthetics
( ) Brand name
Q5. How often do you use the product?
( ) Daily
( ) 3 times a week
( ) Once a week
( ) One a month
Q6.Overall how satisfied are you with the product?
( ) Very satisfied
( ) Somewhat satisfied
( ) Unsatisfied.
Q7. How will you rate our product Compared to other products of (Philips, Kent, Pure it, LG)?
( ) Much better
( ) Better
( ) Same
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( ) Worst.
Q8. Will you recommend the product?
( ) Yes ( ) NO
Q9. How satisfied are you with customer service received?
( ) Very Satisfied
( ) Satisfied
( ) Neutral
( ) Dis satisfied
( ) Very dissatisfied.
Q10. Would you like to be update by HUL for ?
( ) New Product
( ) Health, Hygiene & Safety Periodicals
Q11. Suggestions on
( ) Product Design
( ) Technology
( ) Service
( ) Pricing.
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SURVEY DONE ON SAMPLE SIZE OF 150 PEOPLE
Oly the results neccesary for the survey are tabulated
Do you own any HUL product? (If yes, Which Product)
Yes45%
NO55%
HUL Product
Where you did heard about the product?
( ) TV commercial
( ) Newspaper print ads
( ) In shop branding
( ) Friend’s references
TV Commercial Newspapaper print Ad
Friends Reference Inshop branding0123456789
Preference
Preference
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Criteria considered for Purchase?
( ) Price
( ) Technology
( ) Aesthetics
( ) Brand name
Price Technology Aesthetics Brand Name0
1
2
3
4
5
6
7
8
What is Important ?
What is Important ?
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How satisfied are you with customer service received?
( ) Very Satisfied
( ) Satisfied
( ) Neutral
( ) Dis satisfied
( ) Very dissatisfied.
20%
15%
40%
25%
Customer Service
SatisfiedVery SatisfiedNeutralDissatisfied
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Chapter – IV
Findings and suggestion
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FINDINGS & RECOMMENDATIONS FROM THE PROJECT
As per the survey done following were the findings and recommendations of the
survey:
Price structure should be revised
Customer service is something which company should pay more attention at.
All models not available for display in retail outlets and also brochures should be made
available.
Sales person at the retails counters should have proper knowledge about the product.
Should focus more on brand awareness.
Technological & other aspects should be re considered and re-christened
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Chapter – V
Conclusion
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CONCLUSION
After completing this report I found that the eureka forbes and Hul adopting the direct marketing
strategy but eureka forbes are launch product for high level classes and Pureit concentrated on
middle and low level classes in India from above analysis. I found that pureit has some
additional function in comparision of aquasure .Hul also provided life time maintenance services
with free of cost .So consumer are always attracted and buy this product.
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