marketing strategies of different Products of HUL Ltd.doc

7/23/2019 marketing strategies of different Products of HUL Ltd.doc

1/97

A

Summer Training Project Report

ON

STUDY ON M RKETINGSTR TEGIES OF DIFFERENT PRODUCT

OF HUL LTD

TO BE SUBMITTED TO DR. APJ ABDUL KALAMTECHNICAL UNIVERSITY, LUCKNOW

IN THE PARTIAL FULFILLMENT OF THEREQUIREMENT FOR THE DEGREE

OF

MASTER OF BUSINESS ADMINISTRATION

Batch 2014-16

UNDER THE GUIDANCE OF SU!"ITTED !#

"r$ PRA%EEN "A&I' SUSHI& 'U"AR

(H$O$D$) "gt$ Deptt$ G!IT* Ro++ No$ ,--.../,/0

"!A III Sem

GYAN BHARTI INSTITUTE OFTECHNOLOGY,

MEERUT

1


2/97

DEC&ARATION

ISusuhil KumarStudent of MBA IIIrd SEM hereby declare that this

research report is an original work done by me independently and or

any part of this work has not been published for the award of any

other Degree or Diploma.

Project I herby that the report titled A study on marketing

strategies of different Products of HUL Ltdis the requirement of

the M.B.A. III Sem Mr. Praveen Malik, H.O.D., of Management,

GBIT, Meerutis my own efforts information furnished in this

research report, is true to the best of my knowledge.

SUSHI& 'U"AR

Ro++ No$ ,--.../,/0

"!A III Sem

2


3/97

AC'NO1&EDGE"ENT

In the process of completing this project Marketing Strategy of HUL. I

have received cooperation from many qarters.

I e!press my sincere gratitde and inde"tness to "r$ Pra2een "a+i3)

H$O$D$) o4 "anagement) G!IT) "eerut) for giving me an opportnity to

enhance my skill in the field of my project. I am thankfl for their

gidance# patience and consmmate spport. $hey came to my help %hen

it conted and I e!tend my heartiest thanks to their form enlightening my

path. &ithot their sincere advice this project has "een impossi"le.

I also feel greatfl and elated in e!pressing my inde"tedness to all

those %ho have directly or indirectly helped me in accomplishing this

research %ork.

SUSHI& 'U"AR

Ro++ No$ ,--.../,/0

"!A III Sem

E5ECUTI%E SU""AR#

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4/97

T6e o7jecti2e o4 t6e project 8a9 to en6ance t6e 9a+e9 : ;i9tri7ution o4 HU&

Per9ona+ Care pro;uct9 in t6e territor< o4 G6a=ia7a;$

To ac6ie2e t6e o7jecti2e) mar3et 2i9it9 8ere arrange; on ;ai+< 7a9i9$ In 4ir9t 9tage o4

t6e training t6e mar3et 2i9it9 8ere ;one 8it6 t6e Dea+er9 Sa+e9man >DS? in 2ariou9

mar3et9 in or;er to gain an un;er9tan;ing o4 6o8 to capture or;er9 an; ;e+i2er1$D?$

T6e 9econ; 9tage in2o+2e; t6e 2i9it9 to t6e Premium Grocer< an; C6emi9t >PG:C?

Out+et9 8it6 t6e Territor< Sa+e9 Inc6arge >TSI? in or;er to 3no8 t6e merc6an;i9ing

9o+ution9 a;opte; 7< HU&$ 1it6 t6e 6e+p o4 t6e9e 2i9it9 t6e pro7+em9 4ace; 7< t6e

Retai+er9 an; t6e 16o+e9a+er9 8ere 4in; out$ T6e 2ariou9 4eature9 o4 HU& pro;uct9

an; their Uniqe Selling (roposition vis)*)vis competitor+s prodcts8ere gaine; and

sed these for effective sell)in. T6e report contain9 t6e 4in;ing9 7a9e; on t6e mar3et

9tu;< an; t6e recommen;ation9 gi2en to en6ance t6e 9a+e9 an; penetration o4 t6e

HU& Per9ona+ Care Pro;uct9$

,


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PREFACE

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PREFACE

one are those days# %hen fe% companies sed to enjoy in one "siness or the others

and the employees of sch companies sed to enjoy heavy dividends even for their

miniscle efforts. /t at the face of 0lo"aliation $echnological 3dvancement and

the easy access to information throgh different Media# today+s markets are trains

forming at an incredi"le pace.

$he sitation a kin to the 4M5 is not an e!ception. $he endless list of s"stittes#

competitive prices# rival connivances advertisement and the readily availa"le services

at the door steps leave the consmers in a commenda"le position# from %here they

can dictate the terms and choose %hat the 0/est is.

4or an esta"lished name like Hindstan Lever Ltd. one of the most important

o"jectives is to get the feed"ack of their prodct line and services in order to gage

the level satisfaction among consmers 6 cstomers. 3nother important o"jective for

an esta"lished firm is to protect its market share and increase it %ith time.

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CONTENTS

1. Introdction888888888888.. 9

2. :"jective88888888888888....1;

'. Methodology888888888888..12

,. HUL) /rief History88888888881,

-. HUL) 3dvertising Strategy888888817

7. (ersonal (rodcts 8888888888''

e%s88888888888.-9

?. (ress @eleases88888888888..72

1;. S&:$ 3nalysis88888888888


8/97

INTRODUCTION

9


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INTRODUCTION

$he 5ompany "eing selected for stdy nder this project report is Hindstan Unilever

LtdB $he nm"er one 4M5 in India. It can "e said "eyond any do"t that HUL is an

ndispted leader in 4M5 prodcts in r"an as %ell as rral area. HUL caters to 9-;

million people in India %hich "ecomes 9-C appro!. of the total poplation. Hence the

stdy of HUL can give s a %ide kno%ledge in the fields like sccessfl

implementations of marketing strategy in r"an and rral India ctting across so many

< cltral# social# regional# religios# lingistic "arriers.

Hindstan nilever Limited DHULE is IndiaFs largest fast moving consmer goods

company. It is a leading player in home and personal care prodcts# foods and

"everages# and speciality chemicals.

16at ;i44erentiate9 HU&@

$he prodct portfolio %ith its %ide range of prodcts sets HUL apartG It has achieved

market leadership in soaps and detergents DSrfE as %ell as hair and skin care prodcts

DSn Silk# ove# HamamE. It is the second largest manfactrer of dental care

prodcts D5lose)p# (epsodentE. HUL is also market leader in tea D$ajE# processed

coffee D/rE# ice cream D%ality)&allsE# tomato)"ased prodcts DissanE# jams and

sqashes DissanE# and "randed staples Dissan 3nnaprnaE.

$he leading "siness magaine# 4or"es lo"al# has placed Hindstan nilever at the

top among the "est consmer DhoseholdE prodcts companies %orld%ide for the

crrent year.

&ith a plethora of "rands# 5ommnication "ecomes imperative.

Jvery company has to commnicate the presence of its prodcts to captre a large

market share. Ho% does a company do thatK $here are many tools that a marketer can

se advertising# hoardings# radio# television and internet adsG &hat+s missing is the

free"ieG Is sales promotion only made p of atta free %ith soap+K

?


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N

Ob!ct"#!

O!ECTI%E

1;


11/97

$o have an overall kno%ledge of ho% marketing

of prodcts %ith regard to 4M5 sector takes

places %ith reference to HUL.

$o map the market share of HUL in he Indian

4M5 market.

$o stdy the different prodcts offered "y HUL.

$o stdy the marketing strategies and p"lic

relations of HUL.

11


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RESEARCH "ETHODO&OG#

@esearch methodology is a systematic %ay. &hich consists of series of section or step

necessary to effectively carry ot research and the desired seqencing of these steps

the marketing research is a process of involves a nm"er of inter related activates

%hich overlap and do rigidly follo% a particlar seqence. It consists of the follo%ing

step.

1. 4ormlating the o"jective of the stdy.

2. esigning the method of data collection.

'. Selecting the sample plan.

,. 5ollecting the data.

-. (rocessing and analying the data.

7. @eporting the finding#

Re9earc6 De9ign

$he research design is the "asic frame%ork %hich provides gidelines for the research

process. It is a map according to %hich the research is to "e condcted. $he research

design specifies the methods for data collection and data analysis.

3fter having discssed the HUL DHindstan Liver LimitedE detergent market and its

competitor in general# the present chapter BRe9earc6 De9ignhas proposed to high

light the o"jectives# hypothesis# data collection# sampling arid measrement

techniqes etc.

Data Co++ection "et6o;

$he date se is secondary data in natre. $he secpmdar data %as collected from varios

internet sites# "ooks# and magaines. .

Samp+ing "et6o;

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$he sample for the srvey %as selected at random. 4or this# the srveyor attempted to

get the information from respondents. @espondents %ere intervie%ed at e!ploratory

from the sites chosen.

Ana+e% haia"ad#

SECONDAR# DATA (rimary data %as collected throgh %e" site# "ooks# and

magaines.

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HU& !RIEF HISTOR#

$he company %as incorporated on 1ovem"er 1?-7# HOM and t%o small

associated companies vi. &illiam ossage = Sons DIndiaE (vt. Ltd and Poseph

5rossfield = Sons DIndiaE (vt. Ltd.# %hich %ere %holly o%ned s"sidiaries of

Unilever Ltd.# %ere amalgamated %ith L/IL and the name %as changed to Hindstan

Unilever Ltd. 4rom 2'rd :cto"er# 1?-7 activities of U$L %ere taken over "y its

holding 5ompany L/IL. &ith the amalgamation of "siness nder one company#

Indian capital %as introdced in this integrated "siness in 1?-7. HUL has "een

gro%ing very rapidly# especially in 1??7 the gro%th %as 99.7C HUL "ecame the

second private company in India after @eliance Indstries to cross the @s 1;;;; crore

mark in 1??9. 3t present it+s valed at @s. 11


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AD%ERTISING

STRATEG#

HU& AD%ERTISING STRATEG#

1-


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!UI&DING CORPORATE I"AGE

5orporate commnications and p"lic relations for "ilding image can trly "e

looked pon in the conte!t of glo"al "siness and marketing as a s"ject a"ot %hich

many professionals hold firm vie%s# "t kno% srprisingly little a"ot. Some see it as

a menace# as an e!pensive flag %aving e!ercise %hich their company can easily do

%ithot. :thers regard it as a myth# arging that p"licity "y of virte its o"vios

natre# cannot hope to change perceived images in people+s minds. 3t the other

e!treme are those %ho vie% corporate commnications Dparticlarly advertising as a

magic formla and an instant panacea for every corporate ill. In reality it is none of

these things. it is in fact# a management tool to inflence the otside %orld)the target

grop. So# the real significance of "ilding corporate image lies in preparing and

consolidating a sond glo"al consmer "ase.

Jvery company %ants to have a favora"le image in the glo"al market. In case of

HUL also# image)"ilding plays the most important part in determining its marketing

strategy. /ilding corporate image is concerned %ith "ilding confidence and

credi"ility "y helping yor target grop nderstand yo "etter. 4amiliarity in this case

normally improves accepta"ility of %ho yo are and %hat yo are doing. Ignorance#

on the other hand# can lead to mistrst# or even contempt in some sitations.

5orporate image is "ilt throgh more than one strategic means# and often a

com"ination of activities. 4or instance)

1. 3dvertising Qcorporate and even prodct

2. ("lic @elationsQe!ternal and internal

'. Media @elations Qespecially the (ress

,. 5stomer and Spplier @elations-. 5ommnity @elations Q good corporate citienship

3s India transits from a shod age)driven economy to a one propelled "y competition

the reptation and image of a company like HUL %ill make difference "et%een

%hether it rles the market or merely res it. 5orporate image is %hat ena"les HUL

to hold its o%n against rivals like I(5L 3nd Haldia

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ood corporate image can "e "ilt if yo treat it like one of the (s+ of marketingQ the

fifth (+ stands for (erformance+ Qprofessional corporate performance# doing it the

right %ay the first time. It+s in this regard that creativity in (@ comes to have a lion+s

share in the entire process of corporate image "ilding.

5reativity in (@ means more than jst pretty pictres and good copy. It is "ilding

image %ith activities# %hich generate all)rond impact and visi"ility for the company.

&hat+ and Ho%+ is the task here. 5reative corporate advertising# is one rote.

&ith respect to positioning similarly# the image commnication and image "ilding

activity mst to a"le to find a right niche in the minds of the target grop. $he qality

of the message# and activity# is vital for this.

5ompanies %hich "enefit most from corporate image are those %ho take a long)term

vie% and commitment to%ards commnication and the image of their organisation

throgh it. HUL can "e presented as a striking instance of it.

Image an; I;entitatral >orishment Dfor reglar

oiled hairE ) are "ased on %ell researched consmer needs and hair types.

$he "enefits are more compelling and relevant since the variants are harmonised in

terms of the prodct mi! ) fragrance# color and ingredients are all %ell linked to ce

the overall synergy. $he range comes in premim packaging and design. $he accent is

on femininity# as captred in the tagline T 0B!!'%n &ein d-!d3!n, di' &ein

s-!r!r!t$

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Snsilk %as e!tended to hair colorants in Pne 2;;1. $he colorants are availa"le in

< variants that are specially sited to Indian hair and skin tones and color hair gently

and safely.

C+inic 4or 6ea+t6< 6air

5linic (ls shampoo %as lanched in India in the year 1?9< and is positioned as the

Fshampoo that makes yor familyFs hair healthy and glo%ing.F 5linic (ls is targeted at

mothers# edcated yet measring their self)esteem throgh their childrenFs

achievements.

In the year 1??7# Hindstan nilever lanched another variant of 5linic shampoo )

5linic 3ll 5lear dandrff shampoo. $he core proposition of 5linic 3ll 5lear is that it

is the only shampoo that gives yo dandrff)free soft hair. It is targeted at the

appearance conscios yong adlt# seeking dandrff)free# gorgeos hair to create a

positive impression.

$ De%d%r!nts

A6e / t-e &!gnet

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3!e# the deodorant that is considered cool# fashiona"le and stylish "y yong men %as

lanched in India in 1???. 3vaila"le in more than 7; contries arond the %orld# it is

a %orld leader in male toiletries.

3!e has a mi! that is completely harmonised glo"ally ) from its proposition and

commnication to the prodct# as availa"le on the shelf.

3!e is availa"le in for fragrances Pava# 3laska# 3tlantis and Ooodoo. Ooodoo has

"ecome the leading male deodorant "rand in India %ithin jst one and a half years

from its lanch.

5onsmers associate a lifestyle of cool cl"s# cool msic# and cool fashion %ith 3!e.

$he yoth vie% it as an icon %hich introdces many FfirstsF to their %orld of msic

and dance ) like the first :W%r'd5s L%ngest D!n(e +!rt":and the first ever 0A6e

V%%d%% Is'!nd +!rt"*

J$ 7%'%r 7%s&esti(s

L!3&e / %n t%# %$ t-e .%r'd

Half a centry ago# as India took her steps into freedom# Lakme# IndiaFs first "eaty

"rand %as "orn. 3t a time %hen the "eaty indstry in India %as at a nascent stage#

Lakme tapped into %hat %old gro% to "e amongst the leading# high consmer

interest segments in Indian Indstry ) that of skincare and cosmetic prodcts. 3rmed

%ith a potent com"ination of foresight# research and constant innovation# Lakme has

gro%n to "e the market leader in the cosmetics indstry.

Lakme today# has gro%n to have a %ide variety of prodcts and services that cover allfacets of "eaty care# and arm the consmer %ith prodcts to pamper herself from

head to toe. $hese inclde prodcts for the lips# nails# eyes# face and skinB and services

like the Lakme /eaty Salons.

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/eaty and fashion is not only a"ot looking good "t also feeling great# %hich is

reflected in the advertising line for Lakme# On T%# O$ t-e W%r'd5

SOA+S AND DETERGENTS

,$ Fa7ric 1a96

Sr$ / 0&&"5s )est $riend

Lanched in 1?-?# Srf %as the first in the Indian detergent po%der market. :ver the

years# Srf has anticipated the changing %ashing needs of the Indian homemaker and

constantly pgraded itself.

Srf J!cel# IndiaFs largest selling compact detergent po%der# in its ne%est avatar

promises to tackle the toghest stains %ithot damaging the color of the fa"ric. $his is

"ecase only Srf J!cel has smart sensors that can differentiate stains from colors.

>o% yo donFt have to %orry a"ot tackling the really togh stains# especially on yor

colored clothes anymore. Sr$ E6(e' H!i N!

4or those %ho seek the Srf J!cel clean in the front loaders# the specially designed

lo% sds formlation Srf J!celmatic promises to give jst that ) a sperlative clean.

$hose preferring the modern and convenient %ay to %ash can rely on Srf J!celLiqid. $he liqid form penetrates deep allo%ing great %ash reslts. 4or the really

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togh stains# yo can apply the liqid directly on the "ody of stain Dthrogh a stain

treaterE ) yo %ill see togh stains "eing tackled %ith ease.

&ith years of landry e!pertise# Srf J!cel no% has a 5areline#

srfe!cel.carelineVhl.comthat can ans%er all qeries on fa"ric care.

16ee+

0e-n!t 3&, #-ir )-i d-'!i N%* o. 1.F &heel is# therefore# the smarthose%ifeFs choice.

4* +ers%n!' W!s-

&i4e7uocan;ie9? "a"a9ti)

"a"agi3 an; C6oco"a$

Cornetto So4t

K.!'it" W!''5s 7%rnett% S%$t

In 2;;2# %ality &all+s is introdcing a host of niqe prodct innovations nder a

ne% "rand called Cornetto So4t. $he ne% range incldes a Super ConeDa "igger

soft cone) Oanilla and other flavors like chocolate# stra%"erry etcE# Stra87erret (rofit p "y 2;C in 2;;, $otal ividend of @s ' per @e 1 share

Mm"ai# Panary 2?# 2;;-

Hindstan nilever Limited DHULE >et (rofit for 2;;, at @s 27', crores gre% "y

19.7C over 2;;'. >et Sales for the year at @s.??-- crores gre% "y '.et (rofit %as @s ,77.-1 crores after a"sor"ing an

e!ceptional item charge of @s.


57/97

Home and (ersonal 5are gre% "y '.,C led "y a ?C gro%th in its (o%er /rands.

5linic and L! led a 1,.


58/97

(rovision for fi!ed asset %rite)off and estimated other related costs in respect

of Icecream "siness @s.,' crores Dnet of deferred ta! @s.29 croresE

(rovision for additional lia"ility in respect of employees+ retirement "enefits

necessitated de to fall in interest rate @s.7' crores Dnet of deferred ta! @s.,1

croresE

B%ns De)entres

$he shareholders of the 5ompany at the J!traordinary eneral Meeting held on 12th

ecem"er 2;;1 have approved the restrctring of eneral @eserves "y isse of

/ons e"entres in the ratio of 1 /ons e"entre of @s.7 for every share of @e.1

held in HUL and payment of special dividend of @s. 2.


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PRESS RE&EASES

PRESS RE&EASES

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In;ia can create ./ mi++ion ne8 jo79 an; a;; LM annua++< to GDP gro8t6 7e% India 3ssrance# IndiaFs la rges t eneral

Insrance company# (epsodent no% offers i ts consmers free dental

insrance of @s. 1;;;6) on prchase of any pack of (epsodent.

Under this initiative (epsodent offers its consmers insrance cover

against e!penses for the e!traction of a permanent tooth or teeth de to

severe 5aries and (eriodontitis inclding cost of medication in relation

there to. 5aries and (eriodontitis are t%o of the most %idespread dental

ailments in India.

3nnoncing the lanch of (epsodent ental Insrance (radeep /anerjee#

5ategory Head ) :ral 5are# HUL# said# (epsodent ental Insrance is a

niqe concept and first of its kind in the :ral 5are category in India. $he

initiative not only strengthens (epsodentFs proposition of "eing a Fgerm)

protectorF "t al so displays or co mmitment to%ards improving ora l

hygiene for or consmers.

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Jla"orating frther on the concept of ental Insrance# (radeep said

(epsodent ental Insrance is a niqe concept in this category and %ill

frther strengthen the eqity of (epsodent in the minds of the consmers.

Insrance cover nder (epsodent ental Insrance %ill "e provided for

one year# %hich comes into effect after a period of si! months from the

date of isse of the (epsodent ental Insrance 5ertificate. (epsodent

ental Insrance forms %ill "e soon availa"le in all Sperior (epsodent

packs of 1;; and 2;; gms as %e ll as sel ect reta il o tl et s. $he compan y

also plans to make the forms availa"le throgh advertising in the print

media starting >ovem"er.

"um7ai) anuar< ,J) L//-

In a path)"reaking tie)p# t%o 4M5 leaders# Hindstan Unilever Ltd. and

(epsi 4oods (vt. Ltd. today formed an alliance in India to jointly market

throgh a vending format a fll range of hot "everages and soft drinks

from their portfolio of %orld class "rands.

HUL "rings to the alliance a %ell esta"lished presence and "rand vale in

hot "everages# otstanding prodct development and "ack%ard integrated

sorcing capa"ility# e!pertise in vending and an e!tensive instittional

channel "ase.

$he partnership leverages each otherFs strengths %ith an n"eata"le "siness model

that creates a po%erfl distri"tion "ase to market a nified portfolio of poplar hot

"everages and soft drinks throgh a com"ined fontain# vending and instittional

initiative. $he area of colla"oration for these t%o organisations %ill "e in vending hot

tea and coffee along %ith soft drinks across the contry. $he alliance %ill make

availa"le leading "rands of the t%o 4M5 giants ) Lipton# $aj Mahal# /r# (epsi

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5ola#


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S1OT ANASIS

S1OT ANASIS


72/97

STRENGTH ENO#ED !# HU&

HUL distri"tion net%ork is one of the "est in the contry this is the key strength

converted to the company.

@esearch = evelopment for improvement of prodcts# technology innovation in

the prodction process is another major strength of HUL.

Oery large spectrm of %ell esta"lishes "rands ensre in long rn gro%th and

a"ove average retrns.

Jconomics of scale and economies of scope throgh large sie and diversification.

$echnologically and operational spport from the parent company i.e. Unilever.

1ea3ne99 Su44ere; 7< HU&

Inappropriate diversification reslting in higher prices D"ecase of high variety

cost is higherE.

Oery comple! organiation reslting in role conflicts.

Opportunitie9 O44ere; 7< En2ironment

Oery large poplation of India is tremendos opportnity for 4ast Moving

5onsmer oods D4M5E.

5ompetitor effectiveness to prodce high qality# lo% cost prodces is poor. Most

of the competitors are small in sie that+s %hy the cost of prodction is high.

Income level of cstomer is steadily rises there "y offering "y an opportnity to

sell "randed prodcts as against n"randed prodcts.

Sta"le# legal# political environment that offers good potential for gro%th.

T6reat9 Face; 7< t6e HU&

:ne of the major threat the HUL is facing is from smaller companies prodcing

smaller companies prodcing prodcts similar to HUL "ecase the prodction

process is not highly technically.

Most of the prodct of HUL are "y natre lo% cost items therefore the risk

involved on the part of cstomer is less this reslts in "rand loyalties nor

sstaina"le in long rn.


73/97

DATA PRESENTATION AND

ANASIS


74/97

DATA PRESENTATION AND ANASIS

1. &hich of the follo%ing "rand of yo se for personal %ashK

3.HULQLUZ

/. 5inthol

5. :thers

PERSONA& 1ASH

7;.1C of the respondents prefer HULQLUZ# 5I>$H:L preferred "y 12.7C and

others %ere arond 2


75/97

3.SU@4 JZ5JL

/.5I>$H:L

5. :thers

1ASHING PO1DER

T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 Sur4 Ece+ o4 HU& in In;ia

i9 -$.M an; ot6er companie9 +i3e Cint6o+ 96are 6a9 L-M$

-. &hich of the follo%ing yo %old prefer as shampooK

3.HUL)5LI>I5 3LL 5LJ3@


76/97

/.(=

5.:thers

T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 C+inic A++ C+ear S6ampoo o4

HU& in In;ia i9 J$M an; ot6er companie9 +i3e P:G i9 ,-M$

. &hich of the follo%ing yo %old prefer as toothpasteK

3. HUL)(epsodent

/. 5olgate


77/97

5. :thers

T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 Pep9o;ent o4 HU& in In;ia

an; ot6er companie9 i9 -$0M$co+gate contri7ute9 aroun; .$0M

mar3et 96are$

. &hich of the follo%ing yo %old prefer as SI> 5@J3MK

3. HUL)L3MJ

/. 43I@:>J


78/97

5. :thers

S'IN CREA"S

T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 &a3me o4 HU& in In;ia an;

ot6er companie9 i9 M 86erea9 4airone contri7ute9 a7out 0M$


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&I"ITATIONS

&I"ITATIONS


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$hogh HUL seems to "e rling the roost in varios segments of hosehold goods

indstry# findings sggest that its marketing strategies are not %ithot loopholes. Let

s have a look at these loopholes or limitations in "rief.

:ne very striking limitations is the fact that even thogh these prodcts %ith all)

percasive marketing and distri"tion channels# florishing increasingly in

different parts of the %orld there appears to "e a visi"le lack of channels

providing them s"stantial access to semi)r"an and rral areas. In other %ords#

the prodcts of HUL have a %eaker grassroots "ases.

$he availa"ility of these prodcts to common people does not only depend on

marketing net%ork# "t also on the advertising strategies adopted "y HUL. :n this

cont clinary prodcts don+t seem to offer mch to create any stir and "etray

manifest p%ard trends in terms of %idening consmer "ase.

$he pricing strategy adopted "y HUL sho%s considera"le flctation# %hich has

led the consmer "ase to remain almost stagnant in many segments. Usally# the

prices of these prodcts are too high to make these afforda"le to the common

masses and particlarly those "elonging to lo%)income grops. $his phenomenon

seems to "e most evident in clinary goods segment# %hich constittes the

"ack"one of HUL+s indstrial "ase.

3gricltral prsits have not yet attained the stats of indstrial activities to a

considera"le degree. So# the spply mechanism adopted "y HUL for the ra%

materials tends more often to sffer from a kind of npredicta"ility syndrome in

terms of commnication and planning. :n certain occasions# the readily availa"le

agricltral inpt is too lo% to cater to the needs of manfactrers "ecase

cltivation for indstrial prodction+ or indstry)oriented farming+ is not poplar

concepts even today in many contries of the %orld inclding India.

$hogh# the facilities of transportation and logistics for the spply of ra% material

don+t lack s"stantiality as mch in case of HUL as most other players in the

indstry even HUL is not totally linne to the pro"lems posed "y it. :n many

occasions# transportation costs are too high# %hich affect the overall pricing

strategy adopted "y HUL.

HUL manfactres a large range of prodcts along %ith those %e call clinary

prodcts. $his diversification in prodcts. /t clinary prodcts are sally

"racketed %ith other DmajorE prodcts in case of these companies. So# no serios

or special attention is paid to devising separate or e!clsive strategies for theseprodcts. It makes their "rand name rather than considerations of their qalitative

9;


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e!cellence the most significant criterion for their srvival in the impredica"le and

at times# precarios sitation of consmer.

91


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SUGGESTIONS AND

RECO""ENDATION

S

92


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SUGGESTIONS AND RECO""ENDATIONS

3s it is o"vios from the stdy the prodcts of HUL have approached the high %ater

mark of sale in the glo"al consmer market. Ho%ever# there are genine reasons to

o"serve that they have yet to attain the ctting edge stats on many conts. In this

regard a fe% sggestions can "e made to give the reqired "oost to the marketing

prospects of HUL prodcts. $hese can "e smmed p as follo%s

3n attempt shold "e made "y HUL management to tap all the potentials offered

"y the glo"al market "y devoting a more s"stantial# efficient and "etter eqipped

resorce "ase. $his task can "e accomplished in the first place "y implementing a

stronger and more ending distri"tion channel for varios prodcts so that even

those sections of consmers %ho are not accessi"le so easily# can "e covered %ith

greater ease.

Jfficient infrastrctral "ase copled %ith "etter and more comprehensive

advertising strategies shold "e resorted toB thogh HUL is presently srfing

ahead of others on the path of taking some great initiatives it shold "e more

concerned a"ot it for the prpose of corporate image "ilding.

3gricltral prsits reqired to meet the demands of certain agro "ased and

clinary prodct segments shold "e more planned# systematied# efficiently

via"le and less cost)effective.

$he price strctre for varios prodcts shold "e more %ithin the limit of

afforda"ility for consmersB the grassroots consideration in this regard shold not

"e ignored. Here# the policy of loco)centric rather than niform price strctre

%old certainly "e more advantageos.

Indstrial manfactring nits of these prodcts shold "e set p at places lying

nearest to the places %here sorces and ra% materials for different prodcts cold

"e availa"le in the easiest possi"le %ay.

HUL shold go for more planned and sensi"le marketing and advertising

strategies %ith a vie% to accomplishing the task of glo"al "rand image "ildings.

Hypermarketing and retailing net%ork shold get special attention as vital

components of HUL+s marketing policy.

9'


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CONC&USION

9,


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CONC&USION

3 look at the contemporary profit of the glo"al indstrial segment of hosehold

goods "rings it into clear focs that the sitation prevailing in major markets is very

mch in favor of HUL. $he fact that shold "e ackno%ledged on the "asis of crrent

trends "etrayed "y this segment tells s that HUL verita"ly stand ot as on

indispta"le market leader in this field and is sre to srge %ay ahead of other

players in ftre. $he competitive strength# strategic acmen and a"ility to reach ot

for a considera"ly larger consmer "ase that the company has "een a"le to attain

throgh the years since its inception also point to this fact categorically.

3n e!tremely pertinent vie%s that emerges ot of it amply sggests that it is the

dominance of HUL operating nder the "anner of Unilever in most of the contries

that contri"te in a large measre to the creation of a market sitation in %hich

consmers are nearly forced to prchase their choice+ at prices that might not "e in

congrence %ith their speclations and calclative consideration of afforda"ility T

something that largely determines the phenomenon called consmer "ehavior. It is

a"soltely do"tless to assme are incompara"le in term of their qalitative

e!cellence.

It is a "it srprising to o"serve that HUL is the market leader even thogh it+s capa"le

of manfactring and marketing a vast range of prodcts %ith an international

consmer "ase. Moreover# the tie)p of (rima India %ith HUL reflects that the latter

is not n%illing to share its technological e!pertise and infrastrctral contrivances

%ith others. So# inspite of the near monopoly sitation cased "y HUL+s presence in

the glo"al market# it points to a healthy fle!i"ility in the company+s fndamental

approach.

3nother very striking aspect of HUL+s glo"al marketing strategy and operations# as it

has "een pointed ot and d%elt pon in the present stdy# is its enormos a"ility to

capitalie on the resorces availa"le to it. $he company has had the distincting of

taking determined steps to ma!imie opportnities of image "ilding in the glo"al

market. In order to accomplish this task# the management of HUL is poised to keep

infsing ne% spirit in its H@M %ing in order that it may verita"ly serve as aninstrment for proliferating marketing prospects for HUL prodcts. $hat %ay "oth

9-


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internal and e!ternal marketing are taken cogniance of %ith identical sense of

concern. $his approach dra%s sstenance from the comprehensive international

net%ork of overseas operation centres# associates# agents and allies"

97


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BIBLIOGRA$HY

9


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!I!&IOGRAPH#

!oo3

otler (.# D2;;;E#Marketing Management# Millennim Jdition# (rentice Hall of

India# >e% elhi.

"aga=ine9

3=M

/siness /arons

/siness $oday

/siness &orld

Ne89paper9

$he Jconomic $imes.

$he Indian J!press.

$he /siness Standard.

$he Hindstan $imes.

Internet 8e79ite

%%%.google.com

%%%.indiainfoline.com

%%%.hl.com

%%%.nilever.com

%%%.altavista.com

99
http://www.altavista.com/http://www.altavista.com/


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QUESTIONNAIRE

9?


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QUESTIONNAIRE

Name: Mr. / Mrs. / Ms.

Address:

Income:Ph No.

Age group: Knd!" #c$ %hche&er s app!ca'!e(

a. < 20

b. 25-30

c. 35 and above

Occupa#on

)ho %ashed #he c!o#hes n "our home(

a. Your self

b. Maid

c. Any other

Income group:

a. < 3000

b. 3000 3500

c. 3500 4000

d. 4000 and above

Q*+:* ,o "ou %ash "our c!o#h a# home(

a. Yes b. No

Q*-:* ,o "ou use de#ergen#(

a. Yes b. No

Q*:* )hch de#ergen# do "ou mos# re0uen#!" use(

a. in

?;


91/97

b. !heel

c. "urf

d. Nir#a

e. $ide

f. Ariel

%. &ther

Q *1: )ha# n!uence "ou #o 'u" "our preerred 'rand(

a. 'riends

b. Nei%hbors

c. Advertise#ents

d. "elf e()erience

e. Any other

Q*2:* )ha# n!uence 3 "our decson %h!e 'u"ng #he

de#ergen#(

a. !hiteness

b. *ather

c. +asy on handle

d. +asy on fabric

e. Any other

Q*4:* 5a&e "ou seen an" promo#ona! campagn o de#ergen#(

a. Yes b. No

Q*6:* )h#e purchasng a de#ergen# %ha# 0uan##" do "ou

usua!!"

go ar(

?1


92/97

a. *ess than , %

b. ,-2 %

c. 2-3 %

d. 3-4 %

e. #ore than 4%

Q*7:* 5o% re0uen#!" do "ou purchase de#ergen#(

a. &nce a ee

b. &nce a fortni%ht

c. &nce a #onth

d. &nce in to #onth

Q*8:* 9ou preer "our de#ergen# n.

a. /ouch

b. /acets

c. ars

d. 1i%%er containers

Q*+:* ,o "ou $eep a s#oc$ o de#ergen# n "our home(

a. Yes b. No

Q*++:* Mos# preerred de#ergen# among peop!e "ou $no%(

a. "urf b. in

c. !heel d. Nir#a

e. $ide f. enco

Q*+-:* ,o "ou %an# #o recommend an" #hng o #he 5U;.

?2


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a. More )ro#otion activity

b. Advertisin%

c. More sche#e

d. Any other

?'


94/97

3>>JZU@J

?,


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ue9tionnaire

Dear SirQ"a;am)

I %old# therefore# reqest yo to kindly assist s in or efforts "y sparing a

little time to give s yor vala"le feed"ack and sggestions in the feed"ack form

"elo%. (lease do not hesitate to inform s of any o"servation that yo think may "e

relevant. &e assre yo that %e %old try to come p to yor e!pectations.

Name:

Sex : Age:

Occupation:

..

Address:

Contact Number: +91

1. &hich of the follo%ing "rand of yo se for personal %ashK

3.HULQLUZ

/. 5inthol

5. (ears

?-


96/97

. ove

L$ 16ic6 o4 t6e 4o++o8ing I5 3LL 5LJ3@

/. Head = sholders

5. (antine

. 5linic (ls

. &hich of the follo%ing yo %old prefer as toothpasteK

3. HUL)(epsodent

/. 5olgate

5. /a"ool

. 5lose Up

. &hich of the follo%ing yo %old prefer as SI> 5@J3MK

3. HUL)L3MJ

/. 43I@:>J

5. 4air = Lovely

. 4air = Handsome

J. &hich of the follo%ing yo %old prefer as (353J $J3K

3. HUL)$3PM3H3L

/. $3$3 tea

5. /rock "ond

?7


97/97

. Lipton

.. &hich of the follo%ing yo %old prefer as %ashing "arsK

3. &heel

/. >irma

5. Srf J!cel

. @in

Date post:	17-Feb-2018
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