TABLE OF CONTENTS vi CONTENTS :- PAGE NO Project title ICertificate IIAcknowledgement IIIDeclaration IVPreface VTable of content VIExecutive Summary VIIIPART–I :- (Company profile) 1 Introduction of Company 2 Board of Director6The Background 9 Distribution Chanel 12 Business 13 Brand Position in India and OtherCountries. 15 Product Profile :- 18 Introduction of Pureit 19 Different Type of Purification 22 Models of pureit 24 Benefit of Pureit 25 Proformance Testing 27Do‟s and Don‟ts30 Water Born Diseases 32 Competitor Details 35
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In the second part, an observational study is conducted in respect of gettingconsumer feedback from the existing and potential customer of HUL‟s through
providing a batter services. This will reflect my views and measures. It also
includes the visits of the places where others competitor‟s similar products
were installed to get their performance feedback and identified the hidden
opportunities to sell HUL‟s water purifier. And to know about daily habit of
customer to use safe drinking water.
In the third part, method adopted for competitors analysis involved surveying
and observational study of all the competitive brands of HUL‟s water purifier such as Tata Swach, Kent, Usha Birta, Eureka Forbes, Whirpool, Philips etc.
followed by the comparison of same. To conducting the observational study, a
large data has been collected while visiting the various house, Clinic and
medical shop by way of discussions
Finally, we would like to add some r outes of reaching the customer‟s house,
HUL formed a 50:50 joint venture with the US-based Kimberly Clara
Corporation in 1994, 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 Quality Ice-cream Group
families and in 1995 the Milk food 100% Ice-cream 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 significantoverlaps in Personal Products, Specialty 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. 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'sentry into Bread is a strategic extension of the company's wheat business. In
2002, HUL acquired the government's remaining stake in Modern Foods
Present Stature
Apart from dealing with soaps, detergents, personal products, tea,
coffee, branded staples, ice cream and culinary products business, HUL is also
one of the country's largest exporters; it has been recognised as a Golden Super
Star\ Trading House by the Government of India. In 2003, HUL acquired the
Cooked Shrimp and Pasteurized Crabmeat business of the Amalgam Group of
Companies, a leader in value added Marine Products exports. HUL has
traditionally been a company, which incorporates latest technology in all its
operations. The Hindustan Unilever Research Centre (HLRC) was set up in
1958, and now has facilities in Mumbai and Bangalore. HLRC and the Global
Technology Canters in India have over 200 highly qualified scientists and
technologists, many with postdoctoral experience acquired in the US and
HUL believes that an organisation's worth is also in the service
it renders to the community. HUL is focusing on health & hygiene education,
women empowerment, and water management. It is also involved in education
and rehabilitation of special or underprivileged children, care for the destitute
and HIV-positive, and rural development. HUL has also responded in case of
national calamities /adversities and contributes through various welfare
measures, most recent being the village built by HUL in earthquake affected
Gujarat, and relief & rehabilitation after the Tsunami caused devastation in
South India.
In 2001, the company embarked on an ambitious programme,
Shakti. Through Shakti, HUL is creating microenterprise opportunities for
rural women, thereby improving their livelihood and the standard of living in
rural communities. Shakti also includes health and hygiene education through
the Shakti Vani Programme and creating access to relevant information
through the Shakti community portal. The program now covers 15 states in
India and has over 31,000 women entrepreneurs in its fold, reaching out to
100,000 villages and directly reaching to 150 million rural consumers. The
company has fixed target that by the end of 2010, Shakti aims to have 100,000
Shakti entrepreneurs covering 500,000 villages, touching the lives of over 600million people. HUL is also running a rural health programme – Lifebuoy
Swasthya Chetana. The programme endeavors to induce adoption of hygienic
practices among rural Indians and aims to bring down the incidence of
diarrhea. It has already touched 70 million people in approximately 15000
villages of 8 states
“A vision to make a billion Indians feel safe and secure”
Entire products range were not possible in such a short span of time, I have been given opportunity to look into the market share and selling opportunities
of water purifier “ pureit” dealt by the company particularly in and around
HUL strongly believes that growth has not only to be profitable and
competitive, but also sustainable in a socially relevant way. Our sustainabilityagenda therefore seeks to address issues of Hygiene, Nutrition, and
Enhancement of livelihoods, Reduction of greenhouse gases and water
footprint. These social, environment and economic agenda are integrated and
well woven into the brands, people and the business of the Company. The
strategy is to grow markets in a responsible manner and to create a wider
positive impact through Brands. We believe that „doing well‟ and „doing good‟
are two sides of the same coin and it would work towards realizing the vision
of making a real difference to every Indian. We have made significant progress
on the environment front over the past few years. Your Company has reduced
water usage per tone by more than 26% in its manufacturing operations since
2004. The Company aims to become water positive across all its operations by
2015. The energy consumption per unit of production since 2004 has also
come down by 34%. We have exceeded the target of 25% reduction in CO2
(Green House gases) in manufacturing operations per tone of production
against a baseline of 2004. We have taken a lead in sustainable agricultural
sourcing; 10 Indian tea estates have been provided with the Rainforest
Alliance certification. Hand wash programmed driven by Lifebuoy and safe
drinking water through the innovation of Pureit have made significant impact
in the area of health and hygiene. To commemorate your Company‟s 75thyear, employees of the Company had committed to volunteer one hour for
everyday that Hindustan Unilever has been in the country, which amounted to
27,375 hours of voluntary work. During the year, with an overwhelming
response, the employees undertook volunteering and community service
totaling more than 48,000 hours and addressed some of the issues facing our
country. In partnership with DHAN foundation, your Company has also
enhanced the livelihoods of 75,000 women in southern India. Your Company
has contributed 10,000 kits worth Rs. 60 lakhs as the first installment of relief
material for the immediate relief of the flood affected families of ArariaDistrict in Bihar. The kit contained essential items such as utensils, clothes,
blankets and other useful material. A sum of Rs.84 lakhs was contributed
jointly by HUL and its employees to rehabilitate the underprivileged amongst
the flood-affected families in the village of Jorgawan, Madhepura District,
Bihar. The Project aims at providing long-term housing and livelihood aid to
the people in a phased manner, through a strategic alliance among HUL, ACC
and Habitat International. Your Company believes that the long-term growth
and success of the business goes hand in hand our goal to deliver Competitive,
Profitable and Sustainable Growth of our Business by providing superior and
Mr. Douglas Baillie graduated from the University of Natal in business
finance, marketing and business administration and joined Unilever SA in
1978, then in Australia till 1987. After working in different capacity in South
Africa and London, Mr. Baillie was appointed Managing Director Lever
Pond‟s South Africa in 1997 and National Manager, Unilever South Africa, in
May 2000. Later, he assumed the responsibilities as the Chief Executive
Officer (CEO) of Hindustan Unilever Limited.
Mr. D. Sundaram
Finance & IT Director
Mr. D. Sundaram is post-graduate from Madras University and a Fellow of the
Institute of Cost and Works Accountants of India (FICWA). He joined
Hindustan Unilever in 1975 as a Management Trainee. He worked in different
capacity at various locations like London, Africa and Middle East Group etc.In August 1996 he elevated to the position of Senior Vice President – Finance,
Central Asia and Middle East Group with responsibility for Finance, IT and
business strategies for Unilever companies in the Indian sub-continent, North
Africa and the Middle East countries. He returned to India in May 1999 as
Finance & IT Director of HUL.
Mr. Nitin Paranjpe
Executive Director
Mr. Nitin Paranjpe after obtaining a degree in BE (Mech) and MBA in
Marketing (JBIMS) from Mumbai joined the Company as a Management
Trainee in 1987. During 2001, he was Assistant to the Unilever Chairman &
Executive Committee in London. In 2004, he became Vice President – Home
Care (Laundry & HHC) India responsible for the top and bottom line of the
Homecare business. In March 2006, Mr. Paranjpe became the Executive
If Hindustan Unilever straddles the Indian corporate world, it is because of being single-minded in identifying itself with Indian aspirations and needs in
every walk of life. Hindustan Unilever Limited is India's largest Fast Moving
Consumer Goods (FMCG) company. It is present in Home &Personal Care
and Foods & Beverages categories. HUL and Group companies have about
16,000 employees, including 1200 managers. The fundamental principle
determining the organization structure is to infuse speed and flexibility in
decision-making and implementation, with empowered managers across the
company's nationwide operations. Each division is self-sufficient with
dedicated resources and assets in sales, marketing, commercial, andmanufacturing. The two divisions are further reorganized into categories.
Typically, each category and each function - Sales, Commercial,
Manufacturing - is headed by a Vice President. They with their respective
Managing Director, comprise that Division's Management Committee. For
managing sales operations, HUL divides the country into four regions, with
regional branches in Delhi, Kolkata, Chennai and Mumbai. Headed by a
Regional Manager, they comprise Regional Sales Managers and Area Sales
Managers, assisted by dedicated field forces, comprising Sales Officers and
Territory Sales In charges. In Marketing, each category has a Marketing
Manager who heads a team of Brand Managers dedicated to each or a group of
brands. The commercial team of a Division is responsible for its supply chain
management. There are teams dedicated to sourcing, planning and logistics.
Each Division has a nationwide manufacturing base, with each factory peopled
by teams of Production, Engineering, Quality Assurance, Commercial and
Personnel Managers.
CENTRAL FUNCTIONS
HUL's Central Functions are Finance, Human Resources, Technology,
Research, Information Technology, Legal Secretarial, and Corporate Affairs.
Their services are shared across the company. But wherever necessary,
managerial resources are dedicated exclusively to a business. For example,
each Division now has dedicated HR managers HUL believes that while it
leverages the scale of a large corporate, it must also retain the soul of a small
company. Its organisation structure, which has and will continue to evolve
Unilever's mission is to add Vitality to life. They meet everyday
needs for nutrition, hygiene and personal care with brands that help people feel
good, look good and get more out of life. Their deep roots in local cultures and
markets around the world give them strong relationship with consumers and
are the foundation for future growth. They bring wealth of knowledge and
international expertise to the service of local consumers - a truly multi-local
multinational. Their long-term success requires a total commitment to
exceptional standards of performance and productivity, to working together
effectively, and to a willingness to embrace new ideas and learn continuously.To succeed also requires, they believe, the highest standards of corporate
behaviour towards everyone working with them, the communities they touch,
and the environment on which they have an impact. This is their road to
sustainable, profitable growth, creating long-term value for their shareholders,
their people, and their business partners. They are committed to safe and
healthy working conditions for all employees and do not use any form of
forced, compulsory or child labour.
FACTORY LOCATIONS :-
The year was 1923. Lord Lever Hulme, the legendary founder of Lever
Brothers, was visiting India. The nationalist sentiment in India was for locally
manufactured products. Lord Lever Hulme, who believed that what is good for
a country is equally good for the company, responded to that aspiration
because he too shared that dream. His dream ultimately was realized in 1934.
In September 1934, after more than a decade of discussions in London and in
India, a Lever factory was allowed to sprout on the land that had been
reclaimed by the Bombay Port Trust at Sewri. From here, a month later rolledout the first cake of Sunlight soap to be manufactured in India. The same year,
Lever Brothers took over the Garden Reach Factory in Kolkata. These two
factories were the first in a manufacturing base, which today literally dots the
length and breadth of India i.e. from Assam to Gujarat; from Uttaranchal to
Kerala. Hindustan Unilever's diverse product range is today manufactured in
about 80 factories. In addition, the company outsources from 150 other units.
The operations involve 2,000 suppliers and associates.
Pureit was initially launched by Hindustan Unilever Ltd. in the southern Indian
city of [Chennai] in 2005. The brand was rolled out across India in phases,
with full national presence having been established in the first half of
2008.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 Germ kill Battery technology kills all harmful
viruses and bacteria and removes parasites and pesticide impurities, giving youwater 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 „Germkill Battery Kit that typically
lasts for 1500 litres* of water. The „Germkill Battery Kit is priced at Rs.365.
This means consumers will get 4 litres of water 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 is a unique in-home drinking water purification
system, offering water „as safe as boiled‟, thereby
Protecting children and families from waterborne diseases. It is the
only purifier in the world that provides this level of safety without depending
on cooking gas, electricity and pressurized tap water, and is affordably priced.
Following awards for Pureit during the year reflect the high public recognition
for the same:
Golden Peacock product innovation award,
Innovation award in India from the United Kingdom Trade and
Investment organization, and
Water Digest award supported by UNESCO for the best domestic
nonelectric water purifier..
Pureit has been nationally extended with its footprint in 28 states. The business
has developed a unique customer acquisition system and strong capabilities in
supply chain and customer service. More than two million units of Pureit were
sold during the period of April 2009 to March 2010; sales turnover of the business was Rs. 220 crores for this period. The business is in an investment
phase, we continue to commit resources in this business, mainly to fund brand
development and sales infrastructure. The potential for the business is high
given the critical need for clean water at low cost.
The domestic water purifier appliances market is estimated to be Rs 450 crore
and is dominated by Aquaguard from Eureka Forbes. .
Pureit is a battery operated purifier. The company uses the following
differentiation points against the main competitor Aquaguard by claiming thatthe product works without gas/electricity thus the cost per litre of pure water is
very less. More over the brand is priced at a tempting Rs 2000 which makes it
the lowest priced purifier compared to Aquaguard or Kent. Pureit is being
positioned on the basis of its performance. The brand claims that the water
from the purifier is ' as safe as the boiled water ' By claiming that it purifies
water as safe as boiling water, Pureit is trying to achieve Points of Parity with
Aquaguard and Kent which also claims the same feature. Along with this POP,
the brand tries to differentiate on the following points:
A. no electricity/gas
B. Cost per litre low
C. Price of the product is also low
Pureit works on different cleaning layers to ensure purity. There is a fibre
mesh layer which removes visible dirt. Then comes a unique carbon trap that
filters harmful pesticides and dirt. Then comes the USP - Germkill processor
which kills all the bacteria and virus. Then there is a polisher which gives clear
odorless water and a battery life indicator which tells you when to replace the
battery. The product has a capacity of 9 liters in the upper chamber and 9 litersin the transparent chamber. 20
According to the product website, the battery lasts for 1500 liters and the
replacement battery costs Rs 250. Pureit is now being promoted through all
media. There are ads in local print as well as TV. Being the FMCG major,HLL was able to place the product in most of the supermarkets and key
consumer points. The brand uses the tagline " As Safe as Boiled water'. The
brand is mainly targeting households (mothers) which have small kids.
Pureit is a product that is a boon to Indian consumers. It‟s a boon because it
has helped making a category more affordable. More than that, the quality of
potable water in our country is deteriorating day by day creating health
hazards especially for kids. By making a product at an affordable cost, HUL
has made another positive impact in its consumer's quality of life
4 KEY STASES OF PURIFICATION
1. Micro-Fibre Mesh (MFM)
2. Compact Carbon Trap (CCT)
3. Germ kill Processor (GKP)
4. Polisher
MICRO FIBRE MASH
The micro-fibre mesh removes the visible dirt present in your input drinking
water. It needs to be regularly cleaned to dislodge the trapped dirt particles.However, it may change colour over time depending on the quality of your
input water. Don‟t attempt to remove the colour. The colour does not affect the
germ-kill capability of your Pureit. You can continue to use your micro- fibre
mesh. In the event of it getting damaged or torn, you will need to replace your
micro-fibre mesh immediately. Its is available for a price of Rs. 55 only.
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!
After the battery life indicator turns fully red, the pureit will begin to overflow
from the battery life indicator on the front side
Some water may till pass through the purifier. however, please note that the purifier has stopped purifying water & the water may no longer be safe for
drinking.
The purifier has been designed to overflow to indicate that the battery has not
been replaced even after it has turned fully red.
POLISHER
Made by activated Granular carbon and coated by silver
This design has reduced pressure drop , eliminated the level of fines coming in
water and reduced wastage of plastic in battery
Removes chlorine and disinfection by – products
Radial flow design – low pressure drop
Finally removes all odours, make water visually clear & gives great tasting
PUREIT AUTO FILLFMCG major, Hindustan Unilever (HUL), has introduced its Pureit Auto fill
purifier with advanced technology, that shuts the inflow of water once it is
filled. Its unique 'hydro sensors' detect the level of water inside the purifier and
fill water automatically thus making it free from manual intervention and
avoids wastage of water, HUL said in a statement here. Besides, the uniquecombination of dual filling option (inline and manual) provides greater storage
capacity of 18-litres. With Pureit Auto fill, consumers are assured of safe
drinking water being available without any dependency on running water, the
statement added. It also meets the stringent germ-kill criteria of the
Environmental Protection Agency (EPA), the toughest regulatory agency in
the USA and is priced at Rs 3,200 and will be available in all retail outlets.
PUREIT M O5:-
As discussed earlier Pureit is a unique in-home drinking water purificationsystem, offering water „as safe as boiled‟, thereby protecting children and
families from waterborne diseases. It is the only purifier in the world that
provides this level of safety without depending on cooking gas, electricity and
pressurized tap water, and is affordably priced only 2000 Rs.
PUTRIT COMPACT:-With the launch of Pureit Compact, HUL now provides world-class standards
of safety in a form that can be used anywhere, anytime and in any home at an
extremely affordable price of just Rs. 1000 HUL Pureit now brings „As Safe asBoiled‟ water to a completely new segment of consumers who could not afford
a water purifier earlier. With the launch of Pureit Compact, HUL now provides
world-class standards of safety in a form that can be used anywhere, anytime
and in any home at an extremely affordable price of just Rs. 1000.
Pureit in a short span of time has been adopted by over three million extremely
satisfied households and the launch of Pureit Compact will ensure that many
more families can now enjoy the same high levels of safety and peace of mind.
Pureit Compact comes at a one-time cost of Rs. 1000/- and is available at all
More than 1 billion people do not have access to safe drinking water. In the
developing world, 80% of all diseases are water-related. The magnitude of the
problem can be seen from the fact that diarrheal disease alone leads to 2 - 2.2
million deaths and 4 billion episodes of disease every year worldwide.
Estimated 400,000 deaths due to diarrheal disease happen amongst children in
India every year. This is an immense economic and social burden on the
country. The magnitude of the problem can be further gauged from the fact
that in India, 19.2% of all children under the age of 3 years have had diarrheal
disease in any two week period. It is in this context that the United Nations has
established the Millennium Development Goal of halving the number of
people without safe drinking water, and reducing by two-third the mortality of
children under 5 years, by 2015
What causes waterborne diseases?
Waterborne diseases result from the contamination of water by harmful
viruses, bacteria and parasites. These microbes find their way into water from
feces - for example, 1 gram of feces can contain an estimated 10 million
viruses, 1 million parasite cysts, and 100 worm eggs. This problem of water contamination exists not only in surface water sources like rivers, but also in
groundwater sources; and in many cases even where water has been treated
because of re-contamination during transmission to consumer homes, and
unhygienic storage and handling.
What can be done to solve the problem of
waterborne diseases?
World Health Organization (WHO) says that the provision of safe water alone
will reduce diarrheal and enteric disease by up to 50%, even in the absence of
improved sanitation or other hygiene measures. WHO further asserts that there
is now conclusive evidence that simple, acceptable, low cost interventions
which are capable of eliminating harmful viruses, bacteria and parasites from
household stored water, can reduce the risks of diarrheal disease for people of
all ages in both the developed and developing world.
If you and your family get safe drinking water, consider yourselves fortunate.
In India, millions struggle everyday to get clean, safe drinking water and fall
prey to serious water-borne diseases.
Today, 80% of the diseases in the developing world are water-related. In India
800 million such diseases are reported every year, owing to contaminated
drinking water.
Water gets contaminated in many ways – by harmful viruses, bacteria and
parasites, all invisible to the naked eye. These micro-organisms find their wayinto water from faces (1 gram of faces can contain 10 million viruses, 1
million parasite cysts, and 100 worm eggs).
Sewage treatment in residential and industrial units may not be adequate –
untreated human and industrial waste is often dumped into rivers and other
water bodies, which cater to cities and villages. The situation worsens
drastically in the monsoons.
Even though municipal corporations may chlorinate water adequately,
contamination occurs as the water gets distributed to individual homes. Leaks
in pipes (owing to unauthorized connections), unclean water tankers, unclean
overhead tanks in buildings, contaminated taps and unhygienic storage may all
lead to microbiological contamination. The result? Dreaded diseases like
hepatitis, jaundice, diarrhea, typhoid, cholera, and gastroenteritis. These water-
borne diseases wreak havoc as they cause long absences from work and
school, loss of livelihood and in extreme cases, even death. Children
especially, are the worst hit. Ask any concerned parent and he/she will tell you
how these diseases affect children‟s health, hinder academic growth, and drain
the family‟s resources.
Given the multiple sources of contamination, experts agree that the most
efficient way of ensuring safe water is to purify water at your point of use.
World Health Organization (WHO) says that the provision of safe water alone
will reduce diarrheal and enteric disease by up to 50%, even in the absence of
improved sanitation or other hygiene measures. So, play it safe by purifying
your drinking water at home. Protect your family from water-borne diseases.
Although this study is conducted at small level (only Noida and nearby) yet
the findings and suggestions of it will help the management of the organization
i.e. Hindustan Unilever Limited, in better way to understand the detail study of
areas Covering all the aspects of consumer behaviour on water purifier and it
will also consist the detail understanding of the competitive brands of HUL‟s
water purifier. The study will also help the organization in making decision
regarding promotional schemes and also identified the hidden opportunity inthe certain other area other than corporate sale. So that, the corporate consumer
may be find the product more attractive due the persons working therein may
Marketing research has become most important tool for decision making in
the field of marketing due to the following reasons.
Business environment is changes very rapidly which needs to continuous
modification and improvement.
It provides correct and reliable information about customer, competitors and
ones own activities to the manager, so that the huge amount spent on
marketing activities to be utilized properly.
Since modern business is customer oriented, it (MR) provides the producer a
systematic and analytical approach based on assessment on customer
requirements, which helps the producer in maximization of net profit by
producing such products that fulfil the customer‟s utmost level of satisfaction.Thus marketing research is a systematic gathering, recording and analysis of
data about the problem facing the company. It helps the marketing manager to
develop and analyse new information, which is further helpful in developing
marketing strategy. Now it can be said that marketing research covers a very
wide variety of activities ranging from analysis of marketing potential and
market share to studies of customers satisfaction and purchase intention.
It is one thing to discern attractive opportunities in the environment; it is
another to have the necessary competencies to succeed in these opportunities.
Each business needs to evaluate strengths and weaknesses periodically. In
examining its pattern of strengths and weaknesses, clearly the business does
not have to correct all of its weakness nor gloat about all of its strengths. The
big
question is whether the business should limits itself to those opportunities
where it now possesses the required strengths or should consider better
opportunities where it might have to acquire or develop certain strengths. A
market opportunity is an area of need in which a company can perform
profitably. Opportunities can be listed and classified according to their
attr activeness and the success probability. The company‟s success probability
depends on whether its business strengths not only match the key success
requirements for operating in the target market but also exceed those of its
competitors. Mere competence does not constitute the competitive advantage.
The best performing company will be one of that can generate the greatest
customer value and sustain it over time. Some development in the external
environment represents threats. An environmental threat is a challenge posed by an unfavourable trend or development that would lead, in the absence of
defensive marketing action, to sales or profit deterioration.
SWOT ANALYSIS OF HINDUSTAN UNILEVER
LIMITED
Analysis is important technology by the company can reap its
position future and can over comes its negative aspects. Therefore, swot
analysis plays an important role of formulating the business strategies for any
company, which is obvious best on its strength, weakness, opportunity and
The project on corporate marketing gives the deep understanding of all the
aspect of corporate marketing, which covers all the key area of selling along
with all the glamour features such as brand reflecting, ambience, soothing
music, staff with the apt attitude to provide all the comfort required by the
customers. I have tried my level best to cover all the aspect of corporate
marketing of HUL offices along with the competitor‟s analysis of the HUL
product. In spite of some limitations, the project is completed covering the
detail study of corporate marketing. Really, this project was like a challengefor me, I have accepted and completed with the best of our efforts, knowledge
and skills. The study gives some of the conclusion, which is follows:
HUL established a strong position in the HUL product in market.
HUL brand doing well in the market.
water purifier is a European brand so it is our greatest strength in the
business.
There is a huge competition in corporate market.
.
Eventually I conclude by saying that I fell top of the world when I
think about my association which are having there business not only
with the country but also having there business outside the country
with these brand. It makes me feel top of the world when I say that I
have worked on retail management of Hindustan Unilever Limited.