A PROJECT REPORT ON STUDY OF CONSUMER PERCEPTION REGARDING THE DISTRIBUTION CHANNEL USED BY (A report submitted in Partial Fulfillment of the requirement for the Bachelor of Business Administration) PROJECT GUIDE: SUBMITTED BY: Mr.Vishal Sharma Abhishek Anand BBA – VI Sem.
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Customer Perception and Distribution Chanel of Hul
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A PROJECT REPORT ON
STUDY OF CONSUMER PERCEPTION REGARDING THE DISTRIBUTION CHANNEL
USED BY
(A report submitted in Partial Fulfillment of the requirement for the Bachelor of Business Administration)
Mirror mirror on the wall which product makes me fairest of all!
Years of British rule have made Indians obsessed with white skin and so has been the
preoccupation with fair skin and the desire to have it. This obsession coupled with the
increasing awareness among the Indian women towards skin protection has resulted in the
spurt in the fairness products market. Be it a fairness cream or a soap or a tablet, every
product in this segment is witnessing growth larger than the overall personal care product
category. The fairness cream market has been galloping at 25% p.a. as compared to the
overall cosmetic market growth of 15% p.a.
Background
In the past, the market for fairness products was not at all developed as people used
homemade products only viz. besan, multani mitti, etc. because we Indians have been under a
strong influence of herbal products and have habit of using "desi nuskhe". The companies
used to sell their fairness products under the categories of sunscreen lotions, vanishing
creams, cold creams etc. Usage of Talcum powder for fairness purposes was quite prevalent
in earlier days.
The Fairness products market over the years
It was in1975 when HUL launched its first fairness cream under the Fair and Lovely (F&L)
brand. With launch of F&L, the market, which was dominated by Ponds and Lakme started
undergoing a change. The dominance of HUL's F&L continued till 1998 when for the first
time CavinCare launched its Fairever cream pitted directly against F&L. Fairever too proved
to be a big success capturing more than 6% of market share within six months of its launch.
The success of Fairever has prompted many more players to test waters and they too have
proved to be successful. Today there are 7 main brands in the fairness product market
available across the country and there would be many more in the regional market but the
market seems to have a place for everybody.
Table 1: Major players
Players Brand Product category
HUL Fair & Lovely Cream, soap
Emami Naturally Fair Cream
Cavin Care Fairever Cream
Paras Freshia Cream
Godrej Fair Glow Soap, Cream
PondsPonds fairness cream,
Ponds cold creamCream, Lotion
LakmeLakme SunScreen lotion,
Lakme sunscreen creamCream, Lotion
Source: India Infoline
The strong growth in the demand and success of new players in the market has prompted
existing players to venture into cross categorization. Ponds did attempt cross categorization
when it launched its Fairness cream under the same brand as its vanishing and cold cream but
it failed to do big. The market however continued to be dominated by F&L with more than
80% share.
Cross Categorization … A rising trend
During FY00, Godrej Soaps came out with a new product category, fairness soaps. Till then
the concept of fairness products was limited to something that is supposed to be applied to the
skin, something that forms a layer on the skin. The company launched its Fair Glow brand of
fairness soap at a discount price of Rs10/- per cake. The product was a tremendous success
and it registered a sale of more than Rs700mn in the first year of its launch. The brand is still
growing in double digits, which is much more than the growth rate of 3-4% of the entire soap
market. Seeing the success of this new product Godrej soaps also tried cross categorization
and launched a fairness cream under the same brand, Fair Glow. This product is also selling
like hot cakes in the market. Add to this, the company's strategy of launching smaller SKUs
in the market. This has made the entire Fair Glow brand to develop strong equity in just one
year.
The success story of Fair Glow along with aggressiveness of other fairness creams in the
market led to threat of erosion F&L's market share. In order to restrict this erosion of share
HUL introduced discount schemes on F&L purchases, which failed to create the desired
euphoria. Finally in March'01 HUL decided to leverage the brand equity of its F&L brand
and launched its F&L fairness soap.
With so many success stories in cross categorization and new product in the fairness cream
market, the success of F&L soap too seems likely and I think other players would also
follow to increase their share in this market.
Though most of these fairness products are based on one simple formula of controlling
dispersion of Melanin (the pigment that controls the skin colour), different companies are
adding a number of other additives to position themselves differently from others and it is
this positioning that makes the difference.
As of now, the scenario is encouraging for a number of players who have the opportunity to
cash on. The market is not restricted to an HUL or a Godrej alone. What is important is their
positioning and the style of their appeal for "making consumers fairest of all" that will make
the difference.
THE CHANGING FACE OF FMCG MARKETING
FMCG (Fast Moving Consumer Goods) marketing is no more going to be the same again!
The changing consumer mindset thanks to more knowledgeable and discerning customers
coupled with changing competition and saturated market is giving a tough time to the FMCG
marketers. The changed scenario not only demands a new game plan with a sharp and
decisive strategy but also a lot of creativity and insight. Some of the players in Indian FMCG
industry have already taken a lead and are smartly moving to chart a success story for their
brands. Some brands that reaped magnificent dividend from adopting a new strategy are
Fairever, Ujala, Ghadi detergent, Chik, and Dandi namak. If we analyze the success story of
these brands, it will be self evident that their marketing strategy is not a jargon filled new
model of marketing. It is more of common sense marketing. But then, common sense is not
so common!
Razor Sharp Focus
A common thread that binds the strategy adopted by these brands is razor sharp focus. They
clearly see their target market. They know their customers well. They are not targeting
consumers who already have built-in perceptions. They are reaching out to untapped market
within a well known product category. Their primary focus is on millions of lower middle
class families in small towns and rural segment. They are doing what legendry management
guru C K Prahlad advocates when he says in his published paper, "Raising the Bottom of the
Pyramid: Strategies for Sustainable Growth" that the greatest challenge for managers is to
visualize an active market when what exists is abject poverty. These successful brands are
just doing that- focusing on untapped markets. Take the example of Dandi namak. Who
would have advised them to enter the branded salt market when Tata and HUL virtually share
the whole market among them? But they entered this category when conventional wisdom
said no. And they became a success story overnight. How? The answer is focus. They entered
the market not to compete with Tata and HUL, but with the focus to take branded salt to rural
and semi-urban areas. With this narrow focus, they not only captured a large rural and semi-
urban market but also got some share of the urban market due to rub off effect.
Moreover, these small players fully realize that in today’s world, marketing needs money. So
they don’t shy away from investing in marketing. Again take the example of Dandi namak.
They splashed out money on their lengthy TV commercials to ensure that the message gets
ingrained in the mind of the prospect. Fairever and Ujala adopted the same strategy. Of
course they don’t spend as much as the MNCs do but they do spend enough to get attraction.
The best part is when they get attention and a little success, MNC Goliaths retaliate back with
huge spending and these little Davids piggyback on that!
Communicating 2 Consumers
One of the important aspects of the strategy being adopted is effective communication about
product. These wannabe marketers are sending just the right message to the consumers. If the
advertisements of these brands are analyzed, it will be evident that they don’t go for blitz but
instead try to relate themselves with their target customers. To achieve this object, they are
not shying away from being unconventional. Take the case of Dandi namak. The TV
advertisement was bland and uninteresting. However, without any glitz, it was able to
connect to its target customers because it talked in the language of its target customers. These
brands send a powerful message to their target customers that they are made for each other.
Dandi namak, Ujala, Ghadi detergent, and Chik, projected that they belonged to the lower
middle class! And this worked wonders.
Selecting a narrow terrain to fight!
The stratagem of this new breed of marketing is deciding the opponent to fight! In case of
most of these brands, it is seen that they fight their marketing battle by selecting a particular
company and in many cases a particular brand, which often is the market leader! Then they
deploy their entire marketing arsenal on this selected competitor. Ujala applied this tactic to
full advantage against Robin Blue and now it commands nearly three-fourth of the Rs2bn
ultra marine blue market, Fairever did the same to Fair & Lovely, Ghadi detergent is doing it
now to Nirma and Wheel, and Chik is going shoulder to shoulder with Clinic Plus, the market
leader in shampoo. The case of Dandi namak is different only in the sense that it selected its
battlefield instead of opponent. The battlefield, rural and semi-urban market, was such that no
major marketing war was fought on it before. Even the advertising strategy is designed with
an eye on its opponent. This hurts the big companies badly. They wake up from their
complacent sleep to realize that they are being brutally attacked. And by the time they
retaliate, it’s too late and they only succeed in helping these brands get more attention. HUL
realized that it’s brand Fair & Lovely was in danger only after Fairever had garnered a
healthy market share within months of its launch. Retaliatory advertising by Fair & Lovely
only helped Fairever gain more attention!
The way these homegrown marketers are inducing insomnia to Kotler fed B-school grads is
really amazing. By their ability to be flexible, innovative, and being close to their customers,
they are conquering Indian market, which many MNCs find a tough nut to crack. The secret
of their success is not hard to guess. It is connecting with the heart and soul of India- the
lower middle class and the rural consumers. Are the FMCG giants listening?
IDENTIFICATION OF PROBLEM AREA
If we look at the market ,we find majority of brands are homogenous, little in
differentiation there are no more value proposition.
Almost every country is trying hard to differentiate their image both tangibility &
intangibility.
In this Report the main intention is to analyze the consumer behavior in HUL Infos.
Lack of consumer awareness about HUL
The advertisement of HUL is satisfactory but it is not widely. It need more
advertising.
JUSTIFICATION OF THE STUDY
Although faced with the limitations mentioned a sincere effort was made to minimize
these limitations. I have tried my best to accomplish the primary objective as well as the
secondary objective of my study. My report remained within the framework of scientific
study as I opted sample method for my project. I made use of questionnaire method for
collecting the data. Field investigation and interviews were done personally. As regards to the
study the questionnaire was formulated systematically and in scientific manner so as to cover
all aspects of the subject and to obtain accurate data from the respondents. The analysis were
made on the data's given by the consumer whom when contacted were ready to give their
response and other valuable information. Thus the interpretation and analysis of the data will
fully justify the report prepared and the same can be considered as a genuine one. This report
Helped me to increase my practical knowledge of the management field and help in my
summer training project
CHAPTER – IIOBJECTIVES OF THE
STUDY
OBJECTIVE OF THE STUDY
The are mainly two objectives namely
Primary objectives & Secondary objectives
Primary objectives
To study the various series of Hindustan lever limited in market.
Secondary objectives
To find out the factors that would increase the efficiency and strength of H.L.L. product.
To know the problems confronted by the customers.
Main Objectives
The main objective behind this report was to get insight into the marketing related activities.
To know about the various activities of company.
To know the consumer behavior while purchasing the product.
To know the problem confronted by the company to beat the competition.
Examine the taste of consumer that what they want in the product of H.L.L. Examine the satisfaction level of the consumer with product of H.L.L.
To know the market share and mind share of the customer.
To know actually what is a market.
DISTRIBUTION CHANNELS OF HUL
Distribution Strategy of HUL for Rural Market
HULconsidered as the most Prominent Company of the FMCG market as it contains long product line and most of the product from these are market leaders. Distribution in HULis unique and totally different from ITC.HULhas divided the market into two segments i.e. Rural & Urban. Trade Market Practice is different and separate policy of Distribution for both the market. Distributor whodistribute the products into rural market is Known to be as Rural Distributor (R.D). In HUL , Goods & services in Rural market is covered by Rural distributor while in upcountry or urban market, goods & services are supplied by urban distributor i.e. W.D of urban market.Stockiest in rural area is known as Star sellers and Shakti dealers are situated in that area where there are no star sellers to cover villages having population below 2000.
The objective of Project Shakti is to create income-generating capabilities for underprivileged rural women, by providing a sustainable micro enterprise opportunity, and to improve rural living standards through health and hygiene awareness.
For merchandising work, company has different strategy. Unlike I.T.C, HUL appoints Merchandising supervisor and merchandiser at Rural Distributor for merchandising purpose.
Distribution Channel of HULfor Rural Market
Production Unit
C&F
R.D Star seller Shakti Dealer
Wholesaler Retailer Village Door to Door Outlets Service
Retailer Consumer
Production unit: Production unit is the place where raw material transforms into value added goods.
The product lines of HUL are as following:
1. PERSONAL WASH (lux,breeze, liril, pears, hammam, life buoy, rexona, dove)2. HAIR & CARE ( sun silk, lux,all clear, clinic plus,ayush)3. LAUNDARY (wheel, rin surf excel .etc)4. SKIN CARE (fair & lovely ponds, telcom powder etc.)5. OAL CARE (pepsodent, close up.)6. BEVERAGES ( lipton, brook bond, taaza, bru )7. COLOUR COSMETICS(lakme)8. DEODERANTS( axe, rexona)9. ARYUVEDIC PERSONAL & HEALTH CARE (ayush)10. FOODS (knor, annapurna, kissan)11. ICECREAMS (kwality walls)
Ready stock moves from factory to C & F agent godown through trucks to Rural Distributor godown. Now R.D is responsible for distribution at its allotted region and Ready stock moves to Star sellers and Shakti dealers
ENTITY RESPONSIBLE:
1. C&F godown to Rural Distributor : Territory sales in charge (T.S.I).2. Rural Distributor to Star Sellers : R.D, its Sale executive.3. Star Sellers to Retail outlets : Sales executive of the R.D & self Star
sellers.4. Rural Distributor to Shakti dealers : R.D & Rural sales promoter (R.S.P).5. Merchandising work at star sellers region : M.supervisor & merchandiser. 6. Merchandising work at shakti dealers : Rural Sale Promoter (R.S.P)
MARKET CLASSIFICATION of H.L.L
1. Rural distributor is placed at towns having population 20000 to 30000.2. Star seller are situated in small towns having population 10000 to 15000
and villages having population 5000 to 10000 3. Shakti dealers are appointed for villages having population below 2000.
RURAL DISTRIBUTOR OF HUL :
Distribution policy of H.L.L. for rural market differs from other FMCG companies like I.T.C, Parle to cover rural market both intensely & extensily, company has appointed Rural Distributors in towns with population 20000 to 30000 and in villages with population 10000 to 15000.
The R.D stores the ready stock in bulk at their godown and serve their allotted region through star sellers and shakti dealers with a certain margin of profit.
At least 35 to 40 Star sellers and more than 100 Shakti dealers serve the rural market through Rural Distributor.
BASIC ROLE OF R.D:
A. Inventory management: 1. To store & maintain Stock on regular basis for smooth flow in the rural market i.e. to maintain 15 to 20 days of ready stock in their warehouse. For this purpose R.D make advance payment to company in form of Demand Draft.
2. Ensure availability & visibility of stock at serviced outlets of allotted region.
B. Distribution:
1. To take order & supply ready stock to Star Sellers and Shakti Dealers throughput the region allotted by the company.
2. To cover more and more retail outlets & wholesalers of Star sellers as possible in a day through salesman by fixing their targets on TLSD, QOCI, and FOCUS packs
C. Sales Target : To achieve sales target of the month and provide weekly, monthly & quarterly sales report to company. Every R.D has sales executive working under them
to cover market and conduct trade service calls for all outlets in their region by fixing their targets on TLSD, QOCI, FOCUS packs
D: Reimbursements
To claim expenses from company. Various expenses reimbursed by company are :1. Travel expenses of delivery vans, auto, tempo, bikes, and scooters2. To claim salaries/ commission of salesman’s3. To claim salaries of merchandising supervisors4. To claim for expired & damaged stock
E. To maintain various books of accounts & stationary:
1. On-line D.S.R (daily sales report) of each salesman is send to company branch office2. P.O.P register: which records various merchandising material issued to S.S, and retail outlets by merchandiser.3. Monthly sales report which is send to company branch office4. Claims register, in which they record the details of expired stock and claims.5. Opening and closing stock register which records daily stock inflow & outflow.
6. Every Ten days sales report is also submitted at branch office.
F. Trade marketing practices : 1. Marketing and distribution of ready stock through Salesman to all Star Sellers Outlets and to their wholesalers & retailers .
2. To ensure ready stock supply, availability, visibility, freshness, POP material, Trade promotion schemes, across all retail outlets of his allotted region. 3. To ensure value added services of salesman at retail outlets of his allotted region.
4. To ensure that all routes are getting proper and regular service by salesman 5. Distribute ready stock to Shakti dealers and cooperate & coordinate with company
Sales executive of Rural Distributor play a key role in distribution process. They are appointed by R.D for products marketing & distribution. Work of sales man is different from other FMCG company. Sales executive of R.D along with star seller salesman take & book order and than the star seller of that region supply the goods next day. Sale executive are allotted different routes where star sellers are located. He performs the work of order booking and gives trade service calls weekly on serviced outlets of star sellers & spend 10 to 12 min. at each outlets. Salesman are assigned monthly sales target and are supervised by territory sales in charge which they achieve by covering serviced outlets of rural market and also assist merchandiser for merchandise promotion on serviced outlets.
Role of salesmen:
A. Distribution:It is the responsibility of salesman to book order at serviced outlets and ensure delivery of ready stock without delay.
B. Trade marketing practice:
1. To visit weekly on assigned routes & made trade service calls on wholesale & Retail outlets
2. To check stock of star sellers and its availability & freshness.3. To make aware about new schemes & offers to all serviced outlets4. Make marketing plans with star sellers.5. Maintain trade service cards, weekly S.S stock report & daily note dairy 6. Monitor the working of star sellers7. Submit daily sales report at R.D office.8. To achieve assigned sales target on the TLSD, QOCI & Focus packs.9. To ensure availability, visibility & freshness of stock at serviced outlets.10. Give business advices to retail & wholesale outlets.
11. Take market feedback and follow up amended services and response
Compensation of salesman:Basic salary : Rs.2000/ monthTraveling allowance : Rs. 50/dayFuel expenses : Rs. 1.10 / kmCommission a. TLSD: Rs.500 b. Focus Pack: Rs 500
Star Sellers (S.S) of H.U.L :
Star sellers are the most important entity and play a vital role in distribution of goods & service in towns and villages. Every star seller has their own salesman who takes order from serviced outlets and delivers the ready stock on next day through three wheelers, rickshaw trolley.
Mostly the star sellers are located in small town with population 10000 – 20000And villages, with population 5000 – 10000. These S.S further serve the surrounding local market and villages. S.S provides goods and services to serviced outlets and provides all type of merchandising material to serviced outlets.Territory sales incharge and areas executive visit them thrice a month and check their trade practices. All S.S work under rural distributor and he controls their working & provide ready stock on time through delivery van.
Basic role of S.S :
1. Store the ready stock in their warehouse so as to serve their allotted region for atleast 15 day
2. Take orders from & distribute ready stock to wholesalers and retailers.3. Ensure availability and visibility of stock on retail outlets.4. To achieve the monthly target on T.S.L.D, FOCUS, QOCI PACKS.5. Provide all type of merchandising material to the serviced outlets.6. Maintain order book and sales receipts7. Submit weekly sales & stock report to distributor.8. To facilitate the serviced outlets with new schemes & offers of the company 9. To provide customer feedback to company.10. Cover more and more retail outlets of local area & surrounding villages.
CHAPTER – IIIREVIEW OF
LITERATURE
REVIEW OF LITERATURE
I. REVIEW OF BOOKS
1. Sharma,D.D(2002):’Marketing Research’,Sultan Chand Sons, New Delhi
The customer market consists of all the individuals and householders who can buy or acquire
goods and service for personal consumption. Customers are tremendously in age, income,
education level, mobility pattern and taste. Marketers find it useful to distinguish different
customer groups and to develop products and services tailored to their need.
The areas of customer perception in marketing research are important because about 80% of
national income are constituted by expenditure incurred by the customer. The study of the
customer behaviour is a part of sociology economics and politics. Marketing is Concerned
with the inter exchange of goods and services between the producer and customer. Customer
behavior constitutes at least in part environment in which the producer operates. And in
which the management has to make decision and implement them.
Basically the research follows a truism, the customer are always bright therefore the needs of
the customer are of prime importance and must be investigated the customer and reports on
his habits, his likes and dislikes, to the manufacturer or to the advertiser.
CHAPTER – IVRESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
The research approach for this study was conclusive research. Conclusive research is
designed to help executives to choose among various possible alternatives to make a viable
business decision. Further this research on perception was of descriptive type, which is an
offshoot of conclusive research. This research was designed to describe prospect of customer
perception of HUL. This was undertaken and data was collected to find actual perception of
HUL.
The problem for this research was non-operating in nature i.e. special situation
peculiar to particular company's marketing department. The data both primary and secondary
data, the source was one hundred respondents.
For the proper analysis of data simple statistical techniques such as percentage were
use. It helped in making more accurate generalization from the data available. The data,
which was collected from a sample of population, was assumed to be representing entire
population was interest. Demographic factors like age, income and educational background
was used for the classification purpose.
S COPE OF THE STUDY
This study is made to determine the degree of perception felt by the customers of
HUL. To know their attitude towards the problem related to HUL and to understand the
perception or disperception of the customers.
The students are highly benefited as the purpose if this research is to get acquainted
with the practical side of marketing research, in addition to the theoretical studies in course of
the academic year. This research also gives a chance for application and testing of the
theoretical study on the real work situation. The students got the lessons of experience by
meeting various sections of people conducting on interview knowing opinion of people
tabulating interpreting and analyzing the data collected and this will help the researcher in.
future for career building.
The study also provided a great significance to the company find out how much the
customers are satisfied with the product. The suggestions that were given by the customers
are great help to the company to look the real drawback of the product.
The study helps the customers to evaluate the perception level on the product. They
got a chance to suggest for the improvement of the product.
The project is written with an aim to draw forth the intelligence and problem solving
activities within oneself by exposure to real work situation.
TYPES OF STUDY
The study conducted is a conclusive descriptive statistical study. Conclusive because
after conducting the study, the researcher comes to a decision which is precise and rational.
The study is descriptive because it is in the descriptive study, that the data is collected for a
definite purpose and here the purpose is definite i.e. the data is collected, to find out the
perception of the customers with the brand. The study is conclusive because after doing the
study the researcher comes to a conclusion regarding the position of the brand in the minds of
respondents of different age groups. The study is statistical because throughout the study all
the similar samples are selected and grouped together (similarity of ages thus forming a
group). All the similar responses are taken together as one and their percentages are
calculated.
Thus, this, conclusive descriptive statistical study is the best study for this purpose as
it provides the necessary information which is utilized to arrive at a concrete decision.
AREA OF THE STUDY
This study was based on the customer satisfaction of HUL hence I have done the survey of 50
respondents in BAREILLY city.
The areas which we have studied are Rajendra Nagar D.D. Puram Koharapeer Rampur Garden Qutub Khana Civil Lines
PERIOD OF THE STUDY
The period of study was 25 days.
TOOLS OF ANALYSIS
To know the response, I have used the questionnaire method in sample survey. If one
wishes to find what people think or know, the logical procedure is to ask them. This has led
marketing researchers to use the questionnaire technique for collecting data more than any
other method.
In this method questionnaire were distributed to the respondents and they were asked
to answer questions in the questionnaire. The questionnaires were structured non-disguised
questionnaire because the questions, which the questionnaire contained, were arranged in a
specific order besides every question asked was logical for the study; no question can be
termed as irrelevant.
The questionnaire, were non-disguised because the questionnaire were constructed so
that the objective is clear to the respondent. The respondents were aware of the objective.
They knew why they were asked to fill the questionnaire.
SAMPLE DESIGN
BAREILLY has a population of approximately 20 lakhs. For carrying out any research or
study on any subject it is very difficult to cover even 10% of the population. Therefore the
sample size has to be decided for a meaningful conclusion. For designing the sample size, it
was thought proper to cover a very small percentage of population in various age groups.
The method used for sample technique was non probability convenience sampling
method. This method was used because it was not known previously as to whether a
particular person will be asked to fill the questionnaire. Convenient sampling is used because
only those people were asked to fill the questionnaires that were easily accessible and
available to the researcher.
Considering the constraints, it was decided to conduct the study based on sample size
of 100 people in specific age groups. Scientific method was not adopted in this study because
of financial constraints and also because of lack of time, also the basic aim of doing the
research was academic, hence most convenient way was selected.
LIMITATIONS OF STUDY
Precautions used in comparative Method: -
1. Physical verification of material of study:
It should also be kept in mind that, unnecessary facts are not collected and only those facts
should be adopted, which is useful in comparative method.
2. Assessing the existing and non-existing factors :
The existing and non-existing factors pertaining to the subject of comparative study should be
noted down. It should not be that only existing factors are taken note of and non-existing
factors are ignored.
3. Deriving Conclusions:
Due care should be taken in drawing conclusions. If the comparison is faulty there is every
chance of arriving at faulty conclusions.
4. Study Reports:
It is necessary to prepare a report of the comparative study. This will enable, the reader to
know the exact nature of the comparative study.
5. Difficulties faced by Research worker:
The comparative method appears to be an easy method of study but actually is very difficult.
No conclusion can be drawn very easily from the data and details collected by this method.
Varied conclusions can be drawn in a study of one and the same group, community and
circumstances and if the groups, communities are different the results are bound to differ.
HYPOTHESIS OF THE STUDY
H0 - Respondents use HUL Products because of Quality Options No. of Respondents
Quality 18
Price 8
Brand Image 16
Offers 5
Others 3
The above table shows that the hypothesis is approved.
H1 - Brand image of HUL makes the customer to buy HUL products
Options No. of Respondents
Brand Image 18
Brand Loyalty 8
Price 16
Others 8
The above table shows that the above hypothesis is approved.
H2 - Most of the respondents were satisfied with HUL Products
Options No. of Respondents
Highly Satisfied 35
Satisfied 10
Dissatisfied 5
The above table shows that the hypothesis is approved.
CHAPTER – VDATA ANALYSIS
& INTERPRETATION
GRAPH -12
CHAPTER – VIOBSERVATIONS
&FINDINGS
OBSERVATIONS & FINDINGS
This project report is a partial fulfillment of our studies M.B.A has helped me
tremendously in knowing how marketing activities are carried out in a real situation. In
classroom lectures, I was able to understand only the theoretical work I have the practical
experience about the marketing activities.
Marketing is more an art than science. Successful decision making in marketing
depends upon the skills and judgement of the individual involved and cannot be reduced to an
organized body of principles. The decision making mainly depends upon the experience of
the people, but if the manager finds it difficult to make decision on certain points, he make
use of research they are applying the methods of science tot he art of marketing.
As far as my study on marketing on consumer's perception of HUL Products. I feel I
was more on art than a science, although scientific techniques and tools were made use for
the collection of data.
Inspite of some limitations like less samples, less time and finance I could accomplish
my objectives. The analysis of the data collected vividly states that the consumers are
satisfied with the product. As every position has some opposition. The sample feels that this
product also has some problems as nothing is perfect.
CHAPTER – VIICONCLUSIONS
&SUGGESTIONS
CONCLUSION
This quotation is very important for every business organization and every one should
keep in mind this thing.
The route of all companies wishing to survive and prosper into the Millennium should
be ‘onwards and upwards’. Some companies may however have lost the way and
adopted a ‘wait and see’ strategy. Companies most likely to survive increasingly
competitive markets must be flexible, adaptive and prepared to plan for the
future. These factors suggest some key strategic actions which should be taken to
improve business performance and the competitive position of individual firms and
the sector as a whole.
These strategic actions include:
The preparation of a Mission Statement and formal Business, Marketing
and Training Plans for executives.
The establishment of Objectives and Targets and a Monitoring System.
The acquisition of in-depth knowledge about Customers and Competitors.
Further enhancements in relationships with Suppliers.
A review of all business activities which might be outsourced.
The creation and continuous improvements in Customer-Care programmes.
The building of good relationships with customers.
Keeping eye on the activities of competitors action and quickly react on that
action.
Customers are giving a very good response to HUL Products and they are fully
satisfied with the products of HUL
SUGGESTIONS
REPRESENTATIVES
Visit at each and every retail shop.
Regular visits every week should be there.
RESEARCH/ SURVEY
More emphasis on research and survey
Better understanding of market demand
More emphasis on product diversification
No. of new inventions in detergent category should be there.
PROMOTIONAL ACTIVITIES
Promotional activities for sale should be increased i.e. gift items should be
provided to consumers.
Promotional activities like posters, dangler, and hoardings should be
enhanced.
Hindustan Level Ltd. Have to advertise well their products as the Proctor &
Gamble is doing.
T.V. advertisements should be increased.
Local newspaper advertisement should be there i.e. advertisement in Dainik
Bhaskar, Nav Bharat etc.
Some gift items and gift coupon should be given to the retailer for achieving
maximum sales target of Surf detergent brand.
SERVICES
Service is not so good and fast, so HUL should improve it, like product should
be easily available in each shop.
Damaged product should be taken care of efficiently and seriously.
BIBLIOGRAPHY
BIBLIOGRAPHY
Books:-
Kotler, Philip (1996): ‘Marketing Management’ Analysis, Planning,
Implementation &Control. 8th edition, prentice hall of India, New Delhi.