IAMR, Ghaziabad ANALYSIS OF HUL ON 4P’S OF MARKETING AND ITS CONSUMER BEHAVIOUR A PROJECT REPORT SUBMITTED BY ASHISH KUMAR SAINI PGDM III. Sem in partial fulfillment for the award of POST GRADUATE DIPLOMA IN MANAGEMENT Under the guidance of Under the supervision of Miss. Subodh Chaudhary Mr. Shahnawaz Alam (Faculty of HR) (BDO,HUL) PGDM 1
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IAMR, Ghaziabad
ANALYSIS OF HUL ON 4P’S OF MARKETING AND ITS
CONSUMER BEHAVIOUR
A PROJECT REPORT
SUBMITTED BY
ASHISH KUMAR SAINI
PGDM III. Sem
in partial fulfillment for the award
of
POST GRADUATE DIPLOMA IN MANAGEMENT
Under the guidance of Under the supervision of
Miss. Subodh Chaudhary Mr. Shahnawaz Alam (Faculty of HR) (BDO,HUL)
INSTITUTE OF ADVANCED MANAGEMENT AND RESEARCH
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CERTIFICATE OF COMPLETION
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BONAFIDE CERTIFIACATE
Certified that this project report “ANALYSIS OF HUL ON 4P’S OF MARKETING AND ITS
CONSUMER BEHAVIOUR” is the bona-fide work of “ASHISH KUMAR SAINI” who carried out the
project work under my supervision.
……………………………… …………………………………
Dr. Kriti Priya Gupta Miss. Subodh Choudhary
(ACADEMIC CO-ORDINATOR PGDM) (SUPERVISOR)
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DECLARATION
I, Ashish Kumar Saini, hereby declare that the project work entitled “ANALYSIS OF PUREIT ON 4
P’S OF MARKETING AND CONSEMER BENHAVIOUR” is an authenticated work carried out by me
at HINDUSTAN UNILIVER LIMITED under the guidance of Miss. Subodh Choudhary for the
partial fulfillment of the award of the Diploma of PGDM and this work has not been submitted for
similar purpose anywhere else except to IAMR, Ghaziabad, approved by AICTE.
Date:
Place: (ASHISH KUMAR SAINI)
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ACKNOWLEDGEMENT
I take this opportunity to express my gratitude to the Management of HUL at Jaipur for providing
me the opportunity to get an exposure of their esteemed unit.
I am sincerely thankful to the HR department for coordinating my training and explicitly express
my thanks to Mr. Shahnawaz Alam for their continued help and guidance during my stay there.
Last but not the least, I express my deep gratitude to my mentor Miss. Subodh Choudhary for
sending me to a large integrated water division of Pureit of HUL and giving me a chance to acquire
experience of my lifetime.
I also express my thanks to parents and all family members and friends who directly or indirectly
provided me their moral support.
(Ashish Kumar Saini)
PGDM III Sem
IAMR Ghaziabad
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EXECUTIVE SUMMARY
Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch Company –Unilever. Both
Unilever and HUL have established themselves well in the Fast Moving Consumer Goods
(FMCG) category. In India, the company offers many households brands like, Dove, Lifebuoy,
Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were
also rewarded when four of HUL brands found place in the ‘Top 10 brands’ list for the year 2008
published in The Economic Times.
Unilever was a result of the merger between the Dutch margarine company, Margarine Unie,
and the British soap-maker, Lever Brothers, way back in 1930. For 70 years, Unilever was the
undisputed market leader but now faces tough competition from Proctor & Gamble and Colgate-
Palmolive.
HUL is also known for its strong distribution network in India. In order to further strengthen its
distribution, HUL launched a Project SAFE WATER ZONE in 2003 in Chennai. The idea behind
this project was to protect lives to water borne disease such as typhoid, jaundice and diarrhea.
In 2007 water division started national. Now it presents in all states and already protected 15
million lives.
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TABLE OF CONTENTS
CHAPTER NO. TITLE PAGE NO.
CERTIFICATE OF COMPLETION II
Bonafide certificate III
STUDENT DECLARATION IV
ACKNOWLEDGMENT V
Executive Summary VI
Table of contents VII-VIII
List of figures IX
Key words IX
1. Company Profile 1- 2
1.1Introduction 31.2 History 41.3 Doing well by doing good 5 1.4 Product line 6-141.5 Corporate social responsibility 151.6 SWOT analysis of HUL 16-17 1.7 A clear direction 18
1.7.1 Purpose 181.7.1 Mission & Vision 18
2. Introduction to project topic 19-202.1 Water Purifier- Pureit 21-222.2 Some basic facts on water problem 232.3 Product analysis –Pureit 24-282.4 Competitors 292.5 How Pureit is better than other water purifier 30
3. 4 P’S of Marketing Strategies 31-35
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4. Scope and objective of the study 364.1 Scope of the study 374.2 Objective of the study 38
5. Research Methodology 395.1 Research design 395.2 Sampling plan 405.3 Assumption of the study 405.4 Data collection 41-42
5.4.1 Primary data 415.4.2 Secondary Data 41
6. SWOT Analysis 43-446.1 Data analysis and Interpretation 45-57
Findings and Recommendations 58Limitations 59 Conclusion 60Annexure 61-64Bibliography 65
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LIST OF FIGURES
Clustered column chart
3-D clustered column
Clustered cylinder chart
3-D Clustered cylinder chart
Pie chart
Exploded pie chart
KEY WORDS
Hul : Hindustan Uniliver Limited
FMCG : Fast moving consumer goods
BDO : Business Development Officer
FY : Financial Year
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COMPANY PROFILE
&
INTRODUCTION
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Company Profile
Introduction to HUL
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Type : Public company BSE:HUL
Industry: Fast Moving Consumer Goods (FMCG)
Founded : 1933
Headquarter: Mumbai , India
Key people: Harish Manwani (Chairman),
: Nitin Paranjpe (CEO and Managing Director)
Products : Home & Personal Care, Foods, Water Purifier
Lux stands for the promise of beauty and glamour as one of India's most trusted
personal care brands.
Pears
Pears – the purest and most gentle way to skincare!
Pears launched in India in 1902, exuberates a long heritage of purity. It is
so pure that you can actually see through it!
Pepsodent
Pepsodent India is committed to improve the overall Oral health of Indians.
Pepsodent is a 15 year old brand that offers various oral care solutions to
specific need based solutions.
Pond’s
Get the expert to look after your skin
Pond’s, has been listening to women’s needs and desires for 150 years and
this has enabled us to deliver new products customised to their needs. Pond’s accompanies
them on their journey to enhance the beauty of their skin.
Rexona
Rexona gives you 24 hr protection from sweat and body odour and therefore
the confidence to handle whatever the day has in store.
Corporate Social Responsibility
HUL’s corporate social responsibility strategy seeks to address HUL's most significant sustainability impacts of hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint by integrating these objectives
3. Germ kill Processor TM – uses 'programmed chlorine release chlorine technology' and its
stored germ kill process targets and kills harmful virus and bacteria
4. Polisher TM – removes residual chlorine and all disinfectant by-products, giving clear
odourless and great tasting water
5. Battery Life Indicator - Ensures total safety because when the germ kill power is exhausted,
the indicator turns red, warning you to replace the battery
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Some basic facts on water Problems
Infected water causes an estimated 80 percent, of disease in India, according to
the World Health Organization (WHO).
About half the world’s reported cases of polio, a crippling disease which is
waterborne, occur in India.
Each year, diarrhea kills 500,000 Indian children.
Water is pure at the source which is the municipal treatment plant. It comes to
your house through pipes.
These pipes are very old and have rusted, which may be the cause of
contamination.
Sewage lines are also in contact with underground water pipes.
People also break open pipes at places to have access to water. These open cracks
allow contaminated matter to get inside the water pipes.
With the ever growing problem of safe drinking water faced in India, HUL has come with a
social initiative of providing safe and pure drinking water by means of Pureit, a quality yet
affordable water Pureit.
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Product analysis (Pureit)
Pureit- a water purifier designed and developed to provide “as safe as Boiled
water”
Performance
Pureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide
impurities giving you water that is ‘as safes as boiled water’
Additional Features:
Great sensorial – Clear, odour -free water : removes organics, pesticides, suspended
matter (turbidity)
Any time , any where performance : works
- Without electricity
- Without piped water
Convenience – No hassles of boiling, No maintenance costs like plumbing
Cost – Rs. 1/- for every 4 Liters of water
The Technology:
Chlorination of water is a known fact & is used as a world wide phenomenon by
municipal corporations for supply of potable water.
It kills all bacteria and viruses in water.
However chlorine added I n water by these corporation is not done scientifically
especially in third world countries like). Hence the amount of chlorination may be more
or less depending on the quantity of water; thus again making this water unsafe for
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← Frame
← Non woven (polyester cloth filter)
MICRO FIBRE MASH
Material – Non woven polyester
Removes suspended particulate > 10 micron
Reduces filtration load on CCT
Average flow rate of 5 lit/min
COMPACT CARBON TRAP
Material – intermediate activated
carbon
Binder is used for holding the carbon
granules
Removes particulate impurities < 10
micron
Removes organic load – improves
taste of water
Removes pesticides
Removes cysts
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GERM KILL PROCESSOR
Attached with batching chamber.
Stored germ-kill power target and kill harmful viruses and bacteria
Unique Auto Switch off Technology –
> After the battery life indicator turns fully red, the purifier will begin to overflow
from the battery life indicator on the front side.
> Some water may still 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
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Made by activated granular carbon and coated by silver.
This design has reduced pressure drop, eliminating the level of fines coming in the water
and reduced wastage of plastics in battery
Removes chlorine and disinfection by-products.
Radial flow design – low pressure drop.
Finally removes all odour, makes water visually clear & gives great tasting water
Performance testing
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Leading scientific institutions
o Central Food Technology Research Institute.
o National Institute of Cholera and Enteric Diseases
o Indian Public Health Association
o Institution of Public Health Engineers
Leading Medical Institutions
o King Institute of Preventive Medicine
o Sundaram Medical Foundation
o Apollo Hospitals
o SRL Ranbaxy Clinical Reference Laboratories
Leading International Institutions
o London School of Hygiene and Medicine UK
o Scottish Parasite Diagnostic Laboratory, Glasgow, UK
COMPETITOR
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Whirlpool
Eureka Forbes Ltd.
Usha Brita
Kent
zero B
Philips
Ken star
Tata Swatch
New Era (OSMO & Total aqua Fresh)
Key player in local market at Jaipur.
Hindustan Unilever Ltd.
Eureka Forbes Ltd.
Kent
Philips
How a Pureit is better than other method of water purifier:-
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Main Feature Pureit Boil water Advance
UV inline
Purifier
Advance
Storage
Purifier
Remove/Kills
Viruses
Bacteria
Pesticides
Yes Must boil
water
30-
40minute
Yes No
End off life indicator Yes No Yes No
Auto switch off Yes No Yes No
18 ltr. Water storage
Capacity
Yes Yes No Yes
Manual backup Yes Yes No Yes
Not require Gas Yes No Yes Yes
Not require electricity Yes Yes No Yes
Dual fill Facility
(Manual or Auto fill)
Yes No No No
Better Taste of water
Removes Smell
Yes No Yes No
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4 P’S of Marketing Strategies
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MARKETIG
STRATEGY
TARGET
MARKET STRATEGY
(Long Term)
MARKETIG MIX
STRATEGY
(Short- Term)
PRODUCT/
SERVICE
STRATEGY
DISTRIBUTI-ON
STRATEGY
PRICE STRATEGY
PROMOTION/MARKETING
COMMUNICA-TION
STRATEGY
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The major marketing management decision can be classified on one of following four
categories
Product
Price
Place
Promotion
These variables are known as the marketing mix or 4 P’s of marketing. They are the variables
that marketing managers can control in order to best satisfy customers in the target market.
Product: -
The product is the physical product or service offered to the costumer. In the case of physical
product, it also refers to any services or conveniences that are part of the offering. Product
decision includes aspects such as functions, appearance, packaging, service, warranty, etc.
Price: -
Pricing decision should take into account profit margins and the probable pricing response of
competitors. Pricing includes not only the list price, but also discounts, financing, and other
options such as leasing.
Place: -
Place decisions are those associated with channels of distribution that serve as the means for
getting the product to the target customers. The distribution system performs transactional,
logistical, and facilitating functions.
Promotion: -
Promotion decisions are those related to communicating and selling to potential consumers.
Since these costs can be large in proportion to the product price, a break-even analysis should be
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performed when making promotion decision. It is useful to know the value off a customer in order
to determine whether addition customers are worth the cost of acquiring them.
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PRODUCT/SERVICE STRATEGY OF WATER PURIFIER
4 variety available in the market
Easy availability nation wide
Best quality of used plastic (ABS food grade)
Best quality based technological parts used.
Designed and developed to provide “As safe as Boiled Water”
Very attractive design in two color ( Royal blue and Burgundy )
Pure it removes visible dirt, kills all harmful viruses and bacteria,
Removes parasites and pesticide impurities giving you water is “as Save as Boiled water”
Great sensorial- Clear, odour-free water: removes organics,
Pesticides, suspended matter (turbidity)
Any time, anywhere (portable) performance : works-without electricity-without piped water
Very easy to use
Convenience – No hassles of boiling, No maintenance costs like Plumbing
Cost- Rs.1 /- for every 4 Liters of water
Top most brand name ( Hindustan Unilever Ltd )
Quick service ( with In 24 hour )
Life time free service
6 month warranty period
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PRICE STRATEGY OF WATER PURIFIER
Penetration strategy
Product price range started for 1000 – 5200
Very Low cost of maintenance and consumable
Low cost for product
Best price for other than competitor
Attractive discount on replacement of device for customer
No credit terms
Attractive allowance for dealers
PROMOTION / MARKETING COMMUNICATION STRATEGY OF
WATER PURIFIER
Activated subscription immediately
Fastly installation of products
Properly repair services
Free Services during life time
Commercial TV advertisement
Advertisement in news paper
Broacher
Sales force (8000+ across country)
Marketing surveys through:-
o Kiosk
o Demonstration
o Cold call
o Reference by old customer
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PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER
Launched in Chennai : end 2003
Identify the place’s where Increase impurities than use for water
Identify the place’s where Increase disease
National launch in beginning 2007
Now present in all states
Where Direct sales possibility more (urban area’s mostly)
Easy available product (Good Transport facility )
At Jaipur 1 distributors (4 zone) and many dealers
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SCOPE AND OBJECTIVE OF THE STUDY
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SCOPE OF THE STUDY
This will help us to know the market tends demand and consumption patterns future prospectus
in term of potential growth consumer test and buying behavior for the HUL product water
purifier and other aspects related to channels and networks i.e. distribution. At the same time
some bottlenecks and loopholes in the entire process could also be taken into consideration for
their solution as well as betterments. In short following few aspects could be taken care of
through this study:-
To study distribution network of HUL.
To identify the attributes those compel the dealers to select the product..
To study about the relationship and association of the household with the company.
To identify the dealer’s response towards brands they are dealing.
To know about the credit policy of the company (motivational tools)
Popularity of company product among customers.
Customer’s opinion towards packaging.
To know about the awareness of drinking water used by various households.
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OBJECTIVE OF THE STUDY
The main objective of this project is to find, what are the steps Hindustan Unilever Ltd. is
adapting to be market leader and to differentiate itself from its competitors.
Most of the product of HUL comes in the category of convenience products. They are
frequently used and bought by the customers. There is large no. of players in the market,
who are supplying similar product to the customers.
Now, customers have become smart, they have great knowledge of market, product and
suppliers. So, they are looking for the product which is providing something extra.
HUL has a wide range of product in FMCG sector, covering almost every needs and
wants of the customers. It has products for child, young & adult, male & female, etc.
So, it has to differentiate its products taking into account the needs and demands of all the
sectors of the society.
Not, only product but it has to look upon the services and feed back from customers also.
It should do something to give after sales service and collect feed back from the
customers.
The basic objective of this project is as mentioned above to find ways so that HUL
remain market leader by considering all the needs & wants and fulfilling their demand.
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RESEARCH METHODOLOGY
It’s the way by which we collected data and used it to analysis the available fact for arriving at a particular results and suggestion. Basically there are two ways of collecting the data primary & secondary
RESEARCH DESIGN
It consists of clean statement of the research problem procedures and information processing and
analysis of data collected. It includes hypothesis also.
I have used Descriptive Research which includes survey and fact-finding enquiries of different
kinds. The main characteristics of this method are that the researchers have no control over the
variables; he can only report what has happened or what is happening. The major purpose of
descriptive research is description of the state of affairs as exists as present.
Problem to retailers with their respective FMCG Company.
Taste and preference of retailers and consumers towards the brand.
Strategy of different players in the market.
Different schemes of different brands.
Descriptive research design: - alone with some exploratory research was applied which
descriptive the state of affairs as they subsists. Descriptive research was used in the study of
marketing strategies for the sale of company’s product also studying about the parameters which
affect the competitiveness of the product.
Analytical research:- in this kind of research researcher uses facts or information which are
already available and analysis these for critical and rational facts of the past and present tends in
the demand and consumption, quality of product, packaging methods, supply and distribution
and analyzed them for critical result and suggestion some recommendation.
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SAMPLING PLAN
Sampling methods:- Snow ball sampling has been used for the purpose of those consumers and
prospective customers as it helped in knowing the no. of users of Pureit product and convenient
sampling methods was used for distributers in distance place as accessibility had emerged as a
problem in some cases.
Sampling unit: - It defines the target population that will sample together for carrying out the
analysis. Here it includes different areas and households.
Sampling size: - For conducting the study distribution channel system of HUL some region like
Vidhayadhar Nagar, Shastri Nagar was selected.
ASSUMPTION OF THE STUDY
Questionnaire is distributed to different households in the different areas. Respondent have
responded correctly. Information collected through various source is correct.
DATA ANALYSIS
Data become useful only affect they are properly analyzed. Data analysis involves covering’s as
series of recorded observation i.e. data into descriptive statement and inference about
relationship. This task is helpful in identified the areas where the company each improve further
collected data was analysis by the use of simple statistic tools like percentage and (univariate
analysis) result have been represented by using bar chart columns and pie chart.
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DATA COLLECTION
This was done by using:-
A. Primary data. These are the fast hand information as observation in leads to collect through
surveying as interviewing using questionnaire and schedules.
Questionnaire- it can be recognized as a schedule, interview from or measuring instrument is a
formalized set of question for obtaining information from the repaired. It is widely used in
consumer and industrial marketing research analysis.
B. Secondary data – these are the data which are already available in data which are already
available in usable forms various type secondary data used.
Literature from various papers, journals, and magazines. E.g. News and Views and
paper India.
Annual report (previous record of the company.)
Internet surfing.
Other official sources.
RESEARCH APPROACH
The research is based initially on an exploratory research & finally followed by descriptive
research.
RESEARCH INSTRUMENTS
The research instrument used in the study was predesigned up to designed questionnaire with
The questionnaire is by far the most common instrument in collecting primary data & the
questionnaire consists of question presented to respondent for their answers. The questionnaire
used a set of open-ended question.
SAMPLE SIZE
Sample size is 100 households
Type of research - Descriptive research (it includes facts findings service)
Statistical tools - Pie charts, bar diagrams etc.
Data collection - Through questionnaire
UNIVERSE
In the data of the sampling, large sample units are preferred to get the accurate outcome of the
research. I took two place as a sample for survey i.e. Vidhyadhar Nagar and Shastri Nagar in
Jaipur
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SWOT Analysis
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DATA ANALYSIS
&
INTERPRETATION
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Q1. How do you treat your water drinking water?
o Do nothing
o Boiled water
o Use electrical water purifier
o Use non electrical water purifier
Interpretation :-After the survey of 100 households:-
Most of the peoples are using electric water purifiers
This shows that people are more conscious about there health
Only a few portion of the households are not using any kind of water purifiers
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Q2. Do you know that 80% of the diseases in our country are water bound?
Yes
No
Not aware
Interpretation:- From the survey of 100 persons I found that
75% of the people are aware that most of diseases are mainly due to the water.
17%ofthe peoples say that it is not because of water there family members gets ill.
8% of the people are not aware about water born diseases
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Q3. While buying any water purifier what comes to your mind first?
o Price
o Health & Safety
o Both
Interpretation-
After a survey, I found that 75% people preference health and safety in buying water purifier.
Pureit offers an economical way of getting great tasting and 100 % safe drinking water.
People are more conscious about they health.
They mainly make use of water which is rich in minerals.
Q4. Which Companies purifier do you use and prefer to buy it?PGDM
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o Pure it
o Aqua guard or Aqua sure
o Kent water purifier
o Philips
o Usha Brita
o Others
Interpretation- After a survey of 100 house holds, I have found that-
Pureit is the market leader.
The sale of HUL water purifier is more then other purifier companies.
Aquaguard is the closest competitor of Pureit.
Due to entrance of new companies like Kent, Philips and usha, HUL is facing a tough
competition.
Q5. Comment on the price of your water purifier?
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o Affordable
o High
o Should be Revised
Comments on Prices of water purifiers
Interpretation- after a survey, I found that price of water purifier is
Affordable for 53% people,
The price is high for 30% people.
The water purifier Companies should reduce there prices in order to increase its market
share
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Q6.Do you know that boiled water is not necessarily safe water?
o Yes
o No
Interpretation - After a survey of about 100 house holds, I have found that-
62% says that boil water is safe.
38% of the people have a opinion that boil water is safe only for few hours
This shows that even after boiling water isnot safe for drinking purpose.
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Q7. Have you recently come across any kind of marketing activities for
purifiers?
o Kiosk
o Demonstration
o Direct Marketing
o T V Commercial
Interpretation- After a survey I found that TV advertisement play main role in making
awareness. 70% People come product knowledge through TV Commercial, 15% people
come through direct marketing, 10 % People come through Kiosk and 5% people come
demonstration marketing activity.PGDM
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Q8. Do you get any type of after sale services from the Company ?
o Yes
o No
o Exceptional
Interpretation-after a survey, I found that 52% water purifier not dependable on
company to timely service..
People are in need those companies who can provide them suggestions and can help in
solving there problems regarding the product they are using.
Q9. Criteria considered for Purchase?PGDM
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1. Brand name
2. Technology
3. Aesthetics
4. Price
Interpretation- In the survey of 100 people randomly, I found that 30 people gives
importance to price and then after they consider the Brand name.
The technology used must also be considered by the Companies in order to increase
there profits.
Q10.Where you did heard about the product?
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o TV commercial
o Newspaper print ads
o In shop branding
o Friend’s references
Interpretation: from that above graph it is clear that most portion of the households purchse
products of Companies by watching TV commercial advertisements. The Companies should be
more focused on TV commercial Advertisements.
Q11. Where do you prefer to buy a water purifier from?
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o Retail Outlets
o Franchisee dealers
o Direct Marketing
Interpretation- in the survey I found that people like to purchase water purifier by direct
marketing. In the survey I found that 45% people preferred direct marketing, 35% people
preferred Retails outlets and 20% people preferred Franchisee to purchase the water purifier.
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Q12. Problems regarding:-
Colour
Smell
Other visible impurities
Interpretation:
After the survey I found that only a few households are facing problems regarding smell. colour
and other impurities.
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FINDINGS & RECOMMENDATIONS FROM THE PROJECT
As per the survey done following were the findings and recommendations of the survey:.
o Customer service is something which company should pay more attention at.
o All models not available for display in retail outlets and also brochures should be
made available.
o Sales person at the retails counters should have proper knowledge about the product.
o Should focus more on brand awareness.
o TV advertisements can be renewed explaining the product feature and aggressive
marketing will help the company.
o Awareness of the product is less among the people. So, the company may take several
steps to create such awareness regarding its values to the customers.
o The company can adopt new strategies and policies to overcome the competition.
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LIMITATIONS OF STUDY
This survey report is also not free from limitations as usual. However the absence of such
limitation would have improved the quality of report as given
> Limited time period restricted to go in for more details the period was very short to
survey such a large area.
> Many respondents were not interested to give the required time for the questionnaire.
> Respondents sometimes act artificially when know their information is noted down.
> There was only some certain hours in a day in the idle hours in which the respondents
was ready to talk.
> This project was done on the basis of questionnaire through survey, so it may possible here that some of them might have not provided the correct information.
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Conclusion
Hindustan Unilever ltd. Is a leading FMCG company in India and from last three consecutive
years has shown accelerated growth in FMCG portfolio. Customers in India are also spending
more in FMCG as their standard of living is growing. HUL has placed itself successfully in the
position of market leader in FMCG products. Though there was some downfall in sales and
profit of the company in the beginning of this decade but after that HUL has shown considerable
rise in both sales and profit. The future of the company is also looking bright as FMCG market in
India is still expanding and so we can safely conclude that HUL will be able to secure its number
one position in FMCG product
HUL has also started project SHAKTI that has provided it direct reach to rural market. This may
be considered a revolutionary step since the urban market is reaching its saturation level and
there is a huge scope exploring rural market. This will also be helpful not only increasing its
market share but also fight competition
I found many Water purifiers in the market, which can be compared with Pureit. As a
conclusion I found that particularly in my provided area Pureit is really doing well and its
performance is on surprising level. During the fieldwork and after intensive study it was found
that main competitor of Parle is Aqua guard (Eureka forbs Ltd). So this is the comparison with
other water purifier brands. According to our findings, we found that Pureit is the market leader