Ponds

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected HOD

Prof. Y.S. Thakur,, Miss Pragya Bhargav Department of Business Management ,

Dr. Hari Singh Gour Central University Sagar for allowing me to undertake this

project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of Miss Pragya Bhargav she rendered me all possible help

me guidance while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and

all those whose encouragement has infused courage in me to complete to work

successfully.

(HEMLATA RAJ)

B.B.A II Semester

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " PONDS " on Market Segmentation

is nay own work conducted under the supervision of Miss Pragya Bhargav

Department of Business Management Dr. Hari Singh Gour Central Uniersity Sagar

To the best of my knowledge the report does not contain any work , which has been

submitted for the award of any degree , anywhere.

(HEMLATA RAJ)

B.B.A IInd Semester

CERTIFICATE The project report titled "PONDS " been prepared by Miss

HEMLATA RAJ BBA IInd Semester , IInd Batch under the guidance and

supervision of Miss Pragya Bhargav for the partial fulfillment of the Degree of

B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department

Examiner

CONTENTSS.No. TITLE Page No.

(A) Preface

(B) Acknowledgement

(C) Declaration of the Candidate

(D) Certificate

CHAPTER – 1

Introduction

Objective

History

CHAPTER – 2

Research methodology

Competitive Brands

Findings

CHATPER – 3

Data Analysis and interpretation

CHAPTER – 4

Suggestion

Conclusion

Limitation

Reference

o Questionnaire

o Bibliography

CONTENTS

S.No. TITLE Page No.

(A) Preface

(B) Acknowledgement

(C) Declaration of the Candidate

(D) Certificate

1 INTRODUCTION

2 OBJECTIVE

3 PRODUCT HISTORY

4 RESEARCH METHODOLOGY

5 COMPETITIVE BRAND

6 FINDINGS

7 LIMITATION

8 DATA ANALYSIS & INTERPETATION

9 SUGGESTION

10 CONCLUSION

REFERENCE

BIBLIOGRAPHY

QUESTIONNARE

ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere gratitude to

Prof. Y.S. Thakur Head of the Department of Faculty of Management Studies

Dr. Hari Singh Gour Vishwavidyalaya, Sagar for suggesting me this problem

and for giving an insight in delaing with the subject

.I am highly obliged to Miss Pragya Bhargava, Miss Shakuntala Yadav

Lecturer, Miss Mayuri Jain, Dr. Shree Bhagwat, , Miss. Priyanka Jhakariya,

Miss Devagya Shrivastava, Mrs. Jyoti Pandey, Mr. Ankur Randheliya Mr.

Girbal singh Lodhi, and All Faculty member, for guiding me in various

aspects of this project like conducting field work and designing questionnaire

and suggesting me the Project Work and helping me in finalising the Report.

I express my gratitude to all the customers who very kindly discussed various

aspects of this study and provided useful suggestions for discussing various

problems.

Lastly, I Must express my gratitude to all the elders of the family and

citizen of the city who blessed me in course of discussion. I also extend my

sincere thanks to my family and my friends for their encouragement and

support.

HEMLATA RAJ BBA IIND SEM.

OBJECTIVE

To find out market strategy regarding product and service.

Knowledge about the competitive market.

To know the goodwill as demand of the product in world

Information related to consumer satisfaction and his use.

INTRODUCTION

COMPANY PROFILE

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer

goods company, with leadership in Home & Personal Care Products and

Foods & Beverages. HUL's brands, spread across 20 distinct consumer

categories, touch the lives of two out of three Indians. They endow the

company with a scale of combined volumes of about 4 million tonnes and

sales of nearly Rs.13,718 crores. The mission that inspires HUL's over

15,000 employees is to "add vitality to life". With 35 Power Brands, HUL

meets everyday needs for nutrition, hygiene, and personal care with brands

that help people feel good, look good and get more out of life. It is a mission

HUL shares with its parent company, Unilever, which holds 51.55% of the

equity. The rest of the shareholding is distributed among 360,675 individual

shareholders and financial institutions. A Fortune 500 transnational,

Unilever sells Foods and Home and Personal Care brands in about 100

countries worldwide.

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.

Over time HUL has developed into a viable & competitive sourcing base for

Unilever world wide in Home and Personal Care & Foods & Beverages

category of products. HUL is also a global marketing arm for select licensed

Unilever brands and also works on building categories with core country

advantage such as branded basmati rice.

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely,

Pond's, Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan,

Knorr-Annapurna, Kwality Wall's – are household names across the country

and span many categories - soaps, detergents, personal products, tea,

coffee, branded staples, ice cream and culinary products. They are

manufactured over 40 factories across India. The operations involve over

2,000 suppliers and associates. HUL's distribution network, comprising

about 4,000 redistribution stockists, covering 6.3 million retail outlets

reaching the entire urban population, and about 250 million rural

consumers.

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 micro-enterprise 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 iShakti community portal. The program now covers 15 states in

India and has over 45,000 women entrepreneurs in its fold, reaching out to

100,000 plus villages and directly reaching to 150 million rural consumers.

By the end of 2010, Shakti aims to have 100,000 Shakti entrepreneurs

covering 500,000 villages, touching the lives of over 600 million people.

HUL is also running a rural health programme – Lifebuoy Swasthya

Chetana. The programme endeavours to induce adoption of hygienic

practices among rural Indians and aims to bring down the incidence of

diarrhoea. It has already touched 84.6 million people in approximately

43890 villages of 8 states. The vision is to make a billion Indians feel safe

and secure.

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.

HISTORY

YEAR MILESTONES

1990Mr. S. M. Datta takes over as Chairman from Dr. A. S. Ganguly.

1991 Surf Ultra detergent launched.

1992HUL recognised by Government of India as Star Trading House in Exports.

1993

HUL's largest competitor, Tata Oil Mills Company (TOMCO), merges with the company with effect from April 1, 1993, the biggest such in Indian industry till that time. Merger ultimately accomplished in December 1994; Launch of Vim bar; Kissan acquired from the UB Group.

1994

HUL forms Unilever Nepal Limited, HUL and US-based Kimberley-Clark Corporation form 50:50 joint venture - Kimberley-Clark Lever Ltd. - to market Huggies diapers and Kotex feminine care products. Factory set up at Pune in 1995; HUL acquires Kwality and Milkfood 100% brandnames and distribution assets. HUL introduces Wall's.

1995

HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint venture – Lakme Lever Ltd.; HUL enters branded staples business with salt; HUL recognised as Super Star Trading House.

1996

Mr. K. B. Dadiseth takes over as Chairman from Mr. S. M. Datta; Merger of Group company, Brooke Bond Lipton India Limited, with HUL, with effect from January 1; HUL introduces branded atta; Surf Excel launched.

1997Unilever sets up International Research Laboratory in Bangalore; new Regional Innovation Centres also come up.

1998

Group company, Pond's India Ltd., merges with HUL with effect from January 1, 1998. HUL acquires Lakme brand, factories and Lakme Ltd.'s 50% equity in Lakme Lever Ltd.

2000

Mr. M. S. Banga takes over as Chairman from Mr. K. B. Dadiseth, who joins the Unilever Board; HUL acquires 74% stake in Modern Food Industries Ltd., the first public sector company to be disinvested by the Government of India.

2002HUL enters Ayurvedic health & beauty centre category with the Ayush range and Ayush Therapy Centres.

2003Launch of Hindustan Lever Network; acquisition of the Amalgam Group

2005 Launch of "Pureit" water purifiers

DISTRIBUTION NETWORK

Hindustan Unilever's distribution network is recognised as one of its

key strengths. Its focus is not only to enable easy access to their

brands, but also to touch consumers with a three-way convergence of

-

product availability,

brand communication,

and higher levels of brand experience.

HUL's products, manufactured across the country, are distributed

through a network of about 7,000 redistribution stockists covering

about one million retail outlets. The distribution network directly covers

the entire urban population.

The general trade comprises grocery stores, chemists, wholesale,

kiosks and general stores. Hindustan Unilever services each with a

tailor-made mix of services. The emphasis is equally on using stores

for direct contact with consumers, as much as is possible through in-

store facilitators.

The distribution network in general trade is as follows:-

The products that are manufactured are first brought to the JIT (Just In

Time) Depot from the factory. Then these products are delivered to

the Redistribution Stockiest according to the order placed by them,

this is done through Permanent Despatch Plan.Then this stock is send

to either retailers or wholesalers, according to the channel followed by

them. From there it reaches to the consumers.

FACTORY

JUST IN TIME DEPOT

REDISTRIBUTION STOCKIST

MARKET ( CHANNEL WISE )

CONSUMER

At the supermarkets

Self-service stores and supermarkets are fast emerging in metros and

large towns. To service modern retailing outlets in the metros, HUL

has set up a full-scale sales organisation, exclusively for this channel.

The business system delivers excellent customer service, while

driving growth for the company and the store. At the same time,

innovative marketing initiatives are taken to provide consumers with

experience of our brands at the store itself, through product tests and

in-store sampling.

This is termed as Modern Trade. It has got different distribution

network and work differently. It is fast gaining pace as more and more

people are turning to malls for shopping. Today shoppers don’t just

want to buy their daily groceries but they also want a shopping

experience. They want to spend time in air conditioned store, no more

they are ready to sweat for spending money. These big box retailers

provide them a platform where they can roam around, pick, compare

and choose their products. These stores provide them a whole new

experience of shopping without shedding any drop of sweat.

PRODUCT PROFILE

Hindustan Unilever is biggest company in the FMCG (Fast Moving

Consumer Goods) sector. Its products are divided into various

categories. These are given as follows:

Home and Personal Care: under this it is further divided into two

parts:

1. Dets: all the detergents and dishwashers are covered in

this. For example, Vim, Rin, Surf Exel.

2. Personal Products: this comprises of all the products

related to personal care. these are as follows:

- Oral: toothpaste and toothbrush ( Pepsodent, Close

Up)

- Skin: soaps, talcum powder, fairness cream, body

lotion, winter cream ( Pears, Vaseline, Fair & Lovely,

Ponds’)

- Hair: Shampoos ( Sunsilk, Clinic All Clear)

COMPANY PROFILE OF POND’S

Pond's has been synonymous with skin care in India since 1947.

The impressive track record of Pond's began when Theron T Pond, a

pharmacist from Utica New York, introduced 'Pond's Golden Treasure'

in 1846, a witch-hazel based wonder product. In 1914, Pond's Cold

Cream and Vanishing Cream marked the brand's evolution to a beauty

icon. In 1955 Pond's Extract Company merged with Chesebrough

Manufacturing and in 1987 Unilever purchased Chesebrough-Pond's.

By this time the Pond's brand had built up a powerful international

presence.

From one man in a tiny home-made laboratory, to today's state of the

art R&D facilities led from Bangkok, Mumbai, New York and Tokyo,

the Pond's promise has remained the same across 58 countries - to

deliver products that make a real difference to women's skin and the

way they live their lives.

PONDS TALCUM

PONDS DFT 400 GM

PONDS DFT 200 GM

PONDS DFT 100 GM

PONDS DFT 50 GM

PONDS DFT 20 GM

PONDS MAGIC 400 GM

PONDS MAGIC 100 GM

PONDS MAGIC 50 GM

PONDS MAGIC 20 GM

PONDS SANDAL TALC 300 GM

PONDS SANDAL TALC 100 GM

PONDS SANDAL TALC 50 GM

PONDS SANDAL TALC 20 GM

PONDS OIL CONTROL 400 GM

PONDS OIL CONTROL 100 GM

VASELINE

Vaseline is a trusted brand worldwide associated with daily skin care

and healthy skin for the entire family. Vaseline has been keeping skin

healthy since 1870.

The Vaseline Philosophy:

The need for Vaseline is based on real skin facts. We believe our skin

is amazing. It protects us, heals itself, connects us to the world,

transmits emotions. And this amazing skin needs to be looked after.

Nobody knows skin, and how to keep it at its healthy best. This why

HUL make products that maintain our skin condition at its best and

enhances its natural health.

Vaseline Petroleum Jelly I.P.

Vaseline Petroleum Jelly is a mixture of Mineral oils, Paraffin and

microcrystalline waxes, is that when blended together, create

something remarkable- it literally melts into your body, protecting the

skin from within.

Vaseline petroleum Jelly serves two functions. First it helps keep the

outside world out – it protects skin from effects of weather and

exposure. Second it acts like a sealant to keep the inside world in,

thereby acting as a barrier to the natural water loss from our skin. So

Skin that is dry and chapped is protected from drying elements,

enabling skin softening moisture to build up naturally from inside the

skin itself.

Vaseline Total Moisture Body Lotion:

Beneath the surface, your skin is 90% water, enabling it to act as a

moisture and nutrient reserve. So keeping your skin well hydrated is

critical to your well-being.

Unfortunately however, our body tends to lose moisture throughout

the day. Bathing, casual contact, washing, sitting in the AC for too

long, seasonal changes, all robs the body of its moisture. Vaseline

Total Moisture is a fast-absorbing lotion enriched with Soya and Oat

protein that are known to nourish the skin from deep inside while

Vitamin E feeds your skin with the nutrient that is essential to keep it

glowing. Together they result in healthy looking skin.

Vaseline Aloe Cool and Fresh Body Lotion:

With the goodness of Cucumber and Aloe Vera, this light moisturising

body lotion is especially made to meet your skin needs in summer.

Cucumber is a surprising beauty secret for the skin with its hydrating,

cooling and soothing properties. Aloe Vera on the other hand, is an

unparalleled moisturiser and cell rejuvenator which is excellent for dry

skin. Together, these two ingredients can keep your skin looking and

feeling its healthiest best.

POND’S WHITE BEAUTY

VASELINE & POND’S

VASELINE BODY LOTTION 300 MLVASELINE BODY LOTTION 100 MLVASELINE BODY LOTTION 25 MLVASELIN ALOE FRESH 300 MLVASELIN ALOE FRESH 100 MLVASELINE PETOLIUM JELLY 100 GMVASELINE PETOLIUM JELLY 50 GMVASELINE PETOLIUM JELLY 25 GMVASELINE PETOLIUM JELLY 8 GMVASELINE LIPCARE 10 GMPONDS COLD CREAM 100 GMPONDS COLD CREAM 55 GMPONDS COLD CREAM 30 GMPONDS COLD CREAM 8 GMPONDS BODY LOTTION 300 MLPONDS BODY LOTTION 100 ML

Part of the Unilever portfolio since 1986, Pond's recently announced

the launch of 'Pond's White Beauty Detox' range that gives a visibly

illuminated and nourished pink glow.

Talking of luminous, Pond's White Beauty is not just about skin

whitening for the consumer, but about a radiant healthy skin that gives

a nourished pink glow. Pond's White Beauty has detoxifying vitamins

B3, B6, E, and C, which neutralizes the effect of darkness-causing

impurities found in the environment and reduces accumulated

melanin, thus giving a smooth, pure and bright skin.

Pond's White Beauty represents the international expertise of Pond's

in providing superlative skincare regimes. Increasingly, Indian women

are looking for the complete skincare regime of cleansing, toning and

moisturizing and this product range provides all beauty regime

requirements.

The range consists of White Beauty Detox Cleanser which cleans

thoroughly, White Beauty Detox Toner, which tightens the open pores

and smoothens out the rough appearance of the skin; White Beauty

Skin Lightening Cream with Detox vitamins that nourish skin from

within, and White Beauty Detox Lotion, which replenishes skin's

natural moisture level and gives visibly glowing and smooth pinkish

skin.

POND’S AGE MIRACLE

As a brand that understands women, around the world, Pond's

recognizes that true beauty is derived from love and warmth as well as

the credibility of an international skincare heavyweight. Pond's is

offering a variety of ranges for women. Pond’s Age Miracle is another

example of that.

“Candlelight dinners, long drives and the sound of saxophones will be

part of your lives, once again. The smell of love in the air, the feeling

of your heart skipping a beat, once again.” When Hindustan Lever

threw a party to formally launch its premium Pond's Age Miracle range

it used these words in invitation. . The FMCG major promised to bring

romance back into the 35-plus woman's life with a new look courtesy

Pond's Age Miracle.

COMPETITIVE BRANDS

PRODUCT PROFILE

FIAMA DI WILLS (ITC)

The Fiama Di Wills range of soaps has been launched under the sub - brand SkinSense. The first variant to be introduced in this range is Soft Green. This is a gentle caring soap, which helps enhance retention of skin proteins making skin look beautiful and youthful.

In February 2008, ITC launched two new ranges of soap - Vivel Di Wills and Vivel -to cater to the skincare needs of a wide range of consumers. Backed by consumer insights, the ranges offer a unique value proposition of bringing together ingredients that provide multiple benefits of Nourishment, Protection and Hydration in a single product. Hence providing the ever discerning consumer complete care.

The packaging, reflecting the philosophy of the brand, fuses multiple benefits. The unique carton pack has been developed by ITC’s design team to provide a novel consumer experience.

The Vivel Di Wills range is available in two variants:

  •

Vivel Di Wills Sheer Radiance is enriched with Olive Oil, to provide skin lustre to make it radiant.

• Vivel Di Wills Sheer Crème is enriched with Shea Butter, to moisturize skin to make it soft and supple.

The Vivel range is available in four variants

• Vivel Young Glow is enriched with Vitamin E and Fruit Infusions which help in providing youthful glow to the skin.

• Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which help the skin feel beautifully soft.

• Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin.

• Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment, keeping it healthy and beautiful.

Although the market trend shows that these ITC brands are no competition to Pears right now. But if ITC improves its distribution network then these brands can be a threat to HUL.

Fairness creams

FAIR ONE

'Fairone Fairness Cream' was launched jointly by Elder Pharmaceuticals and Shahnaz Husain. Elder Pharmaceuticals Ltd and Shahnaz Husain, herbal beauty specialist, had entered into an agreement to launch four skin care products during 2006-2007. Elder undertakes the manufacturing and marketing of the products, while the conception and composition is done by Husain. Elder Pharmaceuticals Ltd. is one of the leading companies in India in the skin care sector. The company is a major manufacturer of aloe vera-based skin care products.

TALCUM POWDER

CINTHOL

Cinthol talc is a product of GODREJ Consumer Products Ltd (GCPL). GCPL identifies Cinthol as its power brand. GCPL has launched new Cinthol range of soap, talc and deodorant with Bollywood actor Hrithik Roshan as its new brand ambassador. Cinthol offers a range of soaps, talc and deo sprays in three exciting fragrance - Classic, Cologne and Sport - in a new packaging. Cinthol has come out with a combi pack for this summer. It is in pack of 300g + 100g for M.R.P Rs.80.

SPINZ

Spinz talc is CavinKare Pvt Ltd(CKPL) brand.Spinz Talc is packed in sizes of 20 g, 50 g, 100 g and 400 g and comes in three fragrances:

Exotic Exchante Sandal

The Spinz talc’s target are girls of around 18 to 26 years old from SEC A and B. Easy-going and fun-loving, who loves to have a lot of friends with whom she spends time.

SUN CARE

LOTUS

Lotus sun care range is by Lotus Herbals. Lotus suncare has a wide range of variants available for all skin types. Their SPF(Sun Protection Formula) ranges from 15 to 60. This caters to the needs of all kind of people who need different type of SPF according to their exposure to the sun. Lotus is more priced than Lakme but gives a good margin to the retailers. This brand specializes in sunscreen manufacturing and it is very old in this field, due to this it has gained trust of people. It offers a wide range of facewash, creams and facepacks which provides protection against sun. The most sellind variant of Lotus are as follows:-

Block Cream (SPF30)(Suits all skin types)

This unique sun block cream has been specially made for Indian Summer. It provides complete protection against harmful UVA & UVB rays of

sun, reducing chances of skin tanning and ageing. Directions for use: Apply liberally and evenly on face, neck and any other exposed part of the body, atleast 30 minutes before stepping out in the sun. The cream will not get wiped off with perspiration / water. Avoid contact with eyes. Active Ingredients: Octyle Methoxy Cinnamate Z-Cote, Titanium Dioxide and Benzophenone-3.

Safe Sun - Daily Sun Block(SPF 40)(Suits all skin types)

3-in-1 Matte Look Daily Sun Block Birch Extract SPF 40 Sun Protection Skin Lightening Mattifying Incredibly Light, Fast Absorbing, Non-Shiny, Non-Greasy For all skin types. Daily sun block - water proof, Sweat proof Safe Sun 3-in 1 Daily Sunblock is a revolutionary sun protection formulation which combines Broad-Spectrum UVA / UVB protection with skin lightening ingredients to give a uniform matte finish to the skin. Its fast absorption and non-greasy formula ensures a shine-free, light & clean feel. Contains herbals extracts of Birch: Mattifying Mallow: Sun Protection Hops: Skin Lightening Directions for use: ============== Apply safe Sun 3-in 1 Daily Sun Block Cream liberally and evenly on face and exposed parts of the body (neck, arms, legs, etc.,) before exposure to Sun. Re-

apply frequently. Caution ====== For external use only. In a rare case, if rash or irritation occurs, discontinue use.

PREMIUM CREAMS

OLAY

Olay is a Procter & Gamble brand. It was acquired by Procter & Gamble in 1985. P&G greatly expanded Olay both in line up and in countries. Olay became one of P&G’s Billion dollar brands in 2003. In August 2007, Olay was launched in India. Olay has extended its heritage as a moisturizer to stay looking young, to formally creating the “anti-aging” category in mass stores with the launch of Total Effects in India.

RESEARCH METHODOLOGY

RESEARCH DESIGN

In my project I have used various tools of Exploratory Research. This

research will be done to gain background information of the problem.

An initial research will be conducted to clarify and define the nature of

the problem. The various tools used are experience surveys, in depth

interviews, secondary data analysis. Descriptive research was done

where questionnaires were given to the retailers and the wholesalers

to find out the competition in HUL skin category.

QUESTIONNAIRE DESIGN

The questionnaire consists of predominantly closed ended and option

based question in order to provide some ease to the respondents. In

order to make the questionnaire more effective following points are

covered:

• Uniformity in questions and ease of tabulation and analysis.

• Reduce subjectivity

• Easier to receive response

• Less time consuming.

The questions tried to cover all aspects required to analyze the skin

category of HUL and other competitive brands. The various variables

are analyzed in the questions.

SAMPLING METHODOLOGY

SAMPLE PLAN

The project was conducted for the geographical region of Sagar. The

sample size comprised of 10 General Stores, 5 exclusive wholesale,

10 Rural General Stores. The sample consists of both the retailers

and wholesalers of the general trade.

DATA COLLECTION

The data collection exercise was carried over a period of 15 days, in

the various markets of the region. Over the period of 15 days the data

was collected and then all the data was very carefully studied and the

results were found out.

DATA ANALYSIS & INTERPETATION

SKIN CREAMS

FAIR & LOVELY

Fair & lovely is the most successful fairness cream in the country. Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely is in market since 1978. The brand is very famous amongst the consumers because of the trust that they have developed with the company. People are satisfied with the quality and price. It is the mass product. The most selling variant of the FAL is multi-vitamin.

The competitors of FAL and the margins provided by them are as follows:-

COMPETITORS MARGINS

Fair One 20%

Fair & Handsome 20%

Garnier 15%

Although the sale of these brands are far behind FAL but these creams are a direct competition.

VASELINE

Vaseline Aloe fresh is the variant for the summers and it is doing very well. It does not have any direct competition because there is no other cream in the market for the summers. The other variants are Vaseline Body lotion and Vaseline Petroleum jelly these are the winter creams and there sale in summers is slightly low.

The competitors of Vaseline and their margins are as follows:-

COMPETITORS MARGINS

Emami (boroplus lotion) 20%

Nivea 20%

Ayur 18%

Garnier 15%

The projection of market share of the skin creams in Delhi is as follows:-

MARKET SHARE OF HUL AND OTHER COMPANIES IN THE SKIN CREAMS SEGMENT:-

HUL42%

GARNIER10%

EMAMI3%

OTHERS45%

HUL

GARNIER

EMAMI

OTHERS

The finding of the research shows that the estimated market share of HUL is 42%.

The share of HUL skin category creams in this 42% share is as follows:-

FAL77%

PCC8%

VPJ2%

PBL3%

VBL10%

FAL

PCC

VPJ

PBL

VBL

Here we can see that the major portion is covered by Fair & Lovely. It covers 77%. Vaseline body lotion has a share of 10%. Pond’s cold cream is 8% Pond’s body lotion is 3%.

TALCUM POWDER

POND’S

Pond’s came into being in 1947. Pond’s talc is feminine talc. It is perfume talc and caters to the needs of the women. It has got a very strong hold in the market. The consumers prefer to buy at least two type of talc for their family, pond’s talc form the part of the every basket.

Its competitors and their margins are as follows:-

COMPETITORS MARGINS

Spinz

Wipro (santoor & enchanteur) 25%

Nivea 20%

Cinthol 14%

There are other competitors as well like Premiun and Emami which comes in the combi pack of 400g + 400g. Cinthol comes in the combi pack of 300g +100g. These kinds of schemes affect the purchase pattern of people who are not brand loyal and are looking for some free gifts or scheme. A person from lower middle section of the society prefers to buy these talcs because of the value of money that they offer. PONDS baby talc is not the direct competitor of Pond’s but it is also a competition because women buy this talc because of the softness and fresh fragrance that it provides.

The market share of these talc are as follows:-

HUL45%

SPINZ2%

SANTOOR1%

CINTHOL12%

J&J20%

EMAMI2%

OTHERS18% HUL

SPINZ

SANTOOR

CINTHOL

J&J

EMAMI

OTHERS

The share of the variants of Pond’s in this 45% is as follows:-

DFT40%

DFM46%

POC11%

PST3%

DFT

DFM

POC

PST

The largest selling variant of Pond’s is Dream Flower Magic which is 46%, next comes Dream Flower Talc which is 40%. Pond’s Oil Control and Sandal Talc are 11% and 3% respectively.

PEARS

ITC has launched Fiama Di Wills in competition of Pears. Pears comes in 3 variants Pears Amber, Oil Control, Germ Shield. The largest selling variant is Amber. The consumer pattern shows that those who are loyal to this brand do not switch it easily. The brand loyalty of this product is more than any other. The other soaps which are is competition of Pears are Dettol with moisturizers, PONDS, Fiama Di Wills. Fiama Di Wills is a new product and is being liked by people. It is lagging behind in its distribution network as there is always stock out of this product. In the long run it can provide good competition to HUL.

POND’S WHITE BEAUTY AND POND’S AGE MIRACLE

Pond’s white beauty and Pond’s age miracle are in their initial stage of launch. These are premium brands, that is , they are high priced and

their target customers are upper middle class and upper class. These 2 products face competition from premium creams like Olay, Loreal, and VLCC. The market of these creams is small but slowly these creams are doing well are doing well. People are liking the quality of Pond’s and also the price that it is offering. The competition in this segment although is tough. This is because the consumer of these premium creams is very loyal to their brand and they do switch creams easily. They are not attracted by the schemes. Quality and brand name alone can attract their attention. A customer who is using Loreal will not easily switch Pond’s.

The estimated market share of Pond’s and its competitors is as follows:-

Pond's31%

Olay32%

Loreal17%

Garneir8%

Others12%

Pond's

Olay

Loreal

Garneir

Others

SUGGESTIONS

The company can launch a new variant of Pond’s, which could be Pond’s Fairness Body Lotion. This will cater to the fairness need of whole body and not just hands and face. The target customer of this variant can be the youth who are more boldly dressed and want the whole texture of the skin to be same. Most of the time the face looks fairer than the hands and the legs.

To launch a display scheme for Pears which can counter the competition from Fiama Di Wills that it may face in the future. HUL can buy windows from the retailers for the display of Pears soap and face wash.

The youth of today is not much into the consumption of fairness cream because they think it to be harmful for the skin and they are very conscious about the health of their skin. To cater to this segment of population which is very huge, Fair & Lovely can initiate activities which makes the youth aware about the qualities of the brand and to make them understand that the cream is not harmful for their skin.

The company can emphasize on the other qualities of Pond’s talc and not just as perfume talc. It can highlight its medicinal value which is of very necessary for the summers.

The can launch a new variant of Pond’s talc with new fresh fragrance. This will be for the people who like the brand due to the good quality that it provides but are bored of the fragrance that has been provided for so long. This will counter the competition and satisfy the target customers.

Lakme can come up with sunscreen which has more SPF so that it can counter the competition that it faces from its biggest competitor Lotus. As of now Lakme come in SPF 15 to SPF 30. It can also come up with sunscreen with higher SPF. Lotus ranges from SPF 15 to SPF 60. This way Lakme can cater to the needs of people who are more exposed in the sun and need more protection against it.

Pond’s White Beauty and Pond’s Age Miracle are in their initial stage so these brands need to communicate more to their customers. The company can promote activities in the mall where they are sold the most as these are premium brands and their target customer comes in the malls only. This will help in brand communication of these brands.

The company should emphasize more on mass retail than the wholesale as the whole sale is very price sensitive. The ideal ratio of wholesale is to retail is 30:70. The universal ratio is 40:70 and the HUL ratio is 50:50.

FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE

Researcher's Name : Name of Person : ___________________

Class : B.B.A. II Sem Age : _____________________________

Gender : Occupation : ________________________

QUESTIONNAIRE

1. Which kind of Outlet do you follow?

o Exclusive wholesale

o Semi wholesale

o Family grocer

o Mass retail

o Chemist

o Super Value Store

2. Which of the following HUL Skin product you keep in your store?

o Fair & Lovely

o Ponds Dream Flower

o Vaseline

o Pears Soap

o Lakme Sunscreen

o Ponds White Beauty

o Ponds Age Miracle

3. What is the value of the monthly sales of the following products?

PRODUCT VALUEFair & LovelyPonds Talcum

Vaseline

Pears SoapLakme Sunscreen

Ponds White BeautyPonds Age Miracle

4. Which products are in competition with the following range of products and their competitive share?

Fair & Lovel

y

Ponds

Dream

Flower

Vaseline

Pears Soap

Lakme Sunscreen

Ponds

White Beaut

y

Ponds Age Miracl

e

5. What are the margins and inventory of competitors of HUL products?

o Fair & Lovely

COMPETITOR PRODUCT

MARGIN INVENTORY

o Ponds Talcum

COMPETITOR PRODUCT

MARGIN INVENTORY

o Ponds White Beauty

COMPETITOR PRODUCT

MARGIN INVENTORY

O Ponds Age Miracle

COMPETITOR PRODUCT

MARGIN INVENTORY

6. How much Inventory do you stock for the following HUL products?

PRODUCTS QUANTITYFair & Lovely

Ponds Dream FlowerVaseline

Pears SoapLakme Sunscreen

Ponds White BeautyPonds Age Miracle

Thank You for your prestigious time.

BIBLIOGRAPHY The information included in this project is taken from the reference:

BOOKS:

Marketing Research :

By C.R. Kothari

By Majumdar

WEBSITES:

www.google.com

www.indiainfoline.com

www.hul.com

LIMITATION

TIME CONSUMING

It is a time consuming activity.

COSTLY

In the preparation of project lot of money Waste

REQUIRED EFFORTS

It takes many efforts to complete the project in searching

magazine, news paper and Internet.

LACK OF SECONDARY DATA

Proper Secondary Data was not Available

FINDINGS

In the Absence of proper advertisement it is very

difficult to make sale.

As this product is costlier so people do not purchase it.

Sale in Small cities is very less

People also make purchase of Substitute Product .

No Proper local agencies are available.

CONCLUSION

Most of the female use ponds.

The market share of ponds is 31%.

Most of the consumer prefer the product due to its favorable price.

The packing of Product should be improved.

Competitive brand are Fiama di wills, fairone, spinz, lotus.

FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE

Researcher's Name : Name of Person : ___________________

Class : B.B.A. II Sem Age : _____________________________

Gender : Occupation : ________________________

1. Which brands do you aware of?

Ponds. Nevia Lakme Fiamadiwill

2. Which brand of Cream do you use?

Nevia Lakme Ponds. Fiamadiwill

3. What are the primary reasons for which you use this particular brand?

Packaging Brand Loyalty Fragrance Price

4. How did you get to hear about this brand?

TV Internet Word of Mouth Print

5. How often do you buy?

Once in 15 days Once a month Once in two months