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8/8/2019 18899178 Project HUL by Arvind Yadav 2003
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A project report on hindustan unilever ltd.
A Project Report on
Deterjent & Satisfaction Surveyof Nirma Ltd.
project report submitted in the fulfillment ofrequirements for the Master of business
Administration (2008-10)
Submitted To:MISS RUCHI TIWARI
Submitted By:ANSHUL TIWARIMBA(2008-10)
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Mathura Devi Institute of Technology &Management, indore
CERTIFICATE
This is to certify that ANSHUL TIWARI student of
second semester, Master of Business administration(MBA) in the year 2008 - 2010 has completed the
project report work entitled HINDUSTAN
UNILEVER LTD. based on syllabus and has
submitted a satisfactory account of his work in this
report.
Lecturer
MISS. RUCHI TIWARI
MDITM,INDORE
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ACKNOWLEDGEMENT
The research on A Project Report on HINDUSTAN UNILEVERLTD.. has been given to me as part of the curriculum in thecompletion of 2-Years Master of business Administration.
I have tried my best to present this information as clearly as
possible using basic terms that I hope will be comprehended
by the widest spectrum of researchers, analysts and
students for further studies.
I have completed this project under the able guidanceand supervision ofMiss Ruchi Tiwari and my project guide.I will be failed in my duty if I do not acknowledge theesteemed scholarly guidance, assistance and knowledge Ihave received from them towards fruitful and timelycompletion of this work.Mere acknowledgement may not redeem the debt I oweto my parents for their direct/indirect support during theentire course of this project.
We also thanks NIRMA
DISTIBUTER & DELERS, INDORE who believed in us and by
providing ALL valuable information and data that helped us in
understanding the problem areas of their organization and hence
developing the application as per their requirements.I also thankful to my friend Arvind Yadav who helped me alot in the completion of this project.
FROM-
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ANSHUL TIWARI
TABLE OF CONTESTS
1) Acknowledgement
2) Preface
3) Certificate of originality
4) Executive Summary5) Objective of research
6) Company Profile
7) Research problem and its relevance
8) Research Methodology
9) Conclusion
10) Bibliography
11)Questionnaire
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PREFACEPREFACE
Fast Moving Consumer Goods popularly known FMCG is as the nameFast Moving Consumer Goods popularly known FMCG is as the name
suggests is the most demanded products in the market. It includes everysuggests is the most demanded products in the market. It includes every
thing from food items like flour, biscuits, ice creams, etc to body productsthing from food items like flour, biscuits, ice creams, etc to body products
soaps, face creams to cigarettes to beverages, etc. consumers need thesesoaps, face creams to cigarettes to beverages, etc. consumers need these
things in their everyday life so they invests a good portion of there income inthings in their everyday life so they invests a good portion of there income in
these things. There are so many companies which are dealing in FMCGthese things. There are so many companies which are dealing in FMCG
products like HUL, Dabur, Cavin Care, AMUL dealing in dairy products,products like HUL, Dabur, Cavin Care, AMUL dealing in dairy products,
etc. By the vary nature of the product the companies are seeing this as aetc. By the vary nature of the product the companies are seeing this as a
great source of income. As large number of companies are looking thisgreat source of income. As large number of companies are looking this
sector as a profitable venture, so for sustaining there position and gain newsector as a profitable venture, so for sustaining there position and gain new
market they have to bring some thing unique in there products or services tomarket they have to bring some thing unique in there products or services to
gain position in the market or to sustain there.gain position in the market or to sustain there.
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In this project my focus is on tracking down the changing requirements,In this project my focus is on tracking down the changing requirements,
preferences, needs of customers and their changing perspective on the preferences, needs of customers and their changing perspective on the
different products offereddifferent products offered
OBJECTIVES
To understand the skin category of Hindustan Unilever Limited.
To study various brands of HUL in skin category.
To study the competitive brands in the market of skin category.
To find the market share of the HUL brands and its competitive brands.
To determine the key areas of strength and weakness for HUL brands.
To develop a promotion plan for brand communication of the HUL skin
category products.
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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.
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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
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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.
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HISTORY
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YEAR MILESTONES
1888 Sunlight soap introduced in India.
1895Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata,and Karachi.
1902 Pears soap introduced in India.
1903 Brooke Bond Red Label tea launched.
1905 Lux flakes introduced.
1913Vim scouring powder introduced.
1914 Vinolia soap launched in India.
1918Vanaspati introduced by Dutch margarine manufacturers like Van den Berghs, Jurgens,
Verschure Creameries, and Hartogs.
1922 Rinso soap powder introduced.
1924 Gibbs dental preparations launched.
1925 Lever Brothers gets full control of North West Soap Company.
1926 Hartogs registers Dalda Trademark.
1930 Unilever is formed on January 1 through merger of Lever Brothers and Margarine Unie.
1931Hindustan Vanaspati Manufacturing Company registered on November 27; Sewrifactory site bought.
1932 Vanaspati manufacture starts at Sewri.
1933Application made for setting up soap factory next to the Vanaspati factory at Sewri;
Lever Brothers India Limited incorporated on October 17.
1934Soap manufacture begins at Sewri factory in October; North West Soap Company's
Garden Reach Factory, Kolkata rented and expanded to produce Lever brands.
1935 United Traders incorporated on May 11 to market Personal Products.
1937 Mr. Prakash Tandon, one of the first Indian covenanted managers, joins HVM.
1939Garden Reach Factory purchased outright; concentration on building up Dalda
Vanaspati as a brand.
1941Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires own
sales force.
1942Unilever takes firm decision to "train Indians to take over junior and senior
management positions instead of Europeans".
1943 Personal Products manufacture begins in India at Garden Reach Factory.
1944 Reorganisation of the three companies with common management but separatemarketing operations.
1947 Pond's Cold Cream launched.
1951Mr. Prakash Tandon becomes first Indian Director. Shamnagar, Tiruchy, and Ghaziabad
Vanaspati factories bought.
1955 65% of managers are Indians.
1956Three companies merge to form Hindustan Unilever Limited, with 10% Indian equityparticipation.
1957 Unilever Special Committee approves research activity by Hindustan Unilever.
1958 Research Unit starts functioning at Mumbai Factory.
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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.
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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
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FACTORY
JUST IN TIME DEPOT
REDISTRIBUTION STOCKIST
MARKET ( CHANNEL WISE )
CONSUMER
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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.
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 dont 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.
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DISTIBUTION NETWORK
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FACTORY
JUST IN TIME DEPOT
CUSTOMER SERVICE PROVIDER
BIG BOX RETAILER
CONSUMER
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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)
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SKIN CATEGORY
PEARS
Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even
for baby's skin.
Pears is manufactured like any other soap, but unlike in conventional soaps, the
glycerine is retained within the soap. That is the cause if its unique transparency.
After manufacturing, the soap is mellowed under controlled conditions over
weeks. At the end of this maturing process, it is individually polished and packed
in cartons.
Today Pears is available in three variants - the traditional amber variant, a green
variant for oil control and a blue variant for germ protection.
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FAIR & LOVELY
A woman's passion for beauty is universal and catering to this strong need is Fair
& Lovely. Based on a revolutionary breakthrough in skin lightening technology,
Fair & Lovely was launched in 1978.
The Hindustan Lever Research Centre (it is among the largest research
establishments in India's private sector, including pharmaceutical companies,
with facilities in Mumbai and Bangalore) deployed technology, based on
pioneering research in the science of skin lightening to develop Fair & Lovely.
The formulation is patented. Its formulation acts safely and gently with the natural
renewal process of the skin, making complexion fairer over a period of six weeks.
Fair & Lovely is formulated with optimum levels of UV sunscreens and
Niacinamide that is known to control dispersion of melanin in the skin. It is a
patented and proprietary formulation, which has been in the market for 25 years.
Niacinamide (Vitamin B3) is a water-soluble vitamin and is widely distributed in
cereals, fruits and vegetables - and its use in cosmetic formulations has been
known for various end benefits. The UV components of the formulation are
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PEARS
PEARS AMBER 125 GM
PEARS AMBER 75 GM
PEARS AMBER 45 GM
PEARS OIL CONTROL 75 GM
PEARS GERMSHILD 75 GM
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scientifically chosen and used at optimum levels to provide wide spectrum
protection against UV rays of the sun. Specifically, this patented formulation
offers a high UVA protection, which is more relevant to Asian skin than plain SPF
protection creams sold in the West. All the active ingredients in the Fair & Lovely
formulation function synergistically to lighten skin colour through a process that is
natural, reversible and totally safe.
PONDS
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
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FAIR & LOVELY MULTI VITAMIN 80 GM
FAIR & LOVELY MULTI VITAMIN 50 GM
FAIR & LOVELY MULTI VITAMIN 25GM
FAIR & LOVELY MULTI VITAMIN 9 GM
FAIR & LOVELY AYURVEDIK 50 GM
FAIR & LOVELY AYURVEDIK 25 GM
FAIR & LOVELY AYURVEDIK 9 GM
FAIR & LOVELY MENZ ACTIVE 50 GMFAIR & LOVELY MENZ ACTIVE 25 GM
FAIR & LOVELY SUN BLOCK 50 GM
FAIR & LOVELY SUN BLOCK 25 GM
FAIR & LOVELY SKIN CLEARITY 50 GM
FAIR & LOVELY SKIN CLEARITY 25 GM
FAIR & LOVELY SKIN CLEARITY 9 GM
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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.
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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.
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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 GMPONDS 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
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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
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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.
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LAKME
Half a century ago, as India took her steps into freedom, Lakme, India's first
beauty brand was born. At a time when the beauty industry in India was at a
nascent stage, Lakme tapped into what would grow to be amongst the leading,
high consumer interest segments in the Indian Industry - that of skincare and
cosmetic products. Armed with a potent combination of foresight, research and
constant innovation, Lakme has grown to be the market leader in the cosmetics
industry.
Lakme today has grown to have a wide variety of products and services that
cover all facets of beauty care, and arm the consumer with products to pamper
herself from head to toe. These include products for the lips, nails, eyes, face
and skin, and services like the Lakme Beauty Salons.
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VASELINE & PONDS
VASELINE BODY LOTTION 300 ML
VASELINE BODY LOTTION 100 ML
VASELINE BODY LOTTION 25 ML
VASELIN ALOE FRESH 300 ML
VASELIN ALOE FRESH 100 ML
VASELINE PETOLIUM JELLY 100 GM
VASELINE PETOLIUM JELLY 50 GMVASELINE PETOLIUM JELLY 25 GM
VASELINE PETOLIUM JELLY 8 GM
VASELINE LIPCARE 10 GM
PONDS COLD CREAM 100 GM
PONDS COLD CREAM 55 GM
PONDS COLD CREAM 30 GM
PONDS COLD CREAM 8 GM
PONDS BODY LOTTION 300 ML
PONDS BODY LOTTION 100 ML
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LAKME SUMMER COLLECTION
Lakme Sun ExpertUltra matte
super light sunscreeninsta oil absorb complex
SPF 20*(MediumProtection) &
SPF 30*(High Protection)
Lakme Sun Expert Ultra matte - SPF 20*
Lakme presents a revolutionary light sunscreen,
with insta oil absorb complex. This
broad spectrum fluid instantly absorbs excess oil
from the surface of the skin, leaving your face
matte and shine-free.
Finally sunscreen comfortable enough to become
a daily habit. Enabling you to do what is right for
your skin- no matter what the weather.Its UVA
and UVB absorbers give you perfect protection for
medium levels of sun exposure, defending your
skin from harmful sun damage.
How to Use:
Apply on face, neck and other exposed areas
atleast 20minutes before stepping out in the skin.
Wait for a minute before applying makeup re-
apply every 3 to 4 hours.
Click Here for More Details
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Lakme Sun Expertsun protection creme
moisture intense sunscreen
SPF 30*(High Protection)
Lakme Sun Expert Moisture Intense SunscreenSPF 30* with UVA and UVB Protection controlssun related damage like skin darkening, sunspots, premature ageing
With extracts of Aloe Vera and Sweet Orange,this intense creme has a deep moisturising action.Best suited for Dry and Dehydrated skin. Thisformulation is water and sweat resistant.
To Use:Apply daily to face and other exposed areas. Re-apply every 3 to 4 hours.
Results:Moisturised skin that is protected from the harmfuleffects of the Sun.
Key Ingredients:Aqua, Octyl Methoxycinnamate, Cyclomethicone,Benzophenone-3, Titanium Dioxide, Perfume.
Lakme Sun ExpertSunscreen Lotion
SPF - 15For All Skin types
Lakme Sun Expert Sunscreen Lotion SPF-15For All Skin types
A 100% oil-free formulation that protects normalskin from 70% of skin damage. Speciallyformulated for Indian skin that tans easily, newLakme Sun Expert has SPF 15 to prevent tanningand block out harmful rays.
How it WorksMoisturises, nourishes and prevents tanning,wrinkling, spots and keeps skin soft.
How to UseMassage gently onto face, neck, hands and otherexposed parts of the body. Use daily, all yearround, whether you are indoors or outdoors. .
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Lakme Sun ExpertSunBlock
For Sensitive Skin
Lakme Sun Expert Sun BlockFor Sensitive Skin
An oil-free, water and sweat resistant formulationwith enhanced protection from UVA and UVBradiation. Specially formulated for Indian skin thattans easily, new Lakme Sun Expert has SPF 25 toprevent tanning and block out harmful rays.
How it WorksNourishes your skin and ensures long-lasting UVprotection for sensitive skin.
How to UseMassage gently onto face, neck, hands and otherexposed parts of the body. Use daily, all yearround, whether you are indoors or outdoors.
Lakme Sun ExpertSunscreen Souffl
Lakme Sun Expert Sunscreen SoufflFor Oily Skin
A unique, water-based, lightweight sunscreenthat's non-greasy and prevents 70% of skindamage. Specially formulated for Indian skin thattans easily, new Lakme Sun Expert has SPF 20 toprevent tanning and block out harmful rays.
How it WorksPrevents tanning and protects oily skin from sun
damage.
How to UseMassage gently onto face, neck, hands and otherexposed parts of the body. Use daily, all yearround, whether you are indoors or outdoors.
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Lakme Skin Brightening Gel
For After Sun Use
Lakme Skin Brightening GelFor After Sun Use
Rehydrate and revive your skin with new100% oil-free Lakme Skin Brightening Gel.
How it WorksThis light weight cooling formulationrehydrates and cools your skin. Speciallyformulated for Indian skin, it worksnaturally to lighten your tan restore yourskin's original colour. Now go on, turn yourskin into something divine.
How to Use.Apply generously following exposure to thesun.
ResultsAn immediate cooling and soothingsensation.
PONDS WHITE BEAUTY
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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.
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PONDS 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. Ponds Age Miracle is another example of that.
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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)
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The Fiama Di Wills range of soaps has been launched under the sub - brandSkinSense. The first variant to be introduced in this range is Soft Green. This isa gentle caring soap, which helps enhance retention of skin proteins making skinlook beautiful and youthful.
In February 2008, ITC launched two new ranges of soap - Vivel Di Wills andVivel -to cater to the skincare needs of a wide range of consumers. Backed byconsumer insights, the ranges offer a unique value proposition of bringingtogether ingredients that provide multiple benefits of Nourishment, Protection andHydration in a single product. Hence providing the ever discerning consumercomplete care.
The packaging, reflecting the philosophy of the brand, fuses multiple benefits.The unique carton pack has been developed by ITCs design team to provide anovel consumer experience.
The Vivel Di Wills range is available in two variants:
Vivel Di Wills Sheer Radiance is enriched with OliveOil, to provide skin lustre to make it radiant.
Vivel Di Wills Sheer Crme is enriched with SheaButter, 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 FruitInfusions which help in providing youthful glow to theskin.
Vivel Satin Soft is enriched with Vitamin E and AloeVera which help the skin feel beautifully soft.
Vivel Sandal Sparkle is enriched with Sandalwood Oiland Active Clay which helps in providing clear skin.
Vivel Ayurveda Essence is enriched with multipleAyurvedic Ingredients which help protect skin fromgerms and harsh environment, keeping it healthy and
beautiful.
Although the market trend shows that these ITC brands are no competition toPears right now. But if ITC improves its distribution network then these brandscan be a threat to HUL.
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Fairness creams
FAIR ONE
'Fairone Fairness Cream' was launched jointly by Elder Pharmaceuticals andShahnaz Husain. Elder Pharmaceuticals Ltd and Shahnaz Husain, herbal beautyspecialist, had entered into an agreement to launch four skin care productsduring 2006-2007. Elder undertakes the manufacturing and marketing of theproducts, while the conception and composition is done by Husain. ElderPharmaceuticals Ltd. is one of the leading companies in India in the skin caresector. The company is a major manufacturer of aloe vera-based skin careproducts.
Indications FAIR ONE cream has a unique blendof herbal ingredients like saffron,honey, apricot oil, rose, cucumber andlemon distillate. The formulationprotects the skin from the darkeningeffects of the sun. Honey, a naturalmoisturizer, nourishes the skin,keeping it smooth and supple.
FAIR ONE cream helps to make your
skin look fairer and brighter.Method ofUse
Apply to face, neck and arms twicedaily. See results in One fortnight.
FAIR AND HANDSOME
A fair complexion has always been associated with success and popularity. Men
and women alike desire fairness, it is believed to be the key to a successful life.Well for women the market is loaded with fairness cream but for men there arevery few creams. Emami Fair and Handsome is one such cream for men.Emami herbalists and dermatologists from India along with Activor Corp USA,has created Fair & Handsome a fairness cream for Men with a breakthroughFive Power Fairness System to make skin fair and handsome in 4 weeks.
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Emami - Fairness Cream for MenFair and Handsome
Key ingredients=============
Peptide, Liquorice, Vetiver & Aloevera.
First time ever fairness cream for men
Emami in collaboration with Activor Corp,USA has created a unique fairness creamfor men with a breakthrough Peptidecomplex patented in the USA. This wondermolecule peptide works on the collagenstructure of male skin and dramaticallyimproves skin texture and fairness in just 4weeks. Its pleasant cooling gives an after-shave effect.
How does it work?
Active ingredients regulateproduction of melanin. Naturalsunscreen protects against UV rays.
Peptide in combination with Vetiverand Rose Water makes skin fair andfresh with a pleasant coolingsensation.
What it does:
Improves fairness in 4 weeks. Protects against sun's UV rays. Moisturises skin even after shaving. Relieves stress and fatigue signs.
The efficiency of this cream has beendermatologically tested on Indian male skin73% were found to be fairer78% found it to be an effective after shave-moisturiser
75% found effective oil-control.
GARNIER
Garnier is a division of L'Oral that produces hair care products, including theFructis line, and most recently, skin care products under the name, Nutritioniste,
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that are sold around the world. One of their key ingredients is a fruit concentrateused in all their products. It is a combination of fruit acids, vitamin B3 and B6,fructose and glucose.
Fairness + dark spots prevention
daily moisturiserLightens skinPrevents dark spots fromreappearing.
Anti-marks + fairness concentrate
Enhances the skin's overall fairnessReduces the number & intensity ofdark spots.
FAIREVER
Natural Fairever was initially launched in A.P. in 1998, following that a national
launch was made in 1999. Fairever is the brand of CavinKare Pvt Ltd(CKPL).This cream has a blend of saffron and milk. It claims to work from within toprovide a distinctly fairer, glowing complexion much like that of Kashmiri beautiesin just 4 weeks Triple sunscreens also retain your fairness and reduce theharmful effects of UV rays. It comes in a pack of 50g and 100g. The 50g packcosts Rs.55.The Fairever claims to have consumers as a woman who is the young andcontemporary woman of today. She has strong values and believes in using anatural product that will help bring out her natural beauty from within.
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FaireverFairness Cream
Fairever Fairness Cream withSaffron, Milk and Fruit Vitalisers
Use twice every day.
TALCUM POWDER
CINTHOL
Cinthol talc is a product of GODREJ Consumer Products Ltd (GCPL). GCPLidentifies Cinthol as its power brand. GCPL has launched new Cinthol range ofsoap, talc and deodorant with Bollywood actor Hrithik Roshan as its new brandambassador. Cinthol offers a range of soaps, talc and deo sprays in threeexciting 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 threefragrances:
Exotic
Exchante
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Sandal
The Spinz talcs 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 shespends time.
SUN CARE
LOTUS
Lotus sun care range is by Lotus Herbals. Lotus suncare has a wide range ofvariants available for all skin types. Their SPF(Sun Protection Formula) rangesfrom 15 to 60. This caters to the needs of all kind of people who need differenttype of SPF according to their exposure to the sun. Lotus is more priced thanLakme but gives a good margin to the retailers. This brand specializes insunscreen manufacturing and it is very old in this field, due to this it has gainedtrust of people. It offers a wide range of facewash, creams and facepacks whichprovides 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 forIndian Summer. It provides complete protection againstharmful UVA & UVB rays of sun, reducing chances of skintanning and ageing.Directions for use: Apply liberally and evenly on face,
neck and any other exposed part of the body, atleast 30minutes before stepping out in the sun. The cream will notget wiped off with perspiration / water. Avoid contact witheyes.Active Ingredients: Octyle Methoxy Cinnamate Z-Cote,Titanium Dioxide and Benzophenone-3.
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Safe Sun - Daily Sun Block(SPF 40)(Suits all skin types)
3-in-1 Matte Look Daily Sun BlockBirch Extract SPF 40Sun ProtectionSkin LighteningMattifying
Incredibly Light, Fast Absorbing, Non-Shiny,Non-GreasyFor all skin types.Daily sun block - water proof, Sweat proofSafe Sun 3-in 1Daily Sunblock is a revolutionary sun protectionformulation which combines Broad-SpectrumUVA / UVB protection with skin lighteningingredients to give a uniform matte finish to theskin. Its fast absorption and non-greasy formulaensures a shine-free, light & clean feel.
Contains herbals extracts ofBirch: MattifyingMallow: Sun ProtectionHops: Skin LighteningDirections for use:==============Apply safe Sun 3-in 1 Daily Sun Block Cream
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liberally and evenly on face and exposed partsof the body (neck, arms, legs, etc.,) beforeexposure to Sun. Re-apply frequently.Caution======
For external use only. In a rare case, if rash orirritation 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&Gs 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 inmass 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 researchwill be done to gain background information of the problem. An initial researchwill be conducted to clarify and define the nature of the problem. The varioustools used are experience surveys, in depth interviews, secondary data analysis.Descriptive research was done where questionnaires were given to the retailersand the wholesalers to find out the competition in HUL skin category.
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QUESTIONNAIRE DESIGN
The questionnaire consists of predominantly closed ended and option basedquestion in order to provide some ease to the respondents. In order to make thequestionnaire 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 ofHUL and other competitive brands. The various variables are analyzed in thequestions.
SAMPLING METHODOLOGY
SAMPLE PLAN
The project was conducted for the geographical region of Delhi. The sample sizecomprised of 10 Super Value Store (SVS), 5 exclusive wholesale, 10 Smart PP.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 variousmarkets of the region. Over the period of 15 days the data was collected andthen all the data was very carefully studied and the results were found out.
DATA ANALYSIS
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
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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 adirect 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
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CREAMS SEGMENT:-
HUL
42%
GARNIER
10%
EMAMI
3%
OTHERS
45%
HUL
GARNI
EMAMI
OTHE
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:-
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FAL
77%
PCC
8%
VPJ
2%
PBL
3%
VBL
10%
F
P
V
P
V
Here we can see that the major portion is covered by Fair & Lovely. It covers
77%. Vaseline body lotion has a share of 10%. Ponds cold cream is 8% Ponds
body lotion is 3%.
TALCUM POWDER
PONDS
Ponds came into being in 1947. Ponds 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, ponds 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%
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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. Johnson & Johnson baby talc is not the direct competitor of
Ponds 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:-
HUL
45%
SPINZ
2%
SANTOOR
1%
CINTHOL
12%
J&J
20%
EMAMI
2%
OTHERS18% HUL
SPINZ
SANTO
CINTHO
J&J
EMAMI
OTHER
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The share of the variants of Ponds in this 45% is as follows:-
DFT
40%
DFM
46%
POC
11%
PST
3%
D
D
P
P
The largest selling variant of Ponds is Dream Flower Magic which is 46%, next
comes Dream Flower Talc which is 40%. Ponds Oil Control and Sandal Talc are11% 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,Johnson & Johnson, 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.
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The present market share of pears and it competitors are as follows:-
PEARS
54%
FIAMA
5%
DETTOL
16%
J&J
25%
PEA
FIAM
DETT
J&J
LAKME SUN CARE
The major competitor of Lakme Suncare range is Lotus herbals. Lotus comes in
lots of variants which cater to the needs of all types of Indian skin and texture.The SPF (Sun Protection Formula) in Lakme is 15,20 and 30. but in Lotus it
ranges from 15 to 60. Although if we compare the price, Lotus is more expensive
than Lakme, but still people who are satisfied with this brand do not care about
its high price. The market share of Lakme and Lotus is very close but still Lotus is
ahead of Lakme.
The competitors and their margins are as follows:-
COMPETITORS MARGIN
Lotus 35%
Garnier 15%
Shahnaz Husain 25%
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The market share of Lakme and its competitors is as follows:-
LAKME
36%
LOTUS
38%
GARNIER
12%
OTHERS
14%
LAKM
LOTUS
GARNI
OTHE
PONDS WHITE BEAUTY AND PONDS AGE MIRACLE
Ponds white beauty and Ponds 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 Ponds 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 switchPonds.
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The estimated market share of Ponds and its competitors is as follows:-
Pond's
31%
Olay
32%
Loreal
17%
Garneir
8%
Others
12%
Pon
Olay
Lore
Garn
Othe
SUGGESTIONS
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The company can launch a new variant of Ponds, which could be Ponds
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 Ponds 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 Ponds 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 thesun and need more protection against it.
Ponds White Beauty and Ponds 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
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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.
QUESTIONNAIRE
1. Which kind of Outlet do you follow?
o Exclusive wholesale
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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 VALUE
Fair & Lovely
Ponds Talcum
Vaseline
Pears Soap
Lakme Sunscreen
Ponds White Beauty
Ponds Age Miracle
4. Which products are in competition with the following range of products and their competitive share?
Fair &Lovely
PondsDreamFlower
Vaseline PearsSoap
LakmeSunscreen
PondsWhite
Beauty
Ponds AgeMiracle
5. What are the margins and inventory of competitors of HUL products?
o Fair & Lovely
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COMPETITOR PRODUCT MARGIN INVENTORY
o Ponds Talcum
COMPETITOR PRODUCT MARGIN INVENTORY
o Vaseline
COMPETITOR PRODUCT MARGIN INVENTORY
o Pears Soap
COMPETITOR PRODUCT MARGIN INVENTORY
o Lakme Sunscreen
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 QUANTITY
Fair & Lovely
Ponds Dream Flower
Vaseline
Pears Soap
Lakme Sunscreen
Ponds White Beauty
Ponds Age Miracle
Thank You for your prestigious time.