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A PROJECT REPORT ON
Analysis Of Product Line Decisions Taken ByHindustan Unilever Limited
Submitted toRANI DURGAVATI VISHWAVIDYALAYA, JABALPUR
In the Partial fulfillment of the requirement for the award of Degree of Master Of Business Administration
Submitted byMs. DEEPIKA NOTNANI
MBA IVth SEMESTER
GYAN GANGA COLLEGE OF TECHNOLOGYJabalpur
2010
DECLARATION
I declare that the whole information of this management training is to tally
pure, true and based on organization site, place, customer information and website
information.
I hereby declare that the training entitled Analysis Of Product Line
Decisions Taken By Hindustan Unilever Limited has been completed
and submitted by me and is original and is the outcome of my own efforts and the
guidance and suggestion received by Ms. Priyanka Khosla.
I further declare that the training is taken up for the requirement of M.B.A.
IVth Semester.
Ms. Deepika Nontani
Date: MBA IVth semester
GYAN GANGA COLLEGE OF TECHNOLOGY
To whom it may concern
This is to certify that Ms. Deepika Nontani studying in MBA IVth semester in this institution has successfully completed the project titled Analysis Of Product Line Decisions Taken By Hindustan Unilever Limited.
This is being submitted in the partial fulfillment of the requirement for the award of degree of MBA from RANI DURGAWATI VISHWAVIDAYALAYA, Jabalpur
Director MBA Department
Gyan Ganga College of Technology
Certificate
This is to certify that Ms. Deepika Nontani studying in MBA IVth semester in this institute have successfully completed the project titled Analysis Of Product Line Decisions Taken By Hindustan Unilever Limited in the partial fulfillment of the requirement for the award of degree of Master of Business Administration, Rani Durgavati Vishwavidyalaya, Jabalpur [M.P.].
It has not been submitted elsewhere for any other degree.
DIRECTORMBA DEPARTMENT
ACKNOWLEDGEMENTS
It’s a pleasure, to dedicate this project to my parents and all those people
who are involved and related to my education in some way or the other.
It has been great pleasure working under the guidance of
Ms. Priyanka Khosla , Mr. Chandrashekhar Aronkar who truly in the sense of word
has been a constant source of inspiration and encouragement and this project has
been completed by the help of his valuable guidance and advises from beginning to
the end of the project.
Lastly, thanks to the Gyan Ganga family for their constant support and
help.
Ms. Deepika Nontani
CONTENTS
1. Executive Summary
2. Company Profile
3. Research Methodology
Limitations of the Study
4. Data Analysis & Interpretation
5. Finding of the Study
6. Conclusion
7. References & Bibliography
8. Annexure
EXECUTIVE SUMMARY
HUL is India's largest Fast Moving Consumer Goods (FMCG) company. HLL'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 a host of categories, such as soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products.
This Study Is Undertaken To Analyse Of Product Line Decisions Taken By Hindustan Unilever Limited”.
Product lining is the marketing strategy of offering for sale several related products.
A group of products that are closely related because they function in a similar
manner are sold to the same customer groups, are marked through the same types
of outlets, or fall within given price range”.
A major product line decision involves product line length.
The number of items in the product line.
The line is too short if the manager can increase profits by adding items.
The line is too long if the manager can increase profits by dropping items.
Product line length is influenced by company objectives and resources.
OBJECTIVES OF RESEARCH
To Know about the Product line Decisions Taken by the Hindustan Unilever
limited.
To Know about the various Products offered by the company.
To Know about the New Products introduced in the existing Product Line.
To know about various Products Pruned by the company from the existing
Product Line.
To know about Different Strategy adopted by the company to flourish its
Product line.
To know about Performance of Product line in an Indian market.
INTRODUCTION
Description Of Business And Company Profile.
Hindustan Unilever is one of the world’s leading suppliers of fast moving
consumer goods across foods, home and personal product categories. Unilever’s
portfolio includes some of the world’s best known and most loved brands.
Business structure
Our operations are currently Organized into two global divisions–
Foods Division
Home and Personal Care (HPC) both headed by Divisional Directors.
This structure allows the appropriate focus on foods and home and personal care
activities at both regional and global levels and allows us to optimize synergies
across the product portfolio.
The two divisions’ operations are currently organized into business groups on a
regional basis, with certain exceptions: the global businesses of prestige, our
fragrance business within HPC and Unilever Food solutions within Foods. The
regional and global businesses are currently headed by Business Presidents. These
businesses remain the driving force behind Unilever, comprising the operating
companies which provide the key interface with customers and consumers,
allowing quick response to the needs of local markets.
The division of Unilever limited is classified into various division explained as
under:-
1. FOOD DIVISIONUnilever is one of the leading food companies in the world. Its mission is to add
vitality to life by meeting everyday needs of people everywhere, through branded
products that make people enjoy food, enjoy health, and enjoy life.
Savoury and dressings:
A Unilever global leader in savoury and dressings, with strong brands rooted
in chefmanship and taste, including Knorr, Hellmann’s, Calvé, Wishbone,
Amora and Bertolli. Our leading savoury brand, Knorr, is Unilever’s biggest
brand, and is sold in over 100 markets. Its product range includes soups,
bouillons, sauces, snacks, noodles, frozen food and meal solutions. A wider
savoury product range is marketed around the world under a variety of brand
names. Its combined dressings business is the biggest in the world. With
Bertolli, which began as a leading Italian olive oil brand, we are building on
the qualities associated with Italian food to extend the brand into spreads,
dressings and pasta sauces.
Spreads and cooking products
HUL leads with the spreads and cooking products category with two key
brand families with increasingly consistent positionings around the world.
Healthy heart brands Becel and Flora deliver strong growth, particularly
with pro•activ, through health benefits enabling people to enjoy life to the
full. Family brands including Rama, Blue Band and Country Crock are
building a positioning based on tasty, nutritious foods for the family.
Beverages:
HUL Leads market in tea-based beverages with Lipton, then global market
leader in leaf and ready-to-drink tea. Innovations, including Lipton Ice Tea
Green and Lipton Aqua, target the growing market for healthy, refreshing
beverages. HUL respond with products and brands across our portfolio
including Slim•Fast, whose range includes meal replacement drinks, soups
and snack bars. Hindustan unilever limited meets the needs of various
customer by providing good nutrition in affordable formats with Annapurna
and, under AdeS, a range of tasty, nutritional, soy-based drinks.
Ice cream and frozen foods:
Hindustan Unilever is world’s leading producer of ice cream, with sales in
more than 40 countries. Ice cream products under the Heart brand, including
Cornetto, Magnum, Carte d’Or and Solero, are sold internationally. Breyers,
Ben & Jerry’s, Klondike and Popsicle are leading North American-based
brands. Ben & Jerry’s is also sold in Europe. Although not a separate
reporting category as its results are reported within the categories above,
Unilever Food solutions is a global food service business providing solutions
for professional chefs and caterers. For example, it provides preprepared
ingredients that save time and new ways of serving food on a large scale at
consistent quality.
2. HOME AND PERSONAL CARE
Unilever Home and Personal Care has some of the world’s most successful brands,
such as Dove, Lux, Omo and Surf. All its brands are about looking good, feeling
good and getting more out of life. With a strong heritage in hygiene and personal
care, combined with deep consumer insights. This brand portfolio adds vitality to
life and delivers value to our business.
Home care product segment:
Company is market leaders in laundry products in developing and emerging
markets, and hold number two positions in North America and most of Europe. Its
products have been developed to meet the diverse range of consumer needs to
clean and care for their clothes. They include tablets for convenience, traditional
powders and liquids for washing by hand or machine. Tailored products, including
soap bars, are available for lower income consumers. It brands include Comfort,
Omo, Radiant, Skip, Snuggle and Surf, and they are available in over 100 countries.
Household care products are designed to meet most cleaning and hygiene needs
around the home. Where Cif and Domestos hold strong positions in the key
markets in which they operate.
Personal care
HUL lead the global deodorants and skin cleansing markets, and are in the top
three in daily hair care and mass-market skin care. Six global brands – Axe, Dove,
Lux, Pond’s, Rexona and Sunsilk –are the core products in these categories. They
are complemented by Suave, mainly in North America, and ‘health brands’ such as
Clear, Lifebuoy and Vaseline, together with a selection of regional and local
‘jewels’. In oral care we have strong positions in a number of countries in Europe
and in developing and emerging markets, particularly with our Signal and Close
Up toothpaste brands.
Its global prestige fragrance business is based on the Calvin Klein range, which
includes cK one, Eternity and Obsession, complemented by ranges developed with
other designers.
Achievements of Hindustan Unilever limited.
1888 Sunlight soap introduced in India.
1895 Lifebuoy 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.
1913 Vim scouring powder introduced.
1914 Vinolia soap launched in India.
1918 Vanaspati 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.
1931 Hindustan Vanaspati Manufacturing Company registered on November
27; Sewri factorysite bought.
1932 Vanaspati manufacture starts at Sewri.
1933 Application made for setting up soap factory next to the Vanaspati
factory at Sewri; LeverBrothers India Limited incorporated on October 17.
1934 Soap manufacture begins at Sewri factory in October; North West
Soap Company’s GardenReach 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.
1939 Garden Reach Factory purchased outright; concentration on building
up Dalda Vanaspatias a brand.
1941 Agencies in Mumbai, Chennai, Kolkata and Karachi taken over;
company acquires ownsales force.
1942 Unilever takes firm decision to “train Indians to take over junior and
senior managementpositions instead of Europeans”.
1943 Personal Products manufacture begins in India at Garden Reach
Factory.
1944 Reorganisation of the three companies with common management but
separate marketingoperations.
1947 Pond’s Cold Cream launched.
1951 Mr. Prakash Tandon becomes first Indian Director. Shamnagar,
Tiruchy, and GhaziabadVanaspati factories bought.
1955 65% of managers are Indians.
1956 Three 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.
1959 Surf launched.
1962 Formal Exports Department starts.
1963 Head Office building at Backbay Reclamation, Mumbai, opened.
1964 Etah dairy set up, Anik ghee launched; Animal feeds plant at
Ghaziabad; Sunsilk shampoo launched.
1965 Signal toothpaste launched; Indian shareholding increases to 14%.
1966 Lever’s baby food, more new foods introduced; Nickel catalyst
production begins; Indian shareholding increases to 15%. Statutory price
control on Vanaspati; Taj Mahal tea launched.
1967 Hindustan Unilever Research Centre, opens in Mumbai.
1969 Rin bar launched; Fine Chemicals Unit starts production; Bru coffee
launched.
1971 Mr. V. G. Rajadhyaksha presents plan for diversification into
chemicals to Unilever SpecialCommittee - plan approved; Clinic shampoo
launched.
1973 Mr. T. Thomas takes over as Chairman from Mr. V. G. Rajadhyaksha.
1974 Pilot plant for industrial chemicals at Taloja; informal price control on
soaps withdrawn;Liril marketed.
1975 Ten-year modernisation plan for soaps and detergent plants; Jammu
project work begins; statutory price control on Vanaspati and baby foods
withdrawn; Close-up toothpaste launched.
1976 Construction work of Haldia chemicals complex begins; Taloja
chemicals unit begins functioning.
1977 Jammu synthetic Detergents plant inaugurated; Indian shareholding
increases to 18.57%.
1978 Indian shareholding increases to 34%; Fair & Lovely skin cream
launched.
1979 Sodium Tripolyphospate plant at Haldia commissioned.
1980 Dr. A. S. Ganguly takes over as Chairman from Mr. T. Thomas;
Unilever shareholding inthe company comes down to 51%.
1982 Government allows 51% Unilever shareholding.
1984 Foods, Animal Feeds businesses transferred to Lipton.
1986 Agri-products unit at Hyderabad starts functioning - first range of
hybrid seeds comesout; Khamgaon Soaps unit and Yavatmal Personal
Products unit start production.
1988 Launch of Lipton Taaza tea.
1990 Mr. S. M. Datta takes over as Chairman from Dr. A. S. Ganguly.
1991 Surf Ultra detergent launched.
1992 HUL recognised by Government of India as Star Trading House in
Exports.
1993 HUL’s largest competitor, Tata Oil Mills Company (TOMCO), merges
with the companywith effect from April 1, 1993, the biggest such in Indian
industry till that time. Mergerultimately accomplished in December 1994;
Launch of Vim bar; Kissan acquired from the UBGroup.
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 Milk food 100% brand names 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.
1997 Unilever 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.
2002 HUL enters Ayurvedic health & beauty centre category with the Ayush
range and Ayush Therapy Centres.
2003 Launch of Hindustan Lever Network; acquisition of the Amalgam
Group
2005 Launch of “Pureit” water purifiers.
What is PRODUCT?
“Product is a bundle of satisfactions that a customer buys. It represents a solution
to a customer’s problems. The product is always a combination of tangible and
intangible benefits”.
Three concepts of a product: Tangible Product, Core Product and Augmented
Product.
Core Product – The essential utility or product that is being sought or
offered
Tangible Product – Physical entity or service that is offered to the market,
Quality level, features, styling, brand name, packaging
Augmented Product – The totality of benefits and costs that the person
receives or experiences in obtaining the product.
CONCEPT OF PRODUCT LINE
Product lining is the marketing strategy of offering for sale several related
products. Unlike product bundling, where several products are combined into one,
lining involves offering several related products individually. A line can comprise
related products of various sizes, types, colors, qualities, or prices. Line depth
refers to the number of product variants in a line. Line consistency refers to how
closely related the products that make up the line are. Line vulnerability refers to
the percentage of sales or profits that are derived from only a few products in the
line.
The number of different product lines sold by a company is referred to as width of
product mix. The total number of products sold in all lines is referred to as length
of product mix. If a line of products is sold with the same brand name, this is
referred to as family branding. When you add a new product to a line, it is referred
to as a line extension. When you add a line extension that is of better quality than
the other products in the line, this is referred to as trading up or brand
leveraging. When you add a line extension that is of lower quality than the other
products of the line, this is referred to as trading down. When you trade down,
you will likely reduce your brand equity. You are gaining short-term sales at the
expense of long term sales.
Image anchors are highly promoted products within a line that define the image of
the whole line. Image anchors are usually from the higher end of the line's range.
When you add a new product within the current range of an incomplete line, this is
referred to as line filling. Price lining is the use of a limited number of prices for
all your product offerings. This is a tradition started in the old five and dime stores
in which everything cost either 5 or 10 cents. Its underlying rationale is that these
amounts are seen as suitable price points for a whole range of products by
prospective customers. It has the advantage of ease of administering, but the
disadvantage of inflexibility, particularly in times of inflation or unstable prices.
There are many important decisions about product and service development and
marketing. In the process of product development and marketing we should focus
on strategic decisions about product attributes, product branding, product
packaging, product labeling and product support services. But product strategy
also calls for building a product line.
CONCEPT OF PRODUCT LINE DECISION.
Definition: “A group of products that are closely related because they function in a
similar manner are sold to the same customer groups, are marked through the same
types of outlets, or fall within given price range”.
For example: - Nike products several lines of athletic shoes, Motorola products
several lines of telecommunications products and AT&T offers several lines of
long distance telephone services.
A major product line decision involves product line length.
The number of items in the product line.
The line is too short if the manager can increase profits by adding items.
The line is too long if the manager can increase profits by dropping items.
Product line length is influenced by company objectives and resources.
In case of non-profit organizations, line length determined on the basis of
achievement of organization’s objectives. There are some issues in Product
line decisions are involves:
Line pruning - There is a tendency for product lines to lengthen over time.
Hence a review must be carried out regularly.
Line modernization – Modernizing all products in the line.
Line featuring – Selecting a few items from the line and promoting them
aggressively to attract attention to the total line.
CHARACTERISTICS OF PRODUCT GROUPS: PRODUCTS & BRANDS
Unilever has adopted in 2000 a simplified structure involving two major Product
divisions
A Limited number of core-Product categories are selected from within this
structure.
This structure was designed in 1999/2000 and was implemented in the second half
of 2000. It was further implemented worldwide in the course of 2001. The
implementation coincided with the acquisition of Best foods in 2000 (the largest
Unilever acquisition in its history). The Foods division has since been renamed:
Unilever Bestfoods.
This new structure is much simpler than Unilevers complex structures during the
1980s and 1990s when the company maintained -based division structures in
Europe and North America and regional structures in the most important regions
on the other continents. Since 2000 the same structure applies worldwide.
The structure of these two major Product groups includes a number of Product
categories (core Product groups) on which the company concentrates worldwide.
The aim is to reach number one position in terms of market-position in each
relevant market.
Each category has its own growth-target: superior growth: faster growth (between
6-10% annually) than general market-growth ,steady growth: approximately same
growth rate as total market. selective growth: growth in selected regions, not
necessary in all.
The various core categories are listed according to their growth-target and main
Product group.
The Group's principal activities are to manufacture and market consumer
products.
The Group operates through seven segments: Soaps and Detergents,
Personal Products, Exports, Beverages, Foods, Ice Creams and Other.
The products include home and personal care products, foods and
beverages, industrial and agricultural products.
Home and personal care products consists of personal and fabric wash,
household, oral care, skin and hair care, deodorants, perfumes, colour
cosmetics and baby care.
Foods and beverages includes tea, coffee, cooking fats and oils, bakery
fats, ice creams, tomato products, fruit and vegetable products, rice, salt,
atta and rawa, marine products and mushrooms.
Industrial and agricultural products includes specialty chemicals, bulk
chemicals, fertilisers, animal feeds, seeds, plant growth nutrients,
processed-tri-glycerides and agri commodities, yeast, leather, footwear
and carpets, thermometers and plantations.
HUL has adopted a focused growth strategy by concentrating on brands
which constitute most of the business.
From marketing 110 brands in 2000.
HUL now focuses on 35 power brands, chosen for their scale and
potential.
Non-core business has been divested or transferred through joint
ventures.
This has helped HUL achieve product differentiation and improvement
in sales.
Brands
Unilever owned until recently some 2000 different brands worldwide. This is the
direct result of the company’s history. Over the decades, it acquired many
local/national companies, each with its own national brands. This legacy continued
for a long time. In 1999, Unilever came up with a new strategy to accelerate
growth, its so-called ‘Path to Growth’. One of the major elements of this strategy
involved refocusing more on major brands. This involved the reduction of its
number of brands from about 1600 still in use to 400.Very few brand names have
worldwide resonance. Unilever’s policy involves stretching well-known brand
names into different product categories. For instance, Lipton started as a brand
name in tea but has since expanded into beverages. Dove began as a brand name
for special soaps, but has since expanded into shampoos, deodorants, shower gels
and other products.
The major brand names are mentioned below, with foods and home & personal
care products separate.
Analysis of Product Line and Product Width
Products Mix widthProductCategories Bath soap Fabric Wash Beverages Toothpaste Cosmetics
Product-LineLength
Dove Surf Bru Signal. Axe Deo
Liril Rin Red Label Close-up. Axe Talc
Lux Wheel Green Label Pepsodent. Lakme hair
Pears Sunlight 3 Roses Vaseline
Rexona 501 Taaza Fair&lovely.
Lifebuoy Skip Deepam Ponds talc
Hamaam Wisk Taj Mahal Denim Talc
Breeze Lipton tea. PondsCold Cream
Jai Soap Rexona deo.
Moti Sunsilk
Product Portfolio of Hindustan Unilever Limited
HUL pioneering efforts to develop techniques to bring branded products in India
rural people gradually had an impact on their entire portfolio of brands. Now a
day’s HUL Tries to exploit growth opportunities. In early 1990 food product was a
minor portion of their overall product portfolio consisting of only cooking fats and
oils.HUL believed they could expand their presence in foods dramatically.
The logic was threefold:
The market was tremendous—food accounts for 50% of all economic
consumption in India.
HUL’s existing system for selling and distributing throughout rural India
could be used to improve the economics for most food products.
HUL had proven it possible to create nationwide, mass-
market brands despite India’s overwhelming ethnic and
cultural diversity.
HUL expanded its processed fruit and vegetable products such as ketchups,
jams, and cold beverages.
This Company team had learned that 80% of the food purchased off the shelf
in India is raw and unprocessed—basic food grains and other staples were
the largest food category, and most of it was produced and sold locally
because this was such a large market, the team investigated markets for
several staple foods, including wheat, rice, beans, salt, spices, and others.
Production and Distribution Strategy of Hindustan Unilever
Limited
HUL’s products, manufactured across the country, are distributed through a
network of about 7000 redistribution stockists covering about one million retail
outlets. The distribution network directly covers the entire urban population. HUL
has taken the following initiatives to improve its distribution network:
HUL has Set up a full-scale sales Organization comprising key account
management and activation to impact, fully engage and service modern
retailers as they emerge. Revamped its sales organization in the rural
markets to fully meet the emerging needs and increased purchasing power of
the rural population. HUL’s distribution network in rural India already
directly covers about 50,000 villages, reaching about 250 million consumers
through about 6,000 substockists. Implemented a supply chain system that
connects stockists across the country, and also includes a back-end system
connecting suppliers, all company sites and stretching right up to stockists.
Launched Project Shakti through which the company is able to extend its
operations in over 12,000 villages spread across 8 states. HUL has also
included several (NGOs and state governments) as the initiative helps rural
women to improve their financial position.
Launched the HUL Network to leverage the channel of direct selling by
presenting customized offerings in 11 home and personal care and food
categories. Started in 2003, it already has a base of 300,000 consultants
across the country.
Started franchised Lakme Beauty Salons and Ayush Therapy centres to offer
standardised services, in line with the strategy to leverage the equity of its
brands through relevant services.
Innovatively reached out to its consumers, particularly in rural areas by
leveraging nonconventional media like wall paintings, cinema vans, weekly
markets (haats), fairs and festivals.
RESEARCH METHODOLOGY
The Data for this project was collected through Primary and Secondary
sources.
It is essential to collect PRIMARY DATA to make sample survey. A
successful and the most popular technique of data collection is
through a questionnaire, thus a questionnaire was framed and
distributed manually among different wholesalers and retailers in the
Jabalpur region.
SECONDARY SOURCE: This Report is dedicated to Secondary
information about company profile and various decision taken by
the company regarding product line expansion ,product line
pruning and various other matter related to product line. I have
collected this information with the help of internet and journals.
This report gives you relevant information about various activities
taken by Hindustan Unilever limited.
DATA COLLECTION TOOL:I have collected all the information with the
help of Internet, Journals and Secondary source.
SAMPLE PLAN
Units- Wholesalers and retailers in the Jabalpur region.
2. Size- 30 respondents.
ANALYSIS OF DATA
Three preliminaries should be followed for analyzing a data:-
1. Editing
2. Classifying
3. Coding
The contents of data obtained in the study were carefully checked for any
possible inconsistencies or incompleteness. And then finally the data was
interpreted to reach a final conclusion.
DATA INTERPRETATION
Ques 1) Which of the brand is most preferred by the customer? A)For bathing soaps
Lux Liril Dove
Lux Liril Dove 0%
10%
20%
30%
40%
50%
60%
Interpretation 57% of the respondents feels that the Lux is the most preferred brand by the customer followed by Dove and Liril.
B) Detergents Surf Wheel Rin
Surf Wheel Rin0%
10%
20%
30%
40%
50%
60%
Interpretation 51% of the respondents feels that the Surf is the most preferred brand by the customer followed by Rin and Wheel.
C)Cosmetics Lakme Ponds Fair & Lovely
Lakme Ponds Fair & Lovely0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Interpretation 47% of the respondents feels that Fair & Lovely is the most preferred brand by the customer followed by Ponds and Lakme.
D)Beverages Bru coffee Taj Mahal Tea Tazaa Tea
Bru coffee Taj Mahal Tea Tazaa Tea0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Interpretation 46% of the respondents feels that Taj Mahal tea is the most preferred brand by the customer followed by bru coffee and Tazaa tea.
Ques 2) Rate the distribution Process of the Company? Good Average Poor
Good Average Poor0%
10%
20%
30%
40%
50%
60%
Interpretation 55% of the respondents feels that the distribution Process of the Company is good,37% feels its average while 8% found it to be poor.
Ques 3) Rate the Product Line of the company related to FMCG?
Excellent Good Poor
Excellent Good Poor0%
10%
20%
30%
40%
50%
60%
70%
Interpretation 65% of the respondents feels that the Product Line of the company related to FMCG is Excellent, 26% feels its good while 9% found it to be poor.
FINDINGS AND SUGGESTIONS
On the Basis of Research I come to know that “Hindustan Unilever (HUL)” is the
largest Player, FMCG company in the country and has one of the widest portfolio
of products sold via a strong distribution channel. It owns and markets some of the
most popular brands in the country across various categories, including soaps,
detergents, shampoos, tea and face creams.
The Hindustan Unilever Segment break up shown as under :
According to Secondary Data Hindustan Unilever Ltd is a 51 per cent owned
subsidiary of the Anglo Dutch giant Unilever, which has been expanding the scope
of its operations in India since 1888.
It is the country's biggest consumer goods company with net sales of US$
2.4 billion in 2003.
HUL is amongst the top five exporters of the country and also the biggest
exporter of tea and castor oil.
The product portfolio of the company includes household and personal
care products like soaps, detergents, shampoos, skin care products, colour
cosmetics, deodorants and fragrances.
It is also the market leader in tea, processed coffee, branded wheat flour,
tomato products, ice cream, jams and squashes.
HUL enjoys a formidable distribution network covering over 3,400
distributors and 16 million outlets.
In the future, the company plans to concentrate on its herbal health care
portfolio (Ayush) and confectionary business (Max).
Its implementing its strategy to grow includes focusing on the power
brands' growth through consumer relevant information, cross category
extensions, leveraging channel opportunities and increased focus on rural
growth.
HEALTH & PERSONAL CARE
First launched in France in 1983,leading male grooming brand, Axe, now
gives guys the edge in the mating game in over 60 countries.
Its oral care brands Mentadent, Peposodent and Signal have teamed up with
the world's largest dental federation, the FDI, which represents over 750 000
dentists around the world.
Lux became the first mass-marketed soap when it launched in 1924. Today it
achieves annual global sales of over €1 billion.
Domestos is a best-selling brand in nine of the 35 countries in which it's
sold.
Hindustan Lever in India has launched a hand-wash product, Surf Excel
Quick Wash, with a low foaming formulation, reducing the amount of water
needed for rinsing by up to two buckets per wash.
Recent breakthroughs at Rexona include Rexona Crystal, a deodorant that
eliminates unsightly white deposits on dark garments.
FOOD AND BEVERAGES
Knorr is biggest food brand with a strong presence in over 80 countries and
a product range including soups, sauces, bouillons, noodles and complete
meals.
HUL is the world's largest ice cream manufacturer, with successful
Heartbrand which includes Magnum, Cornetto, Carte d'Or and Solero, and
Ben & Jerry's and Breyers in the US
Lipton's tea-based drinks include the international Lipton Iced Tea range, the
Lipton range in North America and Lipton Yellow Label, the world's
favourite tea brand.
Becel/Flora pro.activ products have been recognised as the most significant
advancement in the dietary management of cholesterol in 40 years.
AdEs, soy-based fruit drink, has been growing at the impressive rate of 35%
since its launch in 1997 in Latin America.
CONCLUSION
Company is having good postion in the market and they are offering quality
product in the market. Unilever has over the past 5 years been actively involved in
setting standards for social and environmental behaviour and conduct. It does this
in a very systematic way and is in the process of developing procedures to make
the developed standard applicable throughout all of its operations.
With 400 brands spanning 14 categories of home, personal care and foods
products, no other company touches so many people's lives in so many different
ways.
They have a wide and diverse set of competitors in consumer goods
businesses. Many of they also operate on an international scale, but others have a
narrower regional or local focus. Competition is a normal part of business. They
aim to compete and give value consumers, customers and shareholders in
following ways:
They continually developing new and improved products.
They are sharing innovations and concepts with businesses all around
the world.
HUL is striving to lower the cost of our sourcing, manufacturing and
distribution processes while still maintaining, and improving, the quality
of our products.
They support efforts to create a more open competitive environment
through the liberalisation of international trade.
They support the fuller implementation of the Single European
Market and inclusion
BIBLOGRAPHY
1. Kripalani, Manjeet, "Unilever's Jewel: It May Be the Best-Run Outfit in India," Business Week, April 26, 1999, p. 114E2.
2. Nayyar, Seema, "Unilever Makes Power Move on Arden," Adweek's Marketing Week, June 22, 1992.
QuestionnaireName……………………………………………Age………..Address……………………………………………………….
Ques 1) Which of the brand is most preferred by the customer? A) For bathing soaps
LuxLirilDove
B) DetergentsSurfWheelRin
C) CosmeticsLakmePondsFair & Lovely
D) BeveragesBru coffeeTaj Mahal TeaTazaa Tea
Ques 2) Rate the distribution Process of the Company?GoodAveragePoor
Ques 3) Rate the Product Line of the company related to FMCG?ExcellentGoodPoor