a study on marketing mix of hul on hul pure it and hul soap’s

APROJECT REPORT ON

A Study on marketing mix of HUL On HUL Pure It and HUL Soap’s

Submitted To:Gujarat University for the Degree of

Master in commerceFaculty : Commerce

Subject: A Study on marketing mix of HUL On HUL Pure It and HUL Soap’s

By:Krishna A. Sodhaparmar

Shri H. K. Commerce College

College Seat No. 049-Year 2012Exam Seat No. Year

UNDER THE GUIDANCE OF

1

Shri H. K. Commerce College, AhmedabadAshram RoadAhmedabad

CERTIFCATE

This is to certify that Ms Krishna Ashokkumar Sodhaparmar has worked

and completed her/his Project Work for the degree of MASTER IN

COMMERCE in the faculty of COMMERCE in the subject of

ACCOUNTANCY on Title of project work to be written

“A Study on marketing mix of HUL On HUL Pure It and HUL Soap’s”

under my supervision. It is her own work and facts reported by her personal

findings and investigations.

Place:

Date

2

Name & Signature of Guide

2012

DECLARATION

I the undersigned Miss Krishna Ashokkumar Sodhaparmar here by,

declare that this

project work entitled

“A Study on marketing mix of HUL On HUL Pure It and HUL Soap’s”

is a result of my own research work and has not been previously submitted

to any other University for any other examination.

I here by further declare that all information of this document has

been obtained and presented in accordance with academic rules and

ethical conduct.

College Seat No. 049 Year 2012Exam Seat No. Year 2012

Date Place:

Name & Signature

Research

3

ACKNOWLEDGEMENT

I feel great pleasure for the completion of this project. At the very outset I would

express my sincere thanks and deep sense of gratitude to personnel who helped me

during the collection of data and gave me rare and valuable guidance for the

preparation of this report.

I am thankful to

for giving us such a wonderful opportunity to work with corporate as a part of our project

work and constantly motivating right from the beginning.

I thank for his continuous patience

and support.

I take this opportunity to express my deep sense of gratitude and appreciation to my

project guide for assistance,

motivation, and being a continual source of encouragement for me.

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I take opportunity to thanks all my friends and also thank all people who directly or

indirectly concerned with this project. I also express my gratitude to my parents who give

a constant support and love throughout my life and career.

Krishna Ashokkumar Sodhaparmar

INDEX

Chapters Page No.

Introduction……………………………………………………………………….… (1)

Market Research…………………………………………………………………. ....(10)

Objectives………………………………………………………………………..…. (12)

Methodology……………………………………………………………………..…. (11)

Data Collection…………………………………………………………………….... (14)

Scope & Importance of study………………………………………………………... (15)

Direct Marketing………………………………………………………………........... (16)

Selling Strategy Adopted………………………………………………………………(17)

Marketing Mix……………………………………………………………………....... (18)

Limitation of the study……………………………………………………………...… (18)

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Chapters Page No.

Chapter 01-INDUSTRY PROFILE…………………….…………………………….. (19)

Chapter 02-COMPANY PROFILE……….…………………………...……………… (32)

Chapter 03-COMPETATIVE ANALYSIS…………………..……………………….. (62)

Chapter 04-DATA PRESENTATION & ANALYSIS………….………………...…. (73)

CONCLUSION…………………………………………………………………........ (117)

RECOMMENDATIONS……………………………………….…………………… (119)

BIBLIOGRAPHY……………………………………………………………......….. (120)

APPENDICES

Questionnaire………………………………………………………………………... (121)

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CHAPTER-1

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INTRODUCTION

Since 1993, KIOSK Information Systems has led the industry in design and

manufacturing of self-service kiosks. The team is a "cradle to grave" service organization

that takes full ownership in the success of customer programs - from initial solution

design to manufacturing and field services. KIOSK has partnered with clients in a full

complement of vertical markets, transforming self-service concepts to deployed

solutions. Projects range from traditional applications like retail, order entry, and human

resources to highly specialized solutions in banking, healthcare, airport security, and

outdoor ticketing. With 100,000+ kiosks deployed across this broad market spectrum,

KIOSK's abilities in customized design, sophisticated peripheral integration, volume

manufacturing, and field services have been exercised far deeper than any industry

competitor. Clients with 800 - 3000 unit nationwide deployments such as AT&T, Wal-

Mart, Safeway, PepsiCo, Sony, HP, and TIO set the standards bar high, and KIOSK has

consistently proven the ability to execute at every stage of the program life cycle.

Kiosks system is used for sales processing and inventory tracking. Traditionally,

kiosks were simply manned sales booths generally located in shopping centers. Today,

kiosks system has become electronically-based, interactive terminals that allow users to

conduct business or access the Internet. Kiosks system technology is becoming a much

more common method to conduct business, increase sales, interact with customers, and

even conduct internal business operations such as human resource functions. Kiosks

system can be found in a wide variety of locations including city streets, shopping malls,

airports, restaurants, retail stores, and non-retail business offices. Some common

applications of interactive kiosks systems include ATM kiosks, Internet kiosks, store gift

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registries and gift card kiosks, sales and marketing kiosks, bill payment kiosks, gaming,

kiosks, self check out kiosks, human resource kiosks, and e-commerce kiosks.

Kiosks systems provide functionality that can also be incorporated into a self service

kiosk. A point of sale system is computer-based system that allows businesses to capture

sales data and other customer transactions. Kiosks systems are available for the smallest

retail business to the largest global conglomerate.A shopping mall or outdoor center is the

most common place to find merchant-manned kiosk businesses. Sometimes these small

booths look like carts, reminiscent of peddlers from centuries past. The merchant pays a

rental fee to the owner of the shopping center for the use of the kiosk.Customers walk by

the kiosk and can easily view the items for sale. The sales associate may greet customers

as they walk by and try to draw their attention. Sometimes, demonstrations of the product

are held on the spot. Consumers then purchase items directly from the kiosk.

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MARKET RESEARCH

Introduction:

Usually it is said that if marketing would be a train, then market research would be the

locomotive. In other words, market research should ideally be the starting point of any

marketing exercise. Conducting any marketing exercise - be it related to pricing,

promotion or distribution of a product or service, without researching the potential

market is as sensible as setting out to sell sand in the Sahara Desert. Market research

provides the answers to all the questions that generally occupy the minds of marketers, at

every stage of the marketing process.

Growth Trends in Market Research

India, fastest growing market research industry in the world, with growth rates at around

31 % (2006-07) . China is a distant second growing at 20 %. The size of the industry if of

595 crore, but the industry is growing rapidly with a lot of business coming from

overseas. The business coming from overseas from overseas involves lot of outsourcing

as cost advantages are enormous. The processing of data is almost 50% cheaper in India.

The processing of data is almost 50% cheaper are in India than in developed countries.

The outsourcing business amounts to almost for the 8 % industry and this figure is

doubling in value every year.

Key Players in Market Research:-

IMRB (Indian Market Research Bureau)

ICMR (Indian Council of Market Research)

Information Resource Incorporation

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NPD Group Information

A .C. Nielsen India Pvt. Ltd.Maritz Research

Scope of Market Research

Many people think that marketing research is just a consumer survey, asking consumers

about certain product or services. Though consumer research is an integral part of

marketing research, the latter is quite a pervasive activity, covering the various types of

marketing problems that confront the marketing manager. There are various discussion

confined to the market research which are as follows.

Product Research

Sales Research

Customer Research

Pricing Research

Advertising Research

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OBJECTIVES

The followings are the main objectives of this research project

To study the availability of the brand in dealers in the market.

To study the distribution channel of the HUL

To study the promotion backup of brand.

To study the satisfactions level of brand.

How to increase productivity of sales in Kiosks

Competitive analysis of ‘PURE IT’

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METHODOLOGY

Type of research-Descriptive & Exploratory research

Descriptive study is a fact finding investigation with an adequate interpretation. It is the

simplest type of research and is more specific. Mainly designed to gather descriptive

information and provides information for formulating more sophisticated studies.

Descriptive research, also known as statistical research, describes data and characteristics

about the population or phenomenon being studies.

Scaling technique

For the measurement of variables, Nominal Scale is used which is the most widely used

scale in market research, where respondents specify their response to a statement.

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DATA COLLECTION

1. Primary Data(A).Questionnaire: - A set of questions related to the research topic was formulated.

Response for each questions included in the questionnaire has been collected from the

customers.

(B). Interview: - Apart from collecting different responses from the customers some

extra information has been obtained through face to face interviewing activity.

2. Secondary Data Secondary research was done to build an in-depth understanding of the

kiosk(outreach)

Information from various published resources like India stat and other research

bodies were also used to validate the market figures and cross-validate the data.

Detailed analysis of secondary information was used to arrive at the specific

frameworks provided in the report.

3. Sampling methodology: The sampling methodology used is Non Probability

sampling technique-Convenience sampling (A non probability sampling technique that

attempts to obtain a sample of convenient elements. The selection of sampling unit is left

primarily to the interviewer)

4. Sample size: I had chosen 100 samples for the analysis.

5. Questionnaire: The questionnaire is formed in such a way that the information

required for the study is acquired from each item i.e. questions. Here I have used

Nominal scale of measurement to measure the respondent’s responses with each of the

series of the items in the form of statements. The respondents’ category range from

housewives & working women to working men.

6. Sampling design:

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I. Selection of study area: Ahmedabad

II. Selection of Sample size: 100

SCOPE AND IMPORTANCE OF THE STUDY

The project aims to get us out of the classroom and into the real world of companies/

competitors, markets, managers and customers. For me, it opens the way for walking into

experiences. The ultimate goal of this research is enormous with its true sense. Physically

and practically, it shows the potential for the company and me.

The scope of the project helps in analyzing the factors, which influence the

referring behavior of customers.

The scope is such that the study has been conducted by taking samples from

different areas, which depicts the overall picture.

The results obtained will give an overview of the different criteria based on which

an existing customer can be used to generate sufficient leads for the company.

The study can be helpful in taking decision so as to improve the approach towards

customers for getting reference and service.

This project also helps to know how an organization works in real environment

and under different market scenario.

Importance of Study:

The main purpose of study is to increase the productivity of kiosk (outreach) regarding

HUL Pure it water purifiers. The survey was conducted in Ahmedabad area not all but

only some parts have included for survey. Due to shortage of time it was not possible to

cover the whole areas. Thus the scope of the study was completed with the time and

resources available.

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Direct Marketing

Direct Marketing is a method which helps to create a direct connection with the potential

consumer to obtain an immediate response and cultivate lasting consumer relationship.

Hindustan Unilever limited is the company in India to doing direct marketing in water

purifier. Today it is Asia largest direct selling organization. It has direct selling force

touching 1.5 million Indian homes and adding 1000 customers daily. It has dealers and

distributors across the country and operating in over towns and cities.

Advantages of Direct Marketing

It is easy, convenient and private.

Provides more choice to the consumer

Consumers can avail best price as there is no middle men involved.

Helpful for the companies to build a close and direct relation with the consumer.

It saves the valuable time of the working and busy people.

Disadvantages of Direct Marketing

Consumer can’t touch and feel the product before buying

The scope of expansion is limited in this kind of marketing

It has higher per person cost than other form of advertising.

There is a great scope for misleading and deceiving customers by dishonest

businessman.

It may cause irritation to the consumer through unwanted mail and spam.

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SELLING STRATEGY ADOPTED

Because of the low interest and since the product benefits needs to be demonstrated to

the customers, conventional distribution was not viable. Hence Hindustan Unilever

limited chose the less traveled Direct Selling route.

The Hindustan Unilever’s sales man in water division is called PWE. It has three streams

for selling of product i.e. cold calls (door to door selling), outreach (Kiosk) and clinic

(Hospital). It is a tough job for these salesmen who have to go through the "cold calls" to

get a sale. At one point of time, because of the aggressive nature of these sales persons,

people became scared even to listen to these sales persons. Now this aggression has

mellowed down to a more professional sales approach.

Selling Strategy adopted by company are, 1. Direct Selling- Door-to-Door Selling 2.

Outreach (Kiosk) 3.Clinic (Hospital)

Product Segmentation

Hindustan Unilever sells different water-purifiers on the basis of classifying their utility

and price affordability. The water purifiers are classified as follows:

(1)Pure it compact – Rs 1000 /-

(2)Pure it M05 Model – Rs 2000 /-

(3)Pure it Autofill –Rs 3200 /-

(4)Pure it Marvella –Rs 6900 /-

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Marketing Mix

PRODUCT PRICE

a) Easily available nationwide.

b)Easy to handle.

c) Multiple products launched for each

product type.

a) Product price range divided into four

segments to target different audiences.

b) Low cost of maintenance and

consumable.

c) Best prices offered when compared

to other competitors.

PROMOTION PLACE

a)Active subscription immediately

b) Right time installation of products

c) Properly repair services against paid

AMC’s. d) Service during contract period

a) Urban educated India that cares for

their family.

b) Areas prone to diseases.

C) Strategically chosen locations for

catching the eye of potential consumers.

d) Various stalls near market places

LIMITATION OF THE STUDY

Time is the major constraint in the study

My Study is confined to 100 respondents.

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Research is done only in some parts of Ahmedabad

Respondents Fatigue.

Researcher inexperience.

Language

CHAPTER-2

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INDUSTRY PROFILE

In the last decade and more, the country has undergone many changes and one of the

important ones is that people have become health conscious. People realized that around

80 per cent of diseases in India are caused by water-borne micro-organisms. According to

a 2009 World Health Organization report, 1.1 billion people lack access to an improved

drinking water supply, 88% of the 4 billion annual cases of diarrheal disease are

attributed to unsafe water and inadequate sanitation and hygiene, and 1.8 million people

die from diarrheal diseases each year. The WHO estimates that 94% of these diarrheal

cases are preventable through modifications to the environment, including access to safe

water. Simple techniques for treating water at home, such as chlorination, filters, and

solar disinfection, and storing it in safe containers could save a huge number of lives each

year. Reducing deaths from waterborne diseases is a major public health goal in

developing countries.

Water purifier are one of the most used kitchen utilities .Available in India .water

purification and backpacking is an industry in itself in India. portable Version of Water

purifiers are available for camping and haking.Water purification methods include the

mechanized version as well as the age old and time-tested water purification tablets. the

Water purification process includes removing contaminants from the raw water source.

Some of the home remedies for water purification are boiling or the use of the household

charcoal filter.But these do not ensure the required standard of water purification thus a

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proper treatment is mandatory.That’s where the water purifiers for home step in treatment

of water by ozone also provides certain levels of purity.

Water Purifier companies in IndiaThe main manufactures having the major share of the water purifiers are:

Eureka Forbes

Philips

Kent

Whirlpool

Usha Brita

Alfaa

Godrej

Hi-tech

Jaipan

Kenstar

Maharaja Whiteline

Orpat

Zero B

Water Purifier Market in India 2010

The water purification and treatment industry in India, under siege from cheap imports

ofwater treatment products from China, is working to set standards for the water

treatment industry in the country as a safeguard against 'spurious' products. This, is being

done through a certification process. Hence, for the first time the industry has put its head

together to come up with a solution.In a country like India, where water scarcity is

growing by the day, there are too many issues relating to water. This has meant that there

are dime a dozen firms that are trying to make the best of the situation. Now there is a

clamour for proper standards.

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India Water Purifier Market has tremendous growth potential

Globally more than one billion people lack access to safe drinking water and

approximately 2.4 Billion people lack access to proper sanitation, nearly all of them in

the developing countries, including India. Nearly a third of the world's population

worldwide live in water-stressed areas. This figure is expected to rise to two-third of the

population by 2025.With increasing number of people becoming conscious of the risks of

drinking contaminated water, the demand for water purifiers is rising rapidly. In the past

few years, Indian water purifier industry has witnessed an exponential growth of 22%

CAGR. The water purifier industry sales grew dramatically during FY'09 as compared to

previous fiscals due to improving demand and expanding production capacity. The

industry saw high growth of rate 17% during FY'08 due to the increasing awareness for

safe drinking water. The UV segment, which constitutes more than 55% of the industry

and is a key focus area for water purifier manufacturers, due to the higher margins it

offers, is expected to continue its rapid growth. According to Research, Indian Water

Purifier industry will continue its growth trajectory and is expected to witness a turnover

growth of more than 22% CAGR during the period between FY'11 and to

FY'14.Research conducted a survey across 10 major cities in India with 600 users of

water purifier to understand the market size, growth drivers, issues and buying behaviour

patterns. The cities covered in survey were, Delhi, Mumbai, Kolkata,Chennai, Bangalore,

Hyderabad, Ahmedabad, Chandigarh, Pune and Bhopal.

Indian Soap Market

Heat and dust are integral part of Indian climate. This makes Indian as one of the ideal

market for soaps and other cleaning products. The penetration of bathing soaps is 98% of

all households. The research study shows that the per capita consumption of bathing

soap is 513 gm. So there is a very big market for soap in India. The total turnover of

soap or market in India is 54 lacs ton per annum and is increasing at the rate of 5% per

annum.

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Hindustan Lever Limited (HUL) is India’s largest fast moving consumer goods company

with leadership in Home and Personal Care Products and Foods & Beverages. HUL’s

brands, spread across 20 distinct consumer categories, touch the lives of two out of three

Indians.

If Hindustan Lever 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.

HUL is the market leader with 59% of share followed by Godrej. Other major players’

are Nirma Ltd., Colgate Palmolive Ltd. Henkel Spic India Ltd.

Procter & GambleProcter & Gamble

Procter & Gamble is a giant in household products, and the company which defined

many marketing strategies we now take for granted. It was the first company to advertise

nationally direct to consumers (In 1880) and it literally created the concept of “Soap

Opera” by sponsoring radio and television dramas targeting women. P&G found life in

the first years of 21st century more difficult than it may have expected, with earnings

below expectations and a series of management shake ups as a result of under

performance. The group got back on track during 2002 with the purchase of Clairol and

Wella and a renewed focus on core products. Following dynamic performance in 2004

and 2005, P&G demonstrated the strength of its recovery with the January 2006

announcement that it has agreed a deal to acquire legendary personal care products rival

Gillette. Advertising Age/TNS estimated global measure advertising expenditure of

$5.8bn in 2004, making P&G the world’s #1 advertiser.

Procter & Gamble India is one of the country’s leading advertisers, with a small

portfolio of products led by India’s best selling healthcare brand Vicks. Advertising Age

estimate a local ad spend of $138m in 2004, although the company declared a

substantially lower figure.

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The soap market is not only segmented on the basis of price and benefits but even a range

of emotions within that outlining frame work. For simplicity soap market can be divided

into four categories.

1. Economy/Functional brand

It comprise of 35% of the market. The red carbolic cakes are low price germ

killers. The names of few of the functional brands are OK, Nirma bath and

Lifebuoy. The prices of this brand soaps range from Rs. 5 to Rs. 8 per 75 gms.

2. Popular soaps

The biggest share in the soap market, popular soap have a market share of 55%.

The price of this category of soaps ranges from Rs. 8-12 for a 75 gm cake. Each

soap wants to posses a special benefit like fragrance, freshness etc.

3. Premium soapsIt comprises of 7% of the total market. Premium brands are priced in Rs. 12-30

range for 75 gm cake. People are willing to pay more for this category of soap

and several other brands have special relationship and people. Some of the

premium brand rolling market once Cinthol ultimate, Lux International,

Palmolive extra care, Le Sancy, Dettol, etc. to name a few.

4. Super premium soaps :This category soap is the most tiniest part in the soap market and have a share of

only 24% of the total soap market. The price range starts from Rs. 30 and above

for 75 gm.

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Market Share (Soap)

The economy soap constitute 35% of market share, popular soap constitute major portion

of market share, 55% then premium and super premium constitute 7% and 3%

respectively.

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Segmentation of soap on the basis of priceSegmentation of soap on the basis of price

From the above figure, it is very much clear that most of the toilet soaps available in

India fall into the category of popular and premium soaps, both of these groups accounts

43%, functional soaps accounts 10% and there is small percentage for the super premium

soaps.

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List of soaps with their segments and pricesList of soaps with their segments and prices

Functional

/Economy

Rs. 5-8

Popular

Rs. 9-12

Premium

Rs. 13-30

Super Premium

Rs. 31 and above

Breeze Nima Palmolive Extra Dove

Jai Medimix Lux Skin Care

Palmolive Natural Hamam Pears

Lifebuoy Rexona Nevia

Borosoft Johnson Baby Soap

Margo Doy

Liril Johnson Kids

Neem Denim

Fair Glow Fa

Cinthol Park Avenue

(The entire price given for 75 gms)

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Segmentation of soap on the basis of TFM Segmentation of soap on the basis of TFM (Total Fatty Matters ) contents(Total Fatty Matters ) contents

TFM 60-65% TFM 66-70% TFM 71-75% TFM 76-80%

Medimix Jai Breeze Dove

Palmolive natural Lux Hamam Nima

Lifebuoy Neem Rexona Fairglow

Lifebuoy gold Borosoft

Liril Dettol

Pears Cinthol

Denim Nevia

Lux Skin Care

Palmolive Extra care

Park avenue

Doy

Fa

Johnson Baby soap

Aramusk

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People who wants natural products

Medimix

Hamam

Margo

Neem

Rexona

Borosoft

Palmolive

Soaps which are general to all

Dettol

Hamam

Margo

Lifebuoy

Soaps which were launched specially for men

Cinthol

Park Avenue

Denim

Aramusk

For kids and children

Johnson baby soap

Johnson kids

Doy

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For women specially

Lux skin care

Pears

Nevia

Dove

Palmolive extra care

Fairglow

Rexona

Nima

Borosoft

Breeze

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CHAPTER-3

31

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 recognized 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 worldwide 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

32

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 ndia 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.

33

Home care brands

HUL has a diverse portfolio of brands offering home care solutions for millions of

consumers across India.

Personal care brands

Company’s personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk,

are recognized and love by consumers across India. They help consumers to look good

and feel good and in turn get more out of life.

34

Food brands

HUL is one of India’s leading food companies. Our passion for understanding what

people want and need from their food - and what they love about it - makes our brands a

popular choice

36

Water purifier

Pure It is the world’s most advanced in-home water purifier. Pure It, a breakthrough

offering of Hindustan Unilever (HUL), provides complete protection from all water-

borne diseases, unmatched convenience and affordability.

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The most advanced in-home water purifier in the world! Pure It, a breakthrough offering of Hindustan

Unilever, comes with many unique benefits – complete protection from all water-borne diseases, great

convenience, and unmatched affordability. Pure It’s unique Germ kill Processor technology removes all

harmful viruses and bacteria and removes parasites and pesticide impurities, giving to people water that's 'as

safe as boiled water'. It assures your family of 100% protection from all water-borne diseases like jaundice,

diarrhea, typhoid and cholera. What’s more, it doesn’t need gas, electricity or continuous tap water supply.

People will be further reassured to know that Pure It meets stringent international criteria of Environment

Protection Agency (EPA), USA for harmful virus and bacteria removal.

Pure It-

Blue Pure It Maroon Four purifier stages of Pure It

Pure it purifies your drinking water in four stages, beginning with the removal of visible

dirt, followed by the removal of harmful parasites and pesticide impurities. Then, the

harmful viruses and bacteria are removed and finally the water is rendered clear, odour

less and great tasting by removing remaining impurities.

Water Purifiers offered by HUL

PURE IT MARVELLA PURE IT AUTO-FILL

38

PURE IT M05 PURE IT COMPACT

HUL SOAP’S

Breeze scent magic is the soap which fulfills the aspirations of women of rural India.

Breeze has offered them ‘beauty at an affordable price, making them look and feel

beautiful.

Research and consumer visits have shown that the desire for great fragrance featured

highest in the daily beauty regime of discount soap users. Breeze explores this through

39

the proposition of scent in a soap scent ka kamala, ab sabum mein’ and explicitly

propagates the brand promise of the Hameshaa Kuchh extra. It delivers all this and still

matches consumer’s needs in terms of price and quantity offered staying true to its word.

Breeze has been enriched with 19 special scent oils, which ensure that one smells good

for a long time though the day. Introduced in variants like scent magic, scent magic lime,

and scent magic sandal, Breeze strives towards fulfillment the company’s mission of

being inventive in creating value.

Brand Name : BreezeBrand Name : Breeze

40

About the Brand : Originally launched in 1989, Breeze is today perceived to be a good

value for money brand – with outstanding sensory experience. Its strengths are its

fragrance, lather and the soft feeling it has on the skin.

Target : Breeze is a mass market soap that sells in the economy segment. It targets to

the people who wants to feel fragrance during the bath.

Positioning : Breeze is positioned for her who considered it as more than just soap. It is,

in fact, her beauty aid, her only cosmetic, and one that she can afford. She regards

Breeze as her only way of fulfilling her dream of looking beautiful.

Brand Name : Lux Sunscreen formula

About the Brand : The new, patented technology called the ‘Sunscreen Formula’

contains a combination of sunscreen ‘actives’, which are deposited on the skin as a

protective layer, even as the soap washes away dirt and grime. This unique formula is

the climax of a long search for a product that’s easy to apply, safe to use, affordable and

provides optimal protection from UV ray.

Target : It target at the women from upper middle class above. It target to the women of

age group of 15-45 who were very much concerned about their skin under the sun.

41

Positioning : It position itself as a protective layer to the women’s skin also who can go

out in the blazing sun without worrying about losing her complexion.

Advertising Objective : The advertising objective of HUL is to influence the women

who used to go out in the blazing sun.

Advertising strategy : Strategy is to project Lux sunscreen formula as a protection from

ultra violet ray.

Available Range and price : 75 gms

Dove soap, which was launched by Uniliver in 1957, has been available in India since

1995. It provides a refreshingly real alternative for women who recognize that beauty is

not simply about how you look, it is about how you feel.

The skin’s natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with

pH higher that 9. Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to

be mild on skin. This makes it suitable for all skin types for all seasons. While Dove

soap bar is widely available across the country, Dove body was is available in selected

outlet.

Globally, Dove has been extended to many other countries. Since the 1980s, for

example, Unilever has launched a moisturizing body-wash deodorants, body lotions,

42

facial cleansers and shampoos and conditioners, providing a comprehensive range of

solutions to bring out true inner beauty.

When it comes to soap, Hamam is considered to be the most reliable option. Launched in

1934, Hamam has traditionally been a soap that takes care of your skin in a natural way.

According to a research conducted by Indica Research in May 2003, 78% of Doctors in

Tamil Nadu recommend Hamam.

Besides being a perfectly balanced soap, Hamam takes on a very modern and trendy look.

Hamam’s enhanced fragrance now provides a longer lasting freshness. The new

attractive oval shaped Hamam comes in an attractive and modern packaging. The

ingredients that are used in Hamam-Neem, Tulsi and Aloe Vera-by themselves have great

therapeutic values.

Hamam, the brand is very true to its tagline that says, “Everything in life is about

balance”.

43

Brand NameBrand Name : : HAMAMHAMAM

About the Brand : It is a product from HUL

Target : It targets to the middle class Indian Family.

Positioning : It positioned as a family soap with natural ingredients.

\

Price : Rs. 10 (100 gms)

Advertising objective : It is to emphasis on the natural quality of the soap.

Advertisement Strategy : It project as a natural product for every Indian middle class

family.

Sales Promotion : No scheme

Available range & size : 100 gms

44

Making a billion Indians feel safe and secure by meeting their health and hygiene needs is the mission of Lifebuoy.

The world’s largest selling soap offers a compelling health benefit to the entire family. Launched in 1895, Lifebuoy, for over a 100 years, has been synonymous with health and value. The brick red soap, with its perfume and popular Lifebuoy jingle, has carried the Lifebuoy message of health across the length and breadth of the country.

The 2002 and 2004 re-launches have been turning points in its history. The new mix includes a new formulation and a repositioning to make it more relevant to both new and existing consumers.

Lifebuoy is now milled toilet soap with a new health fragrance and a contemporary shape. The new milled formulation offers a significantly superior bathing experience and skin feel. This new mix has registered conclusive and clear preference among existing and new users.

The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family health protection for my family and me” positioning. Lifebuoy has made a deliberate shift from the male, responsible benefit of health to a warmer, more versatile, more responsible benefit of health for the entire family.

At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy Gold and Plus. Lifebuoy Gold (also called Care) helps protect against germs which cause skin blemishes, while Lifebuoy Plus offers protection against germs which cause body odour.

45

Brand Name : LifebuoyBrand Name : Lifebuoy

About the Brand : Launched in the year 1895, Lifebuoy, for over a 100 years, has been

synonymous with health and value. The brick red soap, with its perfume and popular

Lifebuoy jingle have carried the Lifebuoy message of health across the length and

breadth of the country, making it the largest selling soap brand in the world.

In 2002 Lifebuoy was re-launched, making a new turning point in its history. The new

mix includes a new formulation and a repositioning of the brand to make it more relevant

to both new and existing consumers.

Target : The new Lifebuoy is targeted at today’s discerning housewife with a more

inclusive “family health protection for my family and me” positioning.

Positioning : Lifebuoy has made a deliberate shift from the male, victorious concept of

health to a warmer, more versatile, more responsible benefit of health for the entire

family.

Brand Name : Lifebuoy International Gold

About the Brand : The brand was launched by Hindustan Level Ltd. This soap is not a

red carbolic soap as Lifebuoy normally is.

46

Target : It targets to the every Indian family starting middle class.

Positioning : It positioned as a family a soap

Price : Rs. 10.

Advertising objective : Objective is to differentiate the new brand from the old one.

Advertisement strategy : The strategy they followed was to emphasis on the quality

aspect of the soap as well as the colour of the soap as it is totally a white in colour.

Sale Promotion : Ear ring free with three pack of soap.

Available Range and Size : 75 gms.

47

LIRILLIRIL

For 28 years, freshness has been clearly identified with one name Liril.

Liril expressions have always set trends whether it is a bathing beauty in a waterfall of

“La-i-ra-i-laa!”. The energy and excitement levels associated with the brand have to be

experience to be believed with changing times. Liril has donned many avatars: Presently,

Liril Soft Aloe Vera & Lime, Liril Icy Cool and Liril Orange Splash are making waves.

Brand Name Brand Name : : LIRILLIRIL

About the Brand : Product from HUL.

48

Target : it targets to the women of upper middle class

Positioning : Positioned as a beauty soap for female.

Price : Rs. 15

Advertising objective : To popularize the brand by using beautiful model.

Advertisement Strategy : It presented the soap as a product for women who doesn’t

gave it up in any condition.

Sales Promotion : No scheme.

Available Range & Size : Liril Lime, Liril Aqua (75 gms)

49

Lux stands for the promise of beauty and glamour as one of the India’s most trusted

personal care brands. Lux continues to be a favourite with generations of users for the

experience of a sensuous and luxurious bath.

Since its launch in India in the year 1929, Lux has offered a range of soaps in different

sensuous colours and world class fragrances. 2003 saw one of the biggest milestones in

the history of Lux. From being just a beauty soap of film stars, Lux recognized the need

for a compelling message about beauty that would resonate with women of today.

Lux is available in four different variants – Exotic flower petals and Jojoba Oil, Almond

Oil and Milk Cream, Fruit Extracts and Honey in Milk Cream and Sandal Saffron in Milk

Cream.

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Brand Name : LuxBrand Name : Lux

About the Brand : Lux is one the biggest brands in the soap category. Lux was launched

in India in the year 1905. A unique soap, which protects the skin’s fairness against

darkening by the sun. The product contains a combination of sunscreen actives, which

are deposited on the skin as a protective layer, even as the soap washes away dirt and

grime. This breakthrough, for the first time in the world, is the result of technology

patented by HUL.

Target : Lux targets the women of age group of 15-40 having the monthly family

income Rs. 10000-20000 who are more concerned about taking care of skin and wants

dazzling skin. It targets at the women from the middle class and above. In short, Lux has

worked it charm on millions of women making their dreams of beauty come true.

Positioning : Lux wants to position itself as the premium beauty care product for

women, which gives them glowing skin and will help in taking care of different type of

skin. Lux positiones as a Filmi Sitaron ka Soundarya Sabun”

Price : 11.50

Advertising objective : The advertising objectives of HUL for Lux are to cover vast

area (whole of India) and influence women from 350 million middle class family to use

Lux according to the type of skin for radiance or glowing skin.

Advertisement Strategy : The advertising agency responsible for Lux is HTA. The

main aim of HTA is to project Lux as a product for dreamy women who have her skin

glow like a film Stars after her bath. The recent model for this advertisement is

Aishwarya Rai.

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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 glycerin

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.

52

Brand Name : PearsBrand Name : Pears

About the Brand : It is product from Hindustan Liver Limited

Target : It basically target to women from age group 15-45

Positioning : It positions as a clear soap as it contains glycerin

Price : Rs. 19.50 (75 gms)

Advertising objective : The objective is to popularize the brand

Advertisement Strategy : The strategy they took was to project pears as a soap which

contains “Kuch nehin” mean no harmful chemical.

Sales Promotion : Buy 3 pears and save Rs. 8.50

Available Range & Size : 75 gms.

Rexona is one of India’s pioneer brands in family soaps. Launched in 1947, it was

positioned as a natural skin care soap to give silky, glowing skin.

53

Since then the product has been constantly improved to keep up with the expectations of

the consumers.

In 1989 coconut was introduced in Rexona for the first time to strengthen the overall

skincare appeal of the brand. Rexona has now been relaunched with cucumber extracts,

in addition to coconut oil and moisturizing milk cream. Its creamy lather purifies the

skin, leaving it clear and flawless. It has also been enhanced with a perfumed that lingers

well after a bath.

Brand Name : REXONABrand Name : REXONA

About the Brand : Product of Hindustan Level Ltd.

Target : Targets women of middle class

Positioning : It positioned as a soap which contains vegetable oil.

Price : Rs 11.00 (100 gms)

Advertising Objective : To influence the middle class women who looks for smooth

and soft skin.

Advertisement Strategy : The strategy is to project the brand as a product for women

who have dry skin but wishing for soft one.

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Sales promotion : No scheme


Brand Name : DENIM Brand Name : DENIM

About the Brand : It is a product of HUL

Target : it targets all the men from upper middle class and upwards.

Positioning : Positioned as a bathing soap for men.


Advertising objective : The advertisement objective is to create niche for the men.

Advertisement Strategy : It project the soap as a product for the men who doesn’t have

try to hard.

Sales Promotion : No scheme.

55

Available Range & Size : 75 gms and 125 gms.

Brand Name : DOVE

About the Brand : It is a product of HUL

Target It targets specially women of rice class.

Positioning : Dove is being positioned as an Alkaline substance Free Soap with one

fourth Moisturizer for highly sensitive skin..


Advertising objective : To influence the rich women who wants moisturizer not the

soaps.

Advertisement Strategy : It project itself as not a soap but as moisturizer.

Sales Promotion : Rs. 10 off.


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COMPARISON OF MARKET SHARE OF HUL, P&G,

GODREJ, NIRMA, AND J&J

After research done by me I analyze that the market shares of the HUL products was

greater than other companies, which shows that the acceptance of HUL products are more

by consumer.

The percentage of market shares are as follow:-

The market share of HUL is 59% of the total of consumed products.

The market share of P&G is 15% of the total of consumed products.

The market share of GODREJ is 12% of the total of consumed products.

The market share of NIRMA is 10% of the total of consumed products.

The market share of JOHNSON & JOHNSON is 4% of the total of consumed

products.

57

Therefore HUL is considered as the one of the most branded and reliable company and

the product are frequently accepted and used by each and every category of consumer.

And the HUL put its all effort to maintain its standard with respect to price and the

quality of the products.

58

2. The brands generally demanded by the consumer.

I. HUL demanded approximately 60%.

II. P&G demanded approximately 15%.

III. NIRMA demanded approximately 15%.

IV. JOHNSON & JOHNSON demanded approximately 10%.

Graphical representation of the brands demanded by the consumer

59

1. On the question that how much the brand name of the soap is important for

the consumer during the purchasing of the soap. Near about 40% are causes

about the brand names of the soap, 25% are not, about 20% used regular brands

and 15% of them are not answered.

60

CHAPTER -4

61

Competitive analysis of “Pure It”

What is Competitive Analysis?

Competitive Analysis is a process of gathering and analyzing information about

competitors, their practices, products, strengths and weaknesses and business trends in

order to assess our position in the market and improve company’s products and

marketing strategies.

What is the purpose of Competitive Analysis?

In today's market, i must know what competitors are doing and what to do to stay ahead

of the competition. Many businesses believe they are providing a good product to their

customers, but do not have reliable information showing how customers perceive their

product or how it compares to the competition. A Competitive Analysis performed by an

unbiased third party is an invaluable tool because it can help to company for identify

ways to attract new customers, as well as keep the ones you have satisfied with

company’s products.

Strengths and weaknesses: How company’s product stacks up against the

competition and in what areas they have an edge over company’s product and in

what areas company’s product is superior.

Identify competitors: Verify who your primary and secondary competitors are.

Improvements: How and in what areas company’s product, processes, and

practices must be improved to meet market demands or to stay ahead of the

competition.

Marketing: What improvements company needs to make in marketing approach -

company may want to highlight why their product is ahead of the competition, or

the unique features that consumers desire.

How can Competitive Analysis help establish company’s product as a

market leader?

62

Competitive Analysis gives to company a realistic view of their competition and the

opportunity to identify improvement in areas like customer services, and marketing

claims. It can help to compare products prior to making their marketing and promotional

decisions.

Competitive Analysis will help accomplish the following:

Have a realistic view of company competition.

Foresee market changes and demands.

Identify ways to attract customers from company’s competitors.

Discover opportunities for improvement in company’s business practices.

Identify necessary changes in company’s processes to meet market demands.

Identify necessary changes in company’s processes to reduce costs.

A List of Competitors

The analysis begins with a list of Hindustan Unilever Limited (HUL) of water division

Pure it’s competitors. Most of the time, such a list is comprised of what company co-

considers to be its chief competitors. However, there may be other companies that

indirectly compete with HUL, ones that offer products or services that are aiming for the

same customer capital.

Hindustan Unilever Limited (HUL) of water division Pure its competitors in the market

are:

1. Eureka Forbes Limited

2. Philips

3. Whirlpool

4. Kent

5. Usha Brita

6. Alfaa

7. Kenstar

8. Hi-tech

9. Zero B

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10. Modi Durant

11. Hemkund

12. Godrej

13. Tata

Questions to ask

What questions should be asked when undertaking competitor analysis?

Who are company’s competitors?

What threats do they pose?

What is the profile of competitors?

What are the objectives of competitors?

What strategies are competitors pursuing and how successful are these strategies?

What are the strengths and weaknesses of competitors?

How competitors are likely to respond to any changes to the way company do

business?

Why companies analyze competitors?

Some businesses think it is best to get on with their own plans and ignore the

competition. Others become obsessed with tracking the actions of competitors (often

using underhand or illegal methods). Many businesses are happy simply to track the

competition, copying their moves and reacting to changes.

Competitor analysis has several important roles in strategic planning:

• To help management understand their competitive advantages/disadvantages relative to

competitors.

64

• To generate understanding of competitors’ past, present (and most importantly) future

strategies.

• To provide an informed basis to develop strategies to achieve competitive advantage in

the future.

• To help forecast the returns that may be made from future investments.

Sources of information for competitor analysisHow the sources of competitor information can be neatly grouped into three categories:

• Recorded data: this is easily available in published form either internally or externally.

Good examples include competitor annual reports and product brochures;

• Observable data: this has to be actively sought and often assembled from several

sources. A good example is competitor pricing;

• Opportunistic data: to get hold of this kind of data requires a lot of planning and

organization.

What businesses probably already know their competitors?

Overall sales and profits

Sales and profits by market

Cost structure

Market shares (revenues and volumes)

Organization structure

Distribution system

Identity / profile of senior management

Advertising strategy and spending

Customer / consumer profile & attitudes

Customer retention levels

65

What businesses would really like to know about competitors?

Sales and profits by product

Relative costs

Customer satisfaction and service levels

Customer retention levels

Distribution costs

Size and quality of customer databases

Advertising effectiveness

Future investment strategy

Strategy - competitive advantage

Competitive advantage is an advantage over competitors gained by offering consumers

greater value, either by means of lower prices or by providing greater benefits and service

that justifies higher prices.

Feature Comparison

Compared with other available water purification methods, Pureit is by far the best

option, in terms of safety, convenience and affordability.

Key features Pureit Boiling

process

Leading UV

inline

Candle

filter

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purifier

Removes harmful Viruses Need to boil Removes harmful Bacteria for 30-40 Removes harmful

Parasites(causes

amoebiasis, diarrhoea, etc)

Min

End-of-life indicator Advanced Auto Switch-off Great taste Improves clarity Removes odour Doesn't need expensive

gas

Doesn't need electricity Doesn't need continuous

tap water

Doesn’t need plumbing Doesn't need an expensive maintenance contract Low initial cost Low on-going cost

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The above table shows that Pureit’s initial price of Rs. 2000 and the ongoing price of

only Re. 1 for 4 litres of water is the most competitive offer in the market. This is because

Pureit doesn’t need expensive gas, doesn’t need electricity, doesn’t need maintenance.

Cost comparison across purification methods

Method of purification paise/litre

Cost of Pureit water 24

Cost of Pureit water 35

Cost of boiling water 47

Cost of leading UV in-line purifier 64

Cost of 20 litres of leading bottled water

brand

350

Cost of 1 litre of leading bottled water

brand

1200

COMPARISON OF MARKET SHARE OF HUL SOAP

68

After research done by me I analyze that the market shares of the HUL products was

greater than other companies, which shows that the acceptance of HUL products are more

by consumer.

The percentage of market shares are as follow:-

The market share of HUL is 59% of the total of consumed products.

The market share of P&G is 15% of the total of consumed products.

The market share of GODREJ is 12% of the total of consumed products.

The market share of NIRMA is 10% of the total of consumed products.

The market share of JOHNSON & JOHNSON is 4% of the total of consumed

products.

Therefore HUL is considered as the one of the most branded and reliable company and

the product are frequently accepted and used by each and every category of consumer.

And the HUL put its all effort to maintain its standard with respect to price and the

quality of the products.

2. The brands generally demanded by the consumer.

69

V. HUL demanded approximately 60%.

VI. P&G demanded approximately 15%.

VII. NIRMA demanded approximately 15%.

VIII. JOHNSON & JOHNSON demanded approximately 10%.

Graphical representation of the brands demanded by the consumer

70

2. On the question that how much the brand name of the soap is important for

the consumer during the purchasing of the soap. Near about 40% are causes

about the brand names of the soap, 25% are not, about 20% used regular brands

and 15% of them are not answered.

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CHAPTER–5

72

DATA PRESENTATION & ANALYSIS OF HUL PURE IT

The following data and information has been obtained through research activity.

Frequency Table

Table 5.1: Frequency and Percentage of the respondents who have water purifier

Have a Water Purifier Frequency Percent

Yes 48 48.0

No 52 52.0

Total 100 100.0

Fig 5.1: Frequency and Percentage of the respondents who have water purifier

INTERPRETATION

The total no. of respondents includes in the research is 100.Out of 100 respondents, 48 % (48) of people have a water purifier and 52 % (52) people have not water purifier.

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Table 5.2: Frequency and Percentage of respondents “which company water purifier, you are using and will use”

Which Company Frequency Percent

Eureka Forbes 50 50.0

HUL Pure it 14 14.0

Kent 10 10.0

Philips 10 10.0

Whirlpool 7 7.0

Any Other 9 9.0

Total 100 100.0

Fig 5.2: Frequency and Percentage of respondents “which company water purifier, you are using and will use”

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INTERPRETATION

75

Out of 100 respondents, the data of people are using water purifier and people are not

using water purifier .Those people are not using water purifier, if they will buy ,they will

buy only this company’s product like Eureka Forbes,Hul,Kent,Philips,Whirlpool.50%

(50),14% (14),10% (10),10%(10),7% (7),9% (9) of people are using and will use Eureka

Forbes, Hul, Kent, Philips, Whirlpool and any other company’s water purifier

Table 5.3: Frequency and Percentage of respondents about electricity

Electricity Frequency Percent

Yes 72 72.0

No 28 28.0

Total 100 100.0

Fig 5.3: Frequency and Percentage of respondents about electricity

INTERPRETATION

76

The above data tells about electricity of water purifier, that is the water purifier is

working with electricity or without electricity. Out of 100 respondents, 72 % (72) of

people have given their view that ‘yes’ and 28 % (28) of people have given their view

‘No’.

Table 5.4: Frequency and Percentage of respondents “before buying product, know about the product or want to see demonstration “

Before Buying, know about Product

Frequency Percent

Yes 78 78.0

No 12 12.0

Don't Know 10 10.0

Total 100 100.0

Fig 5.4: Frequency and Percentage of respondents “before buying product, know about the product or want to see demonstration “

INTERPRETATION

The above data has given, before buying the water purifier; people want to know the

product or want to see demonstration of the product.78 % of people have given their view

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‘Yes’, they want to know the product details.12 % of people have given their view ‘No’,

they don’t want to know the product details or product knowledge .10 % of people have

given their view ‘don’t know’.

Table 5.5: Frequency and Percentage of respondents about taste good, odorless and looks clear TASTE GOOD,ODORLESS

LOOKS CLEARFREQUENCY PERCENT

Yes 80 80.0

No 9 9.0

Don't Know 11 11.0

Total 100 100.0

Fig 5.5: Frequency and Percentage of respondents about taste good, odorless and looks clear

INTERPRETATION

The above data has given the frequency and percentage of respondents about taste of

water is good, odorless, looks clear. Out of 100 respondents, 80 % (80) of people have

78

given their view ‘YES’. the taste of water is good, odorless and looks clear.9 % (9) of

people have told ‘NO’, the taste of water is good, odorless and looks clear and 11 % (11)

of people have given their view ‘don’t know’ about taste of water.

Table 5.6: Frequency and percentage of respondents about cost of water purifier

COST FREQUENCY PERCENT

Rs. 1000- Rs. 5,000 37 37.0

Rs. 6,000- Rs. 10,000 27 27.0

Rs. 11,000- Rs. 15,000 20 20.0

More than Rs. 15,000 16 16.0

Total 100 100.0

Fig 5.6: Frequency and percentage of respondents about cost of water purifier

INTERPRETATION

The above data has given about frequency and percentage of cost of water purifier. The

percentage of people who are using or want to buy water purifier in the cost range Rs

79

1000- Rs 5000 was found 37 % (37).The percentage of people who are using or willing to

buy water purifier in the cost range Rs 6000-Rs 10000 was found 27 % (27). The

percentage of people who are using or willing to buy water purifier in the cost range Rs

11000-Rs 15000 was found 20 % (20). The percentage of people who are using or willing

to buy water purifier more than Rs 15000 was found 16 % (16).

Table 5.7: Frequency and Percentage of respondents about service after sales

SERVICE AFTER SALES FREQUENCY PERCENT

Yes 64 64.0

No 36 36.0

Total 100 100.0

Fig 5.7: Frequency and Percentage of respondents about service after sales

INTERPRETATION

80

The above data has given frequency and percentage of respondents about service after

sales.64 % (64) of people have given their view that after sales , service is good and 36 %

(36) of people have given their view that service is not good.

Table 5.8: Frequency and Percentage of respondents about ‘where to prefer to buy

the water purifier

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PREFER TO BUY FREQUENCY PERCENT

Retail Outlet 30 30.0

Franchisee Dealer 21 21.0

Demo at your doorstep 49 49.0

TOTAL 100 100

Fig 5.8: Frequency and Percentage of respondents about ‘where to prefer to buy the

water purifier

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INTERPRETATION

The above data has given frequency and percentage of respondents about where to prefer

to buy the water purifier 1)Retail Outlet 2)Franchisee dealer 3) Demo at your doorstep.

Out of 100 respondents, 49 % (49) of people prefer to buy water purifier from demo at

your doorstep, 30 % (30) of people prefer to buy water purifier from retail outlet and 21

% (21) of people prefer to buy water purifier from franchisee dealer.

Table 5.9: Frequency and Percentage of respondents about warranty of water

purifier

WARRANTY Frequency Percent

6 Months 43 43.0

1 year 40 40.0

2 Year 17 17.0

Total 100 100.0

Fig 5.9: Frequency and Percentage of respondents about warranty of water purifier

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INTERPRETATION

The above data has given frequency and percentage about warranty of water purifier.

43% (43) of respondents have given their view, 6 month warranty period of water

purifier. 40 % (40) of respondents have given their view, 1 year warranty period of water

purifier. 17% (17) of respondents have given their view, 2 year warranty period of water

purifier.

Table 5.10: Frequency and Percentage of respondents about what comes your mind

first i.e. Price or Health & Safety or Both

What comes your mind first Frequency Percent

Price 16 16.0

Health & Safety 39 39.0

Both 45 45.0

Total 100 100.0

Fig 5.10: Frequency and percentage of respondents about what comes your mind

first i.e. Price or Health & Safety or Both

85

INTERPRETATION

The above data has told, frequency and percentage of respondents about what comes

customers mind first i.e. Price or Health or Both. Out of 100 respondents, 45 % (45) of

respondents have given their view that both that is price as well as health and safety.

Percentage of respondents who are only concern about health and safety was found 39 %

(39).Percentage of respondents who are concern about only price was found 16 % (16).

Table 5.11: Frequency and Percentage of respondents about market activities

Market activities Frequency Percent

Road Show 55 55.0

Visual Merchandising 30 30.0

Others 15 15.0

Total 100 100.0

Fig 5.11: Frequency and Percentage of respondents about market activities of Pure

it

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INTERPRETATIONT he above data has given frequency and percentage of respondents about market

activities of Pure it i.e. Road show, Visual Merchandising and others. Out of 100

respondents, 55 % of respondents have given their view, they see the road show of HUL

product that is Pure it water purifier. Percentage of respondents who have given their

view about visual merchandising was found 30 % (30) and 15 % (15) of respondents

have given their view other activities conducted by HUL company.

CROSS TABULATIONS

Table 5.12: Cross tabulation between ‘Company and Taste of water

WHICH COMPANY

Tastes good ,odorless ,looks clear Total

Yes No Don’t Know

Eureka Forbes 45 1 4 50

Hul 9 2 3 14

kent 9 1 0 10

Philips 8 1 1 10

Whirlpool 4 2 1 7

Any Other 5 2 2 9

Total 80 9 11 100

Fig 5.12: Cross tabulation between ‘Company and Taste of water

87

INTERPRETATION

1. PERCENTAGE WITHIN ‘COMPANY’

A. Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward taste of water is good, odorless and looks

clear was found,

Yes – 90 % (45), No- 2% (1), Don’t know- 8% (4)

B. Hul : Among the total 14 Pure it (Hul) users

The view of Hul users toward taste of water is good, odorless and looks clear was

found,

Yes – 64.3 % (9), No- 14.3% (2), Don’t know- 21.4% (3)

88

C. Kent : Among the total 10 Kent users

The view of Kent users toward taste of water is good, odorless and looks clear was

found,

Yes – 90 % (9), No- 10% (1), Don’t know- 0% (0)

D. Philips Among the total 10 Philips users

The view of Philips users toward taste of water is good, odorless and looks clear was

found,

Yes – 80 % (8), No- 10% (10), Don’t know- 10% (10)

F. Whirlpool: Among the total 7 Whirlpool users

The view of Whirlpool users toward taste of water is good, odorless and looks clear was

found,

Yes – 51.1 % (4), No- 28.6% (2), Don’t know- 14.3% (14.3)

G. Any Other: Among the total 9 any other water Purifier users

The view of any other Water purifier users toward taste of water is good, odorless and

looks clear was found,

Yes – 55.6 % (5), No- 22.2% (2), Don’t know- 22.2% (2)

2. PERCENTAGE WITHIN ‘TASTE OF WATER’

A. Yes: Among the total 80 respondents for whom the taste of water is good, odorless and looks

clear.

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool

users was found 56.3% (45), 11.3% (9), 11.3 % (9), 10 % (8), 5 % (4), 6.3 % (5)

respectively.

B. No: Among the total 9 respondents for whom the taste of water is not good, odorless and

looks clear

The percentage of Eureka Forbes users, Hul users, kent users, Philips users, whirlpool

users was found 11.1% (1), 22.2% (2), 11.1% (1), 11.1 % (1), 22.2% (2), 22.2% (2)

respectively.

C. Don’t know : Among the total 11 respondents ,they don’t know the taste of water is good,

odorless and looks clear .The percentage of Eureka Forbes users, Hul users, kent users,

89

Philips users, whirlpool users was found 36.3% (4), 27.3% (3), 0 % (0), 9.1 % (1), 9.1 % (1),

18.2 % (2) respectively.

90

Table 5.13: Cross tabulation between ‘Company and Service after sales’

Which Company Service after sales Total

Yes No

Eureka Forbes 30 20 50

Hul 9 5 14

Kent 8 2 10

Philips 7 3 10

Whirlpool 5 2 7

Any Other 5 4 9

Total 64 36 100

Fig 5.13: Cross tabulation between ‘Company and Service after sales

91

INTERPRETATION1. PERCENTAGE WITHIN “COMPANY”

A. Eureka Forbes : Among the total 50 Eureka Forbes users

The view of Eureka Forbes users toward service after sales was found,

Yes – 60 % (30), No- 40% (20)

B. Hul: Among the total 14 Hul users

The view of Hul users toward service after sales was found,

Yes – 64.3% % (9), No- 35.7% (5)

C. Kent : Among the total 10 Kent users

The view of Kent users toward service after sales was found,

Yes – 80 % (8), No- 20% (2)

D.Phillips: Among the total 10 Phillips users

The view of Phillips users toward service after sales was found,

Yes – 70 % (7), No- 30% (3)

D. Whirlpool : Among the total 7 Whirlpool users

The view of Whirlpool users toward service after sales was found,

Yes – 71.4% (5), No- 28.6% (2)

E. Any other: Among the total 9 Any other users

The view of any other users toward service after sales was found,

Yes – 55.6% (5), No- 44.4% (4)

2. PERCENTAGE WITHIN ‘SERVICE AFTER SALES’

A. Yes: Among the total 64 respondents for whom services provided by company is

good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users,

whirlpool users was found 53.1% (30), 7.8% (9), 12.5 % (8), 10.9 % (7), 7.8 % (5),

7.8 % (5) respectively.

B. No: Among the total 36 respondents for whom services provided by company is not

good.The percentage of Eureka Forbes users, Hul users, kent users, Philips users,

whirlpool users was found 44.4% (20), 25.0% (5), 5.6% (2), 8.3 % (3), 5.6% (2),

11.1% (4) respectively.

92

Table 5.14: Cross tabulation between ‘Company and Market Activities’

Which company

Market Activities

Total

Road Show Visual Merchandising

Others


Hul 5 6 3 14

Kent 5 4 1 10

Philips 6 2 2 10

Whirlpool 5 1 1 7

Anyother 6 2 1 9

Total 49 33 18 100

Fig 5.14: Cross tabulation between ‘Company and Market Activities’

93

INTERPRETATION


A. Eureka Forbes : Among the total 50 respondents

The view of respondents toward market activities was found,

Road show-44% (22), Visual Merchandising-36% (18), Others- 20 %( 3)

B. Hul : Among the total 14 Pure it (Hul) users


Road show-35,7% (5), Visual Merchandising-42.9% (6), Others- 21.4 %(10)

C. Kent : Among the total 10 kent users



D. Philips Among the total 10 Philis users



E. Whirlpool: Among the total 7 Whirlpool users


Road show-71.3% (5), Visual Merchandising-14.3% (1), others- 14.3 %( 1)

F. Any Other : Among the total 9 any Other water Purifier users


Road show-66.7% (6), Visual Merchandising-22.2% (2), others- 11.1 %( 1)

2. PERCENTAGE WITHIN ‘MARKET ACTIVITIES

A. Road Show: Among the total 49 respondents, who saw the road show of water Purifiers.

The percentage of road show of Eureka Forbes, Hul , Kent , Philips , whirlpool and any

other water purifiers was found

44.9% (22), 10.2% (5), 10.2 % (5), 12.2 % (6), 10.2 % (5), 12.2 % (6) respectively.

94

B. Visual Merchandising: Among the total 33 respondents, who saw the visual

merchandising of water Purifiers. The percentage of visual merchandising of Eureka

Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found

54.5% (18), 18.2% (6), 12.1 % (4), 6.1 % (2), 3.0 % (1), 6.1 % (2) respectively.

C. Any other: Among the total 18 respondents, who saw the other market activities of water Purifiers.The percentage of any other market activities of Eureka Forbes , Hul , kent , Philips , whirlpool and any other water purifiers was found 56.6% (10), 16.7% (3), 5.6 % (1), 11.1 % (2), 5.6 % (1), 5.6 % (1) respectively

95

Table 5.15: Cross tabulation between ‘Company and Cost Price of Water Purifier’

Which company

Cost

Total

Rs1000-Rs 5000

Rs5000-Rs10000

Rs 10000-Rs15000

Above Rs 15000

Eureka Forbes

22 14 8 6 50

Hul 6 3 4 1 14

Kent 3 3 1 3 10

Philips 3 4 1 2 10

Whirlpool 1 0 3 3 7

Anyother 2 3 3 1 9

Total 37 27 20 16 100

Fig 5.15: Cross tabulation between ‘Company and Cost Price of Water Purifier’

96

INTERPRETATION


A. Eureka Forbes: Among the total 50 respondents

The view of respondents toward cost of water purifier they are using and wants to use

was found,

Rs 1000 to Rs 5000-44 % (22), Rs 6000 to Rs 10000-28 %( 14), Rs 11000 to Rs 15000-

16% (8), Above Rs 15000-12% (6)

B. Hul: Among the total 14 Pure it (Hul) users


was found,

Rs 1000 to Rs 5000-42.9 % (6), Rs 6000 to Rs 10000-21.3 %( 3), Rs 11000 to Rs

15000-28.6% (4), Above Rs 15000-7.1% (1)

C. Kent : Among the total 10 kent users


was found,

Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-30 %( 3), Rs 11000 to Rs 15000-

10% (1), Above Rs 15000-30% (3)

D: Philips Among the total 10 Philis users


was found,

Rs 1000 to Rs 5000-30 % (3), Rs 6000 to Rs 10000-40 %(4), Rs 11000 to Rs 15000-

10% (1), Above Rs 15000-20% (2)


97


was found,

Rs 1000 to Rs 5000-14.3 % (1), Rs 6000 to Rs 10000-0 %(0), Rs 11000 to Rs 15000-

42.9% (3), Above Rs 15000-42.9% (3)

F. Any Other : Among the total 9 any Other water Purifier users


was found,

Rs 1000 to Rs 5000- 22.2% (2), Rs 6000 to Rs 10000-33.3 %( 3), Rs 11000 to Rs

15000-33.3% (3), Above Rs 15000-11.1% (1)

2.PERCENTAGE WITHIN ‘COST’

A. Rs 1000-Rs 5000: Among the total 37 respondents

The percentage of respondents who are using Eureka Forbes, Hul, Kent, Philips,

Whirlpool and any other company’s water purifier, the cost of Rs 1000-Rs 5000 was

found 59.5 %(22),16.2 % (6),81.1 % (3),81.1% (3),2.7 % (1),5.4% (2) respectively.

B. Rs 5000-Rs 10000: Among the total 27 respondents



found 51.9 %(14),11.1 % (3),11.1 % (3),14.8% (4),0 % (0),11.1% (3) respectively.

C. Rs 10000-Rs 15000: Among the total 20 respondents



found 40 %(8),20 % (4),5 % (1),5% (1),15 % (3),15% (3) respectively.

98

D. Above than Rs 15000: Among the total 16 respondents


Whirlpool and any other company’s water purifier, the cost of above Rs 15000 was

found 37.5 %(6),6.3 % (1),18.8 % (3),12.5% (2),18.8 % (3),6.3% (1) respectively.

Table 5.16: Cross tabulation between ‘Have a water purifier and Cost Price of Water Purifier’

Have a

water

Purifier

Cost Total

Rs1000-Rs

5000

Rs5000-

Rs10000

Rs 10000-

Rs15000

Above Rs

15000

Yes 17 12 8 11 48

No 20 15 12 5 52

Total 37 27 20 16 100

Fig 5.16: Cross tabulation between ‘Have a water purifier and Cost Price of Water Purifier’

99

INTERPRETATION

1.PERCENTAGE WITHIN WATER PURIFIER

A.Yes: Among the total 48 respondents have water purifier

The percentage of respondents are using cost of water purifier Rs 1000-Rs 5000 was

found 35.4 % (17)


found 25 % (12)


found 16.7 % (8)

The percentage of respondents are using cost of water purifier above Rs 15000 was found

22.9 % (11)

B.No: Among the total 52 respondents don’t have water purifier

The percentage of respondents who wants to buy water purifier from Rs 1000-Rs 5000 (if

they will use water purifier in future) was found 38.5% (20)

The percentage of respondents who wants to buy water purifier from Rs 5000-Rs 10000

(if they will use water purifier in future) was found 28.8 % (15)

The percentage of respondents who wants to buy water purifier from Rs 10000-Rs 15000

(if they will use water purifier in future) was found 23.1% (12)

The percentage of respondents who wants to buy water purifier from more than Rs 15000

(if they will use water purifier in future) was found 9.6 % (5)

100

2.PERCENTAGE WITHIN COST OF WATER PURIFIER

A. Among the total 37 respondents, view about cost of Rs 1000- Rs 5000 water purifier

Yes: The percentage of respondents who are using water Purifier, cost of Rs 1000-Rs

5000 was found 45.9 %( 17)

No: The percentage of respondents who are not using water Purifier, cost of Rs 1000-Rs

5000 was found 54.1% (20)

B. Among the total 27 respondents, view about cost of Rs 5000- Rs 10000 water

purifier


10000 was found 44.4 %( 12)

No: The percentage of respondents who are not using the water Purifier, cost of Rs

5000-Rs 10000 was found 55.6 % (15)

C . Among the total 20 respondents, view about cost of Rs 10000- Rs 15000 water

purifier


15000 was found 40 % (8)

No: The percentage of respondents who are not using water Purifier, cost of Rs 10000-

Rs 15000 was found 60 % (12)

D. Among the total 20 respondents, view about cost of more than Rs 15000 water

purifier

Yes: The percentage of respondents who are using water Purifier, cost of more than Rs

15000 was found 68.8 % (11)

101

No: The percentage of respondents who are not using the water Purifier, cost of more

than Rs 15000 water Purifier was found 31.2 % (5)

Table 5.17: Cross tabulation between ‘Which Company and Prefer to buy the product’

Which company Prefer to buy the product Total

Retail Outlet Franchisee Dealer

Demo at your doorstep


Hul 4 2 8 14

Kent 4 4 2 10

Philips 3 5 2 9

Whirlpool 2 4 1 7

Any other 2 5 2 9

Total 30 30 40 100

Fig 5.17: Cross tabulation between ‘Which Company and Prefer to buy the product’

102

INTERPRETATION


A. Eureka Forbes: Among the total 50 respondents

The percentage of respondents toward prefer to buy the water purifier from retail outlet

was found 26 %( 13).The percentage of respondents toward prefer to buy the water

purifier from Franchisee Dealer was found 48 %( 24).The percentage of respondents

toward prefer to buy the water purifier from Demo at your door step was found 14 %( 7)

B.Hul: Among the total 14 Pure it (Hul) users


was found 35.7 %( 5).The percentage of respondents toward prefer to buy the water


toward prefer to buy the water purifier from Demo at your door step was found 7.1 %( 1)

C.Kent : Among the total 10 kent users





D: Philips Among the total 10 Philis users







was found 0 %( 0)

The percentage of respondents toward prefer to buy the water purifier from Franchisee

Dealer was found 57.1 %( 4).The percentage of respondents toward prefer to buy the

water purifier from Demo at your door step was found 42.9 %( 3)

F.Any Other : Among the total 9 any Other water Purifier users

103


was found 22.2 % (2).The percentage of respondents toward prefer to buy the water

purifier from Franchisee Dealer was found 55.6 % (5).The percentage of respondents

toward prefer to buy the water purifier from Demo at your door step was found 22.2 %

(2)

2. PERCENTAGE WITHIN ‘PREFER TO BUY THE PRODUCT’

A.Retail Outlet: Among the total 30 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier from Retail

Outlet was found 52% (13).The percentage of people who prefer to buy the Hul water

Purifier from Retail Outlet was found 20 %( 5).The percentage of people who prefer to

buy the Kent water Purifier from Retail Outlet was found 8% (2).The percentage of

people who prefer to buy the Philips water Purifier from Retail Outlet was found 12%

(3).The percentage of people who prefer to buy the whirlpool water Purifier from Retail

Outlet was found 0 %( 0).The percentage of people who prefer to buy the any other water

Purifier from Retail Outlet was found 8% (2)

B.Franchisee Dealer: Among the total 30 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier from

Franchisee Dealer was found 49%(24).The percentage of people who prefer to buy the

Hul water Purifier from Franchisee Dealer was found 14.3% (7).The percentage of people

who prefer to buy the Kent water Purifier from Franchisee Dealer was found 8.2 %

(4) .The percentage of people who prefer to buy the Philips water Purifier from

Franchisee Dealer was found 10.2 %( 5).The percentage of people who prefer to buy the

whirlpool water Purifier from Franchisee Dealer was found 8.2 % (4).The percentage of

people who prefer to buy the any other water Purifier from Franchisee Dealer was found

10.2% (5)

C.Demo at your door step: Among the total 40 respondents

The percentage of people who prefer to buy the Eureka Forbes water Purifier from Demo

at your door step was found 43.8% (7).The percentage of people who prefer to buy the

Hul water Purifier from Demo at your door step was found 6.3 % (1).The percentage of

people who prefer to buy the Kent water Purifier from Demo at your door step was found

12.5% (2) .The percentage of people who prefer to buy the Philips water Purifier from

104

Demo at your door step was found 6.3 %( 1).The percentage of people who prefer to buy

the whirlpool water Purifier from Demo at your door step was found 18.8 % (3).The

percentage of people who prefer to buy the any other water Purifier from Demo at your

door step was found 12.5% (2)

105

DATA ANALYSIS OF HUL SOAP’S

1. After the survey (50 samples) the population understands the soap by its

brands regarded with quality. The results are:

I 30% known by the company name.

II 45% known by the quality of the soap.

III 10% known by the identifying the name.

IV 15% known by the types of the soaps.

106

According to the dealers mostly consumer uses.

I HAMMAM 5%

II DETTOL 9%

III LUX 28%

IV LIRIL 20%

V BREEZE 8%

VI DOVE 3%

VII PEARS 4%

VIII LIFEBOUY 13%

IX NIRMA 14%

X OTHERS 6%

107

3. On what quality basis the consumer’s rates there present soap-

I Packaging of soap 15%

II Company name 20%

III Price of the soap 30%

IV All of the above 35%

108

4. How the consumers preferences changes?

I. Frequently changes the brands 10%

II. Rarely changes the brands 40%

III. Punctual on one brand 45%

IV. Changes according to the climatic situation 5%

109

5. The factors which make the consumer to purchase the soap as rated.

I. Parent suggestion 35%

II. Friends suggestion 15%

III T.V. advertisement 25%

IV Owned suggestion 25%

110

6. After the survey of 50 samples I analyse that large family uses-.

I. HUL 45%

II. P&G 15%

III JOHNSON & JOHNSON 10%

IV NIRMA 30%

V OTHERS 5%

111

7. After the survey of 50 samples I analyse that small family uses-.

I. HUL SOAPS 30%

II. P&G 15%

III JOHNSON & JOHNSON 20%

IV NIRMA 30%

V OTHERS 5%

112

8 Which company’s advertisement do you more?

i) HUL

59%

ii) P&G

15%

iii) Nirma

12%

iv) Godrej

10%

v) J&J

4%

113

9 KINDLY TICK the once consumers have heard of company according to

you?

i) Lux ii) Doy iii) Dove iv) Cinthol v) Dettol

114

48% 3% 7% 10%

9%

vi) Hamam

6%

vii) Liril

7%

viii) Breeze

8%

ix) Nivia

2%

115

10 What are the factors consumer considered when they purchase the soap?

Company name Price of soap

Past experience Advertising

116

11 In the premium segmentation of the soap the rich people uses-

I. Pears 30%

II. Dove 55%

III Camey 10%

IV Doy 5%

117

12 What are the factors that consumer considered when they purchase the soap?

Parent’s suggestion

Friend suggestion

T.V. Ads

118

CONCLUSION

I had conducted the market survey in the town of Ahmedabad.

I had chosen the product as ‘Pure It’ because people are very cautious about their health

these days and are very particular about their drinking water. In such a scenario most

of the people are using water purifier.

I was very lucky to join this company and learnt so many things, like punctuality, hard

work, selling strategy of company etc. I had met different kinds

of people, coming from different religion. Thus I came to know about the different views

of these people.

After the survey I came to a solution that the people of Ahmedabad are very much aware

of Pure It water purifier and maximum of them are satisfied with the product. I came

across some people who are using Pure It water Purifier for more than 2 years. Although

maximum people are satisfied with the product but still there a pinch of

dissatisfaction among some of the consumers. But the ratios of these people are

negligible.

The survey has showed and proved that Hindustan Uniliver Limited is enjoying a

monopoly in the markets of Ahmedabad. Now a day, HUL is competing with Eureka

Forbes. I have found out from the survey that people use the word “Pure It” as a generic

name for all water purifiers no matter to which company and brand it belongs to.

Moreover my survey has showed that most of the people are using Pure It water Purifier

in their work place as well as in their homes.

For Hul Soap’s

Heat and dust are integral part of Indian climate. This makes Indian as one of the ideal

market for soaps and other cleaning products. As we know that the consumer keeps

limited inventory of soap products and prefers to purchase them frequently, as and when

required. Many of these products are perishable. The penetration of bathing soaps is

98% of all households. The research study shows that the per capita consumption of

bathing soap is 513gm. So there is a very big market for soap in India. The total

119

turnover of soap or market in India is 54 lakhs tone per annum and is increasing at the

rate of 5% per annum. In which HUL is the market leader with 59% of share followed by

godrej. Other major players are Nirma Ltd., Colgate-Palmolive Ltd., Henkel-Spic India

Ltd. The soap market is not only segmented on the basis of price and benefits but even a

range of emotions within that outlining frame work.

Therefore according to research done on the soap industries I have reached to the

following conclusions-

The frequent used soap was Lux (28%) then Nirma (14% the second position.

The appealing factors are soaps were price which was followed by size then the

medicinal qualities and so on.

The person ‘self’ was having the highest percent in decision making for buying

soaps.

58% were male respondents and 42% were female.

The age group of the respondents was highest between 20 – 30 years in the

sample design.

120

RECOMMENDATIONSAs per the survey done following were the recommendations of the

survey:

Price structure should be revised

Customer service is something which company should pay more attention at.

All models not available for display in retail outlets and also brochures should

be made available.

Sales person at the retails counters should have proper knowledge about the

product.

Should focus more on brand awareness.

Technological & other aspects should be re considered and re-christened

121

BIBLIOGRAPHY

www.businessknowhow.com

www.articlesnatch.com

www.vmmg.net

www.indiastat.com

www.business.com

www.bizgroethlive.com

www.1888articles.com

www.MastersofSuccess.biz

www.EzineArticles.com

www.getclientsnow.com

www.HUL.com

www.gpcl.com

www.jjibp.com

www.nirma.com

www.colgate.com

122

http://www.colgate.com/

http://www.nirma.com/

http://www.jjibp.com/

http://www.gpcl.com/

http://www.hll.com/

http://www.getclientsnow.com/

http://www.EzineArticles.com/

http://www.MastersofSuccess.biz/

http://www.1888articles.com/

http://www.bizgroethlive.com/

http://www.business.com/

http://www.indiastat.com/

http://www.vmmg.net/

http://www.articlesnatch.com/

http://www.businessknowhow.com/

QUESTIONNAIRE “Pure It” Water Purifier

OBJECTIVE:

To do a in-depth survey of water purifiers available in the market and to arm you with

the information with which you can select the best water purifier device suitable for your

home.

1. Do you use any kind of water purifier at home?

□Yes □ No

2. If yes, which company water purifier u have ?

□ Eureka Forbes □ Kent water purifier

□ Hul □ Philips

□ Whirlpool □Any other

3. Does your water purifier consume electricity?

□ yes □ No

4. Before buying any kind of water purifier do you want to see the demonstration or

know the details ?

□ Yes □ No

5. Does the water after purification taste good, is odourless, and looks clear?

□ Yes □ No □ Don’t know

6. What price do you think is appropriate for a water purifier?

□ Rs 2000 – Rs 5000 □ Rs 5000 – Rs 10000 □ Rs 10000-15000 □Rs More than 15000

7. Is your water purifier backed by dependable after sales service?

□ Yes □ No

8. Does your water purifier comes with warranty if yes how much?

□ Six month □ One Year □ Two Year □ More than above

9. Have you recently come across any kind of marketing activities for purifiers?

□ Road shows □ Visual Merchandising □Others

10. Where do you prefer to buy a water purifier from?

□ Retail Outlets □ Franchisee dealers □ Demo at your doorstep

11. While buying any water purifier what comes to your mind first?

□ Price □ Health & Safety □ Both

123

Name :

Age :

Sex:M/F

Address:

Occupation: -

Contact No:-

QUESTIONNAIRE for HUL Sop’s

Information Requirement

I. Consumer perception of brands and the important they attach the brand name.

II. The extent to which the consumer thinks the following attributes company

name, shape, skincare.

III. The buying process involved in the selection of soap.

IV. Consumer attitude towards retreating.

Questions-

124

1) which company’s soap do consumer use regularly?

HUL P&G Godrej Nirma J&J

2) What consumer understand by the term “brand” of soap?

i) Company Name

ii) Quality of the soap

iii) Identifying name

iv) Type of the soap

3) How many brands of soap you have in your retailer.

4) How important is the brand name of a soap for the consumer?

i) Not important

ii) Important

iii) Very important

5) How consumer rate the present soap they are using-

i) Packaging of soap

ii) Company name

iii) Price of the soap

6) Are consumers satisfied with the overall performance of the brand of

soap they are using?

i) Satisfied ii) dissatisfied

7) Have consumer ever talk or think of changing new brand of soap.

i) Yes ii) No

8) Did consumers change both the soap at the same time and one time?

9) How consumers decided that they need replacement of soap?

125

i) Your friend ii) your own

10) What are the factors that consumer considered when they purchase the

soap?

i) Parents suggestion

ii) Friend suggestion

iii) T.V. Ads

11) In the premium segment which soap, the consumer uses?

(i) Pears (ii) Dove

(iii) Camey (iv) Doy

12) What are the factors consumer considered when they purchase the soap?

i) Company name

ii) Price of soap

iii) Past experience

iv) Advertising

14) KINDLY TICK the once consumers have heard of company according to

you?

i) Lux ii) Doy iii) Dove iv) Cinthol v) Dettol

vi) Hamam vii) Liril viii) Breeze ix) Nivia

15) Which company’s advertisement do you more?

126

i) HUL ii) P&G iii) Nirma iv) Godrej v) J&J

127

a study on marketing mix of hul on hul pure it and hul soap’s

Documents

hul pure

hul soaps

marketing mix of hul

herhis project work

title of project work

project report

research work

commerce college college