hul project amitsingh

8/4/2019 HUL Project Amitsingh

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MARKETING RESEARCH ON CONSUMER

BEHAVIOUR

FOR WATER PURIFIER

A PROJECT REPORT

PGDM III. Sem

in partial fulfillment for the award

of

POST GRADUATE DIPLOMA IN MANAGEMENT

Sumitted by

Amit kumar Singh

ROLL.NO- 54/JKBS/PGDM/AICTE-10

Under the guidance of Under the supervisionof

Mr. Pravash gosh Mr. Miraj khalid(Faculty of Marketing) (TSO,HUL)

J.K.BUSINESS SCHOOL, DAMDAMALAKE ROAD, BHONDSI, GURGAON - 122102


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BONAFIDE CERTIFIACATE

Certified that this project report MARKETING RESEARCH ON CONSUMER

BEHAVIOUR FOR WATER PURIFIER is the bona -fide work of AMIT KUMAR

SINGH who carried out the project work under my supervision.

Mr. Pravash Gosh Mr. Mirajkhalid

(ACADEMIC CO-ORDINATOR PGDM ) (SUPERVISOR)

Jkbschool Gurgaon


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DECLARATION

I, Amit Kumar Singh , hereby declare that the project work entitled MARKETING

RESEARCH ON CONSUMER BEHAVIOUR FOR WATER PURIFIER is an

authenticated work carried out by me at HINDUSTAN UNILIVER LIMITED under the

guidance of Mr. Miraj khalid for the partial fulfillment of the award of the Diploma of PGDM

and this work has not been submitted for similar purpose anywhere else except to JKbschool,

Gurgaon , approved by AICTE.

Date:

Place: (AMIT KUMAR SINGH)


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ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to the Management of HUL at Gurgaon for

providing me the opportunity to get an exposure of their esteemed unit.

I am sincerely thankful to the Marketing department for coordinating my training and explicitly

express my thanks to Mr. Miraj khalid for their continued help and guidance during my stay

there.

Last but not the least, I express my deep gratitude to my mentor Mr. Pravash gosh for sending

me to a large integrated water division of Pure it of HUL and giving me a chance to acquire

experience of my lifetime.

I also express my thanks to parents and all family members and friends who directly or

indirectly provided me their moral support.

(Amit kumar singh)

054/JKBS/PGDM/AICTE


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EXECUTIVE SUMMARY

Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch Company Unilever. Both

Unilever and HUL have established themselves well in the Fast Moving Consumer Goods

(FMCG) category. In India, the company offers many households brands like, Dove, Lifebuoy,

Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were

also rewarded when four of HUL brands found place in the Top 10 brands list for the year

2008 published in The Economic Times .

Unilever was a result of the merger between the Dutch margarine company, Margarine Unie ,

and the British soap-maker , Lever Brothers, way back in 1930. For 70 years, Unilever was the

undisputed market leader but now faces tough competition from Proctor & Gamble and

Colgate-Palmolive.

HUL is also known for its strong distribution network in India. In order to further strengthen its

distribution, HUL launched a Project SAFE WATER ZONE in 2004 in Chennai. The idea

behind this project was to protect lives to water borne disease such as typhoid, jaundice anddiarrhea. In 2007 water division started national. Now it presents in all states and already

protected 15 million lives.


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TABLE OF CONTENTS

SerialNo.

CONTENTS

1 Project title2 Bonafide Certificate3 Declaration4 Acknowledgement5 Table of content6 Executive Summary7 List of Figures

8 Company profile:-

9 Introduction of HUL10 History

11 Doing well by Doing good12 Distributor Channel13 Brand for life:-14 Food brand15 Home care brand16 Personal care brand17 BCG matrix18 Corporate social responsibility19 Swot analysis

Introduction of the Topic

24 Product Profile :-25 Water Pure it26 Stages of Purification27 Introduction of Pure it28 Some basic facts on water

problems29 Product analysis(pure it)30 Model of pure it31 Performance testing32 Competitors33 How a pure it better than other

method of water purifiers


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Place/ distribution strategy of Water purifier

Scope and objective of the study:- Scope of the study

Objective of the study43 Research Methodology:-44 Research Design45 Sampling plan46 Assumptions of the study47 Data analysis48 Data collection49 Research approach50 Research instruments

51 Questionnaire Sample size

Universe

52 Data Analysis & Interpretation53 Findings & Recommendation

from the project54 Limitation of the study

58 Conclusions60 Bibliography61 Annexure


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LIST OF FIGURES

Clustered column chart

3-D clustered column Clustered cylinder chart 3-D Clustered cylinder chart Pie chart Exploded pie chart

KEY WORDS

Hul : Hindustan Uniliver Limited FMCG : Fast moving consumer goods BDO : Business Development Officer FY : Financial Year


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COMPANY PROFILE

&

INTRODUCTION


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Company Profile

Type : Public company BSE: HUL

Industry: Fast Moving Consumer Goods (FMCG)

Founded : 1933

Headquarter: Mumbai, India

Key people

: Harish Manwani (Chairman),

: Nitin Paranjpe (CEO and Managing

Director)

Products : Home & Personal Care, Foods, WaterPurifier

Revenue : Rs 19,401 crore (US$ 4.45 billion) (2010-

2011)

Employees : Over 65,000 direct & indirect employees

Parent : Unilever Plc

Website : www.HUL.co.in
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Fast_Moving_Consumer_Goodshttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Harish_Manwanihttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Websitehttp://www.hul.co.in/http://www.hul.co.in/http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Indian_rupeehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Harish_Manwanihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Fast_Moving_Consumer_Goodshttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Publichttp://en.wikipedia.org/wiki/Types_of_business_entity


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Introduction to HUL

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company,

touching the lives of two out of three Indians with over 20 distinct categories in Home &

Personal Care Products and Foods & Beverages.

The c ompanys Turnover is Rs. 19,401 crores (financial year 2010-11).

HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer

goods with strong local roots in more than 100 countries across the globe with annual sales of

44 billion in 2011 . Unilever has about 52% shareholding in HUL

Hindustan Unilever was recently rated amongst the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in

partnership with Fortune magazine and the RBL Group. The company was ranked number one

in the Asia-Pacific region and in India.

The mission that inspires HUL's more than 36,000 employees, including over 1,350 managers,

is to add vitality to life". The company meets everyday needs for nutr ition, 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 about 52 % of the equity.


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History

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as

Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg.

Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee

strength of over 15,000 employees and contributes for indirect employment of over 52,000

people. The company was renamed in June 2007 to Hindustan Unilever Limited.

The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever

Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of

Worlds Most Reputed companies in 2007

Heritage

HULs heritage dates back to 1888, when the first Unilever product, Sunlight, was introduced in

India. Local manufacturing began in the 1930s with the establishment of subsidiary companies.

They merged in 1956 to form Hindustan Lever Limited (The company was renamed Hindustan

Unilever Limited on June 25, 2007).

The company created history when it offered equity to Indian shareholders, becoming the first

foreign subsidiary company to do so. Today, the company has more than three lakh resident

shareholders. HULs brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Sunsilk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, Kwality-

Walls - 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 in over 35 factories, several of them in backward areas of the country.

The operations involve over 2,000 suppliers and associates. HUL's distribution network covers

6.3 million retail outlets including direct reach to over 1 million.


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Doing Well by Doing Good

HUL believes that an organizations worth is also in the service it renders to the community.

HUL focuses on hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases

and water footprint. It is also involved in education and rehabilitation of special orunderprivileged 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 relief and rehabilitation of the people affected by the

Tsunami disaster, in India.

HULs Project Shakti is a rural initiative that targets small villages populated by less than 5000

individuals. 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

provides health and hygiene education through the Shakti Vani programme.The program now

covers 15 states in India and has over 45,000 women entrepreneurs in its fold, reaching out to

100,000 villages and directly reaching to over three million rural consumers.

HUL also runs 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 120 million people in approximately 50,

676 villages across India.

If Hindustan Unilever straddles the Indian corporate world, it is because of being single-minded

in identifying itself with Indian aspirations and needs in every walk of life.

Unilever products touch the lives of over 2 billion people every day whether that's through

feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and

clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.


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DISTRIBUTION NETWORK

HUL

Carrying & Forwarding Agent (CFA)

Redistribution Stockiest

Wholesalers

Rural Retailers Urban Retailers

Consumers


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Brands for life (Product Line)

Hindustan Unilever Limited has been the pioneer in the field of Food brand, Home care brands,

personal care brands, water purification systems, Nutrition, Health, Hygiene & beauty

products

The following are the basic products of Hindustan Unilever Ltd., which has always promised to

provide safe and healthy living.

Food Brands.

Home Care Brands.

Personal Care Brands.

Water Purification System.


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Food brands

HUL is one of Indias 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.

Brooke Bond 3 Roses

Playful banter, a little mischief, serious conversation theres no time for

young couples like the time spent sharing a cup of 3 Roses.

To keep a relationship going, every young couple needs a little time to talk

Annapurna

Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed

at helping her provide wholesome tasty nutrition to her family.

Annapurna Atta is aimed at helping the homemaker provide wholesome, tasty nutrition to

her family.

Red Label

Indias favorite cup of tea, the great taste of Red Label brings people closer

together and strengthens relationships.

The brew that bonds.

Brooke Bond Taaza

Brooke Bond Taaza lifts me and unshackles my mind, allowing me to see

and realize possibilities.
http://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspx


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The great refreshment of Taaza inspires women to have an identity

beyond their homes and to refresh their lives.Taj Mahal Brooke Bond

Taj Mahal is an exclusive selection of teas for the discerning consumer.

A taste for the finer things in life. Taj Mahal is not just a cup of tea, it is

a sensory experience

Bru

Ek cup Bru aur mood ban jae

Some moments in life are special and close to the heart. Bru makes these

moments with loved ones even more magicalIts Indias largest coffee brand that offers a

range of products in Instant coffee, Conventional coffee and premixes....Its rich aroma and

unique blend makes every moment come alive

Knorr .

Knorr helps families make meal times special, nutritious, tasty and

healthy

Kwality Walls

A good honest scoop of daily pleasure.

. Kwality Walls, the brand with a big heart, offers a range of delightful

frozen desserts that bring smiles to the faces of millions of Indians kids, teens and

adults. We do so with our very popular brands - Cornetto, Feast, Paddle Pop, Selection &our award winning parlour concept, Swirls.
http://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/Knorr.aspxhttp://www.hul.co.in/brands/foodbrands/Knorr.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Knorr.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspx


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Home care brands

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

across India.

Active Wheel

Active Wheel de "Mehnat se Aazadi" Freedom from painful & tiring laundry

Active Wheel enables consumers to perform laundry chores, giving

Great Clean within less effor t.

Cif

Cif- the best cleaner to let you shine.

Cif- The Worlds leading cream cleaner which gives you the power to

deal with the toughest dirt is now in India.

Comfort

The worlds largest fabric conditioner brand.

For most homemakers, ensuring their family's well-being is of utmostimportance. Every task, whether its preparing a meal or washing the clothes, is an

expression of her love and affection for the family.

Domex

The sheer power of Domex bleach gives you the confidence you need,

eradicating all known germs.

The sheer power of Domex bleach gives you the confidence you need,eradicating all known germs. With Domex, you can be absolutely certain that the job is

done .
http://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspx


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Rin

Rin provides best in class whiteness which is demonstrable.

Clothes talk for us. Rin plays an integral part in enabling us to look good

by providing demonstrably superior whites, giving us the confidence to realize ourambitions.

Sunlight

Sunlight is a color care brand.

A dash of pink, a splash of yellow, a hint of purple and a bit of orange.

Colours can liven up any wardrobe and can make you look and feel precious

and if theres one detergent brand thats committed to colour care, its Sunlight

Surf Excel

Giving your kids the freedom to get dirty and experience life, safe in the

knowledge that Surf Excel will remove those stains.

When children go out to play and get dirty, they don't just collect stains. They experience

life, make friends, share with each other and learn from each other. This helps them get

stronger and get ready for the world outside

Vim

Created in 1885, the Vim brand is still innovating and using the magic of

natural ingredients to create unbeatable results over a hundred years

later.
http://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspx


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Personal care brands

Our 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.

Aviance

Aviance enables women actualize their unique potential through expert

customized beauty solutions.

The Aviance promise

Aviance believes that no two women are alike. A truly beautiful woman is constantly

searching for ways to express and celebrate her own individuality. Aviance was created to

empower this woman. Encourage her. And help her become all she can be.

Axe

Axe with Best Quality Fragrance.

AXE is a cool, iconic, youth brand available in more than 60 countries.

In India, Axe, which has been launched in 1999, is the largest selling MaleDeodorant..

Breeze

Breeze, with the goodness of glycerin gives soft, fragrant and smooth skin.

Breeze makes use of a new revolutionary global technology which

enhances the impact of world class perfumes in a much larger way, apart from bringing

out the goodness of glycerine.
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Clear

New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair

feeling fabulous.

New Clear. Zero dandruff, Just fabulous hair

Clinic Plus

Clinic Plus is Indias largest selling shampoo and has won the trust the

millions of families across India.

Clinic Plus understands that healthy hair is an important asset which helps your familyprogress in life and empowers you.

Closeup

Freshness that brings you Closer.

Closeup is synonymous with Freshness that gives you the confidence to

be close to someone.

Dove

Dove stands for real beauty. All around the world, Dove is making real

women feel more beautiful!

Since 1993, Indian women have relied on Dove for beautiful skin. Dove is known to be a

keeper of promises and has given real products to women world over.
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Fair & Lovely

More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it

went on to become the Worlds No.1 Fairness cream.

Hamam

Holistic skin care experiences perfected over the ages to deliver healthy,

beautiful skin

Hamam brings alive the wisdom behind time-less skincare rituals in convenient and

contemporary formats

Lakme

Lakme is an ally to the Indian Woman and inspires her to express her unique

beauty and sensuality. Thus, enabling her to realize the potency of her

beauty. Lakme is the Indian womans Beauty Sutra inspiringexpression of her unique beauty and sensuality

Lifebuoy

Lifebuoy is available in multiple variants in soaps and specialist formats

such as liquid handwash, catering to the entire family.

Lifebuoy, an undisputed market leader for 112 years, has a compelling

vision to make 5 billion people across the world, feel safe and secure by meeting their

personal care hygiene & health needs
http://www.hul.co.in/brands/personalcarebrands/Hamam.aspxhttp://www.hul.co.in/brands/personalcarebrands/Hamam.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Hamam.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Hamam.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Hamam.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Hamam.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/Hamam.aspx


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Liril

Awaken, and enliven your senses with a Liril bath.

Over time, Liril has come to be synonymous with the freshness of

limes, active energy and freedom of expression by its symbolic display of the uninhibited

female form.

Lux

Lux believes in passion for beauty. It continues to be a favorite with

generations of users for a sensuous experience of luxury.

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

personal care brands.

Pears

Pears the purest and most gentle way to skincare!

Pears launched in India in 1902, exuberates a long heritage of purity. It

is so pure that you can actually see through it!

Pepsodent

Pepsodent India is committed to improve the overall Oral health of Indians.

Pepsodent is a 15 year old brand that offers various oral care solutionsto specific need based solutions.
http://www.hul.co.in/brands/personalcarebrands/Liril.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Liril.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Liril.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Liril.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Liril.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspxhttp://www.hul.co.in/brands/personalcarebrands/Liril.aspx


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Ponds

Get the expert to look after your skin

Ponds, has been listening to womens needs and desires for 150 years

and this has enabled us to deliver new products customised to their needs. Ponds

accompanies them on their journey to enhance the beauty of their skin.

Rexona

Rexona gives you 24 hr protection from sweat and body odour and therefore

the confidence to handle whatever the day has in store.
http://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaDeodorants.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspx


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What is Good for India is Good for HUL


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Corporate Social Responsibility

HULs corporate social responsibility strategy seeks to address HUL's most significantsustainability impacts of hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint by integrating these objectives

into our brands , our people and our processes.

- Provided income-generating opportunities to 45,000 Shakti entrepreneurs in rural areas

Across 15 states in 100,000 villages through Project Shakti

- Lifebuoy Swasthya Chetna has touched 12crore people in more than 50676 villages

Across India since 2002

- Pureit is available in more than 1500 towns nationally and already covers over 3 million

Households across India.

- Exceeded the target of reducing CO2emissions from manufacturing operations by

25% on a base of 2004

- Twenty Eight of our manufacturing sites are zero water discharge sites.


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SWOT Analysis


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STRENGTH

HUL enjoys a formidable distribution network covering over 3400 distributors and 16 million

outlets. The new sales organization named 'One HUL' brings "Household and Personal

Care " and foods distribution networks together, thereby aligning all the units towards the

common goal of achieving success. HUL has been continuously able to grow at a rate more than

growth rate for FMCG Sector, thereby reaffirming its future stronghold in Indian market.

Weaknesses

HUL market dominance, originating from its extensive reach and strong brand presence,

allowed it to raise the prices even as raw materials were getting cheaper. Hence, though the

volumes decreased, the margins grew, and company was able to earn more profits. But higher

margins attracted competition in areas of operations. HUL strategy remained focused on

creating power brands and earning higher margins. It was not left with any other option but to

try cutting down the costs in order to protect volumes, if not increase it.

Opportunities

India is one of the world's largest producers of FMCG goods but its exports are miniscule as

compared to production. Though Indian Cos. has been going global, their focus is more towards

Asian countries because of the similar preferences. HUL is one of the top companies exporting

FMCG goods from India. An expansion of horizons towards more and more countries would

help HUL grow its consumer base and henceforth the revenues. Penetration levels for some

major categories like skin-cream (22%), shampoo (38%), toothpaste (48%) and processed

foods, continue to remain low offerings but great growth opportunities products

Threats

ITC has reduced its dependence on the cigarettes business - Contribution of the core business in

revenues has come down from 87% in FY99 to 70% in FY05. Over a period of five years, ITC

has extended its presence into areas like foods, retailing, hotels, greetings, agriculture, paper,

etc. These are businesses that can give it growth impetus in the long run. With ITC gaining

momentum in each of these businesses, it is turning into a consumer monolith, and hence, the

greatest threat to HUL's Business.


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A clear direction

The four pillars of our vision set out the long term direction for the company where we want

to go and how we are going to get there:

We work to create a better future every day We help people feel good, look good and get more out of life with brands and services

that are good for them and good for others.

We will inspire people to take small everyday actions that can add up to a big difference

for the world.

We will develop new ways of doing business that will allow us to double the size of our

company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of peoples lives and

in doing the right thing. As our business grows, so do our responsibilities. We recognize that

global challenges such as climate change concern us all. Considering the wider impact of our

actions is embedded in our values and is a fundamental part of who we are.

Purpose & Principles

Our corporate purpose states that to succeed requires "the highest standards of corporatebehavior towards everyone we work with, the communities we touch, and the environment on

which we have an impact."

Mission

Unilever's mission is to add Vitality to life.

Vision

We're constantly developing our brands and products to keep pace with the changes inconsumers lives


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INTRODUCTION TO PROJECT TOPIC


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INTRODUCTION TO PROJECT TOPIC

MARKET RESEARCH

Introduction:

Usually it is said that if marketing would be a train, then market researchwould be the locomotive. In other words, market research should ideally be the starting pointof 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 assensible as setting out to sell sand in the Sahara Desert. Market research provides theanswers 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 595crore,but the industry is growing rapidly with a lot of business coming fromoverseas.The businesscoming from overseas from overseas involves lot of outsourcing as cost advantage s are enormous. The processing of data is almost 50% cheaper in India. Theprocessing of data is almost 50% cheaper are in India than in developed countries. Theoutsourcing business amounts to almost for the 8 % industry and this figure is doubling in valueevery year. Key Players in Market Research:-

IMRB (Indian Market Research Bureau)

ICMR (Indian Council of Market Research)

Information Resource Incorporation

NPD Group Information

A .C. Nielsen India Pvt. Ltd.

Maritz Research


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Scope of Market Research

Many people think that marketing research is just a consumer survey, asking consumers aboutcertain product or services. Though consumer research is an integral part of marketingresearch,the latter is quite a pervas ive activity, covering the various types of marketingproblems that confront the marketing manager. There are various discussion confined

to the market research which are as follows.


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Water Purifier-Pure it

Pure it is the worlds 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.

Pure its unique Germ kill Battery technology kills all harmful viruses and bacteria and removes

parasites and pesticide impurities, giving you water that is " as safe as boiled water ". It assures

your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and

cholera. Whats more, it doesnt need gas, electricity or continuous tap water supply.

Pure it not only renders water micro-biologically safe, but also makes the water clear, odourless

and good-tasting. Pure it does not leave any residual chlorine in the output water.

The output water from Pure it meets stringent criteria for microbiologically safe drinking

water, from one of the toughest regulatory agencies in the USA, EPA (Environmental

Protection Agency).

The performance of Pure it has also been tested by leading scientific and medical institutions in

India and abroad.

This patented technological breakthrough has been developed by HUL. This state-of the-artengineering developed by a team of over 100 Indian and international experts from HUL and

Unilever Research Centers has made Pure it possible at the consumer price of just Rs. 2000.

Pure it runs with a unique Germ kill Battery Kit that typically lasts for 1500 liters* of water.

The Germ kill Battery Kit is priced at Rs.365. This means consumers will get 4 litres of water

that is as safe as boiled water for just one rupee, which work s out to an extremely

affordable 24 paise per litre.

Pure it in- home purification system uses a 4 stage purification process to deliver as safe as

boiled water without the use of electricity and pressurized tap water.


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Pure it purifies the input drinking water in four stages, namely;

1. Micro-fiber Mesh - Removes visible dirt

2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticide impurities

3. Germ kill Processor TM uses 'programmed chlorine release chlorine technology' and its

stored germ kill process targets and kills harmful virus and bacteria

4. Polisher TM removes residual chlorine and all disinfectant by-products, giving clear

odourless and great tasting water

5. Battery Life Indicator - Ensures total safety because when the germ kill power is

exhausted, the indicator turns red, warning you to replace the battery


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Some basic facts on water Problems

Infected water causes an estimated 80 percent, of disease in India, according to

the World Health Organization (WHO).

About half the worlds reported cases of polio, a crippling disease which iswaterborne, occur in India.

Each year, diarrhea kills 500,000 Indian children.

Water is pure at the source which is the municipal treatment plant. It comes to

your house through pipes.

These pipes are very old and have rusted, which may be the cause of

contamination.

Sewage lines are also in contact with underground water pipes.

People also break open pipes at places to have access to water. These open

cracks allow contaminated matter to get inside the water pipes.With the ever

growing problem of safe drinking water faced in India, HUL has come with a

social initiative of providing safe and pure drinking water by means of Pure it, a

quality yet affordable water Pure it.


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Product analysis (Pure it)

Pure it- a water purifier designed and developed to provide as safe as Boiled water

Performance

Pure it removes visible dirt, kills all viruses and bacteria, removes parasites and pesticide

impurities giving you water that is as safes as boiled water

Additional Features:

Great sensorial Clear, odour -free water : removes organics, pesticides, suspended

matter (turbidity)

Any time , any where performance : works

- Without electricity

- Without piped water

Convenience No hassles of boiling, No maintenance costs like plumbing

Cost Rs. 1/- for every 4 Liters of water

The Technology:

Chlorination of water is a known fact & is used as a world wide phenomenon by

municipal corporations for supply of potable water.

It kills all bacteria and viruses in water.

However chlorine added I n water by these corporation is not done scientifically

especially in third world countries like). Hence the amount of chlorination may be more

or less depending on the quantity of water; thus again making this water unsafe for

human consumption.


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Frame

Non woven ( polyester cloth filter )

MICRO FIBRE MASH

Material Non woven polyester Removes suspended particulate > 10 micron

Reduces filtration load on CCT Average flow rate of 5 lit/min

COMPACT CARBON TRAP

Material intermediate activated carbon Binder is used for holding the carbon granules Removes particulate impurities < 10 micron Removes organic load improves taste of water Removes pesticides Removes cysts


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GERM KILL PROCESSOR

Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria Unique Auto Switch off Technology

> After the battery life indicator turns fully red, the purifier will begin to overflow

from the battery life indicator on the front side.

> Some water may still pass through the purifier. However, please note that the

purifier has stopped purifying water & the water may no longer be safe for

drinking.

> The purifier has been designed to overflow to indicate that the battery has not

been replaced even after it has turned fully red.


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POLISHER

Made by activated granular carbon and coated by silver. This design has reduced pressure drop, eliminating the level of fines coming in the water

and reduced wastage of plastics in battery

Removes chlorine and disinfection by-products. Radial flow design low pressure drop. Finally removes all odour, makes water visually clear & gives great tasting water

MODEL OF PUREIT :-

PURE IT AUTO FILL PURE IT M05 PURE IT COMPACT

PURE IT MARVELLA


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PURE IT AUTO FILL:-

FMCG major, Hindustan Unilever (HUL), has introduced itsPure it Auto fill purifier with advanced technology, thatshuts the inflow of water once it is filled. Its unique 'hydrosensors' detect the level of water inside the purifier and fillwater automatically thus making it free from manualintervention and avoids wastage of water, HUL said in astatement here. Besides, the unique combination of dual

filling option (inline and manual) provides greater storagecapacity of 18-litres. With Pure it Auto fill, consumers areassured of safe drinking water being available without anydependency on running water, the statement added. It alsomeets the stringent germ-kill criteria of the EnvironmentalProtection Agency (EPA), the toughest regulatory agency in

the USA and is priced at Rs 3,200 and will be available in all retail outlets.

PURE IT MO5:-

As discussed earlier Pure it is a unique in-home drinking water purification system, offering water as safe as boiled water ,thereby protecting children and families from water borndiseases. It is the only purifier in the world that provides this

level of safety without depending on cooking gas, electricity andpressurized tap water, and is affordably priced only Rs 2000


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PUTRIT COMPACT:-

home at an extremely affordable price of just Rs. 1000 HUL Pure it

now brings As Safe as A Boiled water to a completely newsegment of consumers who could not afford a water purifier earlier.With the launch of Pure it Compact, HUL now provides world-classstandards of safety in a form that can be used anywhere, anytimeand in any home at an extremely affordable price of just Rs. 1000.Pure it in a short span of time has been adopted by over threemillion extremely satisfied households and the launch of Pure itCompact will ensure that many more families can now enjoy thesame high levels of safety and peace of mind. Pure it Compactcomes at a one-time cost of Rs. 1000/- and is available at all leadingretail outlets across the country

With the launch of Pure it Compact, HUL now provides world-class standards of safety in a form that canbe used anywhere, anytime and in any

MARVELLA -:


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Performance testing

Leading scientific institutions

o Central Food Technology Research Institute.

o National Institute of Cholera and Enteric Diseases

o Indian Public Health Association

o Institution of Public Health Engineers

Leading Medical Institutions

o King Institute of Preventive Medicine

o Sundaram Medical Foundation

o Apollo Hospitals

o SRL Ranbaxy Clinical Reference Laboratories

Leading International Institutions

o London School of Hygiene and Medicine UK

o Scottish Parasite Diagnostic Laboratory, Glasgow, UK


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COMPETITORS

Whirlpool

Eureka Forbes Ltd. Usha Brita Kent zero B Philips Ken star Tata Swatch New Era (OSMO & Total aqua Fresh)

Key player in local market at Gurgaon:

Hindustan Unilever Ltd.

Eureka Forbes Ltd.

Kent

Philips

Aquaguard


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How a Pure it is better than other method of water purifier:-

Main Feature Pure it Boil water Advance

UV inline

Purifier

Advance

Storage

Purifier

Remove/Kills

Viruses

Bacteria

Pesticides

Yes Must boil

water

30-40minute

Yes No

End off life indicator Yes No Yes No

Auto switch off Yes No Yes No

18 ltr. Water storage

Capacity

Yes Yes No Yes

Manual backup Yes Yes No Yes

Not require Gas Yes No Yes Yes

Not require electricity Yes Yes No Yes

Dual fill Facility

(Manual or Auto fill)

Yes No No No

Better Taste of water

Removes Smell

Yes No Yes No


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PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER

Launched in Chennai 2004

Identify the places where Increase impurities than use for water

Identify the places where Increase disease

National launch in beginning 2007

Now present in all states

Where Direct sales possibility more (urban areas mostly)

Easy available product (Good Transport facility )

At Gurgaon 1 distributors (4 zone) and many dealers


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SCOPE AND OBJECTIVE OF THE STUDY


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SCOPE OF THE STUDY

This will help us to know the market tends demand and consumption patterns future prospectus

in term of potential growth consumer test and buying behavior for the HUL product water

purifier and other aspects related to channels and networks i.e. distribution. At the same time

some bottlenecks and loopholes in the entire process could also be taken into consideration for

their solution as well as betterments. In short following few aspects could be taken care of

through this study:-

To study distribution network of HUL. To identify the attributes those compel the dealers to select the product..

To study about the relationship and association of the household with the company. To identify the dealers response towards brands they are dealing. To know about the credit policy of the company (motivational tools) Popularity of company product among customers. Customers opinion towards packaging. To know about the awareness of drinking water used by various households.


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OBJECTIVE OF THE STUDY

To understand consumers behavior for safe drinking water .

Learning through participation in direct selling Campion of pure it bra nd of water

purifier of HUL in Gurgaon.

To learn about the competitive senario of various water purifier brands.


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RESEARCH METHODOLOGY

Its the way by which we collected data and used it to analysis the available fact for arriving at aparticular results and suggestion. Basically there are two ways of collecting the data primary &secondary

RESEARCH DESIGN

It consists of clean statement of the research problem procedures and information processing and

analysis of data collected. It includes hypothesis also.

I have used Descriptive Research which includes survey and fact-finding enquiries of different

kinds. The main characteristics of this method are that the researchers have no control over the

variables; he can only report what has happened or what is happening. The major purpose of

descriptive research is description of the state of affairs as exists as present.

Problem to retailers with their respective FMCG Company. Taste and preference of retailers and consumers towards the brand. Strategy of different players in the market. Different schemes of different brands.

Descriptive research design: - alone with some exploratory research was applied which

descriptive the state of affairs as they subsists. Descriptive research was used in the study of

marketing strategies for the sale of companys product also studying about the parameters which

affect the competitiveness of the product.

Analytical research:- in this kind of research researcher uses facts or information which are

already available and analysis these for critical and rational facts of the past and present tends in

the demand and consumption, quality of product, packaging methods, supply and distribution

and analyzed them for critical result and suggestion some recommendation.


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SAMPLING PLAN

Sampling methods:- Snow ball sampling has been used for the purpose of those consumers and

prospective customers as it helped in knowing the no. of users of Pure it product and convenient

sampling methods was used for distributers in distance place as accessibility had emerged as aproblem in some cases.

Sampling unit: - It defines the target population that will sample together for carrying out the

analysis. Here it includes different areas and households.

Sampling size: - For conducting the study distribution channel system of HUL some region like

Patel Nagar, Jacubpura was selected.

ASSUMPTION OF THE STUDY

Questionnaire is distributed to different households in the different areas. Respondent have

responded correctly. Information collected through various source is correct.

DATA ANALYSIS

Data become useful only affect they are properly analyzed. Data analysis involves coverings as

series of recorded observation i.e. data into descriptive statement and inference about

relationship. This task is helpful in identified the areas where the company each improve further

collected data was analysis by the use of simple statistic tools like percentage and (univariate

analysis) result have been represented by using bar chart columns and pie chart


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DATA COLLECTION

This was done by using:-

A. Primary data. These are the fast hand information as observation in leads to collect through

surveying as interviewing using questionnaire and schedules.

Questionnaire- it can be recognized as a schedule, interview from or measuring instrument is a

formalized set of question for obtaining information from the repaired. It is widely used in

consumer and industrial marketing research analysis.

B. Secondary data these are the data which are already available in data which are already

available in usable forms various type secondary data used.

Literature from various papers, journals, and magazines. E.g. News and Views andpaper India.

Annual report (previous record of the company.) Internet surfing. Other official sources.

RESEARCH APPROACH

The research is based initially on an exploratory research & finally followed by descriptive

research.

RESEARCH INSTRUMENTS

The research instrument used in the study was predesigned up to designed questionnaire with

closed ended multiple choice & open-ended questions

.

QUESTIONNAIRE

The questionnaire is by far the most common instrument in collecting primary data & the

questionnaire consists of question presented to respondent for their answers. The questionnaire

used a set of open-ended question.


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SAMPLE SIZE

Sample size is 50 households

Type of research - Descriptive research (it includes facts findings service)

Statistical tools - Pie charts, bar diagrams etc.

Data collection - Through questionnaire

UNIVERSE

In the data of the sampling, large sample units are preferred to get the accurate outcome of the

research. I took two place as a sample for survey i.e. Patel Nagar and Palam vihar in Gurgaon.


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DATA ANALYSIS

&

INTERPRETATION


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Q1-Do you use any kind of water purifier at home?o Yeso No

Interpretation:

In the survey 70% people using purifier and 30% people not usingpurifier.

Sales

Yes

No

70%30%


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Q2- What type of purifier do you use?

o Electricalo Non electrical

Sales

Electrical

Non electrical

NO one

50%

40%

10%


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Q3 - What is your existing drinking water source?

o Municipal watero Bore well/ Submersibleo Canned watero Hand pump

Interpretation :- After the survey of 100 households:-

Most of the peoples are using canned water purifiers

This shows that people are more conscious about there health

Only a few portion of the households are using hand pump

0%

5%

10%

15%

20%

25%

30%

35%

Muncipal water Bore well/Submersible

Canned water Hand pump

Series 1

Series 1


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Q4. Do you know that 80% of the diseases in our country are water bound?

o Yes

o No

o Not aware

Interpretation :- From the survey of 100 persons I found that

75% of the people are aware that most of diseases are mainly due to the water.

17%ofthe peoples say that it is not because of water there family members gets ill.

8% of the people are not aware about water born diseases

75%

17%

8%

No.of People

Yes No Not Aware


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Q5. While buying any water purifier what comes to your mind first?

o Priceo Health & Safetyo Both

Interpretation-

After a survey, I found that 75% people preference health and safety in buying water purifier.

Pure it offers an economical way of getting great tasting and 100 % safe drinking water. People are more conscious about they health. They mainly make use of water which is rich in minerals.

Health & Safety75%

Price10%

Both

15%

Buying Preference


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Q6 . Which Companys purifier do you use and prefer to buy it?

o Pure ito Aqua guard or Aqua sureo Kent water purifiero Philipso Usha Britao Others

Interpretation- After a survey of 100 house holds, I have found that- Pureit is the market leader.

The sale of HUL water purifier is more then other purifier companies. Aquaguard is the closest competitor of Pureit.

Due to entrance of new companies like Kent, Philips and usha, HUL is facing a tough

competition.

0

5

10

15

20

25

pureit aquaguard Kent Philips Usha other

N o

. o f u n i t s s o

l d ( 0 0 0

)

Water Purifier Comapnies

Water Purifier of different Companies


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Q7. Comment on the price of your water purifier?

o Affordableo Higho Should be Revised

Comments on Prices of water purifiers

Interpretation- after a survey, I found that price of water purifier is

Affordable for 53% people, The price is high for 30% people.

The water purifier Companies should reduce there prices in order to increase its market

share

Affordable-53%

High- 30%

Revised - 17%


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Q8.Do you know that boiled water is not necessarily safe water?

o Yeso No

Interpretation - After a survey of about 100 house holds, I have found that- 62% says that boil water is safe. 38% of the people have a opinion that boil water is safe only for few hours

This shows that even after boiling water isnot safe for drinking purpose.

62%

38%

Number of people using water purifier

yes no


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Q9. Have you recently come across any kind of marketing activities for purifiers?

o Kiosk o Demonstrationo Direct Marketingo T V Commercial

Interpretation- After a survey I found that TV advertisement play main role in making

awareness. 70% People got product knowledge through TV Commercial, 15% people come

through direct marketing, 10 % People got through Kiosk and 5% people got demonstration

marketing activity.

Demonstration

5%

TVCommercial

70%

Kiosk10%

DirectMarketing

15%

Marketing Activity

Demonstration TV Commercial Kiosk Direct Marketing


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Q10. Do you get any type of after sale services from the Company ?

o Yeso Noo Exceptional

Interpretation-

After a survey, I found that 52% water purifier not dependable on company to timely

service..

People are in need those companies who can provide them suggestions and can help in

solving there problems regarding the product they are using.

0

5

10

15

20

25

30

35

yes no exceptional

A x i s T i t

l e

After Sales Service

After Sales Service


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Q11. Criteria considered for Purchase?

o Brand name

o Technology

o Aesthetics

o Price

Interpretation-

In the survey of 100 people randomly, I found that 30 people gives importance to price and then

after they consider the Brand name.

The technology used must also be considered by the Companies in order to increase

there profits.

0

5

10

15

20

25

30

35

40

0 1 2 3 4 5

A x i s T i t

l e

Axis Title

What is Important ?

What is Important ?


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Q12.Where you did heard about the product?

o TV commercial

o Newspaper print ads

o In shop branding

o Friends references

Interpretation: graph it is clear that most portion of the households purchase products of

Companies by watching TV commercial advertisements. The Companies should be more

focused on TV commercial Advertisements.

0

5

10

15

20

25

30

35

40

TVCommercial Newspapaper

print Ad FriendsReference Inshop

branding

Preference

Preference


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Q13. Where do you prefer to buy a water purifier from?

o Retail Outletso Franchisee dealerso Direct Marketing

Interpretation-

In the survey I found that people like to purchase water purifier by direct marketing. In the

survey I found that 45% people preferred direct marketing, 35% people preferred Retails outlets

and 20% people preferred Franchisee to purchase the water purifier.

0

5

10

15

20

25

30

35

40

45

Retails OutletsDirect Marketing

Franchisee

35

45

20

Preffered Places to buy


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Q14. Problems regarding:-

o Colour

o Smell

o Other visible impurities

Interpretation:

After the survey I found that only a few households are facing problems regarding smell. colour

and other impurities.

Figure showing the household openion

Yes

No


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FINDINGS & RECOMMENDATIONS FROM THE PROJECT

As per the survey done following were the findings and recommendations of the survey.

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

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

made available.

o Sales person at the retails counters should have proper knowledge about the product.

o Should focus more on brand awareness.

o TV advertisements can be renewed explaining the product feature and aggressive

marketing will help the company.o Awareness of the product is less among the people. So, the company may take several

steps to create such awareness regarding its values to the customers.

o The company can adopt new strategies and policies to overcome the competition.


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LIMITATIONS OF STUDY

This survey report is also not free from limitations as usual. However the absence of such

limitation would have improved the quality of report as given

> Limited time period restricted to go in for more details the period was very short to

survey such a large area.

> Many respondents were not interested to give the required time for the questionnaire.> Respondents sometimes act artificially when know their information is noted down.> There was only some certain hours in a day in the idle hours in which the respondents

was ready to talk.

> This project was done on the basis of questionnaire through survey, so it may possible

here that some of them might have not provided the correct information.


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Conclusion

Hindustan Unilever ltd. Is a leading FMCG company in India and from last three consecutive

years has shown accelerated growth in FMCG portfolio. Customers in India are also spending

more in FMCG as their standard of living is growing. HUL has placed itself successfully in the

position of market leader in FMCG products. Though there was some downfall in sales and

profit of the company in the beginning of this decade but after that HUL has shown considerable

rise in both sales and profit. The future of the company is also looking bright as FMCG market in

India is still expanding and so we can safely conclude that HUL will be able to secure its number

one position in FMCG product

HUL has also started project SHAKTI that has provided it direct reach to rural market. This may

be considered a revolutionary step since the urban market is reaching its saturation level and

there is a huge scope exploring rural market. This will also be helpful not only increasing its

market share but also fight competition

I found many Water purifiers in the market, which can be compared with Pure it. As a

conclusion I found that particularly in my provided area Pure it is really doing well and its

performance is on surprising level. During the fieldwork and after intensive study it was found

that main competitor of Parle is Aqua guard (Eureka forbs Ltd). So this is the comparison with

other water purifier brands. According to our findings, we found that Pure it is the market leader

followed by Hindustan Unilever Ltd.


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QUESTIONNAIRE FOR PROSPECTIVE CUSTOMER

Name :..

Address:----------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------

Phone No.: - ---------------------------

1. How do you treat your water for drinking?

o Do nothing

o Boiled water

o Tab water

o Use electrical water purifier

o Use non electrical water purifier

2. Do you know that 80% of the diseases in our country are water bound?

o Yes

o No

o Not aware

3. Which companys purifier do you use and prefer to buy it ?

o Pure ito Aqua guard or Aqua sureo Kent water purifier

o Philipso Usha Brita

o Others


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Q4.While buying any water purifier what comes to your mind first?

o Priceo Health & Safetyo Both

Q5. Comment on the price of your water purifier?

o Affordableo Higho Should be Revised

Q6. Do you know that boiled water is not necessarily safe water?

o Yeso No

Q7.Have you recently come across any kind of marketing activities for purifiers?

o Kiosk

o Demonstrationo Direct Marketing

Q8.Do you get any type of after sale services from the company ?

o Yeso Noo Exceptional

Q9. Criteria considered for Purchase?

1. Brand name

2. Technology

3. Aesthetics

4. Price


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Q10.Where you did heard about the product?

o TV commercial

o Newspaper print ads

o In shop branding

o Friends references

Q11.Where do you prefer to buy a water purifier from?

o Retail Outlets

o Franchisee dealerso Direct Marketing

Q12. Problems regarding:-

o Colour

o Smell

o Other visible impurities

DATE

SIGNATURE-


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BIBLIOGRAPHY

www.HUL.com

www.customercomplaint.in

www.golakindia.com

www.icmrindia.org

www.compareindia.com

www.pureit.in

Books Referred

Marketing Research by C. R. Kothari
http://www.hul.com/http://www.hul.com/http://www.customercomplaint.in/http://www.customercomplaint.in/http://www.golakindia.com/http://www.golakindia.com/http://www.icmrindia.org/http://www.icmrindia.org/http://www.compareindia.com/http://www.compareindia.com/http://www.pureit.in/http://www.pureit.in/http://www.pureit.in/http://www.compareindia.com/http://www.icmrindia.org/http://www.golakindia.com/http://www.customercomplaint.in/http://www.hul.com/

hul project amitsingh

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