report

Marketing Management

Project Report On

“A STUDY ON SALES PROMOTION WITH RESPECT TO HINDUSTAN UNILEVER LIMITED IN GONDIA REGION..”

For the partial fulfillment of degree of Bachelor of Business Administration

Nagpur University, Nagpur.

SUBMITTED BY

Raveena D. Jain

BBA. FINAL YEAR

UNDER GUIDANCE OF

Prof. R. C. Mohture

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DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION

NATAWARLAL MANIKLAL DALAL COLLEGE, GONDIA

2013-2014

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N.M.D. College, Gondia 1



Certificate

This is to certificate that Raveena Jain a bonafide student of B.B.A. Final year in the department of bachelor of business Administration N.M.D. College, Gondia for the season 2013-2014. HShehas completed his project work entitled.


Under the guidance of Prof. R. C. Mohture On the subject approved by the department. This project is submitted to R.T.M. NAGPUR UNIVERSITY in the partial fulfillment of requirement for the degree of BACHELOR OF BUSINESS ADMINISTRATION.

Prof. K.R.Hotchandani Prof. Y. NASARE [Coordinator] Principal / DirectorDepartment of Bachelor of Department of Bachelor ofBusiness Administration Business AdministrationN.M.D. College, Gondia N.M.D. College, Gondia




Certificate of Guide

This is to certify that Raveena Jain a student of B.B.A. Final year in the Department of Bachelor of Business Administration N.M.D. College, Gondia, has completed his dissertation entitled:-


Under my guidance:-

1. The candidate has satisfactory conducted research for not less than academic year.

2. The Project is the result of the candidate’s own work and is of sufficiently high standard to warrant its presentation to the R.T.M. Nagpur University in partial fulfillment of the requirement for degree of BACHELOR OF BUSINESS ADMINISTRATION.

Project Guide

Prof. R. C. Mohture Department of Bachelor of Business Administration N.M.D. College, Gondia

DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION N.M.D. College, Gondia 3


DECLARATION

I Raveena Jain , hereby declaring that the exposition entitled “A STUDY ON SALES PROMOTION WITH RESPECT TO HINDUSTAN UNILEVER LIMITED IN GONDIA REGION..”

have been personally done by me under the guidance of Prof. R.C. Mohture. In partial fulfillment of the requirement for completion of degree B.B.A.

All the data represented in the exposition is true and correct to the best of my knowledge and belief. This work has not been submitted for any other degree/ diploma elsewhere.

Raveena D. Jain (B.B.A. FINAL YEAR) Department of Bachelor of Business Administration N.M.D. College, Gondia 2013-2014




ACKNOWLEDGEMENT

My gratification and elation on the success of this project would be in completed without mentioning the names of all the people who helped me with it and without whose guidance and encouragement this would not have been successful. I would like to express my deepest gratitude to Prof. Reeti Mishra Department of Bachelor of Business Administration N.M.D. College, Gondia. I am highly grateful to Prof. Yogesh Nasare Principal; Prof. K.R. Hotchandani Department of Management Technology Research N.M.D. College, Gondia. For allowing to me these projects work. All the teaching staff and library staff. Above all I thank my family for their grace and blessings at each and every stage of the project have resulted in the successful completion of this project. Last but not the least; I would like to record my deepest sense of gratitude to my friends for their support and constant encouragement.

Raveena D. Jain B.B.A. Final Year Department of Bachelor of Business Administration N.M.D. College, Gondia 2013-2014




PREFACE

In an every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subject when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various how industry is performed, which would, in return, help me in the future when I will enter the practical field.

During this whole training I got lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life.

In today’s globalized world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her activities and it is true that experience is best teacher.

The project flows logically consisting of MARKETING RESEARCH among Gondia territory and analysis the market parameters. So all together I have got to learn a lot of things.

I am pleased to work in this project. I have tried my level best to make this report a reader friendly and also did my level best to fulfill the objective of the training.



1. Introduction

2. Scope of Study

3. Objectives

4. Hypothesis

5. Company Profile

6. Research Methodology

7. Theoretical Background

8. Data Analysis and Interpretation

9. Verification

10. Conclusion

11. Suggestion

12. Limitations

13. Bibliography

14. Annexure/Appendices


INDEX



Introduction


Introduction:-

Sales promotion is one of the seven aspects of the promotional mix. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.

Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling,direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests,coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.

Definition: “ Sales promotions are the set of marketing activities undertaken to boost sales of the product or service.”


http://en.wikipedia.org/wiki/Gimmicks

http://en.wikipedia.org/wiki/Wholesalers

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Retailer

http://en.wikipedia.org/wiki/Distribution_(business)

http://en.wikipedia.org/wiki/Customer

http://en.wikipedia.org/wiki/Rebate_(marketing)

http://en.wikipedia.org/wiki/Product_sample

http://en.wikipedia.org/wiki/Product_sample

http://en.wikipedia.org/wiki/Prize_(marketing)

http://en.wikipedia.org/wiki/Premium_(marketing)

http://en.wikipedia.org/wiki/Point_of_purchase

http://en.wikipedia.org/wiki/Loss_leader

http://en.wikipedia.org/wiki/Loss_leader

http://en.wikipedia.org/wiki/Freebie_marketing

http://en.wikipedia.org/wiki/Coupon

http://en.wikipedia.org/wiki/Competition

http://en.wikipedia.org/wiki/Exhibitions

http://en.wikipedia.org/wiki/Corporate_image

http://en.wikipedia.org/wiki/Corporate_image

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Publicity

http://en.wikipedia.org/wiki/Direct_marketing

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Promotional_mix


A study on sales promotion with regards to various types

of company’s products adopted by HINDUSTAN UNILEVER

LIMITED in Gondia region is discussed in the project. The company

consist of many productslike Rin , Pepsodent , Lekme , Pears etc.

HINDUSTAN UNILEVER LIMITED is most likely brand in India .

HUL works to create a better future every day and helps

people feel good, look good and get more out of life with brands and

services that are good for them and good for others. With over 35

brands spanning 20 distinct categories such as soaps, detergents,

shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,

packaged foods, ice cream, and water purifiers, the Company is a part

of the everyday life of millions of consumers across India

SCOPE OF STUDY:-

The scope of study is limited only in Gondia city This project for increasing Sales promotion. This study is relating to promotion-mix elements

out of total marketing efforts.




Objectives


Objectives:-

To study the different strategies for sales promotion.

To identify the sales promotion activities adopted by HUL in gondia region.

To study the perception of dealers or retailers towards HUL products.

To know the effectiveness of sales promotion on consumers.

To compare the sales of HUL products with its competitors.




HYPOTHESIS


Hypothesis:-

Hypothesis is an assumption that we make as compare to other brands of products. HUL is mainly preferred by customer because:

Sales promotion strategies adopted by HUL is effective.

Market share of HUL products are more than other products.

Sample size-100

Research type- convenient sampling.




COMPANY PROFILE


COMPANY PROFILE

Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67% controlling share in HUL. HUL's products include foods, beverages, cleaning agents and personal care products.

HUL was established in 1933 as Lever Brothers India Limited and, in 1956, became known as Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and employs over 16,500 workers,whilst also indirectly helping to facilitate the employment of over 65,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”.

Lever Brothers first commenced operations in India in the summer of 1888, when crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it began an era of marketing branded Fast Moving Consumer Goods (FMCG).

Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and its products are available in over 6.4 million


http://en.wikipedia.org/wiki/Mumbai

http://en.wikipedia.org/wiki/Lever_Brothers

http://en.wikipedia.org/wiki/Personal_care_products

http://en.wikipedia.org/wiki/Cleaning_agent

http://en.wikipedia.org/wiki/Cleaning_agent

http://en.wikipedia.org/wiki/Unilever

http://en.wikipedia.org/wiki/Mumbai,_Maharashtra

http://en.wikipedia.org/wiki/Fast_moving_consumer_goods

http://en.wikipedia.org/wiki/Fast_moving_consumer_goods


outlets in the country. As per Nielsen market research data, two out of three Indians use HUL products.

PRODUCTS:-



1.Brooke Bond Taj Mahal:

For over 4 decades, Taj Mahal has been the gold standard of tea in India. It has been a pioneer of innovations in the Indian tea market – the first premium tea, first to introduce tea bags, first and only tea brand in vacuum packs or the first to usher in new formats and concepts, like instant tea (in the form of Dessert Tea).

2.Fair and Lovely:

Fair & Lovely's skin-lightening technology is known to be the best in the world! However, this hasn’t stopped the brand from innovating further to pioneer the development of cutting-edge fairness solutions.



3.Pond’s:

Lately as women have more and moreskin care products to choose from, they are having a difficult time deciding which product will give them the flawless white skin they dream of. With the right product, they know that fair, beautiful skin can be possible.

4.Knorr:

It is not wrong to say that the category of soups was launched by Knorr in India. The Knorr range of soups is available in a number of tasty & exciting varieties.

There is a flavour to literally suit every taste palate; the Classic range of soups with flavours like



Thick Tomato, Mixed Vegetable & Chicken Delite, the Chinese range

4.Pears:

Pears is the gentle way to keep your

skin looking innocent and beautiful. Germshield is the perfect way

to shield your family from germs, and you, from worry.

5.Lux:

Lux is the world’s most iconic beauty bar & has a 90 year history of glamour and pleasure. The most beautiful and iconic stars of the world have been Lux N.M.D. College, Gondia 20


ambassadors over the years, from Leela Chitnis to Madhuri Dixit,

Aishwarya Rai & Katrina Kaif .



7.Surf excel:

When children go out to play and get dirty, they don't just collect stains. They experience life, make friends, share with each other & learn from each other. This helps them get stronger and get ready for the world outside.

8.Sunsilk:

For 20-something single girls, hair is often an emotional rollercoaster. Sunsilk understands and has designed its wash, care and styling collections to address the most common hair dramas in 80 countries around the globe.




RESEARCH METHODOLOGY


RESEARCH METHODOLOGY

Research in a common parlance refers to a search of knowledge. One can also

define research as a science & systemic search for pertinent information on

specific topic; a research is an art of scientific investigation. Some people consider

research as a movement from known to the unknown. This inquisitiveness us the

mother of all knowledge of whatever the unknown, can be termed as research.

DATA COLLECTION

For the success of any project accurate data is very important & necessary. The

information collected through research methodology must be accurate & relevant.

Data collection method can be classified into two methods:

1. Primary data

2. Secondary data

Primary data: Data collected by researcher is known as primary data. The methods used for collecting primary data are:

Questionnaire method

Secondary data: Secondary data means the data which are already available i.e.

they refer to the data, which have already been collected & analyzed by someone

else. Secondary data may either be published data or unpublished data. Usually

published data available in:

• Various publications of central, state & local government.

• Various publications of foreign governments or of international bodies &



their organization.

• Books, magazines & various publications.

TABULATION OF DATA

Tabulation of data is an important part of a research study. Well organized data is a

systematic manner. It offers many benefits such as simplicity, ease of calculation,

presentation & above all easy read ability.

ANALYSIS OF DATA:

This is the step in which the collected data is evaluated & analyzed on the basis of

facts or figures. Analysis helps in making conclusion & suggestions. To reach at an

effective conclusion this part of study needs highest attention. If analysis is not

done properly, no matter how appropriate the collection data was me entire study

would be jeopardized & would proved to be waste of time.



THEORITICAL FRAMEWORK

WHAT IS MARKET COMPETITION?

The laws of supply and demand are best evident in a competitive market. Competition causes businesses to try new ways to attract customers by lowering prices, improving quality and developing new products and services.

Think of it like football or any other competitive team sport. The more teams there are, the harder and smarter all teams have to work to play the best game and please the audience at the same time. Competition encourages change and thereby helps to keep business exciting. Because the market is constantly changing (just like the game), entrepreneurs are constantly taking risks (like the players).

However, just like a referee enters the game to enforce rules and regulations, the federal government has its own regulatory agencies to keep business practices in check. Unfortunately, government regulations, or anything that keeps entrepreneurs from entering the market, will make it less competitive. Unfortunately, less competition inevitably leads to higher prices, poorer quality, and fewer new products and services.N.M.D. College, Gondia 26


COMPETETITORS OF HUL :-

1.DABUR INDIA

2.COLGATE PALMOLIVE

3.GODREJ CONSUMER

4.MARICO

5.P&G HYGINE

6.GODREJ INDUSTRIES

7.GILLETTE INDIA

8.EMAMI

9.RAYBAN

10.PEE CEE COSMA

11. MULLER & PHIPPS

12.ADOR MULTIPROD



13.POLAR PHARMA

14.PARAM COSMETICS

Sales Promotion Techniques:

1. There are many sales promotion techniques that marketing firms direct toward trade and consumers. Sale promotions in trade are focused on the channels of which the product will be distributed. In a sale promotion with consumers it is directly towards someone.

2. There are four key sales promotion techniques that marketing firm use to build inters in a product or increases the sales of a product over a specific period of time. These techniques are discounts and deals, increasing industry visibility, price– based consumer sales promotion and attention.

3. The term Sales Promotion broadly refers to all those promotional activities which are undertaken to stimulate interest, trial or purchase of a product by the end user or other intermediaries in between. Besides advertising and personal selling, all other activities undertaken to promote a product.

4.Trade sales promotion technique:

Trade allowances: short term incentive offered to induce a retailer to

stock up on a product.

Dealer loader: An incentive given to induce a retailer to purchase and

display a product.



Trade contest: A contest to reward retailers that sell the most product.

Point-of-purchase displays: Used to create the urge of "impulse" buying

and selling your product on the spot.




DATA COLLECTION AND

ANALYSIS


DATA COLLECTION & ANALYSIS

1.) Most usable consumer goods :

60%22%

12%

6%

HULP&GDaburcheverolet

ANALYSIS

From the above it is clear that HUL is the most

preferable brand by consumers. It enjoys about 60% of market share.



2.) What benefits customers gets through HUL ?

50%

30%

20%

Price

Quality

features

Analysis

From the above chart it is clear that the benefits which is mostly gained by consumers is that its price, due its reasonable price even middle class people can also use this products.



3.) How much customers are satisfied with HUL?

3%6%

15%

55%

21%

PoorBadSatisfactoryGoodExcellent

ANALYSIS:

From the above chart it is clear that most of the consumers

consider HUL as a good brand of home products.



4.) In some category these market challengers are giving high level competition in different product lines such as ketchup and toothpaste.

TOOTH PASTE KETCHUP0

10

20

30

40

50

60

30

24.5

47.9

27.6

HUL(Market share%) COMPETITOR(Market share%)



5.) Market share of FMCG companies in India.

HUL35%

ITC29%

NESTLE8%

BRITANNIA6%

DABUR4%

OTHERS19%

MARKET SHARE OF FMCG COMPANIES IN INDIA



6.) MARKET SHARE ACROSS VARIOUS SEGMENTS:

0%

10%

20%

30%

40%

50%

60%

70%

80%

HUL

COMPETITOR



7. ) HUL product share.

18%

19%

35%

28%

Product share

Home care

Refreshment

Personal care

Foods



SALES PROMOTION:

1. AXE: Sales promotion by iphone

2. LIFEBUOY: a)Swasthya chetna

b)Silver coins

3.LUX: a)Gold coins

b)Top models, 50 years completion

c)3+1 packs

d) Zee cine awards

4. HUL'S PUREIT: 1 crore purity challenge

5. RIN: 1 crore challenge

6. BRU: Co promotional alliance with movie aisha

7. LAKME: Lakme Fashion Week

8. VASELINE: Tied to lifetime miseries of maneater

9. PEPSODENT: Toothbrush and toothpaste combo packs

10. BROOKEBOND: Sehatmand parivar sehatmand bharat campaign



FAMOUS TAG LINES :-

RIN: dugni safedi, dugni chamak.

AXE: the axe effect.

SURF EXCEL: daag acche hai.

BRU : bru se hoti hai khushiyaan shuru.

LIFEBUOY : lifebuoy hai jahaan tandurust hai wahaan.

LUX INTERNATION :not just soap, its skin care.

TAJ MAHAL : wah! Taj

SUNSILK : “All you need is Sunsilk”



Balance Sheet :-

Mar '13 Mar '12 Mar '11

12 mths 12 mths 12 mths

Sources Of Funds

Total Share Capital 216.25 216.15 215.95

Equity Share Capital 216.25 216.15 215.95

Share Application Money 0.00 0.00 0.00

Preference Share Capital 0.00 0.00 0.00

Reserves 2,457.77 3,296.78 2,443.57

Revaluation Reserves 0.00 0.00 0.00

Networth 2,674.02 3,512.93 2,659.52

Secured Loans 0.00 0.00 0.00

Unsecured Loans 0.00 0.00 0.00

Total Debt 0.00 0.00 0.00

Total Liabilities 2,674.02 3,512.93 2,659.52

Mar '13 Mar '12 Mar '11

12 mths 12 mths 12 mths

Application Of Funds

Gross Block 3,868.95 3,564.35 3,531.50

Less: Accum. Depreciation 1,576.05 1,416.88 1,362.40

Net Block 2,292.90 2,147.47 2,169.10

Capital Work in Progress 215.64 215.45 288.76

Investments 2,330.66 2,438.21 1,260.67

Inventories 2,526.99 2,516.65 2,810.77

Sundry Debtors 833.48 678.99 943.21



Cash and Bank Balance 1,707.89 1,830.04 1,628.47

Total Current Assets 5,068.36 5,025.68 5,382.45

Loans and Advances 1,604.91 1,131.46 1,061.68

Fixed Deposits 0.00 0.00 0.00

Total CA, Loans & Advances 6,673.27 6,157.14 6,444.13

Deffered Credit 0.00 0.00 0.00

Current Liabilities 6,260.09 5,499.42 5,782.84

Provisions 2,578.36 1,945.92 1,720.30

Total CL & Provisions 8,838.45 7,445.34 7,503.14

Net Current Assets-

2,165.18-1,288.20 -1,059.01

Miscellaneous Expenses 0.00 0.00 0.00

Total Assets 2,674.02 3,512.93 2,659.52

71.99

Contingent Liabilities 894.21 1,009.23 922.92

Book Value (Rs) 12.37 16.25 12.32




VERIFICATION


VERIFICATION

HO: Null hypothesis

HI: Accepted

Because, our collected data shows that Hindustan Unilever Limited is

main preferred by the consumer.

H2: Accepted

Because, our collected data shows that customers mostly get the benefit of

Quality.

H3: Accepted

Because, our collected data shows that Hindustan Unilever Limited is the most popular brand among the consumers.




CONCLUSION


CONCLUSION:

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company. 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.

The benefits which is mostly gained by consumers is that its price, due its reasonable price even middle class people can also use this products. All the products of the company are affordable to all the consumers. The overall opinion about HUL is very good.It has strong brand portfolio Price, quantity and variety.


SUGGESTIONS


SUGGESTIONS:

1. The company should distribute magazines house journals to

the consumers to aware them about the new schemes of the

products.

2. The HUL should provide full information in the rural

promotions starting for the need, utility, availability, price

and the pack sizes available. It is recommended that the

pack sizes should be small and the pricing should be done

in coinage system example: Re.1, Rs.2, Rs.5, Rs.10 etc.

This increases the affordability among the rural consumers.

3. Should put in more efforts to promote new products, and

They want the promotions to be more informative rather

being more glamorous.




LIMITATIONS


LIMITATIONS:

In present situation not only in one industry but

also all sectors are facing tough competition. It has become very

difficult to grow, stabilize and excel in business performance. It

is required to influence the attitude and behaviour of buyers.

During survey from Gondia city we found respondent were very

few but whatever the information they given about HUL was full

of practical facts & figures.



BIBLIOGRAPHY:-


BIBLIOGRAPHY


1. Books and Reference:

Marketing management-Dr Philip Kottler

Marketing management-Prof. Sherleker

Sales promotion management- John A. Quelch

2.Websites:

www.Wikepedia.comwww.Hul.comwww.Fmcg.com

3.Magazines:

Business TodayInvestors IndiaBusiness WorldEconomic TimesBusiness Standard


QUESTIONNAIRE

http://www.Fmcg.com/


APPENDIX

Q.1) Which company products you are using presently?



a) HUL b) P&G

c)DABUR d)EMAMI

Q.2) Benefits do you prefers from any other products?

a) Quality b) Price

c) Quantity

Q.3) How much are you satisfied with the present products?

a) Poor b) Bad

b) Satisfactory d) Good

e) Excellent

Q.4) In which of the following benefits you are not satisfied?

a) Quality b) Price

c) Quantity

Q.5)Are you interested in using over to a new product?

a) Yes b) No



Q.6)Which mode of advertising creates awareness about new schemes of parachute?

a) Hoardings c) T. V

b) Internet d) Newspaper / Magazines

Q.7) How many times o you use it presentaly?

a) 1 b) 2

c) 3 d) 4

Q.8)What are the ages of respondent?

a) 10-20 years b) 20-40 years

c) 40 above

Q.9 What are the occupations of respondent?

a) Businessman b) Professional

c) Students d) Others

Q.10) What is your overall opinion about HUL?

a) Very bad good

b) Bad



c) Neither Bad

d) Good

e) Very nor good

Q.11) How likely would you recommend HUL?

1. Very unlikely

2. Not likely

3. Good

4. Likely

5. Very likely


report

Documents

gondia department of

degree of bachelor

mohture department of

gondia region

project work

partial fulfillment

hindustan unilever limited

sales promotion