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ALARD COLLAGE OF ENGINEERING & MANAGEMENT HINJWADI, PUNE- 411057
MARKETING RESEARCH ON CONSUMER BEHAVIOUR FOR WATER PURIFIER A PROJECT REPORT
Sumitted By Sagnika Chakrabarty ROLL.NO- 1
Under the guidance of Mr.Rishikesh Kumar (Faculty of Marketing)
Under the supervisionof Mr. Miraj Khalid (TSO,HUL)
BONAFIDE CERTIFIACATE
ALARD COLLAGE OF ENGINEERING & MANAGEMENT, PUNE
CERTIFICATE OF COMPLETION
This is to certify that Miss.Sagnika Chakrabarty . is a bonafide student of MBA program of the university in this institute for the year 2009-11 . As a part of the University curriculum, the student has completed the project report titled ‘’MARKETING RESEARCH ON CONSUMER BEHAVIOUR FOR WATER PURIFIER,,
The project report is prepared by the student under the guidance of Prof. Rishikesh Kumar
(Teacher Guide)
Date : Plac
Program Co-ordinator
Director
DECLARATION
I,
SAGNIKA
“MARKETING
CHAKRABARTY, hereby declare that RESEARCH
ON
CONSUMER
the project
BEHAVIOUR
work entitled 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 MBA and this work has not been submitted for similar purpose anywhere else except to ALARD COLLAGE OF ENGINEERING & MANAGEMENT, PUNE, approved by AICTE.
Date:
Place:
(SAGNIKA CHAKRABARTY)
ACKNOWLEDGEMENT I take this opportunity to express my gratitude to the Management of HUL at Mumbai 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. Rishikesh Kumar 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 and friends who directly or indirectly provided me their moral .
(Sagnika Chakrabarty)
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 and diarrhea. In 2007 water division started national. Now it presents in all states and already protected 15 million lives.
TABLE OF CONTENTS Serial No. 1 2 3 4 5 6 7
CONTENTS Project title Bonafide Certificate Declaration Acknowledgement Table of content Executive Summary List of Figures
8 9 10 11 12 13 14 15 16 17 18 19
Company profile: Introduction of HUL History Doing well by Doing good Distributor Channel Brand for life: Food brand Home care brand Personal care brand BCG matrix Corporate social responsibility Swot analysis Introduction of the Topic
24 25 26 27 28
Product Profile : Water Pure it Stages of Purification Introduction of Pure it Some basic facts on water problems Product analysis(pure it) Model of pure it Performance testing Competitors How a pure it better than other
29 30 31 32 33
method of water purifiers Place/ distribution strategy of Water purifier
43 44 45 46 47 48 49 50 51
52 53
Scope and objective of the study: Scope of the study Objective of the study Research Methodology: Research Design Sampling plan Assumptions of the study Data analysis Data collection Research approach Research instruments Questionnaire Sample size Universe
54
Data Analysis & Interpretation Findings & Recommendation from the project Limitation of the study
58 60 61
Conclusions Bibliography Annexure
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
FMCG
BDO
: Business Development Officer
FY
: Financial Year
: Hindustan Uniliver Limited : Fast moving consumer goods
COMPANY PROFILE & INTRODUCTION
Company Profile
Type
:
Public company BSE:HUL
:
Fast Moving Consumer Goods (FMCG)
:
1933
:
Mumbai, India
:
Harish Manwani (Chairman),
:
Nitin
Industry Founded Headquarter
Key people
Paranjpe
(CEO
and
Managing
Director) : Products
Home & Personal Care, Foods, Water Purifier
: Revenue
Employees
2011) :
Over 65,000 direct & indirect employees
:
Unilever Plc
:
www.HUL.co.in
Parent Website
Rs 19,401 crore (US$ 4.45 billion) (2010-
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 company‟s Turnover is Rs. 19,401 crores (financial year 2010-11). HUL is a subsidiary of Unilever, one of the world‟s 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 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 about 52 % of the equity.
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 World‟s Most Reputed companies in 2007 Heritage HUL‟s 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. HUL‟s brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Sun silk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, KwalityWalls - 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.
Doing Well by Doing Good HUL believes that an organization‟s 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 or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the relief and rehabilitation of the people affected by the Tsunami disaster, in India. HUL‟s 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.
DISTRIBUTION NETWORK
HUL
Carrying & Forwarding Agent (CFA)
Redistribution Stockiest
Wholesalers
Rural Retailers
Urban Retailers
Consumers
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.
Food brands HUL is one of India‟s leading food companies. Our ion 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… there‟s 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 India‟s 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.
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 magical…Its India‟s 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 Wall‟s A good honest scoop of daily pleasure. . Kwality Wall‟s, 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, Swirl‟s.
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 effort. Cif Cif- the best cleaner to let you shine. Cif- The World‟s leading cream cleaner which gives you the power to deal with the toughest dirt is now in India. Comfort The world‟s largest fabric conditioner brand. For most homemakers, ensuring their family's well-being is of utmost importance. Every task, whether it‟s 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.
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 our ambitions.
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 there‟s one detergent brand that‟s committed to colour care, it‟s 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.
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 Male
Deodorant.. 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.
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 India‟s 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 family progress 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.
Fair & Lovely
More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it went on to become the World‟s 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 woman‟s Beauty Sutra” – inspiring expression 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
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 ion for beauty. It continues to be a favorite with generations of s 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 solutions to specific need based solutions.
Pond‟s Get the expert to look after your skin Pond‟s, has been listening to women‟s needs and desires for 150 years and this has enabled us to deliver new products customised to their needs. Pond‟s 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.
“What is Good for India is Good for HUL “
Corporate Social Responsibility HUL‟s corporate social responsibility strategy seeks to address HUL's most significant sustainability 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 Household‟s 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.
SWOT Analysis
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 FY‟05. 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.
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 people‟s 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 corporate behavior 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 in consumers‟ lives
INTRODUCTION TO PROJECT TOPIC
INTRODUCTION TO PROJECT TOPIC
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 advant ages areenormous. 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 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.
Water Purifier-Pure it 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. Pure it‟s 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. What‟s more, it doesn‟t 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-art engineering 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 works 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.
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
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 world‟s reported cases of polio, a crippling disease which is waterborne, 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 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.
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.
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
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 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.
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
PURE IT AUTO FILL:-
FMCG major, Hindustan Unilever (HUL), has introduced its Pure it Auto fill purifier with advanced technology, that shuts the inflow of water once it is filled. Its unique 'hydro sensors' detect the level of water inside the purifier and fill water automatically thus making it free from manual intervention and avoids wastage of water, HUL said in a statement here. Besides, the unique combination of dual filling option (inline and manual) provides greater storage capacity of 18-litres. With Pure it Auto fill, consumers are assured of safe drinking water being available without any dependency on running water, the statement added. It also meets the stringent germ-kill criteria of the Environmental Protection 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 born diseases. It is the only purifier in the world that provides this level of safety without depending on cooking gas, electricity and pressurized tap water, and is affordably priced only Rs 2000
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 new segment of consumers who could not afford a water purifier earlier. With the launch of Pure it Compact, HUL now provides world-class standards of safety in a form that can be used anywhere, anytime and 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 three million extremely satisfied households and the launch of Pure it Compact will ensure that many more families can now enjoy the same high levels of safety and peace of mind. Pure it Compact comes at a one-time cost of Rs. 1000/- and is available at all leading retail outlets across the country
With the launch of Pure it Compact, HUL now provides world-class standards of safety in a form that can be used anywhere, anytime and in any
MARVELLA -:
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
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
How a Pure it is better than other method of water purifier:Main Feature
Remove/Kills
Viruses
Bacteria
Pesticides
Pure it
Yes
Boil water
Must boil
Advance
Advance
UV inline
Storage
Purifier
Purifier
Yes
No
water 30-40minute
End off life indicator
Yes
No
Yes
No
Auto switch off
Yes
No
Yes
No
18 ltr. Water storage
Yes
Yes
No
Yes
Capacity Manual backup
Yes
Yes
No
Yes
Not require Gas
Yes
No
Yes
Yes
Not require electricity
Yes
Yes
No
Yes
Dual fill Facility
Yes
No
No
No
Yes
No
Yes
No
(Manual or Auto fill) Better Taste of water Removes Smell
PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER Launched in Chennai 2004 Identify the place‟s where Increase impurities than use for water Identify the place‟s where Increase disease National launch in beginning 2007 Now present in all states Where Direct sales possibility more (urban area‟s mostly) Easy available product (Good Transport facility ) At Gurgaon 1 distributors (4 zone) and many dealers
SCOPE AND OBJECTIVE OF THE STUDY
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 dealer‟s response towards brands they are dealing. To know about the credit policy of the company (motivational tools) Popularity of company product among customers. Customer‟s opinion towards packaging. To know about the awareness of drinking water used by various households.
OBJECTIVE OF THE STUDY To understand consumers behavior for safe drinking water . Learning through participation in direct selling Campion of “pure it” brand of water purifier of HUL in Gurgaon. To learn about the competitive senario of various water purifier brands.
RESEARCH METHODOLOGY It‟s the way by which we collected data and used it to analysis the available fact for arriving at a particular 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 company‟s 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.
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 s of Pure it product and convenient sampling methods was used for distributers in distance place as accessibility had emerged as a problem 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 covering‟s 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
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 and paper 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.
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.
DATA ANALYSIS & INTERPRETATION
Q1-Do you use any kind of water purifier at home? o o
Yes No
Sales 70%
30%
Yes No
Interpretation: In the survey 70% people using purifier and 30% people not using purifier.
Q2- What type of purifier do you use? o Electrical o Non electrical
Sales 10% 50%
40% Electrical Non electrical NO one
Q3 - What is your existing drinking water source?
o o o o
Municipal water Bore well/ Submersible Canned water Hand pump
Series 1 35% 30% 25% 20% 15%
Series 1
10% 5% 0% Muncipal water
Bore well/ Submersible
Canned water
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
Hand pump
Q4. Do you know that 80% of the diseases in our country are water bound? o Yes o No o Not aware
No.of People Yes
No
Not Aware
8%
17%
75%
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 gets ill. 8% of the people are not aware about water born diseases
Q5. While buying any water purifier what comes to your mind first? o Price o Health & Safety o Both
Buying Preference
Both 15%
Price 10% Health & Safety 75%
InterpretationAfter 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.
Q6. Which Company‟s purifier do you use and prefer to buy it? o Pure it o Aqua guard or Aqua sure o Kent water purifier o Philips o Usha Brita o Others
Water Purifier of different Companies 25
No.of units sold (000)
20
15
10
5
0
pureit
aquaguard
Kent
Philips
Usha
Water Purifier Comapnies
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.
other
Q7. Comment on the price of your water purifier? o Affordable o High o Should be Revised Comments on Prices of water purifiers
Revised - 17%
Affordable53% High- 30%
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
Q8.Do you know that boiled water is not necessarily safe water? o Yes o No
Number of people using water purifier yes
no
38%
62%
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.
Q9. Have you recently come across any kind of marketing activities for purifiers? o Kiosk o Demonstration o Direct Marketing o T V Commercial
Marketing Activity Demonstration
Kiosk 10%
Direct Marketing 15%
TV Commercial
Kiosk
Direct Marketing
Demonstratio n 5%
TV Commercial 70%
Interpretation- After a survey I found that TV ment 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.
Q10. Do you get any type of after sale services from the Company ? o Yes o No o Exceptional
After Sales Service 35 30
Axis Title
25 20 After Sales Service
15 10 5 0 yes
no
exceptional
InterpretationAfter 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.
Q11. Criteria considered for Purchase? o Brand name o Technology o Aesthetics o Price
What is Important ? 40 35 30 Axis Title
25 20 What is Important ?
15 10 5 0 0
1
2
3
4
5
Axis Title
InterpretationIn 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.
Q12.Where you did heard about the product? o TV commercial o Newspaper print ads o In shop branding o Friend‟s references
Preference 40 35 30 25 20 Preference
15 10 5 0
TV Commercial Newspapaper print Ad
Friends Reference
Inshop branding
Interpretation: graph it is clear that most portion of the households purchase products of Companies by watching TV commercial ments. The Companies should be more focused on TV commercial ments.
Q13. Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct Marketing
45
45 35
40 35 30
25
20
20 15 10 5 0 Retails Outlets Direct Marketing Franchisee Preffered Places to buy
InterpretationIn 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.
Q14. Problems regarding:o Colour o Smell o Other visible impurities
Figure showing the household openion
Yes No
Interpretation: After the survey I found that only a few households are facing problems regarding smell. colour and other impurities.
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 ments 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.
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.
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.
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 company‟s purifier do you use and prefer to buy it ? o Pure it o Aqua guard or Aqua sure o Kent water purifier o Philips o Usha Brita o Others
Q4.While buying any water purifier what comes to your mind first? o Price o Health & Safety o Both
Q5. Comment on the price of your water purifier? o Affordable o High o Should be Revised Q6. Do you know that boiled water is not necessarily safe water? o Yes o No
Q7.Have you recently come across any kind of marketing activities for purifiers? o Kiosk o Demonstration o Direct Marketing
Q8.Do you get any type of after sale services from the company ? o Yes o No o Exceptional Q9. Criteria considered for Purchase? 1. Brand name 2. Technology 3. Aesthetics 4. Price
Q10.Where you did heard about the product? o TV commercial o Newspaper print ads o In shop branding o Friend‟s references
Q11.Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct Marketing
Q12. Problems regarding:o Colour o Smell o Other visible impurities
DATE – SIGNATURE-
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
MARKETING RESEARCH ON CONSUMER BEHAVIOUR FOR WATER PURIFIER A PROJECT REPORT
Sumitted By Sagnika Chakrabarty ROLL.NO- 1
Under the guidance of Mr.Rishikesh Kumar (Faculty of Marketing)
Under the supervisionof Mr. Miraj Khalid (TSO,HUL)
BONAFIDE CERTIFIACATE
ALARD COLLAGE OF ENGINEERING & MANAGEMENT, PUNE
CERTIFICATE OF COMPLETION
This is to certify that Miss.Sagnika Chakrabarty . is a bonafide student of MBA program of the university in this institute for the year 2009-11 . As a part of the University curriculum, the student has completed the project report titled ‘’MARKETING RESEARCH ON CONSUMER BEHAVIOUR FOR WATER PURIFIER,,
The project report is prepared by the student under the guidance of Prof. Rishikesh Kumar
(Teacher Guide)
Date : Plac
Program Co-ordinator
Director
DECLARATION
I,
SAGNIKA
“MARKETING
CHAKRABARTY, hereby declare that RESEARCH
ON
CONSUMER
the project
BEHAVIOUR
work entitled 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 MBA and this work has not been submitted for similar purpose anywhere else except to ALARD COLLAGE OF ENGINEERING & MANAGEMENT, PUNE, approved by AICTE.
Date:
Place:
(SAGNIKA CHAKRABARTY)
ACKNOWLEDGEMENT I take this opportunity to express my gratitude to the Management of HUL at Mumbai 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. Rishikesh Kumar 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 and friends who directly or indirectly provided me their moral .
(Sagnika Chakrabarty)
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 and diarrhea. In 2007 water division started national. Now it presents in all states and already protected 15 million lives.
TABLE OF CONTENTS Serial No. 1 2 3 4 5 6 7
CONTENTS Project title Bonafide Certificate Declaration Acknowledgement Table of content Executive Summary List of Figures
8 9 10 11 12 13 14 15 16 17 18 19
Company profile: Introduction of HUL History Doing well by Doing good Distributor Channel Brand for life: Food brand Home care brand Personal care brand BCG matrix Corporate social responsibility Swot analysis Introduction of the Topic
24 25 26 27 28
Product Profile : Water Pure it Stages of Purification Introduction of Pure it Some basic facts on water problems Product analysis(pure it) Model of pure it Performance testing Competitors How a pure it better than other
29 30 31 32 33
method of water purifiers Place/ distribution strategy of Water purifier
43 44 45 46 47 48 49 50 51
52 53
Scope and objective of the study: Scope of the study Objective of the study Research Methodology: Research Design Sampling plan Assumptions of the study Data analysis Data collection Research approach Research instruments Questionnaire Sample size Universe
54
Data Analysis & Interpretation Findings & Recommendation from the project Limitation of the study
58 60 61
Conclusions Bibliography Annexure
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
FMCG
BDO
: Business Development Officer
FY
: Financial Year
: Hindustan Uniliver Limited : Fast moving consumer goods
COMPANY PROFILE & INTRODUCTION
Company Profile
Type
:
Public company BSE:HUL
:
Fast Moving Consumer Goods (FMCG)
:
1933
:
Mumbai, India
:
Harish Manwani (Chairman),
:
Nitin
Industry Founded Headquarter
Key people
Paranjpe
(CEO
and
Managing
Director) : Products
Home & Personal Care, Foods, Water Purifier
: Revenue
Employees
2011) :
Over 65,000 direct & indirect employees
:
Unilever Plc
:
www.HUL.co.in
Parent Website
Rs 19,401 crore (US$ 4.45 billion) (2010-
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 company‟s Turnover is Rs. 19,401 crores (financial year 2010-11). HUL is a subsidiary of Unilever, one of the world‟s 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 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 about 52 % of the equity.
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 World‟s Most Reputed companies in 2007 Heritage HUL‟s 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. HUL‟s brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Sun silk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, KwalityWalls - 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.
Doing Well by Doing Good HUL believes that an organization‟s 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 or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the relief and rehabilitation of the people affected by the Tsunami disaster, in India. HUL‟s 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.
DISTRIBUTION NETWORK
HUL
Carrying & Forwarding Agent (CFA)
Redistribution Stockiest
Wholesalers
Rural Retailers
Urban Retailers
Consumers
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.
Food brands HUL is one of India‟s leading food companies. Our ion 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… there‟s 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 India‟s 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.
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 magical…Its India‟s 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 Wall‟s A good honest scoop of daily pleasure. . Kwality Wall‟s, 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, Swirl‟s.
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 effort. Cif Cif- the best cleaner to let you shine. Cif- The World‟s leading cream cleaner which gives you the power to deal with the toughest dirt is now in India. Comfort The world‟s largest fabric conditioner brand. For most homemakers, ensuring their family's well-being is of utmost importance. Every task, whether it‟s 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.
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 our ambitions.
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 there‟s one detergent brand that‟s committed to colour care, it‟s 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.
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 Male
Deodorant.. 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.
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 India‟s 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 family progress 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.
Fair & Lovely
More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it went on to become the World‟s 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 woman‟s Beauty Sutra” – inspiring expression 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
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 ion for beauty. It continues to be a favorite with generations of s 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 solutions to specific need based solutions.
Pond‟s Get the expert to look after your skin Pond‟s, has been listening to women‟s needs and desires for 150 years and this has enabled us to deliver new products customised to their needs. Pond‟s 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.
“What is Good for India is Good for HUL “
Corporate Social Responsibility HUL‟s corporate social responsibility strategy seeks to address HUL's most significant sustainability 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 Household‟s 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.
SWOT Analysis
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 FY‟05. 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.
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 people‟s 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 corporate behavior 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 in consumers‟ lives
INTRODUCTION TO PROJECT TOPIC
INTRODUCTION TO PROJECT TOPIC
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 advant ages areenormous. 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 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.
Water Purifier-Pure it 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. Pure it‟s 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. What‟s more, it doesn‟t 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-art engineering 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 works 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.
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
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 world‟s reported cases of polio, a crippling disease which is waterborne, 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 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.
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.
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
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 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.
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
PURE IT AUTO FILL:-
FMCG major, Hindustan Unilever (HUL), has introduced its Pure it Auto fill purifier with advanced technology, that shuts the inflow of water once it is filled. Its unique 'hydro sensors' detect the level of water inside the purifier and fill water automatically thus making it free from manual intervention and avoids wastage of water, HUL said in a statement here. Besides, the unique combination of dual filling option (inline and manual) provides greater storage capacity of 18-litres. With Pure it Auto fill, consumers are assured of safe drinking water being available without any dependency on running water, the statement added. It also meets the stringent germ-kill criteria of the Environmental Protection 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 born diseases. It is the only purifier in the world that provides this level of safety without depending on cooking gas, electricity and pressurized tap water, and is affordably priced only Rs 2000
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 new segment of consumers who could not afford a water purifier earlier. With the launch of Pure it Compact, HUL now provides world-class standards of safety in a form that can be used anywhere, anytime and 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 three million extremely satisfied households and the launch of Pure it Compact will ensure that many more families can now enjoy the same high levels of safety and peace of mind. Pure it Compact comes at a one-time cost of Rs. 1000/- and is available at all leading retail outlets across the country
With the launch of Pure it Compact, HUL now provides world-class standards of safety in a form that can be used anywhere, anytime and in any
MARVELLA -:
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
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
How a Pure it is better than other method of water purifier:Main Feature
Remove/Kills
Viruses
Bacteria
Pesticides
Pure it
Yes
Boil water
Must boil
Advance
Advance
UV inline
Storage
Purifier
Purifier
Yes
No
water 30-40minute
End off life indicator
Yes
No
Yes
No
Auto switch off
Yes
No
Yes
No
18 ltr. Water storage
Yes
Yes
No
Yes
Capacity Manual backup
Yes
Yes
No
Yes
Not require Gas
Yes
No
Yes
Yes
Not require electricity
Yes
Yes
No
Yes
Dual fill Facility
Yes
No
No
No
Yes
No
Yes
No
(Manual or Auto fill) Better Taste of water Removes Smell
PLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER Launched in Chennai 2004 Identify the place‟s where Increase impurities than use for water Identify the place‟s where Increase disease National launch in beginning 2007 Now present in all states Where Direct sales possibility more (urban area‟s mostly) Easy available product (Good Transport facility ) At Gurgaon 1 distributors (4 zone) and many dealers
SCOPE AND OBJECTIVE OF THE STUDY
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 dealer‟s response towards brands they are dealing. To know about the credit policy of the company (motivational tools) Popularity of company product among customers. Customer‟s opinion towards packaging. To know about the awareness of drinking water used by various households.
OBJECTIVE OF THE STUDY To understand consumers behavior for safe drinking water . Learning through participation in direct selling Campion of “pure it” brand of water purifier of HUL in Gurgaon. To learn about the competitive senario of various water purifier brands.
RESEARCH METHODOLOGY It‟s the way by which we collected data and used it to analysis the available fact for arriving at a particular 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 company‟s 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.
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 s of Pure it product and convenient sampling methods was used for distributers in distance place as accessibility had emerged as a problem 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 covering‟s 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
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 and paper 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.
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.
DATA ANALYSIS & INTERPRETATION
Q1-Do you use any kind of water purifier at home? o o
Yes No
Sales 70%
30%
Yes No
Interpretation: In the survey 70% people using purifier and 30% people not using purifier.
Q2- What type of purifier do you use? o Electrical o Non electrical
Sales 10% 50%
40% Electrical Non electrical NO one
Q3 - What is your existing drinking water source?
o o o o
Municipal water Bore well/ Submersible Canned water Hand pump
Series 1 35% 30% 25% 20% 15%
Series 1
10% 5% 0% Muncipal water
Bore well/ Submersible
Canned water
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
Hand pump
Q4. Do you know that 80% of the diseases in our country are water bound? o Yes o No o Not aware
No.of People Yes
No
Not Aware
8%
17%
75%
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 gets ill. 8% of the people are not aware about water born diseases
Q5. While buying any water purifier what comes to your mind first? o Price o Health & Safety o Both
Buying Preference
Both 15%
Price 10% Health & Safety 75%
InterpretationAfter 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.
Q6. Which Company‟s purifier do you use and prefer to buy it? o Pure it o Aqua guard or Aqua sure o Kent water purifier o Philips o Usha Brita o Others
Water Purifier of different Companies 25
No.of units sold (000)
20
15
10
5
0
pureit
aquaguard
Kent
Philips
Usha
Water Purifier Comapnies
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.
other
Q7. Comment on the price of your water purifier? o Affordable o High o Should be Revised Comments on Prices of water purifiers
Revised - 17%
Affordable53% High- 30%
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
Q8.Do you know that boiled water is not necessarily safe water? o Yes o No
Number of people using water purifier yes
no
38%
62%
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.
Q9. Have you recently come across any kind of marketing activities for purifiers? o Kiosk o Demonstration o Direct Marketing o T V Commercial
Marketing Activity Demonstration
Kiosk 10%
Direct Marketing 15%
TV Commercial
Kiosk
Direct Marketing
Demonstratio n 5%
TV Commercial 70%
Interpretation- After a survey I found that TV ment 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.
Q10. Do you get any type of after sale services from the Company ? o Yes o No o Exceptional
After Sales Service 35 30
Axis Title
25 20 After Sales Service
15 10 5 0 yes
no
exceptional
InterpretationAfter 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.
Q11. Criteria considered for Purchase? o Brand name o Technology o Aesthetics o Price
What is Important ? 40 35 30 Axis Title
25 20 What is Important ?
15 10 5 0 0
1
2
3
4
5
Axis Title
InterpretationIn 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.
Q12.Where you did heard about the product? o TV commercial o Newspaper print ads o In shop branding o Friend‟s references
Preference 40 35 30 25 20 Preference
15 10 5 0
TV Commercial Newspapaper print Ad
Friends Reference
Inshop branding
Interpretation: graph it is clear that most portion of the households purchase products of Companies by watching TV commercial ments. The Companies should be more focused on TV commercial ments.
Q13. Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct Marketing
45
45 35
40 35 30
25
20
20 15 10 5 0 Retails Outlets Direct Marketing Franchisee Preffered Places to buy
InterpretationIn 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.
Q14. Problems regarding:o Colour o Smell o Other visible impurities
Figure showing the household openion
Yes No
Interpretation: After the survey I found that only a few households are facing problems regarding smell. colour and other impurities.
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 ments 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.
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.
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.
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 company‟s purifier do you use and prefer to buy it ? o Pure it o Aqua guard or Aqua sure o Kent water purifier o Philips o Usha Brita o Others
Q4.While buying any water purifier what comes to your mind first? o Price o Health & Safety o Both
Q5. Comment on the price of your water purifier? o Affordable o High o Should be Revised Q6. Do you know that boiled water is not necessarily safe water? o Yes o No
Q7.Have you recently come across any kind of marketing activities for purifiers? o Kiosk o Demonstration o Direct Marketing
Q8.Do you get any type of after sale services from the company ? o Yes o No o Exceptional Q9. Criteria considered for Purchase? 1. Brand name 2. Technology 3. Aesthetics 4. Price
Q10.Where you did heard about the product? o TV commercial o Newspaper print ads o In shop branding o Friend‟s references
Q11.Where do you prefer to buy a water purifier from? o Retail Outlets o Franchisee dealers o Direct Marketing
Q12. Problems regarding:o Colour o Smell o Other visible impurities
DATE – SIGNATURE-
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
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