Hindustan Ltd.

ACCADMIC GROUP ASSIGNMENT

SESSION:-2008-10
3rd SEM
G-15

SALES AND DISTRIBUTION MANAGEMENT

SUBMITTED TO SUBMITTED BY

MR. SANDEEP SRIAVSTAVA 1.SANJEET KR. SINGH(Group leader )

(FACULTY, rbs) 2 .RATNESH TIWARY
3.RAKESH MAHAPATRA
Hindustan Ltd.

Table of content Page No.

Name of group member 3

Introduction 4

Diversified portfolio 11

Product of HUL 12

Business segment 13

Selling and Distribution 16

Competeter 17

Soap 18

Detergent 25

Skincare 31

Food products 44

Purifires 47

Survey 57
Conclusion 58
Biblography 59

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Hindustan Ltd

Name of group member of group no. 15 and their work

1.Sanjeet kumar singh(group leader) a. company profile

b. Detergent
c. purifier

2.Ratnesh Tiwary -soaps

3.Rakesh Mahapatra -Skincare

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Hindustan Ltd.

INTRODUCTION

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. They endow the company with a
scale of combined volumes of about 4 million tonnes and sales of nearly Rs.13718 crores.
HUL is also one of the country's largest exporters; it has been recognised as a Golden Super
Star Trading House by the Government of India.
The mission that inspires HUL's over 15,000 employees, including over 1,300 managers, is
to "add vitality to life." HUL meets everyday needs for nutrition, hygiene, and personal care
with brands that help people feel good, look good and get more out of life. It is a mission
HUL shares with its parent company, Unilever, which holds 52.10% of the equity. The rest
of the shareholding is distributed among 360,675 individual shareholders and financial
institutions.

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk,
Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality
Wall's – are household names across the country and span many categories - soaps,
detergents, personal products, tea, coffee, branded staples, ice cream and culinary products.
They are manufactured over 40 factories across India. The operations involve over 2,000
suppliers and associates. HUL's distribution network, comprising about 4,000 redistribution
stockists, covering 6.3 million retail outlets reaching the entire urban population, and about
250 million rural consumers.

Vision Our vision is to be an injury free organisation.

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MISSION- Hindustan Unilever's mission is to add Vitality to life. We meet everyday
needs for nutrition, hygiene, and personal care with brands that help people feel good, look
good and get more out of life.
HUL AIM is to satisfy the needs and aspirations of consumers at all levels with quality
products. Whether it is through new distribution channels, using smaller formats or creating
new products, we are trying to develop business models to reach the poorest members of
society. However, producing and selling products for a few cents while making adequate
margins is extremely difficult.

MANAGEMENT STRUCTURE- Hindustan Unilever Limited is India's largest Fast

Moving Consumer Goods (FMCG) company. It is present in Home & Personal Care and

Foods & Beverages categories. HUL and Group companies have about 15,000 employees,
including 1200 managers.
The fundamental principle determining the organisation structure is to infuse speed and
flexibility in decision-making and implementation, with empowered managers across the
company’s nationwide operations.

BOARD - The Board of Directors as repositories of the corporate powers act as a guardian
to the Company as also the protectors of shareholder’s interest.
This Apex body comprises of a Non- Executive Chairman, four whole time Directors and
five independent Non – Executive Directors. The Board of the Company represents the
optimum mix of professionalism, knowledge and experience.

ManagementCommittee-The day-to-day management of affairs of the Company is vested

with the Management Committee which is subjected to the overall superintendence and
control of the Board. The Management Committee is headed by Mr. Nitin Paranjpe and has
functional heads as its members representing various functions of the Company

Mr. Nitin Paranjpe –

Mr. R. Sridhar –
Chief Executive Officer
Chief Financial Officer
and Managing Director

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 Mr. Shreejit Mishra – Mr. Gopal Vittal –
Executive Director Executive Director
Foods Home & Personal Care

Mr. Hemant Bakshi –

Mr. Dhaval Buch –
Executive Director
Executive Director
Sales and Customer
Supply Chain
Development

Mr. Ashok Gupta – Ms Leena Nair –

Executive Director Executive Director
Legal HR.

Background of HUL

Hindustan Unilever Ltd (HUL), part of the Unilever Group, was formed by the merger of
Hindustan Vanaspati Manufacturing Co, Lever Brothers India Ltd and United Traders Ltd in
1956. Tata Oil Mills Company and Brooke Bond Lipton India Ltd merged with HUL in
1993 and 1996 respectively. HUL is involved in home & personal care, food & beverage and
agricultural segments.
HUL has seven business segments namely soaps & detergents; personal products; beverages;
foods; ice creams; exports; others that include chemicals and agricultural products. The
company’s prominent brands include Lux and Lifebuoy soaps, Sunsilk Naturals and Clinic

6
hair care products; Fair & Lovely skin care products; Lakme colour cosmetics and
Pepsodent & Closeup oral care. The company’s food and beverage segment comprises of
Kissan jams, Knorr soups, Brooke Bond and Lipton tea, and Brooke Bond Bru coffee while
Kwality Wall’s ice cream is one of its prominent ice cream brand.
The company operates with two divisions namely the combined Home and Personal Care
(HPC) division that includes soaps, detergents and personal care products and Food division.
The company has plants at nine locations in eastern, nine in southern, four in eastern and 10
in western regions of India. The installed capacity stood at 215,352 MT of personal products
and 453,906 MT of synthetic detergents. The company markets Huggies diapers and Kotex
sanitary pads through its JV Kimberly Clark Lever Pvt Ltd.

Financials
Total income - Rs. 124,579.0 million (Year end, March 2007)
Net profit - Rs. 15,396.7 million (Year end, March 2007)
Company Secretary- A K Gupta
Bankers- SBI, SCB, Citibank, HSBC, BoA, Deutsche

SALES PURPOSE-
Hindustan Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition,
hygiene and personal care with brands that help people feel good, look good and get more
out of life.
Our deep roots in local cultures and markets around the world give us our strong relationship
with consumers and are the foundation for our future growth. We will bring our wealth of
knowledge and international expertise to the service of local consumers - a truly multi-local
multinational.

Our long-term success requires a total commitment to exceptional standards of performance

and productivity, to working together effectively, and to a willingness to embrace new ideas
and learn continuously.
To succeed also requires, we believe, the highest standards of corporate behaviour towards
everyone we work with, the communities we touch, and the environment on which we have
an impact.
This is our road to sustainable, profitable growth, creating long-term value for our
shareholders, our people, and our business partners.
Standard of Conduct
We conduct our operations with honesty, integrity and openness, and with respect for the
human rights and interests of our employees.
We shall similarly respect the legitimate interests of those with whom we have relationships
Obeying the Law
Unilever companies and our employees are required to comply with the laws and regulations

7
of the countries in which we operate.
Employees
Unilever is committed to diversity in a working environment where there is mutual trust and
respect and where everyone feels responsible for the performance and reputation of our
company.
We will recruit, employ and promote employees on the sole basis of the qualifications and
abilities needed for the work to be performed.
We are committed to safe and healthy working conditions for all employees. We will not use
any form of forced, compulsory or child labour.
We are committed to working with employees to develop and enhance each individual's
skills and capabilities.
We respect the dignity of the individual and the right of employees to freedom of
association.
We will maintain good communications with employees through company based
information and consultation procedures.

Consumers
Hindustan Unilever is committed to providing branded products and services which
consistently offer value in terms of price and quality, and which are safe for their intended
use. Products and services will be accurately and properly labelled, advertised and
communicated.
Shareholders
Hindustan Unilever will conduct its operations in accordance with internationally accepted
principles of good corporate governance. We will provide timely, regular and reliable
information on our activities, structure, financial situation and performance to all
shareholders.
Business Partners
Hindustan Unilever is committed to establishing mutually beneficial relations with our
suppliers, customers and business partners.

In our business dealings we expect our business partners to adhere to business principles
consistent with our own.

Community Involvement
Hindustan Unilever strives to be a trusted corporate citizen and, as an integral part of
society, to fulfill our responsibilities to the societies and communities in which we operate.
Public Activities
Hindustan Unilever companies are encouraged to promote and defend their legitimate
business interests.

8
Unilever will co-operate with governments and other organisations, both directly and
through bodies such as trade associations, in the development of proposed legislation and
other regulations which may affect legitimate business interests.
Unilever neither supports political parties nor contributes to the funds of groups whose
activities are calculated to promote party interests.
The Environment
Hindustan Unilever is committed to making continuous improvements in the management of
our environmental impact and to the longer-term goal of developing a sustainable business.
Unilever will work in partnership with others to promote environmental care, increase
understanding of environmental issues and disseminate good practice.
Innovation

In our scientific innovation to meet consumer needs we will respect the concerns of our
consumers and of society. We will work on the basis of sound science applying rigorous
standards of product safety.

Competition
Hindustan Unilever believes in vigorous yet fair competition and supports the development
of appropriate competition laws. Unilever companies and employees will conduct their
operations in accordance with the principles of fair competition and all applicable
regulations.

Business Integrity
Hindustan Unilever does not give or receive whether directly or indirectly bribes or other
improper advantages for business or financial gain. No employee may offer give or receive
any gift or payment which is, or may be construed as being, a bribe. Any demand for, or
offer of, a bribe must be rejected immediately and reported to management.
Unilever accounting records and supporting documents must accurately describe and reflect
the nature of the underlying transactions. No undisclosed or unrecorded account, fund or
asset will be established or maintained.

Compliance – Monitoring – Reporting

Compliance with these principles is an essential element in our business success. The
Unilever Board is responsible for ensuring these principles are applied throughout Unilever.
The Group Chief Executive is responsible for implementing these principles and is
supported in this by the Corporate Code Committee comprising the General Counsel, the
Joint Secretaries, the Chief Auditor, the SVP HR, the SVP Communications and the
Corporate Code Officer, who presents quarterly reports to the Unilever Executive.
Day to day responsibility is delegated to all senior management of the regions, categories,
functions and operating companies. They are responsible for implementing these principles,

9
if necessary through more detailed guidance tailored to local needs, and are supported in this
by Regional Code Committees comprising the Regional General Counsel together with
representatives from all relevant functions and categories.
Developing new business models
Our business and sustainability strategies are starting to come together. We are finding that
addressing society's concerns holds the potential for business growth and success. One such
opportunity is to meet the needs of low-income consumers in developing and emerging
markets.For example, it is estimated that 1 billion people will rise out of poverty in the next
ten years, notably in China and India. Our deep roots and early engagement in these markets
have given us valuable insights into the needs of these consumers at the base of the
'economic pyramid'.

Continuing our efforts to bring oral health care within the reach of low-income consumers,
during 2008 we launched a quality, low-cost toothbrush. Pepsodent Smart Clean is priced at
just 10 rupees in India (equivalent to 16 euro cents) and 1,850 rupiahs in Indonesia
(approximately 13 euro cents).

Diversified portfolio

Hindustan Unilever Ltd. has a well driversified portfolio catering to customer across all the
Income group.

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 SURF EXCEL,DOVE,CLINIC ALLCLEAR,LIPTON,CLOSEUP
AFFLUEN
T

RIN,LUX,SUNSILK,PEPSODENT,REDLEBEL
ASPIRING

STRIVING WHEEL,LIFEBOY,CLINIC PLUS,TAJ MAHAL

HUL
Home &personel
Food &Beverages Export &Others
care
Soaps Beverages
&Detergant Export

Fabric Wash Processed Food

HPS
Household care Ice Cream
product Foods

Personel wash Pureit

PERSONAL PRODUCT

Hair & Skin

Thoothpest

Cosmetic Product

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Products of HUL:-
Personal wash:- Lux. Lifebuoy, Liril , Hamam, Breeze, Moti , Dove,
Pears and Rexona

Laundry:- Surf Excel, Rin ,Wheel & Ala bleech

Dishwasher :- Vim
Disinfectants:- Domex
Foods:- Kissan(Jam,Ketchup,Squashes), Annapurna(Aata and salt),
Knorr Soups, Modern Bread
Ice-cream:- Kwality Wall's

Bewerages:-
Tea:- Brooke bond, Lipton Coffee:- Brooke bond bru
Beauty Products:- Fair & Lovely, Lakme, Ponds, Vaseline and
Aviance
Hair-Care:- Sunsilk naturals, Clinic , Dove and
Lifebouy
Oral-Care:- Pepsodent and Close-up
Deo spray:- Axe and Rexona
Water Purifier:- Pureit
http://www.hul.co.in/images/brands_bot_02.jpg
Ayurvedic Personal & health care:- Ayush
Kumar Narendra

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Business Segments[edi]

HUL revenue distribution across segments for CY'07

Soaps and Detergents (46% Revenue) : This segment includes Laundry and Personal Wash
products like soaps, detergent bars, detergent powders, detergent liquids, scourers,etc.Sales
of the segment grew sales by 13.9% and 20.3% in CY07 and H1CY08 respectively.

Personal Care Products (26% Revenue) : This business which comprises mainly skin care,
hair care and oral care is the most profitable segment for HUL

Beverages (11% Revenue) : HUL's beverages business is operated through the Brooke
Bond and Lipton brands for packet tea and Bru brand for coffee. With the aggressive
relaunch of Brooke Bond, Taj Mahal and Taaza,

Foods (4% Revenue) :In spite of having one of the best distribution networks (coverage of
6.3 mn outlets) in the country, the food business has never constituted a big part of
revenues.Thats why this is the current focus area for the company.Presence in the foods
category is mainly through soup mix, Chinese meal maker, jams, ketchups and salts. HUL is
clearly keeping a low profile in the staples category, which is low margin business.

Ice Cream(1% Revenue): This segment includes include Ice Creams and Frozen
Desserts.Kwality Wall's, launched in 1995, is the company's master brand for ice cream. It
has launched Moo brand that boosts children’s calcium levels in the June quarter of CY07.

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Exports : Exports include sales of Marine Products, Castor, etc. as well as sales of soaps and
detergents, personal products, beverages and foods etc. by the Exports Division. Exports are
the lowest-margin business for the company. It has already exited the low-margin shrimps
and castor business.[

Others: This section includes Chemicals,Water purifiers, Agri seeds, Property

Development, Water business, Ayush services etc. It has seen a growth of 41.5% as Pure
It (a water purifier product) increased its reach to more than 600 towns.

Market Share[edi
HUL has a dominant market share across different segments in FMCG sector. HUL has been
able to sustain highest sales revenues in the sector through its products across all the price
points (entry level, mid and top end of market), better brand positioning, aggressive brand
management and restructuring of product portfolios. But over the long term (Dec'02 -
Sep'08), company has lost considerable share in some categories.The loss can be attributed
to the fact that HUL has its products across all segments of FMCG sector but its competitors
are focussing on niche products.

HUL Market Share (in%) Jun'08

In Q3CY08,HUL has seen a market share loss in most of the categories barring detergents,
tea and coffee. Part of the market share loss is attributable to changing market structure i.e.
top end growing at a faster pace, where HUL does not have a market share similar to what it
has at the mass segment.

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Sales groth

Sales growth of 13.36% in Calendar Year 2007and 9.38% in CY'06 can be attributed to
aggressive launches, re-launches of products and a hike in product prices. The net Income of
the company has not increased at the same pace as revenues because of a decline in margins
(from 18.5% in CY'04 to 16.7% in CY'07) in its soaps and detergents business and
investment in IT and water purifier business in CY 05-06.

HUL Total Income and Net Profit over the years (in Rs. Crore)
There is an insignificant change in company's revenue mix in CY04-07 period. Soaps and
Detergents business contributes highest (46%) towards revenues followed by Personal care
products (26%). Despite being highest revenue generator soaps and detergents business is
not the most profitable segment. Personal care contributes highest (46.2%) towards the EBIT
which is due to high margins and low penetration of the market.

HUL Total Sales Revenue distribution across segments (in %)

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SELLING AND DISTRIBUTION
player in India’s FMCG market. HUL is the first company to step into the Indian rural
marketing. HUL launched ‘operation stream line’, distributed HUL’s products in villages
using unconventional transport like ‘bullock carts’, ‘tractors’ and cycles. Today HUL’s
products touch the lives of two out of every three Indians. Strategy: “HUL product can reach
a place, where you can not reach” Suggestions:
• Best solution for enter into the rural markets, that is the company should start the
production in rural areas. Then it is easy to distribute and also its increase the local sprit.

• Tie’up with public distribution system (Fair Price Shops). In our country, the public
distribution system is fairly well organized. The revamped PDS places more emphasis on
reaching remote rural areas of hills and tribaks. So FMCG companies collaborated with the
PDS to utilize its well-established sales and distribution network in the rural markets

• Develop rural shopping malls. Rural shopping malls act as a two-way supply chain.
While selling goods to the farmers and also buy their farm produce.

• Use a combination of wholesalers and retailers to penetrate every nook and corner of
rural market. Going paces ahead of small packs and sachets’ the corporate world is now
coming out with ‘Rural Malls’ and ‘Self help groups’ as channel partners to promote
consumer products in rural
India. Unilever and ITC are working towards increasing their visibility and reach through
marketing - cum social responsibility projects such as ‘shakti and e-choupal’ respectively.

In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL
is creating micro-enterprise opportunities for rural women, thereby improving their
livelihood and the standard of living in rural communities. Shakti also includes health and
hygiene education through the Shakti Vani Programme, and creating access to relevant
information through the iShakti community portal. The program now covers 15 states in
India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus
villages and directly reaching to 150 million rural consumers. By the end of 2010, Shakti
aims to have 100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of
over 600 million people.

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Competeter

Indian FMCG sector is the fourth largest sector in the economy with a total market size of
US$18 billion as of 2007.As the name suggests FMCG products are frequently used and
bought by the customers so there are large number of players supplying same products. HUL
is the only company in Indian consumer goods market that has products in more segments
than any other company of the same sector.HUL is the largest FMCG company in terms of
revenues.

Procter and Gamble (P&G) India : HUL faces a fierce competition from P&G India in its
key segments i.e. Detergents and Personal Care. It operates in India thorugh three
subsidiaries: Procter and Gamble Home Products (100% subsidiary of the company), Procter
and Gamble Hygiene and Health care Ltd. (PGHH) and Gillette India Ltd. It has in its
portfolio some of P&G's Billion dollar brands such as Vicks & Whisper in health care
and Ariel and Tide in detergents segments.

Godrej Consumer Products Ltd. (GCPL): It has two segments: Soap (64% of revenues)
and Personal Care.GCPL is second largest soap player in India after HUL with a market
share of 9.2%. Personal Care includes hair care products, shaving cream and other
toiletries.On December 11, 2008, it acquired 100% stake in SCA Hygiene Products which
owns the Snuggy brand of baby diapers.

Dabur India Limited - Dabur India Limited is an India-based fast moving consumer goods
company which deals in healthcare, personal care and food products.In November 2008,
Dabur India Limited announced the acquisition of 72.15% of Fem Care Pharma Ltd which is
primarily engaged in the business of export of personal care products.

Colgate-Palmolive (India) Limited : It manufactures a range of products marketed under

the Colgate which includes oral care products and Palmolive (skin care and hair care
products) brand names.

Marico Limited:Marico has a portfolio on high margin "Beauty and Wellness" platform
which includes hair oils, soaps, edible oils, skin care etc. This portfolio has shown a growth
of 30% over a period of FY05-08.

17
Hindustan Ltd.

SOAP OF HUL
• Liril

For 28 years, freshness has been clearly identified with one name – Liril
Liril expressions have always set trends whether it is a bathing beauty in a waterfall or "Oof
Yu Maa!" The energy and excitement levels associated with the brand have to be
experienced to be believed with changing times. Liril has donned many avatars; Presently,
Liril Soft Aloe Vera & Lime, Liril Icy Cool and Liril Orange splash are making waves.

• Pears

Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even for baby's
skin.
Pears are manufactured like any other soap, but unlike in conventional soaps, the glycerin is
retained within the soap. That is the cause if its unique transparency. After manufacturing,

18
the soap is mellowed under controlled conditions over weeks. At the end of this maturing
process, it is individually polished and packed in cartons.
Today Pears is available in three variants - the traditional amber variant, a green variant for
oil control and a blue variant for germ protection.
• Breeze

Breeze Scent Magic is the soap which fulfills the aspirations of women of rural India.
Breeze has offered them 'beauty at an affordable price', making them look and feel beautiful.

Breeze comes in 4 exotic fragrances – Rose, Sandal, Lime and Rajnigandha. All this at a
very affordable price for the masses.

• Dove

Dove soap, which was launched by Unilever in 1957, has been available in India since
1995. It provides a refreshingly real alternative for women who recognize that beauty is not
simply about how you look, it is about how you feel.

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The skin's natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with pH
higher than 9. Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to be mild
on skin. This makes it suitable for all

skin types for all seasons. While Dove soap bar is widely available across the country, Dove
Body Wash is available in select outlets.

Globally, Dove has been extended to many other countries. Since the 1980s, for example,
Unilever has launched a moisturizing body-wash, deodorants, body lotions, facial cleansers
and shampoos and conditioners, providing a comprehensive range of solutions to bring out
true inner beauty.

• Fair & lovely

A woman's passion for beauty is universal and catering to this strong need is Fair &
Lovely. Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely
was launched in 1978.

The Hindustan Lever Research Centre (it is among the largest research establishments in
India's private sector, including pharmaceutical companies, with facilities in Mumbai and
Bangalore) deployed technology, based on pioneering research in the science of skin
lightening to develop Fair & Lovely. The formulation is patented. Its formulation acts safely
and gently with the natural renewal process of the skin, making complexion fairer over a
period of six weeks.

Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacin amide that is
known to control dispersion of melanin in the skin. It is a patented and proprietary
formulation, which has been in the market for 25 years. Niacin amide (Vitamin B3) is a

20
water-soluble vitamin and is widely distributed in cereals, fruits and vegetables - and its use
in cosmetic formulations has been known for various end benefits. The UV components of
the formulation are scientifically chosen and used at optimum levels to provide wide
spectrum protection against UV rays of the sun. Specifically, this patented formulation offers
a high UVA protection, which is more relevant to Asian skin than plain SPF protection
creams sold in the West. All the active ingredients in the Fair & Lovely formulation function

synergistically to lighten skin colour through a process that is natural, reversible and totally
safe.
The brand today offers a substantive range of products, including Ayurvedic Fair & Lovely
Fairness cream, Fair & Lovely Anti-Marks cream, Fair & Lovely Oil control Fairness Gel,
Fair & Lovely for Deep Skin and Fair &
Lovely Fairness Soap. The latest has been the Perfect Radiance, a complete range of 12
premium skincare solutions from Fair & Lovely.

• Hamam

Launched in 1934, Hamam has always been a reliable option for consumers over years.
The brand has withstood the test of time and has given the consumers the confidence and
assurance of being a soap that is safe on skin.
Hamam is manufactured in the most modern soap plants world-class quality control system.
Hamam contains polyols, which are known to be good moisturizers. Hamam also contains
Aloe Vera, Tulsi and Neem extracts.

Hamam soap is made from a blend of vegetable oils. The optimum grade of Palm oil and
coconut oil is mixed in the right proportion to give a soap that is lasting, gives lather which
is stable and can effectively remove oil, dirt from the surface of the skin.
Formulation Details

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The formulation range contains ingredients that are safe on skin. The formulation has been
toxicologically cleared by, the Safety and Environment Assurance Center, (SEAC) Unilever
which follows very stringent norms for clearance. The perfume used in Hamam meets all
requirements mandated by IFRA (International Fragrance Association) The formulation
satisfies all the
Requirements of Toilet Soap Grade II as per Bureau of Industrial Standards of India (IS
2888: 2004)

• Lifebuoy

Lifebuoy’s vision is, “Making a billion Indians feel safe and secure by meeting all their
health and hygiene needs”.
True to its vision, the world's largest selling soap, offers a compelling health benefit to the
entire family. Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with
health and value. The honest & hard working soap, with its distinctive perfume and popular
jingle, has carried the Lifebuoy message of health across the length and breadth of the
country.

The relaunch of the soap in 2002, 2004 & again in 2006 have been turning points in its
history. The new mix includes a new formulation and a repositioning to make it more
relevant to both new and existing consumers.

Lifebuoy is now in a superior formulation offering a new health fragrance and a

contemporary shape. The new formulation offers a significantly superior bathing experience
and skin feel. This new mix has registered conclusive and clear preference among existing
and new users.

Apart from Lifebuoy total, it has also strongly built its other core variants like Lifebuoy
deofresh – targeted at freshness, Lifebuoy nature – containing all the goodness of nature and
Lifebuoy care – for sensitive skin.

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Lifebuoy also offers specific health benefits through specialized product formats like
Lifebuoy Hand Wash & Lifebuoy Clear skin, which provides treatment and protection
against acne.
• Lux

Since 1929, Lux in step with the changing trends and evolving beauty needs of the
consumers, offers an exciting range of soaps and Body Washes with unique elements to
make bathing time more pleasurable. One can choose from a range of skincare benefits like
firming, fairness and moisturizing.

Lux stands for the promise of beauty and glamour as one of India's most trusted personal
care brands. Lux Believes in passion for beauty .It continues to be a favourite with
generations of users for the experience of a sensuous and luxurious bath. Lux believes that
femininity shouldn’t be denied. Since its launch in India in the year 1929, Lux has offered a
range of soaps in different sensuous colours and world class fragrances. Lux is a beauty soap
of film stars; Lux recognized the need for a compelling message about beauty that would
resonate with women of today.

Lux has recently launched its two fruit extract variants – New Lux Strawberry & Cream and
Lux Peach & Cream contain a blend of succulent fruits & luscious Chantilly cream that
melts down into your skin making it soft and smooth.

• Rexona

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 Rexona is one of India's pioneer brands in family soaps. Launched in 1947, it was
positioned as a natural skin care soap to give silky, glowing skin. The
Brand has been constantly improved to keep up with expectation of the consumers.

The ingredients of Coconut Oils and the benefit of glowing skin has been heritage of the
brand over the years.

In 2005, the brand was relaunched with a new modern look and packaging and contains
coconut and cucumber
Rexona enjoys almost 80% brand awareness with more than 1billion people across the
Indian sub-continent. However a different pack design in each of the four countries led to
expensive duplication in advertising.

Our brief required sensitivity to both cultural and personal cleansing issues. We introduced a
uniform pack design to cross borders by satellite TV, combining the original key elements of
oil droplet with the distinctive green and yellow.

The brand was updated and enlivened with pink sandalwood variant.

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Hindustan Ltd.

DETERGENT OF HUL

INDIAN DETERGENT MARKET

•Total market 23 million tons in volume
•7 million tons market laundry soaps & bars
•16 million tones market synthetic detergents
•30% detergent cakes
•70% detergent powder
•38% share of HUL (Surf approximately 10-12%)
•8% share of P&G (Ariel approximately 1-1.5%)

25
 • Rin

Launched in 1969, Rin with the power of its thunderous lightning flash has become a
household name synonymous with dazzling white clothes, for millions across the length and
breadth of the country.

Over the years, Rin has constantly evolved to cater to the growing aspirations of the Indian
housewife. Be it with Rin Advanced or its perfumed variant Jasmine Fresh, the brand
guarantee superior cleaning, incomparable

White clothes and self-confidence which comes only from wearing spotless clean clothes.
That too, at affordable prices.
Recently Rin re-wrote the rules of branding and marketing by teaming up with the country’s
leading entertainment channel, Star Plus to launch a unique reality show for kids titled –

26
‘Rin Mera Star Super Star’- a nationwide talent hunt providing a platform for talented
children to showcase their potential to the entire country. The winning contestant won a
scholarship of Rs. 500,000 to help him chase the dream of becoming an artist or to pursue
future education.
Over the years, Rin has won a number of accolades, the most recent being voted as the Most
Preferred Detergent brand in India at the Awaaz
Consumer Awards in 2006. The Awaaz Consumer Awards voice the opinion of 10,000
consumers of 39 product and service categories across 21 countrywide locations.

• Sunlight

Sunlight – Spreading Brightness and Cheer

Sunlight is Unilever’s oldest brand. Launched in 1888 it was the first soap to be branded,
stamped & packed before selling to consumers. The factory where the soap was
manufactured was soon renamed Port Sunlight & goes by that name till today.

Sunlight in India is sold only in West Bengal and Kerala. It continues to be the favourite
brand of consumers and is the market leader.

Sunlight is positioned on providing brightness & colour protection delivering the promise of
keeping clothes looking bright like new. Constant innovation now sees Sunlight with orange
peel extracts that not only gives brightness to clothes but also improved cleanliness and
fragrance.

Sunlight also believes in spreading cheer and brightness in the lives of its consumers and
those around them. The brand’s latest advertising seeks to communicate that people who
wear bright clothes, cared for by Sunlight spread cheer and brightness all around them.

• Surf Excel

27
A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself
over the years, to answer the constantly changing washing needs of the Indian homemaker.
Today Surf Excel offers outstanding stain removal ability on a wide range of stains. This
means that mothers now have the freedom to let their kids experience life without worrying
about stains.

Surf Excel quick wash is powered with a path-breaking technology- it reduces water
consumption and time taken for rinsing by 50%. It is a significant benefit, given the acute
water scarcity in most of India.

Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf
Excel Automatic. So whatever be the need, “Surf Excel hai Na.”

• Wheel

Wheel is India's number one detergent brand. Launched in 1987, it cleans effectively with
lesser effort, making a laborious chore like washing light and easy. Moreover, Wheel does
not burn hands or harm clothes like some other detergents, which contain a high percentage
of soda.

Ever since its relaunch in 2001, with the new positioning of 'best clean with less effort',
Wheel has been growing strongly. Research showed that consumers seek a solution to heavy
duty laundry, like bed sheets and curtains. Developing on this insight, wheel sought to

28
 eliminate the trouble of tough dirt or heavy-duty laundry. Mass market consumers have
welcomed the solution, making it the number one.

DISTRIBUTION NETWORK

37 National 128 Super- Over 4000

Over 4.8
carrying and Stockists Distributors
million
Forwarding Nationwide. Nationwide.
Nationwide
agents
Retailer

Stock Keeping Units

(SKU)
•Packages available in standard sizes of 20 gm, 100 gm…..

29
500 gm….6kg.
•Keeping pace with the current sales pace new customized
packages like
3.3 kg, 3.8 kg, etc.
•Specialized product packing like 20 gm sachets for
introductory
customers, washing-machine shaped boxes for Surf Excel
Automatic, etc.
•Quality of packaging dependent on the product to which its
is targeted.
Ex. Packaging of Wheel range is of lesser grade polythene

PROMOTION
Multi – Channel Promotion

Conventional Channels Alternative Channels

•Outdoor Advertisement Project SUKANYA
•TV Advertising Project SRESTHA
•Sales Promotion Project SAFED
•Modern Retail format Community radio Channels
Promotion Nirmal Panchayat
•Co-Branding SHAKTI AMMA
•Print Media Blogs and Web

Strategies of HUL
•One Unilever HLL HUL

•Power Brands 110 30 + 10

- Increase promotions for Power brands thus offsetting the loss from the brand
rationalization.

30
- Migrate users from small brands to Power brands.

- Have ambitious growth plans for Power brands ( 8-10%).

Strategies Employed by Detergent Division

Project Shakti
45000 Shakti Ammas(Entrepreneurs) spread across 15
states of India covering over 1 lakh villages and catering to 3
million plus families.
Hindustan Unilever Network
Direct selling Arm of HUL which is in the same league as

Pricing Strategy by detergent Division

Based on the data collected the following are the prices associated with
the various detergents of HUL.

Hindustan Ltd.

Skincare of HUL

The impressive track record of Pond's began when Theron T. Pond, a pharmacist from Utica
New York, introduced 'Pond's Golden Treasure' in 1846, a witch-hazel based wonder
product.

A rich heritage

In 1886 it was relaunched as Pond's Extract and in 1914 Pond's Cold Cream and Vanishing
Cream marked the brand's evolution to a beauty icon. By the mid-1920s it was reflecting this
positioning with endorsements by society beauties. Its stylish image was underpinned by
guarantees of product delivery and an understanding of women's beauty routines and needs.

In 1955 Pond's Extract Company merged with Chesebrough Manufacturing and in 1987
Unilever purchased Chesebrough-Pond's. By this time the Pond's brand had built up a
powerful international presence.

Pond's Daily Face Wash

31
Even the best soaps are alkaline, which while cleansing your face, dries and stretches your
skin, resulting in premature wrinkles and lines. Pond's Daily Face Wash is 100% soap-free,
thus non-alkaline. Its Active Cleansing System deep cleans without drying. Your face retains
its natural moisture and looks noticeably radiant.

Pond's Vanishing Cream

An innovation from Pond's Institute, Pond's Vanishing Cream reduces excess oil from your
skin through a two-way action:

• It's unique Oil Control System helps regulate oil secretion

• It's unique Micro Sponges absorb excess oil

Pond's Nourishing Facial Scrub

Pond's Nourishing Facial Scrub brings you the promise of clean skin that feels softer and
nourished. Its Skin Exfoliating and Revitalizing System contains two kinds of microbeads.
The white Scrubbing Beads help to deep cleanse gently, removing dead skin cells, thus
preventing blackheads and pimples. The orange Nourishing Beads with vitamin C help to
nourish the skin. Its pH-balanced cleanser formula deep cleans without destroying the
moisture balance of the skin.

Pond's Moisturizing Cold Cream

Feel the difference from the very first time you use it. It provides:

• Vital Beauty Oils which penetrate deep to provide complete nourishment

• Natural Moisturising Factors which help retain essential moisture to prevent dry
lines

Pond's Dreamflower Talcum Powder

A whole new world of freshness and fragrance to give you a confident start.

Pond's Body Lotion

Pond's Body Lotion is a light non-greasy lotion that gives you silky smooth skin. Its
formulation is enriched with moisturisers and vitamin E that with regular use:

• Softens your skin from within

• Gives your skin a silky smooth feel

32
Pond's Pimple Care Facial Foam

A low foam anti-pimple facial foam that prevents the onset of pimples with regular use. A
hassle-free way to keep the pimples at bay.

Pond’s Viadios

Viadios was launched under Pond’s as a premium range for the evolving needs of women.
With this launch, Pond’s is addressing the most evolved skin concerns like anti-aging
and skin lightening and supplement with benefit areas which are currently not addressed
(notably oil control, acne and pore care).The product range offers a comprehensive face care
solutions across all skin care concerns with the immediate and definite benefits.

Flawless White

Radiantly white skin and clear of spots and blemishes. Flawless White delivers fairness in
just 7 days through VAO B3 technology. The products in this range includes Flawless White
Light Infusing Under Eye Cream & Flawless White Deep Whitening Facial Foam.

White Beauty

The Pond's Institute has created an advanced Skin Lightening complex by combining
its proven Pro-Vitamin B3 formula with nature's own Lycopene. It is designed to improve
circulation in the skin and replenish lost Lycopene -bringing a glowing pinkish-white
radiance to skin. The available products in this range are White Beauty Pinkish White Glow
Lightening Cream and White Beauty Pinkish White Glow Lightening Facial Foam.

Age Miracle

With Pond’s Age Miracle, age spots and wrinkles are reduced in just 7 days. Pond’s Age
Miracle contains advanced CLA 4 complex. A leading-edge cocktail that combines the latest
anti-ageing actives: CLA + AHA + Vitamin A + Retinol boosters. The collection of products
available under this range are Pond’s Age Miracle Daily Resurfacing Cream, Pond’s Age
Miracle Overnight Repair Cream, Pond’s Age Miracle Dual Eye Therapy, Pond’s Age
Miracle Concentrated Resurfacing Serum and Pond’s Age Miracle Daily Regenerating
Facial Foam.

Perfect Result

33
Perfect Result is a multi benefit cream against leading causes of aging for a youthful and
illuminated skin. The key ingredients in this is Vitamin B3 and White Tea concentrate. The
available product is Pond’s Perfect Result Multi Benefit Illuminating Cream SPF 15 PA++.

Oil Control

Our Core proposition from this offering is of long lasting oil free, clear and refreshed
appearance. From this range the currently available product is Pond’s Perfect Matte Oil
Control Cleansing Foam.

Flawless White range White beauty range Facewash range Oil

Control

Body Lotion Age Miracle Range Perfect result Talcum Powder

History of Dove
Dove soap was launched in the United States in 1957.], years after Unilever acquired soap
factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name
Dove is derived.[citation needed]
Dove has been positioned throughout its history without referring to it as "soap", but as a
"beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while
washing in contrast to the drying effects of regular soaps (which their advertising calls
simply "soap").

34
Advertisements reinforced the message by showing the cream being poured into the beauty
bar. In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979,
a Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less
than ordinary soaps.[citation needed] As a result of this study, Unilever started aggressive
marketing and won more than 24% of the market by 2003.

Marketing campaigns
In 2006, Dove started the Dove Self-Esteem Fund. It purports to be "an agent of change to
educate and inspire girls on a wider definition of beauty and to make them feel more
confident about themselves". [2] To this end, Dove have created a number of largely online-
only short films, including Daughters (which also aired in a 75-second spot during the Super
Bowl XL), Evolution (which won two awards at the Cannes Lions International Advertising
Festival), Onslaught, and Amy.

Lakme cosmetics

Lakmé is an Indian brand of cosmetics, owned by Unilever. Lakme started as a 100%

subsidiary of Tata Oil Mills (Tomco), part of theTata Group, it was named after the French
opera Lakmé, which itself is the French form of Lakshmi, the goddess of wealth, also
renowned for her beauty. Indian cosmet Lakme was started in 1952, famously because the
then Prime Minister, Jawaharlal Nehru was concerned that Indian women were spending
precious foreign exchange on beauty products, and personally requested JRD Tata to
manufacture them in India. Simone Tata joined the company as director, and went on to
become it's chairman. In 1998 Tata sold off their stakes in Lakmé Lever to HLL, for Rs 200
Crore (45 million US$), and went on to create Trent and Westside. Even today, when most

35
multinational beauty products are available in India, Lakme still occupies a special place in
the hearts of Indian women.
Lakme also started its new business in the beauty industry by setting up Lakme Beauty
Salons all over India.Now HUL (Hindustan Unilever Limited) has about 110 salons all over
India providing beauty services.

Vaseline

Vaseline
Vaseline® is a brand of petroleum jelly based products owned by Anglo-Dutch company
Unilever. Products include plain petroleum jelly and a selection of skin creams, lotions,
cleansers, deodorants and lubricants.
The first known reference to the name Vaseline® was by the inventor of petroleum jelly,
Robert Chesebrough in his U.S. patent for the process of making petroleum jelly (U.S.
Patent 127,568) in 1872. "I, Robert Chesebrough, have invented a new and useful product
from petroleum which I have named Vaseline…".
The word is believed to come from German Wasser (=water) + Greek έλαιον (=oil).[1]
It has been considered generic in some countries like Chile and Brazil in regards to goods
from class 3, where the Unilever products are called Vasenol.

36
Vaseline petroleum jelly

Fair & lovely

Unbeatable skin care products from Fair & Lovely. Glowing skin in 6 weeks!
Fair & Lovely has extensively researched the fairness secrets of ancient Ayurveda and
created a unique mix containing extracts of special Ayurvedic herbs. Its proven formula
penetrates deep down your skin to give you a glowing fairness from within.
Indications:
New Fair & Lovely's ingredients work in a unique three step action, based on proven
ayurvedic principles:
1. Poshan (Nourishment): Haridhra and Ghrit Kumari for soothing and rejuvenating.
2. Raksha (Protection): Jast Bhasma for protection from the sun's darkening rays and,
3. Naash (Purification): Kumkumadi Tailam for enhancement of complexion and curing
discoloration of the skin giving you unmatched

37
Fair & Lovely - Menz Active Cream Is Fair & Lovely Menz Active the
right Cream for me?
Yes! Scientifically tailored for Men’s
skin, the cream works on the three
critical factors that make Men’s skin
different from Women’s skin – Though
skin, Harsher outdoor routine and
Rough skin, With stubble. Formulated
by the Unilever Skin Research Centre,
men have found this cream to be
significantly better than women’s
fairness creams in side-by-side tests.

Male and female skin condition differs

in three critical ways, which is why Fair
& Lovely, the world’s leading fairness
expert now brings you Menz Active, a
breakthrough fairness cream
especially tailored for men.

New Fair & Lovely Menz Active

3 way Fairness treatment works on all
the three critical differences.
Deep Penetrating Fairness System

Manox, a new fairness

system containing deep
penetrating fairness vitamin
B3 at never before levels
along with zinc oxide.

38
 For Harser Outdoor Routine
Long Lasting Freshness

Key Ingredients
Manox, Allantoin, Butylmethoxydibenzoylmethane,
Octylmethoxycinnamate, Micronized Titanium dioxide,
Dimethicone.

What will fair & Lovely Menz Active do?

Give fairness in 6 weeks upon twice daily use. In addition

with every application, you will get long lasting freshness,
smooth skin and after shave protection.

How do I use it?

Gently massage into face and neck either after shaving or
after washing face. Use twice daily.

MARKET COMPITETORS :-

1] :- I T C :-
Expanding its range of personal care products, and following the successful launch
of Fiama Di Wills Shampoos, ITC today presented yet
another world class range of products for the Indian
consumer through its new range of Fiama Di Wills
Shower Gels.
Fiama Di Wills’ new premium range offers three
transparent shower gels with suspended beads. Each
variant provides a specific benefit to the consumer:

1. Mild Dew- Enriched with soft beads, peach and

avocado extracts for soft moisturised skin.
2. Clear Springs- Enriched with Jojoba Beads, Sea Weed
and Lemongrass extracts for clear healthy skin.

39
 3. Exotic Dream- Enriched with glitter beads, bearberry leaves and black currant
extracts for stimulating freshness.

Fiama Di Wills shower gels are available in 200 ml bottles.

2] :- NIVEA :-
Dr. Oscar Troplowitz had acquired Beiersdorf in Hamburg, Germany, from its
founder Paul C. Beiersdorf in 1890. Until NIVEA Creme was invented, Troplowitz
very successfully developed and produced the first technical adhesive tapes along with
medical plasters and the first adhesive rubber. His scientific adviser, Prof. Paul Gerson
Unna, also had a sure eye for development and progress. He had been the one who had
drawn Dr. Troplowitz attention to the invention Eucerit, which had been the basis for
the NIVEA Creme.

a)-

SUN CARE

UNDER THIS ;-

Long-lasting water cts skin cells DNA

resistance and immediate protection. against sun induced damage.
LIGHT FEELING
CHILDRE CARE DNA CELL PROTECTION
SUN LOTION

b)-

40
 BODY CARE

UNDER THIS ;

MY SILHOUTTE GOOD BYE CELLULITE

NOURSHING BODY MILK

Lose up to 3 cm and resh Provides

is cellulite. intensive moisture.

c)-

HAND CARE

UNDER THIS ;

ANTIAGE Q10PLUS DANGER JONE HAND SOS HAND

41
 In

so f
ageing.
stant r
Sfor very dry skin!

3]- BAJAJ :-

42
 Veola Petroleum Jelly is amazingly inexpensive yet a wonderful beauty product in
your bag. It moisturizes dry & chapped skin. Soothes and protects injured or damaged
skin to prevent dryness and promotes healing. It’s also a no frills makeup remover.

Veola Petroleum Jelly is a mixture of mineral oils, paraffin and microcrystalline waxes
and is safe to use on all skin types. It also contains Aloe Vera and Vitamen E.
b)- Advice for Skin Care:
Spend some time to take care of yourself and build a routine. Sleep early - that's
why they call it "beauty sleep", so that your skin can regenerate its cells.

If you want to have a radiant looking skin, you will also need to invest in natural
Bajaj Herbal beauty products to give long lasting results.

4]- DABUR :-

It is a known fact that life on the fast track, long working hours and constant stress take a
drastic toll on your skin. As part of our larger thrust in the skincare market, Dabur India
Ltd introduces Dabur Uveda, an all-new skincare range from Ayurveda that not only
works from within to give you an inner glow but also nourishes your skin with every
use. Only Dabur Uveda skincare range presents an alternate way to skin care and
beauty for today's woman.
About Dabur Uveda

43
 •

Hindustan Ltd.

Following are the Food Products of Hindustan Unilever limited are:-

1) Kwality Wall’s

2) Kissan Jam

3) Bru Coffee

44
 4) Lipton Tea

5) Bruck Bond

6) Gold Flake (Cigarette)

Kwality Wall's, launched in 1995, is the company's master brand for ice
cream. Kwality Wall's has combined state-of-the art technical know-
how of Unilever - the global leader in ice cream - with a deep insight of
the Indian market, to deliver a range of superior quality products under
its international brands.

Key launches include Cornetto, Feast, Viennetta, and Paddlepop.

Kwality Wall's ensures that while each of its offerings is unique in
taste and flavour, they are also accessible to more consumers
through breakthrough cost reengineering, value delivery and a
chain of exclusive Kwality Wall's Swirl's Parlours.

Acquired by Hindustan Lever Limited in 1994, the Kissan category consists of 'deliciously
wholesome products for kids to grow up.'

The Kissan range consists of ketchup and other sauces, jams, squashes and ready-to-drink
products. For mothers and children, Kissan is today one of the most trusted brands in the
country.

Kissan continues to be a pioneer in the categories that it operates.

45
Bru, launched in 1969, created history in the first year of launch by growing to a record
market share of 21%. Ever since, it has grown from strength to strength.

Bru has been instrumental in virtually creating the entire Instant Coffee category as it exists
today. It has been at the forefront of most innovations in the Instant Coffee category -
whether in coffee-chicory blends, refill packaging, vending operations, or more recently the
Low-unit-price packs.

The Bru franchise also includes the Bru Roast & Ground, India's most popular Roast &
Ground Coffee brand, and Bru Malabar Roast & Ground which is available in select
geographies.

Market Shares of the Company

Hindustan Unilever Ltd (HUL), the country’s largest fast moving consumer goods (FMCG)
company, is losing market share in most key segments in which it is present.
In the quarter ended June 2007, the FMCG behemoth’s sales grew 13% year-on-year to
Rs3,481 crore and net profit 30% to Rs493 crore. Yet, the company’s market share declined
in several categories.
According to the data provided by market research firm ACNielsen, in the quarter ended June
2007, HUL’s soaps business, which accounts for more than a quarter of its total revenues,
grew 7%. While the industry grew at 8%, HUL’s closest rival Godrej Consumer Products Ltd’s
(GCPL) grew its soaps business by a whopping 24.3%. Though, HUL still dominates the
Rs5,500 crore soap market in India with a 53% market share, its share went down by 2.6%
in terms of units sold and 2.4% in terms of value over the 15-month period from April 2006
to June 2007. HUL did not respond to an email query from Mint.
The primary reason for HUL losing market share, say analysts, is that while the company has
a varied brand portfolio, its rivals, big and small, have focused on certain niches and are
pushing growth aggressively in these categories.
In the branded tea segment (a Rs 5,000 crore market), Tata Tea Ltd recently displaced HUL
from the top slot. HUL’s market share dropped to 18.6% in volume terms while Tata Tea’s
was 19.2%. In value terms, however, HUL remains ahead with a 24% market share as
against Tata Tea’s share of 21%.

46
“GCPL is emerging as a strong player in the value-for-money products category (products
that are not priced too steeply) and it is constantly eating into HUL’s market share. HUL is
feeling the heat from competitors both at the top and the lower end of the market.

Hindustan Ltd.

Hindustan Unilever Pureit water purifier

47
"PUREIT" for Water as Safe as Boiled Water
* No Boiling Hassles
* No Gas
* No Electricity
* No Continuous Tap Water
* No Plumbing/Maintenance.
The unique features of PURIT are:
1. Microfibre Mesh: Removes visible dirt
2. Compact Carbon Trap: Removes remaining dirt, harmful parasites and pesticide
impurities
3. Germkill Processor: Stored germkill power targets and kills harmful viruses and
bacteria
4. Polisher: Gives clear,odourless and great tasting water.
5. Battery Life Indicator: Ensures safety because when the germkill power is exhausted, it
warns you to replace the battery.

Pureit form and specifications

Pureit is a self-contained water purifier. It has dimensions (H X W X D) of 61 X 29 X
26 cm, and weighs 4.1 kg.
The Germkill battery kit purifies 1,500 litres of water at 25° C in moderately humid
conditions. It's expiry date is 2 years from manufacture and comes with an end of life
indicator.
The plastic parts and the Germkill battery kit are made using food safe, non-toxic,
engineering-grade materials.
Cost
The Pureit unit costs Rs.2,000
The Germkill Battery Kit costs Rs.350
History
Pureit was initially launched by Hindustan Unilever Ltd. in the southern Indian city
of Chennai in 2005. The brand was rolled out across India in phases, with full national
presence having been established in the first half of 2008.

48
Business model
Pureit was a new venture for Hindustan Unilever and required a different business model.
This was because Pureit involved the manufacture and sale of consumer durables, when
HUL is a fast moving consumer goods company.
The Pureit business model developed by the company was to sell a consumer durable (the
filter itself), and then sell consumable component that a household replaces periodically over
time. This involves selling the Pureit system and getting revenue out of the battery which
needs to be replaced after some usage. In urban India, continuous pressurised tap water and
twenty four hour electricity are extremely rare. In rural India it is nonexistent. The
company's strategy of launching a water purifier that does not need electricity or pressurised
tap water is targeted at reaching this large potential consumer base.
Claims
Pureit claims complete protection from water-borne diseases caused by germs.
Pureit claims to be 'As Safe As Boiled Water'. This is also their tag line.
Pureit meets E.P.A. germ kill criteria.
Purification Mechanism
The way this works is simple. We add water to the top chamber which is unfortunately not
transparent and so have to be very careful when it is just about to fill completely. The
moment you pour in the water, it goes through a ‘Microfibre Mesh‘ that removes any
visible dirt. The next stage is to go through a Compact carbon Trap that further removes any
dirt, if present besides removing any parasites or pesticides.
The water will then be purified using the proprietary Germkill battery that kills harmful
bacteria and Viruses.
Then the water reaches the lower part of the Unit where it goes through a polisher that adds
taste to the water and makes it completely odourless. Then the water rises above the
chamber and falls into the visible lower chamber from which a tap arises.
BATTERY LIFE AND SAFTY
The battery has a life indicator and normally lasts for nearly an year (for single family
consisting of 4 members). The life is indicated by a bar, which when turns red should be
immediately be replaced. The battery costs only Rs.350 and the entire unit costs just
Rs.2000.Note that the battery life may also depend on the quality of water you pour into the

49
unit. You if pour absolutely muddy water, it may only last for about 6 months even though
there are only 4 members using it.
So effectively, the price of water that is ‘as safe as boiled water’ for 1 year is only Rs.350,
besides the Unit cost of Rs.2000 for the first year

Benefits of Pureit
Pureit is the result of a combination of breakthrough technologies. Thanks to state–of–the–
art engineering, Pureit gives you manifold benefits.
Complete protection from all water-borne diseases
Great convenience
Unmatched affordability
Complete Protection
Pureit kills all harmful viruses and bacteria and removes parasites and pesticide impurities,
giving you ‘as safe as boiled water’TM. This way, Pureit assures you and your family of
100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera.

Pureit’s Germkill Battery technology meets the stringent germ-kill criteria of the
Environmental Protection Agency (EPA), the toughest regulatory agency in the USA

Viruses
Bacteria Parasites Pesticide Impurities

Great Convenience
Pureit doesn’t need gas, electricity or continuous tap water supply, making it an absolutely
hassle-free water purifier

50
Great Taste
Pureit water tastes great. It gives clear and odour-free water

Great quality and capacity

Pureit is made with the best quality plastic and has a great capacity.

Affordable Price
The breakthrough engineering from Hindustan Unilever has made Pureit possible at just Rs.
2000a. Compared to other water purification devices, Pureit is surprisingly affordable, yet so
advanced.
Technical Specifications

Pureit in-home purification system

Weight 4.1 Kgs
Top chamber capacity 9 litres
Transparent chamber capacity 9 litres

51
 paise/litre
Method of purification
Cost of Pureit water 23
Cost of Pureit water (with purifier cost apportioned) 34

Cost of boiling water 47

Cost of leading UV in-line purifier (with purifier cost apportioned) 64
Cost of 20 litres of leading bottled water brand 350

Cost of 1 litre of leading bottled water brand 1200

Germkill Battery Kit

Material of construction Food safe, non-toxic,

engineering plastics
Purification capacity The 'Germkill Battery
Kit'TM has been designed to
give typically 1500 litres of
water at a water temperature
of 25°C, in moderate
humidity conditions.
Expiry period Two years from date of
packaging
Germkill performance standard Meets stringent international
criteria for microbiologically
safe drinking water

Our Pureit in-home water purifier provides affordable and safe drinking water for middle-
income families in India. One rupee can buy you 3.5 litres of Pureit safe drinking water
(including the initial one-off cost of the purifier unit). This makes it a more affordable
alternative to boiling water, where one rupee will buy you 2.5 litres, or bottled water where

52
one rupee will buy you just 0.3 litres. Pureit also creates jobs in its distribution chain, by
employing women to sell the product door to door.

SELLING AND DISTRIBU TION STRATEGY

In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL
is creating micro-enterprise opportunities for rural women, thereby improving their
livelihood and the standard of living in rural communities. Shakti also includes health and
hygiene education through the Shakti Vani Programme, and creating access to relevant
information through the iShakti community portal. The program now covers 15 states in
India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus
villages and directly reaching to 150 million rural consumers. By the end of 2010, Shakti
aims to have 100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives of
over 600 million people.

. Pureit also creates jobs in its distribution chain, by

employing women to sell the product door to door.
After sale service is very poor and nasty and our patience will be put under test to get the
support. The battery is the crucial part in the functioning of the machine/PURE IT. The
Company clearly knows the lapsed period of life of each battery fitted to the Machines
which they sold. It is a great help to the
customer, if the company rep. contacts the customer or even mail a letter or send a SMS to
the mobile of user, stating the availability of batteries and the need of replacement of it and
cost of the new one along with the particulars of service they will render in this regard.
The people of HUL are more interested in selling of huge number of PURE ITs rather than
providing after sale service to the customers. The people of HUL-PURE IT are not selfish to
cut to an end of the user. All of them must know about the customers, who bought the units,
who fall in a dilemma of how to use the unit which is nothing but a plastic drum, if the
battery replacement band is become reddish. And without replacement of the battery, the
water is so harmful to users.

Major competeter in market

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1.Godrej

Product DescriptionGodrej GP-200 WATER PURIFIER

GODREJ WATER PURIFIER TYPE - ULTRAVIOLET Model – GP 200

• 3 Stage Purifier
• Stainless steel purification chamber
• Flow rate of 2 LPM
• Electronic Monitoring
• Automatic stop of water flow
• ISI Marked Product
• Tested By HAFFKINE INSTITUTE for Training, Research & Testing

Features

• Stainless steel purification chamber

• 3 stage purification
• Flow rate 2 Litres/ Min
• Great styling

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 • Audio warning in an event of a problem
• Electronic Monitoring
• Advanced filtration system
• Control/operation of water flow through switch
• Automatic stop of water flow in the event of a fault

Technical Specifications

• Complete Purification System : 144mm x 350mm x 367 mm (Length x Width x

Height)
• Operating Voltage : 230 Volts + 10% AC / 50 Hz
• Power Consumption : 25 W + 10%
• Flow rate : 2 LPM (max)
• Water Pressure : 0.3(min) Kg/cm2, 2.8 (max) Kg/cm2

The Godrej Ultraviolet water purifier is designed to impart a dosage of 30,000+

• Max. Duty Cycle 75 Litres / Day
Storage Tank Capacity 8 Litres
Filter Cartridges Sediment, Activated Carbon

2. Kent Grand

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 •
Model KENT GRAND
Purification Capacity 15* Litres / Hour
Max. Duty Cycle 75 Litres / Day
Storage Tank Capacity 8 Litres
Filter Cartridges Sediment, Activated Carbon
RO Membrane 1812-75 GPD (1 No)
UV Lamp Power 11 W
Min. Inlet Water Pressure 0.3 Kg / cm2
Input Voltage 160 300 V AC (50 Hz)
Operating Voltage 24 V DC
Dimensions L 395 W 265 H 515
Net Weight 10.9 Kg

Purification capacity tested for raw water having TDS value of 750 PPM at room temperature.
This value may increase or decrease depending on the quality of raw water and temperature.

conclusion

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The main advantage of PureIT water purifier is that you don’t have to worry about either
continuous water supply or electricity supply. Having said that, it may also be a
disadvantage that you need to manually put in water every time the water level depletes to
near zero. The bottom transparent bottom chamber can store up to a maximum of 9 litres of
water and the top chamber another 9 litres. Hence if your family is a big one say consisting
of at least 8-9 members, then you may have to fill the water chamber multiple times a day.

Hower, like most of the families if only 4 or 5 people exist, then you may have to add
water every couple of days.

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Survey
We have conducted the survey about the popularity of Hindustan Unilever Ltd products. We
asked a few people from various backgrounds through various locations. We asked the
questions about popularity of HUL brands. We asked the usage of Products of FMCG(Fast
moving Consumer Groups). HUL brands were very Popular. Our Findings:
Soap In soap Category Hul’s Dove was most preferred followed by Lux, Pears and Cinthol.
Dove is the brand of HUL so is Lux and Pears. So we can say that HUL enjoys Majority Of
market Share.
Detergents In Detergents category Surf Excel was preferred by majority of the people
followe by Rin and Local detergents. Surf Excel was The market leader in this category.
Shampoo In shampoo category Clinic and Head and shoulders faced stiff competition.
Majority of the competitors had the market share. But HULs share was substantial.
Toothpaste In Toothpaste category HUL was left tottering. Colgate enjoyed the market
share while Closeup and Pepsodents market share was minimal. Perfume In Perfumes
category Axe was clear favourite among the youth. Savy advertising has made the brand
most popular and it enjoys majority of the market share.
Fairness cream In the category of fairness creams market leader Fair and lovely faced a
stiff competition from fairever and other brands. Still it hass held on to the majority of the
market share.
Cosmetic Brand In case of cosmetic brand Garnier of Loreal was the market leader. Even
though Lakme was not far behind.
Tea In case of tea category Market share was found to be relatively uneven. Tata tea has
slight edge over other brands like Brookebond and Taj mahal were also popular.
Coffee In case of Coffee Nescafe was the most popular. In the sample we surveyed It was
preferred by all of them. Brooke bond of HUL was not even heard of in this category.

CONCLUSION

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From The above Survey and through the findings of this project we can conclude that
Hindustan Unilever was the most preferred Brand in India. It has wide range of products
varying from Home care to food care and Other FMCG categories. It has also launched
water purifier. It was listed in ET-500 ranking of Indias biggest Companies and its ranking
was number 32. Hindustan Unilever was the market leader in majority of the categories.
Though it was popular but its advertising expenditure was also huge. It has increased its
expenditure upto 26% in FY09. The net sales was Rs 4,475 crore in this period. According
to Senior executive Harish Manwani the company was strengthening its competiveness
through advertising and they see improved turnover in the near future. Thus we can state that
HUL is ready to improve its product awareness in order to capture the majority of the
market. Competitors beware the” Big Bull is coming to crush you”

..

IBLIOGRAPHY

News Paper

Economics Times
Hindustan Times
Web Sites-
• www.hul.com

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• www.bajaj.com
• www.nivia.com
• www.itc.com
• www.dabur.com
• www.godrej.com
• www.wikkipidia.com

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