Beruflich Dokumente
Kultur Dokumente
YEAR-2014-2017
Submitted by
Submitted to
Simran wadhwani
Prof.Prashant mishra
DECELARATION
THE MATTER PRESENTED IN THIS REPORT HAS NOT BEEN COPIED FROM ANY
SOURSE. I UNDERSTAND THAT ANY SUCH COPYING IS LIABLE TO BE PUNISHABLE IN
ANY WAY THE UNIVERSITY AUTHORITIES DEEM TO BE IT.
PLACE-
DATE-
ACKNOWLEDGMENT
Whenever we are standing on most difficult step of the dream of our life, we often
remind about The Great God for his blessings and kind help and he always helps us
in tracking off the problems by some means in our lifetime. I feel great pleasure to
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present this project entitled A study of SALES PROMOTION TECHNIQUES OF FMCG
PRODUCTS IN SATNA REGION.
I would give sincere thanks to manager, Prof. K.P.TRIPATHI H.O.D (B.B.A DEPT.) who
is been & will be source of inspiration to us.
I am very thankful to my project guide Prof. PRASHANT MISHRA for his whole
hearted support and affectionate encouragement without which my successful
project would not have been possible. I would also like to express thanks to V.I.M.R.
SATNA (M.P.) for giving students of B.B.A. an opportunity to make projects.
SIMRAN WADHWANI
TABLE OF CONTENTS
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5 RESEARCH METHODOLOGY 23-25
8 LIMITATIONS 39-40
9 CONCLUSION 41-42
10 REFERENCE 43
11 ANNEXURE 44-46
INTRODUCTION
OF THE STUDY
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Sales promotion techniques
Companies use various sales promotion techniques to promote their products. The
intention is to increase sales, make a large customer base, encourage trial,
encourage repeat purchases to stimulate consumers purchase. The types of sales
promotion techniques used by the company depend upon the sales promotion
objectives set by the company.
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TYPES OF SALES PROMOTION
TECHNIQUES
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1) Rebate: Under it in order to clear the excess stock, products are offered at
some reduced price. For example, giving a rebate by a car manufacturer to
the tune of 12,000/- for a limited period of time.
2) Discount:
Under this method, the customers are offered products on less than the listed price.
For example, giving a discount of 30% on the sale of Liberty Shoes. Similarly giving
a discount of 50% + 40% by the KOUTONS.
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(3) Refunds:
Under this method, some part of the price of an article is refunded to the customer
on showing proof of purchase. For example, refunding an amount of 5/- on showing
the empty packet of the product priced 100/-.
Under this method, along with the main product some other product is offered to the
customer as a gift. The following are some of the examples:
Under this method, some extra quantity of the main product is passed on as a gift to
the customers. For example, 25% extra toothpaste in a packet of 200 gm tooth
paste. Similarly, a free gift of one RICH LOOK shirt on the purchase of two shirts.
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Under this method, the customers of a particular product are offered gifts on a fixed
date and the winners are decided by the draw of lots. While purchasing the product,
the customers are given a coupon with a specific number printed on it.
On the basis of this number alone the buyer claims to have won the gift. For
example, Buy a bathing soap and get a gold coin offer can be used under this
method.
Under this method, coupons are distributed among the consumers on behalf of the
producer. Coupon is a kind of certificate telling that the product mentioned therein
can be obtained at special discount.
It means that if a customer has a coupon of some product he will get the discount
mentioned therein whenever he buys it. Possession of a coupon motivates the
consumer to buy the product, even when he has no need of it.
Under this method, the product is sold and money received in instalment at 0% rate
of interest. The seller determines the number of instalments in which the price of the
product will be recovered from the customer. No interest is charged on these
instalments.
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(10) Samples or Sampling:
Under this method, the producer distributes free samples of his product among the
consumers. Sales representatives distribute these samples from door-to-door.
This method is used mostly in case of products of daily-use, e.g., Washing Powder,
Tea, Toothpaste, etc. Thus, the consumers willy-nilly make use of free sample. If it
satisfies them, they buy it and in this way sales are increased.
(11) Contests:
Result is declared on the basis of all the forms received by a particular date.
Attractive prizes are given to the winners of the contest. Such contests can be
organised in different ways.
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COMPANY
PROFILE
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Hindustan Unilever (HUL) is India's largest fast moving consumer goods company, with leadership in
Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct
consumer categories, touch the lives of two out of three Indians. In the summer of 1888, visitors to the
Kolkata harbour noticed crates full of Sunlight soap bars, embossed with the words 'Made in England
by Lever Brothers'. With it, began an era of marketing branded Fast Moving Consumer Goods
(FMCG).Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim.
Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937.
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company,
followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three
companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public,
being the first among the foreign subsidiaries to do so. Unilever now holds 52.10% equity in the
company. The rest of the shareholding is distributed among about 360,675 individual shareholders and
financial institutions.
The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company had launched
Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was formed. Brooke Bond
joined the Unilever fold in 1984 through an international acquisition. The erstwhile Lipton's links with
India were forged in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India) Limited was
incorporated.
Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold through an
international acquisition of Chesebrough Pond's USA in 1986.
Since the very early years, HUL has vigorously responded to the stimulus of economic growth. The
growth process has been accompanied by judicious diversification, always in line with Indian opinions
and aspirations. The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the
Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods, with
significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the UB Group and
the Dollops Ice-cream business from Cadbury India.
As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companies of
Unilever, were merged with Brooke Bond. Then in July 1993, Brooke Bond India and Lipton India
merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and ensuring
synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the Wall's range of
Frozen Desserts. By the end of the year, the company entered into a strategic alliance with the Quality
Ice cream Group families and in 1995 the Milk food 100% Ice cream marketing and distribution rights
too were acquired.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuring
culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998. The two companies had
significant overlaps in Personal Products, Speciality Chemicals and Exports businesses, besides a
common distribution system since 1993 for Personal Products. The two also had a common
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management pool and a technology base. The amalgamation was done to ensure for the Group,
benefits from scale economies both in domestic and export markets and enable it to fund investments
required for aggressively building new categories.
In January 2000, in a historic step, the government decided to award 74 per cent equity in Modern
Foods to HUL, thereby beginning the divestment of government equity in public sector undertakings
(PSU) to private sector partners. HUL's entry into Bread is a strategic extension of the company's wheat
business. In 2002, HUL acquired the government's remaining stake in Modern Foods.
In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the Amalgam Group
of Companies, a leader in value added Marine Products exports.
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 37 factories across India.
The operations involve over 2,000 suppliers and associates. HUL's distribution network, comprising
about 2,500 redistribution stockists, covering 6.3 million retail outlets reaching the entire urban
population, and about 250 million rural consumers.
HUL has traditionally been a company, which incorporates latest technology in all its operations. The
Hindustan Unilever Research Centre (HURC) was set up in 1958, and now has facilities in Mumbai and
Bangalore. HURC and the Global Technology Centres in India have over 200 highly qualified scientists
and technologists, many with post-doctoral experience acquired in the US and Europe.
HUL is also running a rural health programme Lifebuoy Swasthya Chetana. The programme
endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the
incidence of diarrhoea. It has already touched 120 million people in approximately 50, 676 villages
across India. The vision is to make a billion Indians feel safe and secure.
FMCG major Hindustan Unilever (HUL) has received its boards nod for divestment of 43.31% stake in
Hindustan Field Services (HFS) to Smollan Group 30 June 27, 2010. HFS is a joint venture (JV) company
between HUL and Smollan Holdings. It was incorporated for building capabilities for 'in-store'
execution in Modern Trade and operates as a dedicated venture with processes, capability and culture
of execution. Smollan Group currently holds 49% stake in HFS.
In 2012 HUL entered into an agreement with Unilever for manufacturing, marketing and distributing
the Brylcreem brand in India.
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Personal wash
Lux
Breeze
Lifebuoy
Dove
Liril
Pears
Hamam
Rexona
Laundry
Surf Excel
Rin
Wheel
Sunlight
Hare care
Sunsilk Naturals
Clinic
Deodorant
Axe
Rexona
Ayush
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Skin Care
Pond's
Vaseline
Aviance
Oral Care
Pepsodent
Closeup
Colour Cosmetic
Lakme
Foods
Tea
Brooke Bond
Lipton
Coffee
Foods
Kissan
Annapurna
Knorr
Ice Cream
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Kwality Wall's
OBJECTIVES OF
THE STUDY
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THE STUDY IS UNDERTAKEN WITH THE FOLLOWING OBJECTIVES
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RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
Primary Data - The Data that are collected for the first time for a specific
purpose is called primary data. Primary or first-hand data will be
collected with the help of handling out the questionnaire to the
customer and employees. In this study data is collected through
observation or questionnaire method.
Secondary Data The data that are already in existence and obtained
from published or unpublished sources are called secondary data.
Secondary data was collected through company websites, discussions
with company or through newspapers.
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The researcher has used questionnaire for the following purposes
SAMPLING PLAN
DATA ANALYSIS
Sampling technique In this study convenient sampling technique is
used.
&
INTERPRETATION
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1. WHICH COMPANYS SHAMPOO DO YOU USE REGULARLY?
HUL 59
%
P&G 20
%
GODREJ 18
%
J&J 03
%
22
Series 1
60
50
40
30
20
10 Series 1
0
49%
COMPANY NAME
QUALITY OF THE SHAMPOO 29%
Column1
NOT IMORTANT IMPORTANT
11% VERY IMPORTANT
15%
74%
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3.WHAT DO YOU UNDERSTAND BY THE TERM BRAND OF SHAMPOO?
12%
29%
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5. ARE YOU SATIFIED WITH THE OVERALL PERFORMANCE OF YOUR
PRESENT SHAMPOO?
SATISFIED 63%
DISSATISFIED 37%
Sales
70%
63%
60%
50%
40% 37%
30%
20%
10%
0%
SATISFIED DISSATISFIED
25
YES 61%
NO 39%
39%
61%
YES NO
26
YES 79%
NO 21%
21%
NO
79%
YES
27
YES 79%
NO 21%
21%
YES NO
79%
6.9 what are the main criteria in respondents mind while purchasing
any brand?
28
PACKAGING 04%
QUALITY 12%
PRICE 21%
4%
12%
packaging
quality
21% price
63% all of them
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30
FINDINGS
Suggestions
1. Customers awareness regarding advertising is very high. It should be kept
in mind by companies for communication purpose.
2 Use of televisions and newspapers are more planners also should use these
media to reach to maximum number of viewers/readers
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CONCLUSION
Companies use various sales promotion techniques to promote their products. The
intention is to increase sales, make a large customer base, encourage trial,
encourage repeat purchases to stimulate consumers purchase. The types of sales
promotion techniques used by the company depend upon the sales promotion
objectives set by the company.
32
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BIBLIOGRAPHY
1.Www.hul.com
2. WWW.gpcl.com
3. www.jjidp.com
4. www.nirma.com
5. www.colgate.com
6. www.jkhc.com
7. www.henkel.com
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QUESTIONNAIRE
This questionnaire is to be filled by the respondents to know about
their perception for sales promotion techniques of FMCG products.
7. What are the factors that you consider when you purchase the
shampoo?
o PARENTS SUGGESTION
o FRIENDS SUGGESTION
o T.V, ADS
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8. Which companys advertisement do you prefer more?
o HUL
o P&G
o GODREJ
o J&J
10.At what extent the price of the shampoo affects your purchasing
will?
o NOT REALLY
o TOO MUCH
o DEPENDS ON BRAND
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