MINOR PROJECT REPORT SUBMITTED TOWARDS THE

PARTIAL FULFILLMENT OF
BACHLEOR OF BUSINESS ADMINISTRATION

MINOR PROJECT REPORT

ON
Marketing Mix of Hindustan Unilever Limited
Batch: 2015-2018
Submitted By: Project Guide:
Tamanna Gupta Mrs.
Deepika
41124001715 Assistant Professor
 Trinity Institute of Professional Studies
Affiliated to Guru Gobind Singh Indraprastha University, New
Delhi

DECLARATION

I hereby declare that the following documented Project report titled

Marketing Mix of Hindustan Unilever Limited is an original
and authentic work done by me for the partial fulfilment of
Bachelors of Business Administration degree program.

I hereby certify that all the Endeavour put in the fulfilment of the
task are genuine and original to the best of my knowledge and I have
not submitted it earlier elsewhere.

Signature:
Tamanna Gupta
BBA (G)/3 semester/2 shift
41124001715

ACKNOWLEDGEMENT

It is that I am acknowledging my sincere feeling towards my

mentors who graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts

and friendly approach. It would have been difficult to achieve the
results in such a short span of time without their help.
I deem it my duty to record my gratitude towards the Project
Supervisor- Mrs. Deepika who devoted her precious time to
interact, guide and gave me the right approach to accomplish the
task and helped me to enhance my knowledge and understanding of
project.

Signature:
Tamanna Gupta
41124001715
BBA (G)
2 year/3 semester/2 shift

Certificate

This is to certify that the project work Marketing Mix of

Hindustan Unilever Limited
made by- Tamanna Gupta, BBA(G), 2 year, 3 semester, 2 shift,
enrolment no.- 41124001715 is an authentic work carried out by
her guidance and supervision of Mrs. Deepika.

The project report submitted has been found satisfactory for the
partial fulfilment of the degree of Bachelor of Business
Administration.
Mrs. Deepika
(Project Guide)
-
 Table of Contents

1. Ch-1 INTRODUCTION ..........................................................

2. Ch-2 RESEARCH METHODOLOGY
3. Ch-3 DATA ANALYSIS AND INTERPRETATION..........
4. FINDINGS ...............................................................................
5. RECOMMENDATIONS ......................................................
6. LIMITATIONS .......................................................................
7. BIBLIOGRAPHY ..................................................................
8. ANNEXURE ............................................................................
 CHAPTER 1
INTRODUCTION

7
DEFINATION OF MARKETING MIX

According to CIM, Marketing is the ability of an organisation to provide the right

product, at the right price, via the right outlets (place) and presented in the right
way (promotion). This is also known as the 4Ps. However, in addition to product,
price, place and promotion, services marketing calls for three additional Ps -
people, processes and physical evidence.

14e, Kotler and Armstrong, 2012 - "The Marketing Mix is the set of tactical
marketing tools - Product, Price, Promotion, and Place - that the firm blends to
produce the response it wants in the target market." According to E.J McCarthy,
these 4 elements differ from firm to firm and every firm must determine its own
marketing environment. Marketing mix serves as the linkage between a business
firm and its customers.

According to Principles of Marketing, Kotler and Armstrong, 2012 - "The

Marketing Mix is the set of tactical marketing tools - Product, Price, Promotion,
and Place - that the firm blends to produce the response it wants in the target
market."

8
 MARKETING MIX

The marketing mix is a business tool used in marketing Products. The

marketing mix is often crucial when determining a product or brand's unique
selling point (the unique quality that differentiates a product from its
competitors), and is often synonymous with the four Ps which are Price,
Product, Place, and Promotion: In recent times, however, the four Ps have
been Expanded to the 7Ps or replaced by 4Cs. It was proposed by E Jerome
McCarthy in 1960. . All these functions are considered in planning marketing
strategy and any one may be enhanced, deducted, or changed in some degree
in order to create the strategy necessary to efficiently and effectively sell a
product. A planned mix of the controllable elements of a product's marketing
plan commonly termed as 4Ps: product, price, place, and promotion. These
four elements are adjusted until the Right combination is found that serves the
needs of the product's customers while generating optimum income. The
marketing mix is often referred to as the Four Ps which are as follows:
Product - the product (or service) that the customer obtains
Price - how much the customer pays for the product?
Place - how the product is distributed to the customer
Promotion - how the customer is found and persuaded to buy the product
9
It is known as a Mix because each ingredient affects the other and the mix
must overall be suitable to the target customer.

Figure 1.1

The 1st P of the 4Ps are as follows:

A. PRODUCT - The first thing you need, if you want to start a business, is a
product. Therefore Product is also the first variable in the marketing mix.
Product decisions are the first decisions you need to take before making any
marketing plan. Product mix, also known as product assortment, refers to the
total number of product lines that a company offers to its customers. For
example, a small company may sell multiple lines of products. Sometimes,
these product lines are fairly similar, such as dish washing liquid and bar soap,
which are used for cleaning and use similar technologies. Other times, the
product lines are vastly different, such as diapers and razors. These features

10
include quality, size, design, brand, name, package, label, etc of a product.
The nature and character of products which constitute product mix differ from
one firm to another. The four dimensions to a company's product mix include
width, length, depth and consistency.

Width:
The width of a company's product mix pertains to the number of product lines
that a company sells. For example, if a company has two product lines, its
product mix width is two. . It is more practical to start with some basic
products and build market share. Later on, a company's technology may allow
the company to diversify into other industries and build the width of the
product mix.

Length:
Product mix length pertains to the number of total products or items in a
company's product mix. For example, ABC Company may have two product
lines, and five brands within each product line. Thus. ABC's product mix
length would be 10.

Depth:
Depth of a product mix pertains to the total number of variations for each
product. Variations can include size, flavour and any other distinguishing
characteristic. For example, if a company sells three sizes and two flavours of
toothpaste, that particular brand of toothpaste has a depth of six. Just like l the

11
depth of a specific product line or the depth of a specific product line. Depth
of a specific product line or the depth of a specific product line.

Consistency:
Product mix consistency pertains to how closely related product lines are to
one anotherin terms of use, production and distribution. A company's
product mix may be consistent in distribution but vastly different in use. The
relationship may be in terms of consumer group, distribution system, needs
satisfied or production.

Product Market Mix Strategy:

Small companies usually start out with a product mix limited in width, depth
and length; and have a high level of consistency. However, over time, the
company may want to differentiate products or acquire new ones to enter new
markets.

B. PRICE - Pricing of a product depends on a lot of different variables and

hence it is constantly updated. Major consideration in pricing is the costing of
the product, the advertising and marketing expenses, any price fluctuations in
the market, distribution costs etc. Many of these factors can change separately.
Thus the pricing has to be such that it can bear the brunt of changes for a
certain period of time. The price is the amount a customer pays for the product.
The price is very important as it determines the company's profit and hence,
survival. Adjusting the price has a profound impact on the marketing strategy,
12
and depending on the price elasticity of the product, often; it will affect the
demand and sales as well. The marketer should set a price that complements
the other elements of the marketing mix. When setting a price, the marketer
must be aware of the for the product. Three basic pricing strategies are: price
and neutral pricing. The 'reference value' (where the consumer refers to the
prices of competing products) and the 'differential value' (the consumer's view
of this product's attributes versus the attributes of other products) must be
taken into account. Pricing must be competitive and must entail profit.

C. PLACE - It refers to the distribution channel of a product. If a product is

a consumer product, it needs to be available as far and wide as possible. On
the other hand, if the product is a Premium Consumer Product it will be
available only in select stores. Similarly, if the product is a business product,
you need a team who interacts with businesses and makes the product
available to them. It refers to providing the product at a place which is
convenient for consumers to access. Place is synonymous with distribution
various strategies such as intensive distribution, selective distribution,
exclusive distribution and franchising can be used by the marketer to
complement the other aspects of the marketing mix. It is also known as
intermediary, distribution. It is the mechanism through which the goods and
or services are moved from the manufacturer or service provider to the user or
consumer.

Warehousing:
13
A warehouse should be located in such a way that it ensure regular supply of
goods to the consumers at minimum possible cost. The other factors which
should be kept in mind while deciding the location of warehouses are:
1.Number of markets
2.Location of production centres
3.Quality, availability and cost of transportation
4.Quantity to be stored and transported.

Inventory management:
Inventory means the stock of raw materials; semi-finished goods and finished
good held in anticipation of use or sales .Goods meant for sale are received
from the factory /suppliers at periodic intervals and added to the stock.

Transportation:
It refers to the physical movement of goods from one place to another.
Roadways, Railways, Shipping, Airline, Containers, pipelines etc. are used in
transportation. The choice of the mode of transport depends upon relative
costs of different modes of transport, their speed, frequency, availability,
capacity, and appropriateness. For example, Coca cola, Pepsi, Nirula's use
their own fleet. D. Promotion- It Represents all of the methods of
communication that a marketer may use to provide information to different
parties about the product. Promotion comprises elements such as: Advertising,
Public Relations and Personal Selling. Promotion also means the Promotion
mix or the Communications mix. It specifies how much attention to pay for
three subcategories and how much money to budget for each. A promotional
14
Plan can have a wide range of objectives including Sales increase, new product
acceptance or creation of brand equity. Advertising covers any
communication that is paid for, from cinema commercials, radio and Internet
advertisements through print media and billboards. . Promotions also decide
the segmentation targeting and positioning of the product. Some of the
Promotion decisions are as follows:
A. Sales promotion: It includes all the activities, other than the personal
selling, advertising, publicity, that stimulate consumer purchasing and dealer
effectiveness.
B. Publicity: It is non personal stimulation of demand for a product, service
or a business unit by planting commercially significant news about it in a
published medium or by obtaining favourable presentation of it upon radio,
television or stage that is not paid for by the identified sponsor.

Advertising:
It is also non personal presentation or promotion of goods, services or ideas.
It involves transmission of a standard message to a large number of people.
The message which is transmitted is known as advertisement.

Following are the features of advertising:

1. It is done by an identified sponsor .e.g. producer or trader. The name or
identity is of the advertiser is mentioned in the advertisement.
2. It is a form of mass communication. The advertisement can reach to a large
number of persons simultaneously.
3. Advertising can be done through wide variety of media.
15
4. It is a non-personal form of presenting information regarding a product,
service or idea because face- to- face contact is involved between the
advertiser and the customers.
Main Objectives of Advertising are as follows:
To reach people inaccessible to salesman
To create loyalty for a particular brand
To fight competition in the market
To enhance goodwill of the firm
The above four P's of marketing give you an overall look at the product
marketing mix. According to American Author Philip Kotler Prefers the 4 Cs.
He suggests that the 4 Ps are a seller's mix or sales orientated approach and it
therefore be replaced with 4Cs which are more customer orientated or
marketing orientated .The 4Cs stand for :
Product- Customer Benefits
Price- Cost to Customer
Place- Convenience
Promotion- Communication

OBJECTIVE OF THE STUDY

16
 To study the marketing mix of HUL.

The main objective of this project is to find, what are the steps
Hindustan Unilever Ltd. is adapting to be market leader and to
differentiate itself from its competitors.

The main objective of the project is to get the full knowledge of the
products and what are they doing to get the customer loyalty, to
maintain their market.

To find the market share of the HUL brands and its competitive brands

SCOPE OF THE STUDY

Knowing the marketing policy of HUL.

Knowing the environment policy of HUL

Knowing how the company is giving safe products to customers.

ABOUT THE ORGANIZATION (HISTORY & EVOLUTION)

17
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer
goods company, with leadership in Home & Personal Care Products and Food
& Beverages .HUL's brands are spread across 20 distinct consumer categories
and touches the lives of two out of three Indians. They endow the company
with a scale of combined volumes of about 4 million tonnes and sales of
10,000 crores. It is owned by the British-Dutch company Unilever which
controls 52% majority stake in HUL. Its products include foods, beverages,
cleaning agents and personal care products. HUL is the market leader in Indian
consumer products with presence in over 20 consumer categories such as
soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products.. The company also happens tohave the
highest number of brands in this list, with six brands featuring in the top 15
list.. The mission that inspires HUL's over 15000 employees is to add life with
35 power brands. HUL meets every day needs for hygiene and personal care
with brands that help people feel good and more out of life. HUL is Indias
largest consumer product company which was formed in 1939 as Lever
Brothers Limited. In the summer of 1888 visitors to Kolkata harbor noticed of
sunlight soap bars, embossed with the word Made In England Brothers.
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 16,500
employees and contributes to indirect employment of over 65,000 people.
Lifebuoy was launched in 1895 and other famous brand like lux and vim.
Vanspati was launched in 1918 and famous dalda brand came into market in
18
1937. In 1931 Unilever set up its first Indian Subsidiary, Vanspati
manufacturing company followed by Lever Brothers India Limited (1933) and
United Traders Limited (1935). These 3 Companies merged to form HUL in
November 1956; HUL offered 10% of its Equity to Indian public. Unilever
holds 52.10 % equity in the company. Unilever raises stake in Indian unit HUL
to 67%. The company was renamed in June 2007. Seventeen of HUL's brands
featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands
Annual Survey (2011). The company also happens to have the highest number
of brands in this list, with six brands featuring in the top 15 list. HUL Brands
spread Across 20 Distinct Categories. HUL distribution network comprises
about 4.000 redistribution stockists, covering 6.3 million retail outlets
reaching the entire urban population and about 250 million rural consumers .
HLL is one of India's largest exporters. The company's Turnover is 17,523
crores for the financial year (2009-2010) and annual sales about 40 billion in
financial year. It has more than 15000 employees in which 1300 are managers.
They have more than 200 highly qualified scientists and technologists. It is
also known as Golden Super Star Trading House. HUL was formed in
November 1956.

FORMS OF OWNERSHIP

19
Hindustan Unilever limited is a public company. Hindustan Unilever (HUL)
is the largest fast moving consumer goods (FMCG) company, a leader in home
personal care products and foods& beverages. HULs brands are spread across
20 distinct consumer categories, touching lives of every 2 out of 3 Indians. A
public company, publicly traded company, publicly held company or the
public limited company(in the United Kingdom) is a limited liability
company that offers its securities (stock/shares, bonds/loans, etc.) for sale to
the general public, typically through a stock exchange, or through market
makers operating in over the counter markets.
Public companies have inherent advantages over private companies, including
the ability to sell future equity stakes and increased access to the debt markets.
With these advantages, however, comes increased regulatory scrutiny and less
control for majority owners and company founders.

NATURE OF BUSINESS

Our corporate purpose states that to succeed we requires the highest standards
of corporate behaviour towards everyone we work with, the communities we
touch and the environment on which we have an impact.
1. Always work in integrity - Conducting our operations with integrity and
respect for many people, organisations and environments our business touches
has always been at the heart of our corporate responsibility.

20
2. Positive Impact - We aim to make a positive impact in many ways: through
our brands our commercial operations and relationships, through voluntary
contributions and through other ways in which we engage in society.

3. Continuous Commitment - We are also committed to continuously

improving the way we manage our environmental impacts and we are working
towards our longer-term goal of developing a sustainable business.

4. Setting out our Aspirations - Our corporate purpose sets out our aspiration
in running our business. Its underpinned by every code of business principles
which describes the operational standards that everyone at Unilever follows
,wherever they are in the world. The code also supports our approach to
governance and corporate responsibility.

5. Working with others - We want to work with our suppliers who have
values similar to our own and work to the same standards as we do. Our
business partner code of business principles comprises of ten principles
covering business integrity and responsibilities relating to our employees,
consumers and environment.

21
PRODUCT AND SERVICE OFFERED

HUL is a much known FMCG company. It deals with FMCG products. It has
large varieties of products in the market.

Food brands:
Annapurna salt and Atta
Bru Coffee
Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea
Kissan squashes, ketchups, juices and jams
Knorr Soups & meal makers and soupy noodles
Kwality Wall's ice cream

Homecare Brands:
Active Wheel detergent
Cif Cream Cleaner
Domex disinfectant/toilet cleaner
Rin detergents and bleach
Surf Excel detergent and gentle wash
Vim Dishwash

Personal Care Brands:

Aviance Beauty Solutions
Axe deodorant and after shaving lotion

22
 LEVER Ayush Therapy Ayurvedic health care and personal care
products
Clear anti-dandruff hair products
Clinic Plus shampoo and oil
Dove bar & skin cleansing, hair care range, lotions Creams and anti
perspirant deodorants
Water Purifier:
Pureit
Lastly, the type of products in which the project is dealing in this project
are based on hygienic and toiletries product. In hygienic and toiletries
section the products which are showed

Lux
Lux is a global brand developed by Unilever. The range of products
includes beauty soaps, shower gels, bath additives, hair shampoos and
conditioners. Lux started as Sunlight Flakes laundry soap in 1899.

In 1924, it became the first mass market toilet soap in the world. It is
noted as a brand that pioneered female celebrity endorsements.

As of 2005, Lux revenue is estimated at 1 billion, with market shares

spread out to more than 100 countries across the globe.

Today, Lux is the market leader in several countries including Pakistan,

Brazil, India, Thailand and South Africa

23
 Developed by Unilever, Lux (soap) is now headquartered in
Singapore.

The brand was founded by the Lever Brothers (today known as Unilever) in
1899. The name changed from Sunlight Flakes to Lux in 1900, a Latin
word for light and suggestive of luxury.

Lux toilet soap was launched in the United States in 1925 and in the United
Kingdom in 1928. Subsequently, Lux soap has been marketed in several
forms, including hand wash, shower gel and cream bath soap..

Lifebuoy
Lifebuoy is a brand of soap containing phenol marketed originally by Lever
Brothers in England in 1895. Although Lifebuoy is no longer produced in the
US and UK, it is still being mass produced by Unilever in Cyprus for the UK,
EU, US and Brazil markets, as well as in Trinidad and Tobago for the Caribbean
market. Unilever in Cyprus and Trinidad and Tobago is manufacturing the
original Red Lifebuoy Soap with phenol. Lifebuoy, an undisputed market
leader for 117 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 Lifebuoy has journeyed from humble beginnings of being a
chunky red bar of soap to an evolved range of general and specialized
products across formats, offering solutions in the health and hygiene space.
Lifebuoy has a strong social mission, promoted through its rural hygiene
programme, Khushiyon Ki Doli, which propagates the practice of hand
24
washing with soap to reduce diarrheal deaths. Lifebuoy is available in bar
soaps, liquid hand wash, hand sanitizer and talc.

Key facts
Worlds No. 1 Selling Germ Protection Soap
Distribution across 50 lakh + stores across the country
Awarded the Bronze Global Effie for the Superfast Hand wash
campaign

Breeze
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.

New Breeze is filled with the goodness of glycerine, which makes your
skin soft and smooth.

Key facts

Launched in 1988 as a family beauty soap with the promise of a

fresh feeling of nature
Comes in 3 attractive variants French Rose, Divine Sandal,
Lemon Splash
25
DISTRIBUTION NETWORKS

HUL's products are distributed through a network of 4,000 redistribution

stockists, covering 6.3 million retail outlets reaching the entire urban
population, and about 250 million rural consumers. There are 35 C&FAs in
the country who feed these redistribution stockists regularly. The general trade
comprises grocery stores, chemists, wholesale, kiosks and general stores.
Around 2,000 suppliers and associates serve HUL's 40 manufacturing plants
which are decentralized across 2 million square miles of territory.

Distribution at the Villages :- The company has brought all markets with
populations of below 50,000 under one rural sales organisation. The team
comprises an exclusive sales force and exclusive redistribution stockists. The
team focuses on building superior availability of products. HUL approached
the rural market with two criteria - the accessibility and viability, HUL
appointed a Redistribution stockist who was responsible for all outlets and all
business within his particular town. This sub-stockist distributes the
company's products to outlets in adjacent smaller villages using transportation
suitable to interconnecting roads, like cycles, scooters or the age-old bullock
cart. Thus, Hindustan Unilever is trying to circumvent the barrier of motorable
roads. The company simultaneously uses the wholesale channel, suitably in
centivising them to distribute company product.

26
Distribution at the Urban centres :- Distribution of goods from the
manufacturing site to C & F agents take place through either the trucks or rail
roads depending on the time factor for delivery and cost of transportation.
Generally the manufacturing site is located such that it covers a bigger
geographical segment of India. From the C & F agents, the goods are
transported to RS's by means of trucks and the products finally make the 'last
mile' based on the local popular and cheap mode of transport.

27
SWOT ANALYSIS

Strength:
1 .HUL is a part of the Unilever group, hence strong brand equity
2. It has over 15000 employees
3. Reach 6.4 million retail outlets which includes direct reach to over 1.5
Million retail outlets
4. Two R&D centres in India in Mumbai and Bangalore
5. Products with presence in over 20 consumer categories with over 700
Million
Indian consumers using its products
6. As a part of CSR, HUL has initiatives like project Shakti, plastic recycling,
Women empowerment etc.

Weakness:
1 Market share is limited due to presence of other strong FMCG brands
2. HUL products has stiff competition from big domestic players and
International brands.

28
Opportunities:
1. Tap rural markets and increase penetration in urban areas
2. Mergers and acquisitions to strengthen the brand
3. Increasing purchasing power of people thereby increasing demand.

Threats:
1. Intense and increasing competition amongst other FMCG companies
2. FDI in retail thereby allowing international brands
3. Competition from unbranded and local products.

Market Share and Growth of HUL:

60.0% Market share of hul

40.0%

52.7% 46.5% 53.4% 46.9%

20.0% 38.3%
30% 23.2% Market share of hul
0.0%

29
 60 52.7 53.4
50 46.5 46.9
38.3
40
30
30 23.2
HUL market share
20
Nearest competitor share
10

Company- HUL
Industry- FMCG
Face Value- Rs 1
Average Daily Volume- 431633
Market Share: Rs (in cr) 67,858

30
Objective of the project report

To study the marketing mix of HUL.

The main objective of this project is to find, what are the steps
Hindustan Unilever Ltd. is adapting to be market leader and to
differentiate itself from its competitors.

The main objective of the project is to get the full knowledge of the
products and what are they doing to get the customer loyalty, to
maintain their market.

To find the market share of the HUL brands and its competitive brands

Scope of the study:

Knowing the marketing policy of HUL.

Knowing the environment policy of HUL

Knowing how the company is giving safe products to customers.

31
 CHAPTER 2
RESEARCH METHODOLOGY

32
Research Methodology
A research methodology is the arrangement of condition for collection
and analysis of data in a manner that to, combine relevance to research
purpose with economy in procedure.
Research Design:
Research Design is conceptual structure within which research is
conducted. It constitutes the blue print of collection, measurement and
analysis of data. Research design is needed because it facilitates the smoo th
sailing of various research operations, thereby making research as efficient
as possible yielding maximum information with minimum time, effort and
money. Research Design stands for advance planning of methods to be used
for collecting relevant data and techniques to be used in the analysis. The
design helps researcher to organize his ideas whereby it will be possible for
him to look for flaws and inadequacies. Research design is purely and simply
the framework plans for study that guides the collection and analysis of data. There
are three major types of research design, i.e., exploratory research design,
descriptive research design and experimental research design. This study is
basically exploratory analysis type.
Exploratory research

The idea gets deeper insight into competition in the bath soap market and to
get buying behavior of consumers. In order to address above-mentioned objectives
(I) study of secondary sources was carried out from internet, books, and Magazines
(II) structured questionnaire was designed to seek consumer responses.

33
Descriptive research

The data is analyzed, which was collected.

Target population

The target population for A Comprehensive Study of Bath Soap Market and
Analysis of Buyer Behavior to Purchase the Bath Soap Product With Special
Reference to Hindustan Unilever Ltd. is - Consumers, from different economical
& demographical background, which are purchasing & using bath soaps.

Collection of data

The data has collected from primary & secondary sources.

Secondary Data
The main aim of the project is to analyze the competition in
occupying market shares of various bath soap brands as compare to
the brand of the HUL and the consumers buying behavior of bath soap
products. Therefore it is necessary to get considerable information
about the competing brands. For this I have gone through a lot of
secondary data. A lot of issues of Business Today, Economic Times
were consulted. Books, magazines, internet, news papers, journals,
company information both internal and external by company magazines, data
and bulletins related to the project topic.

Primary data
A survey was conducted through structured questionnaire. The study
was done among consumers who are using bath soap and conducted personal
interview for collecting the required information. It is original data, first hand
34
 and for the specific purpose of the research project. For this project, I have
used the following common research instruments.
Interview:
It is the most common method for contacting consumers and
collecting primary data. For this project I have used following type of
interview:-
a. Personal interview:
It is the most extensively used method. It enables better control
of the sample and ensures answers from the respondents. It also provides for
a tactful approach to the respondent since it is based on a person-to-person
talk. But this method is generally more expensive and time consuming.
I have used this technique to get the information of other
competitors brands of bath soap from retailers such as their availability in
the shop and their market share in Delhi
For this project each interview was taking 15 to 20 minutes to complete.
Interview was also delayed due to un-availability of respondent in shops.

b. Telephonic Interview
Telephonic interview is conducted for collecting the companys
information from the companys Sales Executive who is handling the sales
of Wardha city or who has known about the bath soap brands of HUL of the
wardha city. Company person was always on tour so it was not possible to
conduct the personal interview with them. So all the information related to
the company and bath soap brands is collected by the telephonic interview

Sampling

Sample unit
35
 Consumers using the bath soap.

Sample plan

The selection of the samples is done following the two sampling

techniques, which are:
- Simple random sampling
- Convenience sampling

Sample Location:

Consumers of bath soap in Delhi

Sample size

Customers-100 (Both male & female)

Retailers 20 (All type of retail stores)

36
 CHAPTER 3
DATA ANALYSIS AND
INTERPRETTION

Bathing Brands of HUL and Analysis of Competition

LUX

37
 The name Lux means light in Latin; however the name was chosen for its
play on the word luxury. Lux stands for the promise of beauty and glamour as one
of India's most trusted personal care brands. Lux continues to be a favorite with
generations of users for the experience of a sensuous and luxurious bath.

Lux is available in seven different variants white glow, orchid, chocolate,

aqua sparkle, almond delight, cool wave, international. All these seven different
variants are available in 75g, 100g & 125g pack.

Lux was first introduced as toilet soap in 1925. Produced by Lever Brothers,
it arrived in the UK in 1928, offering people a chance to pamper themselves for a
modest price. From the 1930s right through to the 1970s, Lux soap colours and
packaging were altered several times to reflect fashion trends.
In 1958 five colours made up the range: pink, white, blue, green and yellow.
People enjoyed matching their soap with their bathroom colours. Lux available in
the size: 45 gm, 75 gm, 100 gm, 150 gm, such as the International Lux is available
in the size: 75 gm and 125 gm.

Major Competitors
Bath Soap Market Share
HUL Brand Company
Brand
38
 Godrej Consumer 17%
Godrej No 1 Soap
product Ltd.
Wipro Consumer 30%
Santoor Soap
Ltd
Nirma Beauty 4%
LUX
Nirma soap
24%
Neema Soap 1%
ITC Vivel Soap 5%
Anchor Health & 8%
Dayna Soap
Beauty Care
VVF JO Soap 11%

Market Share

17% Godrej No 1
24% Santoor
Nirma
Neema
Vivel
11%
30% Dayna
Jo
8%
Lux
5% 4%
1%

Interpretation:
Lux has the 2nd highest market share of 24% presided by the Santoor having
the highest market share of 30% and followed by the Godrej No 1 having 3 rd highest
market share in Delhis Market.

LIFEBUOY
39
 Making a billion Indians feel safe and secure by meeting their health and
hygiene needs is the mission of Lifebuoy. The worlds 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. Lifebuoy is now milled bath
soap with a new health fragrance and a contemporary shape. The new milled
formulation offers a significantly superior bathing experience and skin feel.
Life-buoy comes in new curved shape after 109 years. Lab-tested new
formulation offers 100% better germ protection than other ordinary soaps. Brick
shape, to offer an easy grip and a modern look. The new curved shape is the second
major change in Lifebuoy's history, after the re-launch of 2002. In 2002, after 107
years of its existence as a carbolic soap, Lifebuoy was re-launched as a milled toilet
soap offering better germ protection.

Lifebuoy soap is available in five variants total, gold care, nature, and multani
mitti & orange. All the five variants are available in the new curved Shape and in
new formulation. The new Lifebuoy is targeted at today's sharp housewife with a
more inclusive "family health protection for my family and me" positioning.

Major Competitors

40
HUL Brand Company Bath Soap Brand Market Share
Rackitt
Benckiser
Lifebuoy Dettol Soap 37%
(India) ltd.
49%
Jonson & Jonson Savlon Soap 14%

Market Share

37%
Dettol
49%
Savlon
Lifebuoy

14%

Interpretation:
In the carbolic range of bath soap market the Lifebuoy plays leading role
with the highest market share of 49% followed by the Dettol with 37% market
share.

41
HAMAM

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

convenient and contemporary formats.Launched in 1931 as a mild, family soap,
Hamam soon drew a large natural following long before it was trendy or
fashionable. Perhaps the only Indian-made natural soap at the time, Hamam was
embraced by mothers and doctors alike, for its purity and safety on skin.

Only Hamam brings alive ancient time tested skincare ritual that has been
perfected over generation in convenient and contemporary formats.

Hamam can best leverage this due to its heritage and natural ingredient
legitimacy to claim purification of the body and spirit.

Major Competitors
HUL Brand Company Bath Soap Brand Market Share
Dorcas Market
Medimix
Makers 44%
Ayurvedic Soap
Hamam
43% Hankel Margo Soap 9%
Wipro
Chandrika Soap 4%
Consumer Ltd.

42
 Market share

Medimix
43% 44% Margo
Chandrika
Hamam
9%
4%

Interpretation:
Hamam is playing the second highest market leader with the market share of
43%, presided by the Medimix Ayurvedic Soap with the market share of 44% and
followed by the Margo Neem with the market share of 9%.

43
BREEZE

Breeze is the product of Hindustan Unilever Limited. Breeze was launched

in India By keeping in mind the middle class family of India. This soap was
launched in different shapes and size to attract all the segments of the consumers.
Hindustan Unilever offers Breeze. Breeze scent magic is the soap that fulfils
de aspirations of women of rural India. Breeze has offered them Beauty at an
affordable price, make them look and feel beautiful. Breeze comes in four
fragrances rose, sandal, lime and Rajnigandha. All this at a very affordable price
for the masses.
Major Competitors
Bath Soap Market
HUL Brand Company
Brand Share
Godrej 19%
Godrej No 1
Consumer
Soap
product Ltd.
Wipro 33%
Santoor Soap
Consumer Ltd
Breeze Nirma Beauty 5%
16% Nirma soap
Neema Soap 1%
ITC Vivel Soap 5%
Anchor Health 9%
Dayna Soap
& Beauty Care
VVF JO Soap 12%

44
 Market Share

Godrej No 1
16% 19% Santoor
Nirma
12% Neema
Vivel
9% Dayna
33%
5% Jo
5%
Breeze
1%

Interpretation:

In the discount range of bath soap Breeze has achieved the 3 rd highest market
leading position with the market share of 16%, presided by the Santoor and Godrej
No 1 having market share of 33% and 19% respectively

LIRIL

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.

Through history now, Liril has been the choice of many for the most
invigorating and energizing experience in bath. Liril was launched in 1977. Its 30
years old. Liril has been a trendsetter over times. The soap & its advertising have
been considered to be revolutionary. The first TV ad dates back to 1985. The Liril
expressions, associations & the Liril ads are recalled even till now.

45
 Major Competitors
HUL Brand Company Bath Soap Brand Market Share
Godrej
Consumer
Cinthol Soap 43%
products Ltd.
Liril
35% Rackitt
Benckiser Dettol Cool
22%
(India) ltd. Soap

Market Share

35% Cinthol
43%
Dettol Cool
Liril

22%

Interpretation:
In the freshness segment of bath soaps, Liril is playing 2 nd highest market leader
role with the market share of 35% presided by the Cinthol having 43% market
share and followed by the Dettol Cool with the market share of 22%.

PEARS

Pears launched in India in 1902, exuberates a long heritage of purity and has
a pristine quality. With the goodness of glycerin & natural oils, Pears is gentle

46
enough, even for a babys skin and hence recommended by doctors and
pediatricians worldwide. It is so pure that you can actually see through it.

Pears is available in three variants - the traditional Pure & Gentle variant, a
green variant for oil control and a blue variant for germ protection. The story of
this popular soap was first created in 1789 by a young man called Andrew Pears.
This is from whom it derived its name.

Major Competitors

HUL Brand Company Bath Soap Brand Market Share

Dorcas market
Medimix
Makers 14%
Glycerin Soap
Pears
75% Wipro
Santoor Glycerin
Consumer Ltd. 11%
Soap

Market Share

14%

11% Medimix GL
Santoor GL
Pears

75%

Interpretation:

47
 In the glycerin soap segment Pears is the market leader with the market share
of 75% followed by the Medimix Glycerin and the Santoor Glycerin with the
market share 14% and 11% respectively.

MOTI
Moti is Indias premium brand of soaps during the seventies. Now there is
no trace of this brand. Moti originally was a brand of Tata Oil Mills Company
(TOMCO). In 1993, TOMCO merged with HLL.
Moti is special soap which has certain differentiation. The first differentiation
point is shape. Unlike over soaps which come in cake form, Moti is round soap.
Moti is vernacular term for pearl. So the soap is also in the shape of pearl.

Uniqueness is the size of the soap. Moti is a big soap. Often one get bored of the
soap and it never quit finish fast.

Moti comes in popular fragrances like Rose (Gulab), Sandal (Chandan). Moti
is promoted as premium soap. The soap is expensive and during the eighties, the
soap is priced around Rs 25.

48
 Major Competitors

HUL Brand Company Bath Soap Brand Market Share

Mysore Sandal Mysore Sandal
25%
Soap
Moti
Dorcas Market
58% Medimix Sandal
Makers 17%
Soap

Market Share

25%
Mysore Sandal Soap
Medimix Sandal Soap
58% Moti
17%

Interpretation:
In the market segment of premium soaps the Moti Soap is playing the role of
market leader with the market share of 58% presided by the Mysore Sandal Soap
with the market share of 25% having the good quality of bath Soap in premium
range.

49
DOVE

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. To help you enjoy your own brand of beauty. Dove is growing very rapidly
year after year. This yr, we took a vow to make women experience the real Dove
difference. The face test campaign demonstrates the real proof of its superiority by
using face as the torture test. Thousands of women from around the country put
their soap, and dove to the test. And they all ended with the same answer dove
made their skin soft.

Major Competitors
HUL Brand Company Bath Soap Brand Market Share
Dove ITC Fiama De Will
16%
84% Soap

Market share

16%

Fiama De Will
Dove

84%

Interpretation:
In the segment of milk soap Dove has achieved the highest market share i.e.
84% followed by the new entrance in the market i.e. Fiama De Will having the
market share of 16%.

50
Market Share of HULs Bath Soap Products in Delhi:

Company Market Share

Hindustan Unilever 45%
Ltd.
Godrej Consumer 11%
product Ltd.
Wipro Consumer 13%
Ltd
Nirma 3%
Rackitt Benckiser 6%
(India) ltd.
ITC 3%
Anchor Health & 3%
Beauty Care
Hankel India Ltd 1%
Jonson and Jonsons 2%
VVF 5%
Dorcas Market 7%
Makers
Mhaysor Sandal 1%
Soap

51
 HUL's Market Share of Bath Soap Products In
Delhi
Hindustan Unilever Ltd
Godrej Consumer Products Ltd.
Wipro Consumer Ltd.
Nirma
Rackitt Benchiser India Ltd.
ITC
Anchor Health & Beauty Care Ltd.
Hankel India Ltd.
Jonson & Jonson
VVF
Dorcas Market Makers 1%
Maysor Sandal soap
7%

2% 5%
1%

3%
3%
45%

6%

3%

13%

11%

Hindustan Unilever Ltd is the highly penetrated company in the bath soap
market having the highest market share i.e. 45%, followed by the Wipro
Consumers Ltd and the Godrage consumer Product Ltd having market share of
13% and 11% respectively.

52
 Findings
Following are the findings of the above analysis.

1. Psychological factor is highly affected to the consumers buying behavior

2. Form this survey based project it has found that consumers preferring the quality as well as fragrance
at the time of purchasing the bath soap.

3. HUL having the highest market share in bath soap because it is working in all segments of bath soaps.

4. In a family the consumption of a combo pack of bath soap is 55% as compare to the single pack i.e.
44%, the average consumption of a family in a combo pack is 2 sets per month.

5. Consumers prefer the combo pack as compare to the single pack of the bath soap because of the
discount factor.

6. The performance of Santoor soap is as good as HULs LUX because of the continuous promotional
activities.

7. The soaps like Godrej No1, Nirma, and Dayna having fewer sales as compare to the HUL, but they
are providing the cheapest soaps in the market with better quality, having 76% TFM and lies in the
grade I Soap category.

53
54
 Limitations

1. It is a hard fact that each study suffer from some limitations. One of the limitations of the study
is, as the information is collected from the retailers, the monthly sales figure given by them is
based entirely on their own judgment. So a few of them might have given the wrong figures related
to their monthly sales. Another limitation was that some of the retailers were busy and could not
give appropriate information. And also very few retailers did not want to share any information.
2. Another limitation of the study was the customers who were personally interviewed did not want
to share the actual data as few of them were giving fake data.
3. The Sales Executive of the company was always on tour so it is not possible to conduct the
personal interview with them. So all the information related to the company is collected by the
telephonic interview. Because of their busy schedule sometimes they were unable to give me the
information at right time.
4. The sample size being very small, i.e. only 100 consumers and 20 retailers, limited the scope of
research
5. Time constraints put boundaries to sample area and hence limited the extent of the study
6. Taking convenience sampling might have led to some bias as people with different age groups
have different perceptions

55
 Conclusions
The most important skill I feel are needed in the project work include: research skills, systematic
organizational skills, accuracy and attention to detail, basic computer skills, the ability to communicate
effectively the ability to develop and maintain relationship, initiative and the ability to work independently on
a project but also be an integral part of the research.

Study on the buying behavior towards bathing soap of the respondents of Wardha city gave me a lot
of knowledge, information and confidence. And on that basis I can say that the consumption of these brands
would be increased through more awareness about the brand, through easy availability at the shop.

Following are the conclusions of the study on the basis of data analysis and findings of the study.

1. The customers are highly motivated by the quality of the product i.e. the psychological factors are
affecting highly the buying behavior of customers.

2. Advertisement and the sales promotional activity is affected very much the purchasing behavior of the
customers. Hence it is conclude that customers prefer the bath soap product on the basis of the
advertisement and the promotional activities of the companies.

3. According to the highest market share of the bath soaps of HUL it is concluded that the HUL is highly
penetrated company in the bath soap segment.

4. The soaps under the popular range (> Rs.13 & < Rs.20) and economy range (< Rs. 13) are used by the
income group from less than 1 lakh to 3 lakh and the premium range (> Rs. 20) soaps are mostly used
by income group of above 4 lakh and the respondents lies in the dependent category such as students
and house wives choose mostly the premium brands such as dove and Pears, so it is conclude that the
buyers choose the brands on the basis of their income and choice.

56
 Bibliography
Journals:
1. Indian Journal of Marketing, August 2009. Ref. Factor Responsible for Choice of FMCG Products:
A Case Study of Consumer Dental Care Product. (Page No. 24, 25 & 26)

- Dr. Pinaki Ranjan Bhattacharyya

- Dr. Sainath Mazumdar

2. Indian Journal of Marketing, September 2009. Ref A Study of Consumers Buying Pattern of
Cosmetic products in South Hariyana. (Page No. 29, 30, 31 & 33.)

- Dr. Neeraj Kaushik

- Deepak Gupta

Books:
1) Business Research Berry.

2) Kotler Phillip, Marketing Management, Millennium edition. (Prentice hall of India).

3) Research Methodology, Khothri C R

Websites:
www.hul.com

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

http://www.naukrihub.com/india/fmcg/overview/

http://www.naukrihub.com/india/fmcg/consumer-class/

http://www.naukrihub.com/india/fmcg/consumer- class/income/

http://www.naukrihub.com/india/fmcg/consumer-class/age/

57
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