DECLARATION

To,

The director

C.K.SHAH VIJAPURWALA INSTTUTE OF MANAGEMENT,

MAHAVIR JAIN VIDHYALAY.

BARODA.

Respected sir,

I undersigned here by to declare that the project report entitled “BRANDING

AND BRAND POSITIONING OF HUL HAIR CARE PRODUCTS‖ with

reference to, HINDUSTAN UNILEVER LTD, under the guidance of

Mr.MAHESH JAGDALE is submitted to GUJARAT TECHNOLOGICAL

University, AHMEDABAD, for in the fulfillment of the 2ND SEMESTER,

written and submitted by me under the guidance of Mr.MAHESH JAGDALE

in my work.

The empirical findings in report are based on the data collected by myself while

preparing the project report.

Place: Vadodara Ms.SNEHA SHAH

1
 Uttara Plot No 2, Sector-11, CBD Belapur, Navi Mumbai. (C) 022-39830000

This is to certify that, Miss. Sneha Hitesh Shah has completed her project report on “BRANDING AND

BRAND POSITIONING ON HAIR CARE PRODUCT” with reference to, ‘HINDUSTAN UNILEVER LIMITED’

AHMEDABAD

The project work is of original nature and not copied from any other earlier project work.

MAHESH ARJUNRAO JAGADALE DATE:- 18/07/2010

TERRITORRY SALES OFFICER (NORTH GUJARAT) PLACE:- AHMEDABAD

Hindustan Unilever Ltd.

9909983331

2
 ACKNOWLEDGEMENT

The authorship of a monograph is usually attributed to one person but a report

on the internship or a project work like this one is a joint affair. I am indebted to
all who have directly and indirectly been of great help to me in doing and
writing this internship project report.
Firstly, I am thankful to Mr. Mahesh Jagadale (TERRITORY SALES
OFFICER) HUL OOH who inspired me and guided me throughout the period
of my internship Project Work that enabled me to successful completion of the
report.
I am also grateful to PROF.PRAKASH PATEL, And PROF. NEELU
NAKRA Faculty CKSVIM college of management - VADODARA for his
continuous and deliberate discussion on the topic and indeterminable burden
taken by him in helping me during the project.
I extend my thanks to Dr. RAJESH KHAJURIA (Director – CKSVIM
college of management) for providing all the necessary facilities in bringing
out this project report
Last, but not the least I am thankful to my parents who motivated me
throughout this project work, The preparation of this report would not have
been an easy task without the help and support of my parents.
I am pleased to say that the whole report is just the presentation of the facts that
have been found during the internship through different sources and each
sentence is an exact representation of the information obtained thereof.
I hope that I have made sincere attempt to represent all the information and
other things to the best of my ability.

SNEHA SHAH

3
DIRECTOR‘S RECOMMENDATION..........
CERTIFICATE...........................
DECLARATION..........................
ACKNOWLEDGEMENT....................
TABLE OF CONTENT
SR.NO. PARTICULARS PAGE NO.
Chapter 1. Introduction To Study 5
1.1 Introduction
1.2 Statement Of company‘s Problem
1.3 Statement Of Researcher‘s Problem
1.4 Objectives Of Study
1.5 Scope Of Study
1.6 Importance Of Study
1.7 Limitation Of Study
1.8 Methodology Of Study
Chapter 2. Introduction To Organization(HUL) 9
2.1 History Of Company
2.2 Profile Of Company
2.3 Vision, Mission $ Objectives Of the company
2.4 Company Social Responsibility
2.5 Competitor‘s Of Company
2.6 Pricing Strategies of the HUL 4 Hair care Products
2.7 Promotional Strategies
2.8 Organizational Chart
2.9 HR Scenario
2.10 Achievements of the company
Chapter-3 Conceptual Framework 47
3.1All About Branding
3.2 What Is Brand
3.3 Brand Positioning
3.4 Product Positioning Process
3.5 Branding In Rural Area
3.6 Distribution In Rural Marketing
3.7 Need For Branding Hair Care Products
3.8 Brand Elements For Hair Care Products
3.9 Advertisement For Hair Care Products
3.10 Market Strategy, Market Segmentation
3.11 Target Marketing
3.12 Brand Building Model
Chapter-4 Data Analysis And Interpretations 57
4.1 Comprehensive Analysis Of Data
• Pie Charts
• Bar Diagrams
• Scatter Diagrams
Chapter-5 Findings And Suggestions 67

4
 5.1 Introduction
5.2 Findings
5.3 Conclusions
5.4 Suggestions

Annexure: 69
Questionnaire And References

5
CHAPTER 1: INTRODUCTION TO THE STUDY
INTORODUCTION:
My area of interest in marketing was basically into branding, therefore
HUL ,gave me a platform to unlayer it. I conducted a survey and did analysis on
HPC division that to into hair care products.
Thus this training in HUL was a learning experience in terms of
enhancing knowledge and practicability.

1.2 STATEMENT OF RESERCHER PROBLEM:

The researcher tries to find out the market share and the no. of people
who buy hair care products of HUL.
The analysis is done on 4 hair care brand namely Dove,Sunsilk,Clinic
All Clear and Clinic plus. The researcher tries to find out the level of
consumption that the consumer does while purchasing the HUL
brands.Resercher also makes her full attempt to analyse the satisfaction level
of the prospective customers of HUL.
Thus her analysis is on the branding done on the hair care product of HUL.

1.3 STATEMENT ON COMPANY‟S PROBLEM:

The company should be able to identify the requirements of people. They

should implement strong marketing strategies to increase their sales and the
visibility of their brands.
There is still 38% of the crowd who use competitor‘s product out of

various factors like brand name, price, promotional, activities and many others.
Company should make product for each class by considering price as the
prominent factor. Thus the company should come out with more range of
products with different variants so as meet the demand of the masses.

6
1.4 OBJECTIVES OF STUDY:
 TO know the working methodologies of FMCG sector.
 To study the branding strategies and the impact of brands
 To know the effect of 4p‘s and consumer behaviour while
purchasing HUL products
 To estimate no. Of people who use HUL products and what
prompts them to buy it
 To know the market share of HUL products.

HUL, the largest FMCG CO. has its wide networks and cemented marketing
strategies has got huge mass appeal, therefore this marketing strategies and
branding activities gave me an overview of how each product is created and
sold out in the market.
The making of a product starts with a team of research and ends with service
once the product is out in the market.
Thus marketing and branding a product is an integral part of any company for
the reputation of the co.

1.5 LIMITATION OF STUDY:

 Difficulty in reaching out to the larger group of people as it was a sample
study
 Rejections faced while filling the questionnaire
 Time consuming and tedious task to fill the data
 Difficulty in estimating the sample study

7
1.6 METHODOLOGY OF STUDY:
PRIMARY DATA
 Survey conducted on HPC division of HUL
 Sample study of 50
 Filling of questionnaire
 Visit to retail outlets, malls and public crowded places for collecting data.
SECONDARY DATA
 Website
 Literature book
 Magazine and journals of HUL

1.7 SCOPE OF STUDY:

 Dove and Sunsilk in primarily used by females, whereas male prefer to
buy clinic all clear and clinic plus which is a mass demanded product.

 SWOT ANALYSIS:
 Strengths
 HUL enjoys a formidable distribution network covering over 3400
distributors and 6.3 million outlets. This helps them maintain heavy
volumes, and hence, fill the shelves of most outlets. The new sales
organization named 'One HUL' brings "Household and Personal Care"
and foods distribution networks together, thereby aligning all the units
towards the common goal of achieving success. HUL has been
continuously able to grow at a rate more than growth rate for FMCG
Sector, thereby reaffirming its future stronghold in Indian market. Project
Shakti - Rural India is spread across 627,000 villages and possesses a
serious distribution challenge for FMCG Cos. HUL has come up with a
unique and successful initiative wherein the women from the rural sector
market HUL products, and hence, are able to reach the same wavelength
as of the common man in village. Apart from product reach, the initiative

8
 also creates brand awareness amongst the lower strata of society. This has
brought about phenomenal results.
 Weakness
 . HUL's weakness was its inability to transform its strategies at the right
time. They continued with the same old strategy which helped them gain
profits but were not genuine in this changed environment. HUL's risk
aversion and market myopia led to stagnation of business, and ferocity of
competition forced it into a defensive mode. Lack of pricing power in
core business and absence of growth drivers have put HLL on a
deflationary mode.

 Opportunities

HUL is one of the top companies exporting FMCG goods from India. An
expansion of horizons towards more and more countries would help HUL
grow its consumer base and henceforth the revenues. Opportunity in Food
Sector - The advent of modern trade has opened up greater opportunities for
HUL to diversify its brand and strength its food division. It could look at
introducing products from its parents stable like margarines and could also
look at expanding its Knorr range of products. Well-placed to take advantage
of future FMCG Growth

 Threats

ITC has reduced its dependence on the cigarettes business - Contribution of the
core business in revenues has come down from 87% in FY99 to 70% in FY05.
Over a period of five years, ITC has extended its presence into areas like foods,
retailing, hotels, greetings, agri, paper, etc. These are businesses that can give it
growth impetus in the long run. With ITC gaining momentum in each of these
businesses, it is turning into a consumer monolith, and hence, the greatest threat
to HLL's Business. SSKI India has gone on to say, "We maintain Out performer
on ITC with a price target of Rs. 2200, while our under performer call on HLL
remains unaltered (price target of Rs. 160)."

9
 CHAPTER 2
INTRODUCTION TO ORGANISATION:
2.1 HISTORY OF THE ORGANIZATION

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 liberalisation of the Indian economy, started in 1991, clearly marked an
inflexion in HUL's and the Group's growth curve. Removal of the regulatory
framework allowed the company to explore every single product and
opportunity segment, without any constraints on production capacity.
Simultaneously, deregulation permitted alliances, acquisitions and mergers. In
one of the most visible and talked about events of India's corporate history, the
erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from
10
April 1, 1993. In 1996, HUL and yet another Tata company, Lakme Limited,
formed a 50:50 joint venture, Lakme Unilever Limited, to market Lakme's
market-leading cosmetics and other appropriate products of both the companies.
Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its
50% stake in the joint venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly Clark
Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies
Diapers and Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal,
Unilever Nepal Limited (UNL), and its factory represents the largest
manufacturing investment in the Himalayan kingdom. The UNL factory
manufactures HUL's products like Soaps, Detergents and Personal Products
both for the domestic market and exports to India.
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 Icecream
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
1994, 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 Kwality 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, Specialty Chemicals and Exports businesses, besides a common
distribution system since 1993 for Personal Products. The two also had a
common 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.
11
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 launched a slew of new business initiatives in the early part of 2000‘s.
Project Shakti was started in 2001. It is a rural initiative that targets small
villages populated by less than 5000 individuals. It is a unique win-win
initiative that catalyses rural affluence even as it benefits business. Currently,
there are over 45,000 Shakti entrepreneurs covering over 100,000 villages
across 15 states and reaching to over 3 million homes.
In 2002, HUL made its foray into Ayurvedic health & beauty centre category
with the Ayush product range and Ayush Therapy Centres. Hindustan Unilever
Network, Direct to home business was launched in 2003 and this was followed
by the launch of ‗Pureit‘ water purifier in 2004.
In 2007, the Company name was formally changed to Hindustan Unilever
Limited after receiving the approval of share holders during the 74th AGM on
18 May 2007. Brooke Bond and Surf Excel breached the the Rs 1,000 crore
sales mark the same year followed by Wheel which crossed the Rs.2, 000 crore
sales milestone in 2008.
On 17 October 2008, HUL completed 75 years of corporate existence in India
The company has a distribution channel of 6.3 million outlets and owns 35
major Indian brands.[4] Some of its brands include Kwality Wall's ice cream,
Knorr soups & meal makers, Lifebuoy, Lux, Breeze, Liril, Rexona, Hamam and
Moti soaps, Pureit water purifier, Lipton tea, Brooke Bond tea, Bru coffee,
Pepsodent and Close Up toothpaste and brushes, and Surf, Rin and Wheel
laundry detergents, Kissan squashes and jams, Annapurna salt and atta, Pond's
talcs and creams, Vaseline etc

12
MEANING OF THE NAME & HOW WAS IT NAMED&
EVOLUTION OF THE NAME:
HUL means Hindustan Unilever Limited formally it is known as Hindustan
Lever Limited (HLL) through a merger of Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. in 1956. The company
was renamed in late June 2007 to “Hindustan Unilever Limited”.

EVOLUTION OF THE LOGO:

The previous logo represents the green and healthy scenario of the Indian
economy. And the current logo expresses “the vitality at the heart of our
brands, our people and our values. Each icon within our logo represents an
aspect of our business, showing that we add vitality in everything we do.”

(SUN): Our primary natural resource. All life begins with the
sun – the ultimate symbol of vitality. It evokes Unilever's origins in Port
Sunlight and can represent a number of our brands. Flora, Slim·Fast and
Omo all use radiance to communicate their benefits.

13
 (HAND & FLOWER): Hand is a symbol of sensitivity, care and
need. It represents both skins and touch. Flower represents fragrance.
When seen with the hand, it represents moisturizers or cream.

(BEE): Represents creation, pollination, hard work and bio-

diversity. Bees symbolize both environmental challenges and opportunities.

(DNA): The double helix, the genetic blueprint of life and a

symbol of bio-science. It is the key to a healthy life. The sun is the biggest
ingredient of life, and DNA the smallest.

(HAIR): A symbol of beauty and looking good. Placed next to the

flower it evokes cleanliness and fragrance; placed near the hand it suggests
softness.

(PALM TREE): A nurtured resource. It produces palm oil as

well as many fruits – coconuts and dates – and also symbolizes paradise.

14
 (SAUCES & SPREADS): Represents mixing or stirring. It
suggests blending in flavors and adding taste.

(BOWL): A bowl of delicious-smelling food. It can also represent

a ready meal, hot drink or soup.

(SPOON): A symbol of nutrition, tasting and cooking.

(SPICE & FLAVOURS): Represents chili or fresh ingredients.

(FISH): Represents food, sea or fresh water.

(SPARKLE): Clean, healthy and sparkling with energy.

15
 (BIRD): A symbol of freedom. It suggests a relief from daily
chores, and getting more out of life.

(TEA): A plant or an extract of a plant, such as tea. Also a

symbol of growing and farming.

(LIPS): Represent beauty, looking good and taste.

(ICE CREAM): A treat, pleasure and enjoyment.

(RECYCLE): Part of our commitment to sustainability.

(PARTICLES): A reference to science bubbles and fizzes.

16
 (FROZEN): The plant is a symbol of freshness, the snowflake
represents freezing. A transformational symbol.

(CONTAINER): Symbolizes packaging - a pot of cream

associated with personal care.

(HEART): A symbol of love, care and health.

(CLOTHES): Represent fresh laundry and looking good.

(WAVE & LIQUID): Wave symbolizes cleanliness, freshness and

vigor. Liquid a reference to clean water and purity.

17
2.2 COMPANY PROFILE

VISION OF HUL:

HUL's vision is to continuously innovate technologies to further reduce water

consumption and further increase conservation in its operations.
Simultaneously, HUL sites will progressively help communities, wherever
required, to develop watersheds.

MISSION OF HUL:
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 little

PRODUCTS:
Home & Personal Care:
• Personal Wash
• Fabric Wash
• Home Care
• Oral Care
• Skin Care
• Hair Care
• Deodorants & Talc
• Color Cosmetics
 Foods:
• Tea
• Coffee
• Branded Staples
• Culinary Products
• Ice Creams
• Modern Foods ranges
 New Ventures:
• Hindustan Lever Network
• Ayush ayurvedic products & services
• Pureit water purifiers

18
  Exports:
• HPC
• Beverages
• Marine Products
• Rice
• Castor
The company has a distribution channel of 6.3 million outlets and owns 35
major Indian brands. Some of its brands include Kwality Wall's ice cream,
Lifebuoy, Lux, Breeze, Liril, Rexona, Hamam, Moti soaps, Pureit Water
Purifier, Lipton tea, Brooke Bond tea, Bru Coffee, Pepsodent and Close Up
toothpaste and brushes, and Surf, Rin and Wheel laundry detergents,
Kissan squashes and jams, Annapurna salt and atta, Pond's talc and
creams, Vaseline lotions, Fair & Lovely creams, Lakmé beauty products,
Clinic Plus, Clinic All Clear, Sunsilk and Dove shampoos, Vim dishwash,
Ala bleach and Domex disinfectant.Rexona,Modern Bread and Axe
deosprays.

19
2.3 MAJOR BRANDS OF HUL

 SOAPS
Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears,Moti and Rexona, Vim.

 DETERGENTS:
Surf Excel, Rin and Wheel
 SKIN CARE:
Fair & Lovely, Pond‘s and Vaseline
•HAIR CARE:
Sunsilk,Dove,Clinic all clear and Clinic plus
•ORAL CARE:
Pepsodent and Close up
•DEODORENTS:
Axe
•COSMETICS:
Lakme, Aviance
•AYURVEDIC:
Ayush
•TEA:
Brooke Bond and Lipton
20
 •COFFEE:
Bru
•FOOD:
Kissan,Modern bread,Annapurna and Knorr
•ICE CREAM:
Kwality Wall‘s
 FABRIC WASH
Comfort, Ala bleach
 DISINFECTAN
Domex
 Water
Pure it.

2.4 COMPANY SOCIAL RESPOSIBILITY:

Greening Barriers:

Water Conservation and Harvesting

(linked to product Pureit)

HUL's Water Conservation and Harvesting project has two major objectives:
a. to reduce water consumption in its own operations and regenerate sub-soil
water tables at its own sites through the principles of 5R - Reduce, Reuse, Recy
cle, Recover and Renew;
b. help adjacent villages to implement appropriate models of watershed
development.

SHAKTI - Changing Lives in Rural India

Shakti is HUL's rural initiative, which targets small villages with population of
less than 2000 people or less. It seeks to empower underprivileged rural women
by providing income-generating opportunities, health and hygiene education
through the Shakti Vani programme, and creating access to relevant information
through the iShakti community portal.

21
In general, rural women in India are underprivileged and need a sustainable
source of income. NGOs, governmental bodies and other institutions have been
working to improve the status of rural women. Shakti is a pioneering effort in
creating livelihoods for rural women, organised in Self-Help Groups (SHGs),
and improving living standards in rural India. Shakti provides critically needed
additional income to these women and their families, by equipping and training
them to become an extended arm of the company's operation.

Health & Hygiene Education

Lifebuoy Swastya Chetna (LBSC) is a rural health and hygiene initiative which
was started in 2002. LBSC was initiated in media dark villages (in UP, MP,
Bihar, West Bengal, Maharashtra, Orissa) with the objective of spreading
awareness about the importance of washing hands with soap.

The need for a program of this nature arose from the fact that diarrhoeal
diseases are a major cause of death in the world today. It is estimated that
diarrhoea claims the life of a child every 10 seconds and one third of these
deaths are in India. According to a study done by the London School of
Hygiene and Tropical Medicine, the simple practice of washing hands with soap
and water can reduce diarrhoea by as much as 47%. However, ignorance of
such basic hygiene practices leads to high mortality rates in rural India.

Economic Empowerment of Women

The Fair & Lovely Foundation is HUL's initiative which aims at economic
empowerment of women across India. It aims to achieve this through providing
information, resources, inputs and support in the areas of education, career and
enterprise. It specifically targets women from low-income groups in rural as
well as urban India. Fair & Lovely, as a brand, stands on the economic
empowerment platform and the Foundation is an extension of this promise. The
Foundation has renowned Indian women, from various walks of life, as its
advisors. Among them are educationists, NGO activists, physicians. The
Foundation is implementing its activities in association with state governments.

Special Education & Rehabilitation

Under the Happy Homes initiative, HUL supports special education and
rehabilitation of children with challenges.
22
Asha Daan:
The initiative began in 1976, when HUL supported Mother Teresa and the
Missionaries of Charity to set up Asha Daan, a home in Mumbai for abandoned,
challenged children, and the destitute.

Ankur:
In 1993, HUL's Doom Dooma Plantation Division set up Ankur, a centre for
special education of challenged children. The centre takes care of children with
challenges, aged between 5 and 15 years. Ankur provides educational,
vocational and recreational activities to over 35 children with a range of
challenges, including sight or hearing impairment, polio related disabilities,
cerebral palsy and severe learning difficulties.

Kappagam:
Encouraged by Ankur's success, Kappagam ("shelter"), the second centre for
special education of challenged children, was set up in 1998 on HUL
Plantations in South India. It has 17 children. The focus of Kappagam is the
same as that of Ankur.

Anbagam:
Yet another day care center, Anbagam ("shelter of love"), has been started in
2003 also in the South India Plantations. It takes care of 11 children. Besides
medical care and meals, they too are being taught skills such that they can
become self-reliant and elementary studies.

2.5 COMPETITORS OF THE COMPANY:

 PROCTER & GAMBLE
 ITC
 BRITANIA
 PEPSI
 NESTLE
 NOKIA
 DABUR

23
 2.6 PRICING STRATAGIES OF HUL:

Pricing startegies of hair care products like sunsilk,clinic all clear,dove

and clinic plus..
Pricing strategies of this products are done according to the
measurement scale known as ―life style measurement‖.LSM is a scale
which measues the purchasing power of people which is divided into
below middle class, middle class, above middle class and premium
class of people.
 LSM is a scale which rates from 1to13
 Clinic plus is a mass targeted product, which primarily targeted to
common man, this is to induce higher sales and generate revenue
 Clinic Plus is the largest selling product n the Indian market. The average
no of people who fall in the LSM are between 1-5
 Clinic All Clear is men materialise product, people buying this brand fall
between 5-8
 Sunsilk is also a mass marketed product but it is now turning out to be a
premium product. It s generally bought buy the people who fall in range
of 7-10
 Dove is the premium product which is caters itself towards higher price
and quality. Comes in range of 10-13.

24
2.7 PROMOTIONAL STRATAGIES:
 SUNSILK
 DOVE
 CLINIC PLUS
 CLINIC ALL CLEAR

SUNSILK

 Understand the issues and challenges in launching a brand in the market.

» Study the hair care market in India and examine how Unilever launched
Sunsilk in the country.

» Analyze the promotional strategies adopted by Unilever to promote the

Sunsilk brand in India, particularly the „Hairapy‟ and the global „Life
Can‟t Wait‟ campaign.

» Analyze the future prospects of Sunsilk brand in India and explore

strategies that the company can adopt.

 Largest beauty shampoo brand in the country.

 Positioned as the 'Hair Expert'

25
  Sunsilk was a leading brand of Unilever, marketed in more than 50
countries in Asia, Latin America, the Middle East and North Africa. It
was launched in India in 1964. In the initial years in India, Sunsilk was a
cosmetic beauty shampoo. Within ten years of its launch in India Sunsilk
launched a tonic shampoo for dandruff, which was the first anti-
dandruff shampoo in India.

In the India, Unilever‘s goal was to position Sunsilk as a brand that understood
the problems faced by women and their needs and preferences.

Sunsilk had a range re-launch in 2006 followed by launch of new variants in

2007 when conditioners, Livon and hair masks were introduced — transforming
Sunsilk into a complete hair care brand

 Hindustan Unilever launched the Gang of Girls website in June ‟06.

―India‘s first online girl community concept.‖

26
  On the international level the likes of Madonna and Shakira is used in
television community. In India it has roped in actress-

Priyanka Chopra

4Ps

PRODUCT

Currently, the range consists of:

 Yellow Sunsilk with Bio Proteins from Vegetable Extracts:

Normal hair needs wholesome nourishment. New Sunsilk with Bio

Protein extracted from Vegetable milk has nutrients that deeply
penetrate each hair strand, to nourish it leaving hair strong and
beautiful.

 Black Sunsilk with Melanin from Plant Extracts:

Dull hair needs a rich black shine. New Sunsilk with Melanin
extracted from plants serves this purpose very effectively. It helps
in the growth and retention of the black color of hair, giving it a
rich black shine.
.

27
 Green Sunsilk with Fruitamins Vitamins from fruit Extracts:

Thin and limp hair needs extra body and volume. New sunsilk with
Fruitamins has natural extracts from fruit that contains Vitamins.
These vitamins help in giving extra body, shine and amazing
manageability to the thinning and lifeless hair.

 Pink Sunsilk with yoghurt proteins :

Dry hair needs wholesome conditioning, extra shine and style. New
Sunsilk with yoghurt proteins makes the dry hair full of life. Its
especial ingredients moisturize each hair right to its tips leaving it
shiny and beautiful.

 Orange Sunsilk with active nutrients from Citrus Extracts:

The advanced formula of orange Sunsilk is the result of the latest

research. This shampoo is especially designed for oily hair type
that looks flat and greasy due to the excess of moisture. New
sunsilk with active ingredients from citrus extracts cleans the
excess oil off hair while its nutrients deeply penetrate each hair
strand to nourish it.

PRICING

HINDUSTAN UNILEVER claims to practice value-based pricing in

which the customers‘ perception of the product‘s price provides a starting point
for developing the marketing mix of the product. The research department
determines this price usually by using focus groups. The price of Re 1 and 2 for
Sunsilk shampoo sachets shows how the price also reflects a concern to make
the purchase more convenient, since the rupee is denoted in this value.
Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the
demands keeping in mind the wants of this particular customer segment.
The primary importance of this value-based pricing is that the product demand
36.36%
30.30%

12.12% 12.12%
9.09%

28

Green Black Orange Yellow Pink

will be much higher if its price is in line with the customer‘s perception of its
value. One crucial concern for value-based pricing is strict management of cost
in order to be able to make a profit at the value-based price. After the initial
price is determined, HINDUSTAN UNILEVER then uses target costing in
order to achieve the required profits.

Dry
hair

Differentiated
pricing

Oily Curly
hair hair
PROMOTION

 Build top of the line consumers‘wareness.

 Creating a personality of the brand.

29
Besides having these general objectives, the advertising objectives are set
avoiding to the advertising strategy for each product, e.g. Sunsilk advertising
objectives since it was being re-launched were:

 To increase the usage.

 Conditioning benefits.
 Makes the hair appear clean and shiny.
 Imparts a feeling of freshness-due to fragrance.
 Easy to manage, silky, soft hair.
 Unique shampoo for every hair type.
 Effectively communicate brand promise.

Promotional strategy

 Innovative campaigns such as ‗Hairapy‘ and ‗Life Can‘t Wait‘ were

launched to attract women to the brand
 Sponsored short films that were broadcast during popular television
shows.
 Media platforms used
 Print media
 internet rural campaign
 environment concern ads
 Music videos
 Free sample distribution
 Demo campaigning
 Promotion of the products in the sunsilk range through movies such as
―Fashion‖
Sunsilk has come up with a new promotional campaign GOOD HAIR
DAYS in six major cities in collaboration with famous hair stylists of the
country.
Hoardings
 Sponsorships
 Enhancement of product mix
 New product formulations according to changing consumer preferences
 Advertising

HINDUSTAN UNILEVER believes that messages about product

delivered by credible sources can be very persuasive. Hence Jawed Habib who
is a hair care expert endorses Sunsilk and more value is added to the brand.
Consumers relate to products itself, they can relate to a human being who
consumers believe is an expert so Jawed Habib is an expert so is Sunsilk. Jawed

30
Habib a recognized and highly qualified hair stylist is used by Sunsilk in its ads
because they want to bring out an expert‘s image.

METHODS ADOPTED TO PROMOTE THE BRAND NAME OF

SUNSILK
 Actresses as spokespersons
 Co-marketing
 Some of these films were made exclusively for retailers like Wal-Mart
and were telecast in-store
 Sponsor for fashion shows

PLACE

Distribution Objective:

“To reach as many towns and villages as we can”

HINDUSTAN UNILEVER has 150 distributors whose function is to sell

to wholesalers directly. There are different distributors for different areas.
They are carefully selected and their performance is constantly evaluated.
OUTLETS, RETAILERS

SSW
WOOTT A
ANNA
ALLY
YSSIISS O
OFF SSU
UNNSSIILLK
K

STRENGTHES

 HINDUSTAN UNILEVERs India Limited is one of the largest

organizations in India.
 Company has advanced technology and well skilled professionals.
 The New Sunsilk Shampoo is a high quality product in terms of hair
protection.
 The target market is educated, professionals and belongs to premium and
middle class.
 Company totally owned, systematic distribution network, transparent
communication system.
 Participative management style
31
  Very good distribution network all over India, in all major and small
cities.

OPPORTUNITIES

 Population expanding at a rapid rate.

 Consumers are becoming more quality conscious
 Current capacity utilization is 80%, which can be further broadened with
the increase in demand.
 Customer base is increasing with effective marketing.
 Baby shampoo is another area where HINDUSTAN UNILEVERs can
make huge gains.
 Shampoo plus conditioner and anti-dandruff shampoos are another area
where HINDUSTAN UNILEVER can earn huge profits.
 Rural areas are a large prospective market where they can introduce
Sunsilk.

THREATS

 Political and Economic factors.

 Partial Government policies.
 High rate of competition.
 Local and Foreign competition.

DOVE

The Premium Dove Haircare Range

The Premium Dove Haircare Range

Dove's new-look hair care range has a revolutionary active clean formulation and
weightless moisturisers that your hair will love. Now with five different variants, there's a
Dove shampoo and conditioner for every hair type that will leave you with noticeably
softer and smoother hair.

32
 Dove Shampoo and Conditioner Range

Dove Beautifully Clean Shampoo and Conditioner

For Normal Hair (previously Revitalising Care)

Helps maintain your hair's natural moisture whilst cleaning it. With
weightless moisturisers it leaves hair noticeably softer and smoother

Beautifully Clean Shampoo RRP $6.99

Beautifully Clean Conditioner RRP $6.99

Dove Advanced Colour Care

For Darkened Hair

With UV filters, this formulation protects and conditions darkened

hair to preserve that dramatic 'just' coloured look

Advanced Colour Care Shampoo RRP $6.99

Advanced Colour Care Conditioner RRP $6.99

Advanced Colour Care

For Lightened Hair

Specifically designed for chemically lightened hair, this shampoo

contains powerful replenishing moisturisers to help restore softness
and shine

Advanced Colour Care Shampoo RRP $6.99

Advanced Colour Care Conditioner RRP $6.99

Dove Sheer Moisture

For Normal to Dry Hair

Restores moisture to hair suffering from dryness, and reduces frizz

without weighing it down

Dove Sheer Moisture Shampoo RRP $6.99

Dove Sheer Moisture Conditioner RRP $6.99

Dove Therapy
For Dry and Damaged Hair (previously Nourishing Care)

An intense moisture treatment which targets severe dryness and

damage, repairing rough, textured hair

Dove Therapy Shampoo RRP $6.99

Dove Therapy Conditioner RRP $6.99

33
 Dove Treatment Range

Dove Advanced Colour Care Radiance Enhancing Treatment

For Darkened Hair (5x15ml treatments)

The Radiance Enhancing Treatment has been formulated to smooth rough

hair while protecting its precious colour coating, keeping hair silky, shiny and radiant
between colours

Radiance Enhancing Treatment RRP $8.49

Dove Advanced Colour Care Reviving Mask

For Lightened Hair

The Reviving Mask for lightened hair, containing fibre active

ingredients, works deep inside the hair to restore shine, softness
and beauty until the next colouring

Reviving Mask RRP $8.49

Dove Reviving Mask

For Dry and Damaged Hair

The reviving mask for has been specially formulated to revive

very dry and damaged hair. The intense treatment targets areas
of damage, leaving hair soft and smooth

Reviving Mask RRP $8.49

SWOT ANALYSIS OF DOVE:

SSTRENTHES:
Premium product with high price and brand name, female dominated
brand.
Weakness:

34
High price, due to exorbitant price difficulty in mass marketing of product.

Opportunities:
To lower down the range of prices, introduce new range of products to
capture larger market share.

Threats:
Competitors like pantene and garnier introducing different variants with
brand ambassadors like Katrina kaif.

CLINIC PLUS
Clinic Plus was a leading brand of Unilever, marketed in more than 50
countries in Asia, Latin America, the Middle East and North Africa. It was
launched in India in 1964. In the initial years in India, Clinic plus was a
cosmetic beauty shampoo. Within ten years of its launch in India Clinic Plus
launched a tonic shampoo for dandruff, which was the first anti-dandruff
shampoo in India.
In the India, Unilever‘s goal was to position clinic plus as a brand that
understood the problems faced by women and their needs and preferences.
Clinic plus had a range re-launch in 2006 followed by launch of new variants in
2007 when conditioners, Livon and hair masks were introduced — transforming
Clinic plus into a complete hair care brand.

ADVERTISING & SALES PROMOTION

Sales promotion is one of the four aspects of promotional mix. (The other three
parts of the promotional mix are advertising, personal selling, and

35
publicity/public relations.) Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer demand,
stimulate market demand or improve product availability. Examples include:

contests point of purchase displays rebate (marketing) free travel, such as

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

Price deal: A temporary reduction in the price, such as happy hour Loyal
Reward Program: Consumers collect points, miles, or credits for purchases and
redeem them for rewards. Two famous examples are Pepsi Stuff and
Advantage. Cents-off deal: Offers a brand at a lower price. Price reduction may
be a percentage marked on the package. Price-pack deal: The packaging offers a
consumer a certain percentage more of the product for the same price (for
example, 25 percent extra). Coupons: coupons have become a standard
mechanism for sales promotions.
4Ps
PRODUCT Currently, the range consists of:
♦ Yellow Clinic plus with Bio Proteins from Vegetable Extracts: Normal hair
needs wholesome nourishment. New Clinic plus with Bio Protein extracted
from Vegetable milk has nutrients that deeply penetrate each hair strand, to
nourish it leaving hair strong and beautiful.
♦Black Clinic plus with Melanin from Plant Extracts: Dull hair needs a rich
black shine. New Clinic plus with Melanin extracted from plants serves this
purpose very effectively. It helps in the growth and retention of the black color
of hair, giving it a rich black shine. .
♦Green Clinic plus with Fruitamins Vitamins from fruit Extracts: Thin and limp
hair needs extra body and volume. New clinic plus with Fruitamins has natural
extracts from fruit that contains Vitamins. These vitamins help in giving extra
body, shine and amazing manageability to the thinning and lifeless hair.

36
♦Pink Clinic plus with yoghurt proteins: Dry hair needs wholesome
conditioning, extra shine and style. New Clinic plus with yoghurt proteins
makes the dry hair full of life. Its especial ingredients moisturize each hair right
to its tips leaving it shiny and beautiful.
♦Orange Clinic plus with active nutrients from Citrus Extracts: The advanced
formula of orange Clinic plus is the result of the latest research. This shampoo
is especially designed for oily hair type that looks flat and greasy due to the
excess of moisture. New clinic plus with active ingredients from citrus

PROMOTION •
Build top of the line consumers‘ awareness. • Creating a personality of the
brand. Besides having these general objectives, the advertising objectives are set
avoiding to the advertising strategy for each product, e.g. Clinic plus
advertising objectives since it was being re-launched were: • To increase the
usage

Other promotional methods:

campaigning

HINDUSTAN UNILEVER believes that messages about product delivered by

credible sources can be very persuasive. Hence Jawed Habib who is a hair care
expert endorses Clinic plus and more value is added to the brand. Consumers
relate to products itself, they can relate to a human being who consumers
believe is an expert so Jawed Habib is an expert so is Clinic plus. Jawed Habib
a recognized and highly qualified hair stylist is used by Clinic plus in its ads
because they want to bring out an expert‘s image

INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY

CLINIC PLUS IN INDIA
•Hindustan Unilever launched the Gang of Girls website in June ‘06. ―India‘s
first online girl community concept.‖

37
• Gang of Girls site pushed online and via TV and print. Lots of media mentions
as it as a ―successful branded space.‖ Direct contact with target audience.

PLACE Distribution Objective: “To reach as many towns and villages as

we can”
HINDUSTAN UNILEVER has 150 distributors whose function is to sell to
wholesalers directly. There are different distributors for different areas. They
are carefully selected and their performance is constantly evaluated. OUTLETS,
RETAILERS

SWOT ANALYSIS OF CLINIC PLUS

STRENGTHES
• HINDUSTAN UNILEVERs India Limited is one of the largest organizations
in India. • Company has advanced technology and well skilled professionals.
•
The New Clinic plus Shampoo is a high quality product in terms of hair
protection.
• The target market is educated, professionals and belongs to premium and
middle class. • Company totally owned, systematic distribution network,
transparent communication system. • Participative management style
•
Very good distribution network all over India, in all major and small cities.
LIMITATIONS
• Competitor has strong promotional activities. • Customers are offered better
alternatives by the competition. • Advertisement flawso Devaluation of product
o Product‘s quality looses its values o Poor promotion of free samples o No
unique identification of product
OPPORTUNITIES
• Population expanding at a rapid rate. • Consumers are becoming more quality
conscious • Current capacity utilization is 80%, which can be further broadened
with the increase in demand. • Customer base is increasing with effective
marketing. • Baby shampoo is another area where HINDUSTAN UNILEVER
can make huge gains.

38
Shampoo plus conditioner and anti-dandruff shampoos are another area where
HINDUSTAN UNILEVER can earn huge profits. Rural areas are a large
prospective market where they can introduce Clinic plus.

THREATS
• Political and Economic factors. • Partial Government policies. • High rate
of competition.
• Local and Foreign competition.

CLINIC ALL CLEAR

With the emergence of problems there comes a solution therefore clinic all
clear came with the solution of clearing root cause problems of anti-dandruff,
targeting men.
This shampoo became the premium product as it was highly demanded by men.
Having masculine fragrance and attributes it became the market dominated
product buy roping the brand ambassadors like john Abraham, bipasha basu and
many others.
With roaring demand, HUL introduced different variants like cool menthol, soft
gloss, black shine etc so as to capture larger share in the market and to generate
the need to buy the products so as instigate the undesirable purchase.
SWOT ANALYSIS
Strength:
Product that creates niche market targeting men
premium product with high cost and quality.

Weakness:
Unable to capture female

39
High price
Attributes of masculinity

Opportunities:
To grab the untapped market belonging to females
To lower down the prices for mass marketing so as to grab the larger market
share.

Threat:
Tuft competition from head&shoulders
Companies like p&g, ITC fighting the rate race in advertisement and roping
brand ambassadors

40
2.8 ORGANIZATION CHART

BOARD OF
DIRECTORS

CHIEF
EXECUTIVE
OFFICER

MANAGING
DIRECTOR

REGIONAL
SALES
MANAGER

AREA
SALES
MANAGER

41
 SALES
OFFICER

TERRITORY
SALES
OFFICER

TTSO BUISNESS RS

EXECUTIVE SALESMAN

42
2.9 HUMAN RESOURCE SCENARIO OF HUL:

Attracting, motivating and retrieving best talent, these competencies have

played a seminal role in HUL‘S growth and success. The company key strength
is its people HUL's 32,400 employees, including about 1,425 managers, are all
sharply focused on the Common goal, which is to ―meet the everyday needs of
people everywhere.‖HUL has equally played a seminal role in India's overall
employment generation, creating over 200,000 indirect jobs in those sectors of
the economy connected with the company's operations. On an average, HUL
creates five indirect jobs for every single permanent employee.
HUL abides by a policy of scrupulous meritocracy, which unfailingly
seeks calibre,
competence and contribution. As early as 1942, the decision was taken to
develop Indian
managers for running the business. The first Indian Director was appointed in
1951 and
the first Indian Chairman in 1961.
Managers are selected by a unique, time proven system of performance in
groups and as
individuals. HUL is the number one preferred employer at leading campuses. It
is enriching its talent base with diversity by recruiting people with
complementary skills, especially for the newer businesses, and is also bringing
in a large number of talented women. On completion of training, this includes
projects in Indian villages and international cities.
The manager works in different functions
 Progress is based on merit
 Adhering to company‘s code of business principles.
 SAbility and performance.
 The values of Truth, Courage, Action and Caring form the bedrock of
these business principles.

HUL's managers are of the highest standing not only in Indian industry, but
also handle international assignments in the Unilever world. Today, over 60 HUL
managers hold top positions in different Unilever companies or corporate
functions.
Training of all employees began in the early fifties and in-house

43
management
development programmers commenced in 1953. Such formal training activities
now cover
all levels of employees, through three exclusive Staff and Management Training
Centers,
besides training at the company's units.
One of the most spectacular successes has been in developing a whole
new generation of
industrial workmen. Employees at the company's new factories in backward areas
have all
come from an agricultural background. But systematic training has converted
them into
first generation industrial workmen.

The result has been that HUL factories, like those in Khamgaon and
Sumerpur with first
generation industrial workmen, have come to be recognized as among the best in
the Unilever world. HUL's progressive and constructive policies towards its
employees are specially relevant, now that the country is globalizing.
The company's belief that a 'fair day's work deserves a fair day's
wages‟ has helped preserve harmonious industrial relations. The factories
register production and productivity rates, which are the best in the industry,
and also have benefits, which are comparable to the best in their respective
regions.

2.10Achievements of the company:

World HRD Congress 2010

HUL won two prestigious awards at the World HRD Congress 2010: 'The
Most Admired & Best HR Team Award' and our Executive Director-HR,
Leena Nair was awarded the 'HR Super Achiever of the Year' award

Customer and Loyalty Award

HUL won Customer and Brand Loyalty Award in the consumer non
durables sector.

44
Padma Bhushan

Our Ex-Chairman, Vindi Banga to receive highest civilian award from

Govt. of India in March-April

These are some highlights of recognition we have received from various

bodies for our social, economic and environmental performance.

2009:

Hewitt Associates

HUL ranked fourth in the „Top Companies for Leaders, 2009‟ for the Asia
Pacific region and bagged the 10th place in the global rankings.

Business Today Most Powerful Women in Indian Business

Our Executive Director- HR, Leena Nair was felicitated by Business Today
as amongst the 30 Most Powerful Women in Indian Business

CNBC TV-18 Global Indian Award

Our Ex-Chairman Vindi Banga received the Global Indian Achiever

Award

Top Companies for Leaders

HUL has ranked fourth in the „Top Companies for Leaders, 2009‟ for the
Asia Pacific region and bagged the 10th place in the global rankings.

CNBC AWAAZ Consumer Awards 2009

HUL was awarded the CNBC AWAAZ Consumer Awards 2009 in three
categories: Most Preferred Personal Care Company, Most Preferred Home
Care Company andValue for Money Brand of the Year.

Most Powerful Women in Indian business

45
Leena Nair, Executive Director – HR was felicitated by Business Today as
amongst the 30 Most Powerful Women in Indian business. Leena has been
accorded this recognition from Business Today for the third consecutive
year.

Global Achiever Award

Vindi Banga -- President Foods, Home & Personal Care, Unilever and
former Chairman of HUL has been awarded the Indian Global Achiever
Award by CNBC India.

Most Admired Marketing Company

HUL ranks No. 2 in Brand Equity's Survey of India's Most Admired

Marketing Companies.

EMPI-Indian Express Indian Innovation Awards

HUL‟s Project Shakti won the Silver Trophy of the EMPI-Indian Express
Indian Innovation Awards.

Dun & Bradstreet–Rolta Corporate Awards 2008

HUL won Dun & Bradstreet–Rolta Corporate Awards 2008 for being the
top Indian company in the „FMCG‟ sector for the third consecutive year.

CNBC TV18 CFO Awards

Our former Vice Chairman, Mr. D. Sundaram, was awarded the Best
performing CFO in FMCG Sector at the CNBC-TV18 CFO Awards for
excellence in the financial field.

Young Women Achiever Awards – 2009

Leena Nair, Executive Director - HR received the ' Young Women

Achiever Awards - 2009 ' for outstanding work in the field of business.

India's Most Trusted Brands

Three of our brands (Lux, Lifebuoy and Pepsodent) featured in the top 10
and seven in the top 20 of Brand Equity‟s India‟s Most Trusted Brands

46
survey conducted by the Nielsen Company. All together there were 16 HUL
brands among the country's 100 most trusted brands.

Ad Club EMVIES

Hindustan Unilever has bagged 7 Awards (2 Gold, 2 Silver and 3 Bronze)

across categories, the only company with maximum wins.

47
 Chapter 3 CONCEPTUAL FRAMEWORK:

3.1 ALL ABOUT BRANDING:

The term brand means different things to the different roles of buyer and
seller, with buyers generally associating brand with a product or service, and
merchants associating brand with identity. Brand can also identify the company
behind the specific product -- that's not just a detergent, that's ―Surf Excel
detergent‖. This use of brand puts a "face" behind the name, so to speak, even if
the "face" is the result of advertising copy and television commercials. This use
of brand also says nothing of quality, just the buyer's exposure to the brand's PR
and media hype.
For the typical merchant, branding is a way of taking everything that is good
about the company -positive shopping experience, professionalism, superior
service, product knowledge, whatever the company decides is important for a
customer to believe about the company -- and wrapping these characteristics
into a package that can be evoked by the brand as signifier.

3.2 What is a BRAND:

The American Marketing Association defines a brand as ―A name, term,
sign, symbol or design or a combination of them, intended to identify the goods
and services of one seller or group and to differentiate them to those for
competitors‖. A brand is thus a product or service that‘s adds a Dimension that
differentiates it in some way from other products or services designed to satisfy
the same need. These differences may be functional, rational, or tangible- relate
to product performance of the brand.
Branding has been around for centuries as a means to distinguish the
goods of one producer to those of another. The earliest signs of branding can
be traced to Europe where the medieval guilds required that craftsmen put
trademarks on their product to protect themselves and producer against inferior
quality substitutes. Also in fine arts branding began with artists signing their
works. Brands today play a number of important roles that improve the
consumer‘s lives and enhance the financial value of firms.

48
3.3 BRAND POSITIONING:
Although there are different definitions of Positioning, probably the most
common is: identifying a market niche for a brand, product or service utilizing
traditional marketing placement strategies (i.e. price, promotion, distribution,
packaging, and competition).
Positioning is a concept in marketing which was first popularized by Al Ries
and Jack Trout in their bestseller book "Positioning - The Battle for Your
Mind."

What most will agree on is that Positioning is something (perception) that

happens in the minds of the target market. It is the aggregate perception the
market has of a particular company, product or service in relation to their
perceptions of the competitors in the same category. It will happen whether or
not a company's management is proactive, reactive or passive about the on-
going process of evolving a position. But a company can positively influence
the perceptions through enlightened strategic actions.

3.4 Product positioning process:

Generally, the product positioning process involves:
1. Defining the market in which the product or brand will compete (who the
relevant buyers are)
2. Identifying the attributes (also called dimensions) that define the product
'space'
3. Collecting information from a sample of customers about their
perceptions of each product on the relevant attributes
4. Determine each product share and acceptability
5. Determine each product's current location in the product space
6. Determine the target market's preferred combination of attributes
(referred to as an ideal vector)

49
HUL Locates Positioning Opportunities
HUL methodically goes about the task of developing a brand portfolio
across a product category. It first identifies the various positioning opportunities
across benefits, target groups and price points. Existing brands are mapped
across these positioning opportunities, and gaps for possible new offers are
explored.

The company then estimates the likely volumes for each of the possible
opportunity and the financial viability and sustainability of the propositions in
the long term. If some of these gaps look promising.

HUL goes ahead with the plans. It examines the existing set of brands
with the company, the product technologies available, the benefits that can be
provided and other considerations that have a bearing on the company‘s long
term interests in the business.

3.5 BRANDING IN RURAL MARKET:

Branding strategy in rural Market.
Promotion of brands in rural markets requires the special measures. Due to the
social and backward condition the personal selling efforts have a challenging
role to play in this regard. The word of mouth is an important message carrier in
rural areas. Infect the opinion leaders are the most influencing part of promotion
strategy of rural promotion efforts. The experience of agricultural input industry
can act as a guideline for the marketing efforts of consumer durable and non-
durable companies. Relevance of Mass Media is also a very important factor.

. They are identifying the fact that rural people are now in the better position
with disposable income. The low rate finance availability has also increased the
affordability of purchasing the costly products by the rural people. Marketer
should understand the price sensitivity of a consumer in a rural area. This paper
is therefore an attempt to promote the brand image in the rural market.
Introduction Indian Marketers on rural marketing have two understanding

(I) The urban metro products and marketing products can be implemented in
rural markets with some or no change.
(II) The rural marketing required the separate skills and techniques
from its urban counterpart. The Marketers have following facilities to
50
 make them believe in accepting the truth that rural markets are different
in so many terms. The rural market has the opportunity for.
 Low priced products can be more successful in rural
markets because the low purchasing, purchasing powers in
rural markets. Rural consumers have mostly homogeneous
group with similar needs, economic conditions and
problems.
 The rural markets can be worked with the different media
environment as opposed to press, film, radio and other
urban centric media exposure. How reality does affect the
planning of marketers?

3.6 DISTRIBUTION CHANNEL FOR RURAL

INDIA:

Project Streamline, to further increase its rural reach with the help of rural
sub-stockists. It has already appointed 6000 such sub-stockists. As a result, the
distribution network directly covers about50, 000 villages, reaching about 250
million consumers corporate relationships which in turn prove beneficial for the
functioning of the company. ―The most important thing in life is not to
capitalize on your successes - any fool can do that. The really important thing is
to profit from your mistakes.

51
3.7 NEED FOR BRANDING HAIR CARE PRODUCTS:
Purpose of branding it is very important to identify the purpose behind
Branding. The purpose of branding is to create a powerful and lasting
emotional connection with customers and other audiences. A brand is a set of
elements or ―brand assets‖ that in combination create a unique, memorable,
unmistakable, and valuable relationship between an organization and its
customers. The brand is carried by a set of compelling visual, written and vocal
tools to represent the business plan and intentions of an organization.
Branding is the voice and image that represents your business plan to the
outside world. What your company, products and services stand for should all
be captured in your branding strategy, and represented consistently throughout
all your brand assets and in your daily marketing activities the brand image that
carries this emotional connection consists of the many manageable elements of
branding system, including both visual image assets and language assets. The
process of managing the brand to the business plan is important not only in ―big

52
change situation‖ where the brand redefinition is required, but also in the
management of routine marketing variables and tactics. This does not have to be
a ―ground-up‖ situation where there are wholesale changes to the business.

3.8 BRAND ELEMENTS FOE HAIR CARE PRODUCTS

Distinctiveness:
Our brand should be distinct when compared to our competitors and to all
spoken and visual communications to which your target audiences will be
exposed. The more unique and distinct your communications, the wider the
filed of effective competitive strength it will have. There are simple means to
apply to test the distinctiveness of your brand.

Differentiation:
The brand strategy and brand assets must set you‘re offering apart and clearly
articulate the specific positioning intent of your offering.

Defendable:
You will be investing in creating your brand assets and in all cases your brand
must have proprietary strength to keep others from using close approximations.
This applies to your trade names and other proprietary words as well as to your
logos, symbols and other visual assets.

Digit-able:
In most businesses there is strong and growing element of electronic
communications and commerce that dictate all brand assets be leveraged
effectively in tactile and electronics form.

OTHER ATTRIBUTES ARE:

BRAND IMAGE
BRAND AMBASSADORS
PACKAGING
PRICE
PREFERENCE
LIKABILITY
APPEAL

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3.9 ADVERTISING OF HAIR CARE PRODUCTS:
Advertising:
1 TV Commercials: There has been no advertising for our product in the
television since the product was introduced in the Indian market. New television
commercials (duration 30 sec) will be launched. The main channels to air these
will be daily soap shows, music, and news.

Since we are also targeting the, mass public promoted by their „icons‟ as well
i.e. Celebrity endorsement.

Sponsoring Events: - road shows, free saloon treatment

Hoardings: Hoardings will be placed in front of malls and shopping centres to

attract potential customers.

AVAILABILITY: Product should occupy place in every outlet, provision store

and
In super market store, so as to occupy desired shelf-space.

3.10 MARKETING STRATEGY AND MARKET

SEGMENTATION:
- When it comes to marketing strategies, most people spontaneously think
about the 4P (Product, Price, Place, Promotion) – maybe extended by three
more Ps for marketing services (People, Processes, Physical Evidence).
Market segmentation and the identification of target markets, however, are an
important element of each marketing strategy. They are the basis for
determining any particular marketing mix. Basic steps in marketing strategy are
as follows: ~

54
• ATTRIBUTES OF EFFECTIVE SEGMENTATION
Market segmentation is resorted to for achieving certain practical purpose. For
example, it has to be useful in developing and implementing effective and
practical marketing programmes. For this to happen, the segments arrived at
must meet certain criteria such: a. Identifiable: The differentiating attributes of
the segments must be measurable so that they can be identified.
Accessible: The segments must be reachable through communication and
distribution channels.
Profitable: - There is no use in locating segments that are sizeable but not
profitable.
Unique needs: To justify separate offerings, the segments must respond
differently to the different marketing mixes
Durable: The segments should be relatively stable to minimize the cost of
frequent changes.
Measurable: The potential of the segments as well as the effect of a specific
marketing mix on them should be measurable.
Compatible: - Segments must be compatible with firm‟s resources and
capabili

3.11 TARGET MARKETING

INTRODUCTION: -
There was a time when finding the best customers were like throwing
darts in the dark. Target marketing changed all that...Today's savvy marketers
know that finding their best prospects and customers hinges on well thought out
targeted marketing strategies.
Defining a target market requires market segmentation, the process of pulling
apart the entire market as a whole and separating it into manageable, disparate
units based on demographics. Target market is a business term meaning the
market segment to which a particular good or service is marketed. It is mainly
defined by age, gender, geography, socio-economic grouping, or any other
combination of demographics.

55
It is generally studied and mapped by an organization through lists and reports
containing demographic information that may have an effect on the marketing
of key products or services.
Target Marketing involves breaking a market into segments and then
concentrating your marketing efforts on one or a few key segments. Target
marketing can be the key to a small business‘s success. The beauty of target
marketing is that it makes the promotion, pricing and distribution of your
products and/or services easier and more cost-effective.
Target marketing provides a focus to all of your marketing activities. Market
targeting simply means choosing one‘s target market.

Thus this phenomenon of market targeting is applicable to hair care

product like Dove,Sunsilk,Clinic Plus and Clinic All Clear.

DOVE: - Targeting premium class of customer as it is a premium product,

due to high quality and high price.

SUNSILK: - Targeting youngster, speciallyfemales, tenage girls, mothers,

produc having different variants, normal range but rich in quality a fragnance,
attributed to femininity.

CLINIC ALL CLEAR:- Targeting males, attributes of

masculinity,prmium product with high price and quality, also targeted to sporty
lovers as it gives you a feel of energy,freashness.Different variants introduced
to attract female lovers too

CLINIC PLUS: - Mass marketing strategy was followed so as capture

higher share and increase the sales. Demanded specially in rural, semi-urban
areas. Price penetration strategy was followed, low price so that it is affordable
to all; different variants are introduced to recapture the untapped market.

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3.12 MARKET SEGMENTATATION:

1 Facilitates proper choice of target marketing

2 Higher Profits
3 Stimulating Innovation
4 Benefits the customer as well
5 Sustainable customer relationships in all phases of customer
6 Targeted communication
7 Higher market Shares

3.13 BRAND BUILDING MODEL:

57
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATIONS:

 WHICH SHAMPOO DO YOU USE

PERCENTAGE
2% DOVE
SUNSILK
16% 20% CLINIC ALL CLEAR
2%
CLINIC PLUS
4% PANTENE
2%
DABUR VATIKA
18%
12% FIAMA DI WILLS
VIVEL
HEAD&SHOULDERS
14% 16% HIMALAYA

INTERPRETATION:
From the above data it is clearly interpreted that Dove stands above all
the brands with maximum % i.e. 20% out of 10 shampoos. There is a sky
roping demand and a huge market of prospective buyers catering to buy
dove.
Sunsilk stands 2nd with 18% of people buying them due to different
variants and its fragrance which is followed by clinic plus and clinic all
clear, each having 16% and 14%
Head and shoulders is giving tuft competition to clinic plus, Pantene
securing 12%,Dabur vatika 4%,vivel,Himalaya and Fiama di wills all 3
selling in the same boat,2%each.

58
 DO YOU PREFER SACHET OR BOTTLE

80%

70%

60%

50%
Column2
40% Column1

30% PERCENTAGE

20%

10%

0%
BOTTLE SACHET

INTERPRETATION:
According to the survey 72% people prefer to buy bottle, where as 28%
still stick to sachet as they can take them handy, less expensive to buy
and they turn out to be a good testers.

59
  WILL YOU CONTINUE TO BUY A PRODUCT OF
A SAME BRAND IF THE PRICES INCREASES

52%

51%

50%
Column2
49% Column1
PER
48%

47%

46%
YES NO

INTERPRETATION:
More than 52% people will stick to the same brand, no matter whatever the
prices are, their loyalty towards the brands will not change, and rest 48% will
shift their product if the prices rise.

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  WHAT FACTORS WILL FORCE YOU TO
CHANGE YOUR BRAND OR PRODUCT.

60%

50%

40%

30% Column3
Column1
20% Column2

10%

0%
PRICE QUALITY PROMOTINAL AVAILABILITY
SCHEMES

INTERPRETATION:
One factor that leads ahead is quality, leading wth48%primararily because
people prefer quality over everything; it is followed by price 22%, availability
of the product 20% and promotional schemes 20%.

61
  WHAT MAKES YOU BUY THIS BRAND OR
PRODUCT

Column1

12%
BRAND NAME
16%
ADVERTISEMENT16%
PRICE
66%
BRAND AMBASSADOR2%
4%
QUALITY
2%

INTERPRETATION:
From the above data it is crystal clear 66% of people buy the product out of
quality, 16% out of advertisement, 12% out of brand name, 4% out of price and
last but not the least 2% out of brand ambassadors‘

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 ARE YOU SATISFIED WITH QUALITY
STANDARD OF THE PRODUCT?

PERCENTAGE

YES
NO

INTERPRETATION:
94% People are highly satisfied with the company‘s products and
standards, where as 6% people are not having positive response

63
 WOULD YOU PREFER USING OTHER BRANDS

54

52

50
Column2
54
48 Column1
Series 1
46

46
44

42
yes No

INTERPRETATION:
46% do not mind using other brands, as they stimulate to change where as
rest 54% will stick to buy the original, they don‘t switch to frequent
changes.

64
 WHAT ARE THE REASONS FOR FREQUENT
CHANGES

35%

30%

25%

20%
Column3

15% Column1
Column2
10%

5%

0%
QUALITY PRICE PERSONAL CHOICE NEWNESS

INTERPRETATION:
According to the above data around 32% people frequently change their
shampoo out of their personal choice, 30%switch their brand due to
quality issues, 28% change their product out of newness and rest 14%
change their product out of price changes.

65
  WHICH TYPE OF SHAMPOO DO YOU PREFER
MORE

Column1

18%
30%
ANTI-DANDRUFF
COOL- MENTHOL
16% DRY TO NORMAL
MILD

14% OIL CONTROL

30%

INTERPRETATION:
According to the pictorial representation of diagram anti-dandruff shampoo and
dry -to-normal shampoo weigh on the scale of 30%,oil control takes the second
place with 18%,16% goes to mild and rest is 14% goes to cool-menthol.

66
  DO THIS BRAND LIVE UPTO UR EXPECTATIONS

CAN'T SAY
28%
Column3
Column2
NO Column1
12%

YES
60%

0% 10% 20% 30% 40% 50% 60% 70%

INTERPRETATION:-
Majority i.e. 60% of the people have reacted in favor of the brand as the
product have absolutely lived up to their expectations,12% say that it hasn‘t,
whereas rest 28% are not sure it.

This clearly reprast that are product have been able to reach out to larger
medium and has convinced people of its presence……

67
 CHAPTER-5
FINDINGS AND SUGGESSTIONS

5.1 INTRODUCTION:
The entire analysis and interpretation is done on the data that is collected, the
findings are purely based on facts and figures.

5.2 FINDINGS:-
 According to the data analysis 68% people are HUL prospective
customers

 Around 52% people will buy are brand on the basis of continuity

 94% of people are highly satisfied with are product‘s

quality,packaging,price,promotional schemes, brand name, availability
etc

 Around 76% people believe that it is purely and purely quality factor for
them that makes them the brands of HUL

 Around 60% people believe that the brand and products of HUL have
lived up to their expectations.

5.3 CONCLUSION:-
 According to the analysis done, it is clearly seen that HUL products
dominate the market

 In HPC division specially in hair care products, are 4 brands rules the
customer‘s mind and their purchasing power decisions

 HUL has different products for different segments of the market, ranging
from Dove to Clinic Plus

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  Since there is still untapped market which prefer using other brands due
to factors like quality,price,brand name and advertisements

 Above all the analysis clearly interprets that if the quality is good people
will continue to buy the same brand no matter whatever is the price.

5.4 SUGGESSTIONS:-
 As there are 60% if people who prefer buying anti-dandruff and dry-to-
normal variant, so the co. should meet their requirements effectively.

 The company should reach out to untapped segment through

advertisements, different promotional schemes so as to induce people to
buy more of their brands.

 54% people say that they don‘t mind using other brands thus the co.
should convince that segment to buy HUL products.

69
 ANNEXURE
COPY OF QUESTIONNAIRE

QUESTIONNAIRE ON BRANDING OF HAIR CARE PRODUCTS OF

HINDUSTAN UNILEVER LIMITED (HUL)

1. Which Shampoo Do You Use

 DOVE
 SUNSILK
 CLINIC PLUS
 CLINIC ALL CLEAR
 PANTENE
 DABUR VATIKA
 FIAMA DI WILLS
 VIVEL
 HEAD $ SHOULDERS
 HIMALAYA

2. Do You Prefer Sachet or Bottle

 SACHET
 BOTTLE

3. Do You Use Conditioner of Same Brand

 Yes
 No

70
4. Will you continue To Buy A Product Of Same Brand If
The Prices Increases
 Yes
 No

5.What Factors Will force You To Change Your

Brand/Product
 Price
 Quality
 Promotional schemes
 Availability
 Seasonal changes

6.What Makes You Buy This Brand or product

 Brand name
 Packaging
 Advertisement
 Price
 Brand ambassador
 Quality

7.Since How Long Are You Using The Product

 Less Than A Month
 1-3 months
 More Than 6 Months
 More Than A Year

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8.Are You Satisfied With The Quality Standard Of The
Product
 Yes
 No

9. Would you Prefer Using Other Brands

 Yes
 No

10. Do You Suggest This Brand To Others

 Yes
 No

11. Do you switch Your Product/Shampoo Frequently.

 Yes
 No

12. What Are The Reasons For Frequent Changes

 Quality
 Price
 Personal Choice
 Newness

13. What Are The Changes That You Have Noticed After
Using The Product/Shampoo?
 Hair Growth
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  Thickness
 Dandruff Control
 Sleek n Shine

14. What Are the Other Factors That You Want

product/shampoo to Have.
 Better Quality
 Rich Fragrance
 Smoothness n Shine
 Colour n texture

15. Which Type Of Shampoo Do YOU Prefer More

 Anti-Dandruff
 Cool-Menthol
 Dry to normal
 Mild
 Oil control

16. What s The Average Consumption of Your

Product/Shampoo Monthly
 Less Than 1 Bottle
 1-2 bottles
 Can‟t say

17.Do This Product/Shampoo Fit Your Monthly Budget

 Yes
 No

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18.Do This Product Live Upto Your Expectations After
You Use It
 YES
 NO
 Can‟t SAY

19.DO You Have Any Complains Regarding The Product/

Shampoo
 Yes
 No

IF Yes What:

20.Any Suggestions :

74
REFRENCES

 Literature of the company

 Books of marketing by the marketing gurus like
PhilipKotler,keller,koshy,jha.
 Magazines and journals
 Websites like:
www.google.com
www.hulnbfservices.com
www.wikipedia.com
www.hul.com (updated version)

75