DR.

HARISINGH GOUR VISWAVIDYALYA

(A central university)
Sagar (m.p)

DEPARTMENT OF BUISNESS MANAGEMENT

In partial fullfillment in the degree of bachlor of buisness administraion

A PROJECT REPORT ON HINDUSTAN UNILEVER

Under the guidence of Submitted By

Dr. Babita Yadav Amit Jain
(Assistant Professor) (Y18180504)

Session Year-2019-20
 annexure

questionnaire for consumers

acknowledgement
preface
declearation
certificate
table of content
 INTRODUCTION
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer
Goods company with a heritage of over 80 years in India. On any given day, nine
out of ten Indian households use our products to feel good, look good and get more
out of life – giving us a unique opportunity to build a brighter future.

HUL works to create a better future every day and helps people feel good, look
good and get more out of life with brands and services that are good for them and
good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents,

shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged
foods, ice cream, and water purifiers, the Company is a part of the everyday life of
millions of consumers across India. Its portfolio includes leading household brands
such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline,
Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru,
Knorr, Kissan, Kwality Wall’s and Pureit.

The Company has about 18,000 employees and has sales of INR 37660 crores
(financial year 2018-19). HUL is a subsidiary of Unilever, one of the world’s
leading suppliers of Food, Home Care, Personal Care and Refreshment products
with sales in over 190 countries and an annual sales turnover of €51 billion in
2018. Unilever has over 67% shareholding in HUL.

In December 2018, HUL announced its acquisition of Glaxo Smithkline's India

business for $3.8 billion in an all equity merger deal with 1:4.39
ratio.[5][6] However the integration of 3800 employees of GSK remained uncertain
as HUL stated there was no clause for retention of employees in the deal.[6] In
January 2019, HUL said that it expects to complete the merger with Glaxo Smith
Kline Consumer Healthcare (GSKCH India) this year.

Headquarters[edit]
Hindustan Unilever's corporate headquarters are located at Andheri (E), Mumbai.
The campus is spread over 12.5 acres of land and houses over 1,600 employees.
Some of the facilities available for the employees include a convenience store, a
food court, an occupational health centre, a gym, a sports & recreation centre and a
day care centre.[17] The Campus is designed by Mumbai-based architecture firm
Kapadia Associates.[18]
The campus received a certification from LEED (Leadership in Energy and
Environmental Design)[19] Gold is a 'New Construction' category, by Indian Green
Building Council (IGBC), Hyderabad, under licence from the United States Green
Building Council (USGBC)
The company's previous headquarters was located at Backbay Reclamation,
Mumbai at the Lever House, where it was housed for more than 46 years

Finding

 psychological factor is highly affected to the consumer buying behaviour.

 from this survey based project it has found that consumers prefaring the
quality and as well as as price at atime of purchasing the shampoo.
 hul having the highest market share .
 in afamily ,consumption of a shampoo reaches 20 to 30 pouches per month
and bottles of shampoo 2 to 3 per month.
 large family prefare the bottles of shampoo and small family mostly
purchase thepouches of shampoo.
 ITC the greatest threat to HUL business.
 Suggestion

 The market share of hul is higher than the other brands ,but if we see the
individual performance of each shampoo brands of hul . Some brands are
lacking somewhere.
 If company wants to increase their sales and consumptions , so it suggested
that they should provide their shampoo at low price and attractive offers.
 Since,sagar is acity in which there are many schools and colleges ,hence the
most often shampoo being performed by the students is clinic plus.
 Majority of the users are from lower and middle class family. They wants to
shampoo in small pouches. E.g. 1 rs. Per pouch.
 Marketing mix

Marketing Mix of HUL (Hindustan Unilever) analyses the brand/company which

covers 4Ps (Product, Price, Place, Promotion) and explains the HUL (Hindustan
Unilever) marketing strategy. The article elaborates the pricing, advertising &
distribution strategies used by the company.

Product:
The product strategy and mix in HUL (Hindustan Unilever) marketing strategy can
be explained as follows:
Hindustan Unilever (HUL) is one of the leading FMCG companies in India. It’s
parent company is the globally known Unilever. The HUL product portfolio has
been mostly into 4 categories that are food and drinks, home care, personal care
and water purifiers.
The entire product range across categories in the HUL marketing mix is discussed
as follows. In the food and drinks segment HUL has Kwality Wall’s, Cornetto and
Magnum in the ice creams category. In the tea category HUL has Lipton and under
the brand name Brooke Bond it has Taaza, 3 Roses, Red Label and Taj Mahal. In
the coffee category Hindustan Unilever has the brand BRU. Under the brand name
Annapurna it sells Salt and Atta. It also sells its instant food making products and
spices under the brand Knorr with noodles, soup, snacking and spices. It also
Kissan which is in the jam, squashes and ketchup segments.
In the home care category HUL have detergents under which we have the famous
Surf Excel, Rin, Comfort, Wheel, and Sunlight. Also they have Cif and Domex in
the home cleaning segment and dishwashing segment we have Vim and Cif.
In the personal care Hindustan Unilever have Clear, Tresemme, Clinic Plus and
Sunsilk for specifically in the shampoo segment. But there are also Dove, Lux and
Pears which provide various cosmetic product for homes. The Vaseline is in skin
care category. The Lifebuoy is in the hand wash and toilet soap segment. HUL also
has Axe which has various grooming products and Brylcreem styling products for
men. The Fair & Lovely, Ponds, Lakme and Breeze are specific product targeted at
the women for beauty and skin care. There are also products offered by HUL
which are for professional beauty care such as TONI & GUY, aviance and TIGI In
the toothpaste segment we have Pepsodent and Close up. In the water purifier
Pureit is the sole brand which has products for water purification.
Price:
Below is the pricing strategy in HUL (Hindustan Unilever) marketing strategy:
Hindustan Unilever (HUL) is one of the leading company, offering many products
and hence a wide price range. Since HUL is a market leader in almost all the
segment it is present in it keeps a very competitive price for all the products as the
competition is quite stiff in the segments and as the customer in segment are
looking for value for money products. As the company tries to reach the maximum
number of customers in all income segment HUL produces products with different
packages and hence very different prices although the quality remains the same.
Hindustan Unilever also has various professional product for which it follows
premium pricing strategy for example TONI & GUY is very premium priced as
compared to Lakmé. When HUL comes up with new products it comes up with
bundling strategy where in it packs a small sample to the main product although
the product is either in the same category or with the same brand name. This gives
an insight of how HUL prices’ its products in its marketing mix.

Place:
Following is the distribution strategy of HUL (Hindustan Unilever):
HUL has a very wide outreach into many deep pockets of the country. Hindustan
Unilever has 6.4 million outlets across the country out of which 2 million are the
retail outlets. HUL also has 30 factories across the country which are further
connected to more than 2700 stockists which again then reach the retail outlets
which are the convenience stores and the super markets. This shows the strong
place & distribution marketing mix strategy of HUL. To reach the rural sector
HUL has various rural distributors which then forward to the rural sub stockists to
the rural retailers. With the coming up of Carry and Forward agencies it has been
able to reach many deep pockets of the country with a significant cost reduction.
Apart from the regular distribution channel HUL also employs multi-level
marketing to reach to customers requiring professional beauty products.
Promotion:
The promotional and advertising strategy in the HUL (Hindustan Unilever)
marketing strategy is as follows:
Hindustan Unilever (HUL) has been heavily investing in the brand promotions as it
needs them mostly for brand recall and many a times for introducing new brands.
Therefore Hindustan Unilever primarily uses aggressive promotion and advertising
its marketing mix. The advertisements of HUL brands are in the form of television
commercials, newspaper ads or any other magazines and as well as with the online
presence as well. Most of the times these campaigns are targeted by telling stories
to build relations rather than to sell them directly. HUL also has tied up with many
celebrities such as Shahrukh Khan, Kareena Kapoor, Kajol, Varun Dhawan as well
as with the professional hair stylist Jawed Habib. Hindustan Unilever also
participates in tons of CSR activities such as the famous project Shakti to empower
rural women, Sanjivani a mobile service camp, water conservation projects and
many more. HUL also time and again organizes various campaigns to create
awareness among the viewers and improve health and well being. Hence, this
concludes the HUL marketing mix.

HUL (Hindustan Unilever Limited) SWOT Analysis

STRENGTH

Analysis of HUL (Hindustan Unilever Limited). Strengths are:

1. HUL is a part of the Unilever group, hence strong brand equity
2. It has over 18000 employees
3. Hindustan Unilever has a reach of 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
7. Strong legacy of the HUL brand since its inception in 1934

WEAKNESS

Here are the weaknesses in the HUL (Hindustan Unilever Limited) SWOT Analysis:
1. Market share is limited due to presence of other strong FMCG brands
2. Hindustan Unilever faced controversies like skin lightening creams, pollution etc

OPPORTUNITY

Following are the Opportunities in HUL (Hindustan Unilever Limited) SWOT Analysis:
1. HUL can 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

The threats in the SWOT Analysis of HUL (Hindustan Unilever Limited) are as mentioned:
1. Intense and increasing competition amongst other FMCG companies can affect business of
HUL
2. FDI in retail thereby allowing international brands
3. Competition from unbranded and local products can hurt Hindustan Unilever's market
 Our vision
Our vision is to grow our business, while decoupling our environmental footprint
from our growth and increasing our positive social impact.

Sense of purpose
 Our strategy for sustainable business
 Health & hygiene
 Improving nutrition
 Greenhouse gases
 Water use
 Waste & Packaging
 Sustainable sourcing
 Fairness in the workplace
 Opportunities for women
 Inclusive business
Our business has always been driven by a sense of purpose, a thread that connects
us to our founding companies and their social missions to improve health, hygiene
and livelihoods in their communities.

We continue to believe that business must make a positive contribution to

addressing the challenges the world faces and that this is the only way a business
will succeed. In 2009, we launched The Compass – our strategy for sustainable
growth, setting out our determination to build a sustainable business for the long
term.

Sustainability targets
The Unilever Sustainable Living Plan, launched in 2010, laid the blueprint for
achieving this strategy. We continue to work towards the ambitious targets we
have set ourselves for halving our environmental impact, improving the health and
wellbeing of 1 billion people, and enhancing the livelihoods of millions.

Purpose, values & principles

Our Corporate Purpose states that to succeed 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."

Always working with integrity

Conducting our operations with integrity and with respect for the many people,
organisations and environments our business touches has always been at the heart
of our corporate responsibility.

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 the various other ways in which we engage with society.

Continuous commitment
We're also committed to continuously improving the way we manage our
environmental impacts and are working towards our longer-term goal of
developing a sustainable business.

Setting out our aspirations

Our Corporate Purpose sets out our aspirations in running our business. It's
underpinned by our 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.

Working with others

We want to work with suppliers who have values similar to our own and work to
the same standards we do. Our Supplier Code, aligned to our own Code of
Business Principles, comprises eleven principles covering business integrity and
responsibilities relating to employees, consumers and the environment.

Our purpose
The drive to serve consumers in a unique and effective way is at the heart of our
corporate purpose.

Our vision
We meet everyday needs for nutrition, hygiene and personal care with brands that
help people feel good, look good and get more out of life.Sustainability is at the
heart of our business, and through our brands, we seek to inspire people to take
small everyday actions that can add up to a big difference for the world.

Our deep roots in local cultures and markets around the world give us our strong
relationship with consumers and are the foundation for our future growth. We will
bring our wealth of knowledge and international expertise to the service of local
consumers – a truly multi-local multinational.
 Our long-term success requires a total commitment to exceptional standards of
performance and productivity, to working together effectively, and to a willingness
to embrace new ideas and learn continuously.

To succeed also requires, we believe, the highest standards of corporate behaviour

towards everyone we work with, the communities we touch, and the environment
on which we have an impact.

This is our road to sustainable, profitable growth, creating long-term value for our
shareholders, our people, and our business partners.

Our logo
Unilever is committed to making sustainable living commonplace and our logo is a
visual expression of that commitment. Each icon has a rich meaning at its core, and
represents some aspect of our effort to make sustainable living commonplace.

The icons that come together to shape the Unilever logo each signify something
about our business. Find out what they mean.

Respected sir/mem

I am the student of Dr. harisingh gour centrel university sagar, studying in BBA 3rd
sem.as a part of my curriculum ,I am doing a project which has a title “factor
considered while purchasing FMCG products “ and analysis of buyers behaviour to
purchase the shampoo products with special refrences to Hindustan Uniliver LTD.
I will be very grateful to your valuable time to response the following
questions.kindly tick (√) or give your words where appropriate.

Name:-…………………..

Address:-……………………
Gender :-…………… (male/female)

1.what is your age group

a. 0-15 b. 15 - 30 c. 30-45 d. 45-60

2.what is your merital status?

a. married b. unmarried

3.from which family are you belonging?

a. joint family b. nuclear family

4. how many members are in your family?

a. single b. 2-3 c. 3-4 d. 4 or above

5. what is your educational background

a. 10th b. 12th c. graduate d. post graduate

6. what is your annual income?

a. 0-1 lakh b. 1-2 lakh c. 2-3 lakh d. 3 to above e. none of

them

7. do you use the FMCG products?

a. yes b. no

8. do you use the shampoo?

a. yes b. no

9. if yes, then which brand of shampoo do you use?

a. clinic plus b. dove c. sunsilk d. none of them

10. since,how long time you are using these shampoo ?

a. 1 month b. 6 month c. 1 year d. 2 or more

11. do you want to swithover to any other brand ?

a. yes b. no

12. if yes, then what type of brand shampoo you will swithover?

a. patanjali b. p&g c. ITC d.godrej e. anyof these

13. by which source you get information and attract about the particular brand?

a. TV b. radio c. hoardings d. friends and family

14. from which place do you purchase your favorite shampoo brand?

a. nearest kirana shop b. super shop c. wholesaler shop d. as a situation

15. which attributes motivate you to purchase the favorite shampoo ?

a. brand name b. quality c. advertisement d. price e. offer
f. fragrance

16. if your favorite brand is not available on particular shop ,then what will you do
?

a. drop the idea to buy it b. go to another shop

c. try another brand c. none of these

17. which type of package of shampoo do you use ?

a. pouches b. bottles c. combo pack d. any of these

18.how much your monthly consumption of above mentioned package ?

a. 1 - 4 b. 4 – 8 c. 8 – 12 d. as a situation

19. are you satisfied with your existing shampoo brand ?

a. highly satisfied b. moderate satisfied c. unsatisfied d. none of these

20. would you recommend any other to use this brand?

a. yes b.no

thank you

signature
………………………

questionnaire for shopkeeper

name of shop :- ………………………….

name of shopkeeper :-……………………..

1.which brand of shampoo are available in your shop?

a………………….
b…………………….
c……………………..
d………………………
e……………………….

2. sales per month of HUL brand shampoo.

Ans:………………….
 DECLARATION

I hereby declare that the project report titled “Amul” products under the guidance
of Dr. Anil Kumar Kashyap Department of Business Management, Dr. Harisingh
Gour Vishwavidyalaya, Sagar (M.P).

To the best of my knowledge this report does not contain any work which has been
submitted for the award of any degree anywhere.
 CERTIFICATE

This to certify that Suraj Kumar Sen Student of B.B.A. 3rd semester, Faculty of
Management Studies Dr. Harisingh Gour Vishwavidyalaya, Sagar (M.P.) has
diligently worked on the Project Report on “Amul Product”. He has done this
work under my Guidance and Supervision. This project work is original and not
submitted earlier for the award of any degree or associate ship of any other
University

During this study he makes meticulous efforts for its completion. I wish him all
the best in these sincere endeavors for a bright and successful future.

Signature of Supervisor Signature of HOD

Signature of Examiner
 ACKNOWLEDGEMENT

I would like to whole heartily thank and express my sincere gratitude to Professor
Y.S. Thakur, Head of the Department, Dr. Harisingh Gour Vishwavidyalaya,
Sagar for suggesting me this problem and for giving an insight in dealing with the
subject.

I am highly obliged to Dr. Anil Kumar Kashyap, Assistant Professor,

Department of Business Management, Dr. Harisingh Gour Vishwavidyalaya,
Sagar for guiding me in various aspects of this project like conducting field work
and designing schedule for interviews and suggesting me the Project Work and
helping me in finalizing the Report on Amul to discuss the various aspects of this
study and provided useful suggestions.

Lastly, I must express my gratitude to all the elders of the family and citizens of
the city who blessed me in course of discussion. I also extend my sincere thanks to
my family and my friends for their encouragement and support.

SURAJ KUMAR SEN

(Y18180531)
BBA 3rd Sem.
 PREFACE

I’m glad to present this assignment to Dr. Anil Kumar Kashyap. This assignment
is about the study of Amul product.

This project contains about how consumer shows their satisfaction level towards
Amul products. I have given information in this project by conducting a survey on
consumer perception to the product by using questionnaire filled by respondents
and by consulting books and different useful websites and some research papers.

This includes the Amul introduction-History and Company profile, about the
various products and its overall analysis, Review of literature, Research
methodology and Analysis of overall satisfaction of consumer towards Amul
product, Annexure which consists questions being addressed to consumer during
survey. After analysis, findings, suggestions and conclusion for the same.