SALES PROMOTION

Comparative Analysis Of Two Brands

Submitted for partial fulfilment

Of
Patliputra University (A.N College, Patna )

BBM
Submitted to – Dr D.K Singh

By-
Ankur Priyadarshi
Class Roll No-43
University Roll No- 1920140070016
Bbm 2nd Year (2018-2021)
 DECLARATION
I hereby declare that this project work “COMPERATIVE

ANALYSIS OF HUL AND P&G ” is my work, carried

out in partial fulfilment of the requirement for the award

of BBM program under the guidance of our faculty

Dr.D.K Singh.

This report neither full nor in part has ever been

submitted for award of any other degree of either this

institute or any other.

Ankur Priyadarshi
Class Roll No-43
University Roll No- 1920140070016
Bbm 2nd Year
 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this

project report for “Comparative Analysis of Two
Companies”. It has been enriching experience for me to
work on this project as a student of A.N College, Patna,
I would like to express my sincere thanks to all those
who helped me in the project report.
Words are insufficient to express my gratitude
towards Dr.D.K Singh for giving me a wonderful project
on Sales promotion & Advertisement. I was able to learn
so many things while working on the project.
I am also thankful to all customers for providing me
their valuable time for the questionnaire without which
my project would have been a distant dream.
However, I accept the sole responsibilities for any
possible error and would be extremely grateful to the
readers of this project report if they bring such mistakes
to my notice..
Date:……………………….

Place:……………………....
 CONTENTS
Sr.No Topic
1. Introduction
2. Industry profile
3. Company profile
4. SWOT analysis
5. Product profile
6. Data collection
7. Data analysis
8. Conclusion
9. Recommendation
10. Limitation
11. References
12. Appendix

INTRODUCTION
This project report focus on the scope, limitations

,product line, marketing activities and current financial

Position of HUL and P&G.

These two companies cover a larger market share and

offers product of frequent use. Both of the company

deals in various sector like health care, beauty care,

personal care, foods etc.

Hindustan Unilever is India’s leading consumer goods

supplier.

By making contact with a number of customers we have

tried to find out the customers taste and preference for

the offerings of these two companies.

 Objective

 To find out the differences between offering of the

companies in order to know their current market

trade.

 To get an actual idea about the customer

preferences by making a personal contact with

them by asking few questions about their buying

behaviour.

 Is there real differences among the products of

same category and same price range of the two

different companies.
 Industry Analysis
While Unilever has been aggressive, both organically and
inorganically in the country, P&G’s approach has been about
achieving ‘balanced growth’ in terms of top line and bottom line.

Two of the world’s top consumer goods companies - Unilever and

Procter & Gamble (P&G) - have different strategies for the India
market.

While the Rotterdam-and-London-based Unilever has been

aggressive, both organically and inorganically in the country,
P&G’s approach has been about achieving ‘balanced growth’ in
terms of top line and bottom line.

This outlook has seen P&G remain a smaller unit in comparison to

its global rival in India, a key market, with plans to grow its
presence in existing categories such as feminine care, baby care,
health care and male grooming, which it says are under-penetrated
in the country.

P&G is the leader in feminine care with Whisper, baby care with
Pampers, health care with Vicks, and male grooming with Gillette.

It also competes head-on with Unilever in detergents (Ariel/Tide),

shampoos (Pantene/Head & Shoulders), and oral care (Oral-B) in
India.

An Edelweiss report recently had put the strategies of the two firms
into sharp perspective, saying Hindustan Unilever (HUL) could
become the largest subsidiary for its parent by the financial year
ended 2027 (FY27), surpassing the US unit, currently the biggest
for the global major, contributing 16 per cent to its top line.
India is the second-largest market for Unilever (in terms of value),
contributing nearly 10 per cent to the parent’s turnover of Rs 4
trillion.

HUL’s chairman and managing director Sanjiv Mehta said volume-

wise, India was already the largest in the world for Unilever, with
98 per cent of households in the country using one or more of the
company’s brands.

About 45 billion units are produced annually at the company’s

factories across the country, he said, with the maker of Dove and
Lifebuoy getting future-ready by putting in place an end-to-end
digital transformation programme.

P&G India, which includes two listed arms and one unlisted
company, contributes 2.2 per cent to the global parent’s top line of
nearly Rs 5 trillion.

P&G’s largest market is North America, including the US, Canada,

and Puerto Rico, contributing 45 per cent to top line, according to
its latest annual report.

Its second-largest market is Europe, contributing 23 per cent to

turnover.

China gives P&G 9 per cent of its turnover.

A P&G spokesperson said the company had made strategic choices

in India, focusing on superiority, productivity, and strengthening
its overall organisation.

“We are making deliberate interventions that focus on best-in-class

products, packaging, brand communication, retail execution, and
value.

"We are also driving productivity to improve profitability and

derive balanced growth,” the spokesperson said.
While P&G’s combined top line (including all three arms in India)
had grown 16 per cent year-on-year in FY19 to nearly Rs 11,000
crore, bottom line had moved sharply upwards, regulatory filings
reveal.

Data from the Registrar of Companies shows the unlisted company

P&G Home Products, which includes its key detergents and
shampoo businesses, reported year-on-year net profit growth of 59
per cent in FY19 to touch Rs 616.4 crore.

HUL’s FY19 top line was Rs 38,224 crore, a year-on-year growth of

nearly 9 per cent, while bottom line touched Rs 6,036 crore,
growth of 15.25 per cent from the previous year.

Male grooming major Gillette, best known for its razors, reported
10.4 per cent year-on-year profit growth for the financial year
ended June 30, 2019, to nearly Rs 253 crore.

P&G Hygiene and Healthcare, which makes Whisper and Vicks, on

the other hand, reported nearly 12 per cent year-on-year profit
growth for the same period to Rs 419 crore.

Gillette and P&G Hygiene and Healthcare follow a July-June

accounting year, while P&G Home Products follows an April-
March accounting period.

HUL also follows April-March accounting year.

According to analysts Arnab Mitra and Garima Bharti from

brokerage Credit Suisse, P&G’s competitive intensity in India has
been growing even as it focuses on profitable growth.

“P&G is at least defending its turf now after reducing its strategy of
aggressive sales it had earlier,” they said.

But some analysts said P&G would continue to lag HUL in the
future despite its priority being India.
“HUL has consistently focused on India, entering new categories,
launching global brands, making new acquisitions.

"P&G has not been consistent. Gaining the kind of scale that HUL
has will take time,” said Sachin Bobade, vice-president, research,
Dolat Capital.

The merger of GSK Consumer into HUL, nearing completion by

January-February next year, will make Unilever the largest food
company in the country, ahead of Nestlé India, sector experts said.

HUL’s overall turnover will also cross Rs 50,000 crore by FY21,

thanks to the GSK Consumer merger, with the company
contemplating more acquisitions in categories such as dairy.

P&G, in contrast, said it would push presence into rural areas,

where it gets a fourth of its overall business, build its retail network
on the ground, and launch variants in its existing segments.
Hindustan Unilever Ltd (HUL) is India's largest and
highly progressive company in FMCG

sector. HUL's brands like Lifebuoy, Lux, Surf Excel, Rin,

Wheel, Fair & Lovely, Pond's,

Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond,

Kissan, Knorr-Annapurna,

KwalityWall's are household names across the country and span

a host of categories, such as

soaps, detergents, personal products, tea, coffee, branded

staples, ice cream and culinary

products. These products are manufactured over 40 factories

across India and the associatedoperations involve over 2,000

suppliers and associates. Hindustan Unilever Limited's

distribution

network comprises about 4,000 redistribution stockists, covering

6.3 million retail outlets

reaching the entire urban population, and about 250 million rural

consumers. HLL is also one

of India's largest exporters. It has been recognised as a Golden

Super Star Trading House by

the Government of India. Presently, HLL has over 16,000

employees including over 1,200

managers. Its mission is to "add vitality to life." The Anglo-

Dutch company Unilever owns a

majority stake in Hindustan Lever Limited

Hindustan Unilever Limited (HUL), a 52%-owned

subsidiary of Anglo-Dutch giant Unilever,

has been working its way into India since 1888, when it started

selling its products there. As

India's largest consumer goods firm, HUL markets more than

400 brands that include

beverages, food, and home and personal care goods. Some of its

names include Kwality

Wall's ice cream, Sunlight dish detergent, Lifebuoy soap, Lipton

tea, Pepsodent toothpaste,

and Surf laundry detergent. HUL markets atta (a type of meal),

maize, rice, and salt, and its

export division ships castor oil and fish. The company also sells

bottled water and over-thecounter

healthcare items. It licenses its Lakmé and Lever Ayush brands.

Hindustan Lever Limited (HLL) is India's leading consumer

goods supplier, with a focus on

the Fast-Moving Consumer Goods (FMCG) category that

includes detergents, soap, shampoo,

deodorant, toothpaste, and other personal care items, and

cosmetics. HLL's personal care

brands include soap brands such as Lux, Lifebuoy, Liril, Breeze,

Dove, Pear's, and Rexona;

shampoos and hair coloring brands including Sunsilk Naturals

and Clinic; skin care brands

Fair & Lovely and Pond's; and oral care brands Pepsodent and

Close-Up. The company's

cosmetic line is led by the Lakme brand; HLL also produces a

line of Ayurvedic personal and

healthcare items under the Ayush brand. In addition to the

FMCG segment, HLL has

developed a line of food items, primarily under the Kissan and

Knorr Annapurna brands, as

well as the ice cream brand Kwality Wall's. In the early 2000s,

HLL also acquired baked

goods producer Modern Food Industries. In addition to its

domestic brand family, HLL sellsbulk foods, including maize,

rice, salt, and atta. HLL is also an active exporter, shipping its

FMCG and food brands, as well as rice; marine products

including surimi, shrimp, crabsticks,

and others; and castor oil. HLL has completed a restructuring of

its business in the first half of

the 2000s, streamlining its brand portfolio, from 110 brands to

35 "power" brands, whileexiting a number of businesses, such as

teas (sold to the Woodbriar Group in 2006) and

specialty chemicals. HLL maintains a strong manufacturing

presence in India, with some 80

factories located throughout the country; the company also

subcontracts to more than 150

third-party producers. HLL is itself a subsidiary of Unilever,

which controls 51.55 percent of

the group. Hll is listed on the mumbai stock exchange.

Procter & Gamble
Industry Analysis

William Procter, a candle maker, and James Gamble, a soap

maker, formed the company

known as Procter & Gamble in 1837. The two men,

immigrants from England and Irelandrespectively, had settled

earlier in Cincinnati and had married sisters. The two men

decided to

pool their resources to form their own company, formalizing the

relationship on October 31,

1837. The company prospered during the nineteenth century. In

1859, sales reached one

million dollars. By this point, approximately eighty employees

worked for Procter & Gamble.

During the Civil War, the company won contracts to supply the

Union army with soap and

candles. In addition to the increased profits experienced during

the war, the military contracts

introduced soldiers from all over the country to Procter &

Gamble’s products. Once the war

was over and the men returned home, they continued to

purchase the company’s products.

In the 1880s, Procter & Gamble began to market a new product,

an inexpensive, yet high

quality, soap. The company called the soap "Ivory." In the

decades that followed, Procter &

Gamble continued to grow and evolve. The company became

known for its progressive workenvironment in the late

nineteenth century.

Over time, the company began to focus most of its attention on

soap, producing more than

thirty different types by the 1890s. As electricity became more

and more common, there was

less need for the candles that Procter & Gamble had made since

its inception. Ultimately, the

company chose to stop manufacturing candles in 1920.

In the early twentieth century, Procter & Gamble continued to

grow. The company began to

build factories in other locations in the United States, because

the demand for products had

outgrown the capacity of the Cincinnati facilities. The companys

leaders began to diversify its

products as well and, in 1911, began producing Crisco, a

shortening made of vegetable oils

rather than animal fats. In the early 1900s, Procter & Gamble

also became known for its

research laboratories, where scientists worked to create new

products. Company leadership

also pioneered in the area of market research, investigating

consumer needs and product

appeal. As radio became more popular in the 1920s and 1930s,

the company sponsored anumber of radio programs. As a result,

these shows often became commonly known as "soap

operas."
 COMPANY PROFILE:

(A) Hindustan Lever Ltd –

Products With 400 brands spanning 14 categories of home,

personal care and foods products, no other company touches so

many people's lives in so many different ways. Brand portfolio

has made us leaders in every field in which we work. It ranges

from much-loved world favourites including Lipton, Knorr,

Dove and Omo, to trusted local brands such as Blue Band and

Suave. From comforting soups to warm a winter's day, to

sensuous soaps that make customers feel fabulous, and products

help people get more out of life. HUL is constantly enhancing

its brands to deliver more intense, rewarding product

experiences. It invests nearly €1 billion every year in cutting-

edge research and development, and has five laboratories around

theworld that explore new thinking and techniques to help

develop products. Consumer research plays a vital role in its

brands' development. They are constantly developing new

products and developing tried and tested brands to meet

changing tastes, lifestyles and expectations. And our strong

roots in local markets also mean they can respond to consumers

at a local level. By helping improve people's diets and daily

lives, can help them keep healthier for longer, look good and

give their children the best start in life. There is a big list of

products of this company and explained below:

(i) Health & personal care

• First launched in France in 1983, leading male grooming

brand, Axe, now gives guys

the edge in the mating game in over 60 countries.

• Oral care brands Mentadent, Peposodent and Signal have

teamed up with the world's

largest dental federation, the FDI, which represents over 750

000 dentists around the

world

• Lux became the first mass-marketed soap when it launched in

1924. Today it achievesannual global sales of over €1 billion.

• Recent breakthroughs at Rexona include Rexona Crystal, a

deodorant that eliminates

unsightly white deposits on dark garments

• Small & Mighty concentrated liquid fits into a smaller bottle,

requiring half the

packaging, water and lorries to transport it, making it kinder on

the environment

• Hindustan Unilever in India has launched a hand-wash

product, Surf Excel Quick Wash,

with a low foaming formulation, reducing the amount of water

needed for rinsing by up

to two buckets per wash.

(ii) Foods

• Knorr is our biggest food brand with a strong presence in over

80 countries and a

product range including soups, sauces, bouillons, noodles and

complete meals
• Lipton's tea-based drinks include the international Lipton Iced

Tea range, the Lipton

range in North America and Lipton Yellow Label, the world's

favourite tea brand.

• Becel/Flora pro.activ products have been recognised as the

most significant

advancement in the dietary management of cholesterol in 40

years

• In the mid-1990s it led the industry with a programme to

eliminate almost all trans fat

from margarine

• World's largest ice cream manufacturer, thanks to the success

of Heartbrand which

includes Magnum, Cornetto, Carte d'Or and Solero, and Ben &

Jerry's and Breyers in

the US.
 Procter & Gamble

Products
Procter & Gamble (P&G) is America’s biggest maker of

household products, with at least 250

brands in six main categories: laundry and cleaning (detergents),

paper goods (toilet paper),

beauty care (cosmetics, shampoos), food and beverages (coffee,

snacks), feminine care

(sanitary towels) and health care (toothpaste, medicine. P&G’s

famous brands include Ariel,

Pantene, Head & Shoulders, Fabreze, Sunny Delight, and Oil of

Olaz. About half of P&G's

sales come from its top ten brands. P&G also makes pet food

and PUR water filters andproduces the soap operas Guiding

Light and As the World Turns. Finally, P&G produces

chemicals. Today, P&G markets its products to more than five

billion consumers in 130

countries. P&G is one of the world’s biggest advertisers.

. Fortune 500 lists America’s Top Performing Companies. P&G

ranks 39 on the

list, before its main competitor Johnson & Johnson (57) and

Kimberly-Clark (142). P&G

also outperforms Unilever and Nestle, the company’s main

competitors overseas.

Its portfolio includes healthcare brand, Vicks and feminine

hygiene brand, Whisper. Under

healthcare business, the company´s revenue is driven by

products such as Vicks Vaporub,

Vicks Cough Drops, Vicks Action-500, Vicks Formula 44 and

Vicks Inhaler.

All brands

• Beauty & Grooming- Aguilera Perfumes,

Clairol Professional, Cover Girl, DDF, Dolce &Gabbana,

Fragrances, Gillette, Gucci Fragrances, HUGO BOSS

Fragrances,
Head & Shoulders, Herbal Essences, Ivory, Lacoste Fragrances,

Campbell, Natural Instincts, Nice 'n Easy, Old Spice, Pantene,

Puma, Rejoice, SK-II, Safeguard, Sebastian Professional, Secret

Venus, Vidal Sassoon, Zest.

• Health and Well-Being – Align, Always, Crest,

Discreet, Eu Fixodent, Iams, Metamucil, Oral-B, PUR, Prilosec

OTC, Pringles, Scope, Vicks.

• Household Care – Ace, Ariel, Bold, Bounce, Bounty,

Cascade, Charmin, Cheer, Comet, Dreft Laundry, Duracell,
Joy, Luvs, Mr. Clean ,Pampers, Puffs, Swiffer, Tide.
 SWOT Analysis

Procter & Gamble

Procter & Gamble Hygiene & Health Care Limited (PGHHCL)

is a public company that is

engaged in providing consumer goods (FMCG) in India.

PGHHCL is principally involved in

manufacturing, marketing and distributing healthcare and

feminine hygiene products. This

comprehensive SWOT profile of the company provides you an

in-depth strategic analysis of

the company’s businesses and operations. The profile has been

compiled to bring to a clear

and an unbiased view of the company’s key strengths and

weaknesses and the potential

opportunities and threats. The profile helps to formulate

strategies that augment business by

enabling to understand partners, customers and competitors

better. SWOT analysis is as

follows:

(i) Strengths:

• In India the distribution network has been well established

with the local dealers..

• Brands of the company are very popular among customers.

• Low cost operations due to better technology and well

managed workforce.

• Competent employees along with updated technology:

(ii) Weaknesses:

• Export of the company is limited due to high consumption in

local markets.

• Knowledge of local customers and territory sometimes not

available
(iii) Opportunities:

• Indian Territory is still untapped and it is with huge potential

for growth.

• Export potential can be utilized by the company.

• Cost competitive advantage to the company due to favourable

Indian market position.

• Opportunity for expansion in all relevant aspects of FMCG

sector exists.

(iv) Threats:

• Threats from low cost production imports.

• Necessary implementation of policies and taxation rules in

India.

• Sometime the local market conditions affect the demands and

sales.

• Connectivity in rural areas is not good for better coverage

Hindustan Lever Limited -

It has a large number of world renowned brands in its portfolio.

The customers are scattered in urban, suburban and rural areas

in India. A vast territory iscovered by this company and still

there is great potential for further development. SWOT

analysis of this sector is carried as follows:

Strengths:

• HUL has its subsidiaries across the world and has production,

marketing and research facilities across the world. The

distribution network of this company is very strong since

long.

• Profit generated every year so reserves are of huge amount for

further developments

• Leader in the market with high market shares.

• Supported with advance technology and cooperative

manpower.
Weaknesses:

• Export of its products is low because it has its units across the

world.

• There is no major weakness of the company in India.

Opportunities:

• Indian market is very large and still it is uncovered

• Export potential is there and can be utilized.

• Opportunity for boosting sales and revenue is very good.

• Low cost operations in India due to availability of raw

materials and cheap labour costs

Threats:

• Imports from China at lower cost creating difficulty.

• Government policies and tax regulation are necessary to be

implemented.

• Slowdown in demand due to local factors in India economy.

 Product Profile
 Oral-B (P&G) and Pepsodent (HUL)-These are the

products from personal care segment of these two

companies. Both claims to provide problem free healthy

gums and strong teeth. The USP of Oral-B is that it lessen

sensitivity and remove this problem to larger extent where

aspepsodent markets with its 24 hour protection feature.

 Pantene(P&G) and Dove(HUL)-

Pantene:

Product type-shampoo & conditioner

Country-Switzerland

Establishment-1940

Market-worldwide

It is a global brand that offers state of the art hair care and

beauty products like shampoo and conditioners.

Dove:

Product type-shampoo (personal care)

Introduced-1955

Market –Global

The products of Dove is sold in more than 80 country and

offered for both men and women.Products include

deodrents,bodywash,beautybars,lotions,hair care and facial

care products.
 .

Olay-

Product type-Beauty care

Introduced -1949

Country -South Africa

Market –worldwide.

It is currently a American skin care line .It is of P&G multi

billion dollar brands.

Lakme –

Product type-Beauty care

Market-Global
 Data collection
We have used the primary data collection sources to get

theactual idea about the product. We met customers and

ask them to fill questionnaire which has a set of 5

questions.

 Primary data collection sources:-

Questionnaire

Interview –Asking customers about their views,

expectations and experiences about the products.

 Secondary data collection sources:-

Informations and data obtained from websites.

Books and magazines.

 Data analysis

1.Which product do you use?

Pantene 22%
Dove 23%
Head &shoulders 25%
Sunsilk 20%
Others 10%

After collecting the data and analysing the responses of

customers we find that most of the shampoo of both companies

has almost equal share.The variation may be because of the

limited number of the customers as the survey was carried out in

a specific area.Product of other companies are also in use by the

a significant percentage of customers.

30%

25%

20%

15%

10%

5%

0%
Pantene Dove HEAD Sunsilk others
&SHOULDERS
2. You are user of which one?

Oral-B 10%
Pepsodent 25%
Others 65%

70%

60%

50%

40%

30%

20%

10%

0%
Oral-B pepsodent others

The survey shows that people are using Oral-B but people who

have particular teeth problem like sensitivity prefer it more. But

as pepsodent has a number of different version it has got wide

acceptance than Oral-B. It has introduced its different versions

to fight against different gums and teeth problems.

3. Which one will you prefer ,if you will have to choose one of

them?

Lakme 75%
Olay 25%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Lux venus

When we asked people about their preferences

either they prefer lakme product or Olay,most of
them choose lakme as their choice.
4. A f t e r t h e s u r v e y ( 1 5 0 s a m p l e s ) t h e
population understands the soap by its
b r a n d s regarded with quality. The results are:

I 30% known by the company name.

II 45 % k no w n by t he qu a l it y o f t h e s o a p .
III 10% known by the identifying the name.
IV 15% known by the types of the soaps.

PERCENTAGE
50

45

40

35

30

25

20 PERCENTAGE

15

10

0
ITY

4
P
AM

OA

ry
AL

go
FS
EN
QU

te
SO
TH

Ca
PE
G
YIN

TY
TIF
EN
ID
5. T h e i n d i v i d u a l r a t e s t h e i r p r e s e n t s o a p b y t h e
following qualities-

1Packaging of soap 15%

2Company name 20%

3Price of the soap 30%

4All of the above 35%

Series 1
40

35

30

25
Series 1
20

15

10

0
PACKAGING COMPANY NAME PRICE ALL OF THE ABOVE
6. T h e f a c t o r s w h i c h m a k e t h e c o n s u m e r t o
purchase the FMCG goods as rated.

1.Parent suggestion 35%

2.Friends suggestion 15%
3.T.V. advertisement 25%
4.Owned suggestion 25%

FMCG GOODS

35

30

25
FMCG GOODS
20

15

10

0
PARENTS FRIENDS T.V ADVERTISEMENTS OWN WISH
7. A f t e r t h e s u r v e y o f 5 0 s a m p l e s I a n a l y s e
that large family uses-.

1.HUL 45%
2.P&G 15%
3.JOHNSON & JOHNSON 10%
4.ITC 30%
5.OTHERS 5%

PERCENTAGE
PERCENTAGE

45

30

15
10
5

HUL P&G JOHNSON AND JOHNSON ITC OTHERS

8. A f t e r t h e s u r v e y o f 5 0 s a m p l e s I a n a l y s e
that small family uses-.

1.HUL SOAPS 30%

2.P&G 15%
3.JOHNSON & JOHNSON 20%
4. ITC 30%
5.OTHERS 5%

PERCENTAGE
35

30

25

20 PERCENTAGE

15

10

0
HUL P&G JOHNSON AND JOHNSON ITC OTHERS
9. Do you consider promotional schemes while purchasing a
particular brand of Soap / Detergent?

Responde
Particulars nts
Yes 78
No 22

H0: Promotional schemes have a significant effect on the

purchase of brand.
H1: Promotional schemes do not have an effect on the
purchase of brand.

Effect of schemes purchase behavior

100

80

60

40

20

0
Yes No
Respondents 78 22

ANALYSIS:

Answer of this question will give idea about

the effect of promotional schemes in the purchase
decisions. Such types of schemes always attract
more and more consumers towards particular
brand. Simultaneously it gives idea about the
factors which consumers look most in the product
before they make final decision.
Here H0 is accepted as the graph shows that 78
out of 100 consumers are looking for such schemes
before they make purchase.
10. Which medium do you feel is suitable to
promote the various promotional schemes?

Respond
Source ents
Radio 11
TV 69
Newspa
per 43
Hoardin
g 15
Others 12

Mediums to promote the promotional schemes

80

60

40

20

0
Radio TV News.ppr Hoarding Others
Respondents 11 69 43 15 12

Interpretation:

This question gives stress on the media habit of the people and
through which the product should be launch or they think it would be
better than other Medias.
 The above result shows TV as the best media to market the product
which will cover majority of the viewer ship. On the second place it
shows news papers as the media to promote the product in the market.

HUL
Promoti Respond
ons ents
Extra
Margin 47
Extra
Units 34
Credit
facility 58
Gifts 25
Promo.
Exp. 22

Trade Promotions by HUL

70
60
50
40
30
20
10
0
Extra Margin Extra Units Credit facility Gifts Promo. Exp.
Series1 47 34 58 25 22

Interpretation:
 The advantage of HLL over NIRMA is that it bare
promotional expenses which NIRMA is not doing. It attracts
more consumers through such promotions, such as display of the
product, banners etc.
So this may help it to attract more retailers. It may because
of its less cost of production in other segments in which nirma is
not operating.

P&G
Promoti Respond
ons ents
Extra
Margin 40
Extra
Units 33
Credit
facility 55
Gifts 20
Promo.
Exp. 12
 Trade Promotions by P&G
60

50

40

30

20

10

0
Extra Margin Extra Units Credit facility Gifts Promo. Exp.
Series1 40 33 55 20 12

Interpretation:

P&G is also a big player in the FMCG market. It is also

providing all the facilities which others are providing to
retailers.
Besides the questionnaire we talk to the customer also to know

the involvement of different products of different brand in their

daily life.After asking questions like which product do you use

to clean your home,which beauty cream do you prefer,which

soap and deodrent you like to use etc,we got the a number of

answers. The outcome of the answers is-

HUL is still the largest consumer goods supplier.

The products of HUL is most common in Indian houses.

Its brand image and the product brand which it offers with itself

has got greater acceptance because of its reliability and the

different price range.

It offers product of higher price as well as lower and this is the

reason because of which it is successful in penetrating the whole

market higher income group as well as lower income group.

ADVERTISEMENT EXPENDITURE

Advertisement plays a vital role in marketing of

products. Few years’ back the ratio between
advertisement and sales promotion was 70:30 but
this ratio changed dramatically. Now the ratio
between advertisement and sales is 40:60. It is
believed that sales promotion is effective if it is
backed by advertisement. All the manufacturer of
FMCG product spent huge moneyin advertisement.

Advertising spends increased by 5 percent in CY

2004 unlike popular market perception thatH U L
had cut back ad spend. However, the
company is now focusing attention
o n rationalizing its brand portfolio from 110 to 30

Rs IN CRORE HUL P&G

ADVERTISING AND 14,040 13,540
PROMOTION
SALES 86,230 81,250
% OF SALES 16.3 15.5
 Conclusion of the Survey

The study reflects that the use of sales promotion

undeniably has increased over the years in India. Future
holds lot of promise for such schemes across wider range
of product-markets.

Sales Promotion has ceased to be major

differentiator at least in the metros, with almost all
companies offering similar freebies and gifts. As a result
now marketers have to find out some innovative ways of
sales promotion to differentiate from competitors.
Currently Price off and Bye one get one free offers are
very effective to attract the consumers towards the
products.

We have noted that these kind of promotional tools

are useful for short term increase in sales and to induce
first trial. These types of promotional schemes should be
consistent and changed from time to time depending
upon season and competitor’s schemes.
 With the Increasing number of supermarket, the
branded packaged goods work as silent sales person. So
in such stores, sales promotion plays a more effective
role in stimulating consumers’ demands.

One of the very important facts we came to know

from this project is that sale of goods which contain large
quantity and having big packaging e.g. detergent are
stagnating because consumer prefer to buy small pack
goods, the reasons are: small pack goods reduce risk of
bad quality, It had low cost or say price, and last but
important factor i.e. mentality to purchase just to try first.
Sales of small pack goods are quite high, but from the
company’s point of view small pack goods is less
profitable compare to large pack goods.

So here marketer tries to increase sales of large pack

goods by using sales promotion tactics like price off and
percentage extra.
 RECOMMENDATION

On the basis of my studies I want to suggest

that P&G has to make out the more
productsvarieties according with different
product segmentations same as the HUL did to
grasp themarket shares.Because any company
stands in the competitive market should
have lot of varieties of  products to overtake
the entire market. The P&G has to check out
there pricing strategy because the price of the
HUL is much lesser than P&G and other
companies.The sales and promotional
activities of HUL is very effe ctive than
other competitivecompanies. The HUL invest
more money on advertisement and it also
emphasize on thedealer network distribution with
the help of there talented marketing
executives.Therefore, I suggest to other related
companies that they should emphasis on there sales
and promotional activities and should make there
proper marketing strategy.Last but not least the
channel of distribution, packaging,
segmentation and moreover onlyafter the
proper marketing research they should launch
their new products in the market tograsp the
entire market and increase their market shares
 Limitations of the study

 Our sample size is only 100, which is not very large.

 All the respondents could not fill their questionnaire

on their own due to language problem and also
problem of time and lack of positive behavior.

 Respondent may give biased answer due to some

lack of information about other brands.

 Findings of the study are based on the assumption

that the respondents have given correct information.
 References

BOOKS

Ø Philip Kotler, “Marketing Management”, 11th

edition, Pearson education Asia Publication.
Ø C.R.Kothari, “Research Methodology methods &
techniques”,New Age
International(p)ltd.publishers,2nd edition.

WEBSITES

1. HUL and P&G websites

2. www.fmcg.in
3. www.wikipedia.org
 QUESTIONNAIRE
Information Requirement

I.Consumer perception of brands and the important

they attach the brand name.

II.The extent to which the consumer think the

following attributes company name,shape,
skincare.

III.The buying process involved in the selection of

soap.

IV.Consumer attitude towards retreating.

Questions-
1)which company’s soap do you use regularly?

HUL
P&G
Godrej
Nirma
J&J
2)What do you understand by the term “brand” of
soap?

i)Company Name
ii)Quality of the soap
iii)Identifying name
iv)Type of the soap
 
3)Please name some soap companies that you have
heard of.

4)How important us the brand name of a fmcg

product?

i)Not important
ii)Important
iii)Very important

5)How do you rate your present soap the following

qualities-

i)Packaging of soap
ii)Company name
iii)Price of the soap
6)Are you satisfied with the overall performance of
your present soap?

i)Satisfied
ii)dissatisfied

7)Have you ever change new brand of soap.

i)Yes
ii)No

8)Did you change both the soap at the same time

and one time?

9)What do you want change over to the present

soap?

10)How did you decided that your replacement?

i)Your friend
ii)your own68
 
11)What are the factors that you considered when
you purchase the soap?

i)Parents suggestion
ii)Friend suggestion
iii)T.V. Ads

12)In the premium segment which soap do you

use?

(i)Pears
(ii)Dove
(iii)Fiama di wills
(iv)Doy

13)What are the factors that you considered when

you purchase the fmcg product?

i)Company name
ii)Price of soap
iii)Past experience
iv)Advertising

 
14)KINDLY TICK the once you have heard of
company

i)Lux
ii)Doy
iii)Dove
iv)Cinthol
v)Dettol
vi)Hamam
vii)Liril
viii)Breeze
ix)Nivia

15)Which company’s advertisement do you prefer

more?

i)HUL
ii)P&G
iii)Nirma
iv)Godrej
v)J&J

16.Which product do you use?

 Pantene
Dove
Head & Shoulders
Sunsilk
Others

17.You are user of which one?

Oral-B
Pepsodent
Others

18. Which one will you prefer, if you will have to

choose one of them?

Olay
Lakme
Fair & lovely
Pond’s