1.

A
SUMMER TRAINING REPORT
ON
“STUDY OF CONSUMER BEHAVIOUR ABOUT
PUREIT AT HINDUSTAN UNILEVEL LTD.

SUBMITTED TO:- TRINITY

INSTITUTE OF
PROFESSIONAL STUDIES
,DWARKA NEW DELHI
FOR THE PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE
OF MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF :-

INTERNAL SUPERVISIOR
MS. KANIKA

SUBMITTED BY:
SHUBHAM SINGH
B.COM(HONS) -FINAL SEMESTER
ROLL NO-04320688814
SESSION 2014-2017

1
 PREFACE

The World Health Organization estimates that more than one billion people across the globe do
not access safe and reliable drinking water, whereas in India context more than 40 crore
people do not use safe drinking water. The morbidity and mortality resulting from water-
related infections such as water born diseases are enormous, and exacts a particularly high
burden among young children. Safe water, proper hand washing, and latrine use are key
environmental interventions to reduce the prevalence of diarrhea. A variety of methods exist to
treat drinking water at the point-of-use (POU), including boiling, using filters, chlorination, and
combined methods like filtration and chlorination, or flocculation and chlorination. Even where
households have access to one or several methods, research shows that worldwide, only a small
percentage of them routinely and consistently treat their water.

To address some of the challenges created by lack of access to safe water, in 2007 HUL
launched ‘Pureit’ water purifier to access the safe and reliable drinking water. The general goal
of this project was to increase demand for water treatment and to identify the potential of HUL’s
‘Pureit’. Pureit is a household-based water treatment product that combines disinfection with
removal of dirt and other pollutants and transforms turbid contaminated water into clear, potable
water.

I have worked on this project to evaluate the consumer behavior regarding safe drinking water,
to create awareness about water born diseases, to introduce Pureit water purifier to those, who
are not aware of Pureit, to provide the motivation as well as information for its use and to take
feedback of Pureit from those who have been using this water purifier.

In all contexts I have studied barriers and facilitators to sustained water treatment behaviors, as
well as reactions too and use of Pureit specifically. Findings have clear programmatic relevance,
and add to the emerging literature on water treatment behavior and the adoption of new
technologies, and particularly provide insights about feasible directions for Pureit. I appreciate
comments, feedback, and questions from readers.
Today’s world is a world of competition. The concept of marketing is totally has been changed,
in every field customer became aware, now the market is customer oriented. The prime motive
of the company should be customer delight hence to survive and achieve higher goals.
This Project has been performed as a Part of our Summer Training in the Second Year of MBA.
This will also serve as basic knowledge in respect of consumer behavior of Pureit water
purifier at Hindustan Unilever Ltd. Procedure and systems followed in the organization.
This Project report covers various activities which involve an efficient use of funds for minimizing
the risk of loss to attain profit objectives. It is accompanied with number of format, chart and flow
diagram which will be helpful in understanding the subject m

2
 ACKNOWLEDGEMENT

This report began on 30th June 2010, the day I was inducted as a summer trainee at ‘Hindustan
Unilever Pureit Safe Water Zone Ghaziabad ’ As an Amateur to the corporate environment, this
training at ‘HUL PUREIT’ has been a very insightful and exciting experience. I am grateful for
the inspiration and wisdom of many people for their insights and encouragement. I cannot
possibly mention the names of all those people who have enriched and improved my thinking
through their conversations. But without the names of some people this project report would not
be possible. This report has been analyzed and sharpened by their intellectual prowess.

First and foremost, I would like to express my sincere regards to my training head Mr. Rajeev
Kalia (Area Sales Manager of Ncr region) and Mr. Vikash Kaushik (Business Development
Executive Ncr region) after that I would like to give my heartily thanks to my Project guide Mr.
Vishal Rekhi (Territory Sales Officer Hul Pureit Swz, Ghaziabad), Mr. Vineet (Zonal Sales
Officer Hul Pureit Swz, Ghaziabad) and other members of Hul Swz Ghaziabad. Their vision
and the valuable time that they shared with me will always be a source of inspiration for me.

At last, I would like to thank my Faculty Guide of this Project Dr.Ashutosh Agrawal [LORD
KRISHNA COLLEGE OF ENGINEERING, Ghaziabad], who let me to initiate the project
and provided valuable suggestions and guidance during the whole project. Their perspective has
encouraged me to incorporate a different dimension to t

With Regards,

SHUBHAM SINGH
B.COM(HONS) FINAL
(SEMESTER)

Roll. No. 04320688814

3
 CONTENTS

 Chapter - I : Introduction

o Objective and Scope of Report

o Research Methodology

o Limitations

Chapter – II: Introduction of the Organization

o History of the Organization

o Organization Structure

o Vision, Mission & Philosophy

o Performance

o Product/Service

o Problem of the Organization& future of the organization

4
 Chapter – III: Consumer Behaviour

“Study Of Consumer Behaviour About Pureit At Hindustan Unilever

Limited”

Chapter – IV: Data findings and analysis

Finding Results

Chapter – V: Conclusion and Suggestion

o Conclusion

o Recommendation

 Annexure

 Bibliography

5
 INTRODUCTION OF PROJECT
HINDUSTAN UNILIVER WATER
DIVISION( PUREIT )

SOME BASIC FACTS ON WATER PROBLEMS

According To WHO, infected water causes an estimated 80 % of diseases in India.
Each year, diarrhea kills 500,000 Indian children.
Sewage lines are also in contact with underground water pipes.
These pipes are very old and have rusted, which may be the cause of contamination.

HISTORY OF WATER DIVISION:

It was launched in Chennai: end 2003.
And Started national launched in beginning 2007.
On date: National launched completed.
Present in all states.
Total field force of 8000 + across the country.
It has already protected 15 million lives.

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company, touching the lives of two out of three Indians with over 20 distinct categories in
Home & Personal Care Products and Foods & Beverages.

6
The company’s Turnover is Rs. 20, 239 crores (for the 15 month period – January 1, 2008 to
March 31, 2010).
HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving
consumer goods with strong local roots in more than 100 countries across the globe with
annual sales of €40.5 billion in 2008. Unilever has about 52% shareholding in HUL

Hindustan Unilever was recently rated amongst the top four companies globally in the list of
“Global Top Companies” for Leaders” by a study sponsored by Hewitt Associates, in
partnership with Fortune magazine and the RBL Group. The company was ranked number
one in the Asia-Pacific region and in India.

The mission that inspires HUL's more than 15,000 employees, including over 1,400
managers, is to “add vitality to life". The company meets everyday needs for nutrition,
hygiene, and personal care, with brands that help people feel good, look good and get more
out of life. It is a mission HUL shares with its parent company, Unilever, which holds about
52 % of the equity.

Welcome to the world of Pureit – the most advanced in-home water purifier in the world!
Pureit, a breakthrough offering of Hindustan Unilever, comes with many unique benefits –
complete protection from all water-borne diseases, great convenience, and unmatched
affordability. Pureit’s unique Germ kill Processor technology removes all harmful viruses and
bacteria and removes parasites and pesticide impurities, giving us water that's 'as safe as
boiled water. It assures our family of 100% protection from all water-borne diseases like
jaundice, diarrhea, typhoid, cholera etc.

What’s more, it doesn’t need gas, electricity or continuous tap water supply. Pureit meets
stringent international criteria of Environment Protection Agency (EPA), USA for harmful
virus and bacteria removal.
Pureit has been launched on a pilot basis through the company's rural initiative Project
Shakti.
HUL launched Pureit in two Price categories of Rs. 2000 and 3200 to target Indian middle
class people with two colours Royal Blue and burgundy but due to most of its competitor
launched water purifier at nearest to 1000Rs. to target lower middle class people so company
also launched 1000 Rs. Purifier also to target the same and small shops. It is based on Germ
Kill Battery Technology (in which sustain release chlorine technology is used), Hydro
sensors and manual filing facility where running water is not available, 18 litres storage
capacity, come with battery life indicator and high level category of plastic. It purifies the
water in four stages and gives approx four litre as safe boiled water at just Rs.1. and it is first
purifier in India in cheaper rate category which is certified by EPA.

7
Besides traditional advertising such as television commercials, the company is promoting the
product through non-traditional channels such as hospitals, clinics, government and non-
government bodies and health care agencies.
Company are using the direct marketing like UREKA FORBS Ltd. For its product M05
(2000 Rs.), Auto fill (3200 Rs.) and Marvella (6990 Rs.) products.

CANCEL ALL PAGES BEFORE OBJECTIVES

8
 Objective

Customer preference and brand relationship for product (Hul)in rural india .and

Make people more brand loyal.

1) To analyze the present promotion strategy of rural brand (HUL) in rural market
 Tostdy the mode of communication used and their effectiveness

 To find out t he role of promotion in rural sales

 To find out promotional strategies of different player in market

2) To measure the success of rural marketing campaign of brand (HUL) IN TEAM

Of consumer appreciation.
 To study the determinant of specification factor which decide the success of rural

promotional strategies

3) To evaluate the effect of adopting the specific brands ambassadors in the rural marketing
context’’

4) To analyze the market opportunity and potential for existing and new entrants in the

rural market.
 To find the growth of rural market over a period of 5 year

 To find the behavioral change in rural consumer

9
The main objective of this project is to find ;what are step Hindustan uni lever ltd is
Adapting to be market leader and to differentiate itself from its competitor
What’s the step company is utilizing to current trend in marke
Most of product of HUL come in the category of convenience product they are frequently used
and bought by customer there is large number of player in the market who are supplying similar
product to the customer now customer have become smart they great knowledge of market
product and supplier so they are looking for product which providing something extra HUL has
wide range of product in FMCG sector covering every need and want of the customer it has
product for child young and adult male &female etc. so it has to differentiate it product taking
into the account need and demand of all sector of the society not only product but it has to look
upon service and feed back from customer also .it should do something to give after sale service
and collect feedback from the customer. The basis objective of this project is as maintained
above to find ways so that HUL remain market leader by considering all the need and want and
fulfilling their demand.

10
 RESEARCH METHODOLOGY

Research Methodology of the study refers to the methods used to collect the required data
for research work.
“Research is the systematized effort to gain new knowledge”

RESEARCH PROBLEM
Research problem of this project is to analyze the typical consumer behavior of the
customer for safe drinking water.
It’s the way by which we collected data and used it to analysis the available fact for
arriving at a particular results and suggestion. Basically there are two ways of collecting
the data primary & secondary.

RESEARCH DESIGN
It consists of clean statement of the research problem procedures and information
processing and analysis of data collected. It includes hypothesis also.
I have used Descriptive Research which includes survey and fact-finding enquiries of
different kinds. The main characteristics of this method are that the researchers have no
control over the variables; he can only report what has happened or what is happening.
The major purpose of descriptive research is description of the state of affairs as exists as
present.
 Problem to retailers with their respective FMCG Company.
 Taste and preference of retailers and consumers towards the brand.
 Strategy of different players in the market.
 Different schemes of different brands.

Descriptive research design: - alone with some exploratory research was applied which
descriptive the state of affairs as they subsists. Descriptive research was used in the study
of marketing strategies for the sale of company’s product also studying about the
parameters which affect the competitiveness of the product.

Analytical research:- in this kind of research researcher uses facts or information which
are already available and analysis these for critical and rational facts of the past and

11
present tends in the demand and consumption, quality of product, packaging methods,
supply and distribution and analyzed them for critical result and suggestion some
recommendation.

SAMPLING PLAN

Sampling methods:- Snow ball sampling has been used for the purpose of those
consumers and prospective customers as it helped in knowing the no. of users of Pureit
product and convenient sampling methods was used for distributers in distance place as
accessibility had emerged as a problem in some cases.
Sampling unit: - It defines the target population that will sample together for carrying
out the analysis. Here it includes different areas and households.
Sampling size: - For conducting the study distribution channel system of HUL some
region like Vidhayadhar Nagar, Shastri Nagar was selected.

ASSUMPTION OF THE STUDY

Questionnaire is distributed to different households in the different areas. Respondent

have responded correctly. Information collected through various source is correct.

DATA ANALYSIS
Data become useful only affect they are properly analyzed. Data analysis involves
covering’s as series of recorded observation i.e. data into descriptive statement and
inference about relationship. This task is helpful in identified the areas where the
company each improve further collected data was analysis by the use of simple statistic
tools like percentage and (univariate analysis) result have been represented by using bar
chart columns and pie chart.

DATA COLLECTION

This was done by using:-

A. Primary data. These are the fast hand information as observation in leads to collect
through surveying as interviewing using questionnaire and schedules.
Questionnaire- it can be recognized as a schedule, interview from or measuring
instrument is a formalized set of question for obtaining information from the repaired. It
is widely used in consumer and industrial marketing research analysis.

12
B. Secondary data – these are the data which are already available in data which are
already available in usable forms various type secondary data used.
 Literature from various papers, journals, and magazines. E.g. News and Views
and paper India.
 Annual report (previous record of the company.)
 Internet surfing.
 Other official sources.

RESEARCH APPROACH
The research is based initially on an exploratory research & finally followed by
descriptive research.

RESEARCH INSTRUMENTS
The research instrument used in the study was predesigned up to designed questionnaire
with closed ended multiple choice & open-ended questions.

QUESTIONNAIRE
The questionnaire is by far the most common instrument in collecting primary data & the
questionnaire consists of question presented to respondent for their answers. The
questionnaire used a set of open-ended question.

SAMPLE SIZE
Sample size is 100 households
Type of research - Descriptive research (it includes facts findings service)
Statistical tools - Pie charts, bar diagrams etc.
Data collection - Through questionnaire

UNIVERSE

In the data of the sampling, large sample units are preferred to get the accurate outcome
of the research. I took two place as a sample for survey i.e. Vidhyadhar Nagar and Shastri
Nagar in Jaipur

13
 LIMITATION:

These project works also have some limitation which I had to face while doing survey
and conducting interview through questionnaire with the people. Due to limited time
constraints which were only two months I could not find the accurate data and the people
with whom interview was being conducted where not responding well so I had to
struggle. Whether some of them responded well and they where also excited to know
about the waterborne diseases and how pure it works to remove all the bacteria’s, viruses,
pesticides and parasites present in water. Although I have tried to take care of everything,
still due to sample size there may be some chances that it could not be generalized. Apart
from this the response errors were also there because some of the respondents gave more
than one answer for a single question, which were of little use for me.

14
 INTRODUCTION OF THE COMPNAY

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company,
touching the lives of two out of three Indians with over 20 distinct categories in Home &
Personal Care Products and Foods & Beverages.

The company’s Turnover is Rs. 20, 239 crores (for the 15 month period – January 1, 2008 to
March 31, 2010).

HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer
goods with strong local roots in more than 100 countries across the globe with annual sales of
€40.5 billion in 2008. Unilever has about 52% shareholding in HUL

Hindustan Unilever was recently rated amongst the top four companies globally in the list of
“Global Top Companies” for Leaders” by a study sponsored by Hewitt Associates, in
partnership with Fortune magazine and the RBL Group. The company was ranked number one in
the Asia-Pacific region and in India.

The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is
to “add vitality to life". The company meets everyday needs for nutrition, hygiene, and personal
care, with brands that help people feel good, look good and get more out of life. It is a mission
HUL shares with its parent company, Unilever, which holds about 52 % of the equity.

15
CEO and Managing Director

Nitin Paranjpe - CEO and Managing Director

Mr. Paranjpe was appointed as the CEO and Managing Director of the Company in February
2008.

Board of Directors

The Board of Directors as repositories of the corporate powers act as a guardian to the Company
as also the protectors of shareholder’s interest.

This Apex body comprises of a Non- Executive Chairman, four whole time Directors and five
Independent Non – Executive Directors. The Board of the Company represents the optimum mix
of professionalism, knowledge and experience.

Mr. Harish Manwani - Chairman

Mr. Harish Manwani (55), assumed charge as the Non-Executive Chairman of the Company with
effect from 1st July, 2005.

16
Mr. Nitin Paranjpe - CEO and Managing Director

Mr. Nitin Paranjpe (46), after obtaining a degree in BE (Mechanical) and MBA in Marketing
(JBIMS) from Mumbai, joined the Company as a management trainee in 1987.

Mr. R. Sridhar - Chief Financial Officer

Mr. Sridhar Ramamurthy (45) is a Chartered Accountant (Gold Medallist) as well as a Cost
Accountant and Company Secretary.

Mr. Gopal Vittal - Executive Director, Home & Personal Care

Mr. Gopal Vittal (42), an alumnus of Madras Christian College, completed his MBA from IIM,
Kolkata. Mr. Vittal has 18 years experience in Marketing & Sales in FMCG market including
Skin Care, Soaps and Laundry.

Mr Pradeep Banerjee - Executive Director, Supply Chain

17
Mr Pradeep Banerjee (51) joined HUL as a Management Trainee in 1980.

Mr. D. S. Parekh - Independent Director

Mr. D. S. Parekh (64), is a B.Com graduate and holds a FCA degree from England and Wales.
Mr. Parekh has held senior positions in Grind lays and Chase Manhattan.

Prof. C. K. Prahalad - Independent Director

Prof. C. K. Prahalad (67), is the Paul and Ruth McCracken distinguished University Professor of
Corporate Strategy at the University of Michigan. He received his Doctorate of Business
Administration from the Harvard Business School.

Mr. A. Narayan - Independent Director

Mr. A. Narayan (57), joined ICI India as a Management Trainee in 1973 and grew through
diverse functions and businesses before being appointed as the Managing Director of ICI India in
1996.

18
Mr. S. Ramadorai - Independent Director

Mr. S. Ramadorai (64), is the Chief Executive Officer and Managing Director of Tata
Consultancy Services Limited; Chairman of Tata Technologies Limited and Chairman of CMC
Limited.

Dr. R. A. Mashelkar - Independent Director

Dr. R. A. Mashelkar (66), is presently the President of Global Research Alliance, a network of
publicly funded R&D institutes from

19
 HUL - BRIEF HISTORY

The company was incorporated on 17th October, 1933 under the name of Lever Brothers (India)
Pvt. Ltd. (LBIL). It set up its manufacturing units in Bombay and Calcutta an associated
company viz., Hindustan Vanaspati Mfg. Co. Pvt. Ltd. (HVM), was earlier incorporated on 27th
November 1931 which set up a vanaspati factory in Bombay. Both LBILK and HVM were
wholly owned subsidiaries of Unilever Ltd., London, U.K. HVM later acquired three more
vanaspati factories at Shamnagar (West Bengal), Tirchirapalli (Tamil Nadu) and Ghaziabad (U.P)
In order to market the toilet preparations manufactured by LBIL or imported from Unilever
companies, a marketing company under the name United Traders Pvt. Ltd. (UTL) was
incorporated on 11th may, 1935 as a wholly owned subsidiary of LBIL. In 1944, the management
of LBIL and HVM was integrated. In November 1956, HVM and two small associated
companies’ viz. William Gossage & Sons (India) Pvt. Ltd and Joseph Cross field & Sons (India)
Pvt. Ltd., which were wholly owned subsidiaries of Unilever Ltd., were amalgamated with LBIL
and the name was changed to Hindustan Lever Ltd. From 23rd October, 1956 activities of UTL
were taken over by its holding Company LBIL. With the amalgamation of business under one
company, Indian capital was introduced in this integrated business in 1956. HUL has been
growing very rapidly, especially in 1996 the growth was 88.6% HUL became the second private
company in India after Reliance Industries to cross the Rs 10000 crore mark in 1998. At present
it’s valued at Rs. 11764.31 crore.1 Its rapid growth has given HUL place in the top 5companies
regularly in annual BT-500 survey. This huge success has come due to:-

 Merger with Ponds India Limited

 Launch of 40 new products
Doubling of rural distribution network from 50,000 to one lakh villages

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).

20
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

21
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 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 Icecream Group families and in 1995 the Milkfood 100% Icecream
marketing and distribution rights too were acquired.

22
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuring
culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998. The two companies
had significant overlaps in Personal Products, Speciality Chemicals and Exports businesses,
besides a common distribution system since 1993 for Personal Products. The two also had a
common management pool and a technology base. The amalgamation was done to ensure for the
Group, benefits from scale economies both in domestic and export markets and enable it to fund
investments required for aggressively building new categories.

In January 2000, in a historic step, the government decided to award 74 per cent equity in
Modern Foods to HUL, thereby beginning the divestment of government equity in public sector
undertakings (PSU) to private sector partners. HUL's entry into Bread is a strategic extension of
the company's wheat business. In 2002, HUL acquired the government's remaining stake in
Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the Amalgam
Group of Companies, a leader in value added Marine Products exports.

HUL 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

23
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 17th October 2008, HUL completed 75 years of corporate existence in

24
 MILESTONES

1888 Sunlight soap introduced in India.

Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai,
1895
Kolkata, and Karachi.
1902 Pears soap introduced in India.
1903 Brooke Bond Red Label tea launched.
1905 Lux flakes introduced.
1913 Vim scouring powder introduced.
1914 Vinolia soap launched in India.
Vanaspati introduced by Dutch margarine manufacturers like Van den Berghs,
1918
Jurgens, Verschure Creameries, and Hartogs.
1922 Rinso soap powder introduced.
1924 Gibbs dental preparations launched.
1925 Lever Brothers gets full control of North West Soap Company.
Hartogs registers Dalda Trademark.
1926

Unilever is formed on January 1 through merger of Lever Brothers and Margarine

1930
Unie.
Hindustan Vanaspati Manufacturing Company registered on

1931

November 27; Sewri factory site bought.

1932 Vanaspati manufacture starts at Sewri.

25
1933 Application made for setting up soap factory next to the Vanaspati factory at Sewri;
Lever Brothers India Limited incorporated on October 17.
Soap manufacture begins at Sewri factory in October; North West Soap Company's
1934
Garden Reach Factory, Kolkata rented and expanded to produce Lever brands.
1935 United Traders incorporated on May 11 to market Personal Products.
1937 Mr. Prakash Tandon, one of the first Indian covenanted managers, joins HVM.
Garden Reach Factory purchased outright; concentration on building up Dalda
1939
Vanaspati as a brand.
Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires
1941
own sales force.
Unilever takes firm decision to "train Indians to take over junior and senior
1942
management positions instead of Europeans".
1943 Personal Products manufacture begins in India at Garden Reach Factory.
Reorganisation of the three companies with common management but separate
1944
marketing operations.
1947 Pond's Cold Cream launched.
Mr. Prakash Tandon becomes first Indian Director. Shamnagar, Tiruchy, and
1951
Ghaziabad Vanaspati factories bought.
1955 65% of managers are Indians.
Three companies merge to form Hindustan Lever Limited, with 10% Indian equity
1956
participation.
1957 Unilever Special Committee approves research activity by Hindustan Lever
1958 Research Unit starts functioning at Mumbai Factory.
1959 Surf launched.
Mr. Prakash Tandon takes over as the first Indian Chairman; 191 of the 205
managers are Indians.

26
1961
1962 Formal Exports Department starts.

1963 Head Office building at Back bay Reclamation, Mumbai, opened.

Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad; Sunsilk
1964
shampoo launched.
1965 Signal toothpaste launched; Indian shareholding increases to 14%.
Lever's baby food, more new foods introduced; Nickel catalyst production begins;

1966 Indian shareholding increases to 15%.

Statutory price control on Vanaspati; Taj Mahal tea launched.

1967 Hindustan Lever Research Centre, opens in Mumbai.
Mr. V. G. Rajadhyaksha takes over as Chairman from Mr. Prakash Tandon; Fine
1968
Chemicals Unit commissioned at Andheri; informal price control on soap begins.
1969 Rin bar launched; Fine Chemicals Unit starts production; Bru coffee launched
Mr. V. G. Rajadhyaksha presents plan for diversification into chemicals to Unilever

1971 Special Committee - plan approved; Clinic shampoo launched.

1973 Mr. T. Thomas takes over as Chairman from Mr. V. G. Rajadhyaksha.

Pilot plant for industrial chemicals at Taloja; informal price control on soaps
1974
withdrawn; Liril marketed.
Ten-year modernisation plan for soaps and detergent plants; Jammu project work
1975 begins; statutory price control on Vanaspati and baby foods withdrawn; Close-up
toothpaste launched.
Construction work of Haldia chemicals complex begins; Taloja chemicals unit
1976
begins functioning.
Jammu synthetic Detergents plant inaugurated; Indian shareholding increases to
1977
18.57%.

27
1978 Indian shareholding increases to 34%; Fair & Lovely skin cream launched.
1979 Sodium Tripolyphospate plant at Haldia commissioned.
Dr. A. S. Ganguly takes over as Chairman from Mr. T. Thomas; Unilever
1980
shareholding in the company comes down to 51%.
1982 Government allows 51% Unilever shareholding.
1984 Foods, Animal Feeds businesses transferred to Lipton.

Agri-products unit at Hyderabad starts functioning - first range of hybrid seeds

1986 comes out; Khamgaon Soaps unit and Yavatmal Personal Products unit start
production.
1988 Launch of Lipton Taaza tea.
1990 Mr. S. M. Datta takes over as Chairman from Dr. A. S. Ganguly.
1991 Surf Ultra detergent launched.
1992 HLL recognised by Government of India as Star Trading House in Export

1993 HLL's largest competitor, Tata Oil Mills Company (TOMCO), merges with the
company with effect from April 1, 1993, the biggest such in Indian industry till that
time. Merger ultimately accomplished in December 1994; Launch of Vim bar;
Kissan acquired from the UB Group.
HLL forms Nepal Lever Limited, HLL and US-based Kimberley-Clark
Corporation form 50:50 joint venture - Kimberley-Clark Lever Ltd. - to market
1994 Huggies diapers and Kotex feminine care products. Factory set up at Pune in 1995;
HLL acquires Kwality and Milkfood 100% brand names and distribution assets.
HLL introduces Wall's.
HLL and Indian cosmetics major, Lakme Ltd., form 50:50 joint ventures - Lakme
1995 Lever Ltd.; HLL enters branded staples business with salt; HLL recognised as
Super Star Trading House.
1996 Mr. K. B. Dadiseth takes over as Chairman from Mr. S. M. Datta; Merger of Group
company, Brooke Bond Lipton India Limited, with HLL, with effect from January

28
 1; HLL introduces branded atta; Surf Excel launched.
Unilever sets up International Research Laboratory in Bangalore; new Regional
1997
Innovation Centres also come up.
Group company, Pond's India Ltd., merges with HLL with effect from January 1,
1998 1998. HLL acquires Lakme brand, factories and Lakme Ltd.'s 50% equity in
Lakme Lever Ltd.
Mr. M. S. Banga takes over as Chairman from Mr. K. B. Dadiseth, who joins the
2000 Unilever Board; HLL acquires 74% stake in Modern Food Industries Ltd., the first
public sector company to be disinvested by the Government of India.
HLL enters Ayurvedic health & beauty centre category with the Ayush range and
2002
Ayush Therapy Centres.
2003 Launch of Hindustan Lever Network; acquisition of the Amalgam Group
2005 Launch of "Pureit" water purifiers

Brooke fields food operations moved to Mumbai

2006
Company name formally changed to Hindustan Unilever Limited after receiving
the approval of share holders during the 74th AGM on 18 May 2007
2007
Sales of Brooke Bond and Surf Excel each cross the Rs 1,000 crore

HUL completes 75 years on 17th October 2008

2008

29
 DEPARTMENT STRUCTURE OF HUL

GM

PERSONAL FINANCE MARKETING PRODUCTION P&I

SALES PURCHASE STORE

30
 Organization structure

Business
Head

General Operation
Manager
DREAM OF WATER DIVISION:
Area Sales & Customer Services
Manager(Regional)

Sales Officer

Territory Sales
Incharge

31
INTRODUCTION OF THE PUREIT

32
 THE BODY:

STAGES OF PURIFYING:

 Unique microfiber mesh

 Unique compact carbon trap

33
  Unique Germ kill processor

 Unique Polisher

MICRO FIBRE MESH:

Water gets filtered through a polyester filter (micro fiber mesh which removes particulate impurities of
size > 10 micron.

COMPACT CARBON TRAP:

Water passes through a compacted carbon filter which removes particulate matters of 3–10 micron
size. This removes pesticides, cysts and other organic impurities- improve taste and provide clarity
to water.

34
 GERM KILL PROCESSOR:

The water then enters into a cartridge which has the chlorine tablet. Water comes in contact with
the chlorine tablet. The cartridge is designed such that water picks up a limited qty of chlorine.

Germ kill processor

Water then flows into a dwell chamber which provides sufficient contact time between Pathogens
& chlorine to kill them.

POLISHER:
Finally water passes through a Polisher / Scavenger which removes residual chlorine and the by
product.

35
BENEFITS OF PUREIT:
 Complete protection from all water-borne diseases
 Great convenience
 Unmatched affordability

Complete protection from all water-borne diseases

Pureit removes harmful viruses and bacteria and removes parasites and pesticide impurities,
giving us ‘as safe as boiled water’. This way, Pureit assures us and our family of 100%
protection from all water-borne diseases like jaundice, diarrhea, typhoid and cholera.

Viruses Bacteria Parasites Pesticide

Impurities

Great convenience
Pureit doesn’t need gas, electricity or continuous tap water supply, making it an absolutely
hassle-free water purifier.

36
 Vision of HUL

Unilever products touch the lives of over 2 billion people every day – whether that's through
feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and
clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

A clear direction
The four pillars of our vision set out the long term direction for the company – where we want to
go and how we are going to get there:
We work to create a better future every day
We help people feel good, look good and get more out of life with brands and services that are
good for them and good for others.
We will inspire people to take small everyday actions that can add up to a big difference for the
world.
We will develop new ways of doing business with the aim of doubling the size of our company
while reducing our environmental impact.
We've always believed in the power of our brands to improve the quality of people’s lives and in
doing the right thing. As our business grows, so do our responsibilities. We recognize that global
challenges such as climate change concern us all. Considering the wider impact of our actions is
embedded in our values and is a fundamental part of who we are.

37
 Mission of HUL

Unilever’s mission is to add vitality to life. They need everyday needs for nutrition hygiene and
personal care with brand that have people feel good, look good and get more out of life.
HUL’s Corporate Responsibility (CR) philosophy is embedded in its corporate purpose and
Vitality mission.

Philosophy of Hindustan Unilever Ltd.

The company firmly believes that it has commitment to all its stakeholders - consumers,
employees and the community in which it operates. It can fulfil this commitment only by
sustainable growth. The Vitality mission of the company aims to improve quality of life through
our products and through our interventions in the community.

On this background, HUL's key CR initiatives are undertaken with a long-term view. Initiatives
that are sustainable, that have long-term benefits and that have business linkage are accorded
priority. Some initiatives are brand driven, some are driven by our people and some are driven by
our processes.

38
 PERFORMANCE OF HINDUSTAN UNILEVER LTD.

HUL is committed to communicating sustainability performance through a detailed ‘Sustainable

Development Report’ published biennially and will also provide an update on its commitments
through the Financial Report annually.

The report addresses the United Nations Global Compact (UNGC) principles. A reference table
for UNGC principles and Global Reporting Initiative's G3 Sustainability Reporting Guidelines is
also provided in the report for comparability.

The sustainability performance indicators presented in the report capture data on performance
through the calendar year 2009. While it transparently showcases the impact across the value
chain, the data on environmental and safety performance is limited to the company’s own
operations. Highlights of HUL Sustainability Impacts:

45,000 Shakti entrepreneurs serving more than 1,00,000 villages across India.

Enhanced livelihood of 75,000 rural women by Rs.18 crores in partnership with DHAN
Foundation.

Lifebuoy Swasthya Chetna has touched more than 120 million Indians since 2002.

Reduced environmental impact of our manufacturing operations by 31% for water use and by
28% for CO2 from energy.
o

39
 Nineteen tea estates certified by Rainforest Alliance for sustainable sourcing of tea.
o

HUL employees volunteered more than 1, 15,000 hours for community initiatives through HUL
Sankalp.

More than 3 million households protected by Pureit water purifier.

HUL was felicitated for receiving highest number of patents in 2009 in India.

Highlights of HUL Sustainability Commitments by 2015

To eliminate PVC from our brand packaging.

Extend the Shakti programme to 75,000 entrepreneurs.

Over 50% of tomatoes sourced from India will be from sustainable sources.

Above 25% reduction of CO2 from energy by 2012 in our own factories on per tone basis
against 2004 baseline.

Implement rainwater harvesting in our own sites in all our own factories where it has the
potential to yield results.

Contribute to water conservation in villages. Aim is to conserve 20 billion litres of water.

40
PRODUCTS OF HINDUSTAN UNILIVER LIMITED

HOME & PERSONAL CARE

 Soaps = Lux, Rexona, Lifeboy, Breeze, Liril, Hamam, Moti, Dove soap.
 Paste & Brushes = Pepsodent & Closeup.

 Detergents = Surf, Rin & Wheel.

 Creams = Fair & Lovely, Pond’s talc & cream, Vaseline lotions, Lakme beauty products.

 Shampoo = Sunsilk, Dove, Clinic plus , Clinic all Clear ,

 Other product =Vim dish wash, Ala Bleach, Domex disinfectant, Axe deospray.

FOODS:

41
  Tea & Coffee = Lipton , Brooke Bond , Bru Coffee
 Soups & Meal = Knoor soups & meal.

 Icecream = Kwality Walls

 Bread = Modern Bread

 Others = Kissan Squashes & jams, Annapurna salt & atta.

PURIFIER:

42
  Compaq Rs.1000 /-

 M05 Rs.2000 /-

 Auto fill Rs.3200 /-

 Marvella Rs.6990 /-

HUL has produced many business leaders for corporate India. It is referred to as a ‘CEO Factory'
in the Indian press for the same reasons. It’s leadership building potential was recognized when it
was ranked 4th in the Hewitt Global Leadership Survey 2007 with only GE, P&G and Nokia
ranking ahead of HUL in the ability to produce leaders with such regularity.

The company’s statement of corporate purpose is to “meet the everyday needs of people,
everywhere.”

Today, HUL is one of India’s largest exporters of branded Fast Moving Consumer Goods. It has
been recognized by the Government of India as a Golden Superstar Trading House.

Over time HUL has developed into a viable & competitive sourcing base for Unilever world
wide in

Home and Personal Care & Foods & Beverages category of products. HUL is also a global
marketing arm for select licensed Unilever brands and also works on building categories with
core country advantage such as branded basmati rice.

HUL Exports offers high level of service with flexibility and responsiveness thorough out the
supply chain. It has a dedicated organization structure to support this endeavor and this has
helped in growth of these businesses in particular. Intrinsic cost competitiveness in the end to end

43
Supply chain with appropriate technology and competitive capital investment operations while
delivering best in class quality enables HUL to position itself as a key sourcing hub for Unilever
and also become a preferred partner for Global customers in categories we operate.

HUL’s key focus in the exports business is on two broad categories. It is a sourcing base for
Unilever brands in Home & Personal Care (HPC) and Food and Beverages (F&B) for supplies to
other Unilever companies. It also focuses on becoming a preferred supplier to both non-Unilever
and Unilever clients in three categories in which India, as a country, has competitive advantage –
Branded Rice, Marine Products and Castor and its Derivatives. HUL enjoys international
recognition within Unilever and outside for its quality, reliability and speed of customer service.

HUL's Exports geography comprises, at present, countries in Europe, Asia, Middle East, Africa,
Australia, and North America etc.

 HUL’s products touches two out of three Indian everyday

 Reach 80% Households

 Direct Coverage of 1mln outlets

 2000 Suppliers and Associates

 71 Manufacturing locations

 16000 Employees

 1100 managers

 Shelf availability 84% outlets in India

"The promise was clear: To create a company that wouldn't be about bricks, mortar or sales
graphs, but driven by something far more potent. Something that would stand the test of time:
relationships."

44
COMPANY FACTS

• Hindustan Unilever, which once pioneered distribution in India, is today reinventing

distribution - creating new channels, and redefining the way current channels are serviced.

• In the process it is converging product availability, with brand communication and brand
experience.

• HUL holds 100 factories across India for manufacturing its diverse product range.

• With 35 brands and 1,200 SKUs (stock keeping units), HUL also plans to rationalize the
number of SKUs in its portfolio.

PERSONAL PRODUCTS : THE CORE CONCERN OF ADVERTISING

1. Fair & Lovely

Fair & Lovely - the miracle worker

45
Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely was test
marketed in 1975 and has been nationally marketed since 1978.

In fact, Fair & Lovely has been extensively tested with consumers in India and abroad, and has
been proven to be superior in terms of benefit delivery to all key competitive brands.

Fair & Lovely's formulation contains a unique fairness system that contains a combination of
active agents and sunscreens. This has been specially designed and proven to deliver one to three
shades of change in most people. Also its sunscreen system is specially optimized for Indian
skin. Indian skin unlike Caucasian skin tends to 'tan' rather than 'burn' and, hence, requires a
different combination of UV A & UV B sunscreens.

The fairness cream is marketed in over 38 countries through HUL Exports and local Unilever
companies and is the largest selling skin lightening cream in the world. The brand today offers a
substantive range of products to consumers including Fair & Lovely Fairness Reviving Lotion,
Fair & Lovely Fairness Cold Cream and Fair & Lovely Fairness Soap.

46
2. Ponds

Pond's - the beauty expert

Pond's Cold Cream was launched in India in 1947 and was followed by the launch of Pond's
Dream flower Talc 1956. The current skin offerings under the Pond's Brand name include
Moisturising Cold Cream, All Day Oil Control Cream, Daily Face Wash, Blackhead Removal
Strips and Dream flower Body Lotion. In talc’s, Pond's now has four variants. Pond's Dream
flower Talc is now enhanced with 'Floral Extracts', Pond's Sandal Talc is a sandal variant with
'Natural Sunscreen', Pond's Light 'n' Fresh comes with SAM (Sweat Absorption Material), while
Pond's Magic Deo-Talc now has a new enhanced deodorant protection.
Pond's is about beauty that reflects the times. Pond's brings superior and innovative solutions to
meet all skin care needs by delivering outstanding personal beauty solutions - through scientific
skin expertise, extensive research and stringent product testing.
Pond's track record reveals an ensemble of products that make a real noticeable difference,
proving therefore that Pond's remains the most trusted beauty expert in the consumer's mind.

47
3. Oral Care Product

Jee Ke Dekho Yar

Close-Up

Close-Up, the youth brand, was the first gel toothpaste to be launched in India in 1975 and has
remained the category leader ever since. The brand arose out of a universal need for confidence
in a social situation, starting with fresh breath.
In 2002, Close –Up was relaunched in two variants - Close-Up Tingly Red and Close-Up
Eucalyptus Waves. Close-Up Tingly Red and Close-Up Eucalyptus Waves with their superior
formulation provide superior cleaning, enhanced flavour and a freshness that extends from nose
to throat. The communication for Close-Up focuses on the base line, ‘Jee Ke Dekho Yaar’,
which encourages young people to go out and get a life!

48
The new flavours are in line with HUL’s endeavour to continuously innovate and offer new
advanced products to the consumers. These flavours have been specially designed to win over
competition consumers.

Recently, Close-Up Whitening, the tooth-whitening variant, was introduced with a unique self
check device called “shade card”. This helps consumers identify how “yellow” their teeth really
are and also to track the improvement in teeth colour as they use the paste. The toothpaste helps
teeth get whiter in 4 week of regular use.

4. Hair Care Product :

 Sunsilk

Sunsilk - the hair expert

49
Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as the
'Hair Expert,' Sunsilk has identified different hair needs and offers the consumer a shampoo that
gives her the desired results.

The different variants of Sunsilk - Black Shine (for dull hair), Bouncy Volume (for thin, short
hair), Silky Strength (for dry hair) and Natural Nourishment (for regular oiled hair) - are based
on well researched consumer needs and hair types.

The benefits are more compelling and relevant since the variants are harmonised in terms of the
product mix - fragrance, colour and ingredients are all well linked to cue the overall synergy. The
range comes in premium packaging and design. The accent is on femininity, as captured in the
tagline – “Baalon mein dhadkan, dil mein shararat.”

Sunsilk was extended to hair colourants in June 2001. The colourants are available in 7 variants
that are specially suited to Indian hair and skin tones and colour hair gently and safely.

Clinic - for healthy hair

Clinic Plus shampoo was launched in India in the year 1987 and is positioned as the 'shampoo
that makes your family's hair healthy and glowing.' Clinic Plus is targeted at mothers, educated
yet measuring their self-esteem through their children's achievements.

In the year 1996, Hindustan Lever launched another variant of Clinic shampoo - Clinic All Clear
dandruff shampoo. The core proposition of Clinic All Clear is that it is "the only shampoo that
gives you dandruff-free soft hair." It is targeted at the appearance conscious young adult, seeking
dandruff-free, gorgeous hair to create a positive impression.

50
5. Deodorants

Axe - the magnet

Axe, the deodorant that is considered cool, fashionable and stylish by young men was launched
in India in 1999. Available in more than 60 countries around the world, it is a world leader in
male toiletries.
Axe has a mix that is completely harmonised globally - from its proposition and communication
to the product, as available on the shelf.
Axe is available in four fragrances: Java, Alaska, Atlantis and Voodoo. Voodoo has become the
leading male deodorant brand in India within just one and a half years from its launch.
Consumers associate a lifestyle of cool clubs, cool music, and cool fashion with Axe. The youth
view it as an icon which introduces many 'firsts' to their world of music and dance - like the first
"World's Longest Dance Party" and the first ever “Axe Voodoo Island Party.”

6. Colour Cosmestics

51
Lakme - on top of the world
Half a century ago, as India took her steps into freedom, Lakme, India's first beauty brand was
born. At a time when the beauty industry in India was at a nascent stage, Lakme tapped into what
would grow to be amongst the leading, high consumer interest segments in Indian Industry - that
of skincare and cosmetic products. Armed with a potent combination of foresight, research and
constant innovation, Lakme has grown to be the market leader in the cosmetics industry.
Lakme today, has grown to have a wide variety of products and services that cover all facets of
beauty care, and arm the consumer with products to pamper herself from head to toe. These
include products for the lips, nails, eyes, face and skin; and services like the Lakme Beauty
Salons.Beauty and fashion is not only about looking good but also feeling great, which is
reflected in the advertising line for Lakme, “On Top Of the World'”

SOAPS AND DETERGENTS

52
1. Fabric Wash
 Surf - Mummy's best friend
Launched in 1959, Surf was the first in the Indian detergent powder market. Over the years, Surf
has anticipated the changing washing needs of the Indian homemaker and constantly upgraded
itself.
Surf Excel, India's largest selling compact detergent powder, in its newest avatar promises to
tackle the toughest stains without damaging the color of the fabric. This is because only Surf
Excel has smart
sensors that can differentiate stains from colors. Now you don't have to worry about tackling the
really tough stains, especially on your colored clothes anymore. “Surf Excel Hai Na!”
For those who seek the Surf Excel clean in the front loaders, the specially designed low suds
formulation Surf Excelmatic promises to give just that - a superlative clean.
Those preferring the modern and convenient way to wash can rely on Surf Excel Liquid. The
liquid form penetrates deep allowing great wash results. For the really tough stains, you can
apply the liquid directly on the body of stain (through a stain treater) - you will see tough stains
being tackled with ease.
With years of laundry expertise, Surf Excel now has a Careline, surfexcel.careline@HUL.com
that can answer all queries on fabric care.

 Wheel

“Mehnat kum, phir bhi dhulai No. 1.”

Wheel - makes washing easy

53
Wheel is a detergent brand that caters to the laundry needs of the mass market. It was first
launched in the year 1987. Wheel Green is the single largest (No 1 by market share) detergent
brand in India by value.
Wheel is packed with powerful lather (power foam) that cleans even tough dirt stains on collars
and cuffs with ease. It, therefore, cleans effectively with lesser effort, making a laborious chore
like washing - light and easy. Moreover, Wheel does not burn hands or harm clothes like some
other detergents, which contain a high percentage of soda.
Wheel also has a premium variant called Active Wheel. It gives the consumer the value of 3
benefits in 1. It not only cleans effectively with less effort but also keeps the colored clothes
looking bright and has a great fresh fragrance. Active Wheel gives consumers 'Quality Clean and
Care' at an affordable price. In short, Wheel can be summed up as - 'Mehnat kum, phir bhi dhulai
No. 1.' Wheel is, therefore, the smart housewife's choice.

2. Personal Wash
Lifebuoy
Lifebuoy – “Family health protection for my family and me”
World’s largest selling soap offers a stronger health benefit to the entire family
Launched in the year 1895, Lifebuoy, for over a 100 years, has been synonymous with health and
value. The brick red soap, with its perfume and popular Lifebuoy jingle have carried the
Lifebuoy message of health across the length and breadth of the country, making it the largest
selling soap brand in the world.
In 2002 Lifebuoy was relaunced, marking a new turning point in its history. The new mix
includes a new formulation and a repositioning of the brand to make it more relevant to both new
and existing consumers.
Lifebuoy is no longer a carbolic soap with cresylic perfume. It is now a milled toilet soap with a
new health fragrance. The new formulation has an ingredient, Active-B, which offers protection
against germs, which can cause stomach infection, eye infection and infections in cuts and
bruises. The new health perfume has been selected after one of the most extensive perfume hunts
in the industry. The new milled formulation offers a significantly superior bathing experience and
skin feel. The new formulation, new health perfume and superior skin feel, along with the
popular red colour, have registered conclusive and clear preference among existing and new
users.
The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family
health protection for my family and me” positioning. Lifebuoy has made a deliberate shift from
the male, victorious concept of health to a warmer, more versatile, more responsible benefit of
health for the entire family.

54
The new Lifebuoy range now includes Lifebuoy Active Red (125gm, 100 gm and 60 gm) and
Lifebuoy Active Orange (100gm). Lifebuoy Active Orange offers the consumer a differentiated
health perfume while offering the health benefit of Lifebuoy.
At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy
International (Plus and Gold). Lifebuoy International Plus offers protection against germs, which
cause body odour, while Lifebuoy International Gold helps protect against germs, which cause
skin blemishes.

Lux
Lux - the film stars' choice

Endorsed by popular film stars, Lux is one of the biggest brands in the soap category. Lux was
launched in India in the year 1905.
Lux comes in 3 attractive variants - Lux Pink is a fragrant ensemble of almond oil, Lux White a
rich creation of milk cream and Lux Black (in a pastel shade of lemon yellow) overflows with
the goodness of honey, and is also the first of its kind in the market.
The new, exotic addition includes International Lux Skin Care 'Sunscreen Formula'. A unique
soap, which protects the skin's fairness against darkening by the sun. The product contains a
combination of sunscreen actives, which are deposited on the skin as a protective layer, even as
the soap washes away dirt and grime. This breakthrough, for the first time in the world, is the
result of technology patented by HUL.
In short, Lux has worked its charm on millions of women, making their dreams of beauty come
true.
Breeze

Breeze - makes dreams a reality

Launched in 1991, Breeze is a mass-market soap that sells in the economy segment.

55
The fragrant ensemble from Breeze comprises 3 variants, which contain the real goodness of
natural ingredients such as rose water, sandal extracts and lime extracts, giving skin a glowing
radiance.
Originally launched in 1989, Breeze is today perceived to be a good value for money brand -
with outstanding sensory experience. Its strengths are its fragrance, lather and the soft feeling it
has on the skin. A new variant, a hair-and-body soap, Breeze 2-in-1, was launched in January
2001. Enriched with coconut oil and lime extracts, it was the very first of its kind and leaves the
consumer looking and feeling beautiful.
The brand plays a critical role in its consumer's life, because Breeze for her is more than just
soap. It is, in fact, her beauty aid, her only cosmetic, and one that she can afford. She regards
Breeze as her only way of fulfilling her dream of looking beautiful.

3. Household Care
Vim

Vim – Khar Khar ka moh tod jawab

56
In 1993 Vim Bar was launched. This product had many benefits including better clean, ease of
handling and easy storage. Vim Bar was re-launched in 1997 with an improved formulation and
new communication, which tackled economy and performance. Much appreciated by the mass
market, it resulted in conversions not just from powder users, but also from proxy users who did
not upgrade to powders but preferred to use Vim Bar instead.
The brand has grown significantly registering strong double-digit growths in both volume and
value terms. Vim Bar was relaunched a second time in 2002, with a unique “Stain Cutter”
formulation that removes the toughest stains such as burnt milk and ghee stains. This new
formulation evolved through research and is now setting benchmarks in tough stain removal.
New Vim offers the consumer a superior performance at a great value.
Vim is the market leader in the dishwash category. Today Vim is available in powder, bar and
liquid form. Vim continuously strives to innovate its products to enhance the lives of its
consumers. Whether it be through its new 'Stain Cutter' formula in its Vim Bar or it's the stain
busters in its powders, Vim stands for the best quality in dishwash products.

Water

Pureit is the world’s most advanced in-home water purifier. Pureit, a breakthrough offering of
Hindustan Unilever (HUL), provides complete protection from all water-borne diseases,
unmatched convenience and affordability.
Pureit’s unique Germ kill Battery technology kills all harmful viruses and bacteria and removes
parasites and pesticide impurities, giving you water that is "as safe as boiled water". It assures
your family 100% protection from all water-borne diseases like jaundice, diarrhea, typhoid and
cholera. What’s more, it doesn’t need gas, electricity or continuous tap water supply.
Pureit not only renders water micro-biologically safe, but also makes the water clear, odourless
and good-tasting. Pureit does not leave any residual chlorine in the output water.

The output water from Pureit meets stringent criteria for microbiologically safe drinking
water, from one of the toughest regulatory agencies in the USA, EPA (Environmental
Protection Agency).

57
The performance of Pureit has also been tested by leading scientific and medical institutions in
India and abroad.

This patented technological breakthrough has been developed by HUL. This state-of –the-art
engineering developed by a team of over 100 Indian and international experts from HUL and
Unilever Research Centres has made Pureit possible at the consumer price of just Rs. 2000

Pureit runs with a unique ‘Germ kill Battery Kit’™ that typically lasts for 1500 litres* of water.
The ‘Germ kill Battery Kit ‘is priced at Rs.365. This means consumers will get 4 litres of water
that is ‘as safe as boiled water’ ™ for just one rupee, which works out to an extremely affordable
24 paise per litre.

Pureit in-home purification system uses a 4 stage purification process to deliver “as safe as
boiled water” without the use of electricity and pressurized tap water. Pureit purifies the input
drinking water in four stages, namely;

1. Micro-fiber MeshTM - Removes visible dirt

2. Compact Carbon TrapTM - removes remaining dirt, harmful parasites & pesticide impurities
3. Germkill ProcessorTM – uses 'programmed chlorine release chlorine technology' and its
stored germkill process targets and kills harmful virus and bacteria
4. PolisherTM – removes residual chlorine and all disinfectant by-products, giving clear odourless
and great tasting water
5. Battery Life Indicator - Ensures total safety because when the germkill power is exhausted,
the indicator turns red, warning you to replace the battery
Advanced Auto-Switch off - In case, the battery is not changed when it turns fully red, as an
additional assurance of safety, the advanced Auto-Switch off will automatically switch-off the
flow of water.

Protect your loved ones with a Pureit today!

You can ask for a free home demonstration of Pureit. A trained Pureit Water Expert will visit
your home and give you a detailed demonstration of how Pureit works.

For a free home demo, queries, or to purchase

Call Pureit Helpline : 09223 200 200

58
 *at a water
Download Pureit brochure
temperature of
25° Celsius, in
moderate humidity conditions

Pureit-Blue

Pureit-Maroon

59
 FOODS

AND

BEVERAGES

60
 FOODS AND BEVERAGES

1. Ice Creams
 Cornetto

Kwality Wall's Cornetto - bite bite mein pyar

Launched in the year 1995-96, Cornetto is undoubtedly one of the most popular ice creams in
India. Positioned as the icon for romance and special moments - it is targeted at young adults.
However, with its rich multi-sensory eat experience, it is overwhelmingly quoted as the favourite
of consumers across ages.
Feast

Kwality Wall's Feast - feasting on 'the big “F”

Launched in 1995-96, the Kwality Wall's Feast range of ice creams and frozen desserts has
been positioned as a “Youth ice cream brand with an attitude.”
Over the years, Feast has expanded its 'chocolate only' portfolio to a more diverse one by
including refreshment products like Mango Zap, Calypso Punch and Jaljeera Blast. This was
in keeping in line with the varied need-states of today's youth.
As part of Kwality Wall's endeavour to consistently reach out to the consumer with new and
exciting flavours, Feast has launched Feast Snacko. The stick product is an excellent value
for money proposition.
As part of Kwality Wall's endeavour to consistently reach out to the consumer with new and
exciting flavours, Feast is launching a new SKU, viz. Feast Snacko. The stick product is
expected to take the market by storm, as it is an excellent value for money proposition.
Continually connecting with today's youth, Feast remains the ice cream with . . . The Big F!

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 Max
Kwality Wall's Max - the 'masti' ice cream
Max, launched in the year 1999 as the 'masti' ice cream, is targeted solely at children.
All Max products are fortified with extra vitamins. Max Cups and Max 123 have Vitamin A,
Max Orange and Max Joos have real fruit juices and Vitamin C (a single Max Orange candy
offers a child 15% of his daily requirement of Vitamin C).
Max says, 'Masti kar Befikar' and encourages all kids to go ahead and have lots of fun!
Max has recently been extended as confectioneries (candies) - MaxMasti, MaxMagik and
ChocoMax.

 Cornetto Soft
Kwality Wall's Cornetto Soft
In 2002, Kwality Wall’s is introducing a host of unique product innovations under a new brand
called “Cornetto Soft”. The new range includes a Super Cone (a bigger soft cone- Vanilla and
other flavours like chocolate, strawberry etc), Strawberry Sundae Cup (Creamy tasty vanilla
topped with rich strawberry sauce), Chocolate Sundae Cup (Creamy tasty Vanilla topped with
thick chocolate sauce), Ripple Cones (Creamy tasty vanilla softy with strawberry or mango
ripples) and Nutty Delight (Creamy tasty Vanilla topped with thick chocolate sauce and nuts,
served in a cup.). The price ranges from Rs.7/- for a Super cone to Rs. 20/- for a Nutty Delight.
At a Kwality Wall’s kiosk, the consumer will experience innovative promotions and themes that
will take place regularly at and around the outlet kiosk, it will be seen as a ‘cool place to hang
out and a great place to eat out.’
Kwality Wall's has a perfect blend of affordability, hygiene and taste that will win over the
consumer.
Kwality Wall’s Softies are untouched by human hands. The first hand that touches the product is
the consumer's. Kwality Wall's uses a pre-mixed liquid produced and sealed at the factory and is
untouched by the operator at the outlet. The advanced Tamper Proof technology & the
sophisticated softy dispensers make sure that hygiene is given the highest priority. The
ingredients are pasteurized and homogenized, which ensure true quality & consistency of the end
product.
As a result Kwality Wall’s is the only one offering a superior and completely hygienic product.
Kwality Wall's aims to ensure that the consumer gets a world class product delivered to meet
local taste requirement under strict Unilever standards of hygiene and at a great price!

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 Kwality Wall’s Black Currant Sundae

Irresistible international flavour now available in India

The exotic dessert, Kwality Wall’s Black Currant Sundae, launched in India, has a mouth-
watering black currant sauce and creamy vanilla. The Black Currant sauce has been specially
formulated by Kwality Wall’s, to offer a truly delectable dessert for its consumers that leaves
them yearning for more.
Black currants are grown in Europe, USA and Chile, rich in vitamin C and minerals, they are
used to make exotic jellies, jams, drinks and sauces the world over.
There is an even more interesting history to sundaes. In the 1980s, when this delightful dish was
first put together in the US, it was against the law to sell soda and consequently, ice-cream sodas
on Sundays. So the trend of serving ice cream with sauces and toppings instead of soda began.
Soon, ice-cream sundaes became so popular that people opted for this dessert on weekdays as
well.
Kwality Wall’s Sundaes were launched in 2001 in India in Chocolate, Strawberry and Mango
flavors. These products were a phenomenal success and are now being taken to the next level
with an exotic Black Currant sauce and Black Currant Dry Fruit pieces.
In a day and age, when families hardly find time to spend together, Kwality Wall’s sees its
Sundaes as an offering, which helps bring families together for fun and enjoyment. 10 p.m.
would henceforth stand for Kwality Wall’s Sundae time!

63
2. Beverages

Brooke Bond 3 Roses - has colour, taste & strength

Brooke Bond 3 Roses, a premium dust brand was launched in 1978 in the heartland of coffee
drinking households in southern India. The brand can rightfully claim credit for creating a tea
drinking habit amongst these households through its highly successful positioning as the only tea
with a perfect combination of colour, taste and strength - the 3 most important attributes in a cup
of tea. Not surprisingly, this wonderful cup of tea came to be enjoyed by a cross section of
consumers giving it undisputed market leadership.
Since the turn of the millennium, the brand has taken a further leap by adding a highly
motivating emotional benefit - The Perfect tea for Perfect moments - amongst couples. The first
step towards appropriation of this emotional mind-space started with a highly successful Perfect
Couple search campaign, which saw significant strengthening of affinity and disposition towards
the brand. This is being furthered by a new theme - triggering an even stronger emotive link with
the consumer.

64
 Brooke Bond Red Label - nation's cup of tea
Brooke Bond Red Label Tea was launched in the year 1903, which makes it one of the oldest
brand of tea in the country. It also has the distinction of being the largest brand of tea in India and
has a truly national presence. For years, Red Label has stood for good quality tea and it can be
easily called as one of India's favorite tea brands.
The brand was relaunched in the year 2000 with a new product formulation, wherein long Assam
orthodox tea leaves were added to the base CTC tea to deliver enhanced taste. These are referred
to as 'Assam Super Tasters' in the brand's communication. The new campaign highlights the
irresistible taste of the new Red Label Tea through executions that revolve around a very catchy
base line 'Don't Mind - Ek Cup Aur' - Ready for another cup!

 Brooke Bond A1 - 'kadak chai

Brooke Bond A1 was launched in the year 1995 as HUL's offering in the discount segment of
tea. It is targeted at converting consumers of loose tea and local packet tea players.
Brooke Bond A1 has region specific blend formulations to meet the needs of the consumers in
different regions of India.
The core proposition of the brand is 'Strength'. The benefit to the consumer is 'Strong tea that
charges my confidence'.
Brooke Bond A1 Power, a variant of Brooke Bond A1, is fortified with Vitamins. It has initially
been launched in Karnataka in March 2001.
Brooke Bond A1 Power, similar to Brooke Bond A1, has the consumer offering of "Strength" but
has Vitamins as a reason for the consumers to believe in the proposition. The choice of vitamins
has largely been based on evidence of deficiency among the target group.
Targeted at lower middle class consumers, this brand variant is expected to gain from local
players and upgrade Mother brand Brooke Bond A1.

 Brooke Bond Taj Mahal Tea - 'Wah Taj!'

Taj Mahal Tea was launched in 1966 as a premium CTC leaf brand. Over the years, the brand has
fulfilled its promise of India's best tea. The tea is carefully chosen from a thousand teas from the
best gardens of Assam to give it an exquisite aroma and taste. It is endorsed by Ustaad Zakir
Hussain who personifies the brand in all respects.
The brand has constantly led by innovation, whether it be the first tea bag in the country in 1979
or the patented 'vacuum pack', which keeps the great quality intact. No wonder tea lovers across
the country start the day by saying 'Wah Taj!'

65
 Lipton Taaza - the fresh cup of tea

Lipton Taaza was launched in 1988. The strategy for the launch was to convert loose tea users
into packet tea. The brand was launched in a poly pouch format designed to preserve the
freshness of tea. The name Taaza signified 'fresh tea'. The core benefit was refreshment. Taaza
pioneered the format of pouches on a national scale.
Lipton Taaza is one of the largest tea brands in the country, specially in the Hindi belt.
The core proposition of the brand now is 'Fresh Taaza tea refreshes like no other tea can.' The
brand commercials in the past have shown fresh tea being selected from select gardens and this
in turn leading to amazing refreshment.

 Lipton Yellow Label - the global cuppa

Lipton Yellow Label is Unilever's global tea brand and sells in many countries across the world.
It has pioneered the growth of tea through non-traditional formats like Tea Bags and more
recently Ice Tea.
Lipton Yellow Label is a brand for young minded people and offers an option to tea lovers to
enjoy their favourite drink in an exciting and refreshing way.

 Brooke Bond Bru - the instant coffee

Brooke Bond Bru, launched in 1969, created history in the first year of launch by growing to a
record market share of 21%. Ever since, it has grown from strength to strength and is now the
single largest brand of Instant Coffee in India, with a dominant presence in South India (which
accounts for 65% of the All India market).
Initially positioned on the generic benefit of convenience, it was communicated in the late 70s as
'the favorite of coffee lovers in the South.' This evolved in the 80's to the well known 'Closest in
taste to Filter Coffee' platform. Bru is one of the most salient Packaged Mass Consumption
Goods (PMCG) brands, especially in Southern India.
Bru has been instrumental in virtually creating the entire Instant Coffee category as it exists
today. It has been at the forefront of most innovations in the Instant Coffee category - whether in
coffee-chicory blends, refill packaging, vending operations, or more recently the Low-unit-price
packs. Bru's popularity cuts across all sections of society - income, town class and states, the
name being synonymous with Instant Coffee in all the Southern geographies.

66
 Lipton Green Label - the champagne of teas
Lipton Green Label is the only popular orthodox tea in the country. Chosen from the best leaves
of the best Darjeeling Gardens, the tea has an aroma and flavour that testifies to its pedigree. The
tea is packed in a special toptainer that is both a container and a dispenser.
Lipton Green Label tea is best when the leaves are brewed in a pot of hot water to keep the
flavour intact. More and more people are discovering the delight of true orthodox tea through
Lipton Green Label.

How often do you consume tea/coffee

Missing
2.3%

Twice
29.5%

>Thrice
50.0%

Thrice
18.2%

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POPULAR FOODS

 Annapurna

Annapurna - flowering of a flour

Hindustan Lever's Annapurna Fortified Atta, developed through using agrarian and processing
technologies, is extracted from premium quality food grains. Its richness of nutrients is not just
entirely retained, but boosted through fortification. The iron in it, in particular, addresses a
deficiency that 6 out of 10 Indians suffer from.
A special grinding technique ensures that Annapurna absorbs more water when kneaded for
chapatis. This helps keep the chapatis soft, fresh and tasty for far longer.
In other words, a brand that supplies much of the daily nutrients an Indian consumer need.

CULINARY PRODUCTS

 KISSAN
Kissan - the taste to grow up with

Acquired by Hindustan Lever Limited in 1994, the Kissan category consists of 'deliciously
holesome products for kids to grow up.'
The Kissan range consists of ketchup and other sauces, puree, jams, squashes and ready-to-drink
products. For mothers and children, Kissan is today one of the most trusted processed food
brands in the country.

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OILS AND FATS

 DALDA
Dalda - for healthy cooking

Launched in 1937, Dalda Vanaspati has been the Indian housewife's trusted companion for tasty,
healthy cooking. Considered as an embodiment of mother's love, Dalda has always been
associated with purity, quality and trustworthiness.
In 2000, Hindustan Lever launched Dalda Activ, a healthier version of Vanaspati, primarily
because it contains twice the amount of healthy fat (poly unsaturated fats) and also actively
reduces the unhealthy fat (saturated and trans fat). As a result, food cooked in Dalda Active does
not congeal on cooking and, hence, no layer of fat is formed.
The product was developed through the process of interesterification, a fat modification
procedure, which changes the melting and crystallisation properties of the fat. The process has
been perfected for Indian conditions at Hindustan Lever's Foods Innovation Centre.
In 2001, Hindustan Unilever launched Dalda Classic, which with its butter aroma is targeted at
consumers in the Sout

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Problems of the organization & future of the organization

RESEARCH PROBLEM

HUL is facing the problem rather challenges from

• Large number of players in the market
• identified as Research problems and the objectives statement was formed on its basis.
The research problem is that of study of rural market- with special emphasis on customer
preference for HUL
In the rural india through rural relation,and understanding the process of rural marketing and the
underlaying
Problems within and measure taken thereof.

Research to find following

• Acceptability among the customers.

• Rural relation is an organization which is working in rural market for various
companies.Who helps
Them for provide information about product with helps of market research? And helps
in companies
As end to end users for establish in rural market.
Rural relation worked on project for leading companies like ICICI
prudential,HUL,Rasna.and Hutch.

70
 Rural relation building relationships in rural india with key influencers.

Abstract

In country like india, where the 70% of the people live ib rural area, the rural market holda a lot
of marketing potential. There is wide spread difference in the standard of living between urban
and rural india. In order to launch products and develop advertising for rural market .there is a
need to understand both the rural context and also the consumer very well. Promotion of brands
in rural market requires the special measures. Due to 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 the rural areas.Infact the opinion leaders are the most influencing part of
promotion strategy of rural promotion efforts. The experience of agriculture 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.
Rural markets are an important and growing market for most products and services including
telecom. The characteristics of the market in terms of low and spread out population and limited
purchasing power make it a difficult market to capture. The bottom of the pyramid marketing
strategies and the 4 A’s model of availability,affordability,acceptability and awareness provide us
with a means of developing appropriate strategies to tackle the marketing issue for
marketing,services in rural areas. Successful cases like the Grameen Phone in Bangladesh and
smart communications Inc in Philippines also provide us with some guidelines to tackling the
issue.

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Statistical Glance

A glance of the following statistics will help to get a fair idea of the consumers in the Rural
india.
1- 46 percent of soft drinks.
2- 49 percent of motorcycle.
3- 59 percentages of cigarettes.
4- 18 million TV sets.
5- 50 percent of 2 million BSNL mobile connections.
6- 53 percent of FMCG products.
7- 59 percent of consumer durables are sold in rural india.
Rural markets, as part of any economy, have untapped potential. There are several
difficulties confronting the effort to fully explore rural markets. The concepts of rural
markets in india, as also in several other countries,like china, is still in evolving shape,
and sector poses a variety of challenges, including understanding the dynamics of the
rural markets and strategies to supply and satisfy the rural consumers.

Myth-1 Indian rural market is a homogeneous mass.

Reality- it’s a heterogeneous mass. Various tires are present depending on the income likebig
land lords, traders’ small farmers, and labour artisans. People belonging to different social
classes stay in concentric area. So the available product suffices the consumption for everyone.
Myth- 2 disposable income is low.
Reality- number of middle class HH’s people(annual income Rs 50000-250000) for rural sector
is 27000000 compared to urban sector 2900000.Rural income CAGR was 10.95% compared to
10.74% in urban india between 1970-71 and 1993-94 the disposable income is slightly higher in
rural income.
Myth-3 Individual decides about the purchases.
Reality- decision making process is collective. Purchase process-influence decider and buyer.
One who can pay all its different? Marketers must address brand message at all levels. Rural
youth bring brand knowledge to households (HH). Basic awareness about the product brand has

72
to be there in market. This can be done by putting small advertising sheets at the mandis and
where the regular mass meets regularly.

Scope & opportunities: The basic scope of this novel initiative will be the mutual benefits of the
rural entrepreneurs and industries. The entrepreneurs – primary beneficiaries, SHGs – bridge
with the community, participating companies/industries and rural consumers have befitted
through a robust commercial relationship. These models of marketing linkages demonstrate a
large corporation which can play a major role in reorganizing markets and increasing the
efficiency of a rural product generation system. While doing so it will benefit farmers and rural
communities as well as shareholders. Moreover, the key role of information technology—
provided and maintained by the industry/company for building linkages, and used by local
farmers—brings about transparency, increased access to information, and rural transformation.
Besides, this strategy of market linkage, addresses the challenges faced by rural entrepreneurs
due to institution voids, numerous intermediaries and infrastructure bottlenecks. Moreover, the
prime scope of this model is the creation of opportunities for the rural entrepreneurs for product
differentiation and innovation by offering them choices. Because of this sustainable market
linkages, rural producers can participate in the benefits of globalization and will also develop
their capacity to maintain global quality standard. Nonetheless, it creates new stakeholders for
the industry sector. And subsequently, they become part of the firms’ core businesses. The
involvement of the private /industry sector at the rural product and market development can also
provide opportunities for the development of new services and values to the customers, which
will find application in the developed markets. It will be worth mentioning that building a
sustainable market linkage through industry’s intervention will also empower the rural mass
(producers, farmers & entrepreneurs) to cope with socio-economic problems in the rural society
and will ensure economic self –reliance.
Challenges: There are significant challenges to the entire process the most important being the
capacity building of the rural entrepreneurs. For decades, the entrepreneurs associated with very
conventional/traditional knowledge of business, humiliation with government, so they are likely
to look at these initiatives with skepticism. Only consistent performance can convince the
skeptics. Therefore, the industries must play a catalytic role to cope with this challenge and
should also train the entrepreneurs to develop their managerial and IT skills. On the other hand,
the products of the existing and popular brand also stand as threat to the rural products. These
global giants (brand) may try to suppress the rural products in the markets with its
communication hype. Therefore, developing alternative and additional market linkages for these
products is an absolute necessity. Moreover, the low volumes of rural products, high operating
costs, high attrition, and absence of local know how and relationships may also create problem in
the process. Henceforth, it is essential to make a way out to cope with these odds.

Conclusion: These issues gain added complexity under globalization, where markets are
characterized by extreme competition and volatility. While rural products has been perceived
traditionally as catering to the local market, or at best, to a wider national market through limited
formal channels, the reality of globalization since the 1990s introduced a new dimension to the
market for such products. The issue of rural product generation through industrialization,

73
therefore, needs to be viewed from a new angle and on far more scientific lines. The core of a
scientific approach is to understand the market opportunities for rural products along with the

country's development priorities and to chalk out a strategy where rural industries have an
important role to play. While rural products are forced to increasingly become part of global
supply chains, these products need to adapt themselves, not only according to the changing tastes
of the national market, but also according to changes in tastes in the international market.
Therefore, a process is essential to explore the market linkages and capacity building for SHGs
through a bottom up approach and continuous dialogue with stakeholders of rural enterprise.
This process should ensure the participation of rural people as consumers and producers in the
globalization mechanism, with better livelihoods and global access to markets. The real
challenge of building a sustainable market linkage starts here.

74
 CONSUMER BEHAVIOR

“Study Of Consumer Behaviour About Pureit At Hindustan Unilever Limited”

CONSUMER BEHAVIOUR

In today’s challenging and competitive of fast changing technology, consumer tastes are also
characterized by fast changes. So to survive in the market the firms have to be in touch with the
changing consumer preferences. Marketers have to understand consumer behavior and factors
influencing in the buying behavior of the customers in order to be successful in this dynamic and
competitive environment.

MEANING OF CONSUMER BEHAVIOR

Consumer behavior is the behavior that the consumers display while searching for, evaluating,
purchasing and disposing of product and services that they expect will satisfy their needs.
Consumer behavior is the study of how consumer makes their decision to spend their resources
on consumption related to items like time efforts and money. Study of consumer behavior proves
the marketers an insight regarding the consumer preferences and helps them in effective market
segmentation and targeting. The importance of consumer behavior lies in the fact that behavior
can be understood and influenced to ensure a positive purchase decision. So around
understanding of consumer behavior is necessary for long run success of any marketing program.
That is why the marketing manager’s interest lies exactly in understanding consumer behavior to
ensure that his marketing strategy results in purchasing product.

DETERMINANTS OF CONSUMER BEHAVIOR

The study of consumer behavior is quite complex, because of many variables involved in their
tendency to interest with and influences each other. The main determinants of consumer behavior
are—

75
 1. External variables
2. Individual determinants of consumer behavior

1. External variables- The external environment is made up of various influences such

as—
 Culture
 Sub culture
 Social class
 Family
 Reference group
 Personal factors such as age, life cycle, education, occupation, life style, personality etc.

These all are major determinants of consumer behavior.

2. Individual determinants of consumer behavior- The individual determinants

of consumer behavior are—
 Personality and self concept
 Motivation and involvement
 Learning
 Memory
 Attitude

76
 CHAPTER 3 DATA FINDINGS AND ANALYSIS

DATA ANALYSIS AND INTERPRETATION

Survey done on sample size of 100 people
And sample would be taken from Patel Nagar, Shastri Nagar, Raj Nagar, Vijay
Nagar, Mohan Nagar, Pandav Nagar, Lal kuon etc.

Q.1) Do you know that 80% of the diseases in our country are water borne?
Yes 76%
No 24%

Sample size of 100 was taken for doing this survey and out of 100 people, 76% people were well
known that 80% of diseases in our country are water borne whereas 24% people did not know
about this.
I have to make them aware about the diseases that caused by due to contaminated water.

77
 Q.2) Are you aware of water born diseases? (Like as jaundice, diarrhea etc.)
Yes 22%
No 78%

AWARENESS ABOUT WATER BORNE

DISEASES

Out of sample size of 100, 78% people do not aware of water borne diseases, whereas only 22%
people aware about water borne diseases.
So a large number of people are not aware of waterborne diseases and because of this
unawareness they don’t feel buying water purifier, whenever these kind of awareness
programme is organized by any company or government they didn’t take interest to them.

78
Q.3) Which type of existing drinking water source are you using?
Municipal supply water 40%
Hand pump 28%
Bore well 24%
Others 8%

DRINKING WATER SOURCE

According to the above pie chart, it is clear that out of sample size of 100- 40% people use
municipal supply water for drinking purpose, whereas 28% people use hand pump water,
24% people use bore well water and only 8% people use other sources of water for
drinking.
As from this above information highest people consume munciple water for drinking because of
in their area water is saltage or contaminted till 80-90 feets if they want to go for boring upto 200
feets then they only will be able to get safe water which they can’t afford.

79
 Q.4) Do you use any kind of water purifier at home?

Yes 60%

No 40%

Out of sample size of 100 taken from different area, 60% people already purify their drinking
water but 40% people drink water without purifying.
So it is clear from this information higher percentage of people goes for purifying the water
before drinking it means that people are conscious for their health. So from the n number of
purifying method they use at least one method it may be boiling also.

80
 Q.5) If yes, which purifier do you use?

Pureit 20%

Aqua guard or Aqua sure 43%

Kent water purifier 20%

Philips 10%

Others 7%

Out of sample size 100 people who use purifier, 43% people are using Aqua guard purifier
whereas Pureit and Kent is used equally by 20% people while Philips is used only 10 % people
and other purifier is used by only 7% people.

On the basis of this information we can easily can understand the highest number of consumer of
the Ghaziabad used Aqua guard purifier because of saltage water is present in their area so
they used R.O. based purifier in their home and second highest consumer is shared by pure it
and Kent both because of their low price segment and have target to Indian lower and middle
class people.

81
Q.6) Does your purifier remove pesticide impurities from drinking water?

Yes 50%
No 28%
Don’t know 22%

Out of sample size 100 people, 50% people know that their purifier remove pesticide
impurity, 28% people say that their purifier do not remove pesticide impurities where as only
22% people say that they don’t know about that.

From this information I have to make them aware about skin diseases and teeth
diseases and hair loss etc. these are such type of diseases which many people suffers
from.

82
 Q.7) Does your water purifier consume electricity?

Yes 46%

No 40%

Don’t Say anything 14%

Out of sample size 100 people who are using purifier, 46% people said yes their purifier
consume electricity, 40% people said their purifier don’t consume electricity and whereas I meet
14% people like that they don’t want to give response regarding this matter.
On the basis of above information actually I had to segment the consumer. I found that lower
middle class and some middle class person only purchase without lectricity Purifier
because they are cheaper in cost, whereas middle class and uper middle class person don’t
consider electricity as a big issue their man motive is which is best for them.

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 Q.8) Is your water purifier dependable on service after sales?

Yes- 56%

No 37%

Did not say anything 7%

From this above pie chart it is clear that out of sample survey people 100- 56% people say that
their water purifier is dependable on service regularly where as 37% say their water purifier not
dependable on after sales service whereas 7% did not say anything in this matter actually they do
not be in attentive mood.

As higher no. of people say that their purifier dependable on service after sales it means that
service is most important for any purifier, so timely service is very essential for purifier to sell
it.

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 Q.9) Have you come across any kind of marketing activities for purifiers in last six
months?

Road shows - 9%

Visual Merchandising - 6%

Direct marketing - 30%

TV commercial - 55%

Out of sample size 100 people, 55% people say they have seen purifier marketing activity on TV
commercial, whereas 30% people say they have seen by direct marketing at there doorstep, 9%
people say they have seen it by road show while only 6% people have seen it visual
merchandising.
Its shows that people are very well aware of water purifying equipment or method and they are
showing interest on them because higher no. of people have heard about TV commercial so it
means they want to update from technology after second position goes to direct marketing it
mean people are showing interest on real time activity also.

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 Q.10) Where do you prefer to buy a water purifier from?

Retail Outlets 25%

Franchisee dealers 10%

Direct marketing (Demo at your doorstep) 30%

Coco stores 35%

Out of sample size of 100 people, 35% prefer to purchase the product by coco stores, 30%
people are interested to purchase the product by direct marketing, 25% people interested to
purchase by retail stores and only 10% people are interested to purchase by franchisee dealer.
As per the given information from the chart it is clear that higher purchase of water purifier is
being done by coco stores because of the faith and second goes to direct marketing it means
the direct marketing is also able to make them aware of people and gain some faith of
customer.

86
 Q.11) While buying any water purifier what comes to your mind?

Cost 30%

Health conscious (service) 35%

Brand name 20%

Technology 15%

It is clear to the above pie chart out of sample size 100 people, 35% people prefer the service of
the purifier first then after other thing while purchasing any purifier because they are very health
conscious, 30% people prefer cost first while purchasing purifier, 20% people focus brand name
first for purchasing the purifier and remain 15% people only focus the technology.
It tell the typical consumer behavior that how a consumer react for purchasing any product
from this we can easily understand consumer want good product in cheap rate And they
can’t compromise with the help.

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Q.12) Are you regularly updates from water cleaning appliances?

Yes 35%

No 50%

Apathetic or not interested 15%

Out of sample size of 100 people, 50% people do not update of the water cleaning appliances,
35% people only update of water cleaning appliances whereas 15% people apathetic kind of
show they show very less or no interested in it. Therefore we can say that 50% people are those
who really want to update the water cleaning appliances. So there is a chance for us to sell the
product by giving regular update about the product.
It shows that highest no. of people is not updated from water cleaning appliances either they
have already satisfied with the existing purifier which they are using so they feel no need for
updating or either they don’t have interest to such kind of activity.

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 HUL PURIFIER PRODUCT CSAT SURVEY

SURVEY DONE ON SAMPLE SIZE OF 100 PEOPLE

Only the results necessary for the survey are tabulated

Q.1) Do you own any HUL PUREIT product?
Yes- 30%
No- 70%

Out of sample size of 100 people, 30% people say that they have pure it product whereas 70 %
say they don’t use this product.
So here we have a chance to sell out pure it product in this 70% area.

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 Q.2) If yes, which product you have purchased?
Compaq 25 %
Pureit M05 44%
Autofill 30%
Marvella 1%

Out of sample size of 100 people, it is clear to the above graph PureitM05 is used by 44%
people, Auto fill is used by 30% people, and Compaq is used by 25% people where as Marvella
is recently launches product so it is used by only 1% people.
On the basis of above graph we can say that Pureit M05 is the highest selling than their own
brands because of easily availability sound sales promotion and launched in initial stage by
hul and its price strategy .

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Q.3) Where you did heard about the product?
TV commercial - 70%
Newspaper print ads- 8%
In shop branding- 7%
Friend’s references- 15%

Out of sample size of 100 people, it is clear from the above graph that 70% people say that they
have listen about the pure it purifier by TV commercial, 15% people say that they have listen
about the pure it through their friends, 8% people say they have heard about it by newspaper and
print ads, whereas only 7% people say that they have heard about it through in shop branding.
It means highest number of people attract from by TV commercial but when they listen their
friend about its so they ready to purchase because faith on at first on brand and second on friend
who is using.

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 Q.4) Which thing attracted you for purchasing the pure it?
Price 25%
Technology 9%
Aesthetics 6%
Brand name 60%

Out of sample size of 100 people, 60% people say that they have attracted by brand name for
purchasing the product, 25% people say that they have attracted through its price , 9% people say
that they have attracted pure it by its technology while only 6 people say that they have attracted
by its appearance or structure.
As per the given information brand name is most important in selling. In spite of a brand is in
the mob of thousand products still he easily recognized and soled it. After that price come so if
the branded product come with the cheaper price then people easily attract from this.

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 Q.5) How satisfied are you with customer service received of pure it?
Very Satisfied 15

Satisfied 20%
Dissatisfied 25%
Very Dissatisfied 40%

Out of sample size 100 people, it is clear from the above mentioned graph that 40% people are
very dissatisfied from pure it service, 25% people are dissatisfied from its service, whereas 20%
people is very satisfied of the service of pure it and remain 15% people are only satisfied of the
service of the product.
On this question we wanted to take out the feed back from pure it existing customers so that best
selling could be enhance, but the feed back is showing the pure it poor sales service and showing
that very least customer is satisfying from its service.

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 SWOT ANALYSIS

STRENGTH ENJOYED BY HUL

 Research & Development for improvement of products, technology innovation in the
production process is another HUL distribution network is one of the best in the country this
is the key strength converted to the company.
 major strength of HUL.
 Very large spectrum of well establishes brands ensure in long run growth and above average
returns.
 Economics of scale and economies of scope through large size and diversification.
 Technologically and operational support from the parent company i.e. Unilever.

Weakness Suffered by HUL

 Inappropriate diversification resulting in higher prices (because of high variety cost is
higher).
 Very complex organization resulting in role conflicts.

Opportunities Offered by Environment:

 Very large population of India is tremendous opportunity for Fast Moving Consumer Goods
(FMCG).
 Competitor effectiveness to produce high quality, low cost produces is poor. Most of the
competitors are small in size that’s why the cost of production is high.
 Income level of customer is steadily rises there by offering by an opportunity to sell branded
products as against unbranded products.
 Stable, legal, political environment that offers good potential for growth.

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Threats Faced by the HUL:

 One of the major threat the HUL is facing is from smaller companies producing smaller
companies producing products similar to HUL because the production process is not highly
technically.
 Most of the product of HUL are by nature low cost items therefore the risk involved on the
part of customer is less this results in brand loyalties nor sustainable in long run

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 COMPARATIVE ANALYSIS
HINDUSTAN UNILEVER EUREKA FORBS
BRAND NAME LTD (HUL) LTD(EFL)

IMAGE
MODEL PURE-IT AQUASURE
PRICE Rs 2000/- Rs 2990/-
MACHINE FEATURES

Type of Water Purifier Storage Storage

Storage Capacity (Litres) 18 ltrs 13 ltrs
METHODS OF PURIFICATION
Purification Stages 4 4

Pre-Filter Purification Yes Yes

Silver-Impregnated Activated Carbon
Yes Yes
Candle-Filter Purification No No
Ultra-Violet Purification No No
Reverse Osmosis No No
Germ Kill Processor and Active Disinfectant / Special
Other Methods Unique Polisher Carbon
MAKE AND PHYSICAL
FEATURES
Material of Body ABS Plastic Food grade ABS Plastic
Colors’ Available Royal Blue & Burgundy White and Blue
Product Life Indicator Availability Yes No
Auto Switch Off Technology Yes No
OTHER ADVANTAGE

Environmental Protection
Germ kill performance standard Agency (EPA), USA Certified NOT Certified
Power Required No NO

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DIMENSIONS
Height (mm) 610 540
Depth (mm) 260 302
Width(mm) 290 302
Weight (Kegs) 4.1 3.4
AFTER SALES SERVICE
Warranty Period (Years) Life time 1Yr
Help line no 1860-180-1000 9223600600
Turnaround Time 24-48 hrs 24 hrs flat
Charges No charges If out of warranty

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 FINDING FROM THE SUBJECT

As per the following survey the following are the finding of the finding from this project:

 After the survey it was found that approx 78% of people are not aware of waterborne
diseases.

 It was found that the major source of drinking water is municipal supply approx 45% use
this where more chance of contamination of water.

 Penetration of water purifier on the market is approx 60%.

 It is also get clear from the survey that cost is the secondary factor for purchase any
purifier first focus is on branded purifier which gives batter service.

 After the survey it was found that Aqua guard is most selling purifier in the Ghaziabad
city which has captured more than two times market share of any other purifier.

 It also found that most selling of purifier in Ghaziabad region is R.O. based because of
the saltage water is present in many areas of Ghaziabad city.

 It also found that from this survey in spite of high pricing of Aqua sure than pure it its
selling is more because of its service and brand name.

 It also found from this survey people is highest prefer coco stores for purchasing product
while second place goes to direct marketing so direct marketing was also able to gain
faith from customer.

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 CONCLUSION AND SUGGESTION

CONCLUSION

The study of consumer behavior on safe drinking water reveals that people are of purification
method of drinking which I learned from my experience after working on this project, but mostly
of them isn’t aware about the diseases which spread contaminated water. It was found that from
this study that people give priority to the brand name first before cost or any other quality while
purchasing any water purifier.

Study also reveal that in Ghaziabad city the R.O based purifier is mostly used because the saltage
water available in the city. It also found that from the study customer is using municipal water as
a prime source of drinking because of pure ground water is not easily available before 200 feet,
either it is contaminated due to industrial wastage or high initial investment.

Market of purifier is very penetrated in Ghaziabad city a lots of purifier is available along with
pure it purifier with economic prices and better services so that very tough competition was found
for pure it purifier, but the feedback of pure it as I found do not fulfill the objective of the company
expectation.

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 RECOMMENDATIONS & SUGGESTION

FROM THE PROJECT

As per the survey done following were the recommendations and suggestion of this survey:

Company should be focus on R.O. And U.V based product so that can target the higher and
middle class customer because they are the one who is more causes about the health.

Customer service is something which Pureit should have to pay more attention at.

All models not available for display in retail outlets and also brochures should be made
available.

Sales person at the retails counters should have proper knowledge about the product.

Company should focus more on brand awareness by doing advertising (like as, kill 1 crore
viruses in one litre water) as well as will have to aware the people about the water borne
diseases.

Technological & other aspects should be reconsidered and re-scrutinize because during the
survey it was found that a lot of complaint was battery or germ kill kit which was spoil
before time period .

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 ANNEXURE

MARKET RESEARCH QUESTIONARE

Respected sir/madam, I am SHUBHAM SINGH student of B.COM(HONS), pursuing from

TIPS,DWARKA . I am doing a survey for my live project which is entitled “understanding
and analyzing the consumer behavior on safe drinking water “Please help me in this survey
process by filling the Questionnaire given below. Your cooperation will be highly obliged.

OBJECTIVE: To do in-depth survey of consumer behavior that how much conscious for water
that he is taking and how he purify his water to make safe so that he could take the safe water
and to create awareness about it and give some information so that one can select the best water
purifier device suitable for his need.

Q.1) Do you know that 80% of the diseases in our country are water borne?

o Yes
o No

Q.2) Are you aware of water born diseases?

o Yes
o No

Q.3) which type of existing drinking water source are you using?

o Municipal supply water

o Hand pump
o Bore well

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 o Others

Q.3) Do you use any kind of water purifier at home?

o Yes
o No

Q.4) If yes, which purifier do you use?

o Pureit
o Aqua guard or Aqua sure
o Kent water purifier
o Philips
o Others

Q.5) Does your purifier remove pesticide impurities from drinking water?

o Yes
o No
o Don’t know

Q.6) Does your water purifier consume electricity?

o Less than 25 watts

o More than 25 watts
o Don’t know

Q.7) Is your water purifier dependable on service after sales?

o Yes
o No
o Did not say anything

Q.8) Have you come across any kind of marketing activities for purifiers in last six months?

o Road shows
o Visual Merchandising
o Direct marketing
o TV commercial

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Q.9) Where do you prefer to buy a water purifier from?

o Retail Outlets
o dealers
o Demo at your doorstep
o Coco stores

Q.10) While buying any water purifier what comes to your mind?

o Cost
o Health conscious (service)
o Brand name
o Technology

Q.11) Are you regularly updates water cleaning appliances?

o Yes
o No
o Apathetic or not interested

Q.12) If yes, which purifier it was and what did you really liked in the ad?

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 OPTIONAL INFORMATION

Name: Age: Sex: M/F

Address:

Contact No (R): Occupation:

(O):
(Mob):
(Mail Id):

Declaration- It is declared that this optional information mentioned above will be kept safely
and it would not be declared anywhere.

Date – Signature-

HUL PURIFIER CSAT SURVEY QUESTIONARE

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Objective: The main objective of this survey is to analyze the perceptual mapping of consumer
which is very essential things for selling the product. With the help of this questionnaire I have to
target mainly the existing customer of pure it water purifier and getting feedback from them.

Name: - ___________________________
Address: __________________________
___________________________

Q1. Do you own any Hul Purifier product?

___________________________
Q.2) If yes, Which Product you have purchased?
( ) Compaq
( ) Pureit M05
( ) Auto fill
( ) Marvella

Q3. Where you did heard about the product?

( ) TV commercial
( ) Newspaper print ads
( ) In shop branding
( ) Friend’s references

Q4. Criteria considered for Purchase?

( ) Price

( ) Technology

( ) Aesthetic
( ) Brand name

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Q5. How will you rate our product Compared to other products of (Eureka Forbs, Philips, Kent
and LG)?

( ) Much better
( ) Better
( ) Same
( ) Worst.

Q6. How satisfied are you with customer service received?

( ) Very Satisfied
( ) Satisfied
( ) Dissatisfied
( ) Very dissatisfied.

Q7. Would you like to be update by Pure it for?

( ) New Product
( ) Health, Hygiene & Safety Periodically
Q8. Suggestions on
( ) Product Design
( ) Technology
( ) Service
( ) Pricing.

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 BIBLIOGRAPHY

Websites

www.hul.co.in
www.pureit.in
www.customercomplaint.in
www.golakindia.com
www.icmrindia.org
www.compareindia.com
www.eurekaforbes.com

Books Referred
Coney Hawkins best, “Consumer Behavior”, 8th Edition,1-14,393-418.
Loudon &Della Bitta, “Consumer Behavior”, 1003 Edition, 432-433.
Schiff man, Leon G. & Kanuk, Lesie Laser, “Consumer Behavior” 6th Edition, 234-238.
Kotler Philip, “Marketing Management”, Millennium Edition, 176-182, 202-204.
“Marketing Research” by G.C. Bari
Zikmund, Willium g, “Business Research Methods” , 5th Edition, 6-7, 54-55,292-298.

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THANK YOU

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