A

Training Report on
A Study on Marketing Strategies on
HINDUSTAN UNILEVER LIMITED IN INDIA

Submitted in partial fulfilment for the award of degree of

Master of International Business

Session 2022-2024
Submitted by:
RAJVARDHAN SINGH HADA
DEPARTMENT OF COMMERCE AND MANAGEMENT
(UNIVERSITY OF KOTA, KOTA)
(DECEMBER 2024)
 INDEX

Contents:

 ACKNOWLEDGEMENT
 EXECUTIVE SUMMARY

CHAPTER- 1
 INTRODUCTION
 INTRODUCTION ABOUT HINDUSTAN UNILEVER LIMITED
 RESEARCH OBJECTIVES OF THE STUDY
 MAIN OBJECTIVE
 OTHER OBJECTIVES
 RESEARCH METHODOLOGY
 TYPES OF RESEARCH
 BASIC RESEARCH
 APPLIED ORIENTED RESEARCH
 PROBLEM SOLVING
 QUANTITATIVE RESEARCH
 METHODOLGY
 RESEARCH DESIGN
 DATA COLLECTION METHOD

CHAPTER-2
 ABOUT THE ORGANIZTION
 COMPANY PROFILE
 PRESENT MARKETING STRATEGIES
 FUTURE PROJECTS
 VISION

CHAPTER- 3
 ANALYSIS
 SWOT ANALYSIS
 MAJIR COMPETITORS OF HUL
 MARKET SAHRE OF FMCG COMPANIES
 AWARD AND FELICITATIONS

CHAPTER- 4
 HUL’S EFFECT ON PEOPLES LIVES

CHAPTER- 5
 CONCLUSION
 BIBLOGRAPHY
 ANNEXURE
 ACKNOWLEDGEMENT

In any research project that calls for study of particular aspects in an organization one
needs support of a number of persons who directly or indirectly contribute by way of
discussion interaction and response.
I convey my deep sense of gratitude to the head HINDUSTAN UNILEVER LIMITED for his
best direction and motivation, which was a source of encouragement in it throughout
the study.
I have great pleasure in submitting my project report regarding “A STUDY ON
MARKETING STRATEGIES IN HINDUSTAN UNILEVER LIMITED”. It is impossible to thank all
those who have helped me in completing the project. But I must express heartly
gratitude to few of them.
This is to acknowledgement the valuable guidance of DR. ANUKRATI SHARMA (HOD), DR.
ANITA SUKHWAL(Dean), DR. AASHISH ASOPA (Assistant professor), of Department of
Commerce & Management, University of Kota.
I would also like to thank our co-guide DR. SHRUTI ARORA, DR. PRIYA SODANI & all guest
faculty of Department of Commerce & Management, University of Kota, without their
support which it would have been verry difficult to carry out this project.
I also acknowledge the guidance received from the Mr. TRILOK SHARMA (K.A.E.) of
Hindustan Unilever and staff member of Hindustan Unilever Kota. During the project
their vast experience in their respective department also helps me for the successful
completion of this project. My sincere thanks to all those who are directly on indirectly
me during this project.
Finally, I would like to express my sincere appreciation to Mr. Trilok Sharma (K.A.E.), all
others colleague and staff of Hindustan Unilever Limited, whose liberal guidance,
attention, advice, suggestions and particularly firm encouragement always kept me
toward a right path to complete the study clearly.
RAJVARDHAN SINGH HADA
+
 EXECUTIVE SUMMARY

The main objective of the project is to get the knowledge of the products of the
Hindustan Unilever Limited and what are they doing to the customer and their customer
loyalty and to maintain their market. This is also to find the preference of customer and
their market knowledge and product information. Information about the presence of the
rivals of Hindustan Unilever Limited and all the other options they have in the market.
What are the techniques they adopt to know about the preferences and changing needs
of the customer. Hindustan Unilever Limited are also looking to tap the market in rural
sector, so they also taking into consideration the needs and wants to the people there.
They are also studying the consumption habits of the rural people there. They are also
studying the consumption habits of the rural people. Like most of them are daily wage
or small peasant.

As the per-capita income of India is increasing along with the Indian population. So, the
future for the FMCG Companies id bright. To analysis the past performance & the future
demand of HUL, FMCG products we have considered following point:

o We have a listed the different FMCG product lines of HUL.

o We have done competitor’s analysis and HUL’S different categories of products
are analyzed with comparison to its competitors.
 CHAPTER-1
INTRODUCTION
Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch company- Unilever.
Both Unilever and HUL have established themselves well in the fast Moving Consumer
Goods (FMCG) category. In India, the company offers many household brands like Dove,
lifebuoy, Lipton, Lux, Pepsodent, Rexona, Sunsilk, Surf, Pond, surf, Vaseline etc. Some of
its efforts were also rewarded when four of HUL brands found place in the ‘Top 10
brands’ list of the year 2008 published in the Economic Times.
Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan lever Limited, is
INIDA’s largest consumer products company and was formed in 1933 as Lever Brothers
India Limited. It is currently headquartered in Mumbai, India and its 41,000 employees
are headed by Harish Manwani, the non-executive chairman if the board. HUL is the
market leader in Indian products such as tea, soaps, detergents, as its products have
become daily household name in India. The Anglo-Dutch company Unilever owns a
majority stake in Hindustan Unilever Limited.
The company was renamed in late June 2007 as “HINDUSTAN UNILEVER LIMITED”.
Some of its brand include Kwality Wall’s ice cream, Lifebuoy, Lux, Breeze, Liril, Rexona,
Hamam, Moti soaps, Pureit Water Purifier, Lipton tea, Brooke Bond tea, Kissan squashes
and jams, Annapurna salt and atta, Pond’s talc and cream, Vaseline lotions, Glow&Lovely
creams, Lakme beauty products, Clinic Plus, Clinic All Clear, Sunsilk and Dove shampoo,
Vim dish wash, Ala bleach and Domex disinfectant, Rexona, Modern Bread and Axe deo-
spray. HUL has produce many business leaders for corporate India. It is referred to as a
‘CEO Factory’ in the Indian press for the same reasons. Its leadership building potential
was recognized when it ranked 4th in the Hewiit Global Leadership Survey 2007 with only
GE, P&G and Nokia ranking ahead of HUL in the ability to produce leaders with such
regularity.
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 Super Star Trading
House.
Ove time HUL developed into a viable & competitive sourcing base for Unilever
worldwide in Home and Personal Care & Foods & Beverages category of products. HUL is
also a global marketing arm for select licensed Unilever brands and also work on building
categories with core county advantage such as branded basmati rise.

Unilever was a result of the merger between the Dutch margarine company, Margarine
Unie, and the British soap-maker, Lever Brothers, way back in 1930. For 70 years,
Unilever was the undisputed market leader but now faces tough competition from
Proctor & Gamble and other Water Purifier companies.
HUL exports offers high level of service with flexibility and responsiveness through out
the supply chain, it has dedicated organization structure to support this endeavor and
this has helped in growth of these business in particular. Intrinsic cost competitiveness in
the end-to-end 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 brand 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 county,
has competitive advantage – Brander 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 Noth America etc.
HUL is also know for its strong distribution network in India. HUL launched a water
purifier in 2004 in a district in Chennai. The idea behind this project was to create
separate market place among the water purifier market so HUL launched that purifier.
 HUL’s products touched two out of three Indian everyday
 Reach 80% Households
 Direct Coverage of 1million outlets
 2000 Suppliers and Associates
 71 Manufacturing locations
 15000 Employees
 1100 managers
 Shelf availability 84% outlets in India
 RESEARCH OBJECTIVE OF THE STUDY

MAIN OBJECTIVE:
The main objective of this project is to find, what are the steps Hindustan Unilever Ltd. Is
adapting to be market leader and to differentiate itself from its competitors. What is the
step company is utilizing to find current trend in the market. Most of the product of HUL
comes in category of convenience product. They are frequently used and bought by the
customers. There is large number of players in the market, who are supplying similar
product to the customers. Now, customers have become smart, they have great
knowledge of market, product and suppliers, so, they are looking for the product which
is providing something extra.

OTHER OBJECTIVES:
o Market structure Analysis- Market structure analysis refers to the nature and
degree of competition in the market for goods and services. The structure of
market both for goods market and service (factor) market are determined by the
nature of competition prevailing in a particular market.

o SWOT Analysis- SWOT Analysis is strategies planning technique used to help a

person or organizing identify the Strength, Weakness, Opportunities and Threats
related to business competition or project planning. It is intended to specify the
objectives of the business venture or project and identify the internal and
external factors that are favorable and unfavorable to achieving those objectives.
Users of SWOT analysis often ask and answer questions to generate meaningful
information for each category to make the tool useful and identify competitive
advantage. Strengths and weakness are frequently internally related while
Opportunities and Threats commonly focus on environmental placement.

o Competitors Analysis- Competitors analysis is an assessment of the strengths and

weakness of current and potential competitors. This analysis provides both an
offensive and defensive context to identify opportunities and threats. Profiling
combines all of the efficient and effective strategy formulation, implementation,
 monitoring and adjustment. Competitors analysis is an essential component of
corporate strategy.

RESEARCH METHODOLOGY

Types of Research:
Research can be classified in many different ways on the basis of the methodology of
research, the knowledge it creates, the user group, the research problem it investigates
etc.

BASIC RESEARCH:
This research is conducted largely for the enhancement of knowledge, and is research
which does not have immediate commercial potential. The research which is done for
human welfare, animal welfare and plant kingdom welfare. It is called basic, pure,
fundamental research. The main motivation here is to expand man’s knowledge, not to
create or invest something. According to Travers, “Basic Research is designed to add to
an organized body of scientific knowledge and does not necessarily produced results of
immediate practical value.” Such research is time and cost intensive. (Example:
Experimental research that may not be or will be helpful in human progress.)

APPLIED RESEARCH:
Applied research is designed to solve practical problems of the modern world, rather
than to acquire knowledge for knowledge’s sake. The goal of applied research is to
improve the human condition. It focuses on analysis and solving social and real-life
problems. This research is generally conducted on a large-scale basis and is expensive.
As such, it is often conducted with the support of some financing agency like the
national government, public corporation, World Bank, UNICEF, UCG, Etc. according to
Hunt, “applied research is an investigation for ways of using scientific knowledge to solve
practical problems” for example: - improve agriculture crop production, treat or cure a
specific disease, improve the energy efficiency of homes, offices, how can
communication among workers in large companies be improved? Applied research can
be further classified as problem oriented and problem-solving research.
PROBLEM ORIENTED RESEARCH:
Research is done by industry apex body for sorting out problems faced by all the
companies. E.g.: - WTO does problem-oriented research for developing countries, in
India agriculture and processed food export development authority (APEDA) conduct
regular research for the benefit of agro-industry.
 As the name indicates, Problem identifying research are undertaken to know the
exact nature of problem that required to be solved.
 Here, one clarification is needed when we use the term ‘Problem’. It is not a
problem in true sense. It is usually a decision making dilemma or it is a need to
tackle a particular business situation.
 It could be a difficulty or an opportunity.
For e.g.:- Revenue of Mobile company has decreased by 25% in the last year. The
cause of the problem can be one of the following:
 Poor quality of the product.
 Lack of continuous availability
 Not so effective advertising campaign.
 High price
 Poor caliber/ lack of motivation in sales people/marketing team.
 Tough competition from imported brands
 Depressed economic conditions
 In the same case suppose the prime cause of problem is poor advertising
campaign & secondary cause is higher pricing
 To tackle the problem of poor advertising, we have to answer questions like, what
can be the new advertising campaign, who can be the brand ambassador, which
media, which channel, at what time & during which programme advertisements
will be broadcast.

PROBLEM SOLVING:
This type of research is done by an individual company for the problem faced by it.
Marketing research and market research are the applied research. For e.g.: - Videocon
international conducts research to study customer satisfaction kevel, it will be problem
solving research. In short, the main aim of problem-solving research is to discover some
solution for some pressing practical problem.