A MAJOR PROJECT REPORT ON

THE STAIRCASE LEADING HUL TO SUCESS OF

POST GRADUATE DIPLOMA IN MANAGEMENT

BATCH 2010-12

SUBMITTED BY: EKTA JAIN ID- 1008006 PGDM - VI SUBMITTED TO: Prof. Reshma Shrivastava Associate Professor Faculty of Management , DIMAT

DISHA SCHOOL OF MANAGEMENT DISHA EDUCATION SOCIETY Satya Vihar, Vidhansabha-Chandkhuri Marg, Mandir Hasaud Raipur(C.G.)

DECLARATION

I the undersigned solemnly declare that the report of the project work entitled An organizational study on THE STAIRCASE LEADING HUL TO SUCCESS, is based my own work carried out during the course of my study under the supervision of – PROF. RESHMA SHRIVASTAVA I assert that the statements made and conclusions drawn are an outcome of the project work. I further declare that to the best of my knowledge and belief that the project report does not contain any part of any work which has been submitted for the award of any other degree/diploma/certificate in this Institute or any other Institute.

_______________ EKTA JAIN Unique ID No.:1008006

CERTIFICATE BY THE PROJECT GUIDE

This is to certify that the work incorporated in the Project “THE STAIRCASE LEADING HUL TO SUCESS” is a record of research work carried out Ekta Jain bearing Enrollment No.:1008006 under my guidance and supervision for the award of Post Graduate Diploma In Management. To the best of my knowledge the report has been duly completed and checked by me.

Name of Internal Project Guide: Prof Reshma Shrivastava Signature:

CERTIFICATE BY THE HEAD OF THE INSTITUTION

Mohan Dean (Faculty of Management) . DR. approved by AICTE.This is to certify that Miss EKTA JAIN of DSM.R. This report is the record of authentic work carried out by the student during the academic year 2011-12.S. Min of HRD – Government of India. Trimester VI has successfully completed the major project in partial fulfillment of requirement for the award of Post Graduate Diploma In Business Management .

the Guide of the project for guiding and correcting various documents of mine with attention and care. She has taken pain to go through the project and make necessary correction as and when needed. My deepest thanks to Prof. Reshma Srivastava. R.ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the Major Project. I would also thank to The Dean of Faculty of Management Mr. I also extend my heartfelt thanks to my friends. 1008006 PGDM VI Trimester . _______________________ (Signature of the student) Ekta Jain Unique ID No. S. Mohan and my faculty members without whom this project would have been a distant reality.

3 3.5 Chapter 2 Chapter 3 3.TABLE OF CONTENTS Page’s Chapter 1 1.4 3.5 3.3 1.1 1.6 Chapter 4 Chapter 5 Introduction Justification of Research Purpose of Study Objectives of Research Scope of Study Limitations of Study Literature Review Methodology Data Collection Methods Details of Respondents Profile Detail of Variables Scaling Technique Sampling Technique Methods of Analysis Results and Discussion Summary and Conclusion Future Scope of Research References Annexures 8-12 11 12 12 12 12 14 16-18 16 16 17 18 18 18 20-37 39-45 40 40-41 42-45 .2 3.4 1.2 1.1 3.

Chapter-I Introduction INTRODUCTION .

Pond's. 7. tea. detergents. 8. 10. Kissan. Sunsilk. personal products. Wheel. 1. And expected to become $33. Knorr-Annapurna. FMCG came into in existence in 1888 when Sun Light soap was firstly seen at KOLKATA harbor. ice cream and culinary products. It was made by Lever brothers in England .HLL's brands like Lifebuoy. branded staples.1 bn. Hindustan Unilever Ltd. Pepsodent.4bn in 2015. Key players of FMCG industry According to the market survey done by BUSINESS TODAY the top 10 companies of FMCG sector are given below. 3. 4. FMCG industry analysis .5%. 9. Kwality Wall's are household names across the country and span a host of categories. 6. coffee.FMCG is the 4th largest sector in Indian economy with a market size of more than $13. Surf Excel. India needs Rs 28bn investment in food sector. Lux. Lakme. such as soaps. In the recession/ slowdown period FMCG industry recorded a growth of 14. 2. Close-up. Clinic. Brooke Bond. ITC Nestlé India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter &Gamble Marico Industries HUL is India's largest Fast Moving Consumer Goods (FMCG) company. 5. Fair & Lovely.200 million people are expected to shift towards processed food. Rin.

There is ample number of substitute suppliers available and the raw materials are also readily available and most of the raw materials are homogeneous. This leads to higher consumer’s expectation.Rivalry among Competing Firms: In the FMCG Industry. 1. There are plenty of substitute goods available in the market that can be re-placed if consumers are not satisfied with one. Customers are never reluctant to buy or try new things off the shelf. Market Players use all sorts of tactics and activities from intensive advertisement campaigns to promotional stuff and price wars etc. The wide range of choices and needs give a sufficient room for new product development that can replace existing goods. Hence the intensity of rivalry is very high. There are scarce customers because the industry is highly saturated and the competitors try to snatch their share of market. The resistance is very low and the structure of the industry is so complex that new firms can easily enter and also offer tough competition due to cost effectiveness. Potential Entry of New Competitors: FMCG Industry does not have any measures which can control the entry of new firms. This is because in FMCG industry the switching costs of most of the goods is very low and there is no threat of buying one product over other. There is no monopoly situation in the supplier side because the suppliers are also competing among themselves.1JUSTIFICATION OF THE STUDY . Bargaining Power of Consumers: Bargaining power of consumers is also very high. rivalry among competitors is very fierce. Hence potential entry of new firms is highly viable. Bargaining Power of Suppliers: The bargaining power of suppliers of raw materials and intermediate goods is not very high. Potential Development of Substitute Products: There are complex and never ending consumer needs and no firm can satisfy all sorts of needs alone.

Also. To analyze the various strategies adopted by the company.Though the FMCG market is sublimed and plenty of the market is discovered. 1. To know the contribution of HUL towards society. The review of various strategy adopted by HUL will enable it to capture further unexplored market and light out the loopholes in its structure. To conduct the comparative study with different FMCG co..Modernization and the worldwide growing demand both in the social and economic field have installed a vast scope of FMCG . the rising income and high growth of Gross Domestic Product of the country has lead to the increasing demand of FMCG products amongst the customers of both rural & urban.2 PURPOSE OF STUDY The main purpose of the study is to accomplish the following objective: • • To know about the various Products offered by the company. To find the preference of the customer To study how HUL fulfills customer needs and wants through CSR. • • 1. 1.3 RESEARCH OBJECTIVE:• • • • To get the full knowlegde of the distribution network of HUL To analyze the key factor distinguishing it from its competitors.4 SCOPE OF STUDY:The study will be beneficial to HUL as its comparison against other FMCG player is being done.5 LIMITATIONS OF STUDY:- . 1. still HUL is able to sustain its maturity stage.

.Chance of the respondent’s bias is involved in the research. As the research is restricted to Raipur of Chhattisgarh. the result is not applicable to the other district or state or country.

. Margarine Uni & Lever brothers way back in 1930. In India the company offers many household brands like Dove.Chapter – II LITERATURE REVIEW LITERATURE REVIEW Unilever was the result of the merger between the Dutch margarine company.

In order to further strengthened its distribution in the rural areas & to empower the local women HUL launch a project Sakti in 2000 in a district in Andhra Pradesh. So that it can become direct-to-home distributors of HUL products & enjoyed the other benefits from the project. Some of its efforts were also rewarded when four of the HUL brands found place in the “ top 10 brands” list for the year 2008 published in The Economic Times. .Lipton. Rexona etc. HUL is also known for its strong distribution network in India.

which tells the method for doing research. it mainly consists of following main steps: .Chapter – III Methodology RESEARCH METHODOLOGY It is the science.

Developing Research Design.• • • • Determining the purpose or objective of study.Raipur . 3. product line pruning and various other matter related to product line.2 DETAILS OF RESPONDENTS PROFILE:• • • Male:-20 Female:-30 City: .  SECONDARY SOURCE: This Report is dedicated to Secondary information about company profile and various decision taken by the company regarding product line expansion. thus a questionnaire was framed and distributed manually among different wholesalers and retailers in the Raipur region. Determine the data collection method. A successful and the most popular technique of data collection is through a questionnaire. This report gives you relevant information about various activities taken by Hindustan Unilever limited. I have collected this information with the help of internet and journals. Developing a sampling plan.1 DATA COLLECTION METHOD: The Data for this project was collected through Primary and Secondary sources.  It is essential to collect PRIMARY DATA to make sample survey. 3.

• • • State: . with strong brands rooted in chefmanship and taste. bouillons. snacks. With Bertolli. enjoy health. through branded products that make people enjoy food. sauces. through health benefits enabling people to enjoy life to the full.married/ single 3. which began as a leading Italian olive oil brand.3 DETAIL OF VARIABLES 1. Blue Band and Country Crock are building a positioning based on tasty. Its mission is to add vitality to life by meeting everyday needs of people everywhere. including Knorr.Chhattisgarh Age group:-20 – 45 Status: . Our leading savoury brand. A wider savoury product range is marketed around the world under a variety of brand names. Knorr.  Spreads and cooking products HUL leads with the spreads and cooking products category with two key brand families with increasingly consistent positionings around the world. particularly with pro•activ. Its combined dressings business is the biggest in the world. Wishbone. and is sold in over 100 markets. nutritious foods for the family. frozen food and meal solutions.  Beverages: . and enjoy life.  Savoury and dressings: A Unilever global leader in savoury and dressings. Amora and Bertolli. we are building on the qualities associated with Italian food to extend the brand into spreads. Healthy heart brands Becel and Flora deliver strong growth. dressings and pasta sauces. Hellmann’s. Calvé. FOOD DIVISION Unilever is one of the leading food companies in the world. noodles. is Unilever’s biggest brand. Its product range includes soups. Family brands including Rama.

 Home care product segment: Company is market leaders in laundry products in developing and emerging markets. All its brands are about looking good. Although not a separate reporting category as its results are reported within the categories above. whose range includes meal replacement drinks. and hold number two positions in North America and most of Europe. under AdeS. Innovations. Carte d’Or and Solero. Ice cream products under the Heart brand. For example. With a strong heritage in hygiene and personal care.  Ice cream and frozen foods: Hindustan Unilever is world’s leading producer of ice cream. including Lipton Ice Tea Green and Lipton Aqua. Breyers. Omo and Surf. Unilever Food solutions is a global food service business providing solutions for professional chefs and caterers. nutritional. including Cornetto. feeling good and getting more out of life. HOME AND PERSONAL CARE Unilever Home and Personal Care has some of the world’s most successful brands. 2. refreshing beverages. soy-based drinks. Ben & Jerry’s. are sold internationally. Klondike and Popsicle are leading North American-based brands. Hindustan unilever limited meets the needs of various customer by providing good nutrition in affordable formats with Annapurna and. This brand portfolio adds vitality to life and delivers value to our business. then global market leader in leaf and ready-to-drink tea. soups and snack bars. with sales in more than 40 countries. it provides preprepared ingredients that save time and new ways of serving food on a large scale at consistent quality. combined with deep consumer insights. target the growing market for healthy. a range of tasty. Magnum.HUL Leads market in tea-based beverages with Lipton. HUL respond with products and brands across our portfolio including Slim•Fast. Ben & Jerry’s is also sold in Europe. Its products have been . such as Dove. Lux.

4 SCALING TECHNIQUE:• • • In this research I have use two methods of scaling Nominal scale Ordinal scale 3.  Personal care HUL lead the global deodorants and skin cleansing markets. Its global prestige fragrance business is based on the Calvin Klein range. and are in the top three in daily hair care and mass-market skin care. Lifebuoy and Vaseline. together with a selection of regional and local ‘jewels’. Where Cif and Domestos hold strong positions in the key markets in which they operate. Rexona and Sunsilk –are the core products in these categories. are available for lower income consumers. They are complemented by Suave. complemented by ranges developed with other designers. particularly with our Signal and Close Up toothpaste brands. Omo. and ‘health brands’ such as Clear. Snuggle and Surf. including soap bars. Pond’s. They include tablets for convenience. In oral care we have strong positions in a number of countries in Europe and in developing and emerging markets. 3. Radiant.5 SAMPLING TECHNIQUE:- . Skip. traditional powders and liquids for washing by hand or machine. Dove. which includes one. Lux.developed to meet the diverse range of consumer needs to clean and care for their clothes. Six global brands – Axe. and they are available in over 100 countries. Household care products are designed to meet most cleaning and hygiene needs around the home. mainly in North America. Tailored products. It brands include Comfort. Eternity and Obsession.

it will be difficult to interpret any meaning from the collection data. The number of respondent is 50 • Sample procedure: -It is a procedure where some representative or informants are selected from universe. Our sample location is Raipur.• Sample location:. with the help of absolute figures . 3. of respondent * 100 .location means what are the places from where we will be seeking the information for our research. we will going to the customers directly. but when percentages are found out then it becomes easy to find the relative difference between two or more attributes Percentage = No of respondent/total No.6 METHODS OF ANALYSIS:• Percentage analysis method: simple percentage method analysis refer to a special kind of ratio. • Sample size:-it denotes the number of people from where we would be getting the information. So cluster sampling is being used in this survey.

Chapter IV Results and Discussion Ques 1) Which of the brand is most preferred by the customer? .

A) For bathing soaps • Lux • Liril • Dove Interpretation 57% of the respondents feels that the Lux is the most preferred brand by the customer followed by Dove and Liril. .

B) Detergents • Surf • Wheel • Rin Interpretation 51% of the respondents feels that the Surf is the most preferred brand by the customer followed by Rin and Wheel. .

C) Cosmetics • Lakme • Ponds • Fair & Lovely Interpretation 47% of the respondents feels that Fair & Lovely is the most preferred brand by the customer followed by Ponds and Lakme. .

D) Beverages • Bru coffee • Taj Mahal Tea • Tazaa Tea Interpretation 46% of the respondents feels that Taj Mahal tea is the most preferred brand by the customer followed by bru coffee and Tazaa tea. .

Ques 2) Rate the distribution Process of the Company? • Good • Average • Poor Interpretation 55% of the respondents feels that the distribution Process of the Company is good.37% feels its average while 8% found it to be poor. .

26% feels its good while 9% found it to be poor. .Ques 3) Rate the Product Line of the company related to FMCG? • Excellent • Good • Poor Interpretation 65% of the respondents feels that the Product Line of the company related to FMCG is Excellent.

. FMCG company in the country and has one of the widest portfolio of products sold via a strong distribution channel.Chapter-V Summary and Conclusion SUMMARY:That “Hindustan Unilever (HUL)” is the largest Player.

They are sharing innovations and concepts with businesses all around the world. customers and shareholders in following ways:    They continually developing new and improved products. which had led HUL to the top of the ladder.1 FUTURE SCOPE OF RESEARCH The research study highlight the steps for success towards the FMCG market. They aim to compete and give value consumers. HUL is striving to lower the cost of our sourcing. shampoos. tea and face creams. CONCLUSION:Company is having good postion in the market and they are offering quality product in the market. including soaps. but others have a narrower regional or local focus. personal care and foods products. 5. the quality of our products. Also the brand and the product awareness of HUL is widely spread among the customers which add-ons to HUL success. They have a wide and diverse set of competitors in consumer goods businesses. no other company touches so many people's lives in so many different ways. and improving. Many of they also operate on an international scale. .Through the analysis it can be interpreted that it owns and markets some of the most popular brands in the country across various categories. detergents. With 400 brands spanning 14 categories of home.  liberalisation of international trade. Many upcoming new players in the FMCG market can . Unilever has over the past 5 years been actively involved in setting standards for social and environmental behaviour and conduct. Competition is a normal part of business. It does this in a very systematic way and is in the process of developing procedures to make the developed standard applicable throughout all of its operations. manufacturing and distribution They support efforts to create a more open competitive environment through the processes while still maintaining.

sciencedaily.2000.co.oct-dec 2005.utilize efficiently the study to effectively carry out their activities.2 REFERENCES Biblography • • : http://www.Bose” Principles and Practices of Banking and Insurance Book by “ Mr V S Gopal” References 1 Advertising Express ICFAI Journal Jan 2006-Branding India. pp.in Books • Research Methodology textbook by “ C.comnewshome201101190059654enResearch-Markets- HFDC-INSURANCE-Market-Report-Updated • • • httpwww.htm www. (1991).com/essays/Hul-Strategy/161552 httpwww. .. 6 Neeraj Jha ''Gung-ho on rural marketing The finanical Express June 19. KOTHARI” (chapter-3. It is also helpful to the company itself to know its success story and to recognize the unexplored market areas. “Service Quality: An International Comparison of Bank Customers Expectations and Perceptions". 7. 5. Journal of Marketing Management. 5 International marketing strategies in India by Prathap and micheal. Lewis B. 2 The power of branding praxis-Business Liner Journal on Managment May 2005.businesswire. page number 52-87 ) • Fundamentals of Life Insurance by “Kaninika Mishra” • Marketing research by “ Naresh Malhotra” • • A Handbook on Postal Life Insurance by “ J. 4 Tan Jacqui(2004) ''opportunities. 47-62.com http:// www.challenges and Innovation In marketing Consumer Goods to Rural India.Methodology of study.Vikalpa(IIMA). 2. 3 The future competition by prof Venkat Ramasave co-auther with CK.R.HDFC.oppapers.K.comreleases201104110412201713.hdfcinsurance.

& Joseph. B. 2011 1024 8. pp. Journal of Services Marketing. International Journal of Quality & Reliability Management Vol. (1992).3 ANNEXURE . An Assessment of the SERVQUAL Dimensions. “Perceived service quality Analyzing relationships among employees. 9. Parasuraman. 13 No. Journal of business & industrial marketing vol. Dong Kyoon Yoo. C. (1990). 22/7. customers. and Boiler G. 253. Joseph. 69-82. 54.268. May. “Customer service in business-to-business markets: an agenda for research”. M. McClure. Sijun Wang. 533– 549. "An Empirical Assessment of the SERVQUAL Scale. 908-926. 5. Carman J. 66. Jeong Ah Park. 5. “Stemming the tide: dealing with the imbalance of customer relationship quality with the key contact employee versus with the firm”.W. 6. 309-321. (2007). 33-56. International Journal of Bank Marketing. and financial performance”. "Service quality in the banking sector: The impact of technology on service delivery".J.. 17(4). 4/5. (1998). 6. (1990). The International Journal of Bank Marketing Vol. pp. 25 No. “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”. 4. 24 No. “Relationship orientation or service quality? What is the trigger ofperformance in financial and insurance services?”. 406-426. 182-191. “Consumer Perceptions of Service Quality". 7. 24. Spring.3. International Conference on Technology and Business Management March 28-30.. Carmen Camarero. 1999. Journal of Retailing.. M. Lenita Davis (2008). M. pp. Journal of Marketing. Bitner. Babakus E. (2007).. 10." Journal of Business Research. 9.

Address……………………………………………………….. Ques 1) Which of the brand is most preferred by the customer? A)For bathing soaps Lux Liril Dove B)Detergents Surf Wheel Rin C) Cosmetics Lakme Ponds Fair & Lovely D) Beverages Bru coffee .Questionnaire Name……………………………………………Age……….

Taj Mahal Tea Tazaa Tea Ques 2) Rate the distribution Process of the Company? Good Average Poor Ques 3) Rate the Product Line of the company related to FMCG? Excellent Good Poor .

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