Professional Documents
Culture Documents
Submitted To:
MISS P.VAKULA
Submitted By:
RAJEEV KUMAR
MBA (II SEM)
Lecturer
MISS. RUCHI TIWARI
MDITM,INDORE
2
ACKNOWLEDGEMENT
FROM-
ANSHUL TIWARI
3
INDEX
1. EXECUTIVE SUMMARY
2. INTRODUCTION
3. OBJECTIVE
4. LITERATURE REVIEW (COMPANY
PROFILE)
5. DATA ANALYSIS
6. DATA INTERPRETATION
7. HYPOTHESIS
8. FINDINGS
9. RECOMMENDATIONS
10. CONCLUSION
11. BIBLIOGRAPHY
12. ANNEXURE
4
EXECUTIVE SUMMARY
goods company, with leadership in Home & Personal Care Products and Foods
touch the lives of two out of three Indians. They endow the company with a
Rs.13,718 crores. The mission that inspires HUL's over 15,000 employees is to
"add vitality to life". With 35 Power Brands, HUL 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 51.55% of the equity. The rest of the
institutions. A Fortune 500 transnational, Unilever sells Foods and Home and
HUL is also one of the country's largest exporters; it has been recognised as a
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
5
Unilever brands and also works on building categories with core country
HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely,
and span many categories - soaps, detergents, personal products, tea, coffee,
branded staples, ice cream and culinary products. They are manufactured over
40 factories across India. The operations involve over 2,000 suppliers and
stockists, covering 6.3 million retail outlets reaching the entire urban
HUL believes that an organisation's worth is also in the service it renders to the
measures, most recent being the village built by HUL in earthquake affected
Gujarat, and relief & rehabilitation after the Tsunami caused devastation in
South India.
6
In 2001, the company embarked on an ambitious programme, Shakti. Through
Shakti also includes health and hygiene education through the Shakti Vani
7
HISTORY
YEAR MILESTONES
1888 Sunlight soap introduced in India.
Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai,
1895
Chennai, 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
1918
Berghs, 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.
1926 Hartogs registers Dalda Trademark.
Unilever is formed on January 1 through merger of Lever Brothers and
1930
Margarine Unie.
Hindustan Vanaspati Manufacturing Company registered on November 27;
1931
Sewri factory site bought.
1932 Vanaspati manufacture starts at Sewri.
Application made for setting up soap factory next to the Vanaspati factory at
1933
Sewri; Lever Brothers India Limited incorporated on October 17.
Soap manufacture begins at Sewri factory in October; North West Soap
1934 Company's Garden Reach Factory, Kolkata rented and expanded to produce
Lever brands.
1935 United Traders incorporated on May 11 to market Personal Products.
Mr. Prakash Tandon, one of the first Indian covenanted managers, joins
1937
HVM.
8
Garden Reach Factory purchased outright; concentration on building up
1939
Dalda Vanaspati as a brand.
Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company
1941
acquires 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
1944
separate 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 Unilever Limited, with 10%
1956
Indian equity participation.
Unilever Special Committee approves research activity by Hindustan
1957
Unilever.
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
1961
managers are Indians.
1962 Formal Exports Department starts.
1963 Head Office building at Backbay Reclamation, Mumbai, opened.
Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad;
1964
Sunsilk shampoo launched.
1965 Signal toothpaste launched; Indian shareholding increases to 14%.
Lever's baby food, more new foods introduced; Nickel catalyst production
1966 begins; Indian shareholding increases to 15%. Statutory price control on
Vanaspati; Taj Mahal tea launched.
1967 Hindustan Unilever Research Centre, opens in Mumbai.
Mr. V. G. Rajadhyaksha takes over as Chairman from Mr. Prakash Tandon;
1968 Fine Chemicals Unit commissioned at Andheri; informal price control on
soap begins.
9
Rin bar launched; Fine Chemicals Unit starts production; Bru coffee
1969
launched
Mr. V. G. Rajadhyaksha presents plan for diversification into chemicals to
1971
Unilever 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
1975 work begins; statutory price control on Vanaspati and baby foods
withdrawn; Close-up toothpaste launched.
Construction work of Haldia chemicals complex begins; Taloja chemicals
1976
unit begins functioning.
Jammu synthetic Detergents plant inaugurated; Indian shareholding
1977
increases to 18.57%.
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
1986 seeds 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 HUL recognised by Government of India as Star Trading House in Exports.
HUL's largest competitor, Tata Oil Mills Company (TOMCO), merges with
the company with effect from April 1, 1993, the biggest such in Indian
1993
industry till that time. Merger ultimately accomplished in December 1994;
Launch of Vim bar; Kissan acquired from the UB Group.
HUL forms Unilever Nepal Limited, HUL and US-based Kimberley-Clark
1994 Corporation form 50:50 joint venture - Kimberley-Clark Lever Ltd. - to
market Huggies diapers and Kotex feminine care products. Factory set up at
10
Pune in 1995; HUL acquires Kwality and Milkfood 100% brandnames and
distribution assets. HUL introduces Wall's.
HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint venture –
1995 Lakme Lever Ltd.; HUL enters branded staples business with salt; HUL
recognised as Super Star Trading House.
Mr. K. B. Dadiseth takes over as Chairman from Mr. S. M. Datta; Merger of
1996 Group company, Brooke Bond Lipton India Limited, with HUL, with effect
from January 1; HUL introduces branded atta; Surf Excel launched.
Unilever sets up International Research Laboratory in Bangalore; new
1997
Regional Innovation Centres also come up.
Group company, Pond's India Ltd., merges with HUL with effect from
1998 January 1, 1998. HUL 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 Unilever Board; HUL acquires 74% stake in Modern Food Industries
2000
Ltd., the first public sector company to be disinvested by the Government of
India.
HUL enters Ayurvedic health & beauty centre category with the Ayush
2002
range and Ayush Therapy Centres.
2003 Launch of Hindustan Lever Network; acquisition of the Amalgam Group
2005 Launch of "Pureit" water purifiers
HLL's brands, spread across 20 distinct consumer categories, touch the lives of
two out of three Indians. They endow the company with a scale of combined
volumes of about 4 million tonnes and sales of Rs.10,000 crores. The leading
business magazine, Forbes Global, has rated Hindustan Lever as the best
consumer household products company. Far Eastern Economic Review has
rated HLL as India‟s most respected company. Asiamoney has rated HLL as
one of India‟s best managed companies. Leading national publications, like The
Economic Times, Business World, and Business Today have also rated HLL as
one of India‟s most respected companies and the number one in Market Value
Added and EVA. The vision that inspires HLL's 32,400 employees (40,000
including Group Companies), including about 1,425 managers, is to “meet
everyday needs of people everywhere - to anticipate the aspirations of our
consumers and customers and to respond creatively and competitively with
branded products and services which raise the quality of life.”
11
This objective is achieved through the brands that the company markets. It is an
ethos HLL shares with its parent company, Unilever, which holds 51.55% of the
equity. A Fortune 500 transnational, Unilever sells Foods and Home and
Personal Care brands through 300 subsidiary companies in about 100 countries
worldwide with products on sale in a further 50. Business nature HLL is India's
largest marketer of Soaps, Detergents and Home Care products. It has the
country‟s largest Personal Products business, leading in Shampoos, Skin Care
Products, Colour Cosmetics, and Deodorants. HLL is also the market leader in
Tea, Processed Coffee, branded Wheat Flour, Tomato Products, Ice cream,
Soups, Jams and Squashes. HLL is also one of the country's biggest exporters
and has been recognised as a Golden Super Star Trading House by the
Government of India; it is a net foreign exchange earner. HLL is also driving
exports in chosen areas where India has a competitive advantage – Marine
Products, Basmati Rice, Castor Oil and its Derivatives. It is India's largest
exporter of Marine Products, and one of the largest global players in castor.
Market leading brands HLL‟s brands have become household names. The
company‟s strategy is to concentrate its resources on 30 national power brands,
and 10 other brands which are strong in certain regions. The top five brands
together account for sales of over Rs.3000 crores. Each of these mega brands
has a potential scale of Rs.1000 crores in the foreseeable future. Some of the big
brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam, Breeze,
Dove, (all soaps), Surf Excel, Surf, Rin, Wheel (the number one detergent brand
in India, and HLL's largest), 501, Sunlight (all detergents). HLL also markets
the Vim and Domex range of Home Care Products.
In the Personal Products business, HLL's Hair Care franchises are Clinic,
Sunsilk and Lux shampoos; the company markets Nihar oil. In Oral Care, the
portfolio comprises Close-up and Pepsodent toothpastes and toothbrushes. In
Skin Care, HLL markets Fair & Lovely Skin Cream and Lotion, the largest
selling Skin Care Product in India; a brand developed in India, it is now
exported to over 30 countries. It has been extended as an Ayurvedic cream, an
under-eye cream, a soap and a talc, in line with the strategy to take brands
across relevant categories. The other major Skin Care franchises are Pond‟s,
Vaseline, Lakme and Pears. In Colour Cosmetics, HLL markets the Lakme and
Elle-18 ranges. In Deodorants, the key brands are Rexona, Axe, Denim and
Pond's, while the Talc brands are Pond's, Liril, Fair & Lovely, Vaseline and
Lifebuoy. Axe and Denim are HLL‟s franchises for Men‟s toiletries. HLL has
recently launched Lever Ayush Ayurvedic Health & Personal Care Products.
HLL markets products, which consistently offer value in terms of price and
quality and are safe for their intended use. Its operations are run in an
environmentally sound and sustainable manner, ensuring that the processes and
products conform to standards set by the authorities
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S.W.O.T ANALYSIS
Strengths Weaknesses
Opportunities Threats
Expanding marketing boundaries Increased Competition
Strategic Alliances Market saturation in Europe
External Emergencies of Low cost
Brands
13
DISTRIBUTION NETWORK
strengths. Its focus is not only to enable easy access to their brands, but also to
product availability,
brand communication,
network of about 7,000 redistribution stockists covering about one million retail
outlets. The distribution network directly covers the entire urban population.
The general trade comprises grocery stores, chemists, wholesale, kiosks and
services. The emphasis is equally on using stores for direct contact with
14
The distribution network in general trade is as follows:-
FACTORY
REDISTRIBUTION STOCKIST
CONSUMER
The products that are manufactured are first brought to the JIT (Just In Time)
Depot from the factory. Then these products are delivered to the Redistribution
Stockiest according to the order placed by them, this is done through Permanent
consumers.
15
At the supermarkets
Self-service stores and supermarkets are fast emerging in metros and large
towns. To service modern retailing outlets in the metros, HUL has set up a full-
scale sales organisation, exclusively for this channel. The business system
delivers excellent customer service, while driving growth for the company and
the store. At the same time, innovative marketing initiatives are taken to provide
consumers with experience of our brands at the store itself, through product
This is termed as Modern Trade. It has got different distribution network and
work differently. It is fast gaining pace as more and more people are turning to
malls for shopping. Today shoppers don‟t just want to buy their daily groceries
but they also want a shopping experience. They want to spend time in air
conditioned store, no more they are ready to sweat for spending money. These
big box retailers provide them a platform where they can roam around, pick,
compare and choose their products. These stores provide them a whole new
16
DISTIBUTION NETWORK
FACTORY
CONSUMER
17
PRODUCT PROFILE
Goods) sector. Its products are divided into various categories. These are given
as follows:
Home and Personal Care: under this it is further divided into two parts:
1. Dets : all the detergents and dishwashers are covered in this. For
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INTRODUCTION
obtain what they need and want, through creating, offering and exchanging
- Philip Kotler.
the ownership and possession of goods and services. It is that part of economics
which deals with the creation of time, place and possession utilities and that
phase of business activity through which human wants are satisfied, by the
product and service specifications and then in turn helping to make it possible
for more and more of consumers to enjoy more and more of these products and
services.
19
Marketing consists of analyzing marketing opportunities, researching and
Companies have to identify long and short term marketing opportunities and
given market. Having selected the market, the companies need to develop a
differentiating and positioning strategy for the target market. The marketing
marketing expenditures and the marketing mix. The final step is organizing the
MARKETING MIX
Marketing mix is the set of marketing tools that a firm uses to pursue its
Product
Price
Place
Promotion
Product :
20
Product stands for the firm‟s tangible offer to the market, including the product
quality, design, features, branding and packing. It deals with new product
development, product life cycle, product mix, product lines, branding and
Price :
Price is the monetary value of the product. Price deals with selecting the pricing
objectives, setting the price, discounts, allowances, payment policies and credit
terms. It is very important to the customers as it decides the cost the customer
Place :
This marketing tool stands for the various activities the company undertakes to
make the product accessible and available to the customer. It involves market
size, channel selection and management, storage and physical distribution with
the ultimate purpose of efficiently supplying the company‟s offer to the target
Promotion:
21
programs i.e. direct marketing, advertising, sales promotions, public relations
and motivation of sales force. To the customer this tool provides knowledge and
information.
Advertising:
Direct Marketing:
It refers to the use of mail, telephone and other non-personal contact tools to
Personal Selling:
Face to face interaction with one or more prospective purchasers for the
Sales Promotions:
22
The short-term incentive to encourage trial or purchase of a product or
Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a
services by consumers.
attract new customers, to reward loyal customers and to increase the repurchase
because non-users and users of other brands do not always notice a promotion.
Sales promotions are thus also seen as a tool for breaking down loyalty to other
products.
Sales promotions also let manufacturers adjust to short term changes in supply
and demand and differences in customer segments. They also let manufacturers
awareness of prices.
23
To use sales promotion, a company must set objectives, select the right tools,
develop the best program and implement it and evaluate the results.
purchasing of larger sized units, building trial among non-users and attracting
switchers away from the competitor‟s brands. For trade promotions, objectives
may include; including retailers to carry new items and higher level of
building brand loyalty of retailers and gaining entry into new retail outlets. The
building.
24
The main consumer promotion tools are as follows;
Samples:
the hope that they will buy the product. Samples may be free or
discounted.
Coupons:
Coupons are certificates that give buyers a saving when they purchase a
Rebates:
Rebate is also known as cash refund offers. Rebates are offers to refund
that the price reduction occurs after the purchase and not at the point
of sale.
Price Packs:
package.
25
Premiums:
the pack).
Prizes:
They are offers of chance to win something such as cash, trips or goods – by
luck or through extra efforts. Contests of talent and sweepstakes or draws the
Tie-in Promotions:
Cross Promotions:
Advertising Specialties:
These are useful articles imprinted with an advertiser‟s name, given as gifts
to consumers.
Patronage Rewards:
They are cash or other awards for the regular use of company‟s products or
services. They are values (in cash otherwise) that are proportional to one‟s
26
patronage of a certain vendor or a group of vendors. They aim at building
brand loyalty.
PoP Promotions:
Point of purchase (PoP) includes displays and demonstrations that take place
consumer promotions (42%). The major trade promotion tools are as follows;
Discounts:
Allowances:
They are the amount offered in return for an agreement by the retailer to
otherwise.
Free Goods:
27
Free goods are the extra merchandise offered to middlemen who buy a
Companies also offer push money and specialty advertising items to the
middlemen.
Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To
use it well, the marketer must define the sales promotion objectives, select the
best tools, design the sales promotion program, pretest and implement the
28
RESEARCH METHODOLOGY
RESEARCH DESIGN
QUESTIONNAIRE DESIGN
SAMPLING METHODOLOGY
SAMPLE PLAN
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The project was conducted for the geographical region of Bilaspur. The sample
consists of both the retailers and wholesalers of the general trade.
DATA COLLECTION
The data collection exercise was carried over a period of 15 days, in the various
markets of the region. Over the period of 15 days the data was collected and
then all the data was very carefully studied and the results were found out.
a) Secondary Research
External secondary data has been generated to obtain volume of sales regarding
beverage markets, fruit drinks, each of the brands and the positioning of each of
the brands.
b) Survey Research
Data was collected from candidates using questionnaire. The
questionnaire was distributed in colleges and people on the street.
I distributed the questionnaires outside the shops to gather data
from people who had come to visit there.
I made an online questionnaire and circulated on the internet and
gathered results from those.
Measurement Instruments:
The measurement instrument in the questionnaire was a five point Likert
scale.
Apart from details regarding their choice of drink for refreshment, their
frequency of visits and the channels they choose, their spending patterns
will also be mapped.
The data was extracted and put in MS Excel. All the further analysis was
then carried out using SPSS.
The measurement was designed to get a fair idea about the various
attributes and conducted factorial analysis of the important attributes.
Samples
The aim was to collect 100 samples for the analysis. The samples should be
such that they are consumers of fruit drinks. I also tried to get an adequate ratio
31
of men and women in the samples. The main demographics targeted were the
younger age group as they are more health conscious and aware of such health
drinks. Also I tried to focus more on the college going crowd and young
professionals as they would be more interested in trying out new products and
were more conscious.
Buyers who have been consuming fruit drinks were better able to answer the
questions regarding the influencing factors and the reasons for their
consumption and purchase. The samples collected from internet have also been
very valuable in the research.
Analysis Techniques
The analysis techniques used have been on SPSS and the tests were
performed to ascertain the factors influencing the consumer decision
while buying fruit drinks.
Factor analysis was conducted to discern out of the 13 factors mainly
which factors influence the buying habits of the consumers. Ultimately I
identified 5 factors which mainly have an influence.
I also conducted correlation tests to find out the various reasons for
purchasing any particular brand of fruit drink.
SOURCES OF DATA
Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites
32
Limitations:
Since no data was on interval or ratio scale it was not feasible to conduct
Regression and ANOVA.
2. The study was conducted under the assumption that the information given
3. The analysis and suggestion are given only with respect to marketing
given.
33
5. There were time constraints.
A Summary of Findings:
The finding can be grouped together into two broad categories such as;
Specific Findings :
General Findings :
This is with regard to the market dynamics and visits made by the
Specific Findings:
2. Every player is vying with each other to capture a larger pie in the
markets.
34
4. The activities carried out by each and every department of the
organization is systematic.
General Findings:
2. With the vast array of modular option available in market, the consumer
5. HUL offers a wide range of products. This gives it an edge over the
others.
6. “Quality never comes cheap”. This is true but at the same time, it is also
true that quality can come at a reasonable price. With regard to the
quality, products of HUL are at par with the other players having brand
names and at the same time the products are reasonable priced.
8. The prices of the products are reasonable though they are competitive.
9. The products are of good quality and are at par with other competitors
35
10. Reasonable pricing, customized products, quality and finishing
the others.
36
Data Analysis
37
Data Analysis
Type of Respondent
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
Retailer 66 66.7 66.7 85.9
Wholesellr 14 14.1 14.1 100.0
Total 99 100.0 100.0
38
Deals in HUL Products
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
Yes 80 80.8 80.8 100.0
Total 99 100.0 100.0
39
Personal Care
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
yes 80 80.8 80.8 100.0
Total 99 100.0 100.0
40
Confectionery
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
No 14 14.1 14.1 33.3
yes 66 66.7 66.7 100.0
Total 99 100.0 100.0
41
Dental Care
42
Detergent and Soaps
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
No 13 13.1 13.1 32.3
Yes 67 67.7 67.7 100.0
Total 99 100.0 100.0
43
Visits of Agents per week
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 9 9.1 11.3 11.3
2 34 34.3 42.5 53.8
3 37 37.4 46.3 100.0
Total 80 80.8 100.0
Missing System 19 19.2
Total 99 100.0
44
Orders Placed Per Month
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.3 1.3
2 9 9.1 11.3 12.5
3 20 20.2 25.0 37.5
4 24 24.2 30.0 67.5
5 22 22.2 27.5 95.0
6 3 3.0 3.8 98.8
9 1 1.0 1.3 100.0
Total 80 80.8 100.0
Missing System 19 19.2
Total 99 100.0
45
Quantity in Single Purchase ( '000)
Cumulative
Frequency Percent Valid Percent Percent
Valid 5 34 34.3 42.5 42.5
6 14 14.1 17.5 60.0
8 18 18.2 22.5 82.5
25 4 4.0 5.0 87.5
30 8 8.1 10.0 97.5
40 1 1.0 1.3 98.8
50 1 1.0 1.3 100.0
Total 80 80.8 100.0
Missing System 19 19.2
Total 99 100.0
46
Most Difficult to Sold
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
Dental Care 80 80.8 80.8 100.0
Total 99 100.0 100.0
47
Easy to Sold
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
Personal Care 80 80.8 80.8 100.0
Total 99 100.0 100.0
48
Incentive
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
Cash Discounts 10 10.1 10.1 29.3
Free Gifts 14 14.1 14.1 43.4
Trade Discounts 56 56.6 56.6 100.0
Total 99 100.0 100.0
49
Attraction to Offers
Frequenc Valid Cumulative
y Percent Percent Percent
Valid 19 19.2 19.2 19.2
No 13 13.1 13.1 32.3
Yes 67 67.7 67.7 100.0
Total 99 100.0 100.0
50
Customer have knowledge of product
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
No 33 33.3 33.3 52.5
Yes 47 47.5 47.5 100.0
Total 99 100.0 100.0
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customer have knowledge of Company
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
No 50 50.5 50.5 69.7
Yes 30 30.3 30.3 100.0
Total 99 100.0 100.0
52
Customers Attracted by Offers
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
No 12 12.1 12.1 31.3
Yes 68 68.7 68.7 100.0
Total 99 100.0 100.0
53
P&G
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
no 50 50.5 50.5 69.7
yes 30 30.3 30.3 100.0
Total 99 100.0 100.0
54
ITC
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
no 41 41.4 41.4 60.6
yes 39 39.4 39.4 100.0
Total 99 100.0 100.0
55
Others
Cumulative
Frequency Percent Valid Percent Percent
Valid 19 19.2 19.2 19.2
yes 80 80.8 80.8 100.0
Total 99 100.0 100.0
56
Chi Square
Analysis
57
Visits of Agents per week * Orders Placed Per Month
Analysis Table
Orders Placed Per Month
1 2 3
Visits of Agents per 1 Observed 1 0 6
week
Expected .1 1.0 2.3
% within Orders Placed
100.0% .0% 30.0%
Per Month
2 Observed 0 1 14
Expected .4 3.8 8.5
% within Orders Placed
.0% 11.1% 70.0%
Per Month
3 Observed 0 8 0
Expected .5 4.2 9.3
% within Orders Placed
.0% 88.9% .0%
Per Month
Total Observed 1 9 20
Expected 1.0 9.0 20.0
% within Orders Placed
100.0% 100.0% 100.0%
Per Month
58
Analysis Table
Orders Placed Per Month
4 5 6
Visits of Agents per 1 Observed 1 0 1
week
Expected 2.7 2.5 .3
% within Orders Placed
4.2% .0% 33.3%
Per Month
2 Observed 15 3 0
Expected 10.2 9.4 1.3
% within Orders Placed
62.5% 13.6% .0%
Per Month
3 Observed 8 19 2
Expected 11.1 10.2 1.4
% within Orders Placed
33.3% 86.4% 66.7%
Per Month
Total Observed 24 22 3
Expected 24.0 22.0 3.0
% within Orders Placed
100.0% 100.0% 100.0%
Per Month
59
Analysis Table
Orders Placed
Per Month
9 Total
Visits of Agents per 1 Observed 0 9
week
Expected .1 9.0
% within Orders Placed
.0% 11.3%
Per Month
2 Observed 1 34
Expected .4 34.0
% within Orders Placed
100.0% 42.5%
Per Month
3 Observed 0 37
Expected .5 37.0
% within Orders Placed
.0% 46.3%
Per Month
Total Observed 1 80
Expected 1.0 80.0
% within Orders Placed
100.0% 100.0%
Per Month
60
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 56.420a 12 .000
Likelihood Ratio 64.482 12 .000
Linear-by-Linear Association 4.999 1 .025
N of Valid Cases 80
a. 15 cells (71.4%) have expected count less than 5. The minimum expected
count is .11.
61
Visits of Agents per week * Quantity in Single Purchase ( '000)
Analysis Table
Quantity in Single Purchase
( '000)
5 6 8
Visits of Agents per 1 Observed 6 0 0
week Expected 3.8 1.6 2.0
% within Quantity in
Single Purchase ( 17.6% .0% .0%
'000)
2 Observed 23 0 0
Expected 14.5 6.0 7.6
% within Quantity in
Single Purchase ( 67.6% .0% .0%
'000)
3 Observed 5 14 18
Expected 15.7 6.5 8.3
% within Quantity in
Single Purchase ( 14.7% 100.0% 100.0%
'000)
Total Observed 34 14 18
Expected 34.0 14.0 18.0
% within Quantity in
Single Purchase ( 100.0% 100.0% 100.0%
'000)
62
Analysis Table
Quantity in Single Purchase (
'000)
25 30 40
Visits of Agents per 1 Observed 1 1 0
week
Expected .5 .9 .1
% within Quantity in
Single Purchase ( 25.0% 12.5% .0%
'000)
2 Observed 3 7 1
Expected 1.7 3.4 .4
% within Quantity in
Single Purchase ( 75.0% 87.5% 100.0%
'000)
3 Observed 0 0 0
Expected 1.9 3.7 .5
% within Quantity in
Single Purchase ( .0% .0% .0%
'000)
Total Observed 4 8 1
Expected 4.0 8.0 1.0
% within Quantity in
Single Purchase ( 100.0% 100.0% 100.0%
'000)
63
Analysis Table
Quantity in
Single
Purchase (
'000)
50 Total
Visits of Agents per 1 Observed 1 9
week
Expected .1 9.0
% within Quantity in
100.0% 11.3%
Single Purchase ( '000)
2 Observed 0 34
Expected .4 34.0
% within Quantity in
.0% 42.5%
Single Purchase ( '000)
3 Observed 0 37
Expected .5 37.0
% within Quantity in
.0% 46.3%
Single Purchase ( '000)
Total Observed 1 80
Expected 1.0 80.0
% within Quantity in
100.0% 100.0%
Single Purchase ( '000)
64
Chi-Square Tests
65
Incentive * Orders Placed Per Month
Analysis Table
Orders Placed Per Month
1 2 3
Incentive Cash Discounts Observed 0 0 8
Expected .1 1.1 2.5
% within Orders Placed
.0% .0% 40.0%
Per Month
Free Gifts Observed 0 8 0
Expected .2 1.6 3.5
% within Orders Placed
.0% 88.9% .0%
Per Month
Trade Discounts Observed 1 1 12
Expected .7 6.3 14.0
% within Orders Placed
100.0% 11.1% 60.0%
Per Month
Total Observed 1 9 20
Expected 1.0 9.0 20.0
% within Orders Placed
100.0% 100.0% 100.0%
Per Month
66
Analysis Table
Orders Placed Per Month
4 5 6
Incentive Cash Discounts Observed 2 0 0
Expected 3.0 2.8 .4
% within Orders Placed
8.3% .0% .0%
Per Month
Free Gifts Observed 0 4 2
Expected 4.2 3.8 .5
% within Orders Placed
.0% 18.2% 66.7%
Per Month
Trade Discounts Observed 22 18 1
Expected 16.8 15.4 2.1
% within Orders Placed
91.7% 81.8% 33.3%
Per Month
Total Observed 24 22 3
Expected 24.0 22.0 3.0
% within Orders Placed
100.0% 100.0% 100.0%
Per Month
67
Analysis Table
Orders Placed
Per Month
9 Total
Incentive Cash Discounts Observed 0 10
Expected .1 10.0
% within Orders Placed
.0% 12.5%
Per Month
Free Gifts Observed 0 14
Expected .2 14.0
% within Orders Placed
.0% 17.5%
Per Month
Trade Discounts Observed 1 56
Expected .7 56.0
% within Orders Placed
100.0% 70.0%
Per Month
Total Observed 1 80
Expected 1.0 80.0
% within Orders Placed
100.0% 100.0%
Per Month
68
Chi-Square Tests
69
Incentive * Quantity in Single Purchase ( '000)
Analysis Table
Quantity in Single Purchase (
'000)
5 6 8
Incentive Cash Discounts Observed 10 0 0
Expected 4.3 1.8 2.3
% within Quantity in
29.4% .0% .0%
Single Purchase ( '000)
Free Gifts Observed 0 14 0
Expected 5.9 2.4 3.2
% within Quantity in
.0% 100.0% .0%
Single Purchase ( '000)
Trade Discounts Observed 24 0 18
Expected 23.8 9.8 12.6
% within Quantity in
70.6% .0% 100.0%
Single Purchase ( '000)
Total Observed 34 14 18
Expected 34.0 14.0 18.0
% within Quantity in
100.0% 100.0% 100.0%
Single Purchase ( '000)
70
Analysis Table
Quantity in Single Purchase (
'000)
25 30 40
Incentive Cash Discounts Observed 0 0 0
Expected .5 1.0 .1
% within Quantity in
.0% .0% .0%
Single Purchase ( '000)
Free Gifts Observed 0 0 0
Expected .7 1.4 .2
% within Quantity in
.0% .0% .0%
Single Purchase ( '000)
Trade Discounts Observed 4 8 1
Expected 2.8 5.6 .7
% within Quantity in
100.0% 100.0% 100.0%
Single Purchase ( '000)
Total Observed 4 8 1
Expected 4.0 8.0 1.0
% within Quantity in
100.0% 100.0% 100.0%
Single Purchase ( '000)
71
Analysis Table
Quantity in
Single
Purchase (
'000)
50 Total
Incentive Cash Discounts Observed 0 10
Expected .1 10.0
% within Quantity in Single
.0% 12.5%
Purchase ( '000)
Free Gifts Observed 0 14
Expected .2 14.0
% within Quantity in Single
.0% 17.5%
Purchase ( '000)
Trade Discounts Observed 1 56
Expected .7 56.0
% within Quantity in Single
100.0% 70.0%
Purchase ( '000)
Total Observed 1 80
Expected 1.0 80.0
% within Quantity in Single
100.0% 100.0%
Purchase ( '000)
72
Chi-Square Tests
73
RECOMMENDATIONS AND SUGGESTIONS
This report lists the various recommendations and suggestions with respect
Recommendations:
of the company.
2. Quality clubbed with reasonable pricing and quick delivery made the
3. The strength of the company is its customized products. This very fact
4. As the products are reasonably priced, the ambit of the target consumers
should be stretched so that middle class consumers also fit into it.
74
5. The company must stick to a norm while giving discounts on repeat
repeat purchase.
6. In order to have a rapid market access, the company can include dealers,
benefited after the fulfillment and over achievement of the target. This is
performance.
advertisement campaigns.
75
Suggestions:
3. In today‟s crowed market place in order to increase the size of the pie, the
consumer.
4. In order to be extra ordinary, the Company has to walk the extra mile. A
so as to make the Company stand apart in the market. One such way is to
76
6. Consumer is the king in the market. This fact should be deeply rooted in
the minds of the employees. The Company can adopt some ways to listen
BIBLIOGRAPHY
77
REFRENCES
1) www.google.com
2) www.hulindia.com
3) www.bing.com
QUESTIONNAIRES
78
8. How much margin do you get on the HUL Products?
Snacks ..........................................
Staple ..........................................
Confectionery ..........................................
Packed Food ..........................................
Biscuits ..........................................
........................................................................................
.........................................................................................
12.Do you get attracted by such offers?
..........................................................................................
79
18.Which Company’s Products are demanded the most by the customers?
.........................................................................................
................................................................................................................................
..................................................................
20.Are you satisfied with the approach of the HUL if Not Give your
Suggestions
...........................................................................................................................
...........................................................................................................................
...........................................................................................................................
...........................................................................................................................
...........................................................................................................................
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80