RCMA, BBSR

ANALYSIS OF HUL ON 4PS OF MARKETING AND ITS CONSUMER BEHAVIOUR

A PROJECT REPORT Submitted by SUBHENDU MISHRA PGDM III. Sem In partial fulfillment for the award of POST GRADUATE DIPLOMA IN MANAGEMENT Under the guidance of Mrs. Anamika Singh (Faculty of HR) Under the supervision of Mr.Pratim Chattarji (BDO,HUL)

REGONAL COLLEGE OF MANAGEMENT AUTONOMUS BHUBANESWAR

PGDM I

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CERTIFICATE OF COMPLETION

PGDM II

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BONAFIDE CERTIFIACATE

Certified that this project report ANALYSIS OF HUL ON 4PS OF MARKETING AND ITS CONSUMER BEHAVIOUR is the bona-fide work of SUBHENDU MISHRA who carried out the project work under my supervision.

Prof. Anamika Singh

(ACADEMIC CO-ORDINATOR PGDM) RCMA, BBSR

Mr.Pratim Chattarji
(SUPERVISOR)

PGDM III

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DECLARATION

I, Subhendu Mishra, hereby declare that the project work entitled ANALYSIS OF PUREIT ON 4 PS OF MARKETING AND CONSEMER BENHAVIOUR is an authenticated work carried out by me at HINDUSTAN UNILIVER LIMITED under the guidance of Prof.ANAMIKA SINGH for the partial fulfillment of the award of the Diploma of PGDM and this work has not been submitted for similar purpose anywhere else except to RCMA,BBSR, approved by AICTE.

Date:

Place:

(SUBHENDU MISHRA)

PGDM IV

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ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to the Management of HUL at Jaipur for providing me the opportunity to get an exposure of their esteemed unit. I am sincerely thankful to the HR department for coordinating my training and explicitly express my thanks to Mrs.Anamika Singh for their continued help and guidance during my stay there. Last but not the least, I express my deep gratitude to my mentor Mr.Pratim Chattarji for sending me to a large integrated water division of Pureit of HUL and giving me a chance to acquire experience of my lifetime. I also express my thanks to parents and all family members and friends who directly or indirectly provided me their moral support.

(Subhendu Mishra) PGDM III Semistar RCMA BBSR

PGDM V

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EXECUTIVE SUMMARY

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 households brands like, Dove, Lifebuoy, Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were also rewarded when four of HUL brands found place in the Top 10 brands list for the year 2008 published in The Economic Times. 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 Colgate-Palmolive. HUL is also known for its strong distribution network in India. In order to further strengthen its distribution, HUL launched a Project SAFE WATER ZONE in 2003 in Chennai. The idea behind this project was to protect lives to water borne disease such as typhoid, jaundice and diarrhea. In 2007 water division started national. Now it presents in all states and already protected 15 million lives.

PGDM VI

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TABLE OF CONTENTS

CHAPTER NO.

TITLE

PAGE NO.

CERTIFICATE OF COMPLETION
Bonafide certificate

II
III

STUDENT DECLARATION ACKNOWLEDGMENT

Executive Summary Table of contents List of figures Key words VII-VIII IX IX

IV V
VI

1. Company Profile
1.1Introduction 1.2 History 1.3 Doing well by doing good 1.4 Product line 1.5 Corporate social responsibility 1.6 A clear direction 1.6.1 Purpose 1.6.2Mission & Vision

1- 2
3 4 4 5-6 7 8 9 9

2. Introduction to project topic 2.1 Water Purifier- Pureit 2.2 Some basic facts on water problem 2.3 Product analysis Pureit 2.4 Competitors 2.5 How Pureit is better than other water purifier 3. 4 PS of Marketing Strategies
PGDM VII

9-10 11-12 13 14-19

20

21 22-26

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4. Scope and objective of the study

4.1 Scope of the study 4.2 Objective of the study 5. Research Methodology 5.1 Research design 5.2 Sampling plan 5.3 Assumption of the study 5.4 Data collection 5.4.1 Primary data 5.4.2 Secondary Data 6. SWOT Analysis 6.1 Data analysis and Interpretation Findings and Recommendations Limitations Conclusion Annexure Bibliography

27
28 29 30 30 31 31 32-33 32 32 34-35 36-48 49 50 51 52-55 56

PGDM VIII

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LIST OF FIGURES

Clustered column chart 3-D clustered column Clustered cylinder chart 3-D Clustered cylinder chart Pie chart Exploded pie chart

KEY WORDS

Hul FMCG

BDO FY

: Hindustan Uniliver Limited : Fast moving consumer goods

: Business Development Officer : Financial Year

PGDM IX