Company ProfileType : Public company BSE:500696Industry : Fast Moving Consumer Goods (FMCG)Founded : 1933Headquarter : Mumbai , IndiaKey people: Harish Manwani (Chairman), Nitin Paranjpe (CEO and Managing Director)Products : Home & Personal Care, Foods, Water PurifierRevenue: Rs 17873.44crore (US$ 3.97 billion) (2009-2010)Employees : Over 65,000 direct & indirect employeesParent : Unilever Plc(52%)Website : w ww.HUL.co.in
Introduction to HULHindustan Unilever Limited (HUL) is Indias largest Fast Moving Consumer GoodsCompany with a heritage of over 75 years in India and touches the lives of two out of threeIndians.HUL works to create a better future every day and helps people feel good, look good and getmore out of life with brands and services that are good for them and good for others.With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, andwater purifiers, the Company is a part of the everyday life of millions of consumers acrossIndia. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin,Wheel, Fair & Lovely, Pond‟s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent,Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall‟s and Pure it.The Company has over 16,000 employees and has an annual turnover of around Rs.19, 400crores (financial year 2010 - 2011). HUL is a subsidiary of Unilever, one of the world‟sleading suppliers of fast moving consumer goods with strong local roots in more than 100countries across the globe with annual sales of about €44 billion in 2011. Unilever has about52% shareholding in HULMissionUnilever mission is to add vitality to life .They meet everyday needs for nutrition hygienicand personal care with brands that help people feel good , look good and get more out of life.VisionWere constantly developing our brands and products to keep pace with the changes inconsumers‟ livesA clear directionThe four pillars of our vision set out the long term direction for the company – where wewant 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 Weve 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 recognise 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.
SWOT Analysis HULSTRENGTHHUL enjoys a formidable distribution network covering over 3400 distributors and 16 millionoutlets. The new sales organization named One HUL brings "Household and PersonalCare" and foods distribution networks together, thereby aligning all the units towards thecommon goal of achieving success. HUL has been continuously able to grow at a rate morethan growth rate for FMCG Sector, thereby reaffirming its future stronghold in Indianmarket.WeaknessesHUL market dominance, originating from its extensive reach and strong brand presence,allowed it to raise the prices even as raw materials were getting cheaper. Hence, though thevolumes decreased, the margins grew, and company was able to earn more profits. But highermargins attracted competition in areas of operations. HUL strategy remained focused oncreating power brands and earning higher margins. It was not left with any other option but totry cutting down the costs in order to protect volumes, if not increase it.
OpportunitiesIndia is one of the worlds largest producers of FMCG goods but its exports are miniscule ascompared to production. Though Indian Cos. has been going global, their focus is moretowards Asian countries because of the similar preferences. HUL is one of the top companiesexporting FMCG goods from India. An expansion of horizons towards more and morecountries would help HUL grow its consumer base and henceforth the revenues. Penetrationlevels for some major categories like skin-cream (22%), shampoo (38%), toothpaste (48%)and processed foods, continue to remain low offerings but great growth opportunitiesproductsThreatsITC has reduced its dependence on the cigarettes business - Contribution of the core businessin revenues has come down from 87% in FY99 to 70% in FY‟05. Over a period of five years,ITC has extended its presence into areas like foods, retailing, hotels, greetings, agriculture,paper, etc. These are businesses that can give it growth impetus in the long run. With ITCgaining momentum in each of these businesses, it is turning into a consumer monolith, andhence, the greatest threat to HULs Business.
BCG matrix of HUL The BCG matrix is a chart that had been created by Bruce Henderson for the BostonConsulting Group in 1968 to help corporations with analyzing their business units or product lines.This helps the company allocate resources and is used as an analytical tool in brand marketing,product management, strategic management, and portfolio analysis
INTRODUCTION TO PROJECT TOPICIndia with a population of 120 crores is potentially one of the largest consumer markets in theworld. With urbanization and development of economy tested and interests of people changesaccording as the advanced nation.Marketing of any product depends upon the consumer‟s wants, preferences, and taste. Inmarket we‟ll consider things very carefully because FMCG is the essential consumer needpurchased by individual to fulfil the need and for refreshment also.There‟re many ways to consumer awareness & sell water purifier products in the market likedealers distribution, kiosk (canopy), d2d, cold call(referral, database..) etc. Applying varioustools and techniques every water purifier company like HUL, EURKA FORBES, TATA,KENT etc. try to capture the market. .To increase the sales of water purifier products initially,the position of the company in the market is to offer various range of products. Potentiality ofgiven products of the company strike rate of the company products and finally the currentmarket share of the company products in the same product profile segment of the marketmust be known to us. So that we can design and implement the right marketing strategy forincrease sales and consumer awareness as well as know the water drinking Habits in Kolkata.In making a market survey of “competitive analysis of purifier”, I along with help my teammembers meet about many peoples. In the area which provided by my company guide to me,we tried to find out the success of marketing strategy like: sales of our products, brand andproduct awareness among the people.
Water purifier market in India 2010The water purification and treatment industry in India under siege from cheap imports ofwater treatment product from china is working to set standard for the water treatment industryin the country as a safeguard against „spurious product‟. This is the being done through acertification process. Hence for the first time the industry has put its head together to come upwith a solution. In a country like India where water scarcity is growing day by day there aretoo many issues relating to water. This has meant that there are dine a dozen firms that aretrying to make the best of the situation. Now there is a clam our for proper standards.
India Water Purifier Market growth potentialWith increasing number of people becoming conscious of the risks of drinking contaminatedwater, the demand for water purifiers is rising rapidly. In the past few years, Indian waterpurifier industry has witnessed an exponential growth of 22% CAGR. The water purifierindustry sales grew dramatically during FY‟09 as compared to previous fiscals due toimproving demand and expanding production capacity. The industry saw high growth of rate17% during FY‟08 due to the increasing awareness for safe drinking water. The UV segment,which constitutes more than 55% of the industry and is a key focus area for water purifiermanufacturers, due to the higher margins it offers, is expected to continue its rapid growth.According to Research, Indian Water Purifier industry will continue its growth trajectory andis expected to witness a turnover growth of more than 22% CAGR during the period betweenFY‟11 and to FY‟14.
Water Purifier -Pure itPure it is the world‟s most advanced in-home water purifier. Pure it, a breakthrough offeringof Hindustan Unilever (HUL), provides complete protection from all water-borne diseases,unmatched convenience and affordability. Pure it‟s unique Germ kill Battery technology killsall harmful viruses and bacteria and removes parasites and pesticide impurities, giving youwater that is "as safe as boiled water". It assures your family 100% protection from allwater-borne diseases like jaundice, diarrheal, typhoid and cholera. What‟s more, it doesn‟tneed gas, electricity or continuous tap water supply. Pure it not only renders water micro-biologically safe, but also makes the water clear, odourless and good-tasting. Pure it does notleave any residual chlorine in the output water. The output water from Pure it meets stringentcriteria for microbiologically safe drinking water, from one of the toughest regulatoryagencies in the USA, EPA (EnvironmentalProtection Agency). The performance of Pure ithas 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-artengineering developed by a team of over 100 Indian and international experts from HUL andUnilever Research Centres has made Pure it possible at the consumer price of just Rs. 2000.Pure it runs with a unique „Germ kill Battery Kit‟™ that typically lasts for 1500 litters* ofwater. The „Germ kill Battery Kit‟ is priced at Rs.365. This means consumers will get 4 litresof water that is „as safe as boiled water‟ ™ for just one rupee, which works out to anextremely affordable24 paisa per litre. Pure it in-home purification system uses a 4 stagepurification process to deliver “as safe as boiled water” without the use of electricity andpressurized tap water.Pure it purifies the input drinking water in four stages, namely;1. Micro-fiber Mesh - Removes visible dirt2. Compact Carbon Trap - Removes remaining dirt, harmful parasites & pesticideimpurities3. Germ kill Processor TM – uses programmed chlorine release chlorine technology and itsstored germ kill process targets and kills harmful virus and bacteria4. Polisher TM – removes residual chlorine and all disinfectant by-products, giving clearodourless and great tasting water5. Battery Life Indicator - Ensures total safety because when the germ kill power isexhausted, the indicator turns red, warning you to replace the battery
Some basic facts on water Problems Infected water causes an estimated 80 percent, of disease in India, according tothe World Health Organization (WHO). About half the world‟s reported cases of polio, a crippling disease which iswaterborne, occur in India. Each year, diarrheal kills 500,000 Indian childrenWater is pure at the source which is the municipal treatment plant. It comes toyour house through pipes. These pipes are very old and have rusted, which may be the cause ofcontamination.Sewage lines are also in contact with underground water pipes. People also break open pipes at places to have access to water. These open cracksallow contaminated matter to get inside the water pipes.With the ever growing problem of safe drinking water faced in India, HUL has come with asocial initiative of providing safe and pure drinking water by means of Pure it, a quality yetaffordable water Pure it.
Product analysis (Pure it)Pureit- a water purifier designed and developed to provide “as safe as Boiledwater”PerformancePureit removes visible dirt, kills all viruses and bacteria, removes parasites and pesticideimpurities giving you water that is „as safes as boiled water‟Additional Features: Great sensorial – Clear, odour -free water : removes organics, pesticides, suspended matter (turbidity) Any time , any where performance : works - Without electricity - Without piped water Convenience – No hassles of boiling, No maintenance costs like plumbing Cost – Rs. 1/- for every 4 Liters of water The Technology: Chlorination of water is a known fact & is used as a world wide phenomenon by municipal corporations for supply of potable water. It kills all bacteria and viruses in water. However chlorine added I n water by these corporation is not done scientifically (especially in third world countries like). Hence the amount of chlorination may be more or less depending on the quantity of water; thus again making this water unsafe for human consumption.
← Frame ← Non woven (polyester cloth filter) MICRO FIBRE MASH· Material – Non woven polyester· Removes suspended particulate > 10 micron· Reduces filtration load on CCT· Average flow rate of 5 lit/min COMPACT CARBON TRAP · Material – intermediate activated carbon · Binder is used for holding the carbon granules · Removes particulate impurities < 10 micron · Removes organic load – improves taste of water · Removes pesticides · Removes cysts
GERM KILL PROCESSOR Attached with batching chamber. Stored germ-kill power target and kill harmful viruses and bacteria Unique Auto Switch off Technology – After the battery life indicator turns fully red, the purifier will begin to overflow from the battery life indicator on the front side. Some water may still pass through the purifier. However, please note that the purifier has stopped purifying water & the water may no longer be safe for drinking. The purifier has been designed to overflow to indicate that the battery has not been replaced even after it has turned fully red.POLISHER Made by activated granular carbon and coated by silver. · This design has reduced pressure drop, eliminating the level of fines coming in the water and reduced wastage of plastics in battery · Removes chlorine and disinfection by-products. · Radial flow design – low pressure drop. · Finally removes all odour, makes water visually clear & gives great tasting water
Competitive AnalysisWhat is competitive analysis?Competitive analysis is a process of gathering and analyzing information about thecompetitor their practices, produce , strength ,and weakness and business trends in order toassess our position in the market and improve companies‟ product and marketing strategies.Wha is the purpose of competitive analysis?In today‟s market I must know what competitor are doing and what to do stay ahead of thecompetition .Many business believe they are providing a good product to there customer butdon‟t have reliable information showing how customers perceive their product or how itcompares to the competition. A competitive analysis performed by an unbiased third party isan individual tool because it can help to company for indentify ways to attract new customeras well as keep the ones you have satisfied with companies product.Strength & weakness : How company‟s product stacks up against the competition and in whatareas they have an edge over company‟s product and in what areas company‟s product issuperior.Identity competitor : Verify who your primary and secondary competitors areImprovement : How and in what areas company‟s product process and practices must beimproved to meet market demands or to stay ahead of the competition.Marketing : What improvement company‟s needs to make in marketing approach companymay want to highlight why their product ahead of the competition or the unique feature thatcustomer desire.How competitive analysis help establish company’s product as a market leader?Competitive analysis give to company as a realistic view of their competition and theopportunity to identify importance I areas like customer survives and marketing claims. It canhelp to compare products prior to making their marketing and promotional decisions.Competitive analysis will help accomplish the following : Have a realistic view of company competition . Foresee market changes and demand .
Identify ways attract customer from company‟s competitor. Discover opportunities for improvement in company‟s business practices. Identify necessary changes in company‟s process to meet market demands. A list of competitor A list begins with a list of Hindustan Uniliver limited of water division Pure it‟s competitor. Most of the time such a list of comprised of what company co-considers to be its chief competitors. However there may be other companies that indirectly compare with Hindustan Uniliver limited . Once that offer product or services that are aiming for the same customer capital. Hindustan Uniliver limited of water division pure it‟s competitor in the market are Whirlpool Eureka Forbes Ltd. Usha Brita Kent Philips Ken star Tata Swatch Hi- tech Whirlpool Godrej Jaipan Zero BKey player in local market at kolkata. Hindustan Unilever Ltd. Eureka Forbes Ltd. Kent Philips Usha Brita Tata Swatch
How a Pure it is better than other method of waterpurifierMain Pure it Boil water Advance AdvanceFeature UV inline Storage Purifier PurifierRemove/Kills Yes Must boil Yes No· Viruses water· Bacteria 30-· Pesticides 40minuteEnd off life Yes No Yes NoindicatorAuto switch off Yes No Yes No18 ltr. Water Yes Yes No YesstorageCapacityManual backup Yes Yes No YesNot require Gas Yes No Yes YesNot require Yes Yes No YeselectricityDual fill Facility Yes No No No(Manual or Autofill)Better Taste of Yes No Yes NowaterRemoves Smell
Marketing Strategies4 P’S of Marketing StrategiesThe major marketing management decision can be classified on one of following fourCategories Product Price Place Promotion
These variables are known as the marketing mix or 4 P‟s of marketing. They are the variablesthat marketing managers can control in order to best satisfy customers in the target market.Product: -The product is the physical product or service offered to the costumer. In the case of physicalproduct, it also refers to any services or conveniences that are part of the offering. Productdecision includes aspects such as functions, appearance, packaging, service, warranty, etc.Price: -Pricing decision should take into account profit margins and the probable pricing response ofcompetitors. Pricing includes not only the list price, but also discounts, financing, and otheroptions such as leasing.Place: -Place decisions are those associated with channels of distribution that serve as the means forgetting the product to the target customers. The distribution system performs transactional,logistical, and facilitating functions.Promotion: -Promotion decisions are those related to communicating and selling to potential consumers.Since these costs can be large in proportion to the product price, a break-evenanalysis should be performed when making promotion decision. It is useful to knowthe value off a customer in order to determine whether addition customers areworth the cost of acquiring them.
PRODUCT/SERVICE STRATEGY OF WATER PURIFIER 4 variety available in the market Easy availability nation wide Best quality of used plastic (ABS food grade) Best quality based technological parts used. Designed and developed to provide “As safe as Boiled Water” Very attractive design in two color ( Royal blue and Burgundy ) Pure it removes visible dirt, kills all harmful viruses and bacteria, Removes parasites and pesticide impurities giving you water is “as Save as Boiled water” Great sensorial- Clear, odour-free water: removes organics, Pesticides, suspended matter (turbidity) Any time, anywhere (portable) performance : works-without electricity without piped water Very easy to use Convenience – No hassles of boiling, No maintenance costs like Plumbing Cost- Rs.1 /- for every 4 Liters of water Top most brand name ( Hindustan Unilever Ltd ) Quick service ( with In 24 hour ) Life time free service 6 month warranty periodPRICE STRATEGY OF WATER PURIFIER Penetration strategy Product price range started for 1000 – 6900 Very Low cost of maintenance and consumable Low cost for product Best price for other than competitor Attractive discount on replacement of device for customer No credit terms Attractive allowance for dealers
PROMOTION / MARKETING COMMUNICATION STRATEGY OFWATER PURIFIER Activated subscription immediately Fastly installation of products Properly repair services Free Services during life time Commercial TV advertisement Advertisement in news paper Broacher Sales force (8000+ across country) Marketing surveys through:-o Kiosko Demonstrationo Cold callo Reference by old customerPLACE / DISTRIBUTION STRATEGY OF WATER PURIFIER Identify the place‟s where Increase impurities than use for water Identify the place‟s where Increase disease National launch in beginning 2007 Now present in all states Where Direct sales possibility more (urban area‟s mostly) Easy available product (Good Transport facility ) I have distributed in 3 areas of Kolkata ConclusionMarket survey was conducted market survey & Sales promotion in 3 areas of Kolkata .I hadchosen my product as pure it because people are very conscious about their health and hazingfactor. In such scenario most of the people are use ing water purifier.
I was lucky to join this company and learnt so many things like punctuality, hard work,Selling strategy of the product etc. I had met different type of people. Thus I came to knowabout the different views of the people.After the survey I came to conclution that the people in 3 areas of Kolkata(Sonerpur, Garia ,Barruipur )are very much aware of pure it water purifier and maximum of them are satisfiedwith the product but still there a pinch of dissatisfaction after sales service among somecustomer .But the ratio this people are negligible.Now a days HUL is competing with many brands just like Eureka Forbes Ltd., Kent,Philips, Usha Brita, Tata Swatch etc. I had found out from the survey that people use theword pure it as generic name for all water purifier no Metter to which company and brands itbelongs to. Moreover my survey showed that most of the people are using pure it waterpurifier is their work place as well as in their home.