1. Marketing report
Company : Hipolin Limited.
Prepared by : bhatt ritesh j.
Roll no. :09.
Guided by :prof. mukram .t.khan.
Submitted to : faculty of business
Administration,
d.d.university, nadiad.
Year :2011-12.
2. preface
BBA is professional degree course providing professional
management education to the student as a management student in
second year of BBA in faculty of business administration. I was given
a project to visit hipolin private limited. Which provide to be very
useful in gaining the knowledge about industrial aspects.
In professional course the practical knowledge is very important.
The industrial visit in necessary for the student of bba as in future we
will also be in a position of a manager.
This project report is prepared on the basis of the information
available from the company. I have put all my efforts to prepare and
project this report. All the presented information and data in this
report are true to the best at my knowledge.
3. Acknowledgement
In words this first report is result of many peoples hard work. So I
would satisfied firstly like to thank our director mr. G.S.SHAH SIR.
I would also like to thank the company HIPOLIN LIMITED. And its
director who gave us permission to visit that company.
Then I would like to thank prf. MUKRAM.T.KHAN sir for guiding us in
preparation of this report.
Then I would like to thank my friends and my family members who
helped me in gathering the information and making the report.
Lastly, I would like to once again thank the above people and many
other people also who directly or indirectly, less or more helped me
in preparing this report.
4. Index
1. Preface.
2. Acknowledgement.
3. Company profile.
4. Target market.
5. Product.
Meaning
Product range.
Production process.
Packaging.
Branding.
Labeling.
Product mix.
Product life cycle.
New product development.
6. Pricing.
Meaning.
Factors.
Methods.
7. Promotion.
Advertising.
Mission.
Money.
Message.
Media
Measurement.
5. Effect on sales.
Sales promotion.
8. Distribution.
Distribution chennals.
No. distributors(map).
Personal selling.
9. Market segmentation.
10. Marketing research.
11. Competitors list.
12. Conclusion.
6. Company profile
Name : hipolin limited.
Address:
1. Corp. office : 4th floor, madhuban, elisbridge,
ahmedabad.
2. Work plant : A1/1, nilkanth, viramgam highway, sanad,
ahmedabad-382170.
Promoted by :
1. bhupendra shah.
2. Jaykumar shah.
3. Daxesh shah.
Mission:
We are committed to manufacture products complying with
the best quality standard of the world.
On the bedcock of ethics, hipolin is instituted by
amalgamating the best practice and technologies of the world.
Hipolin is a customer-focused company committed to
consistently offer better quality products and services that
7. maximise value to the customer. The customer centric
philosophy has been well emphasised at hipolin through.
Continuously exploring & developing new products
process.
Laying emphasis on cost effectiveness.
To refresh the world.
To inspire moments of optimism and happiness.
To create value and make a different
Our roadmap starts with our mission, which is enduring.
It declares our puurpose as a company and servesas
the standard against which we weight our action and
decision.
The world is changing all aroundus. To continue to thhrive as a
business over the next ten year and beyond, hipolin must look
ahead, understanding the trend and forces that will shape our
business in the future and move swiftly to pepare for whats to come.
That’s whatour 2015 vission and mission all about. It creates a long
term destination for our business and provides us with a “road map”
for winning together with our customer.
Vission :
To be eminent good brand providing complete innovative, invsible
quality detergent and washing technique under one roof.
Hipolin vision serves as the framework for hipolin roadmap and
guides evey aspects of our business by describing what we need to
accomplish in order to continue achieving sustainable, quality
growth.
People : be a great place to work where people are
inspired to be the best they can be.
8. Portfolio : bring to the world a port folio of
qualitybeverages brand that anticipate and satisfy people
desire s and needs.
Partners : nurture a winning network of customers and
suppliers, together we create mutual enduring value.
Planet : be a responsible citizen that make a different by
helping build and support sustainable communities.
Profits : maxi profit long term return to share owners while
being mindful of our overful responsibility.
Productivity : be a highly effective lean and fast moving
organisation.
Focus on the market.
Work smartly.
Awards :
Hipolin got a many awards at state level, and also got a
national awards of quality.
Production capacity :
The production capacity of hipolin is 12000 tons ( per
year).
Competitors :
Hipolin’s main competitors are,
1. Ghadi.
2. Nirma.
3. Hul.
4. Henko.
5. Other rural brands.
Brand name :
9. “HIPOLIN” is brand name. And hipolin name made with 45
different words.
Ambition :
The hipolin’s objective is to expand its business in all the
major cities of india. The hipolin pack their product which is
suitable to the people of all the classes.
Employees :
101-500 employees.
Main markets :
1. North America.
2. Europe.
3. Africa.
4. Oceana.
Industry :
Detergent.
10. TARGET MARKET
Meaning :
On the basis of segments, the company realized the opportunities
open to it no. company can select all segment of the market,
because it is neither feasible nor profitable. Every company must
therefore choose a particular segment, of the market which is most
convictive to it for purpose, it has too make a comparative study of
various market segment. Finaly, it choose on of these segments is
known “market targeting”. The procedure and method of market
targeting.
A target market consist of a set buyer who share common a
characteristic that the common decided to serves.
The hipolin also needs to examine major structural factors that
affects non segments actractiveness, if it already contains many
strong and aggressive competitors. The existance of many actual or
potential substitute prosuct may unit price and the profit can be
parnd in a segment. The relative power of buyer also affect segment
attractiveness. Buyers with strong bargaining power relative to
seller will try to force price down, demand more services ad set
competitors against one another all at the expences of the spell
11. profitability. The powerfull suppliers who can control price or reduce
the quality or quantity of ordered goods and services.
The target market of the hipolin is domestic specially all small cities
and rural areas. Because in india 75% people live in rural areas and
small town. So widder market existing there.
Hipolin company’s product are less costly and provide good
quality.
The target customer of the product are middle class and lower
class because though hipolin is quite in good reach to rural people
so there main target is to sustain that rural people with creating new
customer in the middle class and also upper lower class. Though its
qute difficult for hipolin to create because its competitors in wide
range then hipolin but hipolin have its name which is quite familier to
each an every people or detergent user in the country.
12. Product
Product means anything that can be offered to a market for
attention, acquisition user or consumption that might satisfy a want
or need.
Everithing the purchase gets in exchange for his money.
- Physical goods or object : car, medicine.
- Services : banking insurance, education, medicalim, repairing.
- Persons : amir khan, amitabh bachan, shahrukh khan.
- Organization : RSS, NSS, DDIBA.
- Ideas : loss prevention, cancer awareness, aids awareness.
Your must know that what is product?
Product means a commodity from which peoples satisfy needs and
wants. Definition of the product can be given as anything that can be
offered to someone to satisfy need and want. Physical product their
important not so much in owing them to satisfy an wants.
Classification of product :
1. Consumer goods.
2. Industrial goods.
Consumer goods :
13. These goods are product and service brought by final consumer for
personal consumption. Some part as under,
1. Convenience product.
2. Shopping product.
3. Speciality product.
4. Unsought product.
Industrial goods :
Product bought by individuals and organization for futher
processing of for use in conducting business. Industry products
other name is “raw material”.
1. Materials parts.
2. Capital items.
3. Supplies.
4. Other special product.
Classification of product :
A. On the basis of consumer.
- Shopping habbits.
- Convenience goods.
- Shopping goods.
- Special goods.
B. On the basis of durability.
- Durable.
- Non durable.
- Services.
C. On the basis of how they enter the product process and their
relative cost lines.
- Materials parts
- Capital items.
- Supplies and services.
14. Levels of product :
1. Core product :
It represent the fundamental benefits the
consumers is buying or answer of the questions what is the
buyer really buying? Every product is packed solution of some
problem or problem solving devices.
2. Generic product :
Each marketers, translate the basis core benefits
into generic produt, which its basic version. Eg. Hotel room
includes a bed, bathroom, towel and closet.
3. Expected or desired product :
It represent the expectation, of the buyers while
buyings the product. Tangible goods as known as generic
product & expected product.
It includes quality level, feature, styling brand name &
packaging.
4. Augmeted product :
Level of product that distinguish it self from what
computers offers, which includes packaging services,
advertising, financing, delivered, arrangement.
5. Potential product :
Indicates its possible evaluation in feature, to find
out new and better ways to satisfy their customer and increase
them.
15. Hipolin :
Product :
1. Detergent powder. Indian markets.
2. Detergent cake.
3. Tooth gel.
4. Tooth brush. Ukrain market,
africa, uae.
5. Washing shampoo.
Product range :
1. Hipolin gold. = powder + cake
2. Hipolin power. =powder + cake
3. Hipolin ultra. =powder + cake
4. Nari shakti. =poder + cake
5. All in one concept.
Production process :
1. Acid slury.
2. Soda ash.
3. Stpp.
4. Glaubers salt.
5. C talc.
6. Starch.
7. Color.
8. Parafinn wax.
9. Perfume.
16. For washing soap :
Raw materials moulding machine
Shape machine
Cutting machine
Packing
1. The blender process : first, indegridiants are loaded in to
blender machine and blend up to 15 minute.
2. Dry process : blender goods loaded in a dry machine and dry
up to a 1 hour.
3. Filter process : in filter process, fiter a powder a white powder
and added blue reach and perfume.
4. Packing process : final powder ready for packing.
17. Importance of Detergent Powder and Detergent Soap.
Soaps and detergent have become an essential part in our
daily lives. Cleaning products play an essential role by safely and
effective by removing dirt, germs and other containment and thus
promote a hygienic lifestyle.
The incremental demand flows from population increase and
rise in the usage norm impacted as it is by greater concern for
hygiene. Increased sales revenues would also expand from
upgradation of quality or per unit value.
Packaging :
The main objective of packaging is to protect and attract the
product. Now a days packing is most important task in any product
process.
It is the activities of designing and producing the container or
wrapper for a product.Traditionally the primary function of the
package was to contain and protect the product but in recent times.
Many factors have made packaging an important marketing attention
to describing the product to macking the sale.
Functions of packaging :
1. Protection of the product.
2. Covenience and safety while handling.
3. Identification and advertising of product.
4. Different of product.
5. Selling function.
6. Attracts customers.
7. Getting customers recognition.
8. Support to the product position and marketing strategy.
18. Objectives :
1. For identification of the product.
2. To make the product attractive.
3. Make easy the task of transpoting the product.
4. For giving facility in function of whole seller and retailer.
5. Helpful in product divercification.
Hipolin :
Hipolin company pack their product in a very proper way which
will be easy for customers to use it.
Hipolin company pack their product in poly plastic wrappers for
easy use. And in transfer hipolin company pack in cardboard box
and wooden boxes and in international transfer hipolin company
pack their products in a big containor.
Hipolin company pack their washing powder in long lasting strong
plastic bags. That’s why powder quality maintain for long time and in
transport, bags are not damage and consumer use easily with greter
satisfactory.
Packing Process Of Soap:
Wrapper 6000 T-wraps soap with twin layer of card stiffner and heat
sealable outer wrappers. Finally packed soap has outer wrapper
with heat seal on belly and envelop type and folds. Soap is sed on flat
bled conveyor that brings to it vaccum pick and place of unit packing
a right angle turn in this soap wrapping machine. Soap is placed on
twin belts with pusher assisting in pushing it throught vertically led
stiffner and wrapper care is taken to avoid any rubbing of soap with
any stationary surface to prevent any marks. Partically wrapped
soap is rotated by 180 degree and than moved by a gripped
conveyor to compelete the folding and sealing wrapped soap is
erarcted and place in vertical position on flat belt conveyor.
19. Packing : a. For consumer uses.
b. For national transfer.
Packaging : for internatinal transfer.
1. Numbers of layers = 2.
2. Film thickness = up to 180 microns.
3. Roll width = up to 120 cm.
4. Core inner diameter = 76-152 mm.
5. Roll outer diameter = 30-80 cm.
6. Roll length &color = cis per cc.
7. Structure = pe, pe/pe, bopp, pet/pe, opp/pe.
8. Priting = flexo : 1-8 colors.
Roto : 1-8 colors.
Branding :
Meaning :
20. Brand means a name, term, sign, symbol or design or a
combination of these intended to identify the goods or services of
one seller or group of seller and to different them from those of
competitors. Branding is the management process by which a
product is branded.
The only purpose of branding the product of branding the product is
to distinguish the products from competitive products of
competitors. Brand name of the products of hipolin limited. It has all
the better characteristics which a good brand name should have
such as it is simple and short, it is easy for identification, legal and
suggestive according to its product.
Hipolin brand name is given as it can be differentiated with the
competitors products and as its introductory stage and they not sure
of their success in this cut throat conpetition market so they branded
as hipolin.
Hipolin limited have produce the product it gave a diffrent type of
name and logos indicate the wrapper of the product let is use the
hipolin is the brand name but the gold powder hipolin power, hipolin
liquid etc they are the product name they can manufactures. hipolin
limited used diffrent brand name like hipolin gold power, hipolin
shakts etc.for soaps, the brand name is use like hipolin blue cake
this brands are used by Hipolin to identify the products.
Hipolin limited have gaven advertisment to media, News
paper,radio, etc they have gave product profile and included the
slogan to read and listen and watch the customer.
Characteristics :
1. Name of the brand.
2. Simple and short.
3. Heart touching.
4. Identification.
21. 5. Legal.
6. Suggestive.
7. Different.
8. Encouragive.
9. Pass a good message.
10. Quick come in consumers mind.
Types of brand :
1) According to ownership.
a. Manufacturer’s brand.
b. Middleman’s brand.
2) According to the market area.
a. Local brand.
b. Provisional brand.
c. Regional brand.
d. National brand.
e. International brand.
3) According to number of brands.
a. Family brand.
b. Product line brand.
c. Individual brand.
4) According to use.
a. Fighting brand.
b. Competitive brand.
Advantages of brands :
1) Easy to advertice :
When the prodduct are marketed with a particular
brand, it makes very easy for the enterprice its products
because the enterprice can tne name of brand in its
advertisement message.
22. 2) Easy to identify the product :
Use of brand is very helpful in the identify of products
because its different from others and customer easily identyfy
the product.
3) Creation of seprate market :
Products can repeat a separate market for their
products if they use a particular brand because the use of a
particular brand differentiation these products from others.
4) To get more price :
When consumers like a brand and they started use the
products of that brands, they do not mind a little increase in the
price of such products.
5) Easy to expand the product mix :
If the brand of a producer is very popular in the market
and the demand of such products in quite encouraging the
producer may decide to expand his product mx.
6) Increase in goodwill :
Due to popular the brand consumer is ready to pay and
amount and trust on that products.
The company brand name is “ HIPOLIN” as company is at its
introductory stage and therefore they are not sure of success in this
cut throat competitive market.
Hipolin effect :
Quick comes in mind “hipolin”.
In washing field, hipolin is count.
In 1995 to 2003 hipolin produce are widely famous in rural area.
23. In Africa, companies sales ratio is high due to only brand name
because, African people easily speak this name and use in most
of washing thing.
In Ukraine, hipolin company sale their tooth paste, and
toothbrush so, in Ukraine most of people use this product.
Hipolin is like a English name so Indian people uderstand in
quality way. And imagine . so foreign countries.
In our India mostly people easily believe in foreign brand. But
hipolin is national brand. But name is English so in rural area.
Hipolin brand :
Hipolin is one of the few names, which is instantly recognized as a
true Indian brand which look on mighty multinational and re wote the
marketing rules to win the heart of prices.
Hipolin apply concentrated all its efforts towards creating and
building a strong consumer preferance towards its “value for
money” products quality product with indegenous process.
Packaging and low profiled marketing, which changed the habbit of
indian women for washing their cloths. In a short span , hipolin
created an entirely new market segment in domestic market place. It
has been persistent effort of hipolin to make consumer product
available to masses at an affordable price hence, it takes ulmost
care to provide finest products at the most afforable price to
leverage this efforts. Hipolin has gone for massive backwaed
integration along with expansion and modernization of the
manufacturing facilities.
Brand value of hipolin :
Hipolin believe in bonding with the consumer and, therefore, it
puts value for money above all today, the hipolin brand is
synonymous with value for money. The brand believes in offering
consumers “better product, better value for better living”.
24. The brand vision & mission :
1) Continuously exploring & developing nnew product &
processes.
2) Laying emphasis on coost effectiveness.
3) Maintaining effective quality management system.
4) Complying with safety environment and social obligation.
5) Imparting training to all involved on a continuous basis.
6) Teamwork and active participation all around.
Finally, HIPOLIN changed the habit of indian housewifes’ for washing
their cloths.
Labeling :
Labels may range from simple tags atached of products to
complex graphics that are part of the package the process of these
tags is called labelling.
The label can mislead customers fail to describes important
ingredients, or fail to includes needed safety warning. As a result
several federal and state laws regulate labelling. The label might
also describe several things about the product.
- Who made it, where it is made.
- When it was made, its content.
- How it is used etc.
So every seller must ensure that their labels contains all the
required information which is already research in hipolin’s product.
Hipolin labeled its product very perfect manner which consist of all
needed information such as brand name size of product packaged
date, year, address, batch number piece, expiry date etc. there are
three types of label. 1) brand label 2) grade label 3) descriptive label.
25. Hipolin company their own product change label, time to time
because now a days consumers preference and taste will be more
effectively change so, hipolin company run with their customer and
society also.
In 1995 :
- White paper plastic.
- Simple some additional information.
In 1997 :
- White and blue color.
- Attractive fonts and graphical information.
In 2002 :
- Totally blue color.
- With necessary information.
- With extra actractiveness.
In 2008 :
- Orange color ( because according to research of customer
preference, conumer most like a orange color and
customer quick purchase that color product so, hipolin change
their product label color).
- With all information.
- With perfume.
- With whiting flavour.
Product summary :
1) Hipolin shampoo ( australia).
a. Weight = 22 ml.
b. Ingredients = blue sink, slury acid, gluarance,
stpp, perfume.
c. Brand name = hipolin.
26. d. Usage pattern = store in dry place.
e. Instruction to use = apply directly to wet hair and work
into creamy
Lather leave on for a 2 mins. For
best result use
Regularly.
f. Price = $ 0.60
g. Other information = (1) pkd 8/12.
(2) best before 18 months from date
of pack.
(3) milk protein lock. Extra clean
formula.
2) Hipolin vintage beauty soap ( africa ) :
a. Weight = 150 gm.
b. Ingredients = sodium palamate, palm acid
petrocide citronnel.
c. Brand name = hipolin.
d. Usage pattern = store in dry place.
e. Instruction to use = apply directly on body . For best
result use
Regularly.
f. Price = 5 selin.
g. Other information = (1) pkd 8/12.
(2) best before 3 years from date of
pack.
(3) perfum, elegent aroma.
3) hipolin detergent powder (ultra, power, gold) :
a. Weight = 860 gm.
b. Ingredients = as per ( raw materials of
production).
c. Brand name = hipolin.
27. d. Usage pattern = store in dry place.
e. Instruction to use = apply directly on cloths for wash.
For best result
Use Regularly.
f. Price = 36 rs..
g. Other information = the stain expert formula in hipolin
penetrates deep
Into the fabric to remove common
tough stain like
Mud, ketchup, ink and coffee in just
1 mins.
Save 2 buckets of water.
3) Hipolin detergent cake :
a. Weight = 158 gm.
b. Ingredients = as per materials.
c. Brand name = hipolin.
d. Usage pattern = store in dry place.
e. Instruction to use = apply directly on cloth for wash.
For best result use
Regularly.
f. Price = 5 rs.
g. Other information = (1) pkd 8/12.
(2) best before 3 years from date of
pack.
(3) with lemon flanour.
Product mix :
A product mx also called product assortment is the set of
all products and items that a particular seller offer for sale. A
companies product mix has a certain width, length, depth and
consistency.
1) Width :
28. A product mix refers to how many different product lines
the companies caries.
Hipolin company carries a 4 line of width.
2) Length :
It refers to the total numbers of item in the mix.
In hipolin carried a 9 product so it’s a length.
3) Depth :
It refers to how many varients are offered of each
product in the line.
Hipolin company added in one line a mostly 3 or 4 product
now a days. But
In future hipolin target 10 product in each line.
Hipolins product mix consist of two strong product lines: (1) bar soap
(2) detergent powder.
As we can see in the Product Mix of Hipolin Limited there is WIDTH,
DEPTH, and LENGTH. In the width of product mix there is detergent
powder and detergent soap of Hipolin Limited. This width shows that
there are detergent powder and detergent soap produced by Hipolin
Limited.
As seen in width now we can see in depth that there are different
brand names of detergent powder and detergent cake with different
weights. In the detergent powder there are 6 different weights and
have different price. Now there are detergent soap of two different
weights one is 180gm*6 means there is pack of 6 soaps each of 30
gm another is 175 gm.
29. These four product mix dimension permit the company to expand its
business in four ways. It can be add new product lines, thus wider its
product mix. It can lengthen each product line. It can add more
product variants to each product and depend its product mix.
Finally, a hipolin can pursue more product line consistency.
Product Width:-
Product width refers to the number of different line of the firm
carries.
The width of the Hipolin Limited is Detergent Powder And Detergent
Soap. There are Detergent Powder of 6 different weights of
detergent powder and 2 different weights of detergent soap. The
width line indicate that the products that are produced by the Hipolin
Limited.
Product Depth:-
The second stage of product mix is product depth. It refers to the
number of version offered to each of the product in the line. The
Hipolin Limited produce the product of different weight. This weight
signifies that the different weight of the product are of the different
price. This depth line of a product is different weight are the product
line of Hipolin Limited. The different weight of detergent powder and
detergent cake of Hipolin limited as shown in Product Depth.
30. Product Length:-
In the product length it refers to the total number of items or number
of product. The Hipolin Limited carries with its product line. the
Hipolin also has its product length. The Hipolin gives different brand
name to there different products of there differen weight.
In the product length the different brand name with different weight
of Detergent Powder and Detergent Soap Produced by Hipolin
Product mix strategy :
1) Expansion of product mix :
A hipolin expand their product mix last 4 year. In today
total 9 product existed in the market, and future 4 years target
a 20 product totally, for product mix. So hipolin very broad
minded about their product mix expansion.
a. 1994 = 2 products.
b. 2011 = 9 products.
2) Alternatives of existing product :
Hipolin are known market competition and also know a
tough situation. In today market change very quickly, so hipolin
know if detergent powder are not run very well so hipolin ready
for put a all in one concept, so alternative is ready for run very
well.
3) Developing new uses :
In market day to day new line create and developing their
products and lines. So also hipolin create a new concept and
new products with best result.
4) Trading up :
- Hipolin firstly start business for Gujarat only.
- But after 5 years hipolin know a national market, and increase
their trade.
31. - And now a days hipolin is a multi goods exporter. Small scale
company, because hipolin export to some countries.
Causes of change in product mix :
1) Change in market demand.
2) Competition.
3) Marketing influence.
4) Product influence.
5) Financial influence.
6) Build and image in the market.
Product life cycle :
Concept :
1) Products have a limited life.
2) Product sales pass through distinct stage, each posing different
challenges, opportunities and problem to the seller.
3) Profits rises and fall at different stages of the plc.
4) Products require different marketing, financial, manufacturing,
purchasing, and human resources strategies in each stage of
their life cycle.
Most product life cycle curves are portrayed as bell shaped. This
curve is typically divided into four stages.
1) Introduction stage :
A product of slow sales growth as the product is introduced in
the market. Profits are non existent In this stage because of the
heavy expences incurred with product introduction.
2) Growth :
A period of rapid market acceptance and substantial profit
32. important. In this stage the product satisfy the market. It enters the
stage in which sales will increased climbing quickly.
3) Maturity :
A period of a slowdown in sales growth because the product
has achieved acceptance by most potential buyers, Profits
stabilizer or decline because of increases competition.
4) Decline :
The period when sales show a downward drift and profit
erode.
As per environment hipolin are on growth stage, because as we
know hipolin started in 1970. And hipolin profit and sales are
increases day to day, and also expand their business. So simply
hipolin in growth stage.
Introduction stage :
Because it takes time to roll out a new product and fill
dealer .the dealer are increases day by day.The introduction
stage starts when the product is first launched. In this stage as
compared to other stages the profit is negative or low because
33. of low sales and high cost distribution and promotional sales is
there.
Growth stage :
There is Growth stage in Hipolin Limited after launched
there products and it has made high level of satisfaction to
consumers. As Hipolin is in Growth Stage the Hipolin is trying to
increase there sales and improve there quality of product. In
the financial year the Hipolin is trying yo achieve goal of adding
more 4000 Tones production. As day by day Hipolin is trying to
grow there market value. As compared to other companies the
/hipolin Limited is trying to get good market value and Hipolin is
giving tough competition to there compititors.
As in Growth Stage the Hipolin Limited Company is trying to
maintain there stage. They don't want to decline from this
stage. For this the Hipolin is trying to maintain the interest of
there precious customers needs, and satisfaction. The moto of
Hipolin is to maintain satisfaction of their customers. increase
sales day by day.
Maturity stage :
At some point a product's sales growth will become slow
due to its maturity, it will known as product has entered to a
maturity stage. As Hipolin is in growth stage so the Hipolin has
not entered to this stage. as the Hipolin products are having
good market demand so the sales of Hipolin are increasing so
there is no Maturity stage in Hipolin Limited.
Decline stage :
In product life cycle if stage brings sadness in market, here product
sale is going to decline and at very low level.Here, still the Hipolin
has not entered to this stage, as the Hipolin Limited is in growth stage.
34. New product development :
In this case we can drawn out some requirement.
BASIC REQUIREMENT:
- Consumer Acceptance
- Satisfactory Performance
-Economical Production
- Adequate Distribution
- Effective Branding And Packaging
NEW PRODUCT DEVELOPMENT PROCESS:
Idea Generation:
Hipolin Limited has define the objective of new product and make
analysis thta how many efforts are to be done by them to
35. introduction of product by them. The Hipolin collect idea from there
prestigious customer and suppliers. By this they come to know what
type of new product is been expected by the customers. So the
Hipolin generate idea of new product that is to be introduce in the
market.
Idea Screening:
The company Hipolin Limited get good ideas that are been collected
from there customers and suppliers. By this ideas the Hipolin try to
make product which is something different from there compitetors
and new in market. Then the Hipolin try to screen this ideas and
submit this ideas to management and than they take decision what is
to be produce and what to be kept in the market.
Concept Development And Testing:
The Hipolin has converted idaes in to meaningful terms. A product
ideas can be converted in to several concepts. It has made an
testing programe for different scrubs within organization itself and
selected special suppliers.
Marketing Strategy Development:
After testing the new product the Hipolin has prepare marketing
strategy plans for introducing the new product in to market. The
strategy plans are prepared in such a way that the Hipolin get
success in there planing of new product.
Business Analysis:
The Hipolin has prepared cost, sales and profit project to determine
whether they satisfy the Hipolin's strategy and also consumers
objective. Hipolin check whether the plan is according to strategy or
not. If they do, the product concept can move to the product
development stages.
Product Development:
36. The Hipolin moves to R&D to be developed in to product. It has
developed more than one product. It is the stage where ideas comes
in to actual existance. This ideas are used for the development of
new product which the Hipolin is going to put into mnarket which the
Hipolin hopes that this product will have good demand in market.
Testing Marketing:
Hipolin has made test marketing because it yeild valued information
about marketing program, market potential, and other matters. They
wanted to test whether the time is perfect in market. By this the
Hipolin can know what is the actual demand of product.
Commercialization:
The Hipolin should make survey about the new product are product
sales meeting expectations? contracting for manufacturing facility.
The Hipolin launching a new product keep in mind the timing,
goegraphic strategy, target market prospects and introduction
market strategy. The Hipolin checks whether the product has made
the entry first, parallel, ar last compared to there compititors. The
Hipolin decide a region or location where the product can se having
a good demand.
Hipolin go ahead to commercialization. They built a smaller product
that called by sales forcaste to be an saler side. The new product of
the Hipolin limited is "Utensils soap with a scrub which is packed in a
round box". This new product will have a good response from
consumers and will have demand in market as there is no such
product in market. So Hipolin is first to keep this product in market
which is useful for customers and customers will give good response
to this new product.
Quality control :
Hipolin’s quality is now greater.
38. Price is an important factor in the Marketing. The Firm based on
co-operative sector so it has to follw the rules and regulations of co-
operative and obey government instructions so they do not charge
higher than competitors price.
FACTORS AFFECTING FIRMS PRICING:-
1. Competitors price.
2. Government policy.
3. Technical Factors.
4. Preference of consumer.
5. Product perception.
6. Internal Factors.
7. External Factors.
This internal and External factors are most important factors that
effect the pricing of product to company.
INTERNAL FACTORS :-
Marketing decision are guided by the overall objectives of the
company. While the company faces problems while taking pricing
decision ther are as follows. There are main four marketing factors
affecting price includes:-
1. Return on investment:-
A firm may set as marketing objective the requirement that all
products all products attain a certain % return on the organization’s
spending on marketing the product. This level of return along with an
estimate of sales will help determine appropriate pricing levels
needed to meet the ROI objective. The “HIPOLIN LIMITED” also tries
to meet with ROI objective to make decision of price accordingly.
This objective helps to setup prper competitive price of product.
39. 2.Cash Flow:-
Firm may seek to set prices at a level that will insure that sales
revenue will atleast cover product production and Marketing cost.
This is Most Likely to occur with how product where the
organizational objectives allow a new product to simply meet its
expences while the efforts are made to establish the product in
market. The Hipolin takes to set prices at that level which makes
good reputation in market. They tries to set competitive price which
increase the sales of company.
3.Maximice Profit:-
Older products that appeal to a market that is no longer
growing may have a co. objective requiring the price be set at a
level that optimisez profit. This is often the case when the
marketer has little incentive to introduce improvements to sell the
range product at a price premium fear as long as some in the
markets is willing to buy.
The “HIPOLIN LIMITED” makes good advertisement to sell their
products and try to increase sell of their older products. The
Hipolon tries to maximize their profits by keeping less price which
are in accordance to the customer.
EXTERNAL FACTORS:-
1. Costomer Expectations:-
Possibly the most obvious External Factor that influence price
setting are the expectation of customers and channel partners.
When deciding price marketers need to conduct customers research
to determine what “price points” are acceptable.
40. To the “HIPOLIN LIMITED” the customer expectations factor
affects the pricing of products. The Hipolin try to make at that level
which is up to the satisfaction of customer. The Hipolin can make
higher prices of product that the customer can’t afford this products
so they keep how price of product which are under customer
expectations.
2. Government Regulations:-
This also an important factor that affects the pricing of product.
Marketers must be aware about the regulations the impact how price
is set in the marketers in which products which are sold. The
“HIPOLIN” prices their products which are under regulation of
government. This government also affects the pricing of product to
“HIPOLIN” but they keep in mind the rules of government and price
their products accordingly.
PRICING APPROACH:-
There are three main approaches a business takes to setting
price. The Hipolin limited uses cost based pricing for making price
decision.
1. Cost based.
2. Value based.
3. Competiton.
4. Customer based.
Cost Based Pricing :-
In cost based pricing price is determined by adding a profit
element on top of the cost of making the product. This involves
setting a price by adding a fixed amount or percentage to the cost of
making or buying the product. In some ways this is old fashioned and
41. some what discredited pricing strategy, although it is still widely
used by Hipolin limited.
Pricing decision must be co-ordinate with product ,design, and
distribution. So the “HIPOLIN LIMITED” uses this approach and
keeps the price which is most desirable for the product and
competitive price from other companies. The Hipolin Limited tries to
keep most competitive price of their products. As some times the
cost of raw material increases. The price of product also increases
but than also the company keeps the price which is suitable in
market from this competitors. The design of product and distribution
cost are make low so that company cost is also decreased but some
how company tries to maintain price of product and gives tough
competition to this competitors. So for this cost based pricing
approach is most suiable for the company.
Hipolins price strategy:
1) Fixed cost = 53,000
2) Variable cost = 15,00,000/
3) Units = 150000
4) Tax =11rs
5) Transfer exp.= 4 rs.
6) 12% profit margine. Finnaly = 36 rs.
42. Promotion :
Sales promotion means short term incentives to encourage the
purchase or sale of a product or services.
Tools:
Consumer promotion tools
1. Sample.
2. Coupon.
3. Cash back offer.
4. Price back.
5. Premium.
6. Advertisement speciality.
43. Trade promotion
1. Discount.
2. Allowances.
3. Commission.
4. Perquisites.
ADVERTISING :-
Advertising is any paid form of no personal presentation
and promotion of ideas, goods or services by an identified
sponsor.It is most important of all tools of promotion. There will
be hardly a field of business in which advertising is used for
sales expansion of modern trade and industry.
HIPOLIN LIMITED is use advertising for sales promotion.
Hipolin is uses such as media like, Internet avdt, Newspaper,
Television Avdt and Pamphlets for own product.
HIPOLINI LIMITED also spend money on advertising of
product when the any new product is developed than for
introduce that product also the advertising done by company.
By believe of that through advertising the sales of the product
is increase.
HIPOLIN LIMITED is use advertising for sales promotion
but it is fulfilled company objective. Like,
HIPOLIN is introducing the product in a market.
HIPOLIN to make an immediate sale.
HIPOLIN build the primary demand.
HIPOLIN is introducing the price deal.
HIPOLIN is informing about product availability.
HIPOLIN is increase the market share.
HIPOLIN is built overall company image.
44. HIPOLIN LIMITED is use the advertising for helping of
hipolin marketer. Hipolin wants to easy to enter hipolin product
in customer mind and increase the sales volume, on the one
hand, It’s reduce the cost of production and, on the other hand,
increase the profits of the company. In advt. marketer is
establish a direct contact between producer and customers.
company Objective is to build selective demand.
Reminder advertising is important for nature products
ikeep consumers thinking about the product. Reminder
advertising is used for nature of products and purchases it
immediately.
The mission of HIPOLIN LIMITED is to increase the visibility
of Hipolin the expand the production scale also the mission of
the Hipolin Limited. Mainly the advertising mostly done durning
the primary stage where the objective is set up.
HIPOLIN LTD is pre-plan for company’s goal and objective and
for achieving a company’s takes some steps for a company and
after company give advertisement in a market for our new
product which is introduce in the market and advertise is
helping for achieving company’s sales target.
1. MONEY:-
Company first set up advertising then set the
budget. If the new product is introduced in the market the
company set the high budget and it the nature products,
need the product set the lower budget.
HIPOLIN LIMITED spending high expenses
on advertising it product. Hipolin ltd should frame policies
45. and the decide the budget which depends on its stage in
the firm has to fix that what type of budget and
requirement will be necessary. Market shares also impact
the amount advertising needed become building the
market or taking shares from competitors requires more
advertising spending which hipolin does by spending high
expenses on advertising its product.
HIPOLIN LIMITED spend large amount of
money each year to train sales peoples in the art of
selling. Personal selling contains major six steps. Hipolin
spend more expenses on advertising its product.
2. MESSAGE:-
The first step in creating effective communicated to
consumers. Ideally, advertisement message will be
follow directly from the company’s brand positioning
strategy.
HIPOLIN LIMITED is the creating effective
message which is related to advertised and which is enter
to consumer’s mind and advertising message will be
communicated to consumers. Hipolin is use the all
messages in own advertised. Hipolin is giving the
message throw advertising. Hipolin’s punch line is as
follow.
“LET’S BRIGHTEN UP YOUR FUTURE.”
“HAR RANG KO RAKHE RANGEEN.”
“MAIL KA DUSHMAN TAGDA,
CHAMKAY HAR EK KAPDA,
46. HIPOLIN, HIPOLIN……………”
By this message the Hipolin ltd attract the customers and this
message also memorable customer’s mind.
3. MEDIA:-
from To
Small house Big industry
15 packet per day 60000 packet per day
A dream A reality
The major steps in media selection are:-
A. Deciding on reach frequency & impact.
B. Choosing among major media types.
C. Deciding on media timing.
HIPOLIN LIMITED is using the way of hoarding, website, and
other media which support it’s produced up to his maximum.
HIPOLIN LIMITED media plays an effective role in the
presentation of the product that how effective is the product in the
market. Hipolin ltd is using various type of media selected. These are
follows.
Print Media
47. Electronic Media
Outdoor Media.
Directmail.
Above give them some media which is used by
hipolin ltd.
Print Media
Newspaper
Electronic Media
Radio
Television
Cinema
Outdoor Media
Hoardings
Direct Mail
Price list
Catalogues
By market strategy hipolin will cover a new segment though news
paper scheems.
Hipolins media:
News paper.
Magazine.
Outdoors media.
Hoardings.
Television add.
48. 4. MEASUREMENT:-
The advertising program should evaluate both
communication effect and sales effect of advertising
regularly measuring the communication effect copy
testing tells whether the add is communication well or not.
The sales effect of advertising are often to measure then
the communication effect. Sales are affected by many
factors besides advertising such a product, feature, price
and availability.
HIPOLIN LIMITED is records or compares its past
records of sales and other many things to measure its
profitability, stability and usefulness in market. The
advertising program should evaluate both the
communication effect and sales effect of advertising
regularly. Hipolin use this for increasing the sales and
profit.
SALES PROMOTION :-
Sales promotion consist of a collection of incentive tools mostly
short term designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade company
use some promotion schemes.
HIPOLIN LIMITED is adopting the sales promotion activity
which is increase the sales of product of the hipolin. Sales
promotion may be done through samples, exhibition, display,
etc. hipolin is also provide some schemes which are attract to
the customers for buying their product. There are follows sales
promotion tools.
49. TRADE PROMOTION :-
Trade promotion tools mean any activity designed or done
for increasing sales and profitability of goods. Hipolin Limited
has done trade promotion according to the quality of product.
Therefore, trade promotion tools use for sales promotion by
Hipolin Limited.
1. COMMISSION :-
Commission means any paid to any person for some
activities which is extra then routine for the increase of work
capacity of the dealers, retailers and many more channel
member the company provided them commission.
2. DISCOUNT :-
A straighten reduction in price on purchase durning a
started time period.
3. ALLOWANCE :-
Promotion money paid by manufacturer to retailers in
return for an agreement to feature the manufactures products
in some way.
4. FREE GOODS :-
Manufacturer may offer free goods which are extra cases
of merchandise to rescuers who buy a certain quantity.
5. GIFTS :-
The manufacturer may offer push money cash a gifts to
dealers manufacturer may give retailers free specialty
advertising items that carry the company’s name such a pen,
pencils, calendar, matchbooks, and yardsticks.
50. 6. PUBLICITY :-
It involves securing editorial space, as derived, from paid
space, in all media rent, viewed or head a company’s
customers or products, for the marketing of sales goods.
7. MEASUREMENT :-
The advertising program should evaluate both the
communication effect and the sales effects of advertising
regularly.
HIPOLIN LIMITED is using advertising for sales promotion. in
sales promotion hipolin is use many ideas which is affected
sales. Like, hipolin is using the “three buy and get one free.”
This schemes used by hipolin and hipolin is use many ideas for
sales promotion. Like, “buy a hipolin product and get lucky
draw coupon.” This schemes also used by hipolin limited.
Hipolin limited is giving the schemes for the get customer’s
intention on hipolin product. All customers is buying mostly
hipolin product and many buyers is joint with hipolin product
and after make many customers of hipolin. Hipolin Limited is
provide the commission and discount to their retailers, dealers
also to their customer which are help in purchasing a product
and increasing the sales and revenue of the product on the
purchase of bulk quantity. Hipolin give the cash discount and
also for advance payment. Hipolin is maintaining the price
lower at in comparison of the competitors.
Hipolin Limited is a straight reduction in price on
purchase durning a started time period. Hipolin does trade
promotion schemes. This is all promotion activity doing for
wholesalers, retailers and customers. Hipolin is give the
product to distributors and distributors is sale the product to
51. wholesalers. Give on some discount and wholesales are buy
the all container of product and after wholesales are sale the
product on some schemes to retailers. Like, free gods,
allowance, discount and gift. And retailers are sale the product
to customers on keeps some schemes and all customers are
buying only hipolin product.
Hipolin limited is keeping the some schemes on the
product. Like, hipolin may offer push money cash a gifts to
dealer’s manufacturer may give retailers free specialty
advertising items that carry the Hipolin’s name such a pen,
pencils, calendars, matchbooks, and yardsticks.
PUBLICITY:
Publicity is nothing but an type of an advertisement. The company
makes the publicity or advertising of their products. There are
products which are newly launched by the company makes publicity
and brings infront of the people who are still aware of this products.
So by this the Hipolin makes products publicity about this products.
Publicity is not done only for newly launched products but the
products which are not sold there publicity is done by increasing
some extra weight of product or fall in price of product. So publicity
makes the publicity and increases the profit by selling there
products and bringing products infront of people.
PUBLICITY TOOLS USED BY COMPANY:
The Hipolin Limited uses several tools for publicity of there products
and there brand.
For publicityu the Hipolin uses Media, News paper for there publicity.
Media like local news channel ETv Gujarati is very much familier for
publicty by Hipolin Limited. The Hipolin Limited uses daily Local
News paper like, Gujarat Samachar, Sandesh, prints in various
pamplets, Magazine etc. Various Hordings are also kept at various
52. places where people can know easily about the company and there
products.
Distribution :
Hipolin’s distribution chart.
54. Personal selling :
Personal selling is an ancient art, it has spawned a large
literature and many principles. Effective sales people have more
than instant they are trained is method of analysis and customers
management.
Today’s hipolin spend large amount of money each year to train
sales people in the art of selling personal spellings contains major
six steps.
1) Prospecting and qualifying.
For products demand are main.
55. What is current demand ?
What is future demand ?
2) Pre- approach :
Contect should be made to all the potential customer
and encourage them for purchasing the hipolin product.
3) Approaches :
Hipolin touch their customer by mail and telephone
feedback.
4) Advertise :
In FMCG product main is advertise.
56. Market segmentation:
The national market of any country is very wide. The producer of
such goods need not concentrate on a specific group of buyers or a
distinct market.
Companies cannot connect with all customers in large, broad or
diverse markets but they can divided such markets into group of
consumers or segments with distinct needs and wants. A company
then needs to identify which market segment it can serve effectively.
This decision requires a keen understanding of consumer behavior
and carefully strategic thinking. To develop the best marketing
plans, managers need to understand what makes each segment
unique and different.
Definition:
Market segmentation may be defined as a process of dividing a
market in to different sub markets on the basis of some definite
criteria.
Hipolin gets benefits from their segment :
1) Increase sales.
2) Proper maintained strategy.
3) Production done very well.
4) Management is now more perfect.
5) Better uses of resources.
Basis of market segment :
1) Geographical.
- local
- urban
- regional
2) Demographical.
57. - Sex.
- Age.
- Size of family.
- Income
- Family life cycle.
- Occupation.
- Religion.
- Education.
3) Psychographical :
- Social class
- Life style.
- Personality.
- Product consumption.
4) Behaviouristic :
- Occasions.
- Rate of consumption.
- Product, firm, place loyalty.
- Product benefits.
- Readiness to buy.
- Attitude.
Hipolin choose their segment based on geographic and
demographic.
1) Geographic 2) demographic.
- National. – female.
- Regional - age 18-50 yrs.
- Rural &
- Small town.
This is the segment of hipolin company.
58.
59. Marketing research:
We defined marketing research as the systematic design
collection analysis and reporting of data relevant to a specific
situation facing an organization.
Procedure of gathering marketing :-
Research :-
Research is mainly divided in two parts. These are
follows.
1. Primary Data :-
Primary data are information collected for the
specific purpose and research work primary data collected for
relevant accurate current and unbiased information.
2. Secondary Data :-
Secondary data are the data that already exists
somewhere having been collected for another purpose. The
company’s internal database provides good point and we
provide to be good secondary data.
Research Approaches :-
Research approaches is mainly divided in
three parts. These are follows.
1. Observational Research :-
Observational research is the gathering
of primary data by observing relevant people action and
situation.
60. 2. Survey Research :-
Survey research is the approach best
suited for gathering descriptive information. A company wants
to know about people’s knowledge attitude preferences or
buying behavior can often find out by asking for different in
group responses.
3. Experimental Research :-
It is the best suited for gathering causal
information. Experiment involves selecting match group of
subject given the different treatment controlling unrelated
factors and asking for different treatment controlling in group
responses.
Contact Method :-
Contact method is useful for marketing
research. Contact method is divided some part which are
follows.
1. Mail :-
Mail questionnaires can be used to collect large amount
of information at a low cost per respondent. Respondent may
give more honest answer to more personal question.
2. Telephone :-
Telephone interviewing is one of the best methods
for gathering information quickly.
3. Personal :-
Two firm’s individual and group interviewing involve
talking.
61. 4. Focus Group Interview :-
The comments are recorded through
written notes or on video tape that are studied later.
5. Sample Plan :-
Marketing research usually draw conclusion about
large group of consumer by studying a small of total consumer
population.
6. Research Instrument :-
In collection primary data marketing research have a
choice a two main research instrument.
- Questionnaire.
- Mechanical instrument.
HIPOLIN LIMITED is the making a Research & Development
department in the company and in R&D department working 5to10
employee as Research officers. Hipolin Limited want to increase
their sales so the company undertaken a survey from that they come
to know that what type of product the customer need and at what
level of degree of the quantity they need. If the customers believe
that the price is too high than if the company reduces the prices. If
the company reduces the prices then will be increase in sales. So,
the detail study of market is important. Hipolin Limited is taking an
interest in to consumer satisfaction. The company is making
research in following way.
Market research.
Sales research.
Product research.
Advertising research.
Distribution research.
62. Consumer research.
By the marketing research the firm able to getting idea about the
consumer satisfaction. And according to their feedback the firm able
to know that what actual need of the customers. For that the hipolin
limited do the survey and try to know the satisfaction of customers.
By this way the hipolin limited is try to set the product according
to the need of the customers and taking some change in prices,
quantity, quality and many more idea of the product through which
the hipolin ltd provide a better product to their loyal customers
according to their demand of the product.
From the survey the hipolin ltd found that customers want high
quality at reasonable prices for that the hipolin limited start to
produce that type of product for satisfying the need of their loyal
customer. And by result of this the customer getting maximum
satisfaction by the hipolin product.
Hipolin Limited is the research in the labeling of product and in
labeling of the product in the researching research officers and
know that the officers customers are not like the labeling of the
product. Research officer is decided that change the label of
product and researcher is change the label and after 2005 hipolin is
decided that company keep orange color label and this label is
customers are like it and hipolin sales is also increase and revenue.
Hipolin limited is use the survey method for researching a
customer’s attitude, preference, taste and buying behavior. Hipolin
is known that the customer is want to quality and quantity of product
is high and customer is getting the reasonable price.
So, customer is getting the maximum satisfaction from hipolin
product.
63. Competitors Lists
Nirma Limited.
Advance Petro Chemical Limited.
Standard Surfactants Limited.
Ghadi Detergent.
Hindustan Unilever Limited.
Tamilnadu Petro Product Limited.
Arsi Cosmetic and Chemical Limited.
Contingntal Chemical Limited.
Henko Company.
64. Conclusion :
It is great opportunities for me to visit the HIPOLIN limited. After
visiting the company hipolin it is necessary for is to prepare a report
on it. I observed some special points which are relating to marketing
system which are as under.
Hipolin limited has a good range of hipolin detergent power
&cake and shampoo is foreighn with different price level. It has very
good distribution network. They introducing new washing powder
and concept from time to time meet the new demand.
A four man who were willing to take on one of the biggest, most
famous “hipolin” product operating in sanand, ahmedabad at that
time set it up as a own firm.
A part from consumer satisfaction. It is also provide good
facilities to its internal environment and external both.
After existing hipolin I will know what is actual marketing fields.
So, Again thanks.
