INTRODUCTION TO FMCG COMPANIES

The Fast Moving Consumer Goods (FMCG) industry primarily deals with the production,
distribution and marketing of consumer packaged goods, i.e. those categories of products that are
consumed at regular intervals. Examples include food & beverage, personal care,
pharmaceuticals, plastic goods, paper & stationery and household products etc. The industry is
vast and offers a wide range of job opportunities in functions such as sales, supply chain,
finance, marketing, operations, purchasing, human resources, product development and general
management.

In India, the FMCG industry is the fourth largest sector with a total (organized) market size of
over US$15 billion in 2007, as per ASSOCHAM, and can be classified under the premium and
popular segments. The premium segment (25%) caters mostly to the higher/upper middle income
consumers while the price sensitive popular or mass segment (75%) consists of consumers
belonging mainly to the semi-urban or rural areas who are not, and cannot afford to be, brand
conscious. The market growth over the past 5 years has been phenomenal, primarily due to
consumers’ growing disposable income which is directly linked to an increased demand for
FMCG goods and services. Indeed, it is widely acknowledged that the large young population in
the rural and semi-urban regions is driving demand growth, with the continuous rise in their
disposable income, life style, food habits etc. On the supply side, the wide availability of raw
materials, vast agricultural produce, low cost of labour and increased organized retail have
helped the competitiveness of players FMCG sector in India play a very important role in
economy. It is the fourth largest sector in our economy with a market size of more than US$ 13.1
billion. It has a strong MNC presence and is characterized by a well established distribution
network, intense competition between the organized and unorganized segments and low
operational cost. There are more comparative advantage to FMCG companies in India as raw
material availability, cheaper labour cost, and presence across the entire value chain. FMCG
companies are among the top contenders that pursue the brand positioning process to establish
their products in the market. Despite recent inflationary pressures and price hikes, various
FMCG companies continued their growth momentum through product diversification and
introducing new variants of the existing products. The FMCG market is set to treble from US$
11.6 billion in 2003 to US$ 33.4 billion in 2015.
OBJECTIVES

1. Analyzing the positive impact in the minds of consumers about HUL.

2. Suggest To meet the competition and maintain sustainability in the market.
3. Suggest Improve the sales promotion of HUL products.
4. To review the brand positioning strategies of different sub brands of HUL.
5. To study consumer awareness and perception about the brand repositioning strategies of
HUL products.
6. To find out the consumer awareness about several brands and products under HUL.
7. Measuring various factors of customer attraction towards HUL products [discounts,
offers].
8. To recommend suitable measures to be taken by the HUL company for future in order to
improve its brand perception and loyalty among its customers.
9. To find out the sales delivery behavior of sales personnel to reach the marketing
strategies.
Scope of the study:

 The study includes with so many response and awareness of so many HUL FMCG
products users. The study declares that opinion and satisfaction of HUL FMCG products
in Guntur city.
 The scope of this study is very limited in geographically because it is only done in Guntur
city. It has nearly 100respondents.
 So, that the results are limited in a simple size of member. The opinion of big size
retailer’s is taken.
 The study is limited in Guntur city and the scope is limited.
Limitations of the study
 This research is geographically restricted to Guntur city only. Hence the result cannot be
extrapolated to other places.
 There are only the 100 respondents.
 The study is restricted only to limited HUL FMCG products in Guntur city.
 The geographical area of the study is very limited in Guntur city.
 There is no guarantee of true or false of the information provided by the respondents.
 This project is taken as mini project so that way the information is limited.
RESEARCH AND METHODOLOGY:
Research is a process in which the researcher wishes to find out the end result for a given
problem and thus the solution helps in future course of action. The research has been defined as
“A careful investigation or enquiry especially through search for new fact in any branch of
knowledge”.
The procedure using, which researchers go about their work of describing, explaining and
predicting phenomena, is called Methodology. Methods compromise the procedures used for
generating, collecting, and evaluating data. Methods are the ways of obtaining information useful
for assessing explanation.
RESEARCH DESIGN
Research design is the specification of the method and procedure for acquiring the information
needed to solve the problem.
 Time Dimension: The study was done using Cross Sectional method (As the Study is done
only once in the pre specified period of 8 weeks, longitudinal study was not possible)
Research Instrument: Questionnaire is the research instrument used here. The researcher has
effectively used both open ended and close ended questions
 Method of Data Collection
The data has been collected in two ways. 
 Primary Data: Primary data are those, which are collected for the first time, and they are
original in character. A suitable combination of Questionnaire techniques, &discussion
with the HUL FMCG products users was used to collect the required primary data.
Primary data gives higher accuracy and facts, which is very helpful for any research and
its findings. The researcher has collected primary data from questionnaire (i.e.) personal
interview.
 Secondary Data: -The secondary data are those, which are already collected by someone
for some purpose and are available for the present study. Secondary data was collected
from the magazines, websites, and other such sources.
Sampled Population
A population is a group of shop retailers, object or items from which samples are taken
for measurement. All items in any field of enquiry constitute the universe. Here population refers
to the number of HUL FMCG products. The sample population includes people from various
categories like kids, young age groups, old age people, Housewife's Etc.
Sampling Area
Is the place where the sample is drowned. Here the researchers take samples from various parts
of GUNTUR city.
Sample Size
The number of sampling unit selected from the Population is called the size of the sample. The
sample size selected was 100 for retailer’s survey.
Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) are products
that are sold quickly and at a relatively low cost. Examples include non-durable goods such
as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables.

Many fast-moving consumer goods have a short shelf life, either as a result of high consumer
demand or as the result of fast deterioration. Some FMCGs, such as meats, fruits, vegetables,
dairy products, and baked goods are highly perishable. Other goods, such as pre-packaged foods,
soft drinks, candies, and toiletries have high turnover rates. Sales are sometimes influenced by
holiday and/or seasonal periods and also by the discounts offered.

Packaging is critical for FMCGs. To become successful in the highly dynamic and innovative
FMCG segment, a company not only has to be acquainted with the consumer, brands, and
logistics, but also, it has to have a sound understanding of packaging and product promotion. The
packaging has to be both hygienic and customers-attracting. Logistics and distribution systems
often require secondary and tertiary packaging to maximize efficiency. Unit or primary
packaging protects products and extends shelf life while providing product information to
consumers.

The profit margin on FMCG products can be relatively small, but they are generally sold in large
quantities; thus, the cumulative profit on such products can be substantial. According to BASES,
84% of professionals working for fast-moving consumer goods are under more pressure to
quickly bring new products to the market than they were five or ten years ago. With this in mind,
47% of those surveyed confessed that product testing suffers most when deadlines are
accelerated.

The growth of the internet over the past quarter century and the rise of the brand community
phenomenon have contributed greatly to the demand for FMCGs. For example, according to
German research group AGOF's internet facts, 73% of Germany's population is online.
Additionally, 83.7% of internet users claim to use the web to search for information and 68.3%
to shop online. But although most of the FMCGs are not ordered through online, rather, they are
bought conveniently in a nearby department store.
Characteristics

The following are the main characteristics of FMCGs:

 From the consumer perspective

 Frequent purchases
 Low engagement (little or no effort to choose the item)
 Low prices
 Short shelf life
 Rapid consumption
 From the marketer perspective
 High volumes
 Low contribution margins
 Extensive distribution networks
 High stock turnover


Rural consumers

Consumers in rural areas typically purchase goods from nearby towns and villages. Recently,
there has been a shift in consumer purchase behavior towards purchasing locally, that has
prompted the need for better local promotional efforts to generate brand awareness in small
towns. FMCGs play a large part in the economy, as inelastic products that touch every part of
consumer life in one way or another. Businesses that supply FMCGs to a rural community can
help provide employment opportunities, as well as drive down the cost of such products in those
rural areas. For instance, the FMCG sector in India is the 4th largest sector in its economy and
generates employment for more than 3 million people in downstream activities.

ISIC Definition

The retail market for FMCGs includes businesses in the following International Standard
Industrial Classification (ISIC) (Revision 3) categories:
 ISIC 5211 retail sales in non-specialized stores
 ISIC 5219 other retail sales in non-specialized stores
 ISIC 5220 retail sales of food, beverages and tobacco in specialized stores
 ISIC 5231 retail sales of pharmaceutical and medical goods, cosmetic and toilet articles
 ISIC 5251 retail sales via mail order houses
 ISIC 5252 retail sales via stalls and markets
 ISIC 5259 wholesale goods
 ISIC 5269 wholesale medical prescriptions

Supplier industries for FMCGs include:

 1512 fish and fish products

 1513 fruit and vegetables
 1514 vegetable and animal oils and fats
 1520 dairy products
 1531 grain mill products
 1532 starches and starch products
 1533 animal feeds
 1541 bakery products
 1542 sugar
 1543 cocoa, chocolate and sugar confectionery
 1544 macaroni, noodles, couscous
 1549 other food products
 1551 spirits, ethyl alcohol
 1552 wines
 1553 malt liquors and malt
 1554 soft drinks, mineral waters
 1600 tobacco products
 2101 pulp, paper and paperboard
  2102 corrugated paper, containers
 2109 other articles of paper and paperboard
 2424 soap and detergents, cleaning preparations, perfumes
 2430 men's and women's inner garments, shaving gels, deodorants

Fast Moving Consumer Electronics

Fast-moving consumer electronics are typically low-priced generic items with many comparable
alternatives offering similar functionality. Examples of consumer electronics include: mobile
phones, MP3 players, game players, earphones, headphones, OTG cables, and digital disposable
cameras.

See Also

 Category management
 Mass production
 Trade promotion management
 Shelf-ready packaging

The 50 largest FMCG / consumer goods companies in the world

 24 September 2018 Consultancy.uk

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Large fast moving consumer goods (FMCG) companies have seen their revenue growth and
operating profit growth hampered significantly in the past years. The sector faces a number of
headwinds, as the ecommerce boom continues to eat into the profits of traditional retailers across
the global market and currencies fluctuate dramatically while geopolitical instability threatens to
hit imports and exports with tariffs. As a result, while the consumer goods segment can expect
global demand to rise, key developing markets have undergone periods of slower than expected
growth.
At the same time, while markets become increasingly volatile amid changing consumer habits
and heightened digital competition, the revenue of top 50 FMCG companies has continued to
grow, regardless. According to one recent report from OC&C Strategy Consultants, in the last
year, this has risen strongly from 0.5% in 2016 to 5.7% in 2017 – as the FMCG market reached
its highest level since 2011. With this in mind, a further exploration of the market to highlight
which markets host the best atmosphere for sustained FMCG growth, and which companies are
the entities to emulate, is essential for FMCG firms, going forward.
Of the world’s largest FMCG companies, Nestlé still sits top of the pile, by some distance. In
spite of seeing sales growth plateauing, the company’s $91.1 billion revenues see it out ahead by
some distance. Similarly, in second spot, Procter & Gamble did not see noticeable revenue
growth in the past year, sitting at $64.5 billion, ahead of Pepsico, which grew by 1% to $63.5
billion. Unilever, which is mooting a simplification of its leadership structure by combining its
previously split British/Dutch headquarters, remains fourth with $60.5 billion in revenues,
growing 2%.

Meanwhile, seeing by far the largest portion of growth of the top 10, AB InBev saw revenues of
$49.6 billion last year, expanding at a rate of 24%. This followed the group’s mega-deal with
SABMiller, creating the world’s most dominant brewer, worth an estimated $275 billion. JBS
was the last of the top 10 to see more than $40 billion in revenues, while Tyson Foods enjoyed
4% growth, and Coca-Cola retained a strong $35.4 billion revenue.  
While the majority of the 10 largest FMCG players, two changes since 2015 show that by
learning from the best practices of the industry’s biggest players, competitors can improve their
market share. Cosmetics giant L’OREAL enjoyed solid growth of 4%, hitting global revenues of
$29.3 billion, ahead of Philip Morris. The American multinational cigarette and tobacco
manufacturing company saw growth of 8% drive global revenues to $28.7 billion.
Top 50
Beyond the top 10, French multinational food company saw growth of 12% in 2017, and
revenues of $27.8 billion. The firm was closely followed by a group of four companies. Kraft-
Heinz, British American Tobacco (which grew by 38%), Mondelez and Heineken all boasted
revenues between $24 billion and $26 billion. Archer Daniels Midland and WH Group were the
last firms to see revenues of more than $20 billion.

Altria Group and Suntory both saw revenues of close to $19 billion, while Asahi Breweries saw
23% growth push revenues to $18.1 billion, rounding off the top 20. Following Japan Tobacco’s
$18 billion revenues, General Mills, Diageo, Colgate Palmolive, Kimberly Clark, Reckitt
Benckiser, Grupo Bimbo, Johnson & Johnson and Kirin Breweries each bunched at revenues
between $13 billion and $15 billion, while LVMH completed the top 30, at a revenue of $11.9
billion.

A number of companies follow closely behind in the following 10 FMCG players. Henkel, Estee
Lauder, Kellogg, Molson Coors Brewing (which saw the highest growth of any top 50 FMCG
player at 125%), Royal Friesl and campina, KAO, Nippon Meat Packers, Brasil Foods, Pernod
Ricard and Imperial Tobacco were also the last members of the ranking to record revenues over
$10 billion.
Following closely behind with revenues of more than $9 billion were Arla Foods, Essity, Bunge,
Carlsberg, and Hormel Foods. Yamakazi Baking, Shiseido (seeing 17% growth) and Tingyi each
brought in more than $8 billion each, while Campbell and Danish Crown rounded off the top 50.

M&A trend
In terms of geography, the US hosts more of the top 50 than any other country, at 18. While
Brazil hosts a larger average company size according to these figures, of $30.05 billion, this is
largely thanks to containing only two of the top 50, so spreading their success less thinly. In
terms of the 7 firms hosted outside of the US, Japan, the UK, France, Denmark, the Netherlands,
Brazil, or China, the value of these groups is proportionally so high because Nestle and AB
InBev fall into this category. Meanwhile, the four FMCG companies hosted in the UK featured a
higher average growth than the rest of the world, at 19%.

The combined top 50 players have a total sales revenue of $1.09 trillion, and featured an average
growth in sales revenue of 7% in the last financial year. A large driver of this growth has been
thanks to the acquisition effect, however.

The FMCG sector saw 60 deals, worth $145 billion in 2017, with four key trends driving the
ramping up of M&A activity in 2017. First, a continued emphasis on emerging markets saw 37%
of acquisitions occur in such economies. Second, a clear pattern of portfolio optimisation
emerged, as global top 50 firms acquired and divested in order to boost their growth ambitions in
their existing portfolio areas. Third, “better you” products remained relevant, and five such
acquisitions of companies making ‘healthy/natural’ products occurred, as information about the
potential health benefits of this spread via new and old media. Finally, there were a number of
acquisitions in non-core areas, as businesses explored new avenues to supplement their
traditional businesses.

Ultimately, as markets become increasingly volatile amid changing consumer habits and
heightened digital competition, many firms now look to acquisitions as a root to spreading risk as
well as boosting financial performance in the short term. M&A activity subsequently accounted
for around 15% of growth in the FMCG sector in 2017. 
FMCG companies, such as Unilever, Procter & Gamble and GSK, create and distribute
products that are typically bought by consumers frequently (essentially they move from a
retailer's shelves to the consumer very quickly).

Below is a list of FMCG (Fast Moving Consumer Goods) companies that operate graduate
schemes. FMCG includes any product with a short shelf life and typically a relatively low cost,
such as soft drinks, food or toiletries. They are typically sold at low margins but very high
volumes, with a high turnover of product.

 AMWAY INDIA (top leading FMCG)

 Alfred Dunhill Ltd
 Altria Group
 Anelor SA
 Anheuser-Busch InBev
 Archer Daniels Midland
 Asahi Breweries
 Beiersdorf
 Body Shop International
 British American Tobacco
 Britvic
 Cadbury Schweppes
 Carlsberg
 Clorox
 Coca-Cola
 Colgate-Palmolive
 Coty Manufacturing
 Danone
 Diageo
 Domestic & General
 Estee Lauder Cosmetics
 Fujifilm Electronic Imaging
 General Mills
 Gillette UK
 Heineken Holding
 Heinz
 Helena Rubinstein
 JBS
 Kimberly-Clark
 Kirin Breweries
 Knorr
 Kraft
 Lego
 Lever Faberge
 Lifebuoy
 L'Oreal (UK)
 Maggi
 Mars
 Midland
 Mondelez
 Nestlé
 Northern Foods
 Pepsi
 Philip Morris International
 Procter & Gamble
 Reckitt Benckiser
 Red Bull GmbH
 Revlon International Corporation
 Roche Products UK
 SAB Miller
 Sara Lee
 Tyson Foods
 Unilever
 United Biscuits
 Warburtons
 Wilkinson Sword
 Kreativekoncepts

Company profile

Hindustan Unilever Limited

Type Public

Traded as BSE: 500696
NSE: HINDUNILVR
BSE SENSEX Constituent

Industry Consumer goods

Predecessor Hindustan Vanaspati

Manufacturing Company (1931–
1956) 
Lever Brothers India Limited
(1933–1956) 
United Traders Limited (1935–
1956) 
Hindustan Lever Limited (1956–
2007)
 Founded 1933; 85 years ago

Headquarters Mumbai, Maharashtra

, 
India

Key people Sanjiv Mehta (CEO and MD)

Products Foods, agents personal and water

purifiers.

Revenue 34,487 crore (US$4.8 billion)

(2016-17)

Operating 6,047 crore (US$840 million)

income (2016-17)

Net income 4,490 crore (US$620 million)

(2016-17)

Number of 18,000 (2014)

employees

Parent Unilever

Website www.hul.co.in

Hindustan Unilever Limited (HUL) is an Indian consumer goods company based

in Mumbai, Maharashtra. It is a subsidiary of Unilever, a British-Dutch company. HUL's
products include foods, beverages, cleaning agents, personal care products and water purifiers.
HUL was established in 1933 as Lever Brothers and, in 1956, became known as Hindustan Lever
Limited, as a result of a merger among Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and
United Traders Ltd. It employs over 16,000 workers, while it also indirectly helping to facilitate
the employment of over 65,000 people. The company was renamed in June 2007 as "Hindustan
Unilever Limited
BRANDS AND PRODUCTS
HUL is the market leader in Indian consumer products with presence in over 20 consumer
categories such as soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products. Sixteen of HUL's brands featured in the ACNielsen Brand
Equity list of 100 Most Trusted Brands Annual Survey (2014), carried out by Brand Equity, a
supplement of The Economic Times.
Food

 Annapurna salt and Atta(formerly known as Kissan Annapurna)

 Bru coffee
 Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea
 Kissan squashes, ketchups, juices and jams
 Lipton tea
 Knorr soups & meal makers and soupy noodles
 Kwality Wall's frozen dessert
 Modern Bread, ready to eat chapattis and other bakery items(now sold to Everstone
Capital )
 Magnum (ice cream)
Homecare Brands

 Active Wheel detergent
 Cif Cream Cleaner
 Comfort fabric softeners
 Domex disinfectant/toilet cleaner
 Rin detergents and bleach
 Sunlight detergent and colour care
 Surf Excel detergent and gentle wash
 Vim dishwash
 Magic – Water Saver
Personal Care Brands:

 Aviance Beauty Solutions

 Axe deodorant and after shaving lotion and soap
 LEVER Ayush Therapy ayurvedic health care and personal care products
 International breeze
 Brylcreem hair cream and hair gel
 Clear anti-dandruff hair products
 Clinic Plus shampoo and oil
 Close Up toothpaste
 Dove skin cleansing & hair care range: bar, lotions, creams and anti-perspirant
deodorants
 Denim shaving products
 Fair and Lovely, skin lightening cream
 Hamam
 Indulekha ayurvedic hair oil
 Lakmé beauty products and salons
 Lifebuoy soaps and handwash range
 Liril 2000 soap
 Lux soap, body wash and deodorant
 Pears soap, body wash
 Pepsodent toothpaste
 Pond's talcs and creams
 Rexona
 Sunsilk shampoo
 Sure anti-perspirant
 Vaseline petroleum jelly, skin care lotions
 TRESemmé
 TIGI
 Vaseline
Water Purifier Brand

 The Pureit Water Purifier

Research Facilities

Unilever R&D Centre in Bangalore

The Hindustan Unilever Research Centre (HURC) was set up in 1966 in Mumbai, and Unilever
Research India in Bangalore in 1997. Staff at these centres developed many innovations in
products and manufacturing processes. In 2006, the company's research facilities were brought
together at a single site in Bangalore
Sustainable Living
Unilever launched Sustainable Living Plan in on 15 November 2010 at London, Rotterdam, New
York and New Delhi simultaneously.
Headquarters
Hindustan Unilever's corporate headquarters are located at Andheri (E), Mumbai. The campus is
spread over 12.5 acres of land and houses over 1,600 employees. Some of the facilities available
for the employees include a convenience store, a food court, an occupational health centre, a
gym, a sports & recreation centre and a day care centre. The Campus is designed by Mumbai-
based architecture firm Kapadia Associates.
The campus received a certification from LEED (Leadership in Energy and Environmental
Design) Gold is a 'New Construction' category, by Indian Green Building Council (IGBC),
Hyderabad, under licence from the United States Green Building Council (USGBC)
The company's previous headquarters was located at Backbay Reclamation, Mumbai at the Lever
House, where it was housed for more than 46 years.

Skin lightening creams

 Fair & Lovely (cosmetics)

Hindustan Unilever's "Fair and Lovely" is the leading skin-lightening cream for women in India.
The company had to cease television advertisements for the product in 2007. Advertisements
depicted depressed, dark-complexioned women, who had been ignored by employers and men,
suddenly finding new boyfriends and glamorous careers after the cream had lightened their skin.
2008 Hindustan Unilever made former Miss World Priyanka Chopra a brand ambassador
for Pond's and she then appeared in a mini-series of television commercials for another skin
lightening product, 'White Beauty', alongside Saif Ali Khan and Neha Dhupia; these
advertisements, showing Priyanka's face with a clearly darker complexion against the visibly
fairer Neha Dhupia, were widely criticised for perpetuating racismand lowering the self-esteem
of women and girls throughout India who were misled by HULN to believe that they needed to
be white to be beautiful.
Awards
The Institute of Competitiveness, India, has recognized Hindustan Unilever Limited’s Project
Shakti for ‘Creating Shared Value’ and bestowed upon the company the Porter Prize for 2014. It
ranked number one on the Forbes list of ‘Most Innovative Companies’ across the globe for
2014  and was ranked number three on Fortune India’s list of India’s most admired companies in
a list compiled with the help of a global management consultancy Hay Group. It received an
award from Dun & Bradstreet Corporate Awards in 2014.and was Client of the Year at Effies
2013 – 2014. It also received an award as a 'Conscious Capitalist of the Year' at the 2013 Forbes
India Leadership Awards. HUL won 12 awards overall with 4 Golds, 4 Silvers and 4 Bronzes at
the 2013 Emvies Awards. In 2013, HUL ranked number two on the on Fortune India's 2013 '50
Most Admired Companies list'. and was declared the fourth most Respected Company in India in
a survey conducted by Business World in 2013.
As per a 2015 Nielsen Campus Track-business school survey, Hindustan Unilever emerged
among the top employers of choice for B-school students graduating that year . It has often been
called a 'Dream Employer' for application by B-School students in India.
In 2012, HUL was recognised as one of the world's most innovative companies by Forbes. With
a ranking of number 6, it was the highest ranked FMCG company. Hindustan Unilever Limited
(HUL) won the first prize at FICCI Water Awards 2012 under the category of 'community
initiatives by industry' for Gundar Basin Project, a water conservationist initiative. Hindustan
Unilever Limited won 13 awards at the Emvies 2012 Media Awards organised by the
Advertising Club Bombay in September 2012.
The company received four awards at the Spikes Asia Awards 2012, held in September. The
awards included one Grand Prix one Gold Award and two Silver Awards.
HUL's Chhindwara Unit won the National Safety Award for outstanding performance in
Industrial Safety. These awards were instituted by the Union Ministry of Labour and
Employment in 1965.
HUL was one of the eight Indian companies to be featured on the Forbes list of World's Most
Reputed companies in 2007.
In July 2012 Hindustan Unilever Limited won the Golden Peacock Occupational Health and
Safety Award for 2012 in the FMCG category for its safety and health initiatives and continuous
improvement on key metrics.
Hindustan Unilever Limited is rated as best 3Ci Company which is registered with National
Industrial Classification Code 15140.
Pond's Talcum Powder's packaging innovation has secured a Silver Award at the prestigious 24th
DuPont Global Packaging Award, in May 2012.The brand was recognized for cost and waste
reduction.
In May 2012, HUL & Star Bazaar received the silver award for 'Creating Consumer Value
through Joint Promotional and Event Forecasting' at the 13th ECR Efficient Consumer
Response Asia Pacific Conference.
In 2011, HUL was named the most innovative company in India by Forbes and ranked 6th in the
top 10 list of most innovative companies in the world.
Hindustan Unilever Ltd received the National Award for Excellence in Corporate Governance
2011 of the Institute of Company Secretaries of India (ICSI) for excellence in corporate
governance
In 2012, Hindustan Unilever emerged as the No. 1 employer of choice for B-School students
who will graduate in 2012. In addition, HUL also retained the 'Dream Employer' status for the
3rd year running
Hindustan Unilever ranked No. 2 in Fortune India's Most Admired Companies list, which was
released by Fortune India in partnership with the Hay Group. The company received the highest
scores for endurance and financial soundness
HUL was ranked 47th in The Brand Trust Report 2014 published by Trust Research Advisory.
36 HUL brands also featured in the list including Lux, Dove, Lipton, Vim, Kissan,
Bru, Rexona, Close Up, Clinic Plus, Pond's, Knorr, and Pepsodent among others.
HUL emerged as the top 'Dream Employer' as well as the top company considered for
application in the annual B-School Survey conducted by Nielsen in November 2010. This was
the second successive year that HUL has been rated as the top 'Dream Employer' in India. HUL
has also emerged as the top employer of choice among the top six Indian Institutes of
Management 
HUL won three awards at the 'CNBC Awaaz Storyboard Consumer Awards' in 2011 – Most
Recommended FMCG Company of the Year; Most Consumer Conscious Company of the Year
and Digital Marketer of the Year.
The company was felicitated in April 2010 for receiving the highest number of patents in the
year 2009 at Annual Intellectual Property Awards 2010.
In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25
years by Business world, one of India's leading business magazines. The rating was based on a
compilation of the magazine's annual survey of India's most reputed companies over the past 25
years.
HUL is one of the country's largest exporters; it has been recognised as a Golden Super Star
Trading House by the Government of India.
The U.S. Green Building Council (USGBC), co-founded by Mike Italiano, David Gottfried
and Rick Fedrizzi in 1993, is a private 501(c)3, membership-based non-profit organization
that promotes sustainability in building design, construction, and operation. USGBC is best
known for its development of the Leadership in Energy and Environmental Design (LEED)
green building rating systems and its annual Greenbuild International Conference and Expo,
the world’s largest conference and expo dedicated to green building. USGBC was one of
eight national councils that helped found the World Green Building Council (WorldGBC).
The current president and CEO is Mahesh Ramanujam who acquired this role in January
2017 after co-founder Rick Fedrizzi.
Table no :-1.

What do you mean by HUL?

Options No. of persons Percentage

A. Hindustan Unilever Limited 87 87%
B. Hindustan United Limited 2 2%
C. Hindustan Universal limited 6 6%
D. Hindustan Unique Limited 5 5%
Total 100 100%

100
100 91
90
80
70
60
50 No. of persons
Percentage
40
30
20 9
10
0
Yes No Total
Analysis:

The above bar – diagram shows that 87% of the people known about HUL as Hindustan Unilever
Limited, 2% of the people as Hindustan United Limited and 6% as Hindustan Universal Limited
and 5% know as Hindustan Unique limited.

Interpretation:

In the above table saying that we can taken100 respondents out of them 87% are aware about
HUL and 2% of them don’t know about HUL and a few of them are not.
Table no :-2

Are you using any HUL products?

No. of
Options persons Percentage

Yes 91 91%
No 9 9%
Total 100 100%

900%
100
90
80
70
60 No
9100%
50 Yes
40
30
20
10 9%
91%
0
No. of persons Percentage

Analysis:

The above bar diagram shows that 91% of the people are using HUL products and 9% of the
people are not using HUL products.

Interpretation:

In the above table saying that we can take 100 respondents out of them 91% of the people are not
using HUL products.

Table no :-3.
Where do you purchase HUL products?

Option No. of Percentage

s persons
Retail Shops 24 24%
Showrooms 20 20%
Super 52 52%
Markets
None of these 4 4%
Total 100 100%

No. of persons
14
34
Lux
Close up
Ponds
All of the above
30

22

Analysis:

The above pie chart shows that 24% of the people buy from retailshop and 20% showrooms and
52% supermarkets and 4% may not buy from any of the above.

Interpretation:

In that above table saying that we can take 100 respondents out of them 24% of the people
purchase from retail shops 20% of the people buy from showrooms, 52% of the people buy from
supermarkets and 4% of people may not buy from any of the above
Table no :-4.

How long have you been using HUL Products?

Options No. of persons Percentage

One month 16 16%
Six months 24 24%
One year 24 24%
Two or more years 36 36%
Total 100 100%

40
35 34
30
30
25 22
20 No. of persons
14 Percentage
15
10
5
0
Lux Close up Ponds All of the above

Analysis:

According to the above bar diagram shows that 16% of the people from one month, 24% from
six months, 24% from one year and 36% from two or more years.

Interpretation:

In the above table saying we can take 100 respondents out of them 16% of the people rising HUL
products from one month, 24% of people from 6 months and one year and 36% of the people use
from a period of two or more years.
Table no :-5.

What are the major factors influencing the buying behavior of HUL products?

Options No. of persons Percentage

Cultural Factors 7 7%
Social Factors 47 47%
Personal Factors 44 44%
Psychological Factors 2 2%
Total 100 100%

100%
80%
60%
40% 14 Percentage
20% 30 No. of persons
0% 22
Lux 34
Close up
Ponds
All of the above

Analysis:

According to the above pie chart 7% by cultural factors, 47% by social factors, 44% by personal
factors and 2% from psychological factors.

Interpretation:

In the above table saying we take 100 respondents out of them 7% of the people buying behavior
is influenced by cultural factors, 17% of people influenced by social factors and 44% of people
influenced by personal factors and remaining 2% of the buying behavior is influenced by
psychological factor.
Table no :-6

What are the various brands under HUL?

Options No. of persons Percentage

Lux 14 14%
Close up 30 30%
Ponds 22 22%
All of the above 34 34%
Total 100 100%

14%

34%
Lux
Close up
Ponds
30% All of the above

22%

Analysis:

According to the above doughnut diagram shows that 14% of the people Lux, 30% closeup, 22%
ponds and remaining as all of the above.

Interpretation:

In the above table saying that we can take 100 respondents out of them 14% of people
recognized Lux as a brand under HUL, 30% of the people recognized close up as a brand under
HUL, 22% of the people recognized ponds as HUL brand 34% of the people recognized all the
above brands comes under HUL

Table no :-7.
How do you know about these HUL products?

Options No. of persons opinion Percentage

Advertisement
s 70 70%
mouth
publicity 26 26%
Exhibitions 4 4%
Kiosks 0 0%
Total 100 100%

40
36
35

30 29

25
21
20 No. of persons opinion
14 Percentage
15

10

0
One Two Three Four and more

Analysis:

According to the above bar diagram shows that 70% of the people come to know from
advertisements, 26% from mouth publicity, 4% from exhibitions and none other from kiosks.

Interpretation:-

In the above tables saying that we can take 100 respondents out of them 70% of the people know
about HUL products through advertisements, 26% of the people know through mouth publicity,
40% of the people come to know through exhibitions and none other through kiosks.
Table no :-8.

What do you feel about the discount and offers for the HUL products?

Options No. of persons opinion Percentage

Average 16 16%
Good 63 63%
Very good 17 17%
Excel 4 4%
Total 100 100%

100%
90%
80%
70%
60%
50% 21
40% 36 Percentage
30% 14 No. of persons opinion
29
20%
10%
0%
One
Two
Three
Four and more

Analysis:

According to the above pie- chart shows that 16% of the people feel average, 63% of the people
feel good, 17% feel very good and 4% feel excellent.

Interpretation:In the above table saying that we can take 100 respondents out of them 16%
of the people that the discounts and offers of the people feel that discounts are good, 17% feel
that the discounts and offers are very good and 4% feel that the discounts and offers are excellent
for the HUL products
Table no :-9.

How frequently the new FMCG products are introducing under HUL Company?

Options No. of persons Percentage

Monthly 44 44%
Every 3 months 31 31%
Every 6 months 12 12%
Every Year 13 13%
Total 100 100%

120

100
100

80
66
60 No.of persons
Percentage
40 34

20

0
yes No Total

Analysis:

According to the above bar diagram shows that 44% of the people feel that HUL products has
been introduced monthly, 31% every three months, 12% every 6 months and 1d3% every year.

Interpretation:

In the above table saying that we can take 100 respondents out of them 44% of the people feel
that new products have been introduced by HUL monthly, 31% feel that every 3 months, 12%
feel that every 6 months, 13% feel that every year new products have been introduced of the
HUL.

Table no :-10.
Why do you prefer HUL products?

Options No. of persons opinion Percentage

Good quality 55 55%
Brand image 33 33%
Attractive
Design 9 9%
Reasonable 3 3%
Total 100 100%

21
29
One
Two
Three
Four and more
14
36

Analysis:

According to the above pie-chart shows that 55% of the people prefer HUL due to good quality
33% due to brand image 9% due to attractive design and 3% prefer due to reasonable price.

Interpretation:

In the above table saying that we can take 100 respondents out of them 55% of the people prefer
HUL due to good quality, 33% prefer due to brand image, 9% prefer due to attractive design and
3% prefer due to reasonable price.

Table no :-11.

Do you want to switch from HUL to other brands?

 Options No.of persons Percentage
Lack of changes in existing
brand 18 18%
Price variations 60 60%
Non-Availability 6 6%
Features 16 16%
Total 100 100%

120
100
100

80
66
60 No.of persons
Percentage
40 34

20

0
yes No Total

Analysis:

According to the above bar diagram shows that 18% of the people switch to other brands due to
lack changes in existing brands, 60% due to price variations, 6% due to non-availability and 165
due to features.

Interpretation:

In the above table saying that we can take 100 respondents out of them 18% of the people switch
from HUL to other brands due to lack of changes in existing brand 60% of the people switch to
other brands due to price fluctations6% due to non availability of the products and 16% due to
lack of new features.
Table no :-12.

Do you find any difference between HUL products and ITC products?

Options No.of persons Percentage

Yes 34 34%
No 66 66%
Total 100 100%

yes

No.of persons
Percentage
Analysis:

According to the above pie-chart

shows that 34% of the people find
difference between HUL and ITC,
66% of the people do not find
difference.

Interpretation:

In the above table saying that we can take 100 respondents out of them 34% of the people found
difference between HUL and ITC and 66% people do not found between HUL products and ITC
products.
Table no :-13.

What do you feel about the price of HUL products?

Options no.of persons Percentage

Moderate 52 52%
Expensive 36 36%
very expensive 7 7%
Not good 5 5%
Total 100 100%

60
52
50

40 36

30 no.of persons
Percentage
20

10 7
5

0
Moderate expensivevery expensive Not good

Analysis:

According to the above bar diagram shows that 52% feel the price is moderarte, 36% as
expensive, 7% very expensive and 5% not good.

Interpretation:

In the above table saying that we can take 100 respondents out of them 52% of the people feel
that price of HUL products is moderate, 36% feel that price of the goods is expensive, 7% feel
that the price is very expensive and 5% of the peole feel that the price of HUL products is not
good.
Table no :-14.

How many HUL products do you own?

Options No. of persons opinion Percentage

One 21 21%
Two 36 36%
Three 14 14%
Four and more 29 29%
Total 100 100%

No. of persons opinion

21
29
One
Two
Three
Four and more

14
36

Analysis:

According to the above pie chart that 21% of the people own one, 36% own two, 14% own three
products and 29% own four and more.

Interpretation

In the above table saying we can take 100 respondents out of them 21% of the people
Table no :-15.

Other than FMCG industry to which other industry it can expand its business?

Options No.of persons Percentage

Electronic Industry 29 29%
Automobile Industry 40 40%
Retail Industry 16 16%
None of these 15 15%
Total 100 100

120
100
100

80
66
60 No.of persons
Percentage
40 34

20

0
yes No Total

Analysis:

According to the above bar diagram shows that 29% of feel that FMCG industry can be expand
by Electronic Industry, 40% of the people feel that Automobile Industry, 16% feel that Retail
Industry and 15% feel that None of these.

Interpretation:

In the above table saying that we can take 100 respondents out of them 29% of the people feel
that FMCG Industry other industry can be expand as Electronic Industry, 40% FMCG can be
expand as Automobile, 16% of the people feel that Retail Industry and 15% of the feel that None
of these.
Table no :-16.

If you are satisfied with HUL products do you suggest these to others?

Options No.of persons Percentage

yes 66 66%
No 34 34%
Total 100 100%

100
100
90
80
66
70
60
50
No.of persons
40 34 Percentage
30
20
10
0
yes
No
Total
Table no :-17.

While purchasing FMCG goods which parameter influences you?

No.of
persons Percentage
Price 13 13%
Features 24 24%
Quality 58 58%
All of the above 5 5%
Total 100 100
5

4.5

3.5

2.5 Series 1
Column1
2

1.5

0.5

0
Category 1 Category 2 Category 3 Category 4

Analysis:

According to the above bar diagram shows that 34% of the feel that FMCG goods influencing
price,

Findings

The findings of the consumer awareness survey are listed below:

1. 87% of the people are firstly aware and able to identify the products under HUL.
2. Most of the respondents use Hindustan Unilever Limited products [FMCG products].
This shows that the positioning strategies of the company have been good.
3. Majority of the customers purchase HUL products from super markets.
4. Most of the respondents use HUL products from a period of more than one year.
5. Social factors influenced the buying behavior of HUL products.
6. Majority of the customers recognized Lux , ponds and close up are the products
produced by HUL.
7. Advertisement in mass media such as television, newspapers and magazines are best
means to spread awareness about the brand.
8. Majority of respondents feel that the discounts offered by HUL are good. It seems to
be a good sign.
9. New FMCG products under HUL are introduced monthly this has been recognized by
the customers.
10. Customers prefer HUL products due to the good quality maintained by the HUL
Company.
11. Customers switch from HUL to other brands due to changes in price variations.
12. Majority of the customers did not find any difference between HUL products and ITC
products.
13. Customers feel that the price of HUL products is moderate.
14. Customers feel that HUL Company can expand its business to automobile industry.
SUGGESTIONS

1. Introduce trendy products in order to face the competition.

2. People feel that HUL Company can expand its business to automobile industry.
3. Analyzing the competition and taking preventive steps helps to safe guard the business in
the long run.
4. HUL Company is best in traditional marketing so it’s better to go through online [e –
commerce].
CONCLUSION

The study has helped the HUL Company to understand the marketing strategies adopted
in order to face the competition and achieve stability in long run. The study has also focused on
sales promotion techniques.

HUL should focus on advertising campaign in order to give a clear idea to customers
about its offerings discounts, offers, etc. As there are number of brands under HUL customers
may not recognize which brand is related to HUL, so the company should concentrate on this
carefully.

It is helpful to improve its business through online as it is successful in traditional

markets and this helps to enhance its business world – wide, which helps in creating new
customers, this helps in maximizing the profits of the company.

It has an excellent satisfaction level with in the customers as they are given utmost value
for them. HUL Company has given the best place to the consumer and they are provided with the
best quality goods in order to fix the brand value in the minds of the customers.
 QUESTIONNAIRE

Hindustan Unilever Limited[HUL] is the India’s Largest Fast Moving Consumer

Goods [FMCG] Company with a period of over 80 years in India on any given day, nine out of
ten Indian households use our products.

Brands Under HUL :

1. Food realeated Products: Ex:- Taj Mahal, Bru, Knoor, Kissan etc.
2. Personal care Products: Ex:- Lux, Dove, Fair and Lovely, Ponds etc.
3. Home Care Products:Ex:- Surfexcel, Comfort, Vim, Pepsodent etc.
4. Water Purifier Products: Ex:-Hindustan water purifier
I am .................M.B.A. Final year student of ST. ANNS College. This information is
required for successfully completion of my project work “ A Study on Marketing stratagies
adopted by Hindustan Unilever Limited in Guntur city, I request you to kindly spare some of
your time and fill the questionnaire below.

1.Name:................................................

2.Age: ...................................................

3.Profession:...........................................

4.What do you mean by HUL?

A} Hindustan Unilever Limited B} Hindustan United Limited

C} Hindustan Universal Limited D} Hindustan Unique Limited

5. Are you using any HUL products?

A} Yes B} No
If yes..............................
6.Where do you purchase HUL products?

A} Retail Shops B} Showrooms C} Super Markets D} None of these

7.How long have you been using HUL products?

A} One month B} Six months C} One year D} Two or more years

8. What are the major factors influencing the buying behaviour of HUL products?

A} Cultural Factors B} Social Factors C} Personal Factors D} Psychological

Factors
9.. What are the various brands under HUL?

A} Lux B} Close Up C} Ponds D} All of the above

10. How do you know about these HUL products?

A} Advertisements B} Mouth publicity C} Exhibitions D} Kiosks

11.What do you feel about the discounts and offers for the HUL products?

A}Average B} Good C} Very good D} Excel

12.How frequently the new FMCG products are introducing under HUL company?

A} Monthly B} Every 3 months C} Every 6 months D} Every year

13.Why do you prefer HUL products?

A} Good quality B} Brand image C} Attractive Design D} Reasonable

14. Do you want to switch from HUL to other brands?

A} Lack of changes in existing brand B} Price Variations

C} Non-Availability D} Features

15. Do you find any difference between HUL products and ITC products?

A} Yes B} No

If yes........................................

16.. What do you feel about the price of HUL products?

A} Moderate B} Expensive C} Very Expensive D} Not good

17.How many HUL products do you own?

A} One B} Two C} Three D} Four and more

18.Other than FMCG industry to which other industry it can expand its business?

A} Electronic Industry B} Automobile Industry C} Retail Industry D} None of these

19. If you are satisfied with HUL products do you suggest these to others?

A} Yes B} No
20.While purchasing FMCG goods which parameter influences you?

A} Price B} Features C} Quality D} All of the

above

21. Any Suggestions....................................................................................................

Thank you

Guide Name
Bibliography

websites

 www. FMCG products in India.com

 www.HUL company.com
 www.Google.com

Other References:-
 shop outlets.
 various HUL products.