CH Institute of Management and Communication

PGDM-IInd TERM-IVth Summer Project Report On

Impact of Wal-mart (Best price) on Rural Wholesale

SUBMITTED TO:CHIMC College Indore

CHIMC PGDM Batch 2

SUBMITTED BY:Amit Kumar Gupta

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Hindustan Unilever Limited

Summer Internship Project Report On Impact of Wal-Mart (Best Price) on rural wholesale Submitted By Amit Kumar Gupta
Under the Guidance of
Dr. Mayank Saxena Director of CHIMC Indore Prof. Girish Bhatia Program coordinater of PGDM CHIMC Indore
CHIMC PGDM Batch 2

Mr. Satish Karekar Zone Manager of HUL Bhopal (MP)

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CHIMC PGDM Batch 2

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CONTANT
SR. NO 1 2 3 4 5 6 6 7 8 9 10 11 12 13 14 15 TOPIC PAGE NO. 4 5 6 7 8-10 11 12 13 14 15-34 35 36-41 42 43-47 48-49

ACKNOWLEGEMENE CERTIFICATE SELF CERTIFICATE INTRODUCTION OF HUL HISTORY TO HUL INTRODUCTION OF WAL-MART(BEST PRICE) MISSION VISSION OBJECTIVE SEGMENTATION MARKETING MIX MAJOR COMPETITOR IMPACT OF BEST PRICE PROBLEM IDENTIFY RESEARCH METHODOLOGY SWOT ANALYSIS

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ACKNOWLEGEMENET
It is our pleasure to place on record my sincere gratitude towards Mr. SATISH KAREKAR their precious time providing continuous ideas and expert guidance to My Project Report. It was their direction and encouragement at every moment and Step that motivated me to steer the research work confidently and successfully. I am also thankful my college CHIMC which provides me not only books but Also Practical knowledge by this i learn a lot. I especially thankful to INTERNET that has to provide me valuable Guidance, Which is Helpful to Fulfillment my Project Report.

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DECLARATION
I am AMIT KUMAR GUPTA of PGDM (2010-2012) studying at CHIMC Indore Solemnly declare that the project work titled- IMPACT OF WAL-MART (BEST PRICE) ON RURAL WHOLE SALE was carried out by me at HINDUSTAN UNILEVER, in partial fulfillment of the PGDM program me. This program me was undertaken as a part of Academic curriculum According to the University rules and norms and by no commercial interest and motives.

AMIT KUMAR GUPTA

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CERTIFICATE
This is to certify that the Project title Impact of Wal-Mart (Best price) on Rural Wholesale is a true work carried out by AMIT GUPTA student of P.G.D.M of CH Institute of Management & Communication INDORE for fulfillment of a project report. He has worked under our guidance and direction. His work is found to be satisfactory and complete in all respect.

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SELF CERTIFICATE
This is to certify that the PROJECT entitled Impact of Wal-Mart (Best price) on Rural Wholesale by me is an authentic work carried out for the partial fulfillment of the requirements for the award of the PGDM under the guidance Of Mr. SATISH KAREKAR The matter embodied in this project work as not been Submitted earlier for award of diploma to the best of my knowledge and belief.

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INTRODUCTION OF HUL
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians. HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline, Lakm, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit. The Company has over 16,000 employees and has an annual turnover of around Rs.19, 401 crores (financial year 2010 - 2011). HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about 44 billion in 2011. Unilever has about 52% shareholding in HUL.

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HISTORY OF HUL
Year 1888 1895 Milestones

Sunlight soap introduced in India. Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata,and Karachi. Pears soap introduced in India. Brooke Bond Red Label tea launched. Lux flakes introduced. Vim scouring powder introduced. Vinolia soap launched in India. Vanaspati introduced by Dutch margarine manufacturers like Van den Berghs,Jurgens, Verschure Creameries, and Hartogs. Rinso soap powder introduced. Gibbs dental preparations launched. Lever Brothers gets full control of North West Soap Company. Hartogs registers Dalda Trademark. Unilever is formed on January 1 through merger of Lever Brothers and Margarine Unie. Hindustan Vanaspati Manufacturinsg Company registered on November 27; Sewrifactory site bought. Vanaspati manufacture starts at Sewri. Application made for setting up soap factory next to the Vanaspati factory at Sewri;Lever Brothers India Limited incorporated on October 17.
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1902 1903 1905 1913 1914 1918

1922 1924 1925 1926 1930

1931

1932 1933

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1934

Soap manufacture begins at Sewri factory in October; North West Soap Company'sGarden Reach Factory, Kolkata rented and expanded to produce Lever brands. United Traders incorporated on May 11 to market Personal Products. Mr. Prakash Tandon, one of the first Indian covenanted managers, joins HVM. Garden Reach Factory purchased outright; concentration on building up DaldaVanaspati as a brand. Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires ownsales force. Unilever takes firm decision to "train Indians to take over junior and seniormanagement positions instead of Europeans". Personal Products manufacture begins in India at Garden Reach Factory. Reorganisation of the three companies with common management but separatemarketing operations. Pond's Cold Cream launched. Mr. Prakash Tandon becomes first Indian Director. Sham nagar, Tiruchy, and Ghaziabad Vanaspati factories bought. 65% of managers are Indians. Three companies merge to form Hindustan Unilever Limited, with 10% Indian equityparticipation. Unilever Special Committee approves research activity by Hindustan Unilever. Research Unit starts functioning at Mumbai Factory. Surf launched.

1935 1937

1939

1941

1942

1943 1944

1947 1951

1955 1956

1957

1958 1959

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1961

Mr. Prakash Tandon takes over as the first Indian Chairman; 191 of the 205 managers are Indians. Formal Exports Department starts. Head Office building at Backbay Reclamation, Mumbai, opened. Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad; Sunsilk shampoo launched. Signal toothpaste launched; Indian shareholding increases to 14%. Lever's baby food, more new foods introduced; Nickel catalyst production begins;Indian shareholding increases to 15%. Statutory price control on Vanaspati; Taj Mahal tea launched. Hindustan Unilever Research Centre, opens in Mumbai. Mr. V. G. Raja dhyaksha takes over as Chairman from Mr. Prakash Tandon; Fine Chemicals Unit commissioned at Andheri; informal price control on soap. Rin bar launched; Fine Chemicals Unit starts production; Bru coffee launched. Mr. V. G. Rajadhyaksha presents plan for diversification into chemicals to Unilever Special Committee - plan approved; Clinic shampoo launched. Mr. T. Thomas takes over as Chairman from Mr. V. G. Rajadhyaksha. Pilot plant for industrial chemicals at Taloja; informal price control on soaps withdrawn; Liril marketed. Ten-year modern isation plan for soaps and detergent plants; Jammu project work begins; statutory price control on Vanaspati and baby foods withdrawn. Construction work of Haldia chemicals complex begins; Taloja chemicals unit begins functioning. Jammu synthetic Detergents plant inaugurated; Indian shareholding increases to18.57%. Indian shareholding increases to 34%; Fair & Lovely skin cream launched. Sodium Tripolyphospate plant at Haldia commissioned. Dr. A. S. Ganguly takes over as Chairman from Mr. T. Thomas; Unilever shareholding in the company comes down to 51%. Government allows 51% Unilever shareholding. Foods, Animal Feeds businesses transferred to Lipton.

1962 1963 1964 1965 1966

1967 1968

1969 1971 1973 1974 1975

1976 1977 1978 1979 1980 1982 1984

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1986

1988 1990 1991 1992 1993

1994

1995

1996

1997 1998

2000

2002 2003 2005

Agri-products unit at Hyderabad starts functioning - first range of hybrid seeds comesout; Khamga on Soaps unit and Yavatmal Personal Products unit start production. Launch of Lipton Taaza tea. Mr. S. M. Datta takes over as Chairman from Dr. A. S. Ganguly. Surf Ultra detergent launched. HUL recognised by Government of India as Star Trading House in Exports. HUL's largest competitor, Tata Oil Mills Company (TOMCO), merges with the company with effect from April 1, 1993, the biggest such in Indian industry till that time. Merger ultimately accomplished in December 1994; Launch of Vim bar; Kissan acquired from the UB Group. HUL forms Unilever Nepal Limited, HUL and US-based Kimberley-Clark Corporation form 50:50 joint venture - Kimberley-Clark Lever Ltd. - to market Huggies diapers and Kotex feminine care products. Factory set up at Pune in 1995; HUL acquires Kwality and Milk food 100% brand names and distribution assets. HUL introduces Wall's. HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint venture Lakme Lever Ltd.; HUL enters branded staples business with salt; HUL recognised as Super Star Trading House. Mr. K. B. Dadiseth takes over as Chairman from Mr. S. M. Datta; Merger of Group company, Brooke Bond Lipton India Limited, with HUL, with effect from January 1;HUL introduces branded atta; Surf Excel launched. Unilever sets up International Research Laboratory in Bangalore; new Regional Innovation Centres also come up. Group company, Pond's India Ltd., merges with HUL with effect from January 1, 1998.HUL acquires Lakme brand, factories and Lakme Ltd.'s 50% equity in Lakme Lever Ltd. Mr. M. S. Banga takes over as Chairman from Mr. K. B. Dadiseth, who joins the Unilever Board; HUL acquires 74% stake in Modern Food Industries Ltd., the first public sector company to be disinvested by the Government of India. HUL enters Ayurvedic health & beauty centre category with the Ayush range and Ayush Therapy Centres. Launch of Hindustan Lever Network; acquisition of the Amalgam Group. Launch of "Pureit" water purifiers.

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INTRODUCTION OF WAL MART (BEST PRICE)

1960s: Sam Walton opens first discount store in Rogers, AK. 24 stores in Arkansas with $24 million in sales. Two stores open outside of Arkansas in Missouri and Oklahoma. Wal-Mart is incorporated.

1970s: Home office and Distribution Center opens. Company is listed on the Hew York Stock Exchange. Acquires 16 Mohr-Value stores and Hutcheson Shoe Company. 276 stores, 21,000 employees, and $1.248 billion in sales.

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1980s: Sam Club opens and Largest distribution center opens to-date Acquires Kuhns Big K, Grand Central Shoes, and Woolco stores Forbes magazine ranks Wal-Mart #1 retailer for eight years straight 882 stores, 104,000 employees, and $8.4 billion in sales Wal-Mart Satellite Network (largest private satellite communication in U.S. linking all facets of company operations) Celebrates 25th anniversary

1990s: Opens stores in Mexico, Puerto Rico, Canada, Argentina, Brazil, Germany and England Acquires Western Merchandisers, Pace Warehouse Clubs, Woolco, Interspar, Wertkauf, and ASDA Group 1,995 stores, 1,140,000 employees, 239 super-centers, 433 Sams Club, 276 international stores, and $105 billion in sales.

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2000s: Fortune magazine ranks Wal-Mart 5th Global Most Admired All-Stars Hispanic Business magazine ranks Wal-Mart in Top 25 Diversity Recruitment Programs Owns 95.1% share in Seiyu stores, Japan 6,200 facilities globally, 1.6 million employees, and $345 billion in sales Joint-venture with Bharti Enterprises, India est. Bharti Wal-Mart Private Limited Opens stores in Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, and South Korea 3,000th international stores opens in Sao Paulo, Brazil

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MISSION
The companys Mission is to Add Vitality to life by meeting every day needs for nutrition, hygiene and personal care with brands that help people look good, feel good ,and get more out of life. True to its mission of adding vitality to life right from the morning cup of tea to the brushing routine bed time, the company and its brands contribute in their own little ways to making the lives of people easy, Meaningful and happy. This mission of HUL inspires over 15000 employees with 35 power brands.

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VISSION
The Companys vision is to Sustainable, profitable growth, creating long-term Value for companys shareholders their people and their business partners.

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OBJECTIVE
The Companys objective is to earn the love and respect of india by making a real difference to the lives of million Indians. HUL considers quality as one of the principle strategic objectives to guarantee its Growth and leadership in the markets in which it operates. The company is Committed to responds creatively and competitively to the changing needs and Aspirations of their consumers through relentless pursuit of technological Excellence, innovation and quality management across their business and offer Superior quality products and services those are appropriate to the various price Points in the market as well as to their commitment to building shareholder value.

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SEGMENTATION
It is a process of dividing a potential market in to distinct sub-market of consumers with common needs and Characteristics. As we know that HULs product is the most useful for everyone. We use the product from morning to till we sleep. It has many varieties of product which is used by everyone from the age of 5 to 60 years. But according to me Teenagers (age 14 to 35) use the product the most. There are three classes of segments (upper, middle and lower) according to the Income.

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MARKETING MIX
Marketing mix describes the specific combination of marketing elements and used to achieve an organization or individuals objectives and satisfy the target market.

These are some elements of marketing mix------

Product:There are many product lines---

1.Home and personal Brands. 2.Food Brands.

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Home and personal Brands:Our personal care brands, including Axe, Dove, Lux, Pond's, Rexona and Sunsilk, are recognised and love by consumers across India. They help consumers to look good and feel good and in turn get more out of life. HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India.

A. Personal Wash B. Laundry C. Skin Care D. Hair Care E. Orel care F. Deodorants G. Color Cosmetics

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A. Personal wash :- Lux, Life buoy, Liril, Hamam, Dove, Pears, Breeze, Rexona.

Lux

Lux For soft and smooth skin!

Lifebuoy

Lifebuoy is available in multiple variants in soaps and specialist formats such as liquid hand wash, catering to the entire family.

Liril 2000

Liril 2000-Now come closer to your loved ones.

Hamam

Holistic skin care experiences perfected over the ages to deliver healthy, beautiful skin.

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dove

Dove stands for real beauty. All around the world, Dove is making real women feel more beautiful.

Pears

Pears the purest and most gentle way to skincare.

Breeze

Breeze, with the goodness of glycerin gives soft, fragrant and smooth skin.

Rexona

Rexona gives you silky skin irresistible to touch that keeps the romance alive.

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B. Laundry:- Serf excel, Rin, Wheel, Vim, cif, Comfort, Domex, sunlight.

Surf Excel

Giving your kids the freedom to get dirty and experience life, safe in the knowledge that Surf Excel will remove those stains.

Rin

Rin provides best in class whiteness which is demonstrable.

Active Wheel

New Active Wheel with Power of lemons and freshness of thousands of flowers.

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Vim

Created in 1885, the Vim brand is still innovating and using the magic of natural ingredients to create unbeatable results over a hundred years later.

Cif

Cif- the best cleaner to let you shine.

Comfort

The worlds largest fabric conditioner brand.

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Domex

The sheer power of Domex bleach gives you the confidence you need, eradicating all known germs.

Sunlight

Sunlight is a color care brand.

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C. Skin Care:- Fair & lovely, Ponds, Vaseline.

Fair & Lovely

More than 30 years ago, a unique brand was born. Wrapped within a humble lavender tube, it went on to become the Worlds No.1 Fairness cream.

ponds

Get the expert to look after your skin.

Vaseline

Your skin is amazing. It deserves to be treated as such.

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D. Hair Care:- Sunsilk, Clinic Plus, Lux, Dove ,Clear.

Sunsilk

Sunsilk has had a re-style.

Clinic Plus

Clinic Plus - makes hair inside strong, outside long.

Clear

New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair feeling fabulous.

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E. Oral Care:- Pepsodent, Close-up,

Pepsodent

Pepsodent India is committed to improve the overall Oral health of Indians.

Closeup

Freshness that brings you Closer.

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F. Deodorants:- Axe, Rexona.

Axe

Axe with Best Quality Fragrance.

Rexona

Rexona gives you silky skin irresistible to touch that keeps the romance alive.

G. Colour cosmetics:- Lakme.

Lakme

Lakme is an ally to the Indian Woman and inspires her to express her unique beauty and sensuality. Thus, enabling her to realize the potency of her beauty.
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2. Foods Brands:- HUL is one of Indias leading food companies. Our passion
for understanding what people want and need from their food - and what they love about it - makes our brands a popular choice.

A. Tea B. Coffee C. Foods

D. Ice Cream

Red Label

Brooke Bond Red Label 'Chuskiyaan Zindagi ki'

Brooke Bond Taaza

Brooke Bond Taaza

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Brooke Bond Taj Mahal

Brooke Bond Taj Mahal is an exclusive selection of teas for the discerning consumer.

Brooke Bond Sehatmand

BB Sehatmand Jo Sehatmand Woh Aage Har Dum (One who is healthy is a step ahead. Always)

Lipton

Lipton has a range of vitality teas that truly encompass the goodness of tea.

Brooke Bond 3 Roses

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Playful banter, a little mischief, serious conversation theres no time for young couples like the time spent sharing a cup of 3 Roses.

Bru

Bru se hoti hain khushiyaan shuru

Modern

Modern A Wholesome & Nourishing, Hygienically produced & Reliably Safe Bread.

Kissan

With Kissan, good food is loved not shoved.

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Knorr

Knorr helps families make meal times special, nutritious, tasty and healthy.

Annapurna

Partnering with the mom in nurturing her dreams, Annapurna Atta is aimed at helping her provide wholesome tasty nutrition to her family.

Kwality Walls

A good honest scoop of daily pleasure.

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Price:A price is the flexible element than other. It is based on revenue. HULs is the target to the upper, middle and lower class customer so the price of their process products is not much high. They give discount also on their product. They also offer Buy one Get one free. Hul gives special discount of some product such as Lux & Lifebuoy gives 3%, They give scratch card on wheel soap, and they give special offer on display window, two windows Rs.300 and four windows Rs.600. They give 5% extra discount on bill to wholesaler, distributer are also give 1.5% discount on bill.

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PRODUCT NAME LUX 34gm LUX 65gm LUX 90gm LUX Fresh set(3*90)gm LIFEBUOY 81gm LIFEBUOY 120gm LIFEBUOY (3*90)gm LIFEBUOY (4*90)gm DOVE 50gm DOVE 75gm LIRIL 75gm REXONA 97gm HAMAM 100gm BREEZE 38gm RIN SERF EXCIL 72gm RIN SERF EXCIL 100gm RIN SERF EXCIL 250gm RIN SERF EXCIL 384gm WHEEL 152gm WHEEL 105gm VIM BAR 95gm VIM BAR 180gm VIM BAR 360gm VIM BAR (set3)gm PEPSODENT 20gm PEPSODENT 40gm PEPSODENT 80gm PEPSODENT 200gm CLOSE UP 35gm CLOSE UP 40gm CLOSE UP 80gm CLOSE UP 150gm FARI & LOVELY 4gm FARI & LOVELY 9gm FARI & LOVELY 15gm FARI & LOVELY 25gm FARI & LOVELY 50gm FARI & LOVELY 80gm
CHIMC PGDM Batch 2

RATE 4.63/9.26/16.65/48.15/9.26/16.65/35.19/64.81/18.18/35.19/23.15/16.67/19.44/3.74/6.48/9.26/23.15/35.19/4.35/2.62/4.63/9.26/18.52/38.90/4.54/9.9/25.45/54.55/9.9/13.64/30/54.55/3.36/6.36/18.18/37.27/69.9/100/-

MRP 5/10/18/52/10/18/38/66/20/38/24/18/21/5/7/10/25/38/5/3/5/10/20/42/5/10/28/60/10/15/33/60/4/7/20/41/76/111/Page 37

Promotion:The promotion methods used by the organization to promote its product awareness in the market are----

Advertisements:The ads are displayed in the news paper with present offers in running.

Electronic Media:Ads are displayed at different TV channels, FM, and Radio to create awareness among the people in Urban as well as in Rural areas.

Seasonal Discount:Special offer schemes are offered to customers on the festival, occasion to promote sales.

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Place:It is important to marketing activities that make products available to consumer at right time and in a convenient location so these products are available at shopping mall, outlet or any grocery shop which is nearby home . A person can find these products anywhere.

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Contribution to different sectors

Home & Personal Foods Exports Others

74.30% 16.20% 7.30% 2.20%

2% 8% 16% Home & Personal 74% Foods Exports Others

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Coverage areas

coverage Area Raisen Berasia Mandideep Obedullaganj Indus Town

No. of counter 100 60 70 75 40

12%

29%

22%

Raisen Berasia Mandideep Obedullaganj 17% Indus Town 20%

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Major competitors
Procter and Gamble (P & G) India. Godrej Consumer Products LTD.(GCPL) Dabur India LTD. Colgate Palmolive India LTD.

Marico Limited. Indian Tobacco Company (ITC) Gillette John son & Johnson Britannia Amul

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Bharti Wal mart (Best Price)

(It has opened 22 Nov.2010)

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Impact of Bharti Wal -mart (Best Price)

Awareness Always Low Prices
"Always Low Prices" That was Sam Walton's pricing philosophy when he opened the first Wal-Mart in 1962. Today, we're still committed to bringing you great products at our Every Day Low Prices, whether you're shopping in your local store or at Wal-Mart.

It is based on cash-and-carry store

Self-service store offers business members multiple benefits of price, convenience, choice, quality and hygiene all under one roof Unique Mera Kirana and Business Solutions Centre created to share solutions with small and medium retailers on best practices in assortment planning, layout and fixtures, displays, backroom, licenses, hygiene, customer retention, accounting and value added services.

My Partner programme that includes seminars on taxation for kirana owners, food safety & hygiene workshops & live demonstrations for hotels, restaurants and caterers.

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 Facility
WHO CAN BE A MEMBER?

Businessmen which include: Retailers Wholesalers

Manufacturers Traders Self employed professionals

These all must have proper business license or vat/tot number, with past 2 months sales report. AGE:18 years and above. All the members will be given a card , which they have to show at the time of entrance in the premises. One businessman will be given two more additional cards for other members of his family. Membership Cards are made free of cost.

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 THE BENEFITS OF BECOMING A MEMBER

Low and transparent prices. All items under one roof. New and excitement items. Relevant items for your business. Freehand hygienic food items.

Targeted customers Retailers Wholesalers Institutional customers Retail buyers are not encouraged by the Bharti- Wal-Mart BEST PRICE modern Wholesale, but this segment is also giving a significant business to company.

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 Major clients Border security force Army Air force Medium and small retailers It has tie-ups with 30,000 retailers and 8,000 suppliers across the country. General information There is a minimum fixed quantity for some of the product categories. No maximum limit. Same and fair price for small and big retailers or wholesalers. The customers who purchase in bulk have some negotiation power In some product category. The security system is very good. Cashiers are provided with buzzers/alarms, if any problem occurs they press it.

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 PRODUCTS Multi brand and multi category store with 7000 different items. Major categories FMCG Consumer durables Dairy products Fruits and vegetables Tobacco Stationary ( All products are from Indian only).

Growth
By and large growth is increasing because they are cover all the rural small and big Retailer and wholesaler; they are also given the always low price.

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Problem identify

Whole seller and Retailer Problem To collect the money for pay. Supply chain management. Distributer Problem Decrease of sales. Collection of the money in the market.

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Research methodology
The information obtained for the study is from secondary data sources. Secondary data comprises of information obtained from annual reports, journals, and brochures of different FMCG Companys. It also includes organizational manuals and other important documents maintained and published by various FMCG companies. It also includes information collected from websites, business magazines, business news papers etc. Moreover it also contained informations collected from the various pamphlets published by different FMCG companies. Research Design: A research design specifies the method and procedures for conducting a particular study. It can broadly be defined grouped as Exploratory Research, Descri ptive Research and Causal Research. An Exploratory Research is a preliminary investigation, which does not have a rigid design &focuses on the discovery of the new ideas. A Descriptive Research is a well structured study undertaken when the researcher wants to know the characters tics of certain group. A Causal Research is undertaken when the researcher is interested in knowing the cause effect relationship between two or more variables. In this research the descriptive research is u s e d t o a n a l y z e t h e d i f f e r e n t o u t l e t s t h a t a n s w e r w h o , w h a t , w h e n , w h e r e a n d h o w o f t h e subject under investigation. Data is the key activity of marketing research.

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Data can be obtained from two important sources namely:1. Primary 2. secondary

Primary Data: Primary data are gathered for the specific purpose or for a specific r e s e a r c h project, consist of original information for the fulfillment of project objective.When the data are required for the particular study can be found neither in the internal record of t h e e n t e r p r i s e s n o r i n p u b l i s h e d s o u r c e . I n s o m e c a s e s i t m a y b e c o m e n e c e s s a r y t o c o l l e c t original data. Primary data can be collected in four ways:1. Observation. 2. Focus. 3. Survey. 4. Experiment.

Secondary data: Secondary data are the data, which already exists somewhere. Secondary data provide starting point for research and after that the advantage of low cost and ready availability. Secondary data can be divided into two types: 1. Internal data. 2. External data. When researcher uses the data that has already been collected by other data are called secondary data. Secondary data can be obtained from journals i.e. internal sources report, government publication and books, professional bodies etc. Internal data are reports and memos generated within an organisation to facilitate its operations and annual report. External data are those specially produce for outside consumption.

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Research Methodology:

A questionnaire was designed. The dealers were visited personally and a detailed feedback and questioning session was carried out. The internal shop display across brands were put inside the market mapping sheets to get the share of Display among all brands across product categories.

Limitations of the Survey:

Due to Lack of time, not all the dealers were questioned. Not all dealers were willing to reveal figures regarding sales of various products and brands from their counter.

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Findings of the Study:

There was a very high correlation between internal shop display and amount of brand sale in all the counters. The most important factor for a dealer to stock a particular companys product was not margin but the after sales service provided by the company as they have come to the conclusion that customer loyalty is the best form to increase sales and loyalty can only be achieved by selling them products of companies which had an excellent after sales service network. It was the convincing power of the Dealer which finally persuades the consumer to choose a particular brand and not totally the strategies or action plans implemented in the corporate offices so there is a high need to stay in touch with the market.

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Swot analysis
Strengths: Strong brand Portfolio, Price quality & Variety. Innovative Aspects.

Presence of established distribution networks in both urban & rural areas.

Solid base of the company.

Corporate social responsibility.

Weakness: Me-too products which illegally mimic the labels and brands of the established brands. Strong competitors & availability of the substitute products. Low exports levels. High price of the some products.

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Opportunities: Large domestic market-over a billion populations. Untapped rural market. Changing life style & rising income levels, i.e. increasing price income of customers. Export potential and tax & duty benefits for setting exports.

Threats: Tax and regulatory structure. Mimic of brands. Removal of import restrictions resulting in replacing domes. Temporary slowdown in economy can have an impact on FMCG.

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Recommendation
As it is obvious from the study the products of HUL have approached the high water mark of sale in the global consumer market. However, there are genuine reasons to observe that they have yet to attain the cutting edge status on many counts. In this regard a few suggestions can be m a d e t o g i v e t h e r e q u i r e d b o o s t t o t h e m a r k e t i n g p r o s p e c t s o f H U L p r o d u c t s . T h e s e c a n b e summed up as follows: An attempt should be made by HUL management to tap all the potentials offered by the global market by devoting a more substantial, efficient and better equipped resource base. This task can be accomplished in the first place by implementing a stronger and more ending distribution channel for various products so that even those sections of consumers who are not accessible so easily, can be covered with greater ease. Efficient infrastructural base coupled with better and more compr e h e n s i v e a d v e r t i s i n g strategies should be resorted to; though HUL is presently surfing ahead of others on the path o f t a k i n g s o m e g r e a t i n i t i a t i v e s i t s h o u l d b e m o r e c o n c e r n e d a b o u t i t f o r t h e p u r p o s e o f corporate image building. Agricultural pursuits required to meet the demands of certain agr o b a s e d a n d c u l i n a r y product segments should be more planned, systematized, efficiently viable and less cost -effective. The price structure for various products should be more within the limit of affordability for consumers; the grassroots consideration in this regard should not be ignored. Here, the policy of loco-centric rather than uniform price structure would certainly be more advantageous.

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 Industrial manufacturing units of these products should be set up at places lying nearest to the places where sources and raw materials for different products could be available in the easiest possible way. HUL should go for more planned and sensible marketing and advertising strategies with a view to accomplishing the task of global brand image buildings.
Hyper marketing and retailing network should get special attention as vital

components of HULs marketing policy.

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Bibliography
Books Kotler P. Magazines Business Barons Business Today Business World Newspapers The Economic Times. The Indian Express. The Business Standard. The Hindustan Times.

Internet website www.google.com www.indiainfoline.com www.HUL.com www.unilever.com www.altavista.com

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Annexure
Questionnaire used for Analysis
Dear Sir/Madam, I would, therefore, request you to kindly assist us in our efforts by sparing a little time to give us your valuable feedback and suggestions in the feedback from below. Please do not hesitate to inform us of any observation that you think may be relevant. We assure you that we would try to come up to your expectations.
Name of the Dealer : __________________________________

Name of the Trade Partner/Shop : Type of Dealer Contact Details : :

__________________________________ __________________________________ __________________________________

1. What all products do you sell from your shop? Personal wash Lundry Skin Care Hair Care Orel Care Deodorants Colour cosmetics Foods

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2. Which brands do you stock/sell? HUL P&G ITC Godrej Dabur Marico Any Others (Please Specify) ___________________________

3. What is the total Counter Size/Sales of the following Products in your shop? HUL P&G ITC Godrej Dabur Marico Others Total

HUL PW P&G LW DB OC MAR. OC Total

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4. What is your annual/monthly turnover in : All products ___________

5. Which are the important factors for you to stock a particular brand? Customer Demand After Sales Service Terms of Credit Sales Promotions Any Others(Please Mention) ______ ______ ______ ______ ____________________________________ ____________________________________

6. Any suggestions/feedback for the Company? ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ _________

Thank You for sparing your valuable time, Have a nice day!!!!!

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