ACKNOWLEDGEMENT

I would like to take this opportunity to express my gratitude to all those who, directly, made
this research possible.

I would like to thank, my project guide Ms.MANISHA JAIN who showed me the right
path to reach the final destination with minimum hiccups.

I extend my sincere thanks to my parents & friends who were always there with a helping hand in
times of need and who guided me and briefed me throughout my research.

MAHENDRA PAL

1
 STUDENT DECLARATION

I am MAHENDRA PAL student of M.B.A. here by declares that the project report titled “A study

of the Promotional strategies of HUL Ltd.” is completed and submitted under the guidance of “

Ms. MANISHA JAIN” is my original work.

The imperial finding in this report is based on the data collected by me. This project has not been
submitted to U.P. technical University or any other university for the purpose of compliance of
any requirement of any examination or degree.

MAHENDRA PAL

2
 PREFACE

Gone are those days, when few companies used to enjoy in one business or the others and the
employees of such companies used to enjoy heavy dividends even for their miniscule efforts. But
at the face of “Globalization” Technological Advancement and the easy access to information
through different Media, today’s markets are trains forming at an incredible pace.

The situation a kin to the FMCG is not an exception. The endless list of substitutes, competitive
prices, rival connivances advertisement and the readily available services at the door steps leave
the consumers in a commendable position, from where they can dictate the terms and choose
what the “Best” is.

For an established name like Hindustan Lever Ltd. one of the most important objectives
is to get the feedback of their product line and services in order to gauge the level satisfaction
among consumers / customers. Another important objective for an established firm is to protect
its market share and increase it with time.

MAHENDRA PAL

3
 TABLE OF CONTENT

TOPIC

1. Acknowledgement

2. Student declaration

3. Preface

4. Introduction

5. Company profile and advertising strategy

6. Objectives and scope of the study,

7. Research methodology,

8. Theoretical Concept

9. Data presentation and analysis

10. Conclusions

11. Recommendations.

12. Bibliography

13. Annexure

4
 INTRODUCTION

HUL - BRIEF HISTORY

The company was incorporated on 17th October, 1933 under the name of Lever Brothers
(India) Pvt. Ltd. (LBIL). It set up its manufacturing units in Bombay and Calcutta an associated
company viz., Hindustan Vanaspati Mfg. Co. Pvt. Ltd. (HVM), was earlier incorporated on 27th
November 1931 which set up a vanaspati factory in Bombay. Both LBILK and HVM were
wholly owned subsidiaries of Unilever Ltd., London, U.K. HVM later acquired three more
vanaspati factories at Shamnagar (West Bengal), Tirchirapalli (Tamil Nadu) and Ghaziabad
(U.P) In order to market the toilet preparations manufactured by LBIL or imported from
Unilever companies, a marketing company under the name United Traders Pvt. Ltd. (UTL) was
incorporated on 11th may, 1935 as a wholly owned subsidiary of LBIL. In 1944, the
management of LBIL and HVM was integrated. In November 1956, HVM and two small
associated companies viz. William Gossage & Sons (India) Pvt. Ltd and Joseph Crossfield &
Sons (India) Pvt. Ltd., which were wholly owned subsidiaries of Unilever Ltd., were
amalgamated with LBIL and the name was changed to Hindustan Lever Ltd. From 23rd October,
1956 activities of UTL were taken over by its holding Company LBIL. With the amalgamation
of business under one company, Indian capital was introduced in this integrated business in
1956. HUL has been growing very rapidly, especially in 1996 the growth was 88.6% HUL
became the second private company in India after Reliance Industries to cross the Rs 10000
crore mark in 1998. At present it’s valued at Rs. 11764.31 crore.1 Its rapid growth has given
HUL place in the top 5companies regularly in annual BT-500 survey. This huge success has
come due to:-

 Merger with Ponds India Limited

 Launch of 40 new products
 Doubling of rural distribution network from 50,000 to one lakh villages

5
 HUL: ADVERTISING STRATEGY

BUILDING CORPORATE IMAGE

Corporate communications and public relations for building image can truly be looked
upon in the context of global business and marketing as a subject about which many
professionals hold firm views, but know surprisingly little about. Some see it as a menace, as an
expensive flag waving exercise which their company can easily do without. Others regard it as a
myth, arguing that publicity by of virtue its obvious nature, cannot hope to change perceived
images in people’s minds. At the other extreme are those who view corporate communications
(particularly advertising as a magic formula and an instant panacea for every corporate ill. In
reality it is none of these things. it is in fact, a management tool to influence the outside world-
the target group. So, the real significance of building corporate image lies in preparing and
consolidating a sound global consumer base.

Every company wants to have a favorable image in the global market. In case of HUL also,
image-building plays the most important part in determining its marketing strategy. Building
corporate image is concerned with building confidence and credibility by helping your target
group understand you better. Familiarity in this case normally improves acceptability of who
you are and what you are doing. Ignorance, on the other hand, can lead to mistrust, or even
contempt in some situations. Corporate image is built through more than one strategic means,
and often a combination of activities. For instance-

1. Advertising —corporate and even product

2. Public Relations—external and internal

3. Media Relations —especially the Press

4. Customer and Supplier Relations

5. Community Relations — good corporate citizenship

6
As India transits from a shod age-driven economy to a one propelled by competition the
reputation and image of a company like HUL will make difference between whether it rules the
market or merely rues it. Corporate image is what enables HUL to hold its own against rivals
like IPCL and Haldia

Good corporate image can be built if you treat it like one of the Ps’ of marketing— the fifth ‘P’
stands for Performance’ —professional corporate performance, doing it the right way the first
time. It’s in this regard that creativity in PR comes to have a lion’s share in the entire process of
corporate image building.

Creativity in PR means more than just pretty pictures and good copy. It is building image with
activities, which generate all-round impact and visibility for the company. ‘What’ and ‘How’ is
the task here. Creative corporate advertising is one route.

With respect to positioning similarly, the image communication and image building activity must
to able to find a right niche in the minds of the target group. The ‘quality of the message, and
activity, is vital for this.

Companies which benefit most from corporate image are those who take a long-term view and
commitment towards communication and the image of their organisation through it. HUL can be
presented as a striking instance of it.

Image and Identity

There may be nothing new in saying that the corporate image is in the eye and the mind of the
receiver. Yet it is worth saying again and again. An organisation transmits, on a sustained basis,
messages to publics. It is the reception of the message, which goes to create the intended image.
In other words, corporate communication is the process that translates an identity into an image.
Again, in brief, corporate image primarily refers to the image that a company has acquired with
the public whereas corporate identity refers to the image a company strives to achieve, in order
to build to build a reputation with its publics.

7
In this context, decidedly, every company like HUL needs a mission. The mission is, in fact, a
framework for business and all its activities, the value that drive the company to achieve the
corporate goals. No less important is the belief the company has in itself. The mission is the glue
that holds the company together. Here, the PR and its communication strategies come into
distinct focus. If the mission and the objectives of the organisation have to succeed, the corporate
body must communicate short-term goals, long-range objectives and even the total mission of the
organisation. Inadequate communications result in an ambiguous corporate image within as well
as outside and lead to breakdown in the co-ordination of all contributing elements in an
organisation.

Dare To Think Beyond Advertising….

In present situation to address the "The soprano problem", advertisers resort to shadow
advertisement where the products become endemic to the setting of the show. Where the
products are shown being consumed or brand name is exhibited in the background.

In India, the first shadow advertisement was used in movie "Bobby" where motorcycle "Rajdoot"
was advertised. Recently, there was shadow advertisement of Coca-Cola in Hindi blockbuster
"Kaho Na pyar hai". But the problem with shadow advertisement is that positioning message of
the product can't be conveyed to consumers. Hence, the concept of shadow advertisement can be
extended further so that the theme of the advertising would become endemic to entertaining
show. This would be no more exclusive advertising. Rather, advertising will be a part of the
entertainment. But this has to be done in a delicate manner so that the information about the
product is passed on to the viewers without disturbing the entertaining element of the show. If
this succeeds, that would be a great break-through for advertisement. Even this should not be
called advertising anymore, as that has become an irritating word in the mind of the audience.
Even though advertainment seems quite close to it, but it would be more evolved. Since in
advertainment we try to advertise and entertainment comes with it. But in the recommended
solution HUL wants to entertain the audience only and advertisement is an integral part of the
show. The major question would be, whether the audience would be able to comprehend the
hidden positioning message? Here are few examples on how to make the positioning message
integral part of the show. HUL have programmes like "Antakshari" in which participants take

8
part in groups. The groups can be named after some brands and the participants would be
projected as such that they would be personification of brands. Suppose one group is named
Lux, the participants are expected to be beautiful women who stand for Lux. So this can be done
for many programmes, which has format like this.

Suppose HUL produced a soap opera and the dialogue of the characters at some point would be
focussed on the products of HUL. Of course the context has to be right and should be very much
along the script not that it would destroy the element of entertainment. Hence the major
challenge would lie before scriptwriter and director. Even a particular character of an opera
becomes very popular as the opera becomes very popular. Hence building such character, which
would personify the brand and both the character as well as the brand would grow in due course
of time. However even if time constraint is removed, course content constraint comes in. But the
scope of story telling is far greater. Attention grabbing will be replaced with attract attention and
no zipping/zapping problem. Audience will be more receptive and comprehension of course
would be dependent upon how it is executed. Practicability of the idea would be tested when it
will be implemented. Hence unless it is tried and tested it can be concluded that whether it will
click or not. Let's take the example of Coca-Cola, the scriptwriter would be creating situation in
each episode of a family soap where there would be opportunity to celebrate and drink coke! To
give another example, a multi utility vehicle with safe driving positioning plank could have
exploited the plot of the recent movie "Road".

If this concept clicks, there would be nothing like it for advertisers. If it happens, in future big
advertisers like HUL would be diversifying to entertainment business! Of course the ad budget
of HUL is far bigger than the total budget of many entertainment houses.

Irrespective of whatever positive points or negative points it has, this concept can be tried for
programmes aired in pay channels simply because there is no other alternative to advertise
during the programme. Besides it is expected to solve the other problems those are discussed
above. Advertisement would be no more the troublemaker and irritating. Hence catching
attention would be much easier. Only testing of this idea could help us to conclude whether to
roll out from the concept from programmes of pay channels to programmes of free channels.

9
 THE SIGNIFICANCE OF PR IN HUL

It may be useful to begin by first getting out of the way certain popular notions which, as with
many popular beliefs are either without any basis in reality or at best express only half truths.
For instance, PR men are regarded by some to be fixers, a breed of people who will wangle
things for you by the most questionable methods. There is also a popular idea that PR men
spend most of their time winning and dining, using for the purpose fabulous expense accounts
they are supposed to have access to. While no one can prevent a charlatan from posing as a PR
man or styling himself as a PR consultant he is no more a tine practitioner of PR than a quack
selling magic remedies by the wayside is a physician. How deep-seated such popular
misconceptions about PR can be reflected by the fact the even now one comes across articles
published in well-known papers and journals airing such naive ideas about PR

Again, PR is sometimes confused with publicity. Publicity is certainly one of the instruments of
PR but is would be as wrong to equate publicity with PR just as it would be to equate the
stethoscope with the practice of modern medicine. To continue the analogy, PR seeks to
diagnose the ills of an organisation in its relations with the public or any segment of the public, it
prescribes remedies and proceeds to administer them. It then keeps a watch on the patient to see
whether the remedies prescribed are producing the desired effect so that the medicine can be
changed if necessary after evaluating the results. Again, as in medicine prevention is considered
more important than the cure, PR believes in maintaining the good health of the corporate body
-so that drastic remedies and bitter pills may not have to be swallowed later.

Analogies may be useful in giving a general idea but can never be as precise as a definition. PR
which is now a well-established discipline therefore needs to be defined so that we may be clear
about what we are discussing when we talk about PR. It is ‘the attempt by information,
persuasion and adjustment to engineer public support for an activity, cause movement or
institution. ‘Public relations as and applied social and behavioral science is that function which -
measures, evaluates and interprets the attitudes objectives for increasing public understanding
and acceptance of the organization’s products, plans, policies and personnel; equates these
objectives with the interests, needs and goals of the various relevant publics; and develops,
executes and evaluates a programme to earn public understanding and acceptance.
10
 AN OVERVIEW

Public relations today are still a very underdeveloped field. It is growing in prominence and has
started showing results in various sectors of corporate India. More and more companies are
making use of PR to solve their problems and increase their overall corporate equity. The entire
process needs a closer look.

To gauge the effectiveness of PR in HUL over the last decade it is necessary to examine its
function and overall areas of applicability.

Social Responsibility of Business and Introduction

The need for PR arises also from the responsibility that an organisation owes to the society,
which nurtures it and enables it to function and operate. No organisation, leave aside a modern
business organisation, can function in a vacuum. It flourishes only because a particular kind of
social environment exists. This environment is often taken for granted but in times of social
turmoil when normal conditions are disrupted the dependence of the organisation on the social
environment is brought home sharply. How often have we not seen during periods of national
strife or serious political instability leading to a break down of law and order that business comes
to a standstill? While these may be extreme examples they illustrate the fact that without the
right social environment no business can exist. Thus every business organisation has a stake in
the social environment and must contribute its mite towards its continued existence and
improvement.

A business organisation’s responsibilities to society cover a wide area. They range from its
responsibility to supply quality products at a reasonable price and to ensure that it reaches the
consumer at the right time and place to its responsibility to contribute to the development of the
‘Infrastructure, to the realization of national objectives and to the identification of its interest
with the vast population of the country in which it operates. The world over business
organisation which are forward looking and farsighted are trying to make a contribution to social
causes apart from achieving their immediate and ultimate ends of producing goods for sale and
marketing them at a profit. Such contributions can range from grants to universities,
scholarships of various kinds, aid to hospitals and charitable institutions to actual involvement in
11
projects of social significance. An organisation in the USA sponsored a research fellowship to
discuss the causes of student unrest and to find solutions to the problems of tension in the
campuses. In India too there are business organizations, which are aware of their social
responsibility and have made an effort to discharge it in accordance with their resources and the
needs of the situation. Studies on the extent of industrial pollution and ways and means of
combating it, Involvement in family planning programmes, development of low cost nutritious
food for the poorer sections of the people, studies on the causes of a State’s decline and the steps
needed to restore it to health are some examples of social responsibility in corporate behaviour as
practiced in India in recent years. But there is little doubt that instances of such conduct are few
indeed in relation to the enormity of the problems facing a country as vast as India with a
burgeoning population a large part of it living below the poverty line.

12
 PR AND ENVIRONMENTAL PATH OF HUL

The present generation has, quite understandably, made the environment a focus of attention.
With growing environmental awareness, there is now a clear perception that our activities affect
not only the air we breathe, but even the air which regulates our climate. More importantly,
uncontrolled activities cannot be sustained without loss of plant and species, natural habitats,
coast and hinterland and the decay of buildings, places of natural beauty or historic interest.
Hence, the need for a genuine commitment to sustainable development which is integrated with
the national policy on industry, energy, transport, trading and planning.

In the above context, public relations professionals are well placed to direct attention to
environmental issues and can make a unique contribution to public and professional debate, and
to environmental education. In fact PR has to live up to its environment education. In fact PR has
to live up to its environmental responsibilities even when clear, universally agreed targets are
still lacking in many issues. The responsible PR person must ensure that his organisation is
greener than green on all the major issues according to current opinion, demonstrate to the world
at large that this is so, and, for the future, help form opinions and set the standards for the
organisation’s own as well as the common good.

In a nutshell, environment is now a corporate concern and today’s PR persons have to build up
comprehensive communication programmes, internal as well as external, which involve listening
just as much as talking.

Now, environment is no more just a slogan, it is a key consumer issue.

PR today must:

* Understand ‘green’ issues and recognize the social responsibility of business.

* Make environment matters a priority.

* Consider the environmental impact of the company’s actions.

13
* Avoid pollution of any kind.

* Encourage environment audits to determine what the organisation has done and is doing
in relation to the environment.

* Ensure recycling of wastes.

Social Responsibility as Public Relations at HUL

A citizen’s role extends beyond his or her call of duty. A responsible corporate citizen needs to
look beyond the financial numbers of sales and profit growth, from year to year.

HUL is committed to the development of the community around its manufacturing complexes.
Over the years, HUL has not just supported communities financially, but has worked towards
providing people with skills to earn a sustainable livelihood. HUL’s long-term aim is to raise
economic standards of these communities, through self-sustainable measures.

PR Role in Image and Identity

It is true that corporate image concerns the industrial marketer directly as brand image is crucial
for the consumer market. The ordinary consumers, while oblivious of the name of the
manufacturer, can easily identify the brands of consumer products. Repeat this test for industrial
goods : the same respondents are aware of the name of the manufacturers but many won’t be
able to name the industrial products. Interestingly, a third set of organisation would be known
both for their industrial or consumer products as well as for their distinct corporate image. Where
does corporate PR stand in these diverse settings? Although easier desired than achieved, PR
attempts to create the desired image by its involvement in all the factors of corporate
identification programmes.

14
 GOVERNMENT RELATIONS

A government relation has two facets to it. Firstly, the PR for the government (as an
organisation) and Secondly, PR with the governments as the target group. Both are important
and very needed by corporations.

Public relations for the government involves mobilising public support for government’s activity,
for instance, family planning, control, environmental protection, beautification of cites, etc. the
company generally sponsors some of these activities by providing monetary help or other
resources. The basic objective of the company is to build relations with the governments, and
also help for the good of the community of society.

Public relations with the government involves keeping the government—politicians and
bureaucrats—on your side. It envisages maintaining good links with the government, which will
be of benefit to the company in its overall business plans and operations. Public relations with
the government in some ways are quite difficult and demanding. It requires special planning and
efforts for the organisation to be successful. A government, local or national, comprises many
ministries, departments, individuals and personalities. Public relations people have to acquaint
themselves with the working of the government, and the intricacies and people involved at
various levels, and then handle things accordingly to be able to achieve what they have set out to
achieve.

The government should not be looked at as an adversary. In fact, you should make all efforts to
help the government and support its activities and policies as far as possible. Government
leaders must be kept informed from your side about the organisation’s activities and policies—
especially those which are contributing to the welfare and development of the state or the nation.
Such relations will be mutually beneficial in the short-term and the long-term. Corporations
should, however avoid getting involved with politics and political issues.

15
 MEDIA RELATIONS

Media relations Is a vital tool in PR. A large amount of communications and PR are conducted
through the media—especially the Press. When a company gets media coverage, it is not always
flattering. Business is always vulnerable to attacks by the media. Media can often aggravate
problems—especially crises. As in the case of Union Carbide and HUL a few years ago. Hence,
media, particularly the Press has to be handled very carefully. The media must be kept on your
side. All efforts must be made to ensure this strategically. It takes years to build a good image,
but to destroy it you need just a few bad reports in the media.

It is important to build a working ‘rapport’ with the media. You cannot afford unnecessary
reactions and distortions. If you do go to the media then always go with a strategy—be selective
in the choice of media, use only influential media (especially publications in the Press), do not
spread your communication too thin, go for quality rather than quantity. Selective and in-depth
coverage is what you must aim at, as it is more effective and produces the desired results. let
your communication be complete honest, and backed with hard facts. The organisation must be
able to live up to its claims and promises in media, otherwise you can be in for further problems.
The efforts made by HUL in this respect have been orchestrated well to build image as well as to
counter negative publicity.

FINANCIAL RELATIONS

With the growth of the Indian economy and the business sector, management of financial
promotions and PR has taken on a new dimension. HUL is making special efforts to ensure the
goodwill of their shareholders, investors, financial institutions, and the rest of the financial
community. This is being done in the mass media and specialised media ranging from annual
reports to special brochures to audio-visuals, video films, and even corporate advertising in the
Press and television.

16
The main target group of a company in financial PR is its shareholders and potential investors.
They have to be given information they are entitled to have, and they have to be kept interested
in the company. Public relations must establish, maintain, and improve the company’s image
and reputation so that it can obtain funds from the public and the financial institutions on the
most favorable terms when it desires so The financial and business Press, today, is very
important in achieving this objective,

The importance of financial PR and the need for it is seen from the number and growth of PR
agencies specialising in financial promotion, advertising and PR management in India. These
include well-known names like Pressman, Clea, and Sobhagya, now a host of others. They
provide their clients a wide range of services and expertise in PR and advertising.

CUSTOMER RELATIONS

In the past PR and marketing were considered separate and unconnected activities of business in
a company. Today, PR has a role to play in marketing not only to build image, but to also help
solve problems concerning a company’s products

Or services among consumers or other special groups, and generally protecting the company’s
reputation at the marketplace. Public relations with customers, and with suppliers, in industrial
products/services marketing at the institutional level is gaining more and more importance today.

In today’s competitive market customers opt for products that are known and have an image, and
are backed by quality and good after sales service. Marketing people cannot ignore public
opinion on such aspects. In the long run, unfavorable opinions certainly affect sales. Public
relations can help in controlling and setting right some of these opinions; it is therefore essential
for companies to assign some of their attention and resources to develop PR in marketing.

17
 COMMUNITY RELATIONS

Today, the relationship between corporations and the community is a vital issue in management
of business organisations. It is acknowledged that business is no longer done for the sake of
profits alone. Because a company functions within a community, its responsibility extends to
giving back to the community something for what it makes from it. This has been the
philosophy of the Tata’s in India for years, today it is accepted and is being followed by a
number of other companies. This belief is now also considered important and crucial by the
government, consumerists and opinion leaders.

Company relations at an organisation can vary from local community welfare activities, to large-
scale sustainable development programmes for the betterment of lives of people. Companies
have to consider the community as one of its prime target groups. The objective of PR is to help
build image of the company: as a good corporate Citizen, a good company to do business with,
and a good company to work for.

EMPLOYEE RELATIONS

In employee relations, communicators are vital at every level. From top to bottom, also from
lower level to the top management level, and even the horizontal communications among
colleagues at the same level and between functions. The basic function of communications and
PR in the organisation is not just better functioning, but a fostering of goodwill, trust, and
togetherness among employees.

Employee in HUL one in a large number and they include both blue collar to white collar.
Internal PR must reach out to all of them. This makes the task tough and critical, requiring much
thinking and planning. Before planning PR programmes, therefore, it is important to first assess

18
the needs and requirements of employees. One of the major goals of PR is to foster the
participation of employees in decision-making, for this PR programmes must be evolved around
their motivations, job enrichment, training and development, working environment, productivity,
and overall growth in the company. This, in other words, means PR for better employees, better
employee morale, and better relationships, resulting in success and growth of the organisation;
and therefore, a better image and reputation for it.

In the case of PR with employee, the function may seen to overlap with the working of the
company’s personnel department. In practice, however, it is necessary that the two departments
work closely together. They can mutually reinforce each other, especially in areas like HRD. It
is worth trying to integrate HRD with PR, if possible, in a company. More so when with the
growth of organisations in size, the individual employee is becoming smaller and less significant,
and thus losing his or her identity. Public relations with HRD can play a crucial role in building
and motivating the employees on their jobs and in their contributing towards achieving the
company goals.

INDUSTRIAL RELATIONS

This is another important area of work for PR executives. Its importance is growing, with staff
and workers getting to be united, more enlightened and demanding. Whether they are unionized
or not does not make a difference in the PR work, in either case, good relations have to be
maintained. In the case of unions, it is important to realize that unions have their own goals.
This makes it more difficult to deal with them in many respects. Understanding these goals, and
how they will affect Industrial relations and PR efforts, is the first priority in dealing with unions.

Industrial relations concern the staff and workers in their relationship, as individuals and as a
group, with the management. Industrial relations are most often concerned with problems
related to wages, other monetary benefits, conditions of work, and so on. But through timely PR
and proper communication many of these problems can be avoided or overcome altogether.

19
PERSONAL PRODUCTS: THE CORE CONCERN OF ADVERTISING

FAIR & LOVELY

Fair & Lovely - the miracle worker

Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely was test
marketed in 1975 and has been nationally marketed since 1978.

In fact, Fair & Lovely has been extensively tested with consumers in India and abroad, and has
been proven to be superior in terms of benefit delivery to all key competitive brands.

Fair & Lovely's formulation contains a unique fairness system that contains a combination of
active agents and sunscreens. This has been specially designed and proven to deliver one to three
shades of change in most people. Also its sunscreen system is specially optimized for Indian

20
skin. Indian skin unlike Caucasian skin tends to 'tan' rather than 'burn' and, hence, requires a
different combination of UV A & UV B sunscreens.

The fairness cream is marketed in over 38 countries through HUL Exports and local Unilever
companies and is the largest selling skin lightening cream in the world. The brand today offers a
substantive range of products to consumers including Fair & Lovely Fairness Reviving Lotion,
Fair & Lovely Fairness Cold Cream and Fair & Lovely Fairness Soap.

PONDS

Pond’s - the beauty expert

Pond's Cold Cream was launched in India in 1947 and was followed by the launch of Pond's
Dream flower Talc 1956. The current skin offerings under the Pond's Brand name include
Moisturising Cold Cream, All Day Oil Control Cream, Daily Face Wash, Blackhead Removal
Strips and Dream flower Body Lotion. In talc’s, Pond's now has four variants. Pond's Dream
flower Talc is now enhanced with 'Floral Extracts', Pond's Sandal Talc is a sandal variant with

21
'Natural Sunscreen', Pond's Light 'n' Fresh comes with SAM (Sweat Absorption Material), while
Pond's Magic Deo-Talc now has a new enhanced deodorant protection.

Pond's is about beauty that reflects the times. Pond's brings superior and innovative solutions to
meet all skin care needs by delivering outstanding personal beauty solutions - through scientific
skin expertise, extensive research and stringent product testing.

Pond's track record reveals an ensemble of products that make a real noticeable difference,
proving therefore that Pond's remains the most trusted beauty expert in the consumer's mind.

3. ORAL CARE PRODUCT

Jee Ke Dekho Yar

CLOSE-UP

Close-Up, the youth brand, was the first gel toothpaste to be launched in India in 1975 and has
remained the category leader ever since. The brand arose out of a universal need for confidence
in a social situation, starting with fresh breath.

In 2002, Close –Up was relaunched in two variants - Close-Up Tingly Red and Close-Up
Eucalyptus Waves. Close-Up Tingly Red and Close-Up Eucalyptus Waves with their superior
22
formulation provide superior cleaning, enhanced flavour and a freshness that extends from nose
to throat. The communication for Close-Up focuses on the base line, ‘Jee Ke Dekho Yaar’,
which encourages young people to go out and get a life!

The new flavours are in line with HUL’s endeavour to continuously innovate and offer new
advanced products to the consumers. These flavours have been specially designed to win over
competition consumers.

Recently, Close-Up Whitening, the tooth-whitening variant, was introduced with a unique self
check device called “shade card”. This helps consumers identify how “yellow” their teeth really
are and also to track the improvement in teeth colour as they use the paste. The toothpaste helps
teeth get whiter in 4 week of regular use.

4. HAIR CARE PRODUCT :

SUNSILK

Sunsilk - the hair expert

Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as the
'Hair Expert,' Sunsilk has identified different hair needs and offers the consumer a shampoo that
gives her the desired results.

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The different variants of Sunsilk - Black Shine (for dull hair), Bouncy Volume (for thin, short
hair), Silky Strength (for dry hair) and Natural Nourishment (for regular oiled hair) - are based
on well researched consumer needs and hair types.

The benefits are more compelling and relevant since the variants are harmonised in terms of the
product mix - fragrance, colour and ingredients are all well linked to cue the overall synergy. The
range comes in premium packaging and design. The accent is on femininity, as captured in the
tagline – “Baalon mein dhadkan, dil mein shararat.”

Sunsilk was extended to hair colourants in June 2001. The colourants are available in 7 variants
that are specially suited to Indian hair and skin tones and colour hair gently and safely.

Clinic - for healthy hair

Clinic Plus shampoo was launched in India in the year 1987 and is positioned as the 'shampoo
that makes your family's hair healthy and glowing.' Clinic Plus is targeted at mothers, educated
yet measuring their self-esteem through their children's achievements.

In the year 1996, Hindustan Lever launched another variant of Clinic shampoo - Clinic All Clear
dandruff shampoo. The core proposition of Clinic All Clear is that it is "the only shampoo that
gives you dandruff-free soft hair." It is targeted at the appearance conscious young adult, seeking
dandruff-free, gorgeous hair to create a positive impression.

5. Deodorants

Axe - the magnet

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Axe, the deodorant that is considered cool, fashionable and stylish by young men was launched
in India in 1999. Available in more than 60 countries around the world, it is a world leader in
male toiletries.

Axe has a mix that is completely harmonized globally - from its proposition and communication
to the product, as available on the shelf.

Axe is available in four fragrances: Java, Alaska, Atlantis and Voodoo. Voodoo has become the
leading male deodorant brand in India within just one and a half years from its launch.

Consumers associate a lifestyle of cool clubs, cool music, and cool fashion with Axe. The youth
view it as an icon which introduces many 'firsts' to their world of music and dance - like the first
"World's Longest Dance Party" and the first ever “Axe Voodoo Island Party.”

6. Colour Cosmestics

Lakme - on top of the world

Half a century ago, as India took her steps into freedom, Lakme, India's first beauty brand was
born. At a time when the beauty industry in India was at a nascent stage, Lakme tapped into what
would grow to be amongst the leading, high consumer interest segments in Indian Industry - that
of skincare and cosmetic products. Armed with a potent combination of foresight, research and
constant innovation, Lakme has grown to be the market leader in the cosmetics industry.Lakme
today, has grown to have a wide variety of products and services that cover all facets of beauty
care, and arm the consumer with products to pamper herself from head to toe. These include
products for the lips, nails, eyes, face and skin; and services like the Lakme Beauty
Salons.Beauty and fashion is not only about looking good but also feeling great, which is
reflected in the advertising line for Lakme, “On Top Of the World'

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26
SOAPS AND DETERGENTS

1. Fabric Wash

• Surf - Mummy's best friend

Launched in 1959, Surf was the first in the Indian detergent powder market. Over the years, Surf
has anticipated the changing washing needs of the Indian homemaker and constantly upgraded
itself.

Surf Excel, India's largest selling compact detergent powder, in its newest avatar promises to
tackle the toughest stains without damaging the color of the fabric. This is because only Surf
Excel has smart sensors that can differentiate stains from colors. Now you don't have to worry
about tackling the really tough stains, especially on your colored clothes anymore. “Surf Excel
Hai Na!” For those who seek the Surf Excel clean in the front loaders, the specially designed
low suds formulation Surf Excelmatic promises to give just that - a superlative clean.

Those preferring the modern and convenient way to wash can rely on Surf Excel Liquid. The
liquid form penetrates deep allowing great wash results. For the really tough stains, you can
apply the liquid directly on the body of stain (through a stain treater) - you will see tough stains
being tackled with ease.

• Wheel

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“Mehnat kum, phir bhi dhulai No. 1.”

Wheel - makes washing easy

Wheel is a detergent brand that caters to the laundry needs of the mass market. It was first
launched in the year 1987. Wheel Green is the single largest (No 1 by market share) detergent
brand in India by value.

Wheel is packed with powerful lather (power foam) that cleans even tough dirt stains on collars
and cuffs with ease. It, therefore, cleans effectively with lesser effort, making a laborious chore
like washing - light and easy. Moreover, Wheel does not burn hands or harm clothes like some
other detergents, which contain a high percentage of soda.

Wheel also has a premium variant called Active Wheel. It gives the consumer the value of 3
benefits in 1. It not only cleans effectively with less effort but also keeps the colored clothes
looking bright and has a great fresh fragrance. Active Wheel gives consumers 'Quality Clean and
Care' at an affordable price. In short, Wheel can be summed up as - 'Mehnat kum, phir bhi dhulai
No. 1.' Wheel is, therefore, the smart housewife's choice.

2. Personal Wash

Lifebuoy – “Family health protection for my family and me”

World’s largest selling soap offers a stronger health benefit to the entire family

Launched in the year 1895, Lifebuoy, for over a 100 years, has been synonymous with health
and value. The brick red soap, with its perfume and popular Lifebuoy jingle have carried the
Lifebuoy message of health across the length and breadth of the country, making it the largest
selling soap brand in the world.

In 2002 Lifebuoy was relaunced, marking a new turning point in its history. The new mix
includes a new formulation and a repositioning of the brand to make it more relevant to both new
and existing consumers.

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Lifebuoy is no longer a carbolic soap with cresylic perfume. It is now a milled toilet soap with a
new health fragrance. The new formulation has an ingredient, Active-B, which offers protection
against germs, which can cause stomach infection, eye infection and infections in cuts and
bruises. The new health perfume has been selected after one of the most extensive perfume hunts
in the industry. The new milled formulation offers a significantly superior bathing experience
and skin feel. The new formulation, new health perfume and superior skin feel, along with the
popular red colour, have registered conclusive and clear preference among existing and new
users.

The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family
health protection for my family and me” positioning. Lifebuoy has made a deliberate shift from
the male, victorious concept of health to a warmer, more versatile, more responsible benefit of
health for the entire family.

The new Lifebuoy range now includes Lifebuoy Active Red (125gm, 100 gm and 60 gm) and
Lifebuoy Active Orange (100gm). Lifebuoy Active Orange offers the consumer a differentiated
health perfume while offering the health benefit of Lifebuoy.

At the upper end of the market, Lifebuoy offers specific health benefits through Lifebuoy
International (Plus and Gold). Lifebuoy International Plus offers protection against germs, which
cause body odour, while Lifebuoy International Gold helps protect against germs, which cause
skin blemishes.

Lux

Lux - the film stars' choice

Endorsed by popular film stars, Lux is one of the biggest brands in the soap category. Lux was
launched in India in the year 1905.

Lux comes in 3 attractive variants - Lux Pink is a fragrant ensemble of almond oil, Lux White a
rich creation of milk cream and Lux Black (in a pastel shade of lemon yellow) overflows with
the goodness of honey, and is also the first of its kind in the market.

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The new, exotic addition includes International Lux Skin Care 'Sunscreen Formula'. A unique
soap, which protects the skin's fairness against darkening by the sun. The product contains a
combination of sunscreen actives, which are deposited on the skin as a protective layer, even as
the soap washes away dirt and grime. This breakthrough, for the first time in the world, is the
result of technology patented by HUL.

In short, Lux has worked its charm on millions of women, making their dreams of beauty come
true.

Breeze
Breeze - makes dreams a reality

Launched in 1991, Breeze is a mass-market soap that sells in the economy segment.The fragrant
ensemble from Breeze comprises 3 variants, which contain the real goodness of natural
ingredients such as rose water, sandal extracts and lime extracts, giving skin a glowing radiance.

Originally launched in 1989, Breeze is today perceived to be a good value for money brand -
with outstanding sensory experience. Its strengths are its fragrance, lather and the soft feeling it

30
has on the skin. A new variant, a hair-and-body soap, Breeze 2-in-1, was launched in January
2001. Enriched with coconut oil and lime extracts, it was the very first of its kind and leaves the
consumer looking and feeling beautiful.

The brand plays a critical role in its consumer's life, because Breeze for her is more than just
soap. It is, in fact, her beauty aid, her only cosmetic, and one that she can afford. She regards
Breeze as her only way of fulfilling her dream of looking beautiful.

3. Household Care

Vim

Vim – Khar Khar ka moh tod jawab

In 1993 Vim Bar was launched. This product had many benefits including better clean, ease of
handling and easy storage. Vim Bar was re-launched in 1997 with an improved formulation and
new communication, which tackled economy and performance. Much appreciated by the mass
market, it resulted in conversions not just from powder users, but also from proxy users who did
not upgrade to powders but preferred to use Vim Bar instead.
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 The brand has grown significantly registering strong double-digit growths in both volume
and value terms. Vim Bar was relaunched a second time in 2002, with a unique “Stain Cutter”
formulation that removes the toughest stains such as burnt milk and ghee stains. This new
formulation evolved through research and is now setting benchmarks in tough stain removal.
New Vim offers the consumer a superior performance at a great value.

Vim is the market leader in the dishwash category. Today Vim is available in powder, bar and
liquid form. Vim continuously strives to innovate its products to enhance the lives of its
consumers. Whether it be through its new 'Stain Cutter' formula in its Vim Bar or it's the stain
busters in its powders, Vim stands for the best quality in dishwash products.

FOODS AND BEVERAGES

1. Ice Creams

• Cornetto

Kwality Wall's Cornetto - bite bite mein pyar

Launched in the year 1995-96, Cornetto is undoubtedly one of the most popular ice creams in
India. Positioned as the icon for romance and special moments - it is targeted at young adults.
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However, with its rich multi-sensory eat experience, it is overwhelmingly quoted as the favourite
of consumers across ages.

Feast

Kwality Wall's Feast - feasting on 'the big “F”

Launched in 1995-96, the Kwality Wall's Feast range of ice creams and frozen desserts has
been positioned as a “Youth ice cream brand with an attitude.”

Over the years, Feast has expanded its 'chocolate only' portfolio to a more diverse one by
including refreshment products like Mango Zap, Calypso Punch and Jaljeera Blast. This was
in keeping in line with the varied need-states of today's youth.

As part of Kwality Wall's endeavour to consistently reach out to the consumer with new and
exciting flavours, Feast has launched Feast Snacko. The stick product is an excellent value
for money proposition.

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 As part of Kwality Wall's endeavour to consistently reach out to the consumer with new and
exciting flavours, Feast is launching a new SKU, viz. Feast Snacko. The stick product is
expected to take the market by storm, as it is an excellent value for money proposition.

Continually connecting with today's youth, Feast remains the ice cream with . . . The Big F!

• Max

Kwality Wall's Max - the 'masti' ice cream

Max, launched in the year 1999 as the 'masti' ice cream, is targeted solely at children.

All Max products are fortified with extra vitamins. Max Cups and Max 123 have Vitamin A,
Max Orange and Max Joos have real fruit juices and Vitamin C (a single Max Orange candy
offers a child 15% of his daily requirement of Vitamin C).

Max says, 'Masti kar Befikar' and encourages all kids to go ahead and have lots of fun!

Max has recently been extended as confectioneries (candies) - MaxMasti, MaxMagik and
ChocoMax.

• Cornetto Soft

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Kwality Wall's Cornetto Soft

In 2002, Kwality Wall’s is introducing a host of unique product innovations under a new brand
called “Cornetto Soft”. The new range includes a Super Cone (a bigger soft cone- Vanilla and
other flavours like chocolate, strawberry etc), Strawberry Sundae Cup (Creamy tasty vanilla
topped with rich strawberry sauce), Chocolate Sundae Cup (Creamy tasty Vanilla topped with
thick chocolate sauce), Ripple Cones (Creamy tasty vanilla softy with strawberry or mango
ripples) and Nutty Delight (Creamy tasty Vanilla topped with thick chocolate sauce and nuts,
served in a cup.). The price ranges from Rs.7/- for a Super cone to Rs. 20/- for a Nutty Delight.

At a Kwality Wall’s kiosk, the consumer will experience innovative promotions and themes that
will take place regularly at and around the outlet kiosk, it will be seen as a ‘cool place to hang
out and a great place to eat out.’ Kwality Wall's has a perfect blend of affordability, hygiene and
taste that will win over the consumer.

Kwality Wall’s Softies are untouched by human hands. The first hand that touches the product is
the consumer's. Kwality Wall's uses a pre-mixed liquid produced and sealed at the factory and is
untouched by the operator at the outlet. The advanced Tamper Proof technology & the
sophisticated softy dispensers make sure that hygiene is given the highest priority. The
ingredients are pasteurized and homogenized, which ensure true quality & consistency of the end
product. As a result Kwality Wall’s is the only one offering a superior and completely hygienic
product.

Kwality Wall's aims to ensure that the consumer gets a world class product delivered to meet
local taste requirement under strict Unilever standards of hygiene and at a great price!

• Kwality Wall’s Black Currant Sundae

Irresistible international flavour now available in India

The exotic dessert, Kwality Wall’s Black Currant Sundae, launched in India, has a mouth-
watering black currant sauce and creamy vanilla. The Black Currant sauce has been specially
formulated by Kwality Wall’s, to offer a truly delectable dessert for its consumers that leaves

35
them yearning for more. Black currants are grown in Europe, USA and Chile, rich in vitamin C
and minerals; they are used to make exotic jellies, jams, drinks and sauce the world over.

There is an even more interesting history to sundaes. In the 1980s, when this delightful dish was
first put together in the US, it was against the law to sell soda and consequently, ice-cream sodas
on Sundays. So the trend of serving ice cream with sauces and toppings instead of soda began.
Soon, ice-cream sundaes became so popular that people opted for this dessert on weekdays as
well.

Kwality Wall’s Sundaes were launched in 2001 in India in Chocolate, Strawberry and Mango
flavors. These products were a phenomenal success and are now being taken to the next level
with an exotic Black Currant sauce and Black Currant Dry Fruit pieces.

In a day and age, when families hardly find time to spend together, Kwality Wall’s sees its
Sundaes as an offering, which helps bring families together for fun and enjoyment. 10 p.m.
would henceforth stand for Kwality Wall’s Sundae time!

Beverages

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Brooke Bond 3 Roses - has colour, taste & strength

Brooke Bond 3 Roses, a premium dust brand was launched in 1978 in the heartland of coffee
drinking households in southern India. The brand can rightfully claim credit for creating a tea
drinking habit amongst these households through its highly successful positioning as the only tea
with a perfect combination of colour, taste and strength - the 3 most important attributes in a cup
of tea. Not surprisingly, this wonderful cup of tea came to be enjoyed by a cross section of
consumers giving it undisputed market leadership.

Since the turn of the millennium, the brand has taken a further leap by adding a highly
motivating emotional benefit - The Perfect tea for Perfect moments - amongst couples. The first
step towards appropriation of this emotional mind-space started with a highly successful Perfect
Couple search campaign, which saw significant strengthening of affinity and disposition towards
the brand. This is being furthered by a new theme - triggering an even stronger emotive link with
the consumer.

• Brooke Bond Red Label - nation's cup of tea

Brooke Bond Red Label Tea was launched in the year 1903, which makes it one of the oldest
brand of tea in the country. It also has the distinction of being the largest brand of tea in India
and has a truly national presence. For years, Red Label has stood for good quality tea and it can
be easily called as one of India's favourite tea brands.

The brand was relaunched in the year 2000 with a new product formulation, wherein long Assam
orthodox tea leaves were added to the base CTC tea to deliver enhanced taste. These are referred
to as 'Assam Super Tasters' in the brand's communication. The new campaign highlights the
irresistible taste of the new Red Label Tea through executions that revolve around a very catchy
base line 'Don't Mind - Ek Cup Aur' - Ready for another cup!

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• Brooke Bond A1 - 'kadak chai

Brooke Bond A1 was launched in the year 1995 as HUL's offering in the discount segment of
tea. It is targeted at converting consumers of loose tea and local packet tea players.
Brooke Bond A1 has region specific blend formulations to meet the needs of the consumers in
different regions of India.
The core proposition of the brand is 'Strength'. The benefit to the consumer is 'Strong tea that
charges my confidence'.
Brooke Bond A1 Power, a variant of Brooke Bond A1, is fortified with Vitamins. It has initially
been launched in Karnataka in March 2001.

Brooke Bond A1 Power, similar to Brooke Bond A1, has the consumer offering of "Strength"
but has Vitamins as a reason for the consumers to believe in the proposition. The choice of
vitamins has largely been based on evidence of deficiency among the target group.

Targeted at lower middle class consumers, this brand variant is expected to gain from local
players and upgrade Mother brand Brooke Bond A1.

• Brooke Bond Taj Mahal Tea - 'Wah Taj!'

Taj Mahal Tea was launched in 1966 as a premium CTC leaf brand. Over the years, the brand
has fulfilled its promise of India's best tea. The tea is carefully chosen from a thousand teas from
the best gardens of Assam to give it an exquisite aroma and taste. It is endorsed by Ustaad Zakir
Hussain who personifies the brand in all respects.

The brand has constantly led by innovation, whether it be the first tea bag in the country in 1979
or the patented 'vacuum pack', which keeps the great quality intact. No wonder tea lovers across
the country start the day by saying 'Wah Taj!'

Lipton Taaza - the fresh cup of tea

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Lipton Taaza was launched in 1988. The strategy for the launch was to convert loose tea users
into packet tea. The brand was launched in a poly pouch format designed to preserve the
freshness of tea. The name Taaza signified 'fresh tea'. The core benefit was refreshment. Taaza
pioneered the format of pouches on a national scale.

Lipton Taaza is one of the largest tea brands in the country, specially in the Hindi belt.

The core proposition of the brand now is 'Fresh Taaza tea refreshes like no other tea can.' The
brand commercials in the past have shown fresh tea being selected from select gardens and this
in turn leading to amazing refreshment.

• Lipton Yellow Label - the global cuppa

Lipton Yellow Label is Unilever's global tea brand and sells in many countries across the world.
It has pioneered the growth of tea through non-traditional formats like Tea Bags and more
recently Ice Tea.

Lipton Yellow Label is a brand for young minded people and offers an option to tea lovers to
enjoy their favourite drink in an exciting and refreshing way.

• Brooke Bond Bru - the instant coffee

Brooke Bond Bru, launched in 1969, created history in the first year of launch by growing to a
record market share of 21%. Ever since, it has grown from strength to strength and is now the
single largest brand of Instant Coffee in India, with a dominant presence in South India (which
accounts for 65% of the All India market).

Initially positioned on the generic benefit of convenience, it was communicated in the late 70s as
'the favourite of coffee lovers in the South.' This evolved in the 80's to the well known 'Closest
in taste to Filter Coffee' platform. Bru is one of the most salient Packaged Mass Consumption
Goods (PMCG) brands, especially in Southern India.

Bru has been instrumental in virtually creating the entire Instant Coffee category as it exists
today. It has been at the forefront of most innovations in the Instant Coffee category - whether in
39
coffee-chicory blends, refill packaging, vending operations, or more recently the Low-unit-price
packs. Bru's popularity cuts across all sections of society - income, townclass and states, the
name being synonymous with Instant Coffee in all the Southern geographies.

• Lipton Green Label - the champagne of teas

Lipton Green Label is the only popular orthodox tea in the country. Chosen from the best leaves
of the best Darjeeling Gardens, the tea has an aroma and flavour that testifies to its pedigree. The
tea is packed in a special toptainer that is both a container and a dispenser.

Lipton Green Label tea is best when the leaves are brewed in a pot of hot water to keep the
flavour intact. More and more people are discovering the delight of true orthodox tea through
Lipton Green Label.

2. POPULAR FOODS

• Annapurna

Annapurna - flowering of a flour

Hindustan Lever's Annapurna Fortified Atta, developed through using agrarian and processing
technologies, is extracted from premium quality food grains. Its richness of nutrients is not just
entirely retained, but boosted through fortification. The iron in it, in particular, addresses a
deficiency that 6 out of 10 Indians suffer from.

A special grinding technique ensures that Annapurna absorbs more water when kneaded for
chapatis. This helps keep the chapatis soft, fresh and tasty for far longer.

In other words, a brand that supplies much of the daily nutrients an Indian consumer need.

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 CULINARY PRODUCTS

• KISSAN

Kissan - the taste to grow up with

Acquired by Hindustan Lever Limited in 1994, the Kissan category consists of 'deliciously
holesome products for kids to grow up.'

The Kissan range consists of ketchup and other sauces, puree, jams, squashes and ready-to-drink
products. For mothers and children, Kissan is today one of the most trusted processed food
brands in the country.

OILS AND FATS

• DALDA

Dalda - for healthy cooking

Launched in 1937, Dalda Vanaspati has been the Indian housewife's trusted companion for tasty,
healthy cooking. Considered as an embodiment of mother's love, Dalda has always been
associated with purity, quality and trustworthiness.

In 2000, Hindustan Lever launched Dalda Activ, a healthier version of Vanaspati, primarily
because it contains twice the amount of healthy fat (poly unsaturated fats) and also actively
reduces the unhealthy fat (saturated and trans fat). As a result, food cooked in Dalda Activ does
not congeal on cooking and, hence, no layer of fat is formed.

The product was developed through the process of interesterification, a fat modification
procedure, which changes the melting and crystallisation properties of the fat. The process has
been perfected for Indian conditions at Hindustan Lever's Foods Innovation Centre.

41
In 2001, Hindustan Lever launched Dalda Classic, which with its butter aroma is targeted at
consumers in the South.

PRESS RELEASES

India can create 70 million new jobs and add 2% annually to GDP growth by global
sourcing of manufactured exports, says M.S. Banga

HUL gearing up for billion-dollar sourcing business out of India

MUMBAI, June 26, 2002: India can double its exports growth rate to 20%, adding 2% to GDP
growth rate annually and creating 70 million new jobs in the private organised sector over 10
years, if it leverages its potential to become a preferred sourcing centre for manufactured exports,
Mr. M.S. Banga, Chairman of Hindustan Lever Limited (HUL), said here today.

Noting that India has already demonstrated the potential to become a global sourcing centre for
services, Mr. Banga highlighted, “However, India cannot rely on services alone to drive exports.
Manufacturing constitutes 72% of global trade worth US$ 6 trillion. For exports to be a major
platform for growth, it is imperative that we focus on and drive manufactured exports.”

Mr. Banga said that HUL, already one of India’s largest exporters, has decided to make sourcing
an integral part of the business strategy. “Sourcing already accounts for about half of our total
exports of Rs.1500 crore. HUL’s vision is to build a billion-dollar sourcing business out of
India,” he said. Mr. Banga was addressing HUL’s annual general meeting.

Five initiatives: He said that India must move quickly to pre-empt other countries in the race for
global sourcing, and suggested five immediate initiatives, that Government and Industry will
have to take. This will help overcome India’s disadvantages, in cost, image and process
competitiveness, vis-à-vis other low-cost nations, like China, Korea, Thailand or Mexico, which
are already ahead in the race to become global sourcing centres in manufactured exports.

The five initiatives are: identifying, nurturing and promoting 2 or 3 ‘Star’ sourcing sectors;
creating ‘Virtual’ Special Economic Zones; completely privatising Mumbai and Chennai ports;

42
driving industry productivity and process excellence through the Total Process Management
(TPM) tool; and an enabling fiscal and regulatory Regime.

‘Star’ Sourcing Sectors: Mr. Banga said that, within the country’s portfolio, Pharmaceuticals,
FMCG and Processed Marine products have the potential to become ‘Star’ sourcing sectors in
the immediate term. “There is a rationale for the choice of these sectors. The US FDA
requirements are stringent for pharma. Consumer involvement in food items is high. FMCG
items are items of mass consumption. If we are able to successfully create a niche for ourselves
in these sectors, it will give the ‘Made in India’ brand for manufactured exports a big boost,
which we can then extend to other sectors,” he said.

To nurture the ‘Star’ sourcing sectors, he called for the establishment of a quasi-government
Apex Sourcing Body, with strong linkages to both the Commerce and Finance ministries, and
independently managed by professionals deputed from Industry. “A good role model is
NASSCOM, which has played a crucial role in positioning India as a global IT services sourcing
base. Manufactured goods sourcing too will gain from a similar organisation, whose focus will
be on building the India Inc. brand through some key activities - attracting lighthouse global
companies to establish manufacturing bases in India; continuously highlighting legal and
regulatory changes required by the sector; and finally, being a knowledge repository for
information and research on the sourcing potential of India,” he said.

‘Virtual’ Special Economic Zones: Welcoming the Special Economic Zone (SEZ) legislation,
he pointed out that to enjoy the benefits of this legislation, a company needs to be physically
located within the SEZ. This would require an exporter to spend resources in relocating facilities.
This might not be feasible for many industries, which need to be located near the source of raw
materials (e.g., steel) or skilled labour pools (e.g., diamonds). Secondly, an SEZ will take two to
three years to begin functioning with the full infrastructure in place.

Therefore as an interim action, he suggested the establishment of ‘Virtual SEZs’ (VSEZs). A

VSEZ is similar in concept to the current EOUs. Any unit that exports more than 50% of its
production in a block of three years, wherever it is located, will be a deemed VSEZ, enjoying all
the benefits available to an SEZ, including fiscal advantages and freedom from administrative

43
procedures. To begin with, the VSEZ facility could be extended to those companies with an
export of Rs.100 crore per annum, which would kickstart sourcing without waiting till the SEZs
are fully established.

Privatisation of Mumbai & Chennai ports: In the light of the encouraging experience of
privatising three terminals in Chennai and Mumbai ports, Mr. Banga called for the complete
privatisation of these two ports. This will not only enhance efficiencies and bring down costs, but
also earn Rs.2000 crore, in addition to the annual revenue streams. Besides establishing world-
class processes and systems in at least two ports, this will serve as a model to rapidly privatise
other ports as well.

Productivity & process excellence: Highlighting the need for industry to develop an
obsessive commitment to productivity, he suggested the adoption of Total Process Management
(TPM) as a tool. “A TPM factory is unbelievably superior to a non-TPM one – I have seen this
for myself. On an average, HUL has doubled productivity through TPM and, in some cases,
taken it up to three times the original levels. We have now adopted TPM in our offices and sales
processes as well,” he recounted. He suggested TPM training to be included in ITI and
Engineering education, which will provide more than 200,000 TPM-trained personnel annually
to industry. He also proposed a JIPM (Japanese Institute of Plant Management) certification
programme for exporters along the lines of SEI-CMM for IT services companies, which will add
considerably to the image of India’s sourcing.

Fiscal & regulatory regime: Mr. Banga pointed out that the approach to the regulatory
regime for exports should be such that it actively enables exports as a growth driver. He has
suggested Comprehensive VAT for exports and Simplification of Transfer Pricing rules.

Pointing out that 140 out of 147 countries in the WTO already have Comprehensive VAT, he
strongly suggested immediate introduction of Comprehensive VAT for the exports sector, which
would also provide useful learnings for implementation subsequently in the domestic sector. On
transfer pricing, he said that price fixation in international markets is subject to many variables,
all of which may not be common across firms, industries or, indeed, across time. Therefore,
transfer pricing rules must be less formulaic. A simple solution is to increase the margin for

44
variance from 5 to 15 %, and simplify the administrative and documentation procedures. In order
to learn, the simplified regime could first be implemented for imports, and then extended to
cover exports.

Mr. Banga concluded, “India must move quickly to pre-empt other countries in the race for
global sourcing. Government and Industry must work together to dramatically improve India's
Cost, Image and Process competitiveness. The time is right for us to move Exports to the top of
the economic agenda and make it a national priority.”

Kwality Wall's makes its consumers 'Ek Din Ka Raja'

Largest consumer promotion ever by any ice cream brand!

New Delhi, March 14, 2002: Kwality Wall's, the market leader in India, has today announced
the launch of its most exciting consumer promotion ever. This promotion, called 'Ek Din Ka
Raja' is the biggest consumer promotion by any ice cream brand across the country. The 'Ek
Din Ka Raja' promo entitles 10 lucky consumers to spend Rs.10 lakhs in One Day's shopping
with their family in Mumbai! They can choose to spend on consumer goods such as cars, home
appliances, furnishings, garments, etc. - but within 24 hours!

This 'dream-come-true' offer for the ice cream lovers comes at very affordable prices. All that
one needs to do is buy Kwality Wall's range of products - every pack has a certain number of
points on it. The consumer needs to collect wrappers / lids upto 150 points to be eligible to
participate in the 'Ek Din Ka Raja' promo. On collection of the same, they need to go to a
redemption centre where they will be given a scratch card. (Call centres have been set up at each
of the major cities, which will direct consumers to their nearest redemption centres as well as
answer all their queries.) Upon scratching the cards, 10 consumers can win the mega prize of 10
lacs and shop till they drop with their families in Mumbai. There are over one million assured
prizes for all who get a scratch card - important to note that every scratch card has a guaranteed
prize (there are no try agains!)which is not very commonplace for such kind of promotions. The
other prizes include microwave ovens, walkmans, gold plated watches, jigsaw puzzles, video
games, fun books, zoomerangs etc.

45
The mega prize of EDKR entitles the consumer (with his family - upto 4 members) to be flown
into Mumbai with all hospitality taken care of in royal style! They will be given a chauffeur
driven car, two riders and a day to go on their dream-shopping spree. The winners will get to
shop at five popular categories where we are associating with the best of brands in each category
- BPL, Hyundai, Tanishq, Westside, and Wipro.

"The Ek Din Ka Raja promotion is an effort by Kwality Wall's to connect to our consumers in
a more personal way - we have given them offerings that they love - and now we are giving
them something that all families love doing together - shopping. The time limit of one day
makes this promotion very exciting and different from all others. This promo, we are
confident, will go a long way in strengthening the perception of Kwality Wall's as being a
brand that emotes togetherness, fun, sharing and laughter," says Mr J H Mehta, Executive
Director - Ice Creams, Hindustan Lever Limited.

The 'Ek Din Ka Raja' consumer promotion will be supported extensively by multimedia
communication tools - in what we believe is going to be one of the biggest and certainly most
innovative media support for any consumer promotion seen before in the country. Apart from
this we have an exclusive tie-up with Sony TV and Indiatimes.com As part of these tie-ups, the
consumers will also get to play EDKR even if they have missed out while "scratching". We will
also be reaching over 20 lac consumers directly as part of our extensive consumer contact
programme. In short, ensuring that the excitement of the promotion reaches one and all across
the country and becomes the new mantra for families wanting to shop together! After all - as
someone said 'The family that shops together - stays together!'

About Kwality Wall's

Kwality Wall's, a brand of Hindustan Lever Ltd, currently commands a marketshare of more
than 50% of the organised Indian ice-cream sector. Kwality Wall's has combined the state-of-the-
art technical know-how of Unilever-- the global leader in ice cream products--with a deep insight
of the Indian market, to deliver a range of superior quality products under its international
brands. It has recently revamped its complete brand portfolio and brand proposition in line with

46
HUL's Brand focus exercise. The essence is captured in the new baseline "Ho jaaye Dil ka
Connection..." a proposition which captures the fun of bonding between families and friends.

And don't forget, the family that eats together, shops together.

Kwality Wall's launches Super Cornetto

Exotic flavours and a core of sauce in delicious new cones

Bangalore, March 2002: Kwality Wall's is all set to take the Indian ice cream market by storm
with the launch of Super Cornetto. To the existing range of Chocolate, Butterscotch and
Strawberry cornetto, the Super Cornetto range comes in two enticing combinations - Jamaican
Magic and Hawaiian Bliss. The product has a core of luscious sauce that runs right through the
cone, and it has beautiful rosette decoration on the top. Once again Kwality Wall's has
introduced an exceedingly innovative product into the ice cream market.

Jamaican Magic is an exotic combination of Rum & Raisin + Coffee flavours with a core of
chocolate sauce cone topped with nuts. Hawaiian Bliss is a delicious combination of
Blackcurrant and Strawberry flavours with a strawberry sauce core and cherry toppings. Both the
Super Cornettos which are much bigger that the current product are priced at Rs 30/-.

Cornetto has for many years been considered to be the icon of ice cream industry and the best
cone not only in India, but abroad as well. It stands for romance and togetherness and appeals to
young adults. It is now extended into an exotic, international offering Super Cornetto - which
speaks for your heart better than any words can.

Says Mr J H Mehta, Executive Director, Ice-cream Division, HUL, "With Super Cornetto, we
are giving the consumer a never-before experience in a cone with delicious flavours and a
sauce flowing right through the cone. The Indian ice cream market, we believe, will be taken
by storm by the Super Cornetto range and this will soon become a benchmark in pre-packed
cones."

The launch of the new Super Cornetto range is supported by a new television commercial as well
as outstanding outdoors and a press campaign. The television ad, also features the new theme
47
music for Kwality Wall's which is truly excellent. This ad gives you that warm feeling inside and
is likely to be remembered as one of the all time favourite ads for 2002.

Hindustan Lever Limited's (HUL) new businesses have made robust and steady progress, all
posting profitable growth. Lever Ayush, the Ayurvedic range of personal care products, has gone
national.

HUL launched Lever Ayush in May 2002. It is for the first time that rigorous testing procedures
of the pharmaceutical industry have been applied to Ayurvedic products.

Mumbai, October 09 t h 2002

Pepsodent, Hindustan Lever Ltd's leading oral care brand, today announced the
launch of Pepsodent Dental Insurance, a first of its kind initiative in the oral care
category in India. Undertaken through a partnership with the New India Assurance,
India's largest General Insurance company, Pepsodent now offers its consumers free
dental insurance of Rs. 1000/- on purchase of any pack of Pepsodent.

Under this initiative Pepsodent offers its consumers insurance cover against
expenses for the extraction of a permanent tooth or teeth due to severe Caries and
Periodontitis including cost of medication in relation there to. Caries and
Periodontitis are two of the most widespread dental ailments in India.

Announcing the launch of Pepsodent Dental Insurance Pradeep Banerjee, Category

Head - Oral Care, HUL, said, "Pepsodent Dental Insurance is a unique concept and
first of its kind in the Oral Care category in India. The initiative not only
strengthens Pepsodent's proposition of being a 'germ-protector' but also displays our
commitment towards improving oral hygiene for our consumers."

Elaborating further on the concept of Dental Insurance, Pradeep said "Pepsodent

Dental Insurance is a unique concept in this category and will further strengthen the
equity of Pepsodent in the minds of the consumers."

48
Insurance cover under Pepsodent Dental Insurance will be provided for one year,
which comes into effect after a period of six months from the date of issue of the
Pepsodent Dental Insurance Certificate. Pepsodent Dental Insurance forms will be
soon available in all Superior Pepsodent packs of 100 and 200 gms as well as select
retail outlets. The company also plans to make the forms available through
advertising in the print media starting November.

Mumbai, January 16, 2003

In a path-breaking tie-up, two FMCG leaders, Hindustan Lever Ltd. and Pepsi Foods
Pvt. Ltd. today formed an alliance in India to jointly market through a vending
format a full range of hot beverages and soft drinks from their portfolio of world
class brands.

HUL brings to the alliance a well established presence and brand value in hot
beverages, outstanding product development and backward integrated sourcing
capability, expertise in vending and an extensive institutional channel base.

The partnership leverages each other's strengths with an unbeatable business model that creates a
powerful distribution base to market a unified portfolio of popular hot beverages and soft drinks
through a combined fountain, vending and institutional initiative. The area of collaboration for
these two organisations will be in vending hot tea and coffee along with soft drinks across the
country. The alliance will make available leading brands of the two FMCG giants - Lipton, Taj
Mahal, Bru, Pepsi Cola, 7Up, Mirinda and other popular carbonated soft drinks through vending
machines and fountains. With this alliance, HUL & Pepsi venture into offering hot beverages
through the Pepsi distribution system for the first time in the country as part of their strategy to
infuse new growth in the entire category of liquid refreshment beverages.

HUL remains the largest spender in terms of total outlay

Hindustan Lever retains its position as the largest spender in the sector with its annual
advertisement expenditure in 2002 at Rs7.2bn. Are you surprised at the figure?. Don’t be. Just go
back to your television set and count the HUL product ads Vs other company product ads

49
tonight. On an average if you see 10 ads, you will find that atleast 5 out these are of HUL
products.

HUL jacks up advertising spend

Advertising and sales promotion expenditure of the fast moving consumer goods giant (FMCG)
Hindustan Lever soared to a record Rs 823.82 crore during the year ended December 2001.

In the previous fiscal, the company had spent Rs 696.58 crore. The spending on advertisement
sales promotion, which is up 18.27 per cent in 2001, is considered to be on the high side as
FMCG companies are facing acute demand recession. The fierce competition among all personal
care companies, particularly to maintain market shares in shampoo, toothpaste, detergent bath-
soap and hair-dye, has compelled HUL to go for large ad spending.

In 2001, the spending on advertising accounted for 50.19 per cent of the net profit. In 2000, ad
spends accounted for 53.17 per cent of the net profit and in 1998 it was 68.96 per cent of the net
profit. The company's advertisement spends accounted for 83.06 per cent in 1997.

50
 OBJECTIVE OF THE STUDY

♦ To have an overall knowledge of how marketing of products with regard to FMCG sector

takes places with reference to HUL.

♦ To map the market share of HUL in he Indian FMCG market.

♦ To study the marketing strategies and public relations of HUL.

♦ To Study the Different promotional Strategy of HUL.

51
 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 Company’s. 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

newspapers etc. Moreover it also contained information’s 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, Descriptive 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
used to analyze the different outlets that answer “who, what, when, where and how” of the
subject under investigation.

Data is the key activity of marketing research. The design of the data collecting method is
backbone of research design. Data constitute the foundation of statistical analysis and
interpretation. Hence the first step in statistical work is to obtain data.

52
Data can be obtained from two important sources, namely:

1. Primary Data
2. Secondary Data

Primary Data:

Primary data are gathered for the specific purpose or for a specific research
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
the enterprises nor in published sources. In some cases it may become necessary to collect
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

53
within an organisation to facilitate its operations and annual report. External data are those
specially produce for outside consumption.

PROJECT AREA:

Ghaziabad Region

54
 THEORITICAL CONCEPTS

Advertising

“DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING AT A GIRL IN THE

DARK; YOU KNOW WHAT YOU ARE DOING, BUT NOBODY ARE DOES”

According to the American Marketing Association, Chicago adverting is “any paid form of non
personal presentation of ideas, goods and services by an identified spoor”.

Advertising is a form of persuasive communication with the public.

The communication is usually one-sided from the Advertiser to the public

The object Advertising is:-

(1) Inform customers of the goods and services.

(2) Brings out the product use P’s

(3) Calls for or invites people to buy the product

(4) Mass communication

(5) Attract attention

(6) Lousing interest

(7) Building desire

(8) Obtaining action.

55
ADVERTISING PROCESS

The Frozen Products Division of HUL follows the advertising procedures laid down by the
company. The advertising agency also adheres to the company norms. A clear sequence of
activities is followed. This has been outlined below:

1. Usage and Attitude Study – Before a new product or advertising idea is involved, a
complete quantitative research study is carried out in order to fully understand the needs,
wants, preferences, purchases and consumption habits of the target segment. The results
of the study typically point out any opportunities that can be exploited in terms of
unsatisfied consumer needs. On the basis of the above results, a new product or
advertising concept is evolved.
2. Concept Testing –Once the new concept has been thought of, it goes into qualitative
research. This qualitative research primarily focuses on testing the acceptance of the
concept by the target segment as well as the evolving of an appropriate positioning
plank. The positioning could be attribute, cost or benefit based. Based on consumer
feedback, an appropriate positioning platform is determined.
3. Agency Brief –Once the concept testing is successfully complete, the Brand Manager
prepares a brand positioning statement. This is a description of the brand and includes
the product description, likely brand name, category, name, variants (if any) and key
brand benefits (sensory, functional and emotional). An agency brief is then prepared for
the Agency, which includes the BPS as well as answers to the following questions:

- Why do we want new advertising?

- Whom are we talking to?
- What is the benefit to be perceived by the consumer?

4. Animating Testing: The storyboard is developed by the agency. After this has been
approved by the client, the animatics go into testing. These are advertisements made
from frame-by-frame shots of the storyboard with appropriate music/dialogue/voice
over. This is more economical when compared to shooting the actual advertisement. The
animatics are shown to the sample audience for feedback and frame-by-frame analysis.

56
 The name, product design, ambience, music and overall purchase intention after viewing
the advertisement are measured. Brand personification may be included. If the results
are positive, the advertising concept is frozen.
5. Media Brief – This is given to the media planner and is similar to the agency brief.
However, it includes media vehicles desired required awareness, frequency (number of
exposures) and reach (% target segment who should view it).
6. Post Launch Dipstick –After the advertisement is released, a post-launch study may be
conducted in order to gauge advertising effectiveness. This is typically conducted among
users as well as non-users. It measures advertising recall, awareness of the advertisement
and the brand, intention to try after viewing the advertisement overall purchase intention,
etc.

PUBLIC RELATION

“Public relations practice is the deliberate planned and sustained effort to establish and
maintain mutual understanding between the organisation and its publics”.

By: - Institute of Public Relation (British) 1948.

To understand the definition better it in important to know as to who does the word publics refer
to.

Public are -

: Shareholder

: Customers

: Employees

: Trade Unions

Public Relations

57
Advertising is a commercial persuasive activity aimed at promoting a particular idea or a
viewpoint product, or service, institution and so on through the mass media.

As refined by the British Institution & Practitioners of Advertising:-

“ADVERTISING presents the most persuasive possible selling message to the light prospects
for the product or service at the lowest possible cost on the other hand “.

Public Relations demand more time and effort than advertising because advertising is limited to
special selling and buying tasks.

Public relations are a long-term policy measure and are not built overnight. It is also not free of
cost; it is built over a period of time.

“With public opinion against it nothing can succeed”.

“With public opinion on its side nothing can fail”

- Abraham Lincoln

Public relations, taken as a component of management discipline, are of comparatively recent

origin. As a concept, it was critically evolved in business and industry and subsequently spread
to other areas of human activity. Applicability of this profession in government and public
institutions like corporations, municipalities, universities, hospitals, social service organisation
and professional institutions it truly immense. Admittedly, even before the emergence of
industry, business and government, a public relation was in practice in people’s daily life. In
effect, public relations are the result of the action inherent in an individual, an institution or an
organisation.

Public relations are never a private monopoly of PR practitioners. In fact, members of an

organisation, and especially those in leadership, management and supervisory positions have a
PR role to play and often even singularly. People adept in the art of public relations stand better
chances of success and survival since they can always find areas of mutual interest. They also

58
use modern methods of communication and persuasion which go a long way in establishing
mutual understanding based on truth, knowledge and complete information.

59
 DATA PRESENTATION AND ANALYSIS

1. Which of the following brand you use for personal wash?

A.HUL—LUX

B. Nirma

C. Others

LUX

Others
27.3%

HLL
Nirma 60.1%
12.6%

PERSONAL WASH

60.1% of the respondents prefer HUL—LUX, NIRMA preferred by 12.6% and others were

around 27.3%.

60
2. Which of the following you would prefer as washing powder?

A.SURF EXCEL

B.NIRMA

C. Others

SURF EXCEL
Others
37.3% HLL
39.7%

Nirma
23.0%

WASHING POWDER

The above graph shows the sales share in market of Surf Excel of HUL in India is 39.7% and

other companies like nirma share has 23%.

61
3. Which of the following you would prefer as shampoo?

A.HUL-CLINIC ALL CLEAR

B.P&G

C.Others

CLINIC ALL CLEAR

Others
22.1%

P&G
13.0% HLL
64.9%

The above graph shows the sales share in market of Clinic All Clear Shampoo of HUL in India is

64.9% and other companies like P&G is 13%.

62
4. Which of the following you would prefer as toothpaste?

A. HUL-Pepsodent

B. Colgate

C. Others

Others PEPSODENT
16.4%

HLL
35.8%

Colgate
47.8%

The above graph shows the sales share in market of Pepsodent of HUL in India and other

companies is 35.8%.colgate contributes around 47.8% market share.

63
5. Which of the following you would prefer as SKIN CREAM?

A. HUL-LAKME

B. FAIRONE

C. Others

SKIN CREAMS

LAKME

Others
38%

HLL
54%

FAIRONE
8%

The above graph shows the sales share in market of Lakme of HUL in India and other companies

is 54% whereas fairone contributes about 8%.

64
6. Which of the following you would prefer as PACKAGE TEA?

A. HUL-TAJMAHAL

B. TATA tea

C. Others

TAJ MAHAL TEA BAGS

HLL
36%
Others
45%

Tata Tea
19%

PACKET TEA

TAJMAHAL contributes around 36% of the market share..whereas prime competitor is TATA

tea 19%.

65
7. Which of the following you would prefer as washing bars?

A. HUL-wheel

B. nirma

C. Others

WASHING BARS

WHEEL
Others
35.3% HLL
45.7%

Nirma
19.0%

WHEEL contributes around 45.7% of the market share..whereas prime competitor is nirma 19%.

66
 CONCLUSION

A look at the contemporary profit of the global industrial segment of household

goods brings it into clear focus that the situation prevailing in major markets is very much in
favour of HUL. The fact that should be acknowledged on the basis of current trends betrayed by
this segment tells us that HUL veritably stand out as on indisputable market leader in this field
and is sure to surge way ahead of other players in future.

The competitive strength, strategic acumen and ability to reach out for a considerably
larger consumer base that the company has been able to attain through the years since its
inception also point to this fact categorically.

An extremely pertinent views that emerges out of it amply suggests that it is the
dominance of HUL operating under the banner of Unilever in most of the countries that
contribute in a large measure to the creation of a market situation in which consumers are nearly
forced to purchase their ‘choice’ at prices that might not be in congruence with their speculations
and calculative consideration of affordability – something that largely determines the
phenomenon called consumer behaviour. It is absolutely doubtless to assume are incomparable
in term of their qualitative excellence.

It is a bit surprising to observe that HUL is the market leader even though it’s capable of
manufacturing and marketing a vast range of products with an international consumer base.
Moreover, the tie-up of Prima India with HUL reflects that the latter is not unwilling to share its
technological expertise and infrastructural contrivances with others. So, inspite of the near
monopoly situation caused by HUL’s presence in the global market, it points to a healthy
flexibility in the company’s fundamental approach.

Another very striking aspect of HUL’s global marketing strategy and operations, as it has
been pointed out and dwelt upon in the present study, is its enormous ability to capitalize on the
resources available to it.

67
 The company has had the distincting of taking determined steps to maximize
opportunities of image building in the global market. In order to accomplish this task, the
management of HUL is poised to keep infusing new spirit in its HRM wing in order that it may
veritably serve as an instrument for proliferating marketing prospects for HUL products. That
way both internal and external marketing are taken cognizance of with identical sense of
concern. This approach draws sustenance from the comprehensive international network of
overseas operation centres, associates, agents and allies.

68
 RECOMMENDATIONS

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
made to give the required boost to the marketing prospects of HUL products. These can be
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 comprehensive advertising
strategies should be resorted to; though HUL is presently surfing ahead of others on the path
of taking some great initiatives it should be more concerned about it for the purpose of
corporate image building.
 Agricultural pursuits required to meet the demands of certain agro based and culinary
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.
 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
HUL’s marketing policy.

69
 BIBLIOGRAPHY

Books

• Kotler P., Marketing Management, Millennium Edition, Prentice Hall of India, New Delhi.

Magazines

• A&M

• 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

70
 ANNEXURE

QUESTIONNAIRE
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 form 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: ……………………………………………………………………………………

Sex :………………… Age:…………

Occupation:
………………………………………………………………………..…………

Address:
……………………………………………………………………………………………………
……………………………………………………………………
Contact Number: +91…………………

1. Which of the following brand of you use for personal wash?

A.HUL—LUX

B. Nirma

71
 C. Others

2. Which of the following you would prefer as washing powder?

A.SURF EXCEL

B.NIRMA

C. Others

3. Which of the following you would prefer as shampoo?

A.HUL-CLINIC ALL CLEAR

B.P&G

C. Others

4. Which of the following you would prefer as toothpaste?

A. HUL-Pepsodent

B. Colgate

C. Others

5. Which of the following you would prefer as SKIN CREAM?

A. HUL-LAKME

B. FAIRONE

C. Others

6. Which of the following you would prefer as PACKAGE TEA?

A. HUL-TAJMAHAL

B. TATA tea

C. Others

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7. Which of the following you would prefer as washing bars?

A. HUL-wheel

B. Nirma C. Others

73