Marketing strategy is the fundamental goal of increasing sales and achieving a

sustainable competitive advantage.[1]Marketing strategy includes all basic, short-term, and longterm activities in the field of marketing that deal with the analysis of the strategic initial situation
of a company and the formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives.
Developing marketing stategy
The process generally begins with a scan of the business environment, both internal and external,
which includes understanding strategic constraints.[3] It is generally necessary to try to grasp
many aspects of the external environment, including technological, economic, cultural, political
and legal aspects.[4] Goals are chosen. Then, a marketing strategy or marketing plan is an
explanation of what specific actions will be taken over time to achieve the objectives. Plans can
be extended to cover many years, with sub-plans for each year, although as the speed of change
in the merchandising environment quickens, time horizons are becoming shorter.[4]Ideally,
strategies are both dynamic and interactive, partially planned and partially unplanned, to enable a
firm to react to unforeseen developments while trying to keep focused on a specific pathway;
generally, a longer time frame is preferred. There are simulations such as customer lifetime
value models which can help marketers conduct "what-if" analyses to forecast what might
happen based on possible actions, and gauge how specific actions might affect such variables as
the revenue-per-customer and the churn rate. Strategies often specify how to adjust the marketing
mix; firms can use tools such as Marketing Mix Modeling to help them decide how to allocate
scarce resources for different media, as well as how to allocate funds across a portfolio of brands.
In addition, firms can conduct analyses of performance, customer analysis, competitor analysis,
and target market analysis. A key aspect of marketing strategy is often to keep marketing
consistent with a company's overarching mission statement.[5]
Marketing strategy should not be confused with a marketing objective or mission. For example, a
goal may be to become the market leader, perhaps in a specific niche; a mission may be
something along the lines of "to serve customers with honor and dignity"; in contrast, a
marketing strategy describes how a firm will achieve the stated goal in a way which is consistent
with the mission, perhaps by detailed plans for how it might build a referral network, for
example. Strategy varies by type of market. A well-established firm in a mature market will
likely have a different strategy than a start-up. Plans usually involve monitoring, to assess
progress, and prepare for contingencies if problems arise.

Early marketing strategy concepts

Borden's "marketing mix"

"In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964)
credits James Culliton in 1948 with describing the marketing executive as a 'decider' and a 'mixer
of ingredients.' This led Borden, in the early 1950s, to the insight that what this mixer of
ingredients was deciding upon was a 'marketing mix'" (34).

Smith's "differentiation and segmentation strategies"

"In product differentiation, according to Smith (1956, p. 5), a firm tries 'bending the will of
demand to the will of supply.' That is, distinguishing or differentiating some aspect(s) of its
marketing mix from those of competitors, in a mass market or large segment, where customer
preferences are relatively homogeneous (or heterogeneity is ignored, Hunt, 2011, p. 80), in an
attempt to shift its aggregate demand curve to the left (greater quantity sold for a given price)
and make it more inelastic (less amenable to substitutes). With segmentation, a firm recognizes
that it faces multiple demand curves, because customer preferences are heterogeneous, and
focuses on serving one or more specific target segments within the overall market" (35).

Dean's "skimming and penetration strategies"

"With skimming, a firm introduces a product with a high price and after milking the least price
sensitive segment, gradually reduces price, in a stepwise fashion, tapping effective demand at
each price level. With penetration pricing a firm continues its initial low price from introduction
to rapidly capture sales and market share, but with lower profit margins than skimming" (37).

Forrester's "product life cycle (PLC)"

"The PLC does not offer marketing strategies, per se; rather it provides an overarching
framework from which to choose among various strategic alternatives"

Introduction of HUL
Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai,
Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 51.51% controlling
share in HUL as of March 2015 and is the holding company of HUL.[2] HUL's products include
foods, beverages, cleaning agents, personal care products and water purifiers.
HUL was established in 1933 as Lever Brothers and, in 1956, became known as Hindustan Lever
Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and
United Traders Ltd. It is headquartered inMumbai, India and employs over 18,000 workers,
[3]
whilst also indirectly helping to facilitate the employment of over 65,000 people.[4] The
company was renamed in June 2007 as "Hindustan Unilever Limited" [5]
Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and its
products are available in over 6.4 million outlets in the country. As per Nielsen market research
data, two out of three Indians use HUL products
HUL is the market leader in Indian consumer products with presence in over 20 consumer
categories such as soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products. Sixteen of HUL's brands featured in the ACNielsen Brand
Equity list of 100 Most Trusted Brands Annual Survey (2014), carried out by Brand Equity, a
supplement of The Economic Times.[6]
The "most trusted brands" from HUL in the top 100 list (their rankings in brackets) are: Lux (6),
Surf Excel (7), Clinic Plus (8), Rin (13), Lifebuoy (15), Close up (21), Pond's (22), Pepsodent
(24), Fair & Lovely (29), Dove (30), Sunsilk (34), Vim (48), Wheel (67), Vaseline (70),Pears
(78), Lakme (91).[6]
The latest launches for Hindustan Unilever include: Knorr Chinese Noodles, Schezwan and Hot
& Spicy, Lakme Absolute Sculpt Range, Lakme Lip Love, Magnum Choco Cappuccino and Axe
Gold Temptation.[7]

Hindustan Unilever's corporate headquarters are located at Andheri (E), Mumbai.

The campus is spread over 12.5 acres of land and houses over 1,600 employees. Some of the
facilities available for the employees include a convenience store, a food court, an occupational
health centre, a gym, a sports & recreation centre and a day care centre.[61]

The campus received a certification from LEED (Leadership in Energy and Environmental
Design)[62] Gold in 'New Construction' category, by Indian Green Building Council (IGBC),
Hyderabad, under license from the United States Green Building Council (USGBC)
The company's previous headquarters was located at Backbay Reclamation, Mumbai at the Lever
House, where it was housed for over 46 years

Role of Personnel Policies

There are numerous laws and regulations which regulate the nature of the relationship between
an employee (and volunteer, in the case of nonprofits) and his or her organization. They are
intended primarily to ensure that everyone is treated fairly and equitably regardless of their race,
creed, color or sexual orientation. They are intended to ensure that the treatment of employees
and volunteers is based primarily on their job performance. Common types of activities guided
by the laws and regulations are, for example, hiring and firing, benefits and compensation,
affirmative action, rights of privacy, discrimination and harassment, and wrongful termination.
One of the fastest growing types of lawsuits brought by employees against their organizations is
wrongful termination of employment. Other common types of lawsuits are in regard to
allegations of discrimination and harassment. It is far better for organizations first to ensure that
these types of improper types of behaviors do not occur, than to have to defend themselves in
courts of law. The best way to ensure occurrence of proper behaviors is to enact comprehensive
guidelines regarding how employees and volunteers are treated in the workplace. These general
guidelines are called personnel policies. Specific sequences of activities resulting from the
guidelines are often called procedures.
Note the difference between operational policies and personnel policies. Operational policies are
to guide how employees conduct the activities of the organization, ranging from how a client
joins a program to making sure the coffee maker is unplugged at the end of the day. Operational
policies are not about the nature of the relationship between the employee or volunteer and the
organization.
Developing Personnel Policies
Each organization should carefully consider what policies it requires and how they should be
worded. When developing policies, always consult an expert who is very knowledgeable about
federal, state/provincial and local laws regarding employment practices. For example, in the
USA, consider the Civil Rights Act of 1964, Americans with Disabilities Act of 1992, and
Occupational Safety and Health Acts. In Canada, some major employment laws are Employment
Insurance Act, Canada Pension Plan, Old Age Security Act, Canada Labour Code, etc. Personnel
policies might also be governed by union rules or other contractual agreements.

Many organizations develop their policies first by closely reviewing policies of organizations
with similar programs and services. While that practice is a good start, you still should have an
authority on employment practices review your policies. Finally, in the case of corporations, the
Board should formally approve the policies and the approval should be documented in Board
meeting minutes.
Sample List of Personnel Policies
The following is a sample list of policies. Consider the following list to get an impression of
some of the major policies in an organization. This list is by no means definitive for every
organization. The policies developed by an one organization depend on the nature and needs of
the organization.
Work Schedule
Work day hours
Lunch periods
Holidays
Vacation
Sick Time
Personal Leave
Leave of Absence
Severe Weather
Jury Duty
Hiring Procedures
Americans With Disabilities Act
Interviewing job candidates
Checking references
Offering employment
New Employee and Internal Orientation
New employee orientation -- general information
Agency-wide new employee orientation
Intern orientation
New employee and internal orientation checklist
Compensation
Paydays
Overtime and compensation time
Classifying employees as exempt or non-exempt

Salary ranges
Positioning pay within a salary range
Maintaining competitive salary information
Reclassifying positions
Salary review policy
Promotional increases
Withholding salary increase due to performance
Withholding salary increase due to leave of absence
Payroll Information & Timekeeping Procedures
Payroll information -- General
Payroll information -- Direct deposit procedures
Payroll information -- Required and voluntary payroll deductions
Timekeeping -- General discussion of non-exempt and exempt employee classifications
Supervisor's signature
Benefits
Eligibility and general information
Types of available benefits
Medical insurance
Dental insurance
Disability insurance
Supervisory communication
Life insurance
Confidentiality note
Retirement plan
Social security
Employee advisory resource
Workers' Compensation Information and Procedures
When there is an injury or accident on the job
What is covered under Workers' Compensation
Type of injury covered by Worker's Compensation Insurance
Medical expenses resulting from a work-related injury
Resources available

Performance Assessment Procedures

Performance assessment cycle
Performance assessment process
Dealing with performance issues
Discipline: when the positive approach does not work
Separation from employment checklist
Communications by the supervisor regarding personnel issues
COBRA (Consolidated Budget Reconciliation Act)
Leave-taking procedures
Financial Management
Budget management
Capital expenditures
Supervisor's responsibilities in maintaining the budget
Operating management
Financial reporting
Supplementary Information
Discrimination or sexual harassment complaints
Complaints regarding programs or staff
Data Practices
Policy
Procedures
Definitions
Security of Records
External releases
Internal releases
Use of data
Legal procedures
Destruction of records
Staff access
Training on Policies
If employees or volunteers (in the case of nonprofits) behaviors do not conform to the written
personnel policies for your organization, and if an employee or volunteer sues your organization,
then courts will consider your written policies to be superseded (or replaced) by your employees
or volunteers actual behaviors that you appeared to be permitting to occur.

For example, if policies specified that employees should not discriminate on the basis of race,
creed or color, yet there was a history of your employees clearly discriminating against other
employees on that basis, then courts will conclude that your policies are to permit discrimination.
Therefore, it is critical that employees and volunteers have clear understanding of each personnel
policy and that their behaviors conform to those policies. The best way to accomplish that
understanding if for employees and volunteers to be trained on the policies and for their
supervisors to always be sure that policies are followed. Training about policies can be carried
out by ensuring that:

All employees and volunteers receive an orientation that includes overview of the
policies and procedures.

All employees and volunteers sign a document that indicates that they have reviewed the
policies and will act in accordance with them.

Supervisors regularly issue reminders to employees and volunteers about key policies.

All supervisors themselves act in accordance with the policies.

Any violation of terms of the policies is immediately addressed with reprimand or

termination of the employee or volunteer, depending on the nature of the violation.

Research Project
Study the comparative study of HUL, P&G, Nirma, Johnson & Johnson and Godrej in respect
of Price, Promotion and consumer demands.
The check out the how much population uses HUL of P&G products.
To search out what was the last years sales profit of various companies.
My research objective is to do the survey of small samples in various parts of Barielly and fill
up the Questionnaire by them.
To give suggestions to the various companies why their market share are decreasing and how
to improve their values.
My research objective is to make out the research for the companies with the less expenditure
on the research process with the maximum amount of profit by the research done.
To check out which one of the company expands more money on their advertisement.
Introduction
FMCG
FMCG refers to consumer non-durable goods requirement for daily or frequent use. Typically, a

consumer buys these goods at least once a month.

The sector covers a wide gamut of products such as detergents, toilet soaps, toothpastes
shampoos, creams, powders, food products, confectioneries, beverages, cigarettes.
Typical characteristics of FMCG products.
Individual items are of small value. But all FMCG products put together account for a significant
part of the consumers budget.
The consumer keeps limited inventory of these products and prefers to purchase them frequently,
as and when required. Many of these products are perishable.
The consumer spends little time on the purchase decision. Rarely does he/she look for technical
specification (in contrast to industrial goods). Brand loyalties or recommendations of reliable
retailer/dealer drive purchase decisions.
Trail of a new products i.e. brand switching is often induced by heavy advertisement,
recommendation of the retailer or neighbours/friends.
These products cater to necessities, comforts as well as luxuries. They meet the demands of the
entire cross section of population. Price and income elasticity of demand varies across products
and consumers.
Indian Soap Market
Heat and dust are integral part of Indian climate. This makes Indian as one of the ideal market for
soaps and other cleaning products. The penetration of bathing soaps is 98% of all households.
The research study shows that the per capita consumption of bathing soap is 513 gm. So there is
a very big market for soap in India. The total turnover of soap or market in India is 54 lacs ton
per annum and is increasing at the rate of 5% per annum.
HUL
Hindustan Lever Limited (HUL) is Indias largest fast moving consumer goods company with
leadership in Home and Personal Care Products and Foods & Beverages. HULs brands, spread
across 20 distinct consumer categories, touch the lives of two out of three Indians.
If Hindustan Lever straddles the Indian corporate world, it is because of being single minded in
identifying itself with Indian aspirations and needs in every walk of life.
HUL is the market leader with 59% of share followed by Godrej. Other major players are Nirma
Ltd., Colgate Palmolive Ltd. Henkel Spic India Ltd.
Procter & Gamble
Procter & Gamble is a giant in household products, and the company which defined many
marketing strategies we now take for granted. It was the first company to advertise nationally
direct to consumers (In 1880) and it literally created the concept of Soap Opera by sponsoring
radio and television dramas targeting women. P&G found life in the first years of 21st century
more difficult than it may have expected, with earnings below expectations and a series of
management shake ups as a result of under performance. The group got back on track during
2002 with the purchase of Clairol and Wella and a renewed focus on core products. Following
dynamic performance in 2004 and 2005, P&G demonstrated the strength of its recovery with the
January 2006 announcement that it has agreed a deal to acquire legendary personal care products
rival Gillette. Advertising Age/TNS estimated global measure advertising expenditure of $5.8bn

in 2004, making P&G the worlds #1 advertiser.

Procter & Gamble India is one of the countrys leading advertisers, with a small portfolio of
products led by Indias best selling healthcare brand Vicks. Advertising Age estimate a local ad
spend of $138m in 2004, although the company declared a substantially lower figure.
The soap market is not only segmented on the basis of price and benefits but even a range of
emotions within that outlining frame work. For simplicity soap market can be divided into four
categories