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A final project report

Submitted to

Punjab Technical University,

Jallandhar (India)

In fulfillment of the requirements

to the degree of

Master of Business Administration (MBA)

Submitted By
Harpreet Singh
Roll No. 1462151
Submitted To
Mr. Deepak Sood

Institute of Management Studies Bhaddal

Technical Campus, Ropar (Pb).


First of all the researcher would like to thank the supreme power, the almighty god, who is the
one who has always guided me to work on the right path of my life.
The researcher would like to express word of thanks to all those who have provided her with
sincere advice and information during the course . It was indeed a great pleasure work in a very
cooperative, enthusiastic and learning atmosphere at IMS Bhaddal.
The researcher would also like to express her sincere thanks to Faculty Guide, Mr. Deepak Sood
for her unstinting guidance and support throughout the project. She has been a great source of
motivation to researcher. She has provided me knowledge which will definitely help me to enrich
my career and help me to perform better in future.

Harpreet Singh

Serial no.


Page no.


Introduction to industry



Objective of the study



Review of literature



Research methodology



Data Analysis





















Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that are
sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks,
toiletries, over-the-counter drugs, processed foods and many other consumables. In contrast,
durable goods or major appliances such as kitchen appliances are generally replaced over a
period of several years.
FMCG have a short shelf life, either as a result of high consumer demand or because the product
deteriorates rapidly. Some FMCGs, such as meat, fruits and vegetables, dairy products, and
baked goods, are highly perishable. Other goods, such as alcohol, toiletries, pre-packaged foods,
soft drinks, chocolate, candies, and cleaning products, have high turnover rates. The sales are
sometimes influenced by some holidays and season.
Though the profit margin made on FMCG products is relatively small (more so for retailers than
the producers/suppliers), they are generally sold in large quantities; thus, the cumulative profit on
such products can be substantial. FMCG is probably the most classic case of low margin and
high volume business.
The fast moving consumer goods (FMCG) segment is the fourth largest sector in the Indian
economy. The market size of FMCG in India is estimated to grow from US$ 30 billion in 2011 to
US$ 74 billion in 2018.
Food products is the leading segment, accounting for 43 per cent of the overall market. Personal
care (22 per cent) and fabric care (12 per cent) come next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key growth drivers for
the sector.

What are FMCG goods?

FMCG goods are popularly known as consumer packaged goods. Items in this category include
all consumables (other than groceries/pulses) people buy at regular intervals. The most common
in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish,
packaged foodstuff, and household accessories and extends to certain electronic goods. These
items are meant for daily of frequent consumption and have a high return.
Rural set to rise
Rural areas expected to be the major driver for FMCG, as growth continues to be high in these
regions. Rural areas saw a 16 per cent, as against 12 per cent rise in urban areas. Most companies
rushed to capitalize on this, as they quickly went about increasing direct distribution and
providing better infrastructure. Companies are also working towards creating specific products
specially targeted for the rural market.
The Government of India has also been supporting the rural population with higher minimum
support prices (MSPs), loan waivers, and disbursements through the National Rural Employment
Guarantee Act (NREGA) programme. These measures have helped in reducing poverty in rural
India and given a boost to rural purchasing power.

Hence rural demand is set to rise with rising incomes and greater awareness of brands.
Urban trends
With rise in disposable incomes, mid- and high-income consumers in urban areas have shifted
their purchasing trend from essential to premium products. In response, firms have started
enhancing their premium products portfolio. Indian and multinational FMCG players are
leveraging India as a strategic sourcing hub for cost-competitive product development and
manufacturing to cater to international markets.

Top Companies
According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs,
and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these
are owned by Hindustan Unilever.
The top ten India FMCG brands are:
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestl India
5 Dabur India
6.Asian Paints (India)
7.Cadbury India
8.Britannia Industries
9.Procter & Gamble Hygiene and Health Care
10.Marico Industries
What the millenniums expect
According to a study by TMW and Marketing Sciences that surveyed 2,000 people across
different age groups ranging, young consumers are the most rational and likely to spend more
time weighing up potential purchases. The survey also suggests that younger people are using
recommendations from their peers about products and services in order to make rational
purchase decisions. According to the study, shoppers aged 18 to 24 are 174 per cent more likely
to use recommendations on social media than shoppers aged 25 and over.
Another key factor today is speed. Today's consumer wants packaged goods that work better,
faster, and smarter. The need for speed" trend highlights the importance of speed as a potentially
decisive purchase factor for packaged goods products in a world where distinctions between
products are shrinking.

Younger consumers express the greatest need for speed, not a huge surprise for the Smartphone
generation. Data monitors 2013 Consumer Survey found that younger consumers those in the
15-24 year old age group were twice as likely to say that "results are achieved quickly" has a
"very high amount of influence" on their health and beauty product choices than consumers in
the oldest age group, those aged 65 or older. Speed matters, and 2014 will almost certainly see
the introduction of new game-changing timesavers.
Road Ahead
FMCG brands would need to focus on R&D and innovation as a means of growth. Companies
that continue to do well would be the ones that have a culture that promotes using customer
insights to create either the next generation of products or in some cases, new product categories.
One area that we see global and local FMCG brands investing more in is health and wellness.
Health and wellness is a mega trend shaping consumer preferences and shopping habits and
FMCG brands are listening. Leading global and Indian food and beverage brands have embraced
this trend and are focused on creating new emerging brands in health and wellness.
According to the PwC-FICCI report Winds of change, 2013: the wellness consumer, nutrition
foods, beverages and supplements comprise a INR 145 billion to 150 billion market in India, is
growing at a CAGR of 10 to 12%.

Financial Status
The consumer durables market is expected to reach US$ 12.5 billion in 2015 and US$ 20.6
billion by 2020. Urban markets account for the major share (65 per cent) of total revenues in the
consumer durables sector in India. There is a lot of scope for growth from rural markets with
consumption expected to grow in these areas as penetration of brands increases. Also demand for
durables like refrigerators as well as consumer electronic goods are likely to witness growing
demand in the coming years in the rural markets as the government plans to invest significantly
in rural electrification.

The FMCG sector has grown at an annual average of about 11 per cent over the last decade. The
overall FMCG market is expected to increase at (CAGR) of 14.7 per cent to touch US$ 110.4
billion during 2012-2020, with the rural FMCG market anticipated to increase at a CAGR of
17.7 per cent to reach US$ 100 billion during 2012-2025.Food products is the leading segment,
accounting for 43 per cent of the overall market. Personal care (22 per cent) and fabric care (12
per cent) come next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key growth drivers for
the consumer market. The Government of India's policies and regulatory frameworks such as
relaxation of license rules and approval of 51 per cent foreign direct investment (FDI) in multibrand and 100 per cent in single-brand retail are some of the major growth drivers for the
consumer market.

Hindustan Unilever Limited
In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap bars,
embossed with the words "Made in England by Lever Brothers". With it, began an era
of marketing branded Fast Moving Consumer Goods (FMCG)
Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and
V im . Vanaspati was launched in 1918 and the famous Dalda brand came to the market in
1937.In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged to form HUL in November 1956; HUL offered 10% of its equity
to the Indian public, being the first among the foreign subsidiaries to do so. Unilever
now holds 52.10% equity in the company. The rest of the shareholding is distributed among
about 360,675 individual shareholders and financial institutions.
Hindustan Unilever Limited (HUL) is India's larges t Fast Moving Consumer Goods
Company with a heritage of over 75 years in India and touches the lives of two out of three
Indians.HUL works to create a better future every day and helps people feel good, look good and
get more out of life with brands and services that are good for them and good for others.
W it h o v e r 3 5 b r a n d s s p a n n i n g 2 0 d i s t i n c t c a t e g o r i e s s u c h a s s o a p s ,
d e t e r g e n t s , shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged
foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of
consumers across India. Its portfolio includes leading household brands such as
Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline,
Lakm,D o v e , C l i n i c P l u s , S u n s i l k , P e p s o d e n t , C l o s e u p , Ax e , B r o o k e B o n d ,
B r u , K n o r r , Kissan, Kwality Walls and Pureit. T h e C o m p a n y h a s o v e r
1 6 , 0 0 0 e m p l o y e e s a n d h a s a n a n n u a l t u r n o v e r o f around Rs.19,
4 0 0 c r o r e s ( f i n a n c i a l y e a r 2 0 1 0 - 2 0 1 1 ) . H U L i s a s u b s i d i a r y o f Unilever,
one of the worlds leading suppliers of fast moving consumer goods with strong
local roots in more than 100 countries across the globe with annual sales of about
44 billion in 2011. Unilever has about 52% shareholding in HUL.
Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods (FMCG) Company.
It is present in Home & Personal Care and Foods & Beverages categories.HUL and Group
companies have about 15,000 employees, including 1200 managers. The fundamental
principle determining the organization structure is to infuse speed and flexibility in
decision-making and implementation, with empowered managers across the companys
nationwide operations.

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 67% 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 in Mumbai, India and employs over 16,000 workers,[2]
whilst also indirectly helping to facilitate the employment of over 65,000 people. The company
was renamed in June 2007 as "Hindustan Unilever Limited".
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.
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).
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.
The Institute of Competitiveness, India, has recognized Hindustan Unilever Limiteds Project
Shakti for Creating Shared Value and bestowed upon the company the Porter Prize for 2014.
HUL was the 1 highest ranked Indian company on the Forbes list of Most Innovative
Companies across the globe for 2014.
Was ranked number three on Fortune Indias list of Indias most admired companies. In the list
compiled with the help of global management consultancy Hay Group.
HUL was recognized as top FMCG Company in India by Dun & Bradstreet Corporate Awards
2014. HUL is Client of the Year at Effies 2013 2014. Hindustan Unilever Limited was

recognised as the 'Conscious Capitalist of the Year' at the 2013 Forbes India Leadership Awards.
HUL won 12 awards overall with 4 Golds, 4 Silvers and 4 Bronzes at the 2013 Emvies Awards.
HUL ranks number two on the on Fortune India's 2013 '50 Most Admired Companies list'.
Hindustan Unilever Limited has emerged as the No. 4 'Most Respected Company in India' in a
survey conducted by Business World in 2013.
As per the latest Nielsen Campus Track-business school survey released in March 2015,
Hindustan Unilever has emerged as the No.1 employer of choice for B-school students who will
graduate in 2013, across functions. HUL also retained the 'Dream Employer' status for the 6th
year running and continues to be the top company considered for application by B-School
student in India.
In 2012, HUL was recognized as one of the world's most innovative companies by Forbes. With
a ranking of number 6, it was the highest ranked FMCG Company.
Hindustan Unilever Limited (HUL) won the first prize at FICCI Water Awards 2012 under the
category of 'community initiatives by industry' for Gundar Basin Project, a water conservation
Hindustan Unilever Limited won 13 awards at the Emvies 2012 Media Awards organised by the
Advertising Club Bombay in September 2012.
The company received four awards at the Spikes Asia Awards 2012, held in September. The
awards included one Grand Prix one Gold Award and two Silver Awards.
HUL's Chhindwara Unit won the National Safety Award for outstanding performance in
Industrial Safety. These awards were instituted by the Union Ministry of Labour and
Employment in 1965.
HUL was one of the eight Indian companies to be featured on the Forbes list of World's Most
Reputed companies in 2007.
In July 2012 Hindustan Unilever Limited won the Golden Peacock Occupational Health and
Safety Award for 2012 in the FMCG category for its safety and health initiatives and continuous
improvement on key metrics.
Hindustan Unilever Limited is rated as best 3Ci Company which is registered with National
Industrial Classification Code 15140.
Pond's Talcum Powder's packaging innovation has secured a Silver Award at the prestigious 24th
DuPont Global Packaging Award, in May 2012.The brand was recognized for cost and waste

In May 2012, HUL & Star Bazaar received the silver award for 'Creating Consumer Value
through Joint Promotional and Event Forecasting' at the 13th ECR Efficient Consumer Response
Asia Pacific Conference.
In 2011, HUL was named the most innovative company in India by Forbes and ranked 6th in the
top 10 list of most innovative companies in the world.
Hindustan Unilever Ltd received the National Award for Excellence in Corporate Governance
2011 of the Institute of Company Secretaries of India (ICSI) for excellence in corporate
In 2012, Hindustan Unilever emerged as the No. 1 employer of choice for B-School students
who will graduate in 2012. In addition, HUL also retained the 'Dream Employer' status for the
3rd year running.
Hindustan Unilever ranked No. 2 in Fortune India's Most Admired Companies list, which was
released by Fortune India in partnership with the Hay Group. The company received the highest
scores for endurance and financial soundness.
HUL was ranked 47th in The Brand Trust Report 2014 published by Trust Research Advisory. 36
HUL brands also featured in the list including Lux, Dove, Lipton, Vim, Kissan, Bru, Rexona,
Close Up, Clinic Plus, Pond's, Knorr, and Pepsodent among others..
HUL emerged as the top 'Dream Employer' as well as the top company considered for
application in the annual B-School Survey conducted by Nielsen in November 2010. This was
the second successive year that HUL has been rated as the top 'Dream Employer' in India. HUL
has also emerged as the top employer of choice among the top six Indian Institutes of
Management (IIMA, B, C, L, K and I).
HUL won three awards at the 'CNBC Awaaz Storyboard Consumer Awards' in 2011 Most
Recommended FMCG Company of the Year; Most Consumer Conscious Company of the Year
and Digital Marketer of the Year.
The company was felicitated in April 2010 for receiving the highest number of patents in the
year 2009 at Annual Intellectual Property Awards 2010.
In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25
years by Businessworld, one of India's leading business magazines. The rating was based on a
compilation of the magazine's annual survey of India's most reputed companies over the past 25
HUL is one of the country's largest exporters; it has been recognised as a Golden Super Star
Trading House by the Government of India.


Personal wash:Lux. Lifebuoy, Liril , Hamam, Breeze, Moti , Dove, Pears and Rexona
Laundry:Surf Excel, sun light, Rin , Wheel & Ala bleech
Dishwasher :Vim
Disinfectants:Domex, cif
Foods:Kissan (Jam, Ketchup , Squashes), Annapurna( Aata and salt), Knorr Soups,Modern
Ice-cream:Kwality Wall's
Bewerages:Tea:Brooke bond, Lipton, taj mahal
Coffee:Brooke bond bru
Beauty Products:Fair & Lovely, Lakme, Ponds, Vaseline and Aviance
Hair-Care:Sunsilk naturals, Clinic , Dove and Lifebouy
Oral-Care:Pepsodent and Close-up
Deo spray :Axe and Rexona
Water Purifier:Pureit
Ayurvedic Personal & health care:Ayush

Procter & Gamble

Procter & Gamble Co., also known as P&G, is an American multinational consumer goods
company headquartered in downtown Cincinnati, Ohio, United States, founded by William
Procter and James Gamble, both from the United Kingdom. Its products include cleaning agents,
and personal care products. Prior to the sale of Pringles to the Kellogg Company, its product line
also included foods and beverages.
In 2014, P&G recorded $83.1 billion in sales. On August 1, 2014, P&G announced it was
streamlining the company, dropping around 100 brands and concentrating on the remaining 65
brands, which produced 95 percent of the company's profits. A.G. Lafley, the company's
chairman, president and CEO until October 31, 2015, said the future P&G would be "a much
simpler, much less complex company of leading brands that's easier to manage and operate".
David Taylor became P&G CEO and President effective November 1, 2015. P&G remains a
highly selective employer as less than 1% of all applicants are hired annually

Candle maker William Procter and soap maker James Gamble, both born in the United Kingdom
of Great Britain and Ireland, emigrated from England and Ireland respectively. They settled in
Cincinnati initially and met when they married sisters, Olivia and Elizabeth Norris. Alexander
Norris, their father-in-law, called a meeting in which he persuaded his new sons-in-law to
become business partners. On October 31, 1837, as a result of the suggestion, Procter & Gamble
was created.
In 18581859, sales reached $1 million. By that point, approximately 80 employees worked for
Procter & Gamble. During the American Civil War, the company won contracts to supply the
Union Army with soap and candles. In addition to the increased profits experienced during the
war, the military contracts introduced soldiers from all over the country to Procter & Gamble's
In the 1880s, Procter & Gamble began to market a new product, an inexpensive soap that floats
in water. The company called the soap Ivory. William Arnett Procter, William Procter's grandson,
began a profit-sharing program for the company's workforce in 1887. By giving the workers a
stake in the company, he correctly assumed that they would be less likely to go on strike.
The company began to build factories in other locations in the United States because the demand
for products had outgrown the capacity of the Cincinnati facilities. The company's leaders began
to diversify its products as well and, in 1911, began producing Crisco, a shortening made of
vegetable oils rather than animal fats. As radio became more popular in the 1920s and 1930s, the

company sponsored a number of radio programs. As a result, these shows often became
commonly known as "soap operas".
International expansion
The company moved into other countries, both in terms of manufacturing and product sales,
becoming an international corporation with its 1930 acquisition of the Thomas Hedley Co.,
based in Newcastle upon Tyne, England. After this acquisition, Procter & Gamble had their UK
Headquarters at 'Hedley House' in Newcastle upon Tyne, until quite recently. Numerous new
products and brand names were introduced over time, and Procter & Gamble began branching
out into new areas. The company introduced Tide laundry detergent in 1946 and Prell shampoo
in 1947. In 1955, Procter & Gamble began selling the first toothpaste to contain fluoride, known
as Crest. Branching out once again in 1957, the company purchased Charmin Paper Mills and
began manufacturing toilet paper and other paper products. Once again focusing on laundry,
Procter & Gamble began making Downy fabric softener in 1960 and Bounce fabric softener
sheets in 1972.
One of the most revolutionary products to come out on the market was the company's Pampers,
first test-marketed in 1961, the same year Procter & Gamble came out with Head & Shoulders.
Prior to this point disposable diapers were not popular, although Johnson & Johnson had
developed a product called Chux. Babies always wore cloth diapers, which were leaky and laborintensive to wash. Pampers provided a convenient alternative, albeit at the environmental cost of
more waste requiring landfilling.
Further developments
Procter & Gamble acquired a number of other companies that diversified its product line and
significantly increased profits. These acquisitions included Folgers Coffee, Norwich Eaton
Pharmaceuticals (the makers of Pepto-Bismol), Richardson-Vicks, Noxell (Noxzema), Shulton's
Old Spice, Max Factor, the Iams Company, and Pantene among others. In 1994, the company
made headlines for big losses resulting from levered positions in interest rate derivatives, and
subsequently sued Bankers Trust for fraud; this placed their management in the unusual position
of testifying in court that they had entered into transactions that they were not capable of
understanding. In 1996, P&G again made headlines when the Food and Drug Administration
approved a new product developed by the company, Olestra. Also known by its brand name
'Olean', Olestra is a lower-calorie substitute for fat in cooking potato chips and other snacks.
In January 2005 P&G announced the acquisition of Gillette, forming the largest consumer goods
company and placing Unilever into second place. This added brands such as Gillette razors,
Duracell, Braun, and Oral-B to their stable. The acquisition was approved by the European
Union and the Federal Trade Commission, with conditions to a spinoff of certain overlapping
brands. P&G agreed to sell its Spin Brush battery-operated electric toothbrush business to
Church & Dwight, and Gillette's Rembrandt toothpaste line to Johnson & Johnson. The

deodorant brands Right Guard, Soft and Dry, and Dry Idea were sold to Dial Corporation. The
companies officially merged on October 1, 2005. Liquid Paper, and Gillette's stationery division,
Paper Mate were sold to Newell Rubbermaid. In 2008, P&G branched into the record business
with its sponsorship of Tag Records, as an endorsement for TAG Body Spray.
P&G's dominance in many categories of consumer products makes its brand management
decisions worthy of study. For example, P&G's corporate strategists must account for the
likelihood of one of their products cannibalizing the sales of another.
On August 25, 2009 the Ireland-based pharmaceutical company Warner Chilcott announced they
had bought P&G's prescription-drug business for $3.1 billion.
P&G exited the food business in 2012 when it sold its Pringles snack food business to Kellogg's
for $2.75 billion after the $2.35 billion deal with former suitor Diamond Foods fell short. The
company had previously sold Jif peanut butter and Folgers coffee in separate transactions to
In April 2014, the company sold its Iams pet food business in all markets excluding Europe to
Mars, Inc. for $2.9 billion. It sold the European Iams business to Spectrum Brands in December
In August 2014, P&G announced it was streamlining the company, dropping around 100 brands
and concentrating on the remaining 65, which were producing 95 percent of the company's
In March 2015, the company announced it was selling its Vicks Vapo Steam U.S. liquid inhalant
business to Helen of Troy, part of a brand-restructuring operation. This deal was the first healthrelated divestiture under the brand-restructuring operation.
In July 2015, the company announced the sale of 43 of its beauty brands to Coty, a beauty
product manufacturer, in a US$13 billion deal. It cited sluggish growth for its beauty division as
the reason for the merger. The sale is planned to be completed in the second half of 2016.
In February 2016, P&G completed the transfer of Duracell to Berkshire Hathaway through an
exchange of shares.


Always feminine hygiene products

Ariel laundry detergent
Bounty paper towels, sold in the United States and Canada
Charmin bathroom tissue and moist towelettes
Crest toothpaste
Dawn dishwashing
Downy fabric softener and dryer sheets
Febreze odor eliminator
Gain laundry detergents, liquid fabric softener, dryer sheets and dish washing liquid
Gillette razors, shaving soap, shaving cream, body wash, shampoo, deodorant and antiper spirant
Head & Shoulders shampoo
Olay personal and beauty products
Oral-B inter-dental products, such as Oral-B Glide
Pampers & Pampers Kandoo disposable diapers and moist towelettes. The 2014 Financial
Report lists Pampers as Procter & Gamble's largest brand.[2]
Pantene hair care products
SK-II beauty products
Tide laundry detergents and products
Vicks cough and cold products
Well a hair care products


To know about the customer satisfaction level regarding HUL and P&G products.
To evaluate the problems faced by customers while using the products.
To know about the suggestions of customers to increase the sale of products.
To know about the source of information of products
To know about the quality of products.

Kotler (2003) also defines satisfaction as a persons feeling of pleasure or disappointment
resulting from comparing a products perceived performance in relation to his or her expectations.
Satisfaction is an overall customer attitude towards a service provider, or an emotional reaction
to the difference between what the customer anticipate and what they actually receive, as far as
the fulfillment of some need, goal and desire is concerned. (Hans mark and Albinsson
2004).These definitions all point to the fact that every customer has in one way or the other
something he/she expects from his/her service providers. These expectations have come into
play because of a need that has to be satisfied. These expectations are not the same as there are
many customers. Kotler et al (2002), posit that the customer gets dissatisfied if performance is
below expectation and vice versa. If performance goes beyond the expectation of the customer,
the customer is highly satisfied and delighted .Motley, (2003), corroborates the idea of matching
service performance with customers expectations. He notes that the mission of a business is the
creation of satisfied clients who tend to favour the organization through time by patronizing the
services being delivered by the business. He goes further to mentions that, businesses scan
achieve this aim by understanding what satisfies and dissatisfies their customers orclients.
Christopher, Payne, and Ballantyne (1993) have defined service quality as the ability of the
organization to meet or exceed customer expectations. Service quality is believed 11 to depend
on the gap between expected and perceived performance (Anderson, Fornell,& Lehmann,
1994).Gitlow, Oppenheim, and Oppenheim (1989) also stated that service quality is the extent to
which the customer or users believe the service surpasses their needs and expectations. Customer
Satisfaction and Loyalty: The Relationship The question which needs to be answered is whether
there is any correlation and/or relationship between customer satisfaction and customer loyalty.
Kotler (2003) put forward that there is no direct relationship between customer satisfaction and
customer loyalty. In other words, the relationship is not proportional. The idea of customer
satisfaction not directly linked with customer loyalty is supported by Oechsli and Matt (2000).
They hold the view that; the fact that a customer is satisfied with the services of a business does
notguarantee his or her loyalty. They therefore see a sharp distinction between customer
satisfaction and loyalty. In their own words, satisfaction is a fleeting emotional response to the
quality of the clients last business transaction. Being satisfied at the moment is no guarantee of
an ongoing relationship. Hokanson (1995) mentions the fact that a very satisfied customer does
not necessarily mean a loyal customer. Winstanley and Martha (1997), have a different view
about the relationship between customer satisfaction and loyalty. They perceive a direct
relationship between satisfaction and loyalty. They claim that when customers are satisfied, they
concentrate their business with one business or service provider. Also customers who are highly
satisfied are much more likely to view their service providers as their main relationship business.
Thus, Clarke (2001), has put forward the argument that, a business that focuses exclusively on
customer satisfaction runs the risk of becoming an undifferentiated brand whose customers
believe only that it meets the minimum performance criteria for the category2010

The purpose of methodology is to describe the process involved in research work.
This includes the overall research design, data collection method, the field survey and the
analysis of data.
In this study, the researcher has adopted descriptive research.
a) Sample design
Survey: A sample of 100 customers.
b) Research Design
Detailed and structured questionnaire was designed. The questionnaire
w a s designed to get information from customers about their satisfaction and overall
opinion about Hindustan Unilever Limited Product and P&G. The methodology
developed was Primary and Secondary research.
c) Data Collection.
Primary data
Primary data are those which are collected as fresh and for the first time and thus
happen to be original in character. It was collected through questionnaire.
Secondary data
The secondary data are those which have already been collected by someone e l s e
a n d w h i c h h a v e a l r e a d y b e e n t h r o u g h t h e s t a t i s t i c a l p r o c e s s . T h e d a t a were
collected in the form of company profile and produce profile from the web sites.
Some of the books were referred for theoretical concepts.
d) Field of Survey
The field work for the survey was conducted in Ropar. The exercise involved was
filling out the questionnaire by customers.

1. Do you use HUL and P&G products?

Use of HUL and P&G products




Use of HUL and P&G




Data Interpretation: The above table shows that 98% respondents use products of HUL
and P&G while there are only 2% respondents who do not use these products.

2. If yes, then which one you prefer mostly?

Which one



Which one





Data Interpretation: The above table shows that 89% respondents use products of HUL
while there are only 11% who use products of P&G.

3. What is your main source of information about HUL and P&G products?

Information Source
Information Source




Data Interpretation: The above table shows that 78% respondents came to know about the
products from media, 12% from broacher and only 10% from friends.


If media, which one?






Data Interpretation: The above table shows that 67% respondents came to know about the
products through T.V., 14% through radio and rest 19% through internet.

5. Since how long are you using the HUL and P&G products?






Less than one year


More than 2year

Data Interpretation: The above table shows that 24% respondents are those who are using
the products from less than one year, 27% from one-two years and 49% from more than
two years.

6. What is your satisfaction level for HUL and P&G products?

Satisfaction Level


Satisfaction Level




Highly satisfied


Data Interpretation: The above table shows that 36% respondents are highly satisfied with
the products, 42% are satisfied, 18% are dissatisfied and rest 4% are highly dissatisfied.

7. Have you faced any problem while using HUL and P&G products?









Data Interpretation: The above table shows that 87% respondent faced the problem while using
the products and 13% did not face the same problem.

8. Are you satisfied with the prices of the products?

Satisfaction with prices





Satisfaction with prices



Data Interpretation: The above table shows that 64% respondent are satisfied with the
prices of the product and 36% are dissatisfied for the prices.

9. According to you why HUL and P&G products have edge over other products?

Edge over others




Edge over others






Data Interpretation: The above table shows that 32% respondent think that they have edge
over others because of good image,27 % respondent think that they have edge over others
because of good price, 24% respondent think that they have edge over others because of
good quality,17 % respondent think that they have edge over others because of good range.

10. Whether you will purchase HUL and P&G products if their prices are increased?

Purchase after price increase




Purchase after price




Data Interpretation: The above table shows that most of respondent are prefer P &G
products if price increased and rest 41% respondent are answer no if price is increased.

11. Which is the best way of promoting the sales of HUL and P&G products?

Best way of promotion



Best way of promotion

Data Interpretation: The above table shows that 38% respondent are interact with
electronic media, 31% respondent are interact with shop display,20% respondent interact
with hoardings and rest 11% respondent are interact with door to door selling.


It is very difficult to collect the information from people as they are busy in their work.
This study was carried out only among the consumer in Ropar city.
The sample size was restricted to 100 due to time constraints
The sample was taken on the basis of convenience there for the short coming of the

convenience sampling may also be present in this study.

5. This study is based on the prevailing satisfaction of the respondents. But their satisfaction
may change according to time and technology.


Majority of people are using P&G and HUL products.

Most of the people prefer HUL products.
Media is a good information source for advertisement to interact with customers.
Mostly people are satisfied with P&G and HUL products
It is also found that 59% respondents prefer to purchase P&G and HUL products even if

prices increased.
6. 69% respondents are satisfied with the products of P&G and HUL.

1. Companies should try to expand its market share and should also try to increase
the awareness through the advertisement.
2. Customer feedback can be taken which will help the company for promotion.
3. Both companies should increase their distribution channel.
4. Both companies should not increases their prices because most of the customer
will get dissatisfied with more prices.

After studying various market dynamics of HUL and P&G products with the help of Customer
survey market standing of HUL products is quite clear. HUL and P&G Products are clearly the
market leader in branded products. According to analysis it can be conducted that HUL and P&G
Products are having good market share and excellent quality as compared to products. Customer
considers quality of HUL and P&G products as most important factor. Moreover the prices of the
HUL and P&G products are very competitive. According to customers, media is the main source
of Information of HUL and P&G products; electronic media is the best way of Information. In
nutshell, it can be concluded that mostly customers prefer HUL and P&G Products and they are
satisfied with them.

Bibliography products-of-HUL-inIndia India-company


Name .
Age ..
Gender .
Do you use HUL and P&G products?
a) Yes
b) No

5. If yes, then which one you use?

a) HUL
b) P&G
6. What is your main source of information about HUL and P&G
a) Media
b) Friends
c) Broacher

7. If media, which one?

a) T.V
c) Radio

b ) Internet

8. Since how long are you using the HUL and P&G products?
a) Less than one year
b) 1-2year
c) More than 2year

9. What is your satisfaction level for HUL and P&G products?

a) Highly satisfied

b) Satisfied

c) Dissatisfied

d) Highly dissatisfied

10.Have you faced any problem while using HUL and P&G products?
a) Yes
b) No

11.Are you satisfied with the prices of the products?

a) Yes
b) No
12. According to you why HUL and P&G products have edge over other
a) Price
b) Quality
c) Range
d) Image

13. Whether you will purchase HUL and P&G products if their prices are
a) Yes
b) No

14. Which is the best way of promoting the sales of HUL and P&G products?
a) Shop display
b) Hoarding
c) Electronic media
d) Door to door selling