Sales Promotion (Hindustan Unilever Limited)

8/19/2019 Sales Promotion (Hindustan Unilever Limited)

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‘SALES PROMOTION’

THE ROLE OF SALES PROMOTION IN FMCG

MARKETING

(WITH SPECIAL REFERENCE TO HINDUSTAN

UNILEVER LIMITED)

DISSERTATION SUBMITTED IN PARTIAL

FULFILLMENT OF REQUIREMENT FOR THE DEGREE

OF

MASTER OF BUSINESS MANAGEMENT

PREPARED BY

RAHUL GUPTA

(VU MBA- IVS-389)

UNDER THE GUIDANCE OF

(MR CHITTRESH COOMER)

MEMBER

SUBMITTED TO

VIDYASAGAR UNIVERSITY

DATE


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DECLARATION

I DO HEREBY DECLARE THAT THIS DISSERTATION ENTITLED “SALES PROMOTION,

THE ROLE OF SALES PROMOTION IN FMCG MARKETING”(WITH SPECIALREFERENCE TO HINDUSTAN UNILEVER LIMITED) HAS BEEN DONE MY ME AND

ALL THE INFORMATION PROVIDED IS CORRECT AND TRUE TO MY KNOWLEDGE.

THIS DISSERTATION IS SUBMITTED BY ME FOR THE PARTIAL FULFILLMENT OF

THE AWARD OF DEGREE IN ‘MASTER OF BUSINESS ADMINISTRATION’.

THE DISSERTATION IS ECLUSIVELY PREPARED BY ME AND HAS NOT BEEN

SUBMITTED TO ANY OTHER INSTITUTIONS OR PUBLISHED ANYWHERE BEFORE.

DATE! RAHUL GUPTA

PLACE! MBA ("TH SEMESTER )


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CHAPTER-1

INTRODUCTION

i) COMPANY PROFILE

ii) LITERATURE SURVEY

iii) OBJECTIVE


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Intr!"#tin$

FMCG ind!"#$% alternatively called as CPG (Consumer packaged goods) industryprimarily deals with the production, distribution and marketing of consumerpackagedgoods. The ast !oving Consumer Goods (!CG) is those consumables which arenormally consumed by the consumers at a regular interval. "ome of the prime

activities of !CG industry are selling, marketing, #nancing, purchasing, etc.

Theindustry also engaged in operations, supply chain, production and general

management.

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COMPANY PROFILE


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Company Description

Hindustan Unilever Limited (HUL) manufactures Consumer Goods of over 35 brands spanning20 distinct categories suc as soaps! detergents! sampoos! s"in care! tootpastes!deodorants! cosmetics! tea! coffee! pac"aged foods! ice cream! and #ater purifiers.$ecompan%&s product portfolio includes ouseold brands suc as Lu'! Lifebuo%! urf 'cel! *in!+eel! ,air - Lovel%! ond/s! aseline! La"m1! ove! Clinic lus! unsil"! epsodent! Closeup!

'e! 4roo"e 4ond! 4ru! norr! issan! #alit% +all/s and67ore

Main Products

erfumer% - Cosmetic roducts! rocessed ($ri Gl%cerides)8H%drogenated 9ils8anaspati!pecial Cemicals! 4randed taple ,ood! esserts! :nstant $ea! Canned nd rocessed ,ruits- egetables roducts! ersonal roducts! rocessed ,oods! ,ro;en ,oods - griculturalroducts! Gl%cerine (*efined)!67ore

Contact Information

Legal AddressUnilever House!! 4 a#ant 7arg! Ca"ala7umbai< 7aarastra< 7ap Postal Code: =000>>Tel: 3>?322?58 3>?32=528

Fax: 2?2=>=5@Email: levercare.sareolderAunilever.come!site: ttpB88###.ul.co.inFull name: Hindustan Unilever Ltd.Pre"ious name#s$: H:U$ L* L:7:$ (D>33)%tatus: ListedLegal Form: ublic Limited Compan%&perational %tatus: 9perationalI'(CI': LD5D=07HD>33LC002030I%I' C&DE : :0300D02@Incorporation Date: D>33

OB&ECTIVE

http://www.securities.com/php/company-profile/IN/?http://www.securities.com/php/company-profile/IN/?http://maps.google.com/?q=India%2C+Mumbai%2C+Unilever+House%2C%2C+B+D+Sawant+Marg%2C+Chakala%2C+400099%2C+Hindustan+Unilever+Ltd.http://www.hul.co.in/http://www.securities.com/php/company-profile/IN/?http://maps.google.com/?q=India%2C+Mumbai%2C+Unilever+House%2C%2C+B+D+Sawant+Marg%2C+Chakala%2C+400099%2C+Hindustan+Unilever+Ltd.http://www.hul.co.in/http://www.securities.com/php/company-profile/IN/?


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$10* 1$'- 67'* *6+. P$%/'6 +4*% *6+$6* 04'-'- 2107 /+*6$ 67+- 67 *+4*. ()D04'-'-. T7'* '* 67 4+*6 *6+ '- #$%106 4'/ 0504. A/6$ + #$'% %/ *6+3'4'65, 67 315$* 4%%* '-6$*6 %- 67 #$%106, +- *+4* *6+$6 /+44'- 2%$ J1'0845.A6 67'* *6+'67$ 7'7 0%*6 *+4* #$%2%6'%- 607-'J1 2+5 3 1* %$ '*6'- #$%106 2+5 3 '2#$%&.

?2) M*n*0,(,nt i#'$

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() O- 67 3+*'* %/ *615, 6% *122+$'* 67 /'-'-* +- '& *1*6'%-* /%$ /1$67$ '2#$%&2-6 '- *+4* #$%2%6'%- *6$+65 #$+06'0* +- '6* 0%-6$'316'%- '- +07'&'-%306'&* %/ *+4* #$%2%6'%-.() T% 26 67 $J1'$2-6 %/ P7. D $*+$07 *615.


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LITERATURE SURVEY

C1*6%2$ *+6'*/+06'%- '* /'- +* + $*146 %/ + 0%-'6'& +- +//06'& &+41+6'%-, 7$ *%2

0%2#+$'*%- *6+-+$ '* 0%2#+$ 6% 67 +061+4 #$0'& #$/%$2+-0. I/ 67 #$0'& #$/%$2+-0 '* 4** 67+- #06, 01*6%2$* '44 3 '**+6'*/'. O- 67 %67$ 7+-, '/ 67 #$0'& #$/%$2+-0 0* #06+6'%-*, 01*6%2$ '44 3 *+6'*/'. C1*6%2$ *+6'*/+06'%- '*+ 0$'6'0+4 '**1 '- 67 *100** %/ +-5 31*'-** *5*62 6$+'6'%-+4 %$ %-4'-. I- + 61$314-60%22$0 -&'$%-2-6, '- %$$ 6% *1*6+'- 67 $%67 +- 2+$86 *7+$, 0%2#+-'* - 6%1-$*6+- 7% 6% *+6'*/5 01*6%2$*, *'-0 01*6%2$ *+6'*/+06'%- '* 0$'6'0+4 /%$ *6+34'*7'- 4%-6$2 04'-6 $4+6'%-*7'#* (P+6$*%- 6 +4., =). T% 1-$*6+- *+6'*/+06'%-, - 6% 7+& +04+$ 1-$*6+-'- %/ 7+6 '* 2+-6 35 01*6%2$ *+6'*/+06'%-.$otler (%&&&) de#ned satisfaction as a person's feeling of pleasure or

disappointment resulting from comparing a products' perceived performance

(or outcome) in relation to his or her epectations. hen customers become

satis#ed about the value that is o*ered and sometimes his or herepectation is met and eceeded, can generate many bene#ts for a #rm.

Positive word of mouth from eisting and satis#ed customers sometimes can

translate into more new customers to the #rm.+lso, satis#ed current

customers often buy more products more freuently and are less likely to

defect to competitors than are dissatis#ed customers. irms that have high

degree of customer satisfaction, also seem to have the capacity to shield o*

competition particularly price competition. +ccording to -rucker (/01), the

principle purpose of a business is to create satis#ed customers. 2ncreasing

customer satisfaction has been found to lead to higher future pro#tability(+nderson, ornell, and 3ehmann //1), lower costs related to defective

goods and services (+nderson, ornell, and 4ust //5), increased buyer

willingness to pay price premiums, provide referrals, and use more of the

product (4eichheld //67 +nderson and !ittal %&&&), and higher levels of

customer retention and loyalty (ornell //%7 +nderson and "ullivan //87

9olton //:). 2ncreasing loyalty, in turn, has been found to lead to increases

in future revenue (ornell //%7 +nderson, ornell, and 3ehmann //1) and

reductions in the cost of future transactions (4eichheld //67 "rivastava,

"hervani, and ahey //:). +ll of this empirical evidence suggests that

customer satisfaction is valuable from both a customer goodwill perspectiveand an organi;ation's #nancial perspective. +ccording to $otler (%&&&) it is

important to measure customer satisfaction regularly through survey to

determine customers' level of satisfaction.


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important for #rms to make it easy for the customer to complain. +bout 01 to

5& percent dissatis#ed customers who usually complain, will continue to do

business again with the organi;ation if their complaints are taken care of and

resolved. This research paper is based on the Customer "atisfaction towards

the products and services of


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'*6$'316'%- %/ #$%106* +- *$&'0*, 0%-*12$ 37+&'%1$, '-6$-+4 +- '-6$-+6'%-+4 2+$860%&$+, 3$+-'-, #+08+'-, 4+344'- +- 2+-5 %67$ +06'&'6'*. I6 '* &$5 '//'0146 6% 7+&04+$ '+ $+$'- 2+$86'- +06'&'6'*. F%$ +*5 1-$*6+-'- +- #$%#$ #4+--'- %/ +06'&'6'*, 67 2+$86'- +06'&'6'* +$ '&' '-6% /%1$ +$+* /%$ #$%106*. T7* +$ #$%106, #$'0'-, #$%2%6'%- +- #4+02-6. F%$ *$&'0* 67 $%1#* '-041 #$%106, #$'0, #$%2%6'%-, #4+02-6, #%#4, #$%0** +- #75*'0+4 &'-0. I- 67 $*+$07 *615 67 6%#'0 '* $4+6 6%

#$%2%6'%- %/ #$%106*. T7 /%01* '* 67$ %- #$%2%6'%-+4 +06'&'6'* %/ 67 #$%106* '- FMCG*06%$ '- I-'+ +- 2+'-45 *+4* #$%2%6'%- *6$+6'* %/ 67 0%2#+-'* +4'- '- FMCG #$%106* '- 67 2+$86*. E&$5 0%2#+-5 '* '-6$*6 6% 2+$86 '6* #$%106* %$ *$&'0* 6%+$- '6* #$%/'6. F%$ 67'* #$%2%6'%- 67 ++$-** '* 6% 3 0$+6 +2%- 67 01*6%2$*.W'67%16 0$+6'- ++$-** 67 01*6%2$* %14 -%6 0%2 6% 8-% +3%16 67 0%2#+-5'*6-0 '- 67 2+$86*, #$%106* +- *$&'0* 675 #$%10 +- /+61$* %/ 67'$ #$%106*+- *$&'0*. T7 2**+* $+$'- 67 #$%106*, 0%2#+-5, /+61$* %/ 67'$ #$%106* +-*$&'0* +$ 6% 3 0%221-'0+6 35 1*'- '//$-6 #$%2%6'%- 267%*. O- %/ 67 267%*'* *+4* #$%2%6'%- +- '6 0%&$* 67 *0%# %/ 67 *615.

METHODOLO%Y

i)DATA DESCRIPTION

ii)DATA ANALYSIS AND INTERPRETATION


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DATA DESCRIPTION

Pr!"#t& F!&@6,2,r*0,&@ #,*nin0

*0,nt& *n! ,r&n* #*r,

r!"#t&

http://en.wikipedia.org/wiki/Cleaning_agenthttp://en.wikipedia.org/wiki/Cleaning_agenthttp://en.wikipedia.org/wiki/Personal_care_productshttp://en.wikipedia.org/wiki/Personal_care_productshttp://en.wikipedia.org/wiki/Cleaning_agenthttp://en.wikipedia.org/wiki/Cleaning_agenthttp://en.wikipedia.org/wiki/Personal_care_productshttp://en.wikipedia.org/wiki/Personal_care_products


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CONCLUSION

i)FINDIN%S

ii)RECOMMENDATION

iii)CONCLUSION


21/25

FINDIN%S

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E2#4%52-6 0+6%$'* 6%+$* B$+- J1'65 #$0#6'%-. A4*% '6 '* +-+459 67+667$ '* *'-'/'0+-0 '//$-0 36- B$+- EJ1'65 #$0#6'%-* +- 2+$'6+4 *6+61*+* %/ 67 2%$+#7'0 &+$'+34*.W7'4 *'-'- 67 *+4* #$%2%6'%- *072* 0%-*'$'- 4%- 6$2 %306'& %/ 31'4'- 67 3$+- J1'65 E2#4%52-6 0+6%$'* (S4/ E2#4%5, G%&$-2-6

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67 01*6%2$* 7% +$ -%6 2#4%5 #$/$ 64&'*'%- 6% 3 ++$ +3%16 67 *+4* #$%2%6'%- *072*.I6 '* +4*% *122+$'9 67+6 W+44 #+'-6'-* +- '-6$-6 #$/$-0 '//$* +00%$'- 6%10+6'%-+4 J1+4'/'0+6'%-* 6% 8-% 67 *+4* #$%2%6'%- *072* '-/%$2+6'%-. T781& > P a g e$4+6'%-*7'# '* +4*% 0%-/'$2 35 67 0$%** 6+314+6'%- +* *7%- '- 67 +-+45*'* +-'-6$#$6+6'%-. W7'4 1*'- +44 #+'-6'- +-%$ I-6$-6 +* + 2'12 %/ *#$+'- 67++$-** %/ *+4* #$%2%6'%- *072* 10+6'%-+4 J1+4'/'0+6'%- %/ 67 01*6%2$*0+-‘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F$%2 67 6*6 *6+6'*6'0*, '6 0+- 3 *122+$'9 67+6 SPS (S072 %- I-6$-+6'%-+4B$+-, A+$-** 67$%17 W%$ %/ 2%167, P$'0 %// +- I22'+6 B-/'6* 65# %/ 81 > P a g eS072) #$/$-0 '//$* +00%$'- 6% E2#4%52-6 *6+61* (


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RECOMMENDATION

A-+459'- 67 '-/%$2+6'%- %/ *+4* #$%2%6'%- *072* %- &+$'%1* FMCG #$%106*, '6

0+- 3 '-/$$ 67+6 0+*7 '*0%1-6 +- F$ '/6 +* %- 65# %/ &+41 + *+4* #$%2%6'%- *072* '45 1* 35 2+$86$*. I6 0+- 3 *1*6 /$%2 67'* $*+$0767+6 0+*7 '*0%1-6 *7%14 3 1* 0%2#+$ 6% /$ '/6 +* + *+4* #$%2%6'%- *072.E6-'- /1$67$, '6 0+- 3 *1*6 /$%2 0%-%'-6 +-+45*'* 0%-*'$'- &+$'%1*+66$'316* +- 67'$ 4&4* %/ *+4* #$%2%6'%- *072* &+41 + *072* *7%14 3'&- #$/$-0 %&$ %67$ 65#* %/ *+4* #$%2%6'%- *072*.S+4* #$%2%6'%- *072* %- '-6$-+6'%-+4 3$+- +$ #$/$$ 67$/%$ 2+-+'- 67 #$0#6'%- 6%+$* 3$+- '* +4*% &$5 '2#%$6+-6 '- FMCG *06%$. S%, '6 '* *1*6 6%2+-+ 67 #$0#6'%- 6%+$* 67 3$+-*. W%$ %/ 2%167 +* + 2'12 %/ *#$+'-*+4* #$%2%6'%- *072* ++$-** '* #$/$$ %&$ %67$*. C%-*'$'- 67'* /+06/%1- '- 67'* $*+$07, #$%2%6'%- 2' %/ 67 0%2#+-5 *7%14 3 0' 6% 6+8 67

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Documents

Sales Promotion (Hindustan Unilever Limited)