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RESERCH REPORT ON
Comparative nalysis of ITC ltd
Personal Care Product Vs
Hindustan lever
Submitted as partial fulfillment for the award of
MASTER OF BUSINESS ADMINISTRATION
SESSION: - 2015-16
OR!ORATE "UIDE# SUBMITTED TO# $ishal "upta Mr% Ra&endra Tiwari
'(%O%D MBA)SUBMITTED B*#
Dee+sha Upadh,a,M%B%A- . Semesters
Roll No# - /.0./12223
AS(O4A INSTITUTE OF TE(NO5O"* AND MANA"EMENTampus appro6ed b, AITE7 Affiliated to U!TU- 5u8+now
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DECLARATION
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DECLARATION
I hereb, de8lare that the pro&e8t entitled 9Comparative Analyi o! ITC lt" peronal pro"#$t
% &in"#tan lever : submitted for the 9Asho+a Institute of te8hnolo;, and mana;ement$aranasi< is m, ori;inal wor+ and the resear8h report has not formed the basis for the award of
an, de;ree7 asso8iate ship7 fellowship or an, other similar titles%
This is to 8ertified that report entitled 9Comparative Analyi o! ITC lt" peronal pro"#$t %
&in"#tan #nilever' whi8h is submitted b, me in pra8ti8al fulfillment of the re=uirement for
the award of de;ree MBA in Asho+a Institute Of Te8hnolo;, And Mana;ement7 this is m,
ori;inal wor+ and due to a8+nowled;ement has been made in the te>t to all other material used%
DEE4S(A U!AD(*A*
Roll no- /.0./12223
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AC(NO)LED*E+ENT
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A$,nole".ement
I ha6e ta+en endless efforts in this resear8h report (owe6er? it would not ha6e been possible
without the +ind support and help of man, indi6iduals and or;ani@ations% I would li+e to e>tend
m, sin8ere than+s to all of them% I am hi;hl, indebted to for their ;uidan8e and 8onstant
super6ision as well as for pro6idin; ne8essar, information re;ardin; the resear8h report also
for their support in 8ompletin; the pro&e8t%
I would li+e to e>press m, ;ratitude towards m, ;uide Mr%$ishal "upta 'Asst%!rof%) for her +ind
8o-operation and en8oura;ement whi8h helped me in 8ompletion of this pro&e8t% I would li+e to
e>press spe8ial ;ratitude and than+s to m, friends for ;i6in; me su8h attention and time%
M, than+s and appre8iations also ;o to m, fa8ult, members in de6elopin; the Resear8h report
and people who ha6e willin;l, helped me out with their abilities%
Dee+sha Upadh,a,
ourse- /.0./12223
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/REACE
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/REACE
There is a famous sa,in; 9The theor, without pra8ti8al is lame and !ra8ti8al without theor, is
blind%:Ali;nment of the Mar+etin; with the o6erall strate;, of the 8ompan, is a 6er, bi; and
tou;hest 8hallen;e for the 8ompan,% Mar+etin; is an important part of an, business and
mana;in; them is an important tas+%
Our institution has 8ome forward with the opportunit, to brid;e the ;ap b, impartin;
modern s8ientifi8 mana;ement prin8iple underl,in; the 8on8ept of the future prospe8ti6e
mana;ers% To the emphasis on pra8ti8al aspe8t of mana;ement edu8ation the fa8ult, of Ao,a
Intit#te o! te$nolo.y an" +ana.ement has with a modern s,stem of resear8h report of
repute and followin; mana;ement te8hni=ue to the student as inte;ral part%
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TALE O CONTENTS
S3no /arti$#lar /a.e no3
1 Topi$ Intro"#$tion 12
23 Company /ro!ile 14
3 O7e$tive o! St#"y 6
83 S$ope o! St#"y 9
53 Comparative Analyi 4
6 Reear$ Analyi 5
93 Data Analyi ; interpretation 61
43 in"in. 9
3 S#..etion ; Re$ommen"ation 95
103 Limitation 99
113 Con$l#ion 96
123 Anne
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Comparative t#"y o! =
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INTROD>CTION
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Intro"#$tion o! te topi$
Comparative Analyi o! &>L ; ITC
&>L
(U5 was established in /3 as le6er Brother /3C0 be8ome +nowns as (industan Unile6er
limited%
(industan Unile6er limited '(U5) is the Indians lar;est fast mo6in; 8onsumer ;oods
8ompan, with a herita;e of o6er 2 ,ears in India tou8hes the li6es of two out of three Indians%
(U5 wor+s to 8reate a better future e6er,da, helps people feel ;ood%
5oo+ ;et more out of life with brands ser6i8e that are ;oods for them for others%
&>L /ROD>CT
Food
Be6era;es
leanin; A;ent
!ersonal 8are
ater !urifiers%
ITC
IT is an Indian 8on;lomerate head=uartered in 4ol+ata7 est Ben;al its
Di6ersified business in8lude se;ments-
• Fast Mo6in;
• onsumer ;oods 'FM")
• (otels
• !aper boards !a8+a;in;
IT Established in /3/2 as the imperial Toba88o ompan, of India5imited the 8ompan, was renamed as the Toba88o ompan, limitedIn /312 further to IT limited in /31.%
/ro"#$t o! ITC
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i;arettes
Other business
Food
5ifest,le apparel
!ersonal 8are produ8t
Stationer,
(otels
!a8+a;in; printin;
Information te8hnolo;,
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Di!!eren$e eteen &>L ; ITC
(U5 alwa,s brin;s 8ustomer friendl, !rodu8t with ma&or emphasis on low 8ost o6erall
but no 8ompromise on the =ualit, of the produ8t
The, are le6era;in; the 8apabilities S8ale of the parent 8ompan, fo8usin; on the
6alue e>e8ution
IT is fo8usin; on deli6erin; 6alue at 8ompetiti6e pri8es
Its tremendous rea8h throu;h e>tensi6e distribution 8hain has been 8ompetiti6e
ad6anta;e%
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&>L
% ITC /er!orman$e
IT ;ettin; theater b, re;ulator, authorities
(U5 is more 8onser6ati6e strate;ies than its Indian 8ounterparts%
More o6er ;i6en in8reasin; 8ompetition 7(U5 fa8es the ris+ of bein; o6erta+en b,
domesti8 pla,ers in 6arious 8ate;ories
IT now has entered the hi;h 8lutter branded produ8ts mar+et
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Ao#t >nilever
On an, ;i6en da,7 two billion people use Unile6er produ8ts to loo+ ;ood7 feel ;ood and ;et more
out of life%
ith more than .22 brands fo8used on health and wellbein;7 no 8ompan, tou8hes so man,
peoples li6es in so man, different wa,s%
Our portfolio ran;es from nutritionall, balan8ed foods to indul;ent i8e 8reams7 affordable soaps7
lu>urious shampoos and e6er,da, household 8are produ8ts% e produ8e world-leadin; brands
in8ludin; 5ipton7 4norr7 Do6e7 A>e7 (ellmanns and Omo7 alon;side trusted lo8al names su8h as
Blue Band7 !ure it and Sua6e%
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Unilever bright Future
Unile6er Bri;ht Future is a ;lobal initiati6e whi8h is 8reatin; an unpre8edented mo6ement for
sustainable li6in;
For us7 sustainabilit, is inte;ral to how we do business% ith 1 billion people on our planet7 the
earths resour8es 8an be strained% This means sustainable ;rowth is the onl, a88eptable model of
;rowth for our business% The Unile6er Sustainable 5i6in; !lan sets out to de8ouple our ;rowth
from our en6ironmental impa8t7 while at the same time in8reasin; our positi6e so8ial impa8t% Our
!lan has three bi; ;oals that b, G2G2 will enable us to#
• (elp more than a billion people to impro6e their health and well-bein;%
• (al6e the en6ironmental footprint of our produ8ts%
• Sour8e /22H of our a;ri8ultural raw materials sustainabl, and enhan8e the li6elihoods of
people a8ross our 6alue 8hain%
To embed sustainabilit, into e6er, sta;e of the life 8,8le of our produ8ts7 were wor+in; with our
suppliers to support responsible approa8hes to a;ri8ulture% ere also learnin; from N"Os and
other or;ani@ations7 re8o;ni@in; that buildin; a trul, sustainable business is not somethin; we
8an do without e>pert ad6i8e%
At the heart of our business is our purpose to ma+e sustainable li6in; 8ommonpla8e%
ompanies are in8reasin;l, reali@in; the role that purpose 8an pla, and Unile6er alon; with
man, others has si;ned up to the Blueprint for Better Business initiati6e7 whi8h helps business
de6elop their purpose and embed it within the or;ani@ation7 as well as mo6e the 8on6ersation of the business se8tor as a whole%
e belie6e that as a business we ha6e a responsibilit, to our 8onsumers and to the 8ommunities
in whi8h we ha6e a presen8e% Around the world we in6est in lo8al e8onomies and de6elop
peoples s+ills inside and outside of Unile6er% And throu;h our business and brands7 we run a
ran;e of pro;rammes to promote h,;iene7 nutrition7 empowerment and en6ironmental
awareness%
Impa$t ; innovation
e realise inno6ation is +e, to our pro;ress7 and throu;h 8uttin;-ed;e s8ien8e were 8onstantl,
enhan8in; our brands7 impro6in; their nutritional properties7 taste7 fra;ran8e7 or fun8tionalit,%
e in6est around J/ billion e6er, ,ear in resear8h and de6elopment7 and ha6e established
laboratories around the world where our s8ientists e>plore new thin+in; and te8hni=ues7 appl,in;
their e>pertise to our produ8ts%
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https://www.hul.co.in/about/brightfuture/http://www.blueprintforbusiness.org/Homehttp://www.blueprintforbusiness.org/Homehttps://www.hul.co.in/about/brightfuture/
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onsumer resear8h pla,s a 6ital role in this pro8ess% Our unri6alled ;lobal rea8h allows us to ;et
8loser to 8onsumers in lo8al mar+ets7 ensurin; we understand their di6erse needs and priorities%
Ao#t o#r ran"
From lon;-established names li+e 5ifebuo,7 Sunli;ht and !onds to new inno6ations su8h as the
!ure it affordable water purifier7 our ran;e of brands is as di6erse as our worldwide 8onsumer
base%
Unile6er has more than .22 brands7 /. of whi8h ;enerate sales in e>8ess of J/ billion a ,ear%
Man, of these brands ha6e lon;-standin;7 stron; so8ial missions7 in8ludin; 5ifebuo,s dri6e to
promote h,;iene throu;h hand washin; with soap7 and Do6es 8ampai;n for real beaut,%
#ine !a$t ; !i.#re
• Our turno6er was J.%. billion in G2/.
• Emer;in; mar+ets now a88ount for C1H of our business
• e ha6e / brands with sales of more than J/ billion a ,ear
• More than /1G7222 people wor+ for Unile6er
• e are the number / fast-mo6in; 8onsumer ;oods emplo,er of 8hoi8e amon; students in
G0 8ountries
• .H of our mana;ers are women
• Around 2 million people were rea8hed b, the end of G2/ throu;h our pro;rammes on
hand washin;7 safe drin+in; water7 oral health and self-esteem
• e ha6e redu8ed our waste impa8t b, around //H sin8e G2/2
• Around .H of our a;ri8ultural raw materials were sour8ed sustainabl, b, the end of
G2/
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%OL>+E
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O#r itory
In the summer of /7 6isitors to the 4ol+ata harbour noti8ed 8rates full of Sunli;ht soap bars7
embossed with the words
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Soon after followed 5ifebuo, in /3C and other famous brands li+e !ears7 5u> and $im%
$anaspati was laun8hed in /3/ and the famous Dalda brand 8ame to the mar+et in /31%
In /3/7 Unile6er set up its first Indian subsidiar,7 (industan $anaspati Manufa8turin;
ompan,7 followed b, 5e6er Brothers India 5imited '/3) and United Traders 5imited '/3C)%
These three 8ompanies mer;ed to form (U5 in No6ember /3C0? (U5 offered /2H of its e=uit,
to the Indian publi87 bein; the first amon; the forei;n subsidiaries to do so% Unile6er now holds
01%GCH e=uit, in the 8ompan,% The rest of the shareholdin; is distributed amon; about three la+h
indi6idual shareholders and finan8ial institutions%
The erstwhile Broo+e BondKs presen8e in India dates ba8+ to /322% B, /327 the 8ompan, had
laun8hed Red 5abel tea in the 8ountr,% In /3/G7 Broo+e Bond o% India 5imited was formed%
Broo+e Bond &oined the Unile6er fold in /3. throu;h an international a8=uisition% The erstwhile
5iptonKs lin+s with India were for;ed in /3% Unile6er a8=uired 5ipton in /31G7 and in /311
5ipton Tea 'India) 5imited was in8orporated%
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!ondKs 'India) 5imited had been present in India sin8e /3.1% It &oined the Unile6er fold throu;h
an international a8=uisition of hesebrou;h !ondKs USA in /30%
Sin8e the 6er, earl, ,ears7 (U5 has 6i;orousl, responded to the stimulus of e8onomi8 ;rowth%
The ;rowth pro8ess has been a88ompanied b, &udi8ious di6ersifi8ation7 alwa,s in line with
Indian opinions and aspirations%
The liberalisation of the Indian e8onom,7 started in /33/7 8learl, mar+ed an infle>ion in (U5Ks
and the "roupKs ;rowth 8ur6e% Remo6al of the re;ulator, framewor+ allowed the 8ompan, to
e>plore e6er, sin;le produ8t and opportunit, se;ment7 without an, 8onstraints on produ8tion
8apa8it,%
Simultaneousl,7 dere;ulation permitted allian8es7 a8=uisitions and mer;ers% In one of the most
6isible and tal+ed about e6ents of IndiaKs 8orporate histor,7 the erstwhile Tata Oil Mills ompan,
'TOMO) mer;ed with (U57 effe8ti6e from April /7 /33% In /3307 (U5 and ,et another Tata
8ompan,7 5a+me 5imited7 formed a C2#C2 &oint 6enture7 5a+me Unile6er 5imited7 to mar+et
5a+meKs mar+et-leadin; 8osmeti8s and other appropriate produ8ts of both the 8ompanies%
Subse=uentl, in /337 5a+me 5imited sold its brands to (U5 and di6ested its C2H sta+e in the
&oint 6enture to the 8ompan,%
(U5 formed a C2#C2 &oint 6enture with the US-based 4imberl, lar+ orporation in /33.7
4imberl,-lar+ 5e6er 5td7 whi8h mar+ets (u;;ies Diapers and 4ote> Sanitar, !ads% (U5 has
also set up a subsidiar, in Nepal7 Unile6er Nepal 5imited 'UN5)7 and its fa8tor, represents the
lar;est manufa8turin; in6estment in the (imala,an +in;dom% The UN5 fa8tor, manufa8tures
(U5Ks produ8ts li+e Soaps7 Deter;ents and !ersonal !rodu8ts both for the domesti8 mar+et ande>ports to India%
The /332s also witnessed a strin; of 8ru8ial mer;ers7 a8=uisitions and allian8es on the Foods and
Be6era;es front% In /33G7 the erstwhile Broo+e Bond a8=uired 4othari "eneral Foods7 with
si;nifi8ant interests in Instant offee% In /337 it a8=uired the 4issan business from the UB
"roup and the Dollops I8e-8ream business from adbur, India%
As a measure of ba8+ward inte;ration7 Tea Estates and Doom Dooma7 two plantation 8ompanies
of Unile6er7 were mer;ed with Broo+e Bond% Then in /33.7 Broo+e Bond India and 5ipton India
mer;ed to form Broo+e Bond 5ipton India 5imited 'BB5I5)7 enablin; ;reater fo8us andensurin; s,ner;, in the traditional Be6era;es business% /33. witnessed BB5I5 laun8hin; the
allKs ran;e of Fro@en Desserts% B, the end of the ,ear7 the 8ompan, entered into a strate;i8
allian8e with the Lualit, I8e-8ream "roup families and in /33C the Mil+ food /22H I8e-8ream
mar+etin; and distribution ri;hts too were a8=uired%
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Finall,7 BB5I5 mer;ed with (U57 with effe8t from anuar, /7 /330% The internal restru8turin;
8ulminated in the mer;er of !ondKs 'India) 5imited '!I5) with (U5 in /33% The two 8ompanies
had si;nifi8ant o6erlaps in !ersonal !rodu8ts7 Spe8ialt, hemi8als and E>ports businesses7
besides a 8ommon distribution s,stem sin8e /33 for !ersonal !rodu8ts% The two also had a
8ommon mana;ement pool and a te8hnolo;, base% The amal;amation was done to ensure for the
"roup7 benefits from s8ale e8onomies both in domesti8 and e>port mar+ets and enable it to fund
in6estments re=uired for a;;ressi6el, buildin; new 8ate;ories%
In anuar, G2227 in a histori8 step7 the ;o6ernment de8ided to award 1. per 8ent e=uit, in
Modern Foods to (U57 thereb, be;innin; the di6estment of ;o6ernment e=uit, in publi8 se8tor
underta+in;s '!SU) to pri6ate se8tor partners% (U5Ks entr, into Bread is a strate;i8 e>tension of
the 8ompan,Ks wheat business% In G22G7 (U5 a8=uired the ;o6ernmentKs remainin; sta+e in
Modern Foods%
In G227 (U5 a8=uired the oo+ed Shrimp and !asteurised rabmeat business of the Amal;am"roup of ompanies7 a leader in 6alue added Marine !rodu8ts e>ports%
(U5 laun8hed a slew of new business initiati6es in the earl, part of G222s% !ro&e8t Sha+ti was
started in G22/% It is a rural initiati6e that tar;ets small 6illa;es populated b, less than C222
indi6iduals% It is a uni=ue win-win initiati6e that 8atal,ses rural affluen8e e6en as it benefits
business% urrentl,7 there are o6er .C7222 Sha+ti entrepreneurs 8o6erin; o6er /227222 6illa;es
a8ross /C states and rea8hin; to o6er million homes%
In G22G7 (U5 made its fora, into A,ur6edi8 health beaut, 8entre 8ate;or, with the A,ush
produ8t ran;e and A,ush Therap, entres% (industan Unile6er Networ+7 Dire8t to home business was laun8hed in G22 and this was followed b, the laun8h of !ure it water purifier in
G22.%
In G2217 the ompan, name was formall, 8han;ed to (industan Unile6er 5imited after
re8ei6in; the appro6al of share holders durin; the 1.th A"M on / Ma, G221% Broo+e Bond and
Surf E>8el brea8hed the the Rs /7222 8rore sales mar+ the same ,ear followed b, heel whi8h
8rossed the Rs%G7222 8rore sales milestone in G22%
On /1th O8tober G227 (U5 8ompleted 1C ,ears of 8orporate e>isten8e in India%
In anuar, G2/27 the (U5 head offi8e shifted from the landmar+ 5e6er (ouse7 at Ba8+ba,
Re8lamation7 Mumbai to the new 8ampus in Andheri 'E)7 Mumbai%
On /Cth No6ember7 G2/27 the Unile6er Sustainable 5i6in; !lan was offi8iall, laun8hed in India at
New Delhi%
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In Mar8h7 G2/G (U5s state of the art 5earnin; entre was inau;urated at the (industan
Unile6er 8ampus at Andheri7 Mumbai%
In April7 G2/G7 the ustomer Insi;ht Inno6ation entre 'ii) was inau;urated at the
(industan Unile6er 8ampus at Andheri7 Mumbai
(U5 8ompletes 2 ,ears of 8orporate e>isten8e in India on O8tober /1 th7 G2//
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/eronal $are pro"#$t &>L
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IT 5imited is an India-based holdin; ompan,% The ompan, operates throu;h four se;ments#
fast mo6in; 8onsumer ;oods 'FM")7 (otels7 !aperboa
rds7 !aper and !a8+a;in;7 and A;ri Business% The FM" se;ment in8ludes 8i;arettes and 8i;ars7
and others7 su8h as branded pa8+a;ed foods businesses 'ba+er, and 8onfe8tioner, foods7 sna8+
foods7 staples7 spi8es and read, to eat foods7 amon; others)7 apparel7 edu8ation and stationer,
produ8ts7 personal 8are produ8ts7 safet, mat8hes and a;arbattis% Its (otels se;ment in8ludes
(otelierin;% Its !aperboards7 !aper and !a8+a;in; se;ment in8lude paperboards7 paper7
in8ludin; spe8ialt, paper and pa8+a;in;7 in8ludin; fle>ibles% Its A;ri Business se;ment in8ludesA;ri 8ommodities7 su8h as so,a7 spi8es7 8offee and leaf toba88o% Its brands in8lude Aashir6aad7
Sun feast Dar+ Fantas,7 Bin;o7 *umitos7 *i!!ee7 and,man7 "umOn7 lassmate7 Fiama Di
ills7 $i6el7 Superia7 En;a;e7 ills 5ifest,le7 ohn !la,ers7 Man;aldeep and Aim7 amon; other
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IT 5td 'IT) was in8orporated on Au;ust G.7 /3/27 under the name Imperial Toba88o
ompan, of India 5td% to ma+e 8i;arettes and toba88o% In /31C7 the 8ompan, entered the
hospitalit, business with the a8=uisition of ITel8ome ;roup (otel hola% The name of the
ompan, was 8han;ed to I%T%% 5imited in /31.% In re8o;nition of the ompan,Ks multi
business portfolio en8ompassin; a wide ran;e of businesses i;arettes Toba88o7 (otels7
Information Te8hnolo;,7 !a8+a;in;7 !aperboards Spe8ialt, !apers7 A;riE>ports7 Foods7
5ifest,le Retailin; and "reetin; "iftin; Stationer, the full stops in the ompan,Ks name
were remo6ed effe8ti6e September /7 G22/% The ompan, now stands re8hristened KIT
5imitedK%
IT is one of IndiaKs foremost pri6ate se8tor 8ompanies with a mar+et 8apitali@ation of nearl, US
P /. billion and a turno6er of o6er P C billion% IT is rated amon; the orldKs Best Bi;
ompanies7 AsiaKs KFab C2K and the orldKs Most Reputable ompanies b, Forbes ma;a@ine7
amon; IndiaKs Most Respe8ted ompanies b, Businessorld and amon; IndiaKs Most $aluable
ompanies b, Business Toda,% IT ran+s amon; IndiaKs Q/2 Most $aluable 'ompan,) BrandsK7
in a stud, 8ondu8ted b, Brand Finan8e and published b, the E8onomi8 Times% IT also ran+s
amon; AsiaKs C2 best performin; 8ompanies 8ompiled b, Business ee+%
IT has a di6ersified presen8e in i;arettes7 (otels7 !aperboards Spe8ialt, !apers7 !a8+a;in;7
A;riBusiness7 !a8+a;ed Foods onfe8tioner,7 Information Te8hnolo;,7 Branded Apparel7
!ersonal are7 Stationer,7 Safet, Mat8hes and other FM" produ8ts% hile IT is an
outstandin; mar+et leader in its traditional businesses of i;arettes7 (otels7 !aperboards7
!a8+a;in; and A;riE>ports7 it is rapidl, ;ainin; mar+et share e6en in its nas8ent businesses of
!a8+a;ed Foods onfe8tioner,7 Branded Apparel7 !ersonal are and Stationer,% As one of
IndiaKs most 6aluable and respe8ted 8orporations7 IT is widel, per8ei6ed to be dedi8atedl,nationoriented
ran" o! ITC
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ITC? Core %al#e
ITKs ore $alues are aimed at de6elopin; a 8ustomer-fo8used7 hi;h-performan8e or;ani@ation
whi8h 8reates 6alue for all its sta+eholders#
Tr#teeip
As professional mana;ers7 we are 8ons8ious that IT has been ;i6en to us in periment in pursuit of
opportunities and a8hie6e leadership throu;h teamwor+%
E8ellen8e in whate6er we do%
Innovation
e will 8onstantl, pursue newer and better pro8esses7 produ8ts7 ser6i8es and mana;ement
pra8ti8es%
Nation Orientation
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e are aware of our responsibilit, to ;enerate e8onomi8 6alue for the Nation% In pursuit of our
;oals7 we will ma+e no 8ompromise in 8ompl,in; with appli8able laws and re;ulations at all
le6els%
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ITC /ro"#$t
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O7e$tive o! t#"y
Anal,sis of (U5 IT personal 8are produ8t
Find out the personal 8are produ8t whi8h are 8ompetin; the IT personal 8are produ8t
omparison of sale IT (U5 in personal 8are produ8t
To stud, the mar+et share of (U5 IT
Stud, the 8omparati6e stud, of (U5 IT in respe8t of pri8e7 promotion 8onsumer
demand%
S$ope o! St#"y37
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(elp more than a billion people to impro6e their health well bein;%
(U5 has 6i;orousl, responded to the stimulus of e8onomi8 ;rowth%
IT is Indias leadin; fast mo6in; 8onsumer ;oods 8ompan, it is a one of the Indias
lar;est e>port of a;ri8ulture produ8t%
IT belie6es that its aspiration to 8reate endurin; 6alue for nation pro6ides that moti6e
for8e to sustain ;rowin; shareholder 6alue%
CO+/ARITI%E ANAL@SIS
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Comparative Analyi
Sr3No /arti$#lar &>L ITC
/% Mar+et 8apitali@ation //11G1G G/0/G0
G% Re6enue GG//0 GC/1
% Net in8ome G03/ 0/0G
.% No% of Emplo,ees /0C22 /222
C% !rodu8t Food7 be6era;e
8leanin; a;ent
personal 8are produ8t
i;arettes toba88o
personal produ8t
0% (ead=uarters Mumbai 4ol+ata
1% urrent share pri8e C.. G1/
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ITC & HUL PERSONAL CARE PRODUCT
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ITC %S &>L
ASIS ITC &>L
BI55 !RODUTI$IT* CCH 0CH
UBO 32H 32H
A$ERA"E 5INE '!!) .%0 /G
TD! 2. 1DA*S 2 /2DA*S
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iama Di )ill v Dove
In September G2217 IT laun8hed Fiama Di ills7 a premium ran;e of personal 8are produ8ts 8omprisin; shampoos7 8onditioner7 shower ;els and bathin; bar% The Fiama Di
ills ran;e 8ombines the ;oodness of nature and s8ien8e7 pro6idin; ;entle and effe8ti6e
8are% The Fiama Di ills produ8t portfolio has been de6eloped b, s8ientists at the IT RD
entre7 le6era;in; the e>pertise of International produ8t formulation spe8ialists% The
fra;ran8es7 aestheti8s and pa8+a;in; ha6e been de6eloped in 8ollaboration with European
spe8ialists%
Fiama Di ills produ8ts are tar;eted at the ,oun;7 modern7 aware 8ustomers who are
8onfident of themsel6es and see+ indul;en8es that ma+e them feel ali6e and beautiful% The
ran;e 8ombines e>oti8 naturals li+e Sa;e7 ater8ress7 Ma;nolia blossoms and the best of 8ontemporar, s8ien8e li+e (,dro Restorati6e S,stem and uti8le Restore Te8hnolo;, to
ma+e the 8onsumer feel beautiful7 toda,7 tomorrow%
Fiama Di ills Shampoos de6eloped in 8ollaboration with osmeti8 5abs In8%7 USA7 offer a
ran;e of fi6e 6ariants% Ea8h of these is desi;ned to deli6er a spe8ifi8 hair benefit to the
8onsumer-
• E6er,da, Mild 'with e>tra8ts of Th,me uniper) is a ;entle 8arin; shampoo
suitable for re;ular use%
• A=ua Balan8e 'with e>tra8ts of Ma;nolia Blossoms ater8ress) is a ;entle
moisturi@in; shampoo ideal for dr,7 dull hair%
• $olume Boost 'with e>tra8ts of Rosemar, Sa;e) is a ;entle 6olumi@in; shampoo
ideal for thin7 limp hair%
• Sil+, Stron; 'with oils of Ma8adamia Nut and Babassu) helps ma+e hair smooth7
sil+, and stron; and is ideal for wea+7 dama;ed hair%
• Shine in St,le 'with e>tra8ts of hamomile and "reen Tea) ma+es hair shin, and
mana;eable7 eas, to st,le and is ideal for dull to normal hair%
• Ea8h of these shampoos 8an be 8omplemented with Fiama Di ills
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The Fiama Di ills produ8t line also 8onsists of a -6ariant ran;e of transparent shower ;els
whi8h are uni=ue as the, 8ome with suspended beads%
!olishin; Drops 8onditioner% This ;entle 8onditioner enri8hed with A6o8ado
Oil and Burdo8+ e>tra8t promises to ma+e hair shin,7 soft and smooth% It also ;i6esthe additional benefits of U$ prote8tion as it 8ontains Sunflower Seed e>tra8t7 whi8h
is a natural U$ absorber%
Mild Dew '8ontains soft beads7 e>tra8ts of pea8h and a6o8ado) is for soft7 moisturi@ed
s+in%
lear Sprin;s '8ontains &o&oba beads7 e>tra8ts of sea weed and lemon;rass) is for 8lear7
health,7 smoother s+in%
E>oti8 Dream '8ontains ;litter beads7 e>tra8ts of bearberr, lea6es and bla8+ 8urrant) is
for stimulatin; freshness%
The Fiama Di ills ran;e of bathin; bars has been laun8hed under the sub - brand S+in
Sense% The first 6ariant to be introdu8ed in this ran;e is Soft "reen% This is a ;entle 8arin;
bathin; bar7 that helps enhan8e retention of s+in proteins ;i6in; 0 pro 8ares% !rotein +eeps
s+in moisturi@ed7 supple7 ,outhful7 e6en toned7 radiant and smooth%
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IA+A DI )ILLS S&A+/OO %S DO%E S&A+/OO
ASIS ITC &>L
/ROD>CT S&A+/OO FIAMA DI I55S DO$E
B>ANTIT@ 3/22G22 3/22G22C22
/RICE C3/23 03//C
CCCLD 02/G/G unit C/G1G0/G
)DRS +AR*IN H C%10HG%10H+AR*IN IN SOA/ GHon sa8het /2H btl GHon sa8het /2H btl
/TR G%.C%033%23 G%.0G%1G/2.%C.
%ARIANT E$ER* DA* MI5D BREA4A"E T(ERA!*
ALUA BA5ANE DAI5* ARE T(ER!*
SI54* STRON" ANTI-DANDRUFF
$O5UME BOOST (AIR FA55 T(ER!*
SE*+ENT !remium !remium
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Flama Di ills re8entl, laun8hed a ran;e of transparent ;el bathin; bars% A first of its +ind7
a transparent li=uid ;el has been solidified into a bathin; bar so that 8onsumers ;et a
superior bathin; e>perien8e% The shower ;el in a bathin; bar format whi8h has been 8rafted
throu;h a uni=ue and patented free@in; te8hnolo;,% Ba8+ed b, deep 8onsumer insi;hts7 this proprietar, ;el bathin; bar is a result of ,ears of e>tensi6e resear8h and de6elopment b, the
s8ientists at the IT RD entre%
Uni=uel, 8rafted7 these "el Bathin; Bars are shaped li+e dew drops7 ha6e a transparent
loo+7 ri8h 8ream, lather7 and a ;reat lon;-lastin; fra;ran8e% These bathin; bars are
dermatolo;i8al tested and pro6en mild and 8ontain the ;oodness of natural e>oti8 e>tra8ts
li+e !ea8hes7 A6o8adoes7 Sea eed and lemon;rass% 5aun8hed in two 6ariants that offer
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spe8ifi8 different s+in benefits7 are#-
Mild Dew - ontains e>tra8ts of pea8h and a6o8ado whi8h moisturi@e the s+in% lear
Sprin;s ontains e>tra8ts of lemon;rass sea weed whi8h ;i6es lear s+in% The Fiama Di
ills transparent "el Bathin; Bars are a6ailable at an attra8ti6e pri8e of Rs% GC for //2;rams% This differentiated ran;e of bathin; bars offers the 8onsumer a deli;htful bathin;
e>perien8e
Dove
Do6e soap7 whi8h was laun8hed b, Unile6er in /3C17 has been a6ailable in India sin8e /33C% It
pro6ides a refreshin;l, real alternati6e for women who re8o;ni@e that beaut, is not simpl, abouthow ,ou loo+7 it is about how ,ou feel%
The s+ins !( is sli;htl, a8idi8 C%C-0 ordinar, soaps tend to be al+aline7 with !( hi;her than 3%
Do6e is formulated to be !( natural '!( between 0%C and 1%C) and to be mild on s+in% This
ma+es it suitable for all s+in t,pes for all seasons% hile Do6e soap bar is widel, a6ailable
a8ross the 8ountr,7 Do6e bod, wash is a6ailable in sele8ted outlets%
"loball, Do6e has been e>tended too man, other 8ountries% Sin8e the /32s for e>ample7
Unile6er has laun8hed a moisturi@in; bod, wash deodorant7 bod, lotion7 fa8ial 8leansers and
shampoos and 8onditioners7 pro6idin; a 8omprehensi6e ran;e of solution to brin; out true inner
beaut,%
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IA+A DI )ILLS SOA/ %S DO%E SOA/
ASIS ITC &>L
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/ROD>CT SOA/ FIAMA DI I55S DO$E
B>ANTIT@ 12/2222 C21C22
/RICE 2.2/22 G2/GC
CCCLD 1G1GG. unit 1G.G2
)DRS +AR*IN H C%10HG%10H
+AR*IN IN SOA/ H H/TR G1%111%23G%C3 /%C/2%CC//C%1.
%ARIANT Soft ;reen Do6e hite
SE*+ENT !remium !remium
ITC %S &>L S>//L@ C&AIN
ITCS S>//L@ C&AIN STR>CT>RE
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COMPANY HUB FACTORY
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&IND>STAN >NILE%ER LI+ITED S>//L@ C&AIN
STR>CT>RE
52
CONSUME
RETAILER
WHOLESALE
DEALERS
SMALL WHOLESALE
CARRYING AND FORWARDING
AGENT
HINDUSTAN UNILEER LIMITED
CARRYING AND FORWARDING AGENTS
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S)OT Analyi
53
RURAL URBAN
REDISTRIBUTION
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54
Analyi &>L ITC
Stren;th • $arit,
of produ8t
• Distribution networ+
• Brand ima;e
• Lualit, mana;ement• Inno6ation R D
• Stron;
E>perien8ed
mana;ement• Stron; brand
presen8e• Di6ersified produ8t
• E>8ellent R D
• E>8ellent R D
• (R !ools
Opportunit, • (u;e mar+et
• In8reasin; per 8apita
in8ome so8ial initiati6e• Rural mar+et still untapped
• esterni@ation of lifest,le
• Tap rural mar+et
in8rease penetration
urban area• Mer;er and
a8=uisition tostren;then the brand
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Analyi ITC %S &>L
&>L &in"#tan >nilever Lt"3
This ompan, is earlier +nown as (industan 5e6er 5td% This is IndiaKs lar;est FM" se8tor
8ompan, with all t,pe of household produ8ts a6ailable with it% It has (ome !ersonal are
produ8ts7 and also food and ater !urifier a6ailable with it% A88ordin; to Brand E=uit,7 (U5 has
lar;est no of brands in most trusted brands list%
/0 of (U5Ks brands featured in A-Nielson Brand E=uit, list of /22 most trusted brands in G22
in an annual sur6e,% For the entire ,ear endin; Mar8h - G223 net turno6er of 8ompan, is Rs%
G2KG3% rore whi8h is .1%33H hi;her than /st De8ember G221Ks Rs% /01C%. rore dri6en
mainl, b, domesti8 FM"Ks with net profit stood at Rs GK.30%.Crore%
ITC Limite"
This ompan, was earlier +nown as Imperial Toba88o ompan, of India 5td% It is 8urrentl,
headed b, *o;esh hander De6eshwar% ompan, mainl, operates in the industr, li+e Toba88o7
Foods7 (otels7 Stationar, and "reetin; ards with the ma&or produ8ts 8onstitutes i;arettes7
pa8+ed foods7 hotels7 and apparels% For the entire ,ear endin; Mar-G223 the turno6er of 8ompan,
is at Rs% /C rore whi8h is /2%H hi;her than pre6ious ,earKs Rs% /3.1%C rore7 dri6en
mainl, b, robust G2H ;rowth in non 8i;arette FM" business with net profit stood at Rs% G.
rore%
Analyi o! ot Companie(U5 IT are ma&or 8ompanies in FM" mar+et in India% hen we 8ompare both 8ompanies
on the basis of their strate;ies i%e% their 8ompetiti6e strate;ies in the present mar+et% hen we
loo+ at the present se;ment brea+up for both of the 8ompanies then we 8ame to +now that their
different produ8ts 6ar, too mu8h in the mar+et%
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No let # ta,e a $omparative analyi o! ot te $ompanie #n"er ome ea":
(industan Unile6er '(U5) is the lar;est pure-pla, FM" 8ompan, in the 8ountr, and has one
of the widest portfolio of produ8ts sold 6ia a stron; distribution 8hannel% It owns and mar+ets
some of the most popular brands in the 8ountr, a8ross 6arious 8ate;ories7 in8ludin; soaps7
deter;ents7 shampoos7 tea and fa8e 8reams%
IT is not a pure-pla, FM" 8ompan,7 sin8e 8i;arettes is its primar, business% It is di6ersif,in;
into non-toba88o% FM" se;ments li+e foods7 personal 8are7 paper produ8ts7 hotels and a;ri-
business to redu8e its e>posure to 8i;arettes%
/er!orman$e
After sta;natin; between /333 and K2.7 the 8ompan, is ba8+ on the ;rowth tra8+% In the past
three ,ears7 till G22 (U5Ks net sales ha6e witnessed a A"R of //H7 while net profit has
posted a A"R of /1H%
Despite di6ersifi8ation7 ITKs relian8e on 8i;arettes is still hu;e% The toba88o business8ontributes .2H to its re6enues7 and a88ounts for o6er 2H of its profit% This 8ash-;eneratin;
business has enabled it to ta+e ambitious7 but e>pensi6e bets in new se;ments and deli6er modest
profit ;rowth%
Overall Strate.y
(U5 alwa,s belie6es in 8ustomer friendl, produ8ts with ma&or emphasis on low 8ost o6erall
without 8ompromisin; on the =ualit, of the produ8t% The, are le6era;in; the 8apabilities and
s8ale of the parent 8ompan, and fo8usin; on the 6alue of e>e8ution% The entire produ8t portfolio
is also bein; twea+ed to in8lude premium offerin;s su8h as !ondKs A;e Mira8le and do6e
shampoo in s+in and hair 8are%
T is fo8usin; on deli6erin; 6alue at 8ompetiti6e pri8es% Its tremendous rea8h throu;h e>tensi6e
distribution 8hain has been a 8ompetiti6e ad6anta;e% Additionall,7 the 8ompan,Ks e-8houpal
model for dire8t pro8urement is well +nown under whi8h IT partners with o6er /227222
farmers for spi8es and wheat pro8urement and an e6en lar;er number for oilseeds% This +ind of
rural pedi;ree is hard to beat%
*rot Driver
The ompan, has been laun8hin; new produ8ts and brand e>tensions7 with in6estments bein;
made towards brand-buildin; and in8reasin; its mar+et share% (U5 is also streamlinin; its6arious business operations7 in line with the One Unile6erK philosoph, adopted b, the Unile6er
;roup worldwide% Introdu8tion of premium produ8ts and addition of new 8onsumers 6ia mar+et
e>pansion will be (U5Ks ;rowth dri6ers%
ITKs ba8+ward inte;ration to ensure that its produ8ts pass effi8ientl, from the farms to
8onsumers has helped it to 8ut down suppl, and pro8urement 8osts% ITKs non-8i;arette FM"
business le6era;es the lar;e distribution networ+ the 8ompan, has de6eloped b, sellin;
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8i;arettes o6er the ,ears% A ri8h produ8t mi>7 alon; with ramp-up of in6estments in its new
se8tors7 will be instrumental in 8hartin; ITKs ;rowth path%
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Reear$ +eto"olo.y
The main ob&e8ti6e anal,sis of (U5 IT personal 8are produ8t
To stud, the mar+et share of (U5 IT resear8h 8omprises definin; the problem statement
formulatin; h,pothesis7 probable solutions 8olle8tin; or;ani@in; e6aluatin; solution assessin; the impa8t of the solutions proposed%
Reear$ /rolem
(U5 IT are two ma&or pla,ers in FM" industr,% (U5 happens to be a pure pla, FM"
whereas IT is 8on;lomerate%
The ob&e8ti6e of this report is to anal,@e and 8ompare the o6erall performan8e of these
8ompanies this performan8e 8omparison further boils down to anal,@e their finan8ial
performan8e 7mar+et performan8e%
So#r$e o! Data
As hi;hli;hted abo6e most of the anal,sis would primaril, be based on -
INSTR>+ENT OR DATA COLLECTION
/rimary - 8olle8ted b, 8lose handed -------------------------=uestionnaire%
Se$on"ary - 8olle8ted throu;h---------------------------------internet%
The approa8h for ea8h of the sub anal,sis is as follow#-
inan$ial /er!orman$e : Sin8e both the 8ompan, happens to be publi8 listed 8ompan,
we ha6e ;ood set of informati6e a6ailableThrou;h some of the ma&or finan8ial website% The 8hallen;e is more in term of refinin;
the data brinin; them on the same ;round for 8omparison%
Strate.y /er!orman$e: The anal,sis is more has to do with o6erall
Strate;, anal,ses whi8h 8alls for a anal,@in; the 8ompan, 6ision anal,sis ;rowthmindset o6erall ris+ whi8h these 8ompanies ha6e 8omplied with to support their
respe8ti6e business models%
+ar,et /er!orman$e: The set of anal,sis was more to understand the positionin; of
these two pla,ers in the mar+et Also how does 8onsumer to (U5 IT 8ompan, as a
whole%
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DATA ANAL@SIS ; INTER/RETATION
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hi8h offers influen8e ,ou most
a) Dis8ount offer b) Bu, one ;et one free8) ombo !a8+
28"
20"
52"
Chart Title
#$%&'()* '+,- .(/ '), ,* '), -,, &'.' &
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Ti8+ the le6el of importan8e a88ordin; to ,our preferen8e
a) olor b) Thi8+ness 8) fra;ran8e
10"
60"
30"
Chart Title
&''- *$&),%% --)&,
02H people preferen8e based on thi8+ness7 2H on fra;ran8e /2H on 8olor%
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Is ,our sele8ted brand easil, a6ailable to ,ou
a) *es b) No
98"
2"Chart Title
/,% )'
3H people said that their brands easil, are a6ailable
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(ow do ,ou +now about (U5 IT produ8t%
a) Radio b) T$ ad6ertisement8) ord b, mouth d) !oint of sale
12"
70"
10"
8"
Chart Title
-#$' * #,-*$%,,)* '-# ./ '(* '$)* ' %,
70" ,', %$# ** *,/ &, *' ), .'(* .*$) %' *-'( T
#,-*$%,,)*: 12" -' -#$': 10" '-# ./ '(* ; 8" '$)* ' %,<
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I B-)# $% $., $) *, .', =(,%*$') *,) * -,,-,)&, $% '%*
$'-*)* *' /'(>
? P,-(, .? C''-&? P-'*,&* /'(- %$) #? (, '- '),/
,? '- '*,-
22"
18"
30"
20"
10"Chart Title
,-(, &''- -'*,&* /'(- %$) (, '- '),/ '- '*,-
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Brand is not in the list be8ause#-
a) 5a8+ of awareness b) 5a8+ of a6ailabilit,8) *ou find it e>pensi6e d) ,ou dont li+e the abo6e brands%
2"
18"
60"
20"
Chart Title
4&5 ' 494-,),%% 4&5 ' 44$4.$$*/ /'( @)# $* ,A3,)%$, /'( #')B* $5, *7, 4.', .-4)#%
02H said that it is e>pensi6e7 G2H dont li+e the produ8t /H la8+ of a6ailabilit,%
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Do ,ou use personal produ8t of (U5 or IT ompan,
a) *es b) Both
95"
5"Chart Title
/,% .'*
3CH people use personal produ8t of (U5 or IT and onl, CH people use personal produ8t of
(U5 and IT%
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Does 8elebrit, endorsement prompt ,ou to personal produ8t
a) *es b) No
30"
70"
Chart Title
/,% )'
Onl, 2H people said that 8elebrit, prompt them to pur8hase personal produ8t but 12H not%
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in"in.
I found m,self durin; m, resear8h sur6e, that IT is a mar+et leader in home
personal 8are produ8ts%
ea+ presen8e in food se;ment was shown in the interpretation b, the 8ustomers
of (U5%
IT was found the ;reatest threats and 8ompetitor to (U5 business%
IT is the most preferred brand b, 8ustomer%
It has been per8ei6ed that IT ser6i8es and their =ualit, is per8ei6ed too mu8h
better as 8ompared to (U5%
IT is most popular amon; 8ustomers in m, resear8h%
IT ha6e not an, s8hemes li+e (U5 'Super $alue Soap7 Smart S8heme7 Beat the
heat)% IT should ha6e not pro6ided this t,pe of s8heme whi8h is help to in8rease
the sale% Onl, 8onsumer s8hemes are not enou;h%
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S#..etion ; Re$ommen"ation
• I want su;;est few s8heme to the IT for Modern trade7 for wholesaler7 for the retailer%
This 8an be helpful to in8reasin; the sale of IT%
• 9IT VONE: s8heme are in8luded under the s8heme sele8t a 6isible pla8e in the shop
and put all ITs personal 8are produ8t and ;i6e the shop +eeper to =uarterl, sale tar;et
and ;i6e him to in8enti6es or pri@es or 8ash pri@e%
• 9ITS !ARTNERS: in this we ;i6e 8ertifi8ate of e>8ellen8e to the shop+eeper with
mar;in% This s8heme is based on also =uantitati6e sale%
•In8rease more 8hannel of distribution b, (U5%
"row port folio in premium @ed produ8t 8ate;or, to impro6e ;ross profit mar;in at
8ompan, le6el%
Impro6e foot print in fo8us be6era;e 8ate;or, as 8urrent mar+etin; 8ampai;ns does
not seem to be wor+in; ;ood enou;h%
Redu8e dependen8, on Toba88o business b, ;rowin; other Non- toba88o business
Mar+etin; 8ampai;n need to be brou;ht on par with other FM" 8ompanies
Suppl, 8hain effi8ien8, needs to be impro6in; so as to free up 8apital from in6entor,
in6est it in mar+etin; ad6ertisin; 8ampai;n%
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Limitation
Due to Bi; !opulation therefore no time to 8o6er other area%
Result and 8on8lusion were drawn on the basis of whate6er information pro6ided b, the
8onsumer% Some of them were hesitant to re6eal the information%
The information on internet ma, not be updated% Moreo6er se8ondar, information has
been used% So an,thin; W in it has been ta+en for understandin; the 8on8ept%
I ;ot less time to do m, sur6e, in broader wa,%
Area 8o6ered was limited due to whi8h findin;s do not 8ome reliable%
Man, people see more satisfa8tion rather than brand ima;e of the produ8t%
IT ha6e to 8o6er more rural and ba8+ward areas%
(U5 ha6e to impro6e their produ8ts and pri8es as be8ause people want more in less%
A6ailabilit, of (U5 produ8t are less and the, ha6e less distribution 8hannel%
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Con$l#ion
From this resear8h report e>perien8e in mar+et7 I ;ot a ;ood e>posure about what reall, the sales
mar+etin; life is about%
I personall, thin+ that mar+etin; is not e6er,ones 8up of tea but if one set his tar;et hi;h and
8ontinuousl, stri6e towards that7 nothin; is impossible% The onl, thin; re=uired in our field is the
ri;ht attitude or a positi6e attitude towards attainin; Ones ;oal%
B, this resear8h report in to Field I 8ame to +now 6arious thin;s about the FM" and personal
8are produ8t business7 distributor7 wholesaler7 retailer7 suppl,7 sto8+ shorta;e how a sales man
8ontribute in the profit of 8ompan,%
All the distributors are help to in8rease the sale of 8ompan, wh, relation oriented people are
su88ess full%
All the emplo,ees are also happ, from our 8ompan, be8ause 8ompan, is pro6idin; lots of
fa8ilities to the emplo,ees% The other thin; is that we rea8hed to the 8ustomer e>pe8tation in
re;ardin; to the produ8t =ualit,7 pri8e7 and time linens of the order7 so the 8ustomers of 8ompan,
are ;oin; to In8rease7 the mar+etin; and distribution people ha6e ;ood relation with 8ustomer%
In the FM" personal 8are produ8t businesses ha6e 6er, tuff 8ompetition more than /22
8ompanies are deal in personal 8are produ8t%
IT ha6e followed the leader strate;, in personal 8are business within ,ears IT ha6e in8reasethe sale and produ8ts da, b, da, in all se;ment 'popular and premium)%
In m, resear8h report I ha6e reali@e in future IT 8an be ma&or pla,ers in personal 8are business%
IT fa8e 6er, tuff 8ompetition in personal 8are business be8ause its 8ompetitor are in mar+et last
2 ,ears but ;rowin; ;raph of IT personal 8are business will ma+e leader to IT in personal
8are produ8t business%
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AnneESTIONNAIRE'
O7e$tive:-FComparative t#"y on &>L an" ITC peronal pro"#$t
Name 'optional)XXXXXXXXXXXXXXXXXXXXXX%
"enderXXXXXXXXXXXXXXXXXXXXXXXXXX
O88upationXXXXXXXXXXXXXXXXXXXXXXXX%
Famil, monthl, in8ome
Up to /27222
/27222-G27222
G27222-27222
27222-.27222
.27222-CC7222
Abo6e C27222
A;e
/C-GC
GC-C
C-.C
.C-abo6e
Famil, t,pe
oint
Nu8lear
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B#etionnaire !or Con#mer
/%) hi8h 8ompan, ha6e ,ou heard ofa)(U5 b)Dabber 8)IT d)!"
G%) Do ,ou use the personal produ8t of (U5 IT
a) *es b) Both
%) Name one ad6ertisement of ea8h of this 8ompan,
a) (U5YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
b)ITYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
.%) Does 8elebrit, endorsement prompt a personal produ8t%
a) *es b) No
C) IF brand is not in the list then be8ause
a) 5a8+ of awareness
b) 5a8+ of a6ailabilit,
8) *ou find it e>pensi6e
d) *ou dont li+e the abo6e brands
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0) hi8h of the followin; 8ompanies FM" produ8t do ,ou prefer to use
a) (U5 b) IT
8) !" d) Dabur
1) ompare to our ompetitors7 would do ,ou feel about the =ualit, of our produ8t
a) Better
b) orse
8) About the same
) Ti8+ the le6el of importan8e a88ordin; to ,our preferen8e%
a) Taste
b) Thi8+ness
8) Fra;ran8e
3) Is ,our sele8ted brands easil, a6ailable to ,ou%
a) *es
b) No
/2) hi8h of the offers a6ailable influen8e ,ou the most to pur8hase
a) Dis8ount offer b) Bu, one ;et one free
8) ombo !a8+
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//) *ou 8ame to +now about (U5 IT produ8t from%
a) Radio
b) T$
) ord b, mouth
d) !oint of sale
/G) If a brand is a6ailable in the abo6e =uestion then what preferen8e is most important to ,ou%
a) !erfume
b) olor
8) !rote8t ,our s+in
d) $alue of mone,
e) or other
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ilio.rapy
Mar+etin; mana;ement !hilip 4otler
www%it8portal%8om
www%hul%8om
www%e8onomi8stime%8om
www%timesofinndia%8om
www%;oo;le%8om
www%wi+ipedia%8om
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