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Submitted By:
Arpit Kapur
PGDM - Marketing
Birla Institute of Management Technology, Greater Noida

To design a Specialized GTM Model for the launch of a New Chilled Product in the SCC&D (Spreads and Dressings) Category

Summer Project Certificate

This is to certify that Mr. / Ms. ARPIT KAPUR Roll No. 09DM023 a student of PGDM has worked on a summer project titled TO DESIGN A SPECIALIZED GTM MODEL FOR THE LAUNCH OF A NEW PRODUCT IN THE SPREADS AND DRESSINGS CATEGORY (SCC & D) -KISSAN at HINDUSTAN UNILEVER after Trimester-III in partial fulfillment of the requirement for the Post Graduate Diploma in Management programme. This is his/her original work to the best of my knowledge.

Date:___________ Signature________________ (_________________________)
BIMTECH SEAL Name of Faculty

ACKNOWLEDGEMENTS

First of all I would like to express my gratitude to the respected executives of the Foods B.D. team at Hindustan Unilever(HUL),Andheri for allowing me to work with them for a period of 8 weeks. This has been a wonderful learning experience and has enlightened my knowledge about the Fast Moving Consumer Goods (FMCG) Sector in India, possibly one of the most important for the Indian economy.

I am especially thankful to my tutor at Kissan, Mr. Sachin Sharma, under whose tutelage I underwent my training and learnt a lot of first hand application of marketing principles in development of a product. Also, I would like to thank my faculty guide, Prof. Dhruva Chak, for his guidance and cooperation during this internship. I am grateful to them for their help and support without which I would have been unable to learn as much as I did from this internship.

EXECUTIVE SUMMARY

Hindustan Unilever is India’s largest FMCG manufacturer with a turnover of close to 2600 million euros in 2008. Out of this 2600 million, 47% of the contribution comes from the Home Care segment while the next highest contribution is from the Personal Care division. HUL boasts of having the largest product portfolio amongst all of its competitors with brands such as Dove, Pears, Surf, Axe etc. to name a few that are marketed in India. They are considered the “Gurus of Marketing” and most firms look at HUL as a benchmark in the FMCG sector. This study is an effort to develop a Go-To-Market (GTM) model for a new chilled product that the company plans to launch in the near future. The GTM model is vital for the project to proceed to the Launch Stage as the indicative activities in the capability stage of the innovation funnel near completion. Thus this study will look at analyzing and designing the best possible GTM model keeping in mind their current distribution channel and the model being followed by their competitors.

TABLE OF CONTENTS

ACKNOWLEDGEMENTS3
EXECUTIVE SUMMARY4
TABLE OF CONTENTS5
1 INTRODUCTION TO HUL7
1.1 Heritage7
1.2 Social Initiatives8
2 COMPANY PROFILE9
2.1 Overview of HUL9
3 HUL FOODS OVERVIEW11
3.1 Category Roles14
4 KISSAN OVERVIEW16
4.1 Birth of Kissan16
4.2 Brand Building Pyramid17
4.3 The Present: Robust Pyramid v/s Key Competition18
4.4 Kissan Turnaround Story19
5 PROJECT BACKGROUND20
5.1 Proposition20
5.2 Challenges21
6 UNDERSTANDING THE PRODUCT22
6.1 Margarine Fats Science22
6.2 Classification of Fats24
7 UNDERSTANDING THE BUTTER , SPREADS AND MARGARINE MARKET26
7.1 Broad overview of the Market for Oils and Fats26
7.2 Butter and Margarine market growth29
7.3 Branded Butter Purchased – All & Centre31
7.4 BASES Concept Database Comparisons32
7.5 Awareness of Different Nomenclature Of Fats33
7.6 Butter – Consumer understanding34
7.7 Butter Substitutes Awareness, Perception & Usage- All35
7.8 Dis-Advantages of Using Butter Substitutes-36
7.9 Margarine -Awareness And Usage37
7.10 Consumer understanding of Margarine / Butter Substitutes38 8...
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