Synopsis on Fmcg Goods

Topics: Marketing, Fast moving consumer goods, Sales promotion Pages: 5 (1146 words) Published: March 15, 2013

Study Of
Consumer Oriented
Sales Promotion
(HUL - Hindustan Unilever)

Made by: Shiva Purswani


Now a days most of the FMCG companies are considering sales promotion as an important part of their marketing strategy. From the analysis of survey it becomes clear that consumers do response to the sales promotion campaign, but there are customers who strongly prefer to stick to brand name. The term FMCG (fast moving consumer goods), although popular and frequently used does not have a standard definition and is generally used in India to refer to products of everyday use. Conceptually, however, the term refers to relatively fast moving items that are used directly by the consumer. Thus, a significant gap exists between the general use and the conceptual meaning of the term FMCG. Further, difficulties crop up when attempts to devise a definition for FMCG. The problem arises because the concept has a retail orientation and distinguishes between consumer products on the basis of how quickly they move at the retailer's shelves. The root question therefore, is what industry turnaround threshold should be for the item to qualify as an FMCG

HUL Hindustan Unilever
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. With over 35 brands spanning 20 distinct categories such as soaps, detergents, 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, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit. The Company has over 16,000 employees and has an annual turnover of around Rs. 21,736 crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €46.5 billion in 2011. Unilever has about 52% shareholding in HUL.


In order to study the above primary objective the following secondary objective have been proposed •To study consumer preferences with respect to sales promotion in FMCG sector. •To examine tradeoffs, relative importance of different attributes while responding to a sales promotion offer. •To study the effect of sales promotions in FMCG sector esp. in soaps and detergent industry. •To study consumer behavior in purchase of soaps and detergent


Primary Data Collection Method:
• Survey method to be used for primary data collection.
• use of questionnaires as an instrument for survey method. • Structured questionnaire.
• Type of questionnaire: Open ended and closed ended.

Secondary Data Collection method:
• Reference books.
• Internet.
Sampling Detail
• Target population: The population for this research study consists of the residence of Hyderabad. • Sampling unit: In this study the sampling unit is individual consumer. • Sample size: 100 consumers 100 retailers.

• Sampling method: The sample is to be selected by using convenience-sampling method

Characteristics of FMCG Products
• Individual items are of small value. But all FMCG products put together account for a significant part of the consumer's budget. • The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required. Many of...
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