UNIVERSITY OF MUMBAI

PROJECT REPORT ON

ANALYZING THE LEVEL OF

CUSTOMER SATISFACTION OF

HUL (HINDUSTAN UNILEVER LIMITED)

SUBMITTED BY

ARWAA KHAN

PROJECT GUIDE

PROF. VEENA MA’AM

BACHELOR OF MANAGEMENT STUDIES

SEMESTER Vl
(2020-21)

1
N.K.E.S DEGREE COLLEGE OF ARTS, SCIENCE &COMMERCE,
WADALA – 400022
UNIVERSITY OF MUMBAI

PROJECT ON
ANALYZING THE LEVEL OF
CUSTOMER SATISFACTION OF
HUL (HINDUSTAN UNILEVER LIMITED)

SUBMITTED
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF
BACHELOR OF MANAGEMENT

By
ARWAA KHAN
PROJECT GUIDE
PROF. VEENA MA’AM.

BACHELOR OF MANAGEMENT STUDIES

SEMESTER Vl
(2020-21)
N.K.E.S Degree COLLEGE OF ARTS,
SCIENCE &COMMERCE,WADALA – 400031

2
 Declaration

I student of BMS – Semester V (2020-21) hereby declare that I have

completed this project on

.
The information submitted is true & original to the best of my knowledge.

Name of Student

Student’s Signature
ARWAA KHAN

3
C E R T I F I C A T E
This is to certify that Mr. Of
TYBMS has successfully completed the project on
___________________________ under the guidance of
___________________________.
Project Guide Principal
Dr. (Mrs) J. K. PHADNIS
Course Co-ordinator
Mrs. A. MARTINA
External Examiner

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 EXECUTIVE SUMMARY
The project is all about analyzing and understanding the level of customer
satisfaction of HUL Company (LAKME, LUX). The objective of the project
was to understand towards these products, leading to customer satisfaction.

We have done online survey among 90% of the females which gives us a
clear idea about the customer satisfaction (their preferences), and also we can
analyze what customer further expect from these products, and what changes
can be made which would result to customer delight The survey is done
amongst 101 respondents on the basis of a questionnaires which was prepared
acted as a base for studying the awareness level and customer perceptions
regarding the products. I have also visited LAKME salon for a general
interview, on the basis of customer satisfaction.

The project helped me in a getting a general idea about knowing the

satisfaction level, and also a general expectations level of the respondents.

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 OBJECTIVE OF THE STUDY

LUX
● To find out factor that influence a person to a particular brand of
soap
● To find out the opinion about ‘LUX’
● To find out customer perception and point of view towards lux
● To understand the level of satisfaction of customer towards lux

LAKME
● To know and maybe the level of customer satisfaction of customer
with regards to lakme as one of the major players in cosmetic
industry.
● To study the respondents awareness towards lakme
● To understand peoples customers behaviour with reference to
cosmetics.

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 RESEARCH METHODOLOGY

Collection of primary data :-

The primary data has collected from various sources
● Surveys
● Questionnaires method
● Sample size :-101

Collection of secondary data :-

The secondary data has been collected from various sources:-
● Books
● Libraries
● Internet websites

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CHAPTER NO 1. INTRODUCTION OF
CUSTOMER SATISFACTION

8
 INTRODUCTION OF CUSTOMER
SATISFACTION

1.1 INTRODUCTION:

Customer satisfaction (often abbreviated as CSAT, is a term frequently

used in marketing. It is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals. The Marketing Accountability Standards Board
(MASB) endorses the definitions, purposes, and constructs of classes of
measures that appear in Marketing metrics as part of its ongoing Common
Language in Marketing Project. In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction metric
very useful in managing and monitoring their businesses. It is seen as a key
performance indicator within business and is often part of a Balanced
Scorecard.

9
In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become
a key element of business strategy. Customer satisfaction provides a leading
indicator of consumer purchase intentions and loyalty .Customer satisfaction
data are among the most frequently collected indicators of market perceptions.
Their principal use is twofold .

1. "Within organizations, the collection, analysis and dissemination of these

data send a message about the importance of tending to customers and
ensuring that they have a positive experience with the company's goods
and services."

2. "Although sales or market share can indicate how well a firm is

performing currently, satisfaction is perhaps the best indicator of how
likely it is that the firm’s customers will make further purchases in the
future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."On a five-point
scale, "individuals who rate their satisfaction level as '5' are likely to
become return customers and might even evangelize for the firm. (A
second important metric related to satisfaction is willingness to
recommend.

3. This metric is defined as "The percentage of surveyed customers who

indicate that they would recommend a brand to friends." When a

customer is satisfied with a product, he or she might recommend it to

10
 friends, relatives and colleagues. This can be a powerful marketing
advantage.) "Individuals who rate their satisfaction level as '1,' by
contrast, are unlikely to return. Further, they can hurt the firm by making
negative comments about it to prospective customers. Willingness to
recommend is a key metric relating to customer
satisfaction."Good quality measures need to have high satisfaction
loadings, good reliability, and low error variances. In an empirical study
comparing commonly used satisfaction measures it was found that two
multi-item semantic differential scales performed best across
both hedonic and utilitarian service consumption contexts.

4. A study by Wirtz & Lee (2003), found that a six-item 7-point semantic

differential scale (for example, Oliver and Swan 1983), which is a six-
item 7-point bipolar scale, consistently performed best across both
hedonic and utilitarian services. It loaded most highly on satisfaction,
had the highest item reliability, and had by far the lowest error variance
across both studies. In the study, the six items asked respondents’
evaluation of their most recent experience with ATM services and ice
cream restaurant, along seven points within these six items: “pleased
me to displeased me”, “contented with to disgusted with”, “very satisfied
with to very dissatisfied with”, “did a good job for me to did a poor job
for me”, “wise choice to poor choice” and “happy with to unhappy with”.

5. In the study, respondents were asked to evaluate their experience with

both products, along seven points within these four items:
“satisfied to dissatisfied”,“favorable to unfavorable”,“pleasant to unpleas
ant” and “I like it very much to I didn’t like it at all”. The third best scale

11
 was single-item percentage measure, a one-item 7-point bipolar scale
(e.g., Westbrook 1980) Again, the respondents were asked to evaluate
their experience on both ATM services and ice cream restaurants, along
seven points within “delighted to terrible”.

Finally, all measures captured both affective and cognitive aspects of

satisfaction, independent of their scale anchors. Affective measures capture a
consumer’s attitude (liking/disliking) towards a product, which can result from
any product information or experience. On the other hand, cognitive element is
defined as an appraisal or conclusion on how the product’s performance
compared against expectations (or exceeded or fell short of expectations), was
useful (or not useful), fit the situation (or did not fit), exceeded the requirements
of the situation (or did not exceed).

Recent research shows that in most commercial applications, such as firms

conducting customer surveys, a single-item overall satisfaction scale performs
just as well as a multi-item scale. Especially in larger scale studies where a
researcher needs to gather data from a large number of customers, a single-item
scale may be preferred because it can reduce total survey error.

Customer satisfaction is a critical concept for customer success

professionals to understand and live by, and it's actually about more than a
money-back guarantee. In this post, we'll start discussing customer satisfaction:
what it is, and why it's important for your business to start measuring When it
comes down to it, customer satisfaction is a reflection of how a customer feels
about interacting with your brand. And businesses and brands quantify this
positive or negative feeling primarily using customer satisfaction surveys.

12
1.2 HISTORY :
Customer satisfaction is a part of customer’s experience that exposes a
supplier’s behavior on customer’s expectation. It also depends on how
efficiently it is managed and how promptly services are provided. This
satisfaction could be related to various business aspects like marketing, product
manufacturing, engineering, quality of products and services, responses
customer’s problems and queries, completion of project, post delivery services,
complaint management etc. Customer satisfaction is the overall essence of the
impression about the supplier by the customers.

This impression which a customer makes regarding supplier is the sum

total of all the process he goes through, right from communicating supplier
before doing any marketing to post delivery options and services and managing
queries or complaints post delivery. During this process the customer comes
across working environment of various departments and the type of strategies
involved in the organization. This helps the customer to make strong opinion
about the supplier which finally results in satisfaction or dissatisfaction.

Customer’s perception on supplier helps the customer choose among the

supplier on basis of money value and how well the delivered products suit all
the requirements. The supplier’s services never diminishes after the delivery as
customer seeks high values post marketing services which could help them use
and customize the delivered product more efficiently. If he is satisfied with the
post marketing services then there are good chances for supplier to retain the
customers to enhance repeated purchases and make good business profits. It is
necessarily required for an organization to interact and communicate with
customers on a regular basis to increase customer satisfaction. In these
interactions and communications it is required to learn and determine all
individual customer needs and respond accordingly. Even if the products are
13
identical in competing markets, satisfaction provides high retention rates. For
example, shoppers and retailers are engaged with frequent shopping and credit
cards to gain customer satisfaction, many high end retailers also provide
membership cards and discount benefits on those cards so that the customer
remain loyal to them. Higher the satisfaction level, higher is the sentimental
attachment of customers with the specific brand of product and also with the
supplier. This helps in making a strong and healthy customer-supplier bonding.
This bonding forces the customer to be tied up with that particular supplier and
chances of defection very less.

Hence customer satisfaction is very important panorama that every

supplier should focus on to establish a renounced position in the global market
and enhance business and profit. For improving customer satisfaction it is
essential for the supplier to measure it. It is purely believed that if anything is
not measurable then it is not authentic. Customers are the most important asset
for any organization as they are only responsible to drives the business.
Measuring customer satisfaction helps in identifying specific customer
information which is needed to run business smoothly. Following are the
information and details that could be generated after measuring customers’
satisfaction:

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1.3 MEASURES OF CUSTOMER SATISFACTION

A. How many total numbers of customers have defected?

B. Specifically which customers have been defected?
C. Reason why they have defected and where exactly they have defected?
D. Measurement of customer satisfaction always helps a supplier to analyze
appropriate reasons of lost of customers and take measures to avoid this.
It also provides analyzed information about the business loss in the
coming future. This actually helps the supplier to be profitable because
cost involved in acquiring a customer is comparatively higher then the
cost involved in retaining an existing customer.

E. It also helps the supplier to identify the value of their products and
services according to the customers’ perception. If customer is
dissatisfied with products and services then there is a need for supplier to
check the performance and quality of the product and services so that
other customers could not complaint regarding the same.

F. It can also analyze the exact need and requirement of customer so that
measures are taken accordingly to satisfy each and every customer.
Customer satisfaction is considered as a vital component of any business
because it provides marketers and business owners with a metric that can
be used to measure and improve business performance from a customer
perspective. Not only it is a leading indicator of customer repurchase
intentions and loyalty , but it is also a great way to understand if they will
become long term repeat customers or even advocates. On the other hand,
it can also provide the initial warning signs that a customer is unhappy

15
 and potentially at risk of leaving. With all this considered, customer
satisfaction can provide businesses with crucial information to understand
what aspects are successful and where improvements need to be made.
Within a competitive marketplace where businesses are constantly
competing for customers, customer satisfaction is often seen as a key
differentiator often acting as a final purchase trigger point. Businesses
that tend to succeed in these in these hostile environments are the ones
that make customer satisfaction central to their business strategy. By
regularly measuring and tracking customer satisfaction you can make
informed decisions to put new processes in place to increase the overall
quality of your customer service and elevate yourself above the
competition. Therefore, it’s one of the leading metrics used to measure
consumer repurchase and customer retention. Companies who go extra
mile and offer the best experiences will create environments where
customer satisfaction is consistently high.

G. This example demonstrates the value customer satisfaction has when it

goes full circle. Not only can customer satisfaction help you keep an ear
to the ground with your existing customers, but also acts as a crucial
point of differentiation for new customers looking for a service or product
within a competitive market. To begin elevating a business from the
competition within a specific industry, start by emphasizing on exceeding
customer expectations and go above and beyond for customers at every
opportunity. Ask your customers for feedback and use this information to
put new processes in place that address any areas that require
improvement. Clearly satisfaction plays a hugely significant role in how
much revenue a customer or client generates for your business. But at the
other end of the scale, customer dissatisfaction also has a massive impact
16
 upon a business. McKinsey found that an unhappy customer tells on
average between 9 to 15 people about their negative experience. Infact,
13 percent of unhappy customers tell over 20 people about their
experience. The negative side of customer satisfaction is often
disregarded or overlooked. Loosing 20 prospective customers due to one
person’s negative experience and bad word of mouth is a scary thought.
This demonstrates the importance of measuring customer satisfaction on
an ongoing basis, tracking any changes in satisfaction whether positive or
negative will help you identify the quality of service your business
provides and if customers are happy or left feeling disappointed.

H. Customer satisfaction plays a vital role within almost any business. It acts
as a key differentiator that enables businesses to identify unhappy
customers, reduce customer losses and negative word of mouth whilst
increasing revenue . Customer service means going above and beyond to
keep the customer happy , whether that means answering any questions
they have or resolving issues with a positive attitude. Customer
satisfaction is the top priority, and hopefully creating loyal , returning
customers”.

17
 CHAPTER N0. 2
HUL (HINDUSTAN UNILEVER LIMITED)

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INTRODUCTION :

Hindustan Unilever Limited (HUL) is an Indian consumer goods company

based in Mumbai, Maharashtra. It is a subsidiary of Unilever, a British-Dutch
company. 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 among Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United
Traders Ltd. It employs over 16,000 workers, while it also indirectly helping to
facilitate the employment of over 65,000 people. The company was renamed in
June 2007 as "Hindustan Unilever Limited".
In January 2019, HUL said that it expects to complete the merger with
Glaxo Smith Kline Consumer Healthcare (GSKCH India) this year.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.

● Annapurna salt and Atta(formerly known as Kissan Annapurna)

● Bru coffee
● Brooke Bond (3 Roses, TajMahal, Taaza, Red Label) tea
● Kissan squashes, ketchups, juices and jams
● Lipton ice tea
● Knorr soups & meal makers and soupy noodles
● Kwality Wall's frozen dessert
● Modern Bread, ready to eat chapattis and other bakery items(now sold to
Everstone Capital )

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 10.Magnum (ice cream)

HOME CARE BRANDS

● Active Wheel detergent
● Cif Cream Cleaner
● Comfort fabric softeners
● Domex disinfectant/toilet cleaner
● Rin detergents and bleach
● Sunlight detergent and colour care
● Surf Excel detergent and gentle wash
● Vim dishwash
● Magic – Water Saver

PERSONAL CARE PRODUCTS

● Aviance Beauty Solutions
● Axe deodorant and aftershaving lotion and soap
● LEVER Ayush Therapy ayurvedic health care and personal care
products
● International breeze
● Brylcreem hair cream and hair gel
● Clear anti-dandruff hair products
● Clinic Plus shampoo and oil
● Close Up toothpaste
● Dove skin cleansing & hair care range: bar, lotions, creams and anti-
perspirant deodorants
● Denim shaving products
● Fair and Lovely, skin lightening cream
● Hamam

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 ● Indulekha ayurvedic hair oil
● Lakmé beauty products and salons
● Lifebuoy soaps and handwash range
● Liril 2000 soap
● Lux soap, body wash and deodorant
● Pears soap, body wash
● Pepsodent toothpaste
● Pond's talcs and creams
● Rexona
● Sunsilk shampoo
● Sure anti-perspirant
● Vaseline petroleum jelly, skin care lotions
● TRESemmé
● TIGI
● Vaseline

The Hindustan Unilever Research Centre (HURC) was set up in 1966 in

Mumbai, and Unilever Research India in Bangalore in 1997. Staff at these
centres

21
developed many innovations in products and manufacturing processes. In 2006,
the company's research facilities were brought together at a single site in
Bangalore.
Hindustan Unilever's corporate headquarters are located at Andheri (E),
Mumbai. The campus is spread over 12.5 acres of land and houses over 1,600
employees. Some of the facilities available for the employees include a
convenience store, a food court, an occupational health centre, a gym, a sports
& recreation centre and a day care centre. The Campus is designed by Mumbai-
based architecture firm Kapadia Associates. The campus received a certification
from LEED (Leadership in Energy and Environmental Design).Gold is a 'New
Construction' category, by Indian Green Building Council (IGBC), Hyderabad,
under licence from the United States Green Building Council (USGBC) The
company's previous headquarters was located at Back bay Reclamation,
Mumbai at the Lever House, where it was housed for more than 46 years.
Hindustan Unilever's "Fair and Lovely" is the leading skin-lightening cream for
women in India. The company had to cease television advertisements for the
product in 2007.

Advertisements depicted depressed, dark-complexioned women, who had

been ignored by employers and men, suddenly finding new boyfriends and
glamorous careers after the cream had lightened their skin. In 2008 Hindustan
Unilever made former Miss World Priyanka Chopra a brand ambassador for
Pond's, and she then appeared in a mini-series of television commercials for
another skin lightening product, 'White Beauty', alongside Saif Ali Khan and
Neha Dhupia; these advertisements, showing Priyanka's face with a clearly
darker complexion against the visibly fairer Neha Dhupia, were widely
criticized for perpetuating racism and lowering the self-esteem of women and
girls throughout India who were misled by HUL to believe that they needed to
be white to be beautiful. HUL works to create a better future every day and

22
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. Hindustan Unilever
Limited (HUL) is India's largest 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. With over 35 brands spanning 20 distinct
categories such as soaps, detergents, shampoos, skincare, 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.

The Company has over 16,000 employees and has an annual turnover of
around Rs.19, 401crores (financial year 2010 - 2011). 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 €44 billion in 2011. Unilever has about 52% shareholding in
HUL.

MISSION
“Unilever's mission is to add Vitality to life. Meet everyday needs for
nutrition, hygiene, and personal care with brands that help people feel good,
look good and get more out of life. It is a mission HUL shares with its parent
company, Unilever, which holds 52.10% of the equity. A Fortune 500
transnational, Unilever sells Foods and Home and Personal Care brands in
about100 countries worldwide.”
The fundamental principle determining the organisation structure is to
infuse speed and flexibility in decision-making and implementation, with

23
empowered managers across the company’ snation wide operations.HUL has
traditionally been a company, which incorporates latest technology in all its
operations.
The Hindustan Unilever Research Centre (HURC) was set up in 1958,
and now has facilities in Mumbai and Bangalore. HURC and the Global
Technology Centres in India have over 200 highly qualified scientists and
technologists, many with post-doctoral experience acquired in the US
andEurope. HUL believes that an organisation's worth is also in the service it
renders to the community. HUL is focusing on health & hygiene, education,
women empowerment, and water management. It is also involved in education
and rehabilitation of special or under privileged children, care for the destitute
and HIV-positive, and rural development. HUL has also responded in case of
national calamities / adversities and contributes through various welfare
measures, most recent being the village built by HUL in earthquake affected
Gujarat, and relief & rehabilitation after the Tsunami caused devastation in
South India. In 2001, the company embarked on an ambitious programme,
Shakti. Through Shakti, HUL is creating micro-enterprise opportunities for rural
women, thereby improving their livelihood and the standard of living in rural
communities. Shakti also includes health and hygiene education through the
Shakti Vani Programme, and creating access to relevant information through the
Shakti community portal.
The program now covers 15 states in India and has over 45,000 women
entrepreneurs in its fold, reaching out to 100,000 plus villages and directly
reaching to 150 million rural consumers. HUL is also running a rural health
programme – Lifebuoy Swasthya Chetana. The programme endeavours to
induce adoption of hygienic practices among rural Indians and aims to bring
down the incidence of diarrhoea. It has already touched 84.6 million people in
approximately 43890 villages of 8 states. The vision is to make a billion Indians
feel safe and secure. If Hindustan Unilever straddles the Indian corporate world,

24
it is because of being single-minded in identifying itself with Indian aspirations
and needs in every walk of life.

VISION
Unilever’s mission statement and vision statement are a basic foundation
for the success of the company’s consumer goods business. The corporate
mission statement indicates the strategic approaches of the company. In
Unilever’s case, the mission statement determines how the business addresses
the needs of its target consumers. On the other hand, the corporate vision
statement provides the development direction of the organization. Unilever’s
vision statement broadly presents what the company needs to do to succeed in
the long term. Considering the company’s position as one of the biggest
consumer goods firms in the world, Unilever’s mission statement and vision
statement remain relevant and appropriate to global market conditions.
Common place sustainable living is a core component in Unilever’s corporate
vision statement.

This component shows the company’s efforts in changing its products to

suit current market conditions. For example, through sustainable design for
home care and personal care products, Unilever helps consumers reach their
goals to integrate sustainability in their lives. The corporate vision also states
that commonplace sustainability is the best long-term way for the business.
Unilever understands the importance of sustainability and other market trends
shaping the industry. Moreover, the vision statement reflects the company’s
view of sustainability as a way to maintain business growth.

This vision statement aligns with Unilever’s corporate social

responsibility strategy to address business stakeholders in the consumer goods

25
industry. We build our brands and develop our products through extensive
consumer insight, relentless innovation, and crystal-clear design and marketing.
This is a powerful blend that helps us excite and inspire our customers and
consumers.

HUL is committed to make sustainable living commonplace and work to

develop new ways of doing business that will reduce our environmental
footprint and increase our positive social impact. Despite a challenging
environment, the company delivers broad-based growth and margin
improvement by stepping up investment in brands and innovations, while
driving cost savings and operational efficiencies with even greater rigour. They
deliver competitive and profitable growth. Their first priority is to the
consumers – then customers, employees, suppliers and communities. The
company fulfills responsibilities to them, they believe that their shareholders
will be rewarded. Strong brands and innovation are central to the company’s
ambition to deliver consistent, competitive, profitable and responsible growth.

TYPES OF PRODUCTS (HUL)

Sr. no Particulars No. of Percentage

respondents
1. 1. Personal 39 32
care products
2. 2. Food care 27 23
products
3. 3. Home care 38 32
products
4. 4. All the 16 13

26
 above
TOTAL 120 120 100

Brand preference towards Hindustan Unilever Limited (HUL)

Customers in India are also spending more in FMCG as their standard of

living is growing. HUL has placed itself successfully in the position of market
leader in FMCG products. To maintain their market leadership, it pursues
innovative distribution mechanisms to reach the millions of potential consumers
in both urban areas and small remote villages. To maintain their competitive
advantage, it has aggressively extended more deeply in India, moving from
large to small towns, and from urban to semi-urban areas. The future of the
company is also looking bright as FMCG market in India is still expanding and
so we can safely conclude that HUL will be able to secure its number one
position in FMCG product.

Comparison of Gender and the Customers Are Having Product At Home

GENDER PERSONAL FOOD HOME ALL OF TOTAL

CARE CARE CARE THE
PRODUCT PRODUCT PRODUCT ABOVE
MALE 18 11 15 6 50
FEMALE 21 16 23 10 70
TOTAL 39 27 38 16 120

There is no significant relationship between gender and influence the

customers are having product at home. From the above table it is clear that out
of 120 sample respondents, 50 respondents are male, and 70 are female
respondents. 39 respondents are having personal care product at home, 27

27
respondents are having food care products at home, 38 respondents are having
homecare products at home and 16 respondents are having all the above
products at home.

● 32% of respondents use personal care products.

● 62% of the respondents are satisfied.
● 55% of the respondents prefers cash payment
● 80% of the respondents purchase HUL products at Departmental stores.
● 80% of the respondents are continuously using the HUL products.

This study is an attempt to focus attention of the brand preference

towards HUL products. HUL is striving to lower the cost of our sourcing.
Manufacturing and distribution processes while still maintaining and improving
the quality of our products. Strong brands help to build the corporate image
making it earlier to launch new brands and gain acceptance by distributors and
consumers. Consumer wants the brand names to help them in quality, quantity,
price, style, package, difference and shop. In the present study, factors and
issues relating to brand awareness and prevailing for the HUL has been
discussed. The finding help to identify the strong and weak points of various
brand and suggestion have been framed with a view to generating higher degree
of brand awareness, preference and satisfaction towards the Hindustan Unilever
Limited.

HUL RECIPE TO SERVE CUSTOMERS BETTER

Hindustan Unilever Ltd (HUL) will integrate its foods and refreshment
(F&R) categories, just two years after the FMCG major had split the two units.
The integration, which will be effective from July 1, is expected to help HUL

28
increase organisational agility and better serve local consumers apart from
harnessing the advantage of global scale. In a regulatory filing to stock
exchanges on Tuesday, HUL said the integration of the two categories is also in
alignment with the structure of Unilever globally. On June 2, 2016, HUL had
announced that it would split its F&R business into two separate units in line
with its global category structure. Following the latest rejig, the company
announced some key changes in the Management Committee. Sudhir Sitapati,
executive director (refreshment), will now be re-designated as executive
director (foods & refreshment) and will be responsible for the integrated F&R
business.

He will continue to be part of the Management Committee of HUL.

According to the company, the foods & refreshment business has delivered
consistent growth in India and it lends significant scale to Unilever in the
region. "The company believes this integration will help drive synergies,
become more agile and more consumer-centric," HUL said, according to the
transcripts of a conference call held with analysts after its fourth-quarter results,
foods contribute close to Rs 1300 crore to its turnover. During the fourth
quarter, the business saw a reported sales growth (segment turnover growth
excluding other operational income) of 2 per cent. The now executive director,
Foods, India, will be moving to Rotterdam as global VP - Nutrition & Natural
Platforms, Unilever. This is a new role designed to grow Unilever's presence in
the health and wellbeing sector. The Plan is helping to drive profitable growth
for our brands, save costs and fuel innovation. Our Plan sets out three big goals.
Underpinning these goals are nine commitments supported by targets spanning
our social, environmental and economic performance. We have broadened our
plan with a more substantive and far-reaching, enhancing Livelihoods
programme. Alongside our new Livelihoods commitments, we have also

29
revised some targets to ensure we can achieve our long-term ambitions, which
remain undiminished.

CONNECTING WITH CONSUMERS

Pepsodent reached out to half a million consumers through the ‘Call The
Expert’ campaign that encouraged consumers to call trained Pepsodent Experts
on a toll-free number and get free advice on oral health and hygiene. The AXE
Apollo campaign gave winners a once in-a-lifetime opportunity to visit the
NASA space centre. Lux’s tie-up with Chennai Express, through a ‘missed call’
contest, gave consumers a chance to go on ‘a romantic train ride’ with
Shah Rukh Khan. This contest received a record 5.5 million calls in just three
weeks.3 Roses and Red Label highlighted the goodness of tea that helps
improve blood circulation. Lipton Green Tea launched the ‘Feel Light Feel
Active’ campaign with actress Anushka Sharma encouraging people to consume
a healthier and .lighter beverage.
Kissan inspired mothers to make home food exciting and delicious for
children through the innovative ‘Kissan Rolls’ campaign. Knorr Chinese mini
meals were sampled in modern trade stores at the check-out counters, creating
high quality trial of the meal maker range. Shoppers were delighted to discover
how easy it was to ‘re-create restaurant-like experiences at home’.

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 INTRODUCTION OF LUX

Lux beauty soap is a brand of Unilever and is among the most popular

soaps globally. The ranges of products that fall under the brand Lux include
beauty soaps, shower gels, hair shampoos and conditioner and other bath
additives. Lux was launched in 1925, it became the first mass market toilet soap
in the world. The name 'Lux' was chosen as a play on the word "luxury." Lux
has been marketed in several forms, including bar and flake and liquid (hand
wash, shower gel and cream bath soap).

Lux in step with the changing trends and evolving body needs of
consumers, offers an exciting range of soaps and Body Washes with unique
elements to make bathing time more pleasurable.
From the 1930s right through to the 1970s, Lux soap colors and
packaging were altered several times to reflect fashion trends. In 1958 five
colors made up the range: pink, white, blue, green and yellow. People enjoyed
matching their soap with their bathroom colors.
Lux stands for the promise of beauty and glamour as one of India's most
trusted personal care brands. Since its launch in India in the year 1929, Lux has
offered a range of soaps in different colors and world class fragrances. Lux is a
beauty soap of film stars. Lux soap was first
launched in 1916 as laundry soap targeted specifically at 'delicates'.
 Lever Brothers encouraged women to home launder their clothes without fear
of satins and silks being turned yellow by harsh lyes that were often used in

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soaps at the time. The flake-type soap allowed the manufacturer some leeway
from lye because it did not need to be shaped into traditional cake-shaped
loaves as other soaps were.

The result was a gentler soap that dissolved more readily and was
advertised as suitable for home laundry use. People enjoyed matching their soap
with their bathroom colors. In the early 1990s, Lux responded to the growing
trend away from traditional soap bars by launching its own range of shower
gels, liquid soaps and moisturizing bars.
Lux beauty facial wash, Lux beauty bath and Lux beauty shower were
launched in 1992.In 2004, the entire Lux range was re-launched in the UK to
include five shower gels, three bath products and two new soap bars. 2005 saw
the launch of three exciting new variants with dreamy
names such as “Wine & Roses”bath cream, “Glowing Touch” and “Sparkling
Morning” shower gels. Lux is the world’s most iconic beauty bar & has a 90
year history of glamour and pleasure. The most beautiful and iconic stars of the
world have been Lux ambassadors over the years, from Leela Chitnis to
Madhuri Dixit, Aishwarya Rai & Katrina Kaif. Since 1925, Lux has been
bringing the best of beauty – and the pleasure that comes with it – to every
woman in the world.

Made like the costliest French soap and known as the beauty secret of
some of the most glamorous stars – from Elizabeth Taylor, Audrey Hepburn,
Marilyn Monroe, to Ashwarya Rai, Katrina Kaif and Shu Qi -our alluring
beauty treats delight women in more than 100 countries worldwide every day.
It’s quite simple really: it’s all about pleasure. Lux is committed to creating
indulgent skin treats women crave to provide an exceptional experience in and
out of the shower.

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We aim to bring the best of beauty to every woman in the world. We infuse our
products with fine fragrances crafted by the world’s best perfume experts. We
craft amazing, state of the art textures, rich in indulgent ingredients, all designed
to exceed consumer expectations. Lux is not just a soap that smells good, it’s a
fine fragrance you can bathe in.

BEAUTY PHILOSOPHY: Lux believes that beauty doesn’t have to be about

hard work, but rather, about pleasure. To bathe in luxurious Lux daily is to
come out feeling transformed, feeling on top of the world – inspiring every
woman to feel irresistible and confident in her own skin every day.

PRODUCTS OF THE BRAND (LUX)

STRAWBERRY AND CREAM

PEACH AND CREAM

SANDAL & CREAM

LOTUS & CREAM PURPLE

FRESH SPLASH

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It is analysed that customers probably like the ‘strawberry and
cream’ product of the lux soaps.

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LAKME

Lakmé is an Indian cosmetics brand which is owned by Hindustan Unilever.

Having Kareena Kapoor and Ananya Pandey as the ambassador, it ranked at
number 1 among the cosmetics brands in India. Lakme started as a 100%
subsidiary of Tata Oil Mills (Tomco). It was named after
the French opera Lakmé, which itself is the French form of Lakshmi (the
goddess of wealth) who is renowned for her beauty. It was started in 1952
famously, because then Prime Minister Jawaharlal Nehru was concerned that
Indian women were spending precious foreign exchange on beauty products and
personally requested JRD Tata to manufacture them in India. Simone
Tata joined the company as director and went on to become the chairperson. In
1996, Tata sold off their stakes in Lakmé Lever to HUL, for Rs 200 Crore (45
million US$).

In the Brand Trust Report 2012, Lakme was ranked 104th among India's most
trusted brands and following year it was ranked 71st on the list. In 2014, Lakme

35
was ranked 36th among India's most trusted brands according to the Brand Trust
Report 2014. The company is the title sponsor for Lakme Fashion Week (LFW)
a bi-annual fashion event which takes place in Mumbai.

Industry Personal care

Founded 1952; 67 years ago

Founder J.R.D Tata

Headquarters India

Area served India

Key people Pushkaraj Shenai(CEO Lakmé)

Kareena Kapoor
[1]
Shraddha Kapoor(ambassador)

Products Cosmetics, beauty products, and Salon services

Website lakmeindia.com

GENERATING CUSTOMER DELIGHT

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 Customer delight is surprising a customer by exceeding his or her
expectations and thus creating a positive emotional reaction. This emotional
reaction leads to word of mouth. Customer delight directly affects sales and
profitability of a company as it helps to distinguish the company and its
products and services from the competition. In the past customer satisfaction
has been seen as a key performance indicator. Customer satisfaction measures
the extent to which the expectations of a customer are met (compared to
expectations being exceeded).

However, it has been discovered that mere customer satisfaction does not
create brand loyalty nor does it encourage positive word of mouth.Customer
delight can be created by the product itself, by accompanied standard services
and by interaction with people at the front line. The interaction is the greatest
source of opportunities to create delight as it can be personalized and tailored to
the specific needs and wishes of the customer. During contacts with touch
points in the company, more than just customer service can be delivered. The
person at the front line can surprise by showing a sincere personal interest in the
customer, offer small attentions that might please or find a solution specific to
particular needs.
Those front-line employees are able to develop a relationship between the
customer and the brand. Elements in creating motivated staff are: recruiting the
right people, motivating them continuously and leading them in a clear way
Customer Delight is the only kind of growth that can be sustained over the long
term according to Reichheld and Markey.
The authors mention that their company Bain & Company have
researched and concluded that a 5% increase in customer retention could yield
anywhere between 25% to 100% increase in profits. The book explains the Net
Promoter Score; a system which measures what customers are feeling and thus
creating accountability for the customer experience .In order to consistently

37
deliver Customer Delight at all customer touch points throughout the company,
a customer-centric corporate culture is key. With this corporate culture all
processes, systems, people and leadership are aligned: everyone in the
organization shares the same set of values, attitudes and practices. Developing
the culture is a continuous exercise of innovation and improvement, involving
every employee of the company. An absolutely necessary step is linking
Customer Delight behaviour to the core values of the brand. Core values are
operating principles that guide an organization’s internal conduct as well as its
relationship with customers, partners and shareholders.

Once core values are clearly outlined it is critical to incorporate them into
every process, from hiring, to employee appraisals and decision making.
Customer delight occurs when customers' needs and desires are not only met,
but met in such a way that exceeds customers' expectations. Not to be confused
with customer service or customer satisfaction, customer delight involves a
business going above and beyond normal customer relations in order to provide
an experience that will leave a marked impression on the customer. Customers
who experience delight in dealing with a business are more likely to return to
the business, and also more likely to recommend the business to those they
know. For that reason, many businesses are focusing their attention on how they
can generate delight in their customers. A business must take these steps for
achieving customer delight.

● Imagine you are the customer dealing with your business

● Request customer input
● Inform customers of your intent to evoke customer delight.
● Identify the staff members or business divisions that are not meeting the
high standards that produce customer delight.

38
● Create and implement a plan.
● Reward employees who go above and beyond customer service in order
to create delight in customers.

39
 .HUL continued to improve its customer service. CCFOT (Customer
Case fill-on-Time) increased to 94% and On-Shelf-Availability in Modern
Trade touched an all time high of 96%. Hul’s customers acknowledged this and
declared it ‘the best supplier of the year’. The company continued to strengthen
the Sales and Operation Planning process (S&OP) and Innovation Process
Management (IPM) in order to proactively drive competitive growth as well as
to respond to market demands with speed and agility. The firm focuses on
improving product quality through better product designs and various quality
improvement programmes.
There has been a 50% reduction in consumer complaints over certain
years. To strengthen HUL’s distribution channel and empower partners, the
existing technology backbone was leveraged to provide for a low cost phone
based solution that significantly saved costs of selling HUL products.
Analytics-based algorithms that have been fine tuned for urban distribution
were extended to the rural distribution system to improve the effectiveness of
sales calls.

The Partner to Win programme aims at developing a business plan with

suppliers and business partners in order to reduce lead time, procurement cost,
improve reliability and new innovation delivery. Project Procure To Pay
Transformation was launched to move the needle on our services to suppliers
from vendor satisfaction to vendor delight. HUL standardised and centralised
payments process from over 40 locations to one Payment Excellence
Centre.HUL was recognised as Star MNC of the Year 2013 in the Business
Standard Awards for Corporate Excellence.
• HUL was named the ‘Multinational in India of the Year’ at AIMA Managing
Award 2013. • Your Company was ranked 2nd in Fortune’s list of most admired
companies in India.

40
• HUL emerged as the No. 4 Most Respected Company in India, in a survey
conducted by Business World.

CONSUMER UNDERSTANDING:
HUL believes that its understanding of consumers has helped it to grow
the markets through innovations—from introducing affordable sachets to drive
penetration in shampoos and fabric wash segments to introducing top-end skin
care products catering to emerging consumer needs such as anti-ageing. The
company’s endeavour to serve the many ‘Indias’ embedded in the one India, has
enabled HUL to build its portfolio of products.

41
DATA AND ANALYSIS

42
Q1. Gender

INTERPRETATION

43
As Lakme and lux are mostly preferred by females, the research is done
amongst maximum females, giving them maximum priority. Hence, it involves
52% females and only 37% males. And Others are 13%.

44
Q2. Which brand of FMCG products do you usually prefer?

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INTERPRETATION
As we can see in the above pie chart, the most preferred FMCG product is
P&G, which has got 51%, which is probably the highest as compared to HUL,
which has got 31% and lastly ITC which has got 19% preference.

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Q3. Have you ever used LUX brand products? How frequently do you use it

47
INTERPRETATION
From the above pie chart, we can analyse that the respondents prefer the lux
brand products annually, which has got the most preference with 42%. Hence,
customers use lux products annually.

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Q4. what are the factors influence you to buy LUX products?

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INTERPRETATION
From the above chart, the research claims that the most influencing factor of lux
products is its price which influences most of the respondents to buy the lux
products. we can see, the price has got the most preference with 41%, rather
than freshness, fragrance and skincare.

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Q5. What do you specifically like about the lux brand?

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INTERPRETATION
As we can see maximum preference is specifically given to ‘Skin Protection’ in
the lux products with 42%. Therefore, we can say that customers find lux
products to be more skin protective.

52
Q6 Have you ?

INTERPRETATION
Here 32.7% of the respondents have given 6 points on this satisfaction scale. i.e
80% of the respondents are satisfied with its usage.

53
Q7 Have you ever used lakme brand for cosmetics?

INTERPRETATION
Here we can analyse that about 66% of the respondents have tried using the ‘lakme’ brand in
cosmetics. 24% of them haven’t tried it, and remaining 10% of them may have tried lakme.

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Q8. Do you feel lakme provides quality products to its customers?

INTERPRETATION
46% of the respondents feel that ‘Lakme’ provides quality products to its
customers.
38% of the respondents are not satisfied with the quality of lakme .

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Q9. What do you think is the main reason for your use of lakme products?

INTERPRETATION
From the above pie chart we can consider that ‘quality’ is the main factor and
the prominent reason for the use of lakme products, which significantly attracts
the customers rather than price and quality.

56
Q10.What changes will you like to see in lakme products?

INTERPRETATION
It seems that the main reason of the respondents in order to prefer the lakme
brand is due to its ‘more product range’. As there is a variety of range of
products, the customers can choose their required product.

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Q11. State your satisfaction level with regard to lakme products?

INTERPRETATION
60% of the respondents are satisfied with the use of ‘lakme’ products.
8% of the respondents are are extremely satisfied with it.
27% of them are neutral, without any feeling of satisfaction or dissatisfaction.
Only 5% of the respondents are dissatisfied with lakme products.

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FINDINGS

59
FINDINGS
● Majority of the respondent are females, i.e 95%
● Maximum 60% of the respondent have a satisfactory feelings towards the
lux brand
● 30% of the respondents are buying the LUX soap monthly and probably
34% of he respondents buy it bimonthly
● 50% of the respondent are influenced towards the hygiene of lux soap and
35% of the respondent are influenced by the ‘perfume of the lux soap
● When also got to heard from once of the respondents that they feel the
LUX soap to be expensive
● Most of the respondents prefer HUL products rather then the other
FMCG companies.
● Majority of the users like or prefer ‘strawberry flavour of the soap
● Some of the user are also influenced by celebrity endorsement or discount
offer.

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CONCLUSION

61
CONCLUSION ON SURVEY DONE FOR LUX
I would hereby like to conclude that from this study its finding revealed
that majority of the respondents belongs to the female groups. The expect the
company to provide the product at a lower price. Talking about the ‘LUX brand
it can be concluded that most of the customers prefer lux soap and products due
to its ‘perfume which its an influencing factor in the product. Even the lux
product tend to be hygienic, it may be due to its fragrance and freshness.

CONCLUSION ON SURVEY DONE FOR LAKME

Now coming to the lakme producrt we can conclude that probably 66% of the
females have tried using lakme products from which most of the females are
delighted to the quality of the products of lakme it can also be said that the main
reason which can be given to the usage of lakme products is due to its products
range i.e as lakme certainly provides a good range of products and also a variety
of different shades. Almost majority of the respondents are satisfied with their
usage. Lakme is considered to be the most preferred brand which meets the
promise made to the customers. Consumers rely on lakme products because it
provides good quality, good results, good services etc. with regard to the survey
I can also say that consumers like the easy way availability of the lakme
products. Probably lakme is the most liked of cosmetics by maximum females.

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SUGGESTIONS AND RECOMMENDATIONS

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 Lux is a generic brand widely used by all segment of the society , so the
company should consider all the segment of society while launching its
different types of products . Customer behavior always look for some extra
benefits while purchasing. They demand for affordable price for products and
good schemes with purchasing. Company targets only youth between 12” to
35” years who are conscious of beauty so company should also consider them
while manufacturing the products. The company should give one discounts or
offers at the time of special occasions i.e., festivals .most of the people
suggested that they would like to see in one attractive package for lux soap
though the present packing is of good quality. Most of the people are satisfied
with small sized lux soap. Lakme should increase its promotional activities and
also needs to improve its packaging

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 ANNEXTURE

Q1. Which brand of FMCG products do you usually prefer?

o HUL
o ITC
o P&G
o Others

Q2. Have you ever used the ‘lux’ brand products? How frequently do you use
it?
o Weekly
o Bimonthly
o Monthly
o Annually

Q3. What are the factors which influence you buy lux products?
o Price
o Fragrance
o Freshness
o Skincare

Q4. What do you specifically like about the ‘lux’ brand?

o Perfume
o Lather
o Hygiene
o Skin protection

Q5. Rate your satisfaction level of ‘lux’ brand on the scale of 1 to 10

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Q6. Have you ever used lakme (brand) for cosmetic?

o Yes
o No

Q7. Do you feel ‘lakme’ provides quality products to its customers?

o Yes
o No

Q8. What do you think is the main reason for you use of lakme products?

o Price
o Quality
o Variety
o Promotion

Q9. What changes will you like to use from the lakme products?

o More products range

o More shake
o Better packaging
o All of the above

Q10. State your level of satisfaction with regards to lakme products?

o Dissatisfied
o Satisfied

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o Neutral
o Highly satisfied

BIBLOGRAPHY

67
www.wikipedia.com
www.academia.in
www.managementparadise.com
www.hul.co.in
www.ijcrm.org.in
www.guruprasad.net

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