Justification

Hindustan Unilever Limited (HUL) is Indias largest Fast Moving Consumer

Goods company, touching lives of two out of three Indians. For that the
operations involve 3700+ suppliers and associates. HULs distribution network
comprising about 6800+ redistribution stockiest, covering 8.4 millions retail
outlets reaching the entire urban and about 390 millions rural consumers. The
main rationale behind the study is to find out what the steps adopted by HUL to
be the market leader.

Introduction
The Indian market today is nothing but a battlefield, Where the bloodiest
wars are being fought by the brands. These firms are myriad of strategies to get
consumer attention and in turn, share of his/her wallet. The HUL marketing
strategy must aim to create and retain a satisfied consumer. This is possible only
when HUL adds value for the customer. When this happens, HUL gets a premium
on its products or emerges as a market leader.
The marketing war of the mid 1980s, between Nirma and Surf in the
detergents market. Hinduatan lever would have never expected that its position
in the Indian Market would be challenged, and that too by a nondescript, low
image, new entrant. But the last two years of the 1980s, saw a change in the
fortunes of Hindustan Lever. Surfs sales stopped declining and during the last
few years of the 1990s, Lever re-emerged as a market leader in the detergents
market.
What brought this turnaround was a strategy based on analysis of buyer
behaviour, expectations, and perceptions.
Thus, through a strategic analysis of the market and combining pull and
push strategies, Hindustan Unilever Limited turnaround as a market leader.

Objectives
Hindustan Unilever Limited (HUL), as we know, touching the lives of two
out of three Indian that means the strategy for marketing the product used by
HUL is unique. It is, also, leader in market as far as FMCG is concern. So following
should be enunciated:
Find out the steps, which has been adopted by HUL, time to time, in order
to be market leader.
Study the dimensions of marketing as well as strategies used by HUL.
Market oriented strategic planning and business portfolio.

 Dealing with competitors

Scope of the study

This study purpose is to identify how competitive marketing strategies can
help HUL to succeed in the market and also to analyze the scope of the
marketing strategies by HUL.
The study covers Danapur Thana area, where some small grocery shops
are present.

Hypothesis of the study

A hypothesis is used in an experiment to define the relationship between
two variables.
1) Economic status of the consumer affects the preference of the consumer to
buy a product.
2) Dimensions in product line have effect on the buying potential of the
consumers.

Methodology
The present study consists of several parts. Primary information is collected
through interviews and observations method. The respondents are the retailers,
staffs, and consumers. On the other hand the secondary information is collected
from various Books, Journals, Internet, and newspapers.

Limitation of the study

Several limitations are occurred while collecting information. Meanwhile , I
had put a lot of efforts.
My limitations which occurred while preparing report includes :
a) Time,
b) Busy schedule of officials and executives, and
c) Long product range.