12-08-2013, 03:14 PM
STUDY OF RETAILERS PREFERENCE TOWARDS ITC Vivel Soap & HUL Personal Care Products
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ITC PROFILE
ITC is one of India's foremost private sector companies with a market capitalization of
nearly US $ 18 billion and a turnover of over US $ 5.1 Billion. ITC is rated among the
World's Best Big Companies, Asia's 'Feb. 50' and the World's Most Reputable
Companies by Forbes magazine, among India's Most Respected Companies by Business
World and among India's Most Valuable Companies by Business Today. ITC also ranks
among India's top 10 `Most Valuable (Company) Brands', in a study conducted by Brand
Finance and published by the Economic Times.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology,
Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.
While ITC is an outstanding market leader in its traditional businesses of Cigarettes,
Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even
in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal
Care and Stationery.
Vivel Portfolio:
Between February and June 2008, ITC expanded its personal care portfolio with
the launch of Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and
Vivel, a range of soaps and shampoos, cater to the specific needs of a wide range of
consumers.
Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-
mid and mid-market consumer segments. All products offer a unique value proposition of
bringing together ingredients that provide the benefit of Nourishment, Protection and
Moisturisation through one product, hence providing the ever discerning consumer
complete care, which makes her beautiful and confident.
STRATEGIES OF ITC
ITC is a board-managed professional company, committed to creating enduring value for
the shareholder and for the nation. It has a rich organizational culture rooted in its core
values of respect for people and belief in empowerment. Its philosophy of all-round value
creation is backed by strong corporate governance policies and systems.
HUL PROFILE
HISTORY OF THE COMPANY:
Hindustan Unilever Limited (abbreviated to HUL) (BSE: HUL) formerly Hindustan
Lever Limited, is India’s largest consumer products company and has an annual turnover
of over Rs 13,000 crores (calendar year 2007). It was formed in 1933 as Lever Brothers
India Limited and came into being in 1956 as Hindustan Lever Limited through a merger
of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is
headquartered in Mumbai, India and has employee strength of over 15,000 employees
and contributes for indirect employment of over 52,000 people. The company was
renamed in late June 2007 to “Hindustan Unilever Limited”.
SCOPE OF THE STUDY
As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning takes
place. How individuals learn is a matter of interest to marketers. They want to teach
retailers in their roles as their roles as consumers. They want retailers to learn about their
products, product attributes, potential consumers benefit, how to use, maintain or even
dispose of the product and new ways of behaving that will satisfy not only the
consumer’s needs, but the marketer’s objectives.
The scope of my study restricts itself to the analysis of retailer preferences, perception
and consumption of ITC Vivel Soap & HUL Personal Care Products. There are many
other brands of PCP available but my study is limited to two major players of PCP
leaving behind the others. The scope of my study is also restricts itself to Panchavati
Region of Nasik only.
CONCLUSION
A survey of the people has been conducted to know the liking pattern of
the ITC VIVEL SOAP and HUL LUX. It is observed that overall retailers like to
buy HUL LUX soap rather than ITC VIVEL soap. It is concluded that mostly
people preferred VIVEL TS of ITC Personal Care Products due to its flavor,
quality and image and due to its attractive packaging. Some people often like to
have soap with good flavor, quality so they are going towards LUX and
LIFEBUOY of HUL due to its quality and image.
It is thus concluded from the facts collected that mostly people refer to
buy soaps in pack of three of their favorite Brand and sometimes some of them go
for single pack and pack of two.