Introduction to HUL AXE Kavitha

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AcknowledgementI would like to thank Mr. Venugopal Naidu, head of the department of PES College of Business Management, for his support throughout the course.

It is indeed a great pleasure to express my profound and sincere gratitude to MS. Priya Vaz, faculty of PES College, for hes valuable guidance in this endeavor. She has been a constant source of inspiration and I sincerely thank him for his suggestions and help in preparing this project report.

I am immensely thankful to all my respondents and friends who have helped me in completing this project successfully.

Reg no :08BMC08092 Name : KAVITHA B.S Date : 31/08/2010



I hear by declare that this project entitled, A Research report on AXE DEODERANT is in partial fulfillment of the requirements for the award of mark for my work in which I have given my sincere efforts to do the project during the year 2010-2011. Under the guidance of Ms.Priya vaz .

I further declare that the findings and conclusions in this report is based on information collected by me and the field work done by me.

Name:KAVITHA B.S Place:Bangalore Date : 31/01/2010



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RESEARCH PROBLEM Objectives Questionaire Analysis Findings / conclusion Sugession / Recommendation


Introduction to HULHindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The companys Turnover is Rs. 17,523 crores (for the financial year 2009 2010) HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about 40 billion in 2009 Unilever has about 52% shareholding in HUL. Hindustan Unilever was recently rated among the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India. The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is to help people feel good, look good and get more out of life with brands and services that are good for them and good for others. It is a mission HUL shares with its parent company, Unilever, which holds about 52 % of the equity.

FoodsFrom yummy ice creams to scrumptious sauces, our food brands can satisfy even the most discerning palates.

Home careWhether you want fresh, soft clothes or sparklingly clean bathrooms, our home care brands can help

Personal careIn need of hair care heroics? Wanting to relax with a luxurious bath? Our personal care brands have answers to all these questions and more.

Our vision


Unilever products touch the lives of over 2 billion people every day whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

A clear directionThe four pillars of our vision set out the long term direction for the company where we want to go and how we are going to get there:

We work to create a better future every day We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference for the world. We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of peoples lives and in doing the right thing. As our business grows, so do our responsibilities. We recognise that global challenges such as climate change concern us all. Considering the wider impact of our actions is embedded in our values and is a fundamental part of who we are.

Purpose & principlesOur corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact."


Always working with integrityConducting our operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility.

Positive impactWe aim to make a positive impact in many ways: through our brands, our commercial operations and relationships, through voluntary contributions, and through the various other ways in which we engage with society.

Continuous commitmentWe're also committed to continuously improving the way we manage our environmental impacts and are working towards our longer-term goal of developing a sustainable business.

Setting out our aspirationsOur corporate purpose sets out our aspirations in running our business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world. The code also supports our approach to governance and corporate responsibility.

Working with othersWe want to work with suppliers who have values similar to our own and work to the same standards we do. Our Business partner code, aligned to our own Code of business principles, comprises ten principles covering business integrity and responsibilities relating to employees, consumers and the environment.

Our brandsFrom sumptuous soups to sensuous soaps, our products all have one thing in common. They help you get more out of life. As Indias largest consumer goods company, we offer people with talent, passion and integrity some of the best career opportunities.


Food brands

3 Roses

To keep a relationship going, every young couple needs a little time to talk. The perfect colour, strength and aroma of 3 Roses creates that perfect tea moment where couples can spend time talking about the everyday issues that matter to them. Whether it is playful banter, a little mischief or serious conversation, in the final reckoning, its these little moments and conversations that make relationships stronger.

Key facts

3 Roses is a 30 year old regional brand and is the market leader in Tamil Nadu. It is one of the largest FMCG brands in Tamil Nadu across categories. It has a strong presence in both in home and out of home segments. It has two functionally differentiated variants - 3 Roses Natural Care and 3 Roses Mind Sharp.

From our range

3 Roses Regular Sharp

3 Roses Natural Care

3 Roses Mind



Annapurna Atta is aimed at helping the homemaker provide wholesome, tasty nutrition to her family. Launched nationally in 1998, Annapurna Atta is aimed at helping the homemaker provide wholesome, tasty nutrition to her family. Annapurna Farm Fresh Whole Wheat Atta is made from premium quality wheat grains. These grains are ground using advanced technology so that the atta absorbs more water while kneading, makes rotis stay soft for a longer time and retains the nutrition of vitamins and minerals of the wheat grains. Annapurna was awarded the prestigious Awaaz Consumer Award for the most preferred brand of atta for two successive years in 2006 and 2007

Key facts

Awarded the prestigious Awaaz Consumer Award for the most preferred brand of atta for 2006 and 2007.

From our range

Annapurna Atta

Anna Pack3

Red Label

The brew that bonds.


The taste of Red Label brings alive the little moments that bring us closer to people we love. It is the simple act of sharing a cup of Red Label that often adds magic to everyday moments, strengthening the relationships that matter most to us. Life is lived in those moments, one sip at a time.

Key facts

Red Label is a 105 year old brand and has tremendous equity and heritage in the Indian market. It is the second largest tea brand in the country. It has both leaf and dust variants, as well as a health and immunity variant Red Label Natural Care. It is now proven that regular consumption of 3 cups of Red Label Natural Care every day can enhance one's immunity and help one fall ill less often. Red Label holds the Guinness Record for the worlds largest tea party.

From our range


The great refreshment of Taaza inspires women to have an identity beyond their homes and to refresh their lives. Many young women in emerging India live life bound within their roles as a mother, wife and daughter in law. In the process, they lose their own identity. However, a changing India and examples of women achievers as portrayed by media, is leading to an awakening of her desire to carve out an identity for herself. She is however limited by her own inhibitions and a sense of inertia. Taaza recognizes this latent need and also believes that every woman has innate talent. The fresh green leaves in Taaza give her amazing refreshment that inspires her to realize her talent. Taaza is her ally and confidant.


Key facts

Taaza is a 20 year old brand with strong presence in North & West India. It is the 3rd largest tea brand in the country with a portfolio spanning in both leaf and dust segments. It has a strong presence in the out of home segment in South