Marketing reportCompany : Hipolin Limited.

Prepared by : bhatt ritesh j.

Roll no. :09.

Guided by :prof. mukram .t.khan.

Submitted to : faculty of business

Administration,

d.d.university, nadiad.

Year :2011-12.

preface

BBA is professional degree course providing professional management education to the student as a management student in second year of BBA in faculty of business administration. I was given a project to visit hipolin private limited. Which provide to be very useful in gaining the knowledge about industrial aspects.

In professional course the practical knowledge is very important. The industrial visit in necessary for the student of bba as in future we will also be in a position of a manager.

This project report is prepared on the basis of the information available from the company. I have put all my efforts to prepare and project this report. All the presented information and data in this report are true to the best at my knowledge.

Acknowledgement In words this first report is result of many peoples hard work. So I would satisfied firstly like to thank our director mr. G.S.SHAH SIR.

I would also like to thank the company HIPOLIN LIMITED. And its director who gave us permission to visit that company.

Then I would like to thank prf. MUKRAM.T.KHAN sir for guiding us in preparation of this report.

Then I would like to thank my friends and my family members who helped me in gathering the information and making the report.

Lastly, I would like to once again thank the above people and many other people also who directly or indirectly, less or more helped me in preparing this report.

Index1. Preface.2. Acknowledgement.

3. Company profile.4. Target market.5. Product.

Meaning Product range. Production process. Packaging. Branding. Labeling. Product mix. Product life cycle. New product development.

6. Pricing. Meaning. Factors. Methods.

7. Promotion. Advertising.

Mission. Money. Message. Media Measurement.

Effect on sales. Sales promotion.

8. Distribution. Distribution chennals. No. distributors(map). Personal selling.

9. Market segmentation.10. Marketing research.11. Competitors list.12. Conclusion.

Company profile Name : hipolin limited.

Address: 1. Corp. office : 4th floor, madhuban, elisbridge,

ahmedabad.

2. Work plant : A1/1, nilkanth, viramgam highway, sanad, ahmedabad-382170.

Promoted by :1. bhupendra shah.2. Jaykumar shah.3. Daxesh shah.

Mission: We are committed to manufacture products complying with the best quality standard of the world. On the bedcock of ethics, hipolin is instituted by amalgamating the best practice and technologies of the world. Hipolin is a customer-focused company committed to consistently offer better quality products and services that maximise value to the customer. The customer centric philosophy has been well emphasised at hipolin through.

Continuously exploring & developing new products process.

Laying emphasis on cost effectiveness. To refresh the world. To inspire moments of optimism and happiness. To create value and make a different

Our roadmap starts with our mission, which is enduring. It declares our puurpose as a company and servesas the standard against which we weight our action and decision.

The world is changing all aroundus. To continue to thhrive as a business over the next ten year and beyond, hipolin must look ahead, understanding the trend and forces that will shape our business in the future and move swiftly to pepare for whats to come. That’s whatour 2015 vission and mission all about. It

creates a long term destination for our business and provides us with a “road map” for winning together with our customer.

Vission :

To be eminent good brand providing complete innovative, invsible quality detergent and washing technique under one roof.

Hipolin vision serves as the framework for hipolin roadmap and guides evey aspects of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

People : be a great place to work where people are inspired to be the best they can be.

Portfolio : bring to the world a port folio of qualitybeverages brand that anticipate and satisfy people desire s and needs.

Partners : nurture a winning network of customers and suppliers, together we create mutual enduring value.

Planet : be a responsible citizen that make a different by helping build and support sustainable communities.

Profits : maxi profit long term return to share owners while being mindful of our overful responsibility.

Productivity : be a highly effective lean and fast moving organisation.

Focus on the market. Work smartly.

Awards : Hipolin got a many awards at state level, and also got a national awards of quality.

Production capacity :

The production capacity of hipolin is 12000 tons ( per year).

Competitors : Hipolin’s main competitors are,

1. Ghadi.2. Nirma.3. Hul.4. Henko.5. Other rural brands.

Brand name : “HIPOLIN” is brand name. And hipolin name made with 45 different words.

Ambition : The hipolin’s objective is to expand its business in all the major cities of india. The hipolin pack their product which is suitable to the people of all the classes.

Employees : 101-500 employees.

Main markets :1. North America.2. Europe.3. Africa.4. Oceana.

Industry : Detergent.

TARGET MARKETMeaning :

On the basis of segments, the company realized the opportunities open to it no. company can select all segment of the market, because it is neither feasible nor profitable. Every company must therefore choose a particular segment, of the market which is most convictive to it for purpose, it has too make a comparative study of various market segment. Finaly, it choose on of these segments is known “market targeting”. The procedure and method of market targeting.

A target market consist of a set buyer who share common a characteristic that the common decided to serves.

The hipolin also needs to examine major structural factors that affects non segments actractiveness, if it already contains many strong and aggressive competitors. The existance of many actual or potential substitute prosuct may unit price and the profit can be parnd in a segment. The relative power of buyer also affect segment attractiveness. Buyers with strong bargaining power relative to seller will try to force price down, demand more services ad set competitors against one another all at the expences of the spell profitability. The powerfull suppliers who can control price or reduce the quality or quantity of ordered goods and services.

The target market of the hipolin is domestic specially all small cities and rural areas. Because in india 75% people live in rural areas and small town. So widder market existing there.

Hipolin company’s product are less costly and provide good quality.

The target customer of the product are middle class and lower class because though hipolin is quite in good reach to rural people so there main target is to sustain that rural people with creating new customer in the middle class and also upper lower class. Though its qute difficult for hipolin to create because its competitors in wide range then hipolin but hipolin have its name which is quite familier to each an every people or detergent user in the country.

Product Product means anything that can be offered to a market for attention, acquisition user or consumption that might satisfy a want or need.

Everithing the purchase gets in exchange for his money.

- Physical goods or object : car, medicine.

- Services : banking insurance, education, medicalim, repairing.

- Persons : amir khan, amitabh bachan, shahrukh khan.- Organization : RSS, NSS, DDIBA.- Ideas : loss prevention, cancer awareness, aids awareness.

Your must know that what is product?

Product means a commodity from which peoples satisfy needs and wants. Definition of the product can be given as anything that can be offered to someone to satisfy need and want. Physical product their important not so much in owing them to satisfy an wants.

Classification of product :

1. Consumer goods. 2. Industrial goods.

Consumer goods :

These goods are product and service brought by final consumer for personal consumption. Some part as under,

1. Convenience product.2. Shopping product.3. Speciality product.4. Unsought product.

Industrial goods :

Product bought by individuals and organization for futher processing of for use in conducting business. Industry products other name is “raw material”.

1. Materials parts.2. Capital items.3. Supplies.4. Other special product.

Classification of product :

A. On the basis of consumer.- Shopping habbits.- Convenience goods.- Shopping goods.- Special goods.

B. On the basis of durability.- Durable.- Non durable.- Services.

C. On the basis of how they enter the product process and their relative cost lines.

- Materials parts- Capital items.- Supplies and services.

Levels of product :

1. Core product : It represent the fundamental benefits the consumers is buying or answer of the questions what is the buyer really buying? Every product is packed solution of some problem or problem solving devices.

2. Generic product : Each marketers, translate the basis core benefits into generic produt, which its basic version. Eg. Hotel room includes a bed, bathroom, towel and closet.

3. Expected or desired product :

It represent the expectation, of the buyers while buyings the product. Tangible goods as known as generic product & expected product.It includes quality level, feature, styling brand name & packaging.

4. Augmeted product : Level of product that distinguish it self from what computers offers, which includes packaging services, advertising, financing, delivered, arrangement.

5. Potential product : Indicates its possible evaluation in feature, to find out new and better ways to satisfy their customer and increase them.

Hipolin :

Product :

1. Detergent powder. Indian markets.

2. Detergent cake.

3. Tooth gel.4. Tooth brush. Ukrain

market, africa, uae.5. Washing shampoo.

Product range :

1. Hipolin gold. = powder + cake2. Hipolin power. =powder + cake3. Hipolin ultra. =powder + cake

4. Nari shakti. =poder + cake5. All in one concept.

Production process :

1. Acid slury.2. Soda ash.3. Stpp.4. Glaubers salt.5. C talc.6. Starch.7. Color.8. Parafinn wax.9. Perfume.

For washing soap :

Raw materials moulding machine

Shape machine

Cutting machine

Packing

1. The blender process : first, indegridiants are loaded in to blender machine and blend up to 15 minute.

2. Dry process : blender goods loaded in a dry machine and dry up to a 1 hour.

3. Filter process : in filter process, fiter a powder a white powder and added blue reach and perfume.

4. Packing process : final powder ready for packing.

Importance of Detergent Powder and Detergent Soap .

Soaps and detergent have become an essential part in our daily lives. Cleaning products play an essential role by safely and effective by removing dirt, germs and other containment and thus promote a hygienic lifestyle.

The incremental demand flows from population increase and rise in the usage norm impacted as it is by greater concern for hygiene. Increased sales revenues would also expand from upgradation of quality or per unit value.

Packaging :

The main objective of packaging is to protect and attract the product. Now a days packing is most important task in any product process.

It is the activities of designing and producing the container or wrapper for a product.Traditionally the primary function of the

package was to contain and protect the product but in recent times. Many factors have made packaging an important marketing attention to describing the product to macking the sale.

Functions of packaging :

1. Protection of the product.2. Covenience and safety while handling.3. Identification and advertising of product.4. Different of product.5. Selling function.6. Attracts customers.7. Getting customers recognition.8. Support to the product position and marketing strategy.

Objectives :

1. For identification of the product.2. To make the product attractive.3. Make easy the task of transpoting the product.4. For giving facility in function of whole seller and retailer.5. Helpful in product divercification.

Hipolin :

Hipolin company pack their product in a very proper way which will be easy for customers to use it.

Hipolin company pack their product in poly plastic wrappers for easy use. And in transfer hipolin company pack in cardboard box and wooden boxes and in international transfer hipolin company pack their products in a big containor.

Hipolin company pack their washing powder in long lasting strong plastic bags. That’s why powder quality maintain for long time and in transport, bags are not damage and consumer use easily with greter satisfactory.

Packing Process Of Soap:

Wrapper 6000 T-wraps soap with twin layer of card stiffner and heat sealable outer wrappers. Finally packed soap has outer wrapper with heat seal on belly and envelop type and folds. Soap is sed on flat bled conveyor that brings to it vaccum pick and place of unit packing a right angle turn in this soap wrapping machine. Soap is placed on twin belts with pusher assisting in pushing it throught vertically led stiffner and wrapper care is taken to avoid any rubbing of soap with any stationary surface to prevent any marks. Partically wrapped soap is rotated by 180 degree and than moved by a gripped conveyor to compelete the folding and sealing wrapped soap is erarcted and place in vertical position on flat belt conveyor.

Packing : a. For consumer uses.

b. For national transfer.

Packaging : for internatinal transfer.

1. Numbers of layers = 2.2. Film thickness = up to 180 microns.3. Roll width = up to 120 cm.4. Core inner diameter = 76-152 mm.5. Roll outer diameter = 30-80 cm.6. Roll length &color = cis per cc.7. Structure = pe, pe/pe, bopp, pet/pe, opp/pe.8. Priting = flexo : 1-8 colors.

Roto : 1-8 colors.

Branding :

Meaning :

Brand means a name, term, sign, symbol or design or a combination of these intended to identify the goods or services of one seller or group of seller and to different them from those of competitors. Branding is the management process by which a product is branded.

The only purpose of branding the product of branding the product is to distinguish the products from competitive products of competitors. Brand name of the products of hipolin limited. It has all the better characteristics which a good brand name should have such as it is simple and short, it is easy for identification, legal and suggestive according to its product.

Hipolin brand name is given as it can be differentiated with the competitors products and as its introductory stage and they not sure of their success in this cut throat conpetition market so they branded as hipolin.

Hipolin limited have produce the product it gave a diffrent type of name and logos indicate the wrapper of the product let is use the hipolin is the brand name but the gold powder hipolin power,

hipolin liquid etc they are the product name they can manufactures. hipolin limited used diffrent brand name like hipolin gold power, hipolin shakts etc.for soaps, the brand name is use like hipolin blue cake this brands are used by Hipolin to identify the products.

Hipolin limited have gaven advertisment to media, News paper,radio, etc they have gave product profile and included the slogan to read and listen and watch the customer.

Characteristics :

1. Name of the brand.2. Simple and short.3. Heart touching.4. Identification.5. Legal.6. Suggestive.7. Different.8. Encouragive.9. Pass a good message.10. Quick come in consumers mind.

Types of brand :

1) According to ownership.a. Manufacturer’s brand.b. Middleman’s brand.

2) According to the market area.a. Local brand.b. Provisional brand.c. Regional brand.d. National brand.e. International brand.

3) According to number of brands.a. Family brand.b. Product line brand.c. Individual brand.

4) According to use.a. Fighting brand.b. Competitive brand.

Advantages of brands :

1) Easy to advertice : When the prodduct are marketed with a particular brand, it makes very easy for the enterprice its products because the enterprice can tne name of brand in its advertisement message.

2) Easy to identify the product : Use of brand is very helpful in the identify of products because its different from others and customer easily identyfy the product.

3) Creation of seprate market : Products can repeat a separate market for their products if they use a particular brand because the use of a particular brand differentiation these products from others.

4) To get more price : When consumers like a brand and they started use the products of that brands, they do not mind a little increase in the price of such products.

5) Easy to expand the product mix : If the brand of a producer is very popular in the market and the demand of such products in quite

encouraging the producer may decide to expand his product mx.

6) Increase in goodwill : Due to popular the brand consumer is ready to pay and amount and trust on that products.

The company brand name is “ HIPOLIN” as company is at its introductory stage and therefore they are not sure of success in this cut throat competitive market.

Hipolin effect :

Quick comes in mind “hipolin”. In washing field, hipolin is count. In 1995 to 2003 hipolin produce are widely famous in rural

area. In Africa, companies sales ratio is high due to only brand

name because, African people easily speak this name and use in most of washing thing.

In Ukraine, hipolin company sale their tooth paste, and toothbrush so, in Ukraine most of people use this product.

Hipolin is like a English name so Indian people uderstand in quality way. And imagine . so foreign countries.

In our India mostly people easily believe in foreign brand. But hipolin is national brand. But name is English so in rural area.

Hipolin brand :

Hipolin is one of the few names, which is instantly recognized as a true Indian brand which look on mighty multinational and re wote the marketing rules to win the heart of prices.

Hipolin apply concentrated all its efforts towards creating and building a strong consumer preferance towards its “value for money” products quality product with indegenous process.

Packaging and low profiled marketing, which changed the habbit of indian women for washing their cloths. In a short span , hipolin created an entirely new market segment in domestic market place. It has been persistent effort of hipolin to make consumer product available to masses at an affordable price hence, it takes ulmost care to provide finest products at the most afforable price to leverage this efforts. Hipolin has gone for massive backwaed integration along with expansion and modernization of the manufacturing facilities.

Brand value of hipolin :

Hipolin believe in bonding with the consumer and, therefore, it puts value for money above all today, the hipolin brand is synonymous with value for money. The brand believes in offering consumers “better product, better value for better living”.

The brand vision & mission :

1) Continuously exploring & developing nnew product & processes.

2) Laying emphasis on coost effectiveness.3) Maintaining effective quality management system.4) Complying with safety environment and social obligation.5) Imparting training to all involved on a continuous basis.6) Teamwork and active participation all around.

Finally, HIPOLIN changed the habit of indian housewifes’ for washing their cloths.

Labeling :

Labels may range from simple tags atached of products to complex graphics that are part of the package the process of these tags is called labelling.

The label can mislead customers fail to describes important ingredients, or fail to includes needed safety warning. As a result several federal and state laws regulate labelling. The label might also describe several things about the product.

- Who made it, where it is made.- When it was made, its content.- How it is used etc.

So every seller must ensure that their labels contains all the required information which is already research in hipolin’s product. Hipolin labeled its product very perfect manner which consist of all needed information such as brand name size of product packaged date, year, address, batch number piece, expiry date etc. there are three types of label. 1) brand label 2) grade label 3) descriptive label.

Hipolin company their own product change label, time to time because now a days consumers preference and taste will be more effectively change so, hipolin company run with their customer and society also.

In 1995 :

- White paper plastic.- Simple some additional information.

In 1997 :

- White and blue color.- Attractive fonts and graphical information.

In 2002 :

- Totally blue color.

- With necessary information.- With extra actractiveness.

In 2008 :

- Orange color ( because according to research of customer preference, conumer most like a orange color and customer quick purchase that color product so, hipolin change their product label color).

- With all information.- With perfume.- With whiting flavour.

Product summary :

1) Hipolin shampoo ( australia). a. Weight = 22 ml.b. Ingredients = blue sink, slury acid,

gluarance, stpp, perfume.c. Brand name = hipolin.d. Usage pattern = store in dry place.e. Instruction to use = apply directly to wet hair and

work into creamy Lather leave on for a 2 mins. For best result use Regularly.

f. Price = $ 0.60g. Other information = (1) pkd 8/12.

(2) best before 18 months from date of pack. (3) milk protein lock. Extra clean formula.

2) Hipolin vintage beauty soap ( africa ) :

a. Weight = 150 gm.b. Ingredients = sodium palamate, palm acid

petrocide citronnel.c. Brand name = hipolin.d. Usage pattern = store in dry place.e. Instruction to use = apply directly on body . For

best result use Regularly.

f. Price = 5 selin.g. Other information = (1) pkd 8/12.

(2) best before 3 years from date of pack. (3) perfum, elegent aroma.

3) hipolin detergent powder (ultra, power, gold) :

a. Weight = 860 gm.b. Ingredients = as per ( raw materials of

production).c. Brand name = hipolin.d. Usage pattern = store in dry place.e. Instruction to use = apply directly on cloths for

wash. For best result Use Regularly.

f. Price = 36 rs..g. Other information = the stain expert formula in

hipolin penetrates deep Into the fabric to remove common tough stain like Mud, ketchup, ink and coffee in just 1 mins.

Save 2 buckets of water.3) Hipolin detergent cake :

a. Weight = 158 gm.b. Ingredients = as per materials.

c. Brand name = hipolin.d. Usage pattern = store in dry place.e. Instruction to use = apply directly on cloth for

wash. For best result use Regularly.

f. Price = 5 rs.g. Other information = (1) pkd 8/12.

(2) best before 3 years from date of pack. (3) with lemon flanour.

Product mix :

A product mx also called product assortment is the set of all products and items that a particular seller offer for sale. A companies product mix has a certain width, length, depth and consistency.

1) Width : A product mix refers to how many different product lines the companies caries. Hipolin company carries a 4 line of width.

2) Length : It refers to the total numbers of item in the mix. In hipolin carried a 9 product so it’s a length.

3) Depth : It refers to how many varients are offered of each product in the line. Hipolin company added in one line a mostly 3 or 4 product now a days. But In future hipolin target 10 product in each line.

Hipolins product mix consist of two strong product lines: (1) bar soap (2) detergent powder.

As we can see in the Product Mix of Hipolin Limited there is WIDTH, DEPTH, and LENGTH. In the width of product mix there is detergent powder and detergent soap of Hipolin Limited. This width shows that there are detergent powder and detergent soap produced by Hipolin Limited.

As seen in width now we can see in depth that there are different brand names of detergent powder and detergent cake with different weights. In the detergent powder there are 6 different weights and have different price. Now there are detergent soap of two different weights one is 180gm*6 means there is pack of 6 soaps each of 30 gm another is 175 gm.

These four product mix dimension permit the company to expand its business in four ways. It can be add new product lines, thus wider its product mix. It can lengthen each product line. It can add more product variants to each product and depend its product mix. Finally, a hipolin can pursue more product line consistency.

Product Width:-

Product width refers to the number of different line of the firm carries.

The width of the Hipolin Limited is Detergent Powder And Detergent Soap. There are Detergent Powder of 6 different weights of detergent powder and 2 different weights of detergent soap. The width line indicate that the products that are produced by the Hipolin Limited.

Product Depth:-

The second stage of product mix is product depth. It refers to the number of version offered to each of the product in the line. The Hipolin Limited produce the product of different weight. This weight signifies that the different weight of the product are of the different price. This depth line of a product is different weight are the product line of Hipolin Limited. The different weight of detergent powder and detergent cake of Hipolin limited as shown in Product Depth.

Product Length:-

In the product length it refers to the total number of items or number of product. The Hipolin Limited carries with its product line. the Hipolin also has its product length. The Hipolin gives different brand name to there different products of there differen weight.

In the product length the different brand name with different weight of Detergent Powder and Detergent Soap Produced by Hipolin

Product mix strategy :

1) Expansion of product mix : A hipolin expand their product mix last 4 year. In today total 9 product existed in the market, and future 4 years

target a 20 product totally, for product mix. So hipolin very broad minded about their product mix expansion.a. 1994 = 2 products.b. 2011 = 9 products.

2) Alternatives of existing product : Hipolin are known market competition and also know a tough situation. In today market change very quickly, so hipolin know if detergent powder are not run very well so hipolin ready for put a all in one concept, so alternative is ready for run very well.

3) Developing new uses : In market day to day new line create and developing their products and lines. So also hipolin create a new concept and new products with best result.

4) Trading up : - Hipolin firstly start business for Gujarat only.- But after 5 years hipolin know a national market, and

increase their trade.- And now a days hipolin is a multi goods exporter. Small scale

company, because hipolin export to some countries.

Causes of change in product mix :

1) Change in market demand.2) Competition.3) Marketing influence.4) Product influence.5) Financial influence.6) Build and image in the market.

Product life cycle :

Concept :

1) Products have a limited life.2) Product sales pass through distinct stage, each posing

different challenges, opportunities and problem to the seller.3) Profits rises and fall at different stages of the plc.4) Products require different marketing, financial, manufacturing,

purchasing, and human resources strategies in each stage of their life cycle.

Most product life cycle curves are portrayed as bell shaped. This curve is typically divided into four stages.

1)Introduction stage :

A product of slow sales growth as the product is introduced in the market. Profits are non existent In this stage because of the heavy expences incurred with product introduction.

2)Growth :

A period of rapid market acceptance and substantial profit important. In this stage the product satisfy the market. It enters the stage in which sales will increased climbing quickly.

3)Maturity : A period of a slowdown in sales growth because the product has achieved acceptance by most potential buyers, Profits stabilizer or decline because of increases competition.

4)Decline : The period when sales show a downward drift and profit erode.

As per environment hipolin are on growth stage, because as we know hipolin started in 1970. And hipolin profit and sales are increases day to day, and also expand their business. So simply hipolin in growth stage.

Introduction stage : Because it takes time to roll out a new product and fill dealer .the dealer are increases day by day.The introduction stage starts when the product is first launched. In this stage as compared to other stages the profit is negative or low because of low sales and high cost distribution and promotional sales is there.

Growth stage : There is Growth stage in Hipolin Limited after launched there products and it has made high level of satisfaction to consumers. As Hipolin is in Growth Stage the Hipolin is trying to increase there sales and improve there quality of product. In the financial year the Hipolin is trying yo achieve goal of adding more 4000 Tones production. As day by day Hipolin is trying to grow there market value. As compared to other companies the /hipolin Limited is trying to get good market

value and Hipolin is giving tough competition to there compititors. As in Growth Stage the Hipolin Limited Company is trying to maintain there stage. They don't want to decline from this stage. For this the Hipolin is trying to maintain the interest of there precious customers needs, and satisfaction. The moto of Hipolin is to maintain satisfaction of their customers. increase sales day by day.

Maturity stage : At some point a product's sales growth will become slow due to its maturity, it will known as product has entered to a maturity stage. As Hipolin is in growth stage so the Hipolin has not entered to this stage. as the Hipolin products are having good market demand so the sales of Hipolin are increasing so there is no Maturity stage in Hipolin Limited.

Decline stage :

In product life cycle if stage brings sadness in market, here product sale is going to decline and at very low level.Here, still the Hipolin has not entered to this stage, as the Hipolin Limited is in growth stage.

New product development :

In this case we can drawn out some requirement.

BASIC REQUIREMENT:

- Consumer Acceptance

- Satisfactory Performance

-Economical Production

- Adequate Distribution

- Effective Branding And Packaging

NEW PRODUCT DEVELOPMENT PROCESS:

Idea Generation:

Hipolin Limited has define the objective of new product and make analysis thta how many efforts are to be done by them to introduction of product by them. The Hipolin collect idea from there prestigious customer and suppliers. By this they come to know what type of new product is been expected by the customers. So the Hipolin generate idea of new product that is to be introduce in the market.

Idea Screening:

The company Hipolin Limited get good ideas that are been collected from there customers and suppliers. By this ideas the Hipolin try to make product which is something different from there compitetors and new in market. Then the Hipolin try to

screen this ideas and submit this ideas to management and than they take decision what is to be produce and what to be kept in the market.

Concept Development And Testing:

The Hipolin has converted idaes in to meaningful terms. A product ideas can be converted in to several concepts. It has made an testing programe for different scrubs within organization itself and selected special suppliers.

Marketing Strategy Development:

After testing the new product the Hipolin has prepare marketing strategy plans for introducing the new product in to market. The strategy plans are prepared in such a way that the Hipolin get success in there planing of new product.

Business Analysis:

The Hipolin has prepared cost, sales and profit project to determine whether they satisfy the Hipolin's strategy and also consumers objective. Hipolin check whether the plan is according to strategy or not. If they do, the product concept can move to the product development stages.

Product Development:

The Hipolin moves to R&D to be developed in to product. It has developed more than one product. It is the stage where ideas comes in to actual existance. This ideas are used for the development of new product which the Hipolin is going to put into mnarket which the Hipolin hopes that this product will have good demand in market.

Testing Marketing:

Hipolin has made test marketing because it yeild valued information about marketing program, market potential, and

other matters. They wanted to test whether the time is perfect in market. By this the Hipolin can know what is the actual demand of product.

Commercialization:

The Hipolin should make survey about the new product are product sales meeting expectations? contracting for manufacturing facility. The Hipolin launching a new product keep in mind the timing, goegraphic strategy, target market prospects and introduction market strategy. The Hipolin checks whether the product has made the entry first, parallel, ar last compared to there compititors. The Hipolin decide a region or location where the product can se having a good demand.

Hipolin go ahead to commercialization. They built a smaller product that called by sales forcaste to be an saler side. The new product of the Hipolin limited is "Utensils soap with a scrub which is packed in a round box". This new product will have a good response from consumers and will have demand in market as there is no such product in market. So Hipolin is first to keep this product in market which is useful for customers and customers will give good response to this new product.

Quality control :

Hipolin’s quality is now greater.

PRICing:- Detergent powder:

5 kg 120 rs.2 kg 65 rs.1 kg 36 rs.700 gm 20 rs.150 gm 5 rs.50 gm 1 rs.

Detergent cake:

Hipolin blue 12 rs.nari sakti 7 rs.Hipolin ultra 5 rs.

Price is an important factor in the Marketing. The Firm based on co-operative sector so it has to follw the rules and regulations of co-operative and obey government instructions so they do not charge higher than competitors price.

FACTORS AFFECTING FIRMS PRICING:-

1. Competitors price.2. Government policy.3. Technical Factors.4. Preference of consumer.5. Product perception.6. Internal Factors.7. External Factors.

This internal and External factors are most important factors that effect the pricing of product to company.

INTERNAL FACTORS :-

Marketing decision are guided by the overall objectives of the company. While the company faces problems while taking pricing decision ther are as follows. There are main four marketing factors affecting price includes:-

1. Return on investment:-

A firm may set as marketing objective the requirement that all products all products attain a certain % return on the organization’s spending on marketing the product. This level of return along with an estimate of sales will help determine appropriate pricing levels needed to meet the ROI objective. The “HIPOLIN LIMITED” also tries to meet with ROI objective to make

decision of price accordingly. This objective helps to setup prper competitive price of product.

2.Cash Flow:-

Firm may seek to set prices at a level that will insure that sales revenue will atleast cover product production and Marketing cost. This is Most Likely to occur with how product where the organizational objectives allow a new product to simply meet its expences while the efforts are made to establish the product in market. The Hipolin takes to set prices at that level which makes good reputation in market. They tries to set competitive price which increase the sales of company.

3.Maximice Profit:-

Older products that appeal to a market that is no longer growing may have a co. objective requiring the price be set at a level that optimisez profit. This is often the case when the marketer has little incentive to introduce improvements to sell the range product at a price premium fear as long as some in the markets is willing to buy.

The “HIPOLIN LIMITED” makes good advertisement to sell their products and try to increase sell of their older products. The Hipolon tries to maximize their profits by keeping less price which are in accordance to the customer.

EXTERNAL FACTORS:-

1. Costomer Expectations:-

Possibly the most obvious External Factor that influence price setting are the expectation of customers and channel partners.

When deciding price marketers need to conduct customers research to determine what “price points” are acceptable.

To the “HIPOLIN LIMITED” the customer expectations factor affects the pricing of products. The Hipolin try to make at that level which is up to the satisfaction of customer. The Hipolin can make higher prices of product that the customer can’t afford this products so they keep how price of product which are under customer expectations.

2. Government Regulations:-

This also an important factor that affects the pricing of product. Marketers must be aware about the regulations the impact how price is set in the marketers in which products which are sold. The “HIPOLIN” prices their products which are under regulation of government. This government also affects the pricing of product to “HIPOLIN” but they keep in mind the rules of government and price their products accordingly.

PRICING APPROACH:-

There are three main approaches a business takes to setting price. The Hipolin limited uses cost based pricing for making price decision.

1. Cost based. 2. Value based. 3. Competiton. 4. Customer based.

Cost Based Pricing :-

In cost based pricing price is determined by adding a profit element on top of the cost of making the product. This involves

setting a price by adding a fixed amount or percentage to the cost of making or buying the product. In some ways this is old fashioned and some what discredited pricing strategy, although it is still widely used by Hipolin limited.

Pricing decision must be co-ordinate with product ,design, and distribution. So the “HIPOLIN LIMITED” uses this approach and keeps the price which is most desirable for the product and competitive price from other companies. The Hipolin Limited tries to keep most competitive price of their products. As some times the cost of raw material increases. The price of product also increases but than also the company keeps the price which is suitable in market from this competitors. The design of product and distribution cost are make low so that company cost is also decreased but some how company tries to maintain price of product and gives tough competition to this competitors. So for this cost based pricing approach is most suiable for the company.

Hipolins price strategy:

1) Fixed cost = 53,0002) Variable cost = 15,00,000/3) Units = 150000 4) Tax =11rs 5) Transfer exp.= 4 rs.6) 12% profit margine. Finnaly = 36 rs.

Promotion :Sales promotion means short term incentives to encourage the purchase or sale of a product or services.

Tools:

Consumer promotion tools

1. Sample.2. Coupon.3. Cash back offer.4. Price back.5. Premium.6. Advertisement speciality.

Trade promotion

1. Discount.2. Allowances.3. Commission.4. Perquisites.

ADVERTISING :- Advertising is any paid form of no personal presentation and promotion of ideas, goods or services by an identified sponsor.It is most important of all tools of promotion. There will be hardly a field of business in which advertising is used for sales expansion of modern trade and industry.

HIPOLIN LIMITED is use advertising for sales promotion. Hipolin is uses such as media like, Internet avdt, Newspaper, Television Avdt and Pamphlets for own product.

HIPOLINI LIMITED also spend money on advertising of product when the any new product is developed than for introduce that product also the advertising done by company. By believe of that through advertising the sales of the product is increase.

HIPOLIN LIMITED is use advertising for sales promotion but it is fulfilled company objective. Like,HIPOLIN is introducing the product in a market.HIPOLIN to make an immediate sale.HIPOLIN build the primary demand.HIPOLIN is introducing the price deal.HIPOLIN is informing about product availability.HIPOLIN is increase the market share.HIPOLIN is built overall company image.

HIPOLIN LIMITED is use the advertising for helping of hipolin marketer. Hipolin wants to easy to enter hipolin product in customer mind and increase the sales volume, on the one hand, It’s reduce the cost of production and, on the other hand, increase the profits of the company. In advt. marketer is establish a direct contact between producer and customers. company Objective is to build selective demand.

Reminder advertising is important for nature products ikeep consumers thinking about the product. Reminder advertising is used for nature of products and purchases it immediately.

The mission of HIPOLIN LIMITED is to increase the visibility of Hipolin the expand the production scale also the mission of the Hipolin Limited. Mainly the advertising mostly done durning the primary stage where the objective is set up.

HIPOLIN LTD is pre-plan for company’s goal and objective and for achieving a company’s takes some steps for a company and after company give advertisement in a market for our new product which is introduce in the market and advertise is helping for achieving company’s sales target.

1. MONEY:-

Company first set up advertising then set the budget. If the new product is introduced in the market the company set the high budget and it the nature products, need the product set the lower budget.

HIPOLIN LIMITED spending high expenses on advertising it product. Hipolin ltd should frame policies and the decide the budget which depends on its stage in the firm has to fix that what type of budget and requirement will be necessary. Market shares also impact the amount advertising needed become building the market or taking shares from competitors requires more advertising spending which hipolin does by spending high expenses on advertising its product.

HIPOLIN LIMITED spend large amount of money each year to train sales peoples in the art of selling. Personal selling contains major six steps. Hipolin spend more expenses on advertising its product.

2. MESSAGE:-

The first step in creating effective communicated to consumers. Ideally, advertisement message will be follow directly from the company’s brand positioning strategy. HIPOLIN LIMITED is the creating effective message which is related to advertised and which is enter to consumer’s mind and advertising message will be communicated to consumers. Hipolin is use the all messages in own advertised. Hipolin is giving the message throw advertising. Hipolin’s punch line is as follow.

“LET’S BRIGHTEN UP YOUR FUTURE.”

“HAR RANG KO RAKHE RANGEEN.”

“MAIL KA DUSHMAN TAGDA,CHAMKAY HAR EK KAPDA,HIPOLIN, HIPOLIN……………”

By this message the Hipolin ltd attract the customers and this message also memorable customer’s mind.

3. MEDIA:-

from To

Small house Big industry

15 packet per day 60000 packet per day

A dream A reality

The major steps in media selection are:-

A. Deciding on reach frequency & impact.

B. Choosing among major media types.

C. Deciding on media timing.

HIPOLIN LIMITED is using the way of hoarding, website, and other media which support it’s produced up to his maximum.

HIPOLIN LIMITED media plays an effective role in the presentation of the product that how effective is the product in

the market. Hipolin ltd is using various type of media selected. These are follows.

Print Media Electronic Media Outdoor Media. Directmail.

Above give them some media which is used by hipolin ltd.

Print Media Newspaper

Electronic Media Radio Television Cinema

Outdoor Media Hoardings

Direct Mail Price list Catalogues

By market strategy hipolin will cover a new segment though news paper scheems.

Hipolins media:

News paper.

Magazine. Outdoors media. Hoardings. Television add.

4. MEASUREMENT:-

The advertising program should evaluate both communication effect and sales effect of advertising regularly measuring the communication effect copy testing tells whether the add is communication well or not. The sales effect of advertising are often to measure then the communication effect. Sales are affected by many factors besides advertising such a product, feature, price and availability. HIPOLIN LIMITED is records or compares its past records of sales and other many things to measure its profitability, stability and usefulness in market. The advertising program should evaluate both the communication effect and sales effect of advertising regularly. Hipolin use this for increasing the sales and profit.

SALES PROMOTION :-

Sales promotion consist of a collection of incentive tools mostly short term designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade company use some promotion schemes.

HIPOLIN LIMITED is adopting the sales promotion activity which is increase the sales of product of the hipolin.

Sales promotion may be done through samples, exhibition, display, etc. hipolin is also provide some schemes which are attract to the customers for buying their product. There are follows sales promotion tools.

TRADE PROMOTION :-

Trade promotion tools mean any activity designed or done for increasing sales and profitability of goods. Hipolin Limited has done trade promotion according to the quality of product. Therefore, trade promotion tools use for sales promotion by Hipolin Limited.

1. COMMISSION :- Commission means any paid to any person for some activities which is extra then routine for the increase of work capacity of the dealers, retailers and many more channel member the company provided them commission.

2. DISCOUNT :- A straighten reduction in price on purchase durning a started time period.

3. ALLOWANCE :- Promotion money paid by manufacturer to retailers in return for an agreement to feature the manufactures products in some way.

4. FREE GOODS :- Manufacturer may offer free goods which are extra cases of merchandise to rescuers who buy a certain quantity.

5. GIFTS :- The manufacturer may offer push money cash a gifts to dealers manufacturer may give retailers free specialty advertising items that carry the company’s name such a pen, pencils, calendar, matchbooks, and yardsticks.

6. PUBLICITY :- It involves securing editorial space, as derived, from paid space, in all media rent, viewed or head a company’s customers or products, for the marketing of sales goods.

7. MEASUREMENT :- The advertising program should evaluate both the communication effect and the sales effects of advertising regularly.

HIPOLIN LIMITED is using advertising for sales promotion. in sales promotion hipolin is use many ideas which is affected sales. Like, hipolin is using the “three buy and get one free.” This schemes used by hipolin and hipolin is use many ideas for sales promotion. Like, “buy a hipolin product and get lucky draw coupon.” This schemes also used by hipolin limited.

Hipolin limited is giving the schemes for the get customer’s intention on hipolin product. All customers is buying mostly hipolin product and many buyers is joint with hipolin product and after make many customers of hipolin. Hipolin Limited is provide the commission and discount to their retailers, dealers also to their customer which are help in purchasing a product and increasing the sales and revenue of the product on the purchase of bulk quantity. Hipolin give the cash discount and also for advance

payment. Hipolin is maintaining the price lower at in comparison of the competitors.

Hipolin Limited is a straight reduction in price on purchase durning a started time period. Hipolin does trade promotion schemes. This is all promotion activity doing for wholesalers, retailers and customers. Hipolin is give the product to distributors and distributors is sale the product to wholesalers. Give on some discount and wholesales are buy the all container of product and after wholesales are sale the product on some schemes to retailers. Like, free gods, allowance, discount and gift. And retailers are sale the product to customers on keeps some schemes and all customers are buying only hipolin product.

Hipolin limited is keeping the some schemes on the product. Like, hipolin may offer push money cash a gifts to dealer’s manufacturer may give retailers free specialty advertising items that carry the Hipolin’s name such a pen, pencils, calendars, matchbooks, and yardsticks.

PUBLICITY:

Publicity is nothing but an type of an advertisement. The company makes the publicity or advertising of their products. There are products which are newly launched by the company makes publicity and brings infront of the people who are still aware of this products. So by this the Hipolin makes products publicity about this products.

Publicity is not done only for newly launched products but the products which are not sold there publicity is done by increasing some extra weight of product or fall in price of product. So publicity makes the publicity and increases the profit by selling there products and bringing products infront of people.

PUBLICITY TOOLS USED BY COMPANY:

The Hipolin Limited uses several tools for publicity of there products and there brand.

For publicityu the Hipolin uses Media, News paper for there publicity. Media like local news channel ETv Gujarati is very much familier for publicty by Hipolin Limited. The Hipolin Limited uses daily Local News paper like, Gujarat Samachar, Sandesh, prints in various pamplets, Magazine etc. Various Hordings are also kept at various places where people can know easily about the company and there products.

Distribution :Hipolin’s distribution chart.

- Over300+ distributors in india.- 75 + in gujarat.

20 + in foreign.

Main market :

Personal selling :

Personal selling is an ancient art, it has spawned a large literature and many principles. Effective sales people have more than instant they are trained is method of analysis and customers management.

Today’s hipolin spend large amount of money each year to train sales people in the art of selling personal spellings contains major six steps.

1) Prospecting and qualifying. For products demand are main.

What is current demand ? What is future demand ?

2) Pre- approach : Contect should be made to all the potential customer and encourage them for purchasing the hipolin product.

3) Approaches : Hipolin touch their customer by mail and telephone feedback.

4) Advertise : In FMCG product main is advertise.

Market segmentation: The national market of any country is very wide. The producer of such goods need not concentrate on a specific group of buyers or a distinct market.

Companies cannot connect with all customers in large, broad or diverse markets but they can divided such markets into group of consumers or segments with distinct needs and wants. A company then needs to identify which market segment it can serve effectively. This decision requires a keen understanding of consumer behavior and carefully strategic thinking. To develop the best marketing plans, managers need to understand what makes each segment unique and different.

Definition:

Market segmentation may be defined as a process of dividing a market in to different sub markets on the basis of some definite criteria.

Hipolin gets benefits from their segment :

1) Increase sales.2) Proper maintained strategy.3) Production done very well.4) Management is now more perfect.5) Better uses of resources.

Basis of market segment :

1) Geographical.- local- urban- regional

2) Demographical.- Sex.- Age.- Size of family.- Income- Family life cycle.- Occupation.- Religion.- Education.

3) Psychographical :- Social class- Life style.- Personality.- Product consumption.

4) Behaviouristic :- Occasions.- Rate of consumption.- Product, firm, place loyalty.- Product benefits.- Readiness to buy.- Attitude.

Hipolin choose their segment based on geographic and demographic.

1) Geographic 2) demographic.- National. – female.- Regional - age 18-50 yrs.- Rural &- Small town.

This is the segment of hipolin company.

Marketing research: We defined marketing research as the systematic design collection analysis and reporting of data relevant to a specific situation facing an organization.

Procedure of gathering marketing :-

Research :- Research is mainly divided in two parts. These are follows.

1. Primary Data :- Primary data are information collected for the specific purpose and research work primary data collected for relevant accurate current and unbiased information.

2. Secondary Data :- Secondary data are the data that already exists somewhere having been collected for another purpose. The company’s internal database provides good point and we provide to be good secondary data.

Research Approaches :- Research approaches is mainly divided in three parts. These are follows.

1. Observational Research :-

Observational research is the gathering of primary data by observing relevant people action and situation.

2. Survey Research :- Survey research is the approach best suited for gathering descriptive information. A company wants to know about people’s knowledge attitude preferences or buying behavior can often find out by asking for different in group responses.

3. Experimental Research :- It is the best suited for gathering causal information. Experiment involves selecting match group of subject given the different treatment controlling unrelated factors and asking for different treatment controlling in group responses.

Contact Method :- Contact method is useful for marketing research. Contact method is divided some part which are follows.

1. Mail :- Mail questionnaires can be used to collect large amount of information at a low cost per respondent. Respondent may give more honest answer to more personal question.

2. Telephone :- Telephone interviewing is one of the best methods for gathering information quickly.

3. Personal :- Two firm’s individual and group interviewing involve talking.

4. Focus Group Interview :- The comments are recorded through written notes or on video tape that are studied later.

5. Sample Plan :- Marketing research usually draw conclusion about large group of consumer by studying a small of total consumer population.

6. Research Instrument :- In collection primary data marketing research have a choice a two main research instrument.- Questionnaire.- Mechanical instrument.

HIPOLIN LIMITED is the making a Research & Development department in the company and in R&D department working 5to10 employee as Research officers. Hipolin Limited want to increase their sales so the company undertaken a survey from that they come to know that what type of product the customer need and at what level of degree of the quantity they need. If the customers believe that the price is too high than if the company reduces the prices. If the company reduces the prices then will be increase in sales. So, the detail study of market is important. Hipolin Limited is taking an interest in to consumer satisfaction. The company is making research in following way.

Market research.

Sales research. Product research. Advertising research. Distribution research. Consumer research.

By the marketing research the firm able to getting idea about the consumer satisfaction. And according to their feedback the firm able to know that what actual need of the customers. For that the hipolin limited do the survey and try to know the satisfaction of customers.

By this way the hipolin limited is try to set the product according to the need of the customers and taking some change in prices, quantity, quality and many more idea of the product through which the hipolin ltd provide a better product to their loyal customers according to their demand of the product.

From the survey the hipolin ltd found that customers want high quality at reasonable prices for that the hipolin limited start to produce that type of product for satisfying the need of their loyal customer. And by result of this the customer getting maximum satisfaction by the hipolin product.

Hipolin Limited is the research in the labeling of product and in labeling of the product in the researching research officers and know that the officers customers are not like the labeling of the product. Research officer is decided that change the label of product and researcher is change the label and after 2005 hipolin is decided that company keep orange color label and this label is customers are like it and hipolin sales is also increase and revenue.

Hipolin limited is use the survey method for researching a customer’s attitude, preference, taste and buying behavior. Hipolin is known that the customer is want to quality and quantity of product is high and customer is getting the reasonable price.

So, customer is getting the maximum satisfaction from hipolin product.

Competitors Lists

Nirma Limited. Advance Petro Chemical Limited. Standard Surfactants Limited. Ghadi Detergent. Hindustan Unilever Limited. Tamilnadu Petro Product Limited. Arsi Cosmetic and Chemical Limited. Contingntal Chemical Limited. Henko Company.

Conclusion : It is great opportunities for me to visit the HIPOLIN limited. After visiting the company hipolin it is necessary for is to prepare a report on it. I observed some special points which are relating to marketing system which are as under. Hipolin limited has a good range of hipolin detergent power &cake and shampoo is foreighn with different price level. It has very good distribution network. They introducing new washing powder and concept from time to time meet the new demand.

A four man who were willing to take on one of the biggest, most famous “hipolin” product operating in sanand, ahmedabad at that time set it up as a own firm.

A part from consumer satisfaction. It is also provide good facilities to its internal environment and external both.

After existing hipolin I will know what is actual marketing fields.

So, Again thanks.