1

A project report
On
THE ANALYSIS OF GO GREEN CONCEPT FOLLOWED BY FMCGS
Submitted in the partial fulfilment of degree of bachelors of business administration
(2013-2016)
UNDER THE GUIDANCE OF
Ms Jyoti Gupta
Assistant professor, RDIAS
Submitted by
Suhani Mehta
00915901713
BBA semester III


INSTITUTE OF ADVANCED STUDIES
NAAC accredited, A grade
Category A+ institute, an ISO 9001:2008 certified institute
(Approved by AICTE, ministry of HRD, govt. of India)
Affiliated to guru Gobind Singh Indraprastha University, Delhi
2A &2B, Madhuban Chowk, Rohini, delhi-110085
Phone no.: 011-27867301 fax: 011- 27867212
E-mail: admin@rdias.ac.in, website: www.rdias.ac.in
Member of AMDISA, AIMA, CSI
RUKMINI DEVI
2



STUDENTS DECLARATION

This is to certify that I have completed the project titled MINOR
PROJECT under the guidance of Ms Jyoti Gupta in partial fulfilment
of degree of bachelors of business administration from Rukmini Devi
Institute of Advanced Studies, New Delhi.
This is the original work and I havent submitted it earlier elsewhere.


Suhani Mehta
00915901713
BBA semester III






3



CERTIFICATE OF GUIDE

This is to certify that report entitled The analysis of go green concept
in the FMCG sector which is submitted by Suhani Mehta in partial
fulfilment of the requirement for the award of degree of bachelors of
business administration at GGSIPU, Kashmiri gate, Delhi is a record of
the candidate own work carried out by her under my supervision. The
matter embodied in this is original and has not been submitted for the
award of any other degree



Ms Jyoti Gupta
Assisstant Professor, RDIAS





4




ACKNOWLEDGEMENT

I take this opportunity to convey my sincere thanks and gratitude to all
those who have directly or indirectly helped and contributed towards the
completion of this project. First and foremost, I would like to thank Ms
Jyoti Gupta, for her consistant guidance and support throughout this
project. I would also like to thank the people who helped me analyse the
questionnaires and also for the discussions that we had with them. All
these have resulted in the enrichment of our knowledge and their inputs
have helped us to incorporate relevant issues into our project. During the
project, we realized that the degree of relevance of the learning being
imparted in the class is very high. The learning enabled us to get a better
understanding of the nitty-gritty of the subject which we studied. Last but
not the least we would like to thank God and our parents for their
cooperation and help.
A very hearty thanks to all those helped in the success of the project.



5

TABLE OF CONTENTS

















S.NO. TOPIC
PAGE
NO.
1
CHAPTER 1
PLAN OF THE STUDY
Introduction to the topic
Objective of the study
Literature review


2
CHAPTER 2
COMPANY PROFILE

3
CHAPTER 3
RESEARCH METHODOLOGY
Universe and sources of data
Sample size (proper justification)
Method of data collection testing of
questionnaire

4
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Questionnaire

5
CHAPTER 5
FINDING AND CONCLUSION

6
CHAPTER 6
SUGGESTIONS AND RECOMMENDATIONS

67-69
7 BIBLIOGRAPHY 70
8 ANNEXURES 71-72

6







CHAPTER 1
PLAN OF THE STUDY












7

1.1 INTRODUCTION TO THE TOPIC:
Consumers say they increasingly prefer to purchase products that are free of toxins,
produced with a minimum of pollution, and with a minimal environmental impact.
But in many cases a significant gulf exists between consumers green claims and their
actual purchasing power, mainly driven by the price difference of green products.
Companies that successfully adopt a green policy can generate profits, provide
positive social impact, and reduce environmental impact.
Growing pressure from non-governmental organisations (NGOs) and activists.
Greenpeace for instance publishes a digital Guide to Greener electronics. The
guide ranks the 18 top manufacturers of personal computers, mobile phones, TVs and
games consoles according to their policies on toxic chemicals, recycling and climate
change.
The media notices companies that show their green stripes. Positive publicity for
going green is not reserved for large companies. Companies taking voluntary steps
to become greener will gain visibility, earn credibility, and develop a reputation for
leadership.
Employee loyalty and retention are less tangible, but equally important benefits to
going green. A sincere sustainability strategy will help your company attract top
talent.
Last but not least, many supply chains have already been affected by physical and
economic impacts of the changing climate and growing demand from Asia. These
include global shortages of water, grain, timber, and metals. Improving all forms of
resource efficiency lessens exposure to these risks.

What is Go Green?
Going Green refers to an individual action that a person can consciously take to
reduce harmful effects on the environment through consumer habits, behaviour,
and lifestyle. This can be attained by using green products and services.
A green product or service is one that delivers comparable or superior performance,
utility, or other benefits to a non-green alternative.
8

It utilizes fewer resources, contains fewer toxic materials, and/or boasts a longer
lifecycle.
DEFINITION OF GO GREEN CONCEPT:
Going green is a popular term used to describe the process of changing one's lifestyle
for the safety and benefit of the environment. People who "go green" make decisions
about their daily lives while considering what impact the outcome of those decisions
may have on global warming, pollution, loss of animal habitats, and other
environmental concerns.
o There are 3 changes most people make to "go green." They begin sustainable living,
use environmentally friendly (or green) products, and they begin recycling and/or
reusing as many products as possible.
Sustainable living
o Sustainable living involves limiting your use of natural resources and increasing self-
sufficiency. This is usually achieved by altering modes of transportation, conserving
energy, changing one's diet, and buying locally produced items over imported items.
"Green" Products
o Buying and using only environmentally friendly products--such as recycled paper
products, nontoxic household cleaners and personal products, and organic foods--is a
major part of "going green." Green products minimize the damage or harm some
production methods can have on our air, water, soil, animal life, and plants.
Recycling and reusing
o By recycling all that is possible (glass, plastic, paper, metal, leftover food, and grease)
and reusing useful items, a person can minimize her waste. This helps decrease the
need for landfill space and conserve energy. Composting plant matter also helps in
these endeavors.



9

1.2 OBJECTIVES OF THE STUDY:
The purpose of the study is :
To know more about the Go Green practices.
To study the go Green strategies of HUL Ltd.
To study the competitors of HUL Ltd. regarding Go Green
practices.
To study the acceptability of the Go Green concept.
To study Strengths,weaknesses, opportunities and threats of HUL
Ltd.

1.2.1 A Quick Introduction to Green Productivity

Green Productivity (GP) is a strategy for simultaneously enhancing productivity
and environmental performance for overall socio-economic development that
leads to sustained improvement in the quality of human life. It is the combined
application of appropriate productivity and environmental management tools,
techniques and technologies that reduce the environmental impact of an
organization's activities, products and services while enhancing profitability and
competitive advantage.

Having a good green productivity programme -
increases profitability
improves health and safety
promotes environmental protection
enhances company image
raises morale
leads to sustainable development
10


1.2.2 A Quick Introduction to Green Consumerism
Green consumerism creates a balance between the expectations of consumer behaviour and
businesses' profit motives.

Key issues for the future include:
Health: A sentry lifestyle combined with health impacts of environmental pollution and
emissions, use and abuse of pesticides, anti-biotic etc.
Population and consumption: Population increases, aging populations, consumption
patterns - living beyond means, etc.
Globalization: Trans boundary effect and free trade have both advantages (efficiency,
profits, opportunities, demand) and disadvantages (unemployment, footloose companies,
weaker controls, unfair trade, small scale loses out) etc.
Energy: Every source of energy has an environmental impact. Energy efficiency is not
just technology, but also cutting back. There are enough cars to create a six-lane traffic
jam to the moon.
Water: Water use is increasing at twice the rate of population increase. Much can be done
at the individual level.
Chemicals: Use of pesticides and other hazardous chemicals. PCB? DDT has been found
in mother's milk too! Ozone depleting chemicals, hormone-disrupting chemicals
have long-term effects on human health and well-being.
Natural World: Considerable pressures put on the natural world due to population
increases and rise in consumption. 40% of all plant growth consumed by humans!
Somewhere, something should stop.
Ethics: The treatment of other peoples. Issues of gender, children, animal welfare. Ethics
of cloning, fertility et al.
Fair Trade: Nee to look into working conditions (child labour, low wages, long hours,
lack of safety, mass production v/s craft industries.
Neighbourhoods: Development of a sense of community. Increase in financial wealth,
but also of quality of life. Measure "gross national happiness"!!
11

Childhood: Loss of 'childhood' due to societal pressures and expectations, knowledge and
The Year 2000 - Creating a future we want:
make intelligent life choices
use people power for positive change
set clear priorities
understand the bigger picture
1.2.3 A Quick Introduction to Green Procurement

A business' green procurement policy should strive to purchase products and
services that have less negative impact on the environment. Environmental
considerations forms part of the evaluation and selection criteria, which could
cover, depending on goods and services to be purchased, their manufacture,
transport, packaging and disposal.

"Sustainable Development" was the key concept of the 1992 Earth Summit in Rio, as
governments and international organizations committed themselves to take action to protect the
environment as in integral part of long-term economic development. Environmentally-
responsible consumption and production is seen as an essential part of the strategy to
improve environmental quality, reduce poverty and bring about economic growth, with
resultant improvements in health, working conditions, and sustainability, and is highlighted in
Chapter 4 of Agenda 21.
In many developing countries public procurement of goods and services forms the major part of
government expenditure. Economic activity of such magnitude has far-reaching implications
and governments, international organizations, and donors have a responsibility to take the
environmental impacts of their activities into account.
Since Rio, the response of the private sector has been impressive, with many multinational
organizations developing effective environmental management policies. Green procurement
(also called 'environmentally responsible procurement) is now no longer new to Europe, North
America, and developed countries. The public sector has lagged behind somewhat, although
many local authorities in developed countries have now introduced environment
management systems which include procurement policies.
12

Two Approaches to Green Procurement
Business has evolved two approaches to integrating environmental considerations into
procurement decisions. These can be termed a "Product Approach", which examines goods and
services and attempts to rate them according to environmental impacts, and a "Supplier
Approach", which looks at the supplier (preferably a manufacturer or service provider) and rates
the organization as a whole.
Companies employ both approaches with differing degrees of thoroughness. Some devote
considerable resources to environmental "policing", sending environmental auditors to carry out
in-depth examinations of suppliers, operations and supplies, whilst for others it is little more
than a token gesture.
Integration with existing procurement regulations
Green procurement does not seek to re-write the book on procurement, but merely to add an
environmental dimension to the decision-making process. The standard purchasing criteria, of
price, quality and availability, remain paramount. The environmental impacts of a good or
service procured can be seen as part of the "quality" criterion.
Whilst every organization should establish a "de minimums" - a list of items which they will not
purchase, green procurement should not normally be seen as being prescriptive, and restrictive to
procurement staff. There will be occasions where a product's exceptionally competitive price
will be an over-riding factor in a procurement decision, despite negative environmental
factors. On the other hand, there will be occasions where a product's negative environmental
impact, or particular environmental advantage, prove to be decisive in a procurement decision.
The importance of a green procurement policy is that procurement staff are asked to consider
environmental impacts, and are allowed to make decisions accordingly. It can make a significant
difference to an organization's environmental performance, as well as send a powerful
message to businesses that the environment is taken seriously.


13

1.2.4 A Quick Introduction to Green Labelling

Eco-labelling schemes help consumers make decisions about the products they
buy and whether they are environmentally friendly. There are several existing
eco-label schemes around the world including the German Green Spot, the
Nordic Swan and the US Green Seal. Most current eco-label programs are cradle
to grave, that is, they involve some form of analysis based on the environmental
consequences of their manufacture, use and disposal

Eco-labelling makes a form of positive statement that identifies a certain product or service as less
harmful to the environment than other similar products or services.
Eco-labels can cover a range of environmental attributes, which may include health issues,
atmospheric impacts or other environmental impacts, packaging and other industrial issues to
name few. Labels allow consumers to make comparisons among products/services in the category
and essentially vote their preferences in the market when making purchasing decisions.
An eco-label is a graphic symbol and/or a short descriptive text applied on a product, package, or
inserted in a brochure or in another informative document that accompanies the product and offers
information about at least one and at most these environmental impacts generated by the
respective product.
Based on overseas experience, appropriate eco-labelling with associated verification and
certification procedures is a driver for the increased uptake of recycled content and/or sustainable
products. Eco-labels belong to the class of "new environmental policy instruments" (Naples)
together with voluntary agreements, eco-taxes and tradable permits. Eco-labels are
complementary policy instruments relative to traditional regulation but also to other market based
instruments.
Eco-labels may be distinguished by whether they are government sponsored or managed by the
private sector. Currently, there is no universal standard for eco-labels. To date, approximately 28
countries have established national eco-labelling programs. A large number of these are
voluntary. The voluntary, private sponsored labelling scheme do not involve the government and
have two sub-categories: those with criteria imposed by third parties and those based on self-
14

declaration by manufacturers. Eco-labels may address different types of products, which is the
case of most of the existing eco-labelling schemes, may address the services sector or both.

1.3 Literature review and other theoretical information:
LITERATURE REVIEW OF GO GREEN CONCEPT IN FMCG
Going green has been in the spot light for companies and consumers since the whole
idea of the world coming to an end gave a terrorizing thought to the majority of
people. People are might become prone to purchasing something that is more
ecologically friendly in the hope of keeping our existence going. Companies are
seeing that even with the consumers and laws of conservation pushing them to go
green there is other upsides to this outcome. There are many good tributes to the
world being green, not only the feel that the company and the human kind are doing
their part in the relief of global annihilation but also the money consuming options
that going against nature will no longer be theirs. the go green concept was founded
in 2002 by The Go Green Initiative (GGI) is an environmental
& Stewardship Program located in all 50 states and in 13 countries. It's free to all
schools and operating in pre-schools through universities. I conducted a series of
questions that asked people a multitude of questions on the subject of going green.
First I started with asking them if they (the surveyor) and their family took going
green into an everyday life style. There were two majority answers which were rarely
and sometimes. The next one from those two popular response was not at all and in
last place came yes which meant that out of 11 people that decided to take my survey
only one answered that they take going green seriously. The next question that came
was a short answered question which was what does going green mean to you? In this
case most people put an answer having to do with recycling, global warming and the
saving of the environment. The next one is the one that I found alarming which
was:the last question which I had on the survey was how important do you think
it is for companies and the world to become green. Most responses came back as a
10 which was the highest of importance with only two responses coming back at
under a 5 and the rest over. Questions are being brought to the media for the
companies that before were non environmental oriented and to see what these
15

companies are going to do about their production methods on how to make it more
environmentally healthy. Simple questions like why is going green important
illustrate a great example of not enough education on this material are being presented
to regular folks. Now when the companies go green questions arise like, is it cost
efficient for them and is it going to be a better result to make a commercial plant
green? Companies sometimes go green because they choose to do their part in the
saving of the environment. Some companies are forced to go to a more green aspect
of production that their previous state due to laws that go into effect that band a
certain amount of pollution. Some companies use the image of being green like a
public relation campaign since they know people that lean the green side will be
more likely to buy a product that is not hurting the environment. A question that
should be being asked is if companies that go green save money by doing so then why
is it that they dont pass on their savings on to the consumers? It seems to be that a lot
of the items that are being brought to use by renewable sources are staying the same
price or still rising. The article by the magazine engineering & technology is
named Counting the costs of going green were it goes into the account of cost
of a company going green. They show that to make a company green with renewable
sources like wind, water and sun then have to invest money into the company in order
to achieve the system of either wind turbines or water generator or solar photovoltaic
material. They go into the whole cost of how much the bill for making the link up for
the wind farms and end up the total of the end of build. This is an interesting point
that not a lot of consumers think about that was mentioned in the article:
Renewable power is perceived as clean and virtually free by the public. In fact, the
reality is quite different. Though the raw fuel in the form of wind, water or solar are
free, the costs involved of transforming the energy into usable electricity and
delivering it to the customer are not.
Then we got the article Going Greens Unexpected Advantage by the magazine
Business Week. The main point of the article has to do with the fact that going
green does help companies save money in one point or another. Not to bother with
the fact that the government is imposing much stricter laws making them virtually get
to the green stage. You are going to have to go green. The only question is when.
Our recommendation? It is always better to have the breeze at your
back.(Maddock .Vitn) This letting the companies know that it is better to do it on
16

their own account than having to be forced to do it. Then the go and support the
decision on going green by saying: It can save you a lot of money. Although some
companies still see an eco-friendly overhaul as an added cost of doing business
without any substantial financial benefit, that thinking is, for the most part,
pass. Adding a green tint to your business doesnt have to cost more. This being
said letting the companies know that it doesnt have to be major changes just simple
ones like putting things closer to the consumers so it wont travel that far or even
trying to save resources its all a part on becoming green. The next article was done
by Environmental Health Perspectives and is named Bringing Green Homes within
Reach: Healthier Housing for More People. In this article it shows people that
going green not only falls on big companies but every day houses can be made to
be greener or if building a house be green. With the material on building the house
or even re-modulation this can lead to saving valuable resources. Merely sitting a
house so that the longest walls and largest windows face south (in the Northern
Hemisphere) is the single most important thing a builder can do to keep homes
naturally warm in colder climates.(Schmidt. A27) Showing that simple things that
can be done during construction or during re-modulation can help in a sense of
maintaining a resource down. In the article Going Green on Campus and Saving
Money Using Web Forms done by Community College Week it even shows how it
can save money and troubles to any type of system including a university or college:
The last article I chose was Industry lured by the gains of going green by
Nature. The main millennium assessment report, released in March, stressed that
more than half of the ecosystem services that support human activities are being
tapped in an unsustainable way. The new supplement argues that corporations should
be preparing now for the depletion of those natural services (Gewin. 173) This
shows how immensely the human race is consuming natural resources and if
companies dont put a stop to this then its them that are going to have to face the
stricter laws that will be placed in order to keep a balance for the resources.
Going green is in the benefit of everyone in the world. In order for our world to be
able to survive for the generations to come we have to take care and prevent further
destruction of our ecological system. Going green is something that has been around
for decades but know in our time is where companies have to shine and come out with
actions that will change the view of the consumer. Change it to the point where they
17

see that green is good and safe and reliable. For the good of humanity and for the
good of plainly everything that inhabits this earth, going green will be the beginning
of the remedy.

















18






CHAPTER 2
COMPANY PROFILE










19


INTRODUCTION
IN INDIA FMCG is the 4th largest sector in Indian economy with a market size of
more than $13.1 bn. And expected to become $33.4bn in 2015.200 million people are
expected to shift towards processed food. India needs Rs 28bn investment in food
sector. In the recession period FMCG industry recorded a growth of 14.5%.
Hindustan 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. They endow
the company with a scale of combined volumes of about 4 million tonnes and sales of
Rs.10, 000 crores.
HUL is also one of the country's largest exporters; the Government of India has
recognized it as a Golden Super Star Trading House.
The mission that inspires HUL's 36,000 employees, including over 1,350 managers,
is to "add vitality to life." HUL meets every day 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 share with its parent company, Unilever, which holds
51.55% of the equity. The rest of the shareholding is distributed among 380,000
individual shareholders and financial institutions.
HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-
Annapurna, Quality Walls are household names across the country and span many
categories - soaps, detergents, personal products, tea, coffee, branded staples, ice
cream and culinary products. They are manufactured in close to 80 factories. The
operations involve over 2,000 suppliers and associates. HUL's distribution network,
comprising about 7,000 redistribution stockiest, directly covers the entire urban
population, and about 250 million rural consumers.
HUL has traditionally been a company, which incorporates latest technology in all its
operations. If Hindustan Lever straddles the Indian corporate world, it is because of
being single-minded in identifying itself with Indian aspirations and needs in every
walk of life.
20

HUL is also one of the country's largest exporters; it has been recognized as a Golden
Super Star Trading House by the Government of India. The mission that inspires
HUL's over 15,000 employees, including over 1,300 managers, is to "add vitality to
life." HUL meets every day 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 parentcompany, Unilever, which holds 52.10% of the equity. The
rest of the shareholding isdistributed among 360,675 individual shareholders and
financial institutions.

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.
The 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.
Brands
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
21

over 700 million Indian consumers using its products. Eighteen of HUL's brands
featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual
Survey (2012), carried out by Brand Equity, a supplement of The Economic Times.
The Most Trusted Brands from HUL in the top 100 list (their rankings in brackets)
are: Clinic Plus (4), Lifebuoy (10), Fair & Lovely (11), Rin (12), Surf Excel (13), Lux
(14), Pepsodent (17), Closeup (19), Ponds (20), Sunsilk (26), Dove (37), Vim (43),
Pears (79), Lakme (81), Vaseline (86), Wheel (87), Hamam (95) and Rexona (96).
The latest launches for Hindustan Unilever include: Surf Excel Easywash; Lakm
eyeconic range; Vim Anti Germ bar;Pureit Marvella UV with Advance Alert System;
TRESemm: For Salon style hair at home every day; Clinic Plus: Milk Protein
Formula A++; Comfort 1 Rinse; Bru Exotica Guatemala; Closeup: Deep Action;
Dove Hair Fall Rescue Treatment; Taaza: Taazgi bhari chaai, dimaag khul jaaye.
The company has a distribution channel of 6.3 million outlets and owns 35 major
Indian brands.
[9]
Its brands include:

Awards and recognition
As per the latest Nielsen Campus Track-Business School Survey released in February
2013, Hindustan Unilever Limited has emerged as the No.1 employer of choice for B-
School students who will graduate in 2013, across functions. HUL also retained the
'Dream Employer' status for the 4th year running and continues to be the top
company considered for application by B-School student in India.
In 2012, HUL was recognised as one of the world's most innovative companies by
Forbes. With a ranking of number 6, it was the highest ranked FMCG Company.
Hindustan Unilever Limited (HUL) won the first prize at FICCI Water Awards 2012
under the category of 'community initiatives by industry' for Gundar Basin Project, a
water conservation initiative.
Hindustan Unilever Limited won 13 awards at the Envies 2012 Media Awards
organised by the Advertising Club Bombay in September 2012.the Company bagged
22

four awards at the Spikes Asia Awards 2012, held in September. The awards included
one Grand Prix one Gold Award and two Silver Awards.
HULs Chhindwara Unit won the National Safety Award for outstanding performance
in Industrial Safety. These awards were instituted by the Union Ministry of Labour
and Employment in 1965.
HUL was one of the eight Indian companies to be featured on the Forbes list of
World's Most Reputed companies in 2007.
In July 2012 Hindustan Unilever Limited won the Golden Peacock Occupational
Health and Safety Award for 2012 in the FMCG category for its safety and health
initiatives and continuous improvement on key metrics.
Pond's Talcum Powder's packaging innovation has bagged a Silver Award at the
prestigious 24th DuPont Global Packaging Award, in May 2012.The brand was
recognised for cost and waste reduction.
In May 2012, HUL & Star Bazaar bagged the silver award for 'Creating Consumer
Value through Joint Promotional and Event Forecasting' at the 13th ECR Efficient
Consumer Response Asia Pacific Conference.
In 2011, HUL was named the most innovative company in India by Forbes and
ranked 6th in the top 10 list of most innovative companies in the world.
Hindustan Unilever Ltd received the National Award for Excellence in Corporate
Governance 2011 of the Institute of Company Secretaries of India (ICSI) for
excellence in corporate governance
In 2012, Hindustan Unilever emerged as the No. 1 employer of choice for B-School
students who will graduate in 2012. In addition, HUL also retained the 'Dream
Employer' status for the 3rd year running
Hindustan Unilever ranked No. 2 in Fortune India's Most Admired Companies list,
which was released by Fortune India in partnership with the Hay Group. The
company received the highest scores for endurance and financial soundness
HUL was ranked 39th in The Brand Trust Report (2011) published by Trust Research
Advisory. Seven HUL brands also featured in the list: Lux, Ponds, Dove, Lakme,
Axe, Sunsilk and Pepsodent.
23

HUL emerged as the top 'Dream Employer' as well as the top company considered for
application in the annual B-School Survey conducted by Nielsen in November 2010.
This was the second successive year that HUL has been rated as the top 'Dream
Employer' in India. HUL has also emerged as the top employer of choice among the
top six Indian Institutes of Management (IIMA, B, C, L, K and I).

Research facilities
The Hindustan Unilever Research Centre (HURC) was set up in 1967 in Mumbai, and
Unilever Research India in Bangalore in 1997. Staff at these centres developed many
innovations in products and manufacturing processes. In 2006, the company's
research facilities were brought together at a single site in Bangalore.
Sustainable Living
Unilever launched Sustainable Living Plan in on 15 November 2010 at
London, Rotterdam, New York and New Delhi simultaneously.
The Unilever Sustainable Living Plan has three major goals, which Unilever aims to
achieve by 2020:
Help more than one billion people improve their health and well-being
Halve the environmental impact of their products
Source 100% of their agricultural raw materials sustainably
The plan also sets out over 50 social, economic and environmental targets.
In 2012 Hindustan Unilever featured in BSE's Greenex India's first environmental
friendly equity index the first environmental friendly equity index, which will enable
investors take more informed decisions in the green theme of India.
Water
The company has reduced water usage in manufacturing operations by 10.1% when
compared with 2010 and by 21.5% compared to 2008 baseline. Rainwater harvesting
has been implemented in more than 50% of units. More than 75% of the company's
manufacturing sites are zero discharge.
24

HUL has also been working for more than a decade in the area of water conservation
in locations which face acute water shortage. By 2015, the Company expects hundred
billion litres of water to be harvested through the projects they have undertaken. One
million people in 180 villages across India will benefit. Most projects are expected to
see a 50% rise in crop production.
[57]

India Water Body
In May 2011, the company launched the India Water Body, an initiative aimed to
address the challenge of water scarcity in India.
[58][59]
HUL has been working in the
area of water conversation for more than a decade and has initiated projects in several
states across India with the aim to create capacity towards conserving more than 50
billion litres of water in the next four years (by 2015).Water conservation has been a
focus area for the company across its value chain. The company has not only reduced
water consumption in its operations but also developed product innovations such
as Surf Excel quick-wash that helps consumers use less water while washing clothes.
Plastic Recycling Project
In July 2011, HUL and Bharti Retail started a three-month campaign called "Go
Recycle" to promote plastic recycling among consumers in the National Capital
Region (NCR) in 2011. Consumers were encouraged to bring empty plastic bottles
and pouches, for which they were given discount coupons in return.
Creating financial inclusion
The company joined forces with the State Bank of India (SBI) to introduce banking
services to people from low-income groups in rural areas.
[62]
The project was piloted
in the states ofMaharashtra and Karnataka.
HUL also renders services to the community, focusing on health & hygiene education,
empowerment of women, and water management. It is also involved in education and
rehabilitation of underprivileged children, care for the destitute and HIV-positive,
and rural development. HUL has also responded to national calamities, for instance
with relief and rehabilitation after the 2004 tsunami caused devastation in South India.

Health and Hygiene
25

Lifebuoy took handwashing messages to remote areas, reaching out to 30million
people directly in 201011 through HUL's rural outreach programme,Khushiyon Ki
Doli (Caravan of Happiness). The Company entered into a partnership with
UNICEF and Department of Rural Development, Government of Madhya Pradesh,
to implement hygiene awareness programmes in over 5,000schools in 2012. This will
further strengthen the Lifebuoy handwash programme in India and contribute to the
global target of reaching one billion consumers by 2015 across Asia, Africa and Latin
America
As many as 30 million people in India have gained access to safe drinking water from
Pureit, in-home purifier which provides water 'as safe as boiled water', without
needing electricity, or running water. Pureit is affordable with an upfront cost
starting at Rs.900, and an ongoing cost that provides approximately four litres of safe
drinking water for about one rupee. Globally, Unilever aims to reach 500 million
people through Pure it by 2020.
Nutrition
The company's food and beverage brand labels carry information on energy,
protein carbohydrate, sugars, fat, and where relevant, on saturated fat, fibre and
sodium. HUL also participates in The Choices Programme. It is a front-of-pack
labelling programme aimed to help consumers make a healthier choice. Around 60%
of our major food and beverage brands comply with the guidelines as against the
global target of 100% by 2015.
Greenhouse Gases
The Company is on track to meet the global 2012 target, which is to reformulate the
products to reduce GHG emissions by 15%. The process of reformulating products
started in 2009. A significant reduction has been achieved with the reduction in
detergent powders of Sodium Tri Poly Phosphate, an ingredient that neutralises
the impact of water hardness.
In 2011, the Company reduced C02 emissions per tonne of production in India by
9.9% compared to 2010 and by 14.7% compared to the 2008 baseline. This was
achieved due to the installation of biomass. boilers to reduce CO2 emissions at
Chiplun, Pondicherry, Goa, Nasik and Mysore factories. The biggest challenge was to
deliver reduction in CO2 emissions from transport despite significant volume
26

increase. In 2011, the Company delivered 17.8% improvement in CO2 efficiency in
logistics over 2010.
Sustainable Sourcing
In 2011, 60% of tomatoes used in Kissan Ketchup in India were from sustainable
sources. The Company is working with a select group of tomato farmers to help
reduce water usage through drip irrigation and at the same time reduce the use of
fertiliser and pesticides while improving yields.
More than 16% of the tea sourced from India for Unilever's brands was from
sustainable sources in 2011 Trials have produced average water saving of 40%.
Unilever now aims to help up to 1,000 gherkin farmers transition to drip irrigation by
2015.Unilever also focuses on helping farmers use composting to cut water use. By
2020, we will source 100% of the raw materials sustainably.

Enhancing Livelihoods

Project Shakti, a unique initiative by the Company to build and support a network of
women entrepreneurs in small villages was strengthened in 201011 with the
Shaktimaan initiative, under which men from Shakti households were given a bicycle
to cover a cluster of villages in their vicinity. There are now 30,000 Shaktimaans
across India.
The company's Kwality Wall's mobile vending operations provide entrepreneurship
opportunities to over 6,500 migrant labourers across India.


Marketing Initiatives
Khushiyon Ki Doli
The company launched a multi-brand rural marketing initiative called Khushiyon Ki
Doli, in 2010 in three states Uttar Pradesh, Andhra Pradesh and Maharashtra.
Through this initiative more than 10 million consumers were contacted directly in
more than 28,000 villages across these three states. Through this initiative, the
27

company also reached out to 170,000 retailers in these villages. Through this initiative
HUL engaged with 25 million rural consumers in media dark areas in 2011.
In 2011, HUL extended this initiative to cover five states West Bengal, Bihar,
Maharashtra, Andhra Pradesh and Uttar Pradesh, covering over fifty thousand villages
across these five states.
In 2012, Khushiyon Ki Doli has been extended to Karnataka to cover a total of
six States: Maharashtra, UP, Bihar, West Bengal, Andhra Pradesh and Karnataka.
The initiative aims to cover over Fifty five thousand villages in 2012.
Various personal care and home care brands of HUL have participated in this
initiative including: Wheel, Surf Excel, FAL, Sun silk, Vim, Lifebuoy and Close-up.
The first step of spreading awareness is achieved through a team of promoters who
head to each village and invite the villages to what is known as Mohallas to make
them aware of the company and its products. In every village, there are about 45
teams that conduct these events in local language for small focused groups so that it
allows for greater engagement and involvement for the consumers. During this
activity, brands are introduced with the help of TVCs that are played
continuously. And the promoters by way of live demonstrations bring alive the
hygiene benefits of using such brands and improving the quality of daily life. To
increase the fun element and enhance involvement, promoters also conduct
simple quizzes and games around the brands and daily hygiene habits. As part of
this activation, the company offers schemes both for the participating consumers and
also local retailers for generating trial among consumers as well enhancing
availability at retail. Post the Mohallas activity, the promotes go home to home
and conduct consumer home visits to generate trial where they offer attractive
promotions to the consumers. Similarly, there is another team which visits all the
shops in the village which ensures improved availability and visibility of HUL brands.


Perfect Stores
The Perfect Stores initiative was launched by HUL in May 2010 with the aim to
increase the availability and visibility of its products in retail stores across the
country. In May 2010, four thousand HUL employees from across functions launched
28

the initiative through 'Project Bushfire' and created 16,000 'Perfect Stores' in 130
towns in India in a span of 6 days. The employees not only laid out various products
on the stores shelves but also dusted them, thereby increasing the public appeal of the
stores retailing their brands. The company is constantly increasing the number of
stores included in the 'Perfect Stores' programme.
Technology has played a key role in this initiative. The company's salesmen have
been provided with a hand held terminal called iQ, which gives customised
recommendations for each store which products to sell, when to sell them and in
what quantity. The salesman just has to sync the iQ device when visiting the
distributor and download data from the centre to retrieve information on the market.
Headquarters
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.
[82]

Mercury pollution
Main article: Kodaikanal#Mercury_pollution
In 2001 a thermometer factory in Kodaikanal run by Hindustan Unilever was accused
of dumping glass contaminated with mercury in municipal dumps, or selling it on to
scrap merchants unable to deal with it appropriately.
Skin lightening creams
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
29

visibly fairer Neha Dhupia, were widely criticised for perpetuating racism and
lowering the self-esteem of women and girls throughout India who were misled by
HUNL to believe that they needed to be white to be beautiful.


Corporate Social Responsibility
HUL shows more interest in CSR also as from 2004 to 2008 it has reduced the
emission of Carbon di-oxide by more than 25% in the manufacturing.
HUL follows 5 R strategies to deal with the Green House Gases (GHG):
Reduce
Re-Use
Recycle
Recover
Renew
HUL uses Agriculture wastages as the fuel (Ground nut shells, bagasse, saw dust,
Coconut shells, and cashew) DOMEX, a product of HUL is planning to sponsor the
world toilet day on the 19th November every year.
PROJECT SHAKTI
ICICI bank is the financial partner of HUL in the project Shakti
As competition is increasing day by day, its difficult to maintain the leader position
& to further strengthen the distribution network HUL made a project
Called project SHAKTI which will serve the following purpose:
A) Small, scattered settlements and poor infrastructure make distribution difficult.
To reach: Over 500,000 villages not reached directly by HUL.
B)
media-reach: 500 million Indians lack TV& radio.
C) Low category penetration, consumption. To Influence:
D) Per capita consumption in Unilever categories is 33% of urban level.
30

HUL soon realized that although it was enjoying a greater penetration in the rural
market when compared with its competitor such as Nirma and ITC, its direct reach
was restricted to only 16%. The FMCG giant was desperate to increase this share.
HUL saw its dream fulfilment in the vast Indian rural market. The company was
already engaged in rural development with the launch of the Integrated Rural
Development Programme in 1976 in the Etah district of Uttar Pradesh. This program
was in tandem with HUL's dairy operations and covered 500 villages in Etah.
Subsequently, the company introduced similar programs in adjacent villages. These
activities mainly aimed at training farmers, animal husbandry, generating
alternative income, health & hygiene and infrastructure development. The main
issue in rural development was to create income- generating prospects for the poor
villagers. Such initiatives, linked with the company's core business, became
successful and sustainable and proved to be mutually beneficial to both the
company and its rural customers. However much more remained to be done.
HUL offered a wide range of products to the SHGs, which were relevant to rural
customers. HUL invested significantly in resources who work with the women on
the field and provide them with on-the-job training and support. HUL provided
the necessary training to these groups on the basics of enterprise management, which
the women need to manage their enterprises. For the SHG women, this translated
into a much-needed, sustainable income contributing towards better living and
prosperity. Armed with micro-credit, women from SHGs become direct-to-home
distributors in rural markets.
COMPETITION IN THE FMCG MARKET
Five main competitive strategies are:
Overall low cost leadership strategy
Best cost provider's strategy
Broad differentiation strategy
Focused low cost strategy
Focused differentiation strategy
31

Here competitive strategy varies from sector to sector and company to company.
Thus, it is not easy to predict a single or to find a single strategy for the whole sector.
When we come on to FMCG Sector main strategies lay behind market strategies, cost,
and quality strategies. Here in this report you are going to get information about such
type of strategies of FMCG giants.
Competitive Strategies and Comparison with ITC
This Company is earlier known as Hindustan Lever Ltd. This is India's largest FMCG
sector company with all type of household products available with it. It has Home &
Personal Care products, and also food and Water Purifier available with it. According
to Brand Equity,
HUL has largest no of brands in most trusted brands list 16 of HUL's brands
featured in AC-Nielson Brand Equity list of 100 most trusted brands in 2008 in
an annual survey. For the entire year ending March - 2009 net turnover of company
is Rs. 20'239.33 Crore which is 47.99% higher than 31st December 2007's Rs.
13675.43 Crore driven mainly by domestic FMCG's with net profit stood at Rs.
2'496.45 Crore.

HUL
This Company was earlier known as Imperial Tobacco Company of India Ltd. It
is currently headed by Yogesh Chander Deveshwar. Company mainly operates in the
industry like Tobacco, Foods, Hotels, Stationary and Greeting Cards with the major
products constitutes Cigarettes, packed foods, hotels, and apparels. For the entire year
ending Mar- 2009 the turnover of company is at Rs. 15388 Crore which is 10.3%
higher than previous year's Rs. 13947.53 Crore, driven mainly by robust 20% growth
in non-cigarette FMCG business with net profit stood at Rs. 3324 Crore.
ITC Limited
Analysis of Both Companies
HUL & ITC are major companies in FMCG market in India. When we compare
both companies on the basis of their strategies i.e., their competitive strategies in the
present market. When we look at the present segment breakup for both of the
32

companies then we came to know that their different products vary too much in
the market.
Now let us take a comparative analysis of both the companies under some heads:
HUL
Hindustan Unilever (HUL) is the largest pure- play FMCG Company in the
country and has one of the widest portfolio of products sold via a strong
distribution channel. It owns and markets some of the most popular brands in the
country across various categories, including soaps, detergents, shampoos, tea and face
creams.
ITC
ITC is not a pure-play FMCG company, since cigarettes is its primary business.
It is diversifying into non-tobacco. FMCG segments like foods, personal care, paper
products, hotels and agri-business to reduce its exposure to cigarettes.
Performance
After stagnating between 1999 and '04, the company is back on the growth track. In
the past three years, till 2008 HUL's net sales have witnessed a CAGR of 11%, while
net profit has posted a CAGR of 17%.
Despite diversification, ITC's reliance on cigarettes is still huge. The tobacco business
contributes 40% to its revenues, and accounts for over 80% of its profit. This cash-
generating business has enabled it to take ambitious, but expensive bets in new
segments and deliver modest profit growth.
Overall Strategy:
HUL always believes in customer friendly products with major emphasis on low
cost overall without compromising on the quality of the product. They are
leveraging the capabilities and scale of the parent company and focusing on the value
of execution. The entire product portfolio is also being tweaked to include premium
offerings such as Pond's Age Miracle and dove shampoo in skin and hair care. HUL
introduced Project Shakti to penetrate the rural market.
33

ITC is focusing on delivering value at competitive prices. Its tremendous reach
through extensive distribution chain has been a competitive advantage. Additionally,
the company's e-choupal model for direct
Procurement is well known under which ITC partners with over 100,000 farmers
for spices and wheat procurement and an even larger number for oilseeds. This
kind of rural pedigree is hard to beat.

Growth Drivers
HUL has been launching new products and brand extensions, with investments
being made towards brand-building and increasing its market share. HUL is also
streamlining its various business operations, in line with the One Unilever'
philosophy adopted by the Unilever group worldwide. Introduction of premium
products and addition of new consumers via market expansion will be HUL's growth
drivers.
ITC's backward integration to ensure that its products pass efficiently from the farms
to consumers has helped it to cut down supply and procurement costs. ITC's non-
cigarette FMCG business leverages the large distribution network the company has
developed by selling cigarettes over the years. A rich product mix, along with ramp-
up of investments in its new sectors, will be instrumental in charting ITC's growth
path.

Risk for both the companies
Being an MNC operating in India, HUL is more conservative in its strategies
than its Indian counterparts. Moreover, given increasing competition, it faces the
risk of being overtaken by domestic players in various categories. Prolonged inflation
may lead to margin contraction, in case HUL is not able to pass on this burden to
consumers. The company's large size also poses a problem, since it does not give
HUL the agility to address the competition it faces from national and regional players.
For HUL Increased regulatory clamps on tobacco, along with rising tax burden, pose a
business risk for ITC. So, it has started an ambitious diversification plan, which has its
34

own set of risks. With its foray into the conventional FMCG space, ITC has entered
the high-clutter branded products market. This will burden its resources in terms of ad
spend and brand- building. Creating brand recall and building market share in new
products are ITC's key challenges. Export ban and rising crop prices pose a threat for
its agri-business, taxing its margins.

DISTRIBUTION NETWORK OF HUL:
How do you ensure that Mr Ramesh in Kanyakumari gets his Lifebuoy soap and Mrs
Kulkarni in Jammu gets to know how Bru coffee tastes even before she has bought it?
Well, you need to have a cutting edge distribution network in place.
Hindustan UniLever's distribution network is recognized as one of its key strengths.
Its focus is not only to enable easy access to our brands, but also to touch.

TO MEET THE EVERYDAY NEEDS OF PEOPLE EVERYWHERE.
Way convergence - of product availability, brand Communication and higher
levels of brand experience. HUL's products, manufactured across the country, are
distributed through a network of about 7,000 redistribution stockiest covering about
one million retail outlets. The distribution network directly covers the entire urban
population. The general trade comprises grocery stores, chemists, wholesale, kiosks
and general stores. Hindustan UniLever services each with a tailor-made mix of
services. The emphasis is equally on using stores for direct contact with
consumers, as much as is possible through in-store facilitators.

Supermarkets
Self-service stores and supermarkets are fast emerging in metros and large
towns. To service modern retailing outlets in the metros, HUL has set up a full-
scale sales organization, exclusively for this channel. The business system delivers
excellent customer service, while driving growth for the company and the store. At
35

the same time, innovative marketing initiatives are taken to provide consumers with
experience of its brands at the store itself, through product tests and in-store sampling.
Villages
HUL has also revamped its sales organization in the rural markets to fully meet
the emerging needs and increased purchasing power of the rural population. The
company has brought all markets with populations of below 50,000 under one rural
sales organization. The team comprises an exclusive sales force and Exclusive
redistribution stockiest, under the charge of dedicated managers. The team focuses
on building superior availability, while enabling brand building in the deepest
interiors. HUL's distribution network in rural India already directly covers about
50,000 villages, reaching about 250 million consumers, through about 6000 sub-
stockiest.

IT
An IT-powered system has been implemented to supply stocks to redistribution
stockiest on a continuous replenishment basis. The objective is to catalyse HLL's
Growth by ensuring that the right product is available at the right place in right
quantities, in the most cost-effective manner. For this, stockiest have been connected
with the company through an Internet-based network, called RS Net, for online
interaction on orders, dispatches, information sharing and monitoring. RS Net covers
about 80% of the company's turnover. Today, the sales system gets to know every day
what HLL stockiest have sold to almost a million outlets across the country. RS Net is
part of Project Leap, HLL's end-to-end supply chain, which also includes a back-end
system connecting suppliers, all company sites and stretching right up to stockiest.
CHANNELS
Hindustan UniLever is simultaneously creating new channels, designed on the same
principle of holistic contact with consumers.



36









CHAPTER 3
RESEARCH METHODOLOGY










37

Purpose of the study

The Purpose of study is to know about the competitive strategies of Hindustan
unilever ltd. to their competitors and to study the marketing strategies of HUL for
green production.. This study is very important in order to know the consumers in
Indian context and what they prefer to purchase in the product.
Through this study we can know the thinking of the consumers and what they actually
want the product and service from the companies. This study is really going to help
me for getting too much knowledge about the retail industry.
This study will help me understanding the factors which are affecting the consumer
and study about how the companies provide better services to the customer.
Market research is the investigation of the structure and development of the market
for the purpose of formulating efficient policies for purchasing, production and
sales.

Research Objectives of the study

1. To study competitors HUL in respect to Go Green practices
3. To study the marketing strategies of HUL for green production.
4. To study the strength, weakness, opportunity, and threats (swot analysis) of HUL
Ltd.
5. To study the customer satisfaction regarding new technique of go green.

Research methodology of the study

Research methodology is considered as the nerve of the project. Without a proper
well-organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey
was to collect appropriate data, which work as a base for drawing conclusion and
getting result.
Therefore, research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods but also logic behind
38

the methods used in the context of a research study and it explains why a particular
method has been used in the preference of the other methods.


Sample Survey Design and Analysis
Overview
Researchers often use sample survey methodology to obtain information about a
large aggregate or population by selecting and measuring a sample from that
population. Due to the variability of characteristics among items in the population,
researchers apply scientific sample designs in the sample selection process to reduce
the risk of a distorted view of the population, and they make inferences about the
population based on the information from the sample survey data. In order to make
statistically valid inferences for the population, they must incorporate the sample
design in the data analysis.
Traditional SAS

procedures, such as the MEANS procedure and the GLM

procedure, compute statistics under the assumption that the sample is drawn from an
infinite population by simple random sampling. These procedures generally do not
correctly estimate the variance of an estimator if they are applied to a sample drawn
by a complex sample design. SAS users have requested procedures that analyze data
from complex sample surveys.

METHODS OF SURVEY ANALYSES:
The ways in which causal inferences are drawn from quantitative data depend on
the design of the study that produced the data. In experimental studies the
investigator, by using one or another kind of experimental control, can remove the
effects of the major extraneous causal factors on the dependent variable. The
remaining extraneous causal factors can be turned into a chance variable if subjects
are assigned randomly to the experimental treatments. In principle, then, there
should be only two sources of variation in the dependent variable: (1) the effects of
the independent variables being studied; (2) the effects of the random assignment
and of other random phenomena, especially measurement error. By using the
39

procedures of statistical inference, it is possible to arrive at relatively clear
statements about the effects of the independent variables. But in survey research
(or observational research, as it is usually called by statisticians) neither
experimental control nor random assignment is available to any significant degree.
The task of survey analysis is therefore to manipulate such observational data
after they have been gathered, in order to separate the effects of the independent
variables from the effects of the extraneous causal factors associated with them.
In the survey the association of the independent and extraneous variables occurs
naturally; in the field experiment, or quasi-experimental design, the extraneous
variables usually result from the experimenters deliberate introduction of a
stimulus or his modification of some condition, both of which result in a set of
problems different from those considered here [see Experimental design, article
on quasi-experimental design].
As these examples suggest, survey analysis differs from other no experimental
procedures for analyzing and presenting quantitative data, notably from
probability sampling procedures and demographic analysis. In contrast with the
statistical analysis of sample surveys, survey analysis often deals with total
populations; even when the data of survey analysis come from a probability sample,
the conventional statistical problems of estimating parameters and testing hypotheses
are secondary concerns (Turkey 1962). And although survey analysis has historical
roots that go back to the earliest work in demography, it differs from demography in
the source of its data and, therefore, in the operations it performs on these data.
Until recently, demographic analysis had largely relied on reworking the published
tables of censuses and registers of vital statistics, while survey analysts usually
constructed their own tables from individual questionnaires or interviews.
Although these differences are still important, survey analysts have begun to use
some demographic techniques, and demographers have resorted to survey analysis of
specially gathered interview data in such areas as labor mobility and family
planning. Perhaps the most striking evidence of the convergence of these two lines of
inquiry is in the widespread use of the one-in-a-thousand and one-in-ten-thousand
samples of the 1960 U.S. Census of Population. These samples allow the analyst of
40

census data to prepare whatever tables he may wish. As other national censuses make
their data available in this form, demographic analysis will more closely resemble
survey analysis.
Survey analysis has a role to play in the construction of formal theories, whether
they use explicit mathematical relations or are only implicitly mathematical, as in
computer simulation. Some mathematical models are indeed useful in the analysis of
survey data (Coleman 1964). But survey analysis as it is defined here usually limits
itself to identifying variables important enough to be included in the formal
theories

The background of survey analysis
Two basic elements in survey analysis are the use of rates as dependent variables and
the explanation of differences in rates by means of their statistical associations with
other social phenomena. Both of these features first appeared in
Graunts Natural and Political Observations Made upon the Bills of Mortality
(1662), which included the first data on urban and rural death rates. This one
small book thus makes Graunt a major figure in the history not only of survey
analysis but also of statistics and demography. With the exception of the life table,
which Graunt invented but which was improved significantly a generation later by the
astronomer Edmund Halley, Graunts methods set the pattern for statistical
analysis until the middle of the nineteenth century.
By the last decade of the nineteenth century the use of tables for causal analysis had
reached a high stage of development, both in England and on the continent of
Europe. This was also the period when Charles Booth, disturbed by a socialist claim
that a third of the people of London were living in poverty, was conducting his
monumental study of the London poor, a study initially intended to uncover the
cause of poverty. In France, at about the same time, fimile Durkheim drew on the
accumulated work in moral statistics to produce the first truly sociological
explanation of differences in suicide rates. The two men and their studies could
hardly have been more different. Booth, the successful businessman and dedicated
41

conservative, primarily sought accurate data on the poor of London; his original
hope for causal analysis was never realized. Durkheim, the brilliant and ascetic
university professor, saw in his analysis of official statistics the opportunity to make
sociology a truly autonomous discipline. And yet the two men were alike in one
important error of omission: both failed to recognize their need for the statistical
tools being developed at the same time in the work of Francis Galton, Karl Pearson,
and G. Udny Yule.
Three major developments have shaped survey analysis since the 1940s. The
emphasis on closer relations between theory and research has led to greater
concern with conceptualization and index formation, as well as with the causal
interpretation of statistical relations. The rise of university research bureaus has
increased both the quantity and the quality of survey analysis. And the advent of the
large computer has brought survey analysts to contemplate once again the vision that
Yule had placed before them in 1899the possibility of replacing the crude
assessment of percentage tables with the more powerful methods of multiple
regression and other multivariate procedures.
The structure of survey analysis
The sequence of steps in the analysis of an ideal experiment is determined largely by
the design of the study. In real life, of course, an experimenter almost always
confronts new problems in his analysis.
(1) Measuring the parameters of some distribution. The concrete form of this step
may be as simple as computing percentages in a two-variable table or as complicated
as fitting a regression plane to a large set of points. Indeed, the parameters may not
even be expressed numerically; in conventional survey analysis (i.e., analysis using
percent-aged contingency tables) two-variable relations may be classified simply as
large or small.
(2) Assessing the criteria for an adequate analysis. The reasons survey analysts give
for stopping one line of investigation and starting another often appear superficial:
42

they have run out of time, cases, or interest. On further investigation, however, it
usually appears that they have stopped for one or more of the following reasons: (a)
statistical completenessthat is, a sufficiently high pro-portion of the variation in the
dependent variable has been accounted for by the variation in the independent
variables; (fc) theoretical claritythat is, the meanings of the relations already found
and the nature of the causal structure are sufficiently clear not to need further analysis;
(c) unimportance of errorthat is, there is good reason to believe that the apparent
findings are genuine, that they are not the result of one or another kind of error. These
three reasons, then, can be regarded as criteria for an adequate analysis.
(3) Changing the analytic model. With these criteria in mind, the analyst decides
whether to stop the analysis or to continue it, either by adding more variables or by
changing the basic form of the analysis (for example, from linear to curvilinear
regression).
Data Collection Techniques

Primary sources

In order to gather information about the various products, I personally visited a
number of retail markets and collected data pertaining to the prices of the products
offered. The market visits were useful in knowing the comparative prices and quality
of the offered brands vis--vis the competitive brands. Detail regarding the packaging
of the products were collected were collected and I also inquired about the various
sales promotion schemes followed by the three companies.
By interviewing these retailers valuable information was collected. I inquired from
them about their marketing advertising and distribution strategies.

Secondary sources

Information was collected from secondary sources such as public libraries,
newspapers, business magazines.
43

Beside these the use of Internet was also made in collecting relevant information. The
data collected from the above mentioned sources has been adequately structured and
used at appropriate places in the report. This particular way of data collection was
used because of its low cost (except data collected through surfing the internet) and
less time consumption.
The information gathered included:

Their annual reports (Procter & Gamble and Johnson and Johnson).
Pamphlets.
Posters.
Press clippings.
News releases.
Newsletters.
Pictures.


Instrument for data collection

Data collection tools:
After the research problem, we have to identify and select which type of data is to
research. At this stage; we have to organize a field survey to collect the data. One of
the important tools for conducting market research is the availability of necessary and
useful data.
Primary data: For primary data collection, we have to plan the following four
important aspects.

Sampling
Research Instrument
Secondary Data - The Companys profile, journals and various literature studies
are important sources of secondary data.
Data analysis and interpretation

1. Questionnaires
2. Pie chart and Bar chart
44


Questionnaires:
This is the most popular tool for the data collection. A questionnaire contains question
that the researcher wishes to ask his respondents which is always guided by the
objective of the survey.

Pie chart:
This is very useful diagram to represent data, which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors,
which are proportional to the values they represent. The total value is represented by
the full create. The diagram bar chart can make comparison among the various
components or between a part and a whole of data.

Bar chart:
This is another way of representing data graphically. As the name implies, it consist
of a number of whispered bar, which originate from a common base line and are equal
widths. The lengths of the bards are proportional to the value they represent.
Drafting of a questionnaire

Limitations

Every study has certain limitations. In my study, also there were certain limitations,
which I could not able to solve.

1. The research was conducted in a very small area.
2. My research work period witness the biggest ups and downs in product sale of
only one brand, which affected the perception of the customer. This was
biggest drawback of my study.
3. Time factor was also important for me.
4. I had only found the upper-middle class family to fill up the questionnaire, but
generally, an average middle class family was required for the study.
5. The sample size is also very small which represent my research on consumer
behaviour.
45

6. Because of illiteracy, it was a time consuming method in which continuous
guidance was required.
7. Questionnaire method involves some uncertainty of response. Co-operation on
the part of informants, in some cases, was difficult to presume.
8. It is possible that the information supplied by the informants may be incorrect.
So, the study may lack accuracy.



























46







CHAPTER 4
DATA ANYLYSIS AND
INTERPRETATION











47

Data Preparation, Interpretation and Analysis
Analysing survey data is an important and exciting step in the survey process. It is
the time that you may reveal important facts about your customers, uncover
trends that you might not otherwise have known existed, or provide irrefutable facts
to support your plans. By doing in-depth data comparisons, you can begin to
identify relationships between various data that will help you understand more
about your respondents, and guide you towards better decisions.
This article gives you a brief overview of how to analyse survey results. It does not
discusses specific usage of eSurveysPro for conducting analysis as it is intended to
provide a foundation upon which you can confidently conduct your own survey
analysis no matter what tool you use.
Three Common Mistakes
Before you dive into analysing your survey results, take a look back at the big picture.
What objectives were you trying to accomplish when you created your survey? Did
your survey instrument meet those objectives? Is the data you collected the right
data? Do you have sufficient data to properly reach a conclusion?
Although data analysis is the wrong time to try and rewrite your survey
instrument, it is important to remember the scope of your project and stick to it.
Many first time surveyors attempt to read "between the lines" while analysing data.
They attempt to answer questions that were not asked by making inferences and
assumptions from those that were asked. Doing so amounts to nothing more than
guesswork. To avoid this temptation, remember this simple rule:
Rule 1: If you did not ask you do not know.
Another common mistake that many first time surveyors make is to attempt to
change data to compensate for poor question design. For example, if a question
asked a respondent to indicate his total household income using a scale of values, a
mean and median cannot be calculated. Many people try to get around this by
assigning each response a value representing the range. Even if the adjustment is
made consistently across all responses, the resulting calculations will be wrong.
48

Similarly, trying to analyze a multiple-choice question as if it was a single-select
question will often provide erroneous information. In order to avoid this pitfall,
remember this simple rule:
Rule 2: Do not alter data to compensate for bad survey design.
A second mistake inexperienced surveyors make is to project the findings to an
audience that was not either part of the survey population or not adequately
represented. For example, if an HR manager conducts a benefits survey and invites
all employees to participate, most people would assume that the results represent all
employees since everyone had an opportunity to participate. Provided that enough
employees participate, the data might be statistically valid, but is it really
representative of all employees? The answer is, it depends. If the survey collected
data about employee demographics that could be compared to what is known about
the company, then the results do reflect the company as a whole. However, if 80% of
the respondents are married and 50% of the total employee base is married, the
results of the survey are skewed toward married people. If married people have
different benefits needs than single people, using the survey results to make
conclusions about the entire employee pool would be less accurate than those
conclusions about the married employees or single employees independently. To
avoid this temptation, remember this simple rule:
Rule 3: Do not project your data to people that did not respond.
The earlier you recognize flaws in your survey design and data collection, the more
time you will save during analysis. If you questions do not provided the data you
need to meet your survey objectives, you'll have to start over. If your questions are
vague or ambiguous, you'll have to throw them out. If you do not have an adequate
number of responses, you'll have to get more.

Survey Analysis
Analysing any survey, web or traditional, consists of a number of interrelated
processes that are intended to summarize, arrange, and transform data into
49

information. If your survey objective was simply to collect data for your database or
data warehouse, you do not have to do any analysis of the data. On the other hand, if
your objective was to understand the characteristics of typical customers, then you
must transform you raw results in to information that will enable you to paint a clear
picture of your customers.
Assuming you need to analyse the data collected from your survey, the process
begins with a quick review of the results, followed by editing, analysis, and
reporting. To ensure you have accurate data before investing significant time in
analysis, it is important that you do not begin analysing results until you have
completed the review and editing process.
Quick Review
Read all your results. Although, this seems like an obvious thing to do, many
surveyors think that they can skip this step and dive right in to data analysis. A
quick review can tell you lots about your project, including any flaws in questionnaire
design or response population, before you spend hours of time in analysing the data.
During the quick review, you should look at every question and see if the results
"make sense". This "gut feel" check of the data will often uncover any issues
with your survey project. Most surveyors already have an idea of how they expect
their data to look. A quick review of the data can help you quickly understand that tell
you if the people that respond are the right people. For example, if you were
conducting a survey of all the employees in a company and you knew that 10% were
in the marketing department, 20% in sales, 45% in manufacturing, 5% in
management, and 5% finance, and 15% research and development, you could
reasonable expect your responses to be similarly distributed.
The quick review can also highlight any problems with the survey instrument. Are
most respondents answering all questions? If not, your questionnaire could be
flawed in such a way that a person cannot complete the survey.
50

Lastly, the quick review of the survey can show you what areas to focus on for
detailed analysis. As stated earlier, most surveyors already know what they expect
to get, so your quick review can show you the unexpected.

Editing and Cleaning
Editing and cleaning data is an important step in the survey process. Special care
must be taken when editing survey data so that you do not alter or throw out
responses in such a way as to bias your results. Although you can begin editing and
cleaning your data as soon as results are received, caution should be used since any
edits can be lost if the database is rebuilt. To be safe, wait until all data is received
before you begin the editing and cleaning process.
Duplicate responses are a unique issue for electronic surveys. Many tools, such as
eSurveysPro, provide built in features to help minimize the risk of duplicate
responses. Others, like the popular "infotainment" polls featured on many websites
do nothing to eliminate duplicates. Without removing duplicates, your data will be
skewed in favour of the duplicate response. Both the count and percentage of the
whole will be affected by duplicate responses, and computed means and medians will
also be thrown off. To find duplicate responses, carefully examine the answers to
any open-ended questions. When two open-ended questions have the exact same
answer, a duplicate response is likely to exist. Make sure the response is indeed a
duplicate by comparing the answers to all the other questions, and then delete one of
the responses if a match is found.
A common problem in any survey that needs attention during the editing and
cleaning process is when a respondent answers an "other, please specify"
question by selecting "other" and then writing in an answer that was one of the
listed response options. Without cleaning these answers, the "other" response will be
overstated and the correct response will be understated. For example, a demographics
question that asks for the respondent's role within the organization may have a
response like "faculty, teacher, or student" and a respondent selects "other" and
51

types "professor," you would want to clean the response by switching the other
choice to the one for "faculty, teacher, or student".
Once the data preparation is complete, it is time to start analysing the data and turning
it into actionable information.

Detailed Analysis
Analysis is the most important aspect of your survey research project. At this
point, you have collected a set of data that must now be turned into actionable
information. The process of analysis can lead to a variety of alternative courses of
action. Mistakes during analysis can lead to costly decisions down the road, so
extreme caution and careful review must be followed throughout the process.
Carelessness during analysis can lead to disaster. What you do during analysis will
ultimately determine if your survey project is a successful or not.
Depending on what type of information you are trying to know about your
audience, you will have to decide what analysis makes sense. It can be as simple
as reviewing the graphs that eSurveysPro automatically creates, or conducting in-
depth comparisons between questions sets to identify trends or relationships. For
most surveyors, a basic analysis using charts, cross tabulations, and filters is
sufficient. On the other hand, more sophisticated users may wish to do a more
complex statistical analysis using high powered analytical tools such as SPSS, Excel,
or any number of number crunching applications. For our purposes in this article,
we will focus on basic analysis techniques.
Graphical Analysis
Graphical analysis simply means displaying the data in a variety of visual formats
that make it easy to see patterns and identify differences among the results set.
There are many different graphing options available to display data, the most common
are Bar, Pie, and Line charts.
52

Bar charts use solid bars on an X and Y-axis that extend to meet a specific data
value indicated on the chart and can be shown either vertically or horizontally.
These charts are flexible and are most commonly used to display data from multiple-
select, rank order, single-select matrix and numerical questions. Each response option
is shown as an independent bar on the chart, and the length of the bar represents the
frequency the response was chosen relative to all choices.
Pie charts, or circle graphs, have colourful "slices" representing segments of
your data. These charts measure values as compared to a "whole", and the total
percentages of the segments always add up to 100%. Pie charts are most useful with
single-select questions because the each response is represented visually as a
portion of the entire pie. It is easy to interpret which answer received the most
responses in a pie chart by selecting the largest portion of the pie. When
comparing two sets of data using a pie chart, it is important to make sure the colours
used for each response option remain consistent in each chart. If represent the same
response options in each chart, this way, a side-by-side visual comparison can quickly
be made. Pie charts are not appropriate for multiple-select questions because each
respondent can answer choose more than one option, and the sum of the option
percentages will exceed 100%.
There are other graphing options such as line charts, area charts and scatter
graphs, which are useful when displaying the same data over a period of time.
However these formats are not as easy to interpret for casual users, so they should be
used sparingly.
Frequency Tables
Frequency tables are another form of basic analysis. These tables show the possible
responses, the total number of respondents for each part, and the percentages of
respondents who selected each answer. Frequency tables are useful when a large
number of response options are available, or the differences between the percentages
of each option are small. In most cases, pie or bar charts are easier to work with than
frequency tables.

53

Response Count Percent
Market Analysis 76 13.7%
Quantitative Analysis 150 27.0%
Strategic Planning 56 10.1%
Product Planning 33 5.9%
Promotional Communication 243 43.8%
Creating sales tools 152 27.4%
Providing channel support 157 28.3%




Cross Tabulation
Cross tabulations, or cross tabs, are a good way to compare two subgroups of
information. Cross tabs allow you to compare data from two questions to determine if
there is a relationship between them. Like frequency tables, cross tabs appear as a
table of data showing answers to one question as a series of rows and answers to
another question as a series of columns.
Base Question Female Male
Product Manager 57.2% 53.4%
Director 12.6% 14.2%
Product Marketing Manager 24.7% 23.1%
Program Manager 2.8% 1.5%
Technical Product Manager 2.8% 7.7%
Total Counts 215 337
Cross tabs are used most frequently to look at answers to a question among various
demographic groups. The intersections of the various columns and rows,
commonly called cells, are the percentages of people who answered each of the
responses. In the example above, females and males had relatively similar
distribution among various job titles, with the exception of the tile of "Technical
54

Product Manager", where 2.5 times as many males had the title as compared to
females. For analysis purposes, cross tabs are a great way to do comparisons.
Filtering
Filtering is the most under-utilized tool used in analysis. Filters allow you select
specific subsets of data to view. Unlike a cross tab, that compares two questions, a
filter will allow you to examine all questions for a particular subset of the
responses. By viewing only the data from the people who responded negatively, look
at how they answered other questions. Find patterns or trends that help define why a
person answered the way they did. You can even filter on multiple questions and
criteria to do a more detailed search if necessary. For example, if you wanted to know
the buying intentions of men, over the age of 40, with income of about $50,000, you
would set a filter that would remove all those respondents that do not meet your
criteria from the results set, thus enabling you to concentrate on the target population.
By applying filters to the date survey responses were received, you can see how
the answers change from one time frame to the next. For instance, by continually
running a customer satisfaction survey, you can assess changes in customer attitudes
over time by filtering on the date the survey was received.
Filters do not permanently remove the responses of those people that do not
match the specified criteria; they simply eliminate them from the current view of the
data, making it much easier to perform analysis.
Simple Regression Analysis
Determining what factors have lead to a particular outcome is called regression
analysis. The regression means you're working backwards from the result to find out
why a person answered the way that they did. This can be based on how they
answered other questions as well.
For example, you might believe that website visitors who had trouble navigating
within your website are likely not return again. If 30% of the respondents said they
had trouble navigating through the website and 40% said they would not return, you
could look at only those that would not return to determine if poor navigation might
55

be the case. After filtering to only those who would not return, if 30% or less said
they had trouble navigating, then this is clearly not the "reason" visitors will not
return. By filtering out those that would return, we expect the percentage to increase
dramatically.
Reporting
After analysing your survey data, it is time to create a report of your findings. The
complexity and detail need to support you conclusions, along with your intended
audience, will dictate the format of your report. CEO's require a different level of
detail than line managers, so for maximum results consider who is going to receive
your report and tailor it to meet their unique needs.
Visual reports, such as an HTML document or Microsoft PowerPoint presentation, are
best suited for simple findings. These graphical reports are best when they are
light on text and heavy on graphs and charts. They are reviewed quickly rather
than studied at length, and most conclusions are obvious, so detailed explanations are
seldom required. For more complex topics, a detailed report created in Microsoft
Word or Adobe Acrobat is often required. Reports created using Word often include
much more detailed information, report findings that require significant explanation,
are extremely text heavy, and are often studied at great length and in significant detail.
At the beginning of your report, you should review your survey objective and
sampling method. This will help your audience understand what the survey was about,
and enable you to avoid many questions that are outside of your original
objectives. Your report should have a description of your sampling method, including
who was invited to participate, over what time frame results were collected, and any
issues that might exist relative to your respondent pool. Next, you should include your
analysis and conclusions in adequate detail to meet the needs of your audience.
Include a table or graph for each area of interest and explain why it is noteworthy.
After your analysis section, you should make recommendations that relate back to
your survey objectives. Recommendations can be as simple as conduct further
studies to a major shift in company direction. In either case, your recommendation
must be within the scope of your survey objective and supported by the data collected.
56

Finally, you can include a copy of your survey questions and a summary of all the
data collected as an appendix to your report.

Conclusion
Survey analysis is not as easy as downloading results and printing a chart or report,
yet it is not so complex that it requires a PhD. In this article we have learned that good
analysis begins with good questions, representative participation, and careful
interpretation of the data, in order to produce actionable results. Techniques such as
charting, filtering, cross tabulation, and regression analysis all help you spot trends
and patterns within your data while helping you meet your survey objective. You now
have a solid foundation upon which you can confidently conduct your own survey
analysis using a tool like eSurveysPro.
Pie charts
A pie chart (or a circle graph) is a circular chart divided into sectors, illustrating
numerical proportion. In a pie chart, the arc length of each sector (and consequently
its central angle and area), is proportional to the quantity it represents. While it is
named for its resemblance to a pie which has been sliced, there are variations on the
way it can be presented. The earliest known pie chart is generally credited to William
Play fairs Statistical Breviary of 1801.
Pie charts are very widely used in the business world and the mass media. However,
they have been criticized, and many experts recommend avoiding them, pointing out
that research has shown it is difficult to compare different sections of a given pie
chart, or to compare data across different pie charts. Pie charts can be replaced in
most cases by other plots such as the bar chart.
Graphs
In mathematics, and more specifically in graph theory, a graph is a representation of
a set of objects where some pairs of objects are connected by links. The
interconnected objects are represented by mathematical abstractions called vertices,
and the links that connect some pairs of vertices are called edges. Typically, a graph is
57

depicted in diagrammatic form as a set of dots for the vertices, joined by lines or
curves for the edges. Graphs are one of the objects of study in discrete mathematics.

Bar chart
A bar chart or bar graph is a chart with rectangular bars with lengths proportional to
the values that they represent. The bars can be plotted vertically or horizontally. A
vertical bar chart is sometimes called a column bar chart.















58

QUESTIONNAIRE

Ques 1. What is your opinion on green production?
A. Waste of time
B. Just a mere philosophy
C. A step towards a greener future

Ques 2. Do you know of the introduction of go green concept introduced in FMCG
sector ?
A. Yes
B. No

Ques 3. How do you think they are going to help you by this concept ?
Ques1.
0
2
4
6
A
B
C
Ques1.
Ques1.
0
2
4
6
8
A B
Ques2.
A
B
59

A. Safer products
B. Greener future
C. Way of making money

Ques 4. This concept will bring about expensive products. Will you accept that ?
A. Yes
B. No

Ques 5. A lower income group would rather purchase cheaper product. that will
definitely affect your sales. What will you do ?
A. Remove harmful products from the shop
B. Spread awareness about the green strategy and its benefits
C. Will sell only what the customer wants to buy
0
1
2
3
4
A B C
Ques3.
Ques3.
Ques4.
0
2
4
6
A B
Ques4.
Ques4.
60


Ques 6. If u by chance tend to see a drastic fall in your sales due to introduction of go
green strategy. How will you react ?
A. Stop the sales of go green concept related products
B. Continue for the generous cause of a safer and a greener future


Ques 7. Today, almost all FMCG companies have this concept intact. Which
company would you rate as the best ?
A. Hindustan Unilever Ltd.
B. Protractor & Gamble
C. Reliance Pvt. Ltd.
Ques5.
0
2
4
6
8
A
B
C
Ques5.
Ques5.
Ques6.
0
2
4
6
A
B
Ques6.
Ques6.
61











Ques7.
0
2
4
6
8
A
B
C
Ques7.
Ques7.
overall analysis of acceptance
acceptance of go green strategy
non acceptance of go green
strategy
62







CHAPTER 5
FINDINGS AND SOLUTIONS








63

DATA ANALYSIS AND RESEARCH FINDINGS
INTRODUCTION
This chapter describes the analysis of data followed by a discussion of the research
findings. The findings relate to the research questions that guided the study. Data
were analysed to identify, describe and explore the relationship between death
anxiety and death attitudes of nurses in a private acute care hospital and to
determine the need for ongoing terminal care education in this setting. Data were
obtained from self-administered questionnaires, completed by 93 nurses (n=93), a
42% response rate. Assuming that only half of the total population of 394 nurses in
the hospitals employ may have experienced nursing a terminally ill patient in the
last six months, a population size of 197 was expected (n=197). This is also
supported by the fact that some of the nurses in this hospitals employ occupy
non-nursing posts, for example, they may be involved in clerical, administrative
and managerial positions that exclude them from nursing activities and patient
care. A total of 117 questionnaires were received, however, only 93 questionnaires
were usable for this study and met the required inclusion criteria as discussed in the
previous chapter. This represented 42% of the expected population. Although
neither the reasons for refusal to participate nor the characteristics of the non-
respondents are known, the typically low response to surveys about death may be a
partial explanation for the low response rate in this study. Of the remaining 24
questionnaires deemed unusable, 15 respondents did not complete the
questionnaire in that two or more subsections of the questionnaires were
omitted. Nine respondents reported that they had not experienced nursing a dying
patient within the last six months and thus did not meet the inclusion criteria for
this study.
This chapter at the outset provides the background to the respondents by analyzing
their demographic details. This is followed by findings and analysis of data, and the
summary. The findings and analysis has incorporated general and cross tabulation
analysis primarily on four broad themes that include demographics, enabling
environment, awareness, and motivation. Tables and diagrams have been used to
facilitate a simplistic reader-friendly writing. Finally, the summary of this chapter is
provided.
64



FINDINGS:
The following information has been taken from the questionnaire:
Majority of the customers are females.
Majority of the customers are above 30 years of age.
Maximum people prefer HUL products though not being aware of the FMCG
industry, they use it as they see best results.
Customers prefer eco-friendly products which may be better for their health
and the environment.
A few people find these products useless and consider them as a waste of
money.
Lack of awareness about these products is hampering its sales. Advertising can
help maximize the sale.
Promotional schemes are not easy to understand for majority customers.
43%
26%
21%
10%
Market Penetration of HUL
SOAPS
TOOTHPASTE
SHAMPOOS
SKINKARE
65

Door to door promotion strategy will help spread awareness about the eco-
friendly products.
Customers use products that a best suited to them not by brand.
Maximum people dont consider brand as a judging criteria for products.

LIMITATIONS:

The project has some limitations because it is totally based on efforts of individuals.
People may be careless or may not give correct answers to the questions because of so
many reasons.

o It is totally based on personal efforts of individuals
o Some of the consumers are unable to understand the questionnaire
o Language is the worst problem , some of the consumers do not
understand English language
o Some consumers are not interested in filling questionnaire

SOLUTIONS:

o More promotional schemes should be used to penetrate the market
share.
o Better products should be introduced to impress the customers best so
as to help cover market.
o Promotional scheme should be in such a manner that it is easily
understandable.
o Service of store should be provided in such a manner that fulfills the
need of the customers.




66





CHAPTER 6
SUGGETIONS AND
RECOMMENDATIONS











67

This paper tries to emphasis one more time that green building benefits are real,
and also shows the decision maker that even though there are risks factors involved
of going green, these can be managed. The purpose of this paper is to develop a
framework for benefits and risks of retrofitting existing buildings to green
standards. Using the comprehensive literature review methodology, this paper tries
to contribute to the new organization and framework of b with number of risk
strategy suggestions and tries to consolidate the information for subsequent research
help.


Conclusion & Recommendations
HUL's up-and-running business model is a treat for investors seeking exposure
in the FMCG segment. The company has delivered in the past and has the
potential to do better in future. In short term. HULs growth story is evolving.
ITC is eyeing the pie which HUL and other FMCG players currently enjoy.
Though risky, the company's business model will pay off in the long run. ITC
has proved its expertise in the cigarettes, hotels, paper and agri-businesses.
Investors who want to bank on its execution ability in FMCG can consider the
stock with a long-term horizon.
According to us the companies should continue with their CSR and also continue with
their strategies. The thing that needs to be changed is that, ITC should go for more
diversification in Non cigarette segment (FMCG) while HUL should come up with
the new strategies that could take the new product forward to create a new segment. A
recommendation For HUL is that it should focus on rural area more.
Conclusion
While more and more companies are treading the path of greening their supply
chains, the adoption is still in its initial phases. Companies in the FMCG sector
need to understand the key role that environment plays in their businesses (e.g. cost
reduction / risk mitigation / product differentiation) and then identify select
initiatives that are in line with their business strategy and objectives. The success of
68

these greening programs become leading indicators of business success and
endows competitive advantage to the organization.
In the next decade where the marketplace will be extremely challenging to compete,
FMCG companies that have forayed into different green supply chain management
initiatives will be better placed to win goodwill of the consumer and be a game-
changer in the Industry.













69

BIBLIOGRAPHY
All the information has been taken from the following sources and also the survey
conducted.

www.google.com
www.wikipedia.com
www.ask.com
www.arborday.org
www.handsonbayarea.org/
www.logistiek.nl/.../008_logistiek-download-LOGNWS109613D01.pdf
www.bp-council.org/.../Green%20Supply%20Chain%20as%20a%20com...
www.ask.com/Gogreen

rest information has been taken from primary sources like surveys and other
questionnaires.












70

ANNEXURES

QUESTIONNAIRE

Q 1. What is your opinion on green production?
Waste of time and money
Just a mere philosophy
A step forward towards a safer future

Q 2. Do you know of the introduction of go green concept introduced in FMCG
sector?
Yes
No

Q 3. How do you think the are going to help you by this concept?
Safer products
Cleaner and greener environment
Another way of making money

Q 4. This concept will bring about expensive products. India being a country with
more poor than rich, do you think they would suffice this concept?
Yes
No
Maybe

Q 5. A lower income group would rather purchase cheaper products. How do you
think this effect on you sales could be decreased?
Remove harmful products from the shop.
Spread awareness about greener products
Will sell only customer wills to buy

71

Q 6. If by chance you tend to see a fall in your sales by introducing the go green
strategy. What decision would you take?
Stop the sales of go green products
Continue for a generous cause of a safer future

Q 7. Today, almost all brands have this concept intact. Which company would you
rate as the best?
Hindustan Unilever Ltd
Protractor & Gamble
Reliance Pvt Ltd

Q8. Lastly, I would like to have a view from you on why do you rate the mentioned
brands so?