LCM-MBA Research Report on Promotional Strategies of HUL.pdf

A RESEARCH REPORT ON PROMOTIONAL STRATEGY OF HUL Research report submitted in the fulfillment of requirements for the Master of business Administration (II SEM)

Submitted To: MISS P.VAKULA Submitted By: RAJEEV KUMAR MBA (II SEM)

DEPARTMENT OF MANAGEMENT STUDIES CHOUKSEY ENGINEERING COLLEGE, BILASPUR 1

CERTIFICATE This is to certify that RAJEEV JHA student of second semester, Master of Business administration (MBA) has completed the project report

work

entitled

“PROMOTIONAL

STRATEGY

OF

HINDUSTAN UNILEVER LTD.” based on syllabus and has submitted a satisfactory account of his work in this report.

Lecturer MISS. RUCHI TIWARI MDITM,INDORE

2

ACKNOWLEDGEMENT The research on “PROMOTIONAL STRATEGY OF HINDUSTAN UNILEVER LTD..” has been given to me as part of the curriculum in the completion of 2-Years Master of business Administration. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this project under the able guidance and supervision of Miss NAMRATA TRIPATHI. I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work. We also thanks NIRMA DISTIBUTER & DELER‟S, INDORE who believed in us and by providing ALL valuable information and data that helped us in understanding the problem areas of their organization and hence developing the application as per their requirements.

FROMANSHUL TIWARI

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INDEX Sr. No.

Contents

1.

EXECUTIVE SUMMARY

2.

INTRODUCTION

3.

OBJECTIVE

4. 5.

LITERATURE REVIEW (COMPANY PROFILE) DATA ANALYSIS

6.

DATA INTERPRETATION

7.

HYPOTHESIS

8.

FINDINGS

9.

RECOMMENDATIONS

10.

CONCLUSION

11.

BIBLIOGRAPHY

12.

ANNEXURE

Page No.

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EXECUTIVE SUMMARY Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of nearly Rs.13,718 crores. The mission that inspires HUL's over 15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets everyday 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 parent company, Unilever, which holds 51.55% of the equity. The rest of the shareholding is distributed among 360,675 individual shareholders and financial institutions. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100 countries worldwide. HUL is also one of the country's largest exporters; it has been recognised as a Golden Super Star Trading House by the Government of India. Over time HUL has developed into a viable & competitive sourcing base for Unilever world wide in Home and Personal Care & Foods & Beverages category of products. HUL is also a global marketing arm for select licensed

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Unilever brands and also works on building categories with core country advantage such as branded basmati rice.

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, Kwality Wall's – 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 over 40 factories across India. The operations involve over 2,000 suppliers and associates. HUL's distribution network, comprising about 4,000 redistribution stockists, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers.

HUL believes that an organisation's worth is also in the service it renders to the community. HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India. 6

In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also includes health and hygiene education through the Shakti Vani Programme, and creating access to relevant information through the iShakti community portal. HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. If Hindustan Unilever 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.

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HISTORY YEAR MILESTONES 1888 Sunlight soap introduced in India. 1895

Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata, and Karachi.

1902 Pears soap introduced in India. 1903 Brooke Bond Red Label tea launched. 1905 Lux flakes introduced. 1913 Vim scouring powder introduced. 1914 Vinolia soap launched in India. 1918

Vanaspati introduced by Dutch margarine manufacturers like Van den Berghs, Jurgens, Verschure Creameries, and Hartogs.

1922 Rinso soap powder introduced. 1924 Gibbs dental preparations launched. 1925 Lever Brothers gets full control of North West Soap Company. 1926 Hartogs registers Dalda Trademark. 1930

Unilever is formed on January 1 through merger of Lever Brothers and Margarine Unie.

1931

Hindustan Vanaspati Manufacturing Company registered on November 27; Sewri factory site bought.

1932 Vanaspati manufacture starts at Sewri. 1933

Application made for setting up soap factory next to the Vanaspati factory at Sewri; Lever Brothers India Limited incorporated on October 17.

Soap manufacture begins at Sewri factory in October; North West Soap 1934 Company's Garden Reach Factory, Kolkata rented and expanded to produce Lever brands. 1935 United Traders incorporated on May 11 to market Personal Products. 1937

Mr. Prakash Tandon, one of the first Indian covenanted managers, joins HVM. 8

1939

Garden Reach Factory purchased outright; concentration on building up Dalda Vanaspati as a brand.

1941

Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires own sales force.

1942

Unilever takes firm decision to "train Indians to take over junior and senior management positions instead of Europeans".

1943 Personal Products manufacture begins in India at Garden Reach Factory. 1944

Reorganisation of the three companies with common management but separate marketing operations.

1947 Pond's Cold Cream launched. 1951

Mr. Prakash Tandon becomes first Indian Director. Shamnagar, Tiruchy, and Ghaziabad Vanaspati factories bought.

1955 65% of managers are Indians. 1956

Three companies merge to form Hindustan Unilever Limited, with 10% Indian equity participation.

1957

Unilever Special Committee approves research activity by Hindustan Unilever.

1958 Research Unit starts functioning at Mumbai Factory. 1959 Surf launched. 1961

Mr. Prakash Tandon takes over as the first Indian Chairman; 191 of the 205 managers are Indians.

1962 Formal Exports Department starts. 1963 Head Office building at Backbay Reclamation, Mumbai, opened. 1964

Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad; Sunsilk shampoo launched.

1965 Signal toothpaste launched; Indian shareholding increases to 14%. Lever's baby food, more new foods introduced; Nickel catalyst production 1966 begins; Indian shareholding increases to 15%. Statutory price control on Vanaspati; Taj Mahal tea launched. 1967 Hindustan Unilever Research Centre, opens in Mumbai. Mr. V. G. Rajadhyaksha takes over as Chairman from Mr. Prakash Tandon; 1968 Fine Chemicals Unit commissioned at Andheri; informal price control on soap begins. 9

1969

Rin bar launched; Fine Chemicals Unit starts production; Bru coffee launched

1971

Mr. V. G. Rajadhyaksha presents plan for diversification into chemicals to Unilever Special Committee - plan approved; Clinic shampoo launched.

1973 Mr. T. Thomas takes over as Chairman from Mr. V. G. Rajadhyaksha. 1974

Pilot plant for industrial chemicals at Taloja; informal price control on soaps withdrawn; Liril marketed.

Ten-year modernisation plan for soaps and detergent plants; Jammu project 1975 work begins; statutory price control on Vanaspati and baby foods withdrawn; Close-up toothpaste launched. 1976

Construction work of Haldia chemicals complex begins; Taloja chemicals unit begins functioning.

1977

Jammu synthetic Detergents plant inaugurated; Indian shareholding increases to 18.57%.

1978 Indian shareholding increases to 34%; Fair & Lovely skin cream launched. 1979 Sodium Tripolyphospate plant at Haldia commissioned. 1980

Dr. A. S. Ganguly takes over as Chairman from Mr. T. Thomas; Unilever shareholding in the company comes down to 51%.

1982 Government allows 51% Unilever shareholding. 1984 Foods, Animal Feeds businesses transferred to Lipton. Agri-products unit at Hyderabad starts functioning - first range of hybrid 1986 seeds comes out; Khamgaon Soaps unit and Yavatmal Personal Products unit start production. 1988 Launch of Lipton Taaza tea. 1990 Mr. S. M. Datta takes over as Chairman from Dr. A. S. Ganguly. 1991 Surf Ultra detergent launched. 1992 HUL recognised by Government of India as Star Trading House in Exports. HUL's largest competitor, Tata Oil Mills Company (TOMCO), merges with the company with effect from April 1, 1993, the biggest such in Indian 1993 industry till that time. Merger ultimately accomplished in December 1994; Launch of Vim bar; Kissan acquired from the UB Group. HUL forms Unilever Nepal Limited, HUL and US-based Kimberley-Clark 1994 Corporation form 50:50 joint venture - Kimberley-Clark Lever Ltd. - to market Huggies diapers and Kotex feminine care products. Factory set up at 10

Pune in 1995; HUL acquires Kwality and Milkfood 100% brandnames and distribution assets. HUL introduces Wall's. HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint venture – 1995 Lakme Lever Ltd.; HUL enters branded staples business with salt; HUL recognised as Super Star Trading House. Mr. K. B. Dadiseth takes over as Chairman from Mr. S. M. Datta; Merger of 1996 Group company, Brooke Bond Lipton India Limited, with HUL, with effect from January 1; HUL introduces branded atta; Surf Excel launched. 1997

Unilever sets up International Research Laboratory in Bangalore; new Regional Innovation Centres also come up.

Group company, Pond's India Ltd., merges with HUL with effect from 1998 January 1, 1998. HUL acquires Lakme brand, factories and Lakme Ltd.'s 50% equity in Lakme Lever Ltd. Mr. M. S. Banga takes over as Chairman from Mr. K. B. Dadiseth, who joins the Unilever Board; HUL acquires 74% stake in Modern Food Industries 2000 Ltd., the first public sector company to be disinvested by the Government of India. 2002

HUL enters Ayurvedic health & beauty centre category with the Ayush range and Ayush Therapy Centres.

2003 Launch of Hindustan Lever Network; acquisition of the Amalgam Group 2005 Launch of "Pureit" water purifiers

HLL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.10,000 crores. The leading business magazine, Forbes Global, has rated Hindustan Lever as the best consumer household products company. Far Eastern Economic Review has rated HLL as India‟s most respected company. Asiamoney has rated HLL as one of India‟s best managed companies. Leading national publications, like The Economic Times, Business World, and Business Today have also rated HLL as one of India‟s most respected companies and the number one in Market Value Added and EVA. The vision that inspires HLL's 32,400 employees (40,000 including Group Companies), including about 1,425 managers, is to “meet everyday needs of people everywhere - to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life.”

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This objective is achieved through the brands that the company markets. It is an ethos HLL shares with its parent company, Unilever, which holds 51.55% of the equity. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands through 300 subsidiary companies in about 100 countries worldwide with products on sale in a further 50. Business nature HLL is India's largest marketer of Soaps, Detergents and Home Care products. It has the country‟s largest Personal Products business, leading in Shampoos, Skin Care Products, Colour Cosmetics, and Deodorants. HLL is also the market leader in Tea, Processed Coffee, branded Wheat Flour, Tomato Products, Ice cream, Soups, Jams and Squashes. HLL is also one of the country's biggest exporters and has been recognised as a Golden Super Star Trading House by the Government of India; it is a net foreign exchange earner. HLL is also driving exports in chosen areas where India has a competitive advantage – Marine Products, Basmati Rice, Castor Oil and its Derivatives. It is India's largest exporter of Marine Products, and one of the largest global players in castor. Market leading brands HLL‟s brands have become household names. The company‟s strategy is to concentrate its resources on 30 national power brands, and 10 other brands which are strong in certain regions. The top five brands together account for sales of over Rs.3000 crores. Each of these mega brands has a potential scale of Rs.1000 crores in the foreseeable future. Some of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam, Breeze, Dove, (all soaps), Surf Excel, Surf, Rin, Wheel (the number one detergent brand in India, and HLL's largest), 501, Sunlight (all detergents). HLL also markets the Vim and Domex range of Home Care Products. In the Personal Products business, HLL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos; the company markets Nihar oil. In Oral Care, the portfolio comprises Close-up and Pepsodent toothpastes and toothbrushes. In Skin Care, HLL markets Fair & Lovely Skin Cream and Lotion, the largest selling Skin Care Product in India; a brand developed in India, it is now exported to over 30 countries. It has been extended as an Ayurvedic cream, an under-eye cream, a soap and a talc, in line with the strategy to take brands across relevant categories. The other major Skin Care franchises are Pond‟s, Vaseline, Lakme and Pears. In Colour Cosmetics, HLL markets the Lakme and Elle-18 ranges. In Deodorants, the key brands are Rexona, Axe, Denim and Pond's, while the Talc brands are Pond's, Liril, Fair & Lovely, Vaseline and Lifebuoy. Axe and Denim are HLL‟s franchises for Men‟s toiletries. HLL has recently launched Lever Ayush Ayurvedic Health & Personal Care Products. HLL markets products, which consistently offer value in terms of price and quality and are safe for their intended use. Its operations are run in an environmentally sound and sustainable manner, ensuring that the processes and products conform to standards set by the authorities 12

S.W.O.T ANALYSIS SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

Strengths

Weaknesses

Leadership Position

Centralized Control – Low

Global Brand Strength

Flexibility

Internal High Geographical reach

High Consumer churn rates

Opportunities

External

Threats

Expanding marketing boundaries

Increased Competition

Strategic Alliances

Market saturation in Europe Emergencies of Low cost Brands

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DISTRIBUTION NETWORK

Hindustan Unilever's distribution network is recognised as one of its key strengths. Its focus is not only to enable easy access to their brands, but also to touch consumers with a three-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 stockists 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.

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The distribution network in general trade is as follows:-

FACTORY

JUST IN TIME DEPOT

REDISTRIBUTION STOCKIST

MARKET ( CHANNEL WISE )

CONSUMER

The products that are manufactured are first brought to the JIT (Just In Time) Depot from the factory. Then these products are delivered to the Redistribution Stockiest according to the order placed by them, this is done through Permanent Despatch Plan.Then this stock is send to either retailers or wholesalers, according to the channel followed by them. From there it reaches to the consumers.

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At the 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 fullscale sales organisation, exclusively for this channel. The business system delivers excellent customer service, while driving growth for the company and the store. At the same time, innovative marketing initiatives are taken to provide consumers with experience of our brands at the store itself, through product tests and in-store sampling. This is termed as Modern Trade. It has got different distribution network and work differently. It is fast gaining pace as more and more people are turning to malls for shopping. Today shoppers don‟t just want to buy their daily groceries but they also want a shopping experience. They want to spend time in air conditioned store, no more they are ready to sweat for spending money. These big box retailers provide them a platform where they can roam around, pick, compare and choose their products. These stores provide them a whole new experience of shopping without shedding any drop of sweat.

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DISTIBUTION NETWORK

FACTORY

JUST IN TIME DEPOT

CUSTOMER SERVICE PROVIDER

BIG BOX RETAILER

CONSUMER

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PRODUCT PROFILE

Hindustan Unilever is biggest company in the FMCG (Fast Moving Consumer Goods) sector. Its products are divided into various categories. These are given as follows:  Home and Personal Care: under this it is further divided into two parts: 1. Dets : all the detergents and dishwashers are covered in this. For example, Vim, Rin, Surf Exel.

2. Personal Products : this comprises of all the products related to personal care. these are as follows:

- Oral: toothpaste and toothbrush ( Pepsodent, Close Up) - Skin: soaps, talcum powder, fairness cream, body lotion, winter cream ( Pears, Vaseline, Fair & Lovely, Ponds‟) - Hair: Shampoos ( Sunsilk, Clinic All Clear)

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INTRODUCTION “Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering and exchanging products of value with others”. - Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied, by the exchange of goods and services for some valuable consideration. - American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possible for more and more of consumers to enjoy more and more of these products and services.

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Marketing consists of analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs and organizing, implementing and controlling marketing effort. Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market. Having selected the market, the companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix. The final step is organizing the marketing resources and implementing and controlling the marketing plan.

MARKETING MIX Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the target market. McCarthy has popularized a four factor classification of marketing tools known as the 4P‟s of the marketing mix. They are:  Product  Price  Place  Promotion

Product : 20

Product stands for the firm‟s tangible offer to the market, including the product quality, design, features, branding and packing. It deals with new product development, product life cycle, product mix, product lines, branding and associated services to a product. From the customer‟s point of view, it helps in satisfying the customer‟s needs and wants.

Price : Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting the price, discounts, allowances, payment policies and credit terms. It is very important to the customers as it decides the cost the customer has to pay to gain the product value.

Place : This marketing tool stands for the various activities the company undertakes to make the product accessible and available to the customer. It involves market size, channel selection and management, storage and physical distribution with the ultimate purpose of efficiently supplying the company‟s offer to the target market. To the customer, this marketing tool refers to convenience.

Promotion: Promotion stands for various activities the company undertakes to communicate and promote its products to the target market. It involves communication

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programs i.e. direct marketing, advertising, sales promotions, public relations and motivation of sales force. To the customer this tool provides knowledge and information.

The Promotion Mix of a company includes the following tools;

Advertising: It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Direct Marketing: It refers to the use of mail, telephone and other non-personal contact tools to communicate with or solicit a response from specific customers and prospects.

Personal Selling: Face to face interaction with one or more prospective purchasers for the purpose of making a sale refers to personal selling.

Public Relations and Publicity: It refers to the variety of programs designed to promote and or protect a company‟s image or its individual products.

Sales Promotions: 22

The short-term incentive to encourage trial or purchase of a product or service refers to sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy.

Sales Promotion Sales promotion refers to the short-term incentives to encourage sales of a product or service. It consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and greater purchase of products or services by consumers.

Purpose of Sales Promotion Sales promotion tools vary in their specific objectives. They may be used to attract new customers, to reward loyal customers and to increase the repurchase rates of occasional users. Sales promotion usually targets brand switchers because non-users and users of other brands do not always notice a promotion. Sales promotions are thus also seen as a tool for breaking down loyalty to other products. Sales promotions also let manufacturers adjust to short term changes in supply and demand and differences in customer segments. They also let manufacturers to experiment by varying prices. Sales promotions also lead to greater consumer awareness of prices.

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To use sales promotion, a company must set objectives, select the right tools, develop the best program and implement it and evaluate the results.

Objectives of Sales Promotion The specific objectives set for sales promotions will vary with the type of the target market. For consumer promotions, objectives include encouraging purchasing of larger sized units, building trial among non-users and attracting switchers away from the competitor‟s brands. For trade promotions, objectives may include; including retailers to carry new items and higher level of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging support of a new product or model, encouraging more prospecting and stimulating off-seasonal sales. But most importantly, sales promotion should be focused on consumer relationship building.

Sales Promotion Tools Many tools can be used to accomplish sales promotion objectives. Descriptions of the main promotional tools are as follows; Consumer Promotion Tools

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The main consumer promotion tools are as follows;  Samples: They are offers of a trial amount of a product. It consists of inviting prospective purchasers to try the product without cost or at a lower cost in the hope that they will buy the product. Samples may be free or discounted.  Coupons: Coupons are certificates that give buyers a saving when they purchase a specified product. Coupons can be mailed, placed in advertisements or included with other products.  Rebates: Rebate is also known as cash refund offers. Rebates are offers to refund part of the purchase price of a product to its customers who send a proof of purchase to the manufacturer. These are like coupons except that the price reduction occurs after the purchase and not at the point of sale.

 Price Packs: Cents-off deals or price packs offer consumers savings by way of reducing prices that are marked by the producer directly on the package.

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 Premiums: These are the goods offered either free or at a low cost as an incentive to buy a product. Premiums may be in-pack or on-pack (outside the pack).  Prizes: They are offers of chance to win something such as cash, trips or goods – by luck or through extra efforts. Contests of talent and sweepstakes or draws the most popular prize offering promotions.  Tie-in Promotions: Tie-in promotions involve two or more brands or companies that team up on coupons, refunds or contests to increase their pulling powers. 

Cross Promotions: Cross promotions involve using one brand to advertise non-competing brand.

 Advertising Specialties: These are useful articles imprinted with an advertiser‟s name, given as gifts to consumers.  Patronage Rewards: They are cash or other awards for the regular use of company‟s products or services. They are values (in cash otherwise) that are proportional to one‟s

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patronage of a certain vendor or a group of vendors. They aim at building brand loyalty.

 PoP Promotions: Point of purchase (PoP) includes displays and demonstrations that take place at the point of purchase or sale.

Trade Promotion Tools More money is spent by companies on trade promotion (58%) than on consumer promotions (42%). The major trade promotion tools are as follows;

 Discounts: It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on a particular quantity purchased during a stated time.  Allowances: They are the amount offered in return for an agreement by the retailer to feature the manufacturer‟s products in some way; displays, advertising or otherwise.  Free Goods:

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Free goods are the extra merchandise offered to middlemen who buy a specific amount of a product. Companies also offer push money and specialty advertising items to the middlemen.

Business Promotion Tools Companies spend huge amount on promotions focused on industrial consumers. The major business promotion tools are as follows;

 Trade Shows and Conventions.  Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it well, the marketer must define the sales promotion objectives, select the best tools, design the sales promotion program, pretest and implement the program and evaluate its results.

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RESEARCH METHODOLOGY RESEARCH DESIGN In my project I have used various tools of Exploratory Research. This research will be done to gain background information of the problem. An initial research will be conducted to clarify and define the nature of the problem. The various tools used are experience surveys, in depth interviews, secondary data analysis. Descriptive research was done where questionnaires were given to the retailers and the wholesalers to find out the competition in HUL skin category. QUESTIONNAIRE DESIGN The questionnaire consists of predominantly closed ended and option based question in order to provide some ease to the respondents. In order to make the questionnaire more effective following points are covered: • Uniformity in questions and ease of tabulation and analysis. • Reduce subjectivity • Easier to receive response • Less time consuming. The questions tried to cover all aspects required to analyze the skin category of HUL and other competitive brands. The various variables are analyzed in the questions.

SAMPLING METHODOLOGY SAMPLE PLAN

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The project was conducted for the geographical region of Bilaspur. The sample consists of both the retailers and wholesalers of the general trade.

DATA COLLECTION The data collection exercise was carried over a period of 15 days, in the various markets of the region. Over the period of 15 days the data was collected and then all the data was very carefully studied and the results were found out. “Marketing research means the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services” Marketing research has proved an essential tool to make all the need of marketing management. Marketing research therefore is the scientific process of gathering and analyzing of marketing information to meet the needs of marketing management. But gathering of observation is must be systematic. The systematic conduct of research requires:  Orderliness, in which the measurements are accurate.  Impartiality in analysis and interpretation.

All of research can be categorized into basic and applied. 1. BASIC RESEARCH: - Basic Research is that intended to expand the body of knowledge for the use of others. 2. APPLIED RESEARCH: - Applied Research is one, which is carried out to find the solution for a particular problem or for guiding a specific decision. It is usually private in nature. My research on Vodafone is carried on for guiding specific decisions and its results are useful only to Vodafone for taking particular decision regarding product quality, staff and security. Hence the nature of my research study is “APPLIED RESEARCH “. 30

Research Approach Data collection methods

a) Secondary Research External secondary data has been generated to obtain volume of sales regarding beverage markets, fruit drinks, each of the brands and the positioning of each of the brands.

b) Survey Research  Data was collected from candidates using questionnaire. The questionnaire was distributed in colleges and people on the street.  I distributed the questionnaires outside the shops to gather data from people who had come to visit there.  I made an online questionnaire and circulated on the internet and gathered results from those.

Measurement Instruments:  The measurement instrument in the questionnaire was a five point Likert scale.  Apart from details regarding their choice of drink for refreshment, their frequency of visits and the channels they choose, their spending patterns will also be mapped.  The data was extracted and put in MS Excel. All the further analysis was then carried out using SPSS.  The measurement was designed to get a fair idea about the various attributes and conducted factorial analysis of the important attributes.

Samples The aim was to collect 100 samples for the analysis. The samples should be such that they are consumers of fruit drinks. I also tried to get an adequate ratio 31

of men and women in the samples. The main demographics targeted were the younger age group as they are more health conscious and aware of such health drinks. Also I tried to focus more on the college going crowd and young professionals as they would be more interested in trying out new products and were more conscious. Buyers who have been consuming fruit drinks were better able to answer the questions regarding the influencing factors and the reasons for their consumption and purchase. The samples collected from internet have also been very valuable in the research.

Analysis Techniques  The analysis techniques used have been on SPSS and the tests were performed to ascertain the factors influencing the consumer decision while buying fruit drinks.  Factor analysis was conducted to discern out of the 13 factors mainly which factors influence the buying habits of the consumers. Ultimately I identified 5 factors which mainly have an influence.  I also conducted correlation tests to find out the various reasons for purchasing any particular brand of fruit drink. SOURCES OF DATA

Primary Data

Secondary Data

Questionnaire

Newsletter

Observation

Journals

Interviews

Magazines

Visits to other

Newspapers

Companies Information

Books

Through Departmental heads

Websites

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Limitations:  The main limitation is the sampling conducted. It was done in a random manner and no particular technique followed. In the first survey a greater number of college students have been surveyed. The data might not be representative of the entire population.  Various statistical techniques as learned have been implemented and conclusions as best possible have been drawn making few assumptions as and when required.  Since no data was on interval or ratio scale it was not feasible to conduct Regression and ANOVA.

Limitations of the Study Every study is bound by limitations and as such this is no exceptions. 1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold good for longer duration. 2. The study was conducted under the assumption that the information given by the respondents is authentic. 3. The analysis and suggestion are given only with respect to marketing aspects as technical suggestion with respect to the product could not be given. 4. Confidential matters were not disclosed by the company.

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5. There were time constraints.

SUMMARY OF FINDINGS AND CONCLISION A Summary of Findings: The finding can be grouped together into two broad categories such as;  Specific Findings :  This is pertaining to the objectives of the study.  General Findings :  This is with regard to the market dynamics and visits made by the researcher to companies having almost similar products profile.

Specific Findings: 1. The company adopts a variety of promotional methods such as paper insertion, telemarketing, display stalls, participating in exhibitions, direct mail, presentations and showrooms. 2. Every player is vying with each other to capture a larger pie in the markets. 3. Transparency is maintained at the levels of the organization.

34

4. The activities carried out by each and every department of the organization is systematic.

General Findings: 1. Foreign companies can invest up to 100% in most of the manufacturing industries in India, including furniture. 2. With the vast array of modular option available in market, the consumer isn‟t really strapped for choice. 3. In a nutshell, this means to say that the competition is very intense. 4. Many branded companies outsource the products because of which the delivery time of the product ordered is stretched. 5. HUL offers a wide range of products. This gives it an edge over the others. 6. “Quality never comes cheap”. This is true but at the same time, it is also true that quality can come at a reasonable price. With regard to the quality, products of HUL are at par with the other players having brand names and at the same time the products are reasonable priced. 7. Majority of the marketing executives are male. 8. The prices of the products are reasonable though they are competitive. 9. The products are of good quality and are at par with other competitors having brand names. 35

10. Reasonable pricing, customized products, quality and finishing contributes in differentiating the products of the organization from that of the others.

36

Data Analysis

37

Data Analysis Type of Respondent

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

Retailer

66

66.7

66.7

85.9

Wholesellr

14

14.1

14.1

100.0

Total

99

100.0

100.0

Valid

38

Deals in HUL Products Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

Yes

80

80.8

80.8

100.0

Total

99

100.0

100.0

Valid

39

Personal Care Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

yes

80

80.8

80.8

100.0

Total

99

100.0

100.0

Valid

40

Confectionery Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

No

14

14.1

14.1

33.3

yes

66

66.7

66.7

100.0

Total

99

100.0

100.0

Valid

41

Dental Care Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

No

8

8.1

8.1

27.3

yes

72

72.7

72.7

100.0

Total

99

100.0

100.0

Valid

42

Detergent and Soaps

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

No

13

13.1

13.1

32.3

Yes

67

67.7

67.7

100.0

Total

99

100.0

100.0

Valid

43

Visits of Agents per week

Valid

Missing

Frequency

Percent

Valid Percent

Cumulative Percent

1

9

9.1

11.3

11.3

2

34

34.3

42.5

53.8

3

37

37.4

46.3

100.0

Total

80

80.8

100.0

System

19

19.2

Total

99

100.0

44

Orders Placed Per Month

Valid

Missing

Frequency

Percent

Valid Percent

Cumulative Percent

1

1

1.0

1.3

1.3

2

9

9.1

11.3

12.5

3

20

20.2

25.0

37.5

4

24

24.2

30.0

67.5

5

22

22.2

27.5

95.0

6

3

3.0

3.8

98.8

9

1

1.0

1.3

100.0

Total

80

80.8

100.0

System

19

19.2

Total

99

100.0

45

Quantity in Single Purchase ( '000)

Valid

Missing

Frequency

Percent

Valid Percent

Cumulative Percent

5

34

34.3

42.5

42.5

6

14

14.1

17.5

60.0

8

18

18.2

22.5

82.5

25

4

4.0

5.0

87.5

30

8

8.1

10.0

97.5

40

1

1.0

1.3

98.8

50

1

1.0

1.3

100.0

Total

80

80.8

100.0

System

19

19.2

Total

99

100.0

46

Most Difficult to Sold Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

Dental Care

80

80.8

80.8

100.0

Total

99

100.0

100.0

Valid

47

Easy to Sold

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

Personal Care

80

80.8

80.8

100.0

Total

99

100.0

100.0

Valid

48

Incentive Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

Cash Discounts

10

10.1

10.1

29.3

Free Gifts

14

14.1

14.1

43.4

Trade Discounts

56

56.6

56.6

100.0

Total

99

100.0

100.0

Valid

49

Attraction to Offers Frequenc y Percent Valid

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

No

13

13.1

13.1

32.3

Yes

67

67.7

67.7

100.0

Total

99

100.0

100.0

50

Customer have knowledge of product

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

No

33

33.3

33.3

52.5

Yes

47

47.5

47.5

100.0

Total

99

100.0

100.0

Valid

51

customer have knowledge of Company Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

No

50

50.5

50.5

69.7

Yes

30

30.3

30.3

100.0

Total

99

100.0

100.0

Valid

52

Customers Attracted by Offers

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

No

12

12.1

12.1

31.3

Yes

68

68.7

68.7

100.0

Total

99

100.0

100.0

Valid

53

P&G

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

no

50

50.5

50.5

69.7

yes

30

30.3

30.3

100.0

Total

99

100.0

100.0

Valid

54

ITC

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

no

41

41.4

41.4

60.6

yes

39

39.4

39.4

100.0

Total

99

100.0

100.0

Valid

55

Others

Frequency

Percent

Valid Percent

Cumulative Percent

19

19.2

19.2

19.2

yes

80

80.8

80.8

100.0

Total

99

100.0

100.0

Valid

56

Chi Square Analysis

57

Visits of Agents per week * Orders Placed Per Month

Analysis Table Orders Placed Per Month Visits of Agents per week

1

1

2

3

Observed

1

0

6

Expected

.1

1.0

2.3

.0%

30.0%

% within Orders Placed 100.0% Per Month 2

Observed

0

1

14

Expected

.4

3.8

8.5

.0%

11.1%

70.0%

Observed

0

8

0

Expected

.5

4.2

9.3

.0%

88.9%

.0%

Observed

1

9

20

Expected

1.0

9.0

20.0

100.0%

100.0%

% within Orders Placed Per Month 3

% within Orders Placed Per Month Total

% within Orders Placed 100.0% Per Month

58

Analysis Table Orders Placed Per Month

Visits of Agents per week

1

4

5

6

Observed

1

0

1

Expected

2.7

2.5

.3

4.2%

.0%

33.3%

Observed

15

3

0

Expected

10.2

9.4

1.3

62.5%

13.6%

.0%

Observed

8

19

2

Expected

11.1

10.2

1.4

33.3%

86.4%

66.7%

Observed

24

22

3

Expected

24.0

22.0

3.0

100.0%

100.0%

100.0%

% within Orders Placed Per Month 2

% within Orders Placed Per Month 3

% within Orders Placed Per Month Total

% within Orders Placed Per Month

59

Analysis Table Orders Placed Per Month Visits of Agents per week

1

2

3

Total

9

Total

Observed

0

9

Expected

.1

9.0

% within Orders Placed Per Month

.0%

11.3%

Observed

1

34

Expected

.4

34.0

% within Orders Placed Per Month

100.0%

42.5%

Observed

0

37

Expected

.5

37.0

% within Orders Placed Per Month

.0%

46.3%

Observed

1

80

Expected

1.0

80.0

% within Orders Placed Per Month

100.0%

100.0%

60

Chi-Square Tests Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square

56.420a

12

.000

Likelihood Ratio

64.482

12

.000

Linear-by-Linear Association

4.999

1

.025

N of Valid Cases

80

a. 15 cells (71.4%) have expected count less than 5. The minimum expected count is .11.

61

Visits of Agents per week * Quantity in Single Purchase ( '000)

Analysis Table Quantity in Single Purchase ( '000) Visits of Agents per week

1

5

6

8

Observed

6

0

0

Expected

3.8

1.6

2.0

17.6%

.0%

.0%

Observed

23

0

0

Expected

14.5

6.0

7.6

67.6%

.0%

.0%

Observed

5

14

18

Expected

15.7

6.5

8.3

% within Quantity in Single Purchase ( '000) 2

% within Quantity in Single Purchase ( '000) 3

% within Quantity in Single Purchase ( '000) Total Observed Expected % within Quantity in Single Purchase ( '000)

14.7%

100.0% 100.0%

34

14

18

34.0

14.0

18.0

100.0% 100.0% 100.0%

62

Analysis Table Quantity in Single Purchase ( '000) Visits of Agents per week

1

25

30

40

Observed

1

1

0

Expected

.5

.9

.1

25.0%

12.5%

.0%

Observed

3

7

1

Expected

1.7

3.4

.4

75.0%

87.5%

100.0%

Observed

0

0

0

Expected

1.9

3.7

.5

% within Quantity in Single Purchase ( '000)

.0%

.0%

.0%

4

8

1

4.0

8.0

1.0

100.0%

100.0%

100.0%

% within Quantity in Single Purchase ( '000) 2

% within Quantity in Single Purchase ( '000) 3

Total Observed Expected % within Quantity in Single Purchase ( '000)

63

Analysis Table Quantity in Single Purchase ( '000) Visits of Agents per week

1

2

3

Total

50

Total

Observed

1

9

Expected

.1

9.0

% within Quantity in Single Purchase ( '000)

100.0%

11.3%

Observed

0

34

Expected

.4

34.0

% within Quantity in Single Purchase ( '000)

.0%

42.5%

Observed

0

37

Expected

.5

37.0

% within Quantity in Single Purchase ( '000)

.0%

46.3%

Observed

1

80

Expected

1.0

80.0

% within Quantity in Single Purchase ( '000)

100.0%

100.0%

64

Chi-Square Tests

Value

df

Asymp. Sig. (2sided)

Pearson Chi-Square

71.081a

12

.000

Likelihood Ratio

86.082

12

.000

Linear-by-Linear Association

8.850

1

.003

N of Valid Cases

80

a. 15 cells (71.4%) have expected count less than 5. The minimum expected count is .11.

65

Incentive * Orders Placed Per Month

Analysis Table Orders Placed Per Month

Incentive

Cash Discounts

Free Gifts

Trade Discounts

Total

1

2

3

Observed

0

0

8

Expected

.1

1.1

2.5

% within Orders Placed Per Month

.0%

.0%

40.0%

Observed

0

8

0

Expected

.2

1.6

3.5

% within Orders Placed Per Month

.0%

88.9%

.0%

Observed

1

1

12

Expected

.7

6.3

14.0

% within Orders Placed Per Month

100.0%

11.1%

60.0%

Observed

1

9

20

Expected

1.0

9.0

20.0

% within Orders Placed Per Month

100.0%

100.0%

100.0%

66

Analysis Table Orders Placed Per Month Incentive

Cash Discounts

Free Gifts

Trade Discounts

Total

4

5

6

Observed

2

0

0

Expected

3.0

2.8

.4

% within Orders Placed Per Month

8.3%

.0%

.0%

Observed

0

4

2

Expected

4.2

3.8

.5

% within Orders Placed Per Month

.0%

18.2%

66.7%

Observed

22

18

1

Expected

16.8

15.4

2.1

% within Orders Placed Per Month

91.7%

81.8%

33.3%

Observed

24

22

3

Expected

24.0

22.0

3.0

% within Orders Placed Per Month

100.0%

100.0%

100.0%

67

Analysis Table Orders Placed Per Month

Incentive

Cash Discounts

Free Gifts

Trade Discounts

Total

9

Total

Observed

0

10

Expected

.1

10.0

% within Orders Placed Per Month

.0%

12.5%

Observed

0

14

Expected

.2

14.0

% within Orders Placed Per Month

.0%

17.5%

Observed

1

56

Expected

.7

56.0

% within Orders Placed Per Month

100.0%

70.0%

Observed

1

80

Expected

1.0

80.0

% within Orders Placed Per Month

100.0%

100.0%

68

Chi-Square Tests

Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

62.969a

12

.000

Likelihood Ratio

58.691

12

.000

N of Valid Cases

80

a. 17 cells (81.0%) have expected count less than 5. The minimum expected count is .13.

69

Incentive * Quantity in Single Purchase ( '000)

Analysis Table Quantity in Single Purchase ( '000) Incentive Cash Discounts

Free Gifts

Trade Discounts

Total

5

6

8

Observed

10

0

0

Expected

4.3

1.8

2.3

% within Quantity in Single Purchase ( '000)

29.4%

.0%

.0%

Observed

0

14

0

Expected

5.9

2.4

3.2

% within Quantity in Single Purchase ( '000)

.0%

100.0%

.0%

Observed

24

0

18

Expected

23.8

9.8

12.6

% within Quantity in Single Purchase ( '000)

70.6%

.0%

100.0%

Observed

34

14

18

Expected

34.0

14.0

18.0

% within Quantity in Single Purchase ( '000)

100.0%

100.0%

100.0%

70

Analysis Table Quantity in Single Purchase ( '000)

Incentive Cash Discounts

Free Gifts

Trade Discounts

Total

25

30

40

Observed

0

0

0

Expected

.5

1.0

.1

% within Quantity in Single Purchase ( '000)

.0%

.0%

.0%

Observed

0

0

0

Expected

.7

1.4

.2

% within Quantity in Single Purchase ( '000)

.0%

.0%

.0%

Observed

4

8

1

Expected

2.8

5.6

.7

% within Quantity in Single Purchase ( '000)

100.0%

100.0%

100.0%

Observed

4

8

1

Expected

4.0

8.0

1.0

% within Quantity in Single Purchase ( '000)

100.0%

100.0%

100.0%

71

Analysis Table Quantity in Single Purchase ( '000) Incentive

Cash Discounts

Free Gifts

Trade Discounts

Total

50

Total

Observed

0

10

Expected

.1

10.0

% within Quantity in Single Purchase ( '000)

.0%

12.5%

Observed

0

14

Expected

.2

14.0

% within Quantity in Single Purchase ( '000)

.0%

17.5%

Observed

1

56

Expected

.7

56.0

% within Quantity in Single Purchase ( '000)

100.0%

70.0%

Observed

1

80

Expected

1.0

80.0

% within Quantity in Single Purchase ( '000)

100.0%

100.0%

72

Chi-Square Tests Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

93.445a

12

.000

Likelihood Ratio

89.145

12

.000

N of Valid Cases

80

a. 16 cells (76.2%) have expected count less than 5. The minimum expected count is .13.

73

RECOMMENDATIONS AND SUGGESTIONS This report lists the various recommendations and suggestions with respect to the findings and in congruence with the objectives of the study.

Recommendations: 1. It‟s overwhelming to find out that the organization works in a systematic manner. A blend of co-ordination will definitely enhance the performance of the company.

2. Quality clubbed with reasonable pricing and quick delivery made the product of the company stand apart. The marketing campaign should focus on this aspect and made according to its line.

3. The strength of the company is its customized products. This very fact must be highlighted in the marketing campaign.

4. As the products are reasonably priced, the ambit of the target consumers should be stretched so that middle class consumers also fit into it.

74

5. The company must stick to a norm while giving discounts on repeat purchase. This will certainly help in sales promotion in order to create repeat purchase.

6. In order to have a rapid market access, the company can include dealers, if not retailers at the moment.

7. The company can introduce some reward schemes so that a person is benefited after the fulfillment and over achievement of the target. This is predominantly done to motivate the sales force and enhance their performance.

8. Other than emphasis on design, craftsmanship and product quality, the company‟s unique strength also lies in its capability as a fully – integrated furniture manufacturer. This fact should be highlighted during the advertisement campaigns.

9. The need of the hour is aggressive marketing.

75

Suggestions: 1. Everyone is aware of the growth in wealth and change in lifestyle among Bangalore‟s novae riche. So the marketing campaign should be designed to woo the customers.

2. The company should explore all possible ways in order to aggressively sell its products.

3. In today‟s crowed market place in order to increase the size of the pie, the Company can adopt innovative promotional strategies. It will help in creating and reinforcing the Company‟s identity in the minds of the consumer.

4. In order to be extra ordinary, the Company has to walk the extra mile. A method named „Experimental Marketing‟ can be adopted by the Company wherein the prospective consumers can be invited to visit the showroom and touch and feel the products.

5. Since the competition is intense, so there should be some value addition so as to make the Company stand apart in the market. One such way is to improvise the customer service. 76

6. Consumer is the king in the market. This fact should be deeply rooted in the minds of the employees. The Company can adopt some ways to listen to the customer‟s feedback which should be noted in writing so that it will help in continual improvement and make the company to be in the right track always. Moreover, a sense of involvement will be felt by the customers whish can give the company a cutting edge.

BIBLIOGRAPHY Name Of Book

Name Of Author

Edition &

year

Marketing Management

Paramhans Foundation

Fourth

Edition, 1992

Research Methodology

C.R.Kothari

Second

Edition, 1993

Marketing Management

Philip Kotler

Twelth

D.N. Elhance

Present

Edition, 1999

Fundamentals of Statistics Edition, 1992

77

REFRENCES

1) 2) 3)

www.google.com www.hulindia.com www.bing.com

QUESTIONNAIRES 1. Do You Deal in FMCG Products of HUL. o Yes

o No

2. Which Products of HUL Do You Deal In. o o o o

Staple Confectionery Packed Food Biscuits

3. How frequent the agents of HUL Visit You o More than once a o Once a fortnight week o Once a month o Once a week 4. How many orders you place a month ? .............................................................................. 5. How much quantity is there in single purchase? .................................................................................... 6. Which Product you find most difficult to sell? .............................................................................. 7. Which Product you find most easily sold? .............................................................................. 78

8. How much margin do you get on the HUL Products?     

Snacks Staple Confectionery Packed Food Biscuits

.......................................... .......................................... .......................................... .......................................... ..........................................

9. Is there additional incentive for promotion of HUL product? If Yes Specify the Type of Incentive .......................................................................................... 10.What is the Selling Technique adopted by the HUL? ........................................................................................ 11.What type of promotional offers you get from HUL? ......................................................................................... 12.Do you get attracted by such offers? .......................................................................................... 13.What type of promotional offers is there for the final customers? .......................................................................................... 14.Dose the customer have knowledge of the product? ............................................................................................ 15.Dose the customer have knowledge of the Company? 16.Are the customers attracted by the adds. o Yes

o No

17.Which other FMCG Company’s Product You Deal in? HUL Any Other ................... P &G None 79

18.Which Company’s Products are demanded the most by the customers? ......................................................................................... 19.What is the difference between that company and HUL promotion techniques. ................................................................................................................................ ..................................................................

20.Are you satisfied with the approach of the HUL if Not Give your Suggestions ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ...........................................................................................................

80