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HUL India - Shampoo's product portfolio

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Product Portfolio of shampoo's of HUL(India) and its Perceptual Mapping (with competitors)

Product Portfolio of shampoo's of HUL(India) and its Perceptual Mapping (with competitors)

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  • 1. FMCG SECTOR       The Beginning: Sunlight Soap Bars, made in England by Lever Brothers. “Consumer Packaged Goods” Corner Stone of Indian Economy – Rs. 460 Billion Following Lifebuoy in 1895, came a plethora of brands. Food & Beverage Biggest Sales in this sector. Untapped Rural Market.
  • 2.  Corner Stone of Indian Economy – Rs. 460 Billion.  62 of the top 100 brands are owned by MNCs.  Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan UniLever.
  • 3. About: HUL 1931 – Hindustani Vanaspati Manufatcturing Company 1933 - Levers Brothers India Limited 1935 – United Traders Limited 1956 – Merged to form HIL 2007 – Name Changed to HUL India’s Largest FMCG company in over 20 categories. Employee strength – 15000 Indirect Employment – 52000 Owns 35 major Indian Brands. Consumed by 2 out of 3 Indians. Turnover around Rs.25,206 crores (financial year 2012 – 2013). Recognized as a Golden Super Star Trading House by GOI.
  • 4. FOOD BRANDS PERSONAL CARE BRANDS HOME CARE BRANDS
  • 5. MARKET SHARE 3%LOREAL 6% ITC 11% DABUR 46% HUL 24 PROCTE R AND GAMBLE HUL PROCTER AND GAMBLE DABUR ITC LOREAL CALVIN CARE OTHERS
  • 6. Why Shampoos?  Shampoos - low penetration category: Urban - 36 per cent. Rural -12 per cent.  Intense marketing by players, lower duties and availability of shampoos in affordable sachets.  Scope for volume expansion by converting non-users.  Brand loyalties not strong. Consumers frequently look for a change.  Brand management and positioning thus becomes important.
  • 7. SPECTRUM Shampoo Types Cosmetic Medical Herbal Hair Conditioning Fruitamine Shikakai based Neem Based Shiny hair Anti-lice Anti dandruff
  • 8. MARKET SHARE OF SHAMPOO BRANDS SUNSILK 22% 21% 13% 20% 8% 16% HEAD AND SHOULDERS PANTENE DABUR CLINIC OTHER
  • 9. Dove   Self – Esteem campaign. USP – Promoting natural beauty. Sunsil k  First branded shampoo of HUL  Positioned as Hair – Expert.  USP – Cocreations.
  • 10. TRESemmé    Initially marketed only to salons. Purchased by Unilever in 2011. USP – Salon Finish Clinic Plusweak  Serves hair, hair breakage, rough-dry.  USP – anti-dandruff ingredients.
  • 11. Clinic All Clear  Clinic Special to Clinic All Clear and now re launched this year as Clear.  Dandruff Solution  USP – dual benefit of Clear tech and essential oils.
  • 12. Swot Analysis STRENGTH WEAKNESS OPPORTUNITY THREATS
  • 13. STRENGTHS  CLEAR has partnered with the world’s leading dermatologists from the International Academy of Dermatology (IACD) to bring the first ever patented scalp nutrient technology –New CLEAR with Nutrium 10 to its consumers  Available in 5 different variants for different types of hair needs  Clear brand available in over 14 countries worldwide  Clear is the only brand that offers specially formulated Anti dandruff shampoo for men
  • 14. WEAKNESS  Dominance only in the anti-dandruff shampoo segment, no variants available for normal shampoo usage.  Multiple re-brandings over the years – Clinic Special to Clinic All Clear to ‘Clear’ at present. Can create confusion about the brand name among consumers.  Low market share even in the anti-dandruff shampoo segment as compared to competitors like Head & Shoulders.
  • 15. OPPORTUNITY  To align itself to the international quality standards this year Clinic All Clear has been re-launched this year as Clear  Introduction of Anti Dandruff Hair Oil that fights dandruff and strengthens hair from scalp, as a brand extension
  • 16. THREATS  Highly competitive market having many players with similar offerings and cheaper rates  P&G wrote to the Advertising Standards Council of India, which sought a response from HUL regarding an advertisement of Clear starring Bipasha Basu which had a muted reference to Head & Shoulders in the advertisement.
  • 17. INCOME GROUP SALON STYLE UPPER CLASS REVITALISI NG •TRESEMM E •DOVE MIDDLE CLASS •DOVE LOWER MIDDLE CLASS REPAIR •TRESEMM E UPPER MIDDLE CLASS COLOR CARE CLEANSIN G •DOVE •DOVE •CLEAR •DOVE •TRESEM ME •CLEAR •CLEAR •CLEAR •CLINIC PLUS •CLINIC PLUS •CLINIC PLUS
  • 18. PERCEPTUAL MAPPING 7 Head & shoulders 6 Clinic All Clear Pantene 5 Nizoral 4 AVAILABILITY Cipla 3 VLCC 2 1 0 0 1 2 3 4 ANTI – DANDRUFF 5 6 7
  • 19. Conclusion  Clinic plus is the most popular amongst the masses.  Tresemme is the most used amongst upper class.  Clear is the most popular and easily available in Anti-dandruff segment.  HUL has maintained it’s number 1 position in the market and is positioned as people’s most preferred brand.
  • 20. Group Members Apoorva Nair (10) Drashti Shah (17) Parul Singh (36) Priyanka Pathak (43) Sangini Shah (55) Shravani S (53) Sreedevi Thekkedath (63)

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