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COMPETITIVE ANALYSIS OF COMPANY OF OUR OWN CHOICE
Presented By <ul><li>Raj Kumar Thanvi 19 </li></ul><ul><li>Mukesh Singh 30 </li></ul><ul><li>Swati Singh 31 </li></ul><ul>...
 
Hindustan Lever Ltd. Hindustan Unilever Ltd. IS  NOW
Mr. Harish Manwani  Chairman  Mr. Douglas  Baillie  CEO VISION
INTRODUCTION INTRO <ul><li>India's largest Fast Moving Consumer Goods company with 80 factories across India. </li></ul><u...
Contd.. <ul><li>Sales growth in 2008-09 is 15.5% </li></ul><ul><li>Operating margin  increased by 0.4% from 14% to 14.4% i...
 
 
PRODUCT SEGMENTATION OF HUL
COMPETITIVE SITUATION OF HUL WITH ITS COMPETITORS
PRODUCT RANGE BREAK-UP STRIVING ASPIRING AFFLUENT
PERSONAL WASH BY HUL HUL is the market leader in the soap segment in India
Competitors of HUL SOAPS  <ul><li>HUL brands </li></ul><ul><li>Lux </li></ul><ul><li>Rexona </li></ul><ul><li>Breeze </li>...
Competitors of HUL SOAPS  <ul><li>HUL brands </li></ul><ul><li>Pears </li></ul><ul><li>Dove </li></ul><ul><li>Hamam </li><...
57% 55% 55% 52% 10% 9% 8% 8% 9% 5% HUL’s SOAP MARKETSHARE
The HUL Hair Care
Competitors of HUL Hair Care <ul><li>Sunsilk </li></ul><ul><li>Clinic Plus </li></ul><ul><li>Dove </li></ul><ul><li>Panten...
Welcome to the segment Of  HUL Oral Care
Competitors of HUL Oral Care <ul><li>Pepsodent </li></ul><ul><li>Close Up </li></ul><ul><li>Colgate </li></ul><ul><li>Mesw...
48% 32% 2% 46% 47% 7% 30% 8% 30% 7% TOOTHPASTE MARKET SHARE
HUL COSMETICS
Competitors of HUL Cosmetics <ul><li>Lakme </li></ul><ul><li>Ponds </li></ul><ul><li>Revlon </li></ul><ul><li>Maybelline <...
HUL LAUNDRY CARE
COMPETITORS <ul><li>SURF EXCEL:  ARIEL </li></ul><ul><li>WHEEL:  NIRMA </li></ul><ul><li>RIN:  TIDE </li></ul>
SWOT ANALYSIS <ul><li>Strengths:   </li></ul><ul><li>Strong brand portfolio,price,quantity & variety. </li></ul><ul><li>In...
<ul><li>Weaknesses: </li></ul><ul><li>Strong Competitors. </li></ul><ul><li>Low exports level(at present). </li></ul><ul><...
<ul><li>Opportunities:   </li></ul><ul><li>Large domestic market – over a billion population. </li></ul><ul><li>Untapped r...
<ul><li>Threats:  </li></ul><ul><li>Tax and regulatory structure. </li></ul><ul><li>Mimic of brands </li></ul><ul><li>Entr...
STRATEGIC FOCUS OF UNILEVER <ul><li>Remain in tune with its markets and stays ahead of the competition </li></ul>
STRATEGIES FOLLOWED AT HUL <ul><li>Distribution strategy. </li></ul><ul><li>Distribution network(direct selling) </li></ul...
 
MARKETING STRATEGIES OF HUL STRATEGIES I HAVE MADE
MARKETING STRATEGIES OF HUL FOR URBAN INDIA  <ul><li>Focuses on short supply chain for distribution. </li></ul><ul><li>To ...
 
For long term benefits, HUL started Project Streamline in 1997. MARKETING STRATEGIES OF HUL FOR RURAL INDIA Project  Shakt...
EVERYDAY I WILL SELL. EVERYDAY I WILL EARN. MONEY. RESPECT Started in 2001, Shakti is HUL's rural initiative, which target...
PORTER’S FORCES
PORTER’S DIAGRAM
RIVALS <ul><li>Consumer in this category enjoy  </li></ul><ul><li>multitude of choices . </li></ul><ul><li>It does not cos...
SUPPLIERS <ul><li>Consumer product faces some amount of supplier power simply because of the cost they incur when switchin...
<ul><li>Verdict: limited supply power </li></ul>
BUYERS(CUSTOMERS) <ul><li>Consumer faces weak buying power because customers are fragmented and have little influence on p...
<ul><li>Verdict: Strong buyer power from retailers. </li></ul>
POTENTIAL ENTRENT <ul><li>Given the amount of capital investment needed to enter certain segment in house hold consumer pr...
<ul><li>Verdict: low threat of new  entrants. </li></ul>
THREAT OF SUBSTITUTE <ul><li>Within the consumer product industry, brand succeeds in helping to build a competitive advant...
<ul><li>Verdict: high threat of substitutes . </li></ul>
Corporate social responsibility  <ul><li>Providing education on health and hygiene </li></ul><ul><li>Women empowerment </l...
 
STRATEGIES…..
HUL should………
Thank you for your time....
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Hul

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  1. 1. COMPETITIVE ANALYSIS OF COMPANY OF OUR OWN CHOICE
  2. 2. Presented By <ul><li>Raj Kumar Thanvi 19 </li></ul><ul><li>Mukesh Singh 30 </li></ul><ul><li>Swati Singh 31 </li></ul><ul><li>Satya Prakash Singh 46 </li></ul><ul><li>Ankita Singh 68 </li></ul><ul><li>Shashi Bhushan Singh 69 </li></ul>
  3. 4. Hindustan Lever Ltd. Hindustan Unilever Ltd. IS NOW
  4. 5. Mr. Harish Manwani Chairman Mr. Douglas Baillie CEO VISION
  5. 6. INTRODUCTION INTRO <ul><li>India's largest Fast Moving Consumer Goods company with 80 factories across India. </li></ul><ul><li>In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). </li></ul><ul><li>HUL formed in November 1956; </li></ul><ul><li>The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited. </li></ul><ul><li>The mission – “add vitality to life.” </li></ul>
  6. 7. Contd.. <ul><li>Sales growth in 2008-09 is 15.5% </li></ul><ul><li>Operating margin increased by 0.4% from 14% to 14.4% in the year 2008-09 </li></ul><ul><li>Gross sales is 21649.51 crores </li></ul><ul><li>Share price Rs 237.50 </li></ul>
  7. 10. PRODUCT SEGMENTATION OF HUL
  8. 11. COMPETITIVE SITUATION OF HUL WITH ITS COMPETITORS
  9. 12. PRODUCT RANGE BREAK-UP STRIVING ASPIRING AFFLUENT
  10. 13. PERSONAL WASH BY HUL HUL is the market leader in the soap segment in India
  11. 14. Competitors of HUL SOAPS <ul><li>HUL brands </li></ul><ul><li>Lux </li></ul><ul><li>Rexona </li></ul><ul><li>Breeze </li></ul><ul><li>Lifebuoy </li></ul><ul><li>Competitors brands </li></ul><ul><li>Santoor, Chandrika </li></ul><ul><li>Cinthol, Mysore Sandal </li></ul><ul><li>Godrej no. 1, Nirma </li></ul><ul><li>Dettol </li></ul>
  12. 15. Competitors of HUL SOAPS <ul><li>HUL brands </li></ul><ul><li>Pears </li></ul><ul><li>Dove </li></ul><ul><li>Hamam </li></ul><ul><li>Competitors brands </li></ul><ul><li>Santoor, </li></ul><ul><li>Camay </li></ul><ul><li>Margo </li></ul>
  13. 16. 57% 55% 55% 52% 10% 9% 8% 8% 9% 5% HUL’s SOAP MARKETSHARE
  14. 17. The HUL Hair Care
  15. 18. Competitors of HUL Hair Care <ul><li>Sunsilk </li></ul><ul><li>Clinic Plus </li></ul><ul><li>Dove </li></ul><ul><li>Pantene </li></ul><ul><li>Head & Shoulders </li></ul><ul><li>L’Oreal, Garnier </li></ul>
  16. 19. Welcome to the segment Of HUL Oral Care
  17. 20. Competitors of HUL Oral Care <ul><li>Pepsodent </li></ul><ul><li>Close Up </li></ul><ul><li>Colgate </li></ul><ul><li>Meswak </li></ul><ul><li>Dabur Red </li></ul><ul><li>Anchor </li></ul>
  18. 21. 48% 32% 2% 46% 47% 7% 30% 8% 30% 7% TOOTHPASTE MARKET SHARE
  19. 22. HUL COSMETICS
  20. 23. Competitors of HUL Cosmetics <ul><li>Lakme </li></ul><ul><li>Ponds </li></ul><ul><li>Revlon </li></ul><ul><li>Maybelline </li></ul><ul><li>L’Oreal </li></ul><ul><li>Nivea </li></ul><ul><li>Charmise </li></ul>
  21. 24. HUL LAUNDRY CARE
  22. 25. COMPETITORS <ul><li>SURF EXCEL: ARIEL </li></ul><ul><li>WHEEL: NIRMA </li></ul><ul><li>RIN: TIDE </li></ul>
  23. 26. SWOT ANALYSIS <ul><li>Strengths: </li></ul><ul><li>Strong brand portfolio,price,quantity & variety. </li></ul><ul><li>Innovative Aspects. </li></ul><ul><li>Presence of Established distribution networks in both </li></ul><ul><li>urban and rural areas. </li></ul><ul><li>3400 distributers </li></ul><ul><li>16 million outlets over the world. </li></ul><ul><li>700 million customer base. </li></ul><ul><li>Strong R&D of the company </li></ul><ul><li>Highly skilled human resource. </li></ul><ul><li>Corporate Social Responsibility(CSR) </li></ul>
  24. 27. <ul><li>Weaknesses: </li></ul><ul><li>Strong Competitors. </li></ul><ul><li>Low exports level(at present). </li></ul><ul><li>Changing consumption pattern. </li></ul><ul><li>High advertising costs. </li></ul>SWOT Analysis
  25. 28. <ul><li>Opportunities: </li></ul><ul><li>Large domestic market – over a billion population. </li></ul><ul><li>Untapped rural market. </li></ul><ul><li>Changing Lifestyles & Rising income levels, i.e. increasing per capita income of consumers. </li></ul>SWOT Analysis
  26. 29. <ul><li>Threats: </li></ul><ul><li>Tax and regulatory structure. </li></ul><ul><li>Mimic of brands </li></ul><ul><li>Entry of ITC in FMCG sector. </li></ul><ul><li>Increasing cost of raw material. </li></ul>SWOT Analysis
  27. 30. STRATEGIC FOCUS OF UNILEVER <ul><li>Remain in tune with its markets and stays ahead of the competition </li></ul>
  28. 31. STRATEGIES FOLLOWED AT HUL <ul><li>Distribution strategy. </li></ul><ul><li>Distribution network(direct selling) </li></ul><ul><li>Brand extension strategy </li></ul><ul><li>Line extension strategy </li></ul><ul><li>Repositioning strategy </li></ul><ul><li>Promotional strategy-ads,(Rs700-800 cr) </li></ul><ul><li>Segmentation strategy </li></ul><ul><li>Premium brand </li></ul><ul><li>Affordable brand </li></ul><ul><li>Value for money </li></ul><ul><li>Innovation strategy-introduction of sachet in shampoo </li></ul><ul><ul><li>Mergers and acquisitions strategy </li></ul></ul>
  29. 33. MARKETING STRATEGIES OF HUL STRATEGIES I HAVE MADE
  30. 34. MARKETING STRATEGIES OF HUL FOR URBAN INDIA <ul><li>Focuses on short supply chain for distribution. </li></ul><ul><li>To meet the every need of people everywhere. </li></ul><ul><li>Build segments & market for the future where </li></ul><ul><li>Unilever has strong expertise. </li></ul><ul><li>Also uses Direct selling channel, franchisee to reach everyone e.g. Unicare. </li></ul>
  31. 36. For long term benefits, HUL started Project Streamline in 1997. MARKETING STRATEGIES OF HUL FOR RURAL INDIA Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states . Appointed 6000 Sub-stockists that directly covers about 50,000 villages & 250 million customers . Integrate Economic, Environment & Social objectives with Business agenda.
  32. 37. EVERYDAY I WILL SELL. EVERYDAY I WILL EARN. MONEY. RESPECT Started in 2001, Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less. micro-enterprise opportunities for rural women Providing health n hygiene education through shaktivani program ishakti portal Shakti has already been extended to about 15 states ,80,000 villages in with 45,000 women entrepreneurs and generating Rs.700-1000 per month to each women.
  33. 38. PORTER’S FORCES
  34. 39. PORTER’S DIAGRAM
  35. 40. RIVALS <ul><li>Consumer in this category enjoy </li></ul><ul><li>multitude of choices . </li></ul><ul><li>It does not cost anything for a consumer to buy one brand of shampoo instead of another, making the industry quite competitive . </li></ul>
  36. 41. SUPPLIERS <ul><li>Consumer product faces some amount of supplier power simply because of the cost they incur when switching suppliers </li></ul><ul><li>Suppliers that do a large amount of business with these companies are also beholden to their customers . </li></ul>
  37. 42. <ul><li>Verdict: limited supply power </li></ul>
  38. 43. BUYERS(CUSTOMERS) <ul><li>Consumer faces weak buying power because customers are fragmented and have little influence on price or product. </li></ul><ul><li>Considering buyer power retailers it is very high since they are able to negotiate the price with the companies . </li></ul>
  39. 44. <ul><li>Verdict: Strong buyer power from retailers. </li></ul>
  40. 45. POTENTIAL ENTRENT <ul><li>Given the amount of capital investment needed to enter certain segment in house hold consumer products, the threat of new entrant is fairly low. </li></ul><ul><li>Whether the new entrant can get its products on the shelves of the same retailers as its much larger rivals. </li></ul>
  41. 46. <ul><li>Verdict: low threat of new entrants. </li></ul>
  42. 47. THREAT OF SUBSTITUTE <ul><li>Within the consumer product industry, brand succeeds in helping to build a competitive advantage, but even the pricing power of the brands can be eroded. </li></ul>
  43. 48. <ul><li>Verdict: high threat of substitutes . </li></ul>
  44. 49. Corporate social responsibility <ul><li>Providing education on health and hygiene </li></ul><ul><li>Women empowerment </li></ul><ul><li>Water management </li></ul><ul><li>Rehabilitation of special or underprivileged children </li></ul><ul><li>Care for the destitute and HIV-positive </li></ul><ul><li>Rural development. </li></ul><ul><li>Plays active role in natural calamities </li></ul>
  45. 51. STRATEGIES…..
  46. 52. HUL should………
  47. 53. Thank you for your time....
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