ACKNOWLEDGMENTThe successful completion of this project is not just owed to one but it bears an imprintof the efforts of many people, actively involved with the project.This project was prepared for Hindustan Unilever (HUL). My sincere thanks toMr. Tanay Mishra, ASM, for giving me this opportunity to work with HUL. I wouldalso like to thank Mr.Amit Thapa,AE, under whose guidance I completed my training.I also extend my gratitude to Mr. Atul Santosh Pandey,TSI, for his cooperation andguidance.I would also like to express my gratitude towards people from the industry who equallycontributed in the accomplishment of my project.My overriding debt continues to my family and friends who continuously provided metime, support, inspiration and friendly environment needed to prepare this report. Vijay kumar
OBJECTIVES • To understand the skin category of Hindustan Unilever Limited. • To study various brands of HUL in skin category. • To study the competitive brands in the market of skin category. • To find the market share of the HUL brands and its competitive brands. • To determine the key areas of strength and weakness for HUL brands. • To develop a promotion plan for brand communication of the HUL skin category products.INTRODUCTIONCOMPANY PROFILE
Hindustan Unilever Limited (HUL) is Indias largest fast moving consumer goodscompany, with leadership in Home & Personal Care Products and Foods & Beverages.HULs brands, spread across 20 distinct consumer categories, touch the lives of two outof three Indians. They endow the company with a scale of combined volumes of about 4million tonnes and sales of nearly Rs.13,718 crores. The mission that inspires HULs over15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meetseveryday needs for nutrition, hygiene, and personal care with brands that help people feelgood, look good and get more out of life. It is a mission HUL shares with its parentcompany, Unilever, which holds 51.55% of the equity. The rest of the shareholding isdistributed among 360,675 individual shareholders and financial institutions. A Fortune500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100countries worldwide.HUL is also one of the countrys largest exporters; it has been recognised as a GoldenSuper Star Trading House by the Government of India.Over time HUL has developed into a viable & competitive sourcing base for Unileverworld wide in Home and Personal Care & Foods & Beverages category of products. HULis also a global marketing arm for select licensed Unilever brands and also works onbuilding categories with core country advantage such as branded basmati rice.
HULs brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds,Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna,Kwality Walls – are household names across the country and span many categories -soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinaryproducts. They are manufactured over 40 factories across India. The operations involveover 2,000 suppliers and associates. HULs distribution network, comprising about 4,000redistribution stockists, covering 6.3 million retail outlets reaching the entire urbanpopulation, and about 250 million rural consumers.HUL believes that an organisations worth is also in the service it renders to thecommunity. HUL is focusing on health & hygiene education, women empowerment, andwater management. It is also involved in education and rehabilitation of special orunderprivileged children, care for the destitute and HIV-positive, and rural development.HUL has also responded in case of national calamities / adversities and contributesthrough various welfare measures, most recent being the village built by HUL inearthquake affected Gujarat, and relief & rehabilitation after the Tsunami causeddevastation in South India.In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti,HUL is creating micro-enterprise opportunities for rural women, thereby improving theirlivelihood and the standard of living in rural communities. Shakti also includes health andhygiene education through the Shakti Vani Programme, and creating access to relevantinformation through the iShakti community portal. The program now covers 15 states in
India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plusvillages and directly reaching to 150 million rural consumers. By the end of 2010, Shaktiaims to have 100,000 Shakti entrepreneurs covering 500,000 villages, touching the livesof over 600 million people.HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. Theprogramme endeavours to induce adoption of hygienic practices among rural Indians andaims to bring down the incidence of diarrhoea. It has already touched 84.6 million peoplein approximately 43890 villages of 8 states. The vision is to make a billion Indians feelsafe and secure.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.HISTORYYEAR MILESTONES
1888 Sunlight soap introduced in India. Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata,1895 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. Vanaspati introduced by Dutch margarine manufacturers like Van den Berghs, Jurgens,1918 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. Hindustan Vanaspati Manufacturing Company registered on November 27; Sewri1931 factory site bought.1932 Vanaspati manufacture starts at Sewri. Application made for setting up soap factory next to the Vanaspati factory at Sewri;1933 Lever Brothers India Limited incorporated on October 17. Soap manufacture begins at Sewri factory in October; North West Soap Companys1934 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. Garden Reach Factory purchased outright; concentration on building up Dalda1939 Vanaspati as a brand. Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires own1941 sales force. Unilever takes firm decision to "train Indians to take over junior and senior1942 management positions instead of Europeans".1943 Personal Products manufacture begins in India at Garden Reach Factory. Reorganisation of the three companies with common management but separate1944 marketing operations.1947 Ponds Cold Cream launched.
Mr. Prakash Tandon becomes first Indian Director. Shamnagar, Tiruchy, and Ghaziabad1951 Vanaspati factories bought.1955 65% of managers are Indians. Three companies merge to form Hindustan Unilever Limited, with 10% Indian equity1956 participation.1957 Unilever Special Committee approves research activity by Hindustan Unilever.1958 Research Unit starts functioning at Mumbai Factory.1959 Surf launched. Mr. Prakash Tandon takes over as the first Indian Chairman; 191 of the 205 managers1961 are Indians.1962 Formal Exports Department starts.1963 Head Office building at Backbay Reclamation, Mumbai, opened. Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad; Sunsilk1964 shampoo launched.1965 Signal toothpaste launched; Indian shareholding increases to 14%. Levers baby food, more new foods introduced; Nickel catalyst production begins;1966 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; Fine1968 Chemicals Unit commissioned at Andheri; informal price control on soap begins.1969 Rin bar launched; Fine Chemicals Unit starts production; Bru coffee launched Mr. V. G. Rajadhyaksha presents plan for diversification into chemicals to Unilever1971 Special Committee - plan approved; Clinic shampoo launched.1973 Mr. T. Thomas takes over as Chairman from Mr. V. G. Rajadhyaksha. Pilot plant for industrial chemicals at Taloja; informal price control on soaps1974 withdrawn; Liril marketed. Ten-year modernisation plan for soaps and detergent plants; Jammu project work1975 begins; statutory price control on Vanaspati and baby foods withdrawn; Close-up toothpaste launched. Construction work of Haldia chemicals complex begins; Taloja chemicals unit begins1976 functioning. Jammu synthetic Detergents plant inaugurated; Indian shareholding increases to1977 18.57%.1978 Indian shareholding increases to 34%; Fair & Lovely skin cream launched.1979 Sodium Tripolyphospate plant at Haldia commissioned.
Dr. A. S. Ganguly takes over as Chairman from Mr. T. Thomas; Unilever shareholding1980 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 seeds comes1986 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. HULs largest competitor, Tata Oil Mills Company (TOMCO), merges with the company with effect from April 1, 1993, the biggest such in Indian industry till that time. Merger1993 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 Corporation form 50:50 joint venture - Kimberley-Clark Lever Ltd. - to market Huggies diapers and1994 Kotex feminine care products. Factory set up at Pune in 1995; HUL acquires Kwality and Milkfood 100% brandnames and distribution assets. HUL introduces Walls. HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint venture – Lakme Lever1995 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 Group1996 company, Brooke Bond Lipton India Limited, with HUL, with effect from January 1; HUL introduces branded atta; Surf Excel launched. Unilever sets up International Research Laboratory in Bangalore; new Regional1997 Innovation Centres also come up. Group company, Ponds India Ltd., merges with HUL with effect from January 1, 1998.1998 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 the2000 Unilever Board; HUL acquires 74% stake in Modern Food Industries Ltd., the first public sector company to be disinvested by the Government of India. HUL enters Ayurvedic health & beauty centre category with the Ayush range and2002 Ayush Therapy Centres.2003 Launch of Hindustan Lever Network; acquisition of the Amalgam Group2005 Launch of "Pureit" water purifiersDISTRIBUTION NETWORK
Hindustan Unilevers distribution network is recognised as one of its key strengths. Itsfocus is not only to enable easy access to their brands, but also to touch consumers with athree-way convergence of - • product availability, • brand communication, • and higher levels of brand experience.HULs products, manufactured across the country, are distributed through a network ofabout 7,000 redistribution stockists covering about one million retail outlets. Thedistribution network directly covers the entire urban population.The general trade comprises grocery stores, chemists, wholesale, kiosks and generalstores. Hindustan Unilever services each with a tailor-made mix of services. Theemphasis is equally on using stores for direct contact with consumers, as much as ispossible through in-store facilitators.The distribution network in general trade is as follows:-
FACTORY JUST IN TIME DEPOT REDISTRIBUTION STOCKIST MARKET ( CHANNEL WISE ) CONSUMERThe products that are manufactured are first brought to the JIT (Just In Time) Depot fromthe factory. Then these products are delivered to the Redistribution Stockiest according tothe order placed by them, this is done through Permanent Despatch Plan.Then this stockis send to either retailers or wholesalers, according to the channel followed by them.From there it reaches to the consumers.At the supermarkets
Self-service stores and supermarkets are fast emerging in metros and large towns. Toservice modern retailing outlets in the metros, HUL has set up a full-scale salesorganisation, exclusively for this channel. The business system delivers excellentcustomer 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 ourbrands at the store itself, through product tests and in-store sampling.This is termed as Modern Trade. It has got different distribution network and workdifferently. It is fast gaining pace as more and more people are turning to malls forshopping. Today shoppers don’t just want to buy their daily groceries but they also want ashopping experience. They want to spend time in air conditioned store, no more they areready to sweat for spending money. These big box retailers provide them a platformwhere they can roam around, pick, compare and choose their products. These storesprovide them a whole new experience of shopping without shedding any drop of sweat.
DISTIBUTION NETWORK FACTORY JUST IN TIME DEPOT CUSTOMER SERVICE PROVIDER BIG BOX RETAILER CONSUMERPRODUCT 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)SKIN CATEGORY
PEARSIntroduced in India in 1902, Pears soap has no equal. It is gentle enough, even for babysskin.Pears is manufactured like any other soap, but unlike in conventional soaps, the glycerineis retained within the soap. That is the cause if its unique transparency. Aftermanufacturing, the soap is mellowed under controlled conditions over weeks. At the endof this maturing process, it is individually polished and packed in cartons.Today Pears is available in three variants - the traditional amber variant, a green variantfor oil control and a blue variant for germ protection. PEARS PEARS AMBER 125 GM PEARS AMBER 75 GM PEARS AMBER 45 GM PEARS OIL CONTROL 75 GM PEARS GERMSHILD 75 GMFAIR & LOVELY
A womans passion for beauty is universal and catering to this strong need is Fair &Lovely. Based on a revolutionary breakthrough in skin lightening technology, Fair &Lovely was launched in 1978.The Hindustan Lever Research Centre (it is among the largest research establishments inIndias private sector, including pharmaceutical companies, with facilities in Mumbai andBangalore) deployed technology, based on pioneering research in the science of skinlightening to develop Fair & Lovely. The formulation is patented. Its formulation actssafely and gently with the natural renewal process of the skin, making complexion fairerover a period of six weeks.Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacinamide thatis known to control dispersion of melanin in the skin. It is a patented and proprietaryformulation, which has been in the market for 25 years. Niacinamide (Vitamin B3) is awater-soluble vitamin and is widely distributed in cereals, fruits and vegetables - and itsuse in cosmetic formulations has been known for various end benefits. The UVcomponents of the formulation are scientifically chosen and used at optimum levels toprovide wide spectrum protection against UV rays of the sun. Specifically, this patentedformulation offers a high UVA protection, which is more relevant to Asian skin than plainSPF protection creams sold in the West. All the active ingredients in the Fair & Lovelyformulation function synergistically to lighten skin colour through a process that isnatural, reversible and totally safe.
FAIR & LOVELY MULTI VITAMIN 80 GM FAIR & LOVELY MULTI VITAMIN 50 GM FAIR & LOVELY MULTI VITAMIN 25GM FAIR & LOVELY MULTI VITAMIN 9 GM FAIR & LOVELY AYURVEDIK 50 GM FAIR & LOVELY AYURVEDIK 25 GM FAIR & LOVELY AYURVEDIK 9 GM FAIR & LOVELY MENZ ACTIVE 50 GM FAIR & LOVELY MENZ ACTIVE 25 GM FAIR & LOVELY SUN BLOCK 50 GM FAIR & LOVELY SUN BLOCK 25 GM FAIR & LOVELY SKIN CLEARITY 50 GM FAIR & LOVELY SKIN CLEARITY 25 GM FAIR & LOVELY SKIN CLEARITY 9 GMPOND’SPonds has been synonymous with skin care in India since 1947.
The impressive track record of Ponds began when Theron T Pond, a pharmacist fromUtica New York, introduced Ponds Golden Treasure in 1846, a witch-hazel basedwonder product. In 1914, Ponds Cold Cream and Vanishing Cream marked the brandsevolution to a beauty icon. In 1955 Ponds Extract Company merged with ChesebroughManufacturing and in 1987 Unilever purchased Chesebrough-Ponds. By this time thePonds brand had built up a powerful international presence.From one man in a tiny home-made laboratory, to todays state of the art R&D facilitiesled from Bangkok, Mumbai, New York and Tokyo, the Ponds promise has remained thesame across 58 countries - to deliver products that make a real difference to womens skinand the way they live their lives.
PONDS TALCUM PONDS DFT 400 GM PONDS DFT 200 GM PONDS DFT 100 GM PONDS DFT 50 GM PONDS DFT 20 GM PONDS MAGIC 400 GM PONDS MAGIC 100 GM PONDS MAGIC 50 GM PONDS MAGIC 20 GM PONDS SANDAL TALC 300 GM PONDS SANDAL TALC 100 GM PONDS SANDAL TALC 50 GM PONDS SANDAL TALC 20 GM PONDS OIL CONTROL 400 GM PONDS OIL CONTROL 100 GMVASELINEVaseline is a trusted brand worldwide associated with daily skin care and healthy skin forthe entire family. Vaseline has been keeping skin healthy since 1870.The Vaseline Philosophy:The need for Vaseline is based on real skin facts. We believe our skin is amazing. Itprotects us, heals itself, connects us to the world, transmits emotions. And this amazingskin needs to be looked after. Nobody knows skin, and how to keep it at its healthy best.This why HUL make products that maintain our skin condition at its best and enhances itsnatural health.
Vaseline Petroleum Jelly I.P.Vaseline Petroleum Jelly is a mixture of Mineral oils, Paraffin and microcrystallinewaxes, is that when blended together, create something remarkable- it literally melts intoyour body, protecting the skin from within.Vaseline petroleum Jelly serves two functions. First it helps keep the outside world out –it protects skin from effects of weather and exposure. Second it acts like a sealant to keepthe inside world in, thereby acting as a barrier to the natural water loss from our skin. SoSkin that is dry and chapped is protected from drying elements, enabling skin softeningmoisture to build up naturally from inside the skin itself.Vaseline Total Moisture Body Lotion:Beneath the surface, your skin is 90% water, enabling it to act as a moisture and nutrientreserve. So keeping your skin well hydrated is critical to your well-being.Unfortunately however, our body tends to lose moisture throughout the day. Bathing,casual contact, washing, sitting in the AC for too long, seasonal changes, all robs thebody of its moisture. Vaseline Total Moisture is a fast-absorbing lotion enriched withSoya and Oat protein that are known to nourish the skin from deep inside while VitaminE feeds your skin with the nutrient that is essential to keep it glowing. Together theyresult in healthy looking skin.
Vaseline Aloe Cool and Fresh Body Lotion:With the goodness of Cucumber and Aloe Vera, this light moisturising body lotion isespecially made to meet your skin needs in summer. Cucumber is a surprising beautysecret for the skin with its hydrating, cooling and soothing properties. Aloe Vera on theother hand, is an unparalleled moisturiser and cell rejuvenator which is excellent for dryskin. Together, these two ingredients can keep your skin looking and feeling its healthiestbest.
VASELINE & POND’S VASELINE BODY LOTTION 300 ML VASELINE BODY LOTTION 100 ML VASELINE BODY LOTTION 25 ML VASELIN ALOE FRESH 300 ML VASELIN ALOE FRESH 100 ML VASELINE PETOLIUM JELLY 100 GM VASELINE PETOLIUM JELLY 50 GM VASELINE PETOLIUM JELLY 25 GM VASELINE PETOLIUM JELLY 8 GM VASELINE LIPCARE 10 GM PONDS COLD CREAM 100 GM PONDS COLD CREAM 55 GM PONDS COLD CREAM 30 GM PONDS COLD CREAM 8 GM PONDS BODY LOTTION 300 ML PONDS BODY LOTTION 100 MLLAKMEHalf a century ago, as India took her steps into freedom, Lakme, Indias first beauty brandwas born. At a time when the beauty industry in India was at a nascent stage, Lakmetapped into what would grow to be amongst the leading, high consumer interest segmentsin the Indian Industry - that of skincare and cosmetic products. Armed with a potentcombination of foresight, research and constant innovation, Lakme has grown to be themarket leader in the cosmetics industry.Lakme today has grown to have a wide variety of products and services that cover allfacets of beauty care, and arm the consumer with products to pamper herself from head totoe. These include products for the lips, nails, eyes, face and skin, and services like theLakme Beauty Salons.LAKME SUMMER COLLECTION
Lakme Sun Expert Ultra matte - SPF 20* Lakme presents a revolutionary light sunscreen, with insta Lakme Sun Expert oil absorb complex. This broad spectrum fluid instantly Ultra matte absorbs excess oil from the surface of the skin, leaving your super light sunscreen insta oil absorb complex face matte and shine-free. Finally sunscreen comfortable enough to become a daily habit. Enabling you to do what is right for your skin- no matter what the weather.Its UVA and UVB absorbers give you perfect protection for medium levels of sun exposure, defending your skin from harmful sun damage. How to Use: Apply on face, neck and other exposed areas atleastSPF 20*(Medium Protection) & 20minutes before stepping out in the skin. Wait for a minute SPF 30*(High Protection) before applying makeup re-apply every 3 to 4 hours. Click Here for More Details Lakme Sun Expert Lakme Sun Expert Moisture Intense Sunscreen SPF 30* sun protection creme with UVA and UVB Protection controls sun related damage moisture intense sunscreen like skin darkening, sun spots, premature ageing With extracts of Aloe Vera and Sweet Orange, this intense creme has a deep moisturising action. Best suited for Dry and Dehydrated skin. This formulation is water and sweat resistant. To Use: Apply daily to face and other exposed areas. Re-apply
every 3 to 4 hours. Results: Moisturised skin that is protected from the harmful effects of the Sun. Key Ingredients: Aqua, Octyl Methoxycinnamate, Cyclomethicone, Benzophenone-3, Titanium Dioxide, Perfume.SPF 30*(High Protection) Lakme Sun Expert Sunscreen Lotion SPF-15 Lakme Sun Expert For All Skin types Sunscreen Lotion A 100% oil-free formulation that protects normal skin from 70% of skin damage. Specially formulated for Indian skin that tans easily, new Lakme Sun Expert has SPF 15 to prevent tanning and block out harmful rays. How it Works Moisturises, nourishes and prevents tanning, wrinkling, spots and keeps skin soft. How to Use Massage gently onto face, neck, hands and other exposed parts of the body. Use daily, all year round, whether you are indoors or outdoors. . SPF - 15 For All Skin types Lakme Sun Expert Lakme Sun Expert Sun Block SunBlock For Sensitive Skin An oil-free, water and sweat resistant formulation with enhanced protection from UVA and UVB radiation. Specially formulated for Indian skin that tans easily, new Lakme Sun Expert has SPF 25 to prevent tanning and block out harmful rays. How it Works Nourishes your skin and ensures long-lasting UV protection for sensitive skin.
How to Use Massage gently onto face, neck, hands and other exposed parts of the body. Use daily, all year round, whether you are indoors or outdoors. For Sensitive Skin Lakme Sun Expert Sunscreen Soufflé For Oily SkinLakme Sun Expert A unique, water-based, lightweight sunscreen thats non-Sunscreen Soufflé greasy and prevents 70% of skin damage. Specially formulated for Indian skin that tans easily, new Lakme Sun Expert has SPF 20 to prevent tanning and block out harmful rays. How it Works Prevents tanning and protects oily skin from sun damage. How to Use Massage gently onto face, neck, hands and other exposed parts of the body. Use daily, all year round, whether you are indoors or outdoors. Lakme Skin Brightening Gel Lakme Skin Brightening Gel For After Sun Use Rehydrate and revive your skin with new 100% oil-
free Lakme Skin Brightening Gel. How it Works This light weight cooling formulation rehydrates and cools your skin. Specially formulated for Indian skin, it works naturally to lighten your tan restore your skins original colour. Now go on, turn your skin into something divine. How to Use. Apply generously following exposure to the sun. For After Sun Use Results An immediate cooling and soothing sensation.POND’S WHITE BEAUTYPart of the Unilever portfolio since 1986, Ponds recently announced the launch of PondsWhite Beauty Detox range that gives a visibly illuminated and nourished pink glow.Talking of luminous, Ponds White Beauty is not just about skin whitening for theconsumer, but about a radiant healthy skin that gives a nourished pink glow. Ponds WhiteBeauty has detoxifying vitamins B3, B6, E, and C, which neutralizes the effect ofdarkness-causing impurities found in the environment and reduces accumulated melanin,thus giving a smooth, pure and bright skin.Ponds White Beauty represents the international expertise of Ponds in providingsuperlative skincare regimes. Increasingly, Indian women are looking for the completeskincare regime of cleansing, toning and moisturizing and this product range provides allbeauty regime requirements.
The range consists of White Beauty Detox Cleanser which cleans thoroughly, WhiteBeauty Detox Toner, which tightens the open pores and smoothens out the roughappearance of the skin; White Beauty Skin Lightening Cream with Detox vitamins thatnourish skin from within, and White Beauty Detox Lotion, which replenishes skinsnatural moisture level and gives visibly glowing and smooth pinkish skin.POND’S AGE MIRACLE
As a brand that understands women, around the world, Ponds recognizes that true beautyis derived from love and warmth as well as the credibility of an international skincareheavyweight. Ponds is offering a variety of ranges for women. Pond’s Age Miracle isanother example of that.“Candlelight dinners, long drives and the sound of saxophones will be part of your lives,once again. The smell of love in the air, the feeling of your heart skipping a beat, onceagain.” When Hindustan Lever threw a party to formally launch its premium Ponds AgeMiracle range it used these words in invitation. . The FMCG major promised to bringromance back into the 35-plus womans life with a new look courtesy Ponds AgeMiracle.
COMPETITIVE BRANDSPRODUCT PROFILEFIAMA DI WILLS (ITC)The Fiama Di Wills range of soaps has been launched under the sub - brand SkinSense.The first variant to be introduced in this range is Soft Green. This is a gentle caring soap,which helps enhance retention of skin proteins making skin look beautiful and youthful.In February 2008, ITC launched two new ranges of soap - Vivel Di Wills and Vivel -tocater to the skincare needs of a wide range of consumers. Backed by consumer insights,the ranges offer a unique value proposition of bringing together ingredients that providemultiple benefits of Nourishment, Protection and Hydration in a single product. Henceproviding the ever discerning consumer complete care.The packaging, reflecting the philosophy of the brand, fuses multiple benefits. The unique cartonpack has been developed by ITC’s design team to provide a novel consumer experience.The Vivel Di Wills range is available in two variants: • Vivel Di Wills Sheer Radiance is enriched with Olive Oil, to provide skin lustre to make it radiant. • Vivel Di Wills Sheer Crème is enriched with Shea Butter, to moisturize skin to make it soft and supple.The Vivel range is available in four variants • Vivel Young Glow is enriched with Vitamin E and Fruit Infusions which help in providing youthful glow to the skin. • Vivel Satin Soft is enriched with Vitamin E and Aloe Vera which help the skin feel beautifully soft. • Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin. • Vivel Ayurveda Essence is enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment, keeping it healthy and beautiful.Although the market trend shows that these ITC brands are no competition to Pears rightnow. But if ITC improves its distribution network then these brands can be a threat toHUL.
Fairness creamsFAIR ONEFairone Fairness Cream was launched jointly by Elder Pharmaceuticals and ShahnazHusain. Elder Pharmaceuticals Ltd and Shahnaz Husain, herbal beauty specialist, hadentered into an agreement to launch four skin care products during 2006-2007. Elderundertakes the manufacturing and marketing of the products, while the conception andcomposition is done by Husain. Elder Pharmaceuticals Ltd. is one of the leadingcompanies in India in the skin care sector. The company is a major manufacturer of aloevera-based skin care products. Indications FAIR ONE cream has a unique blend of herbal ingredients like saffron, honey, apricot oil, rose, cucumber and lemon distillate. The formulation protects the skin from the darkening effects of the sun. Honey, a natural moisturizer, nourishes the skin, keeping it smooth and supple. FAIR ONE cream helps to make your skin look fairer and brighter. Method of Apply to face, neck and arms twice daily. See Use results in One fortnight.FAIR AND HANDSOMEA fair complexion has always been associated with success and popularity. Men andwomen alike desire fairness, it is believed to be the key to a successful life. Well forwomen the market is loaded with fairness cream but for men there are very few creams.Emami Fair and Handsome is one such cream for men.Emami herbalists and dermatologists from India along with Activor Corp USA, hascreated “Fair & Handsome” a fairness cream for Men with a breakthrough Five PowerFairness System to make skin fair and handsome in 4 weeks.
Emami - Fairness Cream for Men First time ever fairness cream for men Fair and Handsome Emami in collaboration with Activor Corp, USA has created a unique fairness cream for men with a breakthrough Peptide complex patented in the USA. This wonder molecule peptide works on the collagen structure of male skin and dramatically improves skin texture and fairness in just 4 weeks. Its pleasant cooling gives an after-shave effect. How does it work? • Active ingredients regulate production of melanin. Natural sunscreen protects against UV rays. • Peptide in combination with Vetiver and Rose Water makes skin fair and fresh with a pleasant cooling sensation. What it does: • Improves fairness in 4 weeks. • Protects against suns UV rays.Key ingredients • Moisturises skin even after shaving.============= • Relieves stress and fatigue signs.Peptide, Liquorice, Vetiver & Aloe vera. The efficiency of this cream has been dermatologically tested on Indian male skin 73% were found to be fairer 78% found it to be an effective after shave- moisturiser 75% found effective oil-control.GARNIERGarnier is a division of LOréal that produces hair care products, including the Fructisline, and most recently, skin care products under the name, Nutritioniste, that are soldaround the world. One of their key ingredients is a fruit concentrate used in all theirproducts. It is a combination of fruit acids, vitamin B3 and B6, fructose and glucose.
Fairness + dark spots prevention dailymoisturiser Lightens skin Prevents dark spots from reappearing.Anti-marks + fairness concentrate Enhances the skins overall fairness Reduces the number & intensity of dark spots.FAIREVERNatural Fairever was initially launched in A.P. in 1998, following that a national launchwas made in 1999. Fairever is the brand of CavinKare Pvt Ltd(CKPL). This cream has ablend of saffron and milk. It claims to work from within to provide a distinctly fairer,glowing complexion much like that of Kashmiri beauties in just 4 weeks Triplesunscreens also retain your fairness and reduce the harmful effects of UV rays. It comesin a pack of 50g and 100g. The 50g pack costs Rs.55.The Fairever claims to have consumers as a woman who is the young and contemporarywoman of today. She has strong values and believes in using a natural product that willhelp bring out her natural beauty from within. Fairever Fairness CreamFairever Fairness Cream with Saffron, Milk and Fruit Vitalisers Use twice every day.
TALCUM POWDERCINTHOLCinthol talc is a product of GODREJ Consumer Products Ltd (GCPL). GCPL identifiesCinthol as its power brand. GCPL has launched new Cinthol range of soap, talc anddeodorant with Bollywood actor Hrithik Roshan as its new brand ambassador. Cintholoffers a range of soaps, talc and deo sprays in three exciting fragrance - Classic, Cologneand Sport - in a new packaging.Cinthol has come out with a combi pack for this summer. It is in pack of 300g + 100g forM.R.P Rs.80.SPINZSpinz talc is CavinKare Pvt Ltd(CKPL) brand.Spinz Talc is packed in sizes of 20 g, 50 g, 100 g and 400 g and comes in threefragrances: • Exotic • Exchante • SandalThe Spinz talc’s target are girls of around 18 to 26 years old from SEC A and B. Easy-going and fun-loving, who loves to have a lot of friends with whom she spends time.SUN CARE
LOTUSLotus sun care range is by Lotus Herbals. Lotus suncare has a wide range of variantsavailable for all skin types. Their SPF(Sun Protection Formula) ranges from 15 to 60.This caters to the needs of all kind of people who need different type of SPF according totheir exposure to the sun. Lotus is more priced than Lakme but gives a good margin to theretailers. This brand specializes in sunscreen manufacturing and it is very old in this field,due to this it has gained trust of people. It offers a wide range of facewash, creams andfacepacks which provides protection against sun. The most sellind variant of Lotus are asfollows:-Block Cream (SPF30) This unique sun block cream has been specially made for Indian(Suits all skin types) Summer. It provides complete protection against harmful UVA & UVB rays of sun, reducing chances of skin tanning and ageing. Directions for use: Apply liberally and evenly on face, neck and any other exposed part of the body, atleast 30 minutes before stepping out in the sun. The cream will not get wiped off with perspiration / water. Avoid contact with eyes. Active Ingredients: Octyle Methoxy Cinnamate Z-Cote, Titanium Dioxide and Benzophenone-3.Safe Sun - Daily Sun Block 3-in-1 Matte Look Daily Sun Block(SPF 40) Birch Extract SPF 40
(Suits all skin types) Sun Protection Skin Lightening Mattifying Incredibly Light, Fast Absorbing, Non-Shiny, Non- Greasy For all skin types. Daily sun block - water proof, Sweat proof Safe Sun 3-in 1 Daily Sunblock is a revolutionary sun protection formulation which combines Broad-Spectrum UVA / UVB protection with skin lightening ingredients to give a uniform matte finish to the skin. Its fast absorption and non-greasy formula ensures a shine- free, light & clean feel. Contains herbals extracts of Birch: Mattifying Mallow: Sun Protection Hops: Skin Lightening Directions for use: ============== Apply safe Sun 3-in 1 Daily Sun Block Cream liberally and evenly on face and exposed parts of the body (neck, arms, legs, etc.,) before exposure to Sun. Re-apply frequently. Caution ====== For external use only. In a rare case, if rash or irritation occurs, discontinue use.PREMIUM CREAMSOLAYOlay is a Procter & Gamble brand. It was acquired by Procter & Gamble in 1985. P&Ggreatly expanded Olay both in line up and in countries. Olay became one of P&G’sBillion dollar brands in 2003. In August 2007, Olay was launched in India. Olay has extended its heritage as amoisturizer to stay looking young, to formally creating the “anti-aging” category in massstores with the launch of Total Effects in India.
RESEARCH METHODOLOGYRESEARCH DESIGNIn my project I have used various tools of Exploratory Research. This research will bedone to gain background information of the problem. An initial research will beconducted to clarify and define the nature of the problem. The various tools used areexperience surveys, in depth interviews, secondary data analysis. Descriptive researchwas done where questionnaires were given to the retailers and the wholesalers to find outthe competition in HUL skin category.QUESTIONNAIRE DESIGNThe questionnaire consists of predominantly closed ended and option based question inorder to provide some ease to the respondents. In order to make the questionnaire moreeffective 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 andother competitive brands. The various variables are analyzed in the questions.SAMPLING METHODOLOGYSAMPLE PLANThe project was conducted for the geographical region of Delhi. The sample sizecomprised of 10 Super Value Store (SVS), 5 exclusive wholesale, 10 Smart PP. Thesample 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 marketsof the region. Over the period of 15 days the data was collected and then all the data wasvery carefully studied and the results were found out.DATA ANALYSISSKIN CREAMSFAIR & LOVELYFair & lovely is the most successful fairness cream in the country. Based on arevolutionary breakthrough in skin lightening technology, Fair & Lovely is in marketsince 1978. The brand is very famous amongst the consumers because of the trust thatthey have developed with the company. People are satisfied with the quality and price. Itis the mass product. The most selling variant of the FAL is multi-vitamin.The competitors of FAL and the margins provided by them are as follows:-COMPETITORS MARGINSFair One 20%Fair & Handsome 20%Garnier 15%Although the sale of these brands are far behind FAL but these creams are a directcompetition.VASELINEVaseline Aloe fresh is the variant for the summers and it is doing very well. It does nothave any direct competition because there is no other cream in the market for thesummers. The other variants are Vaseline Body lotion and Vaseline Petroleum jelly theseare the winter creams and there sale in summers is slightly low.The competitors of Vaseline and their margins are as follows:-
COMPETITORS MARGINSEmami (boroplus lotion) 20%Nivea 20%Ayur 18%Garnier 15%The projection of market share of the skin creams in Delhi is as follows:-MARKET SHARE OF HUL AND OTHER COMPANIES IN THE SKIN CREAMSSEGMENT:- OTHERS HUL HUL 45% 42% GARNIER EMAMI OTHERS EMAMI GARNIER 3% 10%The finding of the research shows that the estimated market share of HUL is 42%.The share of HUL skin category creams in this 42% share is as follows:-
PBL 3% VPJ VBL 2% 10% PCC FAL 8% PCC VPJ PBL VBL FAL 77%Here we can see that the major portion is covered by Fair & Lovely. It covers 77%.Vaseline body lotion has a share of 10%. Pond’s cold cream is 8% Pond’s body lotion is3%.TALCUM POWDERPOND’SPond’s came into being in 1947. Pond’s talc is feminine talc. It is perfume talc and catersto the needs of the women. It has got a very strong hold in the market. The consumersprefer to buy at least two type of talc for their family, pond’s talc form the part of theevery basket.Its competitors and their margins are as follows:-COMPETITORS MARGINSSpinzWipro (santoor & enchanteur) 25%Nivea 20%Cinthol 14%There are other competitors as well like Premiun and Emami which comes in the combi
pack of 400g + 400g. Cinthol comes in the combi pack of 300g +100g. These kinds ofschemes affect the purchase pattern of people who are not brand loyal and are looking forsome free gifts or scheme. A person from lower middle section of the society prefers tobuy these talcs because of the value of money that they offer. Johnson & Johnson babytalc is not the direct competitor of Pond’s but it is also a competition because women buythis talc because of the softness and fresh fragrance that it provides.The market share of these talc are as follows:- OTHERS 18% HUL SPINZ EMAMI HUL 2% SANTOOR 45% CINTHOL J&J J&J 20% SPINZ EMAMI CINTHOL 2% 12% OTHERS SANTOOR 1%
The share of the variants of Pond’s in this 45% is as follows:- PST POC 3% 11% DFT 40% DFT DFM POC PST DFM 46%The largest selling variant of Pond’s is Dream Flower Magic which is 46%, next comesDream Flower Talc which is 40%. Pond’s Oil Control and Sandal Talc are 11% and 3%respectively.PEARSITC has launched Fiama Di Wills in competition of Pears. Pears comes in 3 variantsPears Amber, Oil Control, Germ Shield. The largest selling variant is Amber. Theconsumer pattern shows that those who are loyal to this brand do not switch it easily. Thebrand loyalty of this product is more than any other. The other soaps which are iscompetition of Pears are Dettol with moisturizers, Johnson & Johnson, Fiama Di Wills.Fiama Di Wills is a new product and is being liked by people. It is lagging behind in itsdistribution network as there is always stock out of this product. In the long run it canprovide good competition to HUL.The present market share of pears and it competitors are as follows:-
J&J 25% PEARS FIAMA PEARS DETTOL DETTOL 54% J&J 16% FIAMA 5%LAKME SUN CAREThe major competitor of Lakme Suncare range is Lotus herbals. Lotus comes in lots ofvariants which cater to the needs of all types of Indian skin and texture. The SPF (SunProtection Formula) in Lakme is 15,20 and 30. but in Lotus it ranges from 15 to 60.Although if we compare the price, Lotus is more expensive than Lakme, but still peoplewho are satisfied with this brand do not care about its high price. The market share ofLakme and Lotus is very close but still Lotus is ahead of Lakme.The competitors and their margins are as follows:-COMPETITORS MARGINLotus 35%Garnier 15%Shahnaz Husain 25%The market share of Lakme and its competitors is as follows:-
OTHERS 14% GARNIER LAKME 36% LAKME 12% LOTUS GARNIER OTHERS LOTUS 38%POND’S WHITE BEAUTY AND POND’S AGE MIRACLEPond’s white beauty and Pond’s age miracle are in their initial stage of launch. These arepremium brands, that is , they are high priced and their target customers are upper middleclass and upper class. These 2 products face competition from premium creams like Olay,Loreal, and VLCC. The market of these creams is small but slowly these creams aredoing well are doing well. People are liking the quality of Pond’s and also the price that itis offering. The competition in this segment although is tough. This is because theconsumer of these premium creams is very loyal to their brand and they do switch creamseasily. They are not attracted by the schemes. Quality and brand name alone can attracttheir attention. A customer who is using Loreal will not easily switch Pond’s.The estimated market share of Pond’s and its competitors is as follows:-
Others Garneir 12% Ponds 8% 31% Ponds Olay Loreal Loreal Garneir 17% Others Olay 32%SUGGESTIONS • The company can launch a new variant of Pond’s, which could be Pond’s Fairness Body Lotion. This will cater to the fairness need of whole body and not just hands and face. The target customer of this variant can be the youth who are more boldly dressed and want the whole texture of the skin to be same. Most of the time the face looks fairer than the hands and the legs.
• To launch a display scheme for Pears which can counter the competition from Fiama Di Wills that it may face in the future. HUL can buy windows from the retailers for the display of Pears soap and face wash.• The youth of today is not much into the consumption of fairness cream because they think it to be harmful for the skin and they are very conscious about the health of their skin. To cater to this segment of population which is very huge, Fair & Lovely can initiate activities which makes the youth aware about the qualities of the brand and to make them understand that the cream is not harmful for their skin.• The company can emphasize on the other qualities of Pond’s talc and not just as perfume talc. It can highlight its medicinal value which is of very necessary for the summers.• The can launch a new variant of Pond’s talc with new fresh fragrance. This will be for the people who like the brand due to the good quality that it provides but are bored of the fragrance that has been provided for so long. This will counter the competition and satisfy the target customers.• Lakme can come up with sunscreen which has more SPF so that it can counter the competition that it faces from its biggest competitor Lotus. As of now Lakme come in SPF 15 to SPF 30. It can also come up with sunscreen with higher SPF. Lotus ranges from SPF 15 to SPF 60. This way Lakme can cater to the needs of people who are more exposed in the sun and need more protection against it.• Pond’s White Beauty and Pond’s Age Miracle are in their initial stage so these brands need to communicate more to their customers. The company can promote activities in the mall where they are sold the most as these are premium brands and their target customer comes in the malls only. This will help in brand communication of these brands.• The company should emphasize more on mass retail than the wholesale as the whole sale is very price sensitive. The ideal ratio of wholesale is to retail is 30:70. The universal ratio is 40:70 and the HUL ratio is 50:50.
QUESTIONNAIRE1. Which kind of Outlet do you follow?
o Exclusive wholesale o Semi wholesale o Family grocer o Mass retail o Chemist o Super Value Store2. Which of the following HUL Skin product you keep in your store? o Fair & Lovely o Ponds Dream Flower o Vaseline o Pears Soap o Lakme Sunscreen o Ponds White Beauty o Ponds Age Miracle3. What is the value of the monthly sales of the following products? PRODUCT VALUE Fair & Lovely Ponds Talcum Vaseline Pears Soap Lakme Sunscreen Ponds White Beauty Ponds Age Miracle4. Which products are in competition with the following range of products and their competitive share? Fair & Ponds Vaseline Pears Lakme Ponds Ponds
Lovely Dream Soap Sunscreen White Age Flower Beauty Miracle5. What are the margins and inventory of competitors of HUL products? o Fair & Lovely COMPETITOR MARGIN INVENTORY PRODUCT o Ponds Talcum COMPETITOR MARGIN INVENTORY PRODUCT o Vaseline COMPETITOR MARGIN INVENTORY PRODUCT o Pears Soap COMPETITOR MARGIN INVENTORY PRODUCT
o Lakme Sunscreen COMPETITOR MARGIN INVENTORY PRODUCT o Ponds White Beauty COMPETITOR MARGIN INVENTORY PRODUCT o Ponds Age Miracle COMPETITOR MARGIN INVENTORY PRODUCT6. How much Inventory do you stock for the following HUL products? PRODUCTS QUANTITY Fair & Lovely Ponds Dream Flower Vaseline Pears Soap Lakme Sunscreen Ponds White Beauty Ponds Age Miracle7. What are your kind suggestions to increase the sale of HUL Skin category?