SECTORAL INFORMATION OVERVIEW OF THE COMPANY HEADQUARTER PRODUCT PORTFOLIO DISTRIBUTION CHANNEL STP PRODUCT LIFE CYCLE MARKETING STRATIGIES SWOT ANALYSIS SURVEYSECTORAL INFORMATION, Introduction, Historical Growth of the sector observed in the last 5 years, Reasons for the Growth observed in the sector, Government initiatives, Porter’s Five Forces Model for the sector, COMPANY INFORMATION, Company snapshot, SWOT analysis of Hindustan Unilever – HUL SWOT analysis, Product offered by the company, Competitor Analysis, News (Last 12 month) incl. corporate announcement, MARKETING STRATEGY, DOVE Shampoo, SWOT analysis of DOVE Shampoo, Analyze marketing mix 4P’s of DOVE Shampoo, STP of DOVE Shampoo, PLC of DOVE Shampoo, Sales Forecast, DISTRIBUTION CHANNEL/NETWORK, Intuitional Selling, Digital Marketing Strategy, Survey, Factor Analysis

1. DOVE SHAMPOO
Presented by
DM17MA34
Mayank Lalwani

2. 23%
15%
6%18%
9%
5%
18%
6%
Sales
Haircare
Oral Care
Digestives
Foods
OTC & Ethicals
Skin Care
Health Supplements
Home Care
FMCG
28%
AUTO
8%
E-Comm
8%Retail
8%
Telecom
6%
BFSI
5%
Service
5%
Education
4%
Cons.
Durables
4%
Real Estate
3% Others
21%
Sector wise contribution to GDP
36.8
44.9 46.1 47.3 49
0
10
20
30
40
50
60
2012 2013 2014 2015 2016
FMCG Market in India (US$
billion)
FMCG Market in India (US$ billion)
60%
40%
Urban – Rural industry Breakup
(FY2016-17)
Urban
Rural
US$ 49
billion
https://www.ibef.org/industry/fmcg.aspx

3. OVERVIEW OF THE COMPANY
 INCORPORATED: 1933
 INDUSTRY: CONSUMER GOODS.
 KEY PEOPLE: HARISH MANWANI(CHARIMAN)
NITIN PARANJE(MD & CEO)
 TURNOVER: 25,206 CRS.
 PEOPLE: 16000 EMPLOYEES INCLUDING 1500 MANAGERS.
 REACH: 6.4 MILLION RETAIL OUTLETS.
 R&D CENTRES: MUMBAI & BANGALORE, INDIA.

4. HEADQUARTER
Hindustan Unilever Ltd,
Unilever House,
B. D. Sawant Marg,
Chakala, Andheri (E),
Mumbai - 400 099.
4

5. HUL
FOOD &
DRINK
PERSONAL
CARE
WATER
PURIFIER
HOME
CARE
PRODUCT PORTFOLIO

7. STP
Positioning
Being the largest FMCG company, HUL's little efforts make a huge difference in
the lives of people
Target Group
Every Indian household especially the middle class
Segment
Products and services for daily needs

8. SWOT ANALYSIS

9. PRODUCT LIFE CYCLE
Tagline=Beautiful hair begins with

10. Strong emotional touch
Cross-selling Possibilities
Effective advertising, Free Publicity
Continuously evolving the campaign
MARKETING STRATIGIES
FACEBOOK
WEBSITE
ADVERTISING
TV
COMMERCIALS ADS
PROGRAMS
WORD OF MOUTH
SOCIAL MEDIA

12. SURVEY
FOR DOVE
SHAMPOO
54 shampoo users
of all over India
(Respondent)
1 to 5 in Likert
scale
Finding the purchasing behavior for Dove shampoo
PRICE
QUALITY
AVALIBALITY
PACKAGING/LABELING
DESIGN
BRANDVALUE
VISUALSTYLE
ADVERTISMENT
FACTOR INFLUENCING

14. THANKYOU