The Beginning: Sunlight Soap Bars, made in
England by Lever Brothers.
“Consumer Packaged Goods”
Corner Stone of Indian Economy – Rs. 460
Following Lifebuoy in 1895, came a plethora
Food & Beverage Biggest Sales in this
Untapped Rural Market.
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.
1931 – Hindustani Vanaspati
1933 - Levers Brothers India
1935 – United Traders
1956 – Merged to form HIL
2007 – Name Changed to
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.
PERSONAL CARE BRANDS
HOME CARE BRANDS
PROCTER AND GAMBLE
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
Brand management and positioning thus becomes important.
MARKET SHARE OF SHAMPOO
Self – Esteem
shampoo of HUL
Positioned as Hair –
USP – Cocreations.
USP – Salon
USP – anti-dandruff
Clinic All Clear
Clinic Special to Clinic
All Clear and now re
launched this year as
USP – dual benefit of
Clear tech and essential
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
Available in 5 different variants for different types of hair
Clear brand available in over 14 countries worldwide
Clear is the only brand that offers specially formulated Anti
dandruff shampoo for men
Dominance only in the anti-dandruff shampoo
segment, no variants available for normal
Multiple re-brandings over the years – Clinic
Special to Clinic All Clear to ‘Clear’ at present.
Can create confusion about the brand name
Low market share even in the anti-dandruff
shampoo segment as compared to competitors
like Head & Shoulders.
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
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.
Clinic plus is the most popular amongst the
Tresemme is the most used amongst upper
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.
Apoorva Nair (10)
Drashti Shah (17)
Parul Singh (36)
Priyanka Pathak (43)
Sangini Shah (55)
Shravani S (53)
Sreedevi Thekkedath (63)