Hi, Here you'll find information about FMCG sector and HUL as a company. In addition to that complete marketing strategy of HUL Dove Shampoo is also there. Please do have a look at my Hard work.

1. FINAL PROJECT ON
HUL DOVE SHAMPOO
Sectoral
info
Compan
yinfo
Marketi
ng
By: Rishabh Khanna
MBA-2 UID- 2019-1705-0001-0003

2. Sectoral
info
GDP
contributio
n
Growth
Porter’s
Model
FMCG is the
4th Largest
Sector in
Indian
Economy.
The retail market
in India is
estimated to
reach US$ 1.1
trillion by 2020
Household and
Personal Care is
the leading
segment in this
sector,
accounting for
50 per cent of
the overall
market cap
Hair Care 23 per
cent and Food
and Beverages
19 per cent
comes next in
market share

3. Sectoral
info
GDP
contributi
on
Growth
Porter’s
Model
202
0
India’s GDP
World's fifth-
largest
economy by
nominal GDP
o The fast moving consumer goods (FMCG)
sector is an important contributor to India’s
GDP growth, with a whopping size of around
Rs. 500 billion.
o The sector is further expected to grow at a
Compound Annual Growth Rate (CAGR) of
27.9% to reach US$ 103.7 billion by 2020.
o The initiatives for the growth of sector are
expected to increase the disposable income
in the hands of the common people,
especially in the rural area, which will be
beneficial for the sector

4. Sectoral
info
GDP
contributi
on
Growth
Porter’s
Model
o Increase in
disposable
income in rural
India and low
penetration
levels in rural
market
Attractive
Opportuniti
es o Initiatives like
food security bill
& direct cash
transfer
subsidies
o Invest approval
of up to 100% in
single brand &
51% in Multi-
brand.
Policy
Support
o This sector
witnessed healthy
FDI inflows of US$
15.94 billion during
Apr2000-Dec2019
o Invest in this sector
attracts investor
Higher
Investments
Growing
Demand
o India’s
Contribution to
global
consumption is
expected to get
double.
o Rise in rural
consumption to
drive the FMCG
market

5. Sectoral
info
GDP
contributi
on
Growth
Porter’s
Model
Competitive
Rivalry
(HIGH)
Threats Of
New
Entrants
(MODEST)
Bargaining
Power Of
Customer
(MODEST)
Threats Of
Substitues
(HIGH)
Bargaining
Power Of
Supplier
(MODEST)
Huge investments in setting up distribution
networks and promoting brands and the
competition from established companies.
o High brand loyalty
for some products
o Low switching
cost
Multiple brands positioned with
narrow product differentiation
Prices are generally
governed by
international
commodity markets
MNCs entering the country,
the industry is highly
fragmented

6. Compan
y
SWOT
Competit
or
HUL is a subsidiary
of Unilever, one of the
world's leading
suppliers of Food,
Home Care, Personal
Care and Refreshment
products with sales in
over 190 countries
Over 35
brands
spanning 20
distinct
categories
Unilever
has over
67%
shareholding
in HUL.

7. Compa
ny
SWOT
Competit
or
# Extensive &
integrated
distribution
system
# Market
leader in
consumer
goods
# High Brand
awareness
STRENGTH
# Decreasing
Market share
# Large
number of
brands in
different
product
categories
WEAKNESS OPPORTUNITY
# Competition
in the market
# Price of
commodities
# Buyers
power
THREAT
# Expanding
market
# Awareness
in usage
rate of
consumer
goods

8. Compa
ny
SWOT
Competit
or

9. Marketin
Marketin
g
Mix
STP
PLC
Sales
Forecas
t
Dist.
Channel
Digital
Marketin
g
Analysi
s
o Dove is a personal care brand of Unilever.
o Dove is positioned as a high quality brand at affordable prices.
o Dove is known for its revolutionary marketing campaign ‘Campaign for
real beauty’.
o DOVE HAIR CARE RANGE
Dove launched its hair care range in India in 2007, and became
the fastest growing shampoo brand in the country. It’s highly
conditioned formulation delivers the moisture promise of Dove.
The range includes Daily Shine, Dryness Care, Dandruff Care, Hair
Fall Rescue, Intense Repair Therapy, Nourishing Oil Care and Color
Rescue.

10. Marketin
Marketin
g
Mix
STP
PLC
Sales
Forecas
t
Dist.
Channel
Digital
Marketin
g
Analysi
s
o Dove provides high quality
products.
o Dove has wide Product
range.
o Dove uses competitive
pricing.
o The products are priced
slightly higher than
competitors due to its
quality
o Dove uses distribution
channels of its parent
company Unilever.
o Products are transported
from factory to warehouse
from where C&F agent sells
o ‘Campaign for real beauty’
focuses on women self-
esteem.
o Dove also uses
promotional methods such
as coupons and exclusive
offers.

11. Marketin
Marketin
g
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STP
PLC
Sales
Forecas
t
Dist.
Channel
Digital
Marketin
g
Analysi
s
 India
 Urban
 Metro
Cities
 Tier I
 Sub-urban
 Tier II
Cities
 Rural
 Tier III
Geographic Demographic
 Age:15 and
above
 Gender: Unisex
 Income:
₹20,000/-
month and
above
 Education: Any
 Occupation:
Any
Psychographic
 Stylish
 Enhances my
looks
 Opinion:
Strengthening
and conditioning
of hair
Behavioral
 Frequency of
Buying : Often
 Usage Rate :
Alternate Day
 Attitude towards
Product: Positive
 Loyalty status :
High
Targeting:
All those conscious for their looks, readiness to try new products, brand-
conscious middle & upper-middle income level people in Indian Tier I metro
cities and Tier II cities.
Positioning: For Real Beauty
Point of Difference - Intense Repair, Real moisturizing milk which nourishes your hair.
Point of Parity – Smooth and Shiny Hair

12. Marketin
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Dist.
Channel
Digital
Marketin
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Analysi
s
MATURITY
The brand is now in the maturity stage and has been here for a very long
time now. It is also considered among the top personal care brands. The
continuing innovations, the campaigns and the large number of satisfied
and loyal customers have helped the brand remain at this stage for so
long and if Dove continues to maintain its relationships with existing
customers and carry out events so as to gain new customers, it would not
be wrong to say that the brand will continue to be safe in terms of its
market share.

13. Marketin
Marketin
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Mix
STP
PLC
Sales
Forecas
t
Dist.
Channel
Digital
Marketin
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Analysi
s QUARTER PAST SALES AVERAGE SALES PER SEASON FACTOR
JAN-MARCH (2020) 375 437.5 0.9
APRIL-JUNE (2019) 550 437.5 1.3
JULY-SEPT (2019) 475 437.5 1.1
OCT- DEC (2019) 350 437.5 0.8
TOTAL 1750
QUARTER EXPECTED SALES
AVERAGE SALES PER
SEASON
SEASONAL
FACTOR
JAN-MARCH (2021) 450 500 0.9
APRIL-JUNE (2020) 650 500 1.3
JULY-SEPT (2020) 550 500 1.1
OCT- DEC (2020) 400 500 0.8
TOTAL 2000

14. Marketin
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Dist.
Channel
Digital
Marketin
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Analysi
s HUL
C & F
Stockists
CSD
Canteens
Modern
Trade
Retail
Outlets
CONSUMERS
CONSUMERSCONSUMERS

15. Marketin
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STP
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Forecas
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Dist.
Channel
Digital
Marketin
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Analysi
s
SOCIAL MEDIA PRESENCE: Dove has the highest total
fan followers over the various social media platforms
compared to other top brands like Ivory, Olay, and
Suave. Dove has a large fan following on Facebook,
keeping users actively engaged with discount
coupons and by keenly answering to the queries and
comments posted on their page.
KEY TARGETS:
1. Increase rate of sales and market share of Dove via on-pack
consumer campaign across 5 product categories, including
shampoo, conditioner and deodorant.
2. Create an actionable permissioned database for Women’s Day.
3. Profile new and existing Dove consumers and gain rich insight
across product categories.
4. Identify and execute cross selling opportunities through a
Direct Marketing Campaign.
RESULTS:
 15% of Dove shampoo buyers bought Dove conditioner
after receiving a targeted cross category Direct Message;
 21% of Dove consumers repurchased (any category) after
receiving a targeted repurchase Direct Message;
Rich database of unique permissioned consumers to target for
sales and brand building activity.

16. Marketin
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Digital
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Factor
Analysi
s
ROTATED COMPONENT MATRIXA
Component
1 2 3 4
Brand Name .181 .139 -.115 .849
Price -.046 .735 .001 .343
Quantity -.017 .813 .240 .191
Packaging .481 .611 -.125 -.319
Recommendation by
Doctors .627 -.157 .400 -.030
Fragrance .753 .121 .354 .131
Availability .462 .523 .144 .346
Offers and Discounts .264 .793 -.051 -.136
Design .811 .395 .002 -.055
Advertisements .810 .080 -.013 .242
Hair Suitability .108 .094 .860 .000
Hair Conditioning .143 .034 .872 -.092
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 6 iterations.
The rotated component matrix, sometimes
referred to as the loadings, is the key output of
principal components analysis. It contains
estimates of the correlations between each of
the variables and the estimated components