The document provides an overview of key consumer goods companies, including Hindustan Unilever, Procter & Gamble, and L'Oréal, detailing their history, market presence, key leaders, and financial performance. It includes information on product segmentation, targeting strategies, pricing, distribution channels, and promotion activities for brands like Dove, Sunsilk, and Tresemme. Additionally, it analyzes market dynamics using frameworks like Ansoff's Matrix and Porter's Five Forces to understand competitive pressures and consumer behavior in the beauty and personal care industry.

1. GROUP :- 2
– Adeeb Qureshi - M 4
– Amit Walawalkar - M 10
– Fahim Siddiqui - M 18
– Mohammad Uzair Qadri - M 37
– Mufaddal Lokhandwala - M 40
– Mustafa Gangerdiwala - M 41

2. – INCORPORATED : 1933
– INDUSTRY : CONSUMER GOODS.
– OWNED BY : British-Dutch COMPANY “UNILEVER”
– HEADQUARTERS : MUMBAI ,MAHARASHTRA.
– KEY PEOPLE : HARISH MANWANI(CHARIMAN) NITIN
PARANJE(MD & CEO)
– TURNOVER : INR 33895 CRORES(FINANCIAL YEAR 2016-17).
– PEOPLE : 18000 EMPLOYEES.
– REACH : 6.4 MILLION RETAIL OUTLETS.
– R&D CENTRES : MUMBAI & BANGALORE, INDIA.
– SHAREHOLDING : UNILEVER HAS 67% SHAREHOLDING IN HUL

3. – INCORPORATED : 1837
– INDUSTRY : CONSUMER GOODS
– OWNED BY : WILLIAM PROCTER and JAMES GAMBLE
– HEADQUARTERS : CINCINNATI , OHIO
– KEY PEOPLE : A.G.LAFLEY ,( CHAIRMAN, PRESIDENT &
CEO)
– TURNOVER : $ 82,559 MILLION (FISCAL YEAR 2011)
– PEOPLE : 12700 EMPLOYEES
– IN 1955 P&G ENTERED THE HAIR CARE CATEGORY
– IN 1977 P&G LAUNCHED HEAD & SHOULDER SHAMPOO

4. – INCORPORATED : 1909
– INDUSTRY : BEAUTY & COSMETICS
PRODUCTS
– OWNED BY : EUGENE SCHUELLER
– HEADQUARTERS : PARIS
– KEY PEOPLE : JEAN PAUL AGON (CEO)
– TURNOVER : €25.837 BILLION (2016)
– PEOPLE : 60,850 EMPLOYEES

5. Market
Penetration
Product
Development
Market
Development
Diversification
Existing New
Existing
New
Product
M
a
r
k
e
t
Ansoff Matrix

6. Porters Five Force

7. Supplier power
(Low)
High level of competition
Low concentration of suppliers
Buyer power
(High)
Many competitor products are
available
Price plays an important role
Competitors
(High)
Pantene head and shoulder and
loreal (P&G)
Me too products
Threat of new entrants
(Low)
Big players
High risk of failure
Resources and patents
Threat of substitutes
(Low)
Traditional herbal goods are still used
by Indian customers

8. Generic strategy
– Uses Differentiation strategy
– Satisfying customer needs through differentiation

10. Segmentation
Affluent
Aspiring
Striving

11. Segmentation of Sunsilk
– Age : young age mostly youth·
– Gender : female
– Marital status : single or young mother
– Occupation : young working women
– Income : middle and upper middle class
Segmentation of Dove
• Age : from youth to adult
• Gender : both male and female
• Income : upper middle class and high end class
Segmentation of Clear
• Age : Youth to middle aged
• Gender : Mainly male
• Income : middle and Upper middle
Class

12. Targeting
Sunsilk
– The target market of Sunsilk Shampoo is young aged women who likes to make up their hair
stylist
– Those who are active, dynamic and simple but still conscious of their need to be beautiful
Dove
– Dove high quality shampoo is created for upper middle class
– Women who like to take care of their hairs
Clear
– Middle and Upper Middle class male and female having scalp and dandruff problems

13. Positioning
Sunsilk
– Sunsilk Shampoo provides real solution to modern women lifestyle
– The intended positioning of the brand over the years has changed from ‘Shampoo plus cosmetic’
to ‘Beauty Shampoo’ to ‘Hair Expert’
Dove
– Positioned as a brand that takes care
– Softness as it contains one fourth moisturizer
Clear
– Anti Dandruff Shampoo
– Other features like strengthens weak hair, prevents hair breakage, softens rough dry hair, shine
for thick and healthy hair

14. HUL personal care products with Shampoo as a category
Personal Care
Products
Shampoo
Dove Sunsilk Clinic plus Clinic all clear Tresemme
Marketing Mix Strategies

15. Product
Dove
 Manufacturing of a Dove product includes primary ingredients like vegetable oils, synthetic surfactants, salts of animal fats,
zero levels of Ph and 1/4th moisturising cream. Brand deals in products mostly for women and is committed to providing a
product that will nourish the hair.
 Hair care products- includes Dove Oxygen Moisture Conditioner and Shampoos.
Sunsilk
 It includes a wide range of shampoos, styling products and conditioners under its product portfolio. Sunsilk was
introduced in the market as a shampoo that needed just one application for successful hair washing and cleaning.
 Sunsilk came out with Sunsilk conditioner in three different varieties for greasy hair, normal hair and dry hair.
 The shampoos according to colors are Yellow Sunsilk that has vegetable extracts along with Bio-Proteins, Black Sunsilk that
has Melanin derived from the extracts of plants, Pink Sunsilk that has Yoghurt Proteins and Orange Sunsilk that has
nutrients from Citrus fruits.
Tresemme
 It concentrates in solving hair fall issues thus giving the user’s salon styled hair.
 Coming in four main sachet and bottle sizes namely 8ml, 100ml size, 200ml and the 600ml sizes, Tresemme is used in
washing hair to reduce the hair falling menace.
 Some of its products come in the brands: Beauty-Full Volume, Cleanse & Replenish, Instant Refresh, Botanique and Keratin
Smooth among others.

16. Price
Dove
 Dove has been projected as a premium product in the market but the company has a well-integrated pricing strategy for
its products that includes keeping its pricing policy reasonable and affordable but distinctive.
 Compared to products of its competitors Dove products are priced a bit higher but its qualitative products have been a
great help to the brand.
Sunsilk
 The pricing policy as such of Sunsilk is dependent on a variety of factors like the actual costing, market supply, demand
situation, competitor’s prices and the quality of the product.
 In some cases, they have reverted to penetrative pricing policy where the prices are lowered marginally to penetrate a
different section of the market and to satisfy their loyal consumer base.
Tresemme
 The pricing will, however, differ from place to place with those customers across the Indian border buying it at a higher
price depending on the taxation rates in their countries. It is the company’s tradition to give discounts to retailers hence
attracting even more traders.
 The 8ml sachet costs about Rs. 3, the 100ml about Rs. 68, the 200ml about Rs. 135 and the 600ml costs an average of Rs.

17. Place
Dove
 It has a global presence. Its network is spread in various parts of world and manufacturing of its products takes place in
several countries like the United States, Turkey, Thailand, South Africa, India, Germany, China, Canada, Brazil, Australia
 Products are sold in nearly eighty countries with help of a fine and efficient distribution channel.
 It includes manufacturers to retailers to consumers via general stores, retail stores, convenient stores, discount , stores and
supermarkets.
Sunsilk
 Available in at least sixty countries of the world. with strong network in countries like India, Thailand, Indonesia, Sri Lanka,
Bangladesh, Argentina, Pakistan and Brazil. Although it started its production in UK but it has been successful in
penetrating such a large market.
 Unilever has set up a team for market segmentation. This helps them to decide the right market for their product.
Tresemme
 The products mainly target the rich, with the poor having little chance of landing on such an effective product. Available in
large retail stores such as Reliance, Big Bazaar and DMart stock the product. Tresemme also has elaborate distribution
channels that include wholesalers and sales agents.

18. Promotion
 Dove
 It has a strong brand awareness in the consumer market and it has been possible because of branding and advertising.
 Advertisements for several products of Dove are aired on different channels of television and also on radio.
 It has also roped in print media to market its products through ads in newspaper, magazines and billboards.
Sunsilk
 Sunsilk has been very proactive about its promotional activities and hence it started its television advertisement as early as
1955 .
 In 2008, an ad campaign featuring Marilyn Monroe, Shakira, Natalia and Madonna was launched with the tag line “Hair On
= Life On”.
 Actor “Priyanka Chopra”, is the face of the brand in India
 The British brand “Girls Aloud” in 2007 associated itself with Sunsilk in a very lucrative sponsorship deal.
Tresemme
 The company has a very elaborate promotion plan that involves the use of agents to promote the products all over India
and even beyond. Promotions are regularly and frequently done on TV, PoP displays & persuasions, on print media, PR
activities e.g. sponsored events & hair styling fests as well as sampling promotions among others.
 Tresemme promotions are done all through the year but during special occasions such as the New Year and Valentine’s
Day, a Neck to Neck strategy is employed.

19. BCG Matrix

20. Thank You