The document provides an analysis of competitors in the consumer goods industry, specifically comparing HUL, Marico, and Nestle. It discusses each company's flagship brands and products. For HUL, it focuses on Pepsodent toothpaste and a legal case where Pepsodent claimed superior germ fighting ability compared to Colgate. For Marico, it discusses Parachute coconut oil and a comparison to Dabur's Anmol Gold coconut oil on price. For Nestle, it briefly outlines the company and focuses on its baby food products and compares to Heinz baby foods. The document concludes with market outlook statistics on the growing Indian baby food market.

1. COMPETITORS ANALYSIS OF
HUL, MARICO, NESTLE
SERJI EASOW PHILIP
S2 MBA (2021-23)
Mar Athanasios College For Advanced Studies, Tiruvalla (MACFAST)
Kerala, India
www.macfast.org

2. ADVERTISEMENT
◦ Advertisement is a highly visible business activity. Any lapse in advertising is going to
seriously hamper the business of an organisation. The purpose of advertising is to
create awareness about the product among the customers.

3. 1.HUL (HINDUSTAN UNILEVER LIMITED)
◦ With nearly 90 years of heritage in India, Hindustan Unilever
Limited (HUL) is India’s largest fast-moving consumer goods
company. On any given day, nine out of ten Indian households
use one or more of our brands, giving us a unique opportunity
to build a brighter future. We are known for our great brands,
the positive social impact we create and our belief in doing
business the right way.

4. PEPSODENT
◦ Pepsodent was launched in 1992 in India, and since then, the brand has
raised the benchmark on oral care solutions in India. Pepsodent offers a range
of toothpaste and toothbrushes that cover specific oral care needs. For
example, the new Pepsodent Germicheck 8 actions toothpaste is clinically
proven to fight germs not only on teeth but on cheeks, gums and tongue to
give you complete mouth protection from germs.
◦ Pepsodent, for the last 30 years is an expert in fighting germs, which is the
root cause of many oral care issues such as bad breath, gum problems and
cavities. It was the first toothpaste in India with an anti-germ formula
containing fluoride, giving extended germ protection.

5. PEPSODENT VS COLGATE

6. Colgate v Pepsodent: Comparative Advertising
◦ Recently, in a case of comparative advertising, the Delhi High Court denied
granting an interim injunction against Hindustan Unilever Ltd (HUL). Colgate
Palmolive (India) Ltd. brought an action against HUL for its ads relating to its
product ‘Pepsodent Germi Check Superior Power’ as these ads allegedly
disparaged Colgate’s toothpaste ‘Colgate Dental Cream Strong Teeth’.

7. Colgate made the following submissions:
◦ It was contended that the claim made by HUL that Pepsodent GermiCheck had ‘130% attack power’ was blatantly false. This false
statement violated several provisions of the Advertising Councils Code as well as The Drugs and Cosmetics Act, as it amounted to
‘misbranding’.
◦ The print and TV commercial portrayed Colgate’s product in bad light and falsely depicted that the use of Colgate could cause
cavities. The advertisements were analyzed frame by frame and the following observations were made:
◦ The TV commercial depicts that Triclosan an ingredient in Pepsodent stays in the mouth four hours after brushing and qualifies a
‘preventive cavity test’. But Colgate contended that no such test exists in the world. Also, while the Pepsodent Boy passed this
test, the Colgate Boy was shown to have failed. In another frame, the Colgate Boy was shown brushing his teeth in an improper
manner, whose teeth had gaps (indicating cavities) and whose mother seemed very unhappy. All this implied, as per the plaintiff,
that Colgate’s toothpaste could cause cavities and was therefore disparaging of their product.
◦ The Print Ad: It was argued that the words ‘Pepsodent now better than Colgate Strong Teeth’ were meant to convey that Colgate
Strong Teeth was no longer a good product. Also, the word ‘Attaaaack’ used in the ad was an attack on Colgate and not on the
cavity causing germs.
◦ Thirdly, HUL’s past record showed that it had a history of making false claims in respect of its products. Cases such as: Hindustan
Unilever Ltd v Colgate Pamolive Ltd, 1998 SC 526 and Reckitt Benckiser (India) Ltd. v. Hindustan Unilever Ltd. 200 (2013) DLT 563
(Dettol v. Lifebuoy case) were cited.
◦ Colgate apprehended a loss of market share if the HUL was not restrained from circulating these ads.

8. HUL responded
◦ HUL asked the court not to adopt a hyper technical view and not to analyse an
advertisement like a statute or a clause of an agreement. Taken as a whole, neither the
TV commercial nor the print advertisement denigrates the product or the brand of
Colgate.
◦ On the claim that Pepsodent GSP was a better product, it was argued that there was no
denigration of Colgate Strong Teeth. In this regard, the decision in Dabur Colortek was
cited to show that courts have allowed comparative advertising and have allowed
manufacturers to claim superiority over their competitor’s products, so long as there
is no denigration of the other product. The results of the in vivo and in vitro tests
supported the statements of HUL (that Pepsodent GSP actually had a 130% germ attack
power) were also relied on.

9. ◦ For further learning you can click on the
https://www.youtube.com/watch?v=kE8fsyvIr3I

10. 2.MARICO
◦ Marico Limited is one of India’s leading consumer goods companies operating in
the global beauty and wellness categories. Marico nurtures leading brands across
categories of hair care, skin care, edible oils, immunity boosting and healthy
foods, male grooming, and fabric care. During FY 2020-21, Marico recorded a
turnover of about INR 80.5 billion (USD 1.1 billion) through its products sold in
India and chosen markets in Asia and Africa.
◦ In India, we touch the lives of one out of every three Indians through our portfolio
of brands, such as Parachute, Saffola, Nihar Naturals, Saffola FITTIFY Gourmet,
Saffola Immuniveda, Saffola Arogyam, Hair & Care, Parachute Advansed, Mediker,
Coco Soul, Revive, Set Wet, Beardo and Livon. Our international product portfolio
includes brands such as Parachute, Parachute Advansed, HairCode, Fiancée, Caivil,
Hercules, Black Chic, Code 10, Ingwe, X-Men, Mediker SafeLife, Thuan Phat and
Isoplus. Headquartered in Mumbai, we are present in over 25 countries across
emerging markets of Asia and Africa. We operate eight factories in India, located
at Puducherry, Perundurai, Jalgaon, Guwahati, Baddi, Paonta Sahib and Sanand.

11. PARACHUTE COCONUT OIL
◦ Parachute is the flagship brand of Marico which consists of
edible grade coconut oil. Marico manufactures and markets its
coconut based hair oils under its brand – Parachute "Advanced“.
Segment
Appearance and health conscious
people of all ages
Target
Group
Women of all ages in both urban and rural
population of India & Young and
appearance conscious consumer
Positioning
Parachute promises to make your hair
best in the world

12. DABUR VS PARACHUTE
◦ Both the companies have been competing with each other in the large hair oils
market. While Dabur also has Vatika and Amla hair oil products, Marico has
introduced different versions of Parachute Oil and also has Nihar Shanti Amla
oil.
◦ Are we seeing the beginnings of a new brand war in the hair oil space? Anmol
Gold, the coconut hair oil brand from Dabur India, took on competitor
Parachute Oil brand from Marico in a recent print ad. The ad, which appeared
on the front page of Saturday’s (November 23, 2019) edition of The Times of
India, is pegged on the price factor, wherein it is mentioned that Dabur Anmol
Gold is priced at Rs 30 for 100 ml, as against Rs 39 for Parachute Oil. “Dabur
Anmol Gold Coconut now at much better value than Parachute Coconut Oil,”
stated the ad.

14. 3.NESTLE
◦ NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories and a large
number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with
products of global standards and is committed to long-term sustainable growth and shareholder
satisfaction.
◦ The Company insists on honesty, integrity and fairness in all aspects of its business and expects
the same in its relationships. This has earned it the trust and respect of every strata of society
that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies'
and amongst the 'Top Wealth Creators of India'.
◦ The NESTLÉ Corporate Business Principles are at the basis of our Company’s culture, developed
over 150 years, which reflects the ideas of fairness, honesty and long-term thinking.
◦ Nestlé is the world’s largest food and beverage company. They have more than 2000 brands
ranging from global icons to local favorites, and we are present in 191 countries around the
world.

15. NESTLE BABY FOODS

16. HEINZ
◦ The company is inspired by happy babies. Watching them grow and discover
their world is amazing. Fueling their development is a role we take seriously.
It’s why the company choose natural and organic ingredients to make our
delicious Heinz by Nature baby purées. Heinz processes are as simple as
wash, chop, heat, and purée. Making sure that baby gets the best of every
bite.
◦ Let's welcome your child to the delicious world of food together. Heinz
products and tips can help with every new stage. This is an American
company located in Pennsylvania and its serve across the globe.

17. India Baby Food Market Outlook 2017-2025
• In India there has been reluctance for adopting the packaged food especially for the babies
but demand for baby food is experienced to be rising on the back of shift in the
demographics of the economy with the rise in number of working women, increase
parenting concerns, quality substitute to the homemade baby food, and moreover it acts as
a nutritional supplement such as in the case of milk intolerance among the babies.
• The rising population of India with rapid urbanization and rising personal disposable
income is largely driving the growth of the baby food market. Baby food producers has
large growth opportunities as India in 2018 is ranked 100 in terms of ease of doing
business, up by 4.71% from 2017 ranking. Further, the rising e-commerce industry in India
is giving a push to the sales of baby food through online channels.
• Healthcare technologies advancement has led to the production of mothers’ milk substitute.
As per the different organization survey, breastfeeding is considered to be the healthiest
requirement especially among the babies between 0-6 months and milk formula is the apt
substitute in case mother is unable to feed. Goldstein Research analyst forecast that the
India baby food market is set to reach nearly USD 48.1 billion by 2024, growing at a CAGR
of 6.3% over the forecast period (2017-2025).

18. THANK YOU!!!