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37324292 a Comparative Study of Two Fmcg Firms Hul

37324292 a Comparative Study of Two Fmcg Firms Hul

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Published by Edwin D'Souza
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Published by: Edwin D'Souza on Mar 31, 2013
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A COMPARATIVE STUDY OF TWO FMCG FIRMS HUL AND DABUR ON THE BASIS OF TWO BRANDS SUNSILK AND VATIKA

FMCG
FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month.
FMCG PRODUCTS

• • • • • • • • • •

Detergents Toilet soaps Toothpaste Powders Food products SHAMPOOS Confectioneries Beverages Cigarettes Creams Powders

perfumes. insecticides and mosquito repellents. floor cleaners. Oral Care. such as dish/utensil cleaners.Cosmetics and toiletries. . Hair Care. paper products.FMCG PRODUCT CATEGORY • FMCG Products and Categories .Personal Care. Personal Wash (soaps). Skin Care. household cleaners. deodorants. . metal polish and furniture polish .Household care fabric wash including laundry soaps and synthetic detergents. air fresheners. toilet cleaners. feminine hygiene.

SELECTED FMCG FIRMS • HUL • DABUR .

000 employees and contributes for indirect employment of over 52. Hindustan Vanaspati Mfg. The company has combined volumes of about 4 million tonnes and sales of Rs. • Headquarters Mumbai . Co. It is headquartered in Mumbai. Chairman Douglas Baillie. and United Traders Ltd. The company was renamed in late June 2007 to “Hindustan Unilever Limited” . Key people Mr.10.Harish Manwani . with a customer base of 2 out of every 3 Indian in the category of Home & Personal Care Products and Foods & Beverages. 000 crores. India and has an employee strength of over 15. CEO • It was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers. Ltd. India.000 people..HUL • Hindustan Unilever Limited also called Hindustan Lever Limited (HLL) was established in 1933 as Lever Brothers India Limited. Hindustan Lever Limited (HLL) is India's largest Fast Moving Consumer Goods Company.

It has 39 factories in the country. • The Anglo-Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most Reputed companies in 2007 • it has been recognized as a Golden Super Star Trading House by the Government of India. the company embarked on an ambitious programme. Through Shakti. HUL is creating micro-enterprise opportunities for rural women. • Hindustan Unilever distribution covers over 1 million retails outlets across India directly and its products are available in over 6. nearly 80% of the retail outlets in India. i.3 million outlets in India. • It has over 35 brands. • In 2001. thereby improving their livelihood and the standard of living in rural communities .e. Shakti.CONTD.

• HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhea .CONTD.

It is most famous for Dabur Chyawanprash and Hajmola • . does toxicology tests and markets ayurvedic medicines in a scientific manner • Dabur is the co-owner of the IPL team Kings XI Punjab. Burman • Vatika Hair Oil & Shampoo the high growth brand • The company. Personal Care and Food Products. S.C. • The market penetration of Dabur is of about 1.DABUR • Dabur India Limited is the fourth largest Company in India with interests in Health Care. K. West Bengal. Dabur operates in more than 5 countries and distributes its products worldwide.5 million retail outlets all over India with 47 C& F agents and more than 5000 distributors . Burman in 1884 as a small pharmacy in Calcutta (now Kolkata). and is now led by his great-grandson V. through Dabur Pharma Ltd. The company was founded by Dr. India.

CONTD. • • • • • Dabur India is divided into 2 major strategic business units: Consumer Care Division Consumer Health Division Dabur has 13 ultra-modern manufacturing units Snapshot of Topline Growth Since 1980 .

In 2006. . • . Dabur won the ICSI (Institute of Chartered Secretaries of India) National Award for excellence in Corporate Governance.CONTD.

Hair Care Category in India • There are 5 main products • • • • • Hair Oil Shampoo / Conditioners Styling products Herbal Remedies Hair Dyes / colors .

they are the major segment . TG FOR SHAMPOOS • Upper middle class • Now. also middle class and house wives • Upper class rural consumers • Teenagers .SHAMPOO The word Shampoo is derived from the Hindi word “Champi”.

BASIS OF COMPARISON • The two firms are compared on the basis of difference between two brands SUNSILK and VATIKA and the mentality of the customers as well as consumers towards use of Sunsilk and Vatika in their regular life. .

Sunsilk is the largest beauty shampoo brand in the country. Sunsilk products are available in over 50 countries throughout Asia. • It contains chemicals like .SUNSILK Launched in 1954 in UK. The Middle East. • Currently. North Africa and Latin America.

infused with egg and almond oil energizer.TYPES OF SUNSILK • Pink sunsilk This is for thick and strong long hairs. silkier hair. shiner.shampoo wit yoghurt protein. • BLACK SHINE Black Shine: Enriched with Amla energizer for black hair that lacks luster. With its new pearlised texture and the goodness of Amla. Sunsilk Black Shine nourishes from deep within to reveal blacker. . • YELLOW SUNSILK Turn rough dry hair to soft smooth hair.

• • BLUE SUNSILK Anti Dandruff. infused with olive oil energizers. . Enriched with citrus cream and ZPTO energizer that drives out dandruff and restores the natural beauty of hair.Contd. • • ORANGE SUNSILK repairs and protect damaged hair.

Shampoo has henna with shikakai and green almonds – the ingredients which are used traditionally for conditioning hair Henna is a natural conditioner that makes hair soft and silky. shikakai is used as a cleanser and green almonds are known to provide nourishment to the hair • .VATIKA • • Vatika products contain natural ingredients.

helps strengthen hair.VATIKA • • DABUR VATIKA ANTI DANDRUFF SHAMPOO Dandruff Shampoo uses the natural goodness of lemon and henna. DABUR VATIKA ROOT STRENGTHENING SHAMPOO Contains almonds and coconut. reducing hair fall. • • • DABUR VATIKA SMOOTH AND SILKY HENNA CREAM CONDITIONING SHAMPOO cleansing and nourishing hair. while conditioning the hair to give it body and strength. leaving it soft. Cleaning and curing difficult dandruff. silky and radiant • . .

Preeti Jhangiani and Shweta Jaishankar • Riya Sen is the brand ambassador. Marilyn Monroe and priyanka chopra • • • Number of commercials over the years have featured personalities like Aditi Govitrikar. Shakira.ADVERTISEMENT • Sunsilk used a lot of star as a brand ambassador. The Life Can't Wait campaign features the world's most iconic women. It used from Medonna to Shah Rukh Khan as the brand ambassador Currently Priyanka Chopra is the Indian brand ambassador for its Life Can’t Wait campaign. • The anti-dandruff effort relied on the ‘Dandruff pe vaar. Madonna. baalon se pyaar’ theme • .

The main reason behind this mainly the use of the product Sales growth FY08 in the recession period of dabur is 14.IMPACT OF RECESSION • • FMCG is one of the sector which was not affected by the recent economic recession.3% . FMCG sales grew by 21. Among the different brands Shampoo category recorded an impressive growth of 23.8% during • • • • the quarter.8% growth in HPC • Shampoo category continued growth momentum with robust volume growth. led by Sunsilk’ .2%. From the analysis of data published by the annual reports.PAT growth is 19.3% The growth of HUL during the recession period: Net sales grew by 16. it was found that both HUL and Dabur experienced a soft rise in profit.2% with a 20.

• • • • Procedure of data collectionFor primary data: questionnaire are prepared. • • Location of the survey areasmall markets.RESEARCH METHODOLOGY • • • Target peopleThe common household people and The owner of the different shops who sold the shampoo product. secondary source: various web sites and megazines. the Great Indian Palace of Noida. . Faridabad and different places of New Delhi. The crown interior mall of Faridabad. stationary shops located in the Badarpur. and the Destination point of the Badarpur area was the main location for the survey for the availability in shops. Noida. malls.

the user the different shampoo in the various region. % showing hair is one of the main feature in the personality. 10 0 consumer consumer of different hair care product like(75%) don't like(20%) can not say(5%) yes(90%) no(10%) the effect of advertisement in consumer’s buying decision. .DATA ANALYSIS & INTERPRETATION 90 80 70 60 50 40 30 20 10 0 16-25 25-35 above 35 80 70 sunsilk vatika other 60 50 40 30 20 shampoo hair oil conditioner other Diagram.

.RECOMMENDATION AND SUGGESTION Sunsilk is mostly preffered among young girls between 16-35 years for different hair styles.Its a herbal shampoo and contain no detergent and suggested to the people who have dandruff problem or any other hair problem and want a natural solution to your hair.shikakya.ritha.lime. Vatika contains heena.

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