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Product and Brand Management: Company Study of Hindustan Unilever Limited (HUL)
Product and Brand Management: Company Study of Hindustan Unilever Limited (HUL)
PROJECT
ON
Company study of
Hindustan Unilever Limited (HUL)
Submitted to-
Prof. Pitamber Dwivedi
Submitted by-
Anish Bhattacharyya [FT-09-720]
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ACKNOWLEDGEMENT
We take this opportunity to convey our sincere thanks and gratitude to all those
who have directly or indirectly helped and contributed towards the completion
of this project.
for her constant guidance and support throughout this project. During the
project, we realized that the degree of relevance of the learning being imparted
in the class is very high. The learning enabled us to get a better understanding
We would also like to thank our batch mates for the discussions that we had
with them. All these have resulted in the enrichment of our knowledge and their
Last but not the least we would like to thank God and our parents for their
IILM-GSM-09-11_PBM_SEC-A_ 2|Page
TABLE OF CONTENTS
TOPICS PAGE
1. Introduction to FMCG/HUL 4
9. Financial Analysis 27
12. Bibliography 32
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INTRODUCTION OF 360675 individual shareholders and
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FMCG industry analysis
SUPPLIER POWER
Supplier concentration
Importance of volume to supplier
Low Differentiation of inputs
Impact of inputs on cost or differentiation
Switching costs of firms in the industry
Presence of substitute inputs
Threat of forward integration
Cost relative to total purchases in industry
.
OTHER
STAKEHOLDERS
High
Low to medium
Relative power of High
unions, govt DEGREE OF
RIVALRY
-Exit barriers
-Industry concentration
-Fixed costs/Value THREAT OF
added SUBSTITUTES
BARRIERS TO ENTRY -Industry growth -Switching costs
Absolute cost -Intermittent -Buyer inclination to
advantages overcapacity Substitute
Proprietary learning -Product differences -Price-performance
curve -Switching costs Trade-off of
Access to inputs -Brand identity substitutes
Government policy -Diversity of rivals
Economies of scale -Corporate stakes
Capital requirements
Brand identity
Switching costs
Access to distribution
Expected retaliation
Proprietary products
BUYER POWER
Bargaining leverage
Buyer volume
Buyer information
Brand identity
Low
Price sensitivity
Threat of backward integration
Product differentiation
High
Buyer concentration vs. industry
Substitutes available
Buyers' incentives
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Rivalry among Competing Firms: choices and needs give a sufficient room
In the FMCG Industry, rivalry among for new product development that can
competitors is very fierce. There are scarce replace existing goods. This leads to
customers because the industry is highly higher consumers expectation.
saturated and the competitors try to snatch
their share of market. Market Players use Bargaining Power of Suppliers:
all sorts of tactics and activities from The bargaining power of suppliers of raw
intensive advertisement campaigns to materials and intermediate goods is not
promotional stuff and price wars etc. very high. There is ample number of
Hence the intensity of rivalry is very high. substitute suppliers available and the raw
materials are also readily available and
Potential Entry of New Competitors: most of the raw materials are
FMCG Industry does not have any homogeneous. There is no monopoly
measures which can control the entry of situation in the supplier side because the
new firms. The resistance is very low and suppliers are also competing among
the structure of the industry is so complex themselves.
that new firms can easily enter and also
offer tough competition due to cost Bargaining Power of Consumers:
effectiveness. Hence potential entry of new Bargaining power of consumers is also
firms is highly viable. very high. This is because in FMCG
industry the switching costs of most of the
Potential Development of Substitute goods is very low and there is no threat of
Products: buying one product over other. Customers
There are complex and never ending are never reluctant to buy or try new things
consumer needs and no firm can satisfy all off the shelf.
sorts of needs alone. There are plenty of
substitute goods available in the market
that can be re-placed if consumers are not
satisfied with one. The wide range of
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Key players of capture a market share of 10 per cent of
the Rs. 1,900 Crores malted food drink
FMCG industry market over the next two years.
Dabur has entered into the malted food Nestle is planning to invest Rs 6 billion
drink market with the launch of a new in India in 2009 for expansion of its
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be doubling the investment in 2009 as part million from Rs 956.90 million in the
of its business strategy. Nestle same quarter, last year. The company
International is reinvesting and expanding posted earnings of Rs 12.56 a share during
in India and Nestle India will have all the the quarter, registering 26.61% growth
financial resources to expand and grow over prior year period. Net sales for the
from the parent company. quarter rose 23.45% to Rs 10,356.30
Nestle India reported a good increase in million, while total income for the quarter
its standalone net profit for the second rose 23.78% to Rs 10,423.40 million,
quarter.During the quarter, the profit of the when compared with the prior year period.
company rose 26.54% to Rs 1,210.90
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HUL: Hindustan Unilever Limited
COMPANY - HUL
INDUSTRY - FMCG
MARKET CAP - 48571 Cr
BETA - 0.4
52 Week Hi/Lo - 306/215
Average daily volume - 431633
Face Value - Rs 1
ORGANIZATION STRUCTURE
VP
GM
Sr sales manager
Team Leader
Sales executive
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Distribution Channel of HUL
HUL
C&F Agents
Redistribution Stockiest
Whole sellers
CUSTOMERS
SKINKARE:
10%
SOAPS:
SAMPOOS: 43%
21%
TOOTHPASTE:
26%
Penetration
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HUL products in India
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Category wise sales growth of HUL in India:
Jams 67.5% 1
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BCG ANALYSIS OF HUL
Soap & Detergent and Tea are CASH COW Only food is a segment which is a
for the company. It has high relative market QUESTION MARK for the company. The
share and low growth rate. Personal Products company have a low relative market share
and Coffee are STARS for the company as it where as it is under high market growth rate.
have high relative market share as well as high
HUL is taking several steps to capture more
market growth rate.
market share so that food segment can also be
a part of Star.
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Corporate Social called project SHAKTI which will serve the
Responsibility following purpose:
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Pradesh. This program was in tandem of the Project Shakti was that it was aimed
with HUL's dairy operations and covered to create income-generating capabilities
500 villages in Etah. Subsequently, the for underprivileged rural women, by
company introduced similar programs in providing a sustainable micro enterprise
adjacent villages. These activities mainly opportunity, and to improve rural living
aimed at training farmers, animal standards through health and hygiene
husbandry, generating alternative income, awareness. Most SHG women viewed
health & hygiene and infrastructure Project Shakti as a powerful business
development. The main issue in rural proposition and are keen participants in it.
development was to create income- There after it was extended in other states
generating prospects for the poor with the total strength of over 40,000
villagers. Such initiatives, linked with the Shakti Entrepreneurs.
company's core business, became
HUL offered a wide range of products
successful and sustainable and proved to
to the SHGs, which were relevant to
be mutually beneficial to both the
rural customers. HUL invested
company ant its rural customers. However
significantly in resources who work
much more remained to be done.
with the women on the field and
Project Shakti was conceived following provide them with on-the-job training
the pioneering work carried out by and support. HUL provided the
Grameen Bank of Bangladesh , Self necessary training to these groups on
Help Groups (SHGs) of rural women the basics of enterprise management,
were formed by several institutions, which the women need to manage their
NGOs and government bodies in villages enterprises. For the SHG women, this
across India. This group of usually 15 translated into a much-needed,
members contributed a small amount of sustainable income contributing
money to a common pool and then offered towards better living and prosperity.
a micro-credit to a member of the group to Armed with micro-credit, women from
invest in a commonly approved economic SHGs become direct-to-home
activity. Partnering with these SHGs, distributors in rural markets.
HUL started its Project Shakti in
Nalgonda district of Andhra Pradesh in 50
villages in the year 2000. The social side
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COMPETITION IN THE HUL has largest no of brands in most trusted
Thus, it is not easy to predict a single or to Axe; Breeze; Bru; Brooke bond; Clinic; Dove;
find a single strategy for the whole sector. Fair & Lovely; Hamam; Liril; Lux; Pears;
When we come on to FMCG Sector main Ponds; Pepsodent; Pureit; Rexona; Rin;
strategies lay behind market strategies, cost, Sunlight; Surfexcel; Vaseline; Wheel.
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Analysis of Both Companies Performance
HUL & ITC are major companies in FMCG After stagnating between 1999 and '04, the
market in India. When we compare both company is back on the growth track. In the
companies on the basis of their strategies i.e. , past three years, till 2008 HUL's net sales have
their competitive strategies in the present witnessed a CAGR of 11%, while net profit
market. When we look at the present segment has posted a CAGR of 17%.
breakup for both of the companies then we
Despite diversification, ITC's reliance on
came to know that their different products vary
cigarettes is still huge. The tobacco business
too much in the market.
contributes 40% to its revenues, and accounts
Now let us take a comparative analysis of both for over 80% of its profit. This cash-generating
the companies under some heads: business has enabled it to take ambitious, but
expensive bets in new segments and deliver
HUL
modest profit growth.
For HUL
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HUL AND P&G According to the Nielsen Company, in 2007
P&G spent more on U.S. advertising than any
other company; the $2.62 billion spent by
Procter & Gamble was founded in 1837 by
P&G is almost twice as much as that spent by
William Procter, a British citizen who
General Motors, the next company on the
immigrated to the United States. The company
Nielsen list.
first sold candles. Procter & Gamble Co.
(P&G, NYSE: PG) is a Fortune 500 American
P&G was named 2008 Advertiser of the Year
multinational corporation headquartered in
by Cannes International Advertising Festival.
Downtown Cincinnati, Ohio that manufactures
a wide range of consumer goods. As of mid Proctor & Gamble is a leading member of the
2010, P&G is the 6th most profitable U.S. Global Leadership Coalition, a
corporation in the world, and the 5th largest Washington D.C.-based coalition of over 400
corporation in the United States by market major companies and NGOs that advocates for
capitalization, surpassed only by Apple, Exxon a larger International Affairs Budget, which
Mobil, Microsoft, and Wal-Mart. It is 6th in funds American diplomatic and development
Fortune's Most Admired Companies 2010 list. efforts abroad.
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Major products of P&G
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STRATEGIES OF P&G industry. We are designed to lead in each
of these areas.
P&G focuses on five core strengths
required to win in the consumer products
Innovation
Consumer Understanding
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innovation coming from P&G today ranked by leading retailers in industry
includes at least one major component surveys as a preferred supplier and as the
from an external partner. The IRI New industry leader in a wide range of
Product Pacesetter Report ranks the best- capabilities including clearest company
selling new products in our industry in the strategy, brands most important to
U.S. every year. Over the past 14 years, retailers, strong business fundamentals and
P&G has had 114 top 25 Pacesetters innovative marketing programs.
more than our six largest competitors
Scale
combined. In the last year alone, P&G had
five of the top 10 new product launches in
Over the decades, we have also established
the U.S. and 10 of the top 25.
significant scale advantages as a total
company and in individual categories,
Brand-Building
countries and retail channels. P&Gs scale
P&G is the brand-building leader of this advantage is driven as much by
industry. It has built the strongest portfolio knowledge-sharing, common systems and
of brands in the industry with 22 billion- processes, and best practices as it is by size
dollar brands and 20 half-billion-dollar and scope. These scale benefits enable us
brands. Eleven of the billion-dollar brands to deliver consistently superior consumer
are the #1 global market share leaders of and shareholder value.
their categories. The majority of the
P&G follows Connect + Develop strategy
balances are #2.
which enables to bring innovations to life
Go-to-Market Capabilities faster, more economically and more
sustainably.
It has established industry-leading go-to-
market capabilities. P&G is consistently
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HUL AND P&G ADVERTIESMENT 7. Lady 1 gets astonished by the
WAR whiteness seen.
8. Lady 2s kid reacts by asking he
The new campaign started by Rin, a
mother, as to why is the other lady so
product of Hindustan Unilever Limited. It
observant and amazed
is a direct attack on the Tide
9. There is a disclaimer during the ad
Naturals product by Procter & Gamble.
that the analysis has been done by an
Note that when It is said a direct attack it
independent agency
means an uncensored visual shows the
10. Its then claimed that now there is
competitor product and then highlights
promotional price of Rs. 25 on Rin as
how the other product is better then the
opposed to the earlier Rs. 35.
former. The sequence of the ad is as
As it can be noticed, there is a direct
follows
mention of the competitor product along
1. Two ladies are standing on a bus stop,
with the visuals. This one seems to be an
waiting to pick their kids from the
absolute direct attack. It is difficult to say
school bus.
if the ad will continue on TV. Tide would
2. Both are carrying their shopping
definitely come out with a protest.
basket/bag with them.
However, I think the damage is already
3. Lady 1 has Tide Naturals in her bag.
done. The main point about the reduced
4. Lady 2 has Rin in her bag
price of Rin would definitely catch the
5. Both ladies have a look at each others
consumers eye benefiting HUL.
bag and Lady 1 boasts that Tide has a
good fragrance and provide better
whiteness/brightness to the clothes
6. In the meantime, the school bus
arrives and its shown that the white
shirt of Lady 2s kid is strikingly
brighter and whiter then the Lady 1s
kid.
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PRICE WAR BETWEEN HUL AND P&G
In the year 2010 HUL has reduced 11-17% Due to which P&G reacts by cutting 20%
price in detergents, 7-17% in toilet soaps indirect price (25% grammage hike) in
and 6-7% in the toothpastes. TIDE.
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Strategic growth Strategies - market
summary of HUL entry:
HUL prioritized opportunities (Kissan Annapurna
which build upon the existing iodized salt)
assets and capabilities. It avoided
In 1995 HUL launched Kissan
spreading their management thinly.
Annapurna iodized salt at that time
For example: HUL first made its
only 10% of 6.5 million ton of salts
sales and distribution channel &
were branded and refined HUL
supply chain management in
identified it and launched the
manufacturing and selling wheat
KISSAN ANNAPURNA SALT.
flour and utilized it into the selling
Firstly it launched in the few cities
breads produced by wheat flour.
of the country for test marketing
HUL is more focused on the
and then for all.
innovations Example: In 1995
Shifted from purity- a product
launched KISSAN ANNAPURNA
attribute to Health consumer
staple foods with the message
benefit (As a positioning strategy)
staple food including iodized salt
Tried to shift the consumers from
Serving Rural population: In 2000
unbranded to brand.
the 32% of the sales were from
Started Using IODINE as a
rural sector but in 2010 it is more
marketing strategy as there were
than 50%.
other salts including iodine but no
It follows direct communication
one was focused on that. HUL
from the customers.
started it.
It believes in expanding the
Started endorsement through
portfolio.
trusted government agencies.
Each category has a different set of
In 2002 it has made iodine patented
supply chain, production and
in 80 countries.
consumer decision making process
issuing associated with it.
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Strategic Shifts attainable for a larger section of
consumers (mass).
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Financial analysis of HUL
INCOME STATEMENT (RS MILLION)
Y/E MARCH 07 FY09 FY10 FY11E FY12E
Net Sales 136,754 202,393 173,844 190,848 213,504
Other Operating
Income 1,937 3,622 1,838 3,298 3,608
Total Revenue 138,691 206,016 175,683 194,147 2 17,112
Change (%) 13.0 48.5 -14.7 10.5 11.8
COGS 72,685 108,379 88,498 101,159 112,531
Gross Profit 66,006 97,636 87,185 92,987 104,581
Operating Exp 45,281 67,235 60,612 66,314 73,424
EBIDTA 20,724 30,402 26,573 26,673 31,157
Change (%) 13.7 46.7 -12.6 0.4 16.8
Margin (%) 14.9 14.8 15.1 13.7 14.4
Depreciation 1,384 1,953 1,814 2,006 2,132
Int. and Fin.
Charges 255 253 75 112 91
Other Income
Recurring 2,379 2,056 1,692 1,457 1,623
Pro fit before
T axes 21,464 30,251 26,376 26,013 30,557
Change (%) 15.3 40.9 -12.8 -1.4 17.5
Margin (%) 15.7 14.9 15.2 13.6 14.3
Tax 3,643 5,244 5,644 5,463 6,417
Deferred Tax 389 0 475 468 550
Tax Rate (%) 18.8 17.3 23.2 22.8 22.8
Profit after Taxes 17,432 25,007 20,256 20,082 23,590
Change (%) 13.2 43.5 -19.0 -0.9 17.5
Margin (%) 12.7 12.4 11.7 10.5 11.0
Non-rec.
(Exp)/Income 1,824 -43 -144 0 0
Reported P AT 19,256 24,965 20,112 20,082 23,590
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If we analyze this financial statement we getting full competition from the
can see that the performance of HUL has P&G and others like ITC,
decreased over the last two years and the AMUL,DABUR,NESTLE etc
possible reasons for that are- One of most important factors is
the power branding strategy of
Higher expenses on the
HUL due to which it has ignored
advertisement part.
most of the brands and just
HUL is the king of distribution focusing only on the power brands.
channel in India but now it is
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Brand Management HUL has the objective of being a national
FMCG segment. The company has continue with their CSR and also continue
delivered in the past and has the potential with their strategies. The thing that needs
to do better in future. In short term. HULs to be changed is that, ITC should go for
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Bibilography
www.google.com
www.hul.com
www.projectshakti.com
www.wikipedia.com
www.youtube.com
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