NEED/OBJECTIVES OF THE STUDY

To identify the difference between market

performance of HUL and P&G.

TO compare various parameter like :

1. Marketing mix
2. Financial analysis
3. Market share
4. Products

5. Strengths, Weaknesses, Opportunities & Threats

etc. for the two companies.

To study the level of customer satisfaction in HUL and

P&G.

To study customer buying behaviour.

To study consumer preferences.

. INTRODUCTION

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer

Goods Company, touching the lives of two out of three Indians with over 20
distinct categories in Home & Personal Care Products and Foods &
Beverages. The company‟s Turnover is Rs. 17,523 crores (for the financial
year 2009 – 2010).

HUL is a subsidiary of Unilever, one of the world‟s leading suppliers of fast

moving consumer goods with strong local roots in more than 100 countries
across the globe with annual sales of about €40.5 billion in 2008. Unilever
has about 52% shareholding in HUL.

Hindustan Unilever was recently rated among the top four companies globally in
the list of “Global Top Companies for Leaders” by a study sponsored by Hewitt
Associates, in partnership with Fortune magazine and the RBL Group. The
company was ranked number one in the Asia-Pacific region and in India.

The mission that inspires HUL's more than 15,000 employees, including over
1,400 managers, is to help people feel good, look good and get more out of life
with brands and services that are good for them and good for others. It is a
mission HUL shares with its parent company, Unilever, which holds about 52
% of the equity.
 PRODUCTS

COFFE PROCESSED ICE-CREAM WATER FOOD

BEVERAGE = 12% PACKAGED FOOD = 6% OTHERS =3%

 Products

FABRIC CLEANING SOAPS HAIRCARE SKIN &TOOTHCARE

Closeup is the original youth brand of India. The first brand targeting youth in
the oral care market. Closeup was the first gel toothpaste to be launched in
India and has led the gel toothpaste segment ever since. In 2004, Closeup was
re-launched with a bang. And this time it was packed with the power of
Vitamin Fluoride System – a powerful mix of Vitamins, Fluoride, Mouthwash
and Micro whiteners, the perfect combination of ingredients for fresher breath
and stronger, whiter teeth. The brand umbrella also includes Closeup Lemon
Mint, gel toothpaste with the whitening benefits of lemon. The latest entry in
the Closeup stable is Closeup Milk Calcium – revolutionary new toothpaste
with the goodness of milk calcium in an industry-first core-in-sheath format,
with white milk calcium nutrient on the inside and a refreshing blue gel on the
outside.

Dove soap was launched in 1957. The skin's natural pH is slightly acidic 5.5-6.
Ordinary soaps tend to be alkaline, with pH higher than 9. Dove is formulated to
be pH neutral (pH between 6.5 and 7.5) and to be mild on skin. This makes it
suitable for all skin types for all seasons. Dove Body Wash is available in select
outlets. Since the 1980s, for example, Unilever has launched a moisturising.
body-wash, deodorants, body lotions, facial cleansers, shampoos and
conditioners, providing a comprehensive range of solutions.

Based on a revolutionary breakthrough in skin lightening technology, Fair &

Lovely was launched in 1978. The Hindustan Lever Research Centre developed
technology, based on research in the science of skin lightening to develop Fair

& Lovely. The formulation is patented. . The brand today offers a range of
products, including Ayurvedic Fair & Lovely Fairness cream, Fair & Lovely Anti-
Marks cream, Fair & Lovely Oil control Fairness Gel and Fair & Lovely Fairness
Soap. The latest has been the Perfect Radiance, a complete range of 12
premium skincare solutions from Fair & Lovely.

Since 1929, Lux , offers an exciting range of soaps and Body Washes with
unique elements to make bathing time more pleasurable. One can choose
from a range of skincare benefits like firming, fairness and moisturising. Lux
stands for the promise of beauty and glamour as one of India's most trusted
personal care brands .It continues to be a favourite with generations of users
for the experience of a luxurious bath. Lux has offered a range of soaps in
different colours and world class fragrances. Lux is a beauty soap of film stars .
New Lux Strawberry & Cream and Lux Peach & Cream contain a blend of
succulent fruits & luscious Chantilly cream that melts down into your
skin making it soft and smooth

Pepsodent, launched in 1993, was the first toothpaste with a unique anti-
bacterial agent to meet the consumer need of checking germs even hours after
brushing. Pepsodent packs included a Germ Indicator in February-May 2002,
which allowed consumers to see the efficacy in fighting germs for themselves. .
Pepsodent connects directly with kids and their parents. Pepsodent has always
worked in the direction of an overall awareness of dental health. Pepsodent
also includes a range of toothbrushes.

Business Segments

Soaps and Detergents (46% Revenue, 44% EBIT): This segment includes
Laundry and Personal Wash products like soaps, detergent bars, detergent
powders, detergent liquids etc. Sales of the segment grew sales by 13.9% and
20.3% in CY07 and H1CY08 respectively. Fabric Wash has shown strong growth.
in this year with the market share moving up from 34.6% in Q4CY06 to 38.3%
in Q2CY08 Profitability margins which declined from 25.7% in CY'02 to 13.7 %
in CY'05 due to pricing actions from P&G in the Laundry segment have slightly
recovered to 15.6% (CY'07).

Personal Care Products (26% Revenue, 46.2% EBIT) : This business which
comprises mainly skin care, hair care and oral care is the most profitable
segment for HUL .It is highest contributor to HUL’s EBIT at 47%. This segment
has shown a revenue growth of 20.9% in H1CY08 and the new launches in the
Ponds and Dove range contributed to the profitability of the segment.

Beverages (11% Revenue,10.3% EBIT) : HUL's beverages business is

operated through the Brooke Bond and Lipton brands for packet tea and Bru
brand for coffee. With the aggressive relaunch of Brooke Bond, Taj Mahal and
Taaza, the company has been able to arrest the decline in its market share.
Overall margins have declined to 15% in CY'07 from 20% in CY'04 due to hike in
Coffee bean prices.

Foods (4% Revenue, 0.8% EBIT) :In spite of having one of the best distribution
networks (coverage of 6.3 mn outlets) in the country, the food business has never
constituted a big part of revenues.Thats why this is the current focus area for the
company. Presence in the foods category is mainly through soup mix, Chinese
meal maker, jams, ketchups and salts. HUL is clearly keeping a low profile in the
staples category, which is low margin business.

Ice Cream(1% Revenue, 0.6%EBIT) : This segment includes Ice Creams and
Frozen Desserts.Kwality Wall's, launched in 1995, is the company's master
brand for ice cream. It has launched Moo brand that boosts children’s calcium
levels in the June quarter of CY07.

Exports : Exports include sales of Marine Products, Castor, etc. as well as sales
of soaps and detergents, personal products, beverages and foods etc. by the
Exports Division. Exports are the lowest-margbusiness for the company. It has
already exited the low-margin shrimps and castor business.
 Others: This section includes Chemicals,Water purifiers, Agri seeds, Property
Development, Water business, etc. It has seen a growth of 41.5% as Pure It (a
water purifier product) increased its reach to more than 600 towns.

ADVERTISEMEN EXPENSE

HUL has consistently been the top advertisement spender over the years with
expenditure of Rs 650 crore in the year 2008. Second largest spending is Rs
240 crore by a telecom company. P&G India and Colgate-Plamolive, other
FMCG players, also feature in the top 10 advertisers list. advertising expenses
by 26.56% in CY'07.Also the money spent in Research and Development which
facilitates new product launches and re-launches of existing products has seen
a raise by 38.16% in the same year. Pricing scenario in current time is in favor
of companies but in past due to pricing war with P&G in Soaps and Detergents,
HUL's magins in the segment declined from a high of 25.7% in CY02 to 13.7% in
CY05.

BIGGER BETTER & FASTER I NNOVATIONS.

Dove moisturing oil care. Lakme Sun Expert. Now more accessible

with Re.1 sachet.

CHALLENGES BEFORE HUL

1. Competition in Core Categories.

2. Raw materials.

3. Consumer income reduction.

4. Emerging player.

5. Advertising expenditure.

6. Price positioning.

7. Competitors focusing single category.

8. Consumer behaviour.

9. Global Exposure.

10. Changing habits.

11. Confused with competitor‟s product.

12. Traditional habits.

13. Go Further-Go Faster.

14. Challenge conventional wisdom.

15. Creating a different mind set.

16. Make something from a waste.

BCG Matrix For HUL
 Marketing Mix

PRODUCT

Attributes :

a) Safety:- The HUL Research Centre (HURC)

b) Services:- Focus on after sales services in case of any product defect or

any other issues.

c) Proper Packaging:- Laminated Papers and Plastic, & Corrugated Boxes

d) Quality:- Company tries to follow Total Productive Maintenance(TPM) in

order to make zero loss & zero errors.

e) Brand Name:- With over 20 lakhs customer, over 2000 suppliers, over 16500
employees makes this company a very popular brand.3. Appearance of
product is very attractive & complete information of product makes customer
buy the products as per needs.
 PRICE

a) Offers brands with various price range.

b) The prices of the products are such that it is affordable to all income group.

c) Competitive rates as compared to its peers.

d) Discounts are offered on various products depending upon the products. (Rs

10 off on 2kg detergent powder). 1+1 free offers, seasonal discounts etc.

e) It has psychological factor on consumer’s mind as it offers products from

lower range to higher range.

PLACE

a) First company in India to introduced shampoo sachet forrural

population.
b) Also uses Direct Selling Channels, i.e franchisee to entire population,
Eg:-Aviance & Ayush.

c) Focuses on short supply chain distribution.

d) Sales takes place through retail, & wholesale distribution.

e) Builds & strengthens the market where already presence of HUL exists.

f) Conducting survey about the products & their preferences.

g) Covers intensive distribution.

 PROMOTION

a) Creating Product awareness through advertisement & information

on the website.

b) Arousing Interest amongst consumer through stalls on the road

or outside shops etc. and showing live demonstration of the
product.

c) Share Knowledge about the products verbally or through print &

electronic media, so that consumers knows all the details about the
d) product.

e) Share Benefits includes the shampoo scathes or any discount

coupons attached in the newspapers

f) A Statement is created through quality of the product & the

g) response company receives once consumers uses them.

h) Sales Push is done through free samples, introduction of a

new product at lower price, contest (online & offline),
celebrities endorsing the company‟s products.
SWOT Analysis
Market share
FINANCIAL PERFORMANCE

Rs. Crore 2008-09^ 2009-10 2010-11 2011-12

Net Sales 20,239 17,524 19,381 21,736
Operating 2,845 2,566 2,458 3,073
Profit
Operating 14.1 14.6 12.7 14.1
Profit
Margin
Net Profit 2,496 2,202 2,306 2,691
Earning 11.46 10.10 10.58 12.46
Per Share
(Rs.)
Net Cash 2029 3441 1892 2870

Flow from
Operating
Activities
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17 | P a g e
18 | P a g e
HUL CORPORATE SOCIAL RESPONSIBILITY

Provided income-generating opportunities to 45,000 Shakti

entrepreneurs in rural areas across 15 states in 100,000
villages through Project Shakti

Lifebuoy Swasthya Chetna has touched 120 million

people in more than 50000 villages across India since 2002

Fair and lovely foundation has awarded more than 790

scholarships to women with limited financial resources
for higher studies

HUL & vanrai have undertaken a forestation in the area

bringing close to 40 hectares of land under mango plantation

Reduced CO2 emissions from energy manufacturing

operations by 28% (measured per tonne of production over
2004 baseline). More than 75% of the units are zero
discharge sites.

HUL also contributes in case of national

calamities such as earthquake in Gujarat and tsunami in

south India through welfare measures.
In 2001 the company started a program called SHAKTI in
which they provide opportunities to rural women to improve
their livelihood & standard of living

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BCG Matrix

The BCG matrix method is based on product life cycle

theory that can be used to determine what priorities should be
given in the product portfolio of a business unit.

To ensure long term value creation, a company should have a

portfolio of product that contain both high growth product in
need of cash input and low growth products that generate lot
of cash.

It has two dimension :I .Market Share

II. Market Growth

The basic idea behind it is that bigger the market share a

product has or the faster products market grows the better it
is for company.

STARS (high growth, high market share)

 Stars are using large amounts of cash. Stars are leaders in
the business. Therefore they should also generate large
amounts of cash.

Stars are frequently roughly in balance on net cash flow.

However if needed any attempt should be made to hold your
market share in Stars, because the rewards will be CashCows
if market share is kept

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CASH COWS (low growth, high market share)

Profits and cash generation should be high. Because of the

low growth, investments which are needed should be low.

Cash Cows are often the stars of yesterday and they are the
foundation of a company.

DOGS (low growth, low market share)

Avoid and minimize the number of Dogs in a company.

Watch out for expensive „rescue plans‟

Dogs must deliver cash, otherwise they must be liquidated.

QUESTION MARKS (high growth, low market share)

 Question Marks have the worst cash characteristics of all,
because they have high cash demands and generate low
returns, because of their low market share

If the market share remains unchanged, Question Marks will

simply absorb great amounts of cash.

Either invests heavily, or sells off, or invests nothing and

generates any cash that you can. Increase market share or
deliver cash.

21 | P a g e
BCG Matrix of HUL

Relative Market share(Cash Generation)

HIGH LOW

STAR

LUX SUNSILK SURF EXCEL FAIR & LOVELY

QUESTION MARK

RIN PEPSODENT

CASH COW

AXE Vaseline petroleum jelly

DOG

WHEEL
22 | P a g e
SWOT - HUL

Strengths

1. Strong and well differentiated brands with leading share positions

2. Distinctly placed products providing reach to every segment of society.

3. Integrated supply chain and well spread manufacturing units

4. Distribution structure with wide reach, high quality coverage – The launch
of project “Shakti” has helped HUL to create brand awareness and extensive
reach in rural India.

5. Access to Unilever global technology, capability and sharing of best

practices from other Unilever companies.

6. Well placed to take advantage of growth in rural India and lower strata
of the society through “Shakti”.

7. It could look at introducing products from its parent company like margarine in
order to cater to changing consumer tastes and opportunities in food sector.

8. It can be a leader in exports by positioning itself as a sourcing hub

for Unilever companies in various countries.

Weaknesses
1. Price positioning in some categories allows for low price competition like
Amul captured Kwality’s market.

2. Limited success in changing eating habits of people.

3. Competitors focusing on a particular product and eating up HUL’s share, like

Nirma focusing on soaps and detergents.

23 | P a g e
Opportunities

1. Growing consumer base due to increasing income levels and new

consumers from lower strata of the society

2. Untapped market in branded Ayurvedic medicines and other such consumer

products.

3. Opportunity in Food sector: changing consumer tastes

4. Expansion of horizons towards more and more countries

Threats

1. Unfavourable raw material prices due to inflation, reducing profitability.

2. Heavy onslaught of competition in the core categories from

emerging players like ITC will result in higher advertising expenditure

3. Spurious/counterfeit products in rural areas and small towns.

4. Reduction in real income of consumers due to high inflation.

24 | P a g e
Hindustan Unilever (Marketing Mix).
Marketing Mix is a conceptual framework which highlights the principal
decisions that marketing managers make in configuring their offerings to suit
Customer’ The products offered by HUL are Home care brands, Personal Care
Brands, Food Brands, Water, Nutrition, Health, Hygiene & Beauty.

25 | P a g e
1

26 | P a g e
27 | P a g e
PROCTER & GAMBLE

The company began to build factories in other locations in the United

States because the demand for products had outgrown the capacity
of the Cincinnati facilities. The company's leaders began to diversify
its products as well and, in 1911, began producing Crisco, a
shortening made of vegetable oils rather than animal fats. As radio
became more popular in the 1920s and 1930s, the company
sponsored a number of radio programs. As a result, these shows
often became commonly known as "soap operas."

Procter & Gamble headquarters in Downtown Cincinnati, Ohio

The company moved into other countries, both in terms of

manufacturing and product sales, becoming an international
corporation with its 1930 acquisition of the Thomas Hedley Co., based
in Newcastle upon Tyne, England. After this acquisition, Procter &
Gamble had their UK Headquarters at 'Hedley House' in Newcastle
upon Tyne, until quite recently. Numerous new products and brand
names were introduced over time, and Procter & Gamble began
branching out into new areas. The company introduced Tide laundry
detergent in 1946 and Prell shampoo in 1947. In 1955, Procter &
Gamble began selling the first toothpaste to contain fluoride, known
as Crest. Branching out once again in 1957, the company purchased
Charmin Paper Mills and began manufacturing toilet paper and other
paper products. Once again focusing on

28 | P a g e
laundry, Procter & Gamble began making Downy fabric softener in
1960 and Bounce fabric softener sheets in 1972. One of the most
revolutionary products to come out on the market was the
company's Pampers, first test-marketed in 1961. Prior to this point
disposable diapers were not popular, although Johnson & Johnson
had developed a product called Chux. Babies always wore cloth
diapers, which were leaky and labor intensive to wash. Pampers
provided a convenient alternative, albeit at the environmental
cost of more waste requiring landfilling.

Procter & Gamble acquired a number of other companies that

diversified its product line and significantly increased profits. These
acquisitions included Folgers Coffee, Norwich Eaton Pharmaceuticals
(the makers of Pepto-Bismol), Richardson-Vicks, Noxell (Noxzema),
Shulton's Old Spice, Max Factor, and the Iams Company, among
others. In 1994, the company made headlines for big losses resulting
from leveraged positions in interest rate derivatives, and
subsequently sued Bankers Trust for fraud; this placed their
management in the unusual position of testifying in court that they
had entered into transactions that they were not capable of
understanding. In 1996, Procter & Gamble again made headlines
when the Food and Drug Administration approved a new product
developed by the company, Olestra. Also known by its brand name
'Olean', Olestra is a lower-calorie substitute for fat in cooking potato
chips and other snacks.

Procter & Gamble has dramatically expanded throughout its

history, but its headquarters still remains in Cincinnati.

In January 2005 P&G announced an acquisition of Gillette, forming

the largest consumer goods company and placing Unilever into
29 | P a g e
second place. This added brands such as Gillette razors, Duracell,
Braun, and Oral-B to their stable. The acquisition was approved by
the European Union and the Federal Trade Commission, with
conditions to a spinoff of certain overlapping brands. P&G agreed to
sell its SpinBrush battery-operated electric toothbrush business to
Church & Dwight. It also divested Gillette's oral-care toothpaste line,
Rembrandt. The deodorant brands Right Guard, Soft & Dri, and Dry
Idea were sold to Dial Corporation.[5] The companies officially
merged on October 1, 2005. Liquid Paper, and Gillette's stationery
division, Paper Mate were sold to Newell Rubbermaid. In 2008, P&G
branched into the record business with its sponsorship of Tag
Records, as an endorsement for TAG Body Spray.[6]

P&G's dominance in many categories of consumer products makes

its brand management decisions worthy of study.[7] For example,
P&G's corporate strategists must account for the likelihood of one
of their products cannibalizing the sales of another.[

P&G exited the food business in 2012 when it sold its Pringles
snack food business to Kellogg's for $2.75bn after the $2.35bn deal
with former suitor Diamond Foods fell short.[10] The company had
previously sold Jif peanut butter and Folgers coffee in separate
transactions to Smucker's.
30 | P a g e
Procter & Gamble Co. PROFILE

Type Public (NYSE: PG)

Founded 1837

Headquarters One Procter & Gamble

Plaza, Cincinnati, Ohio USA

A. G. Lafley, Chairman and CEO

Key people

Consumer goods
Industry

▲ US$83.503 billion(2008)
Revenue

▲ US$12.075 billion(2008)
Net income
Employees
138,000

31 | P a g e
PRODUCTS

Ariel laundry detergent

 Bounty paper towels, sold in the United States and Canada

 Dawn dishwashing detergent
 Duracell batteries and flashlights
 Fusion five blade cartridge and razors.
 Gain fresh smelling liquid and powder laundry detergents,
liquid fabric softener,dryer sheets and dish washing liquid
 Gillette, variety of razors for men and women, shaving cream
for men, body wash for men, shampoo for men, deodorant
and anti-perspirant for men
 Head & Shoulders shampoo Olay
Personal and beauty products
 Oral-B inter-dental products, such as Oral-B Glide
 Pampers disposable diapers and moist towelettes
 Pantene hair care products
 Tide variety of liquid and powder laundry detergents,
stain remover for laundry and stain remover pen
 Vicks cough and cold
 Wella hair care products
32 | P a g e
Ambi Pur

Though we strive hard to keep our homes and our cars clean and tidy,
the results are rarely satisfactory. Odours that linger in our homes just
before guests arrive, or a persistent stench that never leaves the car,
not only adversely affect our mood, but also that of our guests. With
this in mind, P&G experts have bottled the fragrance of freshness
with the new Ambi Pure range for both homes and cars.
Ariel

Introduced in 1991, Ariel was the first to bring the 'compact detergent'
technology, the enzyme technology for safe and superior stain-
removing power and the 'smart eyes' technology into India, with an
aim of becoming India's best stain removal detergent. Ariel contains
safe ingredients for all fabrics under recommended usage conditions
for laundry. The Ariel product range in India includes different
variants to meet your specific needs like Ariel OxyBlu, Ariel Oxyblu
Ultramafic, Ariel Front O Mat, Ariel 2in1.

33 | P a g e
Duracell

Duracell batteries have a history of providing dependable power when

and where you need it the most. Our range of Batteries gives you the
right power for all your device needs, providing up to 10x
performance. The product range in India includes Duracell and
Duracell Ultra. Duracell is available in sizes AAA, AA, C, D, and 9-
volt while Duracell Ultra is available in sizes AA and AAA sizes.

Gillette
Gillette® has been at the heart of men‟s grooming for over 100 years.
Each day, more than 600 million men around the world trust their faces
and skin to Gillette‟s innovative razors and shaving products designed
for the unique needs of men – helping them to look, feel and be their
best every day. The razor range in India includes Gillette Vector,
Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard and Gillette
Mach3 Turbo Sensitive and Gillette Fusion. The Shave Care range
includes Gillette Fusion Hydra Gel, Gillette Series Sensitive Skin
Foam, Gillette Series After Shave & Gillette Classic Shave Foam
Sensitive Skin. The Gillette Skincare regimen is a no-fuss and

34 | P a g e
efficient solution in caring for the health and appearance of men‟s
skin and includes a special range of designed-for-men Gillette
Skincare Foaming Wash, Gillette Skincare Scrub, Gillette
Skincare Facial Moisturizer with Aloe Vera, Gillette Skincare
Facial Moisturizer with SPF and Gillette Skincare Lotion 100ml.

Head & Shoulders

Since 1950, Head & Shoulders has been at the forefront of scalp and
hair science, significantly advancing the treatment of dandruff and
scalp problems. Along with professional advice and expert insight
we have a wide range of products to care for your scalp and nurture
your hair.

Head & Shoulders is available in 8 variants in India including Men

Hair Retain, Complete Care for Dry Scalp, Anti Hair fall, Smooth
& Silky, Cool Menthol, Clean & Balanced, Thick & Long & Silky
Black.
Olay

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Olay is a product truly born in love created by Graham Wulff for his
wife Dinah in 1950s to address her frustration with the then thick and
waxy beauty creams. Today, Olay is one of the most recognizable
brands in the world. Yet through all the changes and innovations, the
philosophy upheld by Graham Wulff remains just as relevant as ever:
Help women look and feel beautiful and Challenge what‟s possible
with their skin. The Olay portfolio in India covers Base Moisturizer,
Anti Ageing and Olay Whitening. The Anti Aging range includes
Olay Regenerist, Olay Total Effects, and Olay Age Protect. The Olay
Whitening range includes Olay White Radiance and Olay Natural
White. The Base Moisturizer includes Olay Moisturizing Lotions and
Creams

Oral-B continuously strives to work closely with the dental

professionals and deliver high quality products, which make us
leaders* in the $ 4.5 billion toothbrush category, marketing
toothbrushes for children & adults, as well as inter-dental products
such as Dental Floss. In India, Oral-B has an innovative range of
toothbrushes including CrossAction Pro-health 7 Benefits,
CrossAction Pro-health Superior Clean and Advantage Sensitive
toothbrush. Oral-B‟S floss range includes Ultra Floss & Essential
Floss.

36 | P a g e
Pampers

As a result of constant research and innovation in understanding the

needs of babies at various stages of development, Pampers Active
Baby has been voted as the best diaper by Indian moms with the
guarantee of superior dryness for an uninterrupted sleep of 12 hours.
Pampers has an answer for all your needs with its innovative
product range that includes Pampers, Pampers Active Baby,
Pampers Active Baby Pants, all designed especially for providing a
night of Golden Sleep for the baby.

Pantene
The New Pantene Amino Pro-V Complex range of shampoo &
conditioner comes in three variants suited for individual needs -
Pantene Nourished Shine, Pantene Hair Fall Control & Pantene
Smooth & Silky. Enriched with the goodness of pro-vitamins and
three essential aminos, Pantene restores your hair with its lost
beauty while making your hair ten times stronger.

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Tide

Tide is the World’s Oldest & Most Trusted Detergent brand and
is the Market Leader in 23 Countries around the world.
Launched in India in mid-2000, Tide provides ‘Outstanding
Whiteness’ on white clothes & excellent cleaning on coloured
clothes as well. Tide’s Fabric Whitening Agents clean clothes
without bleaching or removing colour from a garment. The Tide
range in India includes Tide (Detergent) and Tide (Bar with
Whiteons). Tide Naturals was launched in India in December
2009. Packed with the benefits of lemon and chandan, it
provides great cleaning while keeping the hands soft.

Vicks
38 | P a g e
Vicks has long been invested in the science and research of
respiratory health and through that dedication has developed a wide
range of therapeutic products that offer effective relief for all the
major signs and symptoms of the common cold, flu and sinus pain
and pressure. The Vicks product range in India includes Vicks
Cough drops, Vicks Vaporub, Vicks Inhaler, Vicks Vapocool, and
Vicks Action 500 Extra.
Wella Kolestint with it deep, long lasting colour has mesmerized
Indian women. No doubt, 96% Indian women say that it is the best
hair colour they have ever used. Wella Kolestint packs are available
in 12 vibrant shades in beauty stores across India. Each pack comes
with a complete hair colour kit to give deep, long lasting colour

39 | P a g e
 BCG MATRIX.

Stars -high growth markets with a relatively high market share

(Heavy investments) Cash Cows -high share of a low growth market
(High profit). Question Marks (Problem Child) -low share of a high
growth market (Large cash to sustain their marketplace). Dogs -low
share of a low growth market (Cash traps).

The BCG Growth-Share Matrix is based on two dimensional

variables: relative market share and market growth. They often are
pointers to healthiness of a business (Kotler 2003, McDonald 2003).
In other words, products with greater market share or within a fast
growing market are expected to yield relatively greater profit
margins. The reverse is also true. Let‟s look at the following
components of the model :

Relative Market Share

According to the proponents of the BCG (Herndemson 1972), It

captures the relative market share of a business unit or product. But
that is not all! It allows the analysed business unit be pitted against
its competitors. As earlier emphasized above, this is due to the
sometime correlation between relative market share and the
product’s cash generation. This phenomenon is often likened to the
experience curve paradigm that when an organisation enjoys lower
costs, improved efficiency from conducting business operations
overtime. The basic tenet of this postulation is that the more an
organisation performs a task often; it tends to develop new ways in
performing those tasks better which results in lower operating cost
(Cipher 2006). What that suggests is that the experience curve effect
requires that market share is increased to be able to drive down
costs in the long run and at the same time a company with a
dominant market share will inevitably have a cost advantage over

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competitor companies because they have the greater share of the
market. Hence, market share is correlated with experience.

Market Growth

Market growth axis, correlates with the product life cycle paradigm,
and predicates the cash requirement a product needs relative to the
growth of that market. A fast growing market is generally considered
attractive, and pulls a lot of organisation’s resources in an effort to
increase gains. A case in point is the technological market widely
consider by experts as a fast growing market, and tends to attract a
lot of competition. Therefore, a product life cycle and its associated
market play a key role in decision-making.

Cash Cows

These products are said to have high profitability, and require low
investment for the fact that they are market leaders in a low-
growth market. This viewpoint is captured by the founders
themselves thus: The cash cows fund their own growth. They pay
the corporate dividend. They pay the corporate overhead. They pay
the corporate interest charges. They supply the funds for R&D. They
supply the investment resource for other products. They justify the
debt capacity for the whole company.
According to experts, surplus cash from cash cow products should
be channelled into Stars and Questions in order to create the future
Cash Cows.

Example: Head & Shoulder, Ariel.

Stars

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Stars are leaders in high growth markets. They tend to generate large
amounts of cash but also use a lot of cash because of growth market
conditions.

Example: Gilette, Pampers.

Question Marks

Question Marks have not achieved a dominant market position,

and hence do not generate much cash. They tend to use a lot of
cash because of growth market conditions.

Example: ORAL-B

Dogs

Dogs often have little future and are big cash drainers on the
company as they generate very little cash by virtue of their low
market share in a highly low growth market.

Example: Camay.
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 2012
83,680
13,292
10,756
11.1%

3.66 3.93 4.11

Amounts in millions, except per share amounts

Diluted
Net
Earnings
Net Sales in $ per
Operating Income
Net Earnings Common Share from
Continuing $3.12
Net Earnings Margin from Operations (1)
Continuing Operations
Diluted Net Earnings
per Common Share 2011 2010 2009
Dividends Per Common Share 2.14 82,559 78,938 76,694

15,818 16,021 15,374

11,797 12,736 13,436

14.3% 13.9% 13.9%

SWOT Analysis- Strengths :

$3.93 $3.53 $3.39
 Leading Market Position

4.26

1.97 1.80 1.64

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  Diversified and innovative product Portfolio
 Strong Finances in past years
 Strong brand image.
 Strong customer loyalty.
 Diversified Business Structure.

SWOT analysis- Weaknesses :

 Quality control Problem

 Decreased Revenues in their Northeast Asian Market

. SWOT analysis- Opportunities :

 Developing Markets
 Demographic trends across the world
 Going Green Ecofriendly.
 Selling directly to customer.
 Better product experience.

SWOT analysis- Threats :

 Competitors
 Rising cost of raw material and energy prices
 Economic slowdown in the US and Eurozone
 New Regulations
 Vicks banned in US market.
 Slowdown in consumer spending.
 Substitute products have cheaper prices.
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CORPORATE SOCIAL RESPONSIBILITY OF P&G

Pampers and UNICEF: Working Together for Healthy Babies.

Providing vaccination for women and pampers for babies

Since 2006, a total of 100 million women and their babies have
been protected against maternal and neonatal tetanus.

Always and Tampax: Protecting the Futures of Girls

DREAMING TOGETHER FIR THE FUTURE

P&G supports handicapped children in Korea through a program
known as Dreaming Together for the Future. The program,
funded in part by P&G product purchases, is centered on enabling
children in their self-development. Since 2005, the program has
touched the lives of over2,000 handicapped children in Korea

P&G-sponsored orphanages benefit from a program called One

Friend is Worth a Million Dollars. As a platform for educational,
cultural, and sport activities,100% of P&G employees in the region
participate to help prevent children from dropping out of school for a
life on the streets. The program reaches 145 children each year.

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The SOS Childrens Villages program provides safe housing for
homeless children in Greece, Portugal, and Spain. P&G funding
supports education and extracurricular activities, providing children a
chance to grow academically, develop their talents, and build their
future. P&G employees regularly visit the villages to serve as
mentors to the children.

PROJECT SHIKSHA SECURE YOUR CHILD SFUTURE (2003)

P&G tied up - (CRY) and Sony Entertainment Television to launch

Shiksha , a program to help educate underprivileged children across
India. 96,000 children received free education till date. 1Cr Rs. every
year donation for education.

REBUILDING LIVES IN EARTHQUAKE HIT BHUJ(2001/2002)

P&G in partnership with Swayam Shiksha Prayog (SSP)opened four
Community Resource Centers for the earthquake victims in the
Chakasari, Paggiv and, Hanjiya and Jodhparvands (hamlets) of
Rapar Taluka, Kutch District, Gujarat. The P&G -SSP project
positively impacts 25 villages, 3750 families and 22,500 people and
helped mobilize womens groups and communities in Gujarat for
their long-term sustainable development.

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PROJECT DRISHTI THE FIRST EVER SIGHT RESTORATION PROGRAM IN
INDIA (1999).

P&G tied up with the National Association for the Blind (NAB) to
launch Project Drishti and restore eyesight to 250 blind girls through
corneal transplant operations. Till date 138 sight restoration
operations have been successfully conducted across the country.

PROJECT PEACE - ENVIRONMENTAL EDUCATION

PROGRAMME (1996)

P&G launched PEACE a unique Environmental Education Program

for children in schools across Bombay and Thane representing a
cross- section of economic backgrounds. Children were exposed to a
fascinating account of the Indian environmental scenario. The
Multiplicity of Eco- Systems in India, Air around Us, Water, Solid
Waste and Adopting Conservation in our Lifestyles were the topics
dealt with using interesting media like music, games, project-work,
slides, video films, group discussions, etc.

Project Poshan

India has 40% of the worlds malnourished children. POSHAN targeted

three key projects : an Adolescent Girls Initiative to educate girls in
Mumbai slums on health problems and improve their lives

Womens Parenting Network in Chennai to provide information on

care during pregnancy and Day care projects in Jaipur, which
focused on increased food intake and micro-nutrients. Once again,
P&G raised Rs. 50 lakhs by contributing Re. 1/-from sales of large
size packs of Ariel, Whisper, Head &Shoulders and Pantene sold in
the months of May, June and July 2000.

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 RECOGNITIONS

Asia Employee Value Proposition recognizing P&G’s Asia Diversity,

Work -life effectiveness and Talent Development programs that built
a comprehensive employee ownership package,

Asia Environmental Sustainability recognizing how P&G Asia

incorporates Environmental Sustainability practices not just in product
innovations but in day to day office operations, manufacturing
processes and logistical operations across the region.

P&G Manila Service Center (MSC) was awarded the 2011 Excellence
in People and Communications - Honourable Mention by the Asia
Shared Services Outsourcing Network (SSON).
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SAMPLE SIZE:

The substantial portions of the target customers that are sampled to achieve
reliable result are 15.

The cost and time limitation compeled me to select 15 respondents as

sample size

SAMPLING METHOD: In this marketing research project .I am using

Random sampling method

SAMPLE SIZE

15 Customers

SAMPLE TYPE
Area sampling

SAMPLE AREA

Vikhroli (E)
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 Collection of data

DATA COLLECTION

The study was conducted by the means of personal

interview with respondents and the information given by them

were directly recorded on questionnaire.

There are two types of data, this are-

Primary Data

Secondary data

PRIMARY DATA:-

Primary data can be collected through questionnaire.

SECONDARY DATA:-

Secondary data means data that are already available i.e.

they refer the data which have already been collected and analyzed
by someone else.

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 DATA ANALYSIS AND INTERPRETATION

METHODS OF DATA COLEECTION –

The methods of data collection used are both primary data collection and
secondary data collection.

SOURCES OF DATA COLLECTION -

Sources of data collection are primary source and secondary source .

Primary source of data used in questionnaire which is supplemented

by secondary source like pie chart sample used.

DATA COLLECTION INSTRUMENT

The major data collection instrument used is questionnaire given to the

respondent for survey purpose.

Field work

The field was conducted on 12th and 13th of january, 2013 in vikhroli from
9 am to 6 pm

The period of study was 7 days from 7th of January to 15th of january 2013.
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 TABULATION OF DATA

TOTAL NO OF RESPONDENT RESPONDENT

RESPONDENT PREFERRING HUL PREFERRING P&G

15 9 6

STATISTICAL ANALYSIS OF DATA

60% HUL

40% P&G

preferrer

40%
60%

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