FAIR AND LOVELY CASE STUDY

Executive summary-

The brand that we have chosen is Fair and Lovely fairness

cream , this is a popular skin lightening cream .Fair and
lovely is a premium fairness brand which has a respectable
market share . It has a major consumer base and strong hold
over the market . Fair and Lovely has been around for a
considerable time and it has survived environmental changes .
This report will consist of the information that we have
gathered along with our analysis of the brand .

In order to collect information we have met the relevant

people- the brand manager and the market research manager .
We prepared questions and asked the Fair and Lovely team
about our queries. In addition to this we have gathered
information from our environment as well. Speaking to
retailers and shopkeepers has proved very helpful in getting to
know about sales patterns . Speaking to consumers has further
clarified lot of things . Browsing through newspapers and
magazines has helped in getting to know more about the brand
. Simply relying on one source would not have been so
effective so that is why we consulted many different sources ,
such as the people at the company , shopkeepers , consumers
and the print media .
A.Situational Analysis

F
a
i
r

&

L
o
v
e
l
y

B
r
a
n
d

A
n
a
l
y
s
i
s

P
a
r
e
n
t

C
 o
m
p
a
n
y
HUL
C
ate
go
ry
Per
so
nal
Ca
re
–
Ski
n
Ca
re
S
e
c
t
o
r
F
M
C
G
T
agline/
Sloga
n
More
than
just
Fairne
ss,
Clear
Fairne
ss
U
S
P

P
o
w
e
r

o
f

B
e
a
u
t
y

M
a
x
i
m
u
m

f
a
i
r
n
e
 F
a
i
r

&

L
o
v
e
l
y

S
T
P

S
e
g
m
e
n
t
Personal Care – Skin Fairness Cream
T
ar
get
Gr
ou
p
Fo
r
W
om
en
an
d
no
w
a
ne
w
cre
am
for
M
en
as
we
ll
P
o
si
ti
o
n
i
n
g
B
e
a
ut
y
cr
e
a
m
c
a
p
a
bl
e
o
f
p
r
o
vi
di
n
g
fa
ir
n
e
ss
w
it
hi
n
8
w
e
e
k
s

S
W
O
T

A
n
a
l
y
s
i
s

o
f

F
a
i
r

&

L
o
v
e
l
y

F
a
i
r
 &

L
o
v
e
l
y

S
t
r
e
n
g
t
h
s
Below are the Strengths in the SWOT Analysis of Fair &
Lovely:
1.
Fair
&
Love
ly
bran
d is
Worl
d's
first
and
large
st
Fairn
ess
crea
m
bran
d 2.
Prese
nce
in 40
count
ries
and a
value
of
arou
nd
Rs.6
billio
n
3
.

L
i
n
e

E
x
t
e
n
s
i
o
n

t
o

p
r
e
m
i
u
m

s
o
a
p

F
a
i
r

a
n
d

L
o
v
e
l
y

S
o
a
p
’

4
.

E
n
j
o
y
s

h
i
g
h

l
e
v
e
l
s

o
f

C
o
n
s
u
m
e
r

A
w
a
r
e
n
e
s
s

f
o
r

t
h
e

b
r
a
n
d
5. Excellent branding, top-of-the-mind name, and good
distribution
 F
air &
Lovely
Weakness
es Here
are the
weaknesse
s in the
Fair &
Lovely
SWOT
Analysis:
1.Categorization of women on the basis of skin color,
has led to many issueswith activists and human rights
leading to Negative Publicity
2.Extremely tough competition in skincare market
F
air &
Lovely
Opportuni
ties
Following
are the
Opportunit
ies in Fair
& Lovely
SWOT
Analysis:
1
.
F
a
i
r
&

L
o
v
e
l
y
F
o
u
n
d
a
t
i
o
n
w
h
i
c
h
a
i
m
s
a
t
e
m
p
o
w
e
r
m
e
n
t
o
f
w
o
m
e
n
2
.
F
a
i
r
&

L
o
v
e
l
y
S
c
h
o
l
a
r
s
h
i
p
f
o
r
u
n
d
e
r
p
r
i
v
i
l
e
g
e
d
g
i
r
l
s
3. Introduction of ‘Menz Active’ fairness cream for Men
F
air &
Lovely
Threat
s The
threats
in the
SWOT
Analysi
s of
Fair &
Lovely
are as
mentio
ned:
1. Several competitors in the market
2
.

C
h
a
l
l
e
n
g
e
s

t
o

d
e
a
l

w
i
t
h

c
o
n
s
u
m
e
r

c
h
o
i
c
e

a
n
d

b
u
y
i
n
g

b
e
h
a
v
i
o
r

3
.
L
e
g
a
l

i
s
s
u
e
s

o
f
t
e
n

h
a
m
p
e
r

t
h
e

b
r
a
n
d

i
m
a
g
e
Statement of the problem/Formulation of the problem

1-How Fair and Lovely causes racism?

2-The dark side of fair and lovely?

3-Fair and lovely discrimination?

 List of Critical Factors/Facts

A week after promising to remove the words “white,”

“light” and “fair” from product packaging and names,
Hindustan Unilever Ltd. announced the rebrand of Fair &
Lovely, which will now be known as Glow & Lovely for
women and Glow & Handsome for men.

"We are making our skin care portfolio more inclusive and
want to lead the celebration of a more diverse portrayal of
beauty,"said HUL Chairman and Managing Director
Sanjiv Mehta in a statement.

Skin-lightening brands have been hit by a wave of criticism in

recent weeks for promoting whiter skin as the ideal standard of
beauty, causing market leaders like L’Oreal and Unilever to
announce product rebrands, while Johnson & Johnson said it
would step away from the multi-billion dollar market entirely.

Since the announcement, #GlowAndLovely has been trending

on Twitter in India, where the brand dominates a large skin-
lightening market.

Many on social media are criticizing the announcement as a

surface-level shift, failing to address concerns over how
leading skin-care brands have profited for years from an
industry accused of perpetuating colorism.

A Unilever spokesperson told Forbes that the company was

concerned about halting the production of skin-lightening
products altogether as it may cause an influx of unsafe
alternatives.
Assumptions-
SWOT Analysis-

Strength

Strong Brand

International Footprint

Promotional Campaigns

Unilever Product

Women’s empowerment

Weaknesses

Criticism

Microbial Contamination
Opportunities

New Trends and Consumer Behaviour

Increased awareness of human skincare

Consumer Behaviour

Threats

Intense Competition

Herbal Products

Protest
Solutions-
Conclusion-

Today Fair & Lovely is the market leader with 53% market
share but in the era of increasing competition, erosion of
market share is more a reality than mere speculation. With
products like Emami's Fair and Handsome hitting out
unexpectedly, Fair & Lovely should be proactive and increase
the points of difference with its competitors. Moving beyond
the message of fairness as beauty must be the center of its
marketing communication. The recommendations provided
would do just that, extending the core message of the brand
through to the product and communicating it by various
promotional strategies. In fact, this is where the next INR 1,000
Crores are most likely to come from.
References-

1. Challapalli, Sravanthi, "All's fair in this

market", The Hindu Business Line,
http://www.thehindubusinessline.com/catalyst/2
002/09/05/stories/2002090500040300.htm,
September 2002, last accessed on: 6th October,
2009
2. "Fair & Lovely",
http://www.fairandlove
ly.in, last accessed on:
6th October, 2002 3.
Aaker, David,
1991, "Managing
Brand Equity", Simon
& Schuster, pp: 15
4. Keller, Kevin Lane and Moorthi, YLR, 2002,
"Karma cola- Coke in India", Working paper no. 186,
IIM Bangalore
Dairy Milk Case Study
Executive Summary–

Milk and dairy products, along with being a rich protein source
occupying its place in daily diet,a basic raw material in food
industry. Milk is obtained from primarily cattle but from
cattle,sheep and water buffalos and therefore milk and dairy
products value chain includes many actors from stockbreeds to
consumers. The first link of the chain is stockbreeders. Raw
milk is collected by either milk collection centers or directly
factories from stockbreeders,pasteurized and processed and
then the processed milk and dairy products are brought to the
consumers through wholesalers,retailers and open markets.
Milk powder is also produced from a portion of the milk in
order to be used in food industry.

Since 1980, milk and dairy products trade underwent important

changes. Until 1980 butter and cheese trade and since then
milk and dairy products like ice cream, milk powder and
yoghurt gained importance. More than half of the milk
produced today is for industrial means.

Fresh milk is not a commodity that is traded intensely,

although dairy products such as milk powder, cheese and
butter are traded intensely. In most of the countries milk is
considered as a strategic good. As it has a high domestic
demand, is hard to transport when the appropriate conditions
are not met and spoils fast, milk trade is cumbersome.

The biggest share of milk and dairy product export belongs

to cattle breeding countries such as EU 27, New Zealand
and the US. Germany has the first place in the EU.
A.Situational Analysis

Product
Confe
type
ctionery

Ownerr
Cadbury
Country
United Kingdom

Introduced
1905; 117 years ago

Related
Lisbrands
t of Cadbury products
Markets
-
Worldw
ide
Statement of the problem/Formulation of the problem

1-Why FDA denied the statement made by cadbury?

2-Why cadbury sales went down by 30%?

3-Why did cadbury advertisement went off for one

and half months after the diwali?
List of Critical Factors/Facts

Critical Success Factors in a Competitive Dairy Market

Dramatic changes are occurring in production agriculture,
particularly in livestock production. In this rapidly changing
and increasingly competitive environment, successful
production units utilize and embrace modern manufacturing
concepts and principles to improve their competitive position
and increase their efficiency and productivity. These concepts
have not replaced the well-recognized concepts of commodity
production that were used in the past, such as an emphasis on
cost control through a combination of increased size, improved
efficiency, and adoption of the latest technology in all phases
of the production process. However, the traditional techniques
of obtaining efficiency, reducing cost, and increasing margins
are no longer sufficient to ensure successful agricultural
production. The manufacturing concepts discussed in this
paper suggest additional strategies that are necessary for
success in modern agricultural production.
Assumptions-
SWOT Analysis-

Strengths
Global name

Robust Distribution

Financial Backing

High Brand Loyalty

Strong Advertising

Product Diversity
Weaknesses
Cocoa content is lower than competitors

Cadbury contains high levels of sugar

Scandals and Controversies

Single Website
Opportunities

Brand engagement and advertising

Low sugar/ sugar-free variants

Healthy chocolates

Untapped rural markets

Threats

Low Switching Cost

Rising health consciousness

Intense Competition
Solution-
Conclusion-

In conclusion, Cadbury is facing competition for market

share. Therefore, evaluate and review is required when
implementing administration and marketing activities based
on its strategic plan. The organization has to establish some
objectives underpinned by a series of activities and evaluated
standards for evaluate and review. For Cadbury, it has
responsibility to understand customers and shareholders’
expectations and should be a responsible company. Through
its strategy plan, it realizes its purposes set. Also, it can
review and evaluate all strategies by combining the customer
feedback and staff’s performance in line with the changing
market
Reference-

● "Top 10 confectionery brands globally". Confectionery

News
● ^ Curtis, Sophie (18 September 2013). "GTA 5: a
Great British export". The Telegraph. Retrieved 26
November 2015. ● ^ Richardson, Tim (2002). "Sweets: A
History of Temptation". p. 255. Bantam Press
● ^ a b c "Royal Warrant Holders: Cadbury".
Royalwarrant.org.
● ^ Paton, Maynard (2 January 2004). "Twenty Years O f
The FTSE 100". The Motley Fool. Archived from the
original on 10 January 2010. Retrieved 10
February2010.
● ^ "Cadbury PLC (UK): Offer by Kraft Foods Inc.
(USA) declared Wholly Unconditional – Changes In
FTSE Indices". FTSE Group. 2 February 2010.
Archived from the original on 9 February 2010.
Retrieved 10 February 2010.
● ^ Jackson, Peter (20 January 2010). "How did
Quakers conquer the British sweet shop?" . BBC
News. Retrieved 15 July 2019.
● ^ a b c d e f g h Dellheim, Charles (February 1987).
"The Creation of a Company Culture: Cadburys, 1861–
1931". The American Historical Review. Oxford
University Press on behalf of the American Historical
Association. 92 (1): 13–44. doi:10.2307/1862781 .
JSTOR 1862781. PMID 11612055.
Surf Excel Case Study
Executive Summary-

Surf excel has been following the Unilever’s message i.e. add
vitality to life.Similar is with surf excel. In the beginning Surf
Excel was facing competition
from Ariel,the product of P&G. but very soon with the tagline
“Dirt is Good”, Surf Excel was successful in regaining it’s
market leadership. It soon emerged back as the dominant
detergent of the country. The product is decided by matching
the marketing insights with the local insights. The marketing
report of the brand should match the region’s attitude so that
the product can fulfill and satisfy the customer’s need and
expectation. The packaging is designed in such a manner that it
should it is able to create a Recall value among the prospective
customers. It should stand out among its competitors because
majority of the purchases are impulsive buying’s. Price is
decided as per the economic situation and spending pattern of
the target market. Distribution pricing strategy is determined in
such a way so as to suit all forms of trade (GT, LMT, IMT)
along with customer’s purchasing power. Promotion was the
most important ingredient in the revival of Surf Excel. The
event Paint Masti created a name of the brand. Relaunch of the
Surf with the tagline “Dirt is Good” helps in differentiating the
product, because all other brands are still focusing on the fact
that dirt is bad
A.Situational Analysis

S
u
r
f

E
x
c
e
l

B
r
a
n
d

A
n
a
l
y
s
i
s

P
a
r
e
n
t

C
o
m
 p
a
n
y
HUL
C
ate
go
ry
Ho
me
Ca
re
–
De
ter
ge
nts
S
e
c
t
o
r
F
M
C
G
T
agline/
Slogan
Dirt is
Good;
Surf
Excel
Hai Na
U
S
P
Surf Excel offers outstanding stain removal ability on a wide
range of stains
Statement of the problem/Formulation of the problem

1.Why was surf excel boycotted?

2.Why surf excel’s holi ad promoting Hindu-Muslim

harmony faces backlash on twitter?
List of Critical Factors/Facts

With the increase in per capita income and wide range of

choices being available, consumers are main focus for many
detergent manufacturing organizations. With competition at
its all time peak and with changing trends in demand the
companies are finding it hard to survive or to retain their
market share. In order to lure the consumers, companies study
the quantity being purchased by consumers and at what price.
Our objectives were to find out what are the main features
consumers look in detergents while buying, brand loyalty
towards a particular brand, major reasons of switching from
one brand to the other and many other factors effect the
demand of consumers for detergents.. To gather the data we
used the questionnaires method. The main area of the study
was Delhi & NCR . Target customers were mainly housewives.
The age group was not defined. The sources of data collection
used in the study are both primary and secondary in nature. A
questionnaire was prepared and distributed to 250 respondents
in Delhi and Ghaziabad (NCR). Sampling technique used was
simple random sampling. The research design used in our
research was descriptive incorporating knowledge from
primary and secondary information analysis. In our research
we used weighted average and percentage method for analysis
and interpretations of the collected data. In conclusion, the
findings of the analysis showed that the customers
(housewives) are mostly brand loyal in their purchase of
detergents and do not change their brand easily. The reason
behind changing their previous brand was lack of special
features as usage with the rough water, better cleaning factor
etc. It shows that if a brand has to increase its demand and
market share it should concentrate on providing special
features. The television advertising is an effective tool of
creating customers in detergent sector today. The research also
shows that price is the most important factor in selecting a
detergent followed by brand image and suggestion by friends/
family members. KEYWORDS Detergent, Brand loyalty, Brand
Image, Price
Assumptions-
SWOT Analysis-

S
urf Excel
Strengths
Below are
the
Strengths
in the
SWOT
Analysis
of Surf
Excel:
1. Premium Detergent Brand for HUL introduced in 1959
2. Surf Excel quick wash is powered with a path-breaking
technology- it reduces water consumption and time taken
for rinsing by 50%
3. Strong distribution network by HUL, which is beneficial for
the product
4. Good brand visibility and advertising with new ad
campaigns to keep brand top-of-the-mind

S
urf Excel
Weaknesse
s Here are
the
weaknesses
in the Surf
Excel
SWOT
Analysis:
1. Slightly
Higher
price
prevents it
from
reaching to
the mass of
customers
2. Product
awareness
not high
among
rural
markets
3. Legal issues due to brand wars
 S
urf Excel
Opportu
nities
Followin
g are the
Opportun
ities in
Surf
Excel
SWOT
Analysis:
1. Rapid market growth with further rural penetration
2. Adapting to changing customer needs & improving life
styles

S
urf
Excel
Thre
ats
The
threat
s in
the
SWO
T
Analy
sis of
Surf
Excel
are as
menti
oned:
1. Low profit margins in detergent sector
2.Threat from existing and new players in the market
Solutions-
Conclusion-

The overall presence of Surf Excel on social media is quite

decent. It should think of some innovative and engaging
ways to interact and involve its audience through Twitter.
Twitter should be used to engage with the audience. Since the
bottom-line of all the promotions and advertisements of the
brand is the love and care in the relationship of a mother and
her child the brand should capitalize on the same on the
micro blogging site as well.

As the brand’s target audience are women, it should follow

more women and try to engage with them. A strategy should be
made to use twitter as a medium to increase its customer base
as well. The brand should also try to leverage other social
media channels as well and then try to integrate its marketing
efforts on all those mediums
References-

● "Surf Excel Matic Liquid from Unilever SL". Daily

News. Retrieved 2021-04-10.
Zomato Case Study
Executive Summary-

Zomato initially named as Foodiebay was started in 2008 by Mr.

Deepinder Goyal. It is a restaurant searching platform

providing in-depth details with autonomous reviews and ratings.

Foodiebay, the initial name was changed to Zomato in

November 2010 to increase their reach among people.

To differentiate themselves from their competitors, Zomato

concentrated on adding approx. 18,000 new places to eat from.

Along with they also decorated many special features, such as

pointed to particular dishes or opening times”.

To be the largest resource in food supply market, Zomato

bought urbanspoon, a leading restaurant service providing portal

for $52 million to enter US, Canada and Australia to leverage

local insights and experience and to expand their business in

overseas seeing the future goal and objective.

A.Situational Analysis

Z
o
m
a
t
o

B
r
a
n
d

A
n
a
l
y
s
i
s

P
a
r
e
n
t

C
o
m
p
a
n
y
Infoedge
C
ate
gor
y
Ap
plic
atio
n
S
ec
to
r
I
T
&
T
ec
h
n
ol
o
g
y
T
agline/
Slogan
Discov
er great
places
to eat
around
you
U
S
P
Content is what sets Zomato apart - The only restaurant &
nightlife guide with menus, pictures and map locations
Statement of the problem/Formulation of the problem

1.Due to covid how zomato orders drop 60%?

2.What are the challenges IPO bound Zomato faces?

3.What are the three problems that Zomato is trying to solve?

List of Critical Factors/Facts

Success Factor:

● First mover advantage

● Strong content platform
● Efficient employees
● Good rating mechanism and social platform
● Funding from experienced source
Assumptions -
SWOT Analysis-

Strengths

First Service Providers

Evergreen nature of the Restaurant Industry

User-friendly Interface

Well Connected

Strong funding

Profitable

Brilliant Marketing Strategy

Weaknesses

Security Issues

Inefficient Expansion

Increased Competition

Opportunities

Scope of Expansion in future

More Acquisitions

Online Users
Threats

Fragile Business Model

Policies by the Government

Tough Competition
Solutions-
Conclusion-

In a span of 13 years (2008 till 2023) Zomato became a small-

time restaurant booking Tech Company to a giant e-com
company. The listing of the company into the stock market is
one of the greatest achievements that the founders boast about.
Leaving behind the competition it has reached several
milestones. Even though the company is bleeding in terms of
revenue generation by giving more discounts to its customers,
it has created a brand image that most people trust. This trust
factor is also seen by the big VC investors.
References-

● Mittal, Apoorva (9 June 2021). "Zomato elevates

Akriti Chopra as co-founder ahead o f IPO". Economic
Times. Archived from the original on 4 August 2021.
Started in 2008 by Deepinder Goyal and Pankaj
Chaddah, Zomato at present has four co-founders—
Goyal, Gunjan Patidar, Gaurav Gupta and Mohit
Gupta. Chopra now joins this bunch. Chaddah left the
company in 2018.
● ^ Soni, Sandeep (9 June 2021). "Ahead o f $1.1B IPO,
Zomato elevates former CFO Akriti Chopra as co-
founder, chief people officer". Financial Express.
Archived from the original on 4 August 2021. Before
Chopra, Zomato had elevated its COO Gaurav Gupta
and food delivery head Mohit Gupta as co-founders in
March 2019 and May 2020 respectively. Zomato has
another co-founder Gunjan Patidar who is currently the
CTO. Pankaj Chaddah, who had launched Zomato
along with Goyal, had left the company in 2018.
● ^ "Zomato, Swiggy launch alcohol delivery service in
Odisha". The Financial Express. 27 May 2020.
● ^ a b Tyagi, Gaurav; Vardhan, Jai (8 July 2021). "IPO-
bound Zomato cuts losses by 66% to Rs 816 Cr in
FY21" . Entrackr. Retrieved 21 September 2021.
● ^ "Zomato Limited - DRHP". sebi.gov.in. Retrieved 28
April 2021.
● ^ Alawadhi, Neha (15 May 2020). "Zomato lays
o ff 500 employees, slashes salaries as CEO blames
coronavirus" . Business Standard India.
Philips India
Executive Summary-

Success factors are those elements that determine whether a

company succeeds or fails in a given industry. That varies
greatly by industry. Some examples of possible success factors
include quick response to market changes, a complete product
line, fair prices, excellent product quality or performance,
knowledgeable sales support, a good record for deliveries,
solid financial standing, or a strong management team. The
reason for identifying success factors is that it will help lead
the organization to areas where it can establish competitive
advantages. The first step is to determine whether or not the
company possesses each success factor identified. The
relentless pursuit for excellence, the tinge to never stand still,
to never slow down and to never stop thinking; Philips
believes in constant innovation and progress. On the back of a
strong product line-up, they accelerated growth and increased
profitability. Philips which is a more focused group, able to
deliver consistent performance while continuing its
transformation into a market- driven lifestyle and technology
company their innovative products enhance people's lives,
giving them easy access to quality of life benefits. Doing this
in a simple and straightforward way illustrates what their
slogan mean by "sense and simplicity". In the growth
initiatives of Philips, emerging markets and sustainability will
be key focus elements because it both makes great business
sense and because it perfectly fits with their mission "to
improve the quality of people's lives". The company itself
knows that it must create conditions where entrepreneurship,
measured risk-taking and creativity all come together in a
climate where everyone gives of their best. So for the
company had been have been refining their approach to
sustainable business and building new markets. This is in
keeping with their commitment to improving the quality o
fpeople's lives with sustainability as a cornerstone of
company's s trategy. It's about creating value. So that why
Philips always concentrating on new distribution channels and
different business models where the latest technologies can
spread fastest. Their determination to develop business in these
markets - how to get people the products or services they need
in a viable business model that also contributes to their
economic growth. That why Philips decided to launch domestic
appliances in 2003 in this promising Bangladeshi Electronic
market where a great amount of potentiality has been required
to meet with their organization’s policies and strategies in
terms of creating value of their products. So they had launched
the wave of their brand positioning campaign, giving the
stakeholders a vision of how “sense and simplicity” is shaping
their company as well as the future growth and success. The
company itself have gained some good momentum and
confident of meeting targets, which include embedding
sustainability throughout the organization and also for
Transcom Electronics Limited (TEL).
A.Situational Analysis

P
h
i
l
i
p
s

B
r
a
n
d

A
n
a
l
y
s
i
s

P
a
r
e
n
t

C
o
m
p
a
 n
y
Koninklijke Philips Electronics N.V.
C
ate
go
ry
Lif
est
yle
an
d
we
ll-
bei
ng
S
e
c
t
o
r
C
o
n
g
l
o
m
e
r
a
t
e
s
T
agline/
Sloga
n
Sense
and
simpli
city
U
S
P

I
m
p
r
o
v
i
n
g

p
e
o
p
l
e
’
s

l
i
f
e

t
h
r
o
u
g
h
m
e
a
n
i
n
g
f
u
l

i
n
n
o
v
a
t
i
o
n
Statement of the problem/Formulation of the problem
List of Critical Factors/Facts

This report presents an exploratory study which investigates

the critical success factors for the front end innovation process.
An innovation challenge being experienced by Philips
Healthcare is tackled by looking closer into the front end
process of the company. Based on a literature review and a
comprehensive case study; the theoretical and practical views
are explored and evaluated. A critical success factors
methodology is generated and used to assess the front end
innovation process. Eight critical success factors are identified
using a contextual innovation management approach. A simple
self-assessment tool is introduced to incorporate CSFs in the
front end innovation process. The findings are used to provide
recommendations to Philips Healthcare to improve its front
end innovation process. The contextual CSF methodology and
self-assessment tool proposed in this study can also be adopted
and used for different settings
Assumption-
 SWOT Analysis-

P
hilips
Strengt
hs
Below
are the
Strengt
hs in
the
SWOT
Analysi
s of
Philips:
1. Subsidiaries
in more than
100 countries
with more than
120,000
employees 2.
Operates
around 110+
production
facilities
3. Has a very strong R&D portfolio, with 7 active R&D centers
across the globe
4. Market leadership and strong brand equity - market
leader in cardiac care, acute care and home healthcare,
energy efficient lighting solutions with consistent growth
rate in emerging market
5. Aligning operations with market conditions to increase
productivity - Philips focused on de-layering its
management structure to increase speed of execution and
lower operating costs, resulted in improvement in
efficiency
ectronics made by
Phillips
Philips
Weaknes
ses

Here are the weaknesses in the Philips SWOT Analysis:

1. Legal tangles tarnish brand image – With over 50 class
action anti-trust complaints resulting in investigation
against Philips like Lite-on digital solution, CRT division
2. Highly competitive market in
electronic appliances from both
local and international brands
3.Higher price quotient
compared to competitors
 P
hilips
Oppor
tunitie
s
Followi
ng are
the
Opport
unities
in
Philips
SWOT
Analysi
s:
1. Growth through the inorganic route is key to Philips
2
.

I
n
c
r
e
a
s
i
n
g

d
e
m
a
n
d

f
o
r

s
u
s
t
a
i
n
a
b
l
e

a
n
d

g
r
e
e
n

l
i
g
h
t
i
n
g

p
r
o
d
u
c
t
s

3
.

G
r
o
w
i
n
g
p
r
e
s
e
n
c
e

i
n

e
m
e
r
g
i
n
g

m
a
r
k
e
t
s

l
i
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e

I
n
d
i
a

a
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d

C
h
i
n
a
4. Push from various government and environmental
activists for greener products indirectly promoting the
products of Philips
P
hili
ps
Thr
eats
The
thre
ats
in
the
SW
OT
Ana
lysi
s of
Phil
ips
are
as
me
ntio
ned
:
1. Highly competitive business environment
2.
Counterfeit
goods - a
major
threat to
manufactur
ers of
branded
electronics
3.
Environme
ntal and
other
governmen
t
regulations
4. Exchange rate fluctuations
5. Availability of cheaper technology in local markets
Solutions-
Conclusion-

Philips is India’s largest and one of the most preferred lighting

and healthcare instruments companies. It has complete control
over its technology and core components. The company has a
strong potential to grow and expand further through greater
innovations.
It has been providing a large variety of products in the market
making them their name in every sector.
They have a well-planned placement strategy for their
products which makes their products available everywhere
in the country.
They have been using a competitive pricing strategy that is
priced around the higher side than its competitors because they
don’t compromise on the quality of the products in the market.
They have been promoting their products on all different
channels and have been hiring actors for the promotion of
their products too.
In conclusion, Philips is a well-established brand that is at its
best in the market and still growing.
References-

"Philips Annual Report 2020" (PDF). Philips Results. 23 February

2021. Retrieved 8 April 2021.

^ "Philips Annual Report 2019" (PDF). Philips Results. 27

February 2020. Retrieved 7 January 2021.

^ "Archived copy". Archived from the original on 25 September

2018. Retrieved 24 September 2018.

^ "Philips Q1 2020 Quarterly Results". Philips Results. 22 April

2020. Retrieved 10 June 2020.

^ "Börse Frankfurt (Frankfurt Stock Exchange): Stock market

quotes, charts and news". Boerse-frankfurt.de. Archived from
the original on 8 February 2019. Retrieved 7 April 2018.

^ "Philips Museum". Philips-museum.com. Archived from the

original on 21 October 2016. Retrieved 30 December 2016.

^ C.M. Hargreaves (1991). The Philips Stirling Engine. Elsevier

Science. ISBN 0-444-88463-7.
Cadbury Dairy Milk

A Dairy Milk
Caramel bar in
its foil wrapper

Product type Confectionery

Owner Cadbury

Country United Kingdom

Introduced

1905; 117 years ago

Related brands List of Cadbury products

Markets Worldwide
Surf Excel

Product type Laundry detergent

Owner Unilever

Produced by Hindustan Unilever

Unilever Sri Lanka[1]

Introduced

1996; 26 years ago

Related brands OMO, Breeze, Skip

Markets South Asia except Nepal

Zomato-

Type Public Traded as

●

●
I
S
I
N
BSE:
NSE:
INE758T01015
Industry Online food ordering
Founded July 2008; 13 years ago
Founders
●

D
e
e
p
i
n
d
e
r

G
o
y
a
l

P
a
n
k
a
j

C
h
a
d
d
a
h
Headquarters Gurgaon, Haryana, India
Area served Worldwide
Key people
● Deepinder Goyal (CEO)
Services Food[
Revenue ₹1,994 crore (US$260[
Net income₹−816 crore (US$[
Owner Info Edge (18.6%) Uber (9.1%) Alipay[
Number of[
Type Public Traded as
● Euronex
NYS
● AEXt

●
Industry Conglomerate
Founded 15 May 1891; 130 years ago
Eindhoven, Netherlands
Founders Gerard and Anton Philips
Headquarters Amsterdam, Netherlands
Area served Worldwide
Key people
●

●
●
Jeroen van der Veer)
Frans van Houten)
Abhijit Bhattacharya)
Hugo Barbosa Vazquez (vice
Products
●●●
Medical equipment
Home appliances
Intellectual property management and licensing (for divested businesses
Revenue €19.535 billion (2020)[1
Operating income €1.542 billion (2020)[1
Net income €1.195 billion (2020)[1
Total assets €27.713 billion (2020) [1
Total equity €11.901 billion[1
Number of employees 81,592 (2020) [1
Website www.philips.com