a comparative study of twofmcg firms

8/4/2019 A Comparative Study of Twofmcg Firms

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A COMPARATIVE STUDY OF

TWOFMCG FIRMSHULAND DABURON THE BASIS

OF TWO

BRANDSSUNSILK ANDVAT IKA


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NAME ROLL NO.

1.Rajvinder Kaur 09

2.Teena Gianani 10

3.Kinjal Rawat 27

4.Parvin Shaikh 31

5.Madhura Surve 35


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Meaning of promotion

Promotion involves disseminating information about a product, productline, brand, orcompany. It is one of the four key aspects of themarketing mix. (The other three elements are product marketing, pricing,and distribution.)

Promotion is generally sub-divided into two parts:

Above the linepromotion: Promotion in themedia(e.g. TV, radio,newspapers,Internetand Mobile Phones) in which the advertiser paysan advertising agency to place the ad

Below the linepromotion: All otherpromotion. Much of this is intended tobe subtle enough for the consumer to be unaware thatpromotionistaking place. E.g. sponsorship, product placement, endorsements, salespromotion, merchandising, direct mail, personal selling, public relations,tradeshows

The specification of these four variables creates a promotional mix orpromotionalplan. A promotional mix specifies how much attention to payto each of the four subcategories, and how muchmoneyto budget for

each. A promotionalplancan have a wide range of objectives, including:sales increases, new product acceptance, creation of brand equity,positioning, competitive retaliations, or creation of acorporateimage.

The term "promotion" is usually an "in" expression used internally by themarketingcompany, but not normally to the public or themarket-phrases like "special offer" are more common.

An example of a fully integrated, long-term, large-scalepromotionareMy Coke Rewards and Pepsi Stuff.
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Promotion techniques

Advertising- Presentation and promotion of ideas, goods, or services by an identified

sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs,

signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. (Not

Always Paid For)

Personal selling- A process of helping and persuading one or more prospects to purchase a

good or service or to act on any idea through the use of an oral presentation. Examples:

Sales presentations, sales meetings, sales training and incentive programs for intermediary

salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

Sales promotions- Media and non-media marketing communication are employed for a pre-

determined, limited time to increase consumer demand, stimulate market demand orimprove product availability. Examples: Coupons, sweepstakes, contests, product samples,

rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

Public relations- Paid intimate stimulation of supply for a product, service, or business unit

by planting significant news about it or a favorable presentation of it in the media. Examples:

Newspaper and magazine articles/reports, TVs and radio presentations, charitable

contributions, speeches, issue advertising, and seminars.

Corporate image- The Image of an organization is a crucial point in marketing. If the

reputation of a company is bad, consumers are less willing to buy a product from this

company as they would have been, if the company had a good image.

Direct Marketingis often listed as a the fifth part of the marketing mix

Exhibitions- are try-outs. You make your product, and let potential buyers try the product,this way, you know directly what people see in your product. The downside, your competitor

can see exactly what you are doing.
http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/w/index.php?title=Sales_promotions&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Sales_promotions&action=edit&redlink=1http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Direct_Marketinghttp://en.wikipedia.org/wiki/Direct_Marketinghttp://en.wikipedia.org/wiki/Exhibitionshttp://en.wikipedia.org/wiki/Exhibitionshttp://en.wikipedia.org/wiki/Exhibitionshttp://en.wikipedia.org/wiki/Direct_Marketinghttp://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/w/index.php?title=Sales_promotions&action=edit&redlink=1http://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Advertising


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FMCGFMCG refers to consumer non-durablegoods required for daily or frequent

use. Typically, a consumer buysthese goods at least once a month.FMCG PRODUCTS

Detergents

Toilet soaps

Toothpaste Powders

Food products

SHAMPOOS

ConfectioneriesBeverages

Cigarettes

Creams

products


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FMCG PRODUCT CATEGORY

FMCG Products and Categories

- Personal Care, Oral Care, Hair Care, Skin Care,Personal Wash (soaps);

-Cosmetics and toiletries, deodorants, perfumes,f e m inine

hygiene, paper products;

- Household care fabric wash including laundry soaps and

synthetic detergents; household cleaners, such asdish/utensil cleaners, floor cleaners, toilet cleaners, airfresheners, insecticides and mosquito repellents, metal

polish and furniture polish


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SELECTEDFMCGFIRMS


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HUL

Hindustan Unilever Limited also called Hindustan Lever Limited(HLL) was established in 1933 as Lever Brothers India Limited.Hindustan Lever Limited (HLL) is India's largest Fast MovingConsumer Goods Company, with a customer base of 2 out of every 3Indian in the category of Home & Personal Care Products and Foods& Beverages. The company has combined volumes of about 4 milliontonnes and sales of Rs.10, 000 crores.

Headquarters Mumbai , India. Key people Mr.Harish Manwani ,Chairman Douglas Baillie, CEO

It was formed in 1933 as Lever Brothers India Limited and came intobeing in 1956 as Hindustan Lever Limited through a merger of Lever

Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders

Ltd.. It is headquartered inM umbai,India and has an employee

strength of over 15,000 employees and contributes for indirect

employment of over 52,000 people. The company was renamed in late

June 2007 to Hindustan Unilever Limited.It has over 35 brands.

Hindustan Unilever distribution covers over 1 million retails outletsacross India directly and its products are available in over 6.3 millionoutlets in India, i.e. nearly 80% of the retail outlets in India. It has 39

factories in the country. The Anglo-Dutch companyU ni l ever owns a majority stake (52%) in

Hindustan Unilever Limited. HUL was one of the eight Indiancompanies to be featured on the Forbes list of Worlds MostReputed companies in 2007

it has been recognized as a Golden Super Star Trading House by theGovernment of India.

In 2001, the company embarked on an ambitious programme,

Shakti. Through Shakti, HUL is creating micro-enterpriseopportunities for rural women, thereby improving theirlivelihood and the standard of living in rural communities

HUL is also running a rural health programme Lifebuoy SwasthyaChetana. The programme endeavors to induce adoption of hygienicpractices among rural Indians and aims to bring down the incidence ofdiarrhea.


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DABUR

Dabur India Limitedis the fourth largest Company inIn d ia with interests

in Health Care, Personal Care and Food Products. It is most famous forDaburC hyawanprash andH ajm ola

. Dabur operates in more than 5 countries and distributes its productsworldwide. The company was founded by Dr. S. K. Burman in 1884 as asmall pharmacy in Calcutta(now Kolkata), West Bengal, India, and is now

led by his great-grandson V.C. Burman

Vatika Hair Oil & Shampoo the high growth brand

The company, through Dabur Pharma Ltd. does toxicology tests andmarkets ayurvedic medicines in a scientific manner

Dabur is the co-owner of the IPLteam Kings XI Punjab.

The market penetration of Dabur is of about 1.5 million retail

outlets all over India with 47 C& F agents and more than 5000

distributors


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Dabur India is divided into 2 major strategic business units:

Consumer Care Division

Consumer Health Division

Dabur has 13 ultra-modern manufacturing units

Snapshot of Topline Growth Since 1980

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


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HairCare Category in India There are 5 main products

Hair Oil Shampoo / Conditioners Styling products Herbal Remedies

Hair Dyes / colors

SHAMPOOThe word Shampoo is derived from the

Hindi word Champi.TGFOR SHAMPOOS

Upper middle class Now, also middle class and house wives Upper class rural consumers Teenagers - they are the major segment


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BASIS OF COMPARISON

The two firms are compared on the basis of difference betweentwo brandsS U N S ILK andV AT IKA and the mentality of the customers as

well as consumers towards use of Sunsilk and Vatika in their regular life.


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SUNSILK

vLaunched in 1954 in UK. Sunsilk

is the largest beauty shampoobrand in the country.

Currently, Sunsilk products are

available in over 50 countriesthroughoutAsia, The Mid d leEast, North Africaand Latin

America.

It contains chemicals like


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Pink sunsilkThis is for thick and strong longhairs.shampoo wit yoghurtprotein.

BLACK SHINE

Black Shine: Enriched with Amlaenergizer for black hair that lacksluster. With its new pearlisedtexture and the goodness of Amla,Sunsilk Black Shine nourishesfrom deep within toreveal blacker, shiner, silkierhair.

YELLOW SUNSILK

Turn rough dry hair to soft smooth hair, infused with egg and almond oilenergizer.


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ORANGE SUNSILK

repairs and protect damaged hair, infused

with olive oil energizers.

BLUE SUNSILK

Anti Dandruff, Enriched with citruscream and ZPTO energizer thatdrives out dandruff and restores the

natural beauty of hair


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VATIKA

Vatika products contain natural

ingredients.

Shampoo has henna with shikakai and

green almonds the ingredients

which are used traditionally forconditioning hair

Henna is a natural conditioner that

makes hair soft and silky. shikakai is

used as a cleanser and green almonds

are known to provide nourishment to

the hair


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VATIKA

DABUR VATIKA ANTI DANDRUFF

SHAMPOO

Dandruff Shampoo uses the natural

goodness of lemon and henna. Cleaning

and curing difficult dandruff, while

conditioning the hair to give it body and

strength.

DABUR VATIKA ROOT

STRENGTHENING SHAMPOO

Contains almonds and coconut, helps

strengthen hair, reducing hair fall.

DABUR VATIKA SMOOTH AND


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SILKY HENNA CREAM

CONDITIONING SHAMPOO

cleansing and nourishing hair,,leaving it soft, silky and radiant

IMPACT OF RECESSION

FMCG is one of the sector which was not affected by the recent economic recession.

From the analysis of data published by the annual reports, it was found that both HULand Dabur experienced a soft rise in profit.

The main reason behind this mainly the use of the product

Sales growth FY08 in the recession period of dabur is 14.3% ,PAT growth is 19.2%.Among the different brands Shampoo category recorded an impressive growth of 23.3%

The growth of HUL during the recession period: Net sales grew by 16.8% during

the quarter. FMCG sales grew by 21.2% with a 20.8% growth in HPC

Shampoo category continued growth momentum with robust volume

growth, led by Sunsilk

RESEARCH METHODOLOGY

Target people-

The common household people and

The owner of the different shops who sold the shampoo product.

Location of the survey area-

small markets, malls, stationary shops located in the Badarpur, Noida, Faridabad

and different places of New Delhi.

The crown interior mall of Faridabad, the Great Indian Palace of Noida, and the

Destination point of the Badarpur area was the main location for the survey forthe availability in shops.

Procedure of data collection-

For primary data: questionnaire are prepared.

secondary source:various web sites and megazines


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RECOMMENDATION AND SUGGESTION

Sunsilk is mostly preffered among young girls

between 16-35 years for different hair styles.Vatika contains heena,lime,ritha,shikakya.Its a

herbal shampoo and contain no detergent andsuggested to the people who have dandruff

problem or any other hair problem and want anatural solution to your hair

a comparative study of twofmcg firms

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