Comparison between promotional strategies of

Pantene(P&G) and Dove(HUL).

Presented by:

Bhavin Agrawal (02)

Submitted to:

Prof. (Dr.) Roopa Rao

Introduction to Hindustan Unilever Limited

More than 75

years of

experience in

India

Products touch

the lives of 2 out

of 3 Indians

everyday Direct

distribution

reach of > 2 Mn

stores

No.1 and strong

No.2 in more

than 95% of the

business

7 brands > Rs. 1000 crs; 13 brands > Rs.

500 crs

17 out of top 100 most trusted brands in

India^

India’s Largest FMCG Company

Introduction to Hindustan

Unilever Limited (HUL)

Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan

Lever Limited, is INDIAs largest consumer products company and was

formed in 1933 as Lever Brothers India Limited. It is currently

headquartered in Mumbai, India. HUL is the market leader in Indian

products such as tea, soaps, detergents, as its products have become daily

household name in India. The Anglo-Dutch company Unilever owns a

majority stake in Hindustan Unilever Limited. The company was renamed

in late June 2007 as "Hindustan Unilever Limited".

The Company has over 16,000 employees and has an annual turnover of

around Rs.21, 736 crores (financial year 2011 - 2012). 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 €44 billion in 2011. Unilever has about 52%

shareholding in HUL.

Introduction of HUL (Cont…)

With over 35 brands spanning 20 distinct categories such as soap, detergent, shampoo, skincare, Toothpaste, deodorants, cosmetic, tea, coffee, packaged foods, ice cream and water purifiers, The Company is a part of the everyday life of million customers across India. Its portfolio includes leading house hold brands such as Lux, Lifebuoy, surfexcel, Rin, Wheel, Fair&Lovely, Pond’s, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bon, Bru, Knorr, Kissan, Kwality Wall’s and pureit.

Vision

Unilever products touch the lives of over 2 billion people every day – whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.

Portfolio straddling the pyramid

Fabric

Cleaning

Skin

Cleansing

Hair Skincare Tooth Paste

Soaps & Detergents: 48% Personal Products: 31%

Portfolio straddling the pyramid

Tea Coffee Processed

Foods

Ice Creams Water

Beverages: 12% Packaged Foods: 6% Others:

3%

Details of HUL

Industry Consumer Goods

Founded 1932

Headquarters Mumbai, Maharashtra, India

Key people Mr. Harish Manwani ( Chairman)

Revenue 221 billion in Rs (2011-2012)

Net Income 26.91 billion in Rs (2011-2012)

Website www.hul.co.in

Employees 16000

Parent Unilever Plc (52%)

Touching lives, improving life.

Two billion times a day, P&G brands

touch the lives of people

around the world. P&G people work to

make sure those brands live

up to their promise to make everyday life

just a little bit better.

At P&G, we see big potential in the little moments of life.

Some Key Facts

• Founded in 1837 by William Proctor & James Gamble.

• Headquartered in Cincinnati, Ohio, USA

• Operations in 80 countries.

• Brand available in more than 180 countries worldwide.

• Established in India in 1964.

• P&G operates under three entities in India - two listed entities “Procter & Gamble Hygiene and Health Care Limited” and ‘Gillette India Limited’, as well as one 100% subsidiary of the parent company in the U.S. called ‘Procter & Gamble Home Products’.

Vision:

Be, and be recognized as, the best consumer products and services company in the world.

Mission:

We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper."

P&G SWOT AnalysisStrengths Weakness

• Product innovation

• Offers multiple Products

• Strong Brand Image

• Strong Customer Loyalty

• Diversified Business Structure

• Views Product performance only

• Increased promotional spending to

keep health sales

• Customer concentration

Opportunities Threats

• Going Green Eco Friendly

• Emerging Markets

• Selling directly to consumers

• Better Product Experience

High levels of competition

• Raw material and energy price

increases

• Potential Gillette integration

Vicks banned in US market

Slow down in consumer spending

Substitute products have cheaper price

P&G India Brands

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 Purrange for both homes and cars.

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 Ultramatic, Ariel Front O Mat, Ariel 2in1.

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.

P&G India Brands Cond…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.In India, Oral-B has an innovative range of toothbrushes including Cross Action Pro-health 7 Benefits, CrossAction Pro-health Superior Clean and Advantage Sensitive toothbrush. Oral-B’S floss range includes Ultra Floss & Essential Floss.

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.

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 stronge.

P&G India Brands Cond…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 HydraGel, Gillette Series Sensitive Skin Foam, Gillette Series After Shave & Gillette Classic Shave Foam Sensitive Skin. 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.

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.

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.

P&G India Brands Cond…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 colouredclothes 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 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.

Whisper understands that we're each very different, and offers a wide range of sanitary napkins to suit every girl or woman's needs. With the right menstrual pad, you could take the first step to having a Happy Period. Whisper has a wide range of products in India which includes Whisper Ultra Regular Wings,Whisper Ultra XL Wings, Whisper Ultra Heavy Flow Overnights Wings, Whisper Maxi Regular, Whisper Maxi XL Wings, Whisper Choice Regular, Whisper Choice Wings and Whisper Choice Ultra Wings.

P&G India Brands Cond…

Wella Kolestint with it deep, long lasting colour has mesmerized Indian women. No doubt, 96% Indian women say that it is the best hair colourthey 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.

+

DOVE

INTRODUCTION Dove is a personal care brand owned by Unilever.

It started in 1955.

This brand came to India in 1995.

It is imported and marketed by Hindustan Unilever Limited (HUL).

By the end of the dove firming “Real Women” Campaign, dove has become a national talking point

and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay.

In the year 2004, Unilever won the ‘marketer of the year’ award for its brand Dove

BRAND EXTENSION

BRAND EXTENSION CONTD.

DOVE

Beauty Bar/Body

wash

Hair Care Deodorant(Aerosol) Face Wash Lotions

Men + Care [USA]

Beauty Bar

Body Wash

Crème, Exfoliating, Fresh Moisture

Shampoo Oil (Elixir)

Conditioner

Treatment

Bar, Body Wash, Shampoo, Face Care, Deodorant

Go Fresh, Deep Pure, Beauty Moisture

Essential Nourishment, Go Fresh Nourishment, Indulgent Nourishment

Original, Silky dry, New Dove Whitening, Go Fresh Cucumber, Grapefruit & Nectarine

Nourished Shine, Hair fall Rescue, dryness Care

Oil Care Treatment Musk & Serum, Hair fall Rescue Serum

Intense Repair, Dandruff Care, Daily Shine, Nourishing Oil Care, Split End Rescue, Hail Fall Rescue, Dryness Care

Same as Shampoo

VARIOUS DOVE SHAMPOO

Dove Damage Therapy Shampoo

Dove Damage Therapy Heat Defense Shampoo

Dove Damage Therapy Intensive Repair Shampoo

Dove Damage Therapy Daily Moisture Shampoo

Dove Damage Radiance Shampoo

Dove Nutritive Therapy Nourishing Oil Care Shampoo

Company Background

1940: Developed by Swiss drug

company Hoffman-LaRoche

1947: Debut as a premium hair care line

across Europe

1985: Take over by Procter and Gamble

(P&G)

1991: Changed name to Pantene Pro-V

1994: Launched Pantene Pro-V onto the

Thailand market

Basic Detail

Product Type Hair care

Owner Procter & Gamble

Country Switzerland

Introduced 1947

Markets Worldwide

Website www.pantene.com

Various Pantene Shampoo

Daily Moisture Repair

Total Damage Care

Hair Fall Control

Anti Dandruff

Long Black Shampoo

The

Marketing

Objective

With the intention of persuading

the consumers, the marketing

strategy will touch on more

interactive methods to involve

customers to increase mass

awareness.

Market Strategy: DoveObjective:

Increase sales of Dove beauty products and new product lines

Create dialogue, debate, and discussion about the true meaning of beauty

Attract national TV and print media coverage

Gain local press attention in the hometowns of models featured throughout the campaign

Drive users to the CFRB Web site to share their thoughts and opinions about the campaign and beauty stereotypes

Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for self-esteem awareness programs

Marketing Mix (4 P’s Analysis)

Product

ProductDamage

HairHair Fall

Straight Hair

HairShine

Smooth Hair

Black Hair

Silky HairAnti

Dandruff7 Hair

Problems

PriceB

ran

d

7 ml.70ml.

80ml.

175 ml.

180ml.

200ml.

375ml.

400ml.

500ml.

700 ml.

1000 ml.

- 20 - - - 74 - 121 159 199 233

- - 25 69 - - 145 - 159 189 -

Place

Brand Superstore SupermarketConvenience

StoreTraditional

Trade

Promotion

Promotion

Co-Promotion Co-Promotion with Watson Co-Promotion with Watson

EventHair Health Investment & The

CitySurivipha Join Us “Beyond

Therapy by Dove”

Roadshow

Target Group

Promotion

Physical

Female

18-34 years old

Live in Bangkok and big city in

province

Capacity to high purchase

Female

above 25 years old

Workers and middle-income

level or above Live in Bangkok and big city in

province

Psychology Seeking hair healthy

Interested in beauty and

fashion

Unconvinced in their hair

Media Usage

Media

TV Commercial

Radio

Internet

Magazine

Newspaper

Out of Home

P.O.P.

Communication Strategy

Brand Key Message Mood & Tone

Focused on telling about

the hair problem and

properties of product

Simple and elegant

Story from the experience

with hair

Comfortable atmosphere,

Highlighted that with the color

comfort or color to match the

product of Dove

Year Key Message Benefit Mood & Tone

2007

Relieve the 7 reasons

breakage hair and

reduce hair fall

Pro-V Total Care

formulaReady every situation

2008Relieve hair loss due

to breakage hair

Water Activate Pro-V

formulaCare and devote

2009Deeply nourishes

breakage hair and

hair fall

Double Pro-V

formulaHair care, lively

NowDeeply nourishes

hair root to hair tip

and relieve hair fall

Pro-V Hair Fall

Control formula

Hair care,

give the something

worthwhile to hair

Communication Strategy

Year Key Message Benefit Mood & Tone

2007Hair smoother and

reduce hair fall

Repairing Serum,

Moisturizing Serum,

Moisturizing Milk

Simple , Lively

2008 Resolve the frizzy

and dry hair to be

hair smooth

effectively

Moisturizing Milk

Essence

2009

Resolve the hair fall Repairing Serum

NowDeeply nourishes

breakage hair by

expert

Advance Repairing

Serum

Communication Strategy

Promotional Strategy

Promotional Strategy done

by Dove

DOVE advertises its shampoos through

wide range of media like tv ads, social

networking sites , hoardings, magazines etc.

Promotional strategy is the direct way to

connect and attract the customers to buy the

product

Promotional strategy requires a lot of

creativity and innovation

Real Beauty Campaign

It launched real beauty campaign in 2004,

through which it induced an belief among

the women about being themselves. And so

dove does not use any models in its ads,

rather it uses regular women’s to be its super

models so that common people can connect

with it.

Websites

Women can Visit

www.campaignforrealbeauty.com and

cast their votes on the questions raised in

the ad campaign. The website also allows

women to partake in ongoing dialogue

about beauty by posting to Discussion

boards, downloading several research

studies about beauty, and hearing and

reading what women around the world

have to say.

Hoardings

In 2010, to answer the “mystery shampoo” ads of

pantene, dove had advertised through hoardings in

metro cities. It states that “there is no mystery about

dove” and people use it by its own name.

Dove smartly placed their poster/hoarding on the left

side of the road which was exactly parallel to Pantene’s

teaser hoarding.

Hoarding (cont….)

So, when a common person interpreted, they could find

a question on the right side of the road, ‘GUESS THE

MYSTERY SHAMPOO’ and on the left side, you get

an answer-‘THERE IS NO MYSTERY. DOVE IS THE

NO.1 SHAMPOO’

Dove did not even have to come up with a new TVC.

They tweaked their old one and added a slide in the

beginning about ‘Mystery’ and a few gyaan in the end

claiming that they are the ‘product of the year’.

Brand Endorsement

Dove never use the Known Faces or

celebrity for endorsing their product.

Before Dove was using the models in its

ads, but now they started using regular

women's to be its super models so that

common people can connect with it.

Facebook

DOVE LOGO

• Logo of Dove is a perfect representation of

– Softness

– Gentleness

– Sophistication

• The image of dove or peace pigeon symbolizes the

purity & softness of a dove in its products.

• Tagline : You ARE more beautiful than you think

Advertisement

Dove promotion strategy also involves

heavy TV and magazine advertising. Their

advertisements shows how skin can be soft,

white and smooth, creating a vivid picture of

comfort and smell in the users mind. Models

and popular slogans are used as well to

promote their products better.

Promotional strategy done by

Pantene

Hoardings

PANTENE in 2010 has launched its new variant by

promoting it as a “mystery shampoo”. It claimed that

women all over the world has used this mystery product

(they have not been told it was Pantene) and are

satisfied by it. The banners have been placed in metro

cities in India.

Advertisement

Pantene has sponsored many Beauty Contests and

Bollywood events. And T.V programs like NACH

BALIYE 4 .

Sponsored short films that were broadcast during

popular television shows.

Unique Advertising such as Pantene Building

Advertisement – Anti-Breakage Shampoo, Pantene –

Stops split ends, etc makes its ads more attractive,

impressive and eye-catching.

Website

When visiting www.pantene.com the viewer will find a

list of countries worldwide; each web visitor is

expected to select their country in order to be taken to a

Pantene web page corresponding with their country and

language).

On Pantene’s website there is a list of frequently asked

question. The customers can become the member of the

Pantene family and can have their log in ids using

which they can access the website and also make use of

all the facilities available . There is also a feature of

expert’s advice on the website where users can seek

solutions for all of their hair problems.

Facebook

On the up-side, Pantene India’s Face book

page has been growing continuously and

shows no signs of stopping even after

crossing the 1.2 million mark.

It gives a various information and facts and

figures about Pantene's various shampoo.

Hair Dare

The brand’s main proposition is that Pantene

can transform unhealthy to healthy content

as well where Pantene is inviting users to

challenge them with a #hair dare by posting

it via Pantene’s Face book app or Twitter

after which they can watch celebrities

like Yami Gautam, Mahie Gill and

Rituparna Sengupta take the user’s ‘dare’.

Brand Endorsement

In Pantene they use celebrity for the

endorsment as they are known face in a

Indian Country, which can attract the

customer easily

Presently, the Mrs. Slipa Shetty Kundra is

giving the advertisement of Pantene and

Parineeti Chopra is giving the advertisement

of New Pantene

You Tube

Apart from uploading television

commercials on YouTube, Pantene uses this

channel to broadcast expert tips, behind the

scenes and video interviews of celebrity

stylists such as Coleen Khan who shares the

Do’s & Don’t for healthy hair.

Problems in Pantene Shampoo

Do not focus on the hair color groups or the problem of the hair color

Always present in the Pro-V has been seems not development of the product

Consumers have many choices to purchase and no brand loyalty

No access to consumers via online media

Problems (Cont…)

Pantene placed the hoardings all over the Mumbai city, the hording was of white colourwith the unknown shampoo, and having a big question mark on it. It claimed that 80% of women's all over the world has used it and the are satisfied by it.

The problem with this strategy was that, Pantene did not considered any of the competitors move would be. As a result the leading FMCG company HUL used its product DOVE shampoo to compete it.

How they Overcome with this

Problems

They have Started Communicating to the hair color groups or the problem of the hair color.

Started Using online media to be more one of communication channels to consumers

Emphasize communication to the development of products to more

Strategy to overcome the

Problem

When Pantene realize the mistake, there was already the huge loss in the sales and revenue. To overcome the problem, faced from choosing the wrong strategy. Pantene decided to give a new face to its shampoo brand. So to improve the brand image, in 2010, Pantene hired a new brand ambassador – Katrina kaif, by replacing Susmita Sen, who was the brand ambassador since 2006.

Conclusion

Dove and Pantene has established its brand name very successfully and have a good amount of market share of different products but still P&G and L’Oreal in personal care products have a market share greater than Unilever’s market share. HUL and P&G has to invest in total factor productivity and innovation in technology instead of spending a huge amount of money on marketing and advertising of a product like Dove and Pantene. HUL and P&G should also make some strategies to pull the male customers toward it. HUL does not own a patent it should buy patent for the new technologies and innovations like P&G’s Pantene Pro-V.