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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