Escolar Documentos
Profissional Documentos
Cultura Documentos
The successful completion of this project is not just owed to one but it bears an imprint
This project was prepared for Hindustan Unilever (HUL). My sincere thanks to
Mr. Tanay Mishra, ASM, for giving me this opportunity to work with HUL. I would
also like to thank Mr.Amit Thapa,AE, under whose guidance I completed my training.
I also extend my gratitude to Mr. Atul Santosh Pandey,TSI, for his cooperation and
guidance.
I would also like to express my gratitude towards people from the industry who equally
time, support, inspiration and friendly environment needed to prepare this report.
Vijay kumar
INDEX
1.
OBJECTIVES
• To find the market share of the HUL brands and its competitive brands.
• To determine the key areas of strength and weakness for HUL brands.
• To develop a promotion plan for brand communication of the HUL skin category
products.
INTRODUCTION
COMPANY PROFILE
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods
company, with leadership in Home & Personal Care Products and Foods & Beverages.
HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out
of three Indians. They endow the company with a scale of combined volumes of about 4
million tonnes and sales of nearly Rs.13,718 crores. The mission that inspires HUL's over
15,000 employees is to "add vitality to life". With 35 Power Brands, HUL meets
everyday needs for nutrition, hygiene, and personal care with brands that help people feel
good, look good and get more out of life. It is a mission HUL shares with its parent
company, Unilever, which holds 51.55% of the equity. The rest of the shareholding is
500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100
countries worldwide.
HUL is also one of the country's largest exporters; it has been recognised as a Golden
Over time HUL has developed into a viable & competitive sourcing base for Unilever
world wide in Home and Personal Care & Foods & Beverages category of products. HUL
is also a global marketing arm for select licensed Unilever brands and also works on
building categories with core country advantage such as branded basmati rice.
HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Kwality Wall's – are household names across the country and span many categories -
soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary
products. They are manufactured over 40 factories across India. The operations involve
over 2,000 suppliers and associates. HUL's distribution network, comprising about 4,000
redistribution stockists, covering 6.3 million retail outlets reaching the entire urban
HUL believes that an organisation's worth is also in the service it renders to the
community. HUL is focusing on health & hygiene education, women empowerment, and
underprivileged children, care for the destitute and HIV-positive, and rural development.
HUL has also responded in case of national calamities / adversities and contributes
through various welfare measures, most recent being the village built by HUL in
earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused
HUL is creating micro-enterprise opportunities for rural women, thereby improving their
livelihood and the standard of living in rural communities. Shakti also includes health and
hygiene education through the Shakti Vani Programme, and creating access to relevant
information through the iShakti community portal. The program now covers 15 states in
India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 plus
villages and directly reaching to 150 million rural consumers. By the end of 2010, Shakti
aims to have 100,000 Shakti entrepreneurs covering 500,000 villages, touching the lives
HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The
programme endeavours to induce adoption of hygienic practices among rural Indians and
aims to bring down the incidence of diarrhoea. It has already touched 84.6 million people
in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel
If Hindustan Unilever straddles the Indian corporate world, it is because of being single-
minded in identifying itself with Indian aspirations and needs in every walk of life.
HISTORY
YEAR MILESTONES
1888 Sunlight soap introduced in India.
Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata,
1895
and Karachi.
1925 Lever Brothers gets full control of North West Soap Company.
1930 Unilever is formed on January 1 through merger of Lever Brothers and Margarine Unie.
Application made for setting up soap factory next to the Vanaspati factory at Sewri;
1933
Lever Brothers India Limited incorporated on October 17.
Soap manufacture begins at Sewri factory in October; North West Soap Company's
1934
Garden Reach Factory, Kolkata rented and expanded to produce Lever brands.
1937 Mr. Prakash Tandon, one of the first Indian covenanted managers, joins HVM.
Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; company acquires own
1941
sales force.
Unilever takes firm decision to "train Indians to take over junior and senior
1942
management positions instead of Europeans".
Three companies merge to form Hindustan Unilever Limited, with 10% Indian equity
1956
participation.
Mr. Prakash Tandon takes over as the first Indian Chairman; 191 of the 205 managers
1961
are Indians.
Etah dairy set up, Anik ghee launched; Animal feeds plant at Ghaziabad; Sunsilk
1964
shampoo launched.
Lever's baby food, more new foods introduced; Nickel catalyst production begins;
1966 Indian shareholding increases to 15%. Statutory price control on Vanaspati; Taj Mahal
tea launched.
Mr. V. G. Rajadhyaksha takes over as Chairman from Mr. Prakash Tandon; Fine
1968
Chemicals Unit commissioned at Andheri; informal price control on soap begins.
1969 Rin bar launched; Fine Chemicals Unit starts production; Bru coffee launched
Pilot plant for industrial chemicals at Taloja; informal price control on soaps
1974
withdrawn; Liril marketed.
Ten-year modernisation plan for soaps and detergent plants; Jammu project work
1975 begins; statutory price control on Vanaspati and baby foods withdrawn; Close-up
toothpaste launched.
Construction work of Haldia chemicals complex begins; Taloja chemicals unit begins
1976
functioning.
1978 Indian shareholding increases to 34%; Fair & Lovely skin cream launched.
Agri-products unit at Hyderabad starts functioning - first range of hybrid seeds comes
1986
out; Khamgaon Soaps unit and Yavatmal Personal Products unit start production.
HUL's largest competitor, Tata Oil Mills Company (TOMCO), merges with the company
with effect from April 1, 1993, the biggest such in Indian industry till that time. Merger
1993
ultimately accomplished in December 1994; Launch of Vim bar; Kissan acquired from
the UB Group.
HUL forms Unilever Nepal Limited, HUL and US-based Kimberley-Clark Corporation
form 50:50 joint venture - Kimberley-Clark Lever Ltd. - to market Huggies diapers and
1994
Kotex feminine care products. Factory set up at Pune in 1995; HUL acquires Kwality
and Milkfood 100% brandnames and distribution assets. HUL introduces Wall's.
HUL and Indian cosmetics major, Lakme Ltd., form 50:50 joint venture – Lakme Lever
1995 Ltd.; HUL enters branded staples business with salt; HUL recognised as Super Star
Trading House.
Mr. K. B. Dadiseth takes over as Chairman from Mr. S. M. Datta; Merger of Group
1996 company, Brooke Bond Lipton India Limited, with HUL, with effect from January 1;
HUL introduces branded atta; Surf Excel launched.
Group company, Pond's India Ltd., merges with HUL with effect from January 1, 1998.
1998 HUL acquires Lakme brand, factories and Lakme Ltd.'s 50% equity in Lakme Lever
Ltd.
Mr. M. S. Banga takes over as Chairman from Mr. K. B. Dadiseth, who joins the
2000 Unilever Board; HUL acquires 74% stake in Modern Food Industries Ltd., the first
public sector company to be disinvested by the Government of India.
HUL enters Ayurvedic health & beauty centre category with the Ayush range and
2002
Ayush Therapy Centres.
DISTRIBUTION NETWORK
Hindustan Unilever's distribution network is recognised as one of its key strengths. Its
focus is not only to enable easy access to their brands, but also to touch consumers with a
three-way convergence of -
• product availability,
• brand communication,
HUL's products, manufactured across the country, are distributed through a network of
about 7,000 redistribution stockists covering about one million retail outlets. The
The general trade comprises grocery stores, chemists, wholesale, kiosks and general
stores. Hindustan Unilever services each with a tailor-made mix of services. The
emphasis is equally on using stores for direct contact with consumers, as much as is
REDISTRIBUTION STOCKIST
CONSUMER
The products that are manufactured are first brought to the JIT (Just In Time) Depot from
the factory. Then these products are delivered to the Redistribution Stockiest according to
the order placed by them, this is done through Permanent Despatch Plan.Then this stock
At the supermarkets
Self-service stores and supermarkets are fast emerging in metros and large towns. To
service modern retailing outlets in the metros, HUL has set up a full-scale sales
organisation, exclusively for this channel. The business system delivers excellent
customer service, while driving growth for the company and the store. At the same time,
innovative marketing initiatives are taken to provide consumers with experience of our
brands at the store itself, through product tests and in-store sampling.
This is termed as Modern Trade. It has got different distribution network and work
differently. It is fast gaining pace as more and more people are turning to malls for
shopping. Today shoppers don’t just want to buy their daily groceries but they also want
a shopping experience. They want to spend time in air conditioned store, no more they
are ready to sweat for spending money. These big box retailers provide them a platform
where they can roam around, pick, compare and choose their products. These stores
provide them a whole new experience of shopping without shedding any drop of sweat.
DISTIBUTION NETWORK
FACTORY
CONSUMER
PRODUCT PROFILE
Hindustan Unilever is biggest company in the FMCG (Fast Moving Consumer Goods)
sector. Its products are divided into various categories. These are given as follows:
• Home and Personal Care: under this it is further divided into two parts:
1. Dets: all the detergents and dishwashers are covered in this. For example,
SKIN CATEGORY
PEARS
Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even for baby's
skin.
Pears is manufactured like any other soap, but unlike in conventional soaps, the glycerine
is retained within the soap. That is the cause if its unique transparency. After
manufacturing, the soap is mellowed under controlled conditions over weeks. At the end
Today Pears is available in three variants - the traditional amber variant, a green variant
PEARS
PEARS AMBER 125 GM
PEARS AMBER 75 GM
PEARS AMBER 45 GM
PEARS OIL CONTROL 75 GM
PEARS GERMSHILD 75 GM
The Hindustan Lever Research Centre (it is among the largest research establishments in
India's private sector, including pharmaceutical companies, with facilities in Mumbai and
lightening to develop Fair & Lovely. The formulation is patented. Its formulation acts
safely and gently with the natural renewal process of the skin, making complexion fairer
Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacinamide that
formulation, which has been in the market for 25 years. Niacinamide (Vitamin B3) is a
water-soluble vitamin and is widely distributed in cereals, fruits and vegetables - and its
use in cosmetic formulations has been known for various end benefits. The UV
components of the formulation are scientifically chosen and used at optimum levels to
provide wide spectrum protection against UV rays of the sun. Specifically, this patented
formulation offers a high UVA protection, which is more relevant to Asian skin than
plain SPF protection creams sold in the West. All the active ingredients in the Fair &
Lovely formulation function synergistically to lighten skin colour through a process that
POND’S
Pond's has been synonymous with skin care in India since 1947.
The impressive track record of Pond's began when Theron T Pond, a pharmacist from
Utica New York, introduced 'Pond's Golden Treasure' in 1846, a witch-hazel based
wonder product. In 1914, Pond's Cold Cream and Vanishing Cream marked the brand's
evolution to a beauty icon. In 1955 Pond's Extract Company merged with Chesebrough
From one man in a tiny home-made laboratory, to today's state of the art R&D facilities
led from Bangkok, Mumbai, New York and Tokyo, the Pond's promise has remained the
same across 58 countries - to deliver products that make a real difference to women's skin
VASELINE
Vaseline is a trusted brand worldwide associated with daily skin care and healthy skin for
the entire family. Vaseline has been keeping skin healthy since 1870.
The need for Vaseline is based on real skin facts. We believe our skin is amazing. It
protects us, heals itself, connects us to the world, transmits emotions. And this amazing
skin needs to be looked after. Nobody knows skin, and how to keep it at its healthy best.
This why HUL make products that maintain our skin condition at its best and enhances
waxes, is that when blended together, create something remarkable- it literally melts into
Vaseline petroleum Jelly serves two functions. First it helps keep the outside world out –
it protects skin from effects of weather and exposure. Second it acts like a sealant to keep
the inside world in, thereby acting as a barrier to the natural water loss from our skin. So
Skin that is dry and chapped is protected from drying elements, enabling skin softening
Beneath the surface, your skin is 90% water, enabling it to act as a moisture and nutrient
Unfortunately however, our body tends to lose moisture throughout the day. Bathing,
casual contact, washing, sitting in the AC for too long, seasonal changes, all robs the
body of its moisture. Vaseline Total Moisture is a fast-absorbing lotion enriched with
Soya and Oat protein that are known to nourish the skin from deep inside while Vitamin
E feeds your skin with the nutrient that is essential to keep it glowing. Together they
With the goodness of Cucumber and Aloe Vera, this light moisturising body lotion is
especially made to meet your skin needs in summer. Cucumber is a surprising beauty
secret for the skin with its hydrating, cooling and soothing properties. Aloe Vera on the
other hand, is an unparalleled moisturiser and cell rejuvenator which is excellent for dry
skin. Together, these two ingredients can keep your skin looking and feeling its healthiest
best.
VASELINE & POND’S
VASELINE BODY LOTTION 300 ML
VASELINE BODY LOTTION 100 ML
VASELINE BODY LOTTION 25 ML
VASELIN ALOE FRESH 300 ML
VASELIN ALOE FRESH 100 ML
VASELINE PETOLIUM JELLY 100 GM
VASELINE PETOLIUM JELLY 50 GM
VASELINE PETOLIUM JELLY 25 GM
VASELINE PETOLIUM JELLY 8 GM
VASELINE LIPCARE 10 GM
PONDS COLD CREAM 100 GM
PONDS COLD CREAM 55 GM
PONDS COLD CREAM 30 GM
PONDS COLD CREAM 8 GM
PONDS BODY LOTTION 300 ML
PONDS BODY LOTTION 100 ML
LAKME
Half a century ago, as India took her steps into freedom, Lakme, India's first beauty brand
was born. At a time when the beauty industry in India was at a nascent stage, Lakme
tapped into what would grow to be amongst the leading, high consumer interest segments
in the Indian Industry - that of skincare and cosmetic products. Armed with a potent
combination of foresight, research and constant innovation, Lakme has grown to be the
Lakme today has grown to have a wide variety of products and services that cover all
facets of beauty care, and arm the consumer with products to pamper herself from head to
toe. These include products for the lips, nails, eyes, face and skin, and services like the
How to Use:
Apply on face, neck and other exposed areas atleast
SPF 20*(Medium Protection) & 20minutes before stepping out in the skin. Wait for a minute
SPF 30*(High Protection)
before applying makeup re-apply every 3 to 4 hours.
Click Here for More Details
Lakme Sun Expert Lakme Sun Expert Moisture Intense Sunscreen SPF 30*
sun protection creme with UVA and UVB Protection controls sun related damage
moisture intense sunscreen like skin darkening, sun spots, premature ageing
To Use:
Apply daily to face and other exposed areas. Re-apply
every 3 to 4 hours.
Results:
Moisturised skin that is protected from the harmful effects of
the Sun.
Key Ingredients:
Aqua, Octyl Methoxycinnamate, Cyclomethicone,
Benzophenone-3, Titanium Dioxide, Perfume.
How it Works
Moisturises, nourishes and prevents tanning, wrinkling,
spots and keeps skin soft.
How to Use
Massage gently onto face, neck, hands and other exposed
parts of the body. Use daily, all year round, whether you are
indoors or outdoors. .
SPF - 15
For All Skin types
How it Works
Nourishes your skin and ensures long-lasting UV protection
for sensitive skin.
How to Use
Massage gently onto face, neck, hands and other exposed
parts of the body. Use daily, all year round, whether you are
indoors or outdoors.
How it Works
Prevents tanning and protects oily skin from sun damage.
How to Use
Massage gently onto face, neck, hands and other exposed
parts of the body. Use daily, all year round, whether you are
indoors or outdoors.
How it Works
This light weight cooling formulation rehydrates and
cools your skin. Specially formulated for Indian skin,
it works naturally to lighten your tan restore your
skin's original colour. Now go on, turn your skin into
something divine.
How to Use.
Apply generously following exposure to the sun.
For After Sun Use
Results
An immediate cooling and soothing sensation.
Part of the Unilever portfolio since 1986, Pond's recently announced the launch of 'Pond's
White Beauty Detox' range that gives a visibly illuminated and nourished pink glow.
Talking of luminous, Pond's White Beauty is not just about skin whitening for the
consumer, but about a radiant healthy skin that gives a nourished pink glow. Pond's
White Beauty has detoxifying vitamins B3, B6, E, and C, which neutralizes the effect of
superlative skincare regimes. Increasingly, Indian women are looking for the complete
skincare regime of cleansing, toning and moisturizing and this product range provides all
Beauty Detox Toner, which tightens the open pores and smoothens out the rough
appearance of the skin; White Beauty Skin Lightening Cream with Detox vitamins that
nourish skin from within, and White Beauty Detox Lotion, which replenishes skin's
natural moisture level and gives visibly glowing and smooth pinkish skin.
is derived from love and warmth as well as the credibility of an international skincare
heavyweight. Pond's is offering a variety of ranges for women. Pond’s Age Miracle is
“Candlelight dinners, long drives and the sound of saxophones will be part of your lives,
once again. The smell of love in the air, the feeling of your heart skipping a beat, once
again.” When Hindustan Lever threw a party to formally launch its premium Pond's Age
Miracle range it used these words in invitation. . The FMCG major promised to bring
romance back into the 35-plus woman's life with a new look courtesy Pond's Age
Miracle.
COMPETITIVE BRANDS
PRODUCT PROFILE
The Fiama Di Wills range of soaps has been launched under the sub - brand SkinSense.
The first variant to be introduced in this range is Soft Green. This is a gentle caring soap,
which helps enhance retention of skin proteins making skin look beautiful and youthful.
In February 2008, ITC launched two new ranges of soap - Vivel Di Wills and Vivel -to
cater to the skincare needs of a wide range of consumers. Backed by consumer insights,
the ranges offer a unique value proposition of bringing together ingredients that provide
multiple benefits of Nourishment, Protection and Hydration in a single product. Hence
providing the ever discerning consumer complete care.
The packaging, reflecting the philosophy of the brand, fuses multiple benefits. The unique carton
pack has been developed by ITC’s design team to provide a novel consumer experience.
Fairness creams
FAIR ONE
'Fairone Fairness Cream' was launched jointly by Elder Pharmaceuticals and Shahnaz
Husain. Elder Pharmaceuticals Ltd and Shahnaz Husain, herbal beauty specialist, had
entered into an agreement to launch four skin care products during 2006-2007. Elder
undertakes the manufacturing and marketing of the products, while the conception and
composition is done by Husain. Elder Pharmaceuticals Ltd. is one of the leading
companies in India in the skin care sector. The company is a major manufacturer of aloe
vera-based skin care products.
A fair complexion has always been associated with success and popularity. Men and
women alike desire fairness, it is believed to be the key to a successful life. Well for
women the market is loaded with fairness cream but for men there are very few creams.
Emami Fair and Handsome is one such cream for men.
Emami herbalists and dermatologists from India along with Activor Corp USA, has
created “Fair & Handsome” a fairness cream for Men with a breakthrough Five Power
Fairness System to make skin fair and handsome in 4 weeks.
Emami - Fairness Cream for Men First time ever fairness cream for men
Fair and Handsome
Emami in collaboration with Activor Corp, USA has
created a unique fairness cream for men with a
breakthrough Peptide complex patented in the USA.
This wonder molecule peptide works on the collagen
structure of male skin and dramatically improves skin
texture and fairness in just 4 weeks. Its pleasant
cooling gives an after-shave effect.
What it does:
GARNIER
Garnier is a division of L'Oréal that produces hair care products, including the Fructis
line, and most recently, skin care products under the name, Nutritioniste, that are sold
around the world. One of their key ingredients is a fruit concentrate used in all their
products. It is a combination of fruit acids, vitamin B3 and B6, fructose and glucose.
Fairness + dark spots prevention daily
moisturiser
Lightens skin
Prevents dark spots from reappearing.
FAIREVER
Natural Fairever was initially launched in A.P. in 1998, following that a national launch
was made in 1999. Fairever is the brand of CavinKare Pvt Ltd(CKPL). This cream has a
blend of saffron and milk. It claims to work from within to provide a distinctly fairer,
glowing complexion much like that of Kashmiri beauties in just 4 weeks Triple
sunscreens also retain your fairness and reduce the harmful effects of UV rays. It comes
in a pack of 50g and 100g. The 50g pack costs Rs.55.
The Fairever claims to have consumers as a woman who is the young and contemporary
woman of today. She has strong values and believes in using a natural product that will
help bring out her natural beauty from within.
Fairever
Fairness Cream
CINTHOL
Cinthol talc is a product of GODREJ Consumer Products Ltd (GCPL). GCPL identifies
Cinthol as its power brand. GCPL has launched new Cinthol range of soap, talc and
deodorant with Bollywood actor Hrithik Roshan as its new brand ambassador. Cinthol
offers a range of soaps, talc and deo sprays in three exciting fragrance - Classic, Cologne
and Sport - in a new packaging.
Cinthol has come out with a combi pack for this summer. It is in pack of 300g + 100g for
M.R.P Rs.80.
SP
INZ
The Spinz talc’s target are girls of around 18 to 26 years old from SEC A and B. Easy-
going and fun-loving, who loves to have a lot of friends with whom she spends time.
SUN CARE
LOTUS
Lotus sun care range is by Lotus Herbals. Lotus suncare has a wide range of variants
available for all skin types. Their SPF(Sun Protection Formula) ranges from 15 to 60.
This caters to the needs of all kind of people who need different type of SPF according to
their exposure to the sun. Lotus is more priced than Lakme but gives a good margin to the
retailers. This brand specializes in sunscreen manufacturing and it is very old in this field,
due to this it has gained trust of people. It offers a wide range of facewash, creams and
facepacks which provides protection against sun. The most sellind variant of Lotus are as
follows:-
Block Cream (SPF30) This unique sun block cream has been specially made for Indian
(Suits all skin types) Summer. It provides complete protection against harmful UVA
& UVB rays of sun, reducing chances of skin tanning and
ageing.
Directions for use: Apply liberally and evenly on face, neck
and any other exposed part of the body, atleast 30 minutes
before stepping out in the sun. The cream will not get wiped off
with perspiration / water. Avoid contact with eyes.
Active Ingredients: Octyle Methoxy Cinnamate Z-Cote,
Titanium Dioxide and Benzophenone-3.
Safe Sun - Daily Sun Block 3-in-1 Matte Look Daily Sun Block
(SPF 40) Birch Extract SPF 40
(Suits all skin types) Sun Protection
Skin Lightening
Mattifying
Incredibly Light, Fast Absorbing, Non-Shiny, Non-
Greasy
For all skin types.
Daily sun block - water proof, Sweat proof
Safe Sun 3-in 1
Daily Sunblock is a revolutionary sun protection
formulation which combines Broad-Spectrum UVA /
UVB protection with skin lightening ingredients to
give a uniform matte finish to the skin. Its fast
absorption and non-greasy formula ensures a shine-
free, light & clean feel.
Contains herbals extracts of
Birch: Mattifying
Mallow: Sun Protection
Hops: Skin Lightening
Directions for use:
==============
Apply safe Sun 3-in 1 Daily Sun Block Cream
liberally and evenly on face and exposed parts of the
body (neck, arms, legs, etc.,) before exposure to Sun.
Re-apply frequently.
Caution
======
For external use only. In a rare case, if rash or
irritation occurs, discontinue use.
PREMIUM CREAMS
OLAY
Olay is a Procter & Gamble brand. It was acquired by Procter & Gamble in 1985. P&G
greatly expanded Olay both in line up and in countries. Olay became one of P&G’s
Billion dollar brands in 2003.
In August 2007, Olay was launched in India. Olay has extended its heritage as a
moisturizer to stay looking young, to formally creating the “anti-aging” category in mass
stores with the launch of Total Effects in India.
RESEARCH METHODOLOGY
RESEARCH DESIGN
In my project I have used various tools of Exploratory Research. This research will be
done to gain background information of the problem. An initial research will be
conducted to clarify and define the nature of the problem. The various tools used are
experience surveys, in depth interviews, secondary data analysis. Descriptive research
was done where questionnaires were given to the retailers and the wholesalers to find out
the competition in HUL skin category.
QUESTIONNAIRE DESIGN
The questionnaire consists of predominantly closed ended and option based question in
order to provide some ease to the respondents. In order to make the questionnaire more
effective following points are covered:
• Uniformity in questions and ease of tabulation and analysis.
• Reduce subjectivity
• Easier to receive response
• Less time consuming.
The questions tried to cover all aspects required to analyze the skin category of HUL and
other competitive brands. The various variables are analyzed in the questions.
SAMPLING METHODOLOGY
SAMPLE PLAN
The project was conducted for the geographical region of Delhi. The sample size
comprised of 10 Super Value Store (SVS), 5 exclusive wholesale, 10 Smart PP. The
sample consists of both the retailers and wholesalers of the general trade.
DATA COLLECTION
The data collection exercise was carried over a period of 15 days, in the various markets
of the region. Over the period of 15 days the data was collected and then all the data was
very carefully studied and the results were found out.
DATA ANALYSIS
SKIN CREAMS
Fair & lovely is the most successful fairness cream in the country. Based on a
revolutionary breakthrough in skin lightening technology, Fair & Lovely is in market
since 1978. The brand is very famous amongst the consumers because of the trust that
they have developed with the company. People are satisfied with the quality and price. It
is the mass product. The most selling variant of the FAL is multi-vitamin.
The competitors of FAL and the margins provided by them are as follows:-
COMPETITORS MARGINS
Garnier 15%
Although the sale of these brands are far behind FAL but these creams are a direct
competition.
VASELINE
Vaseline Aloe fresh is the variant for the summers and it is doing very well. It does not
have any direct competition because there is no other cream in the market for the
summers. The other variants are Vaseline Body lotion and Vaseline Petroleum jelly these
are the winter creams and there sale in summers is slightly low.
Nivea 20%
Ayur 18%
Garnier 15%
The finding of the research shows that the estimated market share of HUL is 42%.
The share of HUL skin category creams in this 42% share is as follows:-
PBL
3%
VPJ VBL
2% 10%
PCC FAL
8%
PCC
VPJ
PBL
VBL
FAL
77%
Here we can see that the major portion is covered by Fair & Lovely. It covers 77%.
Vaseline body lotion has a share of 10%. Pond’s cold cream is 8% Pond’s body lotion is
3%.
TALCUM POWDER
POND’S
Pond’s came into being in 1947. Pond’s talc is feminine talc. It is perfume talc and caters
to the needs of the women. It has got a very strong hold in the market. The consumers
prefer to buy at least two type of talc for their family, pond’s talc form the part of the
every basket.
COMPETITORS MARGINS
Spinz
Nivea 20%
Cinthol 14%
There are other competitors as well like Premiun and Emami which comes in the combi
pack of 400g + 400g. Cinthol comes in the combi pack of 300g +100g. These kinds of
schemes affect the purchase pattern of people who are not brand loyal and are looking for
some free gifts or scheme. A person from lower middle section of the society prefers to
buy these talcs because of the value of money that they offer. Johnson & Johnson baby
talc is not the direct competitor of Pond’s but it is also a competition because women buy
this talc because of the softness and fresh fragrance that it provides.
OTHERS
18% HUL
SPINZ
EMAMI HUL
2% SANTOOR
45%
CINTHOL
J&J J&J
20% SPINZ
EMAMI
CINTHOL 2%
12% OTHERS
SANTOOR
1%
The share of the variants of Pond’s in this 45% is as follows:-
PST
POC
3%
11%
DFT
40% DFT
DFM
POC
PST
DFM
46%
The largest selling variant of Pond’s is Dream Flower Magic which is 46%, next comes
Dream Flower Talc which is 40%. Pond’s Oil Control and Sandal Talc are 11% and 3%
respectively.
PEARS
ITC has launched Fiama Di Wills in competition of Pears. Pears comes in 3 variants
Pears Amber, Oil Control, Germ Shield. The largest selling variant is Amber. The
consumer pattern shows that those who are loyal to this brand do not switch it easily. The
brand loyalty of this product is more than any other. The other soaps which are is
competition of Pears are Dettol with moisturizers, Johnson & Johnson, Fiama Di Wills.
Fiama Di Wills is a new product and is being liked by people. It is lagging behind in its
distribution network as there is always stock out of this product. In the long run it can
provide good competition to HUL.
The major competitor of Lakme Suncare range is Lotus herbals. Lotus comes in lots of
variants which cater to the needs of all types of Indian skin and texture. The SPF (Sun
Protection Formula) in Lakme is 15,20 and 30. but in Lotus it ranges from 15 to 60.
Although if we compare the price, Lotus is more expensive than Lakme, but still people
who are satisfied with this brand do not care about its high price. The market share of
Lakme and Lotus is very close but still Lotus is ahead of Lakme.
COMPETITORS MARGIN
Lotus 35%
Garnier 15%
Pond’s white beauty and Pond’s age miracle are in their initial stage of launch. These are
premium brands, that is , they are high priced and their target customers are upper middle
class and upper class. These 2 products face competition from premium creams like Olay,
Loreal, and VLCC. The market of these creams is small but slowly these creams are
doing well are doing well. People are liking the quality of Pond’s and also the price that it
is offering. The competition in this segment although is tough. This is because the
consumer of these premium creams is very loyal to their brand and they do switch creams
easily. They are not attracted by the schemes. Quality and brand name alone can attract
their attention. A customer who is using Loreal will not easily switch Pond’s.
SUGGESTIONS
• The company can launch a new variant of Pond’s, which could be Pond’s Fairness
Body Lotion. This will cater to the fairness need of whole body and not just hands
and face. The target customer of this variant can be the youth who are more
boldly dressed and want the whole texture of the skin to be same. Most of the
time the face looks fairer than the hands and the legs.
• To launch a display scheme for Pears which can counter the competition from
Fiama Di Wills that it may face in the future. HUL can buy windows from the
retailers for the display of Pears soap and face wash.
• The youth of today is not much into the consumption of fairness cream because
they think it to be harmful for the skin and they are very conscious about the
health of their skin. To cater to this segment of population which is very huge,
Fair & Lovely can initiate activities which makes the youth aware about the
qualities of the brand and to make them understand that the cream is not harmful
for their skin.
• The company can emphasize on the other qualities of Pond’s talc and not just as
perfume talc. It can highlight its medicinal value which is of very necessary for
the summers.
• The can launch a new variant of Pond’s talc with new fresh fragrance. This will
be for the people who like the brand due to the good quality that it provides but
are bored of the fragrance that has been provided for so long. This will counter the
competition and satisfy the target customers.
• Lakme can come up with sunscreen which has more SPF so that it can counter the
competition that it faces from its biggest competitor Lotus. As of now Lakme
come in SPF 15 to SPF 30. It can also come up with sunscreen with higher SPF.
Lotus ranges from SPF 15 to SPF 60. This way Lakme can cater to the needs of
people who are more exposed in the sun and need more protection against it.
• Pond’s White Beauty and Pond’s Age Miracle are in their initial stage so these
brands need to communicate more to their customers. The company can promote
activities in the mall where they are sold the most as these are premium brands
and their target customer comes in the malls only. This will help in brand
communication of these brands.
• The company should emphasize more on mass retail than the wholesale as the
whole sale is very price sensitive. The ideal ratio of wholesale is to retail is 30:70.
The universal ratio is 40:70 and the HUL ratio is 50:50.
QUESTIONNAIRE
2. Which of the following HUL Skin product you keep in your store?
o Fair & Lovely
o Ponds Dream Flower
o Vaseline
o Pears Soap
o Lakme Sunscreen
o Ponds White Beauty
o Ponds Age Miracle
PRODUCT VALUE
Fair & Lovely
Ponds Talcum
Vaseline
Pears Soap
Lakme Sunscreen
Ponds White Beauty
Ponds Age Miracle
4. Which products are in competition with the following range of products and their
competitive share?
o Ponds Talcum
o Vaseline
o Pears Soap
6. How much Inventory do you stock for the following HUL products?
PRODUCTS QUANTITY
Fair & Lovely
Ponds Dream Flower
Vaseline
Pears Soap
Lakme Sunscreen
Ponds White Beauty
Ponds Age Miracle
7. What are your kind suggestions to increase the sale of HUL Skin category?
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