HUL India - Shampoo's product portfolio

Product Portfolio of shampoo's of HUL(India) and its Perceptual Mapping (with competitors)

1. FMCG SECTOR The Beginning: S unlight Soap Bars, made in England by Lever Brothers. “Consumer Packaged Goods” Corner Stone of Indian Economy – Rs . 460 Billion Following Lifebuoy in 1895, came a plethora of brands. Food & Beverage Biggest Sales in this sector. Untapped Rural Market.

2. Corner Stone of Indian Economy – Rs . 460 Billion. 62 of the top 100 brands are owned by MNCs. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan UniLever .

3. About: HUL India’s Largest FMCG company in over 20 categories. Employee strength – 15000 Indirect Employment – 52000 O wns 35 major Indian Brands. Consumed by 2 out of 3 Indians. Turnover around Rs.25,206 crores (financial year 2012 – 2013). Recognized as a Golden Super Star Trading House by GOI.

4. FOOD BRANDS PERSONAL CARE BRANDS HOME CARE BRANDS

5. MARKET SHARE

6. Why Shampoos ? Shampoos - low penetration category: Urban - 36 per cent. Rural -12 per cent. Intense marketing by players, lower duties and availability of shampoos in affordable sachets. Scope for volume expansion by converting non-users . Brand loyalties not strong. Consumers frequently look for a change. Brand management and positioning thus becomes important.

7. SPECTRUM

8. 22% 13% 16% 8% 20% 21%

9. Dove Self – Esteem campaign. USP – Promoting natural beauty. Sunsilk First branded shampoo of HUL Positioned as Hair – Expert. USP – Co-creations.

10. TRESemmé Initially marketed only to salons. Purchased by Unilever in 2011. USP – Salon Finish Serves weak hair, hair breakage, rough-dry. USP – anti-dandruff ingredients. Clinic Plus

11. Clinic All Clear Clinic Special to Clinic All Clear and now re launched this year as Clear . Dandruff Solution USP – dual benefit of Clear tech and essential oils.

12. Swot Analysis

13. STRENGTHS CLEAR has partnered with the world’s leading dermatologists from the International Academy of Dermatology (IACD) to bring the first ever patented scalp nutrient technology –New CLEAR with Nutrium 10 to its consumers Available in 5 different variants for different types of hair needs Clear brand available in over 14 countries worldwide Clear is the only brand that offers specially formulated Anti dandruff shampoo for men Celebrity brand ambassadors and good advertising.

14. WEAKNESS Dominance only in the anti-dandruff shampoo segment, no variants available for normal shampoo usage. Multiple re-brandings over the years – Clinic Special to Clinic All Clear to ‘Clear’ at present. Can create confusion about the brand name among consumers. Low market share even in the anti-dandruff shampoo segment as compared to competitors like Head & Shoulders.

15. OPPORTUNITY To align itself to the international quality standards this year Clinic All Clear has been re-launched this year as Clear Introduction of Anti Dandruff Hair Oil that fights dandruff and strengthens hair from scalp, as a brand extension

16. THREATS Highly competitive market having many players with similar offerings and cheaper rates P&G wrote to the Advertising Standards Council of India, which sought a response from HUL regarding an advertisement of Clear starring Bipasha Basu which had a muted reference to Head & Shoulders in the advertisement .

17. INCOME GROUP SALON STYLE REVITALISING COLOR CARE REPAIR CLEANSING UPPER CLASS TRESEMME TRESEMME DOVE UPPER MIDDLE CLASS DOVE DOVE CLEAR DOVE TRESEMME CLEAR MIDDLE CLASS DOVE CLEAR CLEAR CLINIC PLUS LOWER MIDDLE CLASS CLINIC PLUS CLINIC PLUS

18. ANTI – DANDRUFF EEFECTIVENESS AVAILABILITY Head & shoulders Clinic All Clear

19. Clinic plus is the most popular amongst the masses. Tresemme is the most used amongst upper class. C lear is the most popular and easily available in Anti-dandruff segment. HUL has maintained it’s number 1 position in the market and is positioned as people’s most preferred brand. Conclusion

20. Group Members Apoorva Nair (10) Drashti Shah ( 17 ) Parul Singh (36) Priyanka Pathak (43) Sangini Shah (55) Shravani S (53) Sreedevi Thekkedath (63)