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COMPETITIVE ANALYSIS OF
COMPANY OF OUR OWN CHOICE
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Presented By• Raj Kumar Thanvi 19• Mukesh Singh 30• Swati Singh 31• Satya Prakash Singh 46• Ankita Singh 68• Shashi Bhushan Singh 69
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Hindustan Lever Ltd.
Hindustan Unilever Ltd.
IS NOW
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Mr. Harish Manwani Chairman
Mr. Douglas Baillie Baillie
CEOCEO
VISION
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INTRODUCTIONINTRO
India's largest Fast Moving Consumer Goods company with 80 factories across India.
In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
HUL formed in November 1956;
The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.
The mission – “add vitality to life.”
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Contd..
• Sales growth in 2008-09 is 15.5%
• Operating margin increased by 0.4% from 14% to 14.4% in the year 2008-09
• Gross sales is 21649.51 crores
• Share price Rs 237.50
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PRODUCT SEGMENTATION OF HUL
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0%
10%
20%
30%
40%
50%
60%
70%
80%
HULCOMPETITOR
COMPETITIVE SITUATION OF HUL WITH ITS COMPETITORS
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PRODUCT RANGE BREAK-UP
STRIVING
ASPIRING
AFFLUENT
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PERSONAL WASH BY HUL
HUL is the market leader in the soap segment in India
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Competitors of HUL SOAPS
HUL brands
• Lux
• Rexona
• Breeze
• Lifebuoy
Competitors brands
• Santoor, Chandrika
• Cinthol, Mysore Sandal
• Godrej no. 1, Nirma
• Dettol
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Competitors of HUL SOAPS HUL brands
• Pears
• Dove
• Hamam
Competitors brands• Santoor,
• Camay
• Margo
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57% 55% 55%52%
10% 9%8% 8%
9%5%
HUL’s SOAP MARKETSHARE
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The HUL Hair Care
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Competitors of HUL Hair Care
• Sunsilk
• Clinic Plus
• Dove
• Pantene
• Head & Shoulders
• L’Oreal, Garnier
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Welcome to the segment Of
HUL Oral Care
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Competitors of HUL Oral Care
• Pepsodent• Close Up
• Colgate• Meswak• Dabur Red• Anchor
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48%
32%
2%
46% 47%
7%
30%
8%
30%
7%
TOOTHPASTE MARKET SHARE
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HUL COSMETICS
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Competitors of HUL Cosmetics
Lakme
Ponds
Revlon Maybelline L’OrealNiveaCharmise
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HUL LAUNDRY CARE
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COMPETITORS
• SURF EXCEL: ARIEL
• WHEEL: NIRMA
• RIN: TIDE
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SWOT ANALYSIS
Strengths:
• Strong brand portfolio,price,quantity & variety.• Innovative Aspects.• Presence of Established distribution networks in both urban and rural areas.3400 distributers16 million outlets over the world.700 million customer base.• Strong R&D of the company• Highly skilled human resource.• Corporate Social Responsibility(CSR)
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Weaknesses:
Strong Competitors.
Low exports level(at present).
Changing consumption pattern.
High advertising costs.
SWOT Analysis
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Opportunities:
Large domestic market – over a billion population.Untapped rural market.Changing Lifestyles & Rising income levels, i.e. increasing per capita income of consumers.
SWOT Analysis
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Threats: Tax and regulatory structure. Mimic of brands Entry of ITC in FMCG sector. Increasing cost of raw material.
SWOT Analysis
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STRATEGIC FOCUS OF UNILEVER
30
• Remain in tune with its markets and stays ahead of the competition
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STRATEGIES FOLLOWED AT HUL
Distribution strategy.Distribution network(direct selling)Brand extension strategyLine extension strategyRepositioning strategyPromotional strategy-ads,(Rs700-800 cr)Segmentation strategy Premium brandAffordable brandValue for moneyInnovation strategy-introduction of sachet in shampooMergers and acquisitions strategy
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MARKETING STRATEGIES OF HUL
STRATEGIES I HAVE MADE
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MARKETING STRATEGIES OF HUL FOR URBAN INDIA
• Focuses on short supply chain for distribution.
• To meet the every need of people everywhere.
• Build segments & market for the future where Unilever has strong expertise.
• Also uses Direct selling channel, franchisee to reach everyone e.g. Unicare.
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For long term benefits, HUL started Project Streamline in 1997.
MARKETING STRATEGIES OF HULFOR RURAL INDIA
Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states.
Appointed 6000 Sub-stockists that directly covers about 50,000 villages & 250 million customers.
Integrate Economic, Environment & Social objectives with Business agenda.
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EVERYDAY I WILL SELL.EVERYDAY I WILL EARN.MONEY. RESPECT
Started in 2001, Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less.
micro-enterprise opportunities for rural women
Providing health n hygiene education through shaktivani program
ishakti portal
Shakti has already been extended to about 15 states ,80,000 villages in with 45,000 women entrepreneurs and generating Rs.700-1000 per month to each women.
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PORTER’S FORCES
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PORTER’S DIAGRAM
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RIVALSConsumer in this category enjoy
multitude of choices.
It does not cost anything for a consumer to buy one brand of shampoo instead of another,
making the industry quite competitive.
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SUPPLIERSConsumer product faces some amount of supplier power simply
because of the cost they incur when switching suppliers
Suppliers that do a large amount of business with these companies are also beholden to their customers.
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Verdict: limited supply power
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BUYERS(CUSTOMERS)Consumer faces weak buying power because customers are fragmented and have little influence on price or
product.
Considering buyer power retailers it is very high since they are able to
negotiate the price with the companies.
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Verdict: Strong buyer power from retailers.
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POTENTIAL ENTRENT Given the amount of capital
investment needed to enter certain segment in house hold consumer
products, the threat of new entrant is fairly low.
Whether the new entrant can get its products on the shelves of the same
retailers as its much larger rivals.
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Verdict: low threat of new entrants.
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THREAT OF SUBSTITUTEWithin the consumer product industry,
brand succeeds in helping to build a competitive advantage, but even the pricing power of the brands can be
eroded.
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Verdict: high threat of substitutes.
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Corporate social responsibility Providing education on health and hygiene
Women empowerment
Water management
Rehabilitation of special or underprivileged children
Care for the destitute and HIV-positive
Rural development.
Plays active role in natural calamities
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STRATEGIES…..
51
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HUL should………
52
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Thank you for your time....