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Guided by : Prof. Rahul Sharma Report Team Members: D.R.Karthik S.Sunil Kumar Shifa Noor Alam Deep Lalit Sanghvi (UGP 09-12 Sem-2) Detailed Consumer Behavior Analysis Report on :
Guided by : Prof. Rahul Sharma
Report
Team Members:
D.R.Karthik
S.Sunil Kumar
Shifa Noor Alam
Deep Lalit Sanghvi
(UGP 09-12 Sem-2)
Detailed Consumer Behavior
Analysis Report on :
Karthik, Sunil, Shifa, Deep 2
CONTENTS
Indian FMCG Sector
HUL’s Profile
Introduction
History
Products
Research Mission
Indian Toilet Soap Industry
Lifebuoy vs. Cinthol
PLC
Research
USP
Indian Oral Care Industry
Pepsodent vs. Colgate
PLC
Research
USP
Indian Detergent Industry
Surf Excel vs. Tide
PLC
Research
USP
Conclusion
Bibliography
Karthik, Sunil, Shifa, Deep 3
Indian FMCG Sector
4th
largest sector in the economy
Total market share of Rs 450 bn
Growth of 50% by 2010
Main players - HUL, P&G, BR, ITC, Palmolive, et al
Main threats to these big FMCG companies are from local competitors and price
driven consumers
Sales & Distribution is the major challenge in maintaining the growth of such
companies
Hindustan Unilever Limited (HUL)
- Adding Vitality to life for 77 years
Introduction
Founded - 1933
Headquarters - Mumbai, India
Key people - Harish Manwani (Chairman),
Nitin Paranjpe (CEO and Managing Director)
Industry - Fast Moving Consumer Goods FMCG)
Products - Home & Personal Care, Foods, Water Purifier
Revenue - Over Rs. 13,000 crores (calendar 2007)
Employees - Over 65,000 direct & indirect employees
Parent - Unilever Plc
Source : www.hul.co.in
Karthik, Sunil, Shifa, Deep 4
History
1931 - Unilever set up its first Indian subsidiary of
Hindustan Vanaspati Manufacturing Co.
1933 - Lever Brothers India Limited
1935 - United Traders Limited
1956 - Formed Hindustan Lever Limited.
July 19, 2007 - Changed the name to Hindustan Unilever Limited. It would also
assist in attracting and retaining talent both locally & internationally
HUL Product Sectors
HUL Products
Karthik, Sunil, Shifa, Deep 5
Research Mission
To analyze the consumer behavior on India’s largest FMCG company-
HUL, with few of its major products in respective to their rival
competitors.
This research brings out the reason behind HUL’s domination in
almost all the sectors it ventures into.
Indian Toilet Soap Industry
The soap market in India is determined to be of the order of Rs. 41.75 billion
The toilet soaps market is estimated at 530,000 tpa
The popular and premium brands include Lifebuoy, Lux, Cinthol, Liril, Rexona, and
Nirma
Lifebuoy
Born : 1895 (Founder : William Hansketh Lever)
Company : Owned by Unilever Plc., the parent company of HUL
Status : Has 18% market share in the bathing soaps category
Worth : 7.5 billion
Brand story : Lifebuoy landed on Indian shores in 1895, when the country
was in the grip of a plague epidemic
Source : ACNielson RSA 2006
Karthik, Sunil, Shifa, Deep 6
Cinthol
Born : 1952
Status : Has 2.52% market share in the bathing soaps category
Worth : 1.05 billion
Company : Godrej consumer products ltd
Brand story : India's first toilet soap made from indigenously available vegetable
oils instead of imported animal fats
PLC
Lifebuoy - Maturity, because now-a-days no new variants have been introduced
Cinthol - It lost its market share by entering into decline stage, but it is
regaining it share by brand revival. So it is in revival stage
Research
Questionnaires filled from:
Schools - Pristine,
College - IIPM, Bishop Cotton
Shops - Reliance Fresh, MK retails, Food World, Big Bazaar, Mahalakshmi Traders
Karthik, Sunil, Shifa, Deep 7
Research
Question
Frequency
What do you relate
Lifebuoy/Cinthol with?
What influences you to buy
Lifebuoy/Cinthol?
Where do you purchase the
product from?
Rate Lifebuoy/Cinthol on the
basis of price
Does Lifebuoy/Cinthol TV
commercial appeal to you?
USP
Brand USP Positioning
Lifebuoy 100% Germ Protection Family Health Offering Soap
Cinthol Deodorant + Complexion soap Deodorant in a soap for men
Karthik, Sunil, Shifa, Deep 8
Indian Oral Care Industry
Valued at Rs 21 bn
Toothpastes consumption:
67% - the urban households
33% - the rural households
Colgate and HUL together account for over 70% of the organized toothpaste market
Pepsodent
Parent company - HUL
Launched in the year - 1993
Products (Tooth Paste)
Pepsodent germicheck +
Pepsodent whitening
Pepsodent 2 in 1
Pepsodent Center Fresh
Pepsodent Gum Care
Pepsodent Sensitive
Pepsodent kids
Products (Tooth brush)
Pepsodent sport
Source : http://www.thehindubusinessline.com/2002/10/12/stories/2002101202560600.htm
Karthik, Sunil, Shifa, Deep 9
Colgate
Parent company - Colgate Palmolive
Entry into INDIA in the year - 1937
Products (Tooth paste)
Colgate Total 12
Colgate Cibaca
Colgate Sensitive
Colgate Active salt
Colgate Max Fresh
Colgate Fresh Energy Gel
Colgate herbal
Products (Tooth brush)
Colgate360
Colgate Zigzag
Tooth powder
PLC
USP
Pepsodent - Fight Germs
Colgate - Strong White Teeth
Preference
Both the rivals are in Growth
stage, since they are coming up
with new products in equal
intervals of time!
Which tooth paste do you prefer?
Karthik, Sunil, Shifa, Deep 10
Research
Question
Frequency
What do you relate
Pepsodent/Colgate with?
What influences you to buy
Pepsodent/Colgate?
Where do you purchase the
product from?
Which of the flavours/varients
do you prefer?
Which pack of
Pepsodent/Colgate do you
usually buy?
Does P/C TV commercial
influence your purchase?
Karthik, Sunil, Shifa, Deep 11
Indian Detergent Industry
Fabric Wash Market in India
Total Market Size Rs. 8800 Crores
Total Volume- 2.3 Million Tones+
98 percent Penetration in India
Consumption Pattern
45 per cent Rural
55 per cent Urban (14 percent users of Washing Machine)
Major Players : HUL, Nirma, Ghadi, P&G
Surf Excel
1959 – HUL Introduced SURF
1990 – Emergence of concentrate & mid price segment powers
Ad Campaign “ Daag Doonthe rah jaoge” was launched
1996 – Surf Excel launched. Ad Campaign “ Jaise bhi Daag ho, Surf Excel hai na”
2003 – Surf Excel Quick wash launched “Ad campaigns on Shortage of water
across country”
2005 – Ad Campaign “ Daag Acche hai na”
Tide
Tide is manufactured by Procter & Gamble
Tide is the name of a popular laundry detergent in the market of Canada, US et al
First introduced in test marketed in 1946 with national distribution reached in 1949
Tide is the World’s Oldest & Most Trusted Detergent brand and is the Market Leader
in 23 Countries around the world
The brand regularly introduces new products and technologies to beat laundry blues
Launched in India in mid-2000
It gives outstanding whiteness due to its anti-redeposition global technology.
Source : Business Standard
Karthik, Sunil, Shifa, Deep 12
PLC
USP
Brand USP Positioning
Surf Excel Complete cleaning & care Whiteness & stain Remover
Tide Value For Money A detergent which gives shocking/ultimate
whiteness
Preference
Research
Question
Frequency
What do you relate Surf
Excel/Tide with?
Both the rivals are in Growth
stage, since they are coming up
with new variants often!
Which tooth paste do you prefer?
Both the rivals are in Growth
stage, since they are coming up
with new variants often!
Karthik, Sunil, Shifa, Deep 13
Research
Question
Frequency
What influences you to buy
Surf Excel/Tide?
Where do you purchase the
product from?
How effective is
Surf Excel/Tide on stains?
Rate Surf Excel/Tide on the
basis of price
Which package do you prefer?
How do you rate surf excel
“daag ache hai” campaign?
(or)
How do you rate Tide “chaunk
gaye kya” campaign?
Karthik, Sunil, Shifa, Deep 14
Conclusion
Though HUL, as a brand have good perception from its
consumers, following are the major threats awating for any FMCG
company in the market. So those things have to be considered inorder
to posses the same consumer perception towards HUL!
Bibliography
Consumer Behaviour by Ramasami & Ramakumari
www.hul.co.in
www.alacrastore.com
Indian Soap Industry-ACNielsen - RSA 2006
http://www.thehindubusinessline.com/2002/10/12/stories/2002101202560600.htm
http://marketingpractice.blogspot.com/2005/12/pepsodent-dishum-dishum.html
http://mcs-india.net/article-experimental-marketing.htm
http://indiaadreview.blogspot.com/2006/10/india-ad-review-issue-11-pepsodent.html
