A COMPARATIVE STUDY OF TWO FMCG FIRMS HUL AND DABUR ON THE BASIS OF TWO

BRANDS SUNSILK AND VATIKA

FMCG

FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month.

FMCG PRODUCTS

• Detergents• Toilet soaps• Toothpaste Powders• Food products• SHAMPOOS• Confectioneries• Beverages• Cigarettes• Creams• Powders

FMCG PRODUCT CATEGORY

• FMCG Products and Categories

- Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);

- Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products;

- Household care fabric wash including laundry soaps and synthetic detergents; household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellents, metal polish and furniture polish

SELECTED FMCG FIRMS

• HUL • DABUR

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 Moving Consumer Goods Company, with a customer base of 2 out of every 3 Indian in the category of Home & Personal Care Products and Foods & Beverages. The company has combined volumes of about 4 million tonnes 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 into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.. It is headquartered in Mumbai, 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”

CONTD.• It has over 35 brands. • Hindustan Unilever distribution covers over 1 million retails outlets

across India directly and its products are available in over 6.3 million outlets in India, i.e. nearly 80% of the retail outlets in India. It has 39

factories in the country. • The Anglo-Dutch company Unilever owns a majority stake (52%) in

Hindustan Unilever Limited. HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most Reputed companies in 2007

• it has been recognized as a Golden Super Star Trading House by the Government of India.

• In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities

CONTD.

• HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhea

DABUR• Dabur India Limited is the fourth largest Company in India with interests

in Health Care, Personal Care and Food Products. It is most famous for Dabur Chyawanprash and Hajmola

• . Dabur operates in more than 5 countries and distributes its products worldwide. The company was founded by Dr. S. K. Burman in 1884 as a small 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 and

markets ayurvedic medicines in a scientific manner • Dabur is the co-owner of the IPL team 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

CONTD.

• 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

CONTD.

• . In 2006, Dabur won the ICSI (Institute of Chartered Secretaries of India) National Award for excellence in Corporate Governance.

Hair Care Category in India

• There are 5 main products• Hair Oil• Shampoo / Conditioners• Styling products• Herbal Remedies• Hair Dyes / colors

SHAMPOO

The word Shampoo is derived from the Hindi word “Champi”.

TG FOR SHAMPOOS• Upper middle class• Now, also middle class and house wives• Upper class rural consumers• Teenagers - they are the major segment

BASIS OF COMPARISON

• The two firms are compared on the basis of difference between

two brands SUNSILK and VATIKA and the mentality of the customers as well as consumers towards use of Sunsilk and Vatika in their regular life.

SUNSILK Launched in 1954 in UK. Sunsilk

is the largest beauty shampoo brand in the country.

• Currently, Sunsilk products are available in over 50 countries throughout Asia, The Middle East, North Africa and Latin America.

• It contains chemicals like

TYPES OF SUNSILK

• Pink sunsilk This is for thick and strong long

hairs.shampoo wit yoghurt protein.

• BLACK SHINE Black Shine: Enriched with Amla

energizer for black hair that lacks luster. With its new pearlised texture and the goodness of Amla, Sunsilk Black Shine nourishes from deep within to reveal blacker, shiner, silkier hair. 

• YELLOW SUNSILK Turn rough dry hair to soft smooth

hair, infused with egg and almond oil energizer.

Contd.

• ORANGE SUNSILK• repairs and protect damaged hair, infused

with olive oil energizers.

• BLUE SUNSILK

• Anti Dandruff, Enriched with citrus cream and ZPTO energizer that drives out dandruff and restores the natural beauty of hair.

VATIKA

• Vatika products contain natural ingredients.

• Shampoo has henna with shikakai and green almonds – the ingredients which are used traditionally for conditioning 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

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 SILKY HENNA CREAM CONDITIONING SHAMPOO

• cleansing and nourishing hair, , leaving it soft, silky and radiant

ADVERTISEMENT

• Sunsilk used a lot of star as a brand ambassador. It used from Medonna to Shah Rukh Khan as the brand ambassador

• Currently Priyanka Chopra is the Indian brand ambassador for its Life Can’t Wait campaign.

• The Life Can't Wait campaign features the world's most iconic women; Madonna, Shakira, Marilyn

Monroe and priyanka chopra

• Number of commercials over the years have featured personalities like Aditi Govitrikar, Preeti Jhangiani and Shweta Jaishankar

• Riya Sen is the brand ambassador.

• The anti-dandruff effort relied on the ‘Dandruff pe vaar, baalon se pyaar’ theme

•

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 HUL and 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 for the availability in shops.

• Procedure of data collection- • For primary data: questionnaire are prepared.

• secondary source: various web sites and megazines.

DATA ANALYSIS & INTERPRETATION

010

2030

40

5060

70

8090

16-25 25-35 above 35

sunsilk

vatika

other

Diagram- the user the different shampoo in the various region. 0

10

20

30

40

50

60

70

80

consumer

shampoo

hair oil

conditioner

other

consumer of different hair care product

like(75%)

don't like(20%)

can not say(5%)

the effect of advertisement in consumer’s buying decision.

yes(90%)

no(10%)

% showing hair is one of the main feature in the personality.

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 and

suggested to the people who have dandruff problem or any other hair problem and want a

natural solution to your hair.