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

2. FMCG SECTOR
 The Beginning: Sunlight 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.

3.  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.

4. About: HUL
2007 – Name Changed to
HUL
1956 – Merged to form HIL
1933 - Levers Brothers India
Limited
1935 – United Traders
Limited
1931 – Hindustani Vanaspati
Manufatcturing Company
India’s Largest FMCG company in
over 20 categories.
Employee strength – 15000
Indirect Employment – 52000
Owns 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.

5. FOOD BRANDS PERSONAL CARE BRANDS HOME CARE BRANDS

6. HUL PROCTER AND GAMBLE DABUR ITC LOREAL CALVIN CARE OTHERS
46% HUL
24
PROCTE
R AND
GAMBLE
11%
DABUR
6%
ITC
3%LOREAL
MARKET SHARE

7. 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.

8. Shampoo
Types
Herbal
Fruit-
amine
Shikakai
based
Neem
Based
Cosmetic
Hair
Conditioning
Shiny hair
Medical
Anti-lice
Anti -
dandruff
SPECTRUM

9. MARKET SHARE OF SHAMPOO
BRANDS
SUNSILK
HEAD AND
SHOULDERS
PANTENE
DABUR
CLINIC
OTHER
22%
13%
16%
8%
20%
21%

10. Dove
 Self – Esteem
campaign.
 USP –
Promoting
natural
beauty.
Sunsil
k
 First branded
shampoo of HUL
 Positioned as Hair –
Expert.
 USP – Co-
creations.

11. 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

12. 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.

13. STRENGTH WEAKNESS
OPPORTUNITY THREATS
Swot Analysis

14. 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

15. 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.

16. 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

17. 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.

18. INCOME
GROUP
SALON
STYLE
REVITALISI
NG
COLOR
CARE
REPAIR CLEANSIN
G
UPPER
CLASS
•TRESEMM
E
•TRESEMM
E
•DOVE
UPPER
MIDDLE
CLASS
•DOVE •DOVE •CLEAR
•DOVE
•TRESEM
ME
•CLEAR
MIDDLE
CLASS
•DOVE •CLEAR •CLEAR
•CLINIC
PLUS
LOWER
MIDDLE
CLASS
•CLINIC
PLUS
•CLINIC
PLUS

19. 0
1
2
3
4
5
6
7
0 1 2 3 4 5 6 7
PERCEPTUAL MAPPING
Pantene
Nizoral
Cipla
VLCC
ANTI – DANDRUFF EEFECTIVENESS
AVAILABILITY Head &
shoulders
Clinic All
Clear

20.  Clinic plus is the most popular amongst the
masses.
 Tresemme is the most used amongst upper
class.
 Clear 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

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