Group 6

• Pallavi Singh – 077• Shray Taneja – 089• Shivika Bansal – 089

• Kunal Shukla – 110• Shankar Gupta – 112• Nirav Kansariwala – 120

Agenda

• Overview of FMCG Sector• About Hindustan Unilever• BCG Matrix• Ansoff's Matrix• PLC• Segmentation, Targeting, Positioning and

Differentiation

FMCG Sector : Overview

• The Indian FMCG sector is the fourth largest sector in the economy

• It has a market size of US$13.1 billion and predicted to reach US$ 33.4 billion in 2015

• Established distribution networks, intense competition are characteristics of this sector

• The FMCG sector has registered a growth rate of 14.5 per cent for the year 2008-09

• By 2010 it is expected to grow by more than 50 % in rural and semi-urban India

Major Companies

• Hindustan Unilever• Dabur India• I T C Ltd• Marico• Colgate Palmolive India• Nestle India

Composition Of FMCG SectorHousehold; 4% Baby Care; 2%

OTC; 4%

Hair Care; 8%

Other; 5%

Fabric Care; 12%

Personal Care; 22%

Food Products; 43%

Source: Industry, KRC Research

About Hindustan Unilever

• Heritage dates back to 1888• Was formed in 1933 as

Lever Brothers India Limited• Earlier known as Hindustan Lever Limited • Is a part of the €40 billion Unilever Group• Headquartered in Mumbai• Turnover for 2008-09 is Rs. 20, 239 crores• CSR Initiatives – Project Shakti

About Hindustan Unilever

VisionTo earn the love and respect of India, by making a real difference to every Indian

MissionAdd Vitality to life and meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

75 Year History & Strong Leadership

An Unmatched Brand Portfolio6 Mega Brands – More than $ 200 mn each, 52% FMCG Portfolio

Segmental Revenue

Source: HUL Annual Report 2008

Soaps & De-tergents; 45%

Beverages; 11%

Ice Cream; 1%Other Operations; 3%

Personal Products; 26%

Foods; 4%

BCG Matrix

Sunsilk, Clinic

Fair & Lovely, Ponds

Lifebouy, Lux, Dove

Surf Excel, Wheel

Close up, Pepsodent

Kissan Ketchup,

Kisaan Jam, Knorr Soup

Red Label, Lipton

High LowH

igh

Low

Relative Market ShareM

arke

t Gro

wth

Rat

e

Market Penetration• W

heel Gold

• Lifebuoy small and multi packs

• Lux Strawberry and Peach

• Kissan Ketchup squeeze

• Fair & Lovely sachet

Market Development• R

in Matic

• Lipton

• Kissan Jam squeeze

Ansoff's Matrix

Existing productsN

ew M

arke

tEx

istin

g M

arke

tNew products

2005 2005.5 2006 2006.5 2007 2007.5 2008 2008.5 20090

20000

40000

60000

80000

100000

120000

Clinic Plus Anti Dandruff

Year

Sales(in Rs)

Product Life Cycle

Introducti

on

Grow

th

Decline

Growth

Product Life Cycle

2006 2007 2008 20090

2000400060008000

100001200014000160001800020000

Fair & Lovely Menz Active

Year

Sales(in Rs)

Decline

Grow

th

Product Life Cycle

2006 2007 2008 20090

2000

4000

6000

8000

10000

12000

14000

16000

18000

Fair & Lovely Skin Clarity

Year

Sales(in Rs)

Intro

ducti

on

Grow

th

Decline

Maturity

Lifebuoy• Demographic• Geographic• Behavioral• Psychographic

Segmentation

• Urban• Semi-Urban• Rural

Targeting

• Health and Value Platform• 2002- Repositioned as a family brand• 2004- “Health protection for family and me”

Positioning

• Protection against germs at affordable priceDifferentiati

on

Lux• Demographic• Geographic• Behavioral• Psychographic

Segmentation

• Higher income group• Urban• Semi Urban

Targeting

• “Beauty soap of Film stars"• Repositioned as “Bring out the star in you”Positioning

• Consists of natural oil with extra milk cream Differentiati

on

Fair & Lovely• Demographic• Geographic• Behavioral• Psychographic

Segmentation

• Teenage girls and young women• Middle Class FamiliesTargeting

• "Transformation of Women”Positioning

• Complete fairness solutionDifferentiati

on

Axe• Demographic• Geographic• Behavioral• Psychographic

Segmentation

• Male population aged 16-25Targeting

• The AXE effect• Naughty imagePositioning

• Bold advertising• Wide assortment of fragrances

Differentiation

What is Good for India isGood for HUL