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
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