A COMPARATIVE STUDY OF TWOFMCG FIRMS HULAND DABURON THE BASIS OF TWO BRANDSSUNSILK ANDVAT IKA

NAME 1.Rajvinder Kaur 2.Teena Gianani 3.Kinjal Rawat 4.Parvin Shaikh 5.Madhura Surve

ROLL NO. 09 10 27 31 35

Meaning of promotion
Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. (The other three elements are product marketing, pricing, and distribution.) Promotion is generally sub-divided into two parts: Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones) in which the advertiser pays an advertising agency to place the ad Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.

Promotion techniques

Advertising - Presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. (Not Always Paid For) Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone. Sales promotions - Media and non-media marketing communication are employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars. Corporate image - The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. Direct Marketing is often listed as a the fifth part of the marketing mix Exhibitions - are try-outs. You make your product, and let potential buyers try the product, this way, you know directly what people see in your product. The downside, your competitor can see exactly what you are doing.

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 products

FMCG PRODUCT CATEGORY FMCG Products and Categories - Personal Care, Oral Care, Hair Care, Skin Care,
Personal Wash (soaps); -Cosmetics and toiletries, deodorants, perfumes,f e m inine 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

SELECTEDFMCGFIRMS

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 inM umbai,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.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 companyU ni l ever 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 Worlds 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

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 Limitedis the fourth largest Company inIn d ia with interests in Health Care, Personal Care and Food Products. It is most famous for DaburC hyawanprash andH ajm ola

. 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 IPLteam 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

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

. 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.
TGFOR 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 brandsS U N S ILK andV AT IKA and the mentality of the customers as well as consumers towards use of Sunsilk and Vatika in their regular life.

SUNSILK

v
Launched in 1954 in UK. Sunsilk is the largest beauty shampoo brand in the country.

Currently, Sunsilk products are available in over 50 countries throughoutAsia, The Mid d le East, North Africaand Latin America.

It contains chemicals like

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.

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

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

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