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 deterge
nts;
household cleaners, such as dish/utensil cleaners, floor clea
ners, 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
90 80
80
70 70
60
50 sunsilk 60
40 vatika
50 shampoo
30 other
20 40 hair oil
10
conditioner
0 30
16-25 25-35 above 35 other
20
Diagram- the user the different shampoo in the various region. 10
0
consumer

consumer of different hair care product

like(75%)
don't like(20%)
can not say(5%)

yes(90%)

the effect of advertisement in no(10%)

consumer’s buying decision.

% 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.