1 | Page NEED/OBJECTIVES OF THE STUDY To identify the difference between market performance of HUL and P&G. TO compare various parameter like : 1. Marketing mix 2. Financial analysis 3. Market share 4. Products 5. Strengths, Weaknesses, Opportunities & Threats etc. for the two companies. To study the level of customer satisfaction in HUL and P&G. To study customer buying behaviour. To study consumer preferences. To study the consumer trend in tele-communication sector. To study competitive marketing strategies adopted by HUL and P&G.
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NEED/OBJECTIVES OF THE STUDY
To identify the difference between market
performance of HUL and P&G.
TO compare various parameter like :
1. Marketing mix
2. Financial analysis
3. Market share
4. Products
5. Strengths, Weaknesses, Opportunities & Threats
etc. for the two companies.
To study the level of customer satisfaction in HUL and
P&G.
To study customer buying behaviour.
To study consumer preferences.
To study the consumer trend in tele-communication
sector.
To study competitive marketing strategies adopted by
HUL and P&G.
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. INTRODUCTION
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer
Goods Company, touching the lives of two out of three Indians with over 20
distinct categories in Home & Personal Care Products and Foods & Beverages.
The company‟s Turnover is Rs. 17,523 crores (for the financial year 2009 –
2010).
HUL is a subsidiary of Unilever, one of the world‟s leading suppliers of fast
moving consumer goods with strong local roots in more than 100 countries
across the globe with annual sales of about €40.5 billion in 2008. Unilever has
about 52% shareholding in HUL.
Hindustan Unilever was recently rated among the top four companies globally
in the list of “Global Top Companies for Leaders” by a study sponsored by
Hewitt Associates, in partnership with Fortune magazine and the RBL Group.
The company was ranked number one in the Asia-Pacific region and in India.
The mission that inspires HUL's more than 15,000 employees, including over
1,400 managers, is to help people feel good, look good and get more out of life
with brands and services that are good for them and good for others. It is a
mission HUL shares with its parent company, Unilever, which holds about 52 %
of the equity.
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COMPANY PROFILE AND STRUCTURE
Date of Establishment 1933
Revenue 4275.18 ( USD in Millions )
Market Cap 591452.8929621 ( Rs. in Millions )
Corporate Address Hindustan Lever House,165/166 Backbay
Reclamation, Mumbai-400020, Maharashtra
www.hll.com
Management Details Chairperson - Harish Manwani
MD - Nitin Paranjpe
Directors - A Narayan, Ashok K Gupta, C K
Prahalad, D S Parekh, D Sundaram, Dhaval
Buch, Douglas Baillie, Gopal Vittal, Harish
Manwani, Nitin Paranjpe, Pradeep Banerjee, R
A Mashelkar, S Ramadorai
Business Operation Household & Personal Products
Background Hindustan Unilever (HUL) is the largest fast
moving consumer goods (FMCG) company, a
leader in home & personal care products and
foods & beverages. HUL's brands are spread
across 20 distinct consumer categories,
touching lives of every 2 out of 3 Indian.
It has employee strength over 15000 & 1200
managers. It has created widespread network
through its 2000 suppliers & associaties.There
75
Financials Total Income - Rs. 208102.045 Million ( year
ending Mar 2009)
Net Profit - Rs. 25007.057 Million ( year
ending Mar 2009)
Company Secretary Ashok K Gupta
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PRODUCTS
TEA COFFE PROCESSED ICE-CREAM WATER
FOOD
BEVERAGE = 12% PACKAGED FOOD = 6% OTHERS =3%
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FABRIC CLEANING SOAPS HAIRCARE SKIN &TOOTHCARE
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ASIAS
ASIA`S BEST EMPLOYER BRAND AWARD OF 2011
GOLDEN PEACOCK GLOBAL AWARD FOR CORPORATE SOCIAL
RESPONSIBILITY FOR YEAR 2011
GOLDEN PEACOCK ENVIROMENT AWARD FOR 2011 IN FMCG CATEGORY
6 EMVIES IN 2011
6TH MOST INNOVATIVE COMPANY GLOBLLY-FORBES
EQ*AT 89 (WORLD CLASS LEVEL)
VALUE AWARD BY TESCO INDIA
Hul has won many awards globally. HUL is country’s largest
exporter,recognized as a GOLDEN SUPER STAR TRADING HOUSE by the
government of india. Mission that inspires HUL is “ADD VITALITY TO LIFE”.
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Closeup is the original youth brand of India. The first brand targeting youth in
the oral care market. Closeup was the first gel toothpaste to be launched in
India and has led the gel toothpaste segment ever since. In 2004, Closeup was
re-launched with a bang. And this time it was packed with the power of
Vitamin Fluoride System – a powerful mix of Vitamins, Fluoride, Mouthwash
and Micro whiteners, the perfect combination of ingredients for fresher breath
and stronger, whiter teeth. The brand umbrella also includes Closeup Lemon
Mint, gel toothpaste with the whitening benefits of lemon. The latest entry in
the Closeup stable is Closeup Milk Calcium – revolutionary new toothpaste
with the goodness of milk calcium in an industry-first core-in-sheath format,
with white milk calcium nutrient on the inside and a refreshing blue gel on the
outside.
Dove soap was launched in 1957. The skin's natural pH is slightly acidic 5.5-6.
Ordinary soaps tend to be alkaline, with pH higher than 9. Dove is formulated
to be pH neutral (pH between 6.5 and 7.5) and to be mild on skin. This makes it
suitable for all skin types for all seasons. Dove Body Wash is available in select
outlets. Since the 1980s, for example, Unilever has launched a moisturising
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body-wash, deodorants, body lotions, facial cleansers, shampoos and
conditioners, providing a comprehensive range of solutions.
Based on a revolutionary breakthrough in skin lightening technology, Fair &
Lovely was launched in 1978. The Hindustan Lever Research Centre developed
technology, based on research in the science of skin lightening to develop Fair
& Lovely. The formulation is patented. . The brand today offers a range of
Marks cream, Fair & Lovely Oil control Fairness Gel and Fair & Lovely Fairness
Soap. The latest has been the Perfect Radiance, a complete range of 12
premium skincare solutions from Fair & Lovely.
Since 1929, Lux , offers an exciting range of soaps and Body Washes with
unique elements to make bathing time more pleasurable. One can choose
from a range of skincare benefits like firming, fairness and moisturising. Lux
stands for the promise of beauty and glamour as one of India's most trusted
personal care brands .It continues to be a favourite with generations of users
for the experience of a luxurious bath. Lux has offered a range of soaps in
different colours and world class fragrances. Lux is a beauty soap of film stars –
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New Lux Strawberry & Cream and Lux Peach & Cream contain a blend of
succulent fruits & luscious Chantilly cream that melts down into your skin
making it soft and smooth
Pepsodent, launched in 1993, was the first toothpaste with a unique anti-
bacterial agent to meet the consumer need of checking germs even hours after
brushing. Pepsodent packs included a Germ Indicator in February-May 2002,
which allowed consumers to see the efficacy in fighting germs for themselves. .
Pepsodent connects directly with kids and their parents. Pepsodent has always
worked in the direction of an overall awareness of dental health. Pepsodent
also includes a range of toothbrushes.
Business Segments
Soaps and Detergents (46% Revenue, 44% EBIT): This segment includes
Laundry and Personal Wash products like soaps, detergent bars, detergent
powders, detergent liquids etc. Sales of the segment grew sales by 13.9% and
20.3% in CY07 and H1CY08 respectively. Fabric Wash has shown strong growth
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in this year with the market share moving up from 34.6% in Q4CY06 to 38.3%
in Q2CY08 Profitability margins which declined from 25.7% in CY'02 to 13.7 %
in CY'05 due to pricing actions from P&G in the Laundry segment have slightly
recovered to 15.6% (CY'07).
Personal Care Products (26% Revenue, 46.2% EBIT) : This business which
comprises mainly skin care, hair care and oral care is the most profitable
segment for HUL .It is highest contributor to HUL’s EBIT at 47%. This segment
has shown a revenue growth of 20.9% in H1CY08 and the new launches in the
Ponds and Dove range contributed to the profitability of the segment.
Beverages (11% Revenue,10.3% EBIT) : HUL's beverages business is
operated through the Brooke Bond and Lipton brands for packet tea and Bru
brand for coffee. With the aggressive relaunch of Brooke Bond, Taj Mahal and
Taaza, the company has been able to arrest the decline in its market share.
Overall margins have declined to 15% in CY'07 from 20% in CY'04 due to hike in
Coffee bean prices.
Foods (4% Revenue, 0.8% EBIT) :In spite of having one of the best
distribution networks (coverage of 6.3 mn outlets) in the country, the food
business has never constituted a big part of revenues.Thats why this is the
current focus area for the company. Presence in the foods category is mainly
through soup mix, Chinese meal maker, jams, ketchups and salts. HUL is clearly
keeping a low profile in the staples category, which is low margin business.
Ice Cream(1% Revenue, 0.6%EBIT) : This segment includes Ice Creams and
Frozen Desserts.Kwality Wall's, launched in 1995, is the company's master
brand for ice cream. It has launched Moo brand that boosts children’s calcium
levels in the June quarter of CY07.
Exports : Exports include sales of Marine Products, Castor, etc. as well as
sales of soaps and detergents, personal products, beverages and foods etc. by
the Exports Division. Exports are the lowest-margin business for the company.
It has already exited the low-margin shrimps and castor business.
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Others: This section includes Chemicals,Water purifiers, Agri seeds,
Property Development, Water business, etc. It has seen a growth of 41.5% as
Pure It (a water purifier product) increased its reach to more than 600 towns.
Unilever Principles Mission and Vision
Unilever products touch the lives of over 2 billion people every day – whether
that's through feeling great because they've got shiny hair and a brilliant smile,
keeping their homes fresh and clean, or by enjoying a great cup of tea,
satisfying meal or healthy snack.
A clear direction
The four pillars of our vision set out the long term direction for the company –
where we want to go and how we are going to get there:
We work to create a better future every day.
We help people feel good, look good and get more out of life with
brands and services that are good for them.
We will inspire people to take small everyday actions that can add up to
a big difference for the world.
We will develop new ways of doing business that will allow us to double
the size of our company while reducing our environmental impact.
We've always believed in the power of our brands to improve the quality of
people’s lives and in doing the right thing. As our business grows, so do our
responsibilities. Considering the wider impact of our actions is embedded in
our values and is a fundamental part of who we are.
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Principles:
Our corporate purpose states that to succeed requires "the highest standards
of corporate behaviour towards everyone we work with, the communities we
touch, and the environment on which we have an impact."
Always working with integrity:
Conducting our operations with integrity and with respect for the many
people, organisations and environments our business touches has always been
at the heart of our corporate responsibility.
Positive impact :
We aim to make a positive impact in many ways: through our brands, our
commercial operations and relationships, through voluntary contributions, and
through the various other ways in which we engage with society.
Continuous commitment:
We're also committed to continuously improving the way we manage our
environmental impacts and are working towards our longer-term goal of
developing a sustainable business.
Working with others:
We want to work with suppliers who have values similar to our own and work
to the same standards we do. Our Business partner code, aligned to our own
Code of business principles, comprises ten principles covering business
integrity and responsibilities relating to employees, consumers and the
environment.
HUL has consistently been the top advertisement spender over the years with
expenditure of Rs 650 crore in the year 2008. Second largest spending is Rs 240
crore by a telecom company. P&G India and Colgate-Plamolive, other FMCG
players, also feature in the top 10 advertisers list. HUL has increased its
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advertising expenses by 26.56% in CY'07.Also the money spent in Research and
Development which facilitates new product launches and re-launches of
existing products has seen a raise by 38.16% in the same year. Pricing scenario
in current time is in favor of companies but in past due to pricing war with P&G
in Soaps and Detergents, HUL's magins in the segment declined from a high of
25.7% in CY02 to 13.7% in CY05.
COMPETITION
Last Market Cap. Sales Net Profit Total
Price (Rs.cr) turnover assets
HUL 290.40 63,322.88 20,601.56 2,496.45 2,483.46
Dabur 140.00 12,117.00 2,417.91 373.56 877.17
Colgate 669.45 9,104.04 1,770.82 290.22 220.98
Godrej 222.75 5,723.65 1,088.01 161.55 599.80
consumer
P & G 1,074.85 3,489.04 645.02 131.41 346.64
Gillette 920.55 2,999.63 588.84 117.37 425.40
Emami 414.15 2,573.74 651.01 67.36 324.20
Jyothy 114.10 828.01 350.85 40.88 352.51
Labs
The above table shows the competition among the Indian FMCG brands. HUL is the leader of the market with maximum market capitalization and maximum sales turnover. The Net Profit stood at whooping 2500 crore approximately. HUL has Dominated the FMCG market but now faces a lot of competitors like ITC , Procter & Gamble, Godrej Consumer products,etc.
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