Market Objective

To increase the consumer base and market sales

at least upto 15%.(rationale and calculationsment ioned in the report)

Proposing to enter into new market segment i.e. men alongwith maintaining present

premiumconsume r segments. To create more awareness abou

t the idea of real beauty among women as well as

men throughdebates, online surveys, thus adding to the value attributed to ones own beauty.

Situational Analysis
Hindustan Unilever Limited (HUL)Comp any

HUL is Indias largest FMCG

Company with a span of over 75 years. Having 35 brands spanning 20distinct categories such

as soaps, shampoos, detergents, cosmetics, toothpastes, skin care, deodorants,tea, coffee, ice

cream, packaged foods and water purifiers, the Company is a part of the daily life of millions of consumers across India.

Over 16,000 employees and annual turnover of around Rs.19, 401crores (financial year 2010 - 2011). HUL is a

subsidiary of Unilever and leading supplier of fast movingconsumer goods with powerful local hold in more

than 100 countries all over the world with annual

sales of about 44 billion for

2011. Unilever has about 52%

shareholding with HUL. Particulars Total Numbers

Comments Brands More tha n 35 Well establi

shed brandscate ring to various marketsegments Products More t han 250 Huge u mbrella of produ ctfamily and product

lineDirect retail coverage 600,00 0 Includes both on and off premi se outletsHousehol d reach 80% Eve ry 2 in 3 Indian

uses HULproduc tShelf availabilit y 84% across In dia Very deep ma rket reach of pr oductsYear sales (in millions rupe es)2007

2343.792008 2521.662009 2987.322010 3466.622011(for ecasted) 4309.36

Brand: Dove
started off in the US in 1957; is leading brand of Unilever
Doves

globally. Dove is marketed in 80countries worldwide with a range of products from lotions, body washes, skin

care and moisturisingcrea ms. Dove hair care range was brought to consumers in 1998 in Europe and in 2003 in

North America.HUL launched the Dove hair care range in May, 2007 which included shampoos,

conditioners, andrevitalizing masks. Dove became the fastest growing shampoo brand in the country in a short period

of time of around 13 months. The range claims to deliver the moisture promise of Dove. It has a

specificformulat ion of chemicals which are mild and soft to the skin composition. Dove enjoys a star position fordamage

repair and therapy. Dove has hair care products that repair damage to the hair. The new ZeroD

amage System range includes daily therapy shampoo, dry therapy shampoo and conditioner,break age therapy shampoo,

conditioner, serum and hair

Competitor s
Market Scenario Product

-mask.

Category: Hair Care

The hair care market in India is valued at $200 million with a growth of 3.8% year by

year. The hair caremarket includes1. hair oils.2. shampoos.3.

hair colorants & conditioners.4. hair gels.

Shampoos The shampoo market carries a

value of Rs 4.5 billion with market penetration level of only 13%in India. Shampoos are available in the form of

shampoo bottles of different volumes as well as

Dove

SOAPSHAMPOOHA IR SERUMDEOBODY

WASHCONDITION ER

8ml sachets. Sachet makes up to 40% of the total shampoo sale. The shampoo market in India isdivided into:

Cosmetic Antidandruff More than 50% of the population uses soaps for hair

care. The shampoo penetration is only 30% inmetros. The m ajor players
in the todays shampoo

market are HUL, and Procter & Gamble.

Context

Indian hair care is divided into categories

Hair oil Shampoo/conditi oners, styling products,

herbal remedies and hair-dyes and colors.Sachet sales contribute

approximately 40%,. Hair care and shampoos targets upper middle class, middleclass and upper class rural customers.

Market is expanding to lower class too. Main consumer categoriestarget ed are women. The usage of shampoo in

Indian society has evolved with increasing rate. Todayaverage usage in Indian population comes out to be2-3 times a week.

Use of conditioners is still mostlyin the super premium segment. Indian women require more shampoo as compared to

western womenbecause of thicker texture, longer average. Awareness counts for about 90% in urban

areas giving 80%of total consumption whereas; in rural areas awareness counts for about 80% which is for the

remaining20% of consumption. The growth of different classes in accordance to annual household incomes

areshown below--

Shampoo market share 2010-11

46.2%2.5%3.7%7 .2%6.2%11.5%22 .7%

HULITCL'oreal IndiaOthersDab urCavinKareP & G Total Market Size = 157. 3 million shampoousers

(13% market penetration)HUL Market share = 46.2%

Doves share in HUL shampoo segment = 21.8%

Dove shampoo u sers = 157.3x0.4

62x0.218= 15.8 million users

Customer
Main benefits provided to customers by DOVE shampooi are - shine, health, strength,

anti-dandruff andherbal. The top three most market covering brands Sunsilk, Dove and Clinic are produced by HUL.

Thecompany holds a 46.2% market share in the Indian shampoo industry. HUL earns almost 8% of itsrevenue

from the sale of shampoo products of sunsilk, dove and clinic. Unlike the competition
by P&GS

PANTENE, Dove has been positioned to suit customer preference andthus result in capturing market andbe a

mojor player in this area. Dove defines its market as . No supermodels and actressesare
real women

personal touch by showing actual

used in advertisement campaigns. Dove gives an emotional and

impact of usage
on real women

. Dove has used an exclusive and original segmentation strategy byfocusing on mainly the customers.

Spending patterns are shown as below:

of 24

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