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
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.
• 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.
• 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
• 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
 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.
 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
Madonna 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, 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
•
Advertising of Both Brands