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HINDUSTAN UNILEVER LTD.

ïHUL is India's largest Fast Moving Consumer Goods Company categorizes in


Home & Personal Care Products and Foods & Beverages.
ïThe company͛s Turnover is Rs. 17,523 crores.
ïHindustan Unilever was recently rated among the top four companies globally
in the list of ͞Global Top Companies for Leaders͟.
ïThe company was ranked number one in the Asia-Pacific region and in India.

O  
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.
!  
Ë Develop new ways of doing business with the aim of doubling
the size of the company while reducing the environmental
impact.
Ë Work to create a better future every day
Inspire people to take small everyday actions that can add up
to a big difference for the world.

à 
ï Food
ï Home care brands
ï Personal care brands
ï Water
ï Nutrition
ï Health hygiene n beauty
ABOUT THE PRODUCT
V Dove is a personal care brand owned by Unilever.
V The Dove trademark and brand name is currently owned by Unilever.
V Dove's logo is a silhouette profile of a dove, the color of which often varies.
V Dove provides an extensive range of cleansing and personal care products

Dove's products include:


Antiperspirants
Deodorants
Body washes
Beauty bars
Lotions
Moisturizers
Hair care
Facial care products.
DEMAND ANALYSIS

ï Relatively Elastic
ï Price Sensitive phenomenon
ï Demand would exhibit too many fluctuations.
£ACTORS IN£LUENCING THE DEMAND

ï PRICE
ï PRICE O£ OTHER GOODS
ï TASTES AND PRE£ERENCES
ï NO. O£ CONSUMERS / POPULATION
ï SEASON
Supply of „ 
ï supply of dove shampoo has seen a number of changes in the
recent years. With increase production from the Hindustan
Unilever according to more demand the price of Dove is more.
Dove shampoo is one of the pioneer shampoo in Indian market
and it has been proved in lab that Dove shampoo is no. 1
shampoo in India. Due to this the number consumer in market
has increased rapidly, which makes increase of supply. This
shampoo is doing prestige market pricing.
ï In economics if demand for certain product is greater, then the
price will be higher. Larger companies benefited from the
economics of the scale; they are able to produce materials in
bulk, have easier to access to efficient transport available in
more markets and can produce large volume of shampoo. This is
a major factor why mass produced shampoo is less expensive.
Contd.

Why are more shampoo coming to market?


A combination of demand of consumer and shifting consumer
had led to an increase in different types of shampoo. The overall
effect in increase in shampoo is in increase in supply and
increase in competition.
Factors of supply
Changes in supply of goods and services and / are
influenced by factors outside the control of individual
producers.
ïEach individual producer sets his own production
level that can affect the market as a whole.
ïThe market itself can change supply by changing
price expectations.
ïThese price expectations can lead to what is called as
speculation. Speculation is the holding of goods with
the expectation that price will increase in the future.
Importance in Making ͞ You͟ £eel Beautiful
Total Respondents
p  
p 

It is the degree of responsiveness of the


percentage change in the quantity
demanded of a commodity in response
to a percentage change in Price.
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ELASTICITY OF SUPPLY
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ELASTICITY OF SUPPLY
PRICE

Relatively inelastic
P2

P1

Q1 Q2 QUTY

!p

DOVE SHAMPOO

S.No. Size (Ml) Retail Price.

1 400 205

2 200 105

3(volume boost) 200 110

4(shine boost) 200 110

5(hair fall defence) 200 110

    



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MARKET SHARE
ï Hindustan unilever leads the pack with a
market share of 47.5%
ï Dove Hair Care is the largest new brand
launch ever in North America for daily hair
care in terms of support and anticipated
growth.
ï It gained seven-and-10 percent share in
shampoos and conditioners in the first five
years.






 
 „ 

 


Factors influencing consumer choice
ï Taste
ï Income
ï Availability of substitutes
ï Price
ï The competitive players for DOVE are :
Fiama Di wills
Pantene
L͛Oreal
Garnier
Demand of dove shampoo increased
due to:
ï Advertisements
ï Promotional activites
ï Test samples
Dove is a classic example of brand
extension - the art of transferring
the values of an existing brand into
a new market.