Field Project Completed1

FIELD PROJECT
Field Project Report: A Comprehensive Marketing Analysis of Hindustan

Unilever and its Competitors
Introduction
The FMCG sector is a cornerstone of the global economy, driving daily consumer
consumption across diverse categories such as Food & Beverages, Personal &
Household Care, and Healthcare. This project delves into an in-depth marketing
analysis of Hindustan Unilever Limited (HUL)—a titan in the FMCG industry—and
its competitors, examining their strategies and market positioning in these three
critical categories.
HUL, known for its extensive portfolio of brands like Lipton, Dove, Surf Excel, and
Horlicks, is a pioneer in innovation, sustainability, and customer-centric
approaches. Competing with major players like Nestlé, Procter & Gamble (P&G),
and ITC, the company operates in a fiercely competitive landscape, making it a
prime subject for marketing analysis.
This project seeks to analyze 10 distinct products of HUL and one competitor
product for each category using frameworks such as:
 STP Analysis (Segmentation, Targeting, Positioning): Understanding how

brands identify and cater to consumer segments.
 SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats): Evaluating
internal and external factors influencing performance.
 PESTLE Analysis (Political, Economic, Social, Technological, Legal,
Environmental): Assessing macro-environmental influences on business
strategies.
Moreover, the report identifies Unique Selling Points (USPs) or value

propositions, providing insights into pricing, packaging distinctiveness, and
distribution strategies. By comparing HUL’s products with their competitors, this
analysis highlights what differentiates market leaders and enhances consumer
loyalty.
This project not only provides a robust understanding of marketing strategies but
also offers actionable insights for businesses to thrive in the FMCG sector. It sets
the stage for exploring the interplay between innovation, consumer behavior, and
competitive positioning in a dynamic market.
Hindustan Unilever Limited (HUL): A Legacy of Excellence
Hindustan Unilever Limited (HUL) has been a cornerstone of the Indian FMCG
sector for over eight decades. Established in 1933 as Lever Brothers India, it later
merged with Hindustan Vanaspati Manufacturing Company and United Traders
Limited to form Hindustan Lever Limited in 1956. The company adopted its
current name, Hindustan Unilever Limited, in 2007 to align with its global identity
while maintaining its Indian roots.
HUL’s journey is marked by its commitment to improving the quality of life for
millions of consumers through innovative and sustainable products. With a
diverse portfolio spanning Food and Beverages, Personal and Household Care,
and Healthcare, HUL has become synonymous with trust, quality, and reliability.
As one of India's most admired companies, HUL continues to lead the FMCG
market by leveraging its deep consumer insights, robust supply chain, and cutting-
edge research and development capabilities. Its enduring legacy reflects a
dedication to serving India’s diverse population, empowering communities, and
driving sustainable growth.
Below is a detailed table showing 10 products from Hindustan Unilever (HUL)

across three categories—Food and Beverages, Personal and Household Care, and
Healthcare—along with one competitor for each product.
FOOD AND BEVERAGES:
HUL PRODUCT COMPETITOR PRODUCT COMPETITOR BRAND
Knorr Soups Maggi Soups Nestlé
Brooke Bond Red Label Tata Tea Gold Tata Consumer Products
Tea
Kissan Jam Mapro
Mapro Mixed Fruit Jam
Amul Ice Cream Amul
Kwality Wall's Ice Cream
Lipton Green Tea Tetley Green Tea Tata Consumer Products
Kissan Tomato Ketchup Nestlé
Maggi Tomato Ketchup
Annapurna Salt Tata Salt Tata Consumer Products
Hellmann’s Mayonnaise Veeba Mayonnaise Veeba
Bru Coffee Nescafé Classic Nestlé
Kissan Squash Rasna Squash Rasna
Personal Household:

Dove Soap L’Oreal soap L’Oreal India Private Ltd.
Lux Soap Santoor Soap Wipro
Lifebuoy Hand Wash Dettol Hand Wash Reckitt
Vim Dishwash Liquid Pril Dishwash Liquid Jyothy Labs
Closeup Toothpaste Colgate MaxFresh Colgate-Palmolive
Sunsilk Shampoo Pantene Shampoo
Colgate-Palmolive
Vaseline Body Lotion Nivea Body Lotion Beiersdorf
Comfort Fabric Conditioner Ezee Liquid Detergent Godrej Consumer Products
Pureit Water Purifier Eureka Forbes
Aquaguard
Pepsodent Toothpaste Sensodyne Toothpaste GSK Consumer Healthcare
Healthcare:

Ayush Anti-Dandruff Dabur Vatika Anti-Dandruff Dabur
Shampoo Shampoo
Ayush Turmeric Face Cream Vicco Turmeric Skin Cream Vicco
Citra Pearl Face Cream Himalaya Fairness Cream Himalaya
Vaseline Lip Therapy Nivea Lip Balm Beiersdorf
Horlicks Complan Britannia
Domex Disinfectant Cleaner Lizol Floor Cleaner Reckitt
Lifebuoy Sanitizer Dettol Sanitizer Reckitt
Ayush Pain Relief Oil Emami
Zandu Balm
Bajaj Consumer Care
Indulekha Hair Oil Bajaj Almond Drops Hair Oil
Pears Body Wash Fiama Body Wash ITC
Food and Beverage Products:
1. KNORR SOUPS VS MAGGI SOUPS:
Knorr Soups (HUL)
 Company: Hindustan Unilever Limited (HUL)

o History:
Knorr was initially founded in Germany in 1838 by Carl Heinrich
Knorr. It became part of Unilever in 2000. HUL, the Indian arm of
Unilever, introduced Knorr products to the Indian market in the
1990s. Since then, it has become one of the most prominent brands
in the soup category, offering a range of instant soups, seasonings,
sauces, and meal kits.
 Product Usage:
Knorr soups are positioned as premium, wholesome products designed for
health-conscious consumers. They are marketed as easy-to-prepare meals
or snacks, with a focus on natural ingredients and a variety of flavors. Knorr
emphasizes a "gourmet" experience, offering rich, flavorful soups that
appeal to adults and families looking for a nutritious, quick meal.
Maggi Soups (Nestlé)
 Company: Nestlé
o History:
The Maggi brand was introduced in 1884 by the Maggi Company,
founded by Julius Maggi in Switzerland. Nestlé acquired the brand in
1947. In India, Maggi became synonymous with instant noodles after
its introduction in the 1980s, and the brand expanded to include
soups in the 1990s. Today, Maggi soups are a major product category
under Nestlé's umbrella, and the brand has become a staple in
households, especially for quick, affordable meals.
 Product Usage:
Maggi soups are known for their simplicity, quick preparation, and
affordable pricing. Aimed at providing a fast comfort food solution, the
soups are marketed to a wide audience, including young adults, students,
and busy professionals. Maggi emphasizes taste and convenience over
premium ingredients, though some variants like "Maggi Rich Tomato" focus
on offering a richer taste.
STP Analysis for Knorr Soups and Maggi Soups
Knorr Soups (HUL)
 Segmentation:
o Demographic: Primarily targets middle to upper-middle-class
families, health-conscious individuals, and professionals.
o Psychographic: Consumers who are concerned about health,
nutrition, and natural ingredients.
o Geographic: Primarily urban and suburban markets in India, and
increasingly in tier-2 and tier-3 cities. Expanding globally with a
premium position in various markets.
 Targeting:
o Targeted at affluent, health-conscious consumers who are willing to
pay a premium for higher-quality, natural ingredients and gourmet
flavor profiles.
o Also targets those looking for convenient meal solutions that are
nutritious.
 Positioning:
o Positioned as a premium, health-focused soup brand, Knorr offers a
high-quality alternative to other instant soups, emphasizing natural,
real ingredients and a variety of health-conscious options like
organic, low-sodium, and gluten-free soups.
 Segmentation:
o Demographic: Targets young adults, college students, working
professionals, and families with children.
o Psychographic: Focuses on consumers who prioritize affordability,
quick preparation, and comfort.
o Geographic: Strong presence in both urban and rural markets in
India, and available in numerous international markets.
 Targeting:
o Primarily targets value-conscious consumers who want affordable
and fast meal solutions. The brand also appeals to students and
young adults due to its low price and quick preparation.
 Positioning:
o Positioned as an affordable, convenient, and tasty snack or meal
solution for consumers who need a fast and comforting meal at
home or on the go.
SWOT Analysis
Knorr Soups (HUL)
 Strengths:
o Premium product with a focus on health-conscious ingredients.
o Strong brand equity under Unilever, a trusted name in household
products.
o Wide range of flavors that appeal to gourmet tastes.
o Sustainability: Knorr uses natural, organic ingredients, and focuses
on sustainable sourcing.
 Weaknesses:
o Higher price point compared to competitors, which could limit the
mass-market appeal.
o Complex preparation compared to Maggi's instant soups.
o Less widespread distribution in rural areas.
 Opportunities:
o Growing trend towards health-conscious eating and natural foods.
o Expansion in emerging markets as disposable income increases.
o Innovation in eco-friendly packaging.
o Launching more organic and plant-based options.
 Threats:
o Competition from more affordable, convenient instant soups like
Maggi.
o The growing consumer trend toward avoiding highly processed
foods.
o Economic downturns could make consumers switch to cheaper
options.
 Strengths:
o Strong brand presence and customer loyalty globally.
o Extremely affordable with mass-market appeal.
o Quick and easy preparation.
o Wide distribution network across urban and rural areas.
 Weaknesses:
o High sodium and preservatives could deter health-conscious
consumers.
o Perception of being less healthy compared to premium brands like
Knorr.
o Limited innovation in terms of healthier variants.
 Opportunities:
o Expanding into healthier options with reduced sodium, fat, and
preservatives.
o Capturing growth in emerging markets with affordable, fast meal
solutions.
o Innovating with new flavors and variants to stay relevant.
 Threats:
o Growing health concerns about processed food, particularly instant
soups.
o Intense competition from both premium and budget soup brands.
o The rising trend of sustainable and organic eating.
PESTLE Analysis
Knorr Soups (HUL)
 Political:
o Subject to food safety regulations in various countries.
o Impact of government food standards and labeling laws.
 Economic:
o Premium pricing may be impacted by economic downturns; however,
the rising middle class in emerging markets provides growth
opportunities.
o The growing demand for healthy foods is a positive economic
opportunity.
 Social:
o Increasing demand for healthier food options aligns with Knorr's
positioning.
o The preference for natural ingredients is growing among middle-to-
high-income consumers.
 Technological:
o Innovations in food preservation, packaging (e.g., eco-friendly
materials), and online shopping enhance Knorr's marketability.
 Legal:
o Must comply with health claims, organic certifications, and safety
standards globally.
 Environmental:
o Increased consumer pressure for sustainable sourcing and
packaging. Knorr's commitment to sustainability can help strengthen
its appeal.
 Political:
o Government regulations on food safety and labeling, especially
regarding sodium and MSG in soups.
 Economic:
o The economic slowdown can affect pricing strategies, though Maggi’s
affordability will continue to attract price-sensitive consumers.
 Social:
o Maggi’s focus on comfort food suits changing lifestyle preferences for
fast, familiar meals.
 Technological:
o Use of technology for improving manufacturing efficiency and
creating new flavors. Online sales platforms are also key to Maggi’s
distribution.
 Legal:
o Compliance with food safety standards and advertising regulations,
particularly related to sodium content and health claims.
 Environmental:
o Pressure to reduce plastic usage and adopt sustainable packaging
solutions.
Unique Selling Points (USPs) and Value Propositions
Knorr Soups (HUL)
 USPs:
o Premium quality with natural ingredients and fewer preservatives.
o Health-conscious options: organic, gluten-free, low-sodium, and
high-protein variants.
o Gourmet experience: Rich, complex flavors for a more sophisticated
meal.
o Sustainability in sourcing and packaging.
 Value Proposition:
Knorr provides a gourmet, healthy, and nutritious soup experience,
appealing to consumers who prioritize premium ingredients and
wholesome meals.
 USPs:
o Affordable and accessible: Targeted at budget-conscious consumers.
o Quick and easy preparation: Just add hot water.
o Wide flavor range and strong customer loyalty.
o Strong distribution network, ensuring availability in nearly every
market.
Maggi delivers convenient, affordable, and tasty meals for busy
consumers, offering comfort food that’s ready in minutes.
Price Comparison
 Knorr Soups (HUL):

o Price Range: ₹50–₹150 per serving (depending on flavor and pack
size).
o Positioning: Premium pricing reflects the focus on high-quality,
natural ingredients and gourmet offerings.
 Maggi Soups (Nestlé):
o Price Range: ₹10–₹40 per serving (depending on flavor and pack
size).
o Positioning: Affordable and accessible to a wide range of consumers.
Product Packaging's Distinctness

 Knorr Soups:
o Packaging: Sleek, eco-friendly packaging with vibrant, premium
designs. Often comes in cardboard boxes or pouches that highlight
the brand's commitment to natural ingredients and sustainability.
 Maggi Soups:
o Packaging: Bold, colorful packaging, typically using the iconic yellow
and red color scheme. Plastic pouches or small sachets for easy
opening and quick preparation.
Distribution Comparison
 Knorr Soups (HUL):

o Available in premium supermarkets, health food stores, and online
platforms. Limited distribution in rural areas.
o Focus on urban centers with high-income populations and a growing
health-conscious consumer base.
 Maggi Soups (Nestlé):
o Widespread distribution: Available in supermarkets, grocery stores,
small retail outlets, and online marketplaces.
o Strong presence in urban and rural areas, ensuring availability even
in remote locations.
Conclusion
 Knorr Soups cater to health-conscious, premium buyers who are willing to

pay more for natural ingredients, gourmet flavors, and sustainability.
 Maggi Soups, on the other hand, are affordable, quick, and convenient,
appealing to a wide demographic looking for comfort food that’s easy to
preparation.
2. BROOKE BOND RED LABEL TEA VS TATA TEA GOLD :
Brooke Bond Red Label Tea
 Company: Unilever (HUL)

o History:
Brooke Bond, an iconic tea brand, was founded in 1869 in the UK. It
was acquired by Unilever in the 1980s. The Red Label Tea is one of
the most popular products under the brand, known for its strong,
flavorful tea and the promise of bringing families together over a cup
of tea.
 Product Usage:
Brooke Bond Red Label is primarily a masala tea variant, known for its
blend of high-quality tea leaves and natural spices. It is marketed as a
strong, aromatic tea that is perfect for family gatherings and can be
consumed at any time of the day, offering a refreshing and energizing
experience.
Tata Tea Gold
 Company: Tata Consumer Products

o History:
Tata Tea (now Tata Consumer Products) is one of the largest tea
producers in India. Established in 1962, Tata Tea Gold is marketed as
a premium tea offering. The product is a blend of fine Assam tea and
has a distinctive aroma. It is positioned as a premium product,
delivering a rich, refreshing tea experience.
 Product Usage:
Tata Tea Gold is marketed as a premium tea for discerning consumers,
emphasizing its strong flavor, smoothness, and rich aroma. The product is
geared toward middle- and upper-income households who seek a superior
tea-drinking experience, and it’s often associated with moments of luxury
and refinement.
STP (Segmentation, Targeting, Positioning) Analysis
 Segmentation:
o Demographic:
 Age: Broad target range, from young adults to older adults.
 Income: Middle-income families and mass-market consumers.
 Location: Predominantly urban and semi-urban markets, but
also available in rural areas.
o Psychographic:
 Tea drinkers who enjoy a strong, traditional cup of tea.
 Consumers who value family bonding over tea.
o Behavioral:
 Frequent tea drinkers looking for a strong, full-bodied tea to
enjoy throughout the day.
 Targeting:
Brooke Bond Red Label targets mass-market consumers and families who
enjoy traditional, strong tea. It appeals to middle-income groups seeking
affordable yet flavorful tea that enhances family moments.
 Positioning:
Brooke Bond Red Label is positioned as a strong, refreshing tea that brings
families together, offering a taste of togetherness and tradition. It is
marketed as a value-for-money product that delivers a rich, bold flavor at
an affordable price.
Tata Tea Gold
 Segmentation:
o Demographic:
 Age: Primarily adult consumers (30–50 years), professionals,
and middle to upper-middle-class households.
 Income: Upper-middle-class and affluent consumers who are
willing to spend more for a premium tea experience.
 Location: Primarily urban and semi-urban areas, catering to a
more discerning consumer base.
o Psychographic:
 Consumers looking for a premium tea experience and a tea
that symbolizes luxury.
 Tea drinkers who prefer a smoother, richer taste.
o Behavioral:
 Consumers who value quality over quantity and are willing to
pay a premium for a superior tea experience.
 Targeting:
Tata Tea Gold targets affluent, premium tea drinkers. It is aimed at
individuals who are looking for a luxurious tea experience and are willing
to pay more for smoothness, aroma, and a refined flavor.
 Positioning:
Tata Tea Gold is positioned as a premium, smooth, and aromatic tea that
offers a refined tea experience. It caters to a more sophisticated audience
seeking a superior cup of tea. Tata Tea Gold focuses on delivering rich
flavor and luxury, making it ideal for those looking for a better, smoother
tea experience.
SWOT Analysis
 Strengths:
o Strong brand recognition: One of the oldest and most trusted tea
brands in India.
o Mass-market appeal: Strong presence in both urban and rural
markets.
o Affordable pricing: Appeals to middle-income households looking for
good value.
o Family-oriented branding: Reinforces themes of togetherness and
tradition.
 Weaknesses:
o Perceived as a basic tea: Less appeal to premium tea drinkers.
o Over-reliance on traditional flavor: Limited innovation compared to
premium competitors.
 Opportunities:
o Expansion into premium tea blends and flavored teas.
o Increasing demand for health-conscious beverages like herbal tea.
o Rural expansion in emerging markets as tea consumption grows.
 Threats:
o Competition from premium tea brands like Tata Tea Gold and other
niche brands.
o Increasing awareness of health and wellness leading to a shift
towards herbal or organic teas.
Tata Tea Gold
 Strengths:
o Strong brand image: Tata Tea is a premium, trusted brand in the tea
market.
o Premium product positioning: Known for its rich flavor, smoothness,
and aroma.
o Wide consumer base: Strong presence among middle and upper-
middle-class consumers.
 Weaknesses:
o Higher price point: May be out of reach for price-sensitive
consumers.
o Limited appeal in rural areas: Primarily targeted at urban and semi-
urban areas.
 Opportunities:
o Expanding into premium health-conscious segments like green tea
and organic tea.
o Growing tea consumption in urban markets.
o Innovating with flavored tea blends or functional teas (e.g., detox
teas, herbal blends).
 Threats:
o Competition from budget tea brands like Brooke Bond Red Label.
o Health trends shifting consumers away from traditional black teas
toward green or herbal teas.
PESTLE Analysis
 Political:
o Subject to government regulations related to food safety, tea
quality, and packaging.
 Economic:
o Affordable pricing makes it accessible even during economic
downturns.
o Price sensitivity affects demand in rural and semi-urban areas.
 Social:
o Tea is deeply ingrained in Indian culture, and Brooke Bond capitalizes
on its family-oriented marketing to build a strong connection with
consumers.
 Technological:
o Investment in advanced packaging technology to preserve tea’s
freshness.
 Legal:
o Compliance with food labeling regulations and safety standards for
tea packaging.
 Environmental:
o Increasing focus on sustainable farming and eco-friendly packaging.
Tata Tea Gold
 Political:
o Governed by food safety and quality regulations across India and
globally.
 Economic:
o Positioned as a premium product, Tata Tea Gold is not as price-
sensitive as mass-market products.
 Social:
o Rising trend of premiumization in India, where consumers are willing
to pay for better-quality products.
 Technological:
o Innovation in blending and flavor enhancement to maintain product
differentiation.
 Legal:
o Adherence to food quality standards and advertising regulations.
 Environmental:
o Increased focus on sustainable sourcing of tea leaves and
environmentally friendly packaging.
Unique Selling Points (USPs) & Value Propositions
 USPs:
o Strong, traditional taste: A bold tea that delivers a rich flavor.
o Affordable pricing: High quality at a lower price point, accessible to a
large market.
o Family-oriented: Associated with togetherness and family moments.
Brooke Bond Red Label promises an affordable, strong tea with a rich
flavor that brings families together. It delivers great taste at value for
money and is an everyday tea for millions of consumers.
Tata Tea Gold
 USPs:
o Premium quality: Known for its smoothness, strength, and rich
aroma.
o Refined experience: Positioned as a tea for those who seek luxury
and a superior tea-drinking experience.
o Trusted brand: Tata is a name associated with quality and reliability.
Tata Tea Gold offers a smooth, aromatic, and refined tea experience,
catering to those who are willing to pay a premium for a superior product.
It delivers a premium tea experience that’s perfect for moments of luxury.
Price Comparison
 Brooke Bond Red Label Tea:

o Price Range: ₹150–₹250 for a 250g pack (price varies depending on
location and packaging).
o Positioning: Affordable, mass-market tea with a strong flavor profile.
 Tata Tea Gold:
o Price Range: ₹250–₹450 for a 250g pack.
o Positioning: Premium tea with a smoother, refined taste.

o Packaging: Available in red and yellow colored packs, typically in
plastic or paper boxes. The vibrant red color reflects strength and
boldness.
 Tata Tea Gold:
o Packaging: Premium packaging, typically in golden-colored packs or
plastic pouches with a stylish design to signify luxury and
refinement.

o Distributed widely through supermarkets, local kiranas, and online
platforms. It has a strong presence in both urban and rural markets.
 Tata Tea Gold:
o Available through supermarkets, premium stores, and e-commerce
platforms. Tata Tea Gold is positioned more towards urban and
premium markets, with strong distribution in larger cities and towns.
Conclusion
 Brooke Bond Red Label Tea appeals to a broad market, emphasizing

affordable quality and a strong, family-oriented tea experience.
 Tata Tea Gold caters to affluent consumers seeking a premium, refined tea
experience. Its smoothness and luxurious appeal make it stand out as a
superior offering.
3.KISSAN JAM VS MAPRO MIXED FRUIT
Kissan Jam

o History:
Kissan is one of the oldest and most well-established food brands in
India. It was introduced in the 1930s and later acquired by HUL
(Unilever) in the 1990s. Kissan is synonymous with fruit jams,
ketchups, and sauces in the Indian market.
Kissan Jam is available in a variety of fruit flavors, with Mixed Fruit
Jam being one of the most popular offerings.
 Product Usage:
Kissan Jam is a breakfast staple in many Indian homes, used primarily as a
spread for bread, toast, parathas, and sandwiches. It is also used in
desserts, cakes, and other food preparations. The brand is focused on
delivering a natural and wholesome fruit experience, claiming to be made
with real fruit.
 Company: Mapro Foods

o History:
Mapro is a well-known brand in India, primarily associated with fruit-
based products like syrups, jams, and fruit fillings. Founded in 1959 in
the state of Maharashtra, Mapro focuses on premium fruit products
made from natural ingredients.
Mapro Mixed Fruit Jam is one of their flagship products and is
marketed as a high-quality, premium jam made from a blend of
natural fruits.
 Product Usage:
Mapro Mixed Fruit Jam is also used as a spread for breakfast items like
bread, parathas, and sandwiches. It’s positioned as a premium alternative
to other jams and is also used in desserts, cakes, and baking due to its rich
taste and high fruit content.
Kissan Jam
 Segmentation:
o Demographic:
 Age: Primarily families with children, young adults, and middle-
aged adults.
 Income: Primarily middle-income groups but also appeals to
lower-income households due to affordability.
 Location: Strong presence in urban, semi-urban, and rural
areas across India.
o Psychographic:
 Families seeking affordable, tasty, and easy-to-use breakfast
spreads.
 Consumers who prioritize convenience and taste.
 Targeting:
Kissan targets middle-class families and budget-conscious consumers who
need an affordable yet delicious jam for their daily breakfast routine.
 Positioning:
Kissan Jam is positioned as a value-for-money, family-friendly product with
a rich fruit taste that brings joy to family meals. It highlights its heritage,
reliability, and the use of real fruit in its jams.
 Segmentation:
o Demographic:
 Age: Adults and older children, primarily families, and higher-
income groups.
 Income: Targeting middle to upper-middle-class and premium
consumers.
 Location: Primarily urban centers, especially in premium
supermarkets and specialty stores.
o Psychographic:
 Consumers who value premium quality, natural ingredients,
and health-conscious products.
 Premium consumers who seek quality over quantity.
 Targeting:
Mapro targets premium consumers who are looking for a more natural,
gourmet jam experience. It appeals to those who prioritize quality and are
willing to pay a premium for authentic fruit content and rich flavor.
 Positioning:
Mapro Mixed Fruit Jam is positioned as a premium, all-natural jam made
with high fruit content and authentic flavor. It caters to consumers who
are willing to invest in a more premium, healthier option for their daily
consumption.
SWOT Analysis
Kissan Jam
 Strengths:
o Brand heritage: A well-established brand in India with a long history.
o Affordable pricing: Attracts a large consumer base, especially
middle-income families.
o Wide product range: Offers various fruit flavors and other food
products.
o Strong distribution network: Available in almost all parts of India,
from urban to rural areas.
 Weaknesses:
o Perceived as a basic or entry-level brand, with less emphasis on
premium positioning.
o May be seen as less healthy compared to more natural or organic
alternatives due to the presence of preservatives and added sugar.
 Opportunities:
o Expanding into premium segments with healthier options like sugar-
free or organic jams.
o Growing trend of health-conscious eating offers an opportunity for
reformulating jams with fewer additives.
o Expanding the brand’s reach in tier-2 and tier-3 cities.
 Threats:
o Premium competitors like Mapro and health-conscious brands
offering natural, organic jams.
o The rise of DIY (do-it-yourself) jam-making with fresh, natural
ingredients could reduce demand for mass-market jams.
o Price competition from private label and local brands.
 Strengths:
o Premium positioning: Known for high-quality, natural ingredients.
o High fruit content: Marketed as a healthier and more flavorful
alternative to mass-market jams.
o Brand reputation: Trusted brand with a focus on high-quality, natural
food products.
 Weaknesses:
o Higher price: May limit its appeal to mass-market consumers and
lower-income groups.
o Limited availability in rural areas or smaller retail stores.
o Niche audience: More focused on premium consumers, which limits
its market size.
 Opportunities:
o Expanding product offerings into organic and low-sugar jams to cater
to the health-conscious segment.
o E-commerce growth provides an opportunity to reach a wider
audience beyond traditional retail.
o The increasing popularity of natural, wholesome foods presents an
opportunity for Mapro to expand its market share.
 Threats:
o Price-sensitive consumers may prefer mass-market jams like Kissan.
o Rising health awareness and growing competition from health-
oriented brands.
o The dominance of budget competitors with large distribution
networks.
PESTLE Analysis
Kissan Jam
 Political:
o Compliance with food safety regulations in India and internationally.
 Economic:
o Positioned as an affordable product that appeals to the mass market.
Economic downturns may lead to increased price sensitivity, which
could benefit Kissan.
 Social:
o Strong social association with family traditions, breakfast rituals, and
shared meals.
 Technological:
o Advances in food preservation technology help maintain the jam's
shelf life and freshness.
 Legal:
o Compliance with food safety standards and labeling regulations.
 Environmental:
o Growing concerns about sustainable sourcing and packaging. Kissan
could innovate in eco-friendly packaging to align with consumer
trends.
 Political:
o Subject to food safety laws and regulations for premium products.
 Economic:
o Targeting premium consumers means Mapro is less price-sensitive,
but its cost may be impacted by fluctuations in raw material prices
(e.g., fruit).
 Social:
o Increasing social awareness of natural food products, health-
conscious eating, and a growing demand for organic foods.
 Technological:
o Innovations in natural preservation techniques and organic farming
methods can help maintain high-quality ingredients.
 Legal:
o Must adhere to the regulations governing premium food products
and organic certification if applicable.
 Environmental:
o Consumer pressure for sustainable sourcing and eco-friendly
packaging, which may push Mapro to innovate in its production and
packaging processes.
Kissan Jam
 USPs:
o Affordable and accessible to a wide range of consumers.
o Offers a traditional, family-friendly experience with a strong, familiar
flavor.
o Available in a wide variety of fruit flavors.
Kissan offers a great-tasting, value-for-money jam that enhances family
moments. It is a reliable, affordable product for everyday consumption,
delivering a classic fruit spread experience.
 USPs:
o High fruit content and natural ingredients, making it a healthier
alternative.
o Premium quality with a rich, authentic taste.
o Targeted at consumers who prioritize natural, gourmet food options.
Mapro Mixed Fruit Jam provides a premium, natural fruit experience. It
caters to consumers seeking high-quality, authentic, and healthier jams
made from real fruit.
Price Comparison
 Kissan Jam:
o Price Range: ₹75–₹150 for a 500g jar, depending on the variant and
region.
o Positioned as a value-for-money product for families and mass-
market consumers.
 Mapro Mixed Fruit Jam:
o Price Range: ₹150–₹300 for a 250g jar, depending on the store and
region.
o Positioned as a premium product, catering to those who are willing
to pay for higher fruit content and natural ingredients.
 Kissan Jam:
o Packaging: Typically in plastic jars or glass jars with a distinctive red-
and-yellow design. The packaging is simple and widely recognized.
o Packaging: Comes in premium glass jars with a vibrant red label and
modern, artistic design. The packaging conveys a gourmet, high-
quality image.
 Kissan Jam:
o Widely available through supermarkets, local kiranas, and e-
commerce platforms. Kissan has a strong distribution network and is
available across urban, semi-urban, and rural areas.
o Primarily available in premium supermarkets, gourmet stores, and e-
commerce platforms. Mapro has a stronger presence in urban
centers and premium retail outlets.
Conclusion
 Kissan Jam caters to a mass-market audience, focusing on affordability and

reliability. It appeals to families seeking a familiar, everyday product.
 Mapro Mixed Fruit Jam, on the other hand, targets premium consumers
who are willing to pay more for a high-quality, natural product. It is
positioned as a gourmet choice for those who prefer premium jams made
from high fruit content and natural ingredients.
4.KAWALITY WALLS ICE CREAM VS AMUL ICE CREAM:
Kawality Walls Ice Cream

Company: Unilever (HUL)
 History:
Kawality Walls is a legacy ice cream brand, a part of Hindustan Unilever
Limited (HUL). It was initially launched as Walls in 1990 and later
rebranded as Kawality Walls to retain some local identity. The brand is
known for its rich, creamy ice creams and variety of flavors, from classic to
more contemporary offerings like premium variants and novelties.
 Product Usage:
Kawality Walls is positioned as a premium yet affordable ice cream brand,
targeting a wide audience. It offers a wide range of products from
traditional ice creams to more contemporary options like popsicles, cones,
and sundaes. It is marketed as a family-friendly product, perfect for
celebrations, casual indulgences, and everyday treats.
Amul Ice Cream
 Company: Gujarat Co-operative Milk Marketing Federation (GCMMF)

o History:
Amul is one of India's most trusted dairy brands, and Amul Ice Cream
was introduced in the 1990s as a part of the GCMMF portfolio. The
brand leverages Amul’s strong identity as a quality dairy brand.
Known for its affordable yet high-quality ice cream, Amul Ice Cream
has grown to become a household name, catering to both urban and
rural markets.
 Product Usage:
Amul Ice Cream focuses on delivering a value-for-money product, making it
accessible to a large section of the population. It offers a wide variety of
flavors, from traditional favorites like vanilla, chocolate, and mango to
seasonal offerings. Amul is positioned as a brand that offers good quality
and taste at an affordable price.
 Segmentation:
o Demographic:
 Age: All age groups, especially families with children, young
adults, and urban consumers.
 Income: Middle to upper-middle-class consumers with a focus
on urban and semi-urban markets.
 Location: Primarily urban markets but available in select semi-
urban and rural markets.
o Psychographic:
 Consumers seeking premium quality, indulgence, and a
premium treat. Also targets health-conscious consumers with
sugar-free or low-calorie options.
o Behavioral:
 Ice cream as a treat or indulgence during special occasions or
family gatherings.
 Loyal customers who prefer brand experience and flavor
innovation.
 Targeting:
Kawality Walls targets middle to upper-middle-class families and youth
who desire a premium, indulgent ice cream experience. It appeals to
health-conscious consumers with options like low-calorie and sugar-free
variants.
 Positioning:
Kawality Walls is positioned as a premium yet affordable ice cream brand
that offers a wide variety of flavors, from classic to innovative, and
indulgent products. It is marketed as a brand that helps create happy
moments with its range of family-friendly products.
Amul Ice Cream
 Segmentation:
o Demographic:
 Age: Broad age group, with a particular appeal to children and
families.
 Income: Primarily targeting middle-income groups, but also
has products for premium segments.
 Location: Strong presence in both urban and rural markets
across India.
o Psychographic:
 Consumers who seek value for money but don’t want to
compromise on taste and quality.
 Amul targets families, budget-conscious individuals, and mass-
market consumers.
o Behavioral:
 Consumers who buy ice cream for everyday enjoyment or
affordable indulgence.
 Targeting:
Amul Ice Cream targets price-sensitive consumers, including families and
individuals across urban and rural markets. Its primary appeal is to the
middle-income segment that values affordable but good-quality ice cream.
 Positioning:
Amul Ice Cream is positioned as a value-for-money ice cream brand that
offers great quality and taste at affordable prices. It is marketed as a brand
that delivers consistent quality with a wide range of traditional and classic
flavors.
SWOT Analysis
 Strengths:
o Strong brand equity under Unilever, associated with quality and
trust.
o Wide variety of innovative products (premium, sugar-free,
novelties).
o Premium quality that appeals to middle and upper-middle-class
consumers.
o Strong distribution network in urban and semi-urban areas.
 Weaknesses:
o Higher price point compared to competitors like Amul, limiting mass-
market appeal.
o Limited presence in rural markets compared to brands like Amul.
o Premium positioning may alienate budget-conscious consumers.
 Opportunities:
o Expanding the product line into more health-conscious variants (e.g.,
vegan, organic).
o Growing demand for premium ice cream in urban areas and middle-
class families.
o Increased online presence and direct-to-consumer channels (e.g.,
home delivery via apps).
 Threats:
o Price-sensitive consumers may shift to more affordable options like
Amul.
o Intense competition from both premium (like Magnum) and budget
brands (like Amul and Mother Dairy).
o Health-conscious trends may affect sales of high-sugar ice creams.
Amul Ice Cream
 Strengths:
o Affordable pricing and good value for money.
o Widespread availability in both urban and rural markets, with strong
brand recognition.
o A variety of flavors that appeal to both traditional and adventurous
consumers.
o Strong dairy heritage and trust associated with the Amul brand.
 Weaknesses:
o Perceived as less premium compared to higher-end brands like
Kawality Walls or Magnum.
o Limited focus on health-conscious or low-calorie options.
o Basic packaging compared to more sophisticated competitors.
 Opportunities:
o Expanding into premium ice cream categories or health-focused
options (e.g., vegan, organic).
o Increasing focus on innovative flavors to attract younger, urban
consumers.
o Leveraging e-commerce platforms for direct-to-consumer sales.
 Threats:
o Premium ice cream brands (Kawality Walls, Magnum) that could eat
into Amul's market share.
o Increasing health concerns about sugary desserts.
o Rural competitors that may offer more budget-friendly options.
PESTLE Analysis
 Political:
o Must comply with food safety and import regulations for ingredients
(especially if sourcing internationally).
 Economic:
o As a premium product, economic downturns or price sensitivity can
affect demand.
o Growth of the middle class presents an opportunity to expand sales.
 Social:
o Increasing preference for premium indulgence and innovative
flavors.
o Rising trend of health consciousness, influencing the demand for
lower-calorie and sugar-free ice creams.
 Technological:
o Advances in food preservation technology ensure a longer shelf life.
o Innovation in production methods for healthier variants (e.g., low-
fat, sugar-free).
 Legal:
o Strict adherence to food quality standards, labeling, and
advertisement regulations.
 Environmental:
o Growing demand for sustainable packaging and eco-friendly
production processes.
Amul Ice Cream
 Political:
o Governed by food safety and dairy regulations in India.
 Economic:
o As an affordable product, Amul Ice Cream benefits during periods of
economic uncertainty or when consumers shift toward budget-
friendly choices.
 Social:
o Strong association with Indian culture, trust, and the dairy heritage
of Amul.
o Health-conscious trends could affect the demand for traditional dairy
ice creams.
 Technological:
o Focus on improving production processes and maintaining
consistent quality.
 Legal:
o Compliance with food safety laws and dairy industry regulations.
 Environmental:
o Increasing pressure to adopt sustainable practices and eco-friendly
packaging.
 USPs:
o Premium ice cream made with rich ingredients and innovative
flavors.
o Variety of offerings like sugar-free, low-fat, and novelties.
o Backed by the trust and quality of Unilever.
o Targets a more upscale, indulgent market.
Kawality Walls provides a premium ice cream experience, offering a wide
range of innovative flavors and high-quality ingredients for those who
seek indulgence in their frozen treats.
Amul Ice Cream
 USPs:
o Affordable yet high-quality ice cream made from fresh dairy.
o Strong brand heritage tied to Amul’s trust and reliability.
o Offers traditional flavors that appeal to families and mass-market
consumers.
Amul Ice Cream offers great taste and value for money, delivering quality
and freshness in every bite, making it an affordable choice for consumers
who want a delicious treat.
Price Comparison
 Kawality Walls Ice Cream:

o Price Range: ₹40–₹300 for various product sizes (cones, tubs, bars,
etc.).
o Positioned as a premium yet affordable product.
 Amul Ice Cream:
o Price Range: ₹20–₹100 for various product sizes (pints, cones, bars).
o Positioned as value-for-money with a focus on affordability.

o Packaging is typically sophisticated, with modern designs and vibrant
colors to convey premium quality.
 Amul Ice Cream:
o Packaging is simple and functional, often in paperboard or plastic
tubs with the classic Amul logo that emphasizes its trustworthy, no-
frills brand.

o Available in premium supermarkets, retail stores, and e-commerce
platforms. Strong presence in urban markets, with limited reach in
rural areas.
 Amul Ice Cream:
o Available in a wide network of supermarkets, local shops, and e-
commerce platforms. Strong presence in urban, semi-urban, and
rural markets across India.
Conclusion
 Kawality Walls offers a premium experience with innovative products and

higher price points, making it suitable for consumers seeking indulgence
and variety.
 Amul Ice Cream offers value-for-money with a strong focus on quality and
affordability, making it accessible to a larger consumer base, including both
urban and rural markets.
5.LIPTON GREEN TEA VS TETLEY GREEN TEA:
Lipton Green Tea

 Company: Unilever (HUL)
o History:
Lipton, founded by Sir Thomas Lipton in 1890, is one of the largest
and most well-known tea brands in the world. It became part of
Unilever in 1972. Lipton offers a variety of teas, including green tea,
black tea, herbal tea, and specialty blends. The brand is associated
with quality and innovation, and it emphasizes the health benefits of
green tea, such as antioxidants, improved metabolism, and digestive
health.
 Product Usage:
Lipton Green Tea is marketed as a healthy beverage that is rich in
antioxidants, aids digestion, boosts metabolism, and supports a healthy
lifestyle. It’s available in various variants, such as plain green tea, mint, and
lemon flavored options, and is suitable for both casual and health-
conscious drinkers.
Tetley Green Tea
 Company: Tata Consumer Products

o History:
Tetley is a British brand founded in 1837, acquired by Tata Tea (Tata
Consumer Products) in 2000. Tetley is one of the oldest and most
trusted names in the tea industry and is known for offering a range of
green teas with a focus on flavors and health benefits. The brand is
seen as a major player in the Indian market for both traditional tea
and green tea.
 Product Usage:
Tetley Green Tea is promoted as a refreshing, healthy alternative to
traditional teas, packed with antioxidants and aiding in weight
management, immunity boosting, and improved digestion. It comes in
various flavors, including green tea with mint, lemon, and ginger, to cater
to different tastes.
Lipton Green Tea
 Segmentation:
o Demographic:
 Age: Primarily 25-45 years, focusing on urban and health-
conscious consumers.
 Income: Middle to upper-middle class.
 Location: Primarily urban and semi-urban areas.
o Psychographic:
 Health-conscious individuals, wellness seekers, and consumers
looking for a natural, antioxidant-rich beverage.
o Behavioral:
 Consumers who want a refreshing, healthy drink to
complement their fitness and wellness goals. Likely to be
regular tea drinkers and those switching from coffee to tea for
health benefits.
 Targeting:
o Lipton targets health-conscious middle-class and upper-middle-class
consumers who are looking for convenience, health benefits, and a
premium tea experience. It also appeals to individuals focusing on
weight management, digestion, and overall well-being.
 Positioning:
o Lipton Green Tea is positioned as a healthy, antioxidant-packed
beverage that promotes well-being and refreshment. It is marketed
as a premium, easy-to-consume product that fits into a modern,
health-conscious lifestyle.
Tetley Green Tea
 Segmentation:
o Demographic:
 Age: Primarily 25-45 years, but also caters to older and
younger adults.
 Income: Middle class, with some appeal to premium segments.
 Location: Urban and semi-urban markets, expanding into tier-
2 and tier-3 cities.
o Psychographic:
 Health-conscious individuals, especially those interested in
weight management, digestion, and immunity.
o Behavioral:
 Consumers looking for flavorful, convenient green tea options
with added health benefits. Likely to prefer flavored teas or
aromatherapy blends.
 Targeting:
o Tetley targets health-conscious individuals and young professionals
who are interested in flavored green teas for their refreshing taste
and health benefits. It also caters to those seeking low-calorie and
digestive-friendly beverages.
 Positioning:
o Tetley Green Tea is positioned as a flavored, healthy tea that offers a
variety of blends to suit different tastes while promoting health
benefits like immunity boosting, digestion, and detoxification.
SWOT Analysis
Lipton Green Tea
 Strengths:
o Global brand recognition backed by Unilever.
o Strong presence in both urban and rural markets.
o Offers a wide variety of flavors, including plain and flavored options.
o Emphasis on health benefits and quality.
 Weaknesses:
o Premium pricing compared to local brands may deter price-sensitive
consumers.
o Perceived as mainstream; might not appeal to those seeking organic
or artisanal teas.
 Opportunities:
o Growing demand for healthy beverages and functional teas.
o Expansion of product offerings into organic green tea or low-calorie
variants.
o Increasing awareness of antioxidants and weight management
benefits.
 Threats:
o Strong competition from other premium brands like Tetley and Tata
Tea.
o The growing trend for organic and locally sourced teas.
o Increasing price sensitivity among consumers due to inflation or
economic downturns.
Tetley Green Tea
 Strengths:
o Backed by Tata Consumer Products, a trusted brand in India.
o Offers a variety of flavored green tea blends (mint, lemon, ginger).
o Well-priced and positioned as a value-for-money product.
o Strong distribution network in urban and semi-urban markets.
 Weaknesses:
o Perceived as less premium than Lipton, which might affect its appeal
to premium consumers.
o The packaging and design may not stand out as much as Lipton's.
 Opportunities:
o Expansion into organic and herbal tea categories to appeal to health-
o Growing trend for convenient, healthy beverages.
o Expansion into rural markets with affordable products.
 Threats:
o Competition from premium brands like Lipton and international
players.
o Health-conscious consumers moving towards artisanal or organic
green teas.
o Price competition with local tea brands.
PESTLE Analysis
Lipton Green Tea
 Political:
o Complies with Indian food safety regulations and international
trade policies.
 Economic:
o Premium pricing might affect its demand during economic
slowdowns.
o Expanding middle class and growing interest in healthy beverages
present opportunities.
 Social:
o Increasing consumer awareness about health benefits, weight
management, and antioxidants drives demand for green tea.
o Growing inclination towards sustainable and organic products.
 Technological:
o Advanced tea extraction and flavor preservation techniques used to
maintain high-quality product consistency.
 Legal:
o Must comply with food safety and packaging regulations across
countries.
 Environmental:
o Sustainability concerns regarding plastic packaging and the sourcing
of tea leaves.
Tetley Green Tea
 Political:
o Subject to Indian food safety regulations and import-export policies
for tea.
 Economic:
o More affordable price point appeals to price-sensitive consumers.
 Social:
o Rising popularity of functional beverages and health benefits.
o Consumers are increasingly interested in flavored and natural
products.
 Technological:
o Tetley focuses on flavored green tea extraction and innovative
packaging to maintain freshness.
 Legal:
o Complies with local food safety regulations.
 Environmental:
o Tetley has initiatives focused on sustainable farming and eco-
friendly packaging.
Lipton Green Tea
 USPs:
o Global brand recognition and trusted by consumers worldwide.
o Premium quality green tea with a variety of flavors (lemon, mint,
jasmine).
o Health benefits including antioxidants, digestion improvement, and
weight management.
o Convenient and easy-to-brew tea bags.
Lipton Green Tea provides a refreshing, healthy drink that helps consumers
maintain their wellness goals, offering convenience and premium quality
at a slightly higher price point.
Tetley Green Tea
 USPs:
o Affordable pricing with a wide range of flavored green teas.
o Backed by Tata Consumer Products, a trusted brand.
o Convenient tea bags and a focus on health benefits like digestion,
immunity, and detoxification.
Tetley Green Tea offers a flavorful, health-focused alternative to
traditional tea, delivering great taste and health benefits at a competitive
price point.
Price Comparison
 Lipton Green Tea:

o Price Range: ₹50–₹400 (depending on packaging size, variant, and
flavor).
o Positioned as a premium product.
 Tetley Green Tea:
o Price Range: ₹40–₹250.
o Positioned as value-for-money while offering flavored and health-
conscious options.

o Packaging is typically bright, modern, and premium, with distinctive
yellow branding.
o Packaging is simple and functional, often featuring vibrant colors to
highlight the different flavors (such as mint, lemon, and ginger).

o Available in supermarkets, grocery stores, e-commerce platforms,
and premium stores.
o Available in supermarkets, grocery stores, local shops, and online
platforms.
o Strong presence in urban and semi-urban markets.
Conclusion
 Lipton Green Tea is positioned as a premium, healthy drink with a focus on

quality, flavor variety, and health benefits. It has a strong global brand
presence and appeals to health-conscious individuals willing to pay more
for convenience and quality.
 Tetley Green Tea offers a value-for-money proposition with a range of
flavored green teas. It targets consumers looking for a health-conscious
yet affordable option and is backed by the trusted Tata brand
6.KISSAN TOMATO KETCHUP VS MAGGI TOMATO KETCHUP :
Kissan Tomato Ketchup

o History:
Kissan was launched in 1934 by Hindustan Unilever Limited (HUL).
Initially, Kissan began as a fruit-based product brand, eventually
expanding into tomato ketchup, jams, sauces, and pickles. Over
time, Kissan became a household name for ketchup, known for its
rich, sweet-tasting and consistent quality. Kissan Tomato Ketchup is
one of the oldest and most trusted ketchup brands in India.
 Product Usage:
Kissan Tomato Ketchup is a versatile condiment used as an accompaniment
for various foods such as snacks, fries, sandwiches, burgers, and dosa. It is
marketed as a flavorful, high-quality, and all-purpose tomato ketchup.

 Company: Nestlé India
o History:
Maggi is a well-known brand owned by Nestlé since the 1940s, with
its most famous product being instant noodles. However, the brand
also offers a variety of condiments, including tomato ketchup, which
was introduced as part of Nestlé's broader portfolio. Maggi Ketchup
is a newer competitor to Kissan but has gained significant market
traction thanks to Nestlé’s strong distribution and brand recognition
in India.
 Product Usage:
Maggi Tomato Ketchup is marketed as a spicy-sweet condiment with a
strong emphasis on flavor. It is used with a wide range of dishes, including
fast food, snacks, fries, pasta, and sandwiches. The ketchup is promoted as
the perfect complement to Maggi noodles, as well as other meal occasions.
 Segmentation:
o Demographic:
 Age: Primarily targeting young families, teenagers, and young
adults (18-45 years).
 Income: Middle class to upper-middle class consumers.
 Location: Urban, semi-urban, and rural markets due to HUL’s
extensive distribution network.
o Psychographic:
 Consumers looking for quality, authentic taste.
 Families who prefer using trusted, reliable brands for daily
meals.
o Behavioral:
 Consumers who enjoy using tomato ketchup frequently as a
side condiment.
 People who prefer sweet and balanced flavors in their
ketchup.
 Targeting:
o Kissan targets middle-class families, households with young children,
and consumers who value reliable quality and taste. It also appeals
to a broad range of age groups due to its traditional, family-oriented
image.
 Positioning:
o Kissan positions itself as a trusted, high-quality tomato ketchup
brand that offers a great taste for everyday meals. The product is
marketed as a family-friendly, versatile condiment suitable for all
types of foods.
 Segmentation:
o Demographic:
 Age: Primarily targeting young adults, teens, and working
professionals.
 Income: Primarily middle-class consumers, but with an appeal
to premium buyers as well.
 Location: Urban and semi-urban markets, where Maggi
noodles are popular.
o Psychographic:
 Consumers who prefer bold, spicy flavors and are looking for a
convenient, ready-to-use condiment.
 Maggi’s audience is also likely to value brand familiarity and
affordable luxury.
o Behavioral:
 Consumers who use ketchup for a wide range of occasions,
from snacks to main meals.
 Young consumers who seek a flavorful ketchup to pair with
instant meals (e.g., Maggi noodles).
 Targeting:
o Maggi targets young adults, college students, and working
professionals who are looking for convenient and spicy ketchup
options that complement fast foods and instant meals.
 Positioning:
o Maggi Ketchup is positioned as a bold, spicy ketchup ideal for young,
adventurous eaters. It is marketed as the perfect partner to Maggi
noodles, emphasizing its spicy flavor and quality ingredients.
SWOT Analysis
 Strengths:
o Strong brand equity with over 85 years of history in India.
o Trusted by consumers for its sweet and balanced taste, making it a
family favorite.
o Widespread availability in urban, semi-urban, and rural markets.
o Backed by Unilever’s distribution network.
 Weaknesses:
o Perceived as traditional; may appeal less to younger, adventurous
eaters seeking unique flavors.
o Limited flavored variations compared to competitors like Maggi
(which has more variants).
 Opportunities:
o Increasing demand for health-conscious and low-sugar ketchup
variants.
o Opportunity to expand into premium segments with organic or
gourmet ketchup.
o Leveraging Unilever’s global reach to introduce new flavors and
recipes.
 Threats:
o Growing competition from Maggi, ** Heinz**, and local brands
offering diverse flavors and lower prices.
o Price sensitivity could limit growth, particularly in a market
increasingly focused on value for money.
 Strengths:
o Backed by Nestlé’s strong brand recognition and market trust.
o Spicy, bold flavor appeals to younger, adventurous consumers.
o Affordability compared to premium brands.
o Available in various flavors like spicy, garlic, and hot & sweet.
 Weaknesses:
o Limited appeal among more traditional consumers who prefer
milder ketchup flavors.
o May not be perceived as the go-to ketchup for family meals, as
compared to Kissan.
 Opportunities:
o The rising trend of convenience foods like instant noodles opens
doors for promoting ketchup alongside fast food options.
o Potential for expansion into gourmet ketchup or health-conscious
variations (e.g., low-sugar, organic).
 Threats:
o Intense competition from Kissan, Heinz, and local ketchup brands.
o The potential price competition from more affordable, regional
brands.
PESTLE Analysis
 Political:
o Regulatory compliance with Indian food safety laws and
international food standards.
 Economic:
o Impact of price sensitivity in the market could affect sales, especially
during economic downturns.
 Social:
o Growing trend for healthier eating could challenge traditional
ketchup brands to offer low-sugar or organic variants.
o Increasing preference for traditional flavors among families.
 Technological:
o Technological advancements in production efficiency, quality
control, and packaging.
 Legal:
o Must adhere to Indian FSSAI (Food Safety and Standards Authority of
India) regulations for food products.
 Environmental:
o Increasing pressure to use eco-friendly packaging and sustainable
sourcing of tomatoes.
 Political:
o Nestlé's compliance with Indian regulations for food safety and
product labeling.
 Economic:
o Maggi Ketchup is priced to appeal to middle-class consumers,
offering value for money in a competitive market.
 Social:
o Changing food preferences towards spicy and bold flavors align with
the Maggi brand image.
 Technological:
o Use of advanced production techniques for preserving freshness and
flavor.
 Legal:
o Compliance with Indian FSSAI regulations for food safety and
hygiene.
 Environmental:
o Potential for incorporating sustainable production and packaging
practices to reduce environmental impact.
 USPs:
o Sweet and balanced flavor that appeals to traditional ketchup
lovers.
o Long-established, trusted brand with high-quality ingredients.
o Family-friendly and versatile condiment for all meals.
o Available in multiple sizes, from small bottles to larger, family-sized
packs.
Kissan offers a reliable, family-oriented ketchup with a mild, sweet flavor,
making it the ideal choice for regular meals, snacks, and as a condiment for
all generations.
 USPs:
o Bold, spicy flavor for those seeking something different from the
traditional sweet ketchup.
o Backed by Nestlé, offering high-quality and consistent flavor.
o Available in multiple flavor variants like garlic and hot & sweet.
Maggi provides a spicy, flavorful ketchup that complements fast food and
is perfect for younger, adventurous consumers who enjoy bold flavors and
instant meal combinations.
Price Comparison
 Kissan Tomato Ketchup:

o Price Range: ₹50–₹300 (depending on bottle size and packaging).
o Positioned as a mid-range product, offering quality at an affordable
price.
 Maggi Tomato Ketchup:
o Price Range: ₹40–₹250 (depending on the size and variant).
o Positioned as a value-for-money product with bold flavors at an
affordable price.

o Classic red bottle with the iconic Kissan branding and easy-squeeze
design. Known for its family-friendly, traditional look.
o Bright, eye-catching packaging with yellow and red colors to reflect
the brand’s association with Maggi noodles. Features a squeeze
bottle design, highlighting convenience.

o Distributed across urban, semi-urban, and rural areas, available in
supermarkets, grocery stores, e-commerce platforms, and local
kirana stores.
o Distributed in urban and semi-urban areas, available in
supermarkets, grocery stores, and online platforms. Strong presence
in areas where Maggi noodles have significant penetration.
Kissan Tomato Ketchup vs. Maggi Tomato Ketchup Analysis
Kissan Tomato Ketchup and Maggi Tomato Ketchup are two of the most popular
ketchup brands in India, both catering to the vast market of condiments that
complement various food items. The following analysis delves into their STP,
SWOT, PESTLE, USPs, pricing, packaging, and distribution.
Product Introduction & Company History

o History:
Kissan was launched in 1934 by Hindustan Unilever Limited (HUL).
Initially, Kissan began as a fruit-based product brand, eventually
expanding into tomato ketchup, jams, sauces, and pickles. Over
time, Kissan became a household name for ketchup, known for its
rich, sweet-tasting and consistent quality. Kissan Tomato Ketchup is
one of the oldest and most trusted ketchup brands in India.
 Product Usage:
Kissan Tomato Ketchup is a versatile condiment used as an accompaniment
for various foods such as snacks, fries, sandwiches, burgers, and dosa. It is
marketed as a flavorful, high-quality, and all-purpose tomato ketchup.
 Company: Nestlé India

o History:
Maggi is a well-known brand owned by Nestlé since the 1940s, with
its most famous product being instant noodles. However, the brand
also offers a variety of condiments, including tomato ketchup, which
was introduced as part of Nestlé's broader portfolio. Maggi Ketchup
is a newer competitor to Kissan but has gained significant market
traction thanks to Nestlé’s strong distribution and brand recognition
in India.
 Product Usage:
Maggi Tomato Ketchup is marketed as a spicy-sweet condiment with a
strong emphasis on flavor. It is used with a wide range of dishes, including
fast food, snacks, fries, pasta, and sandwiches. The ketchup is promoted as
the perfect complement to Maggi noodles, as well as other meal occasions.
 Segmentation:
o Demographic:
 Age: Primarily targeting young families, teenagers, and young
adults (18-45 years).
 Income: Middle class to upper-middle class consumers.
 Location: Urban, semi-urban, and rural markets due to HUL’s
extensive distribution network.
o Psychographic:
 Consumers looking for quality, authentic taste.
 Families who prefer using trusted, reliable brands for daily
meals.
o Behavioral:
 Consumers who enjoy using tomato ketchup frequently as a
side condiment.
 People who prefer sweet and balanced flavors in their
ketchup.
 Targeting:
o Kissan targets middle-class families, households with young children,
and consumers who value reliable quality and taste. It also appeals
to a broad range of age groups due to its traditional, family-oriented
image.
 Positioning:
o Kissan positions itself as a trusted, high-quality tomato ketchup
brand that offers a great taste for everyday meals. The product is
marketed as a family-friendly, versatile condiment suitable for all
types of foods.
 Segmentation:
o Demographic:
 Age: Primarily targeting young adults, teens, and working
professionals.
 Income: Primarily middle-class consumers, but with an appeal
to premium buyers as well.
 Location: Urban and semi-urban markets, where Maggi
noodles are popular.
o Psychographic:
 Consumers who prefer bold, spicy flavors and are looking for a
convenient, ready-to-use condiment.
 Maggi’s audience is also likely to value brand familiarity and
affordable luxury.
o Behavioral:
 Consumers who use ketchup for a wide range of occasions,
from snacks to main meals.
 Young consumers who seek a flavorful ketchup to pair with
instant meals (e.g., Maggi noodles).
 Targeting:
o Maggi targets young adults, college students, and working
professionals who are looking for convenient and spicy ketchup
options that complement fast foods and instant meals.
 Positioning:
o Maggi Ketchup is positioned as a bold, spicy ketchup ideal for young,
adventurous eaters. It is marketed as the perfect partner to Maggi
noodles, emphasizing its spicy flavor and quality ingredients.
SWOT Analysis
 Strengths:
o Strong brand equity with over 85 years of history in India.
o Trusted by consumers for its sweet and balanced taste, making it a
family favorite.
o Widespread availability in urban, semi-urban, and rural markets.
o Backed by Unilever’s distribution network.
 Weaknesses:
o Perceived as traditional; may appeal less to younger, adventurous
eaters seeking unique flavors.
o Limited flavored variations compared to competitors like Maggi
(which has more variants).
 Opportunities:
o Increasing demand for health-conscious and low-sugar ketchup
variants.
o Opportunity to expand into premium segments with organic or
gourmet ketchup.
o Leveraging Unilever’s global reach to introduce new flavors and
recipes.
 Threats:
o Growing competition from Maggi, ** Heinz**, and local brands
offering diverse flavors and lower prices.
o Price sensitivity could limit growth, particularly in a market
increasingly focused on value for money.
 Strengths:
o Backed by Nestlé’s strong brand recognition and market trust.
o Spicy, bold flavor appeals to younger, adventurous consumers.
o Affordability compared to premium brands.
o Available in various flavors like spicy, garlic, and hot & sweet.
 Weaknesses:
o Limited appeal among more traditional consumers who prefer
milder ketchup flavors.
o May not be perceived as the go-to ketchup for family meals, as
compared to Kissan.
 Opportunities:
o The rising trend of convenience foods like instant noodles opens
doors for promoting ketchup alongside fast food options.
o Potential for expansion into gourmet ketchup or health-conscious
variations (e.g., low-sugar, organic).
 Threats:
o Intense competition from Kissan, Heinz, and local ketchup brands.
o The potential price competition from more affordable, regional
brands.
PESTLE Analysis
 Political:
o Regulatory compliance with Indian food safety laws and
international food standards.
 Economic:
o Impact of price sensitivity in the market could affect sales, especially
during economic downturns.
 Social:
o Growing trend for healthier eating could challenge traditional
ketchup brands to offer low-sugar or organic variants.
o Increasing preference for traditional flavors among families.
 Technological:
o Technological advancements in production efficiency, quality
control, and packaging.
 Legal:
o Must adhere to Indian FSSAI (Food Safety and Standards Authority of
India) regulations for food products.
 Environmental:
o Increasing pressure to use eco-friendly packaging and sustainable
sourcing of tomatoes.
 Political:
o Nestlé's compliance with Indian regulations for food safety and
product labeling.
 Economic:
o Maggi Ketchup is priced to appeal to middle-class consumers,
offering value for money in a competitive market.
 Social:
o Changing food preferences towards spicy and bold flavors align with
the Maggi brand image.
 Technological:
o Use of advanced production techniques for preserving freshness and
flavor.
 Legal:
o Compliance with Indian FSSAI regulations for food safety and
hygiene.
 Environmental:
o Potential for incorporating sustainable production and packaging
practices to reduce environmental impact.
 USPs:
o Sweet and balanced flavor that appeals to traditional ketchup
lovers.
o Long-established, trusted brand with high-quality ingredients.
o Family-friendly and versatile condiment for all meals.
o Available in multiple sizes, from small bottles to larger, family-sized
packs.
Kissan offers a reliable, family-oriented ketchup with a mild, sweet flavor,
making it the ideal choice for regular meals, snacks, and as a condiment for
all generations.
 USPs:
o Bold, spicy flavor for those seeking something different from the
traditional sweet ketchup.
o Backed by Nestlé, offering high-quality and consistent flavor.
o Available in multiple flavor variants like garlic and hot & sweet.
Maggi provides a spicy, flavorful ketchup that complements fast food and
is perfect for younger, adventurous consumers who enjoy bold flavors and
instant meal combinations.
Price Comparison

o Price Range: ₹50–₹300 (depending on bottle size and packaging).
o Positioned as a mid-range product, offering quality at an affordable
price.
o Price Range: ₹40–₹250 (depending on the size and variant).
o Positioned as a value-for-money product with bold flavors at an
affordable price.

o Classic red bottle with the iconic Kissan branding and easy-squeeze
design. Known for its family-friendly, traditional look.
o Bright, eye-catching packaging with yellow and red colors to reflect
the brand’s association with Maggi noodles. Features a squeeze
bottle design, highlighting convenience.

o Distributed across urban, semi-urban, and rural areas, available in
supermarkets, grocery stores, e-commerce platforms, and local
kirana stores.
o Distributed in urban and semi-urban areas, available in
supermarkets, grocery stores, and online platforms. Strong presence
in areas where Maggi noodles have significant penetration.
Conclusion
 Kissan Tomato Ketchup is a trusted, traditional product with a sweet

flavor, focused on family consumption and offering quality at an affordable
price.
 Maggi Tomato Ketchup is positioned as a bold, spicy alternative, targeting
younger, more adventurous consumers with a distinctive and flavored
ketchup experience.
7.ANNAPURNA SALT VS TATA SALT:
Annapurna Salt
 Company: Annapurna is a brand under ITC Limited, a diversified Indian

conglomerate with interests in fast-moving consumer goods (FMCG), food,
agribusiness, and paperboards & packaging.
 History:
Annapurna Salt was launched as part of ITC’s Foods Division, offering table
salt and specialty salts to cater to the growing demand for premium
quality products. ITC’s salt range is known for its purity and reliable quality.
 Product Usage:
Annapurna Salt is used in households for a variety of culinary applications,
from seasoning food to preserving and enhancing flavors in dishes like
curries, sweets, and snacks.
Tata Salt
 Company: Tata Chemicals Limited, part of the Tata Group, is a prominent

multinational company known for producing chemicals, fertilizers, and
consumer products, including salt.
 History:
Tata Salt was introduced in 1983 with the pioneering concept of Iodized
salt in India, aimed at addressing the issue of iodine deficiency. Over the
years, Tata Salt has grown to become one of the most trusted salt brands
in the country, often referred to as "Desh ka namak" (The salt of the
nation).
 Product Usage:
Tata Salt is used primarily as a cooking and seasoning ingredient in a wide
array of Indian cuisines. The brand has expanded into specialized salt
variants, such as Tata Iodized Salt, Tata Black Salt, and Tata Rock Salt.
Annapurna Salt
 Segmentation:
o Demographic:
 Age: Targets households across all age groups.
 Income: Primarily middle-class to upper-middle-class
consumers.
 Location: Available in urban, semi-urban, and rural markets
across India.
o Psychographic:
 Consumers who prioritize value for money, quality, and
reliable brand.
o Behavioral:
 Households that use salt daily and are looking for pure,
economical, and healthy options.
 Targeting:
o Annapurna Salt targets the middle-class families who prioritize purity
and value. The brand positions itself as a trustworthy and affordable
choice for daily kitchen needs.
 Positioning:
o Annapurna Salt is positioned as a pure, high-quality salt that offers
consistent flavor and value for money, suitable for everyday
cooking.
Tata Salt
 Segmentation:
o Demographic:
 Age: Targets households of all ages, especially health-
conscious families.
 Income: Middle-class, upper-middle-class, and premium
consumers.
 Location: Available widely across urban, semi-urban, and rural
India.
o Psychographic:
 Consumers who prioritize health, purity, and trust in the
products they use.
o Behavioral:
 Consumers who prefer iodized salt and want to prevent iodine
deficiency.
 Targeting:
o Tata Salt is targeted at health-conscious consumers, particularly
families who are concerned about iodine deficiency. It also appeals
to consumers who trust Tata Group and prioritize reliable, quality
products.
 Positioning:
o Tata Salt is positioned as the leading iodized salt brand, with a strong
emphasis on purity, health benefits, and the Tata Group’s legacy of
trust. Its Iodized Salt is marketed as essential for health and
wellness.
SWOT Analysis
Annapurna Salt
 Strengths:
o Strong brand association with ITC, a trusted name in India.
o Affordable price point, offering good value for money.
o High availability in urban, semi-urban, and rural areas.
o Known for its purity and consistent quality.
 Weaknesses:
o Lack of premium positioning; it is seen as more of a budget-friendly
option.
o Limited brand recognition in comparison to Tata Salt.
 Opportunities:
o Expanding into premium salt variants such as pink salt, rock salt, and
flavored salts.
o Leveraging ITC’s distribution strength to reach newer regions.
 Threats:
o Tata Salt’s dominance in the iodized salt market.
o Competition from local brands offering similar pricing and purity.
Tata Salt
 Strengths:
o Market leader with strong brand recognition as "Desh ka namak".
o Pioneer in the iodized salt category in India.
o Strong brand loyalty, backed by Tata’s reputation for quality.
o Expansive product line, including low-sodium, rock salt, and black
salt.
 Weaknesses:
o Premium pricing could deter price-sensitive consumers.
o Perceived as a high-priced option for daily use in some regions.
 Opportunities:
o Health-conscious trends: Growing demand for low-sodium and
organic salts.
o Expansion into gourmet salt variants for premium markets.
 Threats:
o Competition from Annapurna Salt, Fortune Salt, and local brands.
o Potential entry of international brands into the Indian market.
PESTLE Analysis
Annapurna Salt
 Political:
o Compliance with Indian food safety regulations (FSSAI).
o No major political challenges, as salt is considered a basic food.
 Economic:
o Affects households’ daily budgets; any economic downturns could
affect sales, especially in price-sensitive regions.
 Social:
o Growing awareness about healthier food options could lead to
demand for low-sodium salts.
 Technological:
o Technological advancements in salt purification and packaging.
 Legal:
oAdherence to FSSAI regulations regarding iodized and non-iodized
salt.
 Environmental:
o Limited environmental impact, though there may be opportunities to
shift to eco-friendly packaging.
Tata Salt
 Political:
o Compliance with FSSAI and other food safety regulations in India.
 Economic:
o Tata Salt’s premium pricing could be a challenge for price-sensitive
consumers in some segments.
 Social:
o Growing health concerns around iodine deficiency boost the demand
for iodized and healthy salt options.
 Technological:
o Advances in iodine fortification, packaging, and production of
specialized salts.
 Legal:
o Compliance with food safety laws in India and other regions.
 Environmental:
o The need for sustainable packaging and sourcing practices in line
with consumer trends for eco-conscious products.
Annapurna Salt
 USPs:
oPure, high-quality salt at an affordable price.
o Trusted brand, backed by ITC, a leading FMCG company in India.
o Wide availability across urban, semi-urban, and rural areas.
Annapurna Salt offers good value for money, with a focus on purity and
consistent quality, making it an ideal choice for households seeking an
affordable, yet reliable salt.
Tata Salt
 USPs:
oPioneered iodized salt in India with a strong focus on health (iodine
deficiency prevention).
o Trusted brand with the legacy of Tata Group.
o Offers a variety of salts, including low-sodium, black salt, and rock
salt.
Tata Salt is marketed as the healthier, pure choice for consumers who
value the Tata brand and want to ensure their family’s iodine health is
safeguarded.
Price Comparison
 Annapurna Salt:
o Price Range: ₹10–₹40 (for small packets).
o Positioned as a budget-friendly product offering value for money.
 Tata Salt:
o Price Range: ₹15–₹45 (for standard packets).
o Slightly more expensive, especially in comparison to local brands, but
known for its quality and health benefits (iodized salt).
 Annapurna Salt:
o Packaging: Simple and functional, with easy-to-use pouches and
bottles. The packaging emphasizes purity and affordability.
 Tata Salt:
o Packaging: Known for its iconic blue and red color scheme with the
"Tata Salt" logo. Tata Salt packaging is modern, easy-to-use, and
focuses on trust, featuring the “Desh Ka Namak” tagline.
 Annapurna Salt:
o Distributed widely in supermarkets, local kirana stores, and e-
commerce platforms. Available in urban, semi-urban, and rural
markets.
 Tata Salt:
o Tata Salt has a massive distribution network, available in
supermarkets, grocery stores, online platforms, and local kirana
stores. It also has a strong presence in smaller towns and rural
areas, leveraging the Tata Group’s extensive reach.
Conclusion
 Annapurna Salt is a budget-friendly, reliable choice for households seeking

pure salt at an affordable price.
 Tata Salt, on the other hand, is positioned as the healthier, more premium
choice due to its iodized variants and the brand legacy of Tata Group. Its
focus on iodine health and brand trust makes it a preferred choice for
health-conscious consumers.
8.HELLMAN MAYONNAISE VS VEEBA MAYONNAISE :
Hellmann’s Mayonnaise
 Company: Hellmann’s is a product of Unilever, one of the world’s largest

consumer goods companies.
 History:
Hellmann’s was introduced in 1913 by Richard Hellmann in the USA, and it
became a global leader in the mayonnaise segment. Unilever acquired the
brand in 2000, and it is now sold in over 50 countries, including India.
 Product Usage:
Hellmann’s mayonnaise is used in a variety of salads, sandwiches, wraps,
and dips. It is widely appreciated for its creamy texture and premium
taste.
Veeba Mayonnaise
 Company: Veeba is a homegrown brand in India, owned by Veeba Food

Services Pvt. Ltd.
 History:
Founded in 2013, Veeba started as a condiment and sauce brand in India
and quickly gained popularity due to its affordability, taste, and ability to
cater to local Indian preferences. It specializes in mayonnaise, sauces, and
dressings.
 Product Usage:
Veeba mayonnaise is used in sandwiches, burgers, salads, and other fast
food items. It is known for its creamy texture, and offers various variants
such as eggless mayonnaise for health-conscious consumers.
 Segmentation:
o Demographic:
 Age: Primarily targets adults, young professionals, and
families.
 Income: Middle to upper-middle class consumers, especially
those looking for premium food products.
 Location: Available in urban areas, targeting high-income and
o Psychographic:
 Consumers who value premium quality, authentic flavors, and
global brands.
o Behavioral:
 Consumers who regularly consume western-style fast food,
salads, and dips, and prefer internationally recognized brands
for their food.
 Targeting:
o Hellmann’s targets premium customers in urban areas, often those
with a preference for international brands and global cuisine.
 Positioning:
o Hellmann’s is positioned as a premium, internationally trusted brand
offering rich, creamy mayonnaise made with high-quality
ingredients.
Veeba Mayonnaise
 Segmentation:
o Demographic:
 Age: Targets a wide range of consumers, particularly young
adults, families, and health-conscious individuals.
 Income: Primarily focuses on middle-income consumers who
prefer value-for-money options but still seek quality.
 Location: Available in urban, semi-urban, and tier 2 cities.
o Psychographic:
 Consumers looking for affordable, good-quality mayonnaise
with an Indian touch.
o Behavioral:
 Consumers who prefer value for money, health-conscious
options (like eggless mayonnaise), and brands that cater to
Indian taste preferences.
 Targeting:
o Veeba targets middle-income and price-sensitive customers who
prioritize taste and value while still offering products for health-
 Positioning:
o Veeba is positioned as a value-for-money, locally trusted brand
offering high-quality, creamy mayonnaise at an affordable price,
with products tailored to the Indian palate.
SWOT Analysis
 Strengths:
o Globally recognized premium brand with a strong legacy.
o Rich, creamy taste made with high-quality ingredients.
o Strong brand loyalty and trust, especially among premium
consumers.
o Available in a variety of flavors (e.g., classic, light).
 Weaknesses:
o Premium pricing makes it less affordable for the general Indian
population.
o Limited availability in smaller towns and rural markets.
 Opportunities:
o Increasing demand for international brands in India as global food
trends become more prevalent.
o Expanding into health-conscious product variants (e.g., low-fat,
eggless, or vegan mayonnaise).
 Threats:
o Intense competition from local brands like Veeba, which are seen as
more affordable.
o The growing trend of homemade mayonnaise as consumers look for
healthier, more natural alternatives.
Veeba Mayonnaise
 Strengths:
o Affordable pricing and value for money positioning.
o Wide variety of product offerings (e.g., eggless mayonnaise, garlic
mayonnaise, etc.).
o Strong distribution in both urban and semi-urban areas.
o Strong brand recognition in the Indian market.
 Weaknesses:
o Lower brand prestige compared to global brands like Hellmann’s.
o Perceived as a more generic brand by some consumers.
 Opportunities:
o Expanding the product range with healthier options like vegan
mayonnaise and organic variants.
o Leveraging the growing demand for condiments and westernized
food products in Indian households.
 Threats:
o Strong competition from international brands like Hellmann’s and
local brands.
o Consumer shift towards healthier, organic alternatives and
homemade food products.
PESTLE Analysis
 Political:
o Must comply with food safety regulations in India, including FSSAI
(Food Safety and Standards Authority of India) guidelines.
 Economic:
o Economic downturns could lead to reduced spending on premium
products, affecting sales.
o Price-sensitive Indian consumers may prefer more affordable
alternatives.
 Social:
o Increasing interest in western cuisine and health-conscious eating
habits.
o Growing preference for premium, trusted brands.
 Technological:
o Advances in food technology and preservation could offer new
product variations or improvements.
 Legal:
o Compliance with Indian labeling laws, food safety, and import
regulations (as Hellmann's is an international brand).
 Environmental:
o Increased scrutiny on sustainable packaging and ingredient sourcing
(e.g., avoiding unsustainable palm oil).
Veeba Mayonnaise
 Political:
o Must also comply with FSSAI and other food regulations in India.
 Economic:
o Strong competition from both domestic and international brands.
o Price sensitivity of the Indian middle class influences demand.
 Social:
o Rising health awareness among consumers, leading to demand for
eggless and low-fat products.
 Technological:
o Adoption of better preservatives, improved packaging, and
production technologies.
 Legal:
o Regulatory compliance with labeling and food safety standards.
 Environmental:
o Growing need for sustainable packaging and eco-friendly practices.
 USPs:
o Premium, creamy, rich mayonnaise made from high-quality
ingredients.
o Recognized globally for its consistent taste and trust.
o Available in multiple variants, such as classic, light, and vegan.
Hellmann’s offers a premium, rich, and creamy mayonnaise experience
that adds a touch of international quality to any dish. It is the go-to choice
for affluent consumers seeking high-quality, authentic flavor.
Veeba Mayonnaise
 USPs:
o Affordable, value-for-money mayonnaise that offers good quality at
a lower price.
o Available in eggless and healthy variants.
o Specifically tailored to the Indian palate.
Veeba offers a high-quality, value-for-money mayonnaise that appeals to
the health-conscious and price-sensitive Indian consumers. Its focus on
local flavors and the availability of eggless variants makes it ideal for a wide
range of consumers.
Price Comparison
 Hellmann’s Mayonnaise:
o Price Range: ₹160–₹280 for 200-400g jars (depending on variant).
o Positioned as a premium product, more expensive than many local
brands.
 Veeba Mayonnaise:
o Price Range: ₹80–₹180 for 200-400g jars.
o More affordable, catering to middle-income and price-sensitive
consumers.
o Classic, premium packaging with a blue-and-white color scheme.
o Glass jars and plastic squeeze bottles, which provide ease of use and
preserve the freshness.
o Packaging conveys a sense of premium quality.
o Bright and colorful packaging, with a clear focus on Indian market
appeal.
o Available in plastic squeeze bottles and jars that are both convenient
and affordable.
o The green packaging with bold branding reflects a more
approachable and value-for-money image.
o Available in supermarkets, premium grocery stores, and e-
commerce platforms across urban centers.
o Limited presence in rural and smaller towns.
o Widely distributed in supermarkets, local grocery stores, and e-
commerce platforms.
o Strong presence in tier 2 and tier 3 cities, along with urban markets.
Conclusion
 Hellmann’s Mayonnaise is a premium product with global recognition,

targeting affluent consumers who seek a high-quality, authentic
mayonnaise experience.
 Veeba Mayonnaise offers value-for-money, health-conscious options for
middle-income consumers, and is well-positioned in the Indian market due
to its affordability and local appeal.
9.BRU COFFEE VS NESCAFE CLASSIC:
BRU Coffee
 Company: Hindustan Unilever Limited (HUL), a subsidiary of Unilever,

which is a global FMCG giant.
 History:
BRU was launched in 1968 by Hindustan Lever (now Hindustan Unilever),
and has since become one of the most popular coffee brands in India,
focusing on instant coffee.
 Product Usage:
BRU offers both instant coffee and coffee blends, and it is typically used for
making quick coffee at home or in offices. BRU Classic and BRU Gold are
some of its key offerings.
NESCAFÉ Classic
 Company: Nestlé India, part of the multinational food and beverage
company Nestlé S.A.
 History:
NESCAFÉ was launched globally by Nestlé in 1938 and has since become the
world’s largest and most recognized coffee brand. In India, NESCAFÉ Classic
was introduced in the early 1990s and has consistently been a market
leader.
 Product Usage:
NESCAFÉ Classic is an instant coffee product that provides a rich and strong
coffee experience. It is marketed as the go-to coffee for quick, easy, and
premium coffee preparation at home or in the office.
BRU Coffee
 Segmentation:
o Demographic:
 Age: Primarily targets young adults, office goers, and families.
 Income: Targeted at middle-class and upper-middle-class
consumers.
 Location: Widely available in urban, semi-urban, and rural
markets.
o Psychographic:
 Consumers looking for affordable, quick, and convenient
coffee options, especially in an Indian context.
o Behavioral:
 People who want to enjoy coffee at home without the
complexity of brewing and prefer a balance between taste and
affordability.
 Targeting:
o BRU targets the middle-income group in urban and semi-urban
areas and focuses on convenient coffee consumption.
 Positioning:
o BRU is positioned as a cost-effective, quick-to-prepare, and
refreshing coffee brand that offers a strong coffee experience,
primarily focusing on Indian tastes.
NESCAFÉ Classic
 Segmentation:
o Demographic:
 Age: Targets a wide range of consumers, from youth to older
adults.
 Income: Primarily focused on the middle-class but also caters
to premium consumers with its other variants like NESCAFÉ
Gold.
 Location: Available in urban, suburban, and rural markets.
o Psychographic:
 Consumers who associate coffee with quality, premium taste,
and a global brand experience.
o Behavioral:
 People who prefer international brands and those who value
convenience without compromising on taste.
 Targeting:
o NESCAFÉ targets middle to upper-middle-income groups, appealing
to both value-conscious and premium coffee drinkers across urban
and rural areas.
 Positioning:
o NESCAFÉ Classic is positioned as a premium, globally trusted coffee
brand offering consistent taste and convenience, with an emphasis
on quality and freshness.
SWOT Analysis
BRU Coffee
 Strengths:
o Strong presence in the Indian market with a long-standing
reputation.
o Offers a wide variety of affordable coffee products for Indian
consumers.
o Strong brand recognition in India due to HUL's extensive marketing.
o Offers a range of instant coffee products suited for different tastes
(classic, gold, etc.).
 Weaknesses:
o May be perceived as a less premium option compared to global
brands like NESCAFÉ.
o Limited global appeal beyond India compared to NESCAFÉ.
o Perceived by some consumers as more mass-market than high-
quality.
 Opportunities:
o Increasing coffee consumption in India as the coffee culture grows.
o Expanding to premium coffee segments and offering health-
conscious variants (e.g., sugar-free or organic coffee).
o Greater focus on eco-friendly packaging and sustainability could
attract conscious consumers.
 Threats:
o Competition from premium global brands like NESCAFÉ, which
dominate the Indian market.
o Growing preference for specialty coffee and filter coffee in
traditional coffee-drinking regions of India.
NESCAFÉ Classic
 Strengths:
o Global brand recognition, associated with premium quality.
o Consistent taste and quality in every cup.
o Strong market presence across urban and rural India.
o Wide variety of product offerings to cater to different segments (e.g.,
NESCAFÉ Gold, NESCAFÉ Green Coffee).
 Weaknesses:
o Premium pricing might be a deterrent for price-sensitive customers.
o Relies heavily on the instant coffee segment and faces competition
from specialty and artisanal coffee brands.
 Opportunities:
o Expanding into the premium and organic coffee market.
o Increasing coffee consumption in tier 2 and tier 3 cities.
o Innovation in offering flavored coffee or instant coffee blends.
 Threats:
o Competition from local brands like BRU, which offer more affordable
options.
o Rising competition from specialty coffee shops and home brewing
systems.
PESTLE Analysis
BRU Coffee
 Political:
o Government policies regarding import duties on coffee beans and
food safety regulations (FSSAI) affect pricing.
 Economic:
o Affordability plays a key role as the brand targets middle-class
customers in urban and semi-urban regions.
 Social:
o Growing coffee culture in India, especially in urban areas, as young
professionals adopt global lifestyles.
 Technological:
o Advances in instant coffee production and sustainability in
packaging (eco-friendly options).
 Legal:
o Must comply with FSSAI food safety regulations for coffee products.
 Environmental:
o Demand for sustainable and eco-friendly packaging is rising, as
consumers are becoming more environmentally conscious.
NESCAFÉ Classic
 Political:
o Government policies on importing coffee (India is a major importer
of coffee beans) can impact the cost structure.
 Economic:
o Economic growth in India has increased the middle-class population,
driving higher demand for premium products.
 Social:
o The rise of coffee culture and westernized consumption habits in
urban India, especially among millennials.
 Technological:
o Innovation in coffee making processes, instant coffee production,
and the use of sustainably sourced beans.
 Legal:
o Compliance with food safety regulations in India and adherence to
global food standards.
 Environmental:
o Focus on sustainable farming practices and eco-friendly packaging is
gaining importance.
BRU Coffee
 USPs:
o Affordable, convenient, and easy-to-make coffee.
o Strong Indian flavor profile that appeals to the Indian palate.
o HUL brand trust and strong distribution across India.
BRU offers an affordable, convenient coffee solution that delivers tasteful,
strong coffee for Indian consumers, especially in rural and semi-urban
areas.
NESCAFÉ Classic
 USPs:
o A premium, globally recognized coffee brand.
o Consistent taste, high-quality coffee beans.
o Available in various packaging and formats, offering versatility and
convenience.
NESCAFÉ offers a premium coffee experience with consistent taste and
quality, backed by the trust of Nestlé. It caters to both value-conscious and
premium coffee drinkers.
Price Comparison
 BRU Coffee:
o Price Range: ₹50–₹180 for 100g–500g packs (depending on variant).
o Positioned as a value-for-money brand in the mid-range price
segment.
 NESCAFÉ Classic:
o Price Range: ₹70–₹220 for 100g–500g packs.
o Positioned as a premium offering, though it competes with mass-
market brands at a slightly higher price point.
 BRU Coffee:
o Available in plastic jars, pouches, and glass jars.
o The packaging is functional, with a focus on affordability and bulk
options.
o Available in glass jars, plastic bottles, and pouches.
o The packaging is premium and has a classic red-and-white design
that emphasizes the global NESCAFÉ branding.
 BRU Coffee:
o Strong distribution across urban, semi-urban, and rural areas,
leveraging HUL’s network.
o Available in supermarkets, local stores, and e-commerce platforms.
o Global distribution and strong presence in both urban and rural
markets.
o Available in supermarkets, local retail stores, and online platforms.
Conclusion
 BRU Coffee is a value-for-money instant coffee brand that appeals to price-

conscious and taste-driven consumers. It has strong local brand loyalty and
a wide reach across India.
 NESCAFÉ Classic, on the other hand, is positioned as a premium coffee
option, offering a consistent and high-quality experience. It appeals to both
mass-market and premium consumers, supported by a trusted global
brand.
10.KISSAN SQUASH VS RASNA SQUASH:
KISSAN SQUASh
Company: Hindustan Unilever Limited (HUL), a

subsidiary of Unilever, a multinational consumer goods company.
 History:
KISSAN, a well-known brand, was launched by Hindustan Lever in 1935,
originally offering products like jams and squashes. KISSAN Squash has
been a popular drink concentrate in India, positioned as a convenient,
affordable, and tasty fruit beverage option for households.
 Product Usage:
KISSAN Squash is a fruit concentrate that consumers dilute with water to
make refreshing beverages, widely used in homes, restaurants, and schools.
RASNA SQUASH
 Company: RASNA International, a privately owned company in India.

 History:
RASNA was launched in 1976 by Areesha International. It quickly became a
household name, especially for its fruit concentrate drinks (squashes).
RASNA is especially popular among children and is positioned as a healthy,
affordable, and fun beverage option.
 Product Usage:
Similar to KISSAN Squash, RASNA is used as a concentrated fruit drink that
is diluted with water to create flavorful beverages. RASNA offers a range of
flavors, with orange and mango being the most popular.
KISSAN SQUASH
 Segmentation:
o Demographic:
 Age: Primarily targeted at families and adults looking for a
convenient and affordable fruit drink.
 Income: Middle-income groups.
 Location: Available across urban, semi-urban, and rural areas
in India.
o Psychographic:
 Consumers seeking convenience, taste, and an affordable
option for refreshing drinks.
o Behavioral:
 Consumers who want a cost-effective, easy-to-prepare drink
for everyday consumption.
 Targeting:
o KISSAN Squash targets middle-income households, particularly
family-oriented consumers who prioritize affordability and taste in
beverages.
 Positioning:
o KISSAN is positioned as an affordable, tasty, and convenient squash
brand that is available in a wide range of flavors. It focuses on
delivering refreshing fruit drinks with a home-friendly appeal.
RASNA SQUASH
 Segmentation:
o Demographic:
 Age: Primarily targets children and young adults.
 Income: Middle-income families and budget-conscious
consumers.
 Location: Available widely across urban, semi-urban, and rural
areas.
o Psychographic:
 Consumers looking for a fun, colorful, and flavorful drink that
appeals to kids and adults alike.
o Behavioral:
 Consumers who prioritize taste and fun in a drink, particularly
those looking for a refreshing beverage for kids, especially for
gatherings or picnics.
 Targeting:
o RASNA primarily targets children, families, and young adults looking
for an affordable, fun, and refreshing drink.
 Positioning:
o RASNA is positioned as a youthful, vibrant, and fun drink, marketed
with a focus on the taste and value it offers to kids and families.
SWOT Analysis
KISSAN SQUASH
 Strengths:
o Brand equity with decades of consumer trust, given the long-
standing reputation of KISSAN in the Indian market.
o Wide availability in both urban and rural areas.
o Affordable and easy-to-use, positioned as a family-friendly product.
o Strong parent company backing (HUL), which ensures quality and
distribution power.
 Weaknesses:
o Limited focus on health-conscious or premium variants compared to
competitors offering healthier options.
o Perceived as a more generic or mainstream product compared to
some niche brands.
 Opportunities:
o Growing demand for healthier beverages could encourage
innovation in sugar-free or organic versions.
o Rising urbanization and growing disposable incomes present an
opportunity for premium positioning.
 Threats:
o Competition from local brands and international players like
Tropicana or Peach and Mango drinks that are seen as more natural
or premium.
o Health-conscious consumers moving toward fresh fruit juices or non-
sugary alternatives.
RASNA SQUASH
 Strengths:
o Strong emotional connect with Indian consumers, especially
children, due to its fun branding.
o Highly affordable and well-positioned as a budget-friendly option.
o Recognized for its variety of flavors, including mango, orange, and
mixed fruit.
 Weaknesses:
o Health concerns related to high sugar content and artificial additives
in some variants.
o Limited positioning in the premium segment or in terms of health-
conscious options.
 Opportunities:
o Expanding into healthier variants like sugar-free or organic
squashes.
o Collaboration with global distributors for expanding availability in
international markets.
 Threats:
o Intense competition from established players like KISSAN, Tropicana,
and real fruit juices.
o Increased consumer preference for natural and fresh juices over
concentrate-based drinks.
PESTLE Analysis
KISSAN SQUASH
 Political:
o Government regulations on food safety and quality (FSSAI) impact
the product.
o Import restrictions on fruits and raw materials.
 Economic:
o Growing middle class, increased purchasing power, and rural
consumption drive demand.
o Affordable pricing makes KISSAN Squash appealing to price-sensitive
consumers.
 Social:
o Increasing demand for convenient, easy-to-prepare beverages.
o Preference for beverages that align with Indian taste profiles.
 Technological:
o Advances in packaging technology could lead to more sustainable,
eco-friendly packaging.
o Potential for health-conscious options with improved product
formulations.
 Legal:
o Compliance with FSSAI regulations regarding food safety and
labeling.
o Packaging laws related to recyclability.
 Environmental:
o Increased consumer awareness about eco-friendly packaging
options.
o Impact of environmental regulations on production and distribution.
RASNA SQUASH
 Political:
o Changes in government food policies or taxation on sugary drinks
could impact sales.
 Economic:
o Economic slowdown or rising inflation could impact sales of non-
essential items.
o Increased demand for affordable beverages in lower-income and
semi-urban regions.
 Social:
o Preference for fun and colorful drinks that appeal to children.
o Consumers becoming more health-conscious, leading to a demand
for healthier squashes.
 Technological:
o Advancements in production technology can reduce costs and
improve quality.
o Potential for innovative packaging to make the product more eco-
friendly.
 Legal:
o Compliance with Indian food safety standards and advertising
regulations for targeting children.
 Environmental:
o Pressure to adopt sustainable packaging and reduce carbon
footprint.
KISSAN SQUASH
 USPs:
o Affordable, family-friendly drink concentrate.
o Offers a wide variety of fruit flavors suited to Indian tastes.
o Backed by HUL’s brand trust and wide distribution.
o KISSAN Squash provides easy-to-make, refreshing beverages at an
affordable price, catering to Indian families looking for a convenient,
tasty drink.
RASNA SQUASH
 USPs:
o Fun, colorful packaging appealing to children and families.
o Affordable price point makes it accessible to a wide range of
consumers.
o Offers a variety of flavors that appeal to Indian tastes.
o RASNA offers affordable, refreshing fruit drinks that are fun for kids
and delicious for the entire family, positioning itself as a youthful
and vibrant beverage brand.
Price Comparison
 KISSAN SQUASH:
o Price Range: ₹35–₹120 for 500 ml to 1 L.
o Positioned in the mid-price segment catering to affordable family
use.
 RASNA SQUASH:
o Price Range: ₹25–₹100 for 500 ml to 1 L.
o Positioned as a budget-friendly, mass-market product.
 KISSAN SQUASH:
o Typically comes in plastic bottles and glass jars, with a simple,
functional design emphasizing the brand’s traditional and affordable
appeal.
 RASNA SQUASH:
o Available in plastic bottles, pouches, and cartons. RASNA’s packaging
is brightly colored and features fun, youthful graphics, appealing to
families and children.
 KISSAN SQUASH:
o Distributed extensively across urban, semi-urban, and rural areas
through HUL’s vast distribution network.
o Available in supermarkets, grocery stores, and online platforms.
 RASNA SQUASH:
o Distributed through supermarkets, grocery shops, and local kirana
stores in urban and rural areas.
o Strong presence in small-town markets and regional areas.
Conclusion
 KISSAN Squash is positioned as an affordable, family-friendly drink

concentrate with a strong brand reputation and wide reach.
 RASNA Squash is marketed as a fun, vibrant, and affordable beverage,
particularly appealing to children and families with its colorful packaging
and variety of flavors.
PERSONAL HOUSEHOLD PRODUCTS:
11. DOVE SOAP VS L’OREAL SOAP:
DOVE SOAP
 Company: Unilever
 Launch Year: 1957
 Product Type: Beauty Bar Soap (often marketed as a soap alternative due
to its moisturizing qualities)
 Product Usage: Dove soap is designed for hydrating, gentle cleansing, and
providing a smooth and moisturized skin feeling. Its formula is enriched
with moisturizing cream to help nourish the skin while cleansing
L'Oréal
 Company: L'Oréal
 Launch Year: L'Oréal launched its soap products in the market later than
Dove, as L'Oréal’s primary strength lies in skincare and cosmetics. L'Oréal
offers several premium soap variants under its brands like L'Oréal Paris and
L'Oréal Men Expert.
 Product Type: Beauty Soap, Premium Soap (includes options for dry skin,
men’s grooming, anti-aging)
 Product Usage: L'Oréal soaps are formulated to offer luxury, skin
hydration, anti-aging, and specialized skin care benefits.
DOVE SOAP
 Segmentation:
o Demographic:
 Age: Primarily women aged 18-50, although Dove also targets
men with its Dove Men+Care line.
 Income: Middle to high-income consumers looking for
premium skin care that offers value for money.
 Skin Type: Primarily dry and sensitive skin types, with a focus
on moisturizing.
o Psychographic:
 Consumers focused on gentle skin care and looking for
moisturizing and hydrating products.
o Behavioral:
 Consumers who care about skin health, and hydration, and
who want a product that nourishes rather than just cleanses.
 Targeting:
o Dove targets middle to high-income women who prioritize gentle,
hydrating, and nourishing products for daily skincare.
 Positioning:
o Dove is positioned as a premium, moisturizing soap that caters to
sensitive skin. The brand is associated with real beauty, often
marketed with the tagline “Real beauty comes in all shapes, sizes,
and colors.”
L'OREAL SOAP
 Segmentation:
o Demographic:
 Age: Primarily adults aged 25-45, both male and female
consumers.
 Income: Higher-income consumers, often with a preference
for luxury or premium skin care.
 Skin Type: Targets a variety of skin types, including anti-aging,
hydration, and sensitive skin.
o Psychographic:
 Consumers looking for luxury, premium quality skincare that
offers specific benefits like anti-aging, skin rejuvenation, or
hydration.
o Behavioral:
 Consumers who are inclined to buy premium products and are
interested in innovative skincare.
 Targeting:
o L'Oréal targets affluent consumers who seek premium, results-
oriented skincare products and are willing to invest in high-quality
skin care for both beauty and anti-aging benefits.
 Positioning:
o L'Oréal soap is positioned as a luxury, premium, and high-
performance skincare soap, emphasizing its scientific formulation
and efficacy.
SWOT Analysis
DOVE SOAP
 Strengths:
o Strong Brand Reputation built around real beauty, moisturizing
properties, and sensitive skin.
o Wide consumer appeal with its emphasis on nourishing, gentle
skincare.
o Backed by Unilever, ensuring large-scale distribution and brand
trust.
o Gentle formulation is suitable for all skin types, including sensitive
skin.
 Weaknesses:
o Higher price point compared to regular soaps, which may limit reach
in budget-sensitive markets.
o Some misconceptions that Dove may not be as effective for acne-
prone or oily skin types (despite its focus on dry skin).
 Opportunities:
o Expand into new markets and demographic groups by introducing
more specific variants (e.g., anti-aging, acne control).
o Leverage sustainability trends, e.g., packaging innovation with eco-
friendly materials.
 Threats:
o Intense competition from other premium soap brands and luxury
skincare brands like L'Oréal.
o Price sensitivity in emerging markets could limit Dove's growth.
L'OREAL SOAP
 Strengths:
o Brand equity in the luxury skincare market.
o Strong global presence and innovation in beauty and skincare.
o Multiple variants offering targeted skincare solutions (e.g., anti-
aging, hydration).
 Weaknesses:
o Price point is high, making it less accessible to budget-conscious
consumers.
o Limited recognition in the soap category compared to Dove, despite
L'Oréal’s presence in the skincare segment.
 Opportunities:
o Expanding product range for various skin types (e.g., men’s
grooming, anti-aging soaps).
o Strengthen sustainability efforts in packaging and product
formulations.
 Threats:
o Competition from established soap brands like Dove, as well as from
luxury skincare alternatives like Clinique and Kiehl's.
o Economic downturns or price-sensitive consumers moving toward
affordable soap options.
PESTLE Analysis
DOVE SOAP
 Political:
o Compliance with local health and safety regulations (FSSAI, FDA).
o Increasing focus on sustainability and ethical sourcing practices by
governments globally.
 Economic:
o Rising income levels in emerging markets could drive premium soap
consumption.
o Economic recessions could lead to price sensitivity in certain
markets.
 Social:
o Growing consumer demand for inclusive, ethical beauty and real
beauty standards.
o Focus on sensitive skin and self-care in modern lifestyles.
 Technological:
o Innovations in moisturizing formulations, eco-friendly packaging,
and product delivery systems (e.g., refill packs).
 Legal:
o Compliance with global health regulations for cosmetics and
toiletries.
o Challenges regarding advertising standards, particularly claims
related to moisturizing and skin benefits.
 Environmental:
o Growing importance of sustainability and eco-friendly packaging
(e.g., refillable bottles, recyclable packaging).
o Reduction of plastic waste through innovations in product
packaging.
L'OREAL SOAP
 Political:
o Compliance with beauty product regulations, such as FDA approval in
international markets.
o Increasing regulations around cosmetic claims, particularly anti-aging
and hydration.
 Economic:
o Economic factors affecting luxury goods and consumer behavior in
emerging markets.
o Global supply chain disruptions affecting manufacturing costs.
 Social:
o Growing preference for premium skincare with specialized benefits
(e.g., anti-aging, hydrating).
o Increased demand for cruelty-free and ethically produced products.
 Technological:
o Advances in skin care research and anti-aging technology could
boost L'Oréal’s soap formulations.
o Opportunities to adopt sustainable manufacturing processes.
 Legal:
o Regulation of anti-aging claims and ingredient transparency.
o Compliance with environmental laws regarding packaging and
sustainability.
 Environmental:
o Rising demand for eco-friendly packaging and sustainable sourcing
of ingredients.
o Pressure to reduce carbon footprint across the supply chain.
DOVE SOAP
 USPs:
o Gentle, moisturizing formula with a focus on sensitive skin.
o The brand is synonymous with real beauty and self-care,
empowering consumers to feel comfortable in their own skin.
o Dermatologically tested, with a focus on hydration and skin
nourishment.
o Dove provides a premium, moisturizing soap that is gentle and
nourishing, offering a combination of beauty and care for those with
sensitive and dry skin.
L'OREAL SOAP
 USPs:
o Luxury soap offering advanced skincare benefits like anti-aging and
hydration.
o Formulated with scientific research and premium ingredients.
o Targets specific skin concerns, such as wrinkles, dryness, and
uneven tone.
o L'Oréal soap offers high-end skincare benefits through advanced,
luxury formulations, providing a solution for consumers seeking
targeted skin care.
Price Comparison
 DOVE SOAP:
o Price Range: ₹40–₹150 for 100g to 175g bars.
o Positioned as a premium soap but still relatively affordable for the
mass market.
 L'OREAL SOAP:
o Positioned as a luxury soap, priced higher due to its premium
positioning and advanced skincare ingredients.
 DOVE SOAP:
o Dove’s packaging is simple, clean, and elegant, often in white with
the Dove logo. The design focuses on minimalism, reflecting the
brand’s message of real beauty.
 L'OREAL SOAP:
o L'Oréal’s packaging is more sophisticated, with luxury materials and
designs that reflect its premium skincare positioning. Packaging often
features gold accents or sleek designs.
 DOVE SOAP:
o Available widely in supermarkets, grocery stores, pharmacies, and
online platforms. Dove has an extensive distribution network,
making it easily accessible in both urban and rural areas.
 L'OREAL SOAP:
o Available in premium retail stores, beauty outlets, and online. Its
distribution is more focused on urban markets and luxury skincare
channels.
Conclusion
 DOVE SOAP is a premium, moisturizing, and gentle soap that is suitable for
sensitive skin and appeals to consumers looking for gentle beauty care at
an affordable price.
 L'OREAL SOAP is a luxury soap positioned for those seeking advanced
skincare benefits, such as anti-aging and hydration, and it targets a more
premium market.
12.LUX SOAP VS SANTOOR SOAP:
LUX SOAP
 Launch Year: 1925 (globally); 1989 in India
 Product Type: Beauty Soap (often marketed as a luxurious soap with a
focus on fragrance and smooth skin)
 Product Usage: LUX soap is positioned as a beauty soap that provides soft
skin and a pleasant fragrance. It contains skin-conditioning ingredients
and is marketed with the promise of luxurious beauty.
SANTOOR SOAP
 Company: Wipro Consumer Care

 Product Type: Herbal Soap (with a focus on natural ingredients such as
sandalwood and turmeric)
 Product Usage: Santoor soap is known for its combination of natural
ingredients that promote smooth, radiant skin. It is marketed as an
affordable, everyday beauty soap with herbal goodness.
LUX SOAP
 Segmentation:
o Demographic:
 Age: Primarily women aged 18-45 who focus on beauty,
luxury, and self-care.
 Income: Middle-income to upper-middle-class consumers
looking for affordable luxury.
o Psychographic:
 Consumers who desire beauty, fragrance, and a sense of
luxury in their daily bathing routine.
 Often those who associate beauty with fragrance and smooth,
soft skin.
o Behavioral:
 Customers who are inclined toward fragrance-rich soaps that
enhance their self-care and pampering experience.
 Targeting:
o LUX targets women of all ages who want to feel beautiful and
luxurious with an emphasis on fragrance and soft skin. It is also
aimed at consumers seeking affordable beauty products.
 Positioning:
o LUX is positioned as a luxurious, affordable beauty soap that offers
smooth skin and long-lasting fragrance, transforming the ordinary
bath into a beauty experience.
SANTOOR SOAP
 Segmentation:
o Demographic:
 Age: Primarily women aged 20-45 with a focus on family-
oriented consumers.
 Income: Middle-income consumers who seek value-for-
money beauty products.
o Psychographic:
 Consumers who prefer herbal and natural ingredients in their
skincare products.
 Those who want a radiant, blemish-free skin with the soothing
properties of herbal ingredients.
o Behavioral:
 Customers who prioritize natural ingredients and holistic
beauty and want an affordable soap for daily use.
 Targeting:
o Santoor targets middle-class women who are looking for an
affordable, natural, and herbal beauty soap that provides radiant
skin and is also gentle enough for daily use.
 Positioning:
o Santoor is positioned as a value-for-money, herbal soap that gives
consumers the benefit of natural ingredients, such as sandalwood
and turmeric, for radiant and smooth skin.
SWOT Analysis
LUX SOAP
 Strengths:
o Strong Brand Recognition as a premium yet affordable beauty soap
with a focus on fragrance and soft skin.
o Wide product range offering different variants (e.g., rose, jasmine,
charm).
o Backed by Unilever, ensuring global presence and distribution.
o Effective advertising and brand communication, especially through
celebrity endorsements.
 Weaknesses:
o Higher pricing compared to other standard soaps, which could deter
budget-conscious consumers.
o Some customers may perceive it as just a fragrance soap, lacking in
added skin benefits compared to more specialized soaps.
 Opportunities:
o Expand into herbal and natural soap segments to cater to the
growing demand for organic and natural products.
o Explore innovative packaging and eco-friendly options to appeal to
sustainability-conscious customers.
 Threats:
o Intense competition from other soap brands, especially herbal soaps
like Santoor and Patanjali.
o The rise in private label brands in the affordable beauty segment.
o Increasing consumer preference for natural and chemical-free
products.
SANTOOR SOAP
 Strengths:
o Strong appeal with its natural ingredients like sandalwood and
turmeric, promoting a radiant, healthy skin.
o Affordable price point catering to middle-class families.
o Established brand loyalty and a trusted name in the Indian market.
o The soap is perceived as more than just a beauty product but also
holistic skin care due to its herbal formulation.
 Weaknesses:
o Limited appeal for customers who prefer luxury or premium soap
variants.
o Lower brand visibility outside of India compared to global brands like
Dove or LUX.
o Some consumers may find its herbal formula too strong for sensitive
skin.
 Opportunities:
o Tap into the growing demand for natural and organic products by
launching more variants targeting specific skin issues.
o Expand the product range into other categories like body lotion, face
wash, and shampoo using sandalwood and turmeric as key
ingredients.
 Threats:
o Growing competition from premium herbal soaps like Khadi and
Patanjali.
o Changing consumer preferences for more modern and sophisticated
skincare offerings.
o Rising pressure to offer eco-friendly packaging in line with
sustainability trends.
PESTLE Analysis
LUX SOAP
 Political:
o Compliance with government regulations related to cosmetics and
soap manufacturing (e.g., FSSAI, FDA).
o Increasing scrutiny on advertising claims, especially those related to
skin benefits.
 Economic:
o Economic factors influencing consumer purchasing power in both
urban and rural areas, with more emphasis on affordable luxury.
o The price sensitivity of consumers in the wake of economic
slowdowns.
 Social:
o Rising awareness of self-care, beauty, and luxury products, with a
growing trend towards fragrance-driven personal care.
o Celebrity endorsements are playing a key role in positioning the
brand.
 Technological:
o Advancements in skincare formulations, including the integration of
advanced moisturizing ingredients.
o Development of eco-friendly packaging and sustainability
innovations.
 Legal:
o Compliance with consumer protection laws, including claims related
to skin benefits and allergy-free formulas.
o Increasing pressure for transparency in product ingredients.
 Environmental:
o Growing pressure to use sustainable packaging and reduce plastic
waste.
o Aligning with global trends toward eco-friendly and ethical sourcing
of raw materials.
SANTOOR SOAP
 Political:
o Adherence to Indian regulations related to herbal products,
especially concerning claims of natural and organic ingredients.
o Regional laws regarding production, taxation, and advertisement of
beauty products.
 Economic:
o Economic factors influencing consumer behavior, particularly price
sensitivity in middle-class segments.
o Growth in the affordable beauty segment, catering to middle-income
consumers.
 Social:
o The growing preference for natural and organic skincare products.
o Rising interest in holistic beauty using ingredients like sandalwood,
turmeric, and other herbal products.
 Technological:
o Innovations in natural formulations and herbal skincare products.
o Pressure to improve manufacturing processes and use eco-friendly
practices.
 Legal:
o Compliance with Indian FSSAI regulations and claims related to
natural ingredients.
o Scrutiny on advertising claims regarding skin benefits and safety
standards.
 Environmental:
o Pressure to adopt sustainable packaging and ethical sourcing of
ingredients like sandalwood and turmeric.
o Rising demand for cruelty-free products and those with minimal
environmental impact.
LUX SOAP
 USPs:
o Luxurious fragrance and soft skin for an affordable price.
o Celebrity endorsements that link the soap to beauty and luxury.
o Known for creating a premium bathing experience at an affordable
cost.
o LUX promises luxury and self-care with every bath, offering smooth
skin and a long-lasting fragrance for a pampered and indulgent
experience.
SANTOOR SOAP
 USPs:
o Herbal ingredients like sandalwood and turmeric that promise
radiant and blemish-free skin.
o Affordable price point with a strong focus on natural skincare.
o The soap is positioned as a holistic and traditional beauty solution
with a touch of Indian heritage.
o Santoor delivers natural skincare at an affordable price, helping
customers achieve radiant and smooth skin with the power of
sandalwood and turmeric.
Price Comparison
 LUX SOAP:
o Positioned as an affordable luxury soap, suitable for the mass
market.
 SANTOOR SOAP:
o Positioned as an affordable, herbal beauty soap for daily use.
 LUX SOAP:
o Elegant and vibrant packaging with a focus on fragrance. The soap
bar is typically wrapped in colorful, eye-catching packaging that
emphasizes its luxurious appeal.
 SANTOOR SOAP:
o Simple and earthy packaging that emphasizes the herbal and natural
ingredients. The packaging usually features earth tones, highlighting
the soap's sandalwood and turmeric components.
 LUX SOAP:
o Available across a wide range of retail channels, including
supermarkets, pharmacies, e-commerce platforms, and local kirana
stores.
 SANTOOR SOAP:
o Distributed across affordable retail channels, with a significant
presence in local stores, supermarkets, and e-commerce platforms.
Conclusion
 LUX SOAP is positioned as an affordable luxury soap with a focus on

fragrance and smooth skin. It appeals to a broader, mass-market audience
looking for an indulgent, beauty-focused experience.
 SANTOOR SOAP, on the other hand, focuses on natural ingredients like
sandalwood and turmeric, providing an affordable, herbal-based beauty
solution. It targets consumers seeking natural skincare with a traditional,
holistic touch.
13.LIFEBOUY HANDWASH VS DETTOL HANDWASH:
Lifebuoy Handwash
 Launch Year: Lifebuoy has a long history dating back to 1894. The
handwash variant was introduced later to meet the growing demand for
hand hygiene.
 Product Type: Antibacterial Handwash
 Product Usage: Lifebuoy handwash is positioned as an antibacterial soap
with a focus on cleanliness and germ protection. It promises to kill 99.9%
of bacteria and viruses, ensuring a hygienic and safe wash.
Dettol Handwash
 Company: Reckitt Benckiser
 Launch Year: Dettol launched its liquid handwash in the early 2000s in
India.
 Product Type: Antiseptic Handwash
 Product Usage: Dettol handwash is marketed as an antiseptic solution for
hand hygiene. It promises to offer effective germ protection and is known
for its association with health and safety. It is often recommended for use
in hospitals and other sanitized environments.
Lifebuoy Handwash
 Segmentation:
o Demographic: Primarily targets families (especially mothers),
middle-income to lower-income groups, and children.
o Geographic: Available across both urban and rural areas in India and
other developing markets.
o Behavioral: Lifebuoy targets consumers who are concerned about
germs and health. It is positioned as a product to ensure a hygienic
environment for families, especially children.
 Targeting:
o Lifebuoy primarily targets family-oriented consumers and mothers,
emphasizing protection and health for the entire family, especially
young children. It is also marketed towards budget-conscious
consumers looking for affordable yet effective hygiene products.
 Positioning:
o Lifebuoy is positioned as an affordable, effective antibacterial soap
that offers complete protection for the entire family. It emphasizes
the message of health, hygiene, and germ protection in every wash.
Dettol Handwash
 Segmentation:
o Demographic: Dettol targets middle to upper-middle-income groups
and consumers who prioritize health and hygiene. It also appeals to
working professionals and health-conscious individuals.
o Geographic: Available across both urban and rural areas, with
stronger penetration in urban areas and hospitals.
o Behavioral: Dettol targets consumers who value healthcare,
antiseptic solutions, and germ protection, especially in
environments where hygiene is crucial, such as hospitals, schools,
and offices.
 Targeting:
o Dettol primarily targets health-conscious consumers and families. Its
positioning is closely tied to the idea of germ protection and
healthcare, making it suitable for hygienic-conscious families and
professional environments.
 Positioning:
o Dettol is positioned as a premium antiseptic handwash that provides
superior germ protection, often linked with medical and health-
related environments. The brand’s long history in antiseptic
products makes it the go-to for trusted hygiene.
SWOT Analysis
Lifebuoy Handwash
 Strengths:
o Strong Brand Recognition from Unilever, which is synonymous with
trust and reliability.
o Affordable price point, making it accessible to a large population.
o Effective marketing campaigns focused on health, protection, and
family hygiene.
o Wide availability across both urban and rural areas.
 Weaknesses:
o Some consumers perceive it as an entry-level brand compared to
Dettol's premium positioning.
o Could be seen as less effective for consumers who prioritize medical-
grade hygiene products.
 Opportunities:
o Increasing focus on health and hygiene amid the global pandemic
and awareness about germ protection.
o Opportunity to expand into premium variants that target health-
conscious urban customers.
o Expansion into eco-friendly packaging could attract environmentally
 Threats:
o Intense competition from Dettol, which is often seen as a more
premium antiseptic brand.
o Growing consumer preference for natural or organic hand hygiene
solutions.
o Private label brands in supermarkets offering similar products at
lower prices.
Dettol Handwash
 Strengths:
o Established brand in the antiseptic space, widely trusted in both
household and medical settings.
o Positioned as a premium, effective product for complete germ
protection.
o Strong association with healthcare, offering a sense of medical-grade
hygiene.
o Effective advertising campaigns that emphasize health, protection,
and trust.
 Weaknesses:
o Higher price compared to Lifebuoy, which may limit its appeal to
o Can be perceived as more clinical and less family-friendly in
comparison to more vibrant competitors like Lifebuoy.
 Opportunities:
o Increasing awareness about germ protection can help boost sales,
especially in hospitals and professional environments.
o Innovation in product offerings, such as sensitive skin or eco-friendly
variants.
o Expanding presence in rural markets where hygiene awareness is
growing.
 Threats:
o Rising competition from other antiseptic and antibacterial brands
offering value-for-money options.
o Private label products and local competitors providing similar
benefits at lower prices.
PESTLE Analysis
Lifebuoy Handwash
 Political:
o Compliance with national hygiene standards and health regulations.
o Impact of government campaigns promoting sanitation and hygiene
on Lifebuoy’s sales.
 Economic:
o Affordability is key for Lifebuoy, which positions itself as an
economical solution for family hygiene.
o Growing disposable income in developing markets increases demand
for antibacterial products.
 Social:
o Rising awareness about the importance of hand hygiene, especially
after the COVID-19 pandemic.
o Lifebuoy is trusted as a family-friendly brand with a message of
health and safety.
 Technological:
o Use of advanced antibacterial technology in Lifebuoy’s handwash to
ensure long-lasting germ protection.
o Introduction of digital and e-commerce platforms to make the
product more accessible.
 Legal:
o Compliance with FSSAI and other health and safety regulations
related to hand sanitization products.
o Increasing regulation on advertising and claims about health
benefits.
 Environmental:
o Rising consumer demand for eco-friendly packaging and sustainable
sourcing of ingredients.
o Efforts to improve the brand’s environmental footprint with more
recyclable packaging.
Dettol Handwash
 Political:
o Adherence to government hygiene and sanitation regulations.
o Impact of public health campaigns focusing on hand hygiene (e.g.,
Swachh Bharat Abhiyan in India).
 Economic:
o Being a premium brand, Dettol may be impacted by economic
downturns that limit consumer spending on non-essential goods.
o Growth in healthcare spending and hygiene awareness boosts
demand for Dettol handwash.
 Social:
o Strong association with healthcare and hygiene, positioning Dettol as
a trusted antiseptic brand.
o Increased demand for antiseptic and germ protection products due
to pandemics and health concerns.
 Technological:
o Development of advanced germ protection technology.
o Emphasis on online distribution to reach a broader audience.
 Legal:
o Regulatory requirements for antiseptic products to ensure safety and
effectiveness claims.
o Compliance with FDA or local health authorities in different markets.
 Environmental:
o Pressure for Dettol to adopt sustainable practices, such as eco-
friendly packaging.
o Growing interest in plant-based and natural ingredients.
Price Comparison
 Lifebuoy Handwash: ₹35–₹150 for 200ml to 500ml bottles (affordable

pricing).
 Dettol Handwash: ₹50–₹200 for 200ml to 500ml bottles (higher price due
to its premium positioning).
 Lifebuoy Handwash:
o Vibrant and eye-catching packaging with a focus on family hygiene.
Uses a red and white color scheme that is synonymous with the
Lifebuoy brand.
 Dettol Handwash:
o Clinical and professional packaging with a green and white color
palette, emphasizing health and germ protection.
 Lifebuoy Handwash:
o Available widely in supermarkets, local kirana stores, e-commerce
platforms, and rural markets.
 Dettol Handwash:
o Available in premium retail chains, supermarkets, pharmacies, and
e-commerce platforms, with a more urban distribution focus.
Conclusion
 Lifebuoy Handwash targets family-oriented consumers seeking affordable
and effective germ protection. It focuses on value for money and wide
availability.
 Dettol Handwash is positioned as a premium antiseptic solution,
emphasizing healthcare and superior protection. It appeals to more
health-conscious consumers willing to pay a higher price for medical-grade
hygiene.
14.VIM DISHWASH LIQUID VS PRIL DISHWASH LIQUID:
Vim Dishwash Liquid

 Launch Year: Vim is one of the oldest dishwashing brands in India, and its
liquid variant was introduced to tap into the growing preference for liquid
detergents.
 Product Type: Dishwashing Liquid
 Usage: Vim Dishwash Liquid is marketed as a powerful cleaner designed to
remove tough grease and oil stains from dishes. It is formulated to be
gentle on hands while being tough on grease.
Pril Dishwash Liquid

 Company: Reckitt Benckiser
 Launch Year: Pril has been present in the Indian market for many years and
has evolved from being a bar soap to a liquid variant.
 Product Type: Dishwashing Liquid
 Usage: Pril Dishwash Liquid is positioned as a grease-cutting solution that
provides a long-lasting shine on dishes while maintaining gentle care for
hands. It also focuses on tough cleaning power.
Vim Dishwash Liquid
 Segmentation:
o Demographic: Targets middle-income households, working women,
young adults, and families.
o Geographic: Available across urban and rural markets in India, with
extensive presence in smaller towns and rural areas.
o Behavioral: Vim targets consumers who seek a strong, effective
dishwashing liquid that provides great cleaning results without
damaging their hands.
 Targeting:
o Vim primarily targets households, particularly mothers, and working
women who are looking for an effective yet affordable solution for
dishwashing. Vim’s emphasis is on the family-oriented and value-
conscious segment.
 Positioning:
o Vim is positioned as a trusted brand for tough grease removal with
the promise of lasting freshness and easy cleaning at an affordable
price point.
 Segmentation:
o Demographic: Pril targets middle to upper-middle-income
households, particularly working professionals, urban families, and
o Geographic: Available in urban areas with a strong presence in
supermarkets, pharmacies, and e-commerce platforms. Pril is also
gaining traction in small towns.
o Behavioral: Pril is targeted at consumers who prefer premium
dishwashing solutions offering superior grease-cutting power and
long-lasting shine.
 Targeting:
o Pril focuses on urban families, especially those who are willing to
invest in a more premium product for superior cleaning results. It
appeals to consumers seeking advanced cleaning technology and
gentle care for hands.
 Positioning:
o Pril is positioned as a premium dishwashing liquid that provides
exceptional cleaning power with a shine-enhancing formula while
being gentle on hands.
SWOT Analysis
Vim Dishwash Liquid
 Strengths:
o Strong Brand Recognition as a leader in the Indian dishwashing
market.
o Known for tough grease removal and long-lasting freshness.
o Affordable pricing, making it accessible to a wide range of
consumers, including rural markets.
o Backed by Hindustan Unilever’s extensive distribution and marketing
channels.
 Weaknesses:
o Perceived by some consumers as less premium compared to Pril.
o Limited focus on environmentally friendly or natural ingredients,
which could be a drawback for eco-conscious buyers.
 Opportunities:
o Increasing awareness about hand hygiene and cleanliness can boost
demand for Vim's disinfecting and grease-cutting products.
o Eco-friendly product lines and sustainable packaging could help Vim
capture a more environmentally conscious audience.
o Expansion of premium variants to attract more urban, health-
 Threats:
o Rising competition from brands like Pril, which is seen as a more
premium offering.
o Growth of private label brands offering similar benefits at a lower
price.
o Consumers moving towards more natural cleaning products or eco-
friendly alternatives.
 Strengths:
o Premium positioning as a product that provides superior cleaning
power and shine.
o Known for being gentle on hands, which appeals to health-conscious
and sensitive skin consumers.
o Backed by Reckitt Benckiser, a strong global brand with excellent
marketing and distribution reach.
 Weaknesses:
o Higher price point compared to Vim may limit its reach in more
price-sensitive segments.
o Limited penetration in rural markets compared to Vim’s broader
availability.
 Opportunities:
o Growing demand for premium, effective cleaning products as
consumers look for better dishwashing experiences.
o Expansion of product lines with eco-friendly packaging and natural
ingredients to cater to growing consumer demand for sustainability.
o Potential to increase presence in smaller towns and rural markets.
 Threats:
o Intense competition from Vim, which dominates the mass market.
o Consumer shift towards natural and eco-friendly dishwashing
products.
o Private labels and budget brands offering similar benefits at a lower
price.
PESTLE Analysis
Vim Dishwash Liquid
 Political:
o Compliance with Indian health and safety standards for cleaning
products.
o Impact of government regulations on hygiene and sanitation
campaigns can drive product sales.
 Economic:
o Vim is positioned as an affordable product, making it appealing
during economic downturns or for budget-conscious households.
o Growth of the middle class and disposable income can drive demand
for quality dishwashing products.
 Social:
o Rising awareness about the importance of health, sanitation, and
hand hygiene post-pandemic.
o Vim appeals to family-focused consumers, especially mothers who
prioritize cleanliness for their families.
 Technological:
o Continuous innovation in dishwashing formulations to improve
grease-cutting power and skin-friendly properties.
o Adoption of digital marketing and e-commerce platforms to enhance
brand visibility and sales.
 Legal:
o Must comply with FSSAI and other regulatory bodies governing the
formulation of cleaning products.
o Increased regulation around product claims and ingredients.
 Environmental:
o Vim has an opportunity to improve its environmental footprint with
eco-friendly packaging and sustainable ingredients.
o Growing demand for green cleaning products among
environmentally conscious consumers.
 Political:
o Pril must comply with Indian government health regulations for
household cleaning products.
o Impact of sanitation policies promoting hand hygiene and cleanliness
can benefit Pril.
 Economic:
o Pril’s premium pricing may limit its appeal during periods of
economic slowdown.
o Increasing demand for premium products as disposable income
rises.
 Social:
o Consumers are becoming more health-conscious and looking for
products that are gentle on hands and effective.
o Increasing focus on cleaning and hygiene in light of growing health
concerns.
 Technological:
o Use of advanced technologies in grease-cutting and skin-friendly
formulations.
o Enhanced e-commerce presence to reach a broader audience.
 Legal:
o Adherence to health and safety regulations in product
manufacturing.
o Claims related to effectiveness and germ protection must comply
with advertising standards.
 Environmental:
o Pril has opportunities to become more sustainable with eco-friendly
packaging and natural ingredients to appeal to a growing segment of
environmentally-conscious consumers.
Price Comparison
 Vim Dishwash Liquid: ₹40–₹200 for 250ml to 1L bottles. Vim is positioned

as a more affordable option.
 Pril Dishwash Liquid: ₹50–₹250 for 250ml to 1L bottles. Pril is marketed as
a premium product.
 Vim Dishwash Liquid:

o Bold, vibrant packaging in red and yellow, with a focus on its
powerful cleaning capabilities.
o Clear messaging on grease-cutting and freshness.
 Pril Dishwash Liquid:
o Premium and elegant packaging with a blue and white color scheme.
o Emphasizes gentle care for hands and long-lasting shine.
 Vim Dishwash Liquid:

o Available widely in supermarkets, local kirana stores, e-commerce,
and rural markets due to HUL’s broad distribution network.
 Pril Dishwash Liquid:
o Primarily available in supermarkets, premium retail chains, and e-
commerce platforms. Pril has a stronger presence in urban and semi-
urban areas.
Conclusion
 Vim Dishwash Liquid: Vim is positioned as an affordable and effective
option for consumers looking for reliable dishwashing at a budget-friendly
price. It appeals to a wide audience, especially families and rural markets,
with a focus on strong cleaning performance and long-lasting freshness.
 Pril Dishwash Liquid: Pril is a premium dishwashing liquid, offering superior
grease-cutting power, gentle care for hands, and long-lasting shine. It is
aimed at urban families, working professionals, and consumers looking for
premium and health-conscious cleaning products.
15.CLOSEUP TOOTHPASTE VS COLGATE MAXFRESH:
Closeup Toothpaste

 Product Type: Toothpaste
 Usage: Closeup is positioned as a toothpaste offering fresh breath with a
minty and cooling sensation. It also promises whitening properties and
aims at delivering instant fresh breath.
Colgate MaxFresh
 Company: Colgate-Palmolive
 Launch Year: 2007 (MaxFresh variant)
 Product Type: Toothpaste
 Usage: Colgate MaxFresh is a mint-based toothpaste that promotes long-
lasting fresh breath and also whitens teeth. The toothpaste is formulated
to provide a cooling sensation with a focus on oral freshness.
Closeup Toothpaste
 Segmentation:
o Demographic: Primarily targets teenagers, young adults, and
youthful adults, often those who are socially active and conscious
about their breath.
o Geographic: Available across urban and rural markets in India.
o Behavioral: Consumers looking for a toothpaste that promises fresh
breath and instant cooling effects, especially after meals.
 Targeting:
o Closeup focuses on youthful consumers who value freshness and
cooling sensations. The product appeals to a segment that values
confidence and social interaction, especially young professionals
and students.
 Positioning:
o Closeup is positioned as a toothpaste offering instant fresh breath
with a cool, minty flavor, ideal for socially-conscious, youthful
consumers. Its focus is on confidence, whitening, and breath-
freshening properties.
Colgate MaxFresh
 Segmentation:
o Demographic: Primarily targets families, working professionals, and
teens, with a focus on individuals who seek long-lasting freshness
and oral hygiene.
o Geographic: Available across both urban and rural areas in India,
with strong penetration in smaller towns and villages.
o Behavioral: Colgate MaxFresh appeals to consumers who prioritize
fresh breath, teeth whitening, and overall oral care.
 Targeting:
o The product targets families, working professionals, and teens
looking for a toothpaste that not only promotes fresh breath but also
oral hygiene. Colgate MaxFresh appeals to people who value lasting
freshness.
 Positioning:
o Colgate MaxFresh is positioned as a long-lasting toothpaste that
provides fresh breath throughout the day with a cooling mint
sensation. It is aimed at consumers looking for freshness, whitening,
and complete oral care.
SWOT Analysis
Closeup Toothpaste
 Strengths:
o Strong brand recognition in India and trust in the category of breath-
freshening toothpastes.
o Positioned uniquely as a youth-oriented brand, appealing to younger
consumers.
o Offers a minty flavor and cooling sensation, which is a major selling
point.
o Affordable price with various sizes and formulations.
 Weaknesses:
o Focus on breath freshness might not cater to consumers primarily
concerned with oral health or whitening.
o Limited visibility in premium, health-focused consumer segments.
o Perception as a value brand might limit its appeal among premium
consumers.
 Opportunities:
o Brand expansion to include oral health benefits like anti-cavity, anti-
plaque, or gum protection.
o Growing market for eco-friendly, natural ingredients in toothpaste.
o Stronger focus on dental whitening and gum health could expand
market reach.
 Threats:
o Rising competition from premium brands like Sensodyne, Colgate
MaxFresh, and others offering better oral hygiene claims.
o Shift in consumer preferences towards natural and organic oral care
products.
o Private label brands offering lower-cost alternatives.
Colgate MaxFresh
 Strengths:
o Strong brand equity of Colgate in India, recognized for oral care
products.
o Focus on long-lasting breath freshness, which appeals to a wide
range of consumers.
o Offers a wide range of variants with different flavors like mint,
herbal, etc.
o Comprehensive oral care benefits (freshness, whitening, cavity
protection).
 Weaknesses:
o Price point may be higher than Closeup, which can be a deterrent for
o Sometimes seen as less innovative compared to newer, more niche
brands.
o Strong competition from budget brands and private labels.
 Opportunities:
o Growing trend for oral care products with natural ingredients (e.g.,
herbal, charcoal-based).
o Expansion in the premium oral care segment with more specialized
products (e.g., sensitive teeth, gum care).
o Eco-friendly packaging to appeal to the growing segment of
 Threats:
o Intense competition from brands like Sensodyne, Closeup, and
Pepsodent.
o Private label brands offering cheaper alternatives.
o Consumer shift toward natural or organic toothpaste products.
PESTLE Analysis
Closeup Toothpaste
 Political:
o Compliance with Indian health regulations and food safety
standards.
o Government initiatives promoting oral health could favor Closeup.
 Economic:
o Closeup is priced affordably, which makes it appealing during
economic downturns or in price-sensitive markets.
o Growth in middle-class households can lead to an increase in the
demand for branded, fresh breath products.
 Social:
o Youth-centric branding and communication resonate well with
millennials and Gen Z, who care about confidence and social
perceptions.
o Growing focus on oral hygiene in the wake of increasing awareness
of dental health.
 Technological:
o Use of advanced formulations for breath-freshening and whitening.
o Emphasis on innovative packaging (easy-to-use, spill-proof designs).
 Legal:
o Adherence to FSSAI regulations for toothpastes.
o Advertising standards ensuring no misleading claims.
 Environmental:
o Potential to move towards eco-friendly packaging.
o Sustainability concerns among consumers can drive demand for
brands with natural ingredients.
Colgate MaxFresh
 Political:
o Compliance with health regulations in the Indian market for oral care
products.
o Potential benefits from government health campaigns promoting
better oral hygiene.
 Economic:
o Premium pricing could limit accessibility to price-sensitive segments.
o Rising middle-class population will drive demand for quality oral care
products like MaxFresh.
 Social:
o Oral hygiene awareness is growing, and consumers are increasingly
concerned about bad breath and whitening.
o Young professionals and families make up a large portion of the
consumer base for fresh breath products.
 Technological:
o Ongoing innovation in formulations, with a focus on whitening and
long-lasting freshness.
o Packaging innovations like easy-squeeze tubes and multi-use pumps.
 Legal:
o Adherence to FSSAI and FDA guidelines.
o Protection of brand claims like fresh breath and whitening.
 Environmental:
o Potential to transition to eco-friendly packaging to cater to growing
consumer demand for sustainability.
Price Comparison
 Closeup Toothpaste: ₹35–₹150 for 80g to 200g tubes.

 Colgate MaxFresh: ₹40–₹180 for 80g to 200g tubes.
 Closeup Toothpaste:
o Bright red and white packaging with a focus on freshness.
o Packaging often highlights the cooling mint sensation and breath
freshness benefits.
o Squeeze tubes and flip-top caps for easy dispensing.
 Colgate MaxFresh:
o Features blue and green color schemes with a focus on the minty
freshness and whitening benefits.
o Cool packaging and imagery of icy cool freshness.
o Easy-to-squeeze tubes with air-tight seals to maintain product
integrity.
 Closeup Toothpaste:
o Widely available in supermarkets, grocery stores, kirana stores, and
e-commerce platforms.
o Strong penetration in rural and semi-urban areas, with products
available at affordable price points.
 Colgate MaxFresh:
o Available in supermarkets, premium retail outlets, pharmacies, and
e-commerce platforms.
o Strong distribution in urban areas and rural markets, with a focus on
modern trade outlets.
Conclusion
Both Closeup Toothpaste and Colgate MaxFresh target slightly different

consumer segments but are positioned similarly around the core values of fresh
breath, whitening, and oral hygiene.
 Closeup: Targets youthful, value-conscious consumers who prioritize fresh
breath and confidence at an affordable price.
 Colgate MaxFresh: Appeals to families and professionals who seek long-
lasting freshness and whitening with a premium positioning
16.SUNSLIK SHAMPOO VS PANTENE SHAMPOO:
Sunsilk Shampoo
 Company: Unilever (Hindustan Unilever Limited in India)

 Product Type: Shampoo (Variety of formulations for different hair types,
including smoothness, volume, anti-dandruff, and more)
 Usage: Sunsilk offers shampoos that cater to a wide range of hair types and
concerns, focusing on smooth, shiny, and manageable hair.
 Target Audience: Primarily aimed at young women (18-35), although it has
expanded its offerings to men and broader age demographics.
Pantene Shampoo
 Company: Procter & Gamble (P&G)
 Launch Year: 1945 (in India since 1992)
 Product Type: Shampoo (Variety of formulations for different hair care
needs like damage repair, anti-dandruff, nourishment)
 Usage: Pantene is known for its emphasis on healthy, strong hair with a
key ingredient, Pro-Vitamin B5, that nourishes and repairs hair from the
inside.
 Target Audience: Women aged 25-45, with a focus on healthy, nourished,
and strong hair.
Sunsilk Shampoo
 Segmentation:
o Demographic: Primarily targeting young adults (18-35 years), mostly
women, but expanding to men as well.
o Geographic: Available globally, with strong presence in urban and
semi-urban areas in India.
o Behavioral: Customers looking for affordable, accessible, and
fashionable hair care solutions with benefits like smoothness, shine,
and manageability.
 Targeting:
o Sunsilk targets youthful, trendy consumers who are looking for
affordable, stylish hair care products that offer good results at
competitive prices. It appeals to young women who want healthy
and manageable hair with modern, fresh fragrances.
 Positioning:
o Sunsilk is positioned as a fashionable, affordable shampoo brand
that empowers women to achieve healthy, smooth, and shiny hair.
The brand is associated with youth, confidence, and trendy hair
care. Sunsilk emphasizes the diverse hair care needs of different
users with customized solutions for various hair types.
Pantene Shampoo
 Segmentation:
o Demographic: Targets women (25-45 years), particularly those who
are concerned about healthy, strong hair. Pantene also appeals to
older women who are looking for hair nourishment and damage
repair.
o Geographic: Available in urban and rural markets, with global
penetration.
o Behavioral: Consumers who are seeking premium, effective, and
long-term hair care solutions that promote strong, healthy, and
damaged hair repair.
 Targeting:
o Pantene targets middle to upper-income women who are looking for
healthy, shiny hair and who are willing to invest in premium hair
care solutions. The brand appeals to individuals who prioritize long-
term hair health and are willing to pay slightly more for nourishing
and repairing products.
 Positioning:
o Pantene is positioned as a premium shampoo that offers
nourishment, repair, and strengthening with the power of Pro-
Vitamin B5. It is presented as a brand that enhances hair’s natural
strength, health, and shine, making it perfect for women who want
luxurious, healthy hair.
SWOT Analysis
Sunsilk Shampoo
 Strengths:
o Affordable and accessible for a wide demographic.
o Diverse range of shampoos for different hair types (e.g., smoothness,
volume, anti-dandruff).
o Strong brand recognition and mass appeal.
o Association with youthfulness and style, appealing to the modern
woman.
 Weaknesses:
o Seen as a value brand by some, which may limit its appeal in the
premium segment.
o Limited focus on hair repair or scientifically proven nourishment,
which may lead to less appeal for customers seeking advanced or
therapeutic products.
o Not as premium as Pantene in terms of formulation and marketing.
 Opportunities:
o Expanding into premium hair care products or natural/organic lines
could cater to the growing demand for these.
o Collaborations with influencers and social media marketing to target
younger, digitally savvy consumers.
o Eco-friendly packaging and sustainability could become key selling
points.
 Threats:
o Competition from premium brands like Pantene, Dove, and Head &
Shoulders.
o Private label and local brands offering affordable alternatives.
o Consumers shifting toward organic or natural-based hair care
products.
Pantene Shampoo
 Strengths:
o Strong brand equity and premium positioning.
o Widely recognized for damage repair and nourishment with
scientifically backed formulations.
o Strong association with healthy, strong hair and long-lasting results.
o Effective advertising and celebrity endorsements.
 Weaknesses:
o Higher price point than Sunsilk, which may deter budget-conscious
consumers.
o May appeal less to younger, trendy audiences who are looking for
fun, cool hair care (as Sunsilk does).
o Limited appeal to very young consumers due to its premium
positioning.
 Opportunities:
o Opportunity to expand in the men’s hair care market, which Pantene
has started to explore with its recent campaigns.
o Natural ingredient-based formulations can appeal to
o Sustainability in packaging and ingredient sourcing could further
enhance the brand’s appeal.
 Threats:
o Intense competition from Sunsilk, Dove, Head & Shoulders, and
emerging local brands.
o Growth of private label products that offer similar benefits at a lower
price.
o Market shift towards organic and natural hair care solutions.
PESTLE Analysis
Sunsilk Shampoo
 Political:
o Compliance with Indian regulatory standards for cosmetics and
personal care.
o Government incentives for local manufacturing can lower
production costs.
 Economic:
o Positioned as an affordable product, making it attractive to middle
and lower-income consumers.
o Affordable pricing helps Sunsilk maintain strong sales during
economic downturns.
 Social:
o Sunsilk aligns with the youth culture, emphasizing style, confidence,
and trendy hair care.
o Increasing concern about eco-friendly and natural products may
influence purchasing decisions.
 Technological:
o Sunsilk integrates advanced formulation technology for delivering
smoother, shinier hair.
o Packaging innovations such as easy-to-squeeze tubes and user-
friendly designs.
 Legal:
o Compliance with Indian and international cosmetic product
standards.
o Adherence to advertising standards, particularly for claims related to
hair improvement.
 Environmental:
o Opportunity to move towards sustainable packaging and natural
ingredients in formulations.
o Consumers increasingly concerned about the environmental impact
of products.
Pantene Shampoo
 Political:
o Must comply with global and local regulations for personal care
products in India.
o Potential regulatory changes related to advertising and product
claims.
 Economic:
o Premium pricing targets middle and upper-income segments, which
may be more resilient in economic downturns.
o The strong brand appeal allows Pantene to continue commanding a
higher price point.
 Social:
o Pantene promotes the message of healthy, strong hair through
nourishment, appealing to a broader demographic, including
working women.
o Celebrity endorsements enhance brand trust and perception as a
premium choice.
 Technological:
o Use of Pro-Vitamin B5 for hair nourishment and damage repair.
o Investment in innovative formulations to meet consumer needs.
 Legal:
o Compliance with health and safety standards.
o Transparency in claims about hair nourishment and strength.
 Environmental:
o The increasing push for eco-friendly practices such as sustainable
sourcing and recyclable packaging.
Unique Selling Points (USPs)
Sunsilk Shampoo:
 Affordable and fashionable, providing trendy, manageable hair for young

women.
 Wide range of products targeting different hair types.
 Stylish packaging and fragrances that appeal to the youth.
Pantene Shampoo:
 Premium positioning, backed by scientific nourishment and damage

repair.
 Strong emphasis on healthy, strong hair with nourishing ingredients like
Pro-Vitamin B5.
 Celebrity endorsements add credibility to the brand.
Price Comparison
 Sunsilk Shampoo: Generally lower-priced, making it accessible to a larger
consumer base, particularly middle-income consumers.
 Pantene Shampoo: Positioned at a higher price point due to its premium
nature and focus on nourishment and hair repair.
 Sunsilk Shampoo: Bright, colorful, and youthful packaging with an

emphasis on modernity and style.
 Pantene Shampoo: Elegant and premium packaging with a focus on
simplicity and luxury, typically in white and gold tones.
 Sunsilk Shampoo: Strong distribution in urban and semi-urban markets,

widely available in grocery stores, supermarkets, and e-commerce
platforms.
 Pantene Shampoo: Distributed in supermarkets, premium retail outlets,
and also available on e-commerce platforms. Strong presence in urban
markets, but also gaining popularity in rural areas.
Conclusion
 Sunsilk appeals to younger consumers looking for affordable, trendy hair

care products. It has a wide range of products catering to different hair
needs at accessible price points.
 Pantene targets premium customers who prioritize healthy, strong hair
and are willing to pay more for nourishment and damage repair. It is well-
positioned in the luxury segment.
17.VASELINE BODY LOTION VS NIVEA BODY LOTION:
Vaseline Body Lotion
 Launch Year: 1870 (Vaseline is a well-known legacy brand)
 Product Type: Body lotion (Various formulations such as deep moisture,
healing, and intensive care)
 Usage: Vaseline Body Lotion is primarily marketed for deep hydration, skin
healing, and moisturization, particularly for dry skin.
 Target Audience: Primarily families and individuals with dry skin or those
seeking healing and protection for their skin.
Nivea Body Lotion
 Company: Beiersdorf
 Launch Year: 1911 (A long-established brand)
 Product Type: Body lotion (Range includes products for dry skin, sensitive
skin, and nourishing care)
 Usage: Nivea Body Lotion is marketed for moisturizing and nourishing skin
with long-lasting effects, including products that cater to sensitive skin.
 Target Audience: Wide demographic of both men and women who seek
long-lasting hydration, including those with dry or sensitive skin.
 Segmentation:
o Demographic: Targets middle-income families, individuals with dry
skin, and consumers who need skin healing products.
o Geographic: Available in global markets, with a strong presence in
India and Africa, where skin dryness is a significant concern due to
environmental factors.
o Behavioral: Primarily targets consumers looking for effective healing,
intensive moisture, and protection for extremely dry skin.
 Targeting:
o Target Audience: Vaseline focuses on individuals with dry or
damaged skin, particularly consumers seeking affordable yet
effective skin solutions. It also appeals to consumers who need to
repair their skin (e.g., cracked skin, eczema, etc.).
 Positioning:
o Vaseline is positioned as a trusted, effective solution for extreme
dryness and skin healing, with a strong emphasis on moisturization
and skin protection. The brand emphasizes deep hydration and
repair, with claims of long-lasting effects.
Nivea Body Lotion
 Segmentation:
o Demographic: Targets a wide range of consumers, including men
and women of all ages. Nivea offers specialized products for different
skin types, including sensitive skin and those seeking luxurious
hydration.
o Geographic: Nivea has a strong global presence, with deep
penetration in both urban and rural areas.
o Behavioral: Nivea appeals to consumers looking for long-lasting
moisture, nourishment, and hydration. It also caters to those
seeking a premium skincare experience.
 Targeting:
o Nivea targets family-oriented consumers who prefer trusted, gentle,
and reliable skincare for all ages and skin types. It also appeals to
those who need luxury skincare at a mid-range price.
 Positioning:
o Nivea is positioned as a premium, reliable skincare brand offering
gentle, long-lasting moisturization. It is marketed as a trustworthy
and nourishing brand that offers effective solutions for dry, sensitive
skin, with a light, non-greasy formula suitable for daily use.
SWOT Analysis
 Strengths:
o Effective for dry skin and skin healing, with strong brand
recognition.
o Well-established as a go-to brand for intensive moisture and skin
repair.
o Affordable pricing and widely accessible in various retail formats.
o Trusted for its healing power due to the association with petroleum
jelly.
 Weaknesses:
o Heavy texture may not appeal to consumers seeking a lighter or
non-greasy lotion.
o Limited focus on sensitive skin compared to Nivea, and it doesn’t
offer as many options for luxury skincare.
o May be perceived as too medicinal or clinical by some consumers.
 Opportunities:
o Expanding product offerings to cater to sensitive and luxury skincare
segments could attract a broader audience.
o Eco-friendly packaging and natural ingredients are growing trends
that could help differentiate the brand.
o Opportunity to expand into men’s grooming products, as men’s
skincare is a growing market.
 Threats:
o Intense competition from other premium and mid-tier brands like
Nivea and Dove.
o Private label brands offering similar benefits at lower prices.
o Changing consumer preferences for more natural and organic
products.
Nivea Body Lotion
 Strengths:
o Premium positioning with a reputation for gentle, effective, and
long-lasting moisturization.
o Offers a wide variety of products for different skin types and
concerns, including sensitive skin.
o Strong global brand presence and consumer loyalty.
o The non-greasy formula is popular among consumers looking for
hydration without heaviness.
 Weaknesses:
o Premium pricing may limit appeal to budget-conscious consumers.
o Some formulations might not be suitable for consumers who seek
more organic or chemical-free options.
o A larger brand with so many product offerings may confuse some
consumers about which product best suits their needs.
 Opportunities:
o Expansion into the natural/organic skincare market could tap into
the growing demand for more sustainable and ethical products.
o Eco-friendly packaging and sustainability can help boost brand
perception.
o Targeting the men’s grooming market with specialized products for
men's skin could open new growth avenues.
 Threats:
o Increased competition from lower-priced brands (such as Vaseline)
offering similar moisturizing benefits.
o Growing trend towards natural and chemical-free lotions may drive
consumers away from traditional formulas.
o Potential risks associated with price sensitivity in emerging markets.
PESTLE Analysis
 Political:
o Compliance with Indian and international regulatory standards for
skincare products.
o Possible impacts of tax policies and import regulations on product
pricing in different regions.
 Economic:
o Affordable pricing appeals to middle-income consumers in emerging
markets.
o Economic downturns may lead to an increase in demand for more
cost-effective skincare products.
 Social:
o Consumers are increasingly concerned with the sustainability and
ethical sourcing of ingredients, especially in regions like Europe and
the US.
o Vaseline’s association with healing and intensive moisture helps it
maintain trust among consumers with skin conditions.
 Technological:
o Technological advances in skin healing and moisturization formulas
could lead to innovations.
o Packaging technology, such as eco-friendly and recyclable packaging,
could become a key differentiator.
 Legal:
o Compliance with health and safety standards for skincare products.
o Stricter regulations on advertising claims and product efficacy.
 Environmental:
o Increasing focus on sustainable sourcing of ingredients and eco-
friendly packaging.
o Pressure to reduce the environmental impact of production and
plastics used in packaging.
Nivea Body Lotion
 Political:
o Compliance with global regulations for skincare products.
o Changes in import/export regulations and tariffs could affect
product prices in some markets.
 Economic:
o Positioned at a premium price point, Nivea is attractive to middle
and upper-income consumers.
o Vulnerability to economic slowdowns as some consumers may shift
to more affordable alternatives.
 Social:
o Increasing demand for ethical and sustainable products drives Nivea
to focus on natural ingredients.
o High demand for skin care solutions for sensitive skin, which Nivea
has capitalized on with specific formulations.
 Technological:
o Innovations in moisturizing formulas and the use of advanced
delivery systems for better skin hydration.
o Sustainable packaging and the push for zero-waste packaging could
improve Nivea's brand image.
 Legal:
o Stricter regulations around skin safety and advertising claims could
affect how the brand markets its products.
o Stronger enforcement of cosmetic regulations in emerging markets.
 Environmental:
o Strong push towards eco-friendly practices and reducing carbon
footprint.
o Demand for recyclable and sustainable packaging across industries.
Vaseline Body Lotion:

 Intensive moisture and skin healing for extremely dry skin.
 Trusted by generations for its healing properties.
 Affordable price point for budget-conscious consumers.
Nivea Body Lotion:
 Gentle, long-lasting moisturization that’s ideal for sensitive skin.

 Positioned as a premium skincare brand with reliable quality.
 Offers a range of products for different skin types, including sensitive skin.
Price Comparison
 Vaseline Body Lotion: Generally priced at a lower price point, making it

more accessible to a wider range of consumers.
 Nivea Body Lotion: Positioned at a mid to premium price range due to its
emphasis on long-lasting nourishment and luxurious feel.
Packaging Comparison
 Vaseline: Simple, functional packaging often in plastic bottles with

emphasis on easy dispensing.
 Nivea: Premium packaging often in blue and white tones, with an
emphasis on clean, elegant design that appeals to a wider, more diverse
audience.
 Vaseline: Widely available in supermarkets, pharmacies, and e-commerce

platforms.
 Nivea: Available in premium retail stores, pharmacies, and online
platforms, often in both urban and rural markets.
Conclusion
 Vaseline Body Lotion is a budget-friendly, effective solution for extremely

dry skin and healing, while Nivea focuses on offering premium, long-
lasting moisturization for all skin types, with a focus on sensitive skin. Both
brands are well-established with strong market presence but cater to
slightly different price points and consumer needs.
18.COMFORT FABRIC CONDITIONER VS EZEE LIQUID

DETERGENT:
Comfort Fabric Conditioner
 Product Type: Fabric softener (Various variants such as Comfort Blue,
Comfort Lemon Fresh, etc.)
 Usage: Comfort is designed to make clothes soft, fragrant, and easier to
iron, with added long-lasting freshness.
 Target Audience: Primarily middle-income families, households focused on
cleaning and fabric care, and those seeking gentle fabrics for daily use.
Ezee Liquid Detergent

 Company: Nirma
 Product Type: Liquid detergent (Ezee is specifically designed for delicate
fabrics)
 Usage: Ezee is marketed as a gentle detergent that works well for hand
washing and machine washing. It is especially known for its ability to
preserve the delicacy of fabrics, like wool, silk, and baby clothes.
 Target Audience: Primarily people with delicate fabrics (such as wool or
silk), parents of babies looking for gentle cleansers, and middle to upper-
income families concerned about fabric care.
 Segmentation:
o Demographic: Primarily targets households with middle-income
families, consumers who are looking for affordable fabric softening
and freshness.
o Geographic: Available in global markets with a strong presence in
India, Southeast Asia, and other developing markets where fabric
care is a major concern.
o Behavioral: Appeals to customers who desire long-lasting freshness,
softness, and ease of ironing.
 Targeting:
o Targets mass-market consumers looking for value-for-money fabric
softening and added fragrance at an affordable price.
 Positioning:
o Comfort positions itself as a high-quality fabric conditioner that
enhances the feel and freshness of clothes, making them soft and
pleasantly fragrant. It is marketed as a product that improves
laundry care without compromising on affordability.
 Segmentation:
o Demographic: Primarily targets families with delicate fabrics (e.g.,
wool, silk), and mothers of young children who want gentle washing
products for their baby’s clothes.
o Geographic: Predominantly available in India and select regions with
high demand for hand washing and delicate fabric care.
o Behavioral: Appeals to consumers looking for a gentle yet effective
detergent for delicate fabrics that require extra care during the
washing process.
 Targeting:
o Ezee targets women or households looking for gentle cleaning
solutions that preserve the quality of delicate fabrics, often at a mid-
tier price point.
 Positioning:
o Ezee is positioned as a premium, gentle detergent that is perfect for
delicate fabrics and hand-washing, offering superior fabric care
while being effective at cleaning clothes without damaging them.
SWOT Analysis
 Strengths:
o Well-established brand with global recognition.
o Offers long-lasting fragrance and softness.
o Known for affordable pricing with high-volume availability.
o A wide range of variants targeting different fabric care needs (e.g.,
fresh fragrance, soft fabric, etc.).
 Weaknesses:
o Perceived as less essential compared to detergents.
o Non-essential product during economic downturns when consumers
may prioritize detergents.
o Some consumers may prefer natural/organic fabric softeners over
synthetic fragrances and chemicals.
 Opportunities:
o Eco-friendly and natural formulations could appeal to the growing
environmentally-conscious consumer base.
o Potential to expand product line to include baby-safe and
hypoallergenic variants.
 Threats:
o Competition from other fabric softeners and premium brands (e.g.,
Downy).
o Shift towards chemical-free or organic products in fabric care.
 Strengths:
o Specifically designed for delicate fabrics, with a unique formulation
that preserves fabric quality.
o Known for its gentle nature, making it suitable for hand washing and
delicate fabrics such as wool and silk.
o Trusted by Indian consumers, especially for baby clothes and delicate
garments.
 Weaknesses:
o Niche product that may not appeal to consumers who primarily use
machine washing or those looking for a general-purpose detergent.
o Limited brand awareness in international markets outside India.
 Opportunities:
o Expand product range to include variants for machine washing or for
specific fabric needs (e.g., sportswear, activewear).
o Potential to tap into the eco-friendly market, offering biodegradable
or natural options.
 Threats:
o Rising competition from more mainstream liquid detergents and
premium brands like Ariel and Surf Excel.
o Rising costs of manufacturing could lead to higher prices for
consumers.
PESTLE Analysis
 Political:
o Compliance with regulations on detergent and fabric care product
safety across global markets.
o Government policies on environmental impact could force changes
in packaging or product formulation.
 Economic:
o Affordable pricing appeals to middle-income households.
o Consumers may shift to economical fabric softeners during economic
recessions.
 Social:
o Growing awareness of fabric care and personal comfort.
o Sustainability trends pushing for eco-friendly products.
 Technological:
o Innovation in fabric care formulations, focusing on long-lasting
freshness and softening.
o Developments in biodegradable or natural product lines.
 Legal:
o Increasing regulations on product ingredients and advertising
claims.
o Stronger compliance required for environmental and safety
standards.
 Environmental:
o Increased pressure for eco-friendly and recyclable packaging.
o Demand for natural ingredients and less harmful chemicals in fabric
care.

 Political:
o Adherence to safety and environmental regulations related to
detergents.
o Import/export restrictions that may affect pricing and availability.
 Economic:
o Mid-range pricing appeals to families, but may face competition
from cheaper alternatives.
o Cost of raw materials impacting production costs.
 Social:
o Growing preference for gentle and baby-safe detergents.
o Increasing awareness of the need for delicate care for clothes and
fabrics.
 Technological:
o Advancements in detergent formulations for better cleaning
performance while being gentle on fabrics.
o Research into eco-friendly detergent technology, like biodegradable
formulas.
 Legal:
o Adherence to regulations regarding chemical content and fabric
safety.
o Need for clearer labeling and claims regarding delicate fabric care.
 Environmental:
o Environmental concerns drive demand for eco-friendly,
biodegradable detergents and sustainable packaging.
 Long-lasting fragrance and softness for clothes.

 Affordable and available in multiple variants.
 Helps to reduce wrinkles and ease ironing.
 Strong brand recognition as a trusted fabric softener.
 Specifically formulated for delicate fabrics, such as silk and wool.

 Gentle cleaning that preserves the fabric's quality and texture.
 Suitable for hand washing, making it ideal for garments that require extra
care.
 Trusted brand for baby clothes and delicate fabric care.
Price Comparison
 Comfort Fabric Conditioner: Typically priced in the mid-range to low-end

category, accessible to mass-market consumers.
 Ezee Liquid Detergent: Positioned as a premium option, slightly more
expensive than regular detergents, but still affordable for middle-income
households.
Packaging Comparison
 Comfort Fabric Conditioner: Available in plastic bottles with easy-to-

dispense caps. Packaging often has bright colors and clear branding that
emphasizes fragrance and softness.
 Ezee Liquid Detergent: Comes in plastic bottles, often with a simple, clean
design highlighting its delicate fabric care focus. The packaging is typically
smaller due to the concentrated nature of the product.
 Comfort Fabric Conditioner: Widely available across supermarkets, online

stores, pharmacies, and general retailers.
 Ezee Liquid Detergent: Primarily available in supermarkets, pharmacies,
and specialty stores. It's well-distributed in India, but may have limited
availability internationally compared to Comfort.
Conclusion
 Comfort Fabric Conditioner is ideal for consumers looking for an
affordable, all-purpose fabric softener that offers fragrance and softness,
while Ezee Liquid Detergent focuses on the gentle care of delicate fabrics,
catering to a more niche market of those concerned with fabric
preservation. Both brands offer distinct value propositions, with Comfort
emphasizing affordability and fragrance and Ezee focusing on gentle and
safe washing of delicate garments.
19.PUREIT WATER PURIFIER VS AQUAGUARD:
Pureit Wate
r
Purifier
 Company: Unilever (Pureit is a product of Hindustan Unilever Limited

(HUL)).
 Product Type: Water purifiers (offers various models such as Pureit
Marvella, Pureit Ultima, and Pureit Classic).
 Technology: Uses multi-stage filtration systems, often RO, UV, and MF
(microfiltration) technologies to remove harmful chemicals, bacteria, and
viruses.
 Target Audience: Middle-income to high-income families, particularly those
living in areas with poor water quality or municipal supply issues.
Aquaguard Water Purifier
 Company: Eureka Forbes (a subsidiary of Shapoorji Pallonji Group).

 Product Type: Water purifiers (popular models include Aquaguard Reviva,
Aquaguard Magna, Aquaguard Aura, etc.).
 Technology: Uses RO, UV, and UF (ultrafiltration) technologies for different
purification needs.
 Target Audience: Similar to Pureit, Aquaguard targets middle to upper-
income households, focusing on urban and semi-urban populations,
especially in areas with poor water quality.
STP (Segmentation, Targeting, Positioning)
Pureit Water Purifier
 Segmentation:
o Demographic: Targeting primarily middle-income and upper-middle-
income families, particularly in urban and semi-urban regions.
o Geographic: Available widely across India, focusing on areas where
water purification is a major concern due to contaminated water
sources.
o Behavioral: Appeals to customers looking for a cost-effective
solution to ensure safe drinking water without the need for a
continuous supply of bottled water.
 Targeting:
o Focuses on middle-class and affluent urban households seeking
affordable and long-term water purification solutions.
 Positioning:
o Pureit positions itself as a reliable, affordable water purifier that
offers multi-stage purification and promises zero contamination for
a safe drinking experience. It offers both RO and UV purifiers with an
emphasis on advanced filtration technology at affordable prices.
 Segmentation:
o Demographic: Targeting middle and upper-middle-income families
in both urban and semi-urban areas with a focus on health-
conscious individuals or families with specific water-related
concerns.
o Geographic: Available across India, with a stronger presence in
metro cities and areas with more developed infrastructure and
awareness around water purification.
o Behavioral: Appeals to consumers who are willing to invest in
premium products for healthier drinking water, especially those
focused on advanced filtration.
 Targeting:
o Aquaguard targets both value-seeking customers as well as premium
customers who are willing to pay for the latest technology (like
RO+UV+UF purifiers) that offer the highest levels of water purity.
 Positioning:
o Positioned as a trusted and premium brand in water purification,
Aquaguard promises advanced filtration systems, improved taste,
and safe drinking water with a focus on technology and health.
SWOT Analysis
 Strengths:
o Backed by Hindustan Unilever, a trusted brand with a strong
distribution network.
o Affordable pricing compared to other brands like Aquaguard.
o Multiple purification technologies (RO, UV, MF) provide effective
filtration for different water conditions.
o Easy installation and maintenance.
 Weaknesses:
o May not have the brand prestige of Aquaguard in certain markets.
o Limited premium models for consumers seeking high-end solutions.
o Higher-end models may be perceived as less innovative compared to
competitors.
 Opportunities:
o Growing demand for affordable water purifiers in tier 2 and tier 3
cities.
o Potential to tap into the international market with a focus on
affordable yet effective solutions.
o Increasing awareness about safe drinking water and waterborne
diseases.
 Threats:
o Strong competition from brands like Aquaguard, Kent, and Livpure.
o Increasing preference for premium brands among urban consumers.
o Pressure to maintain affordability while meeting rising manufacturing
costs.
 Strengths:
o Strong brand presence and trust in the Indian market.
o Advanced filtration technologies (RO + UV + UF) that cater to a wide
range of water conditions.
o Premium product line with innovative features like taste enhancer
and mineral retention.
o Excellent after-sales service and warranty support.
 Weaknesses:
o Higher price point may make it less accessible to middle-income
families.
o Perceived as less cost-effective for families on a budget.
o Maintenance costs could be higher compared to some competitors.
 Opportunities:
o Expanding the product range with eco-friendly, energy-efficient
models.
o Capitalizing on the growing demand for smart appliances and IoT-
enabled water purifiers.
o Increased focus on the premium segment and customized water
solutions.
 Threats:
o Competition from more affordable brands like Pureit, Kent, and
Livpure.
o Consumers may switch to cheaper alternatives due to rising inflation
and cost-conscious purchasing behavior.
PESTLE Analysis
 Political:
o Government regulations around water quality and purifier safety
standards.
o Policies promoting safe drinking water and clean water initiatives in
rural areas.
 Economic:
o Affordable pricing for lower-income consumers.
o Growth in the middle class and increased demand for safe water
solutions.
o Economic downturns could reduce consumer spending on premium
purifiers.
 Social:
o Increasing awareness about the importance of safe drinking water
and the health risks associated with contaminated water.
o Rise of health-conscious consumers seeking pure water free from
harmful chemicals.
 Technological:
o Continuous improvement in filtration technologies such as reverse
osmosis, UV, and multistage filtration.
o Growth of smart home technology with IoT-enabled water purifiers.
 Legal:
o Compliance with water safety regulations and consumer protection
laws.
o Rising regulations on purifier efficiency and waterborne disease
prevention.
 Environmental:
o Growing demand for eco-friendly and energy-efficient water
purifiers.
o Need for sustainable packaging and reduced plastic waste in the
appliance industry.
 Political:
o Compliance with water purification standards set by regulatory
bodies like BIS (Bureau of Indian Standards) and FDA.
o Encouragement for water safety initiatives by the government in
rural and urban areas.
 Economic:
o Price-sensitive consumers might prefer more affordable models, but
the premium segment is expanding.
o Growth of the upper-middle class seeking advanced water filtration
solutions.
 Social:
o Social initiatives focused on promoting safe drinking water and
education about waterborne diseases.
o The increasing trend of personal health and wellness pushing
consumers towards high-quality water purifiers.
 Technological:
o Focus on innovative purification technologies such as mineral
retention, taste enhancers, and advanced RO/UV systems.
o Integration of smart technologies for enhanced user experience and
maintenance.
 Legal:
o Strict adherence to health and safety standards for water purifiers in
various markets.
o Regulations around advertising claims of water purifiers regarding
their health benefits.
 Environmental:
o Demand for eco-friendly, energy-efficient products with less
environmental impact.
o Concerns about water wastage in certain RO systems and potential
solutions.
 Affordable pricing for a wide range of consumers.

 Multi-stage purification (RO, UV, MF) for high-quality water.
 Focus on zero contamination and long-lasting filters.
 Advanced technologies such as RO + UV + UF for more precise and

thorough purification.
 Focus on taste enhancement and mineral retention.
 Trusted brand with premium features and superior after-sales service.
Price
 Pureit: Generally positioned in the mid-range to low-mid range for most

models, catering to the value-conscious consumer.
 Aquaguard: Priced in the mid to high-range, offering premium models with
advanced features for consumers willing to invest more in water
purification.
 Pureit: Packaging often includes user-friendly designs with a focus on

simplicity and functionality. Products are available in a variety of sizes and
models, with distinct color coding for easy identification.
 Aquaguard: Features sleek, modern packaging with emphasis on
technology and advanced features. The packaging design often highlights
premium product positioning with a more sophisticated look.
Distribution
 Pureit: Available in major supermarkets, online platforms like Amazon and

Flipkart, and local retailers.
 Aquaguard: Available across supermarkets, e-commerce platforms, and
exclusive branded stores. Strong presence in tier-1 and tier-2 cities, with a
good service network.
Conclusion
 Pureit positions itself as an affordable, reliable water purifier for mass

markets, emphasizing multi-stage filtration and cost-effectiveness.
 Aquaguard caters to both value-driven and premium customers, with a
focus on advanced technology and health benefits like taste enhancement
and mineral retention.
Both brands offer strong value propositions, but Pureit focuses on affordability,
while Aquaguard leans towards premium features and advanced purification
technologies.
20.PEPSODENT TOOTHPASTE VS SENSODYNE TOOTHPASTE:
Pepsodent Toothpaste
 Company: Unilever (Hindustan Unilever Limited in India)

 Product Type: Toothpaste (Available in various variants like Pepsodent
Germicheck, Pepsodent Charcoal, Pepsodent Fresh Mint, etc.)
 Target Audience: Mass-market consumers, primarily in the middle-income
and value-conscious segments.
 Positioning: Positioned as a value-for-money toothpaste offering general
oral hygiene (fresh breath, cavity protection, etc.).
 Key Features: Focus on cavity protection, germ protection, fresh breath,
and whitening
Sensodyne Toothpaste:
 Company: GlaxoSmithKline (GSK)
 Product Type: Toothpaste (Available in multiple variants, including
Sensodyne Rapid Relief, Sensodyne Repair & Protect, Sensodyne Fresh
Breath, etc.)
 Target Audience: Consumers with sensitive teeth, often in the upper-
middle-class and premium segments.
 Positioning: Positioned as a premium product focused on providing relief
for sensitive teeth.
 Key Features: Sensitivity relief, enamel protection, cavity protection, and
fresh breath.
 Segmentation:
o Demographic: Primarily targeting middle-income households,
families, and value-conscious consumers.
o Geographic: Available widely across urban, suburban, and rural
markets in India and international markets.
o Behavioral: Appeals to consumers seeking affordable oral care that
provides basic benefits like cavity protection, freshness, and
complete family use.
 Targeting:
o Mass-market segment, specifically middle-income and economical
families looking for basic, reliable oral hygiene products.
 Positioning:
o Pepsodent is positioned as a trusted, affordable, and effective
toothpaste offering complete oral protection with a focus on fresh
breath and healthy teeth. It is targeted at families who require daily
oral care without breaking the bank.
Sensodyne Toothpaste
 Segmentation:
o Demographic: Targeting individuals with sensitive teeth, often in
upper-middle-class and premium segments.
o Geographic: Available in urban and semi-urban areas, with a higher
presence in developed markets (like the U.S., Europe, and premium
Indian markets).
o Behavioral: Appeals to health-conscious consumers with sensitive
teeth and those looking for specialized oral care.
 Targeting:
o Premium and niche market of people suffering from dental
sensitivity or enamel problems, often 40+ age group or those prone
to sensitivity issues due to diet, teeth whitening, or other factors.
 Positioning:
o Sensodyne positions itself as the specialist toothpaste for sensitive
teeth, offering fast relief from sensitivity while still providing
essential benefits like cavity protection and enamel care. It’s a
premium offering focused on targeted relief for sensitive teeth.
SWOT Analysis
 Strengths:
o Established brand with strong brand recognition globally.
o Affordable pricing appeals to a broad market.
o Offers complete family protection (cavity, germ, freshness).
o Widely available in urban, semi-urban, and rural markets.
 Weaknesses:
o Positioned more as a general oral care solution; does not specifically
cater to specialized needs like sensitive teeth.
o Could face difficulty in competing with more premium offerings (like
Sensodyne) for consumers with specialized needs.
 Opportunities:
o Growing demand for oral care products in emerging markets.
o Expanding its range to include products for sensitive teeth could help
tap into a new market.
o Increasing awareness about the importance of oral hygiene.
 Threats:
o Intense competition from other mass-market brands like Colgate,
Closeup, and Toothpaste brands targeting specific needs (e.g.,
sensitivity relief).
o Consumer shift to premium products that focus on specialized oral
care.
 Strengths:
o Leader in sensitive teeth care, with a strong global brand.
o Targets a premium, health-conscious segment of consumers.
o Specialized formulation offers immediate relief for sensitive teeth.
o Offers a wide range of products tailored to different needs (e.g.,
whitening, enamel repair).
 Weaknesses:
o High price point makes it less accessible for budget-conscious
families.
o Market size is more niche, limited to those with sensitive teeth.
o Requires continuous investment in education around the benefits of
sensitive teeth care.
 Opportunities:
o Rising awareness about oral health and the importance of
specialized care for sensitive teeth.
o Potential to expand into new markets (e.g., India, Latin America)
where sensitivity-related issues are more common.
o Increasing demand for enamel-repair and advanced protection.
 Threats:
o Competition from mass-market brands like Pepsodent and Colgate,
which are launching products aimed at sensitive teeth.
o New entrants in the sensitive teeth space, offering affordable
alternatives.
PESTLE Analysis
 Political:
o Compliance with local health regulations and oral care guidelines in
various markets.
o Impact of government policies on consumer health and dental
hygiene awareness.
 Economic:
o Focused on the middle-income segment, which is increasingly
growing in emerging markets.
o Economic downturns may lead to a rise in demand for budget-
friendly oral hygiene solutions.
 Social:
o Growing awareness about the importance of oral hygiene and dental
health.
o Rise of the health-conscious consumer seeking preventative care.
 Technological:
o Continuous improvement in toothpaste formulation and flavor
profiles.
o Innovation in packaging for convenience and eco-friendly options.
 Legal:
o Strict regulations on oral care product safety, labeling, and health
claims.
o Market entry regulations for oral hygiene products in emerging
economies.
 Environmental:
o Growing demand for eco-friendly packaging solutions and
sustainable manufacturing.
o Pressure to reduce plastic waste through more sustainable packaging
options.
 Political:
o Compliance with health and safety standards in developed and
emerging markets.
o Impact of consumer protection laws on health-related claims.
 Economic:
o Premium pricing strategy may limit growth in price-sensitive
markets.
o Economic fluctuations could affect the purchase power of middle-
income customers.
 Social:
o Increasing awareness about dental health and oral care for sensitive
teeth.
o Growing consumer preference for premium and specialized health
products.
 Technological:
o Innovation in sensitivity relief formulas and enamel protection.
o Incorporation of digital marketing and online sales platforms to
reach consumers.
 Legal:
o Must comply with regulations governing the marketing of products
with health claims.
o Impact of FDA approvals for specific medical or health-related
claims.
 Environmental:
o Sensodyne is facing pressure to innovate towards sustainable
packaging and reducing carbon footprint.
o Consumer preferences leaning towards eco-conscious products.
 Affordable, everyday protection for families.

 Provides complete oral care with a focus on germ protection, fresh breath,
and whitening.
 Widely available in multiple variants, catering to diverse consumer
preferences.
 Specialized solution for sensitive teeth, offering fast relief and long-term
protection.
 Provides enamel care, cavity protection, and fresh breath, along with
sensitivity relief.
 Positioned as a premium product for consumers seeking targeted oral
care.
Price Comparison
 Pepsodent: Positioned as a budget-friendly option, typically priced in the

mid-range segment to cater to the mass market.
 Sensodyne: Positioned as a premium offering, generally priced higher due
to its specialized formulation for sensitive teeth.
Product Packaging Distinctness
 Pepsodent: Uses bright, colorful packaging with a focus on easy

identification in stores. Packaging is simple and functional, aimed at family-
oriented customers.
 Sensodyne: Features sleek, clinical, and premium packaging that
emphasizes its specialized care for sensitive teeth, with a focus on
professional oral care.
Distribution Channels
 Pepsodent: Available across supermarkets, local grocery stores,

pharmacies, and online platforms.
 Sensodyne: Available in supermarkets, pharmacies, specialized oral care
stores, and e-commerce platforms, with a more premium distribution
network targeting specific markets (urban areas).
Conclusion
 Pepsodent caters to a broad audience with general oral care needs,

focusing on affordability, freshness, and cavity protection.
 Sensodyne is a premium offering, targeting consumers with sensitive
teeth, and provides specialized relief while offering enamel protection and
fresh breath.
Both brands have strong market positions, with Pepsodent focusing on value for
money and Sensodyne leading in the niche of sensitive teeth care.
HEALTHCARE PRODUCTS
21.AYUSH ANTI-DANDRUFF SHAMPOO VS DABUR VATIKA ANTI

DANDRUFF SHAMPOO:
Ayush Anti-Dandruff Shampoo

 Launch Year: 2012 (as part of the Ayush brand)
 Product Type: Anti-dandruff shampoo (Ayurvedic formulation)
 Target Audience: Primarily the mass-market segment, targeting consumers
looking for affordable, herbal-based anti-dandruff solutions.
 Positioning: Positioned as a value-for-money, herbal-based anti-dandruff
shampoo that combines Ayurvedic ingredients with modern technology.
 Key Features: Combines the goodness of neem, teeth, and tulsi for anti-
dandruff, anti-fungal, and scalp care benefits.
Dabur Vatika Anti-Dandruff Shampoo
 Company: Dabur India Limited

 Launch Year: Early 2000s
 Product Type: Anti-dandruff shampoo (Herbal and Ayurvedic formulation)
 Target Audience: Similar to Ayush, Dabur Vatika targets mass-market
consumers, with a focus on herbal and natural ingredients for hair care.
 Positioning: Positioned as a premium herbal shampoo with an emphasis on
natural ingredients, known for dandruff control and scalp nourishment.
 Key Features: Contains a blend of natural herbs like tea tree oil, henna,
neem, and basil for dandruff control and overall scalp and hair health.
 Segmentation:
o Demographic: Targets price-sensitive consumers, particularly the
middle-income group in both urban and rural markets.
o Psychographic: Focuses on consumers looking for Ayurvedic,
natural, and herbal solutions for hair care.
o Behavioral: Appeals to those who want affordable, safe, and
effective solutions for dandruff without harsh chemicals.
 Targeting:
o Primarily targets mass-market consumers looking for economical
hair care products. Emphasizes family-friendly, value-based pricing.
 Positioning:
o Ayush Anti-Dandruff Shampoo is positioned as a natural, herbal
solution that combines Ayurveda with modern science to provide
affordable, mild dandruff protection for the entire family.
 Segmentation:
o Demographic: Targets middle to upper-middle-class consumers,
both in urban and semi-urban areas.
o Psychographic: Appeals to consumers who prefer premium products
with a focus on natural ingredients.
o Behavioral: Targets consumers seeking specialized hair care products
that not only fight dandruff but also offer scalp nourishment and
hair protection.
 Targeting:
o Focuses on premium segment consumers who are willing to pay a
little more for a shampoo that offers both anti-dandruff and herbal
nourishment.
 Positioning:
o Dabur Vatika Anti-Dandruff Shampoo is positioned as a premium,
herbal-based solution that offers effective dandruff control while
nourishing the hair and scalp with a blend of natural herbs. It appeals
to those who seek a high-quality, natural alternative for their hair
care needs.
SWOT Analysis
 Strengths:
o Affordable pricing makes it accessible to a wide range of consumers,
especially in rural areas.
o Leverages Ayurvedic heritage and natural ingredients such as neem,
tulsi, and teeth.
o Backed by Hindustan Unilever, a strong brand known for quality and
trust.
o Positioned as a family-friendly product with a focus on gentle care.
 Weaknesses:
o Relatively new brand, which may not have as strong consumer recall
as older brands like Dabur Vatika.
o Limited premium appeal due to its focus on affordability, which may
not attract higher-end customers.
o Basic product offering (only a basic anti-dandruff shampoo)
compared to some competitors with multiple variants (like Dabur
Vatika).
 Opportunities:
o Growing interest in natural, herbal hair care products.
o Increased demand for anti-dandruff solutions in emerging markets.
o Opportunity to expand the product range (e.g., adding conditioners
or shampoos for specific hair types).
 Threats:
o Intense competition from premium herbal brands like Dabur Vatika
and Himalaya.
o Price-sensitive consumers might opt for cheaper, non-herbal
alternatives in the market.
o Rising consumer preference for specialized shampoos targeting
specific hair needs (like sensitive scalp, hair fall).
 Strengths:
o Well-established brand with strong consumer recognition in India
and international markets.
o Known for using natural ingredients like tea tree oil, henna, and
neem, which are trusted for their anti-dandruff and scalp
nourishment properties.
o Higher-end positioning attracts consumers looking for premium,
herbal care.
o Extensive distribution network and strong presence in supermarkets
and pharmacies.
 Weaknesses:
o Premium pricing may limit access to price-sensitive customers in
rural areas.
o Higher price point may lead to consumer hesitation in comparison
with more affordable alternatives like Ayush.
o Some consumers may prefer more specialized dandruff solutions
rather than a generalized product.
 Opportunities:
o Growing demand for herbal and natural products in personal care,
especially for dandruff control.
o Expansion into new markets and global presence.
o Potential for introducing new product variants (e.g., conditioners,
hair oils) to enhance the brand.
 Threats:
o Intense competition from other herbal brands (e.g., Himalaya,
Patanjali).
o Increasing number of consumers opting for multi-functional
products that go beyond just dandruff control.
o Price wars with emerging and private label brands.
PESTLE Analysis
 Political:
o Compliance with Indian health regulations for cosmetic and personal
care products.
o Focusing on local sourcing and Ayurvedic formulations can benefit
from government initiatives promoting traditional medicines.
 Economic:
o Positioned at an affordable price point, catering to middle-income
and economically-conscious consumers.
o Sensitive to economic downturns where consumers may shift to
more budget-friendly products.
 Social:
o Rising awareness about natural, herbal personal care solutions.
o Increased consumer focus on chemical-free, Ayurvedic, and safe-to-
use products.
 Technological:
o Uses modern formulations alongside traditional Ayurvedic
ingredients.
o Potential for technological advances in packaging (e.g., eco-friendly
packaging) or smart packaging (QR codes for consumer information).
 Legal:
o Subject to health and safety regulations for personal care products
in India and international markets.
o Follows Ayurvedic certification standards for ingredient sourcing.
 Environmental:
o Growing focus on eco-friendly packaging.
o As part of HUL, the brand may face scrutiny regarding sustainability
and environmental impact.
 Political:
o Compliance with cosmetic regulations across various markets.
o Potentially benefited by government support for herbal and natural
products.
 Economic:
o Positioned in the premium segment, which may see slower growth in
economic downturns.
o Strong global demand for herbal-based personal care products.
 Social:
o Increasing demand for natural, chemical-free products, especially in
the health-conscious consumer group.
o Cultural inclination towards Ayurvedic and herbal remedies.
 Technological:
o Focus on R&D for improving formulations with new herbal
ingredients and better efficacy.
o Sustainability in sourcing and packaging is a growing area of focus.
 Legal:
o As a brand focusing on herbal and Ayurvedic ingredients, there is a
high focus on meeting Ayurvedic medicine standards and regulations
for safe use.
 Environmental:
o Sustainability and green packaging are key concerns, with Dabur
focusing on reducing environmental footprint through recyclable
packaging.
Price Comparison
 Ayush Anti-Dandruff Shampoo: Positioned in the mid-range and

economical price segment.
 Dabur Vatika Anti-Dandruff Shampoo: Positioned in the premium price
segment, usually higher than Ayush due to its emphasis on natural
ingredients and herbal care.
 Ayush Anti-Dandruff Shampoo: Packaging is functional with a focus on

simplicity and mass appeal. Often comes in plastic bottles and is more
oriented towards economical options.
 Dabur Vatika Anti-Dandruff Shampoo: Features premium packaging with a
focus on natural elements and Ayurvedic heritage. Often features sleek
and attractive packaging to appeal to the premium segment.
 Ayush Anti-Dandruff Shampoo: Available in supermarkets, local stores,

pharmacies, and e-commerce platforms. Strong presence in rural and
urban markets.
 Dabur Vatika Anti-Dandruff Shampoo: Available in supermarkets,
pharmacies, health & wellness stores, and e-commerce platforms, with a
more premium distribution network. Stronger presence in urban markets.
Conclusion
 Ayush Anti-Dandruff Shampoo is a value-for-money, herbal-based solution

that caters to mass-market consumers looking for an affordable and
effective anti-dandruff product.
 Dabur Vatika Anti-Dandruff Shampoo is positioned as a premium herbal
product with a focus on natural ingredients, targeting consumers seeking
both anti-dandruff and scalp nourishment.
Both brands leverage Ayurvedic formulations to appeal to a growing market

interested in natural hair care solutions, but they cater to different market
segments—Ayush focusing on affordability, while Dabur Vatika offers a more
premium experience.
22.AYUSH TURMERIC FACE CREAM VS VICCO TURMERIC SKIN

CREAM:
Ayush Turmeric Face Cream
 Brand: Ayush (owned by Hindustan Unilever Limited - HUL)

 Product Type: Herbal skincare cream formulated with turmeric and other
Ayurvedic ingredients.
 Target Audience: Primarily mass-market consumers in urban and rural
areas, catering to both men and women who seek affordable, natural skin
care solutions.
 Positioning: Positioned as a value-for-money, herbal, and skin-brightening
solution, targeting consumers looking for affordable skincare with natural
ingredients.
 Key Features: Contains turmeric, a widely recognized anti-inflammatory
and skin-brightening ingredient.
Vicco Turmeric Skin Cream
 Brand: Vicco (owned by Vico Laboratories)

 Launch Year: 1950s (one of the pioneers in Ayurvedic skincare)
 Product Type: Skin cream enriched with turmeric and sandalwood, widely
promoted for its healing and blemish-removal properties.
 Target Audience: Primarily targets middle-class and premium consumers,
both urban and rural, who prefer natural Ayurvedic products.
 Positioning: Positioned as a trusted Ayurvedic brand with a premium and
heritage appeal, offering skin nourishment and blemish-free skin.
 Key Features: Contains turmeric and sandalwood, emphasizing natural
healing and blemish treatment.
 Segmentation:
o Demographic: Targets middle-income families, particularly mass-
market consumers in both urban and rural regions.
o Psychographic: Appeals to consumers who prefer affordable, herbal,
and safe-to-use skincare solutions.
o Behavioral: Appeals to individuals seeking a natural, budget-friendly
solution for blemish-prone skin and uneven skin tone.
 Targeting:
o Focuses on family-oriented, value-conscious consumers, especially
those in middle-class and lower-middle-class segments.
o Also appeals to youth and young adults seeking affordable herbal
skincare for daily use.
 Positioning:
o Positioned as an affordable, herbal, and easy-to-use solution for
achieving glowing, blemish-free skin with natural ingredients.
o The brand leverages turmeric for its natural anti-inflammatory and
brightening properties.
 Segmentation:
o Demographic: Primarily appeals to middle-class to upper-middle-
class consumers, including both men and women who seek natural
and premium skincare solutions.
o Psychographic: Focuses on health-conscious, natural skincare
enthusiasts who prefer Ayurvedic remedies for skin issues like
blemishes, pigmentation, and uneven skin tone.
o Behavioral: Targets consumers seeking blemish-free skin and natural
healing, with a focus on rejuvenation and skin nourishment.
 Targeting:
o Vicco aims at a broader market, including both youth and middle-
aged consumers, positioning itself as an affordable yet premium
Ayurvedic brand.
o Strong emphasis on appealing to families, urban professionals, and
young adults seeking natural beauty solutions.
 Positioning:
o Vicco positions itself as a premium Ayurvedic skincare product with
a longstanding heritage. It promises to provide skin nourishment,
blemish-free skin, and natural healing, with the added benefit of
turmeric and sandalwood.
SWOT Analysis
 Strengths:
o Affordable pricing, making it accessible to a wide range of
consumers.
o Backed by HUL, one of India’s largest and most trusted FMCG
companies.
o Contains turmeric, a popular ingredient known for its anti-
inflammatory and skin-brightening benefits.
o Widely available across urban and rural markets.
 Weaknesses:
o May be seen as a generic option due to its focus on basic Ayurvedic
formulations without any unique differentiators.
o Less emphasis on premium packaging or image, which could impact
appeal to higher-income consumers.
 Opportunities:
o Growing demand for natural and Ayurvedic skincare products.
o Potential for expanding into other skincare categories (e.g.,
moisturizers, night creams, etc.).
o Rural market growth where consumers seek affordable, natural
products.
 Threats:
o Intense competition from Vico, Patanjali, Himalaya, and other herbal
skincare brands.
o Price sensitivity in some market segments might drive consumers to
cheaper alternatives.
 Strengths:
o Long-standing heritage with strong brand recognition, especially
among older generations.
o Premium Ayurvedic formulation, with both turmeric and
sandalwood, trusted for blemish removal and skin nourishment.
o Strong brand loyalty, particularly in urban and semi-urban areas.
 Weaknesses:
o Premium pricing could limit appeal to price-sensitive consumers,
especially in rural markets.
o Brand perception could be seen as less modern compared to newer,
trendier brands.
 Opportunities:
o Increase focus on online marketing and e-commerce, especially with
younger audiences seeking natural skincare.
o Expand into global markets with a growing interest in Ayurvedic
skincare.
 Threats:
o Competition from both herbal and chemical-based skincare brands.
o Changing consumer preferences toward more multifunctional or
high-tech skincare solutions.
PESTLE Analysis
 Political:
o Must comply with Indian regulations for skincare products.
o Benefits from the government’s promotion of natural and Ayurvedic
products.
 Economic:
o Positioned in the affordable price segment, making it highly
accessible during economic downturns.
o Price sensitivity affects purchasing decisions, particularly in lower-
income groups.
 Social:
o Increasing consumer awareness of natural skincare and Ayurvedic
remedies.
o Rising popularity of turmeric for its skin benefits.
 Technological:
o Focus on improving product formulations for better skin care
benefits.
o Use of modern manufacturing to maintain product consistency.
 Legal:
o Adheres to Indian FDA regulations for herbal and skincare products.
o Must comply with Ayurvedic product standards for safety.
 Environmental:
o Potential focus on sustainable packaging and eco-friendly practices
in line with global trends.
 Political:
o Benefits from Indian government policies promoting natural and
Ayurvedic products.
o Must meet the regulatory requirements for cosmetic products under
Indian FDA.
 Economic:
o Positioned in the premium segment, it caters to middle and upper-
class consumers.
o Economic conditions affect sales, especially in rural markets.
 Social:
o Ayurvedic skincare continues to be popular, especially among older
generations and health-conscious consumers.
o The trend toward natural beauty remedies is growing in India and
internationally.
 Technological:
o Innovations in herbal skincare formulations can enhance brand
appeal.
o Packaging technology plays a crucial role in enhancing the premium
appeal of Vicco products.
 Legal:
o Vicco is compliant with Indian laws regulating herbal cosmetics and
Ayurvedic products.
 Environmental:
o Growing focus on sustainable sourcing of herbal ingredients and
eco-friendly packaging to appeal to eco-conscious consumers.
Price Comparison
 Ayush Turmeric Face Cream: Priced in the affordable range, typically ₹50–
₹150 for a 50g pack. Positioned for mass-market consumers.
 Vicco Turmeric Skin Cream: Priced higher, typically ₹100–₹250 for a 50g
pack. Targets middle and upper-middle-class consumers.
 Ayush Turmeric Face Cream:

o Simple, functional packaging, often in plastic tubes or jars.
o Packaging is minimalistic and focuses on value-for-money.
 Vicco Turmeric Skin Cream:
o Premium packaging, often with golden accents and a traditional
design emphasizing the heritage of the brand.
o Uses distinctive, high-quality packaging to appeal to premium
customers.
 Ayush Turmeric Face Cream:

o Available across supermarkets, pharmacies, kirana stores, and
online platforms like Amazon, Flipkart, and BigBasket.
 Vicco Turmeric Skin Cream:
o Available in supermarkets, premium pharmacies, and health &
wellness stores.
o Also widely available in e-commerce platforms such as Amazon and
Flipkart.
o Stronger urban presence, with selective distribution in rural areas.
Conclusion
 Ayush Turmeric Face Cream is positioned as an affordable, herbal skincare
solution for blemish-free and glowing skin, with a broad appeal to middle-
class and price-sensitive consumers.
 Vicco Turmeric Skin Cream, on the other hand, is positioned as a premium,
heritage Ayurvedic brand that offers natural healing with turmeric and
sandalwood, catering to more affluent consumers who seek trusted,
Ayurvedic skincare.
Both brands capitalize on the growing demand for natural and Ayurvedic
skincare products, but differ in their target audience, price points, and branding
strategy.
23.CITRA PEARL FACE CREAM VS HIMALAYA FAIRNESS CREAM :
Citra Pearl Face Cream
 Brand: Citra (Owned by Unilever)

 Product Type: Face cream enriched with pearls and vitamins designed to
provide a fairer and brighter complexion.
 Target Audience: Primarily women, especially those in urban and semi-
urban areas, who seek affordable skin brightening solutions.
 Positioning: Positioned as a lightening and brightening cream, claiming to
enhance the skin's radiance and provide a flawless appearance.
 Key Features: Contains pearl extract and vitamin E, both known for their
brightening and nourishing properties.
Himalaya Fairness Cream
 Brand: Himalaya (Owned by Himalaya Drug Company)

 Launch Year: 1990s
 Product Type: Face cream with a herbal formulation aimed at brightening
the skin and reducing dark spots and uneven skin tone.
 Target Audience: Primarily young women, though it appeals to both
genders, across a wide range of middle-class to upper-middle-class
consumers in both urban and semi-urban areas.
 Positioning: Positioned as an Ayurvedic and herbal solution for skin
fairness, focusing on natural ingredients and skin health.
 Key Features: Contains Saffron, Almond oil, and Vitamin E known for their
skin-brightening and anti-dark spot properties.
 Segmentation:
o Demographic: Primarily women, particularly from urban and semi-
urban areas, with a focus on middle-income groups.
o Psychographic: Targets consumers who prioritize skin whitening,
brightening, and radiance. The product is popular among consumers
who seek affordable, yet effective skincare.
o Behavioral: Appeals to consumers who want a daily-use cream that
gives a visible fairness boost and radiant skin.
 Targeting:
o Targets primarily young to middle-aged women (18-40 years),
especially those who are budget-conscious but looking for quick
results in terms of skin brightening.
o Strong appeal in the price-sensitive segment that seeks value-for-
money skincare products with visible results.
 Positioning:
o Positioned as a daily-use, affordable, and effective solution for
consumers who seek skin fairness and radiance with pearl extract
and other natural ingredients. The focus is on instant skin
enhancement.
 Segmentation:
o Demographic: Primarily young women from middle-class and upper-
middle-class backgrounds.
o Psychographic: Appeals to consumers who trust herbal and natural
skincare products, particularly those seeking fairness, clearer skin,
and blemish-free complexion.
o Behavioral: Focuses on consumers who are interested in long-term
skin health and natural beauty, with a preference for Ayurvedic and
natural formulations.
 Targeting:
o Targets young adults and teenagers who care about skin brightness
and blemish-free skin, as well as older middle-class consumers who
are keen on natural and herbal skincare.
o Strong appeal in urban and semi-urban markets where consumers
are more inclined towards herbal products.
 Positioning:
o Positioned as an herbal, safe, and gentle solution for skin fairness,
based on Ayurvedic ingredients like Saffron and Almond oil, which
are perceived as gentle yet effective in skin brightening and blemish
removal.
SWOT Analysis
 Strengths:
o Contains pearl extract, which is a widely recognized natural
ingredient for skin brightening.
o Affordable pricing makes it accessible to a wide audience.
o Strong backing from Unilever, a trusted FMCG company.
o Visible brightening effects that appeal to consumers looking for
instant results.
 Weaknesses:
o Fairness claims may be controversial and face scrutiny regarding
their long-term effectiveness.
o May not appeal to consumers who are against skin-lightening or
fairness-focused products.
 Opportunities:
o Rising demand for skin-brightening and radiance-enhancing
products, especially among young women.
o Potential to expand into premium variants or products for men.
 Threats:
o Strong competition from other natural skincare brands, including
Himalaya and Patanjali.
o Increasing consumer awareness about the ethical concerns regarding
fairness products.
 Strengths:
o Strong brand reputation as an Ayurvedic brand with trusted natural
ingredients.
o Contains Saffron and Almond oil, known for their skin-brightening
and anti-aging properties.
o A wide range of herbal-based skincare products that support brand
credibility.
 Weaknesses:
o Despite being natural, the term fairness in the product name could
turn off a growing segment of consumers who are increasingly
skeptical of fairness products.
o Comparatively higher price than some other budget alternatives.
 Opportunities:
o Increasing awareness of natural beauty and Ayurvedic products
could expand market share.
o Growing trend of online retail and e-commerce for skincare
products.
o Potential to enter the global market with a strong focus on
Ayurveda.
 Threats:
o The growing anti-fairness sentiment could affect brand perception.
o Intense competition from international brands like Olay and L’Oreal
with advanced skincare formulations.
PESTLE Analysis
 Political:
o Regulatory oversight of cosmetics and skin whitening claims in India.
o A growing focus on the ethical marketing of fairness products.
 Economic:
o Price-sensitive market, particularly in semi-urban and rural areas,
where affordable skincare is essential.
o Economic downturns may lead consumers to seek more budget-
friendly skincare options.
 Social:
o Increasing demand for natural skin brightening products.
o Societal pressure to conform to fair skin ideals may drive demand for
fairness products.
 Technological:
o Advances in skin care formulations to enhance product efficacy and
improve consumer experiences.
o Increasing adoption of digital marketing and e-commerce channels.
 Legal:
o Must adhere to cosmetic regulation standards in India and the
ethical concerns regarding fairness claims.
 Environmental:
o Growing demand for sustainable packaging and eco-friendly
ingredients in cosmetics.
 Political:
o Government regulations on cosmetic safety and the use of natural
ingredients.
o Increased scrutiny of fairness products due to growing focus on
inclusivity and natural beauty standards.
 Economic:
o Positioned in the mid-price range, which may appeal to middle-
income and upper-middle-income consumers.
o Growing middle-class market leads to an increase in demand for
natural and herbal products.
 Social:
o The rising demand for natural, Ayurvedic products presents a
significant opportunity.
o Growing awareness around ethics of fairness creams and skin-
lightening products.
 Technological:
o Use of modern skincare R&D and digital technologies to enhance
product efficacy.
o Growing trend of online sales platforms (Amazon, Flipkart)
expanding their reach.
 Legal:
o Must comply with Indian FDA regulations for cosmetic products.
o Navigating legal pressures regarding fairness products and claims.
 Environmental:
o Focus on sustainable sourcing and eco-friendly packaging as
consumers seek green alternatives.
Price Comparison
 Citra Pearl Face Cream: Priced between ₹60–₹200 for a 50g or 100g pack.
 Himalaya Fairness Cream: Priced between ₹75–₹250 for a 50g or 100g
pack.
 Citra Pearl Face Cream: Simple yet elegant plastic tubes or jars with a focus
on a minimalistic design.
 Himalaya Fairness Cream: Features a premium and sleek packaging, with a
focus on a natural and herbal look, often with green or earthy tones.
 Citra Pearl Face Cream:

o Available across supermarkets, pharmacies, and online platforms like
Amazon, Flipkart, BigBasket, and Nykaa.
 Himalaya Fairness Cream:
o Available in supermarkets, health & wellness stores, pharmacies,
and online retail platforms (Amazon, Flipkart).
o Strong presence in urban and semi-urban areas, with selective
distribution in rural areas.
Conclusion
 Citra Pearl Face Cream offers an affordable solution for instant brightening
and skin radiance, appealing to consumers who prioritize quick results with
a functional and affordable product.
 Himalaya Fairness Cream positions itself as a more premium, herbal, and
natural solution for skin fairness, emphasizing the trust of Ayurvedic
ingredients like Saffron and Almond oil.
Both brands have successfully tapped into the growing skincare market, but
Himalaya leans more into natural beauty and Ayurveda, while Citra Pearl focuses
on affordability and quick brightening.
24.VASELINE LIP THERAPY VS NIVEA LIP BALM:
Vaseline Lip Therapy
 Brand: Vaseline (Owned by Unilever)

 Launch Year: 1990s (though the Vaseline brand itself dates back to 1870)
 Product Type: Lip balm in various forms (tubs, sticks) designed to
moisturize, nourish, and protect dry and chapped lips.
 Key Ingredients: Petroleum Jelly, Vitamin E, and Cocoa Butter.
 Target Audience: Primarily women and men aged 15-45, looking for
hydration and protection for their lips in a compact form.
 Positioning: Positioned as a therapeutic lip care product, emphasizing
healing and nourishment for dry, cracked lips with a focus on affordability
and efficacy.
Nivea Lip Balm

 Brand: Nivea (Owned by Beiersdorf)
 Launch Year: 1990s
 Product Type: Lip balm with a variety of offerings, including tinted,
hydrating, and repair formulations, designed to nourish, hydrate, and
protect lips.
 Key Ingredients: Shea Butter, Vitamin E, Jojoba Oil, and Almond Oil.
 Target Audience: Primarily women aged 15-45, but also appeals to men
due to its unisex appeal. Positioned as an everyday lip care product that
provides both moisture and protection.
 Positioning: Positioned as a premium lip care product with a natural feel,
focusing on hydration, protection, and the sensory experience of using a
high-quality product.
 Segmentation:
o Demographic: Targets all genders and middle-income consumers,
particularly people looking for affordable, effective lip care. More
popular among men and women in the age group 15-40.
o Psychographic: Appeals to consumers looking for quick relief for dry,
chapped lips, often with an emphasis on functionality over luxury.
o Behavioral: Targets consumers who need a practical and healing
product for lip care, especially in harsh climates or for daily use.
 Targeting:
o Targets price-sensitive consumers who prioritize healing and
moisturization over cosmetic or scented benefits.
o Appealing to men (who may prefer neutral or unscented products) as
well as women looking for an effective and affordable solution.
 Positioning:
o Positioned as a functional, affordable, and effective product to
protect and heal lips. The focus is on moisture and healing with no-
frills, practical packaging.
Nivea Lip Balm
 Segmentation:
o Demographic: Primarily women, particularly in the age group 15-35,
but also appeals to men looking for effective, moisturizing, and well-
scented lip care.
o Psychographic: Targets consumers who seek a premium, sensory-
rich experience, with an emphasis on hydration and comfort.
o Behavioral: Appeals to those who want a luxurious feel in their lip
care products, as well as those looking for a multi-functional product
(e.g., tinted balm, anti-aging effects, etc.).
 Targeting:
o Primarily targeting young women and youthful-minded men who
prefer a rich, scented lip balm with added skincare benefits.
o Positioned as a premium yet affordable lip care solution in the mass
market.
 Positioning:
o Positioned as a sensory-focused, hydrating, and premium lip balm
that provides moisture, softness, and protection while appealing to
consumers who desire an added benefit of a pleasant fragrance or
light tint.
SWOT Analysis
 Strengths:
o Strong brand recognition and trust under the Vaseline umbrella.
o Affordable and widely available.
o Known for its healing properties, especially for dry, cracked lips.
o Variety of formulations for different needs (original, cocoa butter,
etc.).
 Weaknesses:
o Its primary ingredient, petroleum jelly, can be seen as less natural or
luxurious compared to other products in the market.
o Less focus on cosmetic features (like tint or scent) compared to
competitors.
 Opportunities:
o Growing awareness and preference for healing and moisturizing lip
balms.
o Expansion into premium variants (flavored, tinted) to compete with
brands like Nivea and Burt's Bees.
o Potential for eco-friendly packaging to appeal to green consumers.
 Threats:
o Increasing competition from brands offering natural ingredients or
tinted balms (e.g., Burt's Bees and Nivea).
o Growing demand for organic and chemical-free beauty products.
Nivea Lip Balm
 Strengths:
o Trusted brand name with a reputation for quality skincare.
o Offers a wide range of lip balms (tinted, moisturizing, anti-aging)
catering to different needs.
o Scented and luxurious formulations make it appealing to consumers
looking for a sensory experience.
 Weaknesses:
o Price is slightly higher than Vaseline, which could limit its appeal in
price-sensitive segments.
o Some consumers may prefer simpler formulations without added
fragrances or colors.
 Opportunities:
o Potential to target more male consumers with neutral, unscented
options.
o Eco-friendly packaging could align with consumer demands for
sustainability.
o Expansion into new markets, especially in Asia-Pacific and Latin
America.
 Threats:
o Intense competition from natural/organic lip care brands,
particularly Burt's Bees.
o The increasing trend of anti-chemical sentiments may challenge
mass-market brands.
PESTLE Analysis
 Political:
o Regulatory frameworks in place for cosmetic products (e.g., safety
standards).
o Brand's focus on affordable skincare aligns with government efforts
to provide affordable healthcare solutions.
 Economic:
o Affordable price point targets middle-class and value-conscious
consumers.
o Price-conscious markets may be sensitive to price increases due to
inflation.
 Social:
o Lip care products continue to be a daily necessity in many cultures,
especially in cold or dry climates.
o Growing awareness around cruelty-free and ethical products.
 Technological:
o Use of new formulations and technologies in skincare to improve
efficacy and consumer satisfaction.
o Adoption of e-commerce to reach more consumers.
 Legal:
o Must comply with cosmetic regulations for safety and marketing
claims.
 Environmental:
o Interest in eco-friendly packaging and sustainable sourcing of
ingredients.
Nivea Lip Balm
 Political:
o Compliance with global regulations on cosmetic products.
o The increasing focus on ethical marketing and transparency in
ingredient sourcing.
 Economic:
o Positioned as a premium product within the mass market, thus
balancing affordability and luxury.
o Economic downturns may affect premium product sales.
 Social:
o Consumers are increasingly seeking natural or sustainable products,
which could impact demand.
o The rise of self-care and well-being trends boosts interest in personal
care products like lip balms.
 Technological:
o Advances in skincare formulations for sensitive lips.
o The use of digital platforms for advertising and sales.
 Legal:
o Must adhere to safety and cosmetic regulations in multiple countries.
 Environmental:
o Rising demand for eco-conscious and sustainable packaging.
Price Comparison
 Vaseline Lip Therapy: Typically priced between ₹100–₹250 (for 20g–50g

variants).
 Nivea Lip Balm: Typically priced between ₹120–₹300 (for 4g–10g variants),
depending on variant (original, tinted, etc.).
 Vaseline Lip Therapy: Often comes in small, round tins or lip balm sticks.
The packaging is functional and straightforward with a classic feel.
 Nivea Lip Balm: Known for its sophisticated and premium look, with sleek
metal tins or tube packaging. It uses a blue and white color scheme, which
is distinct and instantly recognizable.
 Vaseline Lip Therapy:
o Available in supermarkets, pharmacies, e-commerce platforms
(Amazon, Nykaa, Flipkart), and offline retail stores.
 Nivea Lip Balm:
o Available in supermarkets, health & beauty stores, pharmacies, and
online retail platforms like Amazon, Flipkart, Nykaa, and BigBasket.
Conclusion
 Vaseline Lip Therapy offers an affordable, functional solution for

consumers needing basic lip care, with a focus on healing and
moisturization.
 Nivea Lip Balm positions itself as a more premium, luxurious, and
hydrating lip care product with added sensory features like fragrance and
tinted options.
Both brands have successfully carved a niche in the lip care market, with Vaseline
focusing on practicality and affordability, while Nivea emphasizes a more
premium, comforting experience for the consumer
25.HORLICKS VS COMPLAN:
Horlicks (Hindustan Unilever Limited)

 Launched: In 1930 in India by Hindustan Unilever (HUL). Originally
developed in the UK by William Horlick in 1873 as a nutritious drink for
infants and growing children.
 History: Horlicks was positioned as a health drink and became immensely
popular for its nutritional benefits. Over the decades, it has been marketed
for growth, energy, and immunity. In India, it holds a significant share of
the health drink market and is commonly consumed by children, adults,
and even the elderly for overall well-being.
 Variants: The brand has launched various formulations and variants such as
Junior Horlicks, Women’s Horlicks, Lite Horlicks (for weight management),
and Horlicks Protein+ (for specific health needs).
Complan (Britannia Industries)
 Launched: In 1965 by Britannia Industries.

 History: Complan was introduced as a health drink aimed at promoting
growth and development for children. It quickly became popular for its
claim of providing “complete nutrition” for children’s physical and cognitive
growth.
 Variants: Complan offers variants such as Complan Chocolate, Complan
Kesar Badam, and Complan Strawberry. Over time, it has expanded its
offering to include adult nutrition variants as well.
Horlicks
 Segmentation:
o Demographic: Children, adults, elderly.
o Geographic: India, Asia, and international markets.
o Behavioral: Focus on customers seeking daily nutritional support.
 Targeting:
o Primary: Children (growth and energy needs).
o Secondary: Adults (energy and immunity), the elderly (nutritional
support).
 Positioning:
o Positioned as a complete and balanced nutritional drink for all age
groups.
o Emphasizes on energy, immunity, and growth with various sub-
categories like Junior Horlicks for kids, Women’s Horlicks for adult
women, etc.
o Highlights heritage and trust, relying on a legacy of over 90 years.
Complan
 Segmentation:
o Demographic: Primarily children (growth and development), adults
for general health.
o Geographic: Primarily India, though expanding in other regions.
o Behavioral: Customers focused on growth and development needs,
especially for children.
 Targeting:
o Primary: Parents seeking a health drink for their children’s physical
and cognitive growth.
o Secondary: Adults who need a quick energy boost and additional
nutrition.
 Positioning:
o Positioned as the growth partner for children, focusing on physical
and cognitive growth.
o The brand claims to offer 100% of daily nutritional requirements.
o Strong emphasis on children's health, especially in terms of growth
and immunity.
SWOT Analysis
Horlicks
 Strengths:
o Brand Recognition: One of the most well-known health drink brands
globally.
o Diverse Product Range: Offers products catering to all age groups
(children, adults, elderly).
o Nutritional Benefits: Strong focus on energy, immunity, and growth.
o Strong Distribution Network: Widely available in both urban and
rural areas.
 Weaknesses:
o Premium Price: Positioned as a premium product, which might make
it less accessible for price-sensitive customers.
o Traditional Image: It may be seen as an outdated brand compared to
newer, more modern or natural options.
 Opportunities:
o Expand into new international markets with rising health awareness.
o Develop new innovative products, such as those catering to organic
or vegan preferences.
 Threats:
o Intense competition from brands like Complan, Boost, and emerging
health drinks.
o Consumers shifting to natural and low-sugar alternatives.
Complan
 Strengths:
o Focus on Growth: Strong brand association with children’s growth
and cognitive development.
o Innovative Flavors: Offers a variety of flavors, which appeal to kids
(e.g., chocolate, strawberry).
o Trusted Brand: Known for its credibility in providing balanced
nutrition.
 Weaknesses:
o Limited Product Range: Unlike Horlicks, Complan has fewer variants
and does not cater as extensively to adult markets.
o Price Sensitivity: Considered a premium brand in comparison to local
alternatives.
 Opportunities:
o Expanding product offerings for adults and launching new lines, such
as nutritional support for specific age groups (e.g., elderly).
o Increasing market share in international markets by promoting the
nutritional benefits of Complan.
 Threats:
o Rising popularity of health-conscious alternatives like plant-based or
low-sugar products.
o Competition from Horlicks and other brands offering similar
nutritional claims.
PESTLE Analysis
Horlicks
 Political: Subject to food safety regulations in different markets, including

the FSSAI (Food Safety and Standards Authority of India).
 Economic: A premium-priced product that faces economic pressures in
price-sensitive regions.
 Social: Appeals to the growing trend of health-conscious families who are
focused on nutritional drinks for overall well-being.
 Technological: Uses technology to innovate with new products like sugar-
free and plant-based options.
 Legal: Adheres to advertising regulations and labeling laws, particularly for
nutritional claims.
 Environmental: Increasing efforts towards sustainable packaging and
Complan
 Political: Follows food and safety standards under regulatory bodies like
FSSAI.
 Economic: Positioned as a premium product but faces price competition
from local brands.
 Social: Focus on providing nutritional solutions for growing children, which
resonates with modern parents.
 Technological: Investment in nutritional research and flavor innovations.
 Legal: Ensures compliance with labeling and advertising standards,
especially regarding claims related to growth and health.
 Environmental: Working towards eco-friendly packaging and responsible
sourcing practices.
Horlicks
 Nutritional Completeness: Offers a complete and balanced source of

energy, immunity, and growth for all age groups.
 Range of Products: Caters to diverse age groups with variants like Junior
Horlicks for children, Women’s Horlicks for adult women, and Horlicks
Protein+.
 Trusted Legacy: A brand with 90+ years of history, widely recognized for its
nutritional benefits.
 Global Presence: Available in multiple countries, reinforcing its brand trust
and recognition.
Complan
 Growth Focus: Positioned as the growth partner for children, providing

complete nutrition that supports physical and cognitive growth.
 Flavors and Enjoyability: Wide range of appealing flavors such as
chocolate, strawberry, and badam kesar that attract children.
 Nutritional Claims: Offers 100% of daily vitamins and minerals needed for
children’s growth.
 Targeted Marketing: Strong emotional appeal to parents who want to
ensure their children’s proper development.
Price Comparison
 Horlicks: Typically priced in the premium category.

o Prices may vary based on packaging size: 500g, 1kg, etc.
o Priced slightly higher than competitors, reflecting its premium
positioning and diverse product range.
 Complan: Also positioned as a premium product, but often considered
more affordable than Horlicks.
o Also priced according to pack size, typically in the range of INR 200-
400 for the 500g pack.
 Horlicks:
o The packaging is recognizable and typically comes in yellow plastic
containers (or glass jars) with a traditional, heritage-inspired design.
o Emphasizes nutritional claims and targets family health.
o The branding is conservative and focuses on trust.
 Complan:
o The packaging is vibrant and targeted more at children, often using
bright colors like pink, orange, and green.
o The packaging highlights the growth and development benefits,
featuring children’s illustrations and emphasizing nutritional facts.
o Box cartons are used, which are more appealing for display in stores.
Distribution
 Horlicks:
o Widely available in supermarkets, grocery stores, and online
platforms like Amazon, Flipkart, etc.
o Strong distribution network in urban and rural areas, with a wide-
reaching presence in India and global markets.
 Complan:
o Available in supermarkets, grocery chains, and increasingly available
in online stores.
o Strong in India, with efforts to expand into international markets.
Conclusion
Both Horlicks and Complan have established themselves as leading players in the
health drink segment, catering to children’s and adult nutritional needs. Horlicks
focuses on a wide range of products for all age groups, whereas Complan
emphasizes children’s growth with a strong flavor-oriented approach. Price-wise,
both are positioned in the premium range, but Horlicks is seen as slightly more
expensive. Distribution is wide for both, though Horlicks has the advantage of a
longer global presence.
26.DOMEX DISINFECTANT CLEANER VS LIZOL FLOOR CLEANER:

Domex (Unilever)
 Launched: 1987 by Hindustan Unilever Limited (HUL) in India.
 History: Domex is a well-known brand in the disinfectant cleaner category,
primarily used for disinfecting and sanitizing household surfaces. It gained
significant popularity due to its strong antibacterial properties and effective
stain removal.
 Brand Positioning: Positioned as a powerful disinfectant with superior
germ protection. Domex is marketed for its ability to kill 99.9% of germs
and is primarily targeted at cleaning bathrooms, toilets, and other high-
germ surfaces in the home.
 Variants: Domex offers different variants for bathroom use, including
Domex Toilet Cleaner and Domex Disinfectant Liquid. It also offers
different fragrances like Lime Fresh, Lavender, and Tropical.
Lizol (Reckitt Benckiser)
 Launched: 1993 by Reckitt Benckiser in India.

 History: Lizol is a popular floor and surface cleaner. It is positioned as a
disinfectant that kills germs and eliminates bad odors while providing a
fresh fragrance. Lizol is widely trusted for cleaning kitchen surfaces, floors,
and bathrooms. Over the years, it has also expanded into other surface
cleaners, targeting consumers looking for hygiene and cleanliness solutions
in the home.
 Brand Positioning: Lizol emphasizes a multi-purpose disinfectant for use
across various surfaces, offering complete sanitation with a focus on health
and safety.
 Variants: Lizol has variants for specific needs, such as Lizol Floor Cleaner,
Lizol Bathroom Cleaner, and Lizol Disinfectant Liquid. It is also available in
different fragrance types like Lavender, Lemon, Rose, and Ocean Fresh.
Domex
 Segmentation:
o Demographic: Families, urban and rural households, especially in
areas where hygiene and germ control are a priority.
o Behavioral: People who are highly conscious about sanitation,
hygiene, and germ protection.
 Targeting:
o Primary: Households with children and elderly people, where
hygiene is a critical concern.
o Secondary: Urban professionals and families who seek effective
cleaning solutions and are willing to invest in premium products for
better hygiene.
 Positioning:
o Domex is positioned as a powerful disinfectant with a strong
emphasis on germ-killing and odor control, especially for bathrooms
and toilets.
o “Kills 99.9% of germs” is the key messaging, highlighting its
effectiveness in ensuring complete hygiene and germ protection.
Lizol
 Segmentation:
o Demographic: Families, urban and suburban households, and
individuals conscious about cleanliness and hygiene.
o Behavioral: Consumers seeking multi-purpose cleaning solutions
with a focus on disinfection and freshness.
 Targeting:
o Primary: Families, especially in urban households with a higher need
for daily floor and surface cleaning.
o Secondary: Young professionals and working women who prioritize
quick and effective cleaning solutions.
 Positioning:
o Lizol is positioned as a versatile disinfectant that is effective across
various surfaces including floors, kitchens, and bathrooms.
o Emphasizes health and cleanliness, highlighting its ability to kill
germs while providing long-lasting freshness and a variety of
fragrances.
SWOT Analysis
Domex
 Strengths:
o Powerful Disinfection: Strong brand recognition for its germ-killing
power, especially in toilet cleaning.
o Trust and Legacy: A long-standing brand in India with significant
customer loyalty and trust.
o Effective Packaging: Easy-to-use bottle and targeted nozzle for
precise application in toilets and bathroom surfaces.
 Weaknesses:
o Narrow Use Case: Primarily marketed as a toilet cleaner, limiting its
use to specific areas of the house.
o Price Sensitivity: Compared to other local disinfectants, Domex can
be considered slightly premium, which may deter price-sensitive
customers.
 Opportunities:
o Expand product line to include multi-surface cleaners to compete
with other brands like Lizol.
o Increase focus on eco-friendly and natural ingredients to appeal to
environmentally-conscious consumers.
 Threats:
o Intense Competition: Competing against other disinfectant brands
like Lizol, Savlon, and local brands.
o Shift in consumer behavior towards more natural and eco-friendly
cleaning solutions.
Lizol
 Strengths:
o Versatility: Lizol can be used on multiple surfaces, not just toilets.
This gives it a wider appeal.
o Effective Germ Protection: Trusted for its ability to kill germs and
provide a fresh fragrance.
o Variety of Fragrances: Offers a range of pleasant scents like Lemon,
Rose, and Lavender, appealing to a broader audience.
 Weaknesses:
o Competition from Domex: Strong competition from Domex in the
disinfectant category, especially for toilet cleaning.
o Pricing: Can be considered premium compared to local floor
cleaners, making it less accessible for low-income households.
 Opportunities:
o Develop eco-friendly products to cater to the rising demand for
sustainable cleaning solutions.
o Expand into more specific disinfectant categories, like child-safe or
pet-safe cleaners.
 Threats:
o Growing preference for natural disinfectants and DIY cleaning
solutions.
o Increased competition from local brands offering similar products at
a lower price point.
PESTLE Analysis
Domex
 Political: Subject to government regulations related to chemical content in

cleaning products and environmental impact.
 Economic: Premium pricing means Domex is targeted at middle and upper-
class families, limiting its reach to price-sensitive segments.
 Social: Rising awareness about health and hygiene is driving the growth of
disinfectants and cleaning products.
 Technological: Domex uses advanced formulations to ensure effective
germ-killing. The company also focuses on improving packaging for better
convenience.
 Legal: Adheres to safety regulations for household chemicals and product
claims about germ-killing efficacy.
 Environmental: Moving towards more eco-friendly packaging and reducing
chemical usage in formulations.
Lizol
 Political: Lizol, like other household products, must comply with national
and international regulations for cleaning agents.
 Economic: The premium price of Lizol means it is targeted toward middle
and upper-income consumers, with demand driven by rising disposable
incomes.
 Social: As a widely trusted brand, Lizol benefits from the growing social
emphasis on cleanliness and health.
 Technological: Lizol continues to innovate by improving its effectiveness
and scent profiles for a better consumer experience.
 Legal: Compliance with disinfectant regulations and health claims is vital to
avoid legal repercussions.
 Environmental: There is a growing focus on reducing plastic waste, with
Lizol exploring more sustainable packaging options.

Domex
 Powerful Germ Protection: Claims to kill 99.9% of germs, making it ideal

for high-risk areas like toilets and bathrooms.
 Effective Stain Removal: Known for its ability to clean tough stains while
disinfecting.
 Brand Trust: Backed by Hindustan Unilever, a trusted household name in
India and other global markets.
 Specific Use Case: Targeted directly at toilet cleaning, offering effective
application with its nozzle cap for precise cleaning.
Lizol
 Multi-Surface Cleaning: Can be used across a variety of surfaces, including

floors, kitchens, and bathrooms.
 Variety of Fragrances: Offers a range of fresh and pleasant scents like Rose,
Lemon, and Lavender, appealing to consumers who prioritize freshness.
 All-Purpose Disinfection: Known for its effective germ-killing capabilities
and versatility for general household use.
 Brand Legacy: A widely trusted name in disinfectant cleaners, backed by
Reckitt Benckiser.
Price Comparison
 Domex:
o Typically priced slightly higher than many local disinfectant cleaners
due to its strong brand and specific use case. A 500ml bottle of
Domex Toilet Cleaner generally costs around INR 60-90.
 Lizol:
o Positioned as a premium floor and surface cleaner. A 500ml bottle of
Lizol usually costs between INR 80-120, depending on the variant
(fragrance, multipurpose).

 Domex:
o Domex features a long bottle design with a special nozzle for easy
application in toilets, a unique feature that sets it apart for its
targeted use. The packaging is typically bright blue with prominent
messaging on germ protection.
 Lizol:
o Lizol’s packaging is designed for multi-surface use, with a wide bottle
opening for easy pouring. It features a bright color palette, with each
variant having a distinct color (e.g., Yellow for Lemon, Pink for Rose).
Lizol’s scent differentiation is highlighted on the packaging.
Distribution
 Domex:
o Domex has a strong retail presence in supermarkets, grocery stores,
and e-commerce platforms. Its widespread availability in India and
global markets has contributed to its strong distribution.
 Lizol:
o Lizol is available in supermarkets, hypermarkets, and grocery chains
across urban and rural areas. It is also widely available on online
marketplaces such as Amazon, Flipkart, and BigBasket.
Conclusion
Both Domex and Lizol are dominant players in the disinfectant market, with their
strengths lying in their germ-killing properties, brand trust, and distribution
reach. Domex has a niche in toilet-specific cleaning, whereas Lizol stands out for
its multi-surface versatility and pleasant fragrances. Both face competition in the
increasingly competitive disinfectant market and are exploring ways to
incorporate eco-friendly practices into their product lines.
27. LIFEBUOY SANITIZER VS DETTOL SANITIZER:
Lifebuoy Hand Sanitizer (Hindustan Unilever Limited - HUL)
 Launched: Lifebuoy is one of the oldest soap brands, launched in 1894 by

Lever Brothers in the UK. In India, it was launched in 1930. The hand
sanitizer version, however, came much later as part of the brand's
expansion into hygiene products.
 Brand History: Lifebuoy is one of the most trusted and recognized health
and hygiene brands worldwide. Known primarily for its antibacterial soap,
the brand moved into sanitizers to meet growing demand for hygiene
products, especially in the wake of health scares and the global pandemic.
 Product Focus: Lifebuoy focuses on health and hygiene with products
formulated to protect against germs and improve immunity. It emphasizes
value-for-money, especially in the Indian market, with a focus on health-
conscious families.
 Positioning: Lifebuoy Hand Sanitizer is marketed as an antibacterial
solution that kills 99.9% of germs and is suitable for quick, on-the-go
hygiene. It comes in a variety of sizes and often promotes its skin-friendly
formulations.
Dettol Hand Sanitizer (Reckitt Benckiser)

 Launched: Dettol, also known for its antiseptic liquid, was launched in 1933
by Reckitt Benckiser in India. The hand sanitizer version was introduced
more recently, especially as hand sanitizers gained widespread use.
 Brand History: Dettol is one of the most trusted brands in personal hygiene
and disinfection. Its association with healthcare and cleanliness makes it a
go-to brand for personal care products, especially in the context of
antiseptic solutions and disinfectants.
 Product Focus: Dettol focuses on protecting families from harmful bacteria
and offers a broad range of hygiene and disinfectant products. Dettol’s
brand messaging is built around being a healthcare product with trusted
germ protection.
 Positioning: Dettol Hand Sanitizer is positioned as an essential, quick germ-
killing solution, ideal for on-the-go usage to ensure protection against
germs and viruses. It is marketed as a trusted and effective antiseptic
solution.
Lifebuoy Hand Sanitizer
 Segmentation:
o Demographic: Primarily families, with a special focus on mothers and
children, as well as urban and semi-urban households.
o Psychographic: Health-conscious individuals who seek affordable
hygiene solutions, as well as working professionals and students
who need quick hygiene solutions.
 Targeting:
o Primary: Middle-income families in India and developing markets,
who prioritize affordability and effectiveness.
o Secondary: Young adults and working professionals who are more
likely to use hand sanitizers in daily life due to the increasing need for
germ protection.
 Positioning:
o “Kills 99.9% of germs” is the primary positioning, emphasizing quick
and effective protection. Lifebuoy Hand Sanitizer is positioned as an
affordable germ-killing solution that is safe for the entire family and
skin-friendly.
Dettol Hand Sanitizer
 Segmentation:
o Demographic: Health-conscious individuals, families, and particularly
those in higher-income brackets, who seek a premium hygiene
solution.
o Psychographic: Consumers who value trusted health products and
long-standing brand legacy. This includes parents, healthcare
workers, and individuals who prioritize hygiene.
 Targeting:
o Primary: Middle to upper-class families, especially those who are
already loyal to the Dettol brand for its healthcare and germ
protection legacy.
o Secondary: Health-conscious individuals who seek the best
protection for themselves and their families, including professionals
in healthcare or other high-risk sectors.
 Positioning:
o Dettol Hand Sanitizer is positioned as a trusted antiseptic solution
that provides strong germ protection. The brand emphasizes its
healthcare legacy and effectiveness in germ-killing, ensuring
protection against harmful bacteria and viruses.
SWOT Analysis
 Strengths:
o Brand Trust: Backed by Hindustan Unilever and its long-standing
reputation for hygiene products.
o Affordability: Positioned as a cost-effective option for families
seeking value-for-money hygiene solutions.
o Widely Available: Available in a variety of sizes, making it accessible
to a wide range of consumers.
 Weaknesses:
o Less Premium: Compared to Dettol, Lifebuoy is seen as less premium
and might not appeal to high-income customers looking for a luxury
hygiene product.
o Limited Product Differentiation: Offers fewer fragrance options and
premium features compared to competitors like Dettol.
 Opportunities:
o Eco-friendly packaging and organic ingredients could help tap into
the growing demand for sustainable and natural hygiene solutions.
o Expanding into international markets, particularly where the brand
has limited presence.
 Threats:
o Rising competition from premium brands like Dettol and local
startups.
o Price Sensitivity in rural and low-income markets could limit growth
for higher-priced variants.
 Strengths:
o Strong Brand Reputation: Dettol is synonymous with healthcare and
antiseptic products, making it one of the most trusted brands.
o Wide Range of Products: Dettol offers a variety of formats such as
gels, sprays, and wipes, increasing flexibility for consumers.
o Premium Perception: Positioned as a premium product, making it
the go-to solution for higher-income customers.
 Weaknesses:
o Higher Price: Dettol's sanitizers are generally more expensive than
competitors, which could limit its market in price-sensitive
segments.
o Over-reliance on Legacy: The focus on healthcare and antiseptics
might alienate younger or more casual consumers seeking more
innovative solutions.
 Opportunities:
o The pandemic-driven surge in sanitization products provides an
opportunity for expanding global distribution and tapping into new
demographics.
o Offering more fragrance options or eco-friendly packaging could
increase appeal among young, eco-conscious consumers.
 Threats:
o Price Competition from brands like Lifebuoy offering more
affordable solutions.
o The emergence of new players in the hand sanitizer market with
innovative, sustainable products.
PESTLE Analysis
 Political: Complies with government regulations concerning hygiene and

sanitation products. The brand benefits from the growing government
focus on public health and hygiene.
 Economic: Lifebuoy targets middle-income consumers, ensuring it is
accessible during times of economic downturns.
 Social: Strong focus on family hygiene, with a particular emphasis on
affordability and effectiveness in germ protection.
 Technological: Utilizes the latest antibacterial technology for effective
germ-killing.
 Legal: Lifebuoy adheres to safety and healthcare standards.
 Environmental: Moving towards eco-friendly packaging and sustainable
 Political: As a trusted health brand, Dettol complies with health and safety
regulations and promotes sanitization in response to the COVID-19
pandemic.
 Economic: Premium pricing positions Dettol in the upper-middle to high-
income markets, though its price point may limit affordability for some
customers.
 Social: The brand benefits from increased awareness of germ protection
and hygiene as social priorities.
 Technological: Known for its scientifically-backed formulation that ensures
effective germ-killing properties.
 Legal: Complies with stringent healthcare product standards.
 Environmental: Dettol has focused on reducing plastic waste and
increasing sustainable sourcing.
 Kills 99.9% of germs: The key selling point, emphasizing effective and quick
germ protection.
 Affordable and Accessible: Positioned as an economical hygiene solution
for families, ensuring accessibility for a wide range of consumers.
 Skin-Friendly: Often marketed as being suitable for daily use on all skin
types, with a gentle formulation.
 Healthcare Trusted Brand: Dettol’s legacy in healthcare gives it a trusted

reputation for delivering strong germ protection.
 Wide Range: Available in multiple formats, fragrances, and sizes, allowing
for more tailored options.
 Premium Quality: Positioned as a premium product providing best-in-class
protection and trusted antiseptic formulation.
Price
 Lifebuoy Hand Sanitizer: Prices are more affordable, making it accessible to

a broader market, especially in emerging economies.
 Dettol Hand Sanitizer: Positioned as a premium product, often priced
higher but seen as a trusted antiseptic solution.
 Lifebuoy: Bright red and yellow packaging with bold messaging for quick
recognition.
 Dettol: Green and white color scheme, known for its clean and medical
aesthetic, highlighting its germ protection.
Distribution
 Lifebuoy: Available in supermarkets, pharmacies, and online

marketplaces. Strong distribution in emerging markets.
 Dettol: Available in premium retail outlets, pharmacies, and online
platforms. Strong presence in urban markets with a focus on health-
Conclusion
Both Lifebuoy Hand Sanitizer and Dettol Hand Sanitizer are strong contenders in
the hand sanitizer market, with each brand offering distinct advantages. Lifebuoy
appeals to the value-conscious consumer, while Dettol targets premium buyers
with its trusted healthcare legacy. Both brands have adapted to the growing need
for hygiene products, especially in the wake of the global pandemic, and continue
to innovate in product offerings and distribution channels.
28. AYUSH PAIN RELIEF OIL VS ZANDU BALM:
AYUSH Pain Relief Oil (Dabur)
 Launched: Dabur's AYUSH Pain Relief Oil was introduced as part of the
Dabur AYUSH range, which leverages ancient Ayurvedic remedies for
modern health needs. The product was launched in 2016, targeting
consumers seeking natural and herbal alternatives for pain relief.
 Brand History: Dabur, established in 1884, is one of the oldest and most
trusted Ayurvedic companies in India, known for its herbal-based health,
wellness, and personal care products. Dabur has a strong legacy in
Ayurvedic formulations and health products.
 Product Focus: The AYUSH Pain Relief Oil is marketed as a natural
alternative for the relief of muscle and joint pain, with a formula
combining traditional Ayurvedic ingredients like menthol, camphor, and
eucalyptus oil. The product is positioned as a non-chemical, safe, and
effective pain relief solution.
 Positioning: It is positioned as an Ayurvedic solution for quick pain relief,
targeting consumers who prefer natural healing over synthetic
medications.
Zandu Balm (Emami)

 Launched: Zandu Balm, which has a long legacy, was introduced in the
1960s by Zandu Pharmaceutical Works Ltd., a company that later merged
with Emami Ltd.. The balm has been a staple in many Indian households for
decades.
 Brand History: Emami is a leading company in the Ayurvedic and personal
care market, established in 1974. It has built a strong portfolio of wellness
products and is known for its range of health and personal care items,
including pain relief products like Zandu Balm.
 Product Focus: Zandu Balm is a topical analgesic balm that provides quick
relief from headaches, muscle pain, back pain, and other bodily aches. It
contains a blend of natural ingredients such as menthol, camphor, and
eucalyptus oil, offering cooling and soothing effects.
 Positioning: Zandu Balm is positioned as a trusted, instant relief balm that
has been used by millions of Indian households for generations. It is
marketed as an affordable, effective solution for headaches and muscle
pain.
AYUSH Pain Relief Oil
 Segmentation:
o Demographic: Primarily targeting middle-aged and elderly
individuals with joint pain, muscle pain, or stress relief needs. Also
appeals to younger adults engaged in physical activities like sports.
o Psychographic: Consumers seeking natural and safe alternatives to
chemical-based medicines. Health-conscious individuals who prefer
Ayurvedic or herbal solutions.
 Targeting:
o Primary Target: Individuals looking for natural pain relief solutions,
particularly those with chronic pain (e.g., back pain, joint pain).
o Secondary Target: Health-conscious consumers and those interested
in herbal or natural pain relief, such as yoga practitioners or people
with active lifestyles.
 Positioning:
o Positioned as an Ayurvedic, natural remedy for pain relief with no
side effects. The focus is on delivering fast and long-lasting relief with
ingredients that are safe and herbal.
Zandu Balm
 Segmentation:
o Demographic: Targets all age groups, especially those who
experience regular muscle pain, headaches, or stress-related
discomfort.
o Psychographic: Consumers who have been loyal to the Zandu brand
for decades or those seeking an affordable, quick relief balm for
everyday aches and pains.
 Targeting:
o Primary Target: Middle-aged and elderly individuals suffering from
joint and muscle pain, especially those who need a fast-acting pain
relief product.
o Secondary Target: Younger adults and working professionals who
experience stress-induced headaches or muscle aches and prefer a
quick, accessible solution.
 Positioning:
o Zandu Balm is positioned as an instant pain-relief solution, focusing
on trusted Ayurvedic ingredients and fast-acting relief from
headaches, joint pain, and muscle strain.
SWOT Analysis
 Strengths:
o Backed by Dabur’s strong brand reputation in Ayurveda and
wellness products.
o Natural ingredients appeal to health-conscious consumers who
prefer Ayurvedic solutions over synthetic medicines.
o Safe and non-toxic formulation suitable for daily use.
 Weaknesses:
o Relatively newer brand in the pain relief market, not yet as
established as Zandu Balm.
o Limited product variants and forms (e.g., oil vs balm).
 Opportunities:
o Growing consumer demand for herbal and natural products in the
health and wellness space.
o Potential to introduce more product variants (e.g., creams, sprays) or
other pain relief solutions within the AYUSH range.
 Threats:
o Strong competition from established brands like Zandu Balm that
have a legacy in pain relief.
o Growing market of synthetic or chemical-based pain relief products
that may appeal to consumers seeking immediate and stronger relief.
Zandu Balm
 Strengths:
o Strong brand recognition with a long history in the Indian market as
a trusted pain relief balm.
o Fast-acting relief, especially for headaches, muscle pains, and stress-
induced discomfort.
o Affordable and easily accessible across India.
 Weaknesses:
o Packaging could be perceived as dated compared to more modern
offerings in the market.
o Zandu Balm primarily comes in balm form, which limits convenience
for some consumers who prefer oils or sprays.
 Opportunities:
o Potential to expand into new product forms, such as gels or sprays,
to reach a wider audience.
o Increased demand for natural and herbal pain relief solutions gives
Zandu an opportunity to emphasize its Ayurvedic roots more
strongly.
 Threats:
o Intense competition from newer products like AYUSH Pain Relief Oil
and international brands.
o Pricing pressure from private labels and lower-cost alternatives
entering the market.
PESTLE Analysis
 Political: The product aligns with India’s healthcare initiatives promoting

natural and Ayurvedic products.
 Economic: Affordable pricing makes it accessible to a wide range of income
groups, especially middle-income families.
 Social: Growing preference for natural and herbal solutions over chemical-
based products.
 Technological: Uses the latest formulations to combine traditional herbs
with modern delivery mechanisms.
 Legal: Complies with health and safety regulations for Ayurvedic products.
 Environmental: Dabur has been moving toward eco-friendly packaging,
which could appeal to eco-conscious consumers.
Zandu Balm
 Political: Zandu Balm is compliant with local health regulations and focuses
on safe, Ayurvedic remedies.
 Economic: Zandu Balm’s affordable price makes it a popular choice for a
wide consumer base.
 Social: Zandu has an established consumer base, especially in households
that have used the balm for decades. It is also seen as a trusted brand.
 Technological: Though based on traditional formulas, Emami continually
updates the product to maintain its relevance and efficacy.
 Legal: Zandu Balm complies with local regulations regarding herbal
medicines and health products.
 Environmental: Emami is taking steps toward sustainable packaging and
green practices.
 Natural, Ayurvedic formulation: Contains natural oils and ingredients like

camphor, eucalyptus, and menthol for pain relief.
 Non-toxic and safe: Positioning as a safe, herbal option for pain relief.
 Heritage of Dabur: Backed by the trust and legacy of Dabur, one of India’s
leading Ayurvedic brands.
 Quick relief: Provides quick and long-lasting relief for pain, making it
convenient for daily use.
Zandu Balm
 Long-standing brand: Zandu has been a trusted name for over 60 years in
instant pain relief.
 Effective, fast-acting: Provides immediate relief from headaches, muscle
pain, and joint aches.
 Affordable: Offers a cost-effective solution for everyday pain relief.
 Trusted Ayurvedic heritage: Combines traditional Ayurvedic knowledge
with modern effectiveness.
Price
 AYUSH Pain Relief Oil: Priced affordably, targeting middle-class and value-
 Zandu Balm: Priced similarly, targeting mass-market and price-sensitive
customers.
 AYUSH Pain Relief Oil: Traditional oil bottle with a focus on Ayurvedic
ingredients, often in a green or herbal-themed design.
 Zandu Balm: Compact tin packaging, known for its green and white color
scheme, which is simple yet effective for easy application.
Distribution
 AYUSH Pain Relief Oil: Widely available in supermarkets, pharmacies, and

online platforms.
 Zandu Balm: Available in almost every corner store, supermarkets, and
online, making it accessible to the masses.
Conclusion
Both AYUSH Pain Relief Oil and Zandu Balm cater to the growing demand for
natural pain relief solutions, each with its distinct advantages. While AYUSH Pain
Relief Oil benefits from Dabur’s heritage and Ayurvedic expertise, Zandu Balm
stands strong with its legacy, affordable pricing, and fast relief. Consumers
seeking a trusted, natural, and effective solution for pain relief will find both
products valuable, with Zandu being more established and AYUSH offering a
more modern Ayurvedic option.
29. INDULEKHA HAIR OIL VS BAJAJ ALMONDS DROPS HAIR OIL:
Indulekha Hair Oil (Himalaya Drug Company)
 Launched: Indulekha Hair Oil was launched in 2006 by Himalaya Drug

Company, a well-known player in the natural health and personal care
market. Himalaya is recognized for combining Ayurvedic wisdom with
modern scientific research to create safe and effective products.
 Product History: Indulekha Hair Oil is an Ayurvedic formulation with a
focus on promoting hair growth and reducing hair fall. It is marketed as a
100% natural, herbal oil that contains bringraj, neem, sandalwood, and
other traditional ingredients known for their hair care benefits.
 Positioning: Indulekha is positioned as a premium Ayurvedic hair oil
targeting consumers who are looking for natural and effective solutions for
hair growth and scalp health.
Bajaj Almond Drops Hair Oil (Bajaj Corp)

 Launched: Bajaj Almond Drops Hair Oil was launched in 1992 by Bajaj Corp,
a company primarily involved in personal care products in India. Bajaj
Almond Drops Hair Oil has been around for more than two decades and is
one of the leading hair oils in the Indian market.
 Product History: Bajaj Almond Drops is an almond-enriched hair oil
formulated with almond oil and vitamin E. The oil is designed to nourish,
soften, and strengthen hair while also promoting healthy growth. It’s
marketed as a lightweight, non-sticky oil that provides nourishment
without weighing the hair down.
 Positioning: Bajaj Almond Drops is positioned as a light, non-greasy hair oil
that provides easy-to-use, everyday hair nourishment, appealing to a mass
market looking for affordable, effective solutions.
Indulekha Hair Oil
 Segmentation:
o Demographic: Primarily targets women and men between the ages
of 25 to 50 years who are concerned about hair loss, thinning hair,
and baldness.
o Psychographic: Health-conscious consumers looking for natural,
organic products, especially those interested in Ayurvedic or herbal
solutions.
 Targeting:
o Primary Target: Middle to upper-income consumers who are looking
for a premium, natural hair care solution.
o Secondary Target: Individuals suffering from hair loss and those
interested in preventive hair care.
 Positioning:
o Positioned as a premium Ayurvedic hair oil with natural ingredients
aimed at providing long-term solutions for hair loss, hair thinning,
and scalp health. It is marketed as a trustworthy, herbal remedy
with a focus on regrowth and strengthening.
Bajaj Almond Drops Hair Oil
 Segmentation:
o Demographic: Mass market appeal, targeting a wide range of ages,
from young adults to elderly consumers, with a focus on those
experiencing dry, damaged hair, and hair thinning.
o Psychographic: Consumers looking for affordable, easy-to-use hair
care products with an emphasis on nourishment and hair
strengthening.
 Targeting:
o Primary Target: Price-conscious consumers who want a light, non-
greasy oil for everyday hair care.
o Secondary Target: Those looking for a quick fix for dry hair,
damaged hair, or scalp issues.
 Positioning:
o Positioned as an affordable, lightweight, and non-sticky hair oil that
offers nourishment and shine to the hair while being easy to use in
daily routines.
SWOT Analysis
Indulekha Hair Oil
 Strengths:
o Premium, Ayurvedic formulation with trusted ingredients like
bringraj and neem.
o Natural ingredients that appeal to consumers seeking organic
solutions.
o Strong brand backing by Himalaya, a well-established player in the
health and wellness market.
 Weaknesses:
o Higher price point, making it less accessible for the mass market.
o The oil is often perceived as heavier compared to lighter oils in the
market.
 Opportunities:
o Rising demand for herbal and Ayurvedic hair care solutions among
young professionals and health-conscious individuals.
o Potential for expanding into new product forms such as serums or
shampoos.
 Threats:
o Intense competition from both international and local brands
offering cheaper alternatives.
o Changing consumer trends favoring lighter oils or fast-acting
treatments.
 Strengths:
o Well-established brand with a long market presence, creating strong
brand loyalty.
o Affordable and accessible to a broad demographic.
o Light, non-greasy formula that appeals to consumers who dislike
thick oils.
 Weaknesses:
o Formula lacks Ayurvedic or natural positioning, which may turn off
consumers seeking natural, organic options.
o May not appeal to those seeking hair regrowth or treatment for
severe scalp issues.
 Opportunities:
o Expansion into premium segments or the introduction of a more
herbal, Ayurvedic variant.
o Potential to grow its online presence with more direct-to-consumer
marketing strategies.
 Threats:
o Rising competition from more natural and organic hair oils like
Indulekha.
o Market shift towards Ayurvedic and chemical-free products.
PESTLE Analysis
Indulekha Hair Oil
 Political: Complies with Indian regulations for Ayurvedic products. May

benefit from government initiatives promoting traditional and natural
healthcare.
 Economic: Positioned as a premium product, it caters to middle and upper-
class consumers, making it somewhat vulnerable to economic slowdowns.
 Social: Increasing consumer preference for natural, chemical-free, and
herbal products, driven by health-conscious trends.
 Technological: Leverages the benefits of traditional Ayurvedic knowledge
with modern manufacturing and quality standards.
 Legal: Complies with FSSAI regulations and Ayurvedic drug regulations in
India.
 Environmental: Himalaya has sustainable practices in place and may
appeal to eco-conscious consumers.
 Political: Adheres to Indian safety standards for cosmetic products. No

major political barriers.
 Economic: Positioned as an affordable product, catering to the mass
market, making it more resilient in times of economic downturn.
 Social: Wide appeal across various income groups, especially among price-
sensitive consumers.
 Technological: Uses almond oil, which is well-known for its moisturizing
and nourishing properties, but lacks the herbal formulation appeal of
competitors.
 Legal: Follows local regulations for cosmetic products.
 Environmental: Bajaj Corp’s packaging is not typically marketed as eco-
friendly, which could be a potential drawback in a growing sustainability-
conscious market.

Indulekha Hair Oil
 Premium Ayurvedic Oil: A combination of herbal, natural ingredients that

promote hair growth and scalp health.
 100% Natural: Contains trusted Ayurvedic ingredients like bringraj, neem,
and sandalwood for holistic hair care.
 Backed by Himalaya’s Brand Trust: A reputable brand in natural wellness
offers credibility and trust.
 Effective for Hair Growth: Positioned as a solution for those suffering from
hair thinning or baldness.
 Non-Greasy, Light Formula: A lightweight oil that provides nourishment

without feeling heavy or greasy.
 Almond & Vitamin E: Offers nourishment and shine with the inclusion of
almond oil and vitamin E.
 Affordable, Everyday Hair Oil: Priced to cater to the mass market, offering
easy, daily use for healthy hair.
 Trusted Brand: With over two decades of market presence, Bajaj has
established a strong reputation for quality and consistency.
Price Comparison
 Indulekha Hair Oil: Priced at the premium end of the market, typically
around ₹200-₹300 for a 100ml bottle, reflecting its herbal and Ayurvedic
positioning.
 Bajaj Almond Drops Hair Oil: Priced more affordably at around ₹70-₹150
for a 100ml bottle, making it a cost-effective choice for everyday use.
Product Packaging’s Distinctness
 Indulekha Hair Oil: Comes in a green bottle, typically with an Ayurvedic

look, emphasizing its natural ingredients. Its packaging focuses on
conveying premium quality and heritage.
 Bajaj Almond Drops Hair Oil: Comes in a transparent plastic bottle with a
yellow and green cap, emphasizing its lightness and freshness. Its simple
and functional design highlights its affordability.
 Indulekha Hair Oil: Available through supermarkets, pharmacies, and

online platforms. Himalaya has a strong presence in both offline and online
retail channels.
 Bajaj Almond Drops Hair Oil: Widely available in supermarkets, grocery
stores, pharmacies, and through online platforms. Its mass-market appeal
ensures it is accessible to a wide range of consumers.
Conclusion
Both Indulekha Hair Oil and Bajaj Almond Drops Hair Oil cater to different
segments of the market. Indulekha appeals to consumers seeking a premium,
Ayurvedic solution for hair loss and scalp health, while Bajaj Almond Drops
focuses on the mass-market, offering an affordable, everyday hair oil with a non-
greasy formula. The choice between these products largely depends on individual
preferences for price, brand perception, and the type of hair care solution
sought.
30. PEARS BODY WASH VS FIAMA BODY WASH:
Pears Body Wash (HUL - Hindustan Unilever Limited)

 Launched: Pears Body Wash was introduced by Hindustan Unilever
Limited (HUL), a leading consumer goods company in India and globally.
The Pears brand has a long history, dating back to 1807 in the United
Kingdom, making it one of the oldest and most trusted personal care
brands. The body wash variant was launched later to cater to the increasing
demand for convenient and effective bathing solutions.
 Product History: Pears Body Wash has been positioned as a gentle and
nourishing soap alternative, aimed at those who desire hydrated and soft
skin. It is marketed as a soap-free and mild formula enriched with natural
glycerin to maintain skin moisture.
 Positioning: Pears Body Wash is positioned as a premium, yet gentle and
soothing option for consumers looking for hydrating and mild bath
products. Its heritage and trusted brand name add to its appeal, targeting
both young adults and mature consumers.
Fiama Body Wash (Procter & Gamble - P&G)

 Launched: Fiama Body Wash is part of the Fiama brand, owned by Procter
& Gamble (P&G), a global consumer goods giant. The Fiama brand itself
was launched in 2004 to cater to the growing personal care segment in
India, focusing on both skin and hair care products.
 Product History: Fiama Body Wash is marketed as a luxurious and
indulgent body care product designed to provide a spa-like experience
with its fragrant and moisturizing formulations. Over the years, the brand
has introduced several variants, such as Fiama Shower Gel, catering to
different skin types and preferences.
 Positioning: Fiama Body Wash is positioned as a premium yet affordable
body wash, focusing on refreshing fragrances and moisturizing properties.
It appeals to the youth and middle-aged demographic, with a focus on
indulgence and daily pampering.
Pears Body Wash
 Segmentation:
o Demographic: Targets women and men in the age group of 18-45
years. The brand caters to consumers seeking a gentle, moisturizing
alternative to soap.
o Psychographic: Focuses on individuals who are looking for sensitive
skin solutions and are inclined towards mild and natural products.
 Targeting:
o Primary Target: Health-conscious consumers who prefer gentle,
soap-free products.
o Secondary Target: Those who are looking for hydrating, nourishing,
and natural skincare solutions.
 Positioning:
o Positioned as a gentle, nourishing body wash with natural glycerin
that hydrates and soothes the skin, providing a premium, soap-free
bathing experience.
Fiama Body Wash
 Segmentation:
o Demographic: Primarily targets young adults and middle-aged
consumers (18-45 years), focusing on both men and women.
o Psychographic: Appeals to individuals who are looking for a
luxurious, indulgent bathing experience with a focus on refreshing
fragrances and moisturizing properties.
 Targeting:
o Primary Target: Consumers seeking a fragrant and hydrating body
wash for everyday use.
o Secondary Target: Individuals looking for luxury at affordable prices,
interested in spa-like experiences.
 Positioning:
o Positioned as a premium yet affordable body wash offering a
luxurious bathing experience with hydrating and refreshing
properties. It’s marketed as an indulgent daily ritual.
SWOT Analysis
Pears Body Wash
 Strengths:
o Gentle and nourishing with natural ingredients like glycerin.
o Strong brand legacy with the backing of Hindustan Unilever, a
trusted brand.
o Soap-free formula, which is appealing to consumers with sensitive
skin.
 Weaknesses:
o Relatively higher price compared to mass-market body washes,
which may limit appeal to budget-conscious consumers.
o The scent of Pears Body Wash is relatively milder compared to more
fragrant options like Fiama.
 Opportunities:
o Increasing demand for gentle, moisturizing personal care products.
o Potential to expand into eco-friendly, sustainable packaging,
appealing to eco-conscious consumers.
 Threats:
o Intense competition from both local and international brands like
Fiama, which offer luxury at competitive prices.
o Growing preference for organic or herbal-based body washes.
Fiama Body Wash
 Strengths:
o Fragrant and luxurious, appealing to those seeking a more indulgent
experience.
o Wide range of variants that cater to various skin needs and
preferences.
o Affordable pricing strategy allows it to cater to a broad consumer
base.
 Weaknesses:
o The brand may face challenges in differentiating itself from other
luxury body wash brands with similar fragrances.
o Some consumers may prefer more natural or Ayurvedic options over
synthetic fragrance-based products.
 Opportunities:
o Opportunity to expand into the natural or Ayurvedic segment as
consumers seek clean beauty options.
o Expansion into more premium packaging or exclusive formulations
to cater to the luxury segment.
 Threats:
o Intense competition from other premium body wash brands like
Pears, Dove, and Nivea.
o The rise of organic and chemical-free products could potentially hurt
the demand for heavily scented body washes.
PESTLE Analysis
Pears Body Wash
 Political: Complies with Indian regulations for personal care products and
benefits from government support for Ayurvedic and natural products.
 Economic: Premium positioning makes it vulnerable to economic
downturns or changes in consumer spending patterns.
 Social: Growing trend of health-conscious consumers moving towards mild,
chemical-free products.
 Technological: Leverages modern manufacturing technologies to create a
gentle and effective body wash.
 Legal: Meets all the regulatory requirements in the personal care industry.
 Environmental: Potential to move towards sustainable packaging solutions
as demand for eco-friendly products increases.
Fiama Body Wash
 Political: Follows Indian regulations for personal care and hygiene products.
 Economic: Affordable pricing helps it tap into the mass market while still
retaining a premium feel.
 Social: Increasing preference for luxury bathing products with refreshing
fragrances among young professionals.
 Technological: Continual innovation in formulation and scent technologies
to enhance user experience.
 Legal: Compliant with cosmetic regulations in India and international
markets.
 Environmental: There is scope for greener packaging and more sustainable
product offerings.
Pears Body Wash
 Gentle, Soap-Free Formula: Ideal for those with sensitive skin or anyone
looking for a mild, non-drying cleanser.
 Enriched with Glycerin: Helps nourish and hydrate the skin, leaving it
feeling soft and smooth.
 Heritage Brand: Backed by Hindustan Unilever, Pears carries trust and
reliability from being one of the oldest body care brands.
 Suitable for All Skin Types: Appeals to people looking for a safe and gentle
wash for their skin.
Fiama Body Wash
 Refreshing Fragrance: Offers a luxurious, spa-like experience with a wide

range of fragrant variants.
 Hydrating Formula: Helps in moisturizing and nourishing the skin while
providing an indulgent bath.
 Affordable Luxury: Positioned as an affordable yet luxurious body wash
with multiple variants catering to different skin needs.
 Variety of Options: Multiple scents and formulations that appeal to a wide
range of consumers.
Price Comparison
 Pears Body Wash: Generally priced at ₹250-₹350 for 250ml, positioned in

the premium category.
 Fiama Body Wash: Typically priced at ₹150-₹250 for 250ml, positioned as
an affordable luxury brand.
Product Packaging’s Distinctness
 Pears Body Wash: Comes in a green plastic bottle, with a simple and clean
design that emphasizes its mildness and natural ingredients.
 Fiama Body Wash: Comes in a brightly colored and visually appealing
bottle with vibrant hues, giving it a luxurious and fresh appeal.
 Pears Body Wash: Available through supermarkets, pharmacies, and
online platforms.
 Fiama Body Wash: Available in supermarkets, e-commerce platforms, and
retail outlets like Big Bazaar and DMart. P&G's distribution network
ensures it reaches a wide audience.
Conclusion
 Pears Body Wash is ideal for consumers seeking a gentle, hydrating

product backed by a trusted brand, while Fiama Body Wash appeals to
those looking for an affordable yet luxurious bathing experience with a
fragrant twist.
 The choice depends on individual preferences for price, fragrance, and
brand positioning. Pears targets mildness and gentleness, while Fiama
targets luxury and indulgence at a more accessible price.

Field Project Completed1

Uploaded by

Copyright:

Available Formats

Field Project Completed1

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Field Project Completed1

Uploaded by

Copyright:

Available Formats

FIELD PROJECT

Field Project Report: A Comprehensive Marketing Analysis of Hindustan

 STP Analysis (Segmentation, Targeting, Positioning): Understanding how

Moreover, the report identifies Unique Selling Points (USPs) or value

Hindustan Unilever Limited (HUL): A Legacy of Excellence

Below is a detailed table showing 10 products from Hindustan Unilever (HUL)

HUL PRODUCT COMPETITOR PRODUCT COMPETITOR BRAND

HUL PRODUCT COMPETITOR PRODUCT COMPETITOR BRAND

1. KNORR SOUPS VS MAGGI SOUPS:

Knorr Soups (HUL)

 Company: Hindustan Unilever Limited (HUL)

STP Analysis for Knorr Soups and Maggi Soups

Knorr Soups (HUL)

Maggi Soups (Nestlé)

Maggi Soups (Nestlé)

Knorr Soups (HUL)

Maggi Soups (Nestlé)

Unique Selling Points (USPs) and Value Propositions

Knorr Soups (HUL)

Maggi Soups (Nestlé)

 Knorr Soups (HUL):

Product Packaging's Distinctness

 Knorr Soups (HUL):

 Knorr Soups cater to health-conscious, premium buyers who are willing to

Brooke Bond Red Label Tea

 Company: Unilever (HUL)

Tata Tea Gold

 Company: Tata Consumer Products

STP (Segmentation, Targeting, Positioning) Analysis

Brooke Bond Red Label Tea

Brooke Bond Red Label Tea

Tata Tea Gold

Brooke Bond Red Label Tea

Tata Tea Gold

Unique Selling Points (USPs) & Value Propositions

Brooke Bond Red Label Tea

Tata Tea Gold

 Brooke Bond Red Label Tea:

Product Packaging's Distinctness

 Brooke Bond Red Label Tea:

 Brooke Bond Red Label Tea:

 Brooke Bond Red Label Tea appeals to a broad market, emphasizing

3.KISSAN JAM VS MAPRO MIXED FRUIT

 Company: Hindustan Unilever Limited (HUL)

Mapro Mixed Fruit Jam

 Company: Mapro Foods

STP (Segmentation, Targeting, Positioning) Analysis

Mapro Mixed Fruit Jam

Mapro Mixed Fruit Jam

Mapro Mixed Fruit Jam

Unique Selling Points (USPs) & Value Propositions

Mapro Mixed Fruit Jam

Product Packaging's Distinctness

 Kissan Jam caters to a mass-market audience, focusing on affordability and

4.KAWALITY WALLS ICE CREAM VS AMUL ICE CREAM:

Kawality Walls Ice Cream

Amul Ice Cream

 Company: Gujarat Co-operative Milk Marketing Federation (GCMMF)

STP (Segmentation, Targeting, Positioning) Analysis

Kawality Walls Ice Cream