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Marketing Management | "Competitive Strategies Followed by FMCG Sector in India Related to Two Companies HUL & ITC

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Competitive Strategies Followed by FMCG Sector in India
Related to Two Companies HUL & ITC

- by Ritesh Kumar Verma *

Page - 1

Introduction

Competitive Strategy consists of move of companies in order to attract customers. With stand competitive pressures and strengthen an organization’s market position. The main objective of Competitive Strategy is to generate a competitive advantage, increase the loyalty of customers and to beat competitors.


Five main competitive strategies are:

  • Overall low cost leadership strategy
  • Best cost provider’s strategy
  • Broad differentiation strategy
  • Focused low cost strategy
  • Focused differentiation strategy
  • Here competitive strategy varies from sector to sector and company to company. Thus, it is not easy to predict a single or to find a single strategy for the whole sector. When we come on to FMCG Sector main strategies lay behind market strategies, cost, and quality strategies. Here in this report you are going to get information about such type of strategies of FMCG giants.

    What are HUL and ITC Ltd.?

    HUL (Hindustan Unilever Ltd.)

    This Company is earlier known as Hindustan Lever Ltd. This is India’s largest FMCG sector company with all type of household products available with it. It has Home & Personal Care products, and also food and Water Purifier available with it. According to Brand Equity, HUL has largest no of brands in most trusted brands list.

    16 of HUL’s brands featured in AC-Nielson Brand Equity list of 100 most trusted brands in 2008 in an annual survey. For the entire year ending March - 2009 net turnover of company is Rs. 20’239.33 Crore which is 47.99% higher than 31st December 2007’s Rs. 13675.43 Crore driven mainly by dom estic FMCG’s with net profit stood at Rs. 2’496.45 Crore.

    Products of HUL are: Annapurna; Ayush; Axe; Breeze; Bru; Brooke bond; Clinic; Dove; Fair & Lovely; Hamam; Liril; Lux; Pears; Ponds; Pepsodent; Pureit; Rexona; Rin; Sunlight; Surfexcel; Vaseline; Wheel.

    ITC Limited

    This Company was earlier known as Imperial Tobacco Company of India Ltd. It is Currently headed by Yogesh Chander Deveshwar. Company mainly operates in the industry like Tobacco, Foods, Hotels, Stationary and Greeting Cards with the major products constitutes Cigarettes, packed foods, hotels, and apparels. For the entire year ending Mar-2009 the turnover of company is at Rs. 15388 Crore which is 10.3% higher than previous year’s Rs. 13947.53 Crore, driven mainly by robust 20% growth in non cigarette FMCG business with net profit stood at Rs. 3324 Crore.





    Ritesh Kumar Verma,
    IBSAR, Mumbai.


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