Competition and Industry- Where we stand?

There is fierce competition in the FMCG goods industry. The hair care brands like Dove, Pantene, L’Oreal, Tresemme etc are trying to outdo each other by innovating their sales and marketing programmes, getting maximum shelf space in the retail outlets and doing aggressive advertising. Tresemme, as a relatively new entrant in the Indian FMCG industry, has already outdone many competitors in the segment of premium shampoos.

 Many consumers have shifted from using Pantene to Tresemme. The major reason for it is that Tresemme has positioned itself as “salon style” and roped in a young face like Diana Penty and a renowned hair stylist for its television commercials.

HUL wanted to cut competition from brands like L’Oreal and Pantene by providing a strong and effective competitor to them and to increase the product line length of the hair care category- by adding one renowned name in addition to Sunsilk, Clinic Plus and Clear.

The product depth of Tresemme has Tresemme Hair Fall Defense, Tresemme Keratin Smooth, Tresemme Split Remedy, Tresemme Smooth and Shine and Tresemme Climate Control shampoo and a similar range of conditioners and serums.

Tresemme, in 2013, became the most valued brand of HUL after Clinic Plus registering Rs 1 billion as annual turnover within just a year of its launch in 2012, thereby creating a successful place for itself in the hair care products industry.


Classification of different brands( along with the parent companies) in the Hair Care segment is shown below:

HUL
Toni & Guy
Ayush
Tresemme
Dove
Sunsilk
Clear
Clinic Plus

P&G
Pantene
Head & Shoulders

ITC:
Essenza Di Wills
Fiama Di Wills
Vivel
Superia

L'Oreal
L'Oreal Total Repair 5
L'Oreal Fall Repair
Garnier Ultra DoUX
Garnier Fructis

Others include Himalaya’s, Nyle, Halo, Wipro, and some other ones like Kesh King, Trichup, CHIK etc.