Presentation on

Marketing Strategy
Presented by:
Achal Kumar Agarwal (01)
Ketan Gharge (11)
Aishwary Gupta (12)
Siddharth Masurekar (27)
Vyankatesh Nomul (34)
Vikas Singh (52)

07/12/21 1
 ICICI PRUDENTIAL

07/12/21 2
Company Profile
 ICICI Prudential Life Insurance Company is a joint venture
between ICICI Bank, a premier financial powerhouse and
prudential plc

 ICICI Prudential's equity base stands at Rs. 9.25 billion with

ICICI Bank and Prudential plc holding 74% and 26% stake
respectively.

 The company has a network of about 56,000 advisors; as well

as 7 Bancassurance and 150 corporate agent tie-ups.

07/12/21 3
ICICI Prudential Life is all about……

Hea h
lth ealt
W

Total
Protection

Life
07/12/21 4
PROMOTERS
 ICICI Bank is India’s second-largest bank with total assets of
about Rs.112, 024 Crore and a network of about 450
branches and offices and about 1750 ATMs.

 Prudential plc, through its businesses in the UK and Europe,

the US and Asia, provides retail financial services products
and services to more than 16 million customers, policyholder
and unit holders worldwide.
 As of June 30, 2004, the company had over US$300 billion
in funds under management.

07/12/21 5
COMPANY STATEGIES
 Bancassurance & Alliances
ICICI Prudential was a pioneer in offering life insurance solutions
through banks and alliances
Banks
 ICICI Bank
 Federal Bank
 South Indian Bank
 Bank of India
 Lord Krishna Bank
 Some co-operative banks

07/12/21 6
07/12/21 7
Continue…
 Tied Agency
 focus on sales & people development, tied
agency has emerged as a robust, predictable and
sustainable business model.
 Generally this advisors works under the
leadership of unit manager, who motivate them in
every step by providing training and guidance to
them, usually each unit manager have 20 to 30
advisors under them.

07/12/21 8
Share Market
Insurance Partner Prefered

13%
7% LIC
47% HDFC
ICICI Prudential
33% Oriental Insurance

07/12/21 9
PORTER FIVE
COMPETITIVE FORCES
 Threat of Intense Segment Rivalry

 Life Insurance of India.

 Bajaj Alliances
 ICICI Prudential Life Insurance.
 HDFC.
 Franklin Templeton.
 Reliance.
 Unit trust Of India. Etc.
• Threat of new entrants
• Threat of substitute Product

07/12/21 10
Continue..
 Threat of Buyer’s growing Bargaining Power
This segment is unattractive because the buyers possess
strong or growing bargaining powers,
 Threat of Suppliers Growing Powers

the suppliers bargaining power is more, because banks and

CA are the easiest and the important channel to reach the
client and for that reason they have the strong bargaining
power.

07/12/21 11
SWOT Analysis
 Strength:
Brand Name of ICICI
Strong Financial Backing
Strong Sales Force
 Weakness:
Lack Of Information About The Product
Focusing Mainly On The Urban Sector
Most of the Plans are too complicated

07/12/21 12
Continue..
 Opportunities:
i) A large Part of cities are uncovered
ii)Some Top Nationalized banks should be made Allies
iii)There is a good opportunities to increase the Advisors base

 Threats
i)LIC
ii)Threat with some private banks

07/12/21 13
 Cadbury

07/12/21 14
CADBURY WORLDWIDE
 They are the world's largest confectionery company and have a
strong regional presence in beverages in the Americas and
Australia. With origins stretching back over 200 years, today
their products - which include brands such as Cadbury, Halls,
Trident, Dr Pepper, Snapple, etc- are enjoyed in almost every
country around the world

 They employ 60,000 people in over 200 countries

 They are the worlds No 1 Confectionery company
 They are the world's No 2 Gums company
 They are the world's No 3 beverage company

07/12/21 15
COMPANY OVERVIEW
 Cadbury began its operations in 1948 by importing
chocolates and then re-packing them before
distribution in the Indian market

 After 59 years of existence, it today has five company-

owned manufacturing facilities at Thane, Induri (Pune),
Bangalore (Himachal Pradesh) and 4 sales offices
(New Delhi, Mumbai, Kolkota and Chennai)

 The corporate office is in Mumbai

07/12/21 16
  Their core purpose "Working together to create
brands people love" captures the spirit of what they
are trying to achieve as a business. They collaborate
and work as teams to convert products into brands

 Currently Cadbury India operates in three sectors viz.

Chocolate Confectionery, Milk Food Drinks and in the
Candy category

07/12/21 17
CORE PURPOSE
 Their core purpose is "Working together to create
brands people love"
 The core purpose captures the spirit of what they are
trying to achieve as a business
 They collaborate and work as teams to convert
products into brands

07/12/21 18
STRATEGY
 They believe that the business still has significant
untapped potential – both in terms of top line growth
and returns. By exploiting the strength of their
leadership positions to continue to grow their market
share and significantly increase their margins and
returns

 They aim to achieve their vision of becoming the

biggest and best confectionery company in the world.
Their Vision into Action (VIA) plan for 2008 to 2011
aligns the energies and efforts of their teams around
the world behind a number of priorities which will make
the most impact on their revenue and margin
performance

07/12/21 19
BRAND STORY
CHOCOLATES

07/12/21 20
 MILK FOOD
DRINKS CANDY

07/12/21 21
07/12/21 22
STRENGTHS

 It is a global chocolate brand built upon a reputation for

fine products and services

 The organization has strong ethical values and an

ethical mission statement. Maintain a stable growth of a
company by maximizing the use of its production
capacity and thus increase economies of scale and
scope

 Cadbury is a very profitable organization, generating

revenue

07/12/21 23
 OPPORTUNITIES
 The company has the opportunity to expand its global
operations. New markets with new products which are
limited in particular region
 Cadbury has decided to focus on a few of its key brands
such as Cadbury Dairy Milk, Bournvita, Eclairs and Halls to
drive growth for the company
 Co-branding with other manufacturers of food and drink,
and brand franchising to manufacturers of other goods and
services both have potential
 Cadbury India is attempting to increase the declining market
for chocolate with innovation, one of which is its sweet
snack, Bytes
 Brand ambassador Amitabh Bachchan for advertising their
new products

07/12/21 24
WEAKNESS
 Cadbury has a reputation for new product development
and creativity. However, they remain vulnerable to the
possibility that their innovation may falter over time

 The organization has a strong presence in the United

States of America, UK and India

 It is often argued that they need to look for a portfolio of

countries, in order to spread business risk

07/12/21 25
THREATS
 Cadbury’s are exposed to rises in the cost of chocolate and dairy
products

 Entry into salted snacks was ruled out so it is important to do new

innovation and marketing research. Not understand foreign
customer preferences and fail to offer a competitively attractive
product

 Not understanding the foreign country’s business culture or know

how to deal effectively with foreign nationals

 Underestimate foreign regulations and incur unexpected costs

 Threat of entry due to the competition growing through acquisition

07/12/21 26
 Nike

07/12/21 27
HISTORY
 The company was founded in 1962 as Blue Ribbon Sports
by Bill Bowerman and Philip Knight, and officially became
Nike, Inc. in 1978. The company takes its name from Nike (
Greek Νίκη pronounced), the Greek goddess of victory.
Nike markets its products under its own brand as well as
Nike Golf, Nike Pro, Nike+, Air Jordan, Nike
Skateboarding, Team Starter, and subsidiaries including
Cole Haan, Hurley International, Umbro and Converse.
Nike also owned Bauer Hockey (later renamed Nike Bauer)
between 1995 and 2008.In addition to manufacturing
sportswear and equipment, the company operates retail
stores under the Niketown name. Nike sponsors many high
profile athletes and sports teams around the world, with the
highly recognized trademarks of "Just do it" and the
Swoosh logo.
07/12/21 28
Origin of the Name and the Swoosh
 Nike is the Ancient Greek goddess of victory
“It is one of the most recognized symbols in the
world – The Swoosh. Simple. Fluid. Fast.”

07/12/21 29
Evolution of the Swoosh Logo

07/12/21 30
What Nike Does
 Create authentic athletic
footwear, apparel,
equipment and
accessories for sports and
fitness enthusiasts
 Through subsidiaries,
design and sell a line of
men’s and women’s dress
and casual shoes and
accessories

07/12/21 31
 What is strategy?

 A Creative thought, an idea, a concept,

or a plan that uses the natural laws to its
advantage to turn a potential loss into
victory. It is a plan or a series of
maneuvers for obtaining a specific goal
or result.

07/12/21 32
Corporate Culture

What corporate
culture do you think
the businesses have
managed to develop?

Nike

07/12/21 33
Strategic Planning
 First Stage of Strategic
Planning may involve:
 Futures Thinking
 Thinking about what the
business might need to
do 10–20 years ahead
 Strategic Intents
 Thinking about key
strategic themes
that will inform
decision making
Taking time to think and reflect
 “The thicker the planning may be more important than many
document, the more useless businesses allow time for!
it will be”

07/12/21 34
STRATEGY 1
 Make changes to improve Nike’s current
labor conditions

 Key Publics:
Foreign government agencies
Nike employees
Social activist organizations

07/12/21 35
TACTICS

 Specify and inform employees of their rights

and responsibilities under the Nike code of
conduct
 Provide employees with time and money to
enroll in Nike’s educational programs
 Ensure surprise visits are a surprise

07/12/21 36
STRATEGY 2
 Establish a better presence in the affordable shoe
market

 Key Publics:
Media
Consumers only willing to spend
less than $85

07/12/21 37
TACTICS
 Develop advertising tactics to promote Nike’s Presto line
of shoes ($60-$85)
 Aggressively target budget consumers through sales
promotions and discounts on mid-priced shoes
 Build a stronger relationship with moderately priced
retailers through sales associates
 Increase number of Nike outlet stores offering
discounted merchandise

07/12/21 38
STRATEGY 3
 Establish a competitive presence among
female consumers

 Key Publics:
Media
Female consumers(potential and real)

07/12/21 39
TACTICS
 Create advertisements that showcase Nike’s female
shoes by featuring professional athletes and non-
celebrity females who use Nike products
 Develop a shoe named for a celebrity female athlete,
such as Mia Hamm, comparable to Air Jordan’s
 Actively pursue more female athletes for endorsements
and advertisements by extending competitive contract
offers

07/12/21 40
SWOT
 Strengths – identifying existing organisational
strengths
 Weaknesses – identifying existing
organisational weaknesses
 Opportunities – what market opportunities
might there be
for the organisation to exploit?
 Threats – where might the threats
to the future success come from?

07/12/21 41
Vision Statement
“To bring inspiration and innovation to
every athlete* in the world”

(* “If you have a body, you

are an athlete”
Bill Bowerman, co-founder)

07/12/21 42
Athletic Shoe Market Share

07/12/21 43
Hindustan Unilever Limited

07/12/21 44
INTRODUCTION
 Hindustan Unilever Limited
 Type = Public
 Founded = 1933
 Headquarters = Mumbai, India
 Key people = Harish Manwani Chairman , Nitin
Paranjpe, CEO
 Industry = Fast moving consumer goods
 Products = tea, soap, detergents
 Employees = 15,000
 Parent = Unilever

07/12/21 45
INTRODUCTION
 Hindustan Unilever Limited (HUL) is India’s largest fast
moving consumer goods company, with  leadership in Home &
Personal Care Products and Foods & Beverages.

 HUL's brands, spread across 20 distinct consumer categories,

touch the lives of two out of three Indians. They endow the
company with a scale of combined volumes of about 4 million
tones and sales of Rs.13,718 cores

 HUL is also one of the country's largest exporters; it has been

recognized as a Golden Super Star Trading House by the
Government of India.

07/12/21 46
COMPANY PROFILE
Mission
 The mission that inspires
"add vitality to life". With 35 Power
Brands, HUL meets everyday needs
for nutrition, hygiene, and personal
care with brands that help people feel
good, look good and get more out of
life.

Vision
 “To earn the love and respect of
India, by making a real difference
to every Indian”.

07/12/21 47
Products
 LIFEBOUY
 PEARS
 LUX
 PONDS
 CLINIC PLUS
 CLOSE UP
 LAKME
 DOVE
 SURF EXCEL
 ANNAPURNA
 TAJ MAHAL
 KISSAN
 And others

07/12/21 48
Unilever in India

07/12/21 49
07/12/21 50
 Strategy
 Grow ahead of the market by leading market
development activities

 Leverage positive impact of growing Indian

economy on consumer spending

 Grow a profitable foods and Top end business

 Strong commitment to sustainable development

07/12/21 51
Competitive advantages
 Unilever in India – Uniquely positioned
to create value
 Unmatched brand portfolio
 Innovation and R&D capabilities to straddle the
pyramid
 Versatile distribution network
 Strong corporate responsibility and governance
 Strong local talent base

07/12/21 52
 CONTD….

 Distribution Strength
 Strong IT capability, end to end
connectivity
 Unique channel Initiatives to Win at
“Point of Purchase”
 Portfolio of category and Brands
give unique reach in Modern Trade

07/12/21 53
 Swot Analysis

 STRENGTHS
 HUL has good professional marketing team and well-
coordinated structure with modern business concept.
 HUL has established quality products under its various brands.
 HUL has good customer base.
 All customers and consumers are well aware of product range
and lines of HUL. The brand itself ensures quality.
 HUL being a large company has strength to raise and pump in
large investments and capture the market, also it can enter new
line of products

07/12/21 54
 WEAKNESS

 HUL do not facilitate Customers as compared to

competitors like credit facility and higher margin of
profit.
 The grievances take a long time to be resolved and
thus create dissatisfaction among the customers.
 As extension of product line is higher many times
unable to provide all product lines.

07/12/21 55
 OPPORTUNITIES

 At present the company is leading in FMCG goods

and has wide availability all over which makes it
easy to diversify the product lines and ranges.
 Acceptance of consumers for the products of HUL
has gained loyal consumers and attracted the new
users.
 Recent program of household selling concept will
surely boost the sales of the company.
 Company really needs to expand its distribution to
new outlet base in urban and rural markets .

07/12/21 56
 THREATS

 HUL has been attacked by various competitors like

P&G, GARNIER, GODREJ and COLGATE, which
is slowly encroaching the HUL market share.
 Low margins have disappointed the customers which
are not interested in selling those products.
 Very thin line of market segmentation and production
of self competing products has resulted in confusion
to consumers.
 Some local companies providing goods at lower cost
is always a threat for the company.

07/12/21 57
Thank you!
!!!!! HAPPY DIWALI !!!!!

07/12/21 58