ANALYZING BUSINESS MARKETS

Dove falls under the umbrella of HUL, Hindustan Unilever Limited, which is a subsidiary of Unilever. The products offered by HUL, Dove deep face wash, are fast moving consumer goods popularly known as FMCG goods.

The movement of these goods can be:

1. B2B - business to business
2. B2C  - business to client. 

The Rs.22,116 crore company Hindustan Unilever Limited has shown interest to invest more on beauty, food and water segments. Dove falls under the beauty segment because the products offered by the brand marketed as beauty products for women in skin care category. Personal products account for 38% of the total revenue of HUL.

B2B vs B2C Marketing

 

B2B Markets

Economic researches have revealed that around 50-60% of the gross domestic product of any country depends on the B2B markets. These markets are like an invisible wheel slowly and steadily driving the wheel of the economy.

• Here, let us consider the case of HUL and the distribution of Dove products. 
• The products are sold as brands to customers. These products are FMCG products and the marketers require raw materials, oils, fragrance, packaging tubes and many more for the manufacturing of these products. 
• Marketing of all such products will be done by B2B marketers. 
• Each of them will classify themselves as the B2B marketer for HUL. 
• The processing of these raw materials would require proper processing plants, packaging materials, conveyor belts for the proper production of one unit of the product. 
• The housewife who will purchase this product will never be able to find out the various B2B marketers the product has travelled through before reaching the end customer. 
• We can say that the product reached the end customer through business marketing and B2B brands.

B2C Markets

• HUL has promoted Dove in direct business to clients markets as well. 
• The project ‘Sangam Direct’ was launched in the year 2001 for the first time. 
• Under this project a non-store retail delivery system was established by HUL for its famous FMCG products. 
• This project was first launched as a test project in Mumbai. 
• Under this scheme, the centre which works as a call centre takes orders directly from customers on phone. After consolidating the orders it passes those orders to the re-distribution agents. 
• This, particular model where there is no physical store but the orders are taken from the customers provided twin benefit to the customer.
•  It not only provided convenience to the customer but also value. After, a great customer response HUL took this idea to many cities across the country.